501: How to Effectively Run B2B Facebook Ads w/ Logan Young

ABOUT THIS EPISODE

In this episode we get to talk to Logan Young, Vice President, Strategy at BlitzMetrics.

There's a ton of noise out there. So how do you get decision makers to pay attention to your brand?Start a podcast and invite your ideal clients to be guests on your show.Learn more at sweet fish Mediacom. You're listening to the BAB growth show,a podcast dedicated to helping be to be executives achieve explosive growth. Whether you'relooking for techniques and strategies or tools and resources, you've come to the rightplace. I'm James Carberry and I'm Jonathan Green. Let's get into the show. Welcome back to the BB growth show. We are here today with Logan Young. He is the VP of strategy at blitz metrics. Logan, howyou doing to day, man? Good. Thank you so much for I'm meon as a good Monday morning. Yeah, I'm excited to have youon the show, Logan. I've been seeing you around Linkedin and in afacebook group that we're both a part of and really excited to chat with youtoday. We're going to be talking about the the power of workplace targeting onFacebook, as well as a couple other...

...ideas. But before we do that, Logan, I want listeners to understand why you're the guy to be talkingto us about facebook. Can you tell us a little about blitz metrics andwhat you and your team are up to over there? Definitely. So.Bos Metrics where a digital marking agency. We do facebook ads. We're knownfor having a few bigger clients, like the Golden State Wars, who wonthe NBA Championship last year, and we worked with Nike and Adidas and ReadBowl and some of these bigger names, and the great opportunity to work withNSU. He's met or on boss and we've been able to go to facebooka few times and meet with with some of their engineers. So we've hada really good opportunity to kind of have a an on what's going on behindthe scenes. They let us know about features before they release and some thesedifferent things, so it's giving us a great advantage. Love it. Ilove it. So as we were talking about this idea offline Logan, youmentioned that the first thing that you wanted listeners to to understand is that youcan actually do be to be on facebook.

I know I've heard a lot ofpeople claiming that you can or that it's not doable, but let's juststart with this idea that you actually can do, be to be on facebook. Can you elaborate on that a bit? Yeah, for sure. It's wehear the same thing. You know. We go to conferences and we'll speak. Dennis and I we did five continents and Mace. We speak alot and we hear a lot of the same feedback and a lot of itis will inevitably at every conference with one or two people who come up andthe say, you know what, everything you said was great and I agreewith it, but I'm in the be tob space. And do you reallythink be to be able work on facebook? You know, people are just naturallykind of skeptical about it, and we absolutely do. And the secretto it is starting with the right targeting. So facebook is so powerful as aplatform because they have so many options with he can target. There's somuch data they hold about people. And the thing that very few people aredoing or even know about is workplace targeting. Okay, so on facebook in theirbusiness manager you create your audiences and...

...you can create a saved audience workplacetargets. So the first part is where people work or so you choose anycompany. So, for example, you know I'm working right now doing someconsulting with a cleaning company in Australia. They're doing be tob trying to sellcleaning products for hotels. Okay, so we're going to target all the peoplethat work of the hotels they want to get into. But beyond that,it's not enough to just target the company. Because let's say I'm selling, Idon't know, Napkins and I want McDonald's. Yeah, well, there'sa lot of different employees at work McDonald's. There's cashiers, there's the people makingthe hamburgers, there's people cleaning the restrooms and lobby, and all thosepeople don't have any of the power to mail. Get enough. That wouldn'tbe wasting my budget if I send these people my ad yeah, so too. Layer. At first, choose two companies you want to get into.So that's her. That's where they work. Okay, lot kitchen, and thenbe as layer with whether job title is, which facebook also allows youto do. Okay, and you can do some face. We can sayfacebook semi add to people who work here...

...and have the job title of CEO, CMO, writer, producer, whatever it is, whatever the person thatyou need that needs to hear your message you can list those by their jobtitle on facebook. So that's the big thing out of that makes sense.Are you able to do things like if they have like vp in their titleor if they have communications in their title, or is it specific job titles thatyou're putting in there? What's kind of the the nuance there? Logan? Yeah, you can definitely do that. So facebook is very predictive. Ifyou start doing something more than once when you're creating these, if youdo like VP, VP strategy, facebook's going to catch on. I goingto say, you know what, this guy wants to target all sorts ofanything that's a VP. So they're going to list all the options they havefor you. You're going to and they'll do like MVP options for you thatthey just have, that people have listed. So the titles of course, matchback to whatever people have listed on...

...their facebook accounts. Kada. Butyeah, facebook will try and help you too. So there's all sorts ofstrange titles out there. So beyond targeting, the next thing that you and Italked about offline was around sequencing your content. Can you talk to usa little bit about that? Yeah, so the power of facebook is aboutstringing content together. So proctor and gamble, a while ago they came out andmade the proclamation that they've tried digital marketing and it just doesn't work forthem as well as traditional and if you approach it with the same mindset whereyou just have one creative or you blast or creative out there, it's notgoing to work for you. But if you string your content together, thenit can be really effective. So the way you do that is you createcustom audiences. So first you send it to your workplace audiences and let's sayit's a video or a canvas ad or it sends them to a website.You might get a certain amount of reach. Maybe maybe it's workplace a target,so it's not a huge audience. Maybe you reach is tenzero people.Okay, and those tenzero maybe let's just say you know two thou engaged,one every five. Twenty Percent Watch your...

...video, good, your site,whatever it is. Just be generous. Well, those are the people youwant to talk to more. You don't want to keep sending them the samemessage, right. Yeah, because with conversion, as we'll see, alot of people do this where they keep sending people the same message and expectthem to react differently. So you can't just keep saying by my product,by my product, by my product, and expect that they'll keep seeing thesame bad but somehow the second time around or the third time around they'll bedifferent. Okay, you want to send them the next message in sequence.So you's stringing the message together. So you say anyone that saw up contenta show that person. Content be and then content see and then content dwhere I try and sell them got and the easiest way to do is video, because video you'll get the cheapest STPM's. It's easiest way to reach target.So you make a few woman of videos, and we like to advocatestarting with your hy as opposed to your what. Okay, so you're whatwould be your products rather than your first touch with them, your first contentbeing about your product. How would be about your hy which is your story, you know. So going back to Australia, cleaning guys were working withyou know, maybe they have some story...

...about why they are so passion aboutcleaning and your why? So you make a video about that. Young oneminute video leads into your hour, which, it how is educational. Okay,and an educational is just providing tips around your nitch your vertical. Youknow. Well, here's how to get rid of HMM stains on the Mirror, here's howe to your rid of lipstick on glasses before they going to dishwashor whatever got it. And then from those how videos, then you finallysee quence some into your what which is your actually? Well, you know, I offer this service and we love to get into the hotels you offer, you know, or that you're working at, and you know here whatwe do, etc. So by that time you kind of established relationship withthe consumer and they're be more willing to buy from your product, rather thanjust because people don't like ads, right Jay. Yeah, somebody wants tofeel they're being sold to. I don't care if they're consumer on the bottomend or if there are be to be a high up executive. It's justthe nature people. They don't like things that look or feel like advertisements.So the way to overcome that and the way to use facebook as the intendedis to string your content to get there, and you do that by creating customaudience, as they start with workplace...

...audience and take all the people thatengage with whatever content you show them and use custom audiences facebook to to thensequence a few more messages before you try and sell them on your product.Gotta and so of those Tenzero people in your earlier example, you said,you know, let's say two thousand of those people engage. So for theeight thousand people that don't engage, do we just kind of throw the babyout with the bath water, like we don't touch them again because they neverengage within the first place and we don't want to waste our ad spend?Or do you do something else with those? You kind of come up with adifferent top of funnel campaign to try to engage them in a different way, tell your story in a different way or give a different spin on yourstory. What's your suggestion for those other eight thousand people? Yeah, agood question. So for the other eight thousand you should definitely try and engagethem in some other way, because the way people respond on facebook is thatthere's so much going on in their feed. It's not like Google. Google andfacebook are fundamentally different because Google people...

...are searching for something they haven'tent tobuy. Their searching for I need shampoo providers, you know, I needwhatever it is. On facebook, they're just on there scrolling through their feedand while they're on there they expect to see some content from their friends andmaybe some viral content or something, just interesting things kind of floating around theweb. So images have the stopping power. So likelihood isn't that they got thereand digested your ad and we're like this isn't for me. The likelihoodis they probably didn't even see it. You know, they're probably just scrolledright past it. So if you set up in the back end, though, you want to look at your relevancy score for first touch and if it'sbelow six, facebook, just like Google, gives you a quality score on advertsface because your relevancy score to ten and it's like the check engine lightin a car, you know, if it's below six, they're telling youcheck engine like something's wrong with your ad. You know, it's HMM, peopledon't like it, it's got a negative feedback, all these different things. So so look at that first and if that's blow six, something needsto be changed. If it's above six, that as doing okay. I'll justkeep you know, maybe make one...

...subtle change or something, but givea little more time. Maybe reach us a eight thousand people in a differentplace or different time? Gotta, okay. And then as far as timing goes, just facebook kind of figure that out for you automatically? As faras kind of the timing of that sequencer, is that something that you, asthe brand, need to adjust and say, okay, after our yvideo, we need to wait two days before we drip out our how video, or how does that Work Logan? So there's two parts. One isthe way you set up the audience. So when you set up a customaudience, let's say it's a video, you choose a look back window.See, you'll say anyone that's watched this first video within the past x amountof days. So I can say seven days or one day or twenty eightdays. So I could do a really short one to say and when thewatch this video yesterday, show them this add today. Gotta. And theother part is when facebook shows it, which again you could part the schedule. You could say only show it on like Monday through Friday, you knowworking hours. But generally, if facebook's...

I don't find much of a needto get that specific because facebook's OCPM, which is optimized cosperate thousand, theiralgorithm, well, it's pretty good reaching people when they'll be receptive to themessage. They have all the stayed about people and over time they'll just makethat work itself. You know, they'll tune it for you. Basically,Wonderful Logan with this has been awesome. I want to close by asking yousomething. You referenced earlier in the interview that you and Dennis have got tospend some time at facebook and you had mentioned before we started recording you've learnedsome things around kind of how to play by FACEBOOK's rules. Can you talkto us about that before I let you go today? Yeah, for sure, it's so. One of the huge things is a facebook is increasingly havingmore traffic to their platform. So because of that is more competitive and ifyou want to get to the top of the news feed, which of courseevery wants to do, the best way to do so is that operating cordingthe way facebook wants you too. If you put out content the SPAMI orlooks like ads, then it's just not going to end well because you're gonnaget negative feedback on your post, and...

...negative feedback is when people click hidethis post or hide all or report is spam. And on the other onthe flip side, there's positive feedback. People can like your posts, theycan comment on it, they can share it. And one of the astoundingthings to us, so and with is the engineer at facebook told us thatthe algorithm now a counts negative feedback to positive feedback as one hundred to one. Whiney one piece of negative feedback. To counteract that, it takes onehundred piece of the positive feedback. Holy Cowt. So as you're creating thiscontent, you can look and see what your negative and positive feedback is fromthe page level. So you can click on your posts down to the verybottom of it and the bottom right it'll it'll say negative feedback. There's fourtypes. It'll tell you what it is. If you finding the any type ofpost gets a lot of negative feedback. Just make sure you think, okay, whatever it is about this, I had too much links as twocells, the video was too long, whatever it is, don't make morecontent that like that because it will not work on paid because you're going toget really high cepms and just getting nailed...

...and all roll back to the account. So that's one of the things is, you know, just making user friendlycontent and watching out for negative feedback. I gotta that is fantastic. No, Logan, if there's somebody listening to this and then want to stayconnected with what you're doing as well as what blitz metrics has going on,how can folks go about staying connected in both of those ways? Yeah,so easiest ways just follow us on facebook. Let's metrics. You can find searchingthem. I'm my own page. It's looking young CW post updates.They're quite a bit one of them. Also, I'm on a Linkedin aswell. Post on Linkedin. Linkedin, of course it's just reallyks video andsome cool different things, but those would be probably the two easiest ways toconnect with sure you calling my page, not my profile. So profiles whereyou have friends, okay, to three of followers, and that's roll posts, stuff about advertising and stuff, because on my page. So love it. Wonderful, Logan, will thank you so much for your time today.Man, this has been incredible. I really appreciate it. Thanks, James. To ensure that you never miss an...

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