Using Facebook Audience Insights, marketers can create unique personas to reach people based on basics like age and location. We all know Facebook advertising categories are anything but basic with categories ranging from niche to downright weird like friends of newlyweds, family members of expats, and even folks interested in ecotourism.
Despite Facebook’s expansive capabilities, 66% of B2Bs running paid campaigns still struggle in figuring out how to target business owners on Facebook. If Facebook ads have you feeling overwhelmed, beat down, or stressed, you’re in the right place.
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Facebook ad spend has surged. In 2017, businesses spent 324 million on Facebook ads, but by 2019, that figured flew to over $1.5 billion.
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Compared to LinkedIn, many B2Bs find that Facebook delivers better results because it’s more personal. Plus, over 140 million businesses used Facebook apps as of October 2019.
Before we cover the most effective categories, though, let’s go over some essential tips to optimize how you target business owners on Facebook:
Not every targeting strategy below will be the best fit for your business. Keep your buyer personas handy as you run through the list so you can take notes.
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Anyone running Facebook ads MUST integrate their site with Facebook Pixel. Facebook Pixel is a little piece of code that gives you better insights into your audiences and campaigns. You can do things like:
When you run a Facebook Pixel on your site, you can get a better grasp on things like brand awareness. This is because you’ll know if someone converted after simply seeing your ad even if they didn’t interact with it.
After you link a Facebook Pixel with your website, you can create custom lookalike audiences. Start with existing criteria you’ve collected on your audience. For example, you might start with groups like:
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Facebook will use its secret sauce to add more details so you can target the best business owners possible. This comes in handy for creating account-based marketing campaigns too.
After you have a few lookalike audiences ready to go, you can further narrow down your business owners to target on Facebook with location, age group, job role, industry, and more.
Targeting page admins alone isn’t the best idea. You don’t want to waste money reaching a 15-year-old behind a meme page. Instead, target business page admins, admins in specific industries, or combine other categories like job title.
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Which websites, blogs, or news sources do your ideal business owners read? Plug the name into the ad creator to target their Facebook followers.
For example, you could create unique Facebook campaigns for distinct roles within the same company as part of an account-based marketing strategy. To target business owners, go right for the gold!
You’ll want to combine ad categories here to target business owners on Facebook. Start by adding CEO as a job title. Next, tell the ad tool to target users who just started a new job.
How To Target Business Owners On Facebook
This clever category lets you target not only people who spent money on Facebook within the past three months but the big spenders. Targeting this group comes in handy for reaching business owners on Facebook, key decision-makers, or B2Bs in control of company budgets.
Run a B2B SaaS startup? This is the category for you. You can combine roles like management with high-tech users or owners specifically who dive head-first into new tech:
You might also target people at the management level based on factors like device, browser, or operating system – perfect for an account-based strategy or software marketing.
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Events might look a little different in 2020, but they’re still a critical part of B2B networking and marketing. Target business owners who recently created an event or those who are interested in webinars.
Facebook lets you upload your email list to reach leads with unique ads. Break your subscriber list up into groups based on their job title (in this case, owner) and stage of the buying cycle to personalize your campaigns.
Run ABM campaigns for CEOs at your target companies effortlessly. You can use the employer demographic to create unique campaigns for different job roles at each organization:
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21% of millennials working in B2B hold C-level positions and countless more work in decision-making roles. Tech-savvy millennial buyers demand content that empowers them and makes their lives easier.
Narrow down your targeting by industry and job title before choosing a specific age group. You could run similar campaigns for C-level employees but with varying language for each generation, for example.
Follow this up by adding your target job title to reach owners or C-level employees. Alternatively, reach the Facebook friends of your current followers who match the demographic of a business owner.
Effective Ways To Target Business Owners On Facebook 2023
Sometimes the companies you want to reach don’t have a significant enough presence to show up in Facebook’s employer listing. Just choose small business owner as a demographic.
Next, narrow down your search using other demographics like digital behavior, location, and interests to reach the precise type of business owners you want.
Don’t get discouraged if your Facebook B2B advertising doesn’t deliver the results you want right away. It takes time to figure out how to target business owners on Facebook with the best strategy.
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Need a little help getting your Facebook advertising strategy straight? Book a Free Facebook Consultation with our experts or give us a call now at 970-224-1494.
With over 15 years of experience, I've helped hundreds of companies find their path to success using search engine marketing. I'm excited to share my marketing and business development experiences.To target business owners on Facebook you need to create a detailed portrait of your target audience: what your ideal customer read, what are his/her interests, what kind of products, services they use, what kind of values they have? All of it you will implement in your ad strategy to get better results and understand how to target business owners on Facebook ads.
I suggest you 17 unique ways on how to target business owners on Facebook, including their interests, behavior, jobs, and services they use. You should have a strong product, a good funnel, and effective ads to beat your competitors, as business owners are one of the most valuable and right audiences for ads.
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The real numbers and budget will depend on many factors and on the tests you’ll run. Don’t neglect it and try to test as many ads as you can to find the most effective and always check costs.
A study by Wordstream shows that the average cost-per-click in the B2B segment is $2.52, which is quite high. Your CPC can be lower or higher, but you can use this data to calculate the average budget.
Average CTR – click-through-rate – how many people will actually click on your ads, for B2B is about 0.78%. I’d say you can do better. In general, CTR is how appealing, how eye-catching and relevant is your ad. Don’t do misleading ads, but try to research your audience so well, that you will find precise words and very relevant images or videos for them.
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The average conversion rate is 10.63% for B2B. The average cost-per-action (cost per signing up, leaving contact, etc., depending on what action you need people to take) in the B2B segment is $23.77.
Based on it we can play with numbers and budget. Yes, it will be very average, very approximate, but it is the only option if you’re just starting.
If you already have some numbers from the last Facebook advertising company, take them and calculate your budget based on real numbers!
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I know at least 17 effective ways how to target business owners on Facebook Ads. All these settings happen at the ad set level.
This is a very broad approach, that will include everyone who is interested in making money, not only real business owners. Still, it worth trying, as we know that the Facebook algorithm defines different interests based on how Facebook users interact with social media and we can’t know exactly if this person has a business or not.
Moreover, some services are especially good for those who are about to become a business owner. It can also happen that people in the same field of interest will share your ad with someone who has a company, or it simply could be an employee who will advise colleagues to use your product.
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Job titles on Facebook ads are the titles people put themselves. It can happen that they are not accurate, but still, it is a great chance to target business owners directly based on the information they provided.
Every Facebook page has one or multiple admins. In general, an admin is a person who created this page and manages it, which can mean this person owns this business, or at least make some vital decisions.
Try to target business page admins. You can find Page admins in the category “behaviors” and even target a specific niche of the Facebook pages, ex. if you’re offering a workshop for Hospitality TOP-managers, you can choose “Travel and tourism Page admins”.
Video: How To Target Business Owners On Facebook
Same as the previous idea, people who advertise their products and services on Facebook using ads and paying for them are very likely to be owners of the businesses. The Facebook Payment system saves all data
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