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068 Marketing Dark Arts for ColdFusion developers (FB Advanced Audience Creation and Tracking) with Logan Mayville

By Michaela Light Leave a Comment

Logan Mayville talks about “Marketing Dark Arts for ColdFusion developers (FB Advanced Audience Creation and Tracking)” in this episode of the CF Alive Podcast, with host Michaela Light.

Episode highlights

  • Marketing best practices
  • How marketing strategy is different from Google AdWords (push vs pull)
    • Ungated value for free (paid
    • FB: Give – give – ask/offer
      • Google: ask
    • Replace “sell” with “give”
    • Multi-touch even before email
    • How to find your target audiences on Facebook
    • Turn cold audiences warm by building trust and authority with content
    • Advanced retargeting strategies to convert warm audiences into leads
    • FB pixel and retargeting
    • 9 standard tracking events → infinity events with Google tag manager
    • Google tag manager
      • Scroll depth
      • Button clicks
      • Video plays
      • Time on site
  • The key to success
    • Audience (re)targeting
    • Different messaging
  • Ad creative tips and tricks
    • Mobile > desktop
    • Sponsored content vs ads
    • Eye catching (not FB blue)
    • One thought < 90 characters
    • Sell the “click” not your product
    • Literal headline
    • Landing pages and ads need to work together
      • Ad scent – does the ad and landing page feel the same
      • Google s
  • Lead generation for enterprise and B2B
    • Marketplace over-saturated with ads
    • Use to accelerate existing B2B lead gen system
    • Information architecture of the site. Page goals
    • Holistic strategy encompassing content marketing and personalization
    • Pain points > actions (6-8 touches before ask)
    • Negative keyword to eliminate research clicks in expensive PPC
  • Social identity protocol
    • FB quasi monopoly on your social identity
    • Network Switching cost
  • Privacy and FB data breaches
    • Cambridge Analytica
  • Targeting and creepy advertising
    • FB privacy scandal
    • Political FB marketing
    • FB experiments on the content you see
    • Echo chambers
    • More polarizing of the voters
    • $350million fundraiser from small donors
      • Look-a-like
      • Tripwire to upsell
  • WWIT to make CF more alive this year?
    • Awareness and pain
  • What are you looking forward to at MuraCon?

Mentioned in this episode

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His Session Description:

Topic:

The 2018 Guide to Facebook Advertising for Lead Generation.

In 2017, global digital ad spending ($209 billion) surpassed television ($178 billion) for the first time. In the U.S., Google and Facebook account for more than 63% of digital ad spending. But in addition to huge brands using their ad spend on digital instead of TV, Facebook has actually seen a renaissance in direct response marketing. But what about lead generation for enterprise and B2B? Can you sell on Facebook?  

In short, yes. But in a marketplace over-saturated with ads, a holistic strategy encompassing content marketing and personalization in conjunction with display advertising has never been more important for lead generation. Savvy marketers looking to use Facebook ads for lead generation need to replace “sell” with “give” and let the business roll downhill from there.In this presentation, Logan will demonstrate:

  • How to find your target audiences on Facebook
  • Turn cold audiences warm by building trust and authority with content
  • Advanced retargeting strategies to convert warm audiences into leads

Bio

Logan Mayville is a digital marketing consultant for Southwestern Consulting specializing in direct-response initiatives like lead generation and e-commerce. As a certified Facebook advertising buyer and content strategist, he believes in the power of digital marketing to transform companies in terms of marketing ROI, sales, and customer service. Based in Sacramento, CA, Logan enjoys various mountain-related activities when he’s not helping grow businesses.

Links

Interview transcript

Michaela:          Welcome back to the show. Today, we're going to go deep into the marketing dark arts for ColdFusion developers with Facebook advanced audience creation and tracking and I'm here with Logan Mayville. And he is speaking at Muracon in the digital experience tracked. (I think remember that right.) And we're gonna look at how Facebook strategy is different from Google Ad Words; totally different way of doing things.

And what the keys to that are. And also, we’ll look at some creative tips and tricks you can use in advertising your products and services and how lead generation for enterprising B2B can be done using this as well. And we'll also look at privacy and some of the Facebook data breaches that have being in the news recently. And some of the creepy advertising that goes on and how that works and what you could do about it. So welcome Logan.

Logan: Yeah, thank you for having me. Pleasure to be here.

Michaela:          And just in case you don't know Logan, he is a digital marketing consultant for Southwestern consulting and he specializes in direct response niche tips for lead generation and e-commerce. And he has done work together with Shawn at Mura. So Blue River Mura. So let's just come back to that. How is Facebook so different from Google Ad Words? Because a lot of people are familiar with using Google Ad Words and using that to generate traffic to their site or maybe they had to work together with a marketing team in their company to do this. But Facebook is quite a different animal.

Logan:              Yes and so the strategy you use is quite different. So the basic differences is that Google ad result we call poll marketing. You already know what the person wants because you've established their intent to their search. So basically, you're in the middle of what they're looking for and you can just slide your product, your service in front of them with a well-placed ad. Facebook is totally different. It's push marketing which is like interruption marketing as familiar with like radio and T.V., right. We don't necessarily know… The persons are looking for us, we just kind of jam an ad in front of them and hope for the best. Now of course the better you are with targeting, the more relevant your ad will be hopefully. So that's a key distinction.

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