1 00:00:00,000 --> 00:00:04,530 Unknown: marketer of the Day episode 845 generate leads for 2 00:00:04,530 --> 00:00:07,380 your business through Facebook ads with Bob Regnerus. 3 00:00:12,000 --> 00:00:14,370 Robert Plank: Welcome back to the podcast. We are here with 4 00:00:14,370 --> 00:00:18,150 Bob Regnerus. And we're going to talk today about Facebook ads, 5 00:00:18,180 --> 00:00:21,840 we're gonna talk about getting some leads. Now Bob is a digital 6 00:00:21,840 --> 00:00:25,440 marketing expert. He's the author of five books, including 7 00:00:25,590 --> 00:00:29,280 the fourth edition of The Ultimate Guide to Facebook 8 00:00:29,280 --> 00:00:32,820 advertising. And Bob is a sought after expert in Facebook 9 00:00:32,820 --> 00:00:36,690 advertising in deep funnel, video marketing strategies and 10 00:00:36,690 --> 00:00:39,660 so much more. So we have a lot of fun things talk about 11 00:00:39,720 --> 00:00:42,810 artificial intelligence, and so much more. So Bob, glad to be 12 00:00:42,810 --> 00:00:43,440 talking to you. 13 00:00:43,860 --> 00:00:45,840 Unknown: Oh, really good to be on the show. Robert, thanks for 14 00:00:45,840 --> 00:00:46,500 inviting me on. 15 00:00:47,100 --> 00:00:49,560 Robert Plank: I'm glad to have you, it's always good to connect 16 00:00:49,560 --> 00:00:53,340 in and get a taste of the cutting edge strategies combined 17 00:00:53,340 --> 00:00:56,100 with some times there's things we hear about over and over 18 00:00:56,100 --> 00:00:58,890 again, and don't do it. And you always hear about Facebook ads, 19 00:00:58,890 --> 00:01:02,070 people are always so worried that the time has come and gone 20 00:01:02,070 --> 00:01:05,670 for Facebook, or maybe it's too expensive, or I have to do all 21 00:01:05,670 --> 00:01:09,360 these extra little things, like tweak my ads have a pixel or, 22 00:01:09,570 --> 00:01:13,440 you know, get people on my site and then retarget them. But why 23 00:01:13,440 --> 00:01:16,620 not? Facebook is so huge. It's like one of those sites where 24 00:01:16,710 --> 00:01:20,100 everyone's on it. Everyone's on all day long. Why wouldn't I tap 25 00:01:20,100 --> 00:01:24,330 into Facebook? But then Bob, it Why do people not get the 26 00:01:24,330 --> 00:01:26,970 results that they should be getting on Facebook these days? 27 00:01:27,750 --> 00:01:30,780 Unknown: Well, you know, it's it's been an interesting year 28 00:01:30,780 --> 00:01:33,720 for Facebook, hasn't it? You know, it's kind of like the two 29 00:01:33,720 --> 00:01:36,270 parents are fighting Apple and Facebook are fighting. And we're 30 00:01:36,270 --> 00:01:39,120 in a really different kind of atmosphere even when I wrote the 31 00:01:39,120 --> 00:01:43,080 book. But the fact that matter is, billions of people log in to 32 00:01:43,080 --> 00:01:46,830 Facebook every day. And what it really is coming down to Robert 33 00:01:46,830 --> 00:01:49,680 is you have to do the fundamental things, right. And 34 00:01:49,680 --> 00:01:53,070 if you miss those out, you're going to see lower response, 35 00:01:53,070 --> 00:01:56,760 you're gonna see higher costs. The fact is, if you do certain 36 00:01:56,760 --> 00:01:59,790 things, right, you do the fundamentals right, you are 37 00:01:59,790 --> 00:02:03,690 going to get responses. And of course, it's down to getting the 38 00:02:03,690 --> 00:02:06,000 details, right. And of course, that's why you write a book and 39 00:02:06,000 --> 00:02:09,060 do podcasts and things like that. But I have plenty of 40 00:02:09,060 --> 00:02:11,880 people that I coach, Robert, that are doing fantastic on 41 00:02:11,880 --> 00:02:16,860 Facebook. They're navigating the minefield of banned accounts and 42 00:02:16,890 --> 00:02:20,790 iOS 14 and all these things. And they're doing quite well. And it 43 00:02:20,790 --> 00:02:24,510 comes down to really just some fundamentals, we could we could 44 00:02:24,510 --> 00:02:26,070 dive into those of you who want to. 45 00:02:26,610 --> 00:02:28,740 Robert Plank: Yeah, I mean, fundamentals are always great. 46 00:02:28,800 --> 00:02:31,080 Like we said, sometimes people think they know the 47 00:02:31,080 --> 00:02:34,110 fundamentals, but they're kind of going to junior college, but 48 00:02:34,110 --> 00:02:38,040 they haven't even attended sixth grade. And so they've heard of 49 00:02:38,040 --> 00:02:40,230 just enough, but not enough to fill in the gaps. And other 50 00:02:40,230 --> 00:02:43,530 people, maybe they haven't even looked into Facebook ads for 51 00:02:43,530 --> 00:02:45,840 like the last four or five years. Maybe they tried it way 52 00:02:45,840 --> 00:02:48,300 back when it looked completely different. And it was an hour 53 00:02:48,300 --> 00:02:51,810 later, like I feel totally lost. So fundamentals are great, 54 00:02:51,840 --> 00:02:54,690 especially because they give us that foundation to get to where 55 00:02:54,690 --> 00:02:57,240 we need to go. So yeah, fundamentals Where's even a 56 00:02:57,240 --> 00:02:59,070 place to start with with this beast? 57 00:02:59,520 --> 00:03:01,620 Unknown: Well, and people may get tired of me talking about 58 00:03:01,620 --> 00:03:04,440 fundamentals. But in my in my other life, I'm a high school 59 00:03:04,440 --> 00:03:08,100 basketball coach, and I coach 15 year old boys who don't like to 60 00:03:08,100 --> 00:03:11,520 talk about fundamentals either. So even when we grow up in the 61 00:03:11,520 --> 00:03:14,550 business world, we don't want to talk about fundamentals. But I 62 00:03:14,550 --> 00:03:17,250 was at a meeting at Facebook headquarters, it's going back 63 00:03:17,250 --> 00:03:21,720 five years now. But the one thing that has really stayed 64 00:03:21,720 --> 00:03:25,320 with me and I put this in the book is that I talked with one 65 00:03:25,320 --> 00:03:29,100 of the engineers like one of the people that is in charge of the 66 00:03:29,100 --> 00:03:31,890 algorithm that determines whether ad shows or not. And he 67 00:03:31,890 --> 00:03:36,030 said this, he said, you know, we can bid better than you. We 68 00:03:36,030 --> 00:03:38,940 could probably target better than you but the one thing we 69 00:03:38,940 --> 00:03:42,720 can't do better than you is creative. So focus all your 70 00:03:42,720 --> 00:03:46,020 efforts on creating better and better creatives. And I think 71 00:03:46,020 --> 00:03:49,440 that is what if you look at what Facebook is emphasizing. 72 00:03:49,650 --> 00:03:52,410 Certainly we've heard about lookalike audiences. And we've 73 00:03:52,410 --> 00:03:55,800 heard about like, ask Facebook for what you want. And I 74 00:03:55,800 --> 00:03:59,100 recommend the same thing. Like if you want conversions, ask 75 00:03:59,100 --> 00:04:02,820 Facebook for conversions. If you want traffic, ask Facebook for 76 00:04:02,820 --> 00:04:05,820 traffic. If you want video views, ask them for that the 77 00:04:05,850 --> 00:04:10,530 algorithm the AI is very good at finding that. And then targeting 78 00:04:10,560 --> 00:04:13,260 Yeah, targeting is an issue. You know, we could target based on 79 00:04:13,260 --> 00:04:16,800 interests or we cute or weak us lookalike. But what it comes 80 00:04:16,800 --> 00:04:20,940 down to if you want to get the response you want is that you 81 00:04:20,940 --> 00:04:24,720 have to develop creative that absolutely connects magnetically 82 00:04:24,750 --> 00:04:28,290 to your marketplace. So the better you can create an an 83 00:04:28,320 --> 00:04:34,080 offer a message, a video, an image your copy, the more you 84 00:04:34,080 --> 00:04:36,990 can connect with your audience, the better. And one of the 85 00:04:36,990 --> 00:04:40,140 things I love to tell people to do these days is yeah, you know 86 00:04:40,140 --> 00:04:43,440 tracking is an issue. And you know, Facebook is pulling away a 87 00:04:43,440 --> 00:04:46,830 lot of things. So we're really reverting back to what we used 88 00:04:46,830 --> 00:04:50,640 to do before retargeting, which is I'm pulling people off of the 89 00:04:50,640 --> 00:04:54,120 media and getting them on my email list. I'm getting them 90 00:04:54,120 --> 00:04:58,200 into other media. I'm inviting them to webinars, I'm using 91 00:04:58,500 --> 00:05:04,050 sales calls I'm using Multiple media to basically build my list 92 00:05:04,080 --> 00:05:08,220 and sell my stuff. And so it's not about just hey, I'm going to 93 00:05:08,220 --> 00:05:10,320 push the easy button, and I'm going to do everything on 94 00:05:10,320 --> 00:05:13,590 Facebook. No, what it's really about these days is the 95 00:05:13,590 --> 00:05:17,070 fundamentals of marketing, which is connect to people on multiple 96 00:05:17,070 --> 00:05:20,850 media, and use Facebook to go reach out to people. And it's 97 00:05:20,850 --> 00:05:24,810 working fantastically for people that are embracing it. And I 98 00:05:24,810 --> 00:05:25,020 love 99 00:05:25,020 --> 00:05:27,270 Robert Plank: how you're saying, you have this multiple media 100 00:05:27,270 --> 00:05:30,600 idea, because it gets us away from this idea that either the 101 00:05:30,600 --> 00:05:33,480 Facebook Ads work or not, right, because there's always that, 102 00:05:33,570 --> 00:05:37,170 that that worry that will, okay, I can't, I'll get I'll have the 103 00:05:37,170 --> 00:05:40,230 stage where I can't get Facebook ads working. And I'll be 104 00:05:40,260 --> 00:05:43,470 struggling and struggling, and maybe a brief window where maybe 105 00:05:43,470 --> 00:05:47,310 my ads will will convert or it'll be more than a trickle or 106 00:05:47,310 --> 00:05:49,470 to be cheaper than 10 bucks a click or something, I'll have 107 00:05:49,470 --> 00:05:52,230 that little window where it'll work. But then there's always 108 00:05:52,230 --> 00:05:54,960 the fear that Facebook will change everything up again. And 109 00:05:54,960 --> 00:05:57,870 then now I'm dead in the water. And then you always hear about 110 00:05:57,870 --> 00:06:02,010 people worrying about, well, I can't sell this on on Facebook, 111 00:06:02,010 --> 00:06:05,160 or I can't be in that category for my landing page. And guys 112 00:06:05,160 --> 00:06:08,490 like you and me are thinking, Well, why not play nice for 113 00:06:08,490 --> 00:06:11,610 Facebook and play by their rules and do what it takes to build 114 00:06:11,610 --> 00:06:14,340 your list. Because once they're on your list, then you can do 115 00:06:14,400 --> 00:06:17,670 almost whatever the heck you want. Because now it's not 116 00:06:17,670 --> 00:06:21,240 scrutinizing that exact website that you're landing on. And I 117 00:06:21,240 --> 00:06:24,690 mean, I think that, um, so one, you know, Bob, one thing that 118 00:06:24,690 --> 00:06:28,380 really surprised me a couple of years ago was one time my wife 119 00:06:28,380 --> 00:06:31,560 was showing me this Facebook ad, she's like, Facebook is showing 120 00:06:31,560 --> 00:06:34,830 me this thing. And she didn't realize the little text that 121 00:06:34,830 --> 00:06:39,690 said sponsored. And yeah, and it's a click with me that like, 122 00:06:40,050 --> 00:06:42,540 a lot of people don't even realize that what the ads that 123 00:06:42,540 --> 00:06:45,600 they're seeing on Facebook are ads. And then I know that me 124 00:06:45,600 --> 00:06:48,060 personally, when I go through kind of this journey of like, 125 00:06:48,150 --> 00:06:51,810 I'll see an ad for like some kids toy. And I'll click on it. 126 00:06:51,810 --> 00:06:53,910 And I'll think, okay, that's nice. And then we'll go back, 127 00:06:53,940 --> 00:06:57,570 but then I'll see all kinds of other people running ads for 128 00:06:57,570 --> 00:07:00,450 kids toys, because of the Facebook, artificial 129 00:07:00,450 --> 00:07:03,930 intelligence and the interest and things like that. And then 130 00:07:04,080 --> 00:07:07,140 for another small percentage of those evil advertising, if 131 00:07:07,140 --> 00:07:09,690 they're really good, sometimes they'll convince me to get on a 132 00:07:09,690 --> 00:07:12,750 list, or I'll get followed around on like content, Network 133 00:07:12,750 --> 00:07:15,990 ads, or on YouTube ads or things like that. And so there's all 134 00:07:15,990 --> 00:07:19,290 these kind of outside the box strategies that that we need to 135 00:07:19,290 --> 00:07:22,650 be doing. And so you say that it starts with connecting with your 136 00:07:22,650 --> 00:07:25,590 audience, because that way, you get them to click, you get them 137 00:07:25,590 --> 00:07:27,690 to fill in, like the lead, and then you can do all these other 138 00:07:27,690 --> 00:07:31,170 things. So what are people missing? As far as connecting 139 00:07:31,170 --> 00:07:33,420 with the audience? Because sometimes you hear like, you 140 00:07:33,420 --> 00:07:37,080 know, talk to your customers or look at your competitors or 141 00:07:37,080 --> 00:07:40,530 speak down the heart. But is there like a, like a no brainer, 142 00:07:40,560 --> 00:07:43,350 sort of approach to this whole connection problem? 143 00:07:43,920 --> 00:07:46,620 Unknown: Yeah, and I approach things maybe a little bit 144 00:07:46,620 --> 00:07:51,300 differently than others. I I, one of the things that bothers 145 00:07:51,300 --> 00:07:55,560 me about advertisers is the laziness. Okay, now, we all want 146 00:07:55,560 --> 00:07:59,190 to be efficient. We all want to do shortcuts, but I see too many 147 00:07:59,190 --> 00:08:03,450 advertisers trying to create an ad that does everything. Now, if 148 00:08:03,450 --> 00:08:06,600 you study marketing, you know that people are on a journey. 149 00:08:07,110 --> 00:08:09,840 You could reach somebody today, Robert, maybe you're at this 150 00:08:09,840 --> 00:08:14,010 point, where like, if you and I are golfers, alright, maybe 151 00:08:14,010 --> 00:08:17,490 you're like really into golfing and I'm not as much into 152 00:08:17,490 --> 00:08:21,420 golfing. Alright, I'm going to be in a different place for a 153 00:08:21,420 --> 00:08:26,160 particular golfing instructional video, then maybe you are, I may 154 00:08:26,160 --> 00:08:29,160 be somebody let's let's go to a different market, like involved 155 00:08:29,160 --> 00:08:33,360 with weight loss, okay. Maybe you are in the part of your 156 00:08:33,360 --> 00:08:36,090 journey where like, I'm investigating solutions to like, 157 00:08:36,090 --> 00:08:39,390 actually tackle this problem. But maybe I'm still over here 158 00:08:39,390 --> 00:08:42,780 like completely unaware. I mean, it goes back to a book written 159 00:08:42,780 --> 00:08:46,230 in 1966 by Eugene Schwartz called Breakthrough advertising. 160 00:08:46,530 --> 00:08:49,140 And it brought up the concept of the fact that customers are on a 161 00:08:49,140 --> 00:08:53,280 journey. And so you make a mistake as an advertiser by 162 00:08:53,280 --> 00:08:56,160 basically running an ad that jams that people that are 163 00:08:56,160 --> 00:08:59,430 already called solution aware, they're already marketing for 164 00:08:59,430 --> 00:09:03,090 solutions, when in fact, what you should be doing is marketing 165 00:09:03,090 --> 00:09:06,270 to people who are unaware, because Facebook is an 166 00:09:06,270 --> 00:09:09,600 interruption mechanism, right? We're not there to look at your 167 00:09:09,600 --> 00:09:13,890 ad. We're there to connect with family, friends, get news argue 168 00:09:13,890 --> 00:09:17,040 about politics, religion, and vaccines and all those things, 169 00:09:17,040 --> 00:09:21,570 right? You are interrupting what they are doing. And so you need 170 00:09:21,570 --> 00:09:24,180 to go with the mindset of if you're going after a cold 171 00:09:24,210 --> 00:09:27,960 audience, you need to be running ads that are not trying to sell 172 00:09:27,960 --> 00:09:32,490 something. You're just trying to get them to raise a hand you're, 173 00:09:32,640 --> 00:09:35,550 you're capturing awareness first. You're looking for 174 00:09:35,550 --> 00:09:39,120 signals that, hey, I'm interested in that. And that's 175 00:09:39,120 --> 00:09:42,390 why when you click on that toy ad Robert, you sent a signal to 176 00:09:42,390 --> 00:09:46,620 Facebook to say, now maybe was a false signal. But hey, Roberts 177 00:09:46,620 --> 00:09:49,530 checking out ads of all toys, guess what Facebook's going to 178 00:09:49,530 --> 00:09:53,070 do? It's going to start showing you ads about toys. Okay, you 179 00:09:53,070 --> 00:09:56,070 sent a signal. So what you're doing is you're looking for 180 00:09:56,070 --> 00:09:59,160 signals. I don't want to waste a bunch of money advertising to 181 00:09:59,160 --> 00:10:01,830 people that I know are are going to pay me money for my product 182 00:10:01,830 --> 00:10:04,980 or my service. So what I'm going to do is I'm going to use 183 00:10:05,010 --> 00:10:08,790 Facebook for the way it's intended, which is I'm going to 184 00:10:08,790 --> 00:10:12,480 run ads for awareness, I'm going to get people to signal to me, 185 00:10:12,510 --> 00:10:15,750 either they visit a website, they watch a video for a certain 186 00:10:15,750 --> 00:10:18,330 amount of time, they're going to tell me that they're interested. 187 00:10:18,510 --> 00:10:21,900 And then I'm going to focus my middle of funnel and my bottom 188 00:10:21,900 --> 00:10:27,210 of funnel advertising towards people who are interested. And 189 00:10:27,210 --> 00:10:29,520 that's where I'm going to start selling solutions, I'm going to 190 00:10:29,520 --> 00:10:32,580 move them through my sales funnel there. Too many people, 191 00:10:32,580 --> 00:10:35,910 Robert are trying to put people into their sales funnel at the 192 00:10:35,910 --> 00:10:39,420 top when they're cold, and they end up wasting a lot of money. 193 00:10:39,540 --> 00:10:42,450 They get frustrated, and they say Facebook ads don't work. 194 00:10:42,540 --> 00:10:46,020 It's because you haven't taken the customer awareness journey 195 00:10:46,050 --> 00:10:50,220 into mind. As you develop your top of funnel ads, your middle 196 00:10:50,220 --> 00:10:53,400 funnel ads and your bottom of funnel ads, we're finding much 197 00:10:53,400 --> 00:10:56,250 more success. If we focus on building awareness, top of 198 00:10:56,250 --> 00:10:59,640 funnel, nurturing middle of funnel and selling at the bottom 199 00:10:59,640 --> 00:11:02,850 of funnel. That's the way we are finding success on Facebook 200 00:11:02,850 --> 00:11:03,420 these days. 201 00:11:03,930 --> 00:11:06,510 Robert Plank: And you hear so much of that, that that things 202 00:11:06,510 --> 00:11:09,270 are, you know, so crowded, and so targeted, and people are 203 00:11:09,270 --> 00:11:12,540 looking for things so specific that if you just try to jump to 204 00:11:12,540 --> 00:11:15,960 the finish line, you're still marketing in a super old school 205 00:11:15,960 --> 00:11:19,860 way, even though Eugene Schwartz is kind of old school, but like 206 00:11:19,860 --> 00:11:22,830 that's like the classic thing. And it's like, and when I came 207 00:11:22,830 --> 00:11:25,980 across that that concept, my whole life changed that people 208 00:11:26,610 --> 00:11:29,460 are like problem problem unaware, and then they get to 209 00:11:29,490 --> 00:11:31,830 problem away, and then they get to solution nowhere and they get 210 00:11:31,830 --> 00:11:34,380 your product where like there's this whole, there's all these 211 00:11:34,380 --> 00:11:38,100 steps. And if you think about the things like if you 212 00:11:38,100 --> 00:11:41,730 personally had gone through, like going back to college or 213 00:11:41,730 --> 00:11:44,940 losing weight, or like developing basketball skills or 214 00:11:44,940 --> 00:11:48,300 something, it's like sometimes it takes months or years to get 215 00:11:48,300 --> 00:11:51,570 there. And then and then you can come across people who are maybe 216 00:11:51,570 --> 00:11:55,410 like thinking in it to too much of a cookie cutter fashion. And 217 00:11:55,410 --> 00:11:58,800 then I can just like will do I have a short ad or a long ad or 218 00:11:58,800 --> 00:12:02,700 shorting or a long email. And my thinking is well try trial, all 219 00:12:02,700 --> 00:12:05,670 kinds of different things and try to see where they're at and 220 00:12:05,670 --> 00:12:08,100 where they're coming from it like walk them through, because 221 00:12:08,130 --> 00:12:12,780 just one, one technique on it on its own is not really going to 222 00:12:12,810 --> 00:12:15,930 do it. And you're going to be missing out on a lot of what 223 00:12:15,930 --> 00:12:18,600 happens. And so So yeah, this is all like really cool to think 224 00:12:18,600 --> 00:12:20,970 about and especially the way you presented it, it's it's 225 00:12:20,970 --> 00:12:24,180 evergreen, it's like we said the it's the foundation, it's the 226 00:12:24,180 --> 00:12:26,850 marketing principles. So even if right Facebook up ends, 227 00:12:26,850 --> 00:12:30,690 everything which guaranteed they will these kind of sound solid, 228 00:12:31,380 --> 00:12:33,570 you know, advice that we're talking about will still apply 229 00:12:33,570 --> 00:12:34,680 even in the years to come. 230 00:12:35,040 --> 00:12:37,050 Unknown: Yeah, and this is really a high tech way. I mean, 231 00:12:37,080 --> 00:12:39,540 all of us have walked into a retail store, right? And the 232 00:12:39,540 --> 00:12:42,450 first thing they associate SQ is what are you here for today are 233 00:12:42,450 --> 00:12:46,170 how can I help you today? Now, if they were to just suddenly 234 00:12:46,170 --> 00:12:49,320 start jamming like, hey, you know, here's a pair of jeans, 235 00:12:49,320 --> 00:12:52,710 here's a lawnmower like that's what a Facebook advertisers 236 00:12:52,710 --> 00:12:55,560 doing there. They didn't take time to just ask them, What are 237 00:12:55,560 --> 00:12:58,890 you here for. And so that's why I like to use the electronic 238 00:12:59,040 --> 00:13:02,820 algorithm to like, give me signals that, hey, I'm selling 239 00:13:02,820 --> 00:13:05,850 this financial package. And I only want to talk to people that 240 00:13:05,850 --> 00:13:09,000 want that to same thing when you walk into the doctor's office 241 00:13:09,330 --> 00:13:13,050 doesn't start prescribing stuff to you until he or she asked 242 00:13:13,050 --> 00:13:15,840 you, what are you here for today? Right, there's a 243 00:13:15,840 --> 00:13:19,890 diagnosis. So it just makes sense logically, but I think you 244 00:13:19,890 --> 00:13:22,260 know, the fact that we're just trying to get to the sale. So 245 00:13:22,260 --> 00:13:24,930 quickly, we skip all these steps. And that's what deep 246 00:13:24,930 --> 00:13:28,620 funnel marketing is, in my opinion, I coined the term 247 00:13:28,620 --> 00:13:31,890 because I think so many marketers underestimate the 248 00:13:31,890 --> 00:13:35,220 amount of depth they need to go to to convert somebody. Now, 249 00:13:35,550 --> 00:13:38,400 obviously, this is much easier for an advertiser, Robert that 250 00:13:38,400 --> 00:13:42,150 has a higher price higher margin product, they have more room to 251 00:13:42,150 --> 00:13:46,470 do that. Typically, if you're a high margin, high fee product or 252 00:13:46,470 --> 00:13:50,100 service, you do have a longer sales cycle. And this is really 253 00:13:50,100 --> 00:13:53,850 applicable to you. But could even apply to somebody in the E 254 00:13:53,850 --> 00:13:57,660 commerce space where maybe your maybe your deep funnel is is 255 00:13:57,660 --> 00:14:00,750 shallower than others. But still, it's like if you've got a 256 00:14:00,750 --> 00:14:04,740 product that solves a problem, you still want to build out ads 257 00:14:04,740 --> 00:14:08,100 that call out to the people that have this problem, and then only 258 00:14:08,100 --> 00:14:10,440 market that solution product to people that have raised their 259 00:14:10,440 --> 00:14:14,700 hand. It makes sense logically, but we tend to break our rules 260 00:14:14,700 --> 00:14:17,370 when the money is at stake. Because we really just wanted to 261 00:14:17,370 --> 00:14:20,190 get to the sale. Alright, and we end up getting frustrated 262 00:14:20,190 --> 00:14:23,040 because we're not connecting with the marketplace. And then 263 00:14:23,040 --> 00:14:25,770 it all goes back to Creative right? What are we saying at 264 00:14:25,770 --> 00:14:28,590 each point of the funnel that will get them to take just that 265 00:14:28,590 --> 00:14:31,350 action, top of funnel we're not selling we're building 266 00:14:31,350 --> 00:14:34,440 awareness. So our creative is geared towards awareness, bottom 267 00:14:34,440 --> 00:14:37,410 of funnel we are selling in our creatives geared towards selling 268 00:14:37,410 --> 00:14:38,880 them on the next step with us. 269 00:14:39,720 --> 00:14:42,030 Robert Plank: Well, this is all very logical like you're saying 270 00:14:42,060 --> 00:14:46,740 and and in this day and age with the all I mean all the data that 271 00:14:46,740 --> 00:14:49,860 Facebook has on people and how much we can target and how 272 00:14:49,860 --> 00:14:52,710 quickly we can test and even once they're in your funnel with 273 00:14:52,710 --> 00:14:55,470 all the all these automation platforms that are there where 274 00:14:55,470 --> 00:15:00,000 you can you can test clicks or you can get them if they do this 275 00:15:00,000 --> 00:15:02,520 clicky tagging with that of that, click the tagging with 276 00:15:02,520 --> 00:15:06,510 that. I mean, there's no excuse for not not like deeply 277 00:15:06,510 --> 00:15:10,080 customizing the the offer and how far along they are on your 278 00:15:10,080 --> 00:15:12,720 funnel. So that way you start off and just give them some 279 00:15:12,720 --> 00:15:16,200 information and figure out what they want. And then once you get 280 00:15:16,200 --> 00:15:20,880 closer to the end, there be I kind of be in more of a hard 281 00:15:20,880 --> 00:15:23,730 sell mode being more dynamic. And so this is all really great 282 00:15:23,730 --> 00:15:26,700 to think about. And I'm sure that in an all of your many, 283 00:15:26,700 --> 00:15:31,200 many years of dealing with with this app forever problem, but 284 00:15:31,200 --> 00:15:33,600 there's always solutions for it in all your many, many years, 285 00:15:33,600 --> 00:15:37,050 I'm sure you come across some interesting stories, case 286 00:15:37,050 --> 00:15:40,710 studies clients, you've helped fund solutions you come up with 287 00:15:40,710 --> 00:15:43,920 so do any fun stories come to mind as far as like something 288 00:15:43,920 --> 00:15:46,860 you want to share with us to really like drive the point home 289 00:15:46,860 --> 00:15:49,230 about what we need to be doing with our Facebook ads. 290 00:15:49,710 --> 00:15:52,830 Unknown: Yeah, and it really gets down to kind of where I'm 291 00:15:52,830 --> 00:15:56,070 putting my focus these days, you know, we talked about video and 292 00:15:56,070 --> 00:16:01,110 I co o and a video marketing company called Feed stories. And 293 00:16:01,110 --> 00:16:04,410 the reason I started feed stories was I went to another 294 00:16:04,410 --> 00:16:07,680 meeting at Facebook headquarters was really fortunate to be in 295 00:16:07,680 --> 00:16:12,630 the room, it was a lot of high, high fee, kind of advertisers we 296 00:16:12,660 --> 00:16:16,080 had managed about a million dollars that past year. And we 297 00:16:16,080 --> 00:16:19,380 got invited in. And the one thing they talked about was not 298 00:16:19,380 --> 00:16:22,710 how to optimize your ads. Robert, they talked about video. 299 00:16:23,100 --> 00:16:25,260 And they talked about the importance of video and that 300 00:16:25,260 --> 00:16:28,440 they were making a shift to video how important video was 301 00:16:28,680 --> 00:16:31,680 how much they were emphasizing it the advantages you were going 302 00:16:31,680 --> 00:16:35,400 to get in the algorithm for it. And I really said to myself, 303 00:16:35,430 --> 00:16:38,550 Okay, like, if they're taking the time to tell all their high 304 00:16:38,550 --> 00:16:41,520 price advertisers to focus to video, then that's really 305 00:16:41,520 --> 00:16:44,640 something we need to focus in on. That's a few years ago. And 306 00:16:44,670 --> 00:16:47,850 you and I know just based on what you see in your Facebook 307 00:16:47,850 --> 00:16:52,230 feed how important video is. So we put a lot of emphasis now 308 00:16:52,230 --> 00:16:57,600 into using video and storytelling, I think I'm not 309 00:16:57,600 --> 00:17:00,930 sure who coined this, and I can't really give attribution to 310 00:17:00,930 --> 00:17:06,000 it. But trust is really the new currency. I think we've all been 311 00:17:06,000 --> 00:17:09,600 inundated by marketing so much electronically over the last few 312 00:17:09,600 --> 00:17:13,710 years. One of the things that we don't get from advertisers 313 00:17:13,710 --> 00:17:18,390 necessarily is authenticity and trust. And I think video is a 314 00:17:18,390 --> 00:17:23,880 great way for a solid business to to build up trust and build 315 00:17:23,880 --> 00:17:27,810 up that currency in their bank with with the marketplace. So we 316 00:17:27,810 --> 00:17:31,770 emphasize video a lot. We emphasize storytelling. And this 317 00:17:31,770 --> 00:17:36,000 really came home to me one of the very first clients I had 318 00:17:36,000 --> 00:17:40,320 Robert was in the retail space clothing space, they developed a 319 00:17:40,320 --> 00:17:45,180 headband. And we put the owner of the company on video and it 320 00:17:45,240 --> 00:17:48,240 wasn't really good video at the time. But it was basically she 321 00:17:48,240 --> 00:17:51,840 said, Hi, my name is Amy. I'm a mom, I'm a crossfitter. And I 322 00:17:51,840 --> 00:17:55,590 have this problem where I put the I put a headband on my head, 323 00:17:55,800 --> 00:17:59,310 and it doesn't suck up the sweat and it slips off. So I sat down 324 00:17:59,310 --> 00:18:02,940 at my kitchen table and I and I sold a bunch of headbands. And I 325 00:18:02,940 --> 00:18:07,050 came up with one that doesn't fall off my head. And I sold it 326 00:18:07,050 --> 00:18:10,800 to a couple of my friends. And they decided it was great. So we 327 00:18:10,800 --> 00:18:14,400 started this company. And what she ended up doing was she 328 00:18:14,400 --> 00:18:18,000 created this movement, she attract a lot of other moms who 329 00:18:18,000 --> 00:18:21,690 were active. And she created this huge community on Facebook. 330 00:18:21,720 --> 00:18:26,430 And they actually want Shopify or Shopify as retailer of the 331 00:18:26,430 --> 00:18:29,730 year, one year through the power of Facebook ads, and a very 332 00:18:29,730 --> 00:18:34,080 simple 32nd video and I butchered the ad copy. But the 333 00:18:34,080 --> 00:18:37,920 story was this is that that taught me like if you can 334 00:18:37,920 --> 00:18:41,010 personally connect to your marketplace, and you have 335 00:18:41,010 --> 00:18:44,670 something of value to them, and they they like see something in 336 00:18:44,670 --> 00:18:48,990 you, you can create a very powerful presence and sell a lot 337 00:18:49,530 --> 00:18:53,250 of headbands in this case, or sell a lot of anything. So what 338 00:18:53,250 --> 00:18:56,760 we focus in on these days is really having business owners 339 00:18:57,630 --> 00:19:00,870 you know, the people the face of the company connect with a 340 00:19:00,870 --> 00:19:03,600 marketplace through video. And we're finding that to be an 341 00:19:03,600 --> 00:19:06,660 excellent strategy to cut through a lot of the the 342 00:19:06,690 --> 00:19:09,870 roadblocks and the impediments that consumers that put in front 343 00:19:09,870 --> 00:19:13,740 of them to protect them selves from advertisers, it kind of 344 00:19:13,740 --> 00:19:17,220 cuts through and helps make that connection again. And it's 345 00:19:17,220 --> 00:19:20,820 really great when your clients report back to you and say hey, 346 00:19:20,970 --> 00:19:23,550 you know the people that are doing business with us feel like 347 00:19:23,550 --> 00:19:26,580 they already know us before they meet us and that's the type of 348 00:19:26,580 --> 00:19:30,180 thing that we're seeing. So video for us is is really big 349 00:19:30,180 --> 00:19:30,810 these days. 350 00:19:31,320 --> 00:19:33,150 Robert Plank: And especially because it's just like 351 00:19:33,150 --> 00:19:35,760 everything else we've talked about it's so easy to make video 352 00:19:35,760 --> 00:19:38,400 right you pick up the phone you record something you can even 353 00:19:38,400 --> 00:19:40,860 edit it right there on the phone there's there's no excuse 354 00:19:41,850 --> 00:19:45,060 Unknown: Yeah, we care around the most powerful video. Like 355 00:19:45,120 --> 00:19:48,210 the most powerful video solution ever created around in our 356 00:19:48,210 --> 00:19:49,530 pockets. It's amazing. 357 00:19:50,159 --> 00:19:52,679 Robert Plank: Yeah, and even a few years ago, I mean to have 358 00:19:52,679 --> 00:19:56,489 that camera quality would have been like 3000 bucks so easily. 359 00:19:56,909 --> 00:19:59,999 And and I feel like just for my own personal like watching 360 00:19:59,999 --> 00:20:02,699 habits, I probably look on YouTube once a day and kind of, 361 00:20:02,819 --> 00:20:05,159 like, see what's in my schedule. But I feel like the problem with 362 00:20:05,159 --> 00:20:08,309 YouTube is, it's when I'm in the mood for it, it's when I choose 363 00:20:08,309 --> 00:20:11,699 to do it. And then on when I'm on Facebook, I'm usually on 364 00:20:11,699 --> 00:20:14,429 Facebook, maybe like three times a day when I'm bored. And I'm 365 00:20:14,429 --> 00:20:17,549 not much of an Instagram person. But they've started putting the 366 00:20:17,579 --> 00:20:22,379 Instagram reels in there as the last couple of weeks that the 367 00:20:22,379 --> 00:20:25,109 Instagram reels that they sneak in on the Facebook without me 368 00:20:25,109 --> 00:20:28,049 asking have kind of captured most of my attention. And 369 00:20:28,049 --> 00:20:30,569 especially these ones, like sometimes there's like 370 00:20:30,599 --> 00:20:33,569 accounting videos or real estate videos, where they'll do like a 371 00:20:33,569 --> 00:20:38,099 two shot type of like, where like one guy is talking here, 372 00:20:38,099 --> 00:20:40,469 and and then they cut and it's like the same guy in a different 373 00:20:40,469 --> 00:20:43,469 shot. And it's really short. It's usually like, you know, 30 374 00:20:43,469 --> 00:20:46,229 or 60 seconds, right? And it's kind of, it's kind of funny, and 375 00:20:46,229 --> 00:20:48,869 it's almost like automatically funny, because it's two guys, 376 00:20:48,989 --> 00:20:51,119 but they'll come and they'll be like, they'll have a 377 00:20:51,119 --> 00:20:54,689 conversation, and it'll feel less like I'm learning. And then 378 00:20:54,689 --> 00:20:57,089 by the end, they'll be like, Whoa, like, they gave me that 379 00:20:57,089 --> 00:20:59,399 that big lesson. Or maybe they fit in like three or four 380 00:20:59,399 --> 00:21:03,179 different tips in just like that little 45 seconds. 60 seconds 381 00:21:03,209 --> 00:21:05,759 thing and like, there's a handful of guys that like I'm 382 00:21:05,759 --> 00:21:09,209 watching them every day. And right and, and as far as like I 383 00:21:09,209 --> 00:21:12,539 scroll past like the text and the means but like these, these 384 00:21:12,539 --> 00:21:16,739 handful of kind of almost funny kind of skit, people that are 385 00:21:16,739 --> 00:21:19,139 teaching something, and I'm sure eventually there'll be some kind 386 00:21:19,139 --> 00:21:22,859 of ad engagement. That's what's currently capturing my attention 387 00:21:22,859 --> 00:21:26,129 the most is exactly what you're saying that the video, the short 388 00:21:26,129 --> 00:21:29,879 video on particular and the storytelling video. I mean, it 389 00:21:29,879 --> 00:21:32,339 seems like we're, that's that's where it's headed as far as what 390 00:21:32,339 --> 00:21:33,359 you're saying, Well, yeah, 391 00:21:33,390 --> 00:21:36,390 Unknown: and how much can you really sell, you know, in 60 392 00:21:36,390 --> 00:21:39,510 seconds, I know, we're used to 32nd spots and things like that. 393 00:21:39,510 --> 00:21:42,870 But this is this is companies that spend millions on just 394 00:21:42,870 --> 00:21:45,810 brand advertising, like you're meeting somebody for the first 395 00:21:45,810 --> 00:21:49,170 time, you've got that 32nd engagement, and you're making a 396 00:21:49,170 --> 00:21:51,720 judgment, like, Hey, this is interesting. And you'll watch 397 00:21:51,720 --> 00:21:54,420 the thing all the way through. And then you see more and more 398 00:21:54,420 --> 00:21:57,420 of that right now. Now you have this level of trust with this 399 00:21:57,420 --> 00:22:00,900 particular individual or this company. And it's like, hey, 400 00:22:01,170 --> 00:22:04,290 now, at some point, there's an offer coming along, you don't 401 00:22:04,290 --> 00:22:07,260 have that resistance that you would normally have, because 402 00:22:07,260 --> 00:22:11,250 you've been entertained. You've been, you know, you've been, you 403 00:22:11,250 --> 00:22:13,500 know, emotions, another one, you know, you've emotionally 404 00:22:13,500 --> 00:22:16,230 connected to them. You've been educated by them, they gave you 405 00:22:16,230 --> 00:22:19,860 some great information. So yeah, that's this is really the way 406 00:22:19,860 --> 00:22:24,510 we're communicating here. As we go into 2022. Like this is this 407 00:22:24,510 --> 00:22:27,330 is what's expected of the marketplace. And so if you're 408 00:22:27,330 --> 00:22:30,630 not using video, and you're not getting pushed out to your 409 00:22:30,630 --> 00:22:33,450 audience, you are missing out on a huge opportunity. 410 00:22:34,200 --> 00:22:36,780 Robert Plank: And we all need to be taking action because like 411 00:22:36,780 --> 00:22:39,960 you said, if we him and we ha and we think well, maybe I'll 412 00:22:39,960 --> 00:22:42,750 wait a few more years to take this seriously than everyone 413 00:22:42,750 --> 00:22:46,200 else will be doing this and you will be missing out. And so we 414 00:22:46,200 --> 00:22:49,530 need to fix the problem. So how do we fix the problem? Bob? What 415 00:22:49,530 --> 00:22:52,470 book do we get? What website do we go to? What do we do next in 416 00:22:52,470 --> 00:22:55,350 order to finally get on this Facebook ads train? 417 00:22:55,860 --> 00:22:57,540 Unknown: Well, yeah, I'd love people to get my book, The 418 00:22:57,540 --> 00:23:00,300 Ultimate Guide to Facebook advertising. So fourth edition. 419 00:23:00,630 --> 00:23:04,950 It's the newest book out it's highly rated. I spent a lot of 420 00:23:04,950 --> 00:23:07,650 time in there talking about Facebook ad strategies. We also 421 00:23:07,650 --> 00:23:11,220 talked a lot about video. And it's not ironic that I include a 422 00:23:11,220 --> 00:23:13,740 lot of video in there because that's what we find is work the 423 00:23:13,740 --> 00:23:18,000 best. I had one review, Robert, it was a one star review and it 424 00:23:18,000 --> 00:23:20,460 says hey, do you know that the author Robert Neris, runs a 425 00:23:20,460 --> 00:23:24,660 video company? And like he talks about using video in his book? 426 00:23:24,690 --> 00:23:29,340 And you know, I'm like, yeah, like I of course I do. Because 427 00:23:29,340 --> 00:23:31,950 that's what is working like I'm not gonna write about something 428 00:23:31,950 --> 00:23:35,010 that's not working so it was just I love those one star 429 00:23:35,010 --> 00:23:37,980 reviews that can actually like working your favorite gives me a 430 00:23:37,980 --> 00:23:42,780 good story. But yeah, feed stories calm is is we got a ton 431 00:23:42,780 --> 00:23:46,080 of examples how we can help you do video, a lot of free training 432 00:23:46,110 --> 00:23:50,610 on our site, it's, it's really about how do you create amazing 433 00:23:50,610 --> 00:23:55,620 creative, that builds trust with your market puts you in a 434 00:23:55,620 --> 00:23:58,500 prominent position so that you can really, you know, serve your 435 00:23:58,500 --> 00:24:02,400 purpose. Most of the businesses we work with, I'm sure you do to 436 00:24:02,670 --> 00:24:07,890 legitimate great businesses, consumers need it. And it's your 437 00:24:07,890 --> 00:24:10,860 job to get the word out about it. And marketing is the way to 438 00:24:10,860 --> 00:24:13,890 do that. And hopefully we got some tools for you to figure out 439 00:24:13,890 --> 00:24:14,850 how to do that better. 440 00:24:15,510 --> 00:24:17,490 Robert Plank: Well, fantastic. I hope so too. Um, so we heard 441 00:24:17,490 --> 00:24:21,780 from this conversation about how we need to have a get awareness, 442 00:24:22,020 --> 00:24:26,820 trust story video, and the place to find out about that and more 443 00:24:26,850 --> 00:24:32,880 is feed stories.com. And then the exact name of the book is 444 00:24:32,940 --> 00:24:37,890 the ultimate guide to Facebook advertising, Bob Regnerus. And 445 00:24:37,920 --> 00:24:42,150 we can find Bob at at Bob Regnerus, on Facebook, on 446 00:24:42,180 --> 00:24:45,870 Twitter, on LinkedIn and all those cool places ultimate 447 00:24:45,870 --> 00:24:49,500 fb.com. But the most important thing to do right now is get 448 00:24:49,500 --> 00:24:53,010 your very own copy of The Ultimate Guide to Facebook 449 00:24:53,010 --> 00:24:55,590 advertising. Do it now while it's still fresh on your mind. 450 00:24:55,590 --> 00:24:58,140 You'll be glad you did. And thank you Bob for stopping by 451 00:24:58,140 --> 00:25:00,810 and showing up and dropping some cool knowledge John us 452 00:25:00,870 --> 00:25:03,180 Unknown: it's great. Great to meet new friends Robert thanks 453 00:25:03,180 --> 00:25:04,050 for having me on the show. 454 00:25:07,529 --> 00:25:10,859 Robert Plank: This is Robert plank from DF wine podcast.com 455 00:25:10,889 --> 00:25:14,879 Ford Slash Free. Me and my team are super excited to jump into 456 00:25:14,879 --> 00:25:19,049 your podcast whether it already exists, whether it's brand new 457 00:25:19,049 --> 00:25:22,469 whether it's just in the idea stage, set up a call and contact 458 00:25:22,469 --> 00:25:27,329 us today claim your free gift at Def fly podcast.com/free And we 459 00:25:27,329 --> 00:25:28,229 will see you there