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Content Marketing Measurement & Analysis

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Facebook is a powerful social media outlet, even for B2B marketers.

Though it's known as the social network of choice for B2C companies, and some have concerns whether organic Facebook marketing is still viable for B2B companies, the fact remains that with 1.5 billion monthly active users, Facebook still reigns supreme for market reach potential, regardless of industry.

How can you make use of Facebook when organic reach for B2B seems to be declining? The answer, in part, is "pay to play": Facebook advertising.

Beyond the power of tailoring ads to specific segments, Facebook ads allow marketers to be creative and grab users' attention as they scroll through their packed News Feeds.

Here are six examples of Facebook ads that are winning at that game. We'll take a look at what makes each ad successful and what takeaways you as a B2B marketer can apply to your own social ads.

1. WeWork

This ad succeeds because it invites the audience right into the product: a modern, well-appointed coworking space. The picture alone helps sell the product, as professionals can immediately picture themselves in the space and envision spending their workdays there.

In addition, the headline copy, "New York's Leading Workspace for Small Businesses," communicates to the audience three vital pieces of information: geographic location (New York), offer quality ("leading," which in a city as big as New York says a lot), and target audience ("small businesses," which, if relevant to the viewer, immediately piques interest).

Takeaway for B2B marketers: Sometimes a picture is worth a thousand words, and if the product is bigger than what words can possibly describe, a simple picture of it might do a lot of the selling for you. In addition, remember to pack useful information into your headline copy. Take advantage of Facebook's targeting options to define an audience that you can speak directly to.

2. The HOTH

This Facebook ad keeps things simple. It opens with a question, "Wasting time with SEO?" which immediately speaks to the frustrations of digital marketers who have tried their hand at SEO techniques just to come up short.

And the headline delivers on the promise implied by the first line of copy. The prospect who clicks through will get a free list of SEO tools—a "cheat sheet," which carries the connotation that not everyone is privy to these secrets—that he or she can instantly implement for better marketing results.

Takeaway for B2B marketers: Leading with a question that's relevant to your audience often gets their immediate attention. One way to determine your target market's interests is to follow their activity on Facebook and get involved in discussions there. Then, you can provide the solution to the questions you pose with the headline for your offer.

3. DaPulse

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Six B2B Takeaways From Six Great Facebook Ads

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ABOUT THE AUTHOR

image of Daniel Kushner

Daniel Kushner is the CEO of B2B social media management software provider Oktopost and a B2B marketing expert. He has successfully led online marketing departments of global organizations.

LinkedIn: Daniel Kushner

Twitter: @danielkushner