At AdEspresso, we clearly have a preference towards Facebook and everything it can do to help you reach your target audience. However, there are other social networks which can help you to optimize your Facebook advertising efforts — namely, LinkedIn.
The best part about LinkedIn is the fact that it’s a little more personal than other social networks. That is, you probably have many connections in your LinkedIn network that you know and trust on a different, more professional level. However, you’re probably not on top of their minds when it comes to a product you’re selling. But, because you’re a trusted member of their network, a warm lead with a small reminder here and there may turn into a conversion. That small reminder comes in the form of Facebook Ads.
You may not have made the connection before, but using your contacts on LinkedIn to capitalize on your Facebook advertising strategy is a great way to close some sales. Below, we take a few steps from Aaron Zakowski to target your Facebook Ads to your Linkedin network:
1. Create a contact list from your LinkedIn connections
One of the downsides of Facebook is the fact that you can’t target ads to your friends. However, if you export your contacts from LinkedIn (in addition to your existing contact list), you’ll be able to create a customized list based on who you already know.
The process is very easy. According to Zakowski, all you have to do is download all your contacts from LinkedIn, as well as from Gmail, Yahoo, and any other email service you use. After you clean up your list, save it as a CSV file.
2. Create a Custom Audience
The next step is to create a Customer Audience. You can learn all about creating a Custom Audience using AdEspresso in our handy eBook. However, it’s important to understand that you may not be able to match all email contacts to active Facebook profiles since some people don’t use the social network or utilize a different email address on Facebook.
Zakowski also suggests segmenting your contact lists by industry or another criteria before uploading them. This allows you to target your campaigns by industry. Understandably, combing through your contacts may be an added step. However, using a management platform like AdEspresso in conjunction with a customized list streamlines the process and allows your to customize your audience to the correct people.
3. Make your ad
Creating a Facebook Ad for a highly customized audience, especially those who you know individually, is a little different. Not only should you make your copy and images more personable, you should also ensure it’s less “sales-y” and more informative. Remember, the goal is to get someone in your network to take that additional step, whether it’s visiting your website, checking out your product, or learning about an event. Try not to pull the sales card immediately.
For example, instead of saying something along the lines of “buy my product,” try to create brand awareness. That is, entice members of your audience. Since they already know you, getting them to click on your ad is less about a conversion and more about exposure. So, copy that reads like the following may be more attractive to people you already know: “Check out my new business venture and see what I’ve been up to!” If you’re already familiar with the audience, this type of ad is more likely to get engagement.
4. Enjoy great results
While custom audiences based on your Linkedin contacts will likely have a small reach (unless you have a huge amount of contacts!), the results will be awesome, we promise. Just to give you an idea of what you can achieve, here’s a quick test we did for you:
The first campaign is targeting my Linkedin contacts, the second one a broader custom audience (the second campaign has been running for a week, the first one just for a day). As you can see, while the number of conversions is way smaller, the Click Through Rate is nearly 6x better and so is the Cost per Conversion ($0.686 Vs. $3.689). That’s what I call an awesome campaign!
Targeting your Facebook Ads to your LinkedIn network is a great way to switch up your strategy to a highly customized audience. Let me know if you do the same, as well as any additional tips, in the comments below!