Combining the words "B2B" and "Facebook" in the same sentence may sound strange to most marketers. We often have the image that B2B marketing should be done through professional channels, while Facebook is good for little more than looking at pictures of kittens. Wrong!
If you have a B2B business, Facebook Ads can offer you plenty of ideas for connecting with users destined to become your ideal customer. But it's likely that the general Facebook advertising recommendations won't suit you. To help you out, in this guide to Facebook B2B we're going to look at how to use this tool to boost your business.
How to choose the most appropriate Facebook targeting for B2B
For your Facebook B2B advertising campaign to succeed, the first thing you need to know is what you want to achieve with it. Facebook Ads has many options for targeting depending on the stage of the conversion funnel you are in, but not all of them are suitable for businesses that sell to other businesses.
Facebook advertising objectives are organised around three broad categories:
Awareness: generating interest in your product or service. This would be the TOFU (or "top of the funnel") phase of the conversion funnel, focused on engaging users who are not yet familiar with your brand for the first time.
Consideration: getting users to start thinking about your company and search for more information about it. This corresponds to the MOFU (middle of the funnel) phase.
Conversions: encouraging people interested in your company to buy or use your product or service. We are in the BOFU phase ("bottom of the funnel"), where transactions are closed.
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