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When it comes to targeting B2B decision makers, the options are now more plentiful than ever before, and LinkedIn immediately stands out for most since it’s become one of the most professional platforms for professional networking.

While LinkedIn has become widely regarded as the place to go for professional networking, Facebook Ads has a ton of targeting options that you can use to increase the likelihood that the people you want to see your content will see it—and not just hope that they stumble upon it elsewhere. In this post, we’re going to take an in-depth look at why Facebook Ads is so effective for being able to target B2B decision makers, as well as the most effective strategies to target B2B decision makers on Facebook Ads.

Let’s get started…

Why Facebook Ads Is Effective for Targeting B2B Decision Makers

Most people have a Facebook. This is already a good reason. However, not only do most people have a Facebook—most people check their Facebook regularly. This automatically makes Facebook Ads a strong contender as a strong targeting option for B2B decision makers. (Think about it: though LinkedIn is the professional network, how many people are logging in to the sight for in-depth perusal every single day?)

Facebook Ads is incredibly effective for targeting B2B decision makers not only thanks to their large audience and reach, but also thanks to their strong, complex targeting system—particularly when it comes to options like targeting by job title or position. This targeting system has specific options that, alone but particularly when combined, can help you get closer to your target audience than most (maybe even all) other platforms.

Common Goals of Businesses Targeting B2B Decision Makers

While “sales” and “profit” is always the ultimate, underlying answer for why you’re running any type of ad campaign, there are several common goals that most people marketing to B2B decision makers have in mind. Thinking about them specifically will enable you to create campaigns specific to those goals, which will help increase conversions. These goals include:

While these goals are all interlinked and have the ultimate goal of driving sales, you’ll have two very different campaigns for one that’s meant to purely get sales right now and one that’s about getting lead information.

How to Target B2B Decision Makers

Effectively generating sales and conversions through Facebook Ads requires that a lot of factors come together well—you need a strong image, good copy, and—of course—the right targeting.

When it comes to targeting B2B decision makers, it’s no surprise that targeting options like gender or age aren’t commonly used, and instead you’re seeing targeting revolving around job positions and industries people work in. Knowing how to chose and combine these targeting options well will put you in front of the decision makers that can have a big impact on your business.

There’s a few main targeting options that are extremely effective when it comes to B2B decision makers, all of which except location will be found under “more demographics” in the targeting section.

target b2b decision makers

These include:

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While you do, in general, want to be careful not to layer on too many targeting options when it comes to most campaigns, layering several (or even all) of these options can put you in front of extremely specific people, maximizing your potential they’ll be seen by the decision makers you want to see them. When in doubt, you can run multiple campaigns with the targeting options adjusted, with some being omitted or added, and you can find what works best for your business and campaigns.

Final Thoughts

While Facebook Ads is an obvious choice for B2C marketers everywhere, it’s also highly effective for B2B businesses and marketers—particularly when you know how to target B2B decision makers accurately and quickly.

Do you use run campaigns to target B2B decision makers on Facebook Ads? What targeting options have you used? How did it work for you? Leave us a comment and let us know!

 

 

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