068 Marketing Dark Arts for ColdFusion developers (FB Advanced Audience Creation and Tracking)
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.
https://teratech.com/podcast/marketing-dark-arts-for-coldfusion-developers-fb-advanced-audience-creation-and-tracking-with-logan-mayville/
Episode highlights
Marketing best practices
How marketing strategy is different from Google AdWords
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 targeting
Different messaging
Ad creative tips and tricks
Sponsored content vs ads
Eye catching
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
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