Using Facebook for B2B Advertising
Facebook is great for targeted advertising to the consumer. If you are trying to reach other businesses it is a bit more difficult but not impossible. You just need to work a little harder when it comes to creating your audiences.
You will still be using the most intelligent system to reach your targeted audience. Before you read any further, I am making the following assumptions...
- You know your target market
- You have installed the Facebook Pixel
- You have an ad account and know your way around Ads Manager
If you are in your Ads Manager, have clicked on Audiences, then create an audience, and then saved audience you will be ready to start. Scroll down to where it says detailed targeting. You can fill in the other fields later.
So B2B customers who are an SME business are likely to have certain behaviours that Facebook can recognise. One of these is they are more than likely to be the admin of their business page even if they are not the person posting to that page. They might have also listed themselves as a small business owner. Under detailed targeting click on browse and then behaviours then digital activities and you should find Business Page Admins and Small Business Owners.
This is quite a large audience over 1.3 million, in the UK, so you are going to want to narrow this down and obviously we are talking about the marine industry so we need to know what these business owners are interested in. In the image above, you will see 'Exclude People or Narrow Audience' - click on Narrow Audience. You will see in the image below that I have added Yachting as an example and this has taken my audience from 1.3 million to 23,000. Now obviously there will be business owners that are not in the yachting industry that have an interest in yachting but your yachting business owners will fall into this category too.
There are many interests to choose from when narrowing the audience so if you wanted to just reach the business owner in the yacht charter market you would then click yacht charter as an interest. In some instances, you can even click the boat builder e.g. Princess Yachts, Azimut Yachts, and Fairline Yachts. If you are trying to reach all Yacht Skippers who own a business you might narrow it down to an interest in an organisation such as the Royal Yachting Association.
Facebook advertising is probably still the cheapest form of advertising if you target carefully. At SPC Marine Marketing we can help you with your Facebook advertising campaigns whilst managing your social media channels. We offer a FREE initial consultation so get in touch for a 'no-strings' attached review. I guarantee you will get some tips on how to improve your content marketing. Email heidi@spcmarinemarketing.com or call on 07804906261
