Let me challenge something you've probably believed for years: LinkedIn is NOT the only place for B2B marketing.
For too long, we've accepted the conventional wisdom that B2B marketing belongs exclusively on LinkedIn. After all, it's the "professional network," right? While your audience might indeed be there, they're not engaging in the way you think.
Here's the reality that changed everything for our clients: LinkedIn users spend roughly 22 minutes per MONTH on the platform, while Meta users spend approximately 44 minutes per DAY.
That statistic alone should make you pause and reconsider where your ad budget is going.
Over the last fourteen years at Yokel Local (soon to be Mindshift Digital), we've helped companies generate well over $300 million in revenue. And one of the most transformative strategies we've implemented is moving B2B clients from LinkedIn to Meta platforms, with consistently impressive results.
Let's be honest about what you really want. It's not more followers or engagement metrics.
As a B2B company, what you want is:
LinkedIn's advertising platform has excellent targeting capabilities in theory, but it comes with a significant barrier to entry. The cost structure often outstrips the comfort level for most mid-market B2B companies' marketing budgets.
Put simply: For every dollar you spend on Meta, you're likely to spend 4-6x more on LinkedIn for similar results.
That's not a strategy; that's a luxury few can afford.
I know what you're thinking: "But LinkedIn lets me target by job title, seniority, company size..."
While that's true, modern digital marketing is rapidly changing. The iOS updates from 2021-2022 have shifted how all platforms track user behavior. We're winning back some privacy as consumers, but marketers must adapt their strategies.
Here's the framework we now use for all our B2B clients, and it works remarkably well:
"Your ad creative, plus your ad copy, does the targeting."
This means that instead of relying on platform-specific targeting options, we focus on creating ads that naturally attract the right audience through:
When you nail this approach, you can leave broad targeting parameters and still attract highly qualified leads.
We've developed a two-part campaign structure that consistently works for B2B companies on Meta:
This campaign uses what we call "expert-led interview advertising." We interview the thought leaders, subject matter experts, or founders of the business about the problems they solve for customers.
These ads aren't designed to convert immediately. Instead, they build:
They take a perfect stranger from "I have no idea who you are" to "That was interesting, and I actually have that problem, let me learn more."
This is the campaign everyone wants to run immediately: the one that generates actual leads.
But the effectiveness of this campaign depends on understanding where your prospects are in their journey:
While you always want someone to show up purchase-aware, the reality is that most valuable prospects are still in the problem or solution aware stages.
The beauty of Meta is that you can effectively nurture them through this journey at a fraction of the cost of LinkedIn.
One of our clients is looking for what I'd call the top 0.5% of the entire population, an extremely niche B2B audience that conventional wisdom would say is perfect for LinkedIn.
We moved them completely off LinkedIn and implemented the exact strategy I've outlined above. The results?
They're now consistently selling out their live events, recruiting founders to their program, and succeeding with local event, all through Meta advertising.
After 3 to 4 years of success, their founder admitted, "I would have never believed we could have this much success with Meta. We always thought we had to be on LinkedIn."
If you're not creating a lot of content currently, here's a super simple implementation plan:
Remember, modern marketing is changing. B2B is not just a LinkedIn playground anymore.
When you're trying to turn perfect strangers into customers, go where they actually spend their time and attention, and right now, that's Meta.
If you want to implement this approach for your B2B company, you have two options:
The days of thinking B2B marketing belongs exclusively on LinkedIn are over.
It's time to follow the attention, follow the engagement, and most importantly, follow the results.