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Podcast Description
This is a FIRE podcast episode where I dive into the digital audiences in Facebook and Instagram you need to pay attention. This is how the social media game is WON.
Resources mentioned on the podcast today….
- Facebook Ads Course: https://manuelsuarez.com/minicourse
- Manychat course: https://manuelsuarez.com/messenger
- Traffic & Conversions Summit 2020: http://bit.ly/TCManuel
Podcast File
Building Digital Audiences on Facebook and Instagram
Click here to download this Podcast >>
Podcast Transcription
Alright, podcast. We’re here for another session of the Facebook Marketing Ninja. I’m so excited to be here once again. I hope that you guys are having a fantastic year so far.
I’m recording this March 6 right now and we’re going now towards the end of the first quarter of the year.
Wow. All the things that are happening in the world today. We got the coronavirus, we got situations in the stock market – somewhere get collapsing and seeing swings.
I mean, I can tell you right now that I follow the stock market way back since 2007 when it was collapsing and I have never seen anything so wild in my life. A thousand points swing every single day. So it’s pretty incredible what’s happening right now.
And it’s just more evident as to WHY YOU CANNOT REALLY RELY on platforms like that, opportunities like that.
Because they are:
And there’s this whole thing, Coronavirus has exploded and that’s caused a massive collapse of the financial system similar to what we went through back in 2008 with the economic meltdown.
We haven’t had a crash like that since 2008. Pretty incredible to watch what’s going on right now.
Anyways, we are here talking about things that we can have control over. And that is our own social media advertising game.
And that’s as good as it gets because, in reality, you hold your own future in your hands if you’re good as a marketer, if you’re professional in what you do, if you continuously strive for being better and learning, you continuously are going to get better and better results.
I was at a conference a few weeks ago. It was a Grant Cardone conference called the 10x Growth Con and a lot of great speakers, a lot of very, very important impressive people.
You know, we had people that are at the top of the marketing food chain like Mr. Brad Parscale, who’s the one responsible for getting Donald Trump elected in 2016. You either love him or you hate him.
If you want to get Donald Trump elected again, you root for him. If you want to make sure that somebody else takes that position, then you don’t root for him. I’m not going to say anything rougher than that.
But he’s a digital marketing genius. He was there on stage. He was talking about different things.
We had Magic Johnson, the one and only NBA legend.
We had other incredible people like wow, Kevin Hart, that was incredible, unexpectedly. Such a famous comedian and such a special guy, right? But generally, you wouldn’t expect to get so much value from him. And, that was actually quite something, right?
When he was speaking, I was in the front row. It was a great experience. And we had people like Usher and Floyd Mayweather and I think Kevin Hart said something that stuck with me and I’ll share that with you guys now.
And it was about the main thing that I saw was that…
Hey, by the way, I’m live on Facebook, too, over here. So if any of you guys that are listening to my podcast right now, cause I’m doing a podcast recording right now. If any of you guys are listening to my podcast and want to see me live on Facebook. I’m going to be doing this on Facebook live too, and you can jump in.
I see Mike McClary. What’s up my man? How’s it going, man? I hope that you guys are doing fantastic on your end.
But check this out. This is so true. You know when somebody tells you a truth, right? When somebody tells you something that you know is actually a truth, it really, really just stands out, right?
Because you believe in it and you know, and you’ve actually felt it for a long time. And this is what he says. He said, “Look, people generally when they see opportunities, the entrepreneur, the successful business owner sees opportunities, right?
The unsuccessful person, the one that has failed time and time again sees scams, right? And why do they see scams? Well, because they have probably been scammed many times along the way.” And also one thing that he explained was that the system was set up for these people to actually fail. And it was not meant for them to succeed in these platforms, in this world, in the system.
And they don’t see opportunities. They stop seeing opportunities. So when they see somebody like me, a social media advertiser, a brand owner, somebody that is really passionate about helping others. When they see me, all they see is somebody that might want to get money from them. They don’t see that I might want to have a real desire to help somebody else. They don’t see that.
When I talk to an entrepreneur, when I talk to you guys, people that are listening to my podcast, you’re jumping on my Facebook lives, on my videos, you’re watching my YouTube channel, whatever you’re doing, you see opportunities from what I talk about.
So it depends on where you are at. The entrepreneur, the business owner, the marketer sees opportunities. Not everything is a scam. Not everything is actually supposed to just take your money.
There are actually people that are out there providing value and that’s one thing that I got from that and it’s such a truth because you know, we are just in different spots, right?
You get to see people all the time like, Oh my God, yeah, you’ve got to just enjoy life because it’s short and oh here we go. Here’s another Facebook guru, here’s another expert in this world and that’s all common.
People that have failed time and time again, people that have had difficulties in life, they have not been successful in their actions and their endeavors, they tend to see things as scams and as opportunities for wasting your money instead of opportunities for expansion.
If you want to expand, you are always looking at opportunities of those things that you can actually leverage to grow and get more attention towards yourself and your brand. And that’s just the way it is.
The example is Facebook Messenger. I saw the opportunity, I saw some people talking about it and I jumped all over it and I have been able to build a massive business that is no small part being helped by what these opportunities had presented to us.
Right? Like for example, we have NaturalSlim. You guys that are following me, if you’re listening to my podcast or watching me on video, you know that I have a brand called NaturalSlim.
Well, just six years ago we were in a small little country in Puerto Rico and we weren’t really big and we were struggling trying to keep going in the right direction. And now today we have a powerhouse brand.
We generate hundreds of thousands of new subscribers across social channels, including YouTube every single month. We’re generating about 35 million views every single month across social channels. And we have now nine countries.
And Messenger is our platform. ManyChat has been our platform that I discovered because I was looking for opportunities to be able to actually bring more attention towards our business.
So if we need more business, I press a few buttons and I bring people into our business so we can service them.
So it does work, all right? So that leads me to what the subject of today is and I’m going to continuously figuring out how to provide value to you guys.
For those of you guys that are looking for opportunities, those of you that are trying to keep your eyes open as to what’s happening today and that you’re willing to actually jump all over what these opportunities are and do something about it and not being an agreement with what the world is saying, that everything is a scam meant to take your money.
That’s the difference between a loser and a winner. As simple as that, all right?
So what I’m going to talk to you guys about today is one of those opportunities, and I have talked about this before, but I want to cover this subject…
Digital Audiences
By digital, what do we mean? Facebook, Instagram, Google, LinkedIn. All of these platforms, YouTube, et cetera, they are digital, right?
Traditional advertising, traditional platforms are newspapers, magazines, radio, books all those things that we’ve come to have known for hundreds of years, right?
So on digital, the thing that people still don’t understand because I do a lot of seminars, I do a lot of presentations to new people and to people that are already seasoned in this whole world. And generally, I see one common fact and what I get to see a lot is that people don’t really understand how this whole thing works. They don’t really get it.
Now, if you look at what I have been able to do successfully, I have done quite a bit. I was doing a Facebook ad the other day cause I do a lot of ads. I walk the talk guys, right? I mean, I invested a lot of money on Facebook advertising.
If you guys are curious about what I’m running as an ad and what I’m investing my energy in, our own heart, sweat, blood, and tears you can actually find out. If you guys didn’t know that, you can discover what anybody else is running on social media by simply going to Google and typing in a Facebook Ad Library.
And then you can search for Manuel Suarez, see my Facebook page, and you’ll be able to see all the ads that we’re always running across social media. As simple as that.
If you want to find out if somebody is actually doing something with their own social, it’s all public information because Facebook has made it public because of the whole data scandal that they’d gone through over the last couple of years.
So what I do right now is that I’m pushing out my best content for free, and I’m investing a lot of money and energy into getting seen by people as much as possible.
I’m building the systems in place
I push out my podcast, my seminars, my webinars, my videos, my training, my rants, my motivational speeches.
Anything that I do, I push it out as much as I can to be seen by as many people as possible.
Why am I doing that?
Because I am Mother Teresa version two? No. Now, this is the truth.
I really have a passion for helping.
I really do like creating that effect.
You could say that it’s my selfishness that I really enjoy creating an effect on somebody else.
I feel good about myself when I’m able to provide a video, a webinar, a seminar, and I see people’s mindset changing and when I see them actually transform the way they operate and be more positive and be more,
Oh, I can do this too!
When I see that, I feel better about myself.
So I invest energy that I make every single day with my agency of over 60 staff, an incredible people and all the accounts that we manage. I invest energy in getting that content seen by the world because I do care about that.
What people don’t understand is what we’re going to talk about today, which is:
What’s happening when I am building these audiences?
You might be wondering depending on where you are as a Facebook marketer, as a social media marketer, you might be wondering at this point, well, what do you mean by BUILDING AUDIENCES?
Whenever you push something out there on social media, whether you push something on Instagram or Facebook, whether you do a Facebook live, you do a video, you post an image with a quote or you do an article or you promote a podcast, no matter what you do, people that are consuming that content no matter how much or for how long or if they quickly glance through it or they consume the whole thing, these people are actually being stored and we are accumulating digital footprints and audiences are being built along the way.
That’s the beauty of this whole social media world…
that nothing gets forgotten
Here’s a comparison that I’m going to make. A very simple analogy.
If somebody buys a book on Amazon or on Barnes and Noble and any of these traditional places, if they buy a book, that’s it.
You as an individual marketer, as a brand, you have NO CLUE what happens after that person buys that book. It’s all a guess by anybody.
Many times you will be surprised, the great majority of people that buy books, they actually do not themselves read that book ever.
It just stays there accumulating dust. And you think you have somebody that bought a book and is reading it, but you don’t really know. You don’t have that data science in place.
Because of that, it’s very difficult to build an audience because you would say to somebody, Hey, I want to thank you for reading my book. You cannot really say that because the fact that they bought the book does not mean at all that they actually read that book.
Buying a book and reading a book are two very different things.
On social media: If you send out an article or if you post a video, you know exactly if somebody bought a book, read it, went through it, what page they got to, how many pages they’ve read, for how long, and you have all that data, all of it.
On video: You know if somebody saw it for three seconds, for a minute, for five minutes, the whole thing or only 25% of it. All that data is there.
And because of that, you have the ability to build an audience on social media like you’ve never had before.
If you ask me, after millions of dollars on Facebook advertising, probably about $25 million by now in the last several years, invested in social media advertising, after handling the accounts for incredible people like the one and only Dr. Eric Berg, making NaturalSlim a worldwide phenomenon and my dad, Frank Suarez, an international superstar in social media, helping people like Grant Cardone, Daymond John, helping all of these incredible brands, including public corporations…
Trust me, I have a lot of data.
The one successful strategy that supersedes, that is higher, senior and more important than anything else is BUILDING AUDIENCES ON SOCIAL MEDIA.
Direct response marketing is not successful on social media and I can tell you that from all the accounts that we’ve actually managed over the years, which are hundreds of them… AGM marketing, by the way, if you don’t know what AGM stands for, is Attention Grabbing Media. It’s the name of my agency.
If you look at all the accounts that I have actually succeeded with and all the accounts that I have failed with, there’s one difference between them two, all right? One of them. One difference that stands out.
The ones that succeeded, we were able to build audiences because
WE PROVIDED VALUE
And I’ll explain that to you over the next few minutes.
The ones that we have failed were trying to sell, sell, sell, sell, sell, and
NEVER PROVIDED AGM WITH CONTENT
To send to the world so we can build audiences.
That is the one major factor that differentiates between a successful campaign and a failing campaign.
On social media, you cannot handle things the way that you would handle on Google or on traditional. When somebody goes to google.com and they’re looking for a dentist, they already have a problem that they need to resolve right now.
SOCIAL MEDIA LEAD VS. GOOGLE LEAD
So a social media lead or social media person is very different than a Google lead or person.
Google Lead
The Google one is already ready to jump on board. And if you were lucky enough to have Google show you to them, then you win because these people are ready to get whatever service that you offer because they’re looking for an answer to a problem.
Social Media Lead
On social media, it’s a whole different story. There’s no such thing as the Facebook audiences are trash, the Google audiences are trash.
IT’S WHAT YOU DO WITH THEM!
Guys, do you realize that it’s the same people? The people on Google are also on social media. It’s exactly the same thing. Actually, there are the numbers, right? And the numbers don’t lie like they say.
77% of the US population is active on Facebook. Over 60% is actively on YouTube. People search for things on Google when they’re looking for answers. Everybody’s on Amazon, right? So because of that, you have numbers that don’t lie.
A lead is different
depending on where it’s coming from.
The social media strategy that is above everything else is the process of building audiences and the way you build audiences is by providing value.
What I did for Dr. Berg several years ago was that I took his incredible content and I got it seen by people all over the world. If you do not know who Dr. Berg is, there’s a very trendy diet called the ketogenic diet.
Dr. Berg is at the top of the ketogenic mountain. He’s one of the top educators with close to 4 million subscribers on YouTube and a million followers on Facebook. And we have a great brand.
We have helped him build this brand because we grabbed his content and we got it seen by the world and then we started building audiences – people that watch the videos, people that visit the websites, people that send us messages, and the list goes on and on and on.
So I’m going to break it down for you guys today. But if you want to succeed, if you’re watching this Facebook live, which I have a lot of you guys here right now, if you’re listening to this podcast, which I know a lot of you guys that are also listening to my podcast, then you know that there’s a path to success and there’s a path to failure.
Those are two very different paths with the same tool, right? There are people that talk about this all the time, but if I have the cell phone device, like an iPhone 11 max which is the phone that I use and I give it to my nine-year-old, he knows how to play games with it. Does he know how to produce with it? He doesn’t.
Now I don’t know how to play games with it because I don’t play games, but I know how to produce with it.
The same tool can be used in different ways.
I can use it for success and expansion or I can use it to waste my time.
So it really depends. If you guys look at that, it’s not the tool itself.
it’s the person that’s actually running it.
It’s like historically horse races, right? It’s not necessarily always about the horse, it’s about the jockey whoever is riding that horse.
So you’ve got to be willing to actually use a tool correctly and social media is used incorrectly by most people across the world. It’s literally just being a wrong application of the platform.
The way that you do it on social media, and let me just quickly differentiate this process.
On social media, when you have a personal profile, you have no ability to build an audience. You absolutely don’t.
If you say, I want to build my audience of people using my own Facebook profile that has a limit of 5,000 people, well you’re doing it WRONG because you are not going to accumulate audiences of people.
Because a Facebook profile is not a business. A Facebook profile is a personal profile. It’s for one person or individual.
THE IMPORTANCE OF A FACEBOOK PAGE
If you want to build audiences, you’ve got to have a Facebook page and if you don’t have a Facebook page, then you’ve got to create one. They’re free and you’ve got to go in that direction because this is how you do it.
You actually going to start creating a content strategy that’s going to revolve around videos, images, articles. If you absolutely hate being on video, start writing more articles. Start doing a strategy that you can actually be okay and comfortable with and start getting that going.
I’m not going to go into that too much today. I might do that in a future podcast, but there’s a lot of ways that you can actually create ideas of content.
For example, if you go to answerthepublic.com, I’ll give you one asset that you can use, one tool. If you go to answerthepublic.com you will be able to type in some keywords related to your business and get a bunch of ideas as to the questions that people are asking about your brand, about your keywords, about your business.
And then all you got to do is structure answers to that questions, to all those questions. There are thousands of options.
And now you start creating a content strategy because when you have a content strategy, this is what’s going to allow you to build audiences.
Social media is not a direct response marketing platform
Again, I’ll repeat that. Social media is not a platform for direct response marketing. It doesn’t really work anymore.
It used to back in the day because it was so affordable, but today if you simply create ads that sell something without actually being able to build a content strategy first, then you’re going to end up being a failure and I want to have you try to avoid that because this is a path that I have seen time and time again.
I can tell you that there are very few exceptions to this rule. Easily 99.9% of the people that have gone down direct response marketing over the last year or two on social media have failed.
The 0.1% that have succeeded, they have succeeded because they have a product that is so darn special and unique that people are absolutely loving it.
If you don’t have a product that is absolutely unique and wanted by the world, then that’s not what you need to do on this platform and most generally you are not one of those people.
Don’t be romantic about your product
Don’t say to yourself, “Yeah, but my beauty cream is better than every other one. People are going to be lucky to find me.”
If you say that, that’s also not being rational and that’s just acting on emotion and that doesn’t really work.
Because just like you’re beauty brand, there’s another 1.7 trillion beauty brands out there with no exaggeration, actually, I am exaggerating.
There’s a lot of brands out there that are similar to you that also feel they are the best, most organic, imported from Hawaii, Africa, and Italy and this or whatever it is. I don’t care. Nobody cares. All right?
If you have an actual beauty brand, for example, think about it in whatever brand that you have yourself, then…
t’s going to be all about…
how do you actually differentiate yourself?
And the way that you differentiate yourself is by PROVIDING VALUE and education about your brand.
You can start talking about:
- Five simple tips to go organic; and
- How to handle your skin naturally; and
- The effects of certain things that you put in your body
And you can start figuring out what value you can provide to the world. And by doing that, you start getting your content strategy going.
And that’s the main thing about it that it’s gonna allow you to start accumulating these audiences to repeat the process that Grant Cardone, that I have done, that Dr. Berg, that my dad, that all these brands that have successfully done it are doing right now and are continuously doing. We don’t sell products with people that don’t know who we are.
We sell products to people that have seen us time and time again. I don’t sell services to be people. I don’t offer services to people that have no idea who I am.
Good luck trying to find that. Go check it out. I am going to challenge you. Go to the Facebook Ad Library. Go to google.com and search for Facebook Ad Library and look at my brand AGM Marketing and look at Manuel Suarez and let me know if you find any ads that are promoting my agency services.
At the same time,
we are breaking records month after month after month
with our agency services.
Why? Because I have provided A LOT OF VALUE.
I have people lined up that want to get my help and I am picking and choosing which ones I get to deliver services to!
I walk the talk
It works.
THREE TYPES OF FACEBOOK AUDIENCES
So the audiences on Facebook are divided into three distinct audiences. That’s it. It’s three of them. Now, I have talked about this before, but let me just do a five-minute recap on them and get you on your way so you can start building your audiences.
I. FACEBOOK’S CORE AUDIENCE
You got what they call Core Audience, Facebook’s Core Audience. Now, remember, when I say Facebook, I want you guys to start getting used to it. I’m talking about the Facebook family of apps, which is getting bigger and bigger and bigger.
There’s Facebook, there’s Instagram, there’s WhatsApp, there’s Messenger, and they continue expanding and adding new placements, right?
So there’s a Facebook Core Audience. A Core Audience is based on Facebook’s data about every single user:
- What things they like
- Pages they engage with
- The websites that they visit
- Engagement on the ads
- Message pages (people that message the page)
Those are all audiences, that you can actually accumulate with Facebook’s data.
That’s one important one because you can actually find INTEREST based on what their interaction is. One analogy that they use on this which was given by the lead algorithm executive for Facebook. He talked about…
How do they decide what to serve to people?
Well, it’s almost like if you went to a restaurant and you’ve been married to your wife for 15 years like me, right? I just turned 14 years a month ago of marriage.
I know because of my long term relationship with her what things she likes to eat, what things she doesn’t like to eat and what things she likes to drink, et cetera, all right?
So because of that experience, I can sit down and she calls me and she says baby I’m not going to make it on time. I need you to order. You know what I like, just go ahead and order for me.
And I grab the menu and I’m like, okay, I do know what she likes. I’m going to get her a lentil soup. I’m going to also get her a Caesar salad with chicken and no croutons and then I’m going to get her a sparkling water. Let me do Perrier because she likes that more than the other ones.
And then I use that data because I have the experience of working with her.
The algorithm on Facebook works the same way!
It accumulates that data throughout the years of relationship with you and he serves you more of that. So that data is accumulated and is given to us, the advertisers, and we can use it to find these people.
And that’s segmented into a million things. Things you like, your statuses, are you divorced or single? Do you have kids? Do you business certain pages? Do you like animals? Are you a humanitarian yourself? And are you a Republican? Are you a Democrat?
They have all this data and they use it to help you get served things that they know that generally, you’re going to like, think about it.
If you guys open up Facebook, you’re not going to be seeing things that you don’t like. Generally, I don’t see things that are unrelated to business, right?
For example, I never get makeup. I never get design. I never get any things that I actually have no interest in because they know what I like. So that data, as an advertiser, you have access to it and it’s a world. If you have no idea what I’m talking about, you’ve got to start learning about it. All right?
So if you go to business.facebook.com you can set up your Business Manager and start engaging with that platform, which is so powerful, which I used to call it a billion dollar software that you’ve been given access to for free, all right? So that’s very powerful and you can actually use that platform to learn.
Now I do have a series of training if you guys need to get started with it, depending on where you’re at, if you go to manuelsuarez.com/minicourse or minicourses, you can just test them both out.
One of them is going to get you to Messenger. The other one’s going to get you to a page. Then you’re going to be able to get some of these basic training done.
If you need to get started, a lot of you guys are already like way deeper into that world, right? So I’m just giving you the data so it can be fresh. That is what they call the Facebook Core Audience data, the core data. And that data, the Facebook core data is actually so valuable because…
you can use it to find new audiences
And try to get that content at what they call the top of the funnel seen by people that might be interested in what you have to offer at the bottom of the funnel. All right?
It’s a funnel. At the top, you want to try to find new audiences and at the bottom, you want to try to sell to those audiences that you have built along the way. Core Audience.
II. Facebook Custom Audiences
There’s another one that is very underutilized. This is a separate audience, right? And that one is called the Facebook Custom Audiences. Custom Audiences.
Why are they called custom?
Because they’re made by you. These are your audiences.
- You can have your email list uploaded to Facebook and have Facebook find them.
- You can have your phone number list uploaded to Facebook and have Facebook talk to them.
- You can have your website visitors and have Facebook talk to them again.
- Best purchasers, same thing.
- You can have people that have messaged your page.
- Here’s my favorite one. Are you ready for this? This is my favorite Custom Audience in the world. If you ask me that I had to choose one audience only and stick with it and not do anything else, this is the one that I will stick with to the end of the world: Video Watcher Audience.
For example, you. If you’re here watching this video right now, then I am building an audience of you. You’re going to go into a bucket and that bucket is going to get retargeted and I’m going to keep on putting content in front of you.
One day when I’m trying to promote a webinar or I’m trying to promote a new service or a new product,
you’re going to get retargeted
Why? Because you have been watching my content and you are here. And by this time which we are 31 minutes into this particular podcast, you are so valuable because you are here after a half an hour. You are a gold mine and I know that data.
People that sit down with me and listened to me for a half an hour, even though I could be super annoying sometimes, you are gold as valuable as the brick gold bar, right?
I’m building you as an audience and what I’m doing with that audience is that I’m actually offering you products.
If you think about again Dr. Berg, then, I want you to know, no surprise that people that I actually sell things to, that Dr. Berg that we spend a lot of money selling things to, and Dr. Berg sells millions of dollars in products every single month. We are selling to:
- People that are consuming his content.
- People that are watching his videos.
And this is my favorite audience. If you want to get these audiences set up, it’s very simple. You have no idea, right?
If you are familiar with the Business Manager, then you know where. But if you are not, well, all you’ve got to do is go to business.facebook.com and then do a drop-down menu and select audiences. And there you are adding your audiences.
You can add your Custom Audiences, upload your email list, upload your phone numbers, you can upload your offline purchasers. If you have a list of your customers, you can put it on Facebook with emails and phone numbers and guys, this works across the entire world. All right?
Phone numbers and emails are searchable on the Facebook platform and because of the advent of things like Facebook Messenger, most of us have done a great job of providing our phone numbers and I mean a great job because Facebook does a good job of this.
We have givenct job>