The ability to advertise to people based on what they do to earn a crust isn’t anything new. Old school Direct Mail marketers have been doing it for decades. LinkedIn have offered occupation targeting since they launched their Ad network in 2008.
Facebook on the other hand, have only offered “Job Title” Facebook Ads targeting since early 2014, yet it remains relatively under-utilised by B2B marketers. This is likely due to the fact that Facebook isn’t seen as an appropriate platform for business to business marketing.
It’s worth remembering, however, that businesses are run by people. And people, lots of them in fact, use Facebook.
Facebook vs LinkedIn
Why would you use Facebook over LinkedIn? Results will always vary depending on what you’re marketing, but in most cases I’ve found significantly better engagement and much lower costs via Facebook ads when compared to LinkedIn.
I mainly attribute this to LinkedIn being a very transient network; most people check new connections and messages from time to time, but unless you’re a recruiter, most folks don’t wake up in the morning and check their LinkedIn feed, whereas many will check Facebook.
How does Facebook know what you do?
Facebook relies on the information you’ve added into the Work and Education section of your personal profile. Sure, not everyone adds this level of detail to their profile and not everyone keeps it up-to-date, so targeting by occupation is not going to be perfect, but it’s pretty darn good.
When to use Job Titletargeting
The obvious use is for B2B marketers. If you have a product or service that’s a perfect fit for someone in a particular occupation, then Facebook’s Job Title targeting is a no brainer.
The best way to find out if the people you want to target by job title exist is by going through the process of setting up an ad and playing with the Job Titles targeting option. You could also use Facebook Audience Insights if you have access to it via your existing Page and ads account.
Content marketers who are trying to target certain verticals can also use occupation targeting to attract their audience and to get the eyeballs on new content.
For example; recently wrote a blog post titled 7 Facebook Ads Tips for Your Wedding Photography Business. To generate traffic to this content, I created Facebook ads targeting photographers in Australia.
As you can see below, there are around 4000 photographers in Australia. I did try targeting just ‘Wedding Photographers’, but there are only a couple of hundred people who have been that specific with their occupation. Be sure to keep this in mind when doing your own targeting.
From a cost per click perspective the results were good at $0.27 per click and a click through rate of 2.74%. (You’d be hard pressed to generate these kind of results through LinkedIn, or Google Adwords.) Social engagement on the other hand, was underwhelming. This may be due to people being reluctant to share business type content on Facebook (I know I am).
So what about building your list?
In the above example, I sent people to a humble blog post on my website. If I were keen on building an email list of Wedding Photographers, then I’d setup a dedicated landing page offering a free e-book or white paper similar to my 7 Facebook Ads Tips for Your Wedding Photography Business, in exchange for a name and email address.
Combine this approach with Facebook ads conversion optimisation, and if you’ve created an attractive enough offer you’ll be building a qualified list of leads in no time.
Got any questions for Luke about Facebook ads? Feel free to ask them in the comments below.