Last Updated: December 2019
Think LinkedIn is the ONLY channel for B2B?
Think again! 🙂
We use both Facebook and LinkedIn for lead generation and Facebook (believe it or not) most of the time performs best when targeting business owners using paid ads.
Are you wondering how on earth you’ll find business people with Facebook ads?
BEFORE you even think about targeting business owners on Facebook you need to have the right strategy.
I see so many people waste thousands of dollars each month on Facebook ads because they can’t convert any leads.
Hint: It’s not because Facebook ads doesn’t work. It’s because the strategy they are using doesn’t work.
So before you target business owners on Facebook, you need the right strategy.
Want to see the strategy we use to target business owners?
Click here to watch a short video I’ve recorded that goes through, step by step, the best strategy you can use on social media to generate 10, 15, 30 or more predictable high quality leads and sales appointments with your ideal clients – every single month.
Finished watching the video?
Now that you’ve seen the strategy…
Let’s dig into the *details* of targeting business owners using Facebook ads.
Is Facebook good for B2B?
These days it isn’t so much B2B or B2C. It’s more about business to people.
And business owners ARE people.
And people use social media.
So before jumping to the conclusion that people in your target market “don’t use Facebook” it might be a good idea to look at the data first and see if that’s really true. The results might surprise you.
In this article, I’m going to show you seven ways you can find business people using Facebook ads when creating an audience on Facebook.
If you prefer, you can also watch the video version of targeting business owners on Facebook ads here:
Target business page admins
This first one is a hidden gen. It’s so simple, yet a lot of people don’t know it even exists. In the “detailed targeting” section within your Facebook ads business manager, you can target people who are business page admins on Facebook.
Most business owners have a Facebook page that they’re an admin of. So this is a really quick and easy way to find people that are likely to own a business.
Target magazines or online publications business owners read
If the business owners read a particular magazine that has a large readership, you can search for it on Facebook ads manager, and target people who express an interest in that.
An example of online publications or magazines with large readerships are “Entrepreneur” and “Inc”.
For best results, try to find magazines or online publications that are specific to the type of businesses you’re targeting. For example, if I wanted to target investment businesses, I’d focus finding online magazines and publications for investors.
Target people with an interest in business
One of the easiest ways you can target people on Facebook who are interested in “business” is to type in keywords into the Facebook targeting search box.
Target specific types of businesses based on industries
Targeting every and any business owner is most likely going to be too broad. So it’s best if you can drill down even further and pick out a specific industry type of business person to target.
For example, in Facebook’s interest targeting, it gives you the option to select a wide range of business categories for you to find people in.
Target specific types of job titles
You can also use Facebook to search for different job titles of the people you want to reach out to.
Be sure to add multiple job titles. For example, business owners might use the job title “CEO”, “Founder”, “Director” and so on. So it will be a good idea to target all possible job titles that match your criteria.
Top tip: You probably won’t get many results for some job titles so click on the “expand interest” checkbox on Facebook and you can find more people similar to the ones who have the job titles you’re looking to target.
Retarget people that visit your website
If your website is attracting traffic from word of mouth, Google, LinkedIn or any other places, you can retarget them so they see your content the same day or a few days later.
This is a really cost effective way to keep bringing in more traffic and to take that traffic to the next step of your sales process.
Create lookalike audiences
If you have a large enough warm audience (of traffic going to your website or a database with your best leads / clients) you can upload those into Facebook and Facebook will find other similar people.
For example, imagine you have a database of 1,000 of your best clients.
You can upload that database to Facebook and Facebook’s algorithm will find more similar people just like the ones you uploaded. This feature alone is incredibly powerful if you have enough data at your disposal for Facebook to use
Tips to get the best results when targeting businesses on Facebook
Here are a few more tips to help you get the best results:
- Mix and match your targeting options. For example, don’t just target people based on job titles alone. Mix job titles with other interests, to narrow down and find the best type of people.
- Check the audience size. Facebook will tell you how many people you can potentially reach. If the audience is too small, you will run out of potential leads. If the audience is too broad, you might not get a good amount of leads. Try to find a good balance.
- Test different audiences and variations. It’s important that you test different audiences against each other to see which one will perform the best and generate the best leads. Never stop testing.
- Make sure you have a good message. If you’re trying to generate leads, make sure your message (or offer) is appealing within your actual ad copy. Whenever I see Facebook ads that don’t work, it’s usually because the audience or the messaging isn’t quite right.
- Split test multiple Facebook interests. If you’re just testing one or two Facebook audience interests on its own you probably won’t get great results. You’ll get much better results if you test at least 10-20 different business related audience interests and Facebook ad sets at the same time. After about 4-7 days of testing, you can turn off the worst performing Facebook ad sets and leave the best ones on
- Call out the specific business owners you would like to target on your ads and on your landing pages. When you do this, the right kind of people will engage with your ad and Facebook will be able to know what kind of business owners are the ones most likely to be interested in how you can help them.
If you need help with creating a social media strategy using Facebook ads to help your business generate more leads and sales then check out the free training video I recorded here.
It will give you a birds eye view of how Facebook ads and everything else fits in to your marketing plan.