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Facebook and Linked In Cross Marketing

Combining The B2B Power of LinkedIn and the Value of Facebook Ads

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

Watch Video for Detail Instructions to Create Facebook Custom Audience from LinkedIn Connections

 

When to Use LinkedIn and Facebook Cross-Marketing

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.

Advanced Use Cases of LinkedIn and Facebook Cross-Marketing Integration

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;

  • All – Maintain a list of everybody from LinkedIn in a separate all-inclusive audience
  • Managers & Directors – Segment your list with anybody that has “Manager” or “Director” in their job title
  • Executives – Segment your list for C-Level executives
  • By Discipline – Segment your list by discipline (i.e. buyers, engineers, purchasing agents, marketers, operations, etc.)
  • By Verticals – Segment your list by verticals, create individual lists for realtors, insurance agents, manufacturing, Pharma, etc.

The Takeaway – Imagination if your Only Limitation

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.

Michael Lucy
Michael Lucy
Michael Lucy is an avid digital marketer with a deep-rooted passion for anything and everything involving technology. Michael has owned and operated 3V for nearly 8 years - AND - has now taken the knowledge and experience acquired over that period and has started an insurance and financial services brokerage (https://leavealegacynotdebt.com).

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