Facebook has shaped our social lives on a fundamental level over the past decade. It’s difficult to accept that advertising, often thought of as a wet towel, plays a key role in the operations of the platform.
Founder Mark Zuckerberg says that he initially built Facebook to “build something cool” and “make people more connected.” But Facebook ran ads (known then as “flyers”) from its early days, first to cover costs, later to bring in a profit.
Facebook Advertising in a Nutshell
After the platform took off and Zuckerberg withdrew from Harvard to focus on it, advertising became the designated engine that would keep Facebook running. Facebook, of course, had the traffic and diversity to attract a large advertiser-base. There was also another major value proposition: audience targeting.
Audience targeting allows advertisers to display ads to people more likely to click and buy, and in the ten years since Facebook launched an auction/cost-per-click model for ad-payment, the platform has incorporated more and more audience attributes. Facebook can even tell (and allows you to target) when people have “recently moved” or “are in the market for a new home.”
In addition, Facebook acquired Instagram and has seamlessly integrated Instagram advertising into their user-friendly ad-builder platform.
B2B Facebook Advertising
Business-to-business companies are slower to adapt digital ads–and with reason. The sales funnel is typically long and the qualified lead pool smaller.
Facebook ads don’t work for all B2B companies, and when they do, they don’t work like they do for B2C brands.
What Facebook ads can do for B2B is pretty darn powerful. Facebook ads allow you to:
- Build your brand’s online presence and authority
- Learn characteristics about the people clicking on your ads, allowing you to refine your target audience
- Nurture leads throughout the long decision-process
- Target a growing audience of Gen-X and Baby Boomers
3 B2B Facebook Advertising Campaign Examples
Our LinkedIn Slideshare includes 3 B2B Facebook advertising examples your company should prioritize running. Learn what each campaign may help you achieve, as well as audience targeting tips!
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