590: Facebook Ads: 3 Strategies to Target Enterprise Buyers w/ David Rodnitzky

ABOUT THIS EPISODE

In this episode we talk to David Rodnitzky, Founder and CEO at 3Q Digital.

Before we get into today's interview, Iwant to tell you about another pot cass that I think you're really going tolove. It's called the marketing book podcast and it was named by Lindin asone of Tin pod casts that will make you a better marketer, it's hoasted by myfriend Douglas Burgdat, who he's had on the podcast in the past and Douglasdoes weekly interviews with authors of best selling marketing and salesbooksaccording to an a Dobi survey of marketers. Seventy six percent of themsaid that marketing has changed more in the last two years than in the previousfifty. So when you subscribe to this pod cast the marketing but codcastyou're going to be able to keep up with the quickly changing landscape of ofmodern marketing in sales. One thing that is unique about this that I thinkis really interesting. Is that Douglas reads every single book before everyinterview, and you can tell that in the engagement that he is able to have witheach of the authors that he interviews you can just tell he knows this contentbecause he's read the entire book. He hasn't just read the cliff notes, Aso.He has done over a hundred interviews. I think they're at one episode, onethirty four right now by the time you're hearing this they might be atone hundred and thirty five, but I want you to head over you're already in thepodcast ot had over in search for the marketing book. Podcast get subscribe,download a few episodes. You can check out the website, marketing, Bok,podcast dotcom. You can follow them on twitter at marketing book. A reallyreally really want you to subscribe to Despi cast. This is one that I get aton of value from it. I think you will as well you're listening to the bee Ta, begrowth, show a potcast dedicated to Helpim, be to be executive, Achiev,explosive 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 Beety by growth.Show weare here today with David Rodnitsky, his a founder and ce o atthree Q, Digital David, how you doing Toa Good James thanks for Havping Eiam,really excited to chat with you today Y, but we're going to be talking abouttargeting enterprise buyers with facebook ads, and this is somethingthat I I'm really interested in learning more about. I know ourlisteners are going to get a lot of value out of this as well you're goingto be covering three strategies that we can use to do this, but before we dothat, I want our listeners to understand just a little bit of contextaround you and and what you and your team are up to at Threeco digital, yessure so, Um throgto digital. We are of one of the largest digital growthagiencies out there. We primarily help company's market online throughfacebook, linkeon and Google, and then we have a lot of other services thatsupport those mediate. Sh chanels, like strategy analytics and Commercia RateOtomization, got it allright, so David You'Reyou're. Clearly this is somethingthat you're living in every day as it relates to targeting enterprise buyers.On facebook, why is this a topic? Obviously, you could speak to a lot ofdifferent topics. Why is this particular one? The thing that youwanted to talk about today, peaticcour reasons number one is that oftentimesclients will initially go to Linkdon as an advertising campaign UM source, andthey may have a lot of success, but they find that it's very expensive, sothey're always looking for alternatives, and the second is even if you are anenterprise CEO, the odds are that at some point, in your day, you're,probably going on the facebook and h checking an update or something so y.it's an untope opportunity to reach those folks Yep. I I completely agreeso we're going to we're going to dive into three and a half strategies, asyou explained it offline for how we can target these enterprise buyers onfacebook. The first one is leveraging your existing linked in campaigns. Canyou talk us through this first strategy...

...yeah? So, whenever you're doing anyleaked in campaign, you're capturing data about users, and so in one case,you may have a white paper they as someine the download, and you ask themfor their email address. In another case, you may just sen o went to acustomd landing page and you're able to cook you that person in both cases youcan use that data and pourt it over to facebook. So, in the case of d LP,lannig page, you might have unique cookie information about that person.You can share that information with face both through custom audience andnow you're able to market to those people on Facebook, and the same thingwould be true. With the email leads you capture, you can use those emailaddresses and try to match them against people on facebook and then have anadditional marketing channel to reach those people. The other thing that I'llsay, which is m kind of an interesting phenomenon on Linkdin, is that oftentimes when someone signs up for Linkein, they will use their personaly mailaddress as their contact, rather than their Corporati mial, drest and de alot of people do this because they're moving jobs and they want to have a apermanent place. We an reach them. So if you actually have contacts or canget contacts on linked in you, cund easily aggregate those and then usefacebooks custom audience system to reach out to people under personallymet meal addresses on Facebok got it. So would that look like exporting emailaddresses from say your sales teams first degree, networks and and kind ofworking that angle, or there are other ways to do that, yeah, absolutelyananyway! You can ca, get email addresses that in a way that is compliant with whatever rules andregulation out ot. Your tree follows, but essentially when it comes tofacebook, the number one way that people have success with facebook isthrough this concept of custom audiences and look like audiences andaccustom audiences. Almost always, an upcloade of email addresses thatfacebook is going Ta match against their users. Email addresses and allowsyou to market to those people directly,...

...or they can do a Looko like audiencewhich enables you to take email, dresses that you've uploaded andfacebooks outr them will go out and find people similar to those uploadsbased on data theyve collected, and so you can actually postentially targetNew People that you don't even have contact information on through thatmetodand. How many emails do you typically need to upload to be able tobuild a custom audience or look like audience? I think in a best casescenario, it's something like ten thousand, which is pretty high forenterprise, obviously, but I believe and H v o he the double check on thislatter. I think you can do as little as a thousand bidn mind that M N W, evenif you're, targeting the sea level of an int prise company, if you can go alittle broader than that and find the mid level of people Um. Even if thosearen't your ultimate audience, there's a lots of ways to influence thosepeople and- and you can reach that sort of ten thousand person list in creativeways, God. So I guess maybe one way to say it is if you're doing account, basemarketing and you're. Literally looking for the CIOS OT, the top five hundredthe enterprise companies, then facebooks could be really challengingfor you. But when you're, looking at M, trying to reach people at multiple FAfunctions and at Hewlett, Packard or IBM or something, and then there's lotsof ways to reach that number and target got it. Okay, so do you have any advice,David around the creative that tends to perform better on facebook? You withthis particular strategy, you're taking existing linking campaigns? Should yourcampaign on facebook and of match stilistically what your Linkin campaignlook like! WH T! What have you seen there yeah? I mean, I think, that onfacebook, the things that almost always works are some sort of cachy image or video, andyou know I mean people are on a facebook, because they're looking totake a break from whatever they're doing on a daily basis and so having am. You know very complex white paper, as your offer is probably not going tosort of Pique their interest, but a intro video about the interestingfunctionality and benefits of your...

...products or something that is going tobe s somewhere between you know the hard sell, technical information andbranding is what's going to get people's attention on face, but Goa allright. So so that's that's the first stratety we're going to talk aboutthese next two are a little bit different. It's more around extractinginformation from facebook to get the corporate information. Can you walk usthrough this Second Strategy Yeah? So, as I said earlier, onface, but peopleare typically using their personal email address, as opposed to theirCorporatin nill dress. Now there are some who will use their corporateiemail address, but more more likely than not you'r someone's using theirpersonall email dress. A lot of companies have ban pages on facebookand even enterprise companies and and they they find that people follow themas their fans on facebook. And so, if you can extract the email addresses ofthe of your fans on Facebook, if people have have identified themselves asbeing interested in your business, you can start to take those personal emailsand turn them in the Quarro froemails and the way that you do, that isthrough some tools that essentially are connecting the dots, inthough terms ofmissing data. So there's a company that have no personal connection or businessinterest in this company, but hit's com be called full contact with one xampleof this, where, if you find, if you have a list of ten thousandpersonallyemail dresses, Hant, maybe you've gotten from your fan page orfrom people register being for something on face book. They'll takethat information and they will do some rivers, engineering and figure out thecorporate email dresses of those people. So now you've got corporate emaildresses that you can start mailing out too, and you know that there's somehoneinterested in your business because they're, a member of your fan, page Godnow you've got thepthe corporate information. I didn't realize that youcould extract email addresses from people that, like your fan, page onfacebooks, that's super interesting. I think there are different settings thatm determine the degree to which Um the information you can ask for for somefrom otherone. So you know the individual. Has He right to sort oflimit information? And then, when you...

Um someone likes your page? U E, youcan ask wor different things got I all right. So so that's the second strategywalk us through the third one. So the third strategy, which o one of my teammembers calls a waterfalse strategy, is sort of doing your own reverseengineering. So what you do is, if you have a bunch of information about yourtarget audience. Let's say you know their name. Maybe you know the're theaddress of their office. Maybe you know their phone number, but you don't havetheir email address. You could essentially upload all of thatpersonally identifiable information that you have access to in the facebookand basically telface Bok. Try to find these people- and you know, you're notgoing to have a hundred percent match rate, but Fasebaok can actually do apretty good job of creating a pool of people based on the IDENTIFIOBinformation that you provided to them. Okay, and what, with the half strategythat that you mentioned earlier, the half strategy I acually kind ofalready mentioned it- was the the idea of if you, if you have someone whoyou're connected to or your shalespeopl are connected to on on Linkon, that youdidn't get through a marketing campaign, but that you got through connections.You could use that to create audiences on basebook. I already gave it up, loveit, El Okay, so so David you. Obviously you and your team have a lot ofexperience with face. Biads we've talked in depths and and covered thesethree and a half strategies for targeting enterprise buyers. But isthere anything maybe at a higher level, with with facebook ads that someonelistening to this? Maybe they haven't done a lot of experimenting with BaseBoog ads, yet any piece of advice that you would give them you K Ow, even ifit's not specific to targeting enterprise buyers yeah. I think thatthe number one thing you can do in facebook Um is actually to testcreative. So a lot of people in marketing are used to thinking about.If I can just reach the right audience, then I win yeah in facebooks scasebecause of the custom audiences and look like audiences. They do a reallygood job of putting Ou righ front of the right people. So then it's up tothe the marketer to actually do locks and lots of testing of messages ofcreative of assets that you're providing to the end user to try to...

...cincrease the conversion. Funnel. Godis a little bit different than what y what you typically see for a lot of ourcampaigns when we're talking about ABM and and really deep targeting, it'sactually the opposite. You really want to just trust facebot to get you infron of the right people and then create really good, creative Gotit, andand do you have any recommendations around of how many variations of thecopy, how many variations of the graphic or the video should you beaiming for when you're you know about to launch a a facebook ad campaign,it's hard to pick at exact number, but I would say that Um, you know a good.Maybe rule of thumb is to have three or four creative that you startwith and then sort of do a king of the mountain test where you're you'rerunning them against each other. And after a couple of weeks, you getsignificante that one is clearly better than the other then create another twoor thr three. The challenge that that leading creative to see if you can beatit and just keep going until it gets to the point where you know you've got acrative that really just can't be beat and Um. You need to maybe refresh somecolors or or do some twiks here and there to make sure it doesn't get stale.But that you've basically found your weaer yougot ti and then, as far as adexhaustion goes David, is that something people should be thinkingabout that they can. You know they. They do all this testing to land on thekind of the perfect combination of creative. How long does that? Typically,last before you exhaust the audience yeah I mean it's different for every mnetwork. I mean, I usually think thet for something like Google. You can havean ad that runs for literally months or years, and because it's a new group ofpeople coming in every day, you don't really have exhaustion for somethinglike twitter. On the other end of the spectrum, your half life is like threeto five days m, something like facebrook Er linked in, because you dohave you argut to real ame people over and over again, but they're, maybe notusing it as intensely as m as twitter m. You probably have anywhere from two tofour weeks before you really start to see the exhaustion take place, got itand and facebook will notify you kid OFAN. The oculation that they makeis a combination of click, rougr rate times, how much you're willing to ditfor Click which effectively turns into...

...a cost, por thousand impressions forthem or CPM. So as Y, if your click YROUGH aiht starts to decline, your CPMwill decline. If your CPM declines, you just got to show up less so you'll sortof see it in the numbers that suddenly you'll stop seing your ads rotate asmuch and that's when you know it's timed to refresh got it. I love itDavid. I want to close with this question. I love asking this question.I hope our listeners get to know our guests on on another level. What wouldyou say David is the legacy that you want a leaf K W, I think, from abusiness perspective, I've worked really hard to build a culture that notonly as high performing but is one that people really enjoy working at, and Ithink that Um, you know I've had several people in my team who have leftand started their own agencies, heir own companies, and I look at peoplelike Bill Walsh, the former forty niner coach, who has a whole lineage, F,coaches beneath them, headcoaches that were once yeah beneath him yeah,exactly sort of the cradle coaches analogy. So I think, if I can have someof my leaders go off and start their own companies and end up borrowing,some of my techniques and hopefully proving some of my techniques andcreating great cultures themselves. That would be a great legacy. E Love itDavid. If there's somebody that wants to stay connected with you, they wantto learn more about three C digital. What's the best way for them to goabout doing both of those things sure so the URL is three CE letter. Thenumber three the letter- Q, Dishl tcom and I'm on twitter at Rudnit, which isr od nit Zky Osom David- will thank you so much foreour time today. This hasbeen fantastic and I really appreciate it: A RIGT EXCHANGE IF YOU'RE ABE to be marketer, we wantto feature you on sites like Hoffington, post, social media, Examar and chiefMarke. Every week we send down a question related to be to be marketing.We use the responses to those questions to fuel the content. We write forreally popular websites, ten over to sweetfish, media, tcom, Baxlashquestions and sign up today. Thank you...

...so much for listening until next time.

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