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B2B Myth of the Week: Facebook Advertising Isn’t Worth the Money

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B2B Facebook Advertising

The Myth: B2B Facebook Advertising Does Not Pay Off

The Reality: Facebook Advertising Is Highly Effective for B2B Brands

Facebook is one of today’s top advertising platforms – not just for B2C, but for B2B brands, too. It is cost-efficient and easy to operate. While you may only think of Facebook as something you experience on a personal level, B2B marketers have found Facebook to be one of the top social media platforms for ROI.

Utilizing B2B Facebook advertising is much different than simply waiting for your Facebook page to grow organically. A company’s Facebook presence is important for keeping your core users informed and up-to-date. But ads can help you generate new leads and bring them into the sales funnel.

Here Are the Key Benefits of B2B Facebook Advertising:

  1. Advanced Targeting Options. Facebook is one of the only platforms that offers in-depth, advanced target marketing. Aside from basic distinguishes like age, gender, and geography, allows you to focus on things like interest, education level, job title, and even current workplace. This allows B2B marketers to target those who are less likely to be tire kickers and more likely to be high-quality prospects. 
  2. Lead Generation. While having a Facebook presence on its own is important, running ads actually attracts new leads. And with the level of targeting mentioned above, they are more likely to be qualified leads. A CEO or decision-maker might be on their personal Facebook page and notice your ad, targeted specifically at their job title in their industry. If you catch them at the right moment with the right message or content offer, you’ll have a new lead in your sales funnel. 
  3. Facebook Keeps Improving for B2B. As Facebook gets older, it gets more sophisticated. Their offering of Lead Ads gives B2B marketers even more tools to follow up with prospects who show interest. It will be interesting to see what else they roll out in 2018.

When done right, B2B Facebook advertising can be just the shot in the arm your social media strategy needs. Make it a focal point in your next social campaign, and let the opportunities speak for themselves.

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B2B Monday Myth: Email Marketing Is Dead

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email marketing RIP

The Myth: Email Marketing Is Dead

The Truth: Email Is Very Much Alive – and You Should Be Using It

B2B marketers still rely heavily on email to reach their audiences. According to the annual B2B Content Marketing report by the Content Marketing Institute and Marketing Profs, Email Newsletters are tied with Social Media Content as the second most critical content marketing tactic in 2017. First place went to blogs.

There’s a reason for that. B2B marketers recognize that Email Newsletters are one of the most effective ways to distribute content like blog posts and white papers. They’re also a way to show your most engaged customers your latest video or share case studies with them.

Here Are a Few Tips to Make Sure Your Email Marketing Program Is Effective:

  1. Use Buyer Personas. Buyer personas are an important part of any content program, and your emails that deliver content should be written for specific personas. These will help define your segments as well.
  2. Segment Your Audiences. There are several ways to segment your audiences. The goal here is to make sure each one of your prospects is receiving a message that resonates, instead of one that falls flat.
  3. Test Your Emails. Test subject lines. Test lead story. Test headlines. Just not all at the same time. Testing will help you fine-tune your email program, and deliver the right messages to the right personas.
  4. Don’t Get Too Promotional. Your customers mostly want helpful information, not a product sell that hits them over the head. Give them the content they want, and you’ll drive up engagement.

These are just a few tips to help you take your email marketing to the next level. The key is to invest time into making email marketing run effectively. Instead of letting it die on the vine.

 

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What Every HVAC Company Needs to Know About Email

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email programs for HVAC companies

Email Programs for HVAC Companies – Are You Doing It Right?

As the owner of an HVAC company, you may already have an email program in place for your marketing outreach. The question is: what can you do to make it work better? Here’s a checklist of the most important email marketing improvements for HVAC companies to take into consideration:

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