Lead Gen Ads – How Do Social Media Ads Work for B2B Businesses?


Social media marketing is traditionally a channel thought to be used exclusively by B2C businesses. But this isn’t the case in today’s market. We work with multiple lead gen/B2B clients and have a clear understanding of how to execute a strategy that works and delivers extraordinary results. Keep reading to find out how we do it and our top tips for creating a killer B2B social media marketing strategy.

When you think of social media marketing, you automatically think of B2C businesses, right? The company’s you see killing it online are mostly always eCommerce, aren’t they? WRONG. Although most people think social media marketing is reserved for B2C brands, this is absolutely not the case. B2B businesses can hugely benefit from social media and it could end up for many  being their most effective marketing channel.

Most B2B businesses automatically assume that they can’t utilise social media marketing. They either try it, without a proper strategy and give up when they don’t see results or just ignore it altogether. Social media is not just for fashion and beauty nowadays. There are over 7 billion people in this world, and it's almost guaranteed that there’s a percentage of these people who will be interested in your service. You just have to find these markets and tap into them correctly.

And that is what we’re here for. Today, we’ve put together a list of the ways in which you can execute a successful B2B social media marketing campaign. These are the steps we follow for our B2B clients, specifically those who want to generate leads and not sales. We make it work for multiple clients and it can work for you too. 

Before anything, you need to decide what your ultimate goals are. What do you want to gain from social media marketing? What will be your call-to-action? Is it website registrations, sign-up forms or just leads you can convert into sales? The list is endless here and you really need to decide what your focus is before jumping in headfirst.

Secondly, it’s all well and good identifying what you want to accomplish on social media and how you’re going to measure this success but laying it out on paper is the next step. Seeing your plan visually will help you understand the clear road you need to take to optimise success. Some important questions you should ask yourself are:

Who will be your target audience?

Your target audience should be the first thing you think of, as this will influence a lot of the decisions you make for your social media marketing campaign. What age are you looking to target? Is there a specific location you will be looking at? What are their interests? Customer profiling is a great place to start here!

What social media platforms do you plan to use?

There are so many great social media platforms out there today and the multitude of options can be daunting. We have a great blog post that explores which platform you should be using, depending on your business. Click here to have a read.

What kind of content will you use?

It’s super important that your content identifies with your audience. With B2B, it’s vital you show your audience what they want to see and use something they can engage with. This is the best way to generate leads and conversions with your ads. Think big. You want more than single images and boring content. What can you realistically produce with the team you have?

What are your competitors doing?

Doing some competitor research is always important. It allows you to see market trends and changes, especially if social media marketing is completely alien to your business. Facebook ads library is a great place to start. You can even check competitor’s organic marketing on platforms such as Instagram to get a feel for their tone of voice and to see the content they are using.

Once you have your detailed written strategy, you’re ready to go. Lead generation can be particularly hard to get a grip on, so our best advice is to stick with it. It may take time to see some promising results, but as long as you have a clear strategy that you’re confident in, you can achieve anything.

Check out a testimonial from one of our lead-gen clients below:

Still need some help with your strategy or feel you need some assistance executing it? We have a lot of B2B clients on board that see great success with our expertise. Get in touch with one of our expert team members today to find out how we can help your business.