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Drive In More Leads

    Picture of Emma Berry
    By Emma Berry in July, 2018 | 6 minute read

    Facebook - Social Media

    How B2B Brands Leverage Facebook for Marketing

    There is a common misconception that Facebook is just for B2C brands. However, there are numerous ways that B2B brands market using Facebook as one of their main channels. Today, Facebook is increasingly becoming a popular marketing platform for B2B businesses.


    Many B2B brands choose to use LinkedIn over Facebook because they feel like they can find more business professionals through that platform. However, more people choose to spend their time browsing on Facebook than on LinkedIn. In fact, business decision makers spend a median 74% more time on Facebook than other Facebook users. That makes Facebook an excellent space to access B2B buyers.

    Chances are, if a user is on LinkedIn, they are probably on Facebook too. Facebook has over 2 billion active users, while LinkedIn has about 500 million active users. The more people that use a social media marketing platform, the more eyeballs you’ll have on your ads and content.

    Leveraging Facebook with B2B Ads

    Using Facebook’s advertising platform is a great way to capture your prospects’ attention. Facebook Ads support the inbound methodology by not being intrusive or disruptive to the targeted audience. They’re inherent in the platform.

    It’s easy to target prospects and create a custom audience using Facebook Ads. An effective way to leverage Facebook custom audiences is to create a look-alike campaign to match 1-2% of your target demographic.

    Facebook has a wide range of advertisement types for your B2B brand to test out. Each brand is different and the types of advertisements you use to promote your brand may vary. Facebook ensures that there is an ad suited to fit your B2B brand’s exact needs. From video ads to carousel ads, lead ads, and slideshows, there is something out there for everyone.

    Let’s dive more specifically into lead ads, which allow B2B brands to collect the information of prospects through a form. You can determine exactly what information you want to ask for through Facebook’s customization tools, allowing you to make connections effortlessly.

    It’s essential for B2B brands to collect contacts through forms in order to nurture those contacts into leads. Making the collection of contact information as seamless as possible ensures that your B2B brand isn’t disrupting your user’s experience.

    How B2B Brands Leverage Facebook Analytics

    Facebook has a great set of analytical tools that can be useful for B2B brands to use to optimize their marketing efforts. As soon as your ad is posted, Facebook immediately tracks, analyzes, and makes decisions according to data trends of who is viewing and clicking on your ad.

    Through Facebook’s analysis, you can see just how well your brand is performing and target the places where you need improvement. Facebook tells you exactly what you’re doing right and what you’re doing wrong.

    5 B2B Brands that Leverage Facebook for Marketing

    Some successful marketing practices for your B2B Brand Facebook page is to make sure you’re actively posting and engaging with your audience, posting relevant photo and video content, and providing links to your company’s blog, website, and services.

    You should also try and link any other relevant social media profiles within your Facebook page to attract your Facebook visitors to your other social media sites. For example, you can link Instagram, so people who view Facebook content can check out your Instagram stories, as well.

    Companies like HubSpot, Gartner, GoToMeeting, Adobe, and Siemens leverage these different Facebook marketing tactics on their own company pages.

    1. HubSpot

    HubSpot includes a wide variety engaging photo and video content to attract visitors to their page. At the time of this writing, the snapshot includes a preview of a video they posted about Lady Gaga’s fan following. In the comments to this video they linked one of their own blog posts, How to Build a Loyal Audience Online, to tie the video’s relevance to their own content.

    Lady Gaga featured on HubSpot's Facebook page

    2. Gartner

    Gartner includes many outside links to helpful articles on their own website. They include a call-to-action for their free webinar with the corresponding link for its’ registration. It also provides helpful information about the specifics of their webinar like: date, time, subject, and the speaker.

    Example from Gartner Facebook page

    3. GoToMeeting

    GoToMeeting’s Facebook page includes links to their company’s website and external websites that talk about GoToMeeting’s success. This photo shows a preview to their Control Panel user guide and a link to the user guide on their website. Providing a helpful resource for their service is beneficial in converting visitors into leads.

    example from GoToMeeting Facebook page

    4. Adobe

    When you first click on to Adobe’s Facebook page, your eyes immediately gravitate towards the cover photo. An eye-catching cover photo creates a great first impression for any new visitors coming across Adobe’s Facebook page. They also use videos, photos, and links to their blog to attract and engage their visitors into leads.

    Example from Adobe Facebook page

    5. Siemens

    Like Adobe, Siemens also uses a unique cover photo that jumps out at you immediately. Siemens created a challenge to engage a wider audience that specifically targets students. Facebook is a popular social media site for students, and Siemens uses that to their advantage by advertising their Global University Challenge and providing a link to its’ registration page.

    Example from Siemens Facebook page

    Start B2B Marketing on Facebook

    Don’t rule out using Facebook when marketing your B2B brand! With business decision makers spending more time browsing on Facebook, the chances of them seeing your ads are higher than you may have originally thought.

    Facebook ads capture the attention of your targeted audience without disrupting their user experience. Creating a target audience is easy with Facebook’s look-alike campaign feature that allows you to match with a portion of your targeted demographic.

    Lastly, the wide variety of ad types on Facebook allow you to test out which one fits your B2B brand in the best.

    business promotion through facebook marketing

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