Kevin McCann of Executive Strategy Group targets Facebook ads at competitive sports like soccer and triathlons instead of sales training. Business decision-makers with competitive mindsets respond better to these indirect interests, generating more leads than product-focused campaigns.
One way of driving high quality leads to your business is using social media ads to basically do the heavy lifting for you. So one thing you may not know is that when you're targeting a group of people with a product or service offer, don't always assume that they're thinking every single day, every single night about your product or your service. You may have tap into other interests that are going on in their world in order to get to that group of people. Let me give you an example. I run a company called Executive Strategy Group and we have a product here that's called Revenue Growth Mastery. And the intent of that is to help entrepreneurs, CEOs and sales teams drive revenue growth. But I know that sales reps, CEOs and sales teams and entrepreneurs aren't thinking about revenue growth day in, day out. So what we decided to do is to test some marketing campaigns on Facebook inside of different interests. One of those interests is sports or soccer or football or triathlons. If I advertise to a group of people that have interest in competitive events, I'm starting to see like a big uptick. Because entrepreneurs, business owners, salespeople tend to be competitive people. But if I just try to market to people that have an interest in sales training, I'm going to miss a big bulk of the market.
