- Hi there, I'm Dan Martell, technology entrepreneur,
investor and creator of SaaS Academy.
In this video I'm gonna share with you a strategy for using
Facebook custom audiences to make your marketing cheaper,
really reduce your costs. It's amazing.
Be sure to stay to the end where also I'm gonna share a resource
called the Churn Buster Cheatsheet
that's gonna allow you to
implement the nine different tools to reduce your churn in
your SaaS business if you're struggling with that today.
(upbeat music)
Maybe you're running Facebook ads today
and it is not performing at all.
You hear people getting 50 cent leads,
dollar leads, $2 leads.
You're like, "Yes, please. All day long. I would love that."
But your experience is more like $35 leads and you're like,
"Oh, Facebook does not work for B2B SaaS."
Let me tell you one thing, it absolutely does work for you.
I have many of my clients
that have executed Facebook campaigns.
The challenge is is you need to understand
how to create the structure.
And at a high level, and I learned this while I was
building up my company Clarity.
So we were a marketplace that allowed entrepreneurs to get
advice over the phone and Facebook was a primary channel
for us and at first it didn't work.
We ran into all the challenges.
And the biggest one is we were trying to run cold traffic to a
purchase, to an action to book a call.
and what I'm gonna walk you through is the thinking behind
Facebook that changes everything when you start thinkin' of it as
a funnel and a re-marketing campaign.
That's the big change and I'm gonna walk you through the
specific audiences that you should be building within your
business to reduce and improve your conversions.
Reduce your cost, improve your conversions
for your Facebook campaigns.
One, define your target.
Now, as you start with Facebook the beauty and the challenge is
that it's got so many different data points.
You can essentially and people are like,
"B2B doesn't work for Facebook.
"It's more for social and consumer stuff."
Not true. You can focus on roles and titles of
specific people in an organization.
You can focus on interests that
are specific to your business customer.
You can focus on B2B as an
interest category at a high level.
They have over 70,000 data points that they can use to
match those target audiences but the first thing is you need to
know for yourself who do you serve.
Trust me, I talk to dozens of new SaaS founders every week and
one of the three questions I ask is what problem do you solve?
Who do you solve it for and how do you solve it?
And when we get to the who I can already tell the companies that
are struggling because they don't know who they serve.
It's everybody. Small businesses.
Small businesses, period.
No vertical, no revenue range, no specific role at a company,
et cetera, you need to go niche.
You need to focus on who exactly you serve and figure that out
from a Facebook targeting point of view so you can at least at a
high level as you're building this funnel.
Start focusing on that cold traffic.
So that's one is you need to know your target audience.
Two, brand awareness campaign.
So one of the fun things that I love about Facebook is running
campaigns just for brand awareness.
So here's the easiest thing you can do is take your
five top blog posts specifically
that would attract your ideal customer.
Don't just grab your most popular because you have some
viral post that went on.
Think about the ones that you top customers would want to
consume and then just run Facebook ads and
put those out to the word. There's no call to action.
No CTA, no link, no nothing.
It's just pure value and I do this with my YouTube videos.
Essentially I'll run them on Facebook for pure value,
consume the videos.
I spend that marketing dollar to get as many views
for as cheap as possible.
So the cheapest CPMs and then what I do is I use to create my
second level audiences.
So if you have content you can track if they click and they
interacted with it or watched a video more
than a certain percentage.
Anybody that watched a certain video for more than 50%,
that tells me their an ideal customer for my business or you
can do the same thing for your product.
Number three, retarget specific pages.
If you've got your SaaS site designed properly,
and I have whole framework on what makes a perfect SaaS site.
I've analyzed over 1200 B2B SaaS companies.
At the end of the day, you can tag a visitor
to those specific pages.
The one that's a no brainer that tells you somebody's in market
is if they visit your pricing page.
If they visit your pricing page you should have a separate set
of ads specifically speaking to that customer because it tells
you they're in market.
So, think about your site and if somebody was on a page,
if your site was like a physical retail space and you had
different rooms and you have the pricing room,
you had the features room, you had the blog room,
you had the about room and you were in there,
what would you want to ask the person in that room.
What would you like the conversation to look like?
What do you think you'd need to do to guide that person into the
checkout room to buy your product?
That's the way I think about tagging and creating audiences
for just the people that visit certain pages
like the pricing page.
Four, emails.
Now one of the coolest features about Facebook if you didn't
know that is that you can upload a list of emails and use that.
Facebook's gonna odd all it's magic wizardry and you can use
that to target ads to just people on that email list.
And the cool part if you didn't know this is you can actually
buy lists of companies in your space.
Now a lot of people will argue the data quality
and may of them are not great.
You can build your own list using a scraper,
hiring some interns or people overseas that go through Google,
whatever, and just finds the emails and builds your own list
but you can still upload them
to Facebook to create these audiences.
The other ones is lead magnet.
As people, you know, you run some ads against a lead magnet,
they download it, that's a converted email.
Take that email and put it in a different list to run
kind of what would be next.
If I have a lead magnet on this topic,
what's my next ad?
And you create kind of a virtual funnel using Facebook and
then finally it's just people in your trial.
Somebody's in a trial, they have a different set of information.
You can actually like talk about specific features.
You can talk about hot buttons, you can do case studies all in
ad format on Facebook to the users and only to them so
very cheap, inexpensive on Facebook.
Super powerful using the emails.
You upload 'em, you create those lists and you can target
different ad campaigns specific to those people.
Five, best customers.
Now, this is the ninja strategy.
If you have, ideally at least a couple hundred best customers.
So if you have a thousand customers but you know 20% of
them are incredible.
These are people that bought fast,
they had the need, the product they got it,
it clicked and they spent the most money.
You grab just your best customers.
A couple hundred emails.
Ideally 500 if you've got 'em.
Upload those up into Facebook and then Facebook will allow you
to do a thing called a lookalike audience.
And you can do a look alike audience on all of these
campaigns and targeting that I've mentioned so far which will
tell Facebook to go out there, here's the pool of people,
go out there and find other people that look like them.
From a, many different firmagraphic,
demographic, psychographic, likes, interest, et cetera.
Again, 70,000 data points, they can do their math and figure out
how to make that happen but what's cool is you can
optimize for different things:
engagement, conversions, et cetera.
So you put it on Facebook to go find other people
but just your best customers.
So this is just like a no-brainer,
not a lot of people are doing it.
They could really help you attract very qualified people
for inexpensive costs because you're being very deliberate and
focused on who you want to attract.
So set that up for your best customers.
So quick recap.
One, you want to define your target audience.
Two, you want to set up some brand awareness campaigns.
Three, retarget the specific pages on your site.
Four, emails.
And then five, best customers.
As I mentioned in the beginning of this video,
I want to share an incredible resource called
the Churn Buster Cheatsheet.
It goes over the nine different tools that you need to start
instrumenting and implementing in your business
to reduce your churn.
I know everybody wants to talk about top of funnel,
revenue and growth and all that fun stuff but if you're in the
SaaS business you know that churn is the ultimate number.
That churn percentage is the thing that is gonna slow you
down from growing 'cause you got to keep adding new customers on
a monthly basis just to deal with the ones that you lost.
So download by clicking the link below this video the
Churn Buster Cheatsheet to help you with that.
If you liked this video be sure to click the link or the like
button right below here.
Share it with somebody that you care about that you think it
could serve and be sure to subscribe to this channel.
Thanks for watching. I'll see you in the next video.
It's true. You know exactly what I'm talking about.
There's all these real estate agents,
their photos are 15 years old. - [Jaret] Yeah.
- It's like, "Oh. Wow. Oh, hey."