How do you translate trends, data and gut feelings to concrete initiatives that create results? Casper is on a mission to unite the tech toolstacks with lead gen in a journey where there’s no technical limitation. This session will showcase specific personas and how you can target them (beyond the normal ways). This will include Facebook, LinkedIn, AdWords, Quora, Reddit, YouTube and more so you can create a unified approach and make sure you hit the right person every time.

1. Presenting the
Perfect Audience
With the Perfect
Product

2. About Me
• Traffic Manager // Growth Hacker @ Templafy
• Self-declared expert on paid advertising on
LinkedIn, Facebook, Google Ads etc.
• Huge nerd (in-bound marketing, superheroes, e-
sports, chess)
• Father to a happy kid, and married to a happy
lady
• Emoji-enthusiast 😎 😍🚀
11/11/20192
Casper Rouchmann
Traffic Manager // Growth Hacker

3. Templafy – Context
Every day employees produce thousands of documents,
presentations and emails. But they don’t always use the
latest company standards.
This is what we call - Document Anarchy
Ideal target audience:
• Enterprises with 500+ employees
• Senior marketing employees (esp. Brand Managers)
• Senior IT employees (keywords: Digital transformation)
11/11/20193

4. The problem
with traditional
marketing spend
01

5. 11/11/20195
The Playing Field

6. • Lack of diversity = high risk marketing profile
• Untapped potential
◦ Your users are also on these platforms:
11/11/20196
So what?

7. 11/11/20197
Slido:
How many of these platforms have you run ads on in
the last 12 months?

8. The only model you’ll ever need
11/11/20198
Awareness
Interest
Decision
Action
Facebook
LinkedIn
Twitter
Organic (SEO)
Google Ads
Retargeting
Landingpage

9. Quora – the power
of questions
02

10. • 300 million unique
users every month
◦ Twitter (335 million
monthly active users)
◦ Reddit (330 million
monthly active users)
◦ Pinterest (250 million
monthly active users.)
11/11/201910
Why is Quora interesting to us?
Quora ranks for ~65 million keywords and gets an estimated ~90
million search visits a month.

11. 11/11/201911
Real ‘thought leadership’
Personal profiles vs. Business profiles

12. Quora is THE place to demonstrate expertise

13. Becoming a true expert
• I don’t know Ben
• But I know he is THE go-to-guy
when it comes to Hulk Comics
• He’s so ‘famous’ now that people
tag him, when they want answers
to specific Hulk related questions
11/11/201913

14. How do we find the interesting questions?

15. Find the questions that get
organic search traffic
• Go to ahrefs
◦ (or any other SEO tool
you use)
• Type in quora.com
• Go to top pages
11/11/201915

16. Find the questions that get
organic search traffic (continued)
• Use the
include tab, to
filter based on
keywords –
such as ‘social
media’
• Export the
best ones
11/11/201916

17. Target specific questions with ads
• Find the questions that fit
your product/brand best
• Utilize ‘big’ questions
11/11/201917

18. Reddit – the power
of conversations
03

19. First step: Target the correct sub-
reddits
• Find the sub-reddits that match your persona
• I.e. /r/socialmedia for Falcon.IO
• Pro Tips:
◦ Try testing some organic posts first, and use the
best performing as the ‘ad’
◦ Info graphics are great here
11/11/201919

20. 11/11/201920
Last step: Leave comments ‘unlocked’

21. LinkedIn –
the power of
technology based
targeting
04

22. • Wouldn’t it be cool if we could target people who use a specific technology?
What do you need?
◦ A good B2B marketing/sales intelligence program.
11/11/201922
Technology based targeting

23. Do an advanced search based
on technology being used by
companies in the database
• (In this example, I am using Salesforce as a
reference point)
11/11/201923

24. You get a list like the one below:
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25. 11/11/201925
Huge audience – let’s filter it

26. Now use the natural power of
LinkedIn + highly relevant content
• I usually recommend an audience of around 100.000-
150.000 people
• And my favorite filters (for Templafy) are:
◦ Job function
◦ Seniority
◦ Company size
• Now you can make ads that specifically focus on the fact
that they’re using a specific product.
• (This campaign gave us one of our lowest cost pr. leads
ever)
11/11/201926

27. Driving your
competitors nuts
With Google Ads
05

28. Google Product Launches this
year
• Slido: How many of these ‘tactics’/features have
you tried?
11/11/201928

29. Google Ads: Piggy-backing on
your competitors hard work
• SEO is hard work
• Really.
• So let’s take the best work from our
competitors, and use it to target our
perfect audience
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30. 11/11/201930

31. 11/11/201931

32. 11/11/201932

33. With the backlinks – we can setup
display ads to show specifically
on those pages
Pro Tip: Pick the BEST backlinks from them,
and abuse those placements
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34. 11/11/201934
Editing Placements (#Winning)

35. And how do we target competitors traffic?
(to their own site)

36. Finding similar companies
… And advertising to their visitors
• Grab companies similar
to your own
◦ It’s based on a
‘relevance’ score,
which is derived from
key terms on your site
• Export the list, and use it
for your targeting
11/11/201936

37. Custom Intent
• Relatively new feature
• … Which means few people know
how to abuse it.
• For instance let’s target OUR
COMPETITORS TRAFFIC
11/11/201937

38. • Upload your URLS from before
• Or for inspiration:
◦ Use landingpages where people convert
◦ Demo request pages, event sign-up pages
11/11/201938
Custom Intent

39. Stalking your
competitors
With LinkedIn / Facebook
06

40. Looking at your competitors ads
On LinkedIn
11/11/201940

41. Looking at your competitors ads
On LinkedIn
• Remember: Not
always the newest
first
11/11/201941

42. And… We can see their URL’s / Lead forms
• Source: LinkedIn
• Medium: LinkedIn
• Campaign: RT (Retargeting)
– alle ydelser
• Content: Ikke som andre
11/11/201942

43. Step-by-Step guide to extracting every post every from
your competitors Facebook pages
1) Create Access Token from Facebook Graph API
◦ Requires Facebook Developer Account
◦ This access token expires every two hours, so you will have to renew it to continue using this method.
2) Copy Facebook Page URL and find Facebook Page ID using https://findmyfbid.com/
3) Replace PAGEID with Facebook ID# and ACCESSTOKEN with your new access token and visit the following URL:
https://graph.facebook.com/PAGEID/comments?access_token=ACCESSTOKEN
It will look like:
https://graph.facebook.com/v2.6/PAGEID/posts/?fields=message,link,permalink_url,created_time,type,name,id,comments.limit(0).summary(true),s
hares,likes.limit(0).summary(true),reactions.limit(0).summary(true)&limit=100&access_token=EXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX
XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX
4) Convert JSON to CSV
5) Convert CSV into Google Sheets/ Excel.
• To get the next set of 100 posts, download the CSV and view the furthest right column for the JSON link to the next 100 posts.
11/11/201943

44. Result = BOOM
11/11/201944

45. www.templafy.com
Copyright © Templafy. All rights reserved.
No part of this work may be reproduced or transmitted in any form or by any means without prior written permission of Templafy.
Casper Rouchmann
cer@templafy.com
For guides, slides etc. Reach out to me on LinkedIn:
https://www.linkedin.com/in/casper-rouchmann-
growth-hacker/
(You can use a bot, that’s cool)
Thank You

46. www.templafy.com
Copyright © Templafy. All rights reserved.
No part of this work may be reproduced or transmitted in any form or by any means without prior written permission of Templafy.
Q & A