B2B Social Media Advertising: Can It REALLY Help You Sell More?

B2B social media advertising is one of the most effective new age marketing strategies. Unfortunately, most B2B companies don’t put the much-needed effort in utilising this important marketing tool.

The way buyers interact with B2B brands has shifted since 2012. A recent study found that 50% of those who make purchase decisions on behalf of their companies are millennials aged 18-34. This is also the largest group of social media users.

Therefore, by going on social media, you will be putting your company infront of your most valuable audience, the decision makers.

B2B Social Media Advertising

Shift in B2B Researcher Demographic: Half of all B2B buyers are millennials. Source: Think with Googe

A lot of B2B companies are worried that social media advertising is not worth allocating time, money and other resources to. Fortunately, many companies are gaining a lot of success increasing their business leads through social media marketing.

5 Benefits of B2B Social Media Advertising

If you’re not sure where to start, these 5 tips will show you how your company can benefit from paid B2B social media advertising:

1. A Larger Audience

Social media has made it possible and easier for people of all ages across the globe to get access to business information through devices such as smartphones, tablets, laptops etc.

The number of people who are using social media on a daily basis is growing by the day. Facebook, for instance, has over 1 billion users a month. This means that when you run your social ad campaign, you stand a chance to reach a large audience within your target area.

Additionally, the various social media platforms give you a variety of channels for you to display your ad enabling you to spread your message further. 

2. Targeting

B2B social media advertising makes it easier for you to target your audience in the following ways:

  • Retargeting Previously Interested Visitors

Through social media, you’re able to target people who have previously visited your website. Retargeting reminds them of your company giving you a chance to add more clients to your company. 

Certain people may have shown interest in particular products or services that you offer. You can promote these products/services to these people who had shown interest earlier through targeted ads.

  • Targeting Professional Groups

Because professionals are already using social media and are a valuable target group, you can use B2B social media advertising to send targeted ads to professionals only who fall under your target audience.  Facebook and LinkedIn are good platforms to use when targeting professionals.

3. Promote Content

Social media platforms are avenues for you to promote your content. The trick is to create unique, high quality and informative content and promote it via ads. Furthermore, people have a tendency to share what they like. This way, the original content that you create promotes itself by virtue of it being liked by your audience.

Furthermore, people have a tendency to share what they like. This way, the original content that you create promotes itself by virtue of it being liked by your audience.

4. Boost Events

Do you have an event that you want people within your industry to attend? Perhaps a product launch, or a trade fair? Increase your attendance by promoting your event to the people you want to attend by creating an event on Facebook and boosting it through a paid ad.  

5. Cost Effective

Compared to advertising on search engines, B2B social media advertising is considerably less costly. B2B marketers are able to enjoy features such as analytics tracking and targeting based on your ideal demographics and all at a budget-friendly cost.

Success in paid ads on social media networks requires planning. Marketers have to research on why they want to pay for the ads and what information the ads will have. Finally, keep in mind that everything boils down to having the right ad targeting the right people and sent through the right channel.

Have you been using B2B social media advertising for your business? How has the experience been?