Transcript
… content on Facebook, video wins. In terms of getting attention, video is hands down the best. Even if you don’t like making video or you don’t feel you’re comfortable on video or whatever, just make a picture, have some words on it, and just use it. Video over-indexes on Facebook so much better. And so the average watch time of video on Facebook is six seconds. So when we’re building this stuff out on Facebook, because we know the average watch time of video is six seconds, we need to create videos that people actually want to engage with.
Now, this can be done from either a B2B or a B2C perspective. It really does come down to how well you are going to target your audience. So Facebook’s targeting age, gender, interest. Those are the three main ways of targeting through what’s called a saved audience, okay? So what Facebook has is what’s called… Basically we have three types of audiences. Well, there’s more. There’s 11, but there’s three that is going to be applicable to this. One’s called a saved audience. And so what a saved audience is is where you can input the data into Facebook and say, “I want to target this age, this gender, this location, this interest.” And what’s good about saved audience is it allows you to do interest targeting.
So let’s say you know what your audience is interested in. Say you know that all of your audience love the Ryder Cup. You can target every male who’s 40 to 50 that’s interested in the Ryder Cup and it will put your content in front of all those people. So the better you know your customer avatar in terms of what they’re interested in and who they are, you can create that saved audience on Facebook to test, okay?
So with all of these platforms, testing is going to be key. Whatever idea that you have, you want to be able to go and test it, test it very cheaply, and see if it works to see if you get a good response for your idea. Facebook has no floor. So what that means is that LinkedIn has a floor of two pounds CPM, right? So no matter how good your ad is, it will never get cheaper than that. Facebook has no floor. Some of our best ads on Facebook, we’re spending 0.4 of a penny to get a lead. So some of our best ads on… Facebook will continuously reward you for how good your content is.
So a saved audience, essentially you’re putting in the information and figuring out and telling the algorithm, “Here is the information of the age, demographics, interests of my target audience. Please put this content in front of them. This is the people that I want to target.” All right, so that’s a saved audience.
Facebook also have what’s called a custom audience. I’ll just call it CA. Now, a custom audience is… And I made this note by looking through most of the websites. Eliza sent me a list of most of the companies. Last night, I went through all your businesses. And one of the things that 75, 80% of all the businesses in the room didn’t have was what’s called digital plumbing. If you’re going to do any social media marketing, you need to put in your digital plumbing. And so what your digital plumbing is is the tech that allows you to track all of this stuff and have all the data. And a lot of the businesses that I looked at in the room, very few of them actually had that.
And so it’s like filling up a bucket with holes in it. A digital plumbing means that anytime someone comes to any of your assets, your website, your blog, your Facebook page, your Instagram page, your LinkedIn page, whatever, every bit of demographic data available about that person that is publicly available, you can have that data. And so before you do any social media marketing, get your digital plumbing built so that you have all the tech and infrastructure within your assets that allows you to track who’s coming into your business. Make sense?
[inaudible 00:04:11].
There’s multiple software. There’s multiple pieces of software, and there’s quite a few steps to do it. Essentially, what it means is that when we’re talking about your targeting pixels, it is software and code that goes into your website at a pretty granular level that allows you to get the data from everybody who comes to your website, as well as the data of how they interact with your website.
For example, if you have a services page, you know that anyone that goes to the services page is more engaged than someone who just goes to the homepage. If you have a page on testimonials, you know that that person is interested in the trustworthiness of your business. If they go to the testimonials page or the case studies page, you know that they’ve been to that page, so you can send them different information versus someone that just goes to your homepage. So by creating that, by putting that digital plumbing in, it allows you to, again, further segment your audience and give them messaging based on their behavior. Does that make sense?
How could you tell?
How could you tell?
How could you tell from looking at our websites what [inaudible 00:05:21]?
Oh, because I have tech that does it. So yeah, we have tech in our business, so one of the things we analyze when we analyze businesses is the digital plumbing because digital plumbing, if they don’t have that, there is nothing for me to analyze. So we have tech that will allow us to see in all of your websites whether you have digital plumbing or not. And pretty much, only about three or four, out of the 28, I think four had full digital plumbing, a few had like 50% of it, and most of the websites didn’t have any.
Can you just give us some examples of some software that might [crosstalk 00:06:00]?
Okay, so it’s not necessarily the software. Okay, so what most people had was Google Analytics. Google Analytics is just real big. I think maybe one or two websites didn’t have Google Analytics. Now, Google Analytics for a social media aspect isn’t really enough for digital plumbing. So if you go into Facebook and you go into YouTube, you can pick out the pieces of code, because it’s not a software [inaudible 00:06:31], you can pick out the pieces of code, and you can implement those pieces of code into your website. And then you go back into Facebook, Instagram, YouTube, and you create…
This is really technical. You create the rules that say, “When this code fires on this computer, this is what it means.” Put code in, let’s say code A goes on homepage, code A, code B goes on services page. Go back to Facebook. When code A shows up, this is what it means. And you create what it means. When Code B shows up, this is what it means. Then you do that for LinkedIn. You do that for YouTube, and for Facebook and Instagram, it works the same way because they’re owned by the same company.
So can you give an example of this is what it means?
Okay. All right, so we talked about custom audiences here, right?
Yeah.
Someone lands on your website and goes to testimonials, goes to your services testimonials page, generally we know from a business standpoint, that means they are interested in the trustworthiness of your business. If they’re looking at… Yeah, so now we know that… So in Facebook we say, “Hey, somebody just got code B, which is about trustworthy… Which is from our trustworthy page. We have a trust campaign. And in our trust campaign is all the things that we know that we need to say to make a business trust us. Send them all of our trust campaign.” So now they now automatically see your trust campaign because you know that if they’re looking at your testimonials, they’re interested in how trustworthy you are as a business. So now you send them to your trust campaign. Make sense?
So these would be like [inaudible 00:08:04] in?
Yes, this will be retargeting, yes. So this is what I mean by custom audiences. By creating your digital plumbing, you are able to create custom audiences. And want a custom audiences is that it’s one of these, right? It’s a group of everybody that’s already taken a specific action. That action could be going to your website, signing up for your email list, becoming a customer, watching a video, liking a picture. Custom audiences are audiences based on action. And Facebook’s custom audiences are very powerful.
These are okay. Saved audiences are okay, and it’s a good starting point. But where Facebook really starts to become powerful is in the custom audiences. And the second thing we’ll talk about is the lookalike audiences. Has anyone ever heard of a lookalike audience before?
Yeah.
Okay, good. So a lookalike audience is you can build a lookalike audience from a custom audience. And so essentially, let’s say that you know that every time somebody goes to your service page and clicks on the service… What’s your business again?
[inaudible 00:09:10].
Fitness. So every time someone clicks on the page that is about which trainers you have available… Let’s say that every time someone clicks on the bios of your trainers, for example, the bios of the company, that that person becomes a customer. So Facebook has an entire… Facebook will create the avatar of that individual. So what a lookalike audience is is you say to Facebook, “Here’s that individual. Go out to Facebook and find everybody that looks just like this individual.” And Facebook to a scarily accurate degree will be able to identify everybody on Facebook that is exactly like that individual.
Now, the more people you have in the… To get a good lookalike audience, you need a minimum of 200 people in a custom audience. And it actually works better with the more people you have in it. So for example, let’s say you’ve got your customer list. You upload your customer list into Facebook and you say, “Go out and find… Make an avatar of my customer and go out and find everybody on Facebook that’s just this.” And it’s scarily accurate.
Can you create a lookalike audience on people that purchase?
Yes.
Yeah?
Yes. So the best lookalike audiences come from what’s called bottom of funnel activities, so those are your sales, your email lists, your purchases. Some mistakes that I see businesses make is they’ll make a lookalike audience from people that have watched the video. They say, “Oh, we know these people watched 50% of the video. Let’s make a lookalike audience.” Well, yeah, 10% watched the video, but 90% didn’t. And so if you’re making a lookalike audience based on 90% of people, excuse me, that didn’t take an action, it’s not going to be very powerful. So you want to create you lookalike audiences from your bottom of funnel activities, i.e. sales, purchases, email list, et cetera. Any questions about these audiences?
I’m probably a little confused here. So you’re making an audience based on an interaction with how customers reacted to your [inaudible 00:11:04]. It sounds very B2C. How do you apply this to B2B?
Okay, so let’s say you got a list of your customers, or your sales team has a list of leads, and they’ve closed all those leads. You could create a lookalike audience with all those leads, and that then becomes the audience that you send your content to. Does that make sense?
[inaudible 00:11:27].
So John, right? John’s your customer. John’s your guy. John buys more from you than anyone else. Let’s say you upload your email list, or you upload your customer list into Facebook, it averages out, all the data says, “Here’s John. Here’s what John’s like.” You say, “All right, great. Find all the Johns on Facebook.” And it will go out-
John could be, like could he have custom company name, and not John, the actual contact name? So if the contact fields in Facebook do not contain a company name, now how am I creating [crosstalk 00:12:05]?
So it does depend on how much information you have on your customers. So if your customer data matches the data that they have… So about 50% of whatever you upload, Facebook will br able to match it. That’s about the rough… If you have 500 customers, and you have their names, their emails, I’m guessing you have your customer’s first and last names.
Yeah.
Yeah, so you have their first and last name, Facebook can match roughly 50% of them or more. So if you put 500 names, first and last names into Facebook and their emails, Facebook will match 50% of them. And this is why Facebook gets in trouble because it’s so powerful that Facebook tracks a lot of that data to be able to tell who that person is. Really, really, just not from a lot of information, just from the information of first name, last name, email, Facebook can pretty much know who that individual is. And so it will then, based on their audience and based on who they have available, they will say, “Well, how many people are like all the people that you’ve uploaded?” And, “Well, let’s go out and… “