If you’re marketing to businesses, targeting ads by job title extremely important.
Depending on the product or service you are selling, there are certain people within an organization that are well suited to receive your message.
For example, if you are a marketing software company like SEOmoz you probably want to target your ads at people within the marketing department – especially the people who work on SEO projects.
In many cases business-to-business (B2B) marketers will turn to Google Ads as a primary means for generating leads through online advertising. This isn’t a bad strategy, but we do suggest that you diversify your media spend and consider advertising on the three major social networks (LinkedIn, Facebook and Twitter).
You may be surprised! One network may outperform the others by far.
For example, one of our client’s ads on Facebook generated 5x more leads than the same ads placed on LinkedIn, Twitter, and Google Adwords.
LinkedIn is the premier social network for professions and as such is a great place to purchase low-cost ads.
Using LinkedIn ads you can target people by:
- Job title
- Company size
You can mix and match any of these parameters to expand or reduce your target audience size on the LinkedIn advertising platform.
In my experience the most effective type of B2B advertising on LinkedIn is connected to lead generation.
If you have a case study, white paper, eBook or guide that you are offering for download, you should strongly consider advertising it on LinkedIn.
LinkedIn has no minimum monthly spend so you can start off with a small budget and increase it as you start seeing results come in.
You probably won’t see the same volume of clicks from LinkedIn ads as you do through Google or the other social networks, however there is a strong potential for really high quality clicks to come from LinkedIn.
With the introduction of Facebook Partner Categories in the ad platform, B2B businesses now have a strong way to reach people by job title using Facebook advertising.
Under the Axciom Categories you will see the option to target by Job Title and further drill down by job category. Example categories include:
- White collar
- Blue collar
The list is really quite extensive – logging into Facebook’s Power Editor for ads will allow you to pull up the full list for yourself.
When targeting Facebook users you will have the option to send them to your Facebook page or your website/landing page.
Another option you have is to create a very nice post for your Facebook page that has a link in it. You could then turn that post into an ad using Facebook’s “Suggested Stories” option.
Facebook really upped the ante for B2B advertisers with the introduction of job title targeting and it will be interesting to see if companies shift dollars from LinkedIn to Facebook over time.
Similar to LinkedIn ads, Facebook has no minimum spend requirement so you an experiment with as little (or as much) as you would like!
For now, we really suggest trying both out and seeing which platform performs the best for you. It could be that you continue to use both well into the future!
Last but not least in the war for social advertising dollars is Twitter.
Using Twitter’s ad platform you cannot specifically target people by job title. However, you can target people by interest, and if you select Business related interest you should be reaching the right audience.
For example, if you marketing software you could easily target people who are interested in Marketing and/or Advertising. All of this can be done through Twitter’s Self Service ad tool.
If you have a larger budget you would like to allocate towards Twitter advertising you can go with their Full Service option which allows for targeting by search keywords.
For example, here I search for “#CRM” and the top result was an advertised tweet from ON24 promoting their new case study:
When first getting started with Twitter ads you may want to begin with their Self Service option which comes with no minimum spend requirement. If the results are good you can switch to the Full Service option.
Getting Started with Social Advertising
Social ads tend to be pretty inexpensive when compared to traditional advertising or even search ads. You can target by CPM (cost per thousand views), CPC (cost per click) or in some cases Cost Per Conversion. For example on Twitter there is an option to only pay when someone starts following your account.
The important thing to remember when jumping into social ads is that putting together the ad is only half the battle.
You also need to ensure proper targeting and that you are using an appropriate, optimized landing page.
Social advertising is fun and relatively new, but it’s not a game. You don’t get to use monopoly money to pay for your ads, so be serious about your campaigns.
If you need any help leave us a comment or give us a call and we can help!