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.

 

Show notes

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

Google and Facebook account for more than 63% of digital ad spending

FB is worth more than Exxon - data is more valuable than oil

Google tag manager

MuraCon

Marketing funnel

Cambridge Analytica scandal

FB ending the relationship with third-party data providers Axxon and Experidian

Article: Facebook is running experiments on you 

Last year Ardath Albee book

Park Howell keynote

Listen to the Audio

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

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 str...