What’s the deal with advertising on Facebook these days? Is it still a good platform to market your business on in light of all the privacy concerns? Is Messenger really the best channel to connect with your target audience? On this episode of The Amazing Seller, you’ll hear from Scott as he welcomes returning guest, Rick Mulready. In his conversation with Scott, Rick covers why Facebook is still a good platform for marketing, what it takes to build a custom audience on Facebook, the ins and outs of using Messenger in an effective way, what’s working in the Facebook ad space, and so much more! You don’t want to miss a minute of this engaging episode with Rick!
Is Facebook still a good platform to market your brand?
With all the recent news about Facebook and privacy concerns, is it still a good platform for ecommerce businesses to market their brand? On this episode of The Amazing Seller, Scott sits down with Facebook expert, Rick Mulready. Rick explains that in spite of all the concerns about Facebook, it is still a massively profitable and efficient tool for ecommerce businesses. Don’t run for the hills! Facebook is making good changes to its privacy policies and they are coming up with new ways for sellers like you to engage your audience. To hear more from Rick’s expert perspective, make sure to listen to this informative episode!
How to build a custom audience on Facebook.
If you’ve done your homework and you’ve got a list of people who have purchased from you, how can you use that information to start building an audience on Facebook? Is that the best way to start building your custom audience or is there a better way? According to Rick Mulready, that is exactly what Facebook wants you to do! Once you’ve uploaded that information, then you can start building what's called a “Lookalike” audience list that you can use to start broadening your reach. While “Cold traffic targeting” is still a good approach to use, Rick is convinced that this approach is the best way to get your brand started on Facebook. Learn more from Rick on this important subject by listening to this episode!
Using Messenger to connect with your audience effectively.
In the ecommerce world, many leaders are going crazy over the huge open and click rates that they are seeing when they use Facebook Messenger to connect with their audience. Should you start using Messenger to connect with and broaden your audience? What is the best way to use Messenger? On this episode of The Amazing Seller, you’ll hear from Facebook marketing expert, Rick Mulready. From Rick’s perspective, the best way to use Messenger is by leading with “Permission based content.” Permission based content is content that asks for a type of response or engagement from the customer. You can even think of your strategy with Messenger this way, engage in a way that you would like to be engaged. What else can you learn from Rick’s approach? Find out on this exciting episode!
Don’t get discouraged, roll with the changes!
What is your response to change? Do you embrace it and move on or do you shrink back and hide until it’s passed? If you hope to be in the ecommerce industry for any length of time, you’d be wise to adapt to the many changes that will come your way. It’s so easy to get discouraged and frustrated, don’t let that happen to you! You are in control of how you respond to any change that Facebook, Amazon, YouTube or any others roll out. Keep up to date with any an all changes that affect the ecommerce community by staying connected to The Amazing Seller!
OUTLINE OF THIS EPISODE OF THE AMAZING SELLER
- [0:03] Scott’s introduction to this episode of the podcast!
- [2:30] Rick Mulready joins the podcast to talk about how to effectively use Facebook.
- [5:30] Facebook is not going away!
- [10:00] Building a custom audience on Facebook.
- [15:00] Rick talks about using Messenger as a tool to connect with your audience.
- [22:00] Don’t use Facebook Messenger blindly!
- [25:30] Scott and Rick talk about open and click rates for Messenger.
- [31:00] What is working in the Facebook Ad space right now?
- [36:30] Closing thoughts from Scott.
- [39:00] Why you should become an expert in paid traffic.
TRANSCRIPT TAS 522
TAS 522: NEW “ADVANCED” Facebook Advertising and Marketing to Build Your Brand with Rick Mulready
[00:00:02] Scott: Well, hey, hey, what’s up, everyone? Welcome back to another episode of The Amazing Seller Podcast. This is episode number 522 and today I am pumped because we’re going to be talking about new advanced…
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…Facebook marketing and advertising to build your brand and I’m going to be having on once again my good friend, a buddy of mine, Rick Mulready from The Art of Paid Traffic, his podcast, and I am excited to have him back on because the conversation that we had because I reached out to him, I said, “You know what, I want to know kind of like what’s happening here in the world of Facebook ads. Everything is changing especially with the privacy issues and all of that stuff. I need to get you back on and we need to kind of get to the bottom of this and really understand where we should be focusing our time and what we should be learning and applying in our businesses.” So, that’s what you’re going to be learning here it is advanced, more advanced stuff that we’re going to be talking about.
Now, if you want to go back to a past episode, I did two of them with Rick, the one that I would recommend is Episode 393 and that one there we talked about how to find and drive traffic using Facebook ads and increase sales so it’s a little bit more of a beginners training in that one because both of these actually even today’s that you’re going to be listening to is a training. It’s like we’re going through and kind of figuring out how to list build, how to use targeting, how to use the new Messenger phenomenon that we’re all hearing about in this shiny object, custom audience building. All of these different things we really talk about how these can be applied to your business, what you should be focusing on, what you shouldn’t be focusing on, how to do it right, how people are doing it wrong, all of those things so that's what we're going to be talking about. Now, I would definitely recommend going to that episode after you listen to this one if you are at the very beginning stages. The other thing I would do is I would go check out a free training that he and I did a few months back and it's still up.
[00:01:59] Scott: I’m going to leave the replay up, so you guys can go check it out and that can be found at TheAmazingSeller.com/FBTraining. Again, I’ll link this all up in the show notes. The show notes can be found at TheAmazingSeller.com/522. So, guys, I’m going to stop talking so you can listen to this conversation, this training really that I have with my good friend, Rick Mulready.
[00:02:30] Scott: Well, hey, Rick, welcome back to the podcast, man. How are you doing?
[00:02:34] Rick: I’m doing well, Scott. Thanks so much for having me back on. Really appreciate it.
[00:02:38] Scott: Yeah. No, I’m excited to get you back and it’s kind of like you almost had to come back like every six months just to kind of keep us in the game as far as Facebook and every month we need an update from Rick Mulready. Yeah. I wanted to get you back on because there’s a lot of changes in Facebook just like there is Amazon, just like there is YouTube like Google, whatever. And I really wanted to get you on. I know we’ve had you on in the past, talked about like how to set up ads and all that stuff and that’s basic stuff and that’s fine and I’ll link up the show notes or the links to that in the show notes but I really want to dive into like what is working right now for us to build our list, to get people over to our offers like what is working right now, that’s really what I want to dig into. I want you to also kind of give us a little behind the scenes as far as like you’ve worked with clients, you’ve got students like what’s working for them, what’s not working, and we can kind of like take a little shortcut here.
[00:03:34] Rick: Yeah. I mean, you’re right. This stuff is changing so frequently. I mean it’s literally on a weekly basis right now that things are updating, and I want to kind of quell the fears if you will, is that the right word? Quell the fears?
[00:03:49] Scott: Yeah. That sounds good.
[00:03:50] Rick: Quell the fears that are rampant what I see right now over the past couple of months as far as like all the data privacy and stuff like that. Look, I think all this, number one, just kind of start off here, this is a good thing. I think that Facebook was sort of the company to take the biggest beating and I have a feeling that other big companies, I don’t know, like maybe I would say Amazon, maybe Google were pretty happy about that because they got to straighten up their things, their policies in the background where Facebook was kind of the one taking the beating. So, I think this is a good thing. I think this is all the changes from a privacy and data policy perspective I think is a really good thing. We’re recording this on the 24th. Today is 24th, right? 24th of May. Tomorrow, GDPR goes into effect, the whole general data protection thing.
So, all this stuff I think is a really good thing and is going to make the platform on Facebook even better going forward and they’re just kind of taking the lead on all this stuff. And as advertisers, there’s a lot of advertisers talking about, “Well, I’m going to pull back a little bit.” I kind of laugh at that. I mean I understand the ones who are doing it to kind of take stock and looking at trying to better figure out how truly well their ads are performing. I get that but it’s like where else are you going to go? Where else are you going to go, Mr. Advertiser, seriously? So, Facebook is not going away anytime soon. It is still the most cost-effective and efficient platform out there to be marketing your business online, so I’d say like let’s just start there that Facebook is not going away and have they made other lots of changes that advertisers need to be aware of? For sure, like they’re doing away with like partner category targeting which is that third-party agreement that they had with other companies like Acxiom and Experian and so forth where they got some purchase data, for example, once people are off of Facebook and we as advertisers could take advantage of that.
[00:06:03] Rick: They’re now doing away with that. They’re phasing that out over the next couple of months here and they’re just going to be using what they’re calling first-party data which is user data on the platform, so they obviously know a lot about its users. So, is there going to be an adjustment with some of this stuff? Yes. I truly didn’t know many people honestly who are using the partner category data out of all my students and stuff. We really didn’t use it a whole lot if at all in our business. So, I don’t see that as a big deal. Now with that said, if you are advertising on the platform right now and as Facebook is doing away with some of these things and I believe today was the date that they were rolling out those big changes from a targeting perspective, so they were changing some of the targeting things that the partner category data was affecting.
The cool thing was, is that Facebook had a note right in your Ads Manager that said about this change and they said, “You can click here to see what ad sets or campaigns that are affected by this,” so they've been pretty good about that. Other changes that are going on, Facebook is making a big push right now in the whole area of data and analytics and I don't mean from the perspective of like data privacy and stuff that we're just talking about. I mean that in this perspective of Facebook is doing a lot to make more data and more analytics available to us based on how well our ads are performing. And so, they're really trying to help us make better data-based decisions, data decisions on how well our ads are doing and the hypothesis and all that stuff based on the data that we're seeing and are making available to us on how well our ads are performing.
[00:07:51] Scott: I mean, Rick, doesn’t that always come down to though like it’s just like Amazon the same thing. It’s like their main goal is to display ads or products, whatever you’re doing, whatever platform to the right people.
[00:08:02] Rick: Absolutely.
[00:08:02] Scott: So, for us as marketers, we’re really being able to fine tune even at a greater level versus before you were still doing good but there you’re trying to make it even better for the end user. Yes, we’re marketers so we can take advantage of that. It’s the same thing with Amazon. It’s like they’re making changes so that way there, the people that are trying to game the system or get in front of the wrong people, it’s not going to be as easy to do.
[00:08:26] Rick: Exactly. And as marketers, this is making us better marketers because maybe we don’t get to rely on some of the things that Facebook has made available for so long but as marketers, I think this is an amazing thing because like it is mentioned like you’re saying, Scott, like it just makes us better marketer. We have to stop relying on going on autopilot and really do the work of trying to understand who our target customers are and how we can best serve them and how can we add value to them and thus sell more of our stuff if you will. So, yeah.
[00:09:00] Scott: Okay. So, let me ask you this. I want to dig into really like a targeting question is a sense because I think that’s a big thing for a lot of people. It’s like I have my products, or I have my services, whatever it is. I want to get my message or my product in front of the right people and like targeting is like I believe like one of the most important things to really understand and get a grasp on because you don’t have that right. You’re putting the wrong message in front of the wrong person. So, let me ask you this. If I have, again, I want this to be a little bit next level. So, like let’s say for example I have a customer list. I have an email list of customers that have purchased from me. Now that could be an email list, or it could just be names, addresses, whatever and I upload that into my Facebook Ads Manager. What’s the best way to leverage that list?
[00:09:57] Rick: Yeah. I’m glad that you actually started off with that, Scott, because this is truly what Facebook wants us doing from a targeting perspective, how quickly can we build these warm audiences if you will so our customer list, our email list, our site visitors, people engaging with our videos and so forth. The quicker that we can build these warm custom audiences as Facebook calls it and then lookalike audiences, that is really where Facebook wants us to focus our efforts. I’m not saying don’t do cold traffic targeting like interest targeting but the quicker that we can do this strategy, the better. So, if you got your list of customers, there’s a couple of different things you can do with that. Number one, yes, you definitely want to upload that list and the bigger the list, the better because there’s more data that you’re giving to Facebook to work with. So, let’s just say we have a good sizable list. We upload that in our customers in there.
These are customers. These are people who have paid us money, so this is probably our warmest audience possible, so we can cross promote them. We can cross-sell if they bought product A, do we have another product that’s complementary to that product that we can offer them? Are we, I don’t know, are we doing a live event or something? Like something that’s complementary to whatever they bought. Are we upselling them into something else and making a sort of cross-promotion there? Then outside of that, you definitely want to be making a lookalike audience or several lookalike audiences out of that one audience and essentially lookalike we talked about it before in past episodes together is that you’re telling Facebook, “Hey, go find the other people on Facebook with similar attributes as the people in this base audience if you will.” So, in this case, here we’re talking about the customer list. So, find the other people with similar attributes as my customers, as people who are paying me money.
[00:11:53] Rick: And then from there that’s considered a cold audience because those people don’t necessarily know who you are so that’s an opportunity for you to start targeting those people with some sort of offer. So, I would definitely be leveraging that customer list to cross-promote and also be creating lookalike audiences and those lookalike audiences they go from 1% to 10%. And so, 1% being the most, the closest match that with those personal attributes as the people who are on your customer list, all the way up to 10% which is the most broad. And that brings up another thing that’s really important to talk about right now with is the size of the audience.
So, the bigger the size of the audience, that doesn't mean starting off with necessarily an audience the size of like 10 million people but if you can get that audience size to about a million people, you’re giving the algorithm more data to work with. And so, that’s very different than what we were looking at even say like a year ago. But, yeah, in this day and age if you can get the audience size to at least a million people, you’re setting yourself up more for success at that point because you’re giving the algorithm more data to work with and then if you start looking at those lookalike audiences that 1% is going to start off at around 2 million people. So, that’s why it’s such a great strategy if you’re creating a lookalike audience out of those customers.
[00:13:20] Scott: Okay. That’s really good because years ago like a year-and-a-half ago, people were saying to really narrow it down, so you weren’t targeting as many because you wanted to be more precise with targeting. We are still being able to do that but now that we’re giving them that base set, we’re really getting a lookalike that they can base their decision on as far as I’m saying Facebook to targeting that they’re going to find that type of audience and they can find it in a lot larger of audience. So, okay, that’s cool.
The other thing and this is something that we’re playing around with right now in the new brand that we’ve been working with is we’re playing around with Messenger and I want to dig into that because there’s a lot of discussion. It’s the new shiny object, all that stuff. But my thought process on this and we’ll dig in, but this is my thought process like let’s say I have an email list and I’m being able to message these people on email, but those people are also on Facebook. Maybe, maybe not but let’s say that they are so I upload that list. Our thought is to also get them on a Messenger list because now I have two ways to contact them and drop a pixel so this way here I’ve got them on another custom audience inside of Facebook. So, I have technically three assets in a sense. One of them that I totally own, the other two I really don’t, but basically, now I could send my message of whatever, product or live event, whatever, out to three different channels that they can potentially see that message. What're your thoughts on that?
[00:14:49] Rick: Well, 100% so I just want to clarify that because let’s say you have your email list, you’re emailing your list, you’re uploading that email list into Facebook, so you can retarget those people. You got your pixel on your website for example so you’re building audiences of those people visiting your website, so you can retarget those people and now we’re talking about Messenger as another channel to communicate with them. Hundred percent agree with all that. Now, and we talk, you hear open rates and click rates being thrown around about Messenger.
[00:15:20] Scott: I want to talk about that.
[00:15:22] Rick: I mean, it’s ridiculous and I say that in a good way like it’s super, super high. Now, when you do messenger because I want to say – well, I’ll say if you do messenger, one of the big mistakes I see people making is that they treat it as push marketing meaning like they’re just pushing out stuff. They’re just saying, “Hey, I have this product, or I have this course, or I have this whatever it is. Click the link,” and they send the link and they go do it. You can’t approach it that way. I mean, you have. So, technically with Facebook policies, you have a 24-hour window after the last engagement with that person. So, if for example if somebody messages me for the first time and then I interact back, you’ve got a 24-hour window after that to do that sort of push marketing, so you can push them some sort of offer at that point.
But outside of that, you technically cannot be – it’s against policy to be pushing those messages out. I just did a live event at one of my live events here in San Diego last weekend and this whole topic of Messenger came up and people were where one woman I remember talking about like she’s like, “I feel like it’s so intrusive when people are messaging me, when marketers are messaging me within Messenger,” and I’m always really curious to hear people’s thoughts and why they’re thinking that and it’s that reason is that this is like a private, this is like their inbox. This is their inbox and we’re talking about a couple of different things here. So, if you are sending a message to them within their Messenger inbox versus you’re doing a Facebook ad in the newsfeed, having them click on the ad and then that’s starting a Messenger conversation, those were a couple of different things. So, I think where you’re going with this, Scott, is like the whole bot and messaging automation and stuff like that.
[00:17:21] Rick: You really want to lead with value and you want to lead with permission-based stuff and what I mean by that is like, hey, you could do polls, you can do surveys, you can ask for feedback, you can say, “Hey, I had a new podcast episode come out. It’s about XYZ. Would you like to learn more?” Or you ask them if they want to take the next step and always to giving them the option to unsubscribe like you don’t want them on your Messenger list if they don’t want to be there. That’s the biggest mistake I see people make is they treat it as push marketing and that’s what this person is saying at my event where she was saying, “You know what, it’s intrusive. They’re just pushing these messages,” and like that’s going to turn people off really, really quickly.
[00:18:12] Scott: I see it as being a way to just notify people of new content or something that could lead to possibly a sale but not directly. That’s how I see that I would like to use it and we’re playing around with the – actually, we’re doing a giveaway right now for our new brand so it’s actually signing up to win something in 30 days but then also leading with at the very end you ask them if they would like to receive this free information about a tip or whatever or if you want to see how they catch more bass in a pond like yes if you do, no that’s fine or whatever and then you always have their I think whatever it says there. It’s like type stop or click here to stop or whatever. So, you just need that stuff in there but to me, it's just another way to remind people that you sent them something or a link over to a piece of content that you're amplifying that could have a sales message in it. I think that's the better approach in my opinion, but the marketers are going to abuse it. We both know that.
[00:19:20] Rick: I agree. Again, if you lead with value and you lead with like posing as a question like, hey, would you like to know more about X?
[00:19:28] Scott: Absolutely.
[00:19:28] Rick: And then if within that message that they go to is, I don’t know, whatever, an opt-in or offer or sale or whatever it is like, “Okay. Cool,” but you’re giving them the option to go over there.
[00:19:39] Scott: Yeah. Hold on a second. I just want to get this straight and make sure that people are understanding this and maybe you can even say if this is good or bad but like we have a thing there, an ad that’s running that’s saying like win this ultimate fishing package let’s say, right, and then they click on the ad. They go over and it says, “Would you like to enter to win? Yes or no.” If they say yes, it takes them to the landing page. If it says no, it basically just stops sending them stuff.
[00:20:06] Rick: Yes. I mean, that would even add a little bit maybe another sentence to that and just saying, “Hey.” You have to remember like we have to remember like that person, the example I just talked about, she’s like, “Look, this is my inbox, so this is a personal thing,” so how would you be talking to somebody in that sort of environment? I don’t know on top of my head like, “Hey,” and you can put their first name like you could say, “Hey, Chris, we’re doing a fun giveaway over here where we’re giving away blah, blah, blah. Would you like to learn how you can enter? Yes or no?” And then that can trigger like the next step but it’s conversational.
[00:20:46] Scott: Yeah. There is more in there than I said. I’m just going off top of my head.
[00:20:49] Rick: Sure.
[00:20:49] Scott: But, yeah, there’s definitely you’re explaining what the ultimate package is and if you’d like to have a chance to win this then whatever and then immediately after that we also have where if they want to receive five amazing fishing tips or whatever, right?
[00:21:07] Rick: Totally.
[00:21:08] Scott: So, then again, you’re adding more value not just the thing and we’ve been, I mean, we’ve just started it like literally maybe two days ago and I mean we’ve got a little Messenger list of about 250 people and I think we’re spending $0.35 apiece. So, it’s pretty cheap and you’re building another and we’re pixeling them and we’re getting people that are on our email list as well. So, it’s a little bit more hoops to jump through for them but that means they’ve also said yes more than someone just clicking one button and saying yes.
[00:21:37] Rick: Now, I want to learn is this really a new niche that you’re serving?
[00:21:42] Scott: No, it’s not the fishing market.
[00:21:43] Rick: Okay. It’s like wait, tell me more.
[00:21:46] Scott: No, no, no.
[00:21:46] Rick: Well, I do want to go back to something you said when you first started this topic of Messenger. You said it’s the shiny object. I really want to like drive this point home for everybody listening is that, look, Messenger is the shiny sexy channel right now and has been for a little while. It is not the solution though for not understanding how to market your business because people want to jump right in because it’s what everyone is talking about is because it’s the shiny object when they don’t have a good understanding of their target audience. They don’t necessarily know how they’re truly serving them. They don’t have a funnel that’s in place that’s converting and working and all this other stuff. Don’t jump to Messenger as a solution for that stuff, get the foundational stuff down first and then you can look at Messenger as an additional channel and strategy that can add to and complement everything that you’re doing.
[00:22:43] Scott: Yeah. And that’s exactly what I say and that’s exactly what we’ve done because we already had it working with an email funnel in a sense. We already had the offer. We knew that people wanted it. We knew it was converting and we knew that our leads were the right leads and all of that stuff. So, now we just basically took all that and just put it into the Messenger form or the funnel in a sense to where and I’ve heard all different like numbers thrown out there but they’re like Messenger will probably be the next 12 to 18 months and then it’ll be not as effective because everyone else is going to come in, they’re going to ruin it, there are going to be more changes. I don’t know if I agree but I do kind of agree that things will change, and it might not be as easy as it is right now in a sense, but should you jump in just because it’s hot right now? No. If you’re at that point like you said you have an offer that’s been converting over on the other side and you might want to bring it to this, then yes.
[00:23:39] Rick: Yes. Absolutely.
[00:23:40] Scott: But not just because it’s the new sexy thing because I believe the Messenger list that you’re building is again owned by Facebook. If you get your account banned, you’re screwed like what do you do?
[00:23:49] Rick: Yeah. And we have to remember too that Facebook is looking for additional opportunities to serve ads like where else can they serve ads because we talked about before, they reached the ad load in the newsfeed a while ago and so they’re looking for new areas and new ways to serve ads in a way that does serve its user base and Messenger is certainly one of those platforms but then WhatsApp is another platform that they own that they’re not monetizing yet. I think it’s just a matter of time and it’s a Messenger platform, so it’s just matter of time that if you can play around with Messenger now and get it down to like learning how to do it properly, it’s only going to help you when they open up a platform like WhatsApp to monetize and serve ads on there.
[00:24:37] Scott: Yeah. No, I love it. Let’s talk quickly about opens and clicks because this is a big one and I hear a lot of big numbers and okay let’s just kind of set the stage. For email and for years now, it’s been like a good open rate generally after you’ve obviously sent a few messages. The first couple of messages if you have a really strong offer would be higher but as you start to have that list and you start to maybe email them once or week or whatever, that will slowly drop a little bit but let’s say the standard is like 20%, 25%, maybe sometimes a little lower but if you’re doing good 20% to 25%. Does that sound about right?
[00:25:13] Rick: Yeah. It sounds a little bit high but it’s about that. Yep.
[00:25:17] Scott: Okay. I mean, then good. We’re doing some things right because that’s about what we’re getting so good. So, okay, now on the Messenger side of things, I’ve been hearing like 90% opens and 50% clickthrough.
[00:25:30] Rick: So, as you are talking there, I opened up my – so we use ManyChat as our platform. I’m also looking at Opesta as another platform that was started by actually one of my early students, Ethan Sigmon. So, we’re going to start playing around with that but as you were talking there, I opened up my stats here and just like just recently the last couple of ones that we did I’m looking at 81% open rate, 88% open rate, 93% open rate and then click rates ranging anywhere from 11% up to 30% where a normal click rate and email, I mean, is probably anywhere between say 1% and 4%-ish somewhere in there. So, yeah, I mean the open and the click rates are ridiculous.
[00:26:28] Scott: Okay. But here’s my argument, okay, is on the 80% to 90% we, I mean, and maybe it’s not happening, still you can correct me if I’m wrong but if you’re on desktop a lot of times that automatically opens. So, if you’re on desktop. If you’re on mobile I’m not sure if that’s – I’ve been hearing things that people are saying, “Yeah, but that number is skewed because if it’s automatically opening, it doesn’t mean that you read it.” So, the more important one for me is the click and a 30 to 40? That’s crazy. So, let’s just say that the open rates are skewed. Let’s look at the 30% clicks. To me, that’s what got me excited like I actually – do you know Mike Jackness?
[00:27:11] Rick: Yeah. I’ve had him on the show.
[00:27:12] Scott: Oh, you have? Cool. Yeah. Love Mike. Well, Mike and I are buddies and he was at Sellers Summit as well and he did a whole presentation on ManyChat and how we built a 30,000 Messenger list and he was talking about like his opens and they were like 88% and like 42% on his clicks. And so, I was about ready to challenge him on it because I’m like, “Okay. That’s great. You’re open.” I mean, who knows they’re not automatically opening. That’s great but I want to click, and he was, “No, there’s 42%.” I’m like, “Alright. I’m sold,” like that sold me because that's proof that it had to get a click. You can't just automatically click that but the open even if it is being auto opened for whatever reason and it’s just not being seen, that’s one thing. So, just for people out there that might be thinking the same thing that I was, it’s more about the click to me really.
[00:27:58] Rick: Absolutely. Yeah. I mean, it’s going to be higher again because it is still a very much an underserved opportunity. And so, that’s why it’s like, “Hey, marketers, don’t ruin it.” Use it the right way so that people aren’t turned off and they’re like just skipping over this stuff when they see it in their Messenger box. We also use it, Scott, we use it very low part of the funnel as well where we’ll do an ad, like I mentioned before, we’ll do an ad in the newsfeed where if we’re doing a launch or something like that, I mean, you can do it whatever, but you can say, “Hey, I have a question about whatever it is that you’re offering. Click the button below to talk to my team and me right now and we’ll answer questions,” and that has worked extremely low. We’ve done that a lot and our launch is where coming in the last couple of days and people come on, click the button, they come on, they’re messaging we’re like interacting with them right there and then answering whatever questions they have and moving them to a sale using Messenger and it’s just a super, super effective strategy.
[00:29:06] Scott: So, that there though it’s not like you don’t have like set questions? Because I’ve seen some bots where you can kind of like have a frequently asked questions thing and then it’ll come back. Is yours more like while you’re doing a launch or if you were doing like a heavy promotion, actually you or someone on your team is going to actually be answering them?
[00:29:24] Rick: Exactly. Yeah. And you could do it both ways but what I’m talking about here is like this is an actual human right there either myself or somebody on the team ready to answer people’s questions.
[00:29:35] Scott: I like that a lot. Again, if people know that it’s really someone there I think because the bot thing is being pushed a lot, so people are going to be thinking, “Oh yeah, it’s one of these bot things. It’s not really a person. It’s just like a prepopulated question and then answer,” but it’s actually a human. I mean, that’s huge.
[00:29:53] Rick: I actually call it out too. So, if I am doing some sort of automation, some sort of bot in Messenger, I’ll say, “Hey, this is the Rick bot,” like I’ll call it out and I’ll let people know and then we also have lots of funnels too where we’ll reach a point where then there is an actual like either usually it’s somebody on my team jumping in to actually answer the question. It’s funny because people would message me on my Facebook page when I’m talking about bot stuff, but they’ll message me, and I’ll actually respond. They’re like, “Oh this is a bot.” I’m like, “No, dude. It’s me,” and it kind of freaks them out. So, yeah, whatever you can sort of get that human element in there, I think it goes a long way.
[00:30:37] Scott: Yeah. It does for sure. All right. One last question then we’ll wrap up. I think we’ve covered a ton here and gave some people some things to think about. As far as ads right now, what is working like right now that if you were to set up a new ad for a new brand let’s say? What would be your first go-to or what would be maybe something you would split test like what’s working right now that you would say we got to create an ad like that?
[00:31:06] Rick: Yeah. We’re still video for sure and there’s been, I mean, I don’t want to call it a trend but I mean because it really always has been this way but there was so much talk and we also did the longer form stuff too but getting much, much better at the shorter video and I’m talking up to about 60 seconds, maybe not going longer than say two minutes tops, maybe a minute-and-a-half. Getting better at that short video that they can consume very quickly and not being afraid to sequence people through a video meaning like show them a video, you’re building an engagement audience of people who are watching a certain percentage of that video, and then based on that audience, you show them the next video for example. So, video, number one, and then also, number two, video with Instagram stories.
So, Instagram story ads which are going to be 15-second videos are still a massive opportunity because not many people are doing it and they have been some our most successful as we’ve done over the past several months. A lot of students are doing it. I know a lot of people, just colleagues and stuff like that are doing it. So, Instagram story video ads which again are these 15-second videos are doing really, really well. They gave you that swipe up feature which you don’t have organically unless you have more than 10,000 followers. So, really, really effective strategy. So, short video both on Facebook and on Instagram so Instagram story and also in the Instagram news feed up to a 60-second video on there, all stuff you should definitely be trying out.
[00:32:52] Scott: Yeah. We’ve been playing around for TAS stuff, we’ve been playing around with Instagram ads in the newsfeed so the 60-second, but we haven’t played around with the stories. So, what're the criteria for that?
[00:33:04] Rick: I mean, just 15 seconds. I mean you’re going to do, you’re going to record it like 15 times to try to get your message within the 15 seconds, but you want to make the video like native to the platform. So, you want to make it look like it’s the type of video that you would see within an Instagram story as you’re scrolling through your stories. So, get your message there. If you can be entertaining, obviously, because that’s the type of platform or that’s what people are looking for in a video, but it has to be helpful and has a call to action. It's kind of like…
[00:33:42] Scott: All in 15 seconds.
[00:33:44] Rick: Right. Exactly.
[00:33:44] Scott: That’s crazy. That’s a challenge.
[00:33:46] Rick: Yeah. It gives people the call to action to swipe up. So, yeah, that’s why I said, it’s going to take you awhile to get it down to 15 seconds but when you can, they’re really, really effective.
[00:33:56] Scott: So, okay, and then the other thing is you mentioned you need 10,000 followers. Is that to run an ad or is that just to have the swipe-up feature?
[00:34:04] Rick: Just a swipe-up feature from an organic standpoint. So, for example, I don’t have 10,000 followers on Instagram yet so in my stories I can’t tell people to swipe up because I don’t have that feature but if I run an ad as an Instagram story ad, the swipe up feature comes with that. That’s part of it.
[00:34:24] Scott: Okay. I got you. Okay. So, that makes total sense. So, the people that you can target in those stories, are they people again that would be in your audiences that you’re building in Facebook?
[00:34:36] Rick: Yeah. It’s the same backend. It’s the same platform.
[00:34:39] Scott: Okay. And that’s what I thought.
[00:34:39] Rick: It’s the same within Ads Manager there. That’s the other thing too, Scott, is that if you have an Instagram business profile, you can be building an audience of people who are engaging with your Instagram business profile. That’s another engagement to audience that you can be building and then, in turn, create a lookalike audience so again a lot of opportunities there to build those custom audiences but, yeah, as far as targeting goes, it’s all the same target you have available within Ads Manager.
[00:35:05] Scott: Wow. That’s awesome. All right, man. Well, I think we covered a ton and…
[00:35:11] Rick: We just ripped through a lot of stuff.
[00:35:12] Scott: We did. We absolutely did, and I want to thank you again for taking some time out. We’ll definitely have you back and get another update when things are changing and evolving. Yeah, just wanted to say thanks for coming on. Is there anything you want to end with as far as any last little bits of tips and maybe tell people where they can go to check out more about you and what you’re up to?
[00:35:33] Rick: Yeah. No, I appreciate that. First of all, thanks again for having me back on. I always loved to come out to chat with you about this stuff. I would say don’t get discouraged with all the changes that are happening like this is going to filter out people who aren’t serious about advertising and marketing their business on Facebook which is good for us advertisers who do take it seriously. Roll with the changes. I think that was an REO Speedwagon song, right, like the 80s?
[00:35:56] Scott: Yeah. Yeah.
[00:35:58] Rick: Roll with these changes that are happening. It’s okay. Just know that being on the platform you got to be okay with things changing pretty frequently but stay up on those changes. Don’t get discouraged there and then as far as checking out The Art of Paid Traffic Podcast is my podcast where we’re talking about this stuff all the time in a weekly basis and, yeah, I appreciate it, man.
[00:36:22] Scott: Awesome. Yeah. Definitely go check out the podcast, guys. It’s awesome. It’s full of golden nuggets and, yeah, I always recommend Rick to anyone that asks about Facebook ads, all that fun stuff. So, Rick, once again, man. I want to thank you. I know you’re a busy guy. Look forward to hanging out with you sometime too when we have an event or something.
[00:36:43] Rick: Absolutely. Thanks again, man. Appreciate it.
[00:36:46] Scott: All right. So, there you go. I don’t know about you but every time I get done talking about this stuff I get even more excited because there’s so much opportunity out there. Now, with that being said, we don’t need to do everything. So, I want you to take a breath. I want you to relax a little bit and say, “Okay. What can I use from what I just learned?” Or maybe you got to go back and listen to it again or maybe you need to go to the show notes and really download the transcripts or download the show notes so this way here you have these things to remind you of what you need to do or what you can do so TheAmazingSeller.com/522. That Facebook training that I mentioned, that’s a great way to start if you’ve never even thought about Facebook ads yet. If you’re not there yet at the advanced side of things, start at the beginning. I would definitely go check that out and that can be found TheAmazingSeller.com/FBTraining. Again, I’ll link all this up in the show notes.
The Art of Paid Traffic is Rick’s podcast. I’ve been on there a few times. He’s a good friend of mine now and he is the go-to guy. Whenever I am at an event and someone asks me after I start talking about what we’re doing in our business and list building and all of that stuff, when it comes down to traffic, right now Facebook ads or Facebook, in general, is a great platform for that. Now, with them offering us to do a little bit of marketing inside of the Messenger, inside of people’s Facebook inboxes is another thing that we can leverage. So, there are things that are happening fast that we can adapt to our business but where do you go? Where do you find the right resource? I always point people to Rick because I know Rick is doing it right. I know he’s going to do things within Facebook’s terms of service and I know that he’s just a straight up good guy. So, I would definitely recommend checking him out.
[00:38:40] Scott: And let me just end with this today. When you’re doing this type of stuff, if I was to like say there’s one skill that if you could master would be this right here and that is not just Facebook ads, paid traffic. If you can figure out paid traffic and get it to convert and build a list of customers and leads and really build your brand using paid, it’s going to speed up the process. And once you figured that out and again, I say figure it out, you're going to be learning all the time because things change, there are new marketing things that you could be doing but really it comes down to understanding your market, where they are and we talked about that in this episode and if you skipped past that part, you want to go back because we talked about how to really laser target your ideal customer, and then from there put the offer or the messaging in front of the right person. Your conversions will be higher because it’s the right message match.
So, just understand, you’re learning marketing but you’re also learning in this case how to convert paid traffic. It’s a huge skill set to have and if there’s one thing that I say if you can get really good at, this would be one of them. This is a huge skill set that I think a lot of people don’t realize that if you have this, you can plug this into just about any business because all businesses need what? Traffic. So, why not go out there and figure it out and learn as you go but test, have fun with it, immerse yourself in one side of the paid traffic. I would definitely not say do YouTube and do even Instagram. I would even hold off on that until you get the Facebook ads thing working or at least one of them. All right. So, that's it, guys. That is going to wrap it up. Hopefully, you got a ton of value from this. I will be having Rick back on to give us more updates but definitely go check out his podcast, check out those trainings that I said, and definitely go check out the show notes to this episode.
[00:40:36] Scott: All right. So, guys, that’s it. That’s going to wrap it up. Remember, as always, I’m here for you, I believe in you and I’m rooting for you, but you have to, you have to, come on, say it with me, say it loud, say it proud, take action! Have an awesome amazing day and I’ll see you right back here on the next episode
LINKS MENTIONED IN THIS EPISODE
- Many Chat
- Mike Jackness
- The Art of Paid Traffic Podcast
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