Use brand awareness campaigns for B2B marketing

Danielle Olivas Sun May 28 2017

Idea: Increase conversions by utilizing Facebook ads to create brand awareness for your B2B brand.

Details: A lot of marketers don't think that Facebook is the best place to advertise B2B brands, however, this is not the case. It may require a slightly different approach, but it is absolutely beneficial to advertise your B2B product on Facebook because 96% of social media marketers consider Facebook the most effective social media advertising platform.

Brand awareness ads work well because they don't come off as pushy. Instead, they supply brand information, explain its purpose, and offers you the option to learn more by clicking the call-to-action. 

Shift your ad focus towards creating product awareness, and mention awards that your brand has won in the past, as well as any high-level customers you are currently working with. Take a look at Contently's Facebook ad (attached). They aren't selling anything; they're creating awareness.

When designing your B2B brand awareness ad, keep the following in mind:

  • Be clear about your value proposition and brand positioning
  • Target a wide audience and let Facebook auto-optimize your ads’ reach
  • Select the Brand Awareness campaign objective for your Facebook campaign
  • Offer people to learn more about your product/service, instead of proposing a demo or sign-up right away


No Hypothesis
  • #facebookads
  • #ads
  • #marketing
  • #b2b