Social media platforms are a place of virtual encounters with existing and potential clients. By participating in daily social network activities, companies increase their competitiveness, strengthen their visual identity, and create trust and lasting relationships with clients and customers.
Today, social media is an indispensable channel for promoting and engaging users (potential buyers and buyers) due to their wide use and mass population. Professional and planned management of social networks is the only way to achieve goals and achieve results.
Did you know that Facebook performs the best when targeting business owners to generate more leads?
Social networks have undoubtedly and considerably changed the way we communicate. With roughly 2.8 billion monthly active users, Facebook is the biggest social network worldwide. Active users are those who have logged into Facebook during the past 30 days.
If you are a marketer, you have surely created at least a dozen Facebook ads a month. The critical question is, Do you target your ads to the right, targeted audience?
In this article, we bring you tips & tricks, and strategies & tactics on creating a good ad and targeting the right audience using the information that Facebook gives you about user behavior on this social network.
Do Facebook ads really work?
Facebook is one of the most robust advertising tools if you know how to use it. Nowadays, there are various audience targeting options available on this social media platform.
Facebook ads are targeted to users based on their demographic, location, and profile information.
The goal is to show the ad to that group of Facebook users for whom there is a reasonable conclusion that they will be the best customers/clients for your products/services. Depending on your company’s opportunity and needs, the target audience can be defined according to demographics, interests, job title, etc.
Social media, in general, has changed the advertising industry. In real-time, the advertiser can see how the audience is reacting and adjust a campaign accordingly.
How do you target B2B on Facebook?
In the attached video, you can see an example of what audience targeting looks like in practice.
If you are a B2B company, you are probably wondering how to target business owners on Facebook.
Facebook is an indispensable platform in creating a marketing strategy. The primary function of online advertising is to convey the right message to the right people at the right time.
First, you need to have the right Facebook Ad strategy to generate leads and be successful in your campaigns. It involves sending the right messages on your Ads, the right landing page, and the right offer to get people interested in learning more about how you can help them.
You can target people based on different interests. Audiences are best targeted by behavior, location, interests, and demographics. It is also better to target several smaller target groups than one broad one.
Winning strategies to target your B2B audience online
Most of the strategies and tactics will be going through how you can find interests related to the type of people you are looking to target, in this case, business owners.
1. Target business owners on Facebook with Facebook Pixel
Anyone running Facebook ads has to integrate their site with Facebook Pixel. Facebook Pixel is a little piece of code that is implemented into a website. This analytical tool accurately measures your Facebook advertising’s effectiveness and gives you better insights into your campaigns and audiences. When you run a Facebook Pixel on your site, you can do the following:
- Create dynamic ads for Facebook users who visited your website.
- Measure your conversions across multiple devices.
- Optimize your audience to reach Facebook users that are most likely to take action – buy your product or service.
2. Target business page owners
In section detailed targeting, enter “business page owners” or “Facebook page admin”. This is one way to target business owners and a very easy tactic that will allow you to target a specific group of people. If someone is an administrator of Facebook or a business page, the chances are that they are also business owners.
3. Target people who read online business publications
For example, in detailed targeting, you can include people who read entrepreneur magazines, fortune, money, Investopedia, Inc. Magazines, etc. For even better results, target people who read online publications and magazines related to the specific niche.
4. Target people by the keyword “business”
Type the keyword “business” in the detailed targeting section. You will see other related interests to business and select any of them (for example, business to business, small businesses). It will help you find more business owners on Facebook.
Targeting every type of business is a bit too broad. This is why it is essential to target a specific group of business owners who are more likely to buy your product or service. You can also target different industries and select the most relevant sectors to the type of business owners you are looking to target.
5. Target by different B2B job titles
You can search for keywords like CEO, owner, managing director, and other different keywords related to job titles. You can also click on the “Suggestions” button. This gives you additional suggestions for other keywords for job titles and interests that you can use to find more business owners on Facebook Ads.
Pro tip: If the audience rate is very low for the type of people you want to target, click on a check box that says Expand your detailed targeting to reach more people when it’s likely to improve performance. Make sure you mark this box as checked. This way, Facebook could expand your audience to find more similar people related to the job title or other keyword you searched for in your interest targeting.
6. Include business owners keywords on your landing pages and ads
Suppose you include the keyword of the type of business owners. In that case, you are looking to target, within your ad text or copy on the Facebook and landing page. With its algorithm, Facebook will use this text to find similar people interested in and relate to that specific keyword.
7. Target an email list of clients or customers and create a lookalike audience
Facebook has a powerful feature that lets you upload your email list to help you reach leads with unique ads. If you already have a list of people that visit your website, list of leads, clients, and customers, you can upload that list on Facebook Ads and create a lookalike audience.
For example, you can upload a list of at least 100 to 1000 clients into Facebook Ads. This way, Facebook Ads will create a lookalike audience and help you find and target more similar people to your uploaded list, i.e., business owners.
You can narrow your audience by first targeting by interests, then demographics, and finally limiting this by targeting user behavior.
Social media has dramatically facilitated B2B advertising. With ads on Facebook or other social media platforms, you can target a specific individual. In a B2B business, you know precisely who you are targeting and what your target looks like.
Pro tip: Never put all the characteristics of your target audience in one group.
Advantages of detailed audience targeting
If you use it properly, Facebook advertising brings endless possibilities. Some of them include:
Greater relevance: Creating custom ads allows you to find an audience that is mainly interested in your product/service.
Greater engagement: If the audience sees your ad and considers it relevant, the chances that they will forward (share) the advertisement to their friends increase. In that way, the reach of your post will automatically grow organically, i.e., for free.
Higher CTR: Showing highly relevant ads increases the chance that your audience will click on your ad, which automatically increases your click-through-rate CTR.
Higher ROI: If you exclude people who are not your highly relevant audience or are not interested in your offer, you increase the possibility of reaching the right audience at a lower price, which will affect the ROI (return on investment).
Pay attention to connecting with other people who have responded to your ad, don’t spend all your time targeting. On Facebook, it’s not all about the sales themselves. Facebook gives you the ability to build a relationship with customers. When setting budgets and plans, keep in mind that customer relationships are essential and should be in the first place.
Attract the right audience directly to your website. Customers who find you via Facebook will probably want to visit your website to get more information or buy your product.
Take advantage of the world of online communication and communicate with your customers with targeted Facebook advertising and use it wisely to grow your business.
Now it is your turn to go into action and target business owners by yourself. If your Facebook B2B advertising doesn’t deliver desired results, don’t get discouraged. It takes time to figure out how to target business owners on Facebook with the best strategy that brings success.
If it still seems complicated or you don’t have time, leave it to experts! The qualified and experienced marketing team at Async Labs knows how to get people to click your Facebook ads, buy your product or sign up for your email list.
Which one of these strategies and tactics will you try first, and how do you target B2B on Facebook ads? Tell us in the comment section below!