Here are a few taglines.
See if you can identify which companies they’re from (click for answer).
Our process of MAA (metrics, analysis, action) allows you to optimize campaigns in just 15 minutes per day. Keep practicing MAA and the performance of your Facebook, Google, Twitter, etc. campaigns will continually improve.
MAA is part of our 9 Triangles framework, which we believe is applicable to every business environment.
There is a great article from Dennis Yu going over this concept in detail here, if you want more information.
MAA is channel-independent, and we believe that everyone, especially those in online marketing, can benefit tremendously from using it.
We use this tactic with clients both in reports, as well as in simple email updates to keep everyone in the loop (most importantly the client).
We start by picking the most important metrics (usually those that are especially good or bad; e.g. a high CTR, a low CPA, etc.). Then, we form a theory about why these numbers are the way they are; we analyze them. This can just be a few sentences.
Maybe the most important step is the final one: action. I usually write “Next steps” and then a list of bullet points showing what I am going to do or asking the client to provide information.
This simple and fast communication style with frequent light touches helps us be efficient, effective, and keep everyone in the loop.
Here is an example of what MAA could look like in an email (analysis and action is gone over in the last paragraph):
What other techniques have you used to boost your project efficiency?
First off, let me start by saying this is just my own opinion. Despite that, however, I think most people will agree with me here. On the other hand, if you practice any of these marketing tactics, don’t immediately assume I’m bashing you. As with anything in this grand adventure known as life, there are exceptions to these.
“Something that really bothers me is when reputable sites do not filter out these awful ads. Recently, I found myself clicking on an advertisement featuring a list of marketing best practices. Instead of seeing an itemized list, the content was displayed in a carousel. On the page there was only one obvious ‘next’ button which actually turned out to be part of another ad. Not only does it make me angry with the ad, but it also makes me angry with the site it was sponsored on.”
With that said, let’s dive right in.
1. Force conversions down people’s throats.
I find this to be most prevalent with online IQ tests. As someone who’s constantly questioning his intelligence (and who has a relatively low budget), I semi-frequently find myself searching online for free IQ tests. Oh, by the way, don’t try it! They’re all lies! My scores have ranged from 108 to 140 on the ones that actually give free results.
But that’s just it. 97% percent of these so-called “free IQ tests” will NOT give you free results. Sure, they’ll let you take the IQ test– all 200 sections of it; but when you finally reach the end, BOOM! “See your results! Enter your card information below!”
Are you serious!? I just spent ninety minutes on this test, and you’re going to tell me I have to pay for my results!? Gee, I wish I would’ve known that before I wasted the last HOUR AND A HALF OF MY DAY!!! But I can’t be too mad; perhaps my IQ really isn’t all that high. After all, I was dumb enough to fall for this BS (more than once, I’m embarrassed to admit).
2. Use ads that take up the entire screen.
Seriously! Do it! Because that won’t put a bad taste for whatever you’re selling in anyone’s mouth!
Sorry, I’m choking on my own sarcasm.
Remember the late 90′s/early 00′s? Remember what every internet user back then seemed to endlessly complain about? If not, let me refresh your memory:
The screen-hogging abominations I’m referring to are the same thing. I can’t think of a single time where these kinds of ads have gotten me, or anyone I know, to convert. So, advertisers, just… don’t.
3. Spam the masses with geo-targeted, template-based ads.
I’m kind of a meme nerd. As such, one of my go-to websites to get my meme fix is trolino.com. But as much as I love their memes, I equally hate their ads. One reason for this is because of the blatant click bait-esque, spammy load of bogus ads they host– ads that say something like “This new law in Beaverton has lawyers in an uproar!”
Of course, it only says this when you’re in Beaverton. But travel south 1,000+ miles and suddenly that same law goes into effect in San Diego too! Wow! What a coincidence!
Unfortunately, I can’t find images of the specific ads I’m referring to but luckily their campaigns seem to have ended. However, they were replaced by something arguably worse, which leads to my next tip on annoying marketing.
4. Gross your audience out!
You see this? Here’s another one from trolino.
Do you know what this is? I sure don’t, but it disgusts me. I never want to see it again. I might just be weird on this one but *barf*. NEXT!
5. Require a credit/debit card BEFORE the “free trial’”.
This one is about as sleazy as it gets and don’t you dare try to tell me otherwise. 100% of the time (real statistic), companies that do this are relying on the forgetfulness of those who sign up in order to profit (*cough* Netflix *cough*).
Somewhere in the fine print of their T&C, there is ALWAYS something guaranteeing the potential customer-to-be will be charged if they don’t cancel by the end of the trial period (*cough* Amazon Prime *cough*). Hell, half the time when they cancel during the trial, they’ll still get charged and presented with a giant fiasco just to get their money back! Automatic credit card charges are Lucifer’s greatest form of entertainment.
What annoying / sleazy practices do you see everywhere, and wish would stop?
In fact, the stronger the team, the more Facebook fans they have. Chicago is at 91%, while Charlotte is at 50%.
The top 50% of teams have 16.5% of their fans living in their home metro area. The bottom half average only 9.8%.
Is Facebook a barometer of real world loyalty?
The Lakers, at 24 million fans, are 37% females. Milwaukee and Charlotte have 21% females, which is 43% less than the top teams.
Could it be that teams who actively engage both genders have stronger growth? What is it about their content and engagement strategy?
Twitter fans tend to not live in their home city.
We believe that people connect on twitter because of topics, while Facebook is for real friends.
Team that have made it into the Playoffs have more than double the engagement of teams that don’t– 6.18% vs 2.82% PTAT.
Fans with winning teams are more engaged than fans of losing teams.
Chicago is the only outlier. They made the Playoffs, but have a 2.5% PTAT. It’s their large, dormant fan base.
So engagement is often out of the control of marketing, and driven by team performance.
How do you separate the impact of external versus factors within your control?
In our next segment, we’ll cover twitter across the NBA in more detail.
By Enrique J. Gonzales
One San Diego lawyer had more buzz on Facebook last week than all of Coca-a-Cola – one of the largest consumer product brands on the planet.
Immigration lawyer Jacob J. Sapochnick trumped the fizzy sugary soda in people talking about him – PTAT or “people talking about this” in the past seven days.
Mr. Sapochnick had 718K unique users liking, commenting or sharing his posts – the definition of “PTAT.” He achieved this level of engagement despite having a total fan base of only 110K.
On the other hand, Coca-Cola had only 611K unique folks during the same time frame doing the same – talking about its posts or PTAT, a fraction of its much larger fan base of 81.3M.
How did a lawyer from a small office in Southern California do better than the behemoth beverage giant based in Atlanta, Ga.?
Content. Crazy popular content. Insanely viral content. Emotionally responsive content. Unfortunately, it was totally irrelevant content.
Mr. Sapochnick posted the following simple call to action about a massive water slide, possibly a picture of one of the Schlitterbahn water park slides in Texas: “Would you go on this?”
The results were massive: the post on Wednesday April 9th received 466,155 likes, and 39,533 shares as of Monday April 14th. Most on the engagement came on Friday April 11th with 446K users talking about his page. In the three days prior to the post, he averaged only 628 users in PTAT. In the three days starting April 9th, he averaged 179K users in PTAT.
The post, however, does little to support the lawyer in his work.
“It’s not on brand,” said Dennis Yu, chief technology officer of social media analytics firm BlitzMetrics. “It’s not about a H1 visa or green card, or anything at all.”
Yu added viral content such as the water slide goes viral no matter where it is posted. “It’s sort of independent of where it lives.”
“It’s not on brand,” said Dennis Yu, chief technology officer of social media analytics firm BlitzMetrics. “It’s not about a H1 visa or green card, or anything at all.”
Sometimes the most obvious tips are the most powerful and most overlooked. Ken Rudin, the uber data geek at Facebook, keynotes at TDWI Chicago.
Video here, but if you don’t have 50 minutes, here are the takeaways:
84% of new Facebook fans are your existing customers
Knowing this, how does that affect you strategy to acquire more fans or nurture folks who have become fans of your page? Instead of selling the brand proposition, why not harvest your existing brand power?
Most non-fans are not fans of your page because they aren’t ever presented with the opportunity to hit “like”. Sponsored like stories, a new ad unit from Facebook, allow you to do this effectively, often at a cost per fan of under 50 cents.
What’s a fan worth?
So you have a million fans—so what? Or you’re looking to make an investment on Facebook, but want to be smart about it. You can read third party articles that say a fan is worth $3.86 or some other specific, but arbitrary figure.
The value of your fans is simply how much incremental revenue your fans generate. That’s easy to say, but hard to measure.
Ask yourself what your email program is worth. The answer is based on how well you market against that list and how big your list is.
Engage via the wall, sell via ads
EdgeRank, Facebook’s algorithm to determine whether you show up in your fans’ news feeds, looks at how engaging you are, whether people are liking and commenting on your wall, to determine whether you deserve to show up.
Don’t assume that because you post it that, all your fans will automatically see it.
We see brands with news feed coverage ratios of under 10%, while some folks (entertainment and pro sports) can be well over 90%. Calculate yours by looking at how many impressions you are getting per post and dividing by your fan base. 50% is a good target.
If you’re under, then potential reasons are non-engaging content (not asking questions), a stale user base (too many contests), posting at the wrong times, or over-posting (fatigue or too many product-related postings).
Sell via ads, not the wall.
Your Facebook lead should be a brand strategist, not a geek
Yes, there are technical components, but the heart of Facebook strategy is tying back into what your brand represents in the real world.
Don’t hire a fresh college grad to manage your Facebook in isolation and treat your wall like a complaints board.
Take a higher level view that is an extension of the brand messaging you have in other marketing channels. That takes a senior leader to bring folks together.
Build consensus via a dashboard
Put up a dashboard (we can help build one) that everyone can rally around and that will help educate co-workers in the process. A competitive dashboard is a good start—here’s an example of Dominos vs. Papa Johns.
Go local or go home
Many of the brands in the audience have retail presences. That means Facebook created Place Pages for users to check-in and leave comments.
Are you actively monitoring these pages?
Did you know that Facebook automatically creates the locations without your knowledge?
That means your fans are commenting and checking-in without you, so you better go claim these pages, set up monitoring, and loop in your customer care folks (the people who answer your phone and email).
If you’re advanced, you might train up franchisees and store managers on how to respond to complaints and questions.
Claim your Google Places while you’re at it.
You own strategy, but agencies can own execution
Agencies want to say they can do social, but spending money with Facebook to buy a lot of impressions doesn’t equal a strategy.
Nor does building cool-looking apps and contests equal strategy.
Someone else can install the plumbing for your new house, but you must be the architect that provides the design. Software can help, but cannot replace expertise, which is in short supply.
There is no silver bullet here.
Agencies and even Facebook themselves will encourage you to spend more money. Our most common complaint from clients is “but Facebook told us that…”, to which we say “are you talking to someone in sales?”
Nothing wrong with talking to a rep from Google or Facebook, just know if they have a quota to hit and make sure to consider that bias. Incidentally, we believe that advertising is a necessary tactic to kickstart a new page, that content and apps alone won’t drive traffic.
Once you have your strategy, which is how to get your existing fans to rave about you in such a way that their friends are pulled into the conversation, then and only then should you engage in Facebook marketing.
Armed with these techniques and measurable goals, you can then build ad campaigns that drive to engagement apps on your page.
But make sure that you have lined up a method to drive traffic to the app, that the app fits within your brand proposition, and that you’ve determined what success looks like before you embark.
Industry folks call this the “Mari bump”.
When you’re fortunate enough to get an endorsement, you can expect to get a nice bump in traffic. Even a Mari sneeze can do wonders.
She mentioned one of my articles in her weekly Social Scoop newsletter.
And it drove 434 visits the next 48 hours.
It’s high quality– the average visitor stayed for nearly 2 minutes.
That’s even longer than folks who come from insidefacebook.com (I’m an author there), but not quite as long as Google organic results (over 3 minutes).
What I learned from this:
It’s not about SEO, but linking up with people in real life.
Mari taught me that she was a relationship expert well before Facebook was en vogue.
She is warm, positive, and sharing as a genuine human being, as opposed to a purely online celebrity.
When you freely give of your expertise, you get back much, much more.
This word of mouth is your marketing– it’s the lifeblood of your leads and revenue pipeline. The people you help, paying customers or not, spread the word about your expertise and create new business opportunities.
And, in turn, this lead to you being invited as an author to share on high authority sites.
Post a killer article and conference organizers take note.
I get to join Mari, Jon Loomer, Amy Porterfield, and other friends in San Diego for Social Media
Marketing World. Yippee!
It’s a virtuous cycle, as long as you keep sharing. Some call it karma.
Next week, I’m flying to the Yukon to speak at a music festival and go dogsledding.
Yes, I’m getting paid to do this.
And then to Texas to speak at PubCon and Social Media Club Dallas.
The best marketing is when others do it for you.
And this breeds more speaking engagement, such as Social Media Marketing World and #ICON14.
People have told me not to openly share my best tips on Facebook ads– because if you teach people, they won’t hire you. But the exact opposite is true.
When you share freely, people realize how much there is to learn and then why they need to hire you.
If they didn’t want to pay or didn’t have the money, it doesn’t hurt you anyway.
When the butterfly beats its wings…
One mention from Mari opens many doors.
I’ve since gotten referrals, speaking opportunities, great clients, and some fun times.
What is your area of expertise and are you openly sharing it with the world?
Then continue to surprise and delight people.
Incidentally, this ad was not made by me.
With social media becoming the main channel of interaction, establishments such as the University of Louisville now offer courses in it. Also jumping on this trend, University of Florida offers a Masters in Social Media.
Hofstra University has worked with us to create a social media curriculum, using our Blitz University partnership program where we assist teaching social media and analytics to universities.
We sat down with Scott Sanders and Karen Freberg of University of Louisville, both professors of social media, to talk about how they teach social media in the classroom.
What is a “professor of social media”?
Scott: A professor of social media explores how information communication technologies shape and transform our relationships with our friends, our collaborators, and our communities, among other examples, in both the online and offline spheres. As scholars we try to further the collective understanding of how social media platforms shift the way that people interact with information.
How do they find, evaluate, prioritize, engage with, and filter the information they encounter? Most importantly, how are these activities altered when conducted online, within a social media construct, as opposed to in ‘real life?’ These are the types of questions that drive our research, as well as our pedagogical efforts in the classroom.
Karen: A professor of social media is a professional who specializes in the understanding and application of emerging technologies across disciplines. Whether it is involving social networking sites like Facebook to photo sharing communities like Instagram, a professor of social media continues to evolve their point of view across these various platforms.
They have a strong theoretical foundation of course in research and theory, but they are also able to apply their findings strategically across industries and disciplines who are also exploring these new tools.
When we started the search for our new social media position at UofL, we knew that this was going to be a start into building a new specialization within our department and university. Social media continues to be a growing area both in practice and in research, so we felt it was essential to bring in an expert in this field to help us build the social media program at UofL.
We are very excited to have a position dedicated to social media in our department. I was part of the search committee last year, and we are all very excited about having Scott on board to share both his experience and expertise in social media in research, teaching, and in service to the professional and academic community.
How do you incorporate practitioner expertise in an academic curriculum, as most universities are struggling to adjust here.
Scott: I think as academics we have an obligation to help our students dynamically bridge the gap between theory and practice. I try to do this by assigning a mix of texts in my courses that includes readings from the popular and business press, as well as work by public intellectuals who have done a lot to make the field of Communication central, accessible, and most importantly – relevant.
I think this juxtaposition helps students to understand that they can move ideas beyond the classroom and apply them in their working lives. As I plan my courses for the year, I’m also thinking about how I can help my students become more familiar with social media as practice by exposing them to guest speakers from industry.
Karen: It’s a constant struggle within academia since you have basically two sides: you have the theorists and then you have the practitioners. However, it is important to have a hybrid approach when you are in the classroom because this is what the workplace is showing us.
Students are not only asked to think critically to form their points of view, but they have to be creative and innovative with how they apply these principles to solve problems and address opportunities. We try to balance both perspectives in the classroom by having equal discussion on both parts – which is key especially in a social media class setting.
How does your approach tie in with marketing, business, computer science, advertising, law, etc, to reflect the cross-disciplinary nature of social media?
Scott: I am primarily interested in the communication behaviors and cognitive processes that influence how people assess the credibility of information in online environments. When I conduct research I often draw not only upon the literature in my own field (communication) but also on literature from a variety of fields including marketing, psychology, economics, and biology.
Furthermore, as Karen points out, there is a tendency for social scientists to work within research teams and more and more these are cross-disciplinary. The real strength of these teams is that each person can bring something to the table that isn’t duplicated in the other team members’ skill sets or knowledge. As a researcher I’ve worked with professionals that range from computer scientists to pediatric cancer nurses. Overall, it’s very rewarding and allows us to answer questions that alone we wouldn’t be equipped to tackle.
Karen: What is great about social media is the fact that it is not just happening in one field or another. Previously, public relations professionals or communication scholars only stuck to their field in terms of research, or if they did branch out, they would go to sociology, psychology, or sometimes even in marketing.
However, we are seeing a growth in transdisciplinary research groups – where groups of individuals are working together on research projects from various disciplines to look at a particular issue, opportunity, or problem. For example, I was part of a project where I had a systems engineer, a psychologist, a public health professional, and a weather and risk specialist.
We are all coming from various points of view – but we bring something to the table equally that helps elevate the brainstorming sessions and discussion on how to apply these findings to our respective disciplines. We can’t afford to just stay in our field for research and practice – we have to continue to be explorers and seek out new collaborations with other professions.
This will not only help evolve the ideas involving social media, but all natural and social sciences.
Scott: I don’t think there is any immediate concern about the obsolescence of social media. In general, communication technologies that have reached the level of acceptance of social media take an exceedingly long time to truly die.<span”> For example, it was just this June that India, one of the most populous countries on earth, ended its telegram service. In fact, some people have argued that technologies never really go extinct and always remain in use somewhere in the world.
Will “social media” be obsolete soon, when cross-channel integration is further along?
I also don’t believe that cross-channel integration is going diminish the importance of social media. Although it’s important for brands to have a consistent message across media, people trust information from other social media users about products and services because they are not perceived as self-interested.
Building positive word- of- mouth will continue to be an important public relations strategy and social media currently provides one of the best platforms for this. For example, one of the (many) great things aboutPinterestis that users provide an implicit endorsement of the products that they pin. In turn, this can directly drive purchases when the pins link back to retail sites.
Karen: I think social media will continue to evolve, but it won’t be obsolete. I remember the day where I was told in my PhD program not to study social media because “it is a fad.” I think we are seeing technology continue to evolve, which is both exciting and challenging for researchers and practitioners. However, cross-channel integration will continue to be a trend to note and be aware of.
Q: How do you measure social ROI?
Scott: The value of social media goes far beyond directly driving purchases. First, online brand communities can foster identification with brands that not only may increase the likelihood of purchase but can also decrease the chances that a consumer will defect to a rival brand. Second, users learn from each other how to use products innovative ways. This increases the products value to the user.
In sum, a brand has to know what they’re trying to accomplish in order to accurately assess the ROI of social media.
The common trap people fall into when trying to measure ROI is the assumption that they’re selling eyeballs as they would with television or print advertising. While measuring “likes” or “followers” provides nice summary statistics, it fails to capture many of the ways that social media contributes value to brands.
Measures of engagement or knowing the size of the active user base are better as they can tell you whether you have a thriving community. However, at the end of the day nothing can replace having a human being observing what is happening in the community.
Karen: This is a discussion that always generates a lot of points of view, even among academics! There are of course various points of view on what are the main metrics to look at when it comes to social ROI (ex. sentiment, influence, conversations, engagement, reach, resonance, etc). One set of new media standards has been published that appears to be on the right track is from Katie Paine
One of the challenges we have to look at here too is what ROI means not only to social media, but how it is measured and evaluated across different social media platforms. Is a calculation of engagement on Twitter the same in weight at engagement on Instagram or Facebook? I am not sure –so I don’t think we have the magic equation for all of these yet – but at least we are having these discussions among researchers and practitioners.
Q: What does it take to be successful as a social media professor? Got some good examples?
Scott: First, a social media professor is always cognizant of the fact that social media is an area that remains subject to constant flux and rapid change. Consequently, good professors in this field engage in online life by participating in the communities that they’re teaching and writing about. Personally, I try to stay on top of new developments by reading company blogs (I find the engineering ones quite helpful), as well as the social media commentary offered by online news outlets such as TechCrunch or Wired.
Good professors also create assignments that directly engage their students with social media platforms by challenging students to use social media tools to communicate ideas clearly and effectively. I’m considering using Storify this year in class as it will stimulate students to collect information from various parts of web and use these pieces of content to construct a coherent and persuasive narrative.
Finally, success as a social media professor also has a lot do with helping people to approach these technologies as critical thinkers. Although the ‘millennials’ have been immersed in social media for much of their lives, this doesn’t mean they thoroughly understand it from a phenomenological standpoint. For example, I think there is a tendency for many people to view social media platforms as monolithic.
Here, a good professor is going to help the students identify specific channels of communication and the technological affordances and limitations that shape the user experience. To illustrate this idea, consider that Facebook is platform that provides a number of communication technologies ranging from threaded discussions to picture-sharing.
We can characterize these channels along a number of dimensions such as the degree of privacy they afford, the level of active participation they require, or how much they reduce uncertainty. It’s a single platform but it’s incredibly rich and nuanced. It’s my hope that my courses will help students open up to a whole new way to approach and understand the world of social media they experience every day.
Karen: In order to be successful as a social media professor, I think there are several qualities these individuals need to possess: being a life long learner, walking the walk when it comes to social media, having a balance between theory and practice, creativity, and hard work ethic.
Since social media is evolving, we have to constantly look at what is coming up in the pipeline in terms of new platforms, trends, and issues/opportunities for the profession. We have also an obligation to keep up to date with these trends on our students behalf as well. We can’t send the students into the workplace thinking that social media is just like email (which unfortunately, some professors think this is the case still).
Walking the walk means of course practicing what you preach to the students when it comes to social media. Having a blog, a strong presence on social media, and engaged in the emerging technology both in research and consulting are a few ways to do this. Presenting both research that has been done in social media but also discuss how these findings can be applied in the workplace is going to be a balancing act for professors to do, but it is necessary.
Social media professors have to be creative both in research and teaching. Coming up with ideas on questions that have not been addressed yet in the field or asking students to do some new assignments are just a couple of examples. Finally, hard work ethic is key for social media professors. Keeping up with trends, looking at new research, and working on projects takes time and dedication. In terms of examples, there are many professors who are actively engaged in practicing and researching in social media that I would suggest looking at for examples.
However, I highly recommend looking at what Dr. William Ward (Syracuse University), Kelli Matthews (University of Oregon), and Robert French (Auburn University) are doing when it comes to social media professors. These are three professors who are setting the bar for other social media professors to follow.
I am not sure how many official social media professor positions are out there right now in universities, but we are very fortunate at the University of Louisville to have Scott on board to serve in this role. We are very excited about growing our social media research and professional group at the university as well as in the academic and professional community.
W. Scott Sanders is an assistant professor in social media at the University of Louisville.
Karen Freberg is an assistant professor in strategic communications at the University of Louisville.
Custom audiences are one of the many Facebook marketing tools we use to do thoughtful analysis that makes a real impact. The purpose of a custom audience is to target your entire list or specific segments of your list exclusively but the application of custom audiences goes far beyond that.
To create a custom audience, prepare your list (or segment) as a single column .csv and download Facebook’s Power Editor plugin. There are several options for custom audiences: email addresses, phone numbers, user IDs, and app user IDs.
Keep in mind that you can upload different list segments and do all of the below for each segment – the level of granularity is up to you. Uploading your entire list can work in ad targeting and has some practical use with custom audiences but think about trying some segments like:
- Customers who have purchased
- Frequent and reoccurring customers
- Hot leads and report opt-ins
- Webinar attendees
- Conference/speaking engagement attendees
- Customers who came from various traffic sources (SEM, Facebook ads, display ads, YouTube, etc.)
- Unsubscribe list (gray hat)
- SMS text messaging list
- Get creative – there are unlimited possibilities!
Alright, Tom. I’ve got my custom audiences uploaded to Facebook and I’m ready to do this thing, what’s next? Here are some of the more creative ways we use custom audiences internally at BlitzMetrics:
- Analysis against social interests
If you take a look at our documentation on social affinity for ad targeting you can do something very similar with custom audiences. Instead of finding the overlap between your brand and a particular interest you can see how many of the people within your custom audience have certain interests.
- Determining how social your list is
After uploading your custom audience to Facebook, you can find out exactly what percentage of that list is on the social network. This is very useful for determining how social these people are and in some cases can help determine if marketing your brand on social media channels will be effective.
- Demographic breakdown of segments
Did you know you can also do demographic breakdowns of a custom audience the same way you pull ad counts for precise interests? How much of the list is men? Women? What states and regions are they from? This information can eliminate up to 80-90% of wasted ad spend and help create an ad targeting strategy.
Lets say you upload your hot prospect list which only contains leads that have opted-in for a free white paper and clicked one of your ads within the last 30 days (we can accomplish this with InfusionSoft). You might find that 85% of the list is women, over 50% live in California, and 100% of the list is between ages 20 and 35. Knowing this you can target exclusively women that live in California between ages 20-35. This isn’t only useful for Facebook either, but all other channels as well.
- Lookalike audiences
Another feature many marketers ignore on Facebook is lookalike audiences. The way it works is you upload your list and Facebook automatically matches the demographic qualities of your list with other related users.
This helps get your brand in front of new prospects that are similar to your existing audience. There are 2 options for lookalike audiences: reach and similarity. Reach will give you a larger list of people to target but similarity will match the interest and demographic profile of your list as closely as possible, likely creating the greatest efficiency. Both are worth testing!
- Lead nurturing
How well rounded is your lead nurturing program? Sales funnels, especially for high priced or high value items are not 2 steps. You need to provide value up front, then provide more value and thought leadership, then nurture your leads by staying on their radar. I don’t care what business you’re in, nurturing your leads is going to make your marketing more effective.
Then, when the time is right figure out how you can help them and take action. If you’re doing nothing more than sending a “thanks for signing up” email you need to rethink your strategy. Use marketing automation to regularly rotate in fresh prospects once the existing leads are lower in the funnel due to your nurturing efforts.
Did this post give you some ideas? You don’t have to use the tools available “as is” – think of creative uses to maximize your output, make your targeting more effective or more granular, and most importantly drive measurable ROI. If you think of any other uses for custom audiences I didn’t mention let me know in the comments!
One area I wasn’t expecting to gain much knowledge in from attending Conversion Conference Chicago is Facebook marketing. I’m not talking about more fans or people liking your cat pictures; I’m talking about measurable ROI.
These tips will supercharge your Facebook marketing:
1.) Utilize lookalike audiences to find new prospects
Match your existing customer base (email list) to Facebook and create a lookalike audience. This will build a targetable audience of new prospects based on the demographic data of your existing customers.
Here’s how it works:
- Upload your list as a custom audience using Facebook’s free Power Editor plugin. For B2C expect a 70% match rate if your list is good. 30-40% for B2B.
- Create a lookalike audience via the Audiences tab.
- Facebook will automatically match your existing list with new prospects that have similar interests and demographic qualities such as age, gender, and geographic location. No testing needed, Facebook does the heavy lifting for you.
2.) Layered targeting
The more granular you are with targeting the better the results.
Don’t target by only interests or demographic qualities. Use combos of different demographics, interests, partner categories, connection and other targets. We call this “onion targeting.”
Using onion targeting you can create a few broad ads with larger audiences and dial in your demographic then multiply each audience that works.
Start with an ad that targets a few interests with an audience somewhere around 10,000. This is a good rule of thumb to minimize testing cost while still having enough data to make statistically significant decisions.
If that ad does well, filter it using a different target like age, gender or a broad category. Keep multiplying out combinations using the Power Editor to see what the most effective combo is.
Keep in mind you can be as granular as targeting 35 year-old men that drink energy drinks, drive a Ford pickup truck, and live in Kansas – take advantage of this!
To take it to the next level run unpublished page post ads in the newsfeed that only your targeted audience will see. These are also known as dark posts.
3.) Newsfeed ads are the Future for Facebook
Traditional right hand side (RHS) ads just aren’t effective anymore – 7 small ads crammed on the side all competing for your attention. Running ads in the newsfeed costs around 5X more per impression than RHS ads but you will often see a lower CPC because a 2-3% CTR is achievable.
My favorite part is that this ad unit is so new that banner blindness isn’t a concern and
CTR’s have been phenomenal for well-executed campaigns. Most people don’t even realize these are ads but the ones that do get militant if bombarded; limit your ad frequency to 3 to avoid this.
4.) Use your unsubscribe list as a custom audience
People unsubscribe from your list; reconnect with them on Facebook and get them back into your lead nurturing program.
How to get them back?
Offer a “welcome back” discount or a special piece of content or free consultation. Why might someone unsubscribe from you in the first place? Build your campaign around these reasons.
Really want them back?
Set a retargeting pixel so you can follow them around online – multi-touch conversion at it’s best!
FYI: This is considered “gray hat” because all custom audiences must be opt-ins. So you can’t do things like rent a list or scrape Facebook user ID’s, this probably isn’t enforceable but it is in the Terms of Service.
Tom Lambert is a full-time Internet marketer on a mission for more efficient online marketing and less wasted conversion opportunities. When he’s not busy reading and doing he writes an Internet marketing blog focused on the topics of conversion, optimization, and usability called Conversion Juggernaut.