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Who Else Besides Marty Can Generate 10 Billion Impressions On Facebook?

by Lori Taylor · 0 comments

Marty's

Sounds crazy when I first heard it too!

But it’s a claim to fame from the online marketing agency aimClear, that I can believe once I saw their client roster which includes MarthaStewart.com, Siemens, Second Life, Budget Direct, and other global brands.

A very impressive line up for sure! 

Yet I still wanted to hear more about the “b” word, so I connected with the CEO, Marty Weintraub asking for the scoop.

Now, if you don’t know Marty Weintraub, you should get to know him now if you ever hope to conquer Facebook (0r at least put a dent in it). As the author of “Killer Facebook Ads” (Wiley/Sybex 2011) he breaks down his strategy in terms so simple anyone could do it.

(It’s a fantastic, informational, and amazing read that I highly recommend.)

Marty has been described as “not your typical agency type”, a “social media maverick” and “more innovator than follower.” After interviewing him, I couldn’t agree more.  He’s also very funny.

(Read the interview below – you’ll see!)

Marty is considered a VIP member in the online “searcharati” or the search engine syndicate. He helps the smart get smarter by writing extensively for respected Internet marketing trade publications including SearchEngineWatch, SearchEngineLand, SearchEngineRoundTable.

A fixture on the international conference circuit, Marty speaks regularly at Search Engine Strategies (SES), Search Marketing Expo (SMX), PubCon, SEMpdx, International Search Summit, All Facebook Summit, Socialize, OMMA, Search Insider Summit, Universities, and others. Marty founded and produces the aimClear® Full Day Facebook Marketing Intensive Workshop

On his way to be a speaker at the Search Engine Strategies Conference in New York on March 23-26, he stopped to answer a few questions on his secret to success and here’s what he told me…

How did you get into marketing?

It was a wonderful progression. I come from a professional music background and spent years playing in bands, recording, traveling on the road, etc… That led me to jingle writing which led to invitations to join in the creative process at ad agencies I was working with. I was jamming on the Internet really early, about 1992, and ended up championing the net and associated technologies to the agencies I was working with.

Dude, it was like introducing my child to chocolate for the first time.  Those were SUCH heady times, rich with incredible discovery. Later on, after selling a lot of CDs blending dolphin song and music, I moved to Northern Minnesota to take on the job as Creative Director of a CBS broadcast TV station. That led to me creating their first website, and then for a number of other stations around the country. I went to SES NY 2006. The rest is history!

What’s been the biggest change in marketing since you started?

The biggest change, obviously, has been our ability to target users for both organic outreach and paid marketing. The line between “search” and “contextual” marketing has never been more stark.  Modern targeting efficiency is staggering and our ability to track with an empirical certainty is outrageously cool.  This is truly a wonderful time to be a marketer.

You wrote “Killer Facebook Ads” last year. What are some of the things which makes Facebook such a killer place to advertise?

Facebook’s raw targeting power is mind-bending. Even the basics, like targeting gender, age, sexuality, education, workplace and relationship status are very powerful, even revolutionary. Matriculate those basics with precise interests and you’ve got a display network that flies like a rocket.  I’m particularly excited about sponsored stories, which market to friends of friends…the second degree of separation. Ads served with a social endorsement (also liked by a friend) are very very powerful.

What are some of the biggest mistakes you see brands making on Facebook (in both ads or on their pages)?

Zoomed out images in FB ads or those that blend in with FB colors. I’ve been personally targeted by advertisers in my FB profile with ads about pregnancy related stuff, which is completely crazy. Some brands over-post on their page and that has been proven to annoy users.  I hate when marketers are overly aggressive about selling in FB. Users go there to be social. Selling has to be social as well.

Facebook is always tinkering with their user experience. What are some of the most significant changes Facebook has made which has helped advertisers?

The timeline redesign was a major change. Prior to that the minimizing of groups back in the day. The Ajax box to herd searchers was huge. Recently Facebook took away the ability to target Facebook Ads to users interested in FB marketing, which is a real pain for those targeting marketers for FB oriented products. Changes to the contest rules were a riot. The whole experiment has been a blast, totally changed the world.

Users are becoming more concerned about their online privacy and may soon have more ways to opt out of sharing their data. What sorts of challenges will this present to advertisers and how can they still remain effective?

Look, in Europe they’re all freaked out about COOKIES! How long do you think the governments of the world are going to allow us to target based on some of the insane criteria we are able to utilize today?

Our advice: Make hay while the sun shines. If you think it’s important to build community based on personal attributes that may/will be controversial, litigated, and legislated in the future, make the investment now.

Two part question: What’s the worst advice anyone’s every given you? And what was the best?

The worst advice I’ve ever received was to drop out of music college to join a traveling rock band touring Europe in 1980.The best advice I’ve ever received was  to drop out of music college to join a traveling rock band touring Europe in 1980!

Seriously though, Anne Kennedy once told me that I should not scrimp as CEO of a young agency. That was golden advice and I’ve thought of it many times as we decided to take care of employees first, buy the tools we need, get a super cool office, etc…

The worst advice was to wait until my next paycheck to get the wiper motor replaced.

If you want to connect with Marty you can find him at his company’s blog – aimClear Blog (aimclearblog.com) which is cited as among the Technorati Top 10 Small Business BlogsPRWeb’s 25 Essential Public Relations Blogs You Should Be Reading, and listed in the AdAge Power150.

And before you go – I have one question for you…

Do you agree with Marty that it’s a great time to be a marketer or do you feel like you’re late to the party?

Please leave a comment below and let me know your thoughts.

 

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Lori Taylor

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