Ask any marketer on the street and the biggest bang for the buck in the B2B marketing, sales and social media networking world is LinkedIn. Ask those same marketers where the best value and biggest bang for the advertising dollar is, most (if not all) marketers will agree that the Facebook advertising platform is elephant in the room.
Wouldn’t it make marketing and sales in B2B much more effective if you could have the power of LinkedIn’s professional networking and the value of the Facebook Ad Platform and Business Manager? Watch this brief video as we export LinkedIn email addresses, load those addresses into a Facebook Custom Audience and build a campaign to publish ads on Facebook to our LinkedIn connections.
Prerequisite #1: Beginner knowledge of LinkedIn
Prerequisite #2: Moderate to Advanced knowledge of Facebook Advertising
URL for Exporting LinkedIn Connections: https://www.linkedin.com/addressBookExport
The raw LinkedIn list that we exported was approximately 550 people. 400 of those 550 email addresses were recognized on Facebook and included in our Custom Audience. Citing this example and case study, we can see that between 70-80% of email addresses are registered on Facebook. I would not recommend advertising to an audience of less than 400, so I would recommend not using this strategy unless you have at least 500 LinkedIn contacts.
We discussed the minimum number of LinkedIn connections, what about maximum? Well, there is no maximum, HOWEVER if you have a relatively large number of connections then you can use this strategy pretty for individual verticals and for job titles. For the sake of simplicity, let us say you have 3000+ LinkedIn connections, here are some examples of how to segment your customer audiences;
Much like everything in technology nowadays, you are only limited by imagination. I ran across and remembered the LinkedIn export to CSV feature for email and contact list integration and it just happened to be that I was simultaneously building a custom audience on Facebook for a client with an email roster and BINGO, my imagination led me to give it a test drive AND it worked! Please do share your thoughts on this subject and check back for other unique and creative Facebook, LinkedIn, Twitter advertising solutions.