Join the IMPACT coaches for a deep dive on a new topic every month in our free virtual event series.

Register Here

Join the IMPACT coaches for a deep dive on a new topic every month in our free virtual event series.
Register Here
The Ultimate Inbound Marketing Strategy Playbook 2022

Take your inbound strategy to the next level

  • Master the 7 principles of highly effective inbound marketing
  • Dramatically improve your inbound sales
  • Get more buy-in at your company

Facebook Advertising is Not Just For B2C.

By Dan Tighe

Facebook Advertising is Not Just For B2C.

Since the beginning of its time, there has been a misconception among marketers that social media advertising only works for B2C brands.

There are, however, several reasons why this is false and why B2B companies should be utilizing Facebook Advertising just as much, if not more, often than their B2C counterparts.

To start, let's take a look at some of the numbers.

 Join the IMPACT coaches for a deep dive on a new topic every month in our free virtual event series.

Facebook had 1.79 billion monthly active users in 2016. That beats any other social media platform, so it’s safe to say your buyer personas are likely on there. Check out how Facebook compares to some of the other major platforms: 

Instagram: 600 Million Active Users

Twitter: 317 Million Active Users

Snapchat: 200 Million Active Users

LinkedIn: 116 Million Active Users

View the complete list from Statista here.

Not only does Facebook more than double these other platform's reach, but it has a lot more information about users at its fingertips -- location, employer, job title, interests, industries, and various demographics to just name a few.

People across the globe have been sharing intimate details of their lives with not only their Facebook friends, but the company for over a decade. With all of this information, Facebook has an extremely valuable and diverse database.

Facebook Advertising gives you access to this database in the form of the ability to create highly-targeted audiences, usually to the point where you can target your exact buyer personas. There is no more guessing on whether our ads are being placed in front of the right person, Facebook knows it is.

To convince you even more, I’ve come up with some effective ways you can utilize Facebook Ads to generate traffic, leads, and sales for your B2B organization.

Building Brand Awareness and Driving Traffic With Facebook Advertising's Targeting

As briefly mentioned above, Facebook Ads gives you the ability to create highly customized audiences to target. Using the detailed targeting tool when you set up a campaign, you are able to find users who match your target buyer persona.

For example, if you are trying to get more traffic from a buyer persona with a specific job title who would more likely be the decision maker at a company, you’ll be able to do so with ads directed at CEO, COO, or CIOs in your ad campaign.

Knowing this helps us generate more qualified traffic and leads, especially to those who have the purchasing power at the companies you want to target. 

Another creative way to approach this is to learn what software or online tools they use.

For example, an inbound marketing agency might want to target people who "like" HubSpot, Hotjar, or Google Analytics. This gives them a creative way to show their audience how their services can supplement the current software they are using. 

This is all dependent on your campaign and overlying strategy, but this is a great way to get even more detailed in your targeting efforts.

If this is your first time advertising on Facebook, I would suggest creating three unique audiences based on your different buyer personas.

This will help you quickly learn how different groups will react to your ads and if you need to make any adjustments early on in your campaigns. 

Remarketing for Lead Generation

Another way you can get use Facebook Ads for your B2B organization is through remarketing.

As defined by Adhesion, remarketing is a way of "positioning targeted ads in front of a defined audience that had previously visited your website"

In other words, it's using strategically placed and designed ads on other websites to get previous your site visitors back on your site and turn them into leads.

For example, let's say a visitor read one of your most popular blog articles but didn’t take the next steps by clicking on the call-to-action. 

Remarketing is a great way to give them another chance to convert by enticing them with an offer related to the article they read. Facebook Remarketing is easy to setup and a great way to open up more ways for visitors to convert.

Not sure how to setup a remarketing campaign through Facebook? No worries! Here is a step by step guide on how to started! How to Create Your First Facebook Remarketing Campaign.

Here are some quick remarketing ideas to build your first campaign:

  • Increase your monthly ebook or whitepaper conversions.
  • Accumulate more registrants for your upcoming webinar.
  • Send more demo requests to your sales team.
  • Remarket visitors who viewed one of your product but didn’t purchase make a purchase.

Once you have built a custom audience and come up with an effective remarketing strategy, simply create an ad around a next step offer you want them to take.

When you create your ads, it’s important that your ad has a detailed description of what exactly you’re offering, an eye-catching title, and a strong, unique visual. By using these tips to create a strong ad, you'll be more likely to start generating some quality leads to move down the funnel.  

Looking for some B2B Facebook Ad examples? Check out these 7 Inspiring B2B Facebook Ad Examples.

Key Takeaways

Though predominantly a personal platform, Facebook Advertising is not just working for B2C companies anymore. 

By really understanding your audience and creating highly targeted Facebook campaigns, your B2B organization has the ability to open up a whole new avenue of lead generation.

If you're a B2B company who's interested in testing Facebook campaigns, I would start with a small budget of $50 to test a 1-2 week campaign. 

By doing this, you will be able to collect data and results to understand what strategies and audiences will give you the best results. That way you'll be able to make adjustments to further improve your lead generation funnel.

Join the IMPACT coaches for a deep dive on a new topic every month in our free virtual event series.


Lead Generation
Marketing Strategy
Facebook Marketing
Published on December 20, 2016

Recent Articles

Demand Generation vs. Lead Generation: What’s the Difference?
June 6, 2022 • 5 min read
Increase Landing Page Conversion Rates With These 3 Simple, Powerful Hacks
June 2, 2022 • 10 min read
20 Tips for Optimizing Your Business Blog Articles for Conversions
April 21, 2022 • 14 min read
How To Make Each Lead Capture Form a Conversion Powerhouse
April 8, 2022 • 7 min read
How To Grow Your Email List: 13 Savvy Tips To Try in 2022
April 7, 2022 • 9 min read
44 Landing Page Examples to Inspire Yours in 2022
December 31, 2021 • 13 min read
The Selling 7: 5 Best Landing Page Video Examples
December 23, 2021 • 7 min read
Rethinking Your Approach to B2B Lead Gen, ft. Chris Walker (Inbound Success, Ep. 200)
June 21, 2021 • 36 min read
What is the Content Marketing Funnel and How Does It Work?
June 2, 2021 • 10 min read
What is Lead Nurturing?
May 28, 2021 • 9 min read
88 compelling words and phrases to prompt website visitors into action [Infographic]
April 24, 2021 • 3 min read
Should You Still Gate Your Content in 2021?
April 8, 2021 • 7 min read
What is Conversion Rate Optimization? (Definition, Examples, and Tips)
March 31, 2021 • 12 min read
What is a good average landing page conversion rate?
March 12, 2021 • 10 min read
Call-To-Action Examples: 31 Designed to Earn Clicks and Generate Leads
March 11, 2021 • 10 min read
Here's Exactly Why Your Inbound Marketing Leads Suck
March 5, 2021 • 6 min read
6 Reasons You're Not Generating Leads With Your Blog Content
November 9, 2020 • 7 min read
9 keys to building an effective landing page [Infographic]
October 3, 2020 • 3 min read
5 effective strategies for decreasing bounce rates on a blog article
August 25, 2020 • 8 min read
7 savvy tips to boost conversions in your retail e-commerce store
July 17, 2020 • 6 min read
6 most common lead generation website problems (and how to fix them)
January 28, 2020 • 8 min read
Facebook ads help: Why are my ads not converting?
January 20, 2020 • 5 min read
11 Best Examples of Lead Generation Website Designs
January 20, 2020 • 9 min read
Top 9 proven lead generation ideas you need to try in 2020
December 3, 2019 • 3 min read
New study reveals which Google My Business features boost conversions
November 4, 2019 • 4 min read