Transcription

 

INTRODUCTION

Ollie: Hey, guys. Welcome back to another episode of the Facebook Marketing Ninja podcast. In this episode, Manuel delivers fast yet effective tips that any entrepreneur can use right away to win in the digital marketing game.

If you don’t have a strategy for your social media marketing or at least an effective one, you don’t want to miss out on this episode. I hope you enjoy it.

 

Facebook: The biggest social media platform

Manuel: There’s not even a second place, right? Everybody is just a distant second or third place. Facebook happens to own the second biggest one, which is Instagram, which now has over a billion users. Messenger marketing is blowing up and it’s getting bigger and bigger, nonstop.

So the opportunity keeps on getting better because most companies have not realized that yet. Most companies are not using the platform. They’re not in there. They’re not taking advantage of it.

Let me give you an exact number. There are only about 50 million companies worldwide that have invested in Facebook ads out of hundreds of millions of companies that are registered. We’re talking about 8% of total businesses registered as businesses on the planet that  have invested in Facebook advertising. How crazy is that? Many people don’t fully understand its power yet.

It’s hard to imagine that companies have not gotten to fully understand the magnitude of these platforms that we have in front of us that are the communication platforms in existence. It’s not some fad that it’s just going to come and disappear.

 

It’s the way

humans communicate today.

 

Today, I wanted to talk about something that has not been taken into account as to why Facebook advertising works, some of them. And then some of them have other failures in the Facebook ads world.

So if you’re one of those people that said, “Facebook ads didn’t work for me. I pressed the boost button and I didn’t get any results”, I want you to realize one thing – saying Facebook ads didn’t work is like saying capturing attention doesn’t work.

How does that make sense when Facebook controls more attention than any other single media organization on the planet? They control more attention than CNN than NBC than 98.7 than any media organization in existence. Nobody has ever dreamed about having people in masses as much as they have them. That’s what they are.

 

attention-grabbing platform

In reality, it’s not that they didn’t work. It’s that you didn’t work and you didn’t do a good enough job of putting your strategy in place. Today, it’s more important – your social media presence than your website. Today, it’s more important, your social media presence than your traditional marketing campaigns.

 

People are using the platform actively

• That’s how they connect with the world.
• That’s how they find out what’s going on.
• That’s how they find out if their nephew graduated, if their friends are having fun on vacation.
• That’s where they dream about places to go and they connect.

They’re spending a lot of time on it. And the reality, what’s going on with these guys that are failing in Facebook ads that go back and tell you, “I already tried Facebook ads. Manuel says that Facebook ad is the actual current dominating marketing platform and I tried it. I pressed that boost button and I didn’t see any results.”

 

The Facebook Ad

Building Relationships

The reality is that Facebook ad is a platform to build relationships. It’s not a platform to sell stuff. It’s not a platform to try to generate ROI.

What I want you guys to realize is that Facebook is a perfect platform for you to put yourself in front of the same people over and over seven times and get them to trust you.

 

It is not a selling platform.

It is a relationship-building platform.

 

This is very different from traditional platforms. For example, when somebody searches for your product on google.com they are buyers searching for something that could handle their problem. If somebody has an overweight problem and they go to Google and they search, “How to lose weight” or “Losing Weight Pills”.

Then, whatever comes up, you know you have a customer there that wants to get that information, that they’re looking for that particular solution to their problem. So you already have one game. These guys are ready.

 

What is a Customer Journey?

On Facebook, what works is a customer journey. I have written articles on this. I do have a lot of documentation. I talk about it a lot on my course. You have to build relationships and put people through a customer journey. A customer journey is composed of several levels.

On the first level, people don’t even know who you are. It’s complete unawareness of who your business is and who your brand is. You have to touch them with some kind of content that provides value to them. You’ve got to think about what my content is all about, what you teach, and what can you show to the world.

Don’t tell me you don’t have any content because if you don’t have anything that you can use to make the world a better place, I got news for you, YOU DON’T HAVE A BUSINESS!

That’s what you’re doing on Facebook. If you’re trying to sell and just be like, “My product is the best. You should buy it for $19.95, free shipping”, without having to build a relationship first, you’re going to lose every single time. So, guys, that is the platform difference right now that we have. The ones that are making a killing, which is about 5% of us using Facebook ads, we have the correct strategy.

 

We are building relationships

I do not sell to anyone online on Facebook or Instagram or Messenger if they have not seen me several times before, if I have not done a good job of pushing my message in front of them over and over and over again.

You have a graphic image, you do a video, you do an article, you do a Facebook live, you do Instagram stories. Now, Facebook stories. You do some advertising here and there and you put some money behind it using please, the Facebook business manager so you can do what the power of Facebook is. Without it, you don’t accomplish 5% of what you can accomplish if you’re not using the Facebook business manager. For example, on that first point on the customer journey, I would have several points of contact.

 

the rule of seven

There is a rule in advertising that has been around for a very long time. They call this rule the rule of seven. The rule of seven is a rule that states that somebody has to look at you and see you at least seven times before they believe in your brand, before they trust you enough to open up their wallets and give you their cash.

 

If they have not seen you at least seven times,

people don’t trust you.

 

We invest a lot of money trying to just put a message out there across clients. Whether it is my dad’s account, Dr. Berg’s account, other people that I have as clients, we invest money on that first point of contact.

Most of the money spent on Facebook advertising is spent on building that first customer journey step. We’re going to grab an audience and we’re going to turn it into a big bucket of people. It’s a bucket of people full of people in it that now are getting all this information to improve the quality of their lives.

So you’re building as you go along different buckets of people. And those buckets of people, you can use them to do something that I’m going to tell you secretly, confidentially what it is called.

 

RETARGETING

When you put a message out there and you put some money behind it.

• Let’s say that you are running Facebook ads and you run an objective called TRAFFIC, meaning that you want to get as much traffic to your website as possible.
• Or you run an objective called Video Views, meaning that you want to get as many video views as possible.

These buckets of people are growing along the way. You spend $5, you spend $10, you spend $20, Whatever it is that you want to spend because guys, you don’t have a contract with Facebook. You can spend $2 or you can spend $5 a day. That’s the big commitment that you’re putting in here. You guys are probably spending more on coffee every day or on other things that are less valuable than growing your business and this is being left on a table.

Facebook doesn’t happen overnight. It sure as heck didn’t happen for me overnight. Every single time that I start a business, I want to have a mentality that it takes me about six months before I can start getting traction and start seeing results with my Facebook advertising strategies. So you have to build relationships.

 

THE NEW FORM OF ADVERTISING

I want you guys to understand from this particular podcast, the main message is that this is not traditional advertising. It is a new form of advertising that only approximates to a certain degree, something that we’ve had for a very long time.

Door to door selling. This is the only thing that I can think of that compares with Facebook because you are trying to knock on somebody’s door and offer them an alarm system that they hadn’t thought about they need, but when you offer them, maybe out of a hundred people, 99 are going to say, “Get out of my house. Stop soliciting. You are violating the homeowners association rules. Get out of here.”

But when that one person bites and buys your alarm system, you made your entire week right there. 

Alarm door-to-door knocking sales services is very comparable to what we’re trying to do on Facebook advertising. We are trying to push our message out there actively to thousands of people. And by doing so, we expect to get a small percentage of them to become interested in building a relationship with us and being a part of our company. And when we do that, we can grow our company.

It takes several months until you nurture and find that audience.

 

Once you nurture them and once you find them,

you can now start scaling and growing.

 

The cool thing about Facebook is that you don’t have to only scale deeply, meaning going from $10 a day to $100 a day. You can also scale widely. For example, if you have an audience of Video Watchers, people that are watching your videos, you can now go to Audiences and you can go to Custom Audience and select the option that says Lookalike Audience.

And when you do that, you can go ahead and build an audience of people that are similar to the people that are watching your video content. Facebook allows you to scale wide like that because they have more data than any other company ever dreamed about. What do I mean by that?

The Facebook data is so much so that if you ask them to build a Lookalike Audience, they’re going to go ahead and find you an audience of millions of people in the US, in Canada, in Europe, anywhere you want, and they’re going to find you people that are very similar to the audience that already showed interest in your brand.

The same thing with customer purchasers, email lists, phone numbers that you have, people that visit your website. You can have Facebook find audiences that are similar to them.

 

endless possibilities

What you have to understand is that if you’re one of those people that failed on Facebook ads, it’s because you didn’t have a strategy and you didn’t persist enough in building relationships with customers.

Building relationships is what Facebook is for, not for selling. It sells like crazy and that’s why I love it. But you cannot have an approach to it that you want to use it for selling or you’re going to fail every single time. Trust me, I already went through that pain and I want to stop you from going through that pain and wasting money when you have the opportunity of having me educate you and take you step-by-step through this jungle and showing you what works today and what doesn’t work.

So guys, there you have it. Build relationships on Facebook. Learn how to use the platform. Do my training. Go to my blog. Do my videos.

I AM ON A MISSION | I’m on a big mission to help you become successful in this world of the digital age that we have in front of us of an opportunity that is only going to get stronger and better.

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