this is the what can you do now. this is the Greg, hey, thanks for everything but what is it that we can do- what are you saying that we should do for our particular business?
I would start simple which is just take a simple snapshot of where you’re at today in Google analytics and excel, taking a snapshot of this is what standard activity across a website. This is standard activity inside of our company looks like, inside of excel and may include things like calls and you know, average number of proposals. Nothing where I’m trying to tip off my hat because what gets measured gets managed. But it algets managed by management but it algets managed by the people who are being managed. I’m just trying to take a snapshot of where everything is that I can see where things move if they move.
Add the Facebook pixel to your website and start building an audience. Building an audience of customers. If you have email addresses for your customers load them up into Facebook. If you use a tool like Mail Chimp they probably have a built in match tool to build an audience. I found that those don’t match as well as if you just manually match the audiences. download into a single column of email addresses and upload it into an audience and call it whatever it is you’re going to call it.
What I found is that you should be able to match 75 to 80% and that’s even on a business to business list which is surprising. Your results may vary. But we have had success in building those kinds of lists. And then I would build an ad where all I featured was the latest news. the picture for the latest blog post and run it for a short period of time and just promote it to the people who are visiting my website which is the Facebook pixel, and then the people who are in my audience already. That’s that audience of customers that you built.
Then just sit back and watch. The big thing is where is it going to show up? Is it driving a little bit more activity do the number of phone calls go up? Do the number of proposals jump up just a little bit? Sometimes that’s all it takes. I’d run it for, say Greg, how long? I’d run it for 60 days. How much does it cost? I don’t know exactly. I will say that for most of the campaigns we don’t spend all that much money because the audience is tight. You will need to refresh the ad on a regular basis because once- it’s like anything, it’s a- Facebook can get many impressions in front of this audience quickly that the effectiveness of whatever it is you’re doing goes away pretty quickly. I suggest running something and then changing it up on a regular basis. But you shouldn’t have to spend much more than a few hundred dollars. I’m guessing at how big your audiences are, but a few hundred dollars a month will get you something where you can see is it enhancing everything? here I will tell you this story.
I used to do business to consumer, I owned a Hawaiian shirt company and in that Hawaiian shirt company we would target like it was easy to target on Google because Google was intent. I could say I saw you search for a Hawaiian shirt or tropical shirt. You knew what they were searching for and you could bid those positions and design your ads and landing pages and watch your conversions there. But on Facebook there was nowhere to search for that. But what we could do is we could say, hey if you like Jimmy Buffet, if you like Kenny Chesney, if you like tequila if you like Mexico, Hawaii, these were things where we could target you as an audience and you could come to the website. What I found was that people would come to the website but I wasn’t able to – like in analytics it was not showing conversions. the more money I spent on Facebook the more I was just like, I don’t get it. I am not able to convert. Other people may be converting but- none of their stories matched mine. I talked to one company and they were ventured company and they were like, “Oh, we spend $5,000 a day and it’s working great.” That’s like my yearly budget for Facebook. I don’t have that to spend. is it working? I don’t know. I turned it off.
When I turned it off since I had- we tracked pretty extensively I did notice that everything kind of got depressed. All my results went down a little bit. I’ll say about 9%. And on a whim I said that thing’s really changed except for I turned off Facebook. What happens if I turn it back on? I turn Facebook back on and this was before audiences and some of the tools they have now. And everything went back up. what was it doing? I have no idea. It’s that rule of 30. Somewhere in there I was getting enough extra impressions that it was enhancing my results. to this day people I’m talking to, I was talking to a large toy retailer and he was saying the same thing. He said I just don’t get anything from my spend. It seems to be the same audience. I told him the story that- that same story and he went back and sent me the email and said, Greg, it is. That is exactly what it’s doing. It’s enhancing it when I blend it in with all of my cost per lead, cost per acquisition activity it’s working.
That’s really what we can do now.