Aaron Zakowski

Aaron Zakowski is the CEO of Zammo Digital Marketing where he helps leading startups accelerate user acquisition and achieve scale through Facebook Ads. Aaron has managed over $1 million in Facebook ads generating over 250,000 leads and signups for clients such as eBay, InVision, Cuisinart, Webydo, Treehouse and many more. He also shares his best marketing strategies on his blog at AaronZakowski.com

Expert session

Tactic that has had the biggest impact on Aaron’s success

Using a Facebook video ad method to generate millions of views

Result if you follow the steps in Aaron’s session

Improve your Facebook Video Ads

Full session with video, notes, audio and discussion inside EHQ Club. Learn more

Expert session snapshot

Transcript

So my feeling about content and content marketing in general, whether it’s in a video blog post, is always sharing best information. Because in most cases, you know, there are so many people out there blogging and creating videos and creating different types of content about every topic under the sun right now.

And most people are afraid to share their best ideas, because they’re concerned that potential customers might just steal that idea and go and do it by themselves.

And one thing that I’ve learned over the last couple years is by just sharing my very best ideas and giving away for free, yeah, there gonna be some people who go and they take and they run with it on their own, and that’s great and I’ve helped somebody but there’s a lot of people who see that and say, “Hey, wow, this guy’s smart, he knows what he’s talking about”.

And based on that, they’re gonna want to do business with me because I’ve created content. I put content out there, that most other people might be afraid to share, and therefore distinguishes my content from the other people in my space.

And I think that’s it. That’s my approach to learning. And my recommendation to most of the people that I work with is to share your best ideas.

And usually, even if you give away your best ideas, it’s still not enough for someone to create a full funnel to get the full results out of, unless you’ve really given them you know, an hour course or something really huge, but even then, you know, most people won’t implement, but they’ll be impressed by your ideas enough to want to go and buy your product or to hire you to provide services.

All right, so that’s the whole point there, is valuable some of your best content right when they go out there and they look to you, take that next step with you. So we’ve got the valuable value in the content, in the video, we’ve got the kind of different, two different types of targeting there, what else should we be looking for?

So I think the important thing is to make sure that we have a funnel like we said within our ads, also so we spoke about, you know, the warm and cold audiences. So let’s say we run a good video ad to cold audiences and somebody watches our video where they watch the video.

When they click over to our website, you know, most people aren’t going to buy anything on a first touch, we got to build that, build them into our community, onto our email list and get them to be a part of our community. So the way you want to do that is by retargeting.

So obviously we want to be retargeting people to visit our website. And we could be doing that with an image ad or with a video ad. But what’s a really great feature that Facebook has just rolled out in the last couple of months, is a custom audience based on content engagement. And what that means is that you can create almost a retargeting list to retarget people who watched our videos.

And Facebook, in fact, gives you the ability to target people who watch 3%, 25%, 50,75 to 100% of your videos, which is really powerful, because people watched a greater percentage of your video are going to have a much greater likelihood of being engaged with you and your messaging, what you have to sell, so we can create an audience of those people and retarget those really engaged people that can be a super high ROI audience for us to continue to go after.

So thinking about that audience is really good, you know, using video ads to retarget people who have visited our website. So if you’ve got traffic coming to your website from other channels, from Google, from other places, you know, we can say every person that visits my website is going to see the next day a video of me teaching a great lesson related to the things that they look for yesterday.

And that’s a great way just to continue that relationship that somebody visited the website. And today I’m going to continue showing them that I can provide more value and get them to be engaged more, maybe offer a free product, you know, like an E book download or a free webinar, something like that, immediately right after that having that type of funnel.

Okay, so with that call to action, they’re the, you know, into the funnel, the lead magnet, the E book, whatever that might be, how is that presented? Well, how are you making sure that, what are the kind of tactics or tips you can use when you know, advertising to make sure that that’s going to ultimately drive the maximum amount of leads to your business?

Right so depending on how you create it, video, you know, you can definitely put some kind of, you know, text on screen or call to action like that.

But you know, I would generally recommend most video ads, you can be relatively short a couple of minutes, people who have you know, maybe mentioned at the beginning of the video that you’re going to be making you know, giving away a free gift or that you’re going to tell them, how to get you know, a webinar or an ebook or some kind of gift at the end of the video.

But really in the text of what you’re saying or in the content of your video, you want to just at the end say hey, I hope you enjoyed this information but to get more and get an expanded amount of this information or to get the secrets that I didn’t say in this short you know, three minute video, go check out this other content, the webinar, and you’ll get the full story but how you get the full results over there.

And obviously to go over there they’re gonna have to submit their email and join your list and all that, you might also want to put that call to action in the text that’s going to be right above the video as well, and in the headline right below, which is now clickable on most video ads.