If you're navigating the bustling highway of Facebook advertising, you've likely come across one of its most powerful features - the ability to target specific job titles and employers. This is a game-changer for B2B companies looking to directly reach key decision-makers and industry leaders.
However, just because the tool is available doesn't mean it's always straightforward to use.
- I was trying to create a saved audience today and nothing was coming up when searching for job titles.
- I had saved a bunch of audiences targeting job titles and those seem to load up just fine reflecting their respective audience sizes. I am just not able to create new audiences by targeting job titles and employers.
- Although there was also a message telling me 'some' of those professional demographics were going away and I need to update - didn't say which ones though which would have been helpful...
For B2B companies, targeting the right decision-makers is like trying to find a needle in a haystack. While Facebook’s advertising platform offers a vast range of targeting options, it can be tricky to reach the right person within an organization.
For instance, if you're trying to target CEOs of tech companies, you don't want your ads ending up in front of interns at those same companies.
Unveiling the Professional Persona on Facebook
Here's where things get even more interesting. Unlike LinkedIn, where users typically share their professional information accurately, Facebook users don't always do the same. The professional audience on Facebook can sometimes be like a mirage, seemingly there, but not always accurate or updated.
This is because Facebook is primarily a social platform, and users often don't think of updating their professional information on their profiles.
Targeting Job Titles And Employers On Facebook
You have to think outside the box to reach out to this group of professional audiences. Here are 4 approaches to guide you in targeting working professionals:
1. Harnessing The Power of Job Title Targeting
When you think about job title targeting, think about the different roles within an organization and their unique needs. Facebook allows you to target specific job titles, making your ads relevant to the role's responsibilities, interests, and pain points.
Imagine you're a company that provides high-quality, downloadable vector graphics. Your audience is predominantly comprised of graphic designers and illustrators who need assets for their work. By using job title targeting on Facebook, you can ensure your ads reach these specific roles.
Your ad campaign could focus on "Graphic Designers" and "Illustrators". You could create ads that highlight the breadth of your vector graphics library or showcase the quality of your assets. Perhaps you can emphasize how your product saves designers time searching for the right visuals or boosts the quality of their designs. This focused approach will likely resonate more deeply with these professionals, increasing your ad engagement.
2. Finding The Edge with Employer Targeting
Employer targeting, on the other hand, is all about reaching people who work for specific companies. This can be especially useful if you provide a product or service specifically designed for certain businesses or industries.
Now, let's suppose you're a company selling advanced video editing software. Your ideal customers are professional videographers and editors who work in media companies, creating content for news, shows, or online platforms. Employer targeting can help you reach these professionals more effectively.
You can set your ad campaign to target employees at media companies like "CNN", "BBC", or "Netflix". Your ads could highlight features of your software that streamline the video editing process or enhance the final video quality, appealing to the specific needs of videographers at these companies.
However, it's crucial to remember that not everyone at a given company will be a decision-maker or have a need for your product. You can further refine your audience by combining job title and employer targeting, but you're likely to encounter Ad set may get zero conversions due to limited audience size.
Protip: Go broad. If your targeting is too narrow, it may limit the capability of Facebook's algorithm to find potential customers for you.
Wish to target business owners instead? Check out my other post on targeting business owners with Facebook B2B targeting below!
3. Connecting the Dots with Email Lists and Lookalike Audiences
The journey doesn't stop there. Two additional waypoints on your Facebook advertising journey are the use of email lists and lookalike audiences. Uploading an email list from your database as a custom audience allows you to target or retarget users whose email addresses are in your database, helping you stay top-of-mind with your existing contacts.
Building lookalike audiences, on the other hand, is like using a compass to point you toward similar users. By creating a lookalike audience based on your best customers or leads (those in your uploaded email list, for instance), Facebook finds other users who are similar, helping you bridge the gap between untapped yet potential audience members.
4. Supercharging Your Strategy with Third-Party Tools
Just when you thought your toolbox was complete, not forgetting the use of a third-party tool called LeadEnforce to target LinkedIn audiences on Facebook.
You can leverage LinkedIn's more accurate professional data to create a hyper-targeted audience on Facebook. This can be particularly beneficial for an Account-based Marketing (ABM) approach, where you aim to engage specific high-value accounts.
Imagine you're a B2B SaaS company, and you've identified a list of companies that would be a perfect fit for your product. On LinkedIn, you've pinpointed the key decision-makers within these companies, from CEOs to IT Managers. Now, you can use LeadEnforce to transfer this highly targeted audience over to Facebook. By doing so, you're ensuring your Facebook ads are seen by the right decision-makers, thereby increasing the likelihood of conversion.
Ultimately, both job title and employer targeting provide you with more control over who sees your ads, allowing you to deliver more relevant and compelling content to your audience. It's like having a conversation with exactly the right people in the room, increasing your chances of converting them into leads or customers.