How To Use Custom Audience on Facebook To Reduce Your Marketing Costs
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How To Use Custom Audience on Facebook To Reduce Your Marketing Costs


– Hi there, I’m Dan Martell,
technology entrepreneur, investor and
creator of SaaS Academy. In this video I’m gonna share
with you a strategy for using Facebook custom audiences to
make your marketing cheaper, really reduce your costs.
It’s amazing. Be sure to stay to the end where
also I’m gonna share a resource called the
Churn Buster Cheatsheet that’s gonna allow you to implement the nine different
tools to reduce your churn in your SaaS business if you’re
struggling with that today. (upbeat music) Maybe you’re running
Facebook ads today and it is not performing at all. You hear people
getting 50 cent leads, dollar leads, $2 leads. You’re like, “Yes, please. All
day long. I would love that.” But your experience is more
like $35 leads and you’re like, “Oh, Facebook does
not work for B2B SaaS.” Let me tell you one thing, it
absolutely does work for you. I have many of my clients that have executed
Facebook campaigns. The challenge is
is you need to understand how to create the structure. And at a high level, and
I learned this while I was building up my company Clarity. So we were a marketplace that
allowed entrepreneurs to get advice over the phone and
Facebook was a primary channel for us and at
first it didn’t work. We ran into all the challenges. And the biggest one is we were
trying to run cold traffic to a purchase, to an
action to book a call. and what I’m gonna walk you
through is the thinking behind Facebook that changes everything
when you start thinkin’ of it as a funnel and a
re-marketing campaign. That’s the big change and
I’m gonna walk you through the specific audiences that you
should be building within your business to reduce and
improve your conversions. Reduce your cost,
improve your conversions for your Facebook campaigns. One, define your target. Now, as you start with Facebook
the beauty and the challenge is that it’s got so many
different data points. You can essentially
and people are like, “B2B doesn’t work for Facebook. “It’s more for
social and consumer stuff.” Not true. You can focus
on roles and titles of specific people in
an organization. You can focus on interests that are specific to your
business customer. You can focus on B2B as an interest category
at a high level. They have over 70,000 data
points that they can use to match those target audiences but
the first thing is you need to know for yourself
who do you serve. Trust me, I talk to dozens of
new SaaS founders every week and one of the three questions I ask
is what problem do you solve? Who do you solve it for
and how do you solve it? And when we get to the who I can
already tell the companies that are struggling because they
don’t know who they serve. It’s everybody.
Small businesses. Small businesses, period. No vertical, no revenue range,
no specific role at a company, et cetera, you need to go niche. You need to focus on who exactly
you serve and figure that out from a Facebook targeting point
of view so you can at least at a high level as you’re
building this funnel. Start focusing on
that cold traffic. So that’s one is you need
to know your target audience. Two, brand awareness campaign. So one of the fun things that I
love about Facebook is running campaigns just
for brand awareness. So here’s the easiest thing
you can do is take your five top blog
posts specifically that would attract
your ideal customer. Don’t just grab your most
popular because you have some viral post that went on. Think about the ones that you
top customers would want to consume and then just
run Facebook ads and put those out to the word.
There’s no call to action. No CTA, no link, no nothing. It’s just pure value and I do
this with my YouTube videos. Essentially I’ll run them
on Facebook for pure value, consume the videos. I spend that marketing
dollar to get as many views for as cheap as possible. So the cheapest CPMs and then
what I do is I use to create my second level audiences. So if you have content you can
track if they click and they interacted with it
or watched a video more than a certain percentage. Anybody that watched a
certain video for more than 50%, that tells me their an ideal
customer for my business or you can do the same
thing for your product. Number three,
retarget specific pages. If you’ve got your
SaaS site designed properly, and I have whole framework on
what makes a perfect SaaS site. I’ve analyzed over
1200 B2B SaaS companies. At the end of the day,
you can tag a visitor to those specific pages. The one that’s a no brainer that
tells you somebody’s in market is if they visit
your pricing page. If they visit your pricing page
you should have a separate set of ads specifically speaking to
that customer because it tells you they’re in market. So, think about your site
and if somebody was on a page, if your site was like a physical
retail space and you had different rooms and
you have the pricing room, you had the features room,
you had the blog room, you had the about
room and you were in there, what would you want to
ask the person in that room. What would you like the
conversation to look like? What do you think you’d need to
do to guide that person into the checkout room to
buy your product? That’s the way I think about
tagging and creating audiences for just the people
that visit certain pages like the pricing page. Four, emails. Now one of the coolest features
about Facebook if you didn’t know that is that you can upload
a list of emails and use that. Facebook’s gonna odd all it’s
magic wizardry and you can use that to target ads to
just people on that email list. And the cool part if you didn’t
know this is you can actually buy lists of
companies in your space. Now a lot of people
will argue the data quality and may of them are not great. You can build your
own list using a scraper, hiring some interns or people
overseas that go through Google, whatever, and just finds the
emails and builds your own list but you can still upload them to Facebook to create
these audiences. The other ones is lead magnet. As people, you know, you run
some ads against a lead magnet, they download it,
that’s a converted email. Take that email and
put it in a different list to run kind of what would be next. If I have a lead
magnet on this topic, what’s my next ad? And you create kind of a virtual
funnel using Facebook and then finally it’s just
people in your trial. Somebody’s in a trial, they have
a different set of information. You can actually like
talk about specific features. You can talk about hot buttons,
you can do case studies all in ad format on Facebook to the
users and only to them so very cheap,
inexpensive on Facebook. Super powerful using the emails. You upload ’em, you create
those lists and you can target different ad campaigns
specific to those people. Five, best customers. Now, this is the ninja strategy. If you have, ideally at least a
couple hundred best customers. So if you have a thousand
customers but you know 20% of them are incredible. These are people
that bought fast, they had the need,
the product they got it, it clicked and they
spent the most money. You grab just
your best customers. A couple hundred emails. Ideally 500 if you’ve got ’em. Upload those up into Facebook
and then Facebook will allow you to do a thing called
a lookalike audience. And you can do a look
alike audience on all of these campaigns and targeting that
I’ve mentioned so far which will tell Facebook to go out there,
here’s the pool of people, go out there and find other
people that look like them. From a, many
different firmagraphic, demographic, psychographic,
likes, interest, et cetera. Again, 70,000 data points, they
can do their math and figure out how to make that happen
but what’s cool is you can optimize for different things: engagement,
conversions, et cetera. So you put it on Facebook
to go find other people but just your best customers. So this is just
like a no-brainer, not a lot of
people are doing it. They could really help you
attract very qualified people for inexpensive costs because
you’re being very deliberate and focused on who
you want to attract. So set that up for
your best customers. So quick recap. One, you want to
define your target audience. Two, you want to set up some
brand awareness campaigns. Three, retarget the
specific pages on your site. Four, emails. And then five, best customers. As I mentioned in the
beginning of this video, I want to share an
incredible resource called the Churn Buster Cheatsheet. It goes over the nine different
tools that you need to start instrumenting and
implementing in your business to reduce your churn. I know everybody wants
to talk about top of funnel, revenue and growth and all that
fun stuff but if you’re in the SaaS business you know that
churn is the ultimate number. That churn percentage is the
thing that is gonna slow you down from growing ’cause you got
to keep adding new customers on a monthly basis just to deal
with the ones that you lost. So download by clicking the
link below this video the Churn Buster Cheatsheet
to help you with that. If you liked this video be sure
to click the link or the like button right below here. Share it with somebody that
you care about that you think it could serve and be sure
to subscribe to this channel. Thanks for watching.
I’ll see you in the next video. It’s true. You know exactly
what I’m talking about. There’s all these
real estate agents, their photos are 15 years old.
– [Jaret] Yeah. – It’s like, “Oh.
Wow. Oh, hey.”

About Ralph Robinson

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7 thoughts on “How To Use Custom Audience on Facebook To Reduce Your Marketing Costs

  1. What every B2B SaaS marketer needs to know about Facebook ads before they ditch the channel (which would be a big mistake btw). Watch here.

  2. Hi Dan. Great video. I learned a lot from it. I have few feedback. 1) I feel Facebook is more for B to C companies. and LinkedIn is more for B to B companies. I think you could do the same filtration with the new LinkedIn ads. They are really coping Facebook foot steps. From last year ads we learned that a lot of people in facebook do not update their job title. So may be an HR manager was a manager 5 years ago. but when she get promotion , she never update her job title. Also we found out some People say my job title is "CEO of Home" , "COO of house work", "Human resource Manager in our house" . Which they are very interesting but they are not useful. . As always you have the best SAS video's in YouTube. we appreciate your great work. Keep it up.

  3. Quick question – If the emails you scraped or if the email that the leads used to get the lead magnet or free trial, are corporate emails and not the personal email that they use in facebook, then your ads won't be delivered to the users simply because Facebook can't match the email with any account in Facebook, what do you suggest to do in this particular case Dan?

  4. An interesting video! I know that Facebook works, sometimes it just takes time. I had launched a Facebook page (no ads) and just posted some content and wasn't doing much with it…then one day after a few months it just started going viral in the East Indian community for some reason. An East Indian Canadian had liked one of my posts and started sharing it with their friends/network and it just started growing fast after that. Then, a lot of these people gave a "like" to my videos which, in the future, I'll use to build an email list from. (I'm not really working actively on Facebook yet). I also think a hidden/overlooked value is that with Amazon and Facebook PPC campaigns you get impressions for free, and with Amazon anyways, they will put a code in it so the ad follows people around and they keep seeing my product and it doesn't cost anything unless they click on it. So you get all these impressions for free. I even found a way how to get Amazon to do this all for FREE for me, without even buying/running a PPC campaign, so I pay them NOTHING. (I've never spent a dime ever on a PPC campaign with them yet but they keep showing my ads so they are effectively subsidizing me and giving me free advertising). I'm still learning about Facebook, so thanks for all the advice in your video…it gives me some things to think about and test in the future for sure!

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