SeedX, Inc.’s Post

Transcript

The last myth to bust which is important to me because I hear it at least every week. It's my companies would be to be company. My stakeholders, my decision makers are not on meta. Whether it's Doctors don't use Facebook, business people don't use Instagram. Whatever. The CTO of Google doesn't. Go on Facebook like these crazy claims. How do you feel about that myth? Ken Meta work for for B to B? Or do we have to just rely on LinkedIn and Google? Of course. I mean, I think that the question to respond is like. Are you on any of those platforms right? And if the answer is yes, then like, why wouldn't the other people be? On those platforms like that, the more concerned, right? So you think doctors use Facebook? I think doctors use Facebook. You don't need Doc Simon, just just only Doximity. Doctors only spent all the time on Doximity and that's it. So if I'm a bit a Beta B company and I put an ad on Facebook, my audience would would likely be there because it's the most populated platform, right? Like there are more people on Facebook and Instagram than LinkedIn of course, And not only are there more people, they're more engaged, like like I think the counter to the. Like, if you just go through a logical thought, which is how often do I log into LinkedIn versus how often do I log into Facebook or Instagram? Really. You understand that. Like maybe you log into LinkedIn reluctantly when you get a bunch of spam messages in your inbox and you're there for like 30 seconds to make sure you're not missing something. You're trying to get out as soon as possible. Yeah, but you're on Instagram having fun and also engaged, right? And active in that, like the the. The thing is, like, maybe your audience is on LinkedIn, but they're not engaged at all, right? Like, maybe Ohh yeah, like there's, you know, half a million HR people here, so it's worth trying. But what are the What are the challenges? Of advertising on meta, if you're a B2B company, yeah, the number one challenge is like if your audience truly is very, very small. Right, like your audience is less than. Yeah, like buyers of physical therapy. Items out of hospital like something very specific, even more narrow than that, Like I would say like government procurement officers for a specific state, like where. But like then the question then like this gets into, if your audience is that small, you shouldn't even be doing like marketing like to some capacity or like it should be supporting sales because it's so specific. Yeah, remarketing then like there's different things. But like if your audience is like over like 1/2 a million people or something or 250,000 people like. You can find those people on Meadow. And would you say that you see like better results on meta versus LinkedIn? Better, no, but like maybe more stable. Right. Like, I think, why do you think that is just because the audience is there, right? So like if you have 200, if your audience size is 250,000 people. And on LinkedIn they only only like like you can do this thing in sales navigator where you can see like how many people have logged in. Like with it or active, like within the last 30 days. Right. And if you click that right, like, you usually reduce your audience size by like 5. Uh-huh. And so you're like, oh, there's two. There's actually only 50,000 people here. Versus like you said, you log into Facebook and Instagram every day. Yeah. And so then they act like that activity rate the chance of actually reaching that person. I I also think like most, a lot of decision makers are only on LinkedIn to get a job. Like if their job is at risk sometimes it's true. Yeah, like there are some people who are active on LinkedIn to read content and stuff, but it's. I feel like the reason people have LinkedIn is for the job search almost versus like on Facebook and Instagram, you're always. Alive, just like living your life looking at content. I mean, we're not like hating on LinkedIn. LinkedIn has its place. Like we, yeah, we use like, yeah, we find value on LinkedIn. It's just that, like in this conversation with like, can you use meta? Like the answers, Yes, Like you can definitely use meta. It takes some tweaking. But like, again, I think what people don't understand is if you go back to the algorithm and you understand that once you drive a conversion event, you'll find more people who are likely to take that conversion event, It narrows your audience even more, right? So like, as long as you can drive to the right. Conversion of gay conversion event then and the ways that you can drive the right conversion event, we talk about that like for B2B is actually having it where it's a complex form so people want ohh make a really simple form. You mean the form is the, Is the thing that you're trying to get like a lead form? Yeah, a lead form. And instead of, like a lot of people want to do a lead form where it's like the least amount of information because then we get the most conversions. But then the problem is you also get the least qualified people. Yeah, because the biggest problem with one of the biggest challenges is lead quality. That's a huge issue, right? Yes, You actually want to add friction. So like, it's really interesting because on the consumer side, usually you're trying to reduce friction, but like, actually on the B2B side, it like, it benefits. Organizations that have some friction, Some friction, yeah, because then that increases the like the type of person that has to go through it well. And also we are. We are again against back into the algorithm and outcomes. You actually want the person who can fill out the whole form because then we want to drive more people who can fill out the the form. Yeah. Not people who like oh I put in my just put in their e-mail just just because I might make sense. Maybe I want to talk to this person and then like they never respond and then they pop up out of nowhere like six months later saying they want the service like we're that's not really like the ideal customer for anyone. And yeah the way that you can increase that is by actually creating like introducing more friction. At least on services like I'm sad it's a little different, but. For the most part, like you want to again, allow the algorithm to drive the conversion. Yeah, yeah, that got a lot more eloquent. Trying to tie it back to the myth, but the myth is doctors, business people. We're all on Facebook and Instagram. Yeah, everyone's. Everyone's on. Everyone's online, right. Like, you spend a lot of time. Grandma. Yeah. And your kid. Yeah, everyone's online. Everyone's online. The fact that, like, you don't think, like, you can reach the person there, like of course you can reach the person doesn't make financial sense. Like, is that where is there other places financially that make more sense to invest in first? 100% like for the majority of businesses. Right. Like it's usually worth trying. Great. Well, thanks so much. Thank you for myth bust. Stay with me, Myth Busters.