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Using Facebook Ads To Amplify Your Content - Gavin Bell @ WordCamp Edinburgh
- 1. USING FACEBOOK ADS TO AMPLIFY YOUR CONTENT GAVIN BELL
- 4. Attention
- 5. Video & Facebook ads
- 6. It comes down to distribution.
- 7. By 2020, 90% of all content consumed online will be video.
- 11. Embrace the fact you suck
- 18. How?
- 20. Boosting best performing videos out to new audiences
- 28. What if you wanted to get super specific?
- 32. If you know your customer, you can get your content in front of them.
Editor's Notes
- By a show of hands, who here is a content creator?
- Who here wants more people to see the content they create?
- We all do. More attention means more leads and more leads = more sales. Nobody wants to spend hours on content creation for it only to die a death and be seen by nobody. You create content because you want to be seen. We all want more of this stuff: attention. But it’s one of the hardest things to get as a marketer. So I ask myself, what gives us the biggest bang for our buck?
- And out of all the strategies we’ve tested: I don’t think you can beat this combo. Great video content & Facebook ads. Great content is not good enough on it’s own anymore. Great content is simply the cost of entry.
- It’s all about distribution. If you spend 2 hours creating content, you should be spending 2 promoting it. Great content on it’s own isn’t good enough anymore. We’ve all been there. So how do we get the attention we deserve as content creators? Well, this is what I’m gonna talk about…
- But first, I wanna tell you a story. And that story is all about video. I know most of you are probably writers & bloggers. But I want to talk about video. Let’s be straight: We all know we should be doing it. But only some of us actually are. And you know why most people don’t start creating video? Fear. I was scared. I didn’t want to be made fun of, I didn’t have the right equipment, I had the occasional outbreak of acne.. You name it.
- Anyone know who this guy is? Yep, Gary Vee. In March last year I met Gary at his book launch. My business was going really well. We were getting great results for our clients with content and Facebook ads. But I had the same problem a lot of us have… I couldn’t get it to work for me. I was the plumber with a leaky tap. I was writing blogs. But I wasn’t getting much traction. I looked to the likes of Gary and the influencers in the marketing world. And they had one thing in common: they were creating video. When I met Gary, it was that lightbulb moment. I knew I had to to get in front of a CAMERA. So, when I got back to Edinburgh, I did…
- A month or so after meeting Gary.. 8th April last year, I filmed this video. It was my first video on Youtube. How to get more Twitter followers. A perfectly good title, you’d think… but because I was so scared of video and recording in public…
- I filmed it in a FORREST. The audio was terrible. I was terrible. And it almost makes me want to cringe. But you know what… I knew it was terrible. But I did one thing…
- When you start video. You need to embrace the messy. It’s gonna take you some time to get there. You’ll suck at the beginning. Even though I knew I sucked, I created a public figure Facebook page. And decided if I was going to get better at video, I had to go all in.
- I started a challenge. 100 vlogs in 100 days. No editing. Just picked up my phoen and speaking about something that was on my brain. *click* I learnt so much during those 100 days. I got better on camera. I became more confident. *click* And it made me realise I had a passion for content creation. I was dying to create HIGHER quality content. Pieces of art I could be proud of everytime I uploaded.
- So 33 weeks ago, I started my weekly vlog. 6 min videos. Once a week. And they’re my babies. I focus so much on the quality of the content – as opposed to the quantity. It wasn’t till I started creating these short movies and combining them with Facebook ads, did things really start to take off.
- What happened when I did this? My page exploded. Hundreds of likes and shares etc.
- I get to travel the world speaking about FB ads
- I’m mentored by the best in the world on Facebook.
- And I got to meet the guys at Facebook personally. All of this was down to the right people seeing my content at the right time. But I’m not saying this to brag - I tell you because I want to highlight what can happen within a really short space of time.
- But how have I managed to get that? How do you get the right people seeing your videos and start to see the opportunities? Like I said, good content isn’t good enough. Good content is the barrier to entry. But the real magic is the distribution. I’m going to show you how to use Facebook ads to distribute your content effectively.
- Let's think about... Traditional ads, newspaper etc. meant broadcasting our messages out to whoever read it. Now we can pinpoint who we want to reach with incredible accuracy. So, step one in using FB ads as a distribution channel:
- Boost best performing videos out to new RELEVANT audiences. The first step here is posting consistent great content organically. (talk frequency) You might not be doing this. But after today, I hope you’ll start. We want to use Facebook data to tell us which videos are performing best organically, before putting spend behind them. How do we do that?
- Facebook gives us an incredible amount of data on the videos we post, such as watch time. (talk about watch time) This allows us to see what videos people are really watching. Views are 3s and more vanity. If people are WATCHING, promote it. Attention.
- We then take our best performing content and boost it out to different audiences. Now everyone in this room will have different audiences. But we want to segment as much as we can – and we don’t have to spend a lot. £1 here. Then over time, look at what’s working best. Switch off the audiences that aren’t! If you look closely, you’ll see there are 2 ad sets called watched 50% videos & one titled Media outlets.
- I want to talk about this one here first, 50% of videos.
- Who here has been to Amazon, looked at a pair of shoes and it’s followed them around the web? It’s simple retargeting. It’s hugely powerful. That’s done by tracking people that have visited your website. But we can also create video retargeting for people who have watched our videos.
- Now, why is this cool? When we create a piece of content, often people will read/watch it and then never see us again. With retargeting we can bring people into loops. Once they’ve watched one video,
- They’re taken to another
- And another. And soon, you become omnipresent to a group of people. You start getting people telling you that you’re everywhere. It’s so easy to do and it’s super cheap. We start to manufacture relationships with people. Who’s heard of meet like know trust? We can manufacture that all within Facebook – and they simply don’t know that it’s happening. They just see our content constantly appearing. Over time, that person becomes super familiar with who you are and what you do. If you put an offer based ad in their feed after they’ve watched a few of your videos, you can guarantee they’re more likely to buy.
- But what if you wanted to get super specific?
- If you’re in the B2B space, with Facebook workplace targeting you could target people by employers. Want to work with a certain company? Target their employees. Want to sell to Marketing directors? Target them.
- Want to get into the media? Use the employers targeting to reach people that work for media outlets
- Want to complain? My good friend Bryce received a terrible service from a car dealership. Long story short, they owed him money. Close to $1000. When he asked for the money back they declined. So he took to Facebook, targeted the employees of that dealership and within $10 of spend, received his money back.
- My point is this. If you know… And you can do so at very little cost.
- Back to you. Marketing is about relevance. Being relevant to the right person at the right time. Create some awesome video content and get it front of the right people and you’ll see some pretty awesome results