Seriously, do you think Facebook advertising is going to bring in any sensible form of quality leads to your IT Business?
I too was questioning the logic behind advertising one's IT business on facebook, sure you'd easily acquire a few break-fix residential clients using facebook ads but can you use it for monthly recurring revenue and IT business support?
The answer is yes and I'm going to detail exactly how Facebook plays an important role in paid advertising online for your technology business.
I'll go out on a limb here and state if you are not paying for Facebook ads, then you're missing out - here's why:
I call this the leaky bucket logic. No matter how much money, time and effort you invest in marketing your IT business you'll be loosing out to potential customers that visit your website.
There are many reasons why a potential customer might visit your website - here are a few:
- They've met you at a local networking group.
- A business associate has recommended your company.
- They are doing local research on IT providers in the search engines.
- They've seen your marketing materials (for example videos on LinkedIn)
The list is endless but you will have visitors to your website regularly that will be researching your company and navigating around your website. These visitors won't take any action, they won't fill in the contact form, they won't email you, they won't pick up the phone.
They'll simply forget or get distracted by something else in their daily routine. No matter how well designed your website is to navigate a user to take any action they'll bounce off and completely forget about you and your business.
This is where retargeting comes in. It's something you've probably already experienced on an e-commerce website like Amazon.
You'll be shopping around for a product or service but for some reason, you don't add to the cart and checkout.
Then the very next day you start to see that product or service following you around the web, it may even appear in your facebook timeline.
This is retargeting, how it works is simple. Facebook, LinkedIn, Google & Twitter all offer a retargeting pixel that you can install on your website.
The code is injected into all pages on your website and any time a website visitors come to your page a cookie is dropped on their browser.
The 2nd part to retargeting is the ability for you to instruct platforms like facebook to show videos to anyone that has visited your website.
This is extremely easy to set up in the facebook business manager and I highly suggest you use facebook retargeting as the platform of choice.
There are 4 reasons for this.
First, most people have a facebook account and you can guarantee over a day that website visitor will visit facebook.
Secondly - it's the easiest to set up - yes Google, LinkedIn & Twitter all offer similar service but they have several restrictions and is more challenging to set up - the time is of the essence.
Third - it's cheap, $50/ month if not less.
Fourth and probably the most important reason is due to Facebook's "engagement intelligence". This is something we cover in great detail at the MSP Video Academy and I'm going to outline the basic premise of engagement intelligence now.
No other social media or online platform allows you to perform this extremely effective advertising strategy. Facebook wins hands down, that added to the fact that most people have a facebook account means it's a no brainer to implement.
Facebook has a setting when creating "custom audiences" that allow you to create a new audience of users that have interacted in with your videos.
The settings at the time of writing are as follows:
- Target user that has watched 3 seconds of a video
- Target user that has watched 10 seconds of a video
- Target user that has watched 25% of a video
- Target user that has watched 50% of a video
- Target user that has watched 75% of a video
- Target user that has watched 100% of a video
Why is this setting so important?
You can target people that have watched any of your videos online.
More importantly, you can target people that have visited your website, watched a retargeting video.
These users are your "hot list" they've already been to your website, they've watched some or all of a video you've targeted them with - that means that there's a very good chance they are interested in what you have to say and what you have to offer.
This is your opportunity to appear in their timeline consistently.
Cold & Warm Audiences
When I'm setting up an engagement intelligence campaign in facebook business manager I set up two ads sets.
The first ad-set consists of the 5 most popular videos I've published in the last 30 days. These 5 videos target people that have been to my website.
The remaining 25 videos from the last month are set up in a separate ad-set which I call the "warm audience". The warm audience is set to target anyone that has watched 25% or more of the 5 videos in the "cold audience) my first ad set.
The engagement intelligence settings have to offer are similar to having an email list however the beauty of this is that its not email and there's a good chance that the people that have opted in (watched 25% of the cold audience videos) will view the 25 warm audience videos.
The other benefit of this, if you set it up correctly, is that you'll have a new video displayed almost every day of the month to the warm audience.
Over time this audeince will grow to appreciate your videos and style.
When you reach out to them - they'll welcome the conversation and this is your chance to start your sales process.
As an added benefit when it eventually does come time to quote that monthly managed service contract you'll have the upper hand.
These prospects will have seen many of your videos and will have the sense that they know you. They may even know you better than the current IT provider because you are appearing on their device every day.
If your up against a few IT providers you'll win the business. Trust me on this I grew IT Rockstars over 12 months using this same process - it works fabulously and is completely untapped.
If you want a complete video overview of how the setup works check out The MSP Video Academy - we teach the process and have a Q&A session if you get stuck - well worth the money and includes everything you need to get started in marketing your IT business using video.