SOCIAL MEDIA
ADVERTISING
FOR B2B
SOCIAL MEDIA
ADVERTISING
FOR B2B
Driving Sales through Advertising
on Facebook and LinkedIn
Driving Sales through Advertising
on Facebook and LinkedIn
866.497.5505 | www.bizo.com | Follow us on Twitter: @bizo
If you’re trying to find your prospects online,
social networks are prime spots to look:
Americans between the ages of 18 and 64 spend an average of 3.2 hours every
day browsing Facebook and other social networking sites.
1

And lest you think business executives have more important things to do with their
time, you’re in for a surprise: The same study found that senior decision-makers
spent 40 percent more time browsing social networks than those in lower-level
positions. B2B marketers are already taking social media seriously on content
development. Given sophisticated targeting capabilities, a natural next step for any
B2B marketer is to tackle paid media.
Social media advertising is an ideal platform for reaching your B2B business
prospects, but many marketers are struggling to reach the right people with the
right messaging.
In this guide, we’ll help you learn how to target your ideal B2B customers across
the social networks they frequent—and how to convert them into sales.
1
Ask the right questions about your
campaign—before you start.

You can also target users according to discussion groups they belong to, such as
“Digital Media” or “IT Professionals.” Because different benefits of your business
solution may appeal to different job functions, consider creating separate
campaigns for each target job function. Creating and optimizing your campaigns
effectively can be a complex process—when possible, tap into the expertise of
Social advertising is ideal for nurturing and educating leads through the buying process.
TOP FUNNEL IMPACT
TOP FUNNEL IMPACT
(Brand Awareness)
MID FUNNEL IMPACT
MID FUNNEL IMPACT
(Content Engagement & Education)
BOTTOM FUNNEL IMPACT
BOTTOM FUNNEL IMPACT
(Lead Generation & Sales Conversions)
MID FUNNEL IMPACT
MID FUNNEL IMPACT
(Content Engagement & Education)
Facebook
Targeting
LinkedIn
Targeting
your advertising technology providers who can help you build more sophisticated
targeted campaigns on LinkedIn to reach the right prospects and increase
conversion rates.
Facebook offers B2B marketers tremendous opportunities to reach their precise
business audiences through the Facebook Exchange (FBX), a real-time bidding
system in which marketers can leverage third-party data to reach their target
audiences when they are on Facebook, and retarget them with highly relevant
ads. By partnering with advertising platforms that enable access to third-party

or download a content offer.
Done effectively, social advertising can drive significant results: In Bizo’s own case
study, the company experienced 43% brand lift and a 77% lift in site traffic from
its target audience by incorporating LinkedIn and Facebook Targeted Advertising
tactics in the context of its larger display and branding.
4
Optimize your ad campaigns in real time and don’t
be afraid to turn o under-performing campaigns.
In order to make the most of your marketing budget, it’s important to track
your results across campaigns in real time, so that you can easily allocate more
funds to your highest-converting campaigns, and shut down campaigns that are
underperforming.
While space is limited with social advertising, targeting specific seniority levels and
job titles can yield tremendous results.
By using an advertising solution with a dashboard that allows you to track each of
your campaigns on a day-to-day basis, you’ll be able to instantly notice trends and
invest in your highest-performing ad variants to increase conversion rates, and
pause or turn off under-performing campaigns so you can focus on developing
new creative to replace these variants.
5
Set a competitive bid price.
It’s important to remember that, in social advertising, you will be competing with
many other companies for the opportunity to show your ad to highly qualified
prospects. In order to get your ads in front of the right people, set a competitive
bid price, whether you are using a Cost Per Click (CPC) or Cost Per Impression
(CPM) basis. Typically, marketers choose a Cost Per Click (CPC) basis so that they
are paying only for actual leads generated.
To determine your price, it’s advisable to bid a higher amount than the
recommended bids listed on your social marketing platform. Remember, you
will only pay one penny more than the next-highest bid, so bid aggressively—as