B2B Facebook Marketing Q&A: Stop Falling Behind

Does Facebook marketing really apply to B2B marketing? Is your target audience in the trucking and construction industry on Facebook?
We recently held a webinar that answered all those questions and more. You can view the recorded webinar by clicking on the link below.

 

However, many of you that attended the webinar had more questions, which was great! To help those that weren’t able to attend, we’ve written out answers to the questions below in case you’ve been asking the same things.

Let the questions begin!

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Q: Can you explain more about the News Feed?

 
[box]The Facebook News Feed is simply the stream of all of the posts that a user sees when he or she logs into a Facebook account. This includes posts from friends, such as pictures of people’s vacations, and maybe even videos of cats. It also includes posts from any brand pages that a user has liked. So when advertisements show up in a person’s News Feed, those ads show within that same stream of all the other posts.
Now remember that Facebook has said that the average user has the potential to see 1,500 stories every time they log into Facebook. Facebook’s algorithm adjusts what post a person sees when they login based on the posts that they’ve interacted with over time. That filtering applies to both friend posts and brand posts and ads.[/box]
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Q: Do you know how I can avoid showing one ad to the same person multiple times. I run a website conversion campaign, but the same person keeps seeing my ads. Can I control it, or is it because it keeps showing to people that are likely to convert?

 
[box]Facebook throttles ads a little differently than Google Adwords where you can set specific limit to how many times a day someone sees your ad. With Facebook, you can limit the times someone sees your ad in a couple of different ways:

• Adjust your daily spend allowance. Keeping it low means the spend will run out earlier in the day and people will stop seeing your ad.
• Rotate your audiences. Segmenting your audiences means you can keep showing your ad, but give each audience a break from seeing the same ad.
• Set exclusion audiences. For conversions, set up an exclusion audience for people that have visited your conversion page. If you are running the same ad to multiple audiences, you can set each ad to exclude the audiences of the other ads.

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Q: For the collecting leads ad type, do you only pay for completed conversions?

 
[box]The simple answer is yes. However, you will want to experiment on your bid for what you are willing to pay for each completed conversion to get the most conversions at the cheapest price. It’s important to know what your average value per lead is you know how much you can bid without losing value.[/box]
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Q: Have you found that certain audiences are more prone to certain types of calls to action, which are most popular and with which audiences?

 
[box]The ad creative, both copy and visuals, are more important to the success of your ads than the call to action. Make the call to action match the ad rather than trying random calls to action. Another important factor on calls to action is consideration of how you prefer to get leads. It may seem basic, but don’t set up “Call Now” ads if you don’t have someone available to answer the phone. It’s not “Voicemail Now” for a reason.[/box]
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Q: Have you heard of people having trouble boosting their posts?

 
[box]Occasionally this does happen. We would suspect that the reason is a lack of engagement on posts. You should try to boost posts that are already showing engagement. In fact, Facebook Ad Manager will prompt you to boost a post if it’s performing better than your other posts. If you are experiencing this problem, you probably need to experiment a bit to find out what content resonates with your audience.[/box]
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Q: Have you run a page like campaign, if so was it successful?

 
[box]Yes! For instance, before we started running like campaigns for Overdrive’s Facebook page, it only had 16,600. Now it has 372,000. We’ve found that eye-catching photos, such as a truck on fire, bring in the most likes. Look at which of your posts have the most engagement and use similar creative for your like campaigns.[/box]
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Q: The data that you note within the beginning, are they using Facebook for personal or business? Or both?

 
[box]The stats we listed for Facebook usage among fleet managers, owner-operators, and construction contractors were for personal use. However, we also ask questions about using Facebook for business in our research. All of our research is available for free by clicking here.[/box]
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Q: What if we have locations in 2 different states? How do I add all addresses?

 
[box]Currently, Facebook pages only allow you to add one address. You could create a new Facebook page for each location, but those additional pages might be difficult to manage depending on your team. Our recommendation would be to set up your location-targeted ads to go to landing page with that location listed.[/box]
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Q: What’s a good budget? How do you know if it’s enough or not enough?

 
[box]Your budget depends on the value you place on conversions or actions, such as liking a page. You can spend as little as $5 up to $1,000,000. However, most of mid-size clients start out with a $2,000 a month budget and test from there. Knowing your value per lead as well as your goal for leads will help you determine the appropriate budget as well.[/box]
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Q: When we choose conversions on a website with an auction-based CPM, how are impressions throttled by Facebook? In other words, how can we increase traffic through this ad method since we don’t necessarily know what our hard bid is? Hope this makes sense.

 
[box]When you set up conversion based ads, you can choose to optimize for impressions OR for conversions. This means that if people are seeing your ad, but not converting, and your ad is setup to optimize for conversions, those people will stop seeing your ad. If you are concerned about both impressions AND conversions, I’d recommend that you segment your audiences so that you can adjust the ad creative to find the balance between impressions and conversions that works for you.
Another option would be to set up a web traffic based ad, and then run your conversion based ads to website visitors. That way you would be nurturing people to get to your website, then converting that more targeted audience through conversion ads.[/box]
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Q: Would it be better to pay Facebook for promoting our page than to do it in an organic way?

 
[box]The answer is an emphatic yes. Facebook is now pay to play. With 6.75 BILLION pieces of content being shared daily on Facebook, you will have to pay your way into the News Feed. That said, continuing your organic Facebook posts will lower your ad costs if you are getting engagement from fans. So both paid and organic strategies combined would be the way to go.[/box]
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Q: I’m not up-to-date on Facebook advertising. We don’t want our followers upset with overload from our page. Will Facebook automatically account for this?

 
[box]If followers or fans are not engaging with your posts, Facebook will stop showing them your posts. The best way to find a balance in your number of posts and ads is to keep an eye on your Facebook Page Insights. That will show you your engagement scores and reach over time. If you begin to post more and see those numbers drop, you should back off or find more compelling content to share.[/box]
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Q: Our business has three locations. Do you know if FB has any plans to allow companies to list multiple locations on one FB company page?

 
[box]Currently, we have not heard any talk about this from our Facebook contacts. However, if that changes, we will definitely let you all know. The best way to keep up-to-date on Facebook is to subscribe to our weekly newsletter.[/box]
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Q: What do you think is the best way to get more likes for a business page?

 
[box]You will gain ancillary likes to your page when you are running paid ads, but you can also run direct like campaigns. However, keep in mind that page likes are not an end unto themselves. What you really want is the engagement and conversions. That requires producing compelling content that makes your audience want to engage. If you are looking for more information on content marketing, you can view our past webinar on Content Marketing by clicking here.[/box]

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Again, if you missed the webinar, you missed out! But you can still view the recording to get caught up.