A creative social media campaign with compelling copy and motion design drives 5.8% engagement rate and 22,000+ impressions
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Social media remains a blind spot for many B2B marketers, despite the wealth of information available on the web and directly accessible on platform sites. Whether you find LinkedIn Help Center difficult to navigate or you only reference Facebook Help Center on an as needed basis, there are many resources available to help you succeed in social-media marketing.
Marketing on LinkedIn and Facebook is a great way to extend your reach to a target audience. From ad bidding systems to cost-per-click models and measuring performance, B2B brands that leverage social platforms can optimize their marketing efforts. Below are my personal research notes -- a side by side comparison of LinkedIn ads versus Facebook for B2B marketers, and some tips for implementation. Spoiler alert: the two platforms are very similar.
Benefits of a Sponsored LinkedIn Update (vs. Sponsored Ad)
Benefits of a Sponsored Facebook Ad
Comparable, right? The key here to follow your audience to their platform of choice. If they’re on Facebook – that’s where you’ll want to invest in ads.
What if you want to split your budget across platforms? How do you know where to invest more dollars? Let’s say you split your budget evenly down the middle. You’ll soon notice which ads are performing better than others – which are the most economical, the biggest bang for your buck. For everyone interested in how their dollars are disbursed differently, here’s a breakdown of the different bidding systems. Note that Facebook bidding varies from LinkedIn and Twitter.
LinkedIn Cost-Per-Click Bidding Model
Facebook Cost-Per-Click Bidding Model
On both platforms you’re only charged after your audience responds. Again, if your audience isn’t present and active you won’t see much of an ROI.
Again, these facts are available directly on each of the platforms’ help sites. At the end of the day, Facebook pricing tends to be lower than LinkedIn; however, both Facebook and LinkedIn generate optimal bidding ranges based off self-determined target audiences and fluctuating competitors. Therefore, the success of any ad campaign is predicated on trial and error. The key to successful social media marketing is continual maintenance and re-calibration.
A few parting tips:
Optimize your visual content. Images of people often perform best among B2B audience. Check to make sure that you are adhering to each platform’s graphic specifications. (See: Facebook Grid tool.)
Use past posts as a means of A/B testing content. If one post has outperformed its peers – try recycling its image or verbiage in your sponsored content.
Be conscious of various viewing platforms. Be it desktop versus mobile or newsfeed versus sidebar – customize your add for every presentation available during set-up. That may entail cutting down on characters and adjusting the crop of your image.