In the second of two Congressional hearings this week, Mark Zuckerberg, Co-founder, Chairman, and CEO of Facebook, was questioned for a heavy five hours by members of the House, yesterday. Once again, lawmakers took their four-minute windows to criticize, yet also praise, the company Zuckerberg created and its efforts to regulate the content & data shared on its platform. Although, not as prominent in Wednesday’s hearing, Cambridge Analytica was still brought up as a topic of discussion or an example in some of the House members questions. House members instead presented other concerns surrounding privacy, data ownership, and GDPR and freedom of speech -- things all digital marketers and tech companies should keep in mind.
Social media is a powerful marketing tool to reach your audience and increase brand awareness. However, in recent years, the space has become much more competitive for brands and businesses of all sizes. For this reason, marketers have had to turn to paid options to reach their buyer personas. Facebook pay-per-click (PPC), more popularly known as Facebook Advertising is currently one of the top platforms businesses look to up their game on social.
Most marketers use Facebook ads for top-of-the-funnel brand awareness and lead generation, but did you know that they are also an effective way to nurture sales-ready leads and shorten the sales cycle? In this week's episode of The Inbound Success Podcast, I'm interviewing Rick Kranz, the CEO of OverGo Studio and the Founder of the Facebook Ads Studio, about a progressive re-marketing campaign he built using Facebook's ads tool.
According to Facebook, 1 out of every 5 minutes spent on a mobile device in the U.S. is spent on Facebook or Instagram. With 1.8 billion Facebook users globally, the platform dominates our attention spans so when it launched its advertising platform, it was only natural that it would become an instant game changer in the space. Unlike traditional advertising that involves high budget production and a creative team, advertising on Facebook allows anyone with a Facebook account to “pay to play.”
Since the beginning of its time, there has been a misconception among marketers that social media advertising only works for B2C brands. There are, however, several reasons why this is false and why B2B companies should be utilizing Facebook Advertising just as much, if not more, often than their B2C counterparts. To start, let's take a look at some of the numbers.
Facebook advertising has changed dramatically since it first started. The massive amounts of data that Facebook collects from its users on their site and across the web allowed them to transform a simple platform to gain likes and a bit of traffic into a robust and complex advertising behemoth that rivals search monster, Google AdWords.
Facebook has built the most cost-effective advertising platform of our time and it's a shame that more B2B brands aren't capitalizing on it. There's been some resistance towards the platform from marketers in the last few years as Facebook requires you to "pay to play," so to speak, but considering how effective and highly-targeted the system is, it's more than worth it.
I hear all the time from peers and clients that Facebook is not for B2B. As a matter of fact, I used to think that as well, but in the last six months or so, I've done a complete 180°. Facebook has to be a critical component of a B2B inbound marketing program, and B2B marketers have to do it right.