SOCIAL MEDIA Why is it crucial to use Facebook and co. in B2B advertising campaigns? Social media expert Uwe-Michael Sinn gives six reasons."B2B companies still underestimate the importance of advertising in social networks for sales and marketing. Corporate presences on Facebook, Xing, Twitter & Co. are used more for reputation, for improved visibility in search results or as a service channel," says Uwe-Michael Sinn, Managing Director of rabbit performance GmbH. The social media expert points out six reasons why social media should definitely not be missing from B2B companies' advertising campaigns.

1. mass selection criteria

Users of social media platforms reveal a lot about themselves. Accordingly, companies can select the target group that should see a particular advertisement and control the ads (targeting options). Niche target groups can also be addressed without wastage. Another advantage: Unlike display advertising, there are no additional costs in the media budget, no matter how many selection criteria are used to form the target group.

2. branding and performance

Advertising on social media channels works particularly well in the early stages of the decision-making process and is thus an ideal tool for increasing brand and product awareness, for image building, or for concrete entry into the sales funnel. Compared to search engine advertising, social media advertising is aimed at target groups that have a latent or abiding interest rather than an acute need.

3. twins from existing customers

Companies can target people who are similar to their existing customers, for example in terms of occupational group, position or interests. To do this, data records from the CRM or the website are matched with those on Facebook, Twitter & Co. In technical jargon, this is known as statistical twins or lookalikes. Among other things, this enables high-quality reach to be built up, existing campaigns to be expanded, or new leads to be acquired.

4. explain complex things quickly

Most social media channels offer video ads. Moving images make it easier and more entertaining to explain complex issues or products than pictures or text. In addition, the appeal to the target customers is more emotional.

5. retargeting and integrated campaigns

Social media channels allow advertisers to retarget online users who have already visited the company's website, for example, with suitable offers. Linking several channels within a campaign increases the advertising pressure and makes conversion more likely.

6. longer contact

Custom Audiences, i.e. target groups created by the advertiser himself, offer a "longer retention" of the contact. Cookies in the browser often only have an active usage time of two to three weeks. With social media advertising, on the other hand, it takes up to 180 days for the contact to be lost to the user ID. The more touchpoints there are with the user ID, the more often re-tagging becomes possible and the contact is retained for longer.rabbit performance GmbH explains what companies should know about advertising campaigns on Facebook, Twitter, YouTube, Xing, LinkedIn, Pinterest and Instagram in its new whitepaper "Social Media Advertising kompakt: Kanäle und Zielgruppen im Überblick". The whitepaper is available at www.rabbit-performance.de/social-media-advertising available against contact details.

"B2B companies still underestimate the importance of advertising in social networks for sales and marketing. Corporate presences on Facebook, Xing, Twitter & Co. are more likely to be used for reputation, for improved visibility in search results or as a service channel," says Sinn.

1. mass selection criteria

Users of social media platforms reveal a lot about themselves. Accordingly, companies can select the target group that should see a particular advertisement and control the ads (targeting options). Niche target groups can also be addressed without wastage. Another advantage: Unlike display advertising, there are no additional costs in the media budget, no matter how many selection criteria are used to form the target group.

2. branding and performance

Advertising on social media channels works particularly well in the early stages of the decision-making process and is thus an ideal tool for increasing brand and product awareness, for image building, or for concrete entry into the sales funnel. Compared to search engine advertising, social media advertising is aimed at target groups that have a latent or abiding interest rather than an acute need.

3. twins from existing customers

Companies can target people who are similar to their existing customers, for example in terms of occupational group, position or interests. To do this, data records from the CRM or the website are matched with those on Facebook, Twitter & Co. In technical jargon, this is known as statistical twins or lookalikes. Among other things, this enables high-quality reach to be built up, existing campaigns to be expanded, or new leads to be acquired.

4. explain complex things quickly

Most social media channels offer video ads. Moving images make it easier and more entertaining to explain complex issues or products than pictures or text. In addition, the appeal to the target customers is more emotional.

5. retargeting and integrated campaigns

Social media channels allow advertisers to retarget online users who have already visited the company's website, for example, with suitable offers. Linking several channels within a campaign increases the advertising pressure and makes conversion more likely.

6. longer contact

Custom Audiences, i.e. target groups created by the advertiser himself, offer a "longer retention" of the contact. Cookies in the browser often only have an active usage time of two to three weeks. With social media advertising, on the other hand, it takes up to 180 days for the contact to be lost to the user ID. The more touchpoints there are with the user ID, the more often re-tagging becomes possible and the contact is retained for longer.

Rabbit Performance explains what companies should know about advertising campaigns on Facebook, Twitter, YouTube, Xing, LinkedIn, Pinterest and Instagram in the new whitepaper "Social Media Advertising kompakt: Kanäle und Zielgruppen im Überblick". The whitepaper is available at Rabbit-performance.com/social-media-advertising available against contact details.

Infographic Social Media Advertising: