5 Ways to Get More B2B Leads with Facebook Ads

By Miriam Kung | 8 May 2019
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What do Buffer, JotForm, and Sqreen all have in common? In addition to being high growth B2B SaaS companies, all 3 use Facebook Ads and PixelMe for lead generation and increasing customers! πŸŽ‰

As a B2B marketer, chances are you're using any combination of these top 3 social media channels for content marketing and generating leads: LinkedIn, Twitter, and Facebook.

B2B marketing stats

On the paid ads side, if you're a growing SMB, entrepreneur, or startup, more likely than not, you don't have tens of thousands (or sometimes millions πŸ’΅) of dollars to spend on non-digital channels that are hard to measure, like billboards.

Leanplum billboard

So if you're like most SMBs, you have limited online advertising budgets and limited resources for content you create. Which means it's key to invest in high converting channels and target your ads cost effectively to get as many quality leads and conversions as possible.

To help you conquer your goals πŸ™Œ, below are 5 ways you can find and convert more leads with Facebook Ads using PixelMe. Also included are some snippets of thoughts from B2B marketers on why they use link retargeting to get more value out of their URLs and ads.

Before starting, here's a look at what link retargeting is all about, and how PixelMe works.

PixelMe Retargeting infographic

For each of the 5 following Facebook Ads use cases, these 2 easy steps will give you an early start:

Now, let's get started πŸš€

1. Retarget your LinkedIn visitors

LinkedIn

LinkedIn is used by nearly all B2B Marketers (from Content Marketing Institute's report above), so it's clear that it's a proven and tested channel for generating leads and traffic to your site. We've also seen much higher organic engagement in our PixelMe LinkedIn posts compared to other social channels.

πŸ™ˆ The problem: It's not possible to easily retarget people who visited any of your LinkedIn posts or went to your business profile from any links you shared. You also can't add retargeting pixels (e.g. Facebook) to your LinkedIn Ads, and convert leads from these ads where they're likely most active - on Facebook.

πŸ’¬ What customers say: "PixelMe is an amazing retargeting solution! It plugs straight into my social media scheduling platform, allowing me to leverage the authority of shared curated content to build my audience. It has a fantastically simple UI and can be set up in just minutes after signing up. It has accurate analytics and supports a few paid ad platforms including Twitter, Facebook, Google and LinkedIn." - Gary O., Growth Marketer

πŸ”‘ How to retarget your LinkedIn visitors with Facebook Ads

  • Sign up for a free PixelMe account and add your Facebook Pixel
  • Build Custom Audiences based on your LinkedIn visitors: Create new PixelMe links embedded with your Facebook Pixel and use them anywhere you promote your LinkedIn profile (e.g. website, newsletter, social media), LinkedIn posts, and LinkedIn Ads.
  • Follow our guide to launch Facebook Ads and retarget anyone who clicked on your LinkedIn campaign links πŸŽ‰

2. Retarget your Google Ads visitors

Google Ads

The majority of our B2B customers find Google PPC (pay per click) Search Ads to be one of the most effective channels for generating high quality leads. From our own PixelMe experiences, Google Ads has been a super effective platform for getting customer sign-ups at lower CPAs than other ads platforms.

πŸ™ˆ The problem: It's hard to segment people who came to your website from a Google Ad, and reach them again from any other ads platform. For example, you can't embed ad pixels from other platforms like Facebook to URLs you use in your Google Ads, and recapture this engaged audience with ads on Facebook (or even Twitter or LinkedIn).

πŸ’¬ What customers say: "PixelMe is making me tangible revenue. It’s a very slick product as it takes the pixel functionality and makes it 10X more useful." - Robert McMillin, Founder, Zen of Design

πŸ”‘ How to retarget your Google Ads visitors with Facebook Ads

  • Sign up for a free PixelMe account and add your Facebook Pixel
  • Build automated Custom Audiences based on people who clicked on your Google Ads: in your Google Ads URLs, use PixelMe links that include your Facebook Pixel.
  • Follow our guide to launch new Facebook Ads to reach and convert people who already showed interest by clicking through your Google Ads πŸŽ‰

Pro tip: here's another helpful guide for creating strong Google Ads.

3. Retarget your Twitter visitors

Twitter

Twitter continues to be a great platform for our B2B customers to increase brand awareness and engage with potential customers. At PixelMe, Twitter has been one of our top 3 channels in driving traffic to our site through content marketing in combination with Twitter Ads.

πŸ™ˆ The problem: Just like with your LinkedIn content and Google Ads, you currently can't embed ad pixels to links you share on Twitter. This means you can't use Facebook Ads to easily retarget people who've clicked on your tweets or Twitter Ads and shown interest in your business.

πŸ’¬ What customers say: "PixelMe is awesome for retargeting new audiences from my social media shares! Using PixelMe has rocketed my Facebook Pixel, I can now serve the audience that I was losing when sharing things on social media." - DΓ©borah Rippol, Culture Scout, Buffer

πŸ”‘ How to retarget your Twitter visitors with Facebook Ads

  • Sign up for a free PixelMe account and add your Facebook Pixel
  • Build automated Custom Audiences based on your Twitter visitors: Use PixelMe links embedded with your Facebook Pixel in your tweets and Twitter Ads.
  • Follow our guide to launch new Facebook Ads and convert people who've already read and clicked on your tweets πŸŽ‰

4. Retarget leads from 3rd party sites

JotForm Medium link

Are you currently sharing content that lives on sites you don't own, like Medium and YouTube? Or maybe you're an SMB and have a hard time keeping up with your own content machine while juggling a ton of other priorities. This is the case for many of our B2B customers (ourselves included!). It's common to source useful industry articles, re-share interesting videos, and repurpose other 3rd party content that are still highly relevant for your audiences, as a means of engaging new leads.

πŸ™ˆ The problem: Sharing 3rd party content translates to free traffic for other businesses, but no ability for you to reach these leads again. What's missing is a way to easily to bring these visitors back to your site and turn them into customers.

πŸ’¬ What customers say: "PixelMe does what it promises in a really simple way so anyone can use it. It has everything that I want from a URL shortener plus the pixel inclusion which is great if you share 3rd party content." - Jose Antonio Sotelo Cohen, Regional Growth Manager, Havas

πŸ”‘ How to retarget people who clicked on your links with Facebook Ads

  • Sign up for a free PixelMe account and add your Facebook Pixel
  • Build Custom Audiences based on people who clicked on your posts to 3rd party content: Use PixelMe links embedded with your Facebook Pixel any time you share relevant industry news, Medium articles, links to your review sites and more.
  • Follow our guide to create Facebook Ads that bring interested leads from 3rd party content back to your own site πŸŽ‰

5. Create Lookalike Audiences similar to your leads

Lookalike Audience

πŸ“– Background: Lookalike Audiences are one of the most effective targeting tools for customer acquisition on Facebook, as they let you find people similar to your best customers. This can be built from any Custom Audience source (e.g. website traffic, customer email list, various Facebook sources like your videos).

With all the automated Custom Audience lists of leads you can build with PixelMe, you'll have plenty of ways to test and see which leads and channels convert best to customers.

For example, if Google Ads provide your highest quality leads, you can create a Custom Audience of only people that have clicked on your Google Ads, based on specific PixelMe links used in your ads. Then, turn that into a Lookalike Audience to find more customers like them.

πŸ’¬ What customers say: "PixelMe gives us the ability to retarget visitors on different ads platforms. With PixelMe we are able to retarget everyone who clicks our shared links on social media. It's priceless and easy to add retargeting pixels, shorten the link, create Lookalike Audiences from shared links, and get analytics." - Susanna S., Marketing Specialist, MediaPakt

πŸ”‘ How to create Facebook Lookalike Audiences:

  • Sign up for a free PixelMe account and add your Facebook Pixel
  • Follow our guide to build Facebook Custom Audiences of people who clicked on your links
  • Create a Lookalike Audience based on your top Custom Audience sources, and launch new Facebook Ads to find more customers like your best leads! πŸš€

And that's a wrap! 🎁 As you can see, using link retargeting across your B2B marketing platforms opens up a whole new window of opportunities for you to engage with leads that you may have otherwise lost, or find new customers who are similar to your top leads.

And these are just some of the many combination of ways you can build automated Custom Audiences to creatively retarget your leads again with Facebook Ads.

As a final note, I covered retargeting with Facebook Ads, as it's the preferred retargeting platform for our B2B customers. But you can easily setup similar retargeting ads across any of your top ads platforms, to reach any of your leads again on Google, Twitter, and LinkedIn too πŸ’ͺ.

Want to get more leads with PixelMe? Just click on the blue chat modal belowπŸ‘‡ to sign up for a free 7-day PixelMe trial or email our team at team@pixelme.me πŸ’Œ

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