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, I want to tell you about another podcast that I think you're really going to love. It's called the marketing book podcast and it was named by Linkedin as one of ten podcasts that will make you a better marketer. It's hosted by my friend Douglas Burdette, who we've had on the podcast in the past, and Douglas does weekly interviews with authors of best selling marketing and sales books. According to an adobe survey of marketers, seventy six percent of them said that marketing has changed more in the last two years than in the previous fifty. So when you subscribe to this podcast, the marketing book podcast, you're going to be able to keep up with the quickly changing landscape of modern marketing and sales. One thing that is unique about this that I think is really interesting, is that Douglas reads every single book before every interview and you can tell that in the engagement that he is able to have with each of the authors that he interviews. You can just tell he knows this content because he's read the entire book, hasn't just read the cliff notes. So he has done over a hundred interviews. I think they're at one episode thirty four right now. By the time you're hearing this they might be at a hundred and thirty five, but I want you to head over. You're already in the PODCAST APP. Head over in search for the marketing book podcast. Gets subscribed, download a few episodes. You can check out the website at marketing book podcastcom Tom. You can follow them on twitter at marketing book, but I really, really really want you to subscribe to this podcast. This is one that I get a ton of value from and I think you will as well. You're listening to the be tob 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 BE TOB growth show. We are here today with David Rodnitsky, is the founder and CEO at three q digital. David, how you doing today? James, thanks for having me. I am really excited to chat with you today day. But we're going to be talking about targeting enterprise buyers with facebook ads, and this is something that I'm I'm really interested in learning more about. I know our listeners are going to get a lot of value out of this as well. You're going to be covering three strategies that we can use to do this, but before we do that, I want our listeners to understand just a little bit of context around you and what you and your team are up to. A Q digital. Yeah, sure, so, three to digital. We are one of the largest digital growth agencies out there. We primarily help companies market online through facebook, linkedin and Google, and then we have a lot of other services that support those media channels, like St Edgy analytics and commercial rate optimization. Gotta all right. So, David, you're clearly this is something that 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 of different topics. Why is this particular one the thing that you wanted to talk about today? Yeah, I think there are two reasons. Number one is that oftentimes clients will initially go to linked in as an advertising campaign source and they may have a lot of success, but they find that it's very expensive, so they're always looking for alternatives. And the second is, even if you're an enterprise CEO, the odds are that at some point your day you're probably going on to facebook and checking an update or something. So, Yep, it's an untapped opportunity to reach those folks. Yep, I completely agree. So we're going to we're going to dive into three and a half strategies, as you explained it offline, for how we can target these enterprise buyers on facebook. The first one is leveraging your existing linkedin campaigns. Can you talk us through this first strategy? Yeah, so, whenever you're doing any linkedin campaign, you're...

...capturing data about users, and so in one case you may have a white paper, they ask some of the download and you ask them for their email address. In another case you may just send someone to a custom landing page and you're able to cook you that person. In both cases you can use that data and poured it over to facebook. So in the case of the LP landing page, you might have unique cookie information about that person. You can share that information with facebook, your custom audience, and now you're able to market to those people on facebook and the same thing would be true with the email leads you can capture. You can use those email addresses and try to match them against people on facebook and then have an additional marketing channel to reach those people. The other thing that I'll say, which is kind of an interesting phenomenon on Linkedin, is that oftentimes when someone signs up for Linkedin, they will use their personally email address as their contact rather than their corporating mail address, and a lot of people do this because they're moving jobs and they want to have a permanent place where people can reach them. So if you actually have contacts or can get contacts on Linkedin, you can easily aggregate those and then use facebook's custom audience system to reach out to people on their personally meant mail addresses on facebook. Got It. So, with that look like exporting email addresses from, say, your sales teams first degree networks and kind of working that angle. Or there are other ways to do that. Yeah, absolutely, anyway you can cap get email addresses that it's in a way that is compliant with whatever rules and regulations that your free follows. But essentially, when it comes to facebook, the number one way that people have success with facebook is to this concept of custom audiences and look like audiences, and a custom audiences almost always an upload of email addresses that facebook is going to match against their users email addresses and allows you to market to those people...

...directly. Or they can do it look like audience, which enables you to take email addresses that you've uploaded and facebook's algorithm will go out and find people similar to those uploads based on data they've collected, and so you can actually mention potentially target New People that you don't even have contact information on through that map. arouct. And how many emails do you typically need to upload to be able to build a custom audience or look like audience? I think in a best case scenario it's something like Tenzero, which is pretty high enterprise obviously, but I believe, and I have to have to go double check on this later, I think you can do as little as a thousand O got in mind that you know, even if you're targeting the sea level of an enter Pris Company, if you can go a little broader than that and find the midlevel people, even if those aren't your ultimate audience, there's lots of ways influence those people and and you can reach that sort of tenzero person list in creative ways. Gotta so. I guess maybe one way to say it as if you're doing account based marketing and you're literally looking for the CIOS at the top five hundred enterprise companies, then facebook's could be really challenging for you. But when you're looking at trying to reach people at multiple functions and at Hewlett Packard or IBM or something, and then there's lots of ways to reach that number and target. Gotta okay. So do you have any advice, David, or around the creative that tends to perform better on facebook? You you with this particular strategy you're taking existing linkedin campaigns. Should your campaign on facebook kind of match stylistically what your Linkedin campaign look like? What have you seen there? Yeah, I mean I think that on facebook the things that almost always work are some sort of catchy image or a video. And you know I mean people are on facebook because they're looking to take a break from whatever they're doing on a daily basis, and so having a very complex white paper as your offer is probably not going to a sort of peak their interest, but a intro video about the interesting functionality and benefits of your products or...

...something that is going to be so somewhere between, you know, the hard cell technical information and branding is what's going to get people's attention on facebook. Gotta all right. So, so that's that's the first strategy we're going to talk about. These next two are a little bit different. It's more around extracting information from facebook to get the the corporate information. Can you walk us through this second strategy? Yeah, so, as I said earlier, on facebook people are typically using their personal email address as opposed to their corporat email address. Now there are some who will use their corporate email address, but more likely than not, at your someone's using their personal email address. A lot of companies have fan pages on Facebook, and even enter price companies, and and they find that people follow them as their fans on facebook. And so if you can extract the email addresses of the of your fans on Facebook, if people have identified themselves as being interested in your business, you can start to take those personal emails and turn them into Corp pretty emails, and the way that you do that is through some tools that essentially are connecting the dots in terms of missing data. So there's a company. I have no personal connection or this is interest in this company, but it's company called full contact. That's one example of this where if you find, if you have a list of tenzero personal email addresses that maybe you've gotten from your fan page or from people register being for something on Facebook, they'll take that information and they will do some reverse engineering and figure out the corporate email addresses of those people. So now you've got corporate email addresses that you can start mailing out to and you know that there's someone interested in your business because they're a member of your fan page. Gotta now you've got the the corporate information. So I didn't realize that you could extract email addresses from people that like your fan page on facebook. So that that's super interesting. I think there are different settings that determine the degree to which the information you can ask for, for some from someone. So you know the individual has the right to sort of limit information and then when you someone likes your page, you have you can...

...ask for different things. Got It all right? So that's the second strategy. Walk us through the third one. So the third strategy, which I one of my team members calls the waterfall strategy, is sort of doing your own reverse engineering. So you do is if you have a bunch of information about your target audience, let's say you know their name, maybe you know they're the address of their office, maybe you know their phone number but you don't have their email address, you can essentially upload all of that personally identifiable information that you have access to in the facebook and basically tell facebook try to find these people, and you know you're not gonna have a hundred percent match rate, but facebook can actually do a pretty good job of creating a pool of people based on the identifiable information that you provided to them. Okay, and what was the half strategy that you mentioned earlier? The half strategy actually kind of already mentioned. It was the idea of if you are if you have someone who you're connected to or your salespeople are connected to on on Linkedin that you didn't get through a marketing campaign but that you got through connections, you could use that to create audiences on facebook. I already gave it up. Love it. Okay. So so, David, you I've obviously you and your team have a lot of experience with facebook ads. We've talked in depths and cover these three and a half strategies for targeting enterprise buyers. But is there anything maybe the higher level with with facebook adds that someone listening to this, maybe they haven't done a lot of experimenting with facebook adds yet. Any piece of advice that you would give them, you know, even if it's not specific to targeting enterprise buyers? Yeah, I think that the number one thing you can do in facebook is actually to test creative. 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 on facebook case, because of the custom audiences and look like audiences, they do a really good job of putting you in right in front of the right people. So then it's up to the the marketer to actually do lots and lots of testing of messages, of creative of assets that you're providing to the end user to try...

...to increase conversion funnel. It's a little bit different than what you what you typically see for a lot of our campaigns when we're talking about ABM and and really deep targeting. It's actually the opposite. You really want to just trust facebook to get you in front of the right people and then create really good creative gotta and and do you have any recommendations around and of how many variations of the copy, how many variations of the graphic or the video, should you be aiming for when you're, you know, about to launch a facebook add campaign? It's hard to pick an exact number, but I would say that, you know, a good maybe rule of thumb is to have three or four creative that you start with and then sort of do a king of the mountain test where you're you're running them against each other and after a couple weeks he gets to sical significance, that one is clearly better than the other. Then create another two or three to challenge that that leading creative to see if you can beat it, and just keep going until it gets to the point where you know you've got a creative that really just can't be beat and you need to maybe refresh some colors or or do some tweaks here and there to make sure it doesn't get stale but that you basically found your where got it. And then, as far as add exhaustion goes, David, is that something people should be thinking about that they can you know, they do all this testing to land on the kind 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 network. I mean I usually think that for something like Google, you can have an ad that runs for literally months or years and because it's a new group of people coming in every day, you don't really have exhaustion. For something like twitter, on the other end of the spectrum, your half life is like three to five days. Something like facebook or Linkedin, because you do have you are going to reach the same people over and over again, but there maybe not using it as intensely as some. As twitter, you probably have anywhere from two to four weeks before you really start to see the exhaustion take place. Got It and and facebook will notify you because of Facebo adsorting calculation that they make is a combination of click through rate times how much you're willing to did for Click which effectively turns into a...

...cost per thousand impressions for them, or CPM. So, as you're if your click through rate starts to decline, your CPM will decline. Okay, if your CPM declines, you're just going to show up less, so you'll sort of see it in the numbers that suddenly you'll stop seeing your ads rotate as much and that's when you know it's time to refresh. Got It. I love it. David. I want to close with this question. I love asking this question. I hope our listeners get to know our guests on another level. What would you say, David, is the legacy that you want to leave? You know, I think from a business perspective, I've worked really hard to build a culture that not only is high performing, but it's one that people really enjoy working at, and I think that, you know, I've had so several people on my team who have left and started their own agencies, their own companies, and I look at people like Bill Walsh, the former for er coach, who has a whole lineage of coaches beneath them, head coaches that were once, yeah, beneath them, Yep, exactly, sort of the cradle of coaches analogy. So I think if I can have some of my leaders go off and start their own companies and end up borrowing some of my techniques and hopefully proving some of my techniques and creating great cultures themselves, that would be a great legacy. I love it. Of a David. If there's somebody that wants to stay connected with you, they want to learn more about th q digital, what's the best way for them to go about doing both of those things? Sure so. The URL is q, the letter of the number three, the letter Q digitalcom, and I'm on twitter at Rotntski, which is rod and it Zky. I Love Awesome David. Well, thank you so much for your time today. This has been fantastic and I really appreciate it all right. Thanks, James. If you're a BEDB marketer, we want to feature you on sites like Huffington Post, social media examiner and chief marketer. Every week we send out a question related to be to be marketing. We use the responses to those questions to fuel the content we write for really popular websites. To head over to Sweetish MEDIACOM backslash questions and sign up today. Thank you so much...

...for listening. Until next time,.

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