Dan Martell - How To Use Custom Audience on Facebook To Reduce Your Marketing Costs

00:00:00.000 Hi there, I'm Dan Martell, technology entrepreneur,

00:00:02.100 investor and creator of SaaS Academy and in this video,

00:00:04.500 I'm gonna share with you a strategy for using Facebook

00:00:07.300 custom audiences to make your marketing cheaper,

00:00:11.780 really reduce your cost.

00:00:12.740 It's amazing, be sure to stay to the end.

00:00:14.880 We're also, I'm gonna share a resource called

00:00:16.580 the Churn Buster Cheat Sheet that's gonna allow you 1.00

00:00:18.960 to implement the nine different tools to reduce your churn

00:00:22.560 in your SaaS business if you're struggling with that today.

00:00:30.000 Maybe you're running Facebook ads today and it is not performing

00:00:41.120 at all.

00:00:42.120 You hear people getting, you know, 50 cent leads, dollar

00:00:44.440 leads, $2 leads.

00:00:45.220 You're like, yes, please, all day long.

00:00:47.220 I would love that.

00:00:48.020 But your experience is more like $35 leads and you're like,

00:00:51.420 oh, Facebook does not work for B2B SaaS.

00:00:54.120 Let me tell you one thing.

00:00:55.760 It absolutely does work for you.

00:00:58.420 I have many of my clients that have executed

00:01:00.420 Facebook campaigns.

00:01:01.560 The challenge is you need to understand how to create

00:01:04.500 the structure and at a high level, and I learned this

00:01:07.360 while I was building up my company Clarity,

00:01:08.840 so we were a marketplace that allowed entrepreneurs

00:01:10.660 to get advice over the phone and Facebook was

00:01:13.060 a primary channel for us and at first it didn't work.

00:01:15.940 We ran into all the challenges and the biggest one

00:01:18.200 is we were trying to run cold traffic to a purchase,

00:01:22.220 to an action to book a call and what I'm gonna walk you

00:01:26.440 through is the thinking behind Facebook that changes

00:01:29.500 everything when you start thinking of it as a funnel

00:01:32.340 and a remarketing campaign.

00:01:34.080 That's the big change.

00:01:35.080 And I'm gonna walk you through the specific audiences that you

00:01:37.620 should be building within your business to reduce and improve

00:01:41.920 your conversions, reduce your costs,

00:01:43.500 improve your conversions for your Facebook campaigns.

00:01:45.920 One, define your target.

00:01:48.460 Now, as you start with Facebook, the beauty and the challenge is

00:01:52.900 that it's got so many different data points.

00:01:55.360 You can essentially, and people are like,

00:01:56.960 well, B2B doesn't work for Facebook.

00:01:58.520 It's more for social and consumer stuff.

00:01:59.960 Not true.

00:02:00.840 You can focus on roles and titles of specific people

00:02:04.200 in an organization.

00:02:05.140 You can focus on interests that are specific

00:02:07.880 to your business customer.

00:02:09.140 You can focus on B2B as an interest category at a high level.

00:02:13.740 They have over 70,000 data points that they can use

00:02:17.440 to match those target audiences,

00:02:19.280 but the first thing is you need to know for yourself

00:02:21.920 who do you serve.

00:02:22.820 I, you know, trust me, I talk to dozens of new SaaS founders

00:02:25.960 every week and one of the three questions asked is what problem

00:02:29.620 do you solve, who do you solve it for and how do you solve it?

00:02:32.360 And when we get to the who, I can already tell the companies

00:02:36.700 that are struggling because they don't know who they serve.

00:02:39.880 It's everybody, small businesses, small businesses, period.

00:02:43.580 No vertical, no revenue range, no specific role at a company,

00:02:47.680 et cetera, you need to go niche.

00:02:49.920 You need to focus on who exactly you serve and figure that out

00:02:54.120 from a Facebook targeting point of view so you can at least at

00:02:56.800 a high level as you're building this funnel start focusing on

00:03:00.940 that cold traffic.

00:03:01.900 So that's one is you need to know your target audience.

00:03:05.600 Two, brand awareness campaigns.

00:03:07.940 So one of the fun things that I love about Facebook is running

00:03:11.640 campaigns just for brand awareness.

00:03:14.180 So here's the easiest thing you could do is take your five top

00:03:17.080 blog posts specifically that would attract your ideal

00:03:19.980 customer, don't just grab your most popular because you have

00:03:22.620 some viral posts that went on.

00:03:24.720 Think about the ones that your top customers would want to

00:03:26.880 consume and then just run Facebook ads and put those out

00:03:30.020 to the world, there's no call to action, no CTA, no link,

00:03:33.560 no nothing, it's just pure value and I do this with my

00:03:36.640 YouTube videos, essentially I'll run them on Facebook for pure

00:03:39.540 value, consume the videos, I spend that marketing dollar to

00:03:43.040 get as many views for as cheap as possible so the cheapest

00:03:47.080 CPMs and then what I do is I use that to create my second

00:03:51.620 level audiences so if you have content you can track if they

00:03:55.280 clicked and they interacted with it or watched a video more

00:03:57.300 than a certain percentage so anybody watched a certain video

00:04:00.020 for more than 50% that tells me they're an ideal customer for

00:04:04.360 my business or you can do the same thing for your product.

00:04:07.200 Number three, retarget specific pages.

00:04:10.900 If you've got your SaaS site designed properly and I have

00:04:15.140 this whole framework on what makes a perfect SaaS site.

00:04:17.900 I've analyzed over 1,200 different B2B SaaS companies.

00:04:21.020 At the end of the day, you can tag a visitor

00:04:24.720 to those specific pages.

00:04:26.020 The one that's a no-brainer that tells you somebody's in

00:04:28.420 market is if they visit your pricing page.

00:04:31.080 If they visit your pricing page, you should have a separate set

00:04:33.760 of ads specifically speaking to that customer because it tells

00:04:37.960 you they're in market.

00:04:39.240 So think about your site and if somebody was on a page,

00:04:42.500 If your site was like a physical retail space and you had

00:04:45.840 different rooms and you had like the pricing room,

00:04:47.640 you had the features room, you had the blog room,

00:04:50.740 you had the about room and you were in there,

00:04:52.740 what would you want to ask the person in that room?

00:04:55.880 What would you want the conversation to look like?

00:04:57.940 What do you think you would need to do to guide that person

00:05:01.160 into the checkout room to buy your product?

00:05:04.660 That's the way I think about tagging and creating audiences

00:05:08.800 for just the people that visit certain pages

00:05:10.600 like the pricing page.

00:05:12.500 Four, emails.

00:05:14.160 Now, one of the coolest features about Facebook,

00:05:16.400 if you didn't know that, is that you can upload a list of

00:05:18.940 emails and use that.

00:05:20.580 Facebook's gonna do all its magic wizardry and you can use

00:05:23.420 that to target ads to just people on that email list.

00:05:26.980 And the cool part, if you didn't know this, is you can

00:05:28.880 actually buy lists of companies in your space.

00:05:32.720 Now, you know, a lot of people argue the data quality and many

00:05:35.620 of them are not great.

00:05:36.820 You can build your own list using a scraper or hiring some

00:05:39.760 interns or people overseas that go through

00:05:42.260 Google, you know, whatever and just finds the emails and

00:05:45.020 build your own list but you can still upload them to Facebook

00:05:47.640 to create these audits.

00:05:48.800 The other ones is lead magnets.

00:05:50.340 So as people, you know, you run some ads against the lead

00:05:53.140 magnet, they download it, that's a converted email.

00:05:55.600 Take that email and put it in a different list to run kind of

00:05:58.780 what would be next.

00:05:59.580 If I have a lead magnet on this topic, what's my next ad?

00:06:02.640 And you create kind of a virtual funnel using Facebook.

00:06:06.180 And then finally it's just people in your trial.

00:06:07.760 If somebody's in a trial, they have a different set of

00:06:10.820 information.

00:06:11.380 You can actually like talk about specific features,

00:06:13.480 you can talk about hot buttons, you can do case studies,

00:06:15.820 all in ad format on Facebook to the users and only to them,

00:06:19.980 so very cheap, inexpensive on Facebook.

00:06:22.960 Super powerful using the emails, you upload them,

00:06:25.700 you create those lists and you can target different ad

00:06:27.820 campaigns specifically to those people.

00:06:31.000 Five best customers.

00:06:33.140 Now, this is the ninja strategy.

00:06:35.940 If you have, you know, ideally at least a couple hundred best

00:06:40.840 customers, so if you have 1,000 customers but you know 20% of

00:06:43.480 them are incredible.

00:06:45.080 These are people that bought fast, they had the need, the

00:06:47.980 product, they got it, it clicked and they spent the most money.

00:06:52.420 You grab just your best customers, a couple hundred

00:06:54.760 emails, ideally 500 if you got them.

00:06:57.480 Upload those up into Facebook and then Facebook will allow you

00:07:00.260 to do a thing called the lookalike audience and you can do a

00:07:02.260 lookalike audience on all of these campaigns and targeting

00:07:04.860 that I've mentioned so far which will tell Facebook to go out

00:07:08.260 there, here's the pool of people, go out there and find

00:07:10.840 other people that look like them from a, you know,

00:07:14.140 many different, you know, firmographic, demographic,

00:07:16.520 psychographic, likes, interests, et cetera.

00:07:18.540 Again, 70,000 data points.

00:07:20.280 They can do their math and figure out how to make that

00:07:23.520 happen but what's cool is you can optimize for different

00:07:25.760 things, engagement, conversions, et cetera.

00:07:28.160 So you put it on Facebook to go find other people but just

00:07:31.300 your best customers.

00:07:32.800 So this is just like a no-brainer.

00:07:34.800 Not a lot of people are doing it.

00:07:36.040 They could really help you attract very qualified people,

00:07:40.840 for inexpensive cost because you're being very deliberate

00:07:43.500 and focused on who you wanna attract.

00:07:45.340 So set that up for your best customers.

00:07:48.080 So quick recaps.

00:07:49.180 One, you wanna define your target audience.

00:07:51.220 Two, you wanna set up some brand awareness campaigns.

00:07:53.680 Three, retarget the specific pages on your site.

00:07:57.520 Four, emails.

00:07:59.260 And then five, best customers.

00:08:01.320 As I mentioned at the beginning of this video,

00:08:02.700 I wanna share an incredible resource

00:08:04.740 called the Churn Buster Cheat Sheet. 0.54

00:08:06.500 It goes over the nine different tools

00:08:09.700 that you need to start instrumenting and implementing

00:08:12.300 in your business to reduce your churn.

00:08:14.000 I know everybody wants to talk about top of funnel revenue

00:08:17.800 and growth and all that fun stuff,

00:08:19.280 but if you're in the SaaS business,

00:08:20.620 you know that churn is the ultimate number.

00:08:23.620 That churn percentage is the thing that's going to slow you

00:08:26.580 down from growing because you got to keep adding new customers

00:08:29.160 on a monthly basis just to deal with the ones that you lost.

00:08:31.720 So download by clicking the link below this video,

00:08:34.760 the Churn Buster Cheat Sheet to help you with that.

00:08:37.360 If you like this video, be sure to click the link

00:08:39.500 or the like button right below here.

00:08:42.260 Share it with somebody that you care about

00:08:44.340 that you think it could serve

00:08:45.600 and be sure to subscribe to this channel.

00:08:47.440 Thanks for watchin', I'll see you in the next video.

00:08:49.780 It's true, you know exactly what I'm talkin' about.

00:08:51.440 There's all these real estate agents,

00:08:52.440 their photos are 15 years old.

00:08:54.340 It's like, oh, wow.

00:08:56.080 Oh, hey.

Dan Martell - August 20, 2018

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

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