While most people think of LinkedIn for B2B marketing, I've made it well known that the data shows that when paying for advertising space, Facebook Ads are the number on spot to market your B2B product or service offering from a cost per customer attention and cost per customer acquisition standpoint.
To that end, it's important to note something that has flown under the radar. The much publicized removal of "employees of" job title targeting from Facebook Ads a little under a year ago, is being reinstated. According to Facebook's official developers page, Professional Target Options are back:
We continuously review our targeting options to help you reach the people that are the most relevant to your business. We're excited to share that new interest segments to reach professional audiences that are now available in our ads interfaces. Additionally, we'll also be doing a phased rollout of a number of reinstating targeting options for Job titles, Employers, Field of Study and Education.
You can find these segments under:
- Page Admins: Behaviors targeting > Digital activities > Facebook page admins
- Employer Targeting: Demographics > Work > Employers
- Job Title Targeting: Demographics > Work > Job Titles
- School Targeting: Demographics > Education > Schools
- Field of Study Targeting: Demographics > Education > Field of Study
We'll continue looking for new ways to build the best targeting and tools to help you achieve your goals and grow your business. Thank you for your continued partnership as we update our targeting options.
For the record, Job Titles were NEVER GONE, although many headline readers thought they were. True practitioners knew, however, that only "Employers" were gone.
Now, they're back.
What does this mean? Well, Human Resource directors can once again place media in the feeds of "employees of competitors," and savvy B2B marketers can go after their exact prospective clients by targeting the CEO, COO, CFO, VP of Marketing, and on and on, NOT of a particular company, but in a particular vertical.
If I wanted to start selling more digital strategies and websites to Law Offices, I could run a Facebook Ad to Marketing Directors in Legal Services, but going into Facebook Ads Manager and under "Detailed Targeting" in my ad creation, go to Demographics > Work > Job Titles and search "Marketing" ...
Then, I'd go right below that and click "Narrow Audience" and then select Demographics > Work > Industries and select, for this example "Legal Services" ...
You can also now select "Employers," but with mixed results thus far.
On behalf of all smart B2B Marketers, thank you Facebook!
Hit me up with any questions anytime at firstname.lastname@example.org.
Thanks for reading, watching and listening, and have a great day!
Paul Hickey, Founder / CEO / Lead Strategist at Data Driven Design, LLC has created and grown businesses via digital strategy and internet marketing for more than 10 years. His sweet spot is using analytics to design and build websites and grow the audience and revenue of businesses via SEO/Blogging, Google Adwords, Bing Ads, Facebook and Instagram Ads, Social Media Content Marketing and Email Marketing. The part that he’s most passionate about is quantifying next marketing actions based on real data.