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Marketing via Facebook can be inconsistent and intimidating. A Facebook ads expert discuss in this episode how to use Facebook to target your exact, ideal audience.
Keith Krance
This week:
01:20 – The business of helping businesses with Facebook
03:55 – How to deal with Facebook’s inconsistencies
05:55 – James’ social media experts roll call
06:15 – Facebook done correctly
07:00 – “80/20 Sales & Marketing” by Perry Marshall
08:41 – Own the Racecourse as the perfect example
09:35 – Target your exact, ideal audience
10:46 – The detailed walkthrough at SuperFastBusiness Live
10:52 – The ideal Facebook ad route
13:18 – Do it yourself or hire a professional?
14:30 – Create campaigns by target audience
16:10 – The Frank Kern page as starting point
17:30 – Should you use tools that target private groups?
18:25 – SuperFastBusiness as a completely organic site
20:02 – One of the best new enhancements on Facebook
22:05 – Average percentage of opened emails
23:35 – How can Facebook give you a 100% open rate?
24:23 – Creating a look-alike audience
25:55 – Target a specific topic
28:20 – Doing hyper-segmentation
29:45 – What is custom audience web retargeting?
32:03 – Mike Rhodes’ invisible list and remarketing
32:28 – Keith’s recommendations
34:51 – Problems on people posting abusive comments
36:26 – Core action steps
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Tweetables:
How to deal with Facebook’s inconsistent platform. [Click To Tweet].
What is the 80/20 approach? [Click To Tweet].
How to target your audience on Facebook. [Click To Tweet].
How can Facebook give you a hundred percent open rate? [Click To Tweet].
What is custom audience web retargeting? [Click To Tweet].
Transcription:
James: James Schramko, here. Welcome back to SuperFastBusiness.com. Another guest interview today on a popular topic which is getting more from your advertising dollar and specifically, we’re talking about what cannot be ignored, a huge platform of Facebook.
And I’ve brought along my friend, Keith Kranc, to talk about it. Good day, Keith.
Keith: Good day mate. Good day James.
James: That was a very good Aussie accent – better than many I’ve heard. You run a website called DominateWebMedia.com and you are in the business of helping people with Facebook. I’d like you to tell me a little bit about your experience with Facebook and I know that you’ve been a co-author with somebody rather famous in this space.
Let’s find out about your education/services/experience and then we can roll into some top tips for our listeners.
Getting to know Keith
Keith: Sure. Sure. Sounds good.
So, I first started, really kind of fell in love with the whole Facebook ads game, really three or four years ago. I actually self-published a book about 2 ½, 3 years ago and I don’t really promote it anymore because it’s already outdated and the book that you referenced in the opening was the one I’m co-authoring with Perry Marshall which will be out in the fall published by Entrepreneur Magazine, “The Ultimate Guide to Facebook Advertising.” So, I’m excited about that.
But, so I started giving in to Facebook ads a few years ago when I really just realized the ability to get your message out in front of your exact, ideal, target audience. You see, I used to, prior to my online business, I used to own a multiple brick-and-mortar businesses and part of two different franchises, I ended up owning about four or five different locations depending on the time. And before that, I was an airline pilot for about 6 years.
But, while I own these brick-and-mortar businesses, it was, you know, for one to get a good $2,000 on a halfway busy road or a lot more than that, in a much busier road. And so, just that experience alone and all the stuff we did with, you know, traditional marketing and you have experienced with all the stuff you guys would do with the car dealerships. But the ability to just literally set up that ad up for free and as long as you have a good message, you can get out in front of your exact, ideal, target audience and then you’re paying on a, you know, 20¢, 30¢, 40 or 50, or 60¢ per click basis.
And so, once I understood that you could do that with Facebook, I just fell in love with it and I just went all in. And since then, now we have, literally, my account is under management over a million dollars spent on Facebook ads alone which I generated 150,000 plus leads just over past couple of years. Several million dollars in direct sales and the lifetime value of those are much higher than that with the different clients that we kind of managed behind the scenes and so, it’s an exciting time.
Within the last year, the changes that have been made, the enhancements to the platform, really ever since Facebook became a public company, is when really the platform started really improving because they know they’ve got to generate revenue, right? To generate growth in the stock.
James: Yeah. Well, it seems like they’ve been changing a lot. They certainly changed on me. I think I was one of the earlier people advertising on the Facebook platform and I’m talking about many years ago. And then at some point, my account got flagged and it looks like it’s back up now.
So, how do we deal with the inconsistencies on that platform?
Dealing with the inconsistencies of Facebook
Keith: Good question. So, the account stuff, that’s a whole, that’s a tough one to deal with because there could be so many things that can kind of happen but as far as the inconsistencies with Facebook, the one thing that, if anybody’s listening to this podcast, the one thing that we’d really want you to take to heart is you have to figure out a way that you can somehow provide value and build instant rapport with your Facebook ads.
And so, if you have high value content and then you have something at the other end of that that you can sell whether it’s a service or a product or your local brick-and-mortar business, how can you, you know, quickly build rapport with somebody or provide high value whether it’s a coupon for a local business, or whether it’s some kind of an educational download or whether it’s a testimonial video that you can pop up as a video and amplify that or maybe, it’s just a “how-to” blog post? Those type of things.
How you can kind of do that, and have systems in place to move those visitors into subscribers, and eventually, into customers, clients and returning customers and clients. But, you know, going back to your question about the inconsistencies, that’s one of the things that is frustrating. I mean it changes so fast. We’re teaching this stuff, like, holy crap.
The Power Editor changes every single month. The whole ad platform, I mean, literally, you know you’ll do a training and you’ll do all the screenshots and these videos and then the ad manager is completely different like, a week after it’s published.
James: It’s crazy. I looked up my oldest ads and I was actually using Facebook advertising in April 2008. So, it’s sort of actually been… way back, and now I think I’m actually getting, alright, I’m thinking, is this 2014 already? That’s like 6 years, pretty incredible, really. So, now, I’m speaking to other people to find out about Facebook because that’s what you have to do.
I’ve had all sorts of social media experts on SuperFastBusiness. I’ve had Facebook discussions with Jen Sheahan and Victoria Gibson. I’ve had Pinterest discussions with Michelle Macphearson. I’ve talked about Instagram with The Betty Rocker.
And here we are with the update on Facebook and I’m sure that you’ve got some new news for us about what’s happening there. But, what is the right way to use Facebook now? And we’re recording this in 2014: what shall we be talking about if we’re taking a clean sheet approach to this? We’ve got our business here, we’ve got our website.
We might have an offer, we’re not in the MLM niche or something that Facebook don’t like. We’ve got you know, a good offer that is good for people, that they think is acceptable, how do we approach it?
The right way to use Facebook in 2014
Keith: What I like to do is I like to teach, I call it, kind of, 80/20 Facebook marketing sketch.
James: That’s a familiar concept.
Keith: You like that? Actually, it’s a Perry Marshall claim there. So we run Facebook ads for his 80/20 book. So, that’s a great offer and in a second here…
James: And a great book. I want to talk to Perry Marshall about his book and I was candid enough to offer him this platform to come and talk about it but I also was in the foreword of that book. It really changed my 2013 reading that book at the beginning of the year and reviewing it for, I guess, a little note in the front cover. But the whole 80/20 approach is a soft spot for me. I even take it to the 4 percent:64 percent ratio, the fractal part, that little 80/20 of the 20, and that’s what I’m looking for.
If you could tell us the core things that you must know about Facebook, that would be awesome.
What you must know about Facebook
Keith: Sure. Sure. And the thing is, when you’re thinking about, let’s say, you have a business that, what I’d like to tell people to do is try to kind of give it a budget. So, let’s say you have some type of offer. Let’s say, you have a landing page that you want to drive traffic to. First of all, you have to have a Facebook-appropriate offer.
OK? I call it a Facebook-appropriate offer or a kind of lead magnet. If you want here, in a second here, I can, I’ll give you a list of offers that work on Facebook in a minute here. But first, what we’d like to do is let’s say that you have a great landing page or maybe you have a sales page with a low end, low price part that you can drive targeted traffic to with Facebook.
What you want to do is maybe spend your 80 percent of your budget driving traffic to that core offer, some kind of a, maybe some kind of a direct response so people have to enter their email, you know, have to take action once they get there. And maybe, you spend your other 20 percent of your budget on amplifying your high value content and you’re kind of building that engagement level and building the fan base. And so, for example, perfect example is Own the Racecourse.
So, people that follow you, hopefully, they are creating content, and they are posting that content on their blog whether it’s a video that turns into an article, etc. etc. Whether it’s a podcast. Whether it’s a slideshow, whether it’s a written article, OK? You start your content on your blog and hopefully you have some good systems in place on your blog, like where you can capture leads, create strong calls to action throughout your website.
Now, if you take that content and post it up on Facebook as a status update on your business Facebook page, now what you can do is you can amplify that content, OK, with Facebook ads. You can literally set up a campaign that is targeted to your, kind of exact, ideal, target audience that you know resonates with your business or service. And what you can do is you can set up a small budget, like $5 or $10 a day. OK? I’m talking 10 or 20 percent of your budget is this small strategy but it’s really, really powerful in my opinion.
It will really build your brand. It will build your goodwill. And it will increase your conversions on all of your other stuff. And so, what you do, is now you can post that piece of content that’s hosted on your blog. You can post it on Facebook.
Then, you can now target people that like, say, Tony Robbins, like tennis or like triathlons. And now, you can bring that traffic to that post and they click on that post with the image on that post, guess what? They get taken to your blog or your core website. OK? And they don’t have to opt in.
You’re not requiring them to opt in or anything like that. What you’re doing is is you’re building goodwill. And then hopefully, you have retargeting in place and so on your website, so you have some kind of retargeting pixel whether it’s AdRoll or Perfect Audience or now, Facebook’s own web retargeting. And you’re kind of building that, we call it, invisible list.
And I can go, we don’t have time to go into detail on how to really put this stuff up, you know, exactly each step by step and I can explain that at your event, when I’m speaking at your event. And so, I can walk people through on what sort of tools to use for this and stuff. But, let’s say you’re doing this now, what’s happening is, people that see that post, they’re getting likes on your page, they’re getting traffic. It’s helping your search engine optimization.
You’re getting more so-called signals. People are sharing your posts. People are sharing your blog posts because you’ve got the, hopefully, the so-called share buttons on your blog. OK? And then, you might have retargeting in place wherein when they leave your blog and if they don’t opt in, you might have, you know, maybe 10 or 15 percent of the people that land on your blog that opt in via one of your calls to action on your site.
And then, the other people, they’re going to leave. And guess what? Now, you can have an automated, you know, a banner ad that shows up on Facebook when they go to Facebook the next day or maybe, to a new site if you’re doing web retargeting, and you can bring them to your offer. Maybe it’s a landing page, it’s a free checklist or a cheat sheet or a video series or maybe it’s right to your product page if you’re an e-commerce store and you have a good kind of low ticket frontend product that you can pitch.
And so, what you’re doing is, is you’re kind of doing this for let’s say, 10 to 20 percent of your budget or maybe 30 percent. And then maybe, the other 78 percent or 80 percent of your budget, you’re driving traffic to a good offer that you know will work with Facebook. OK? And so, what’s happening is that you’re kind of building goodwill with this other stuff, you’re continually building your brand. You’re driving traffic to your website.
But, that’s a small part of your budget. And you really can get your content out to the majority of your fans on a very, very low budget by doing this. And if your ultimate goal is to really just generate leads and sales, let’s say you have an event coming up or you want to fill up a webinar, then, yes, you’re going to focus that 80 percent on that lead generation. And when I said we’ve generated 150,000 leads on the last couple of years and literally, about almost 60,000 leads in the last 3 months alone which is a few of my clients and most of those are over 35 years old and up.
And with those, we’ve done just driving traffic to a good landing page with a good offer that people will opt-in for and you know, they’re added on to your list and you can go from there, turning them into a hotter prospect into a customer. So…
Outsource or DIY?
James: Nice. Well, I just want to say that so far, you’ve given us a perfect rundown on how we could get going. Are you doing this yourself or are you hiring someone to do this?
Keith: You know, it really depends on your situation. Absolutely. You know, if your ultimate goal is just to get traffic and you just want to create content, focus on your business, focus on sales then maybe you hire out somebody then they can do these all for you. OK? We do this for clients. You know, on a case by case basis and you can also learn how to do this yourself.
If you’re a consultant, or you’re a coach or something like that, then I would recommend learning this stuff and doing it yourself at least for a while or maybe hiring somebody to kind of, maybe a package where it’s more like consulting done-with-you kind of program and you can really learn your target audience because you do learn a lot, you know, even if you’re hiring somebody to do it for you, I’d still recommend getting involved as much as possible so you can learn like what audiences convert, which ones don’t.
So, for example, if you’re running a lead generation campaign, we’ll typically separate out, let’s say for example, we’re driving traffic to a page that teaches you, you know, how to become an author, and how to write your own book in 2014. And, what we like to do, typically, is separate out each campaign by target audience. So, literally, in some campaigns, we might have a hundred different campaigns with a hundred different audiences so we can really, really see which audience performs best.
Because realistically, yes, you can go down, be even more granular to age levels and stuff like that even though you can kind of get that with the reporting. But it’s really nice to see, OK, Tony Robbins – that converted well. The other guy – that didn’t convert too well.
You know, public speaking, OK, the cost for lead was a lot lower there then let’s scale on that one. Let’s maybe take that one and refine it and see if we can take the audience tighter, the age group tighter. But’s that’s one tip.
Just really try to separate out your target audience as much as possible. And tell, let’s say you find the core 9 or 10 audiences that, you know, your best 9 or 10 and you just want to amplify a blog post. What you can do is you can save that audience inside the Power Edit and you can save that, let’s say, it was, 9 different interests and then over time, you felt those were your kind of best 9.
You can save that as a saved kind of audience and Facebook will remember, OK, it was 40 year olds to 65, it was these 9 audiences, it was United States, Australia, New Zealand, UK and Canada. And then what you can do as quickly, just ignite it to your kind of core audience. I call it core gurus. You know, social media gurus is kind of my audience, right?
James: Yeah. Everyone seems to put a link to, everyone seems to use the Frank Kern page as the starting point in the IM page.
