When it comes to paid advertising, many companies are not sure where to begin and what platforms to use. Facebook is a great place to start when it comes to promoting your content to your potential customers.
A lot of B2B companies don’t believe that their audience is active on Facebook, but it turns out that B2B employees spend a good amount of time on social media, and can easily be targeted by your ads. 48.5% of B2B decision-makers use Facebook for research, which makes it the top social media platform for B2B research, just behind YouTube at 50.9%. This has been a deciding factor and a big reason why over 200 million businesses use Facebook advertising to connect with their audience.
Let’s take a look at three different ways in which you can target your audience on Facebook.
Facebook Custom Audiences allow you to upload any existing contacts lists you have. Getting in front of your existing customers gives you the opportunity to increase lifetime customer value and customer loyalty.
You can also create a lookalike audience based on your existing customers. A lookalike audience is a list of Facebook users who would most likely be interested in your business as they share similar characteristics with your existing customers.
Another audience customization within Facebook is the option to retarget visitors to your website. You can retarget anyone who has visited the website or specific pages based on the campaign you plan on running.
The ads will show up to those website visitors when they come back to Facebook. This is extremely useful when you want to find those people who have already shown interest in your business as it gives them a second chance to interact.
Lookalike audiences, as mentioned above, can also be used for website visitors. There are many different options you can use to A/B test and find the exact target audience you are looking for.
Who are your customers? Where do they live? What do they do for work and what do they do after work? What traits and characteristics might they have?
Ask yourself these questions, and you will have many different targeting options to choose from, including behaviors, interests, geographical locations, and job title (just to name a few).
Kuno Creative has started using a new social tool called SparkToro. SparkToro essentially allows businesses to discover where their audience is hanging out online and learn how they are influenced.
For example, the below graphic shows us the social accounts that people visiting www.kunocreative.com are engaging with:
From here, we can plug these profiles into a saved Facebook audience interest search, and target them from there:
Finding the right people for your business is extremely important. It will save you time from marketing your business to those who may not show interest. The options above will allow you to fine-tune your audience and reach the right people.
Check out our demand generation guide to learn all about advertising through the top paid media platforms, and more ways to reach your target audience.