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Do Facebook ads work? Building B2B relationships with Curt Maly from Black Social Media

Do Facebook ads work? Building B2B relationships with Curt Maly from Black Social Media


A lot of the time I hear people asking, “You know I see how Facebook is working for B to C, “what about B to B?” It’s all relationship at the end of the day, right? So a lot of sales cycles that happen, I know in the software industry, could be a year too long for a sales cycle. Well what happens is, that makes Facebook really magical is specifically you can target these decision makers and run influencer content. Now I don’t mean, like a Kim Kardashian content, but actually like an influencer content of, “Hey, I want to show people how our software works. “I want to show them behind the scenes of our company. “I want to introduce them to our CEO.” You can use these multiple contact points over and over as it helps influence the decision. (upbeat rock music) Hey guys, I’m here with Curt Maly, who’s a Facebook expert. He’s being doing Facebook ads for 10 plus years, knows a whole lot about it. So Curt, my first question is, so a lot of people run Facebook ads, nothing new about it. But what is something that people, you see people doing and they think is pretty good, but actually it sucks? You know, the interesting thing is is, when you look inside of Facebook itself and you start setting up the objectives, see what happens is they’re all laid out in awareness, and then how to get engagement, and how to convert, the problems is is that most people are only using one out of all the different modalities. You see the thing is, they’re not just learning objectives, they’re not just objectives you bet on, they’re actually learning objectives, I kind of just started to give it away, which essentially is this, is if you’re only targeting for purchase conversions, or you’re only targeting for video views, you’re leaving a lot of money set on the table. Because see, what Facebook’s looking for is to target specifically video views, or a specific purchases, so if you’re only running one or two of the learning modalities you’re leaving a ton of money sitting on the table. So what should you do then specifically? So target all possible avenues, or how does it work? It’s a great question. So for example like, top of funnel, we’ll use reach campaigns, brand awareness campaigns, landing page click campaigns, video views campaigns. So top of funnel, the things that I’m really looking for isn’t necessarily for someone to buy right away. I’d love it if somebody bought right away, but only about 3% of people do if you’re really lucky, that leaves 97% of people on the table. So some people like to learn differently, website clicks, video views, so when you’re running these different modalities simultaneously, top of funnel, middle funnel, bottom of funnel, you’ll see that you’re pushing a lot more people through your process and it’s just not linear just pushing just a certain amount of people through, you’re really encompassing everybody. What, in our own Facebook campaigns when we draw traffic from Facebook ads to landing pages where we try to sell a product that’s 300 bucks or more, we see it just doesn’t work, so is it the given that for high, higher price products we need like a funnel in between of sorts? I always like to ask that, and I’m like, “Specifically, what do you mean it didn’t work?” Now, if you’re running just a first time exposure, top of funnel, and you run that directly to the landing page for 300 bucks, yeah, I can see that that doesn’t work because at the end of the day, just like we’re doing right here, we’re building a relationship, right? We’re getting to know each other the longer we spend time with each other, you’re deciding as you’re watching this video, what judgements you have of me, do you like the way that I talk, do you like the way that I look, totally cool, it’s part of the human psychology. Now what’s really important is we forget a lot about that, because we’re like, “Wait a minute, “I got someone to click on my add, “they went to my website, why didn’t they buy? “Do I need a better hook?” Well Facebook’s figured all this out. So what happens is we just have to build a better relationship, it’s one of the things that we talk about in the training a lot is building a better relationship. Because a $300 price point might not sound like it’s that much to some people, to others it could be a huge difference, so we got to continually build that relationship. Not just running an add that says, “Hey, buy my stuff”, but continually engaging in a conversation that opens up to show the problems, the awareness, the solution, and why we’re the best solution versus the one time click, go and buy. Right on. Now what would you say, like, one or two things Facebook advertisers should be doing to, you know, what are some of the things that you see getting results? Great question. So one of the big things you want to take a look at, is remember there’s some old terminology that people are using out there, for today’s standards. Meaning, click-through rate, well that really applies to email, open rate, click-through rate for the link, not necessarily for advertising on Facebook. So for example, people will say, “Well hey, “I have a really high click-through rate on this ad”. Great, that means that someone clicked, but how long they actually spend on your site. So we really take a look at is consumption overall, so for example, if someone has a four minute video, well, it could be a four minute video, it may only cost a dollar to watch that entire four minutes, versus sending someone back to my website, it may cost a dollar, but they’re only there for three or four seconds. So what we really do is, we start taking a look at the math, not, hey, what has the higher click-through rate, but what has better consumption? What has better consumption where we can build a relationship? Is that video views for four minutes then they go to a landing page to download a PDF? We’re really looking at consumption and what that relationship is? What the avatar of the customer, more that we’re looking what’s the cost per click, what the click-through rate, or even what’s the overall cost per lead? On Facebook, you and me, we both see a lot of video ads, when does it make sense to use a video ad instead of a static, you know, graphic or whatever? Great question. Again, I look at these like learning modalities. Some people like to watch, some people to read, some people like to convert. Facebook Big Data basically says that clickers themselves, they’re kind of like tire-kickers, they don’t necessarily buy. So it’s one of the reasons I say, we use all the different modalities because what we look for is, some people are just going to watch videos, they’re never going to click on anything, but they’re going to watch that one video that makes a big difference. What other times in that same, I call it middle of funnel, people have been clicking on the funnel, they’re looking at it, they’re in consideration mode. What we got to take a look at not only video views, but even landing page clicks, ’cause people will not necessarily watch the video, but they’ll look at the video and then go to the landing page, or even purchase conversions. It’s why I say over, and over, and over, it’s really important that you’re using three or four modalities at a time, so it’s not necessarily do I use video views and then landing page clicks, they’re two different learnings. Some people like to watch, some people like to click, we really should be running these simultaneously and just remember, overall globally, we look at our overall goals, are we still making sales? Are we making leads aligned with our cost and overall objectives? A lot of the time I hear people asking, “You know, I see how Facebook is working “for B to C, what about B to B, “selling expensive software, “I don’t know, annual contract value 15k and above?” Does it work?
It’s all relationship. Yeah, it’s all relationship at the end of the day, right? What you just have to do is like, I worked with high-end architect, and the architect only builds multi-million dollar homes. Well, I mean, someone who’s going to build a multi-million dollar home, they usually know someone, they know a guys, they know, like, they’re not looking on Facebook to buy million dollar homes, or to find an architect to build them a million dollar home. So we do is, we tell a lot of stories, so we tell a lot of stories with the architect in front of some of his really fancy houses that he really wants to show off. Now this could work the exact same way with a walk-through of a demo software. So a lot of sales cycles that happen, I know in the software industry, could be a year too long for a sales cycle. Well what happens is, that makes Facebook really magical, is specifically, you can target these decision-makers, and run influencer content, and I don’t mean a Kim Kardashian content, but actually like an influencer content of, “Hey, I want to show people how our software works. “I want to show them behind the scenes of our company. “I want to introduce them to our CEO.” You can use these multiple contact points over and over as it helps influence the decision. Let me give you a perfect example, there’s a colleague of mine that I know speaks at a lot of different events, well, what they do, is all’s they do, is they just continually find out who’s leading the events, who organizes the events, and they just drop in their contact information inside of a custom audience. So as they’re putting out, what I like to say, good propaganda, videos of them traveling, videos of them doing what they do best, these people in those custom audiences are seeing this over, and over, and over. So, can this work for B to C? Absolutely, B to B, absolutely. It all just depends on how you tell a story. So, so then you have a bunch of videos and maybe there’s a storyline here, like we did this, and this, and this, so do you show, or change which ad they’re seeing based on the action they took? So hey, they interacted with ad number one, now we show them the different ads? One wants to take action here, another thing and so on. It’s a really great question. I was recently at a mastermind where they awarded me a belt for a top prize where essentially this question came up, and they’re like, “Look, do you have this linear thinking of they watch video one, two, three, four?” And I tell me people, and I’m like, “I just, yes and no.” I ain’t that smart, meaning that we think, in my opinion or silly human brain is, we have to watch video one, two, three and four. A lot of times what I teach and what I do is, I’ll actually take like 20 videos and put them middle of funnel. Meaning, that if someone watches it for the very first time, they come in middle of funnel, now there’s 20 different videos. I don’t care if they watch this video, or that video, or this video, or that video. An offer’s going to be shown to them at the right place at the right time according to Facebook. So, my logic would say, I have to do one, two, three, four and five before they go here. Not so. I don’t, different people learn different ways, watch different ways, connect with different people and do different things. A lot of the times, I actually put a lot of the same related content, multiple different videos all in one audience, and people can watch one, two or three and then I run an offer to these people who’ve been watching these videos, and Facebook will find the right person at the right time. So to wrap it up, it basically is, it literally sounds like, not to be religious or anything else, but people are literally like, “Hey look, “I was looking at this keto solution, “then I was watching this one video, and this other video, “and it’s almost like I was praying, it came up the exact “thing that I was looking for at the exact same time.” And that’s what we’re looking for for the experience on Facebook. It’s not necessarily, do they have to watch one, two or three, but they feel that they’ve made the decision to arrive at the solution, the ad they see in front of them. Cool. Thank you. If you want more interviews like this, subscribe to my channel.

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