Should you use Facebook for B2B marketing?

In this episode of Web Profits TV Alex shares his thoughts on using Facebook as a B2B marketing channel.

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Key takeaways

  1. The majority of people in this country are on Facebook so it’s highly likely your target market is on Facebook too
  2. If you can target the ads the right way, have the right message and compel people to engage with your content, Facebook can become a fantastic channel to drive sales
  3. Facebook is really good at profiling its users to help companies with ad targeting
  4. You can upload emails into Facebook and create a ‘Custom Audience’ of those people – you can then create a ‘Lookalike Audience’ of people who have the same characteristics as the Custom Audience you created
  5. You can purchase a list of email addresses or phone numbers from a list broker and create a Custom Audience in Facebook to advertise to (just make sure you have the rights to upload them to Facebook) – you can also create a Lookalike Audience of that Custom Audience and target your ads to them
  6. You can target specific individuals via Custom Audiences and create targeted messaging for them
  7. The smallest audience Facebook will allow you to create is 20 people, which means you can get super-targeted with your advertising
  8. Understanding how to advertise on the Facebook platform is understanding how to advertise anywhere that isn’t a search engine – it’s critical for a company to understand
  9. You can start advertising from $500 per month
  10. What you can expect from your ad spend depends on how good your website and content is – if your content and website aren’t good enough, invest in making them awesome first and then invest in Facebook
  11. If you start with content you can’t fail, just make sure your content is awesome and you think about what happens after they view your content
  12. Make sure you target your ads the right way – start with a Custom Audience and then create a Lookalike Audience of that Custom Audience, and start small
  13. It’s not hard, it’s super exciting, everyone you know will see it, and it’s fun to advertise on Facebook :)

About the show

Web Profits is a full service online marketing agency with over 80 data-driven specialists. Built on a culture of innovative, strategic and intuitive thinking, Web Profits focuses on achieving successful, performance-based results online.

Web Profits TV is our way of helping business owners, C-level executives and marketing professionals grow a business using online marketing with a particular focus on social media, online advertising, content marketing and conversion rate optimization. You can use this information to implement the strategies yourself or know what to expect from anyone you hire to do it for you.

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Alex Cleanthous

Alex Cleanthous

Chief Innovation Officer at Web Profits

Alex Cleanthous is Chief Innovation Officer at Web Profits. With more than 10 years experience in online marketing, Alex is always on the lookout for smarter, faster and more scalable ways to achieve maximum growth with minimum spend.


  1. Chloe says:

    So say if you didn’t have a Custom Audience list, which way would you look into starting Facebook Ads for B2B?

    January 20th, 2016 at 10:24 am

  2. Alex Cleanthous says:

    Hey Chloe,

    If you receive traffic to your website I would start with a remarketing audience and then make a lookalike audience of that remarketing audience.

    If you don’t have traffic, you can target people based on their interests, behaviours and demographics.

    If you want to more advanced, you can purchase an email list from a list broker and upload that as a custom audience to market to. You can also create a lookalike audience of that custom audience to advertise to as well.


    January 20th, 2016 at 11:42 am

  3. Chloe says:

    Thanks Alex! Looking forward to more B2B marketing videos!

    January 21st, 2016 at 4:02 pm