This New Data Disrupts Your Facebook Paid Advertising Strategy: Part 2Posted on 15 Jan
In Part 1 of our two-part blog series, we learned how savvy marketing teams can leverage the Facebook advertising platform using Behavioral Intent Data to develop hyper-targeted advertising campaigns that radically boost conversions.
In Part 2, we’ll show you why Behavioral Intent Data is a must-have for your paid advertising strategy.
There are two significant forms of outbound advertising on social media: Account-Based Marketing (ABM) and cold traffic campaigns. Successful conversions in both campaigns is dependent upon the data you can collect to inform your strategy.
Just rolling out ads based upon your hunches will likely result in a big, fat nothing.
For cold traffic campaigns, your target audience is based upon both your ideal client persona and buyer persona.
Each will naturally yield a good fit company for your product or service, as well as the proper teams interested in using or (hopefully) buying your product or service.
A winning advertising strategy will start with content or an offer that is educational, insightful, or entertaining in some way to entice your target persona(s).
For successful conversions, it is imperative to know what your prospects do in their work, why, when, how, challenges, goals, pains, easy wins, priorities, and so much more.
All of this information must drive the advertising content you serve to your target audience, and ultimately, the win rate of your campaign.
Marketers with specific target accounts to go after in an account-based methodology must be smart. A haphazard spray-and-pray strategy (if you can call it that) of posting content on the internet or in an advertising platform and (hoping) to attract the right people to it, from the right accounts, is not ABM.
Success hinges on a deep understanding of these accounts – what is going on within their walls, who are their people, where are they based, what is unique about them, what makes them tick?
Uncovering this information has historically fallen upon the shoulders of your sales team, uncovered during an initial sales discovery call or other outreach.
Often, however, companies must rely upon sales enablement to find the context for their team’s initial outreach to augment the sales conversation.
With many companies, the problem lies with a lack of informative data – real data that reveals factual stories – as opposed to the hypotheses created in our minds when viewing target accounts with our bare eyes.
Collecting data to inform ad content
The truth is that there is not a wealth of sources to help marketing teams understand everything about an account before running targeted ad campaigns to them.
- IP based data – prospects must visit your website before you know anything about the interests or intent of the prospect
- Static data lists – not real time intent data, therefore not actionable right now
- Buzzfeed – this tells you what is hot now, but not exactly what your specific prospects are interested in. It can be a guide to roughly what is good, but not specific.
- Google – the ultimate prospect maze. So much information. Huge time suck that reveals…what?
Short of going onto Google and using LinkedIn paired with any of the above sources, you will still have to rely upon data that does not provide proper insight.
That’s only because Behavioral Intent Data isn’t in your tech stack.
Show accounts what they need before they know it
No more guessing based upon incomplete data or hypothesis, Behavioral Intent Data is the technology that provides marketers with not only an insight into their target accounts, but also a nearly concrete-cast vision of their business.
A paid advertising strategy powered by Behavioral Intent Data gives your team the following advantages:
- Identify exactly who, on an individual level, is looking at competitors, events, and key topics related to the problem you solve
- Understand what sources of content the champions and decision makers at your target accounts are viewing and engaging with
- Track topics of content these prospects share and engage with personally, so you can understand what they are learning and thinking about
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.
Use Behavioral Intent Data as the basis of your paid advertising strategy to guide what you are going to do next.
But, here is the fun part. Your entire marketing team can leverage this data.
- Content marketers – Charge your content calendar with insights that tell you what your next clients want to know and see. Change your plans to completely surround these accounts and prospects with everything they need to know.
- PPC/ SEO – Are you ranking well for your current keywords and tags? Great, it’s now time to think about how your strategy might evolve in terms of drawing these target accounts to your site based on the trends you see in their Behavioral Intent Data activity.
- Organic social media – Where relevant, you can start to share content from other sources, influencers, companies, and event organizers. If these people are attracting the attention of your target accounts, you should look to follow suit.
- Copy / Design – Your work now isn’t just to make creative that converts, it’s to get specific people to convert. Use the knowledge gained in Behavioral Intent Data about potential prospects to tweak your understanding of the buyer persona and what would attract them and convert them.
You’re not behind
The good news is that the use of Behavioral Intent Data is not widespread practice yet.
The bad news is that thousands of marketing teams continue to rely upon their gut instinct and use the collective intelligence they can scrape together from inferior data sources like IP data, or their own website data, or time-consuming conversations with clients, and other (useless) static data sources.
One of LeadSift’s clients employed similar strategies as described above and found success across multiple advertising platforms. Learn how Siemplify uses Behavioral Intent Data to run targeted B2B ad campaigns that stand out and convert.
When you’re ready to get started with the best practices that move the marketing needle and have sales teams singing your praises, we’ll give you a small sample of Behavioral Intent Data to power your competitive advantage and strategic insights.
Try this out today by getting 100 free leads showing intent to buy from you – and your competition who aren’t filling out your lead generation forms.