13 Apr B2B advertising: what data will help you find a business audience on social media
It is believed that finding a B2B audience is quite difficult. Difficult, but possible. Entrepreneurs and top managers also have interests and accounts in social networks, and platforms have long been recording them based on the information specified in the profile and the corresponding behavior.
There are as many targeting methods for B2B as there are for B2C. But with some specifics. Let’s figure out how to competently approach the search for an audience and launch advertising in the business segment.
The easiest way is to use ready-made tools and platforms for finding B2B clients.
Interests and behavior. Perhaps this is the most common targeting
We select all areas that are suitable for our product. Ads are shown to users with these interests on an “or” basis: for example, those who are an individual entrepreneur OR fall into the “Business – Finance and Accounting” category.
Positions
Many social media users indicate their place of work and position when filling out their profiles. This information is pulled into the “Posts” section:
We choose positions that directly or indirectly point to decision-makers or influence them when choosing a product or service for our company.
But it is important to remember that the specified position in the profile is not always true and not always relevant, plus not everyone indicates it. Therefore, this setting should not be used as the main search criterion for B2B clients. Better – as additional or narrowing.
Contextual targeting
We focus on keywords and phrases that match queries in business semantics. For example, “car leasing for business”, “business registration”, “legal assistance to companies” or “LLC registration” – depending on what we are promoting.
We could stop at this – often these four basic approaches are enough. But if you can’t get to the right people or the audience is too small, you can try other methods.
Differences in advertising content for B2B
First of all, an advertising offer should emphasize that your products or services are intended specifically for the business.
When advertising, for example, car leasing, indicate: “for legal entities.” This will eliminate unnecessary traffic: users who are considering car leasing for personal purposes. At the same time, it will be immediately clear to a B2B user that after clicking on the ad. Briefly state the advantage of your service and product. Tell us about how they will make the user’s business better.
