Weird Facebook Advertising Tactics

Are you curious about how Facebook Advertising can be used in weird ways to promote your business? If you're struggling to find the right method to advertise your business, sometimes you have to think outside the box. I did exactly that in my most recent post on Medium, give it a read!

I dive into what it looks like to target someone before they are in your target audience using video, and create the possibility to target them the moment their status changes from "No thanks" to "This is exactly what I need!". Using Video ads in Facebook we can retarget someone just for viewing our ad, and keep them in our audience for up to 6 months. This means that if we want to target someone as soon as they get married to deliver our ads for the perfect delayed honeymoon, we serve video ads to Engaged users in Facebook, and create an audience of video viewers. We then create a follow up campaign  to hit them at the perfect moment to create a selling opportunity. Check it out!

Should I Work With A Digital Agency?

That is a great question. Unfortunately I can't really answer whether YOU should work with an agency, but I can give you some good general guidelines. The problem with most agencies is that they want to keep you around as long as possible, makes sense doesn't it? Oddly we are considering an exit clause that incentives us to hit your goals sooner so you can move on to bigger and better things, still working that over internally. But, that's not why you're here. The reality of your growth trajectory is that there is a timeline for how this should work. You're about to get some great information we have acquired over the years.

  1. Just starting your marketing - Handle it internally
    1. Read articles and how-to's build your first AdWords campaign and start testing, or have Gary the intern do it.
  2. Spending $1,000-$2,000 per month
    1. If Gary hasn't gotten better by now it may be time to hire a freelancer or very small agency that charges you a percentage of spend, or low minimum rate. Large agencies will not work with a client this small, and hourly rate agencies will end up charging you a somewhat unreasonable % of spend at this point. Although, we would too, it's hard to effectively manage this much spend.
  3. Spending $2,000-$19,000 per month
    1. Ok, now we are talking. You're officially large enough to be a great client for an agency to work with and you're spending enough to really get great results. You're still not quite hiring a full-time person.
  4. Spending $20,000-$30,000 per month
    1. Yes, there is very little difference between $19k & $20k, thanks a lot. But at this point you'd likely be paying an agency 10%-15% of $20,000-$30,000 and investing roughly half of what a full-time junior advertiser would cost you. It's time to at least consider a hire, talk to your agency about consulting relationships and training your hire. We will actually even help you make the hire like we are a recruiting firm, which is pretty cool.

Most business will not reach an advertising investment beyond this, but if you do you will often need to consider a hybrid model of having a Full-Time Senior (3-6 years) Ad Manager AND an agency that assists in strategy development and execution. Once you are investing significantly in digital advertising you will likely find that agencies that can deliver with the speed you are looking for are few and far between. Nobody will know your company better than your own team, working with an agency as a trusted partner can become the best model when you reach the upper echelons of advertising. If you have any questions about hiring agencies or growth and the fun problems that come along with it...get in touch!

How To Use Facebook Advertising To Compliment AdWords

If your business has been slow to adopt spending outside of paid search (probably AdWords, but it's ok if you use Bing Ads too) you likely feel like you're behind; but changing your strategy and investing in something that may not feel directly relevant to your business is hard to do. The context we reach our audience in feels important, but the reality is that social media advertising has now reached what print, TV, and radio were. Advertising in Facebook is simply reaching your audience where they are. Also, if you haven't been doing it you probably aren't aware of the amazing targeting Facebook gives us as advertisers. Let's walk through some examples.

The Financial Planner

Your a wealth management firm that works primarily with those approaching retirement and seeking a better understanding of their investments and a sense of security. When you take out a napkin and pen in a meeting you describe your audience as 50-60 year old professional with $1-$3 Million in assets living within a 50 mile radius of your office. Did you know that Facebook has financial targeting capabilities? 56 year old Mary is ready to evaluate her options, performs a search, and clicks on your competitors search listing because they're at the top. Had  you been serving ads in Facebook, or a similar channel, and sparked her interest before she had the intent to search for a firm you would have won.

The Tech Startup

Looking for funding is exhausting, finding customers and standing out among your competitors? Even more so. With a minimal investment into Facebook & Instagram advertising you can not only create a pretty complex retargeting funnel that uses events such as signing up for your demo, starting a trial, or visiting your contact us page to determine the right ad to show...but you can create an efficient prospecting machine. Your target audience is the millennial marketer looking for increased efficiency from their ad campaigns, your reporting tool is the solution to transparency. Showing them a video ad with a reach and frequency campaign (for increased reach and awareness by selecting the # of impressions per user), and creating an audience for video views then targeting them on desktop we find the exact path you need to start converting traffic.

How Does This Work With AdWords?

If you're worried about pulling back on your AdWords budget, don't do that. You shouldn't sacrifice your core advertising spend to pursue an experiment, plan your foray into Facebook as best as you can and monitor results. Starting advertising in channels like Facebook will often lead to increased search volume (and consequently ad spend), plan for this; watch for spikes in search traffic to your site that indicate your Facebook campaigns are working even more than Facebook says they are. Also, being that you're a direct-response marketer using Google Analytics and a last-click attribution system, drop us a line to talk about the proper way to use UTM's so you know which Facebook ad actually drove a sale or lead.

Open For Business

Hey website visitor, if you're reading this (how did you get here?!) I'm really excited about that! I am beginning the journey of self-employment and becoming a full-time paid media expert for businesses like yours. My wife is joining me along the way on the Project Management side of things (she makes this whole thing work).

Are you struggling to create growth? Are you doing well with your business, but just need a little extra acceleration? Let's talk about how we can make things better. I can take ownership of your campaigns and make greatness happen. I hope you'll be in touch soon, it's the right decision.

Brett Middleton