It has been a common belief that social networks were not a good place to advertise cost effectively for B2B marketers as most of the users were children or young adults and not decision makers for businesses. This has rapidly changed with the exlposive growth of Facebook and their self-service advertising platform that allows well-defined demographic targeting. In recent months, the laragest percentage growth for Facebook has been for adults 35 and older. This creates an amazing opportunity for B2B marketers to reach their target audience in a place where there are increasingly spending more of their time.
In order to take advantage of this growing user base, marketers most use the targeting features of the Facebook platform to narrow their audience and target those individuals that they deem a good prospect. As you can see in the picture below, there are 50.35 million Facebook users 18 and over in the United States. Since all of these users are not prospects for your products or services, you must narrow your target.
In the next image, the audience has been narrowed to people who are 30 & over who have identified themselves as CEO, vice president, or general manager. There are 129,280 people who fit this criteria. Is this a large enough audience to target your message? I think so.
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