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. Sohow do you get decision makers to pay attention to your brand start a podcastand invite your ideal clients to be guess on your show, learn more atsweetfish media dotcom, youere, listening to the be Ta, begrowth, show a potcast dedicated an helping bee to be executives, a chiefexplosive growth, whether you're looking for techniques and strategiesor tools and resources. You've come to the right place, I'm James Carburry andI'm Jonathan Green. Let's get into the show! Welcome back to the Bauby Grot show wewere here today with Logan Young. He is the vpof strategy at Blitzmetrix Logan.How ar you doing it a good! Then you soasamean good Monday morning, H. I'mexcited to have you on the show. Logand I've been seeing you around Lincon andin a facebook group that we're we're both apart of and really excited to jotwith you today we're going to be talking about the the power ofworkplace targeting on Facebook, as...

...well as a couple of other ideas, butbefore we do that Logan, I want listeners to understand why you're theguy to be talking to us about facebook. Can you tell us alote aboutblitzmetrics and what nor team are out to over there. Definitely sobithmetrics fore a ditial MARKETN agency. We do facebook ads we're known forhaving a few bigger clients like the gold state warrs, who won the MBchampionship last year, work with Nike and Aditas and Redbowl, and some ofthese bigger names and a great opportunity to work withensuo's Lemitor an boss and we've been able to go facebook a few times andmeet with with some of their engineers. So we've had a really good opportunity,O to kind O, have a n on what's going on behind the scenes, and they, let usknow about features before theyre release and some of these differentthings. So it's giving us a great advantage, t I lov so s. We weretalking about this idea, offline Lug, and you mentioned that. The first thingthat you wanted listeners to to understand is that you can actually doB to B on Facebok. I know I've heard a...

...lot of people claiming that you can orthat it's not doable. But let's just start with this idea that you actuallycan do be to be on face. But can you elaborate on that a bit yeah for sure s?We hear the same thing. You know we go to conferences and we'll speak Denisand I we did five conents in Ma. We speak a lot and we hear a lot of thesame feeback and a lot of it is well inevitably at every conference, one ortwo people who come up and say you know what everything you said was Greay andI agree with it, but I'm in the beat of bee space and D, You really think be obe, will work on facebook. You know people are just naturally kind ofskeptical about it and we absolutely do and the secret to it is starting withthe right targeting so fatebook is so powerful as a platform, because theyhave so many options with he can targete there's so much data tha theyhold about people and the thing that very few people are doing or evenKnowabou is workplace targeting okay, so on Facebook, in theire businessmanager, you creat your audiences and...

...you can create a Saye audience aworkplace targets. So the first part is where people work or CE CHOOSIN company.So, for example, you know I'm working right now doing some consulting with aa cueening company in Australia, they're doing, b, to b trying to sellcleaning progs for hotels, Toh we're going to target all the people thatwork at the hotels that they want to get into. But beyond that, it's notenough to just target the company, because, let's say I'm selling, I don'tknow Napkins and I want m McDonalds Yepwell, there's a lot of differentemployees at work, McDonalds, there's cashiers! There's the people making thehamburgers there's people, cleaning the rest, Goms and lobby, and all thosepeople don't have any of the power to mo o Git Enough Thatoud. It be wastingmy budget. If I send these people, my ad, you ow S to layer at first choosethe companye s you want to get into. So that's your that's where they workakalokitch and then B is layer with whatthe job title is, which Fasebookalso los you do, and you can do some...

...face. Whe can say facebook semi ad topeople who work here and have the job title of Co CMO writer producer,whatever it is, whatever the person that you need. That needs to hear yourmessage. You can list those by their job title on Face Book. So that's thebigs thing O it. That makes sense. Are you able to do things like if they havelike vp in their title or if they have communications and their title? Or isit specific job titles that you're putting in there what's kind of the thenewants thereyeah? You can definitely do that. So facebook is very predictive.If you start doing something more than once, when you're creating these, ifyou do like vp VP strategy, facebooks Goin to catch on they're, Goin ta, sayyou know what this guy wants to target all sorts of anything. That's a VP, sothey're going to list all the options they have for you, you're gonna, andthethey'll do like TNBP options for you that they just have that people havelisted so ntitles. Of course, MATC back to whatever people have listed on theirface book. It counts Ki, but yeah face...

...book CTRY and help you too there's allsorts of strange tiles out there. So beyond targeting the next thing thatyou and I talked about offline was around sequencinor content. Can youtalk to us a little bit about that yeah? So the POWEROF face book is aboutstringing content together, so parter and gamble a while ago, they came outand made the proclamation that they tried digital marketing and it justdoesn't work for them as well as traditional, and if you approach itwith the same mindset where you just have one creative or you blast yourcrative out there, it's tuck going Ta work for you, but if you soon yourcontent together, then it can be really effective. So the way you do that isyou create custom audiences, the first he sent it to your workplace audiencesand, let's say it's a video or a canvas ad or it sends them to a website. Yomight get a certain amount of reach, maybe maybe it's workplace target. Soit's not a huge audience. Maybe it reach S, ten thousand people and ofthose ten thousand. Maybe let's just say you know two thousand en age Hondra,every five twenty percent watch, your...

...video Goo Yousay, whatever it is, yjust,be generous. Well, those are the people you want to talk to more. You don'twant Tus, keep sending Hem the same message: Ri Yoa, because withconversion as we'll see a lot of people do this Hor they keep sending peoplethe same message and expect them to react differently. CANKEE saying by myproduct by my product by my product and expect that Thoug keep seeing the samead but sometow the second time around or the third time around they'll bedifferent OKA. You want to send a next message on a sequence, so you cstringthe message together so Ho say anyone that saw contet a show that personcontent B and then contencyin an contend where I try and sell 'em gotheeasiest way to do is video because Yol get the cheapest CPM's. It's he easiestway to retarget. So you make a few women of videos and we like to advocate,starting with your Wy, as opposed to your what o Anor, what would be aprodect so rather than your first touch with them. Your first content thinkinabout your product, how it be by Your Wie, which is your story. You Know Stogo back to Australia, cleinging guy thatsworking with you know, maybe theyhave some story about why they ar so...

...passionable cleaning and your wive. Youmake a video about that young woman at Video Wev in to your how which how iseducational and education is just providing tips round your t orvertical.You know: Well, Here's how to get rid of mstains on the mayor, Heaes ogsticonglasses before they gon giishwash or whatever gotit an time from those howvideos, then you finally sequent o Antor Wa, which is you actuall? Youknow I offer this service and we love to get into the hotels you offer youknow or that you're working at and you o hear what we do et Cetera. So by thattime you kind of astolish a relationship with the consumer andthey'd be more willing to buy from your product rather than just because peopledon't like ads Right d. You know W I mean you know. SOBODY wants to feelthey're being sold to. I don't care if they're consumer on the bottom end orif there be to be a higpexecutive. It's just the nature of people. They don'tlike things that look or feel like advertisement, so the waigt overcomethat and the way to use face bokets n intended it's o string, your content togather, and you do that by creating Cussomodin says so you start with theworkplace audience and take all the...

...people that engage with whatevercontent. You show 'em and use custom audiences, facebook to to then sequencea few more messages before you try and sell hem on your product and so ofthose ten thousand people in in your earlier example, you syou know. Let'ssay two thousand of those people engage so for the eight thousand people thatdon't engage. Do we just kind of throw the baby out with the bath water likewe don't touch them again because they never engage with in in the first place,and we don't want to waste our adspend. Or do you do something else with thoseyou kind of come up with a different top of funnel campaign to try to engagethem in a different way, till your store in a different way or give adifferent spin on your story? What you're suggesting for those other eightthousand people yeah good questions so for the other eight thousand. Youshould definitely try and engage them in some other way, because the way people respot on facebook isthat there's so much going on on their feet. It's not like. Google, Google andfacebook are fund mentally different,...

...because Google people are searching forsomething they haven'ttent to buy they're searching for one Champooprviders. You know I need whatever it is: O'm facebook they're jisowned therescrolling through their feed and while they're on there. They expect to seesome content from their friends and maybe some viral content or some justinteresting things kind of floating around the web MHM, so images have thestopping power so likelihood is that they sat there and digested your at andwere like this isn't. For me, the likehood, is they probalyjust didn'teven see it? You Know They'e, probably U Scrolld, right past it. So if you setup in the back end, though, you want to look at your relevancy score for afirst touch and if it's below six facebook, just like Google, gives you aquality score on Edwards Fac Os your releventy score and a tend, and it'slike the check engine light in a car. You know ix below six they're tellingyou check in like something IGS wrong with your ad. You know it's peopledon't like it. It's got negative feedback all these different things. Soso look it up first and if that's below six sometit needs to be changed if it'sabove six, that is doing. Ok, I just...

...keep. You know, maybe make one stubtlechange or something, but give a little more time. Maybe each eight thousandpeople in a different place or a different time. Okay and then, as faras timing goes, does, does facebook kind of figure Thaut for youautomatically as far as the timing of that sequence, or is that somethingthat you has the brand need to adjust and say? Okay, after our Y video, weneed to wait two days before we drip out our how video or how does that worklogin. So there's two parts: one is the way you set up the audience o when youset up a custom audience. Let's Sa it's a video, you choose a lookback window,so yo'll say anyone. That's watche! This first va within El Pass X, amountof days, so I can say seven days or one day or twenty eight days, so I could doreally shor one. A O want to Watsh. This veo yesterday show him this adtoday, goand the other priors when face book shows it which again you couldpart the schedule. You could say only show it on like Monday. Through Friday,you know working hours, but generally...

...facebooks. I I don't find much of aneed to get that specific cause. facebooks, OCPM or just optamize Cospor,a thousand their algorithm wel. It's pretty good, reaching people whenthey'll be receptede to the message they have all testat about people andovertime. They'll just make bad work itself. You know they'll tune it foryou, basically Wonderful Logan! Well, this has been awesome. I want to closeby asking you something you referenced earlier in the interview that you andDennis have got to spend some time at face. Bok and Youhad mentioned beforewe started. Recording you've learned some things around kind of how to playby facebooks rules. Can you talk to us about that before I? Let you go today,yeah for sure t. So one of the huge things is t a facebook is increasinglyhaving more traffic to their platform so because that's more competitive andif you want to Ge to the top of the newsfeed, which of course, Eve wants todo the best way to do so. Istooperati coin away, face B, Quanti to you putout content with Ti, spamiy or you know, looks like ads. Then it's just notgoing to well because you're going to...

...get negative feedback on your pose andNoit to feedback is when people quick, hide this post or hide all or report isspam and on the other, on the floopside there's positive, feeback Yo won't likeyour post. They can comment on. They can share it, and one of these Stonthings O and with is engineer at Facebook, told us that the Algrthm nocounts negative feeback topositive a fewback as one hundred to one Wy, onepiece on negative feeback to counterack that I takes one hundred pieces positthat holy cow. So as you're creating this content, you can look and see whatyour negative Ndposif back is from the page level. So you can click on yourpost down to the very bottom of it in the bottom right, it'll it'll say theygoit to be back. There's four types: it'll tell you what it is, if youfinding that any type of coast gets Lon, negged feeback, just make sure youthink, okay, whatever it is about this too much link too selte tevennit wastoo long whatever. It is, don't make more content like that, because it willnot work on Pav, because you're going...

...to get really high c PMS and justgetting nailed hen I'll roll back to he account. So that's one of the thingsyou know just making useer friendly content and watching out for negativefeedback Indo. That is fantastic to no lookand. If there's somebody listeningto this and they want to stay connected with what you're doing as well as whatBlizmetrix has going on. How can folks go about staying connected in both ofthose ways, yeah so easest ways just to follow some facebook Pimetrix. You canfind searching dam on my own PAG at sloging, young CW, post UPDA, ter,quite a bit and one Ofen I alsona Lington as well poston winked in linkon.Of course. It just reall video and some cool different things, but thosewouldbe probably the tweeasiest ways to connect e stret fall. My page, not myprofiles or profiles where you have friends, a three of followers,naturnall post stuff about advertising and stuff cause on my page, O,Wonderful Logan will. Thank you so much for your time today. Man, this his beenincredible. I rea appreciate it thanks cames...

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