1 to 1 Advertising Using Adwords & LinkedIn Possible?

[Kingalan1]

I own a real estate brokerage firm in New York City. We represent tenants in their acquisition of office, loft, showroom and retail space.

We have researched a list of commercial tenants in expanding industries and will be sending them email, direct mail and will eventually telemarket to them. Is there anyway we can advertise to them directly using Adwords, LinkedIn or perhaps Facebook (we have email address and e decision maker contact info)?

The idea is to gradually reach out thru various channels and create familiarity with our services and brand. So by the time we call decision makers it is not quite a "cold" call.

Advertising via social media with a very targeted list it would reduce the cost of the campaign. We certainly can't pay for one thousand clicks at $33 per click on Adwords (total advertising cost of $33,000) in order to close a deal with a $30,000 commission. In our vertical Adwords is too costly.

Any ideas on how we can advertise to members of an an extremely qualified list using such channels as Adwords, LinkIn and Facebook?

By the way, we do have a website (www.nyc-officespace-leader.com).

Thanks, Alan

[Cody_West]

You can do this with Facebook ads. In your ads manager, you want to go to "Create a Custom Audience." Facebook allows you to import a list of emails and if the emails match the emails on Facebook, you can advertise to them. There are FB ad guides out there. I definitely recommend you read a few so that you become familiar with how to test FB ads. Let me know if you have any questions.

[Alick300]

Hi,

I would like to suggest you two things in adwords first is remarketing second is run call only campaign that will be less costly and give you more leads.

You can also run camapign on Bing, bing is not expensive as adwords.

Hope this helps.

Thanks

[Kingalan1]

Hi Cody:

Thanks for details regarding Facebook advertising.

What if I have business emails but not personal emails for B+B decision makers? No way to advertise to them one to one? If I have their names can we target one to one that way on Facebook?

Adwords in my niche has become obscenely expensive. My alternative approach is to research extremely targeted lists, email to these prospects, advertise if possible (using Facebook, Adwords, LinkedIn) and then finally call in an attempt to set up an appointment. Objective is to reduce unnecessary and indiscriminate Adwords could run more than $10,000/month.

Have you heard of anyone else taking a similar approach?

[Kingalan1]

Thanks!!! Why would the call only campaign cost less if we are competing for the same keywords? Is the click less costly or is it that the response rate and effectiveness are higher?
Thanks!!
Alan

[Cody_West]

Hmm if it is B2B, targeted FB advertising like that is tough. It is possible that the decision makers you are interested in targeting use their work number on their FB accounts. You can create a custom audience using phone numbers and target them this way,

Your approach could definitely work. I would recommend that you have some sort of content marketing campaign as well. This allows potential customers to familiarize themselves with your brand without feeling like they are being sold to every time they see something from your company. In your first cold email to them you could send some sort of real estate related article/infographic. For example, an infographic titled "10 Awesome Accessories You Need For Your Loft" or something along the lines of that.

I see you have a blog on your website. I would definitely use it! If you could put together one high quality piece of content per month, you'd be surprised how much this would help your business in the long run.

Hope that helps.