{"id":54707,"date":"2017-04-26T00:00:00","date_gmt":"2017-04-25T22:00:00","guid":{"rendered":"http:\/\/doctuug235.235.axc.nl\/blog\/2017-04-26_the-startup-s-playbook-to-finding-b2b-customers-on-facebook-e56e6d6ef8dc\/"},"modified":"2025-04-02T15:54:25","modified_gmt":"2025-04-02T13:54:25","slug":"the-startups-playbook-to-finding-b2b-customers-on-facebook-e56e6d6ef8dc","status":"publish","type":"post","link":"https:\/\/blog.salesflare.com\/zh\/\u521b\u4e1a\u516c\u53f8\u5728-facebook-\u4e0a\u5bfb\u627e-b2b-\u5ba2\u6237\u7684\u73a9\u6cd5-e56e6d6ef8dc","title":{"rendered":"\u521d\u521b\u4f01\u4e1a\u5728 Facebook \u4e0a\u5bfb\u627e B2B \u5ba2\u6237\u7684\u6307\u5357"},"content":{"rendered":"<article class=\"h-entry\">\n<header><\/header>\n<section class=\"e-content\">\n<section class=\"section section--body section--first\">\n<div class=\"section-content\">\n<div class=\"section-inner sectionLayout--insetColumn\">\n<h1 id=\"79b9\" class=\"graf graf--h3 graf--leading graf--title\">The Startup\u2019s Playbook To Finding B2B Customers on\u00a0Facebook<\/h1>\n<figure id=\"9e4f\" class=\"graf graf--figure graf-after--h3\">\n<div class=\"aspectRatioPlaceholder is-locked\" style=\"max-width: 500px;max-height: 281px\">\n<p class=\"translation-block\"><img decoding=\"async\" class=\"graf-image alignnone\" src=\"\/wp-content\/uploads\/2017\/04\/11L9EDeoElJf1dTlphSBRFA.jpeg\" alt=\"Just spent money on facebook ads and it's gone\" width=\"500\" height=\"281\"><\/p>\n<\/div>\n<\/figure>\n<p id=\"503b\" class=\"graf graf--p graf-after--figure translation-block\">Facebook is big.<\/p>\n<p id=\"9fa6\" class=\"graf graf--p graf-after--p translation-block\">There\u2019s currently about 1,8 billion people on the damn thing. Religiously spending <a class=\"markup--anchor markup--p-anchor\" href=\"https:\/\/www.nytimes.com\/2016\/05\/06\/business\/facebook-bends-the-rules-of-audience-engagement-to-its-advantage.html?_r=0\" target=\"_blank\" rel=\"noopener\">50 minutes<\/a> of their free time. Every day.<\/p>\n<p id=\"1627\" class=\"graf graf--p graf-after--p translation-block\">Going crazy over cats, laughing their assess off at hilarious videos, getting upset in political discussions and reading news from all sorts, real and fake.<\/p>\n<p id=\"3c97\" class=\"graf graf--p graf-after--p translation-block\">Facebook is too big to ignore. For marketers. For founders. For you.<\/p>\n<p id=\"cb32\" class=\"graf graf--p graf-after--p translation-block\">It\u2018s the planet\u2019s fastest platform to build your <a class=\"markup--anchor markup--p-anchor\" href=\"http:\/\/www.inc.com\/bill-carmody\/the-know-like-amp-trust-growth-model.html\" target=\"_blank\" rel=\"noopener\">know, like and trust factor<\/a>.<\/p>\n<p id=\"0a4f\" class=\"graf graf--p graf-after--p\"><a class=\"markup--anchor markup--p-anchor translation-block\" href=\"\/?p=54678\" target=\"_blank\" rel=\"noopener\">People buy from people they know, like and trust.<\/a><\/p>\n<p id=\"45a9\" class=\"graf graf--p graf-after--p\"><strong class=\"markup--strong markup--p-strong translation-block\">This makes Facebook the fastest platform to sell.<\/strong><\/p>\n<p id=\"72b2\" class=\"graf graf--p graf-after--p translation-block\">The frictionless sales funnel you dream of at night.<\/p>\n<p id=\"b77d\" class=\"graf graf--p graf-after--p translation-block\">But there\u2019s a problem.<\/p>\n<p id=\"f497\" class=\"graf graf--p graf-after--p translation-block\">Facebook\u2019s marketing possibilities are so powerful they\u2019re the stuff nightmares are made of.<\/p>\n<p id=\"a17e\" class=\"graf graf--p graf-after--p translation-block\">For a lot of people marketing on Facebook feels like flying a space shuttle. It\u2019s insanely cool but you don\u2019t really know what you\u2019re doing.<\/p>\n<figure id=\"70a8\" class=\"graf graf--figure graf-after--p\">\n<div class=\"aspectRatioPlaceholder is-locked\" style=\"max-width: 666px;max-height: 500px\">\n<p class=\"translation-block\"><img decoding=\"async\" class=\"graf-image alignnone\" src=\"\/wp-content\/uploads\/2017\/04\/1ao_co6FcQ69q2wtCsPMzNQ.jpeg\" alt=\"I have no idea what i'm doing\" width=\"666\" height=\"500\"><\/p>\n<\/div>\n<\/figure>\n<p id=\"58a1\" class=\"graf graf--p graf-after--figure\">It all just feels a little overwhelming.<strong class=\"markup--strong markup--p-strong translation-block\"> But it doesn\u2019t have to be that way.<\/strong><\/p>\n<p id=\"f092\" class=\"graf graf--p graf-after--p translation-block\">The goal of this Playbook is to cut right through all of the overwhelming stuff and get you up and selling on Facebook in no time.<\/p>\n<p id=\"1fb9\" class=\"graf graf--p graf-after--p translation-block\">These 12 Plays will teach you everything you need to know to turn the world\u2019s biggest social platform into your startup\u2019s own little kingdom.<\/p>\n<p id=\"0d80\" class=\"graf graf--p graf-after--p translation-block\">There\u2019s three main ingredients to it:<\/p>\n<ul class=\"postList\">\n<li id=\"28bc\" class=\"graf graf--li graf-after--p translation-block\">a thorough understanding of your audience\ud83d\udc42<\/li>\n<li id=\"d816\" class=\"graf graf--li graf-after--li translation-block\">high-quality content that resonates with your audience \ud83d\udcd6<\/li>\n<li id=\"f1e9\" class=\"graf graf--li graf-after--li translation-block\">a small budget for <a href=\"https:\/\/predis.ai\/use-cases\/facebook-ad-maker\/\">Facebook ads<\/a> \ud83d\udcb6<\/li>\n<\/ul>\n<p id=\"582c\" class=\"graf graf--p graf-after--li translation-block\">That\u2019s it.<\/p>\n<p id=\"8d19\" class=\"graf graf--p graf-after--p translation-block\">Value-audience fit combined with an understanding of Facebook\u2019s targeting principles and some pocket change will have you creating powerful converting ads in no-time.<\/p>\n<p id=\"7306\" class=\"graf graf--p graf-after--p translation-block\">You\u2019ll find additional resources to fill in the gaps at the end of the post.<\/p>\n<p id=\"4354\" class=\"graf graf--p graf-after--p graf--trailing translation-block\">Let the games begin.<\/p>\n<\/div>\n<\/div>\n<\/section>\n<section class=\"section section--body\">\n<div class=\"section-divider\">\n<hr class=\"section-divider\">\n<\/div>\n<div class=\"section-content\">\n<div class=\"section-inner sectionLayout--insetColumn\">\n<h3 id=\"b7ce\" class=\"graf graf--h3 graf--leading\">Play #1: Spread value before you expect\u00a0love<\/h3>\n<p id=\"2b45\" class=\"graf graf--p graf-after--h3 translation-block\">I see a lot of startups starting out on Facebook asking things like:<\/p>\n<ul class=\"postList\">\n<li id=\"d883\" class=\"graf graf--li graf-after--p\"><em class=\"markup--em markup--li-em translation-block\">try our app! <\/em>\ud83d\ude09\ud83d\ude09<\/li>\n<li id=\"b595\" class=\"graf graf--li graf-after--li\"><em class=\"markup--em markup--li-em translation-block\">let us know what you think! <\/em>\ud83d\ude09\ud83d\ude09<\/li>\n<li id=\"8c83\" class=\"graf graf--li graf-after--li\"><em class=\"markup--em markup--li-em translation-block\">like our page! <\/em>\ud83d\ude09\ud83d\ude09<\/li>\n<li id=\"5d7e\" class=\"graf graf--li graf-after--li\"><em class=\"markup--em markup--li-em translation-block\">spread the love! <\/em>\ud83d\ude09\ud83d\ude09<\/li>\n<\/ul>\n<p id=\"671d\" class=\"graf graf--p graf-after--li translation-block\">Now.<\/p>\n<p id=\"3901\" class=\"graf graf--p graf-after--p\"><em class=\"markup--em markup--p-em translation-block\">Why<\/em> would anyone that is not your mother, lover or friend share something from some weird startup on their Facebook timeline? \ud83e\udd37<\/p>\n<p id=\"9121\" class=\"graf graf--p graf-after--p\"><strong class=\"markup--strong markup--p-strong translation-block\">\u261d\ufe0f Always remember that you work for your audience.<\/strong><\/p>\n<p id=\"cf2c\" class=\"graf graf--p graf-after--p translation-block\">It\u2019s not about you and it\u2019s even less about what you have to say.<\/p>\n<p id=\"0859\" class=\"graf graf--p graf-after--p\">It\u2019s about them and about <em class=\"markup--em markup--p-em translation-block\">what you can give them.<\/em><\/p>\n<p id=\"be77\" class=\"graf graf--p graf-after--p translation-block\">You need to deserve their engagement by <a class=\"markup--anchor markup--p-anchor\" href=\"\/?p=54678\" target=\"_blank\" rel=\"noopener\">giving them value<\/a>.<\/p>\n<p id=\"c93c\" class=\"graf graf--p graf-after--p translation-block\">High-quality content that helps, inspires, delights and\/or entertains is the name of your game.<\/p>\n<figure id=\"5758\" class=\"graf graf--figure graf-after--p\">\n<div class=\"aspectRatioPlaceholder is-locked\" style=\"max-width: 425px;max-height: 239px\">\n<p class=\"translation-block\"><img decoding=\"async\" class=\"graf-image alignnone\" src=\"\/wp-content\/uploads\/2017\/04\/1xRc8oNH2-48SQ9hDQ2yupw.gif\" alt=\"I find your lack of facebook disturbing\" width=\"425\" height=\"239\"><\/p>\n<\/div>\n<\/figure>\n<p id=\"76b1\" class=\"graf graf--p graf-after--figure translation-block\">That doesn\u2019t mean your content has to be original.<br>\nAt least in the beginning.<\/p>\n<p id=\"de4d\" class=\"graf graf--p graf-after--p\">Winning on Facebook equals building<em class=\"markup--em markup--p-em translation-block\"> an interested, engaged audience.<\/em><\/p>\n<p id=\"9353\" class=\"graf graf--p graf-after--p translation-block\">To get there, you\u2019ll first need to find out what kind of content resonates with the people you\u2019re looking to entice. Your audience bouncing off the content you share will tell you what kind of stuff is of value to them.<\/p>\n<p id=\"1745\" class=\"graf graf--p graf-after--p translation-block\">This will take trial and error.<\/p>\n<p id=\"9c0c\" class=\"graf graf--p graf-after--p translation-block\">The good news is you\u2019ll build up an engaged fan base while doing that.<\/p>\n<p id=\"f4f2\" class=\"graf graf--p graf-after--p translation-block\">Study competitors and other pages that seem to have nailed content-audience fit. Throw stuff on your page and see what sticks.<\/p>\n<p id=\"fe60\" class=\"graf graf--p graf-after--p translation-block\">Take your time to really get a hang of who your audience is by making mistakes with <em class=\"markup--em markup--p-em\">someone else\u2019s<\/em> content \ud83d\ude0f.<\/p>\n<p id=\"f376\" class=\"graf graf--p graf-after--p translation-block\">The upside to having few followers is that no one will notice if you fuck up.<\/p>\n<p id=\"b5fe\" class=\"graf graf--p graf-after--p\">Aside from that: creating high-value original content and getting zero engagement <em class=\"markup--em markup--p-em translation-block\">really sucks.<\/em><\/p>\n<p id=\"a269\" class=\"graf graf--p graf-after--p\">Trust me, I\u2019ve been there\u2026 \ud83d\udc49 <strong class=\"markup--strong markup--p-strong translation-block\">Curate before you create.<\/strong><\/p>\n<p id=\"9811\" class=\"graf graf--p graf-after--p translation-block\">Once you figure out what kind of content works well, you can start dropping stuff of your own and build up from there.<\/p>\n<p id=\"3d88\" class=\"graf graf--p graf-after--p translation-block\">Try to make your content as shareable as possible by sticking to Jonah Berger\u2019s <a class=\"markup--anchor markup--p-anchor\" href=\"https:\/\/unruly.co\/blog\/article\/2015\/10\/26\/jonah-berger-6-key-stepps-to-creating-contagious-content\/\" target=\"_blank\" rel=\"noopener\">Six STEPPS to virality<\/a> from his book <a class=\"markup--anchor markup--p-anchor\" href=\"http:\/\/jonahberger.com\/books\/contagious\/\" target=\"_blank\" rel=\"noopener\"><em class=\"markup--em markup--p-em\">Contagious<\/em><\/a>.<\/p>\n<figure id=\"5ac0\" class=\"graf graf--figure graf-after--p\">\n<div class=\"aspectRatioPlaceholder is-locked\" style=\"max-width: 650px;max-height: 405px\">\n<p class=\"translation-block\"><img decoding=\"async\" class=\"graf-image alignnone\" src=\"\/wp-content\/uploads\/2017\/04\/1Qgbl-BmdDR-yCFO_GlvzNQ.jpeg\" alt=\"Jonah Berger's six teps to virality\" width=\"650\" height=\"405\"><\/p>\n<\/div><figcaption class=\"imageCaption\">Source: <a class=\"markup--anchor markup--figure-anchor translation-block\" href=\"http:\/\/jonahberger.com\" target=\"_blank\" rel=\"noopener\">Jonah\u00a0Berger<\/a><\/figcaption><\/figure>\n<p id=\"eb71\" class=\"graf graf--p graf-after--figure translation-block\">You can\u2019t please millennials, midlife-crisis dads, gamers and online marketers at the same time.<\/p>\n<p id=\"090a\" class=\"graf graf--p graf-after--p\"><em class=\"markup--em markup--p-em translation-block\">Unless<\/em> you can create something as cool as Star Wars. Or Game Of Thrones.<\/p>\n<p id=\"5b61\" class=\"graf graf--p graf-after--p translation-block\">Focus on finding your <em class=\"markup--em markup--p-em\">sweet spot<\/em>, the niche where you can have most influence. Then double-down on it.<\/p>\n<p id=\"ad02\" class=\"graf graf--p graf-after--p graf--trailing translation-block\">This is not just Facebook wisdom. It applies to all things marketing.<\/p>\n<\/div>\n<\/div>\n<\/section>\n<section class=\"section section--body\">\n<div class=\"section-divider\">\n<hr class=\"section-divider\">\n<\/div>\n<div class=\"section-content\">\n<div class=\"section-inner sectionLayout--insetColumn\">\n<h3 id=\"2935\" class=\"graf graf--h3 graf--leading\">Play #2: Play by Mark\u2019s\u00a0rules<\/h3>\n<p id=\"e2ad\" class=\"graf graf--p graf-after--h3 translation-block\">In case you\u2019ve been living under a rock: Facebook is trying to take over the world.<\/p>\n<p id=\"10b6\" class=\"graf graf--p graf-after--p\">They want to kill Google, Snapchat and all the others to become the one and only online place people spend their time. <em class=\"markup--em markup--p-em translation-block\">One Platform To Rule Them All<\/em><\/p>\n<p id=\"496f\" class=\"graf graf--p graf-after--p translation-block\">This means you shouldn\u2019t be linking people away from Facebook to one of the platforms it\u2019s trying to destroy.<\/p>\n<p id=\"b81f\" class=\"graf graf--p graf-after--p translation-block\">So upload videos on Facebook rather than linking to YouTube.<\/p>\n<p id=\"bac5\" class=\"graf graf--p graf-after--p translation-block\">Don\u2019t take away Facebook\u2019s candy if you want it to be nice to you.<\/p>\n<figure id=\"e389\" class=\"graf graf--figure graf-after--p\">\n<div class=\"aspectRatioPlaceholder is-locked\" style=\"max-width: 380px;max-height: 298px\">\n<p class=\"translation-block\"><img decoding=\"async\" class=\"graf-image alignnone\" src=\"\/wp-content\/uploads\/2017\/04\/11Zsn2eKk8S277UZeMEVjLQ.gif\" alt=\"Deal with it\" width=\"380\" height=\"298\"><\/p>\n<\/div>\n<\/figure>\n<p id=\"3bdb\" class=\"graf graf--p graf-after--figure translation-block\">Not because I want Facebook to win or whatever, but because Facebook will give your content more relevance if it\u2019s native.<\/p>\n<p id=\"3d90\" class=\"graf graf--p graf-after--p translation-block\">You can bet your ass more people will see your stuff if you post it as a Facebook video instead of a YouTube video.<\/p>\n<p id=\"4220\" class=\"graf graf--p graf-after--p\"><strong class=\"markup--strong markup--p-strong translation-block\">Use Facebook\u2019s narcissism to your advantage by playing along.<\/strong><\/p>\n<p id=\"8ebe\" class=\"graf graf--p graf-after--p translation-block\">Example? Right now they\u2019re pushing video, so go nuts \ud83c\udfac.<\/p>\n<p id=\"447d\" class=\"graf graf--p graf-after--p graf--trailing\">Biggest reach? Live video \ud83d\udc49 <em class=\"markup--em markup--p-em translation-block\">You know what to do.<\/em><\/p>\n<\/div>\n<\/div>\n<\/section>\n<section class=\"section section--body\">\n<div class=\"section-divider\">\n<hr class=\"section-divider\">\n<\/div>\n<div class=\"section-content\">\n<div class=\"section-inner sectionLayout--insetColumn\">\n<h3 id=\"c8a0\" class=\"graf graf--h3 graf--leading\">Play #3: Drive engagement with boosted\u00a0posts<\/h3>\n<figure id=\"a91f\" class=\"graf graf--figure graf--layoutOutsetLeft graf-after--h3\">\n<div class=\"aspectRatioPlaceholder is-locked\" style=\"max-width: 525px;max-height: 366px\">\n<p class=\"translation-block\"><img decoding=\"async\" class=\"graf-image\" src=\"\/wp-content\/uploads\/2017\/04\/1BrrwFFgdjzCGoCaKQiReDQ.png\"><\/p>\n<\/div><figcaption class=\"imageCaption translation-block\">Optimise boosted posts for maximum page engagement<\/figcaption><\/figure>\n<p id=\"b5af\" class=\"graf graf--p graf-after--figure translation-block\">Boosting posts can speed up the process of figuring out what kind of content works and help you get an engaged community faster.<\/p>\n<p id=\"91f1\" class=\"graf graf--p graf-after--p translation-block\">The how-to is not rocket science. You can literally tell Facebook that you want your ad to get you more page likes.<\/p>\n<p id=\"eaee\" class=\"graf graf--p graf-after--p\"><strong class=\"markup--strong markup--p-strong translation-block\">Facebook\u2019s targeting tool is pretty mind-blowing.<\/strong><\/p>\n<p id=\"888c\" class=\"graf graf--p graf-after--p translation-block\">Want to show your ad for a wellness treatment to a married woman \ud83d\udc8d with a college degree \ud83d\udcdc, earning over $60k a year \ud83d\udcb0, living in Buenos Aires \ud83c\udfd9\ufe0f with a habit of shopping online \ud83d\udecd\ufe0f with her credit card \ud83d\udcb3, because she has an anniversary \ud83c\udf89 coming up within 30 days?<\/p>\n<p id=\"fdc9\" class=\"graf graf--p graf-after--p\"><em class=\"markup--em markup--p-em translation-block\">Sure thing, mate.<\/em><\/p>\n<p id=\"74b8\" class=\"graf graf--p graf-after--p translation-block\">I didn\u2019t even go crazy there. Check out this <a class=\"markup--anchor markup--p-anchor\" href=\"http:\/\/wordstream.com\/images\/facebook-ad-targeting-options-infographic-wordstream-large.jpg\" target=\"_blank\" rel=\"noopener\">infographic<\/a> \u26a0\ufe0f.<\/p>\n<p id=\"857e\" class=\"graf graf--p graf-after--p translation-block\">Targeting based on interests is just one way. We\u2019ll dig deeper on different kinds of audiences and what kind of ads to show them in Plays later \ud83d\udc47.<\/p>\n<p id=\"6ef5\" class=\"graf graf--p graf-after--p translation-block\">In spite of the <em class=\"markup--em markup--p-em\">fu*kton<\/em> of targeting possibilities, <strong class=\"markup--strong markup--p-strong\">ads targeted to people who like pages of competitors or other influencers in the space tend to work just as well. <\/strong>They\u2019re basically free leads as those pages already did the buttering up for you.<\/p>\n<figure id=\"3590\" class=\"graf graf--figure graf--layoutOutsetLeft graf-after--p\">\n<div class=\"aspectRatioPlaceholder is-locked\" style=\"max-width: 525px;max-height: 221px\">\n<p class=\"translation-block\"><img decoding=\"async\" class=\"graf-image\" src=\"\/wp-content\/uploads\/2017\/04\/15YXOnuCelKO2VTLbRbmXgA.png\"><\/p>\n<\/div>\n<\/figure>\n<p id=\"543a\" class=\"graf graf--p graf-after--figure translation-block\">To show ads to Facebook fans of a competitor, go to <em class=\"markup--em markup--p-em\">Interests<\/em> in Facebook Ad Manager and type the Page name. If it matches, the Page is available for you to target and your ad will be shown to its fans.<\/p>\n<p id=\"8813\" class=\"graf graf--p graf-after--p translation-block\">This doesn\u2019t work for every Page.<\/p>\n<p id=\"e087\" class=\"graf graf--p graf-after--p translation-block\">Pages with a lot of likes can usually be targeted, but there\u2019s no way to know for sure other than just trying.<\/p>\n<p id=\"1e72\" class=\"graf graf--p graf-after--p translation-block\">You can extend this strategy by targeting other Pages relevant to your competitor\u2019s followers.<\/p>\n<p id=\"2f82\" class=\"graf graf--p graf-after--p translation-block\">Go to <em class=\"markup--em markup--p-em\">Audience Insights.<br>\n<\/em>(Just search for it in the top search bar.)<\/p>\n<figure id=\"fa76\" class=\"graf graf--figure graf-after--p\">\n<div class=\"aspectRatioPlaceholder is-locked\" style=\"max-width: 700px;max-height: 375px\">\n<p class=\"translation-block\"><img decoding=\"async\" class=\"graf-image\" src=\"\/wp-content\/uploads\/2017\/04\/1EylaJ6ebHNCQ-IUnZtVCWw.png\"><\/p>\n<\/div>\n<\/figure>\n<p id=\"bff3\" class=\"graf graf--p graf-after--figure translation-block\">Put the Page you want to gain insights for and check out Page Likes to check what other Pages they\u2019re liking.<\/p>\n<h4 id=\"e2b2\" class=\"graf graf--h4 graf-after--p\"><strong class=\"markup--strong markup--h4-strong\">How about boosting posts to your own audience and their friends?\u00a0<\/strong>\ud83e\udd14<\/h4>\n<p id=\"3086\" class=\"graf graf--p graf-after--h4 translation-block\">Sounds like a zero-sum game, but it isn\u2019t.<\/p>\n<p id=\"1694\" class=\"graf graf--p graf-after--p translation-block\">Your own audience is already hot for you so they\u2019re more likely to engage with your content. In turn, non-fans will be more likely to engage with a post that already has some likes than with one that has none.<\/p>\n<p id=\"91a4\" class=\"graf graf--p graf-after--p translation-block\">\u26a0\ufe0f Don\u2019t fuck up the nice relationship you already have with these people by shoving ads down their throats.<\/p>\n<p id=\"349f\" class=\"graf graf--p graf-after--p translation-block\">Your goal is to feed them epic value up to the point where they become paying customers and\/or brand ambassadors.<\/p>\n<p id=\"5193\" class=\"graf graf--p graf-after--p translation-block\">Given that by now you have a pretty good idea of the stuff they\u2019re interested in, the best way to achieve this is by promoting content from your blog.<\/p>\n<p id=\"09f2\" class=\"graf graf--p graf-after--p\"><strong class=\"markup--strong markup--p-strong translation-block\">Rule of thumb \ud83d\udc4d:<\/strong><\/p>\n<ul class=\"postList\">\n<li id=\"f998\" class=\"graf graf--li graf-after--p translation-block\">Day 1: Boost to people who like your page \u2014 <em class=\"markup--em markup--li-em\">warm audience <\/em>\ud83d\udd25<\/li>\n<li id=\"9697\" class=\"graf graf--li graf-after--li translation-block\">Day 2: Boost to friends of people who like your page \u2014 <em class=\"markup--em markup--li-em\">tepid audience <\/em>\ud83d\udca7<\/li>\n<li id=\"e914\" class=\"graf graf--li graf-after--li translation-block\">Day 3: Boost the people you choose through targeting \u2014 <em class=\"markup--em markup--li-em\">cold audience <\/em>\u2744\ufe0f<\/li>\n<\/ul>\n<p id=\"ead2\" class=\"graf graf--p graf-after--li translation-block\">If you don\u2019t feel like spending a ton on driving page engagement, try <strong class=\"markup--strong markup--p-strong\">right-column ads<\/strong> instead of the more expensive ones in the News Feed.<\/p>\n<p id=\"e9ff\" class=\"graf graf--p graf-after--p translation-block\">Marketers seem to think right-column ads are beyond useless. The truth is they can be <a class=\"markup--anchor markup--p-anchor\" href=\"https:\/\/fatstacksblog.com\/facebook-newsfeed-ads-vs-right-column-ads\/\" target=\"_blank\" rel=\"noopener\">effective<\/a> at a low price.<\/p>\n<p id=\"9a8c\" class=\"graf graf--p graf-after--p graf--trailing translation-block\">As with everything in online marketing: A\/B test the shit out of it before you jump to conclusions.<\/p>\n<\/div>\n<\/div>\n<\/section>\n<section class=\"section section--body\">\n<div class=\"section-divider\">\n<hr class=\"section-divider\">\n<\/div>\n<div class=\"section-content\">\n<div class=\"section-inner sectionLayout--insetColumn\">\n<h3 id=\"c19b\" class=\"graf graf--h3 graf--leading\"><strong class=\"markup--strong markup--h3-strong\">Play #4: Grow your fanbase by inviting post\u00a0likers<\/strong><\/h3>\n<p id=\"fd69\" class=\"graf graf--p graf-after--h3 translation-block\">Take advantage of the momentum you created with your content by inviting post likers to also like your page.<\/p>\n<p id=\"e7aa\" class=\"graf graf--p graf-after--p translation-block\">These people are likely to engage with future content but often don\u2019t take the effort to go to your page to like it.<\/p>\n<p id=\"fdaa\" class=\"graf graf--p graf-after--p translation-block\">This is especially true for people navigating Facebook on mobile, as these tend not to leave the newsfeed to explore content sources.<\/p>\n<p id=\"d484\" class=\"graf graf--p graf-after--p translation-block\">By inviting them you give them the opportunity to connect with you with just one click.<\/p>\n<figure id=\"b3d5\" class=\"graf graf--figure graf-after--p\">\n<div class=\"aspectRatioPlaceholder is-locked\" style=\"max-width: 400px;max-height: 400px\">\n<p class=\"translation-block\"><img decoding=\"async\" class=\"graf-image\" src=\"\/wp-content\/uploads\/2017\/04\/1un52YE5td3inv-ARZCaSSA.jpeg\"><\/p>\n<\/div>\n<\/figure>\n<p id=\"856a\" class=\"graf graf--p graf-after--figure translation-block\">Of course, you don\u2019t want to spend your precious time and energy manually clicking all of the Invite \u2014 buttons.<\/p>\n<p id=\"52a9\" class=\"graf graf--p graf-after--p\"><strong class=\"markup--strong markup--p-strong translation-block\">Luckily, there\u2019s a script to do this for you. Of course there is \ud83d\ude0f.<\/strong><\/p>\n<p id=\"9311\" class=\"graf graf--p graf-after--p translation-block\">Go ahead and click the likes of one of your posts. In Google Chrome.<br>\n(You may want to scroll down a bit to load all the post likers.)<\/p>\n<figure id=\"0c2a\" class=\"graf graf--figure graf-after--p\">\n<div class=\"aspectRatioPlaceholder is-locked\" style=\"max-width: 509px;max-height: 521px\">\n<p class=\"translation-block\"><img decoding=\"async\" class=\"graf-image\" src=\"\/wp-content\/uploads\/2017\/04\/1mmL4yF1xGf2Z4iuEB9kYBA.png\"><\/p>\n<\/div>\n<\/figure>\n<p id=\"8460\" class=\"graf graf--p graf-after--figure translation-block\">Now open up Chrome\u2019s JavaScript Developer Console.<\/p>\n<ul class=\"postList\">\n<li id=\"8e69\" class=\"graf graf--li graf-after--p translation-block\">You can do this by going to [View] \u2014 [Developer] \u2014 [JavaScript Console].<\/li>\n<li id=\"f92a\" class=\"graf graf--li graf-after--li translation-block\">Or by right-clicking somewhere on the page and clicking [Inspect].<\/li>\n<li id=\"029b\" class=\"graf graf--li graf-after--li translation-block\">Or by using the short keys CMD+OPTION+J on Mac or F12 on Windows.<\/li>\n<\/ul>\n<p id=\"9d48\" class=\"graf graf--p graf-after--li translation-block\">With the post likers all lined up \u2014 paste the following code into the console:<\/p>\n<pre id=\"ecaa\" class=\"graf graf--pre graf-after--p\">var buttons;buttons = document.getElementsByClassName('_42ft');for (var i = 0; i &lt; buttons.length; i++) { if(buttons[i].getAttribute('ajaxify') != null){  if(buttons[i].getAttribute('ajaxify').indexOf('invite') != -1){   buttons[i].click();  } }}<\/pre>\n<p id=\"7ec3\" class=\"graf graf--p graf-after--pre translation-block\">\ud83d\udc49 Hit Enter.<\/p>\n<p id=\"cb3c\" class=\"graf graf--p graf-after--p translation-block\">All the post likers who haven\u2019t liked your page yet, are now invited to do so.<\/p>\n<figure id=\"260e\" class=\"graf graf--figure graf-after--p graf--trailing\">\n<div class=\"aspectRatioPlaceholder is-locked\" style=\"max-width: 700px;max-height: 335px\">\n<p class=\"translation-block\"><img decoding=\"async\" class=\"graf-image\" src=\"\/wp-content\/uploads\/2017\/04\/1eFcSEufcFCzqh67chV4h2Q.png\"><\/p>\n<\/div>\n<\/figure>\n<\/div>\n<\/div>\n<\/section>\n<section class=\"section section--body\">\n<div class=\"section-divider\">\n<hr class=\"section-divider\">\n<\/div>\n<div class=\"section-content\">\n<div class=\"section-inner sectionLayout--insetColumn\">\n<h3 id=\"5b12\" class=\"graf graf--h3 graf--leading\">Play #5: Drive website traffic with dark\u00a0posts<\/h3>\n<figure id=\"f6b3\" class=\"graf graf--figure graf--layoutOutsetLeft graf-after--h3\">\n<div class=\"aspectRatioPlaceholder is-locked\" style=\"max-width: 525px;max-height: 362px\">\n<p class=\"translation-block\"><img decoding=\"async\" class=\"graf-image\" src=\"\/wp-content\/uploads\/2017\/04\/1y2KMPpqqpAY3sXXjBLSfzQ.png\"><\/p>\n<\/div><figcaption class=\"imageCaption translation-block\">Dark posts for driving traffic and A\/B\u00a0testing<\/figcaption><\/figure>\n<p id=\"35cf\" class=\"graf graf--p graf-after--figure translation-block\">A dark post is a post that is only shown to the audience you target. It won\u2019t appear in your newsfeed.<\/p>\n<p id=\"1395\" class=\"graf graf--p graf-after--p translation-block\">Optimise these ads to generate traffic to your website or app with <a class=\"markup--anchor markup--p-anchor\" href=\"https:\/\/adespresso.com\/academy\/blog\/8-ways-improve-cta-facebook-ads\/\" target=\"_blank\" rel=\"noopener\">compelling CTAs<\/a>.<\/p>\n<p id=\"c928\" class=\"graf graf--p graf-after--p translation-block\">Just know that you\u2019ll be paying more for ads when targeting a cold audience.<\/p>\n<h4 id=\"b556\" class=\"graf graf--h4 graf-after--p\"><strong class=\"markup--strong markup--h4-strong\">Dark posts are also a pretty awesome way to do A\/B testing\u00a0<\/strong>\u2696\ufe0f.<\/h4>\n<p id=\"85d8\" class=\"graf graf--p graf-after--h4 translation-block\">\ud83d\udc49 Say you\u2019re unsure about how to call your next blog post \ud83e\udd14.<\/p>\n<p id=\"99db\" class=\"graf graf--p graf-after--p translation-block\">You can just run two very low-budget ads with different headlines and see which one gets the most traction.<\/p>\n<p id=\"4e4a\" class=\"graf graf--p graf-after--p translation-block\">Dark posts allow you to run several ads to different target audiences. A\/B test headlines and create personalised messages for different demographic and geographic targets.<\/p>\n<p id=\"9837\" class=\"graf graf--p graf-after--p\"><strong class=\"markup--strong markup--p-strong translation-block\">Other stuff you can A\/B test using dark posts:<\/strong><\/p>\n<ul class=\"postList\">\n<li id=\"7564\" class=\"graf graf--li graf-after--p translation-block\">which photo to use for content<\/li>\n<li id=\"9b43\" class=\"graf graf--li graf-after--li translation-block\">which video to post<\/li>\n<li id=\"c6a7\" class=\"graf graf--li graf-after--li translation-block\">which audience to target<\/li>\n<li id=\"49af\" class=\"graf graf--li graf-after--li translation-block\">what landing page to throw<\/li>\n<li id=\"8818\" class=\"graf graf--li graf-after--li translation-block\">what mockups of your app to use<\/li>\n<\/ul>\n<p id=\"cac0\" class=\"graf graf--p graf-after--li translation-block\">You can run dozens of ads on one and the same day \u2014 without a single one of them actually showing up in your Page\u2019s timeline.<\/p>\n<figure id=\"36c5\" class=\"graf graf--figure graf-after--p graf--trailing\">\n<div class=\"aspectRatioPlaceholder is-locked\" style=\"max-width: 700px;max-height: 289px\">\n<p class=\"translation-block\"><img decoding=\"async\" class=\"graf-image\" src=\"\/wp-content\/uploads\/2017\/04\/1P3ikzkjL9aoNkjcNWv6Z3A.jpeg\"><\/p>\n<\/div>\n<\/figure>\n<\/div>\n<\/div>\n<\/section>\n<section class=\"section section--body\">\n<div class=\"section-divider\">\n<hr class=\"section-divider\">\n<\/div>\n<div class=\"section-content\">\n<div class=\"section-inner sectionLayout--insetColumn\">\n<h3 id=\"e433\" class=\"graf graf--h3 graf--leading\">Play #6: Unleash the Power of the Facebook\u00a0Pixel<\/h3>\n<p id=\"0c74\" class=\"graf graf--p graf-after--h3 translation-block\">Facebook\u2019s Pixel is a little script you install on your website that follows people around as they navigate your website \ud83d\udd75\ufe0f.<\/p>\n<p id=\"d518\" class=\"graf graf--p graf-after--p translation-block\">It comes with three superpowers:<\/p>\n<p id=\"61cb\" class=\"graf graf--p graf-after--p\"><strong class=\"markup--strong markup--p-strong translation-block\">#1. Tracking website visitors<br>\n<\/strong>The Pixel will allow you to show ads to people who visited your website.<\/p>\n<p id=\"7454\" class=\"graf graf--p graf-after--p translation-block\">A few ways the Pixel allows you to segment website visitors into targeted Custom Audiences:<\/p>\n<figure id=\"ccf8\" class=\"graf graf--figure graf--layoutOutsetLeft graf-after--p\">\n<div class=\"aspectRatioPlaceholder is-locked\" style=\"max-width: 493px;max-height: 504px\">\n<p class=\"translation-block\"><img decoding=\"async\" class=\"graf-image\" src=\"\/wp-content\/uploads\/2017\/04\/1nnpWSWqfhiggk1zX6rcECw.png\"><\/p>\n<\/div>\n<\/figure>\n<ul class=\"postList\">\n<li id=\"5dcc\" class=\"graf graf--li graf-after--figure translation-block\">people who have visited your website in the past 24 hours<\/li>\n<li id=\"4c89\" class=\"graf graf--li graf-after--li translation-block\">people who have visited your website in the past 180 days but have not been back in 30 days<\/li>\n<li id=\"3ce2\" class=\"graf graf--li graf-after--li translation-block\">people who have visited a specific page on your website<\/li>\n<li id=\"5b44\" class=\"graf graf--li graf-after--li translation-block\">people who have visited a specific page on your website but not another specific page<\/li>\n<\/ul>\n<p id=\"0b82\" class=\"graf graf--p graf-after--li translation-block\">To create a Custom Audience from your Pixel, select <a href=\"https:\/\/trafficthinktank.com\/tools\/website-traffic-checker\/\"><em class=\"markup--em markup--p-em\">Website Traffic<\/em><\/a> in your Audiences section. See <strong class=\"markup--strong markup--p-strong\">Play #8 <\/strong>for more.<\/p>\n<p id=\"07e8\" class=\"graf graf--p graf-after--p\"><strong class=\"markup--strong markup--p-strong translation-block\">#2. Tracking website conversion<br>\n<\/strong>The Pixel will help Facebook understand if an ad has successfully sparked conversion of any kind.<\/p>\n<p id=\"b844\" class=\"graf graf--p graf-after--p translation-block\">You can in fact set up different conversion events. Think trial signups, purchases, newsletter subscriptions and more.<\/p>\n<p id=\"5901\" class=\"graf graf--p graf-after--p translation-block\">Facebook will use the information on conversions gathered by the Pixel to optimise ads for future conversion on your site.<\/p>\n<p id=\"ce86\" class=\"graf graf--p graf-after--p\"><strong class=\"markup--strong markup--p-strong translation-block\">#3. Lookalike audiences<br>\n<\/strong>Facebook will use the intelligence on people visiting and converting to create audiences of people with same characteristics likely to convert from your ads in the future.<\/p>\n<p id=\"3620\" class=\"graf graf--p graf-after--p translation-block\">More on the magic of lookalike audiences in Plays #7 and #11 \ud83d\udc47.<\/p>\n<figure id=\"b708\" class=\"graf graf--figure graf-after--p\">\n<div class=\"aspectRatioPlaceholder is-locked\" style=\"max-width: 450px;max-height: 276px\">\n<p class=\"translation-block\"><img decoding=\"async\" class=\"graf-image\" src=\"\/wp-content\/uploads\/2017\/04\/1rNmuTWn9AF9RzqpEnPyxPA.jpeg\"><\/p>\n<\/div>\n<\/figure>\n<p id=\"2e0e\" class=\"graf graf--p graf-after--figure translation-block\">The more data your Pixel can gather on website visits and conversions, the more accurate that data. And the more powerful ads and audiences based on that data.<\/p>\n<p id=\"d9a2\" class=\"graf graf--p graf-after--p\"><strong class=\"markup--strong markup--p-strong translation-block\">So get the Facebook Pixel on your website, right now.<\/strong><\/p>\n<p id=\"e229\" class=\"graf graf--p graf-after--p translation-block\">Even if you\u2019re not at the stage where you\u2019re running ads just yet.<\/p>\n<p id=\"00cd\" class=\"graf graf--p graf-after--p translation-block\">It\u2019s in your startup\u2019s best interest that the Pixel starts learning about your website visitors ASAP.<\/p>\n<p id=\"73de\" class=\"graf graf--p graf-after--p translation-block\">\ud83d\udc49 Here\u2019s a <a class=\"markup--anchor markup--p-anchor\" href=\"https:\/\/www.facebook.com\/business\/help\/952192354843755\" target=\"_blank\" rel=\"noopener\">breakdown of how to equip your website with the Facebook Pixel and how to set it up for Conversion Tracking<\/a>.<\/p>\n<p id=\"8333\" class=\"graf graf--p graf-after--p translation-block\">Use the <a class=\"markup--anchor markup--p-anchor\" href=\"https:\/\/chrome.google.com\/webstore\/detail\/facebook-pixel-helper\/fdgfkebogiimcoedlicjlajpkdmockpc\" target=\"_blank\" rel=\"noopener\">FB Pixel Helper<\/a> extension for Chrome to make sure you\u2019ve set up everything correctly.<\/p>\n<p id=\"5671\" class=\"graf graf--p graf-after--p translation-block\">You can check up on how your Pixel is doing by going to <em class=\"markup--em markup--p-em\">Pixels<\/em> from the Assets section in Facebook Ads Manager menu. It will show you all the visitors and events the Pixel has been tracking.<\/p>\n<p id=\"13f2\" class=\"graf graf--p graf-after--p translation-block\">At Salesflare, we\u2019ve put our Facebook pixel in our link tracking so we can make Custom Audiences out of people clicking the links in our emails.<\/p>\n<p id=\"35a7\" class=\"graf graf--p graf-after--p translation-block\">We\u2019d be happy to give you the same powers. <a class=\"markup--anchor markup--p-anchor\" href=\"https:\/\/ctt.ec\/764lK\" target=\"_blank\" rel=\"noopener\"><strong class=\"markup--strong markup--p-strong\">Just let us know<\/strong><\/a> \ud83d\ude0e.<\/p>\n<figure id=\"34b7\" class=\"graf graf--figure graf-after--p graf--trailing\">\n<div class=\"aspectRatioPlaceholder is-locked\" style=\"max-width: 500px;max-height: 355px\">\n<p class=\"translation-block\"><img decoding=\"async\" class=\"graf-image\" src=\"\/wp-content\/uploads\/2017\/04\/1K_DrtWq650oE3LZzl50LGg.jpeg\"><\/p>\n<\/div>\n<\/figure>\n<\/div>\n<\/div>\n<\/section>\n<section class=\"section section--body\">\n<div class=\"section-divider\">\n<hr class=\"section-divider\">\n<\/div>\n<div class=\"section-content\">\n<div class=\"section-inner sectionLayout--insetColumn\">\n<h3 id=\"2e26\" class=\"graf graf--h3 graf--leading\">Play #7: Lay Out The Audience Playing\u00a0Field<\/h3>\n<p id=\"01c8\" class=\"graf graf--p graf-after--h3 translation-block\">The key to successful advertising is showing the right ads to the right people. Facebook is no different.<\/p>\n<p id=\"7d38\" class=\"graf graf--p graf-after--p translation-block\">You\u2019ve probably heard wild things about all the ways you can use Facebook to target potential customers and nurture existing leads.<\/p>\n<figure id=\"a68a\" class=\"graf graf--figure graf-after--p\">\n<div class=\"aspectRatioPlaceholder is-locked\" style=\"max-width: 320px;max-height: 235px\">\n<p class=\"translation-block\"><img decoding=\"async\" class=\"graf-image\" src=\"\/wp-content\/uploads\/2017\/04\/1spktGbkKEmY5JqHFVjLi2Q.jpeg\"><\/p>\n<\/div>\n<\/figure>\n<p id=\"29b8\" class=\"graf graf--p graf-after--figure translation-block\">So wild it probably scared you a bit \ud83d\ude33.<\/p>\n<p id=\"2cfe\" class=\"graf graf--p graf-after--p translation-block\">Before we dive into the good stuff, we\u2019ll take a moment to lay out all targeting options as well as the best ways to use them, both separately and combined.<\/p>\n<p id=\"df50\" class=\"graf graf--p graf-after--p translation-block\">It\u2019s all not as scary as it sounds.<\/p>\n<h4 id=\"0164\" class=\"graf graf--h4 graf-after--p\"><strong class=\"markup--strong markup--h4-strong\">Custom Audiences<\/strong><\/h4>\n<p id=\"2eb1\" class=\"graf graf--p graf-after--h4 translation-block\">With Custom Audiences you can connect with people who already have some kind of relationship with your startup.<\/p>\n<p id=\"5b79\" class=\"graf graf--p graf-after--p translation-block\">Engaging with existing customers, trial users or email subscribers on their favourite social network reinforces your brand and gives you the opportunity to nurture leads, increase CLV and build loyalty.<\/p>\n<figure id=\"a1e7\" class=\"graf graf--figure graf-after--p\">\n<div class=\"aspectRatioPlaceholder is-locked\" style=\"max-width: 491px;max-height: 503px\">\n<p class=\"translation-block\"><img decoding=\"async\" class=\"graf-image\" src=\"\/wp-content\/uploads\/2017\/04\/1SN5qb_jo2xKIa302JoqUKg.png\"><\/p>\n<\/div>\n<\/figure>\n<p id=\"8360\" class=\"graf graf--p graf-after--figure translation-block\">You can create Custom Audiences from:<\/p>\n<ul class=\"postList\">\n<li id=\"3f65\" class=\"graf graf--li graf-after--p translation-block\">A list of emails.<\/li>\n<li id=\"94a9\" class=\"graf graf--li graf-after--li translation-block\">People visiting your website, captured by the Pixel.<\/li>\n<li id=\"7c8a\" class=\"graf graf--li graf-after--li translation-block\">People that completed a particular action on your website or app. Think signups for a free trial or paid subscriptions.<\/li>\n<li id=\"2492\" class=\"graf graf--li graf-after--li translation-block\">People that engaged with you on Facebook itself, such as watching your video.<\/li>\n<\/ul>\n<h4 id=\"fc17\" class=\"graf graf--h4 graf-after--li\">Lookalike Audiences<\/h4>\n<p id=\"e406\" class=\"graf graf--p graf-after--h4 translation-block\">Lookalike Audiences are groups of people Facebook puts together for you based on similarities with existing Custom Audiences.<\/p>\n<p id=\"cad3\" class=\"graf graf--p graf-after--p translation-block\">They allow you to find new leads you haven\u2019t had the pleasure of meeting yet by mirroring your Facebook fan base, website visitors and customers.<\/p>\n<p id=\"560e\" class=\"graf graf--p graf-after--p translation-block\">And more.<\/p>\n<p id=\"891f\" class=\"graf graf--p graf-after--p translation-block\">You can build a Lookalike Audience of every Custom Audience you have.<\/p>\n<figure id=\"1ae6\" class=\"graf graf--figure graf-after--p\">\n<div class=\"aspectRatioPlaceholder is-locked\" style=\"max-width: 512px;max-height: 401px\">\n<p class=\"translation-block\"><img decoding=\"async\" class=\"graf-image\" src=\"\/wp-content\/uploads\/2017\/04\/1BrgJMevcoAtqc73Vegq5kw.jpeg\"><\/p>\n<\/div>\n<\/figure>\n<p id=\"de6b\" class=\"graf graf--p graf-after--figure translation-block\">Lookalikes allow you to go beyond your existing reach while still targeting highly specific profiles.<\/p>\n<p id=\"37f0\" class=\"graf graf--p graf-after--p translation-block\">Facebook can create Lookalike Audiences from several sources:<\/p>\n<ul class=\"postList\">\n<li id=\"5778\" class=\"graf graf--li graf-after--p translation-block\">Facebook Page Fans.<\/li>\n<li id=\"c99b\" class=\"graf graf--li graf-after--li translation-block\">Retargeting List put together by your Pixel.<\/li>\n<li id=\"7938\" class=\"graf graf--li graf-after--li translation-block\">Custom Audience created from emails \u2014 think free trial users, paid users, newsletter subscribers or any other email list you have.<\/li>\n<\/ul>\n<p id=\"b1e5\" class=\"graf graf--p graf-after--li translation-block\">To allow Facebook to put together a fairly accurate Lookalike, your base Custom Audience should have \u2014 as a rule of thumb \u2014 at least 2,500 people in it.<\/p>\n<h4 id=\"ff55\" class=\"graf graf--h4 graf-after--p\">Interests<\/h4>\n<p id=\"ca4a\" class=\"graf graf--p graf-after--h4 translation-block\">You can get freakishly specific in targeting people for Facebook ads.<\/p>\n<p id=\"97a1\" class=\"graf graf--p graf-after--p translation-block\">The number of different demographics, behaviours, traits and interests you can combine to target is just staggering.<\/p>\n<p id=\"5a76\" class=\"graf graf--p graf-after--p translation-block\">Think of any possible way there is to characterise a persona on the surface of this Earth and I pinky promise you Facebook has it as a targeting option.<\/p>\n<figure id=\"5fb1\" class=\"graf graf--figure graf-after--p\">\n<div class=\"aspectRatioPlaceholder is-locked\" style=\"max-width: 550px;max-height: 400px\">\n<p class=\"translation-block\"><img decoding=\"async\" class=\"graf-image\" src=\"\/wp-content\/uploads\/2017\/04\/1Jh4iN2XAMmuPsKjAR-3BcA.jpeg\"><\/p>\n<\/div>\n<\/figure>\n<p id=\"678d\" class=\"graf graf--p graf-after--figure translation-block\">What\u2019s more \ud83d\udc49 Facebook\u2019s targeting tool allows you to layer options on top of another, getting more and more specific.<\/p>\n<p id=\"9ffc\" class=\"graf graf--p graf-after--p translation-block\">Check out <a class=\"markup--anchor markup--p-anchor\" href=\"http:\/\/www.adweek.com\/news\/technology\/roommate-makes-his-friend-paranoid-creepy-facebook-ads-160320\" target=\"_blank\" rel=\"noopener\">this hilarious story<\/a> of a guy targeting his flatmate with ads so creepily specific it scared the shit of the poor guy.<\/p>\n<p id=\"16cd\" class=\"graf graf--p graf-after--p translation-block\">If you nail figuring out the intent, needs and likelihood to engage of any given audience, you\u2019ll be able to layer Facebook\u2019s targeting to get your ads in front of exactly the people you need to get them in front of.<\/p>\n<h4 id=\"be36\" class=\"graf graf--h4 graf-after--p\"><strong class=\"markup--strong markup--h4-strong\">Exclusion of audiences<\/strong><\/h4>\n<p id=\"8811\" class=\"graf graf--p graf-after--h4 translation-block\">Not only can you include several Audiences when targeting, you can also <em class=\"markup--em markup--p-em\">exclude<\/em> others to get more specific.<\/p>\n<p id=\"33f0\" class=\"graf graf--p graf-after--p\"><strong class=\"markup--strong markup--p-strong translation-block\">Exclusion of audiences is key to dominating Facebook ads.<\/strong><\/p>\n<p id=\"f960\" class=\"graf graf--p graf-after--p translation-block\">For any ad idea and the goal you attach to it, there will be people it shouldn\u2019t be shown to. You don\u2019t want paying customers to see a special deal for trial users to start paying, right?<\/p>\n<p id=\"49fd\" class=\"graf graf--p graf-after--p translation-block\">Make Custom Audiences of <em class=\"markup--em markup--p-em\">every possible group<\/em> you imagine to be relevant for your startup. This will make it easy for you to make sure the value of your offering is relevant to every single person you show it to.<\/p>\n<figure id=\"d536\" class=\"graf graf--figure graf-after--p\">\n<div class=\"aspectRatioPlaceholder is-locked\" style=\"max-width: 500px;max-height: 303px\">\n<p class=\"translation-block\"><img decoding=\"async\" class=\"graf-image\" src=\"\/wp-content\/uploads\/2017\/04\/1KdOlYkCmi5OLZhV38D6dMg.jpeg\"><\/p>\n<\/div>\n<\/figure>\n<p id=\"e078\" class=\"graf graf--p graf-after--figure translation-block\">Use the power of exclusion to avoid having multiple ads targeting the same audiences by setting up a hierarchy of audiences.<\/p>\n<p id=\"9a8a\" class=\"graf graf--p graf-after--p translation-block\">Something like:<\/p>\n<ul class=\"postList\">\n<li id=\"37cb\" class=\"graf graf--li graf-after--p translation-block\">All Facebook fans<\/li>\n<li id=\"4d54\" class=\"graf graf--li graf-after--li translation-block\">Retargeting List (excluding Fans)<\/li>\n<li id=\"abac\" class=\"graf graf--li graf-after--li translation-block\">Lookalike Audience (excluding Fans and Retargeting Lists)<\/li>\n<li id=\"63ca\" class=\"graf graf--li graf-after--li graf--trailing translation-block\">Interests (excluding Fans, Retargeting List and Lookalike Audiences)<\/li>\n<\/ul>\n<\/div>\n<\/div>\n<\/section>\n<section class=\"section section--body\">\n<div class=\"section-divider\">\n<hr class=\"section-divider\">\n<\/div>\n<div class=\"section-content\">\n<div class=\"section-inner sectionLayout--insetColumn\">\n<h3 id=\"bf99\" class=\"graf graf--h3 graf--leading\">Play #8: Push lurking fans up your Sales Pipeline with Custom Audiences<\/h3>\n<p id=\"cfad\" class=\"graf graf--p graf-after--h3\"><strong class=\"markup--strong markup--p-strong translation-block\">Play #3<\/strong> already covered launching ads to Fans of your page to drive your page\u2019s engagement and eventually turn \u2018m into brand ambassadors and\/or customers.<\/p>\n<p id=\"1c1f\" class=\"graf graf--p graf-after--p\"><strong class=\"markup--strong markup--p-strong translation-block\">You can use similar tactics to nurture relationships with subscribers of your email list. <\/strong>These are people that already know and like you because of the value you\u2019re providing, but aren\u2019t using your product yet.<\/p>\n<p id=\"f589\" class=\"graf graf--p graf-after--p translation-block\">You can create a Custom Audience of your email subscribers from a\u00a0.CSV \u2014 list with their email addresses. Or from MailChimp.<\/p>\n<figure id=\"ea5f\" class=\"graf graf--figure graf-after--p\">\n<div class=\"aspectRatioPlaceholder is-locked\" style=\"max-width: 489px;max-height: 332px\">\n<p class=\"translation-block\"><img decoding=\"async\" class=\"graf-image\" src=\"\/wp-content\/uploads\/2017\/04\/1mZWO7-Oh4vpyM1HySZ8Qcw.png\"><\/p>\n<\/div>\n<\/figure>\n<p id=\"cbe7\" class=\"graf graf--p graf-after--figure translation-block\">Note that Facebook can only target emails that have an active Facebook account attached to it.<\/p>\n<p id=\"7995\" class=\"graf graf--p graf-after--p translation-block\">Most people sign up for Facebook with their personal email. So if they signed up to your newsletter with their work emails, Facebook won\u2019t be able to include them in your Custom Audience.<\/p>\n<p id=\"a0cd\" class=\"graf graf--p graf-after--p translation-block\">You can try to party bypass this by using phone numbers. If you have those.<\/p>\n<p id=\"b196\" class=\"graf graf--p graf-after--p\">At Salesflare, we like to combine Custom Audiences from emails with a bunch of demographics. <strong class=\"markup--strong markup--p-strong translation-block\">The more data, the better the matching.<\/strong><\/p>\n<figure id=\"636c\" class=\"graf graf--figure graf-after--p\">\n<div class=\"aspectRatioPlaceholder is-locked\" style=\"max-width: 457px;max-height: 311px\">\n<p class=\"translation-block\"><img decoding=\"async\" class=\"graf-image\" src=\"\/wp-content\/uploads\/2017\/04\/1Na_XaMAovQ9U8vPStWiudA.jpeg\"><\/p>\n<\/div>\n<\/figure>\n<p id=\"bddd\" class=\"graf graf--p graf-after--figure translation-block\">You can choose to further nurture your relationship with these people by showing them other blog posts or offers to free trial sign-ups.<\/p>\n<p id=\"6348\" class=\"graf graf--p graf-after--p\"><strong class=\"markup--strong markup--p-strong translation-block\">To achieve maximum ROI here<\/strong>, aim to only include people in your list who actually read your emails by segmenting on recent opens and link clicks in your email automation tool.<\/p>\n<p id=\"6c91\" class=\"graf graf--p graf-after--p translation-block\">This way you\u2019re only targeting the people who already have strong positive feelings towards your brand, while filtering out others not so much interested in engagement.<\/p>\n<p id=\"0683\" class=\"graf graf--p graf-after--p\"><strong class=\"markup--strong markup--p-strong\">Or turn it around <\/strong>\ud83d\udc47<strong class=\"markup--strong markup--p-strong translation-block\">.<\/strong><\/p>\n<p id=\"614d\" class=\"graf graf--p graf-after--p translation-block\">Target prospects that <em class=\"markup--em markup--p-em\">never <\/em>open your emails and make sure they don\u2019t miss out on your message and spark engagement.<\/p>\n<h4 id=\"6735\" class=\"graf graf--h4 graf-after--p\"><strong class=\"markup--strong markup--h4-strong\">What if you want to target the readers of your blog whose email addresses you don\u2019t have yet?\u00a0<\/strong>\ud83e\udd14<\/h4>\n<p id=\"c9d0\" class=\"graf graf--p graf-after--h4\">You can retarget your blog visitors with Facebook ads by creating <strong class=\"markup--strong markup--p-strong translation-block\">a Custom Audience from the Facebook Pixel, filtering blog visitors.<\/strong><\/p>\n<p id=\"2756\" class=\"graf graf--p graf-after--p translation-block\">As with your newsletter subscribers, you can nurture these relationships by showing ads featuring new blog posts.<\/p>\n<p id=\"0d06\" class=\"graf graf--p graf-after--p translation-block\">Loyal readers will be happy to click through while the additional exposure might turn one-time readers into returning fans.<\/p>\n<p id=\"7670\" class=\"graf graf--p graf-after--p translation-block\">As always it all depends on whether the value you\u2019re offering resonates with the people you\u2019re eyeballing.<\/p>\n<h4 id=\"ad64\" class=\"graf graf--h4 graf-after--p\">\ud83d\udc49 <strong class=\"markup--strong markup--h4-strong\">Show blog readers lead magnets to get their email addresses<\/strong><\/h4>\n<p id=\"24e2\" class=\"graf graf--p graf-after--h4\"><a href=\"https:\/\/visme.co\/blog\/lead-magnet-templates\" class=\"translation-block\">Lead magnets<\/a> are pieces of free, high-value content people have to give up their email addresses for.<\/p>\n<p id=\"65a8\" class=\"graf graf--p graf-after--p translation-block\">Think ebook, webinars, video courses, downloadable templates\u2026 Anything with enough value to convince people to give you their email address so you can put them into your sales pipeline.<\/p>\n<figure id=\"3caa\" class=\"graf graf--figure graf-after--p\">\n<div class=\"aspectRatioPlaceholder is-locked\" style=\"max-width: 600px;max-height: 408px\">\n<p class=\"translation-block\"><img decoding=\"async\" class=\"graf-image\" src=\"\/wp-content\/uploads\/2017\/04\/1zemM1PMcB-j7Eqa31S18FA.jpeg\"><\/p>\n<\/div>\n<\/figure>\n<p id=\"3005\" class=\"graf graf--p graf-after--figure\"><strong class=\"markup--strong markup--p-strong translation-block\">Make sure to exclude people who already subscribed to your newsletter from this list. <\/strong>You already have their email addresses, so showing them lead magnets is a waste of money.<\/p>\n<figure id=\"f4a1\" class=\"graf graf--figure graf-after--p\">\n<div class=\"aspectRatioPlaceholder is-locked\" style=\"max-width: 499px;max-height: 315px\">\n<p class=\"translation-block\"><img decoding=\"async\" class=\"graf-image\" src=\"\/wp-content\/uploads\/2017\/04\/1UH10w-uo5snSZOBe8USYJg.png\"><\/p>\n<\/div>\n<\/figure>\n<p id=\"acb4\" class=\"graf graf--p graf-after--figure graf--trailing translation-block\">Just exclude the Email List audience you made before setting up the ad.<\/p>\n<\/div>\n<\/div>\n<\/section>\n<section class=\"section section--body\">\n<div class=\"section-divider\">\n<hr class=\"section-divider\">\n<\/div>\n<div class=\"section-content\">\n<div class=\"section-inner sectionLayout--insetColumn\">\n<h3 id=\"4bcc\" class=\"graf graf--h3 graf--leading\">Play #9: Put the moves on dream customers with Lookalike Audiences<\/h3>\n<p id=\"8409\" class=\"graf graf--p graf-after--h3 translation-block\">Would you like some more of your best customers?<\/p>\n<p id=\"3c04\" class=\"graf graf--p graf-after--p translation-block\">People that really need your value and are likely to convert once you put the moves on them?<\/p>\n<p id=\"8eb1\" class=\"graf graf--p graf-after--p translation-block\">This is exactly what Lookalike audiences can do for you.<\/p>\n<figure id=\"ce19\" class=\"graf graf--figure graf-after--p\">\n<div class=\"aspectRatioPlaceholder is-locked\" style=\"max-width: 454px;max-height: 567px\">\n<p class=\"translation-block\"><img decoding=\"async\" class=\"graf-image\" src=\"\/wp-content\/uploads\/2017\/04\/1blTGFmuhqhAnk7rvg4k4cg.jpeg\"><\/p>\n<\/div>\n<\/figure>\n<p id=\"9e83\" class=\"graf graf--p graf-after--figure translation-block\">While Custom Audiences are awesome for guiding leads further up your sales funnel, Lookalike Audiences are your go-to tool to reach new people, find fresh leads and target them with ads.<\/p>\n<p id=\"9b31\" class=\"graf graf--p graf-after--p translation-block\">Lookalikes are groups of people that weren\u2019t on your radar before, put together by Facebook from either emails or data gathered by your Pixel.<\/p>\n<p id=\"c915\" class=\"graf graf--p graf-after--p translation-block\">If done right, Lookalike Audiences can get you <em class=\"markup--em markup--p-em\">a lot<\/em> of new leads \ud83e\udd11.<\/p>\n<h4 id=\"5eb7\" class=\"graf graf--h4 graf-after--p\"><strong class=\"markup--strong markup--h4-strong\">Probably the most valuable lookalike you can create is the one based on your customers with the highest Customer Lifetime Value or\u00a0CLV.<\/strong><\/h4>\n<p id=\"5650\" class=\"graf graf--p graf-after--h4\">If you\u2019re not using CLV to direct marketing efforts yet\u2026<br>\n\ud83d\udc49 <strong class=\"markup--strong markup--p-strong translation-block\">Now would be a good time to start.<\/strong><\/p>\n<p id=\"0f3d\" class=\"graf graf--p graf-after--p translation-block\">It tells you how much money to spend on getting and retaining customers. This makes it one of the most mattering metrics for understanding your customers.<\/p>\n<p id=\"2f2c\" class=\"graf graf--p graf-after--p translation-block\">To calculate CLV, combine the following variables:<\/p>\n<ul class=\"postList\">\n<li id=\"3ee2\" class=\"graf graf--li graf-after--p translation-block\">average value of a sale<\/li>\n<li id=\"d202\" class=\"graf graf--li graf-after--li translation-block\">number of recurring payments<\/li>\n<li id=\"fa47\" class=\"graf graf--li graf-after--li translation-block\">average number of users (if relevant)<\/li>\n<li id=\"947d\" class=\"graf graf--li graf-after--li translation-block\">average retention time for a typical customers (months or years)<\/li>\n<\/ul>\n<p id=\"bc8f\" class=\"graf graf--p graf-after--li translation-block\">For example, the CLV of a Salesflare customer paying $30 every month for four users during four years: $30*12*4*4 = $4,320<\/p>\n<figure id=\"0010\" class=\"graf graf--figure graf-after--p\">\n<div class=\"aspectRatioPlaceholder is-locked\" style=\"max-width: 560px;max-height: 240px\"><\/div>\n<\/figure>\n<p id=\"01ad\" class=\"graf graf--p graf-after--figure translation-block\"><img decoding=\"async\" class=\"size-full wp-image-58369 aligncenter\" src=\"https:\/\/blog.salesflare.com\/wp-content\/uploads\/2017\/04\/calculating-math-in-head.gif\" alt=\"calculating math in head\" width=\"690\" height=\"295\"><\/p>\n<p class=\"graf graf--p graf-after--figure\">Take the top 20% with the highest CLV and create a Custom Audience out of their emails. <strong class=\"markup--strong markup--p-strong translation-block\">These, my friend, are the customers of your dreams.<\/strong><\/p>\n<p id=\"55f0\" class=\"graf graf--p graf-after--p translation-block\">Now, create a Lookalike from that Custom Audience.<\/p>\n<p id=\"efe4\" class=\"graf graf--p graf-after--p translation-block\">\ud83d\udc49 An audience mirrored from just your dream customers is far more likely to convert than just all your customers.<\/p>\n<h4 id=\"8222\" class=\"graf graf--h4 graf-after--p\"><strong class=\"markup--strong markup--h4-strong\">Make another killer Lookalike Audience based on conversions<\/strong><\/h4>\n<p id=\"650b\" class=\"graf graf--p graf-after--h4 translation-block\">First create a Custom Audience of people that converted on your website.<\/p>\n<p id=\"eb23\" class=\"graf graf--p graf-after--p translation-block\">You can do this by filtering on people visiting a page that can only be visited after they completed a purchase. A <em class=\"markup--em markup--p-em\">Thank You<\/em> \u2014 page for example \ud83d\udc47.<\/p>\n<figure id=\"e8c5\" class=\"graf graf--figure graf-after--p\">\n<div class=\"aspectRatioPlaceholder is-locked\" style=\"max-width: 522px;max-height: 343px\">\n<p class=\"translation-block\"><img decoding=\"async\" class=\"graf-image\" src=\"\/wp-content\/uploads\/2017\/04\/1NV4EXFsVqev_qJdviNc26g.png\"><\/p>\n<\/div>\n<\/figure>\n<p id=\"b247\" class=\"graf graf--p graf-after--figure translation-block\">Then create a Lookalike Audience from that Custom Audience.<\/p>\n<figure id=\"2797\" class=\"graf graf--figure graf-after--p\">\n<div class=\"aspectRatioPlaceholder is-locked\" style=\"max-width: 593px;max-height: 473px\">\n<p class=\"translation-block\"><img decoding=\"async\" class=\"graf-image\" src=\"\/wp-content\/uploads\/2017\/04\/1IgsW-UkfDxzVRMGYBoxDdg.png\"><\/p>\n<\/div>\n<\/figure>\n<p id=\"c20b\" class=\"graf graf--p graf-after--figure translation-block\">Keep in mind that the more data your Pixel has been able to gather, the more accurate your Lookalike Audience will be.<\/p>\n<p id=\"13a4\" class=\"graf graf--p graf-after--p translation-block\">Don\u2019t be surprised if your Lookalike Audience isn\u2019t converting at mind-blowing rates if you had your Pixel set up since a week.<\/p>\n<p id=\"27ff\" class=\"graf graf--p graf-after--p\"><strong class=\"markup--strong markup--p-strong translation-block\">Other Lookalikes you can try out:<\/strong><\/p>\n<ul class=\"postList\">\n<li id=\"514c\" class=\"graf graf--li graf-after--p translation-block\">Lookalike based on your email list of paid users<\/li>\n<li id=\"dfce\" class=\"graf graf--li graf-after--li translation-block\">Lookalike based on your email list of free users<\/li>\n<\/ul>\n<p id=\"acda\" class=\"graf graf--p graf-after--li\"><strong class=\"markup--strong markup--p-strong translation-block\">A few best practices to get the most out of Lookalikes:<\/strong><\/p>\n<ul class=\"postList\">\n<li id=\"6d16\" class=\"graf graf--li graf-after--p translation-block\">Exclude your Retargeting lists from Lookalike campaigns<\/li>\n<li id=\"68e0\" class=\"graf graf--li graf-after--li translation-block\">Facebook will create a Lookalike with the 1% people most similar to the original audience. You can create a broader audience but my advice is to only scale up if you exhausted results from the initial 1%. The broader you go, the less alike your Lookalike will be. 1% from the United States gives you about 2 million people. I\u2019d say that\u2019s a pretty solid start.<\/li>\n<li id=\"a7ad\" class=\"graf graf--li graf-after--li graf--trailing translation-block\">Consider combining Lookalike Audiences with broader interest groups. For Salesflare, we could create a Lookalike of our email list and refine that group to target people working in sales and startups.<\/li>\n<\/ul>\n<\/div>\n<\/div>\n<\/section>\n<section class=\"section section--body\">\n<div class=\"section-divider\">\n<hr class=\"section-divider\">\n<\/div>\n<div class=\"section-content\">\n<div class=\"section-inner sectionLayout--insetColumn\">\n<h3 id=\"2dbe\" class=\"graf graf--h3 graf--leading\">Play #10: Put up a Retargeting Funnel<\/h3>\n<p id=\"6a64\" class=\"graf graf--p graf-after--h3 translation-block\">You can use the <em class=\"markup--em markup--p-em\">Time Since Last Visit \u2014 <\/em>filter of your Pixel to create a smart retargeting funnel for website visitors.<\/p>\n<p id=\"3753\" class=\"graf graf--p graf-after--p translation-block\">The idea is that you\u2019ll have these people go through a sequence of different promotion\/value offers as time passes since their last visit.<\/p>\n<p id=\"9ba1\" class=\"graf graf--p graf-after--p\"><strong class=\"markup--strong markup--p-strong translation-block\">\ud83d\udc49 Gently guiding them towards conversion.<\/strong><\/p>\n<p id=\"4098\" class=\"graf graf--p graf-after--p translation-block\">It\u2019ll take some time to figure out the sequence that converts best, but once you do, you can just sit back in your couch, play Mario Kart and watch it happen.<\/p>\n<figure id=\"0279\" class=\"graf graf--figure graf-after--p\">\n<div class=\"aspectRatioPlaceholder is-locked\" style=\"max-width: 500px;max-height: 334px\">\n<p class=\"translation-block\"><img decoding=\"async\" class=\"graf-image\" src=\"\/wp-content\/uploads\/2017\/04\/1oa7mN3FAHm84jQQaGoGhTA.jpeg\"><\/p>\n<\/div>\n<\/figure>\n<p id=\"471e\" class=\"graf graf--p graf-after--figure translation-block\">A basic retargeting funnel would look something like this \ud83d\udc47<\/p>\n<ul class=\"postList\">\n<li id=\"4d58\" class=\"graf graf--li graf-after--p translation-block\">Day 0\u20136 since last visit: promotion for free trial signup<\/li>\n<li id=\"f3ab\" class=\"graf graf--li graf-after--li translation-block\">Day 7\u201311: offer lead magnet to get email address (ebook, etc)<\/li>\n<li id=\"7a4c\" class=\"graf graf--li graf-after--li translation-block\">Day 12\u201316: highlight benefit #1 of product with CTA to signup for trial<\/li>\n<li id=\"5e6e\" class=\"graf graf--li graf-after--li translation-block\">Day 17\u201321: testimonial video highlighting the value of the product with CTA to signup for trial<\/li>\n<li id=\"81e6\" class=\"graf graf--li graf-after--li translation-block\">Day 21\u201325: highlight benefit #2 of product with CTA to signup for trial<\/li>\n<li id=\"da33\" class=\"graf graf--li graf-after--li translation-block\">Day 26\u201330: promotion for free trial signup with new image in the ad<\/li>\n<\/ul>\n<p id=\"710a\" class=\"graf graf--p graf-after--li translation-block\">Just to give you an idea.<\/p>\n<p id=\"a36d\" class=\"graf graf--p graf-after--p translation-block\">You\u2019ll need to figure out what works best for your conversion process. Play around with times since last visit and different types of content. Try to build a narrative into the sequence to make it stick more.<\/p>\n<p id=\"638b\" class=\"graf graf--p graf-after--p translation-block\">The practical side of this boils down to creating Custom Audiences for each of the time windows you\u2018d want to target with different ads. Then create ad sets for each Custom Audience.<\/p>\n<p id=\"d88f\" class=\"graf graf--p graf-after--p translation-block\">The drawback for this specific funnel is that people revisiting your website will also be re-entering the funnel from the beginning.<\/p>\n<h4 id=\"11f1\" class=\"graf graf--h4 graf-after--p\"><strong class=\"markup--strong markup--h4-strong\">You can get around this by aligning the funnel to a Custom Conversion<\/strong><\/h4>\n<p id=\"5120\" class=\"graf graf--p graf-after--h4 translation-block\">For example, Salesflare\u2019s retargeting funnel is triggered when visitors request our whitepaper on <em class=\"markup--em markup--p-em\">The Augmented Sales Team<\/em> from the homepage.<\/p>\n<p id=\"ab25\" class=\"graf graf--p graf-after--p translation-block\">\ud83d\udc49 Not only does this prevent them from re-entering the funnel from the start, it also does the job of <em class=\"markup--em markup--p-em\">initial lead qualification<\/em>.<\/p>\n<figure id=\"9947\" class=\"graf graf--figure graf-after--p\">\n<div class=\"aspectRatioPlaceholder is-locked\" style=\"max-width: 405px;max-height: 502px\">\n<p class=\"translation-block\"><img decoding=\"async\" class=\"graf-image\" src=\"\/wp-content\/uploads\/2017\/04\/1JYszhNUz3MF-tOj2OimV9A.jpeg\"><\/p>\n<\/div>\n<\/figure>\n<p id=\"2b04\" class=\"graf graf--p graf-after--figure translation-block\">You can do something similar to set up a retargeting funnel for people starting a trial by having a specific page (like a Thank You \u2014 page) trigger the funnel.<\/p>\n<p id=\"a226\" class=\"graf graf--p graf-after--p graf--trailing translation-block\">Evergreen retargeting sequences like these could be a powerful part of your strategy. Just make sure to have a steady influx of fresh leads entering your funnel. Lookalike Audience tactics from <strong class=\"markup--strong markup--p-strong\">Play #9<\/strong> can help you there.<\/p>\n<\/div>\n<\/div>\n<\/section>\n<section class=\"section section--body\">\n<div class=\"section-divider\">\n<hr class=\"section-divider\">\n<\/div>\n<div class=\"section-content\">\n<div class=\"section-inner sectionLayout--insetColumn\">\n<h3 id=\"f40a\" class=\"graf graf--h3 graf--leading\">Play #11: Target LinkedIn Connections<\/h3>\n<p id=\"452c\" class=\"graf graf--p graf-after--h3 translation-block\">Turn your LinkedIn connections into leads by showing them Facebook ads with relevant value.<\/p>\n<p id=\"d83d\" class=\"graf graf--p graf-after--p translation-block\">You can easily do this by loading your LinkedIn connections as a Custom Audience in Facebook.<\/p>\n<p id=\"f9f8\" class=\"graf graf--p graf-after--p translation-block\">Head over to <em class=\"markup--em markup--p-em\">Settings &amp; Privacy<\/em> under your LinkedIn avatar.<\/p>\n<p id=\"7562\" class=\"graf graf--p graf-after--p translation-block\">Under <em class=\"markup--em markup--p-em\">Account<\/em> look for <em class=\"markup--em markup--p-em\">Getting an archive of your data<\/em>.<\/p>\n<figure id=\"c89d\" class=\"graf graf--figure graf-after--p\">\n<div class=\"aspectRatioPlaceholder is-locked\" style=\"max-width: 700px;max-height: 509px\">\n<p class=\"translation-block\"><img decoding=\"async\" class=\"graf-image\" src=\"\/wp-content\/uploads\/2017\/04\/1FNtYht_QQ9Q7GEIhQKgOKA.png\"><\/p>\n<\/div>\n<\/figure>\n<p id=\"e6d6\" class=\"graf graf--p graf-after--figure translation-block\">This will get you a\u00a0.CSV with all of your connections\u2019 data, including email addresses you can load into Facebook as a Custom Audience.<\/p>\n<p id=\"85d7\" class=\"graf graf--p graf-after--p translation-block\">Consistently providing value on several platforms at the same time is a great way to quickly build up your know, like and trust factor.<\/p>\n<p id=\"ad3d\" class=\"graf graf--p graf-after--p translation-block\">This tactic will work best if you\u2019re relatively active on LinkedIn and have a fair amount of possible prospects in your network.<\/p>\n<p id=\"502d\" class=\"graf graf--p graf-after--p graf--trailing translation-block\">Your connections will be more likely to turn into leads if they know who you are and think you\u2019re valuable.<\/p>\n<\/div>\n<\/div>\n<\/section>\n<section class=\"section section--body\">\n<div class=\"section-divider\">\n<hr class=\"section-divider\">\n<\/div>\n<div class=\"section-content\">\n<div class=\"section-inner sectionLayout--insetColumn\">\n<h3 id=\"d3af\" class=\"graf graf--h3 graf--leading\">Play #12: Build a killer Facebook\u00a0Group<\/h3>\n<p id=\"2bb8\" class=\"graf graf--p graf-after--h3 translation-block\">Welcome to the Ultimate Boss \u2014 level of selling on Facebook.<\/p>\n<p id=\"5fe7\" class=\"graf graf--p graf-after--p\">\u26a0\ufe0f <em class=\"markup--em markup--p-em translation-block\">This is a path many have tried to walk, but few have mastered.<\/em><\/p>\n<p id=\"5135\" class=\"graf graf--p graf-after--p translation-block\">A great Facebook Group takes a like-minded audience and high-quality content. <em class=\"markup--em markup--p-em\">Every day again<\/em>.<\/p>\n<p id=\"cd28\" class=\"graf graf--p graf-after--p translation-block\">As the community\u2019s founder, you are responsible for both.<\/p>\n<p id=\"e1c4\" class=\"graf graf--p graf-after--p translation-block\">You\u2019ll have to recruit your members one by one and feed them content they can\u2019t get anywhere else.<\/p>\n<figure id=\"efac\" class=\"graf graf--figure graf-after--p\">\n<div class=\"aspectRatioPlaceholder is-locked\" style=\"max-width: 700px;max-height: 551px\">\n<p class=\"translation-block\"><img decoding=\"async\" class=\"graf-image\" src=\"\/wp-content\/uploads\/2017\/04\/1451MfwFtX-MN_XWB1zD9aA.jpeg\"><\/p>\n<\/div>\n<\/figure>\n<p id=\"c605\" class=\"graf graf--p graf-after--figure\"><strong class=\"markup--strong markup--p-strong translation-block\">Think about it:<\/strong><\/p>\n<p id=\"8730\" class=\"graf graf--p graf-after--p\"><em class=\"markup--em markup--p-em translation-block\">How many truly great Facebook Groups are you in?<\/em><\/p>\n<p id=\"ab44\" class=\"graf graf--p graf-after--p translation-block\">One that gives you unique content every day. One where no one blatantly spams their own product. One where every post is a beacon of value and engagement.<\/p>\n<p id=\"2e1a\" class=\"graf graf--p graf-after--p\"><em class=\"markup--em markup--p-em translation-block\">How many? <\/em>\ud83e\udd14<\/p>\n<p id=\"2ce7\" class=\"graf graf--p graf-after--p translation-block\">Even growth marketing powerhouse <a class=\"markup--anchor markup--p-anchor\" href=\"https:\/\/joshfechter.com\/\" target=\"_blank\" rel=\"noopener\">Josh Fechter<\/a> failed twice before finally cracking the code.<\/p>\n<p id=\"da8d\" class=\"graf graf--p graf-after--p translation-block\">Today he runs <a class=\"markup--anchor markup--p-anchor\" href=\"https:\/\/www.facebook.com\/groups\/growthmarketers\/\" target=\"_blank\" rel=\"noopener\">one of the most engaged and valuable communities of entrepreneurs and growth marketers out there<\/a>. \u2013<\/p>\n<p id=\"cf0b\" class=\"graf graf--p graf-after--p translation-block\">He does this by giving his members incredible and unique value every day again, inspiring others to do the same.<\/p>\n<blockquote id=\"0968\" class=\"graf graf--pullquote graf-after--p\"><p>You need to spend all of your time and energy on creating something that actually brings value to the people you\u2019re asking for money!<br>\n\ud83d\udcac <a class=\"markup--anchor markup--pullquote-anchor translation-block\" href=\"http:\/\/garyvaynerchuk.com\" target=\"_blank\" rel=\"noopener\"><strong class=\"markup--strong markup--pullquote-strong\"><em class=\"markup--em markup--pullquote-em\">Gary Vaynerchuk<\/em><\/strong><\/a><\/p><\/blockquote>\n<p id=\"1ce9\" class=\"graf graf--p graf-after--pullquote translation-block\">It\u2019s the most extraordinary case of community building I have ever seen.<\/p>\n<p id=\"8b42\" class=\"graf graf--p graf-after--p graf--trailing\">Next, <a class=\"markup--anchor markup--p-anchor\" href=\"https:\/\/www.startupgrind.com\/blog\/how-i-growth-hacked-one-facebook-group-post-to-make-200000\/\" target=\"_blank\" rel=\"noopener\">he built upon his community to make marketing automation startup Autopilot $200k in sales<\/a>. <strong class=\"markup--strong markup--p-strong translation-block\">I kid you not.<\/strong><\/p>\n<\/div>\n<\/div>\n<\/section>\n<section class=\"section section--body\">\n<div class=\"section-divider\">\n<hr class=\"section-divider\">\n<\/div>\n<div class=\"section-content\">\n<div class=\"section-inner sectionLayout--insetColumn\">\n<h3 id=\"6b8a\" class=\"graf graf--h3 graf--leading\">You ain\u2019t seen nothing yet\u00a0\ud83d\ude0f<\/h3>\n<p id=\"c747\" class=\"graf graf--p graf-after--h3 translation-block\">Consider this <em class=\"markup--em markup--p-em\">the prologue to the introduction<\/em> of Facebook Marketing.<\/p>\n<p id=\"9804\" class=\"graf graf--p graf-after--p\"><em class=\"markup--em markup--p-em translation-block\">There\u2019s a lot more where that came from.<\/em><\/p>\n<p id=\"750c\" class=\"graf graf--p graf-after--p translation-block\">Think of these Plays as the tutorials they have you go through when starting a new video game.<\/p>\n<figure id=\"5801\" class=\"graf graf--figure graf-after--p\">\n<div class=\"aspectRatioPlaceholder is-locked\" style=\"max-width: 600px;max-height: 315px\">\n<p class=\"translation-block\"><img decoding=\"async\" class=\"graf-image\" src=\"\/wp-content\/uploads\/2017\/04\/1S6tqPaOOrVDubaSStPB0kA.jpeg\"><\/p>\n<\/div>\n<\/figure>\n<p id=\"49cb\" class=\"graf graf--p graf-after--figure translation-block\">These were the basic moves to get you started. To get to the Pro-level you need to start playing.<\/p>\n<figure id=\"065e\" class=\"graf graf--figure graf-after--p\">\n<div class=\"aspectRatioPlaceholder is-locked\" style=\"max-width: 500px;max-height: 368px\">\n<p class=\"translation-block\"><img decoding=\"async\" class=\"graf-image\" src=\"\/wp-content\/uploads\/2017\/04\/1WU7kWLk98KtxcOVSRTmiXg.jpeg\"><\/p>\n<\/div>\n<\/figure>\n<p id=\"8a01\" class=\"graf graf--p graf-after--figure translation-block\">The best Facebook ad strategy is diversified, comprehensive and, most of all, ridiculously specifically targeted to your ideal customer.<\/p>\n<p id=\"6aff\" class=\"graf graf--p graf-after--p translation-block\">Don\u2019t just pick one of the Plays mentioned here. Try all of them.<\/p>\n<p id=\"896d\" class=\"graf graf--p graf-after--p translation-block\">Mix things up and combine them into your own unique recipes. Test the shit out of it to eventually get to the perfect tactics for every single target group.<\/p>\n<p id=\"a059\" class=\"graf graf--p graf-after--p translation-block\">As with anything in marketing, it all comes down to <a class=\"markup--anchor markup--p-anchor\" href=\"\/?p=54678\" target=\"_blank\" rel=\"noopener\">value-audience fit<\/a>.<\/p>\n<p id=\"3afb\" class=\"graf graf--p graf-after--p translation-block\">Who is your audience, what problems do they have and what is of value to them? What traits and characteristics do they share and does all of this fit with the ridiculous amount of targeting possibilities Facebook has to offer?<\/p>\n<p id=\"6534\" class=\"graf graf--p graf-after--p\"><strong class=\"markup--strong markup--p-strong translation-block\">Those are the essentials you need to figure out in order to really kill it. <\/strong>From there on it\u2019s all just playing and hustling.<\/p>\n<p id=\"58fe\" class=\"graf graf--p graf-after--p translation-block\">If you\u2019re looking to dig deeper, check out these resources from <a class=\"markup--anchor markup--p-anchor\" href=\"http:\/\/adespresso.com\" target=\"_blank\" rel=\"noopener\">AdEspresso<\/a>:<\/p>\n<ul class=\"postList\">\n<li id=\"03fd\" class=\"graf graf--li graf-after--p\"><a class=\"markup--anchor markup--li-anchor translation-block\" href=\"https:\/\/adespresso.com\/academy\/guides\/facebook-ads-beginner\/\" target=\"_blank\" rel=\"noopener\">The Beginner\u2019s Guide To Facebook Advertising<\/a><\/li>\n<li id=\"f6fa\" class=\"graf graf--li graf-after--li\"><a class=\"markup--anchor markup--li-anchor translation-block\" href=\"https:\/\/adespresso.com\/academy\/blog\/facebook-ads-custom-audiences-guide\/\" target=\"_blank\" rel=\"noopener\">Facebook Ad Custom Audiences: Everything You Need To Know<\/a><\/li>\n<\/ul>\n<p id=\"2423\" class=\"graf graf--p graf-after--li translation-block\">These guides will fill you in on stuff not covered here and more.<\/p>\n<p id=\"eeb6\" class=\"graf graf--p graf-after--p translation-block\">\ud83d\udc49 Most importantly budgeting and bidding.<\/p>\n<p id=\"e677\" class=\"graf graf--p graf-after--p translation-block\">Marketing is as much about how much you put in it as it is about how much you get out of it.<\/p>\n<p id=\"e5b9\" class=\"graf graf--p graf-after--p translation-block\">AdEspresso also has two eBooks on killing it on Facebook with your business, but you can be sure they\u2019ll target you with those on Facebook as soon as you start reading the guides listed here \ud83d\udca9.<\/p>\n<p id=\"0c94\" class=\"graf graf--p graf-after--p translation-block\">At last, have a look at this <a class=\"markup--anchor markup--p-anchor\" href=\"https:\/\/designschool.canva.com\/blog\/how-to-design-facebook-ads\/\" target=\"_blank\" rel=\"noopener\">Canva guide<\/a> on how to graphically design Facebook ads that get results. We all like things pretty on the eyes.<\/p>\n<figure id=\"9eac\" class=\"graf graf--figure graf-after--p graf--trailing\">\n<div class=\"aspectRatioPlaceholder is-locked\" style=\"max-width: 480px;max-height: 354px\">\n<p class=\"translation-block\"><img decoding=\"async\" class=\"graf-image\" src=\"\/wp-content\/uploads\/2017\/04\/1c-SWxGUn1bXOuvOnpuMHiQ.gif\"><\/p>\n<\/div>\n<\/figure>\n<\/div>\n<\/div>\n<\/section>\n<section class=\"section section--body section--last\">\n<div class=\"section-divider\">\n<hr class=\"section-divider\">\n<\/div>\n<div class=\"section-content\">\n<div class=\"section-inner sectionLayout--insetColumn\">\n<p id=\"f33d\" class=\"graf graf--p graf--leading\"><em class=\"markup--em markup--p-em translation-block\">We hope you liked this post.<\/em><\/p>\n<p id=\"9582\" class=\"graf graf--p graf-after--p\"><em class=\"markup--em markup--p-em translation-block\">If you did, hit \u2764 to spread the word!<\/em><\/p>\n<p id=\"3adc\" class=\"graf graf--p graf-after--p graf--trailing\"><em class=\"markup--em markup--p-em translation-block\">For more hot stuff on startups, growth marketing and sales<br>\n\ud83d\udc49 <\/em><a class=\"markup--anchor markup--p-anchor\" href=\"https:\/\/salesflare.typeform.com\/to\/Pi0dBQ\" target=\"_blank\" rel=\"noopener\"><strong class=\"markup--strong markup--p-strong\"><em class=\"markup--em markup--p-em\">subscribe here<\/em><\/strong><\/a><em class=\"markup--em markup--p-em\"><br>\n\ud83d\udc49 <\/em><a class=\"markup--anchor markup--p-anchor\" href=\"http:\/\/twitter.com\/salesflare\" target=\"_blank\" rel=\"noopener\"><em class=\"markup--em markup--p-em\">follow @salesflare on Twitter<\/em><\/a><\/p>\n<\/div>\n<\/div>\n<\/section>\n<\/section>\n<footer>\u00a0<\/footer>\n<\/article>\n","protected":false},"excerpt":{"rendered":"<p>12 \u4e2a\u6e38\u620f\u6559\u4f60\u5982\u4f55\u5c06\u4e16\u754c\u4e0a\u6700\u5927\u7684\u793e\u4ea4\u5e73\u53f0\u53d8\u6210\u4f60\u7684\u521b\u4e1a\u516c\u53f8\u81ea\u5df1\u7684\u5c0f\u738b\u56fd\u3002<\/p>","protected":false},"author":2,"featured_media":54920,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"wl_entities_gutenberg":"","_crdt_document":"","footnotes":""},"categories":[60,61,67],"tags":[],"wl_entity_type":[122],"class_list":["post-54707","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-growth-hacking","category-lead-generation","category-social-selling","wl_entity_type-article"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>The Startup\u2019s Playbook To Finding B2B Customers on Facebook | Salesflare Blog<\/title>\n<meta name=\"description\" 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