©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.
BtoB/Paul Dunay, Avaya, 12/1/10
What if I offered you a billboard in the middle of Times Square at little to no cost for you to advertise your company? Of course you’d do it, right? One of the great things about Facebook is that it provides you access to a large audience of more than 550 million people worldwide at a very low cost. So why not take advantage of it?
I think it is safe to say any keyword you are going to buy is maxed out within the Google AdWords auction process. But it wasn’t always so. In 2001, when I was with a consulting firm, I was buying and converting potential prospects into leads for pennies on the dollar with keywords like “globalization,” “e-commerce” and “interactive marketing.”
This is why Facebook today seems so familiar to me. While the buying process is less about keywords and more about precise targeting, the costs seem awfully familiar.
Let’s go through three tricks to maximize a Facebook advertising purchase for b2b marketers: