Using digital marketing to generate B2B leads is something that your business simply cannot skip over if you want to grow. While Facebook might not be your first choice for B2B lead generation (we see you, LinkedIn!), there are on average 1.56 billion people that log into Facebook daily. So even if your target audience is off the clock when they see your ad, you can still reach them and pique their interest.
We use Facebook advertising internally as well as for clients and want you to have success with it too! In this blog post, we are going to go over some of our favorite ways to use Facebook for B2B lead generation.
Install the Facebook Pixel
Before you move any further into using Facebook for B2B marketing, you need to install the Facebook Pixel onto your website. This little piece of code is multi-purpose and will help improve the rest of the information we will go over in the blog post, from retargeting to tracking conversions.
Need more information on how to create and install the Facebook pixel? Facebook has a step-by-step guide for setting it up!
Remarket to Website Visitors Based on the Page They Visited
The beauty of the Facebook pixel is that it can track who visits your website and connect that information back to a Facebook account. Therefore, you can create an audience just of the people who have visited a specific page on your website (whether that be a “more info” or “thank you” page) and send specific Facebook ads on to keep them engaged.
Remember, it’s easier to convert a current customer or someone more familiar with your company/brand than it is to sell a cold prospect.
Lookalike Audience
Rather than marketing to those who have visited your website, the Lookalike Audience uses data on those website visitors and creates an entirely new audience of people in similar demographics, interests, etc.
While this audience likely hasn’t seen content from your business before, this targeting method helps you get in front of more people who may want or need your products or services and are more likely to convert than simply targeting a couple demographics on your own.
Create Facebook Ads for Mobile
When about 88% of Facebook users are accessing via mobile device, you can’t afford to not optimize for mobile.
So, what does “optimize creative for mobile” mean, anyway?
Image and video quality
When creating content, think about how the image or video will show up on your phone or tablet. Square or vertical-sized (1:1 or 9:16 ratio) images will take up more of a user’s screen than a horizontal (16:9) image and will grab their attention better
Related post: How to Increase Online Engagement with The Right Graphic
Image text size
Since a phone or tablet is much smaller than a desktop, any text-overlay that you place on the images needs to be readable without needing to zoom in. If the post is organic, you can include as much text in the image as you want. If you’re using the image for an ad, then ensure that the text takes up less than 20% of the image (You can just the text size in the Facebook Creative Hub!)
What do you do after someone converts to a lead?
Woohoo! Someone clicked on your Facebook post and converted to a lead on your website! But… now what? The first thing we always suggest is to follow up quickly with the lead. If they signed up to receive a downloadable guide, ensure that they receive an email immediately. If they filled out a “Let’s Talk” form requesting more information, your sales team should be following this follow-up sequence.
Download our guide to up your digital marketing strategy
Creating effective social media content to share with your target audience is a crucial part to your marketing strategy.
Using our expertise in content creation, we’ve created this guide to help you cultivate a more engaged audience and, ultimately, help you grow your business.
In this download, you’ll receive:
The steps you’ll need to follow in order to create social media engagement.
4 essential elements to add in every content piece.
Information on different types of graphics your business can post for brand awareness and engagement
Key strategies for lead generation