This New Data Disrupts Your Facebook Paid Advertising Strategy: Part 1Posted on 08 Jan
Marketers run Facebook and any other advertising on social media for one primary reason: conversions.
Your marketing team wants leads because your sales team needs leads and it is marketing’s responsibility to supply sales with leads that will convert.
Savvy marketers turn to Facebook as their best friend for paid social media advertising because of its advanced advertising platform processes and tactics. It has an enormous user base and it offers good return for your money.
Smart Facebook ad runners have a recipe and process for pulling out great results from their work.
That said, Facebook advertising is absolutely not a guaranteed winner if you simply dump some cash into the advertising platform and cross your fingers. Not just anybody can do it.
One of the most commonly used Facebook advertising strategies is to retarget prospects who have visited your website and bring them back to you. The purpose is that you want potential clients to convert and become a lead, but they’re more likely to convert if they’re not landing on your website for the first time ever.
Familiarity and marketing intelligence allow you to retarget these prospects with better content and context, so they will convert upon return. This is very much an inbound marketing play.
But there is an issue. With so many strategies available to the B2B marketer’s choosing today, it’s difficult for marketing teams to keep an eye towards their bottom line costs and still have an effective martech tool stack that helps them obtain the best results.
Marketers need to balance productivity-assisting tools, tools that provide the best intelligence to optimize their work, tools that safeguard your information, etc.
And that’s just the start of it, which makes identifying specific martech platforms and tools that fit a masterful marketing plan – and can have more than one function – absolutely critical.
Most of these modern marketing tools fall into one of two categories: inbound or outbound focused. Behavioral intent data, however, is not, as it can be used on both sides of the coin. It’s the reason why B2B marketers rave about behavioral intent data.
Stage 1: Take what you know and segment
As an example, let’s draw out an imaginary scenario with big round numbers so we can do some easy math. You have 10,000 website visitors this month who did not convert.
Knowing that you are going to retarget these potential prospects using Facebook ads, compile a list of categories of content they could have viewed.
Something like this.
Box your website viewers into groups like this. You may have less or more categories depending on your website and services etc.
Next, determine the specific content that you would need to provide each specific page viewer to drive conversions.
Stage 2: Behavioral Intent Data-driven advertising
The difference between retargeting based on your own website views and using Behavioral Intent Data to fuel your retargeting is massive. Think of it like this:
Have you ever cooked for people before and known it wasn’t very good, but they were polite enough to compliment you anyway? What about hearing what they actually said on their way home with full transparency and without the need to be polite right to your face?
Did they say anything else, anywhere else, to anyone else? Suddenly you’re looking at a very small sample of feedback. This is what retargeting 1.0 looks like.
Retargeting 2.0 is when you are able to hear all of the feedback said both to your face directly, as well as anywhere else at any time and at any place. You have a far wider spectrum from which to draw your opinion.
Putting this in a marketing context, don’t just show people who looked at your blog an eBook they might want. Show them an eBook they might want because you see them looking at your blog AND engaging your competitor (who just happens to have a super strong offering around the topic they’ve looked at on your blog).
A practical example: You read this blog post. We know you’re looking at Behavioral Intent Data and Facebook ads. Then we see you look at our competitors and we’re able to see which ones you look at.
We then work out WHY you looked at them, WHY you looked at this specific content. The smart marketer would then serve you the content you need based on all the intelligence we have gathered.
The next step – and this is pretty high-level stuff – is to now box people up into the categories you used before. But it will have more layers.
Table 1 (Website Visitors) contains the same data as before, but Table 2 (Behavioral Intent Data) contains the exact same intelligence gathered from your own website plus the data we described above.
Table 2 reviews what you can then put into your ads. It’s additional context you can use to drive down your Cost Per Acquisition (CPA).
You’ll notice that the box colors in Table 1 and Table 2 align. This is by design, because you smart marketers should combine their existing website tracking intelligence with Behavioral Intent Data intelligence.
The result is advertising that is even more specifically tailored to what you see the prospect looking at and what your data said they were interested in.
Combine this and you have a holistic picture to provide potential clients with what they need to come back to you and solve their problem. A win-win, as they say.
This is a lot to take in. And you while the temptation is to rush in head first, the best practice is to start small.
It will take time and effort from your marketing team but it’s true, you can actually do this and work much smarter. You don’t have to guess what your prospect was doing on your site and what content to show them.
You can see what your prospect looked at and who else they looked at, so you can build that picture and make smarter decisions with your paid advertising strategy.
Try this out today by getting 50 free accounts showing intent to buy from you – and your competition.