Facebook Advertising Tricks for B2B Marketers

Facebook Advertising Tricks for B2B Marketers
by Paul Dunay

If I could offer you a billboard in the middle of Times Square for little to no cost for you to advertise your company would you do it? One of the great things about the Facebook is that it provides you access to a large audience of over 550 Million people worldwide at a very low cost so why not take advantage of it.

After 9 years of Search Engine Marketing – I think it is safe to say any keyword you are going to buy is maxed out when it comes to the Google AdWords auction process. In 2001 when Google AdWords was just announced – I was buying and converting potential prospects into leads for pennies on the dollar with keywords like Globalization, eCommerce, Interactive Marketing (I was in a consulting firm at the time). This is why today on Facebook seems so familiar to me – while the buying process is less about keywords and more about precise targeting – the costs seem awfully familiar.

So let’s go through 3 Tricks to Maximize a Facebook Advertising purchase for B2B Marketers

Trick 1) Place specific Job Titles into the Likes and Interest field. This way anyone who has mentioned their job title in their profile is now a potential recipient of your ad. Go big and go broad with the Job Titles. Facebook doesn’t care how many you put in there; they will go find you the profiles that contain them nonetheless.
Trick 2) Put the 20 top companies you want to target into the Workplaces field. Facebook unlike Google works off of the “or” operand not the “and” operand so you can use this to your advantage by placing as many of the companies you want to target into the Workplaces field and thereby target the employees of all of those firms.
Trick 3) Run your Facebook Ads using Friends of your Page – if you want to widen your fan base why not try targeting friends of the people who already like your Page. If they are friends perhaps they share a common interest and one of those interests could be your company. Best of all when appears; inside the ad it will personally name your friends who already like your Page giving it the credibility and hopefully the “like” ability you are looking for.
There are tons of ways to target folks on Facebook. I have even seen people target down to the single individual level – “NanoTargeting” as it is called. I suggest you get your feet wet with Facebook Ads by building your Fan base on your company Page. This will give you a feeling for how the self service system works and perhaps even try some of the tricks above for your initial ad buy.

Also pay special attention to the metrics that Facebook is providing to you from your advertising buy because you can compile a buyer persona by running an ad for 30 days and a minimal investment. A persona will tell you what their favorite movie was, what their favorite music was, what their favorite TV show was, what their favorite books were, even their average age, gender and marital status. Great stuff to know and great data you can use to refine you next Facebook Advertising buy!

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December 2010

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