WHITE PAPER FACEBOOK IN B2B - SUCCESSFUL WITH LEAD ADS - HubSpot
←
→
Page content transcription
If your browser does not render page correctly, please read the page content below
WHITE PAPER
FACEBOOK IN B2B –
SUCCESSFUL WITH LEAD ADS
TrustedTargeting 16.05.2019 Page 1
WHAT TO EXPECT
B2B GOES DIGITAL................................................................................................................... 3
Facebook is teeming with B2B decision-makers...................................................................... 4
Summary:................................................................................................................................ 5
FACEBOOK IS DEAD? NOT YET THANKS TO LEAD ADS! ...................................................... 6
Was exactly are lead ads? ...................................................................................................... 7
Summary:................................................................................................................................ 8
OUR TOP HACKS FÜR FACEBOOK LEAD ADS ....................................................................... 9
1. Addressing the right target audience ................................................................................ 9
2. Further qualification of leads ............................................................................................ 9
3. Different ways of lead nurturing ...................................................................................... 10
4. Automation through tools ............................................................................................... 10
Summary:.............................................................................................................................. 10
CONNECTING EXCLUSIVE B2B DATA WITH THE LARGEST SOCIAL MEDIA
ADVERTISING NETWORKS .................................................................................................... 12
WHAT IS TRUSTEDTARGETING? .......................................................................................... 13
TrustedTargeting 16.05.2019 Page 2
B2B GOES DIGITAL
Online channels have rapidly gained in A study by McKinsey & Company3 shows that
importance in B2B. Despite mostly complex 76% of B2B customers prefer personal advice
and high-priced products, the willingness to when buying for the first time, but that this
buy online is increasing significantly. preference decreases for additional
Forrester1 forecasts an increase in US B2B purchases. 46% of respondents would make
turnover through online sales to 1.2 trillion a direct purchase on a vendor's website if this
dollars by 2021. Growth in B2B e-commerce were possible. E-commerce giant Amazon, for
is also noticeable on the German market. instance, also noticed the upward trend in B2B
According to eco – Association of the Internet online business and now offers a marketplace
Industry and Arthur D. Little2, sales via digital model for B2B customers.
trade in the B2B sector will rise from just under
27 billion euros in 2015 to about 58 billion
euros in 2019.
Illustration 1: B2B Digital - Facts & Figures
1
Forrester.
3
https://www.forrester.com/B2B+eCommerce+Will+Reach+12+ McKinsey&Company. https://www.mckinsey.com/business-
Trillion+131+Of+US+B2B+Sales+By+2021/-/E-PRE10026 functions/digital-mckinsey/our-insights/when-b2b-buyers-want-
to-go-digital-and-when-they-dont
2
eco.de. https://www.eco.de/wp-
content/blogs.dir/studie_internet_economy_2015-2019.pdf
TrustedTargeting 16.05.2019 Page 3
Illustration 2: Facebook is advertising on LinkedIn
This trend can also be seen in digital Facebook is teeming with B2B
marketing. However, the potential in online decision-makers
marketing is still substantial for B2B With around 2.2 billion active users worldwide
companies. Facebook, the social network per and 32 million users in Germany, Facebook is
se, for example, uses the business platform the largest social network in the world.
LinkedIn to advertise its “Facebook Business” However, the portal is still regarded as a
page to convince companies of the value of its consumer platform that is mainly used for
advertising possibilities (see illustration 2). private communication. Many B2B companies
Especially in the field of social media therefore decide against marketing via
communication, many B2B companies still Facebook. It is often forgotten that it is just
have doubts as to whether an investment is people who are standing behind large
worthwhile and whether they will really reach companies.
the right target group there. Facebook, in
particular, is often not taken into account as a
potential marketing channel.
TrustedTargeting 16.05.2019 Page 4
Among the many Facebook users, there are
also B2B decision-makers browsing the pages
Summary:
privately. Hubspot aptly summarizes this in a
headline: ▪ Online channels are becoming
increasingly important in the B2B sector.
▪ Facebook is often still perceived as a
“B2B decision-makers also sit on the couch
consumer platform.
in the evening browsing Facebook.“ -
Hubspot4 ▪ But B2B decision-makers are also active
on Facebook and even spend more time
on the platform than other users.
According to Facebook5, business decision-
makers even spend 74% more time on the
platform than other users. We, too, have taken
our online B2B marketing to the next level with
Facebook. In this white paper, we will tell you
why it is worth it using Facebook in B2B
marketing and how you can get the most out
of the platform by optimizing your ads. Could
Facebook become your new Traction
channel?
In our white paper on Traction6, we will show
you how to find the most efficient channel for
your marketing strategy.
4 6
Hubspot. https://blog.hubspot.de/marketing/facebook-b2b- Traction Kit.
marketing https://www.trustedtargeting.com/traction-kit-download
5
Facebook.
https://www.facebook.com/business/news/insights/how-much-
time-do-business-decision-makers-spend-on-facebook
TrustedTargeting 16.05.2019 Page 5
FACEBOOK IS DEAD? NOT YET THANKS TO LEAD
ADS!
“Many people are surprised when I tell them With Lead Ads, for example, you can easily
about our success on Facebook. I didn’t collect e-mail addresses of prospects and
believe in it myself until I saw our KPI’s.“ - generate leads. If you want to generate more
Head of Performance Marketing, traffic on your website, you can use click to
TrustedTargeting website ads to direct users to your site. Brand
Awareness Ads can increase your brand
awareness. Simply select the desired goal
Currently, Facebook is our most performant during creation of your ad to display the
and strongest lead-generating channel — and appropriate format. No matter which format
the trend is still upwards. We were also able you choose, Facebook's wide reach lets you
to continuously optimize the cost per lead. benefit from favorable click counts. Moreover,
Facebook users are active clickers: According
One reason here are the various advertising to Brandwatch7, users assign 4 million likes
options that Facebook offers. Facebook ads per minute and the average click-through rate
are often associated with the direct sale of is 0.9%.
products. However, the platform offers .
different ad formats, depending on the goal
you want to achieve with your campaign.
Number of leads
Cost per lead
Illustration 3: Development of the cost per lead and the volume of leads
7
Brandwatch. https://www.brandwatch.com/blog/facebook-
statistics/
TrustedTargeting 16.05.2019 Page 6
Was exactly are lead ads?
For many companies, including us, generating
leads is an important marketing goal. The
special thing about lead ads are the integrated
forms which users can fill out right on
Facebook without leaving the page, which
would otherwise often lead them to abort.
Illustration 4: Example – Lead ad and lead form by TrustedTargeting
TrustedTargeting 16.05.2019 Page 7
Before placing a lead ad, it should be clear collected data right there. If integration is not
what your goal is. Should users register for possible, CSV files with the leads can be
more information, for the newsletter or will downloaded regularly and loaded into your
they receive certain content, such as e-books own system.
or white papers, in exchange for entering their
data? The ad should clearly communicate
Summary:
what the users sign up for and what they will
receive in return. If you have prepared a ▪ Facebook offers different advertising
suitable and appealing ad image, you can options and ad formats depending on
start placing the ad. your goal
You also generate the form directly in ▪ Profitable thanks to large reach and favorable
Business Manager. There are numerous fields click counts
that you can add here to get more information. ▪ Lead ads: Advertisements with
Remember, however, that any additional integrated contact form
information represents an obstacle for the
▪ Optimization by selecting the target
user. Therefore, do not ask for more than is
group, the budget, and the fields in the
actually necessary.
form
Once you have set your budget and your
target audience, the ad can be published.
Check whether a linkage with your CMS is ▪
possible in order to be able to process the
TrustedTargeting 16.05.2019 Page 8OUR TOP HACKS FÜR FACEBOOK LEAD ADS
The breakthrough in lead generation has not optimize the forms. The greater the obstacle,
yet been achieved with the placement of lead the greater the user's interest must be in
ads alone. But with some tips and tricks you registering. An easy means for qualification is
can optimize the ads. adding additional fields to the lead form. In the
B2B area, fields such as “Company” or
1. Addressing the right target “Position” can work well.
audience Quiz ads are another option. “What kind of
marketer are you?”, “How much do you know
Of course it is not very efficient to play out your about social ads?”—tests that show users
ads to the masses. Facebook offers very good more about their personality and knowledge
opportunities to narrow down and precisely work particularly well. With tools such as
address the target audience. Since users LeadQuizzes.com8 or Survey Anyplace9, you
often provide a lot of data, such as can easily create your own quizzes. Write up
demographic information, interests and 5–7 questions and use images to visualize the
occupation, the target audience can be possible answers. At the end of the quiz, you
accurately segmented to such criteria. That insert the form and the users have to enter
way, you can actually address only relevant their data to get the result. The leads you
people with your ads. In addition, it is also collect are then more likely to belong to your
possible to set up targeting on the basis of target audience, and from the answers to the
existing data — be it through your own quiz questions you can also learn more about
customer data or external data. In order to use the persons.
targeting effectively, you must first identify and
understand the right target audience for your
company.
2. Further qualification of leads
Quantity is not synonymous to quality. The
number of leads may grow rapidly, but often
there are just a few potential customers. As
the forms can be completed quickly and often
do not represent a major obstacle, many users
who have no real interest in the company
enter their data. To better qualify the leads
right from the start, there are several ways to
8 9
LeadQuizzes.com. https://www.leadquizzes.com/ SurveyAnyplace. https://surveyanyplace.com/lead-
generation-quizzes/
TrustedTargeting 16.05.2019 Page 93. Different ways of lead nurturing By automating repetitive tasks and optimizing
campaigns through fixed rules you save time
Generating leads and collecting data alone is and money. The design of dynamic and
not enough. In order to actually turn the leads personalized ads is facilitated by automated
into customers, you have to provide them with templates.
relevant and interesting content. The easiest
way to do this is through automated e-mail
workflows. There are various ways to stand
out from the crowd. Welcome the users with a
personalized e-mail, for example. Moving
images in the e-mail, in particular, attract the
attention of readers. Summary:
The better you know your leads, e.g. by
Facebook ads can be well optimized with
requesting additional information in forms or in
a few hacks
the quiz, the better you can respond to their
interests later on in the process. For example, The target audience is key: Knowing and
if you offer content for certain subcategories, limiting the target audience is crucial for
you can score your leads by area of interest lead ads: Advertisements with integrated
and offer them only the content that is relevant contact form
to them. Various tools offer support for the
qualification of leads and the automation
4. Automation through tools of advertisements
Lead generation through Facebook is well
scalable. The more ad campaigns you run, the
more effort it takes to monitor them. In
addition, numerous tests are repeatedly
required to find the ads that really work well.
Automation tools can be a great help to scale
efficiently.
There are different tools on the market, such
as Hunch10 or Smartly11, which can support
you in different areas. For example, you have
the possibility to automate the creation of ads
and thus publish dynamic and personalized
ads without much effort.
10 11
Hunch. https://www.hunchads.com/ Smartly. https://www.smartly.io/
TrustedTargeting 16.05.2019 Page 10Illustration 5: Top 4 Hacks at a glance
TrustedTargeting 16.05.2019 Page 11CONNECTING EXCLUSIVE B2B DATA WITH THE
LARGEST SOCIAL MEDIA ADVERTISING
NETWORKS
When setting up our own B2B data pools, we TrustedTargeting provides access to high-
recognized that they only really take effect and quality B2B target audiences and gives you
become relevant when a certain size is the opportunity to reach over 900,000 B2B
reached. If your own data volumes are not decision-makers-on-Facebook.
large enough for effective targeting, the use of TrustedTargeting can also address your B2B
external data is a good way to address your target audience across platforms — including
target audience directly. Google Ads, YouTube, Instagram and Twitter.
Please do not hesitate to contact us about
this.
Illustration 6: B2B data utilization for addressing the target audience with TrustedTargeting
TrustedTargeting 16.05.2019 Page 12WHAT IS TRUSTEDTARGETING?
TrustedTargeting is a performance marketing Contact
technology of Messe München, which gives Vincent Aydin
you access to high-quality B2B target Senior Digital Sales Manager
Messegelände
audiences of our globally leading trade fairs
81823 Munich
and events online—without any risk and with
E-Mail: vincent.aydin@messe-muenchen.de
full cost control.
Website: https://www.trustedtargeting.com/
TrustedTargeting does not only reach your
target audience through the usual B2B
communication channels, but is also
connected to the world's leading advertising
networks.
Easily address your target audience online
anytime, anywhere.
TrustedTargeting 16.05.2019 Page 13You can also read
