Top 5 Reasons to Advertise on Facebook and Retargeting
For a company whose products or services are aimed at the general public, advertising on Facebook is for many an effective acquisition lever allowing it to reach a specific audience, present its offers and find new customers.
But for a B2B business, Facebook's advertising opportunities are far more skeptical. This can obviously be understood, Facebook is a personal social network rather than a professional one.
But Facebook's advertising opportunities are far from inconsistent for a B2B business. In fact, according to Social Media Examiner, 65% of marketing managers in a B2B company use or will use advertising on Facebook. And if so many B2B companies invest on this lever, it is because there are necessarily good opportunities to bet on.
We are not going to list all the opportunities here but focus on retargeting. We will see why retargeting should be your priority if you are a B2B business and want to launch your first Facebook Ads campaign.
Reason 1: Target a qualified audience
In advertising on Facebook, you have the choice to address two types of audiences:
Cold audiences → These are people who have not yet shown interest in your business. The goal is then to reach these cold audiences for the first time to give visibility to your company and capture interest in your offers and expertise;
Personalized audiences → These are people who have already interacted with your business. These people already know you. And we can legitimately assume that if someone has recently visited your website or interacted with your latest posts, it is because they have minimal interest in what you are offering.
It is these personalized audiences that may allow you to line up a retargeting strategy. And you will be able to create these audiences from:
Visitors to your website → For this, you must have installed the Facebook Pixel on your site. And this pixel will allow you to show your ads to those who have taken the time to learn about your site. You can also personalize your communication by playing on the pages consulted, the last visit (knowing that the pixel accumulates data over 180 days), the duration of the visit…;
From your CRM data → From your data (emails, phone, name, etc.), you can match profiles and broadcast advertisements on Facebook to your prospects and customers. (Please note, I advise you to make sure that the data collected can be used in compliance with the GDPR regulations);
Users of your mobile application → As for your website, you can install the SDK on your application, which will allow you to create an audience with the users of your application;
Video views → If you are used to posting videos on your Facebook page and/or Instagram profile highlighting your customers, your services and products, or more generally your business, you can target those who have taken the time to watch them;
Interactions on Facebook and Instagram → Create an audience of people who follow your Facebook page or your Instagram profile, who have “liked” or commented on your latest publications…
Reason 2: Reward your efforts
While personalized audiences allow you to focus your efforts on qualified audiences, they will also allow you to reward your marketing efforts.
As a B2B company, you have already got to spend budget and energy on:
- Other acquisition levers such as Google Ads or Linkedin Ads;
- Your community management;
- Your natural referencing;
- Highlighting your expertise via a blog;
- Dissemination of press release;
- More traditional advertising placements such as the press, TV, or radio;
All these efforts allow you today to give visibility to your business but also to capture traffic on your website.
And these efforts that you have put in to increase your traffic, you can follow up with retargeting and Facebook advertising.
This is only a short analysis but illustrates quite well the type of approach to be implemented:
Step 1: Hubspot attracts qualified traffic by targeting people on Google who is looking for “CRM software”
Reason 3: Control your budget
The personalized audiences that are used for retargeting are therefore qualified. But depending on your website traffic, your CRM data, and your interactions on Facebook and Instagram, these audiences are often smaller or smaller.
And naturally, the budget you will need to spend to reach a small audience will be much less than the budget you will need to spend to capture the interest of a cold audience.
The retargeting on Facebook allows you to limit your advertising spending and focus on a qualified audience.
Reason 4: Intervene at every step of the purchasing process
In B2B, the people you need to convince are professionals, who have a budget and who must ensure the usefulness of each of their expenses. Buying decisions usually involve large investments and careful thought. Decision phases can therefore be long and spread over several months.
A professional will not only learn about your business, but they will also take the time to study the offers of your competitors.
And if you've been successful in gaining professional attention for your business, Facebook retargeting can tip the scales in the right direction. With an inbound marketing and lead nurturing strategy in place, thanks to retargeting, you will be able to intervene at each stage of the decision-making process and deliver the right message at the right time.
Reason 5: Seize cross-selling and upselling opportunities
As we have seen, retargeting allows you to show your ads to people who have shown an interest in your products and services. But retargeting will not only allow you to find new customers, but you can also continue to communicate with those who already trust you. By creating audiences corresponding to your customers' thanks to your pixel, SDK, or your CRM data, you will be able to highlight products and services for which they are not yet customers.
Post a Comment