An Informative Approach to B2B Audience Targeting: Exploring Meta Ads as a Viable LinkedIn Alternative
LinkedIn Ads has long been known for its high costs compared to other advertising platforms. However, there is a way to target a similar B2B audience on Meta, where advertising costs are significantly lower. But before diving into this alternative, there are a few key things to consider.
Firstly, it’s important to have the fundamentals in place. This includes having a great offer and landing page that are backed by audience research, as well as a simple campaign structure, strong creative, and conversion tracking. By approaching advertising as a marketer rather than just a media buyer, you can ensure that your ads are effective and impactful.
Secondly, you need to be willing to make the trade-off for cheaper acquisition costs. While Meta may not offer the same precision targeting as LinkedIn, it’s important to remember that your target audience doesn’t stop being who they are professionally just because they’re browsing Instagram or Facebook. They still have needs and will pay attention to something interesting enough.
If the cost of advertising on LinkedIn is prohibitive or you can’t meet the minimum requirements for some of the targeting settings, then exploring Meta as an alternative may be worth considering.
One of the key advantages of using Meta Ads for B2B targeting is that the same people you can find on LinkedIn are also on Facebook and Instagram. It’s all about putting the right message in front of the right person. In B2B, simple banner ads can work well, as business consumers often seek something that will help them advance or work more easily. You don’t necessarily need high-production value videos or complex creative.
When targeting B2B audiences on Meta, it’s important to think about what’s important to the person you’re selling to and how your product or service will make their life easier. By speaking directly to their needs and interests, you can capture their attention and drive them to take action.
It’s worth noting that while you may get more junk leads compared to LinkedIn, the overall cost of advertising on Meta is still cheaper. By using customer lists, creating lookalikes, and utilizing Meta’s interests and detailed targeting options, you can build a strong audience that brings in quality leads.
There are some additional guidelines to follow when running B2B lead gen campaigns on Meta. For regional businesses, it’s important to layer in specific locations. It’s also advisable to send traffic to a dedicated landing page rather than using embedded lead forms, as they tend to return more junk leads. Adding UTM parameters to your ads’ landing page URLs can help track where leads are coming from and which campaigns are most successful.
Meta offers new ways to target B2B audiences, such as tailored campaigns with lead objectives or call objectives. These options provide additional flexibility and can be worth testing, especially with larger budgets.
In conclusion, while there may be skepticism around using Meta Ads for B2B lead generation advertising, it’s important to remember that people browsing LinkedIn don’t stop being professionals when they start browsing other platforms. Trying out Meta as an alternative can help you reach your target audience at a lower cost. By testing different strategies and approaches, you can find what works best for your business and drive valuable leads and conversions.
