Podcast Description

After delivering seminars all over the world, I realized how unique the knowledge I have really is.

So I decided to share my ability, to help people become successful in what I view to be the greatest marketing era in humanity’s history. I’ve built several million-dollar businesses. It can be done.

Now I want to show you how. Stay tuned for tools and strategies you can use right now to build your brands and increase revenue!


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Getting Practical with Retargeting on Facebook and Instagram

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Podcast Transcription

Hey guys! Welcome to the Facebook Marketing Ninja Podcast. Once again, Manuel Suarez here. Today we are going to be talking about something that is very very important and that determines your success as a Facebook, Instagram and Messenger marketer overall and is going to be the driving force for all your campaigns if you want to have success in this 2019 world. Today, I’m getting really, really practical with you. One thing that I wanted to mention in passing here, this is something that as you guys know on my marketing agency we get to spend half a million dollars in Facebook ads every single month so I have a lot of data and I want to share with you some of that data so you can actually implement it and save yourself some time because that data has caused me a lot of money to get. And not only that, we know what works and what doesn’t work.

Let me tell you what policy we have in the company. This is a very important policy that we try to keep 100% all the time in force across any clients. No matter if you have an e-commerce business, if you have a content creation business, if you are an artist, if you have a weight loss, natural slim clinic like the one that we have, whatever it is that you have, it doesn’t matter. The way that you want to actually sell to people is through retargeting. So, today’s podcast is going to be all about the strategies that I’m implementing to be able to sell to people through the incredible opportunities of retargeting. Meaning that I am putting a message out there and then I am putting a second message, a third message, and so on, and so on. So this podcast I am calling it Getting Practical on Retargeting on Facebook and Instagram because I want to get very practical with you guys so you guys can start implementing some of the stuff right now. No matter where you are, you don’t have to be somebody that is a content creator. You don’t have to be somebody that feels comfortable in front of the camera. It doesn’t matter. The world of retargeting, digital footprints on Facebook, Instagram, and Messenger apply to anybody whether you are an Amazon seller, whether you are an e-commerce entrepreneur, whether you are a brick and mortar store owner, a service business. No matter what. The world of retargeting is the way that you need to approach your business in this 2019 world.

If you are not retargeting people, you are leaving money on the table, number 1, and you are probably going to bleed out and run out of the capital to be able to grow your business. So being able to actually retarget people is the way that you build a community. So, I’m going to get really practical and I’m going to tell you exactly what we do and the type of audiences that we build. The first step that I am going to tell you on this retargeting masterclass that we are doing here today is that if you have not set up your Business Manager on Facebook, then that’s going to be your first step. Business Manager is actually your go-to-place to be able to create these audiences. I call them buckets of people, okay? It’s like if you think about it for example as an analogy base, let’s say that you are fishing on a particular pond and that pond has an estimated 17,000 fish on it. Well, how about if I tell you, “Look, Mary, John, Peter, I have another pond that scientists actually did a survey on it and they have found that there are about 76,000 people on it. It’s crowded with people and nobody is fishing on it.” It’s actually like virgin territory. What would you think about that? Would you actually jump on that 76,000 fish pond or would you stay with the one that has 17,000 people on it? It’s quite a simple choice.

One of the things that as entrepreneurs we always have to deal with is common sense. Meaning that we are able to actually make a decision based on what we think is logical for us to do. If you think it’s logical, we actually jump all over it. If I have a 76,000 potential versus a 17,000 potential, it’s a no-brainer. I’ll jump into the 76,000 audiences because I have a greater chance of selling to people on that particular audience. So, the same example as the fisherman that they would actually make the right decision and go to the place where they find the better fish at bigger quantities with the greatest potential, that same example applies to building audiences on Facebook. If you build audiences on Facebook, as you build them, it is a snowball. Meaning that every single day, as you invest money on building these audiences, you have a greater amount of people that you can now bring in to your sales funnels.

It applies to anybody. Again, no exceptions. If you’re trying to sell products you should be doing retargeting. If you’re trying to get people to your Amazon listing, retargeting. If you’re trying to generate leads to your clinic no matter what it is, chiropractic, dentist, whatever it is, you need to be doing retargeting. Because what’s going on today in this world today is so much content is being produced. We have so many of these devices going around – smartphone devices, iPad’s, cell phones left and right. Everybody with the ability to produce content right now that your competition has dramatically increased over the last few years, no exaggeration. In 2018, we’re going to end up producing more content than in the entire history of humanity combined. Why? Because we are all becoming content monsters. We are always recording, always documenting actively. So, if you don’t have a retargeting strategy in place for your business then you’re not going to be able to convert people because people are being conditioned to not respond unless they have seen you before.

There’s an old rule in advertising called the Rule of 7. That rule has been around for 100 years and it states that in order for somebody to trust you and give you money, they need to see your face at least seven times. That rule today has never been more accurate because today, if people have not yet seen you and you offer them something, they are conditioned to think that you are scamming them and trying to take advantage of them, and trying to sell them something that’s not true, you’re trying to take their money from them. That’s what’s going on in the social media world. Now, why is that happening? Because while you are trying to sell them something, there are another 17,000 people out there that are trying to provide value to them, and they are trying to educate them, and that are putting videos in front of them, messages, content, articles, images, pictures, free webinars, and free education, consistent bombarding of education along the way.

You would think that wait for a second, I am not Mother Teresa, why am I doing free content? Why am I doing all those stuff? What people don’t understand out there, what most people in general, the entire population which is not entrepreneurial, because it’s the majority just so you know. Entrepreneurs, you, me, we are in the great minority. It’s not easy to be an entrepreneur. Most people don’t do it. So, what people don’t understand is that when you are providing value, if you look at my dad, Dr. Berg, myself, et cetera, how as we provide value, what people don’t understand is that we have a hidden intention, okay? That intention even though we want to help them because I believe that my products and services are worth the money and I believe that people should be buying them because it’s going to make their lives better. So, it’s not like I want to take people’s money away in an evil way because I want to take advantage of them, I want to take people’s money because I know that is going to make them better. That is the correct attitude that any marketer could ever have. If you’re a scammer then you’re dishonest and you’re going to lose the game. But if you have value to provide to the world then your services are going to make their lives better. So, it’s a responsibility that you need to have to put your message in front of them so they can actually improve that area of their lives no matter what it is. If you think about it, from being a coffee maker, a barista, you make somebody else better, right? If I don’t have my coffee every morning, I’m not in a really good mood. I go to Starbucks, I get my coffee. I go to my house and I make myself a really good coffee. It provides value, right? If you are an interior house designer, you make somebody else feel special about their homes and they feel like the moral is higher, right? If you are let’s say a designer of jewelry, then that particular person is actually feeling better overall about what they’re wearing and how they look, okay? So, those are things that are important to recognize and to understand along the way.

If you have those things in mind, then you’re going to be able to provide value to the world and just keep on improving every single step of the way because the way you that you grow a business in this 2018 environment and the way that you’re going to grow it in 2019 is through positioning, providing value, and retargeting people to bring them back into your sales funnels and channels. Guys, once you get this, it’s not complicated. What you do is you start putting a lot of money in the top of the funnel, videos, articles, images, audio, text, whatever you can, putting a lot of money in that and then building those buckets of people that you can retarget over and over again so you can now sell them stuff, generate leads, get purchases, have people that visit your conventions, your stores or whatever it is through the world of retargeting. So, this is my firm policy for my clients – we do not sell products to cold traffic not unless I’m doing a deep discount or sort of a flash sale deal or a promotion. If I am going to sell stuff to people, it’s going to be to people that have seen me. And, the thing is that social media right now is so affordable. Instagram marketing, let’s talk about micro Instagram. Instagram stories are so ridiculously affordable. Facebook stories right now… I’m talking about $3 CPM’s. You can actually for the cost of a coffee cup on Starbucks, get a thousand people to see your videos. That is incredible! Something that is unheard of. If you compare that with modern television today, you’ve got to pay $30, newspapers for $32. I mean, in order for you to get your message out there today in this social media world, you don’t need a lot of money, you don’t need a lot of capital. So, that allows you because of the opportunity to put your message out there in bulk, get a lot of people to see your messages and then build some massive retargeting audiences that now you can sell them stuff to. Alright, good. I think that you guys got the message, right?

Let’s get really practical about this now. Let’s talk about how do you get this done. Well, if you already have your Business Manager on Facebook set up, which by the way is your hub for everything. Meaning if you want to do Instagram marketing, Instagram stories marketing, Messenger marketing, Facebook marketing and eventually very soon, shortly, WhatsApp marketing, if you want to do all that stuff, all you’ve got to do is set up your Facebook Business Manager. For those of you that haven’t set that up yet, it’s very simple. Go to business.facebook.com and set it up. It’s a very easy process that guides you by the hand. And now in there, you’re going to set up your Facebook pages, your ad accounts, your Instagram accounts, your audience, all of it goes to that one central location. If you haven’t listened to my training before, you know that I forbid my students to press the boost button on the Facebook pages. When you learn how to use the Business Manager, there is no need to do any of that stuff anymore. So, once you set this up correctly, this is how you get practical with audiences, okay? You need to listen to the earlier podcast and earlier training and ideally do my mini-courses. Just throw it out there if you want to get it done. They’re free, manuelsuarez.com/minicourses. If you want to get more data on how to integrate a content strategy, grab videos, articles, images, et cetera and put them out there so you have people to retarget then you need to go back and look at my content strategy of recommendations. But on that Facebook page that you connected on your Business Manager, you’re going to start pushing videos out there, pushing images out there, pushing articles, whatever you can. Just do as much as possible based on your existing budget. And now, what you do is that you go to  business.facebook.com and you open up the drop-down menu in the top left-hand corner of that particular homepage right there once you sign up and once you sign in, once you are logged in, and you’re going to go to a section called Audiences. When you go to Audiences, there are options to create new audiences. For example, you can create a custom audience of people that, you can make a note of this, okay? If you want to just pause this podcast as you listen to it, pause this video as you watch it, whatever. Go to the Business Manager and check it out so you can see for yourself. As you create an audience, you’re going to have hundreds of different variations of audiences that you can create. You can call this a bucket of people, you can call it a pocket of people, whatever it is that you want to call it and you can create an audience, let me give you a few examples, of Facebook page engagement. For example, you can create an audience of people that have consumed at least 10 seconds of your video ads or your video posts on your Facebook page because there are two things, right? There is ads that you’re running on Facebook and then there’s post that you’re publishing on your Facebook page normally. As you guys know or may or may not know depending on where you are at on your business, a lot of things that you post on your Facebook page gets seen by nobody. But some people see that content depending on the size of your page. So, you’re going to have ads and you’re going to have published posts. No matter what you can create an audience of people that watch at least 10 seconds or you can create an audience of people that watch at least 95% of your video and everything else in between – 15%, 25%, et cetera. You can create audiences around video content. You can create audiences of people that engage with your Instagram business profile. That’s powerful because as you create an audience on Instagram, you can now retarget them on Instagram and on Facebook and on Messenger. Guys, there’s a reason why Facebook calls it the Facebook family of apps because they’re all interconnected. If somebody saw your message on Facebook and engage, guess what? You now have an audience and you can use that audience to retarget them on Instagram and on Messenger and any of those directions apply 100%. Meaning that you have this interconnected circle of apps that you can continue retargeting to and get your message out there so you can make them ideally your customers down the line.

So, you can have an audience of people that are Instagram profile engagers or video watchers of your Instagram profile videos, or you can create an audience of people that actually commented on your ads, engaged on your posts, liked your posts, shared your posts, you can create that audience. Like for example, let’s say that you read an article every day or every week. You can create an audience that has actually interacted with that article in the last 365 days. And, if somebody interacted with the article 364 days ago, you can still retarget them on the Facebook family of apps. Now, if it’s 366 days, that person falls off the retargeting audience unless you have made them engaged once again which resets the whole process once more.

There are a couple of things about this that are a little technical. For example, you can also create a custom audience of people that are actually visiting your website. This is something that you might have heard before. Not only that. This can get very, very granular. For example, let’s say that you have a thousand people visiting your website. If you actually have studied Google analytics, Facebook analytics, and you know this data, you probably know that those 1000 people, maybe about 700 of them bounced off your website in less than three seconds and that’s not good. Why would you retarget people and waste your hard earned dollars on people that didn’t even spend three seconds on your website? They bounced right off of it. Some websites have a very high bounce rate. People don’t spend time on them. They landed on it accidentally. Maybe they clicked on a website on a Facebook ad and they went in there and they changed their minds because remember, we have a very short attention span in the world today. So maybe that’s something that is happening a lot. Why would you actually target those? Well, it’s going to be a waste of your money. Instead of that, you can create a custom audience of people that are your top 25% website visitors or your top 10% time spent on the website, website visitors. Meaning that out of those 1000 visitors, Facebook is going to build you an audience of the top 10% people that spent the most time on your website. And now, using the Facebook Business Manager you can retarget these people and continue to get your message in front of them. “Thank you for visiting my website. I want to let you know about a special that I have going on right now and I know that you might be interested in because you’re one of the most engaged fans that I have. Here you go.” Boom! Continue the conversation with these guys, even though they have not interacted with you may be in the last week or two. So just so you know, on the website visitors data, there are about 180 days in which you have to build a relationship with them.

If somebody visits your website today, then you’ve got a full 180 days to communicate with them again. If you didn’t communicate with them again, that person falls off the audience. And now, you can’t build that relationship. So, just stable data, right? Information about this – Website visits, website information, 180 days of data. When it comes to Facebook data, Instagram data, Messenger data, the family of apps data, you’ve got 365 days to target these people until they fall off the audience unless they’ve previously engaged with you, okay?

So, what do we do in our business? If you talk about the successful clients that we have handled throughout the last few years, let’s say for example somebody that you might be familiar with. He’s kind of like at the top of the mountain when it comes to the Ketogenic Diet, Dr. Berg. The way that we actually built his channel is through retargeting. The audiences that we create, a few out of hundreds of audiences that we’ve created is 25% video watchers, 50% video watchers, 75% video watchers, 95% video watchers, top 10% website visitors, custom audience of emails because if you didn’t know that, let’s say you are pretty new in the Facebook world and you didn’t know you can do this, well, here’s a news flash. You can actually grab your list of emails, customers, and phone numbers ideally, upload it to Facebook using the Facebook Business Manager, using the Audience drop-down menu, on the actual Business Manager, that section, and you can upload the entire list and have Facebook communicate with them through your advertising efforts. Not only that. There’s another type of audience that you can actually retarget, right? For example, people that are messaging your Facebook page. So, if somebody has messaged your page in the last 365 days, you can continue conversations with them on the Facebook family of apps.

Are you seeing the enormous potential of this? I’m trying to make it very practical for you. If you already have been doing Facebook ads for a while, posting content on your Facebook page, on your Instagram profile, please make sure that you have these audiences set up. Go into the audience section of your Facebook Business Manager and start building these audiences. Once you get that done and you start testing it out, you will see how your results in your Facebook ads will dramatically improve because now you’re communicating with warm traffic or the people that have been exposed to your content, people that are connected with your content somehow and have been exposed and gotten some value along the way. Some value. It doesn’t matter what it is. They got value. So, based on that, now you can communicate with these guys and get a better response that you would have if you only communicate with a cold audience. Now, here’s the bonus on this particular masterclass. You guys have heard about the lookalike audiences, right? Well, on this same section which is the custom audience section, Audiences on the Business Manager, let’s say that you have a hot audience of video watchers. Let’s say that you have a hot audience of people that have visited your website, purchasers, people that generated leads, a hot audience of people that have messaged your page. Well, you can use those hot audiences to create an audience that is similar to them.

If you are mind blown right now because this is the first time that you heard about this, I understand, you’re not the only one. It happens. The first time that I have heard about this, I went crazy. Because Facebook is using their data to help you find an audience that is similar to the audience that you gave them. So, let’s say for example that I have 10,000 emails. Here’s a little caveat on this, okay? If you want to find a lookalike audience, you need to have at least 100 emails, okay? If you don’t have 100 emails, Facebook will not find you look a like audience. It used to be 1000 but they recently downgraded it to a 100 and they made it more feasible for us to be able to create a lookalike audience. But I know there’s a back and forth on this. So, maybe by the time that you listen to this, they’re back to 1000, I don’t know. Either way, either 100 emails or 1000, 100 phone numbers or 1000 phone numbers, you go in there and you create an audience that is similar to those phone numbers or emails. And Facebook, what they do is that they scrap all the data that they have accumulated throughout the years which is interest base, account base, user base, et cetera and they create an audience that has at least six common traits with your existing audience that you gave them. So, they’re going to scrap your entire list of emails, they’re going to locate them on Facebook, they’re going to find their accounts and they are going to help you find people that are like them – demographic, socio-economic levels, interests, areas that they like. Are they window-shoppers, do they purchase online, do they not purchase online, do they consume on video content? What? They are going to find all those qualities and give you a new audience.

To give you an example, you can actually upload a list of 1000 people of your customers and Facebook is going to give you an audience of 1 to 2 million people that are likely to be similar to those 1000 people. Now, what do you think about that? Is that almost like making Facebook your partner? Yes, guys. That’s what it’s all about. I want you to understand the wealth of opportunities that we have in front of us today through the social media platforms. They are giving us access to all of these. One of the things that happened recently that is just being rolled out right now is more placements, more opportunities, more places where we can put our message in front of that have a lot of attention. If you guys haven’t noticed right now, if you opened up your Facebook platform, your Facebook app on your cell phone, there is a new tab right now. This new tab has a section right now which is exclusively for Facebook groups and it’s around the middle of the actual app. And now, in here, you’re going to see all the groups that you are a part of. And guess what? Facebook is going to sell us a spot on that particular area so we can advertise to the Facebook groups, news feed. So, opportunities keep on expanding. We can place our messages in Messenger, in WhatsApp very soon. It’s rolling out as we go along. So, if you’re in another country not in the USA, please pay attention because that’s coming and you know WhatsApp is very, very large, bigger than Messenger, 2.2 billion active Messenger users, it’s a major platform.

So, we got Facebook Messenger, we got WhatsApp, we got the Marketplace which is basically Facebook’s attack towards e-Bay. We got Facebook groups, we got news feed, we got desktop, we got Instagram, we got stories on Facebook, we got stories on Instagram, we got what Facebook calls audience network. Meaning that they actually invade other websites like ESPN and put their ads in front of them, in front of people that are using those platforms. Opportunities are basically endless to generate traffic of highly engaged, interested, highly targeted audiences that are likely to be interested in your brand because Facebook has more data than any media organization ever dreamed about having. Do you guys think that we ever had data like the one that Facebook has? For radio ads, for television ads. No. We never had any of that. We didn’t have interest targeting, we didn’t have demographic targeting like we have today, we didn’t have economic targeting, we didn’t have device targeting. For example, if you want to find people that are more like higher class, you can actually just select for example operating devices, IOS, that are 12 and over. Meaning that if somebody has the most modern IOS, they are likely which is the iPhone operating software same with Android, they are likely to have a higher income. If you want to find somebody for a coupon, or discounts or whatever, you can target people that are IOS 10 or below. They have not upgraded their devices, they don’t care about higher technology, they don’t care about any of that stuff.

Just giving you guys officially a .001% of the enormous opportunity of putting your message out there in front of people and getting it seen by people that are likely to be interested in what you have to offer. One thing that I can tell you right now when it comes to income targeting, Facebook recently rolled out in partnership, not in partnership because this is actually a public piece of information. Based on Iris data they are giving you access to certain income zip codes. Meaning that you can target high-income zip codes or lower income zip codes so you can get your message based on what your product is in front of the right audiences that are likely to be interested in your message, offer, service, or whatever you got.

But again, what is the message of this podcast? We’ve been going on for about half an hour now. The message of this podcast is that whatever strategies that you need to incorporate, whatever you do, make you sure you include retargeting. Retargeting has to be a major part of your language. If you are not using retargeting right now for your Facebook advertising, you’re going to fail. That’s a guarantee. There’s no other way around it. There’s no other nicer way to explain this to you. Retargeting is the greatest opportunity presented today to us in this social media world because that’s how you scale a business, that’s how you build a community, that’s how you grow, that’s how you generate a massively exploding brand across all channels no matter what your service is, alright?

Okay. So, I hope that you guys liked that. Make sure that you put practical action into this. Don’t just listen to me and then do nothing about it. Don’t just get all excited and then don’t act. Please, take a part of this energy and implement them to your business and also get excited about it just like I am. Opportunities are quite big. They’re quite enormous and yes, it’s not always roses. It’s not always beautiful, right? But as you go along, you get better every single day. It’s not a vertical straight up line for expansion, it’s going to go down. You’re going to fail along the way. You’re going to have failing campaigns. You’re going to have failing efforts. It’s all part of the game. But, in the end, if you persist, you’re going to have winning campaigns and a thriving business and that’s what it’s all about, okay? So, I’ll see you guys in the next podcast. One thing that I can tell you as an announcement here, if you are here and you’ve heard this entire half an hour podcast, there’s going to be a little bit of a difference in the format change but not really taking everything anything away, I’m going to be adding things to it, okay? Because I realized that this is a very powerful, fast-growing channel for me which I’m getting a lot of you guys listening, thousands of you are listening to this podcast every single day. I’m very excited about that. If you’re not following me on social media, here’s a plug, you should. We are doing so much great content on Facebook, Instagram, on my Messenger channel, on YouTube, on LinkedIn. Guys, if you cannot find me somewhere, we’re in trouble. Now, please don’t go and look for me on Twitter and then come back and tell me, “Manuel, I’ve looked for you on Twitter but I couldn’t find you.” I’m not on Twitter. I’m am actually jumping on those platforms that are exploding and that’s where you’re going to find me, okay? So, again, LinkedIn, Manuel Suarez. Visit Manuel Suarez on Instagram, mrmanuelsuarez. On Facebook, theninjamarketer. On YouTube, theninjamarketer. You’re going to find me there. Just search for Manuel Suarez and you’ll find me, great, great content.

What I’m going to be doing is I’m going to be grabbing a lot of my seminars, presentations, meetings, trainings, et cetera, and I’m going to be uploading a lot of that audio which are going to give you guys value into my podcast and I’m going to try to be doing that at as consistently as possible just to give you guys extra value because I know a lot of you guys do not have the time to watch video content because you are too busy and that’s understandable. I was like that, too. So, because of that, I’m going to start promoting a lot more in my podcast and getting a lot more content in here so you guys can keep on consuming here and not feel like you’re missing out and you’re going to get additional podcast only content. We’re going to try to do at least once a week. I know sometimes I get too busy. Sometimes I do it once every two weeks but I’ll try to make sure that I give it at least once a week, all right?

Okay, good. Guys, make sure that you follow my content on social media. Follow me around, let me know what your thoughts are and let’s get ready to keep on conquering the world, get ready to keep on riding this incredible wave of social media which trust me, it still has a few years in front of it, all right? Have a great rest of the holiday season and I’ll see you very, very soon.