I hear this all the time “Social Media doesn’t work for B2B”
B2B sales are becoming more and more competitive in this digital age we live in. Google Adwords has been the place many B2B sales companies have found huge success in the past few years. However, if you paid attention to Google Adwords over the past year, the average CPC has increased astronomically.
Many companies have moved their budgets into more cost-effective avenues, such as social media like Facebook, Instagram and LinkedIn.
The problem is that many companies don’t want to move away from what works.
“Holding back technology to preserve broken business models is like allowing blacksmiths to veto the internal combustion engine in order to protect their horseshoes.” – Don Tapscott
Targeting Is King
Targeting is the key to social media marketing, you have a pool of almost everyone in the world. You need to select a precise audience which will want to see what you have to say or offer. Facebook gives us the choice to target people who we want to reach via Demographics, Location, Interests and Behaviours.
Spend time and get your targeting right, what a lot of B2B companies do is give up after a few weeks of running a campaign. It takes time, the targeting sometimes can take a few weeks before it really dials in and starts delivering you results.
In a survey of 115 marketing specialists in B2B roles, Omobono found that 79% rated social media as the most effective marketing channel, with 38% noting that if they had extra budget for next year, they would spend it on social media.
Don’t Give Up
B2B relies on precise effective targeting for success. Without a high level of targeting, it is impossible to make social media work. If you want to learn more about targeting on Facebook, check out Facebooks very own “Choose your audience” article here