Instead of telling you what to do, I am going to show you what I did and how you can do it too.
It all began this last week when I attended the Start SLC conference up in Salt Lake City. The Conference was a jewel. In fact, it was so good I plan on going for years to come or at least until they let me be the keynote speaker.
I’ll invite you when that happens… 🙂
While sitting in the audience being inspired, I came up with a simple solution to land those big clients.
I have to admit that I am not much of a networker. When they have those networking parties, I will usually go grab a sprite and head back to the hotel.
It’s bad, but for some reason I never have liked the whole networking thing.
While sitting in the audience listening to a speaker from Domo I came up with a couple of ideas on how to target a specific company or a specific person with a customized ad. I decided to target all the executives.
Why do you want this?
Imagine if you are a finance company looking to land that multi million-dollar client. If you could run a particular ad to that individual, don’t you think that would have an impact on their decision? Meaning you run a custom ad designed to land that one company.
You can also use it to set up a lunch appointment or speak with a company’s executives. It’s just a great way to get attention.
For this to work, you will need the following:
Facebook ads (a Facebook account)
YouTube Channel linked to your website
Here are the Step To Become An Amazing Marketer A.K.A Stalker:
You get the target’s info
Build a customized ad
The target sees the ad
Goes to the landing page
We cookie his machine
Run him video ads on YouTube banner ads on other sites in the Google network
Step 1: Collect The Targets Info
For this to work you need to get the Target’s email address. You will upload the email address into Facebook. Facebook will then locate the Target’s Facebook Page.
I found the executives of Domo on LinkedIn, became their friends, and then exported my contact list.
You can also get them to like your Facebook page and start running ads to those who like your page.
Not a perfect system, but it worked.
Step 2: Build the Assets
1. Build a Facebook ad, a landing page, and a video. 2. Place a Remarketing pixel on the landing page. You can place a Facebook remarketing pixel and a Google remarketing pixel. 3. Embed the YouTube Video on the landing page. This is will be used for YouTube retargeting.
Step 3: Create The Ad
Jump onto your Facebook account and create the ad. Under custom audiences you we be able to upload the contact list.
Warning! You have to have a minimum of 20 people on this list. Facebook changed its guidelines a while back, but it’s really not a big deal. If your target is a male you can fill the rest of the list with females and select “Only Market to Male.”
I hope so because it’s not an easy task to pull this stuff out of my brain, but I do it anyway all in the name of sharing…☺
I actually uploaded all 2000+ Linkedin contact because I wanted to see if other people would click on the ad out of curiosity.
Like I said…not a perfect system but it works. You might have to have a broader audience, but we are paying such a small amount per click that it won’t matter if you run the ad to thousands of people. That’s what I did.
Step 4: Run It
Once the ad has been created it is time to let it fly.
Step 5: Generate a YouTube ad that is customized.
You’re on YouTube and you’re about watch your favorite One Direction Video. I say One Direction because just last night I found out my wife dropped $1300 for the whole family to go see them in concert.
It’s been a rough night…
Since your target has watched the video that was sitting on your landing page, you now can run custom pre-roll ads.
(If you do not know what those are, I will direct you over to another article. YouTube Pre-Roll Ads. /youtube-preroll-ads-work-company-run-video-ads/ )
Once your target clicks on the play he gets a customized YouTube ad that speaks directly to him.
“Hey Don… We need to do business and I would like to take you out to lunch. What day works best for you? Click here to set up a time…I’m waiting Don!”
Effective? Who could turn that down?!
Here is a good example of a YouTube video that is customized.
1. Find the target and get ahold of his email address 2. Create a landing page and place your retargeting pixels on the page 3. Create an ad that speaks directly to the target 4. Turn on the ads and drive him to your landing page 5. Run a YouTube pre-roll ad that is customized for him
I hope that helps and make sure to let me know if you try this out. There are a lot of people that would like to hear about your successful campaigns.
So far I have had a good number of clicks and I have received a phone call from a guy that works with Domo. He tried to sell me on his product…
I have some fine-tuning to do, but I know I will get some results. Have a great day and I look forward to hearing about your success
Hope you enjoyed
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Alot of times people we find they are too busy or they just do not have the technical skills to implement our strategies. If you can not implement this strategy, we would love to do it for you. Everything we do is based off of ROI and will help your business. Sign Up and we will get you started right away. We will manager your Video Ads Campaigns, Email Campaigns and Autocomplete Services. They Work and we use them. Sign Up and see if we are a good fit. We may not be…but it’s worth seeing. This could change your business.
How To Create a Creepy Marketing Campaign. Some Call It Stalking We Call It Amazing Marketing.
Facebook Ads Can Make You Money Or Break The Bank. What is it going to be?
Yep it’s an important blog day in Jace Vernon’s land of marketing. I have been running more tests to see if Facebook Ads really can produce quality leads at a lower cost than Adwords, YouTube and Bing.
First off, let me introduce myself. My name is Mike Sheffield, and I’m pleased to announce myself as a new addition to the Yinc Marketing. team. I’ve always had a passion for marketing, and I’m pumped to help instill that passion in others. Today i’d like to talk statistics in helping you increase your Facebook Engagement.
There are 699 million users who log into Facebook every single day ( a 27% increase from last year). This would suggest that Facebook has become a ritual in our every day experience. Think about it, your alarm goes off, you check your email, then your Facebook … am I wrong? I know that’s how it works for me anyways.
Photos get 39% more interactions. Images have an incredible way of conveying a connection with others. People are inherently visual, and it’s easy to have an emotional reaction from a photo. Start making an effort to take, and share incredible photos. I’m personally a huge fan of photos for a completely, non numerical reason as well. Photos are inherently raw and telling. Using photos on a regular basis will help to create a transparent feel to your business, and instill trust in your brand.
Brevity is Key
Posts with less than 80 characters get 23% more interactions. You’ve been working all day long, the last thing you want to do is read an anecdotal post. That seems a whole lot like work doesn’t it? Keep your posts witty, and brief, and you’ll experience a much better response.
Turns out that Quotes receive 26% more likes than normal posts. More often than not, quotes are brief, and have empowering words that people can easily connection with.
[Tweet “How to Increase Your Facebook Engagement #marketing”]
We all “Like” the Weekend
Posts receive 18% higher engagement on Thursday and Friday and 32% higher on the weekends. The weekend is when we go on adventures, attend weddings and attempt Do It Yourself projects. That gives us quality content to post, and to view on the weekends. Take advantage of your fans attention on the weekends.
Post During Peak Times
Posts between 1:00 p.m. and 3:00 p.m. get the most shares and clicks. On the same vein, the perfect frequency to post is every other day. Avoid the temptation to share every cat meme you come across. This will make your feed irrelevant to your audience.
No One Likes a Debbie Downer
“Positivity” and “Learning” are among top most shared topics on Facebook. Facebook is a form of entertainment, and we go there for an uplifting, and value added experience. Be sure to post and share content that is positive and genuinely adds value to your fans.
Great for Business
72% of businesses say they frequently acquire business from Facebook, and 42% say that it is Critical for their businesses survival. Because Facebook has become a part of our daily routine, Facebook has also become an incredible place for us to find solutions to our needs as consumers. With carefully crafted Facebook Advertising, you can have your fingers on the pulse of your target audience in a way no other advertising mean can provide you. Oh, and yeah, this happens to be our specialty.
In Other Words
Increasing your Facebook Engagement is really quite intuitive. Pay attention to the posts that you personally respond to, and ask yourself why you did? When you can identify the common threads among the posts you respond to, simply implement those principles into your own posting technique. Remember, photos are huge, keep things brief, witty, and positive, and post during peak times. If you implement these principles, you should notice a healthy uptick in your Facebook Engagement.
Creating a Facebook marketing strategy for your product or service is a no-brainer. Especially right now where Facebook is looking to produce revenue for shareholders. They will be under the gun of Wall street so you might want to jump in and create a great Facebook marketing strategy. They’re being very aggressive with ads, think Google back in 2001.
WARNING: Facebook is still in the “Wild West” phase of click ads. They will burn through your budget so keep a eye on things. I am very strict on how I use Facebook Ads. I love them for Retargeting.
Across the accounts of all adult Facebook users, the average friend count stands at 338. That’s 338 profiles worth of content that has to be filtered through a single user’s newsfeed. Keep in mind, that number doesn’t even factor in the pages each user likes. Yikes. So how do you compete with the cat videos, party pics, and witty statuses soaking up the attention of your followers?
You Don’t Compete, You Buy Facebook Ads!
Reigning as the most widely used social networking site, Facebook is a virtually limitless tool for communication. Any company can take advantage of this platform, and best of all: it’s cheap and some of it can be free. Creating a profile on Facebook requires only an e-mail address, and from there, the connection opportunities are endless. Once your profile is created you are able to start creating Facebook Ads, not only that, you can create a retargeting campaign from Facebook.
Okay, so you already knew that. Your company has a Facebook page and has managed to secure a number of followers. The questions become: what do you post and how often do you post it? When should you run ads? How do you run Facebook ads?
Step 1: figure out your company’s main goal on Facebook and create the ads
Your goal on Facebook should be to capture leads, increase sales, foster branding, receive feedback, or a combination of the four? Your intentions on Facebook will drive the nature of your ads, and your audience will appreciate a certain level of post consistency. When ever we run ads we always try to push them away from Facebook to our website. If I am going to pay for something I want to make sure I get the audience onto my site, where I can control the user experience.
What does this mean? Random selection is not best (sorry to any tuned-in researches who might take offense!). Create a weekly plan that will give you a picture of what your posts will look like in succession. You have to have amazing pictures, creative headlines and unique content. Take this opportunity to evaluate your content selection. Ask yourself: Does my ads work? Am I only posting ads that will get clicks? Does the whole effort of my posts get across the ideas and
information I want it to? Is the content within my posts repetitive? Would I keep these posts in my own newsfeed? If you hope to pass the Successful Facebook Page test, you better study the answer key: yes, no, yes, no, yes.
Ok so I am going to show you an example of some ads we created for Ydraw and Yinc.
This ad has about a 2% click-through rate, which is really good for Facebook Ads. You can see I used a compelling image with a green play button. We also used a fun headline, which seem to make people smile.
I ran it for a small amount of time just to test and see what I could get. You will see a couple of thing that made this ad very profitable. It was a good headline, and I told a short story. I also used the curiosity factor. Instead of posting an image I just put a play button in the middle. Who is not going to click on that? Take note that when you run Video ads on Facebook you are going to get a lot better engagement due to the fact that Facebook will play the video without any sound. You will see what I am talking about when you play around on the newsfeeds. Videos are always playing without sound.
Step 2: create Facebook post that get traction and boost them.
How can you create a post that will get the same amount of attention as that compilation video of baby animals falling asleep? Not by making your followers fall asleep, that’s for sure. You’ve got to set yourself from the perspective of the user to consider what they will and will not engage with during their free time.
[Tweet “Facebook posts that get traction.”]
Luckily, it gets more specific than that. Let’s say you wish to offer your followers information about upcoming products, events, or company news. The biggest no-no you can commit takes the form of a 2 paragraph long status that requires a “Read more…” button. This offense might not be illegal (though it should be!) but it can potentially result in the loss of a follower. Informative ads should be short and sweet! Hit them with the Headline followed up with a Call to Action.
Facebook users scroll quickly and will rarely take the time to read the history of your company’s product. It’s just not happening. Condense the information into 5-7 sentences and offer a link.
Trying to develop your branding? Images, videos, and news stories can be your new best friends. The obvious posts are those that relate to your company, but sometimes the more appreciated posts are the ones that don’t. These posts illustrate your company’s personality and are a way to make genuine connections with your followers’ interests. A word of caution: do NOT choose content based on shock value! That is the wrong kind of attention. That is toilet-paper-stuck-on-your-shoe kind of attention. (Hint: as is true in the real world, people who try too hard for attention tend to be defriended, or in this case, unfollowed!)
Of course, what you post will depend not only on your company’s intentions and personality, but also on the audience to which you’re trying to appeal. Fortunately, there are some widely appreciated content types that should help you navigate through the different personalities of your followers.
Firstly, and most simply, humor. A small smile or chuckle can go a long way on Facebook. Nearly 40% of users particularly value humorous content, so don’t hesitate to incorporate a fun personality. After all, Facebook users log on voluntarily for personal enjoyment, so personalize your posts!
Secondly, Facebook is a social networking platform that aims to foster connection, so why not use it as such? Start conversation with your followers by asking open ended questions about their opinions and experiences related or unrelated to your company. The comments that ensue will help promote your post and increase the likelihood that your followers will remain followers. Be aware, however, that if you start a conversation, you’ll have to actively engage with any participants. Don’t leave your followers’ responses hanging- acknowledges them to show that someone is actually listening.
Thirdly, post helpful information that people can share. We all want to be helpful!
Step 3: Don’t kill them with ads.
Yes, you can schedule your Facebook ads. No, you should not schedule a bombard your audience every hour. Just because you can, doesn’t mean you should! Aim for 1-2 impressions per day. It may not seem like a lot, but it’s enough. You want your company to have a presence in your followers’ newsfeed, but not more of a presence than their friends and families. Show a little restraint! You might think you want to appear more frequently than mom and dad, but if you did, you would be going against most of your followers’ reasons for using the site. Besides, if your post is able to attract a lot of attention, it has a chance of staying in the spotlight into the next day…quality over quantity!
Now, to answer the question you’ve had this entire time: when is the best time to post? Unfortunately, you can’t stalk each of your followers and observe their Facebook habits. Fortunately (for them), you CAN see what times during the day yield more reach and interaction. Simply go to your page and click on the customize button that appears next to the “Follow” option (it looks like a gear found in a clock). Now select “View Insights,” and then check out the data collected for your Reach and Posts. Once you’ve secured a following, the data related to your posts will be extremely helpful in determining the best times of day to post given the makeup of your following. The best part about this feature is that it offers a breakdown for each day of the week, so you can ensure your content is always reaching its fullest potential! There are even records available that will give you a look into the demographics of your followers, which will enable you to customize your content accordingly. It’s that simple- can you believe it’s free?
Okay, so what can be learned from all this? Firstly, your company must have a Facebook marketing strategy and open up an Ads account. It’s too good a communication tool to pass up. Secondly, you’ve got to take necessary measures to ensure that your content is effective and appropriate. Lastly, exhibit self-control when posting. The last thing you want to do is annoy your followers. It’s easy to get over-excited with the attention Facebook can give your company, but keep in mind the type of attention you’re aiming to secure. We want good qualified leads that turn into paying customers.
So now you know why you need a Facebook Marketing Strategy.
[Tweet “A Facebook Marketing Strategy That Works”]
This has been a long time coming and I am so pumped for what Facebook just came out with. Adios 3rd parties retargeting platforms and maybe adios Google. I mentioned that I am looking for ways to get around the internet marketing curse of google. They keep changing the rules and its time to look for new sources. I have been pretty skeptical for Facebook advertising, but they are evolving and getting better each month.
Just in the last couple of weeks Facebook has came out with its own retargeting. They call it Website Custom Audiences, but it is the same thing as retargeting or remarketing.
I am going to show you how to build a custom Facebook Retargeting Audience. So far the number have been great, but they are in their infancy phase because I just started testing. I will keep you posted.
We are about to learn how to set up a Facebook Retargeting Audience.
What is Facebook Retargeting aka Website Custom Audiences?
Website Custom Audiences – Facebook retargeting will allow you to build an audience out of people who visit you website, or a certain page of your website. Facebook will place a cookie on the visitors computer and then you will be able to show them ads on Facebook. Both on the right and side and the news feed.
Why is Facebook retargeting so amazing?
It will usually take 5 to 12 touches before someone will buy your product or service. Facebook retargeting is just one more way you can advertise to your visitors and keep them coming back to your site. You can also design specific ads to cater to your visitor. We are not really sure why Facebook has taken so long to come out with this feature, but now that Facebook retargeting is here you will want to jump on the opportunity and start running ads.
[Tweet “Facebook retargeting has finally arrived.”]
A quick side note is you can run ads to pages with Video. Adroll has not able to advertise on pages with Video, at least for their news feed ads. I tried multiple times and they kept getting rejected. Facebook has basically eliminated the 3rd party so that you can go directly to the source. It is so convenient.
I hope you are seeing the benefit of this. You can isolate visitors according to keywords. You can run ads to people who may have abandoned your shopping cart and my favorite idea, which will be coming soon, is that you can build similar audiences to the people who are visiting your website. (note of Facebook please get this feature asap)
This is incredible and should only get better over the coming months.
Cost of Facebook Retargeting
Since we are able to cut out the middle men we should be able to get cheaper clicks and have a lot more customization. I like the Facebook ad creator much more than the other platforms. It is extremely easy and doesn’t require an Engineering degree. You can use power editor or you can just create a simple ad from the Managed Ads tab. No longer do you have to spread out your accounts, everything will be in one place not three.
How To Create a Website Custom Audience?
I am not going to show you how to create an Audience in Power Editor because if you are using power editor, your skills are good enough to figure it out.
First click on your manage ads and on the left and side you will see an Audience tab. Click on that and then on the upper right and side you will see a green “Create Audience” tab.
You will then see a box like this…
Click on the one at the bottom that says “Custom Website Audiences.” Obviously you will have to accept the terms and the conditions. It is now time to place a pixel on the page or the website where you want to track. Facebook will bring up a dialog box that looks like this…
Name and Description: You will want to put a name on the audience and a small description. Things can get a bit confusing when you start running multiple ads so make sure you give it a good name and description.
Visitors: You have 3 options to choose from Domain, URL or Path. Just put in your domain name to target everyone that comes to your site. Put in the URL for specific pages on your site or just put / to cover you whole site. Duration: I will usually leave the duration at 30 but that is totally up to you. My suggestion would be to run some tests or you can base the duration of you audience off of the buying cycle. Some products may have a 10-day buying cycle others 6 months. If you have no idea just put something between 15 and 30. Take note that Facebook will allow you to go up to 180 days, but that is overkill in my opinion. View Remarketing Pixel: You will want to view the remarketing pixel and then copy it. This pixel/code will need to be placed onto your site. Go into your website’s CMS. You will want to paste this code before the closing header tag. If you have no idea what you are doing then just place the code anywhere. No just kidding! Contact your webmaster guy and let me take care of it. It is really easy.
This is what will happen next.
Facebook will now start tracking your visitors and match them to their Facebook profile. I know, it is a bit creepy what technology can do, but we might as well use it up..:) Now build your new ad and choose the Audience that you just created. The picture below will show you where to choose the audience.
Have Fun with the new feature. It is going to be amazing to see what Facebook can come out with next.
We love comments so tell us what you think and give us some more insight into Facebook Retargeting.