How To Do Facebook Ad Targeting for B2B Lead Generation?
Who’s the reigning champ of B2B?
Well let’s face it, although Linkedin takes that title, Facebook is still king of the social media office scroller, even in the C-suite. In fact, business decision-makers are twice as likely as the average Facebook user to be a daily active user. That means that with the right ad strategy, the right people could spend more time in front of your content, and get closer to that conversion.
Facebook is an incredible tool to touch base multiple times with your leads, with a scarily well-targeted content funnel. With that in mind, here are some actionable tips on targeting the right B2B leads on Facebook, then setting up your own content funnel.
Target the right people –
Facebook Ads are a great way of targeting specific key prospects in your sales strategy, but with so many targeting options on Facebook, how do you choose what to set up? We’re going to avoid the “Purchase Behavior” and “Additional Interests” style targeting of B2C campaigns that are so popular on Facebook, and target employees of specific companies with our ad funnel.
Something to consider for retargeting campaigns if you want to drive traffic to your site: get your Facebook pixel set up. Then, you’ll be able to add custom engagement and conversion events from your site–it’s very useful for retargeting. If your goal is just to collect contact information through a Facebook lead form, you can skip the pixel and get straight into your Ads Manager account.
Let us see How to do Facebook Ad targeting for B2B Lead Generation?
Once you’re in Ads Manager, create a new campaign. From there, choose your marketing objective at first, select “Increase brand awareness”.
In the Detailed Targeting, demographics section; select “Work”, then “Employers”.
To target specific key companies, duplicate your ads and tweak the “Employers” metric in each separate ad campaign. Then you can make minor adjustments to your content depending on who you’re targeting,
The “Industries” metric within “Work”, is also a good metric for casting a wide-net if you’re getting a feel for who needs your service. If it’s volume you’re after, you can cast much wider and still get success, using what we call the “flytrap” technique. Choose many known prospects in your industry, and lump them all into one custom audience.
The Video Funnel –
You have your audience, now for the content.
1. Generate awareness with a 10-15 second video ad. The point here isn’t to get them to convert. It’s just to get them to notice you. Content at this stage should be informative and attention-grabbing, for example; “is your business investing wisely in lead generation?” Make sure to use subtitles for your video—research shows that most social media users watch videos with no sound.
2. Next, redefine your audience to re-target only those who got 75%+ through the video. Set up a custom audience based on the engagement with your content by navigating to “Audiences”, then using the drop-down box below.
You’ll see that you have many choices on how engaged with your content your next audience is. I recommend selecting people who’ve watched at least 75% of your video.
3. Move on to the consideration stage. This next video should be about industry trends for your chosen industry—60-90 seconds. Talk about best practices in the industry, notable examples of success and predictions in the industry. Just show that you’re an authority in the space, and drive value to your leads.
Here is where you can rely on the power of sharing to supercharge your funnel. Since you’re targeting previously-engaged employees of prospects in your space, hit them with a video with a description like: “Does your CTO know *This*?” or “Does your CEO know *This*?”.
This actively encourages the right employees to forward your content to key decision makers, adding them to your funnel. The content has to be the best, or employee’s won’t share with their superiors, and the decision makers won’t watch more than 50% of your video. Show that you’re a voice in the industry.
4. The next stage is showing a carousel ad, showing your products benefits. Educate them on your service, now that you have their trust and attention.
5. Then, we go in for the conversion with a lead gen ad that’ll collect their contact information – but please don’t call it a “newsletter”, be original! You can also include links to your site at this stage if your website is looking great or the sales process is on-site.
We recommend these steps because on average, it takes 5-7 brand touch-points before a buyer will take action and convert. In B2B, 98% of your buyers who visit your site for the first time, won’t convert. By ending with a lead gen ad rather than going straight for your website, you add more steps, and more trust. Be patient!
Once your funnel is past the conversion stage, you can start retargeting users who bounced from your site using a “Website Traffic” audience, just like a GA audience. Select all visitors or specific segments, this is where the custom events you set up on your pixel come in.
And there you have it. I hope ideas are buzzing in your head right now about the perfect Facebook B2B funnel. Go make it happen!