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Many B2B businesses automatically turn to LinkedIn for their lead generation efforts, thinking that it's a no brainer or the best plan for their online marketing. They won't even consider Facebook since they assume that their target audience isn't on this platform. But this is incredibly incorrect! Facebook is the most popular social network with over 2 billion users, so if you think about it, ANY type of business owner or employee is on Facebook. So the question isn't if they are on Facebook, it's WHERE they are on Facebook.
This B2B client was already running lead generating campaigns on Facebook for their business with the goal of attracting other businesses to try their service. They knew there was a huge opportunity in Facebook, but their cost per lead for Dentists was over $39 per lead and over $140 for restaurants. How could they bring this cost down?
Their biggest problem had to do with targeting. They simply were targeting their audience all wrong! They were targeting them like they would if they were on LinkedIn. After TDM came in, we reworked the graphics, copy, call-to-action, lead pages, and did a complete overhaul on the targeting at the ad set level. As a result, we slashed the cost per lead by 1/2 for Dentists and 1/12 for restaurants! In the screenshot below, you'll see that the cost for Dentists went down to $18.97 on average and Restaurants down to $12.47 on average.
Original Dentist lead results: $39.49 on average
Original Restaurant lead results: $149.47 on average
TDM lead results: $18.97 for Dental and $12.47 for Restaurants on average
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