Some people have it wrong. You- savvy reader- probably already know this, though, right? 🙂
“Facebook doesn’t work for B2B. It’s for B2C,” people say. “Users aren’t on there for work.”
Correct, they are on there to be distracted. “I’m bored,” they say. “Show me something awesome!”
If that awesome thing you show them happens to help with their work, they’ll click on it. That’s what the data tells us about B2B Facebook advertising.
Why FB works for B2B: FB users want distraction. Show them something awesome that helps their work and they’ll click on it. <– click to tweet
Besides, we live in an era where the line between home and work has blurred.
Here are some of our B2B Facebook advertising case studies over the last 12 months:
- An attorney got a case worth $100,000 from Facebook after spending just a few hundred dollars on Facebook advertising.
- A cloud hosting company got new business leads from Facebook advertising and a whitepaper for $59 each. The most affordable ads brought in leads at just $29 apiece. The most expensive ones targeted CIO’s and cost $74.08 each.
- A new B2B financial industry business discovered their offering wasn’t needed or wanted by the target audience- they discovered this (via extraordinarily low clickthrough rates) with an investment of just a few hundred dollars in Facebook advertising. They saved tens of thousands of dollars by not going further down that dead-end path.
- A financial industry event generated 305 registrations at $71.34 each while ads reached 1.5 million people and generated clicks from 18,125 people.
- A marketing agency generated new client leads for $29.26 apiece.
- An SaaS company used a whitepaper to generate 504 leads and 92 new demo signups for $26 per demo signup. Notable here was that the target was people who worked at Fortune 1000 companies.
Based on our experience above, people do click and opt in for B2B offers while they’re on Facebook.
The 4 advantages that Facebook ads have over AdWords and LinkedIn ads are:
- Facebook has the largest audience.
- Google is almost as big, but you can only target people looking for what you have. Facebook lets you target people based on job title, company, etc.
- LinkedIn is much smaller than the other two.
- Facebook ads are prominent enough for a lot of people to click.
- Google also does a good job with this.
- LinkedIn’s self-serve ads… what’s the last one you remember seeing? Exactly. Unless you spend $10k per month, you can’t use their more prominent “enhanced” ads. So the biggest problem is that your LinkedIn self serve ads don’t get seen and therefore don’t get many clicks.
- Facebook has the lowest cost per click.
Facebook clicks are usually below $0.75 and often as low as $0.10.
- Google ads average over $2.50 per click and can go up to $25.00.
- LinkedIn ads average over $3.00 per click and often are as high as $6.00.
- Twitter ads are usually $1.00 – 1.50 each.
- Facebook ads reward you for trying more ads and targets.
You can lower Facebook ad costs by 50% or more when you create ads that get higher click through rates.
- Google ad cost per click doesn’t vary much no matter how you optimizes- less than 10%.
- LinkedIn ad cost per click doesn’t vary much either.
- The same is true for Twitter ads.
- BONUS: Facebook ads can target people by job title, company, seniority, what they majored in at college, net worth, income and nichey jargon. All of these can be used to hit your exact B2B prospect.
So, Facebook ads reach more people, grabs more attention, cost less, and cost a lot less if you work at it.
Brian Carter is a popular digital marketer and keynote speaker with Fortune 500 clients like NBC, Microsoft and Humana as well as small businesses who delivers motivational keynotes with practical takeaways based his ad agency’s 15 years of daily cutting-edge work driving awareness, leads and sales for their business clients. His agency, The Brian Carter Group, creates marketing that excites customers and increases brand visibility, sales and loyalty. Brian is a bestselling author you’ve probably seen on Bloomberg TV or in Inc, Entrepreneur, The Wall Street Journal or The New York Times. He has over 250,000 online fans and reaches over 3 million people per year.