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According to research from Google B2B buyers have increased the amount of mobile research they do by 91% year over year throughout the B2B purchase path. Facebook has cracked the code on mobile marketing.
This is important because as consumers have shifted to mobile over desktop so have B2B buyers. They now do more research, reading, and work on their phones -- and spend time on the Facebook app/Instagram/Messenger.
With Facebook you can now reach these people with slick ad units like Lead Ads that promote your event or white paper and allow users to sign up with just a few clicks.
Source: Facebook
Facebook’s Lead Ads eliminate the need for users to fill out a form by using pre-populated data and cut out the landing page step, both of which skyrocket conversion rates and actually make the mobile ads effective for B2B marketers.
The news and information site theSkimm used Facebook Lead Ads to attract new subscribers for its daily newsletter, seeing a 22% increase in lead quality at a cost per acquisition of just $1-2.
If you have a longer sales cycle, you need to influence decision makers wherever and whenever they do research. That means you need a strong mobile strategy. Right now that strategy can simply be Facebook paid and organic.
Facebook offers some of the most powerful, innovative and advanced ad units and targeting. But they present it in a way that makes it easy for marketers to execute. Ads are built around your goals, which makes getting started simple for inbound marketers. Let’s dive into some of their best tech for B2B.
Targeting: Facebook puts heavy duty technology to work to help you reach and connect with the most valuable people for your business. Most marketers start by targeting Friends of your existing users, visitors of your website, or people in your CRM lists. These options can be very powerful but what may be most effective is Facebook’s audience expansion tool Lookalike Audiences.
Lookalike Audiences uses machine learning to help find you valuable potential customers who are similar to those who visit your site or are already in your CRM. So you can upload a list of your most valued customers from your CRM and have Facebook hunt down similar users based on their rich data.
Ad Units: Facebook is also rolling out better B2B ads, like Lead Ads and Canvas. I mentioned them earlier but Lead Ads are worth a look from any B2B or lead focused marketers.
Canvas ads can also be great for B2B and are a storyteller's dream. They expand into beautiful pieces of creative that allow you to deliver a great marketing via mobile. If you’ve got a more complex product or one that really shines through video consider Canvas.
