I remember a few short years ago talking to a number of clients that laughed when we said they should consider setting up a Facebook page for their recruitment business.
Times have changed and luckily so have they.
Over the last few years Facebook has become a secret haven for B2B marketers who want to generate a consistent and predictable supply of leads, here are just a few reasons why:
Facebook Facts
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Facebook’s user base grows by 8 people per second
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1 out of every 5 people on Earth have a Facebook account
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Approximately 1.4 billion users log in each day
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More adults use Facebook than LinkedIn
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Usage by age varies from 89% of 18-29 year olds, 82% of 30-49 year olds with the 65+ group leveling out at 49%
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Advertising cost per click on Facebook and the related conversions are less than other platforms making it one of the most popular online advertising websites
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Custom audience’s on Facebook had higher conversion rates and lower cost per click
So What?
Potentially the biggest opportunity to get in front of your target; candidates, clients and leads. If you look at the stats I have just quoted its logical (worst case scenario) that at least half of your target market have an account on Facebook. That means you can get your brand and offer in front of them.
The fast way to do this?……paid advertising.
The Facebook ad platform is the most powerful and advanced method of paid traffic advertising any of us have access to; currently.
Facebook has data that the likes of you and I can utilise to target our adverts. Based on everything from our behaviour and what we like on Facebook to net-worth and logically our location
As an example say you are a fast growing recruitment company in Birmingham serving the local area with PAs.
You could target your advert to appear in front of women only who are in the age range of 35-55 who live in and around Sutton Coldfield who also have an interest in Marie Claire.
You could then set up an identical one for men only and watch what happens.
Powerful? You bet. Imagine running an advert to such a target group. Use some good ‘copy’ and your advert will literally jump out at your target audience.
You can make all this happen in your own Facebook business page through the adverts manager.
And there is more….
Something that is setting Facebook apart is the ability to create a custom audience. There are a number of ways to do this.
Remarketing
This audience could be people who are visiting your website and your advert is shown just to them. This is known as remarketing or retargeting. You might have experienced it already when you have been browsing online.
I have been looking at some new towels from M and S and they are now stalking me in my Facebook feed. The upside is it’s a gentle reminder about a purchase I have been meaning to make for the last month or so.
Current Targets
Imagine that you have a current database of contacts; many established recruitment firms do.
You can upload to Facebook your database contacts and create what is called a custom audience and your advert can be shown to them.
Pitfalls?
There can be.
Facebook is constantly changing and it’s important to be on top of what is happening. For instance it’s easy to be tempted to boost a post you have just added on your page. Facebook don’t make it obvious that you can make your boost targeted if you boost in a different part of your account where you get access to more precise targeting.
This is easily rectified when you know how.
Want to know more?
Facebook advertising is one part of our Dominate Your Sector Bootcamp. You will even know how to write and create all the adverts yourself. One of our students from our current programme is using this as a hot source of CVs that are leading to placements.
Our next Bootcamp starts in a couple of weeks’ time. It’s an intensive 8 week programme open to anyone across the world. You get access to actionable and practical content, private time with Sharon and I and a ticket to a 2 day event either here in the UK or in the US.
Want to know more and if we can help? Book a call here and let’s have a conversation. Click to book a call.
Important
As an ambitious recruitment organisation, THE marketing strategy to master is email marketing. It will consistently deliver both candidates and clients.
In a special complimentary training Webinar, we give you the template for writing emails we use for our clients and the exact 4 campaigns that are working now.
You can register here.
