Robert Brady – April 30, 2015

7 Ways To Leverage Facebook Advertising For Outreach

Video Transcription

Thank you for that introduction. I’m Robert Brady. And let’s just get right into it, because we don’t have a lot of time here. First off, a quick reminder. Be social. This is a digital conference. We’re not all sitting in the same room. I don’t have a chance to shake your hand. But, I really would like to hear from you on Twitter. My handle is @Robert_Brady. I’m available, if you want to ask questions live. And also, I’d like to hear your insights and experiences. Just make sure to use the hashtag #OutreachMarketing. Let’s talk.

So, before I get started, I need you to understand that with Facebook advertising, there’s a certain amount of foundational work that you need to have put in before you actually start launching these campaigns. First, you need to know who you’re targeting. There are a couple of great sessions on the schedule here, at this conference, about creating personas and defining who you’re trying to reach in important ways.

And reference there, materials, you can spend a lot of time on this, but you really need to know who you’re going for. And then secondly, you need to have a very clear call to action. The more specific that call to action is to the targeted group, the higher your click through rate is going to be, and the more qualified that traffic is going to be. Which means that you’re more likely to get that person to actually take the desired action once they arrive at the page and they see why your offer is so compelling.

You’ll also need to set up conversion tracking. That will allow you to know which targeting is working the best, which targeting isn’t working. Which ads are working, which aren’t? Which images. That reporting is very important, so make sure that’s in place before you turn any campaigns or spend any money. And with Facebook advertising, keep in mind that there are three flavors of Facebook ads.

On the left here we have the desktop newsfeed. These appear in the main stream. They’re quite large, they feature a little bit more content, and the image is very prominent. And then you’ll see in the middle we have the right side placement. The smallest, and typically furthest away from the action, but I do see campaigns have very good success there. And then on the right we have the mobile newsfeed. Again, right in the main feed with the other goings on of their friends, the pictures that are being shared.

So the newsfeed items will tend to have a higher click through rate than your right side. But again, with conversion tracking, you’ll know what’s working and what isn’t. So, what are seven ways that you can leverage Facebook advertising for outreach? I like to think of this as a bull’s-eye. You want to start in the center, with the most targeted, focused effort that you can. And in my opinion, the most focused you can get are custom audiences.

Now custom audiences, you create them inside of Facebook. The way that you do that, there are two ways. The first is that you take an email or phone number list. You have to have at least a hundred for it to qualify to be used. And you upload it to Facebook. You don’t have to give names, or addresses, or anything like that, just emails. Just phone numbers. And what Facebook does is they take that information and they match it up against accounts that they have, and see if they match. If they do, they put that person on your custom audience. And it allows you to target people in Facebook. It allows you to show your story, put your call to action right into the newsfeed of this person that you already have their information.

So this is what they call ‘first party data’. You’re giving them this information saying, “These are people that I know, that I’ve had contact with, or that I’ve done research on to know that they’re relevant to what I would like to do. They’re people I want to get in front of.” And it puts your ad in front of them on Facebook. So you’re getting that really relevant audience that’s relevant to you, specifically.

The second way is to place a pixel on your website. This is very similar to the remarketing and retargeting efforts available on other platforms. But it allows you to say, “Okay. Anyone who comes to my site and has seen this page, I want them in a custom audience so that I can show them this ad that incentivizes, or encourages them to come back based upon what you already know about them.”

And these are two really powerful ways for you to specifically say, “This is a group of people that I know, and I would like to stay in front of those people, to really stay on top of mine.” So this is really the center of the bull’s-eye because you’ve told Facebook exactly the people that you want to be in front of.

Now if you want to expand those efforts to people, maybe that you don’t know, but they’re really close to them, Facebook offers lookalike audiences. According to them, reach new people who are similar to audiences you already care about, create a lookalike audience based on people who like your page, or use your pixels for any of your existing custom audiences.

So, the custom audiences that you created, either through a pixel, or through uploading a list, you can create a lookalike audience. Where you leverage the power of Facebook’s algorithm, where they know a lot about each of the users. They look at the group that you told them, they find those common traits and characteristics and interests, and they create a lookalike audience. These are often anywhere from two to ten times in size, over your custom audiences. And so it really expands your potential to reach people that, maybe you don’t have their email address, but Facebook, with all of the information that they have, they know that they’re similar to the people that you did have their information, and that you uploaded as a custom audiences. These are two very powerful ways to create audiences and to get really good messaging in front of them.

Now the third way, you could call it a location targeting hack on Facebook. I call it a hyper geo targeting. And with Facebook location targeting, you can target by country, you can target by state, city, zip code. And you can actually go all the way down to a specific address. And if you do that, go all the way down to a specific address, of course, you’re not going to be able to advertise to just the one address for, obvious privacy reasons. But then with that address, you can add a radius.

This is very helpful for brick and mortar stores who only want to advertise to people within a certain geographic distance from their store, because they actually want foot traffic. However, looking at it from a little bit different angle, consider your target audience. I’m going to use the example of the new media expo. It happened just a couple weeks back. April 13th to the 16th, in Las Vegas. Say that your target audience, you feel like that’s a really relevant event. And that a lot of them would be at that event. And you know that they’re going to be concentrated in this one place for three days. Maybe a day or two on either end, right?

So, in Facebook, we find the address of the convention center. Super easy, because it’s all over the website. 3000 Paradise Road, Las Vegas, Nevada, in the United States. And then what really unlocks this is this selection right below the address, where the default is going to be everyone in this location. And so if your messaging is really specific to attendees of the new media expo, you could advertise to everyone in Las Vegas, or everyone in this location, and probably do okay. Because only the people who understand what you’re talking about, and it’s relevant to, will click the ad. Right?

However, as you see these other options to see people traveling in this location. Okay. So now, we can say, this address. We set the radius to a certain number of miles. Fortunately Las Vegas is very concentrated. You wouldn’t have to set a very big one. And then you say, “People traveling in this location.” That way you’re not just getting the people who live in Las Vegas, you’re getting people who Facebook knows that their home location is over a hundred miles away. And they know that their current location is inside your radius. And that’s one of the powers of Facebook, is that most people have it on their mobile device, and their mobile device, unless they’ve changed it, is reporting their location.

So Facebook has a pretty good idea of where these people are, and they know that they’re away from home traveling. And so now, you’ve taken all of the people in Las Vegas, which can be a really big group, and you’ve limited it to just people who’ve traveled to Las Vegas. And then you have your messaging that’s very relevant to attendees of the new media expo, to target demographic.

And it tells them what they should do. You’ve made it even more relevant to those people, which will help you to get that click. You can make it really relevant, and get visitors to the site. Which you then can convert, and further your outreach efforts. As you’re doing this, we’re going to kind of move out in the bull’s-eye. Next, weighing our interests.

This can be things that people share on their timelines, apps, pages they like. It actually includes things off of Facebook. Due to some of the integrations that Facebook have done with commenting, that you can embed on sites. And so it’s a great way to find people based on something that they’re interested in. And as you’ve built your personas are probably things that fit this. Obviously Facebook has curated interests. That’s their custom list that they approve of. And then they also allow you to just type in keywords that you want. The aren’t going to be as big with keywords as they were with curated interests, but it allows you to be very specific.

What it’s going to look like, is you’ve got this interests box. You click on it. It’ll be broken down through politics and social issues here so that you can see charity and causes. Say you’re looking for people who would’ve been at New Media Expo, but you want only the people who are also interested in charity and causes. Maybe that’s what you’re reaching out to them about. Is so that they can cover you as a charity. You can select that, and you are hyper focusing even more so on people who are interested in what you’re interested in.

And then also we have behaviors. Whereas interests are what people say that they’re into, or indicate they’re into by what they like, behaviors is actually based on what they do like. This is utilizing third party data. It’s from Axiom and Epson in data logics. Big companies collect tons of data, and you probably haven’t heard of them, but they collect all this information to provide a profile. What cars are you looking to buy, or have you been interested in? What car do you currently drive? What device are you using? There are so many ideas in here, we could do an entire presentation just on these.

But as you dig through them, one of the things that I really have found helpful is small business owners. Which as we can see, they list themselves on Facebook as a small business owner. What they actually have is a small business page on Facebook. It’s based on what they’ve done. Not necessarily just what they say. This is really powerful stuff, and very cool.

And then there’s more demographics. This is where Facebook puts all the new targeting ideas, as they work the kinks out of them. The list is human relationship, work, home, generation parents. There’s a whole ton of things here. And again, just taking that persona that you’ve defined, and you’re just checking the boxes of what matches up with those people. And I’ve broken out work here, target specific employers. If you’re looking for somebody who works at a very specific company. The job titles that they hold. If you see threads and the people that you’ve had success with in the past. The industries that you’re looking for people in. Each one of these has a lot of options. You can dig in this lot. Then again, you’re just matching that with your target audience so that you’re reaching exactly the right people.

And then lastly, connections. You probably have a Facebook page, maybe more. So you can target people who already have liked your page on Facebook. You can even go second level and say to target people who are friends of the people that are connected to you. So that allows you to kind of message to the people who already know you. The messaging might be a little different. Maybe a little bit more familiar. Or you can use it as an exclusion and say, “I only want to reach new people with this effort.” You can make a specific offer that’s to someone who hasn’t heard of you, maybe it’s a little bit more generous.

And then exclude people who already have liked your page. So you can use it either way, to, again, become more focused and get in front of the right people with the right offers. Which helps you to have more and more success. As you can see, it’s pretty simple. You just type… Your page will auto populate as you type.

So in conclusion, these are the seven tips. And I think that as we’ve seen throughout the presentation, the more you can get in front of the right people, with the right message at the right time, the more successful you will be. And this is a way to use Facebook, a place where people are all the time. Facebook user stats are just amazing how many minutes the average user spends each day on the platform. It allows you to put your ad there, and you can test different messages, and really have success there.

As you try this, I’d love to hear from you. Again, there’s my Twitter handle. Feel free to email me as well. It’s been a pleasure, and I look forward to interacting with you all on Twitter. Thank you very much.