We (or rather our startup client) has an innovative produce we believe ad agencies would find useful--especially the smaller agencies, with less than 15 employees, say. We'd like to reach them with a marketing campaign on Facebook and get them to try our product.
Do you have any tips for this? I've heard that since the Cambridge Analytica fiasco and the backlash that followed, Facebook has removed more than 5000 targeting options and so now it is harder to reach niche groups.
There are definitely plenty of ways you can target agency owners on Facebook, but it won't be incredibly easy with the current targeting options. The feasibility really comes down to the how much your allowable cost per acquisition is. Some of your options could include:
Promoting a whitepaper to people with agency industry/job titles and collecting leads. You could include job title in the lead form so you can pick out the owners
Promote to first party lead lists that you upload. You can upload lists as custom audiences and promote to specific email addresses.
Promote to third party lead lists/audiences. This could include buying a lead list (from a trusted partner) and marketing to these users on Facebook, or it could mean partnering with a data company that can share modeled custom audiences with you based on your specifications.
A few things to note:
Owners/CEOs may not be the decision maker on buying a product, especially at a company as large as 15 people.
Have you tried marketing on LinkedIn? They have much better job title/industry targeting options than Facebook. CPMs may be higher but it's a good way to collect leads and promote white papers and products.