Treetop Blog | Content Marketing Strategy | Lead Generation | B2B Lead Generation

Facebook is a powerful (the most powerful?) advertising platform with over a billion daily active users. A billion daily active users. Roughly 1/6th of the world's population. It's also a fantastic platform for B2B marketers who need to generate leads.

But we often meet people who say their leads never make it from marketing qualified (MQL) to sales qualified SQL. Why? It could be a number of factors. But if your MQLs are coming from a single initial form submission, free trial, content offer or otherwise, email marketing alone isn't going to cut it. Just think of where you could be and what you could be doing when you're on Facebook and see an ad. You may get a conversion, but what if the new prospect is on a first date and was just killing time waiting for the other person to get out of the bathroom? Chances are they've forgotten about your awesome eBook before it even arrives in your inbox. 

Here we outline a few simple Facebook marketing pixel remarketing tactics you can use to warm up your leads after their initial entry into your system.

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"Your ad is performing better than 99% of ads like yours." 

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There's no shortage of content marketing ideas out in the universe. So many in fact, that focusing on one can cause a paralysis by analysis of sorts unless you have a process to get started.

The commercial fitness equipment industry has an especially wide range of content marketing opportunities. Not only can you create content that's of value for the equipment buyer, but you can also use content to create interest and add value for the end-user. The later can even work to influence the former.

Facebook Live gives the impression that people have to be on live. That's a bit of a misnomer because there is a lot you can do with your newly-created video content. 

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If you wish you had a blog, you're probably not alone. If you feel like you never have time to write, you're definitely not alone. When content marketing isn't your forte, it can be tough to know where to start. Hey - I can't just whip up a financial model for a real estate deal in an hour. We all have our strengths and weaknesses.

I want to outline a simple process anyone can follow to come up with content ideas --interesting content ideas, for their blog or website. There are few other marketing efforts that allow you to attract prospects in so many different ways.

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Traveling to a trade show as an attendee has a cost to it. You pay to get in, but you also have travel, hotel, and food costs. To add to that, let's not forget the opportunity cost of time away from whatever else you could be doing. Depending on who you send, it can end up being the younger members of your team struggling to find their way to the next breakout session. Or to the parties that night.

So how do you justify the expenses to yourself or to your boss? Here's the thought process and formula I used recently while attending HubSpot's Inbound conference in Boston. Setting goals beforehand took me out of my comfort zone (in a good way) and sharpened my focus.

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Leads are really important, especially when you're a pet detective. Don't let them go to waste with bad lead nurturing.

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Just like the immortal character "Beanie", played by Vince Vaughn in Old School, you have to be careful about making sure the right message goes to the right audience. Sometimes you need to use earmuffs. (And not just in Chicago in February.) Here are two b2b lead generation strategies you can use as a B2B or SaaS company when setting up marketing automation workflows.

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You're all ready to start advertising on Facebook. You've selected the type of ads you want to run. You've thought of a good headline. But you just...need...to...figure out...a great image. There's so many options but, how do I know what works for me? The truth is, you won't. Or, more specifically, you won't know the best option until you test several variations. There are some great, helpful studies to be found about what types of images get the most engagement, but when you're advertising on Facebook, you're going to want to test, test and test again. Not to worry though. I've managed hundreds of thousands of dollars in Facebook advertising spend and have found success with a number of different types of ads. I'm going share with you some Facebook advertising examples that you can take and use to help your SaaS cost per acquisition go as low as possible.  

Facebook advertising examples: The straight-into-the-camera single-human image.

This image has worked well for me for two reasons: 1) The girl is pretty far zoomed-in-on. You can clearly see her face. 2) the red and blue colors are eye catching. They contrast nicely with the muted, clear background of the studio setting. When advertising on Facebook, color contrast can have a drastic impact. Tip: What you can do in Photoshop to make the color pop even more is to add an adjustment layer to increase the vibrance, hue, saturation, or sometimes all three.

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Having a great explainer video can be a critical component to your customer acquisition strategy, particularly with the emergence of video ads on Facebook. But once you sit down and try to create one, it's probably going to take more time than you thought. In this article, I'll explain how a great explainer video was central to our success when I ran marketing at amSTATZ. Hopefully you save some time as you develop your own customer acquisition plan by reading about our keys that I learned from multiple iterations over several months. The first video we produced was done for $0.00. That's right; a member of the customer success team used iMovie to do it all. The video was a great value for what it cost, and converted at 9%, meaning 9% of page visitors would submit their email to start a free trial. But it was 3:11 in length, the footage of the product looked grainy, and the voice over quality wasn't great; you could hear that it wasn't recorded in a real sound studio. The second video brought our email-submission conversion rate to 17%. Now, 9% to 17% may not sound like a lot, but, it's actually huge.

Here's the video that saw the huge jump in conversions:

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