Paid Social Is a Terrible Investment for B2B

Marketing School - Digital Marketing and Online Marketing Tips

Eric Siu and Neil Patel

Careers, Marketing, Business

4.6 • 1.4K Ratings

🗓️ 4 August 2023

⏱️ 6 minutes

🔗️ Recording | iTunes | RSS

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Summary

In episode #2526, we discuss the pitfalls of using paid social advertising as an investment for B2B businesses. Join us as we explore the reasons why paid social might not be the most effective strategy for reaching B2B audiences and generating significant returns. We delve into the fascinating dataset from Metadata and discuss the unique challenges and considerations that B2B marketers face when utilizing social media platforms for advertising. Learn about alternative approaches and marketing channels that may yield better results for B2B companies seeking to expand their reach and boost conversions. Tune in and upgrade your marketing strategy to achieve greater success in the B2B landscape. TIME-STAMPED SHOW NOTES: [00:00] Today’s topic: Paid Social Is a Terrible Investment for B2B. [00:35] Highlights of the groundbreaking data from Metadata. [01:00] Analysis of the most interesting findings from Metadata. [01:44] Circumstances where paid social works well. [02:42] Lead to win rates of paid socials. [03:16] A key aspect of advertisements: efficiency. [03:50] How to know if paid advertising is effective. [04:34] Brand awareness and targeting an audience based on data. [04:48] A final takeaway from the Metadata dataset. [05:44] That’s it for today! Don’t forget to rate, review, and subscribe! Go to https://www.marketingschool.io to learn more! Links Mentioned in Today’s Episode: Metadata Don’t forget to help us grow by subscribing and liking on YouTube! Leave Some Feedback: What should we talk about next? Please let us know in the comments below Did you enjoy this episode? If so, please leave a short review. Connect with Us: Single Grain << Eric’s ad agency NP Digital << Neil’s ad agency Twitter @neilpatel Twitter @ericosiu Learn more about your ad choices. Visit megaphone.fm/adchoices See omnystudio.com/listener for privacy information.

Transcript

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0:00.0	Paid social is a terrible investment for B2B. Now I know I'm saying something
0:04.3	outrageous but if we take a look at my screen over here this is from a friend of mine
0:08.2	his name's Chris Walker he's got an agency that does that's really well and
0:14.8	basically you could see from this post as it's pulling up it says confirm with data paid social lead gen on Facebook and
0:19.3	LinkedIn is terribly inefficient and provides very low ROI.
0:23.0	So he's been saying this for over six years,
0:24.5	but now this is confirmed with a massive data
0:26.8	released by metadata.
0:27.9	And I don't know if you know this, Neil,
0:29.0	but metadata, they're actually
0:30.4	going to be at the upcoming event in Beverly Hills
0:32.7	so we can pull some information from this guy.
0:34.3	But here, I'll let you read this off,
0:35.8	what I just highlight it, just so you have some meat on the bone.
0:38.8	Dude, I cannot read that.
0:40.1	It's too tiny for my screen.
0:41.8	I will read it. So here's what it says. This is absolutely
0:45.0	groundbreaking data set for B2B companies, especially given the scale.
0:48.1	42 million dollars in total advertising spend, 236,000 total, air quote unquote,
0:55.0	leads collected, okay?
0:57.2	And all of the associated downstream data
0:59.5	for pipeline and conversion rates.
	...

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