Digital Marketing is now a core skill that businesses need to master. It covers all others marketing techniques such as social media marketing, email marketing, content marketing which are core competency that every marketing team needs to have as their toolkit.
One of the top marketing channel that most digital marketers have as their “go to network” is Facebook.
But Facebook ads come in all shapes and sizes. Boost posts, create awareness, capture leads, drive traffic, grow your likes and many more. It is complicated and often confusing.
That means you can waste a lot of money fast.
So how are other organisations spending their dollars on social media advertising?
The data

According to some research by eMarketer more than 66% of B2B businesses devote dollars to social media advertising. The top 2 by a significant margin are Facebook and LinkedIn. Followed by Twitter and YouTube. Google+, Pinterest and Slideshare pick up the crumbs.

If you are going to spend money on digital advertising then you need to make sure you know why you are doing the ad. This means you need to make sure you know what your goals are.
Get clarity on your goals

You need to be clear on is this this simple question. What are your marketing goals?
Is it brand awareness, engagement or is it to convert leads to sales.
Make sure that you have clarity on the goals for your B2B Facebook campaign. These can include:
Brand awareness (Don’t try and sell here but pique their interest)
Traffic (Website, Landing page or Facebook)
Lead generation
Conversions (Use targeted landing pages that convert and not just your website)
Here is an example of the “Buying cycle” from Lee Odden at Top Rank marketing to provide some perspective on your goals at different parts of the journey.

In summary, “Innovation needs to be part of our culture. Consumers are transforming faster than we are, and if we don’t catch up, we’re in trouble.”

Join this group to learn more from some of our digital experts. They'll be sharing with everyone some tools to help increase digital marketing skills.

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