The LinkeIn Ads platform is well known for its high costs compare to other platforms. However, there is a way to target a similar B2B audience on Meta , where advertising costs are significantly lower.
But there must be two prerequisites.
- The basics should be in place: a great offer and landing page basd on audience research, a simple campaign structure, strong creative and conversion tracking. In other words, you treat advertising like a marketer, not a meia buyer.
- You have to be willing to B2B: Meta Ads as an alternative to LinkedIn compromise to get a cheaper attraction cost. While you won’t have the exact targeting of LinkdIn, just because your target audience is browsing accurate mobile phone number list doesn’t mean they stop being who they are as professionals. You may not be serving them in the same environment, but they still have those nees and will pay attention to something interesting enough.
If the cost of advertising on LinkdIn is too high or you can’t meet the minimum requirements for some targeting settings – but you can meet the above criteria – then you might want to consider this alternative.
The best creative solutions for B2B advertising in the Meta environment
There’s no ne for a complicate creative approach, as simple banner ads work well for B2B. Maybe that’s because business consumers are often looking for something to help them get ahead or work more easily.
It’s different when you’re trying to get someone to make a dentist appointment or find out about an insurance plan when you have to convince B2B: Meta Ads as an alternative to LinkedIn the person to call. But in B2B, you’re selling something that will make the business easier. It requires an investment of attention from the customer, but the B2B audience is open to it.
You can use videos as you do in B2C lead generation and e-commerce. But there’s no nee to aim for high production value.
Rather, it is important that the right message reaches the right consumer. In this case, the customers are on a different platform. But they are still your target audience. And if you speak to them. They will act.
Depending on who you’re trying to reach. It can be as simple as crafting the right message.
Why attracting B2B customers in the Meta environment is easier than you think?
For B2B customer acquisition
You likely have resources that can be quickly reuse with resizing and a few changes.
Think about what is important to B2B: Meta Ads as an alternative to LinkedIn the person you are selling the product or service to – how it will make their life easier. Try to reflect this in the creative design and presentation of the ad.
If this sounds like a B2B marketing strategy, that’s because it is. This is the basic work that successful B2B brands do before increasing their ad spend.
Can I run B2B ads in the Meta environment on a smaller budget?
If you’re considering this strategy because you’re on a tighter budget, you might want to consider dynamic creative: one ad unit with multiple ads, and you let the system mix and match instead of creating multiple individual ads. It often works better.
Meta: Features and system
For e-commerce and B2C lead generation, we usually do broad targeting. In B2B, better results can be achieve when targeting using customer lists and creating lookalike audiences, as well as using Meta interest selection and granular targeting.
For example, when creating a campaign for a client that sells playground equipment, you can target people who work in municipalities and schools. Similar to LinkeIn, although not as detaile and fragmente, Meta has the ability to target people base on:
- where they work;
- what is their role;
- what industry do they work in?
So it’s just a question of how to choose and build a sufficient audience
For example, you can choose not to create several ad groups for each of them, but group them into one large audience, which often works well and provides quality results.
You will likely get more “junk leads” than if you were to sell on LinkeIn. But overall, it’s still cheaper to do it in the Meta environment. Even with that difference.
Essentially, professional audience targeting in the Meta environment is really just customer peer. Lead list peer, interest, and profession base targeting.
Some additional guidelines for B2B lead acquisition campaigns on Facebook and Instagram
Your experience may vary, so test as nee.
- If you are a regional company, you will nee to separate the specific geographies.
- In practice, sending intereste audiences to a specific landing page works better than using contribute forms, as they tend to return more inaccurate results. Instead, you should try to make this page convert well.
- If you’re going to use emb forms, add questions to your form to increase selectivity and qualify leads.
- Make sure all of your ads include UTM parameters in the landing page URL so that when you receive a conversion reference. You know which campaign and ad it came from.
- Fee lead data back into HubSpot, SalesForce, or any other CRM you use to see where you’re getting the most valuable leads that turn into sales.
- Consider adding non-converting website visitors or video viewers and page visitors to your audience selection. This way you can target anyone who has shown enough interest to be intereste in your site, but not enough to make a purchase.
New ways to target B2B audiences on Meta
Standard conversion campaigns that focus on lead conversions are describedabove. But you can also use beth yw marchnata gan ddefnyddio salesforce? with lead conversion goals – Advantage+ to generate leads . This takes some of the traditional control over the campaign away, but it’s worth a try – especially with bigger budgets.
You can also create a campaign with calls as the goal if you don’t want form submissions to be the primary conversion. If you use the phone a lot, use it with a call tracking number so that the CTA leads to a call and you can monitor where your inquiries are coming from. The system will also track it and optimize the best calls if you give it the right data.
Meta is also driving b2b Fax Lead , essentially borrowd from Google Performance Max , as they become audience recommendations (signals). The system will not only use these as a base, but will go further and find what it thinks is the target audience for the product you are selling.
Check before you deny
Skepticism about using Meta Ads for B2B lead generation advertising is understandable. However, the principle behind this advice B2B: Meta Ads as an alternative to LinkedIn remains the same: people who browse LinkdIn don’t stop being (insert profession here) when they start browsing Facebook or Instagram.
As with anything ad-relatd, it’s a good idea to test denials for yourself.
If you don’t have a budget for B2B: Meta Ads as an alternative to LinkedIn experiments, use a small part of the allocatd budget to do a small trial. You might not get a statistically significant result, but we’ll probably understand if B2B: Meta Ads as an alternative to LinkedIn there’s something worth investigating further.
From a psychological point of view, there may even be a better chance of attracting the attention of B2B customers on a platform where their vigilance is not as high as mass consumer offers and products domin
