Is Social Advertising Effective for B2B?
Spin Creative • June 14, 2021
Most people have at least one social media account for personal use, which makes social media an easy choice for consumer-facing advertising. But while B2C ads are common, B2B brands can still tap into immense advertising potential on social platforms.
Over time, B2B marketers have increasingly relied on social media to advertise their products and services. The wealth of user data available plus the ease and cost-effectiveness of social ads make this strategy a win for B2C and B2B brands alike. If your brand has steered clear of social advertising because of your corporate audience, you might want to take another look.
Define your audience
The first step in leveraging B2B social advertising is homing in on your target audience. Just like with B2C marketing, crafting customer personas
can help you define exactly who you’re trying to reach and what they’re interested in.
Buyer personas for B2B brands might be more specific, though. You’ll need to understand what type and size of company the person works for (the entity that will ultimately purchase your product or service), as well as the role they hold at that company. This requires a deep understanding of who your product offering is best suited for and the value you offer them.
Thankfully, social platforms collect a lot of this data and allow you to put your ads in front of businesspeople with the right combination of characteristics.
Understand your platforms
There are a lot of social platforms
to choose from when advertising, and the best platforms for B2B ads are not always the same as ones for B2C ads. You’ll want to target platforms where more professionals communicate, such as LinkedIn. Twitter and
Facebook are also good contenders for B2B social advertising, though, and shouldn’t be overlooked.
Once you have a solid understanding of your target audience, you should be able to determine which platforms are best to get your content in front of their eyes. Compare targeting options, cost and ease of use to narrow your choices down further.
Additionally, the types of ads that work best on one platform might not transfer well to another, so you’ll want to be strategic about which platform is higher priority.
Share the right content
With your target audience and chosen platforms solidified, you’ll be ready to determine what types of content you’ll produce and promote. Keep your advertising goals top of mind here. What do you want your ads to accomplish—driving sales, generating leads, increasing awareness or something else?
Consider the ad format you want to share, as well. Are you interested in promoting graphics or photographs, or do you want to engage viewers more with a short video? No matter what you create, encourage your B2B customers to act by communicating value, followed by a strong call to action.
The bottom line is that a large portion of your B2B customers use social media regularly, making it a great place to attract attention to your brand. Paid social advertising is a cost-effective way to further your marketing goals while continuing to share engaging and entertaining content.
Ready to get started on your next social advertising campaign? Say hello
to Spin Creative!
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Spin Creative is a video production company and creative agency helping marketers create winning video and creative strategies that engage, inspire and activate targeted audiences. Spin is headquartered in Seattle with offices in San Francisco and London, serving brands around the globe.
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