Is now the time for B2B Facebook advertising?

As internet usage increases by nearly 50% due to businesses moving online amidst the Covid-19 pandemic, marketers are turning to Facebook for advertising, drawn by higher impressions and lower costs per impression. However, despite the expanded reach and reduced costs, conversion rates are not rising, resulting in lower-than-normal click-through rates and higher acquisition costs. Marketers are advised to focus on brand awareness, retargeting, lead generation, and experimentation with messaging and audience segments while promoting educational content instead of direct product sales. This period offers an opportunity to test new value propositions and understand customer preferences, although caution is advised in ensuring content is unique and genuinely helpful, especially when addressing Covid-19-related issues. With no established playbook for marketing during a pandemic, flexibility and constant trend monitoring are crucial for adapting strategies to remain effective.

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