When most people think Facebook advertising, they think B2C marketing.
Many tend to assume that B2B marketing on Facebook doesn’t make sense or would not be effective – because it would be too hard to get in front of professionals, decision makers, and the right industry positions, and even if you do, they’re not in the mood to think about business if they’re browsing Facebook.
These assumptions, however, are quite inaccurate – and with the right strategies and targeting in place, Facebook can indeed be an effective B2B platform. Below are three key strategies for how to make your B2B marketing successful on Facebook.
Build a layered Lookalike strategy
Lookalike audiences are one of Facebook’s most efficient targeting capabilities. First off, here’s a quick refresher: Lookalike targeting is where you can leverage your first-party data (e.g. customer lists, audience lists, etc.) as a seed audience and Facebook will take that list and target users who are very similar in characteristics, behaviors, and traits as that audience.
The capability is super-powerful, but rather than taking your entire customer list and using it as a seed list, you need to be smart about how to segment and leverage your first-party data.
1. Think about your customer list and how to segment it
To create an effective seed list, think about your customer list and whether you can segment that list into groups of identifiable characteristics. For example, let’s say you are a B2B cybersecurity company that sells cybersecurity to a variety of companies in different industries.
You may want to segment out your customer lists by the industries they are in – tech, medical, education, financial, etc. Keep in mind you’ll need a seed list of between 2K-5K users to be effective.
2. Upload the seed list you’ve developed to Facebook
Next, upload that seed list into Facebook and develop your lookalikes off of it. In most cases, I’d recommend that you build an audience of the 1% most relevant users, which tends to be the audience closest in similarities, characteristics, and traits.
However, for this strategy, you should keep your audience size fairly large in order to layer additional targeting to refine the list. I recommend a LAL 5% (LALs go from 1% to 10%), as a 5% will still find users similar to your seed list – but rather than receiving an audience size of 2M, you are going after a larger pool of 10M.
Resource: https://searchenginewatch.com/2017/05/30/three-strategies-for-cracking-the-b2b-code-on-facebook/
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