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're looking for techniques and strategies or tools and resources, you've come to the right place. 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, how you doing to day, man? Good. Thank you so much for I'm me on as a good Monday morning. Yeah, I'm excited to have you on the show, Logan. I've been seeing you around Linkedin and in a facebook group that we're both a part of and really excited to chat with you today. We're going to be talking about the the power of workplace targeting on Facebook, 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 talking to us about facebook. Can you tell us a little about blitz metrics and what you and your team are up to over there? Definitely. So. Bos Metrics where a digital marking agency. We do facebook ads. We're known for having a few bigger clients, like the Golden State Wars, who won the NBA Championship last year, and we worked with Nike and Adidas and Read Bowl and some of these bigger names, and the great opportunity to work with NSU. He's met or on boss and we've been able to go to facebook a few times and meet with with some of their engineers. So we've had a really good opportunity to kind of have a an on what's going on behind the scenes. They let us know about features before they release and some these different things, so it's giving us a great advantage. Love it. I love it. So as we were talking about this idea offline Logan, you mentioned that the first thing that you wanted listeners to to understand is that you can actually do be to be on facebook.

I know I've heard a lot of people claiming that you can or that it's not doable, but let's just start 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 we hear the same thing. You know. We go to conferences and we'll speak. Dennis and I we did five continents and Mace. We speak a lot and we hear a lot of the same feedback and a lot of it is will inevitably at every conference with one or two people who come up and the say, you know what, everything you said was great and I agree with it, but I'm in the be tob space. And do you really think be to be able work on facebook? You know, people are just naturally kind of skeptical about it, and we absolutely do. And the secret to it is starting with the right targeting. So facebook is so powerful as a platform because they have so many options with he can target. There's so much data they hold about people. And the thing that very few people are doing or even know about is workplace targeting. Okay, so on facebook in their business manager you create your audiences and...

...you can create a saved audience workplace targets. So the first part is where people work or so you choose any company. So, for example, you know I'm working right now doing some consulting with a cleaning company in Australia. They're doing be tob trying to sell cleaning products for hotels. Okay, so we're going to target all the people that 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, I don't know, Napkins and I want McDonald's. Yeah, well, there's a lot of different employees at work McDonald's. There's cashiers, there's the people making the hamburgers, there's people cleaning the restrooms and lobby, and all those people don't have any of the power to mail. Get enough. That wouldn't be 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 then be as layer with whether job title is, which facebook also allows you to do. Okay, and you can do some face. We can say facebook semi add to people who work here...

...and have the job title of CEO, CMO, writer, producer, whatever it is, whatever the person that you need that needs to hear your message you can list those by their job title 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 title or if they have communications in their title, or is it specific job titles that you're putting in there? What's kind of the the nuance there? Logan? Yeah, you can definitely do that. So facebook is very predictive. If you start doing something more than once when you're creating these, if you do like VP, VP strategy, facebook's going to catch on. I going to say, you know what, this guy wants to target all sorts of anything that's a VP. So they're going to list all the options they have for you. You're going to and they'll do like MVP options for you that they just have, that people have listed. So the titles of course, match back to whatever people have listed on...

...their facebook accounts. Kada. But yeah, facebook will try and help you too. So there's all sorts of strange titles out there. So beyond targeting, the next thing that you and I talked about offline was around sequencing your content. Can you talk to us a little bit about that? Yeah, so the power of facebook is about stringing content together. So proctor and gamble, a while ago they came out and made the proclamation that they've tried digital marketing and it just doesn't work for them as well as traditional and if you approach it with the same mindset where you just have one creative or you blast or creative out there, it's not going to work for you. But if you string your content together, then it can be really effective. So the way you do that is you create custom audiences. So first you send it to your workplace audiences and let's say it'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 you want to talk to more. You don't want to keep sending them the same message, right. Yeah, because with conversion, as we'll see, a lot of people do this where they keep sending people the same message and expect them 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 the same bad but somehow the second time around or the third time around they'll be different. 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 content a show that person. Content be and then content see and then content d where 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 advocate starting with your hy as opposed to your what. Okay, so you're what would be your products rather than your first touch with them, your first content being about your product. How would be about your hy which is your story, you know. So going back to Australia, cleaning guys were working with you know, maybe they have some story...

...about why they are so passion about cleaning and your why? So you make a video about that. Young one minute video leads into your hour, which, it how is educational. Okay, and an educational is just providing tips around your nitch your vertical. You know. 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 dishwash or whatever got it. And then from those how videos, then you finally see 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 what we do, etc. So by that time you kind of established relationship with the consumer and they're be more willing to buy from your product, rather than just because people don't like ads, right Jay. Yeah, somebody wants to feel they're being sold to. I don't care if they're consumer on the bottom end or if there are be to be a high up executive. It's just the 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 intended is to string your content to get there, and you do that by creating custom audience, as they start with workplace...

...audience and take all the people that engage with whatever content you show them and use custom audiences facebook to to then sequence 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 the eight thousand people that don't engage, do we just kind of throw the baby out with the bath water, like we don't touch them again because they never engage 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 a different 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 your story. What's your suggestion for those other eight thousand people? Yeah, a good question. So for the other eight thousand you should definitely try and engage them in some other way, because the way people respond on facebook is that there's so much going on in their feed. It's not like Google. Google and facebook are fundamentally different because Google people...

...are searching for something they haven'tent to buy. Their searching for I need shampoo providers, you know, I need whatever it is. On facebook, they're just on there scrolling through their feed and while they're on there they expect to see some content from their friends and maybe some viral content or something, just interesting things kind of floating around the web. So images have the stopping power. So likelihood isn't that they got there and digested your ad and we're like this isn't for me. The likelihood is they probably didn't even see it. You know, they're probably just scrolled right 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's below six, facebook, just like Google, gives you a quality score on adverts face because your relevancy score to ten and it's like the check engine light in a car, you know, if it's below six, they're telling you check engine like something's wrong with your ad. You know, it's HMM, people don'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 needs to be changed. If it's above six, that as doing okay. I'll just keep you know, maybe make one...

...subtle change or something, but give a little more time. Maybe reach us a eight thousand people in a different place or different time? Gotta, okay. And then as far as timing goes, just facebook kind of figure that out for you automatically? As far as kind of the timing of that sequencer, is that something that you, as the brand, need to adjust and say, okay, after our y video, 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 is the way you set up the audience. So when you set up a custom audience, 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 amount of days. So I can say seven days or one day or twenty eight days. So I could do a really short one to say and when the watch this video yesterday, show them this add today. Gotta. And the other 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 know working hours. But generally, if facebook's...

I don't find much of a need to get that specific because facebook's OCPM, which is optimized cosperate thousand, their algorithm, well, it's pretty good reaching people when they'll be receptive to the message. They have all the stayed about people and over time they'll just make that work itself. You know, they'll tune it for you. Basically, Wonderful Logan with this has been awesome. I want to close by asking you something. You referenced earlier in the interview that you and Dennis have got to spend some time at facebook and you had mentioned before we started recording you've learned some things around kind of how to play by FACEBOOK's rules. Can you talk to 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 having more traffic to their platform. So because of that is more competitive and if you want to get to the top of the news feed, which of course every wants to do, the best way to do so is that operating cording the way facebook wants you too. If you put out content the SPAMI or looks like ads, then it's just not going to end well because you're gonna get negative feedback on your post, and...

...negative feedback is when people click hide this post or hide all or report is spam. And on the other on the flip side, there's positive feedback. People can like your posts, they can comment on it, they can share it. And one of the astounding things to us, so and with is the engineer at facebook told us that the 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 one hundred piece of the positive feedback. Holy Cowt. So as you're creating this content, you can look and see what your negative and positive feedback is from the page level. So you can click on your posts down to the very bottom of it and the bottom right it'll it'll say negative feedback. There's four types. It'll tell you what it is. If you finding the any type of post gets a lot of negative feedback. Just make sure you think, okay, whatever it is about this, I had too much links as two cells, the video was too long, whatever it is, don't make more content that like that because it will not work on paid because you're going to get 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 friendly content and watching out for negative feedback. I gotta that is fantastic. No, Logan, if there's somebody listening to this and then want to stay connected 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 searching them. 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 as well. Post on Linkedin. Linkedin, of course it's just reallyks video and some cool different things, but those would be probably the two easiest ways to connect with sure you calling my page, not my profile. So profiles where you 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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