How does an effective social advertising game plan differ between B2B and B2C companies? Columnist Brad O’Brien shares tips on optimizing the social approach for both audience types.
Social advertising allows for a bevy of ways to effectively reach people on social platforms, both in their personal and their professional lives. Whether your brand desires to advertise to consumers or businesses, social platforms can return strong ROI when you have the right strategy.
A core draw of social advertising for B2C and B2B advertisers is its near-unmatched ability to execute “people-based advertising.” Essentially, your first-party data is leveraged to match and message to real people across platforms and devices. This marks an advantage over cookies, which can expire, be cleared and have poor mobile reliability.
In addition to reaching known customers and prospects directly, most social ad platforms allow you to create lookalikes from these segments. Lookalike modeling uses hundreds, often thousands, of online and offline signals to find other users that act just like your customers. This is a powerful acquisition tactic that has attracted the attention of advertisers.
Third-party data, accessed through social platforms and data providers like Acxiom and Datalogix, are another powerful way to prospect on social. Demographics, psychographics, interests, job title and more can all be precisely targeted for social B2C and B2B advertisers. Additionally, data providers offer prebuilt segments of like-minded consumers and professionals.
Now that the stage has been set on social’s unique ability to reach the right user, it’s time to dig into strategic tips for B2C and B2B advertisers.