The hot thing for marketers this year (and last year) is still source url video.
Which is great and all, but how do you actually use video for your marketing efforts when what you sell is a B2B product – not a coffee maker, or dog leash, or a dollar-priced razor?
Can you create a clever, engaging video when what you sell is something that’s imminently practical and, ultimately, rather boring?
Before you advertise your offer or product, first…make a video.
You might think that there’s no way to make your B2B product into something that anyone would care about on Facebook, and, frankly, you’re probably right.
This works the best if you have blogs that answer a common question about your product or service, or specifically answer a question that is common in your industry. The goal for this initial test for you should be to get click here awareness stage prospects to visit your site and check out your blog. This initial part of your campaign is simply to capture people at an early stage of interest.
To turn your blog into a video, visit my latest favorite tool: Lumen5.
It’ll automatically chunk your blog into sentences that can be placed over short video clips or animated images, using AI to find stock clips or you can upload your own.
Your goal is to condense your blog into a 30 second clip, something that should pique the interest of the person watching it.
Once you’ve created the video, it takes quite a bit of time to process (sometimes nearly 12 hours), so in the meantime, work on the rest of your tasks for setting up Facebook advertising.
Setting up the first campaign:
Your Facebook ads are going to have a two-fold strategy: if your budget is small (under $1,000 a month), then alternate months based on the strategy I’m about to outline for you. If you’ve got a larger budget, then you can start juggling these two methods simultaneously.
I’m getting a bit ahead of myself, though.
You’re going to start by setting up all the pieces to your campaign and ad set(s) while you wait for your video to process.
Start with campaign: title it something that identifies what you’re doing with this campaign. I usually use a naming convention such as the topic + goal of the campaign – so the name for this first strategy would be blog title + video views.
Next step is your ad sets. This is where you’ll identify the audience(s) you want to target.
What you’ll want to do first is set up a fairly broad audience (about 2 million or so) that’s targeting between one and three criteria from your social media audience persona. If you haven’t included the social media habits of your buyers into your personas yet, you can learn more about doing that here.
Target based on the broadest qualifying criteria you use for prospecting – Facebook lets you narrow your audience based on company size, job title, income, etc.
Pro tip: Just because you select the job title “CEO” doesn’t mean your ad will automatically show to the CEOs at companies you want to target, especially if you don’t narrow the audience in any other way. Teenagers, solopreneurs, and wishful thinkers like to make their job titles “CEO of ‘School of Hard Knocks’” or something similar. Targeting CEOs (even if you narrow the audience to those who actually work at companies with employees) may not even be the best choice – click here to read more about why you’re probably targeting the wrong audience.
Title your ad sets based on the audience segments you’re identifying. Each ad set gets its own budget, so keep that in mind as you create these. Make the titles plenty long so you can see at a glance which segments are performing the best. My preferred convention is [location]+[gender]+[age]+[interest/demographic/segment] AND/OR [interest/demographic/segment].
Notice I used and/or between the interests that further narrow the audience from location, gender, and age. This is to indicate whether it’s to combine possible segments, or to narrow.
I’ll talk more about narrowing your audience in the next blog post. It’s not as straightforward as you might think.
We’ll need to review that before continuing with your ad creation.
Prior to setting up your audience, however, you need to learn about them. One of the most effective ways to do that, at least in a professional sense, is to research them through LinkedIn.