Nail B2B Authority Targeting: Psychographic Targeting Hot House
True professionals are never off duty, even on Facebook. For most marketers, media spend is precious...
Published on: Mar 3, 2016
Transcripts - Nail B2B Authority Targeting: Psychographic Targeting Hot House
Nail B2B Authority Targeting: Psychographic Targeting Hot
True professionals are never off duty, even on Facebook. For most marketers, media spend is
precious and not to be wasted, especially when playing the high-stakes, long game of B2B sales.
B2B marketers need to ensure their message hits the right business professionals who are high
enough in the hierarchy of a company to make purchase decisions. This Psychographic Targeting
Hot House post by Chris Davis, Account Manager at aimClear, will showcase how marketers can use
Facebooks mashed-up targeting to ensure their ads are seen by the people that can write the
Why not just use LinkedIn?
Sure, marketers can go to LinkedIn, famous for its B2B targeting, but they could end up paying more
per lead on average with less reach. Couple LinkedIns limited, pricey platform with the fact that
LinkedIns ad selection is limited, and it can become frustrating to marketers looking for modern,
creative ways to reach their customers without paying an arm and a leg.
While there are far more people active on Facebook on a daily basis, the way they interact and
disclose personal information is different. LinkedIn users typically interact to build professional
relationships with others in their field and therefore self-disclosing job titles in their profiles is a
standard; not necessarily the case in the more prolific Facebook
The lack of job titles associate with Facebook profiles, coupled with LinkedIns more expensive, less
reach paradigm leave B2B marketers looking to branch out into social in a quandary
That is until Facebook unleashed LinkedIn-type targeting under Behavior targeting!
Look familiar LinkedIn marketers? Now Facebook advertisers can target by industry (outside of
industry targeting found under More Demographics), seniority, and company sizes by way of third
party data provider, Datalogix. And you cant fake that C-suite status.
But why stop there? The true power of Facebook targeting is the ability to combine and layer both
personal and professional targeting attributes. Lets explore some deadeye Interest and B2B
Seniority PLUS Interest Targeting PLUS More
One of the most effective ways to reach senior level executives at companies is to couple seniority
targeting with precise interests targeting which will then use the and operator.
For example, youre Third Door Media looking to boost ticket sales for the upcoming SMX East
conference. (Registered? Early bird rates end soon!)
Using the C-suite targeting, coupled with digital marketing interests we have a digital savvy C-suite
crew at a whopping audience of 320,000 Facebook users.
Still too broad and big for our blood.
Lets refine this a bit more with office size and connection targeting. Were after C-suite executives
that wear many hats (they are the Marketing Directors) and are the decision makers sending their
staff to the conference.
Now were sitting with a cozy 7,500 Facebook users who are in executive or C-suite roles, who work
in a small office, and are interested in digital marketing, and have second-degree affiliation with
SMX, Search Engine Land or Marketing Land.
The End of LinkedIn?
No. Facebook introducing B2B targeting was a clear shot at LinkedIns revenue, but it doesnt mean
this beloved B2B channel is going away. For us marketers, its the B2B Facebook targeting layers
weve been waiting for, in a channel where users actually are, with an array of ad types we desire.
Get Psychographic Marketing for your business that (actually) CONVERTS via omni-platform tactics:
About The AuthoraimClear is a 4X Inc.500/5000 digital marketing agency dominant in audience
targeting and customer acquisition. We build, track, and convert laser focused audience segments
from introduction to conversion for our clients. We target, drive traffic from, track and sell our
clients' products and services with merged big data social/search personas known as
psychographics. Because aimClear also distributes to influencers for buzz, links and earned-media,
the agency has evolved to be the missing link unifying search, social, PR and psychographic display.
(Some images used under license from Shutterstock.com.)