Marketing a B2B? Here are some great tips on how to accurately and effectively target decision makers with Facebook ads.

1. B2B Advertising: How to Target
Decision Makers With Facebook Ads
Small Business Online Marketing Tips By

2. Go outside the box
Many marketers create audiences without
ever leaving the realm of the Power Editor, but
if you want your Facebook Ads campaigns to
be truly effective, you may need to go outside
those boundaries.

3. But first of all…
Why are Facebook Ads effective for reaching decision
makers?
• Facebook offers a huge audience with super long reach
• Facebook's advertising platform and tools offer super-
granular targeting capabilities
• There's an option to target people by job title, position,
industry, education and education field.
• There's plenty of B2B categories (which allow you to
distinguish between people who are interested in
tourism, and those who work in the Hospitality
Industry, for example).

4. Here are a few techniques that will
help you find the decision makers in
the industry you are interested in:

5. 1. The old and the new: Use online
research and FB's targeting capabilities
By combining some old school research
techniques with Facebook's targeting
capabilities, you will be able to reach the
people responsible for making the decision to
buy your product or service.

6. For “old school research”, use:
• The Census Bureau website
• Business publications
• Industry journals
• You can use zipmap.net to see a zip code map
of the region you are targeting, and include or
exclude certain neighborhoods. This works
especially well if you are familiar with the
area.

7. 2. Go for minorities and genders
Or risk missing out.
Some experts recommend not using targeting
options such as gender or age for B2B
advertising. In my opinion, that is a mistake, since
it could mean ignoring your actual clients.
Start by doing some research, which will give you
major insights about who your clients are. Then
you can decide if it's worth targeting them, or
even tailoring a campaign specifically to their
needs.

8. For example, let's say I'm thinking of creating
a campaign for Bloominari, my own digital
marketing agency in San Diego. I know my
clients are mostly small businesses in the area,
people looking for online social media
packages. I want to find out who they are…. So
I visit the Census Bureau Website. Look here:

9. I can see that in San Diego, a large portion of
businesses are owned by women and Hispanics.
This is great information, since now I can build my
Facebook ads with those groups in mind.
Since Bloominari has a bilingual team of
marketers, I may even create a campaign in
Spanish, for Latino business owners.

10. 3. Choose by Industry, job titles and
Seniority
For B2B targeting, think a little bit older and higher up the
ladder
Facebook offers an extensive list of Industries to target
(look under “Work”). It stands to reason that decision-
makers within corporations should be higher up the ladder,
and business owners aren't (for the most part) 18 year olds.
If you were selling to the restaurant industry, you'd rather
target the Executive Chef than the servers.

11. 4. Consider targeting by fields of
study…
(This is especially true for the health, beauty & wellness
and legal industries.)
A large part of the population does not end up working on
the field they studied. But there are some industries, such
as the medical and legal fields, that really require a very
specific educational background.
So depending on your target audience, you may be more
inclined to filter not just by “Educational level”, but by
“Fields of study” (all of these are under “Demographics”).
So if you are targeting businesses such as medical offices,
dentists or real estate agents, you may want to look for
people who studied medicine or dentistry, or who describe
themselves as realtors.

12. These categories are found under Demographics
> Education > Field of Study.
Important tip: “Field of study” categories
won't come up instantaneously, you'll have to
type in the word you are looking for, and
Facebook's suggestions will appear.

13. You'll also have to type in the words in the
“Employers” and “Job Titles” categories, which
are also worth looking at.
We could go on and on... But, how do you know
if you've gotten too specific?
If your audience shrinks significantly when
choosing a particular option, that means that
you've gone too far, and need to choose a
broader audience.

14. How big or small should your
Facebook target audience be?
Everything is relative to the specific audience
you're interested in targeting.

15. How big or small should your
Facebook target audience be?
For local-based targeting, such as targeting a
specific group of people in a city such as San
Diego, California for example, we try to keep our
Facebook target audiences between 7,500 to
15,000 potential people to target.
Yet, we go as low as 5,000 and up to 25,000 when
needed. Yet, if an audience is smaller than 5K or
larger than 25K, we adjust it until we have a more
specific, better targeted audience.

16. Need a Facebook Marketing & Advertising
expert?
Let our Bloominari marketing team help out,
contact us today!

17. Thank You
Are you a small business owner and would like
strategy, marketing, content or design
assistance?
Please contact us:
bloominari.com | 619-354-1118 | info@bloominari.com