Your Crazy if You’re Not Playing the Online Game
I talk to business owners and entrepreneurs every single day…
You know how many of them tell me they’re doubling down on their Facebook and Instagram marketing strategies?
Better yet, do you know how many are focused on ANY social platform at all?
…but the ones that do are absolutely cleaning house.
That is, if they’re doing it right.
And there’s a HUGE, colossal difference between just boosting a post of Facebook and running a full fledged Facebook advertising campaign.
I’m not picking on boosting posts, just saying that can’t be your ONLY Facebook advertising strategy if you want real results.
Like the kind of results that put people on your email list and PAY YOU MONEY!
Recently, my wife and I had the privilege of attending a Business Intensive in Seattle, Washington.
If you’re an avid listener of my podcast, Entrepreneur Hour (you should be), you’ve now heard me talk about this trip, ad nauseam.
But I promise you it’s for very good reason.
5 RULES FOR FACEBOOK & INSTAGRAM ADVERTISING
Want to make real noise on social and stand out from your competition?
We Tripled My Wife’s Revenues in just 60 Days…
You read that right…
And I’m not talking about from $5 to $15/month.
And I’m also not telling you this to humble brag.
But to show you how REAL this online game can be.
I’ll get into the specifics a little bit later on…
I just need to give you a little context first because context is truly everything and I don’t want you to X of this blog, whip out your wallet and start making it rain on Facebook in ad spend to try and achieve these results.
So, let me catch you up to speed.
My wife, the amazing Kimberly Ann Jimenez, has been plugging away on her business for nearly six years.
Truth be told, she never intended to be an entrepreneur at all…
Until she started dating this crazy guy that had a brilliant idea to leave his job with zero money saved, having graduated just months prior and to throw everything and the kitchen sink at his startup idea.
And in case you’re wondering, yes, I was that crazy guy.
We soon found ourselves in the thick of it, to say the least.
Despite the fact I had grown this idea while I was in college, it wasn’t generating nearly enough to support my livelihood.
Kim was still in college and was just trying to be a supportive girlfriend.
So, since money was tight, she decided to dig into Facebook and see how we could maybe start putting fuel to our businesses fire.
This was 2012 so the landscape was TOTALLY different than it is now…
But with a $400 investment we generated $23,000.
Later on that year, I quadrupled down on our blog (hyper-locally) and within months we received a request from a nationwide player that effectively exceeded our previous year’s revenue…
Something like a $60,000 contract.
We crushed that assignment and built a name for ourselves.
Soon thereafter, we had the attention of the industry, began working with 5 of the 7 major firms in the country and quickly had a multi-million dollar business.
Kim, on the other hand, was getting amazing feedback on the job she was doing with our social and began getting inquiries about her services.
In fact, it ended up landing her a job managing a $7MM marketing budget and managing an entire nationwide team that pulled her out of college before graduating…
All from helping us crush our social that one summer.
Long story short, Kim evolved into leaving that job, managing social accounts across the country for hundreds of clients and now runs an online platform to teach online business owners how to run a successful online business, which obviously still involves digital marketing.
Okay…Now we’re somewhat caught up.
From Service Provider to…Wow!
Making the shift from a service provider to a content creator is tough.
But it was also the next step on Kim’s journey.
It’s most certainly a story for another day but let’s just say I don’t want you to also X out this blog and go fire all of your clients (HA!).
After nearly losing Kim’s business, we finally discovered an offer that worked…
The Business Lounge is her online, membership community, where people pay a subscription to go through her 33+ online programs, thousands of hours of training and get her monthly advice in LIVE Q&A sessions.
Within six months of launching the program, Kim reached the 6 figure mark and effectively doubled her revenues from the service provider days.
But then we felt stuck…a bit.
You see, Kim had done all the work.
She knew her audience like the back of her hand because she had worked directly with them for so long.
She had pumped out over 100 YouTube Videos that were driving silly traffic to her website and had a subscriber count in the tens of thousands.
Her email list was growing organically and fast.
In fact, the six figure growth was mostly, if not completely, done organically.
We threw money at Facebook ads and got decent results but not the eruption we had hoped for.
But the bones were in place, most definitely.
The Email That Changed It All
We’re getting to our destination, I promise…
A few months ago (October of 2018), Kim approached me about a potential opportunity to go to a Business Intensive in Seattle, WA.
The cost was steep…Like deposit on a house steep.
But we knew it was the next step and we knew these people could serve as the mentors she needed to take those critical next steps.
We had followed Keith Krance (the host of this shindig) for years and you can check him out by listening to many episodes of the Perpetual Traffic Podcast (highly recommend, you should also listen to this).
As Kim’s Chief Advisor, I told her it was a NO-BRAINER…
And just a few short days later we were on a plane to the Pacific Northwest.
Now, without going into incredible details about what specifically we did and what they advised Kim to do for her business, let’s just say it was the missing piece.
And indeed, just a few short weeks later and we saw her business go from a multi-six figure company to now a company well on pace to break seven figures and beyond.
I knew I had to somehow put that information in a bottle and ship it out to you, my dear followers.
And that’s what we’ve done here today.
My guest, Traci Reuter, was one of Keith’s amazing advisors in the program.
She dropped by the pod to share her unbelievable knowledge and advice on what you should be doing in your business with Facebook and Instagram + all social media driven initiatives.
Definitely listen to that when you’re done here with me…
So, without further ado, here’s what I recommend for 2019 and beyond.
Start With Value Driven Content…
Okay, this isn’t groundbreaking or profound feedback, I get it.
But man is it important.
Specifically in 2019.
Because EVERYONE and their grandma is now trying to just sell you ish!
And the days where Russell Brunson could just directly sell a cold audience on potato guns has largely come and gone…kinda.
But seriously, as basic and fundamental as this is, if you’re not doing this then I don’t care about your ninja strategies to grow an audience…because it won’t matter.
The single reason we were able to grow Kim’s business so fast from that trip is not because Keith and Traci have magic wands or magic fairy dust, it’s because Kim has already DONE THE BLOODY WORK!
She’s been delivering value for years.
So it was just a matter of a few small tweaks and ramping up the volume.
Her audience KNOWS who she is and she knows who they are + what they want, need, desire, dream about.
For real, she knows them better than they know themselves in some cases…it’s scary.
So, what does your audience NEED to know, what do they WANT to know and WHY are you the person uniquely qualified to give it to them?
Think about it…
What do your customers ask you about more than anything?
That might want to serve as a tripwire offer (A tripwire offer is something you deploy to capture initial interest in your product or services and is usually priced as free, free plus shipping or usually between ~$7 to ~$19, for the sake of this conversation).
Apple doesn’t need to build this relationship with a tripwire offer.
Because they are freaking Apple.
So building rapport starts with you delivering value in the form of content.
You want to know what you’re reading right now?
VALUE DRIVEN CONTENT.
I don’t get paid for this blog.
But many of you are going to say “hey, this joker seems like he knows something I might need to know in order to grow my business.”
And thus, the customer journey begins.
But had I not pushed out this piece of highly rich and searchable content for you to discover, I’m just like the dude that has that amazing lemonade stand in his closet.
It doesn’t matter if he’s got the greatest lemonade recipe known to man if not a single person knows he even exists.
So you want to use content and social media to DRIVE people FROM social TO your website with content and opt-in options with something like a freebie download (again, focused on delivering VALUE).
What happens if you like this blog?
Heard of Facebook Messenger, DM’s on Twitter and/Instagram?
Ever have someone send you an article they’ve read?
That one-to-one exchange is a phenomenal way for your post to get redistributed, free of charge to you.
What’s more is the longer your post stays out on the world wide web, the more organic traffic it;s going to receive when people use that Google Machine (Again, topic for another day).
But taking this content and then re-purposing it on Social Media FREQUENTLY maximizes your chances of being seen by your audience or shared to someone outside of your audience from someone in your audience, like I mentioned.
Again, not life changing stuff here, just covering the basics…
5 RULES FOR FACEBOOK & INSTAGRAM ADVERTISING
Want to make real noise on social and stand out from your competition?
Nurturing the People You Have and not Treating People Like a Number
Remember back to a time you had world class customer service.
Didn’t you feel important?
Didn’t you always reflect back on that company with positive emotions?
Well, when you jump straight to a sale or you’re extremely pushy without first building the relationship and establishing your authority, how do you think that is received.
Ryan Deiss, Founder of Digital Marketer, recently joined me on the show.
Ryan is a wiz…truly.
And I think one of the most impactful things he’s told me over the years is to treat people online like you would in the real world.
The example he gives, while humorous, is so true.
He talks about a guy wanting to approach a gal and ask her out on a date.
Now, you don’t just approach said person and try to jump right into amorous activity or run to the altar…
You play the long game.
You nurture the relationship and you go through normal, human cycles of getting to know one another.
And yet we get online and want to jump straight in the saddle with people.
Because we’re not treating them like actual people…
We’re just focused on our revenue goals, etc, etc.
So, let’s readjust your approach and start thinking about how I can make that right first impression to have the opportunity at a conversation.
Then how can I subtly show interest and express a desire for a first date.
With that first date, how can I really be my authentic self but not go so far that it’s like “whoa…TMI, buddy!”
And eventually, you get to where you close the deal and they become a customer.
The amazing thing is once you master this art, that interaction can happen in just a few short minutes and not the months or possibly years you went into courting your partner.
This is going to give you a massive advantage in 2019 because EVERYONE is just focused on making the money…
Play the long game, develop a winning strategy, get to know your people and eventually you’ll get so good at doing this you can hit scale with your strategy.
Commit and Be Consistent
Gary Vee is Gary Vee…
You may not be and that’s okay.
You may not really dig Instagram…that’s okay too.
I assume you do dig Instagram or you wouldn’t be reading this blog.
But my point is not every platform has to jive with you.
Many people love podcasting because they don’t feel comfy on camera.
Some people really just aren’t all that interested in serving millenials and they know millenials largely dominate Instagram.
Personally, I love Instagram but I HATE the activity on Instagram.
I’m like, I don’t care what you ate for breakfast and I’m not about looking at your wads of money you claim to have made and done so in hours or your recent vacation you went on because of how much of a baller you are.
I’m obviously generalizing, there are plenty of legit people on IG…but you know you’ve seen what I’m describing.
And that’s not who I serve.
That’s the Tai Lopez people.
I don’t hire friends and scantily glad clothing and buy fancy cars to lewer you in with superficial nonsense.
My motto is I help good people do big things in the world.
If doing a big thing is buying 12 Lambos and having half-naked women watch you play basketball every night…to each his own.
Ps. I do respect Tai, he’s brilliant…just hate his message and what his audience is drawn to.
My Tribe cares about MEANINGFUL ish in the world.
And so Instagram is not my main focus.
I know my Tribe does follow me on their.
And so we consistently put out content to serve them.
Here’s my point…
This is the sort of analysis you need to be doing in order to figure out what you’re doing on social.
And that goes for 2019 or any year you’re playing this game.
Features are going to come and go…
As these things tend to happen that way.
You may have noticed I’m not telling you how to hack IG TV or what the magic words are for a Story or LIVE.
Because I don’t believe in hacking results.
I believe in being authentic, serving your people, delivering value and creating incentives to get them TO YOUR WEBSITE!
Which Leads Me to My Next Point
For the love of all things holy…
I don’t care how many followers you have.
Is it important?
But again, don’t treat people like numbers.
I’ve seen people with tiny audiences rock a multiple six figure business.
But they don’t get rich on the platform…
Meaning, that Instagram post that got them 200 likes didn’t magically put $1,000 in their pocket.
But this is FAR too often the focus.
I need more engagement!
I need more followers!
Well, I’m never going to make it until I have as many fans as Lewis Howes…
I can’t begin to tell you how often we see people with sometimes hundreds of thousands of followers and engagement through the roof…yet not making enough to pay the bills, if they’re making anything at all.
You win by using social to build your email list.
How can you get people to your WEBSITE!?
In all the noise you see on social, what can you do to get them off that platform and onto yours?
Some people’s social account I can’t even tell what they DO, let alone how I can find them on the web.
Further, some people don’t even HAVE a website.
Guys, social is rented traffic.
You operate under their rules…
And the minute the change an algorithm, guess what happens to you?
People lose entire businesses when this stuff happens.
You can’t build a business on sand.
Your website and your email list is owned real estate.
So from now and forever and ever, that’s the main focus I want you to have.
But What About Paid?
Look, there’s a reason I left this for last.
Because the people that have read this far are truly committed and not just looking for a quick fix.
I don’t do ninja stuff…
It’s just fluff and those people don’t last in the long run.
By the time you’ve finished reading this, they’re already done with this and trying the next get-rich-quick scheme.
But let’s talk about paid.
Once you’ve got everything in place and rolling as we’ve been talking about, and no time before, we can start throwing paid advertising into the mix.
And that takes me back to Seattle.
Remember what I said?
The reason Kim had such profound results was because what?
She had done the work.
She knew what offer would convert and she knew what people would pay for it.
She knew her people and what they were interested in.
She had a massive email list of customers and prospective customers that she could re-target on social and/or setup a lookalike audience.
At this point, you really don’t even have to be at a crazy level of sophistication to have success with running ads.
Now, I’m certainly not diminishing the work many like my guest today, Traci, do…
But they operate at such a high level and play with BIG money for clients that expect an even BIGGER return.
Can you, a newbie to running Facebook and Instagram ads, get traction by just having the basics in place?
And then you can go off and invest in your strategy by learning from a Keith Krance and taking your own Seattle trip.
What’s more is you can even get to a point where you go direct to sale with a cold audience if/when you get really good at doing this.
That’s when you start seeing ridiculous figures like tripled revenues in 60 days.
But you have to do the work first.
Before I Let You Go
I hope you don’t feel overwhelmed.
Honestly, most of these big brands you follow have entire teams behind them doing much of the work.
You’ll get there in due time.
So what I recommend you do is pick a few competitors in your space and start watching what they do.
Now, you’re more than welcome to pick BIG competitors.
But also pick out some folks that are just a few steps ahead of where you are.
And do an analysis on what they’re doing & how they’re using these platforms.
Are they even on Instagram?
If not, why?
What posts, LIVE streams, videos or any piece of content has good engagement?
What are those people saying and what does that say about their brand and business?
How can you do it better or serve an underserved segment of the market?
Because, at the end of the day, I can’t give you the magic wand treatment either.
Every business is different.
Every audience is different.
But the ones that do the investigative work, test and implement things while being consistent in delivering value + re-purposing and figuring out ways to get them on their website and email list are the ones that hit that winning formula.
And in the meantime, leave your “growth hacking” strategies for the suckers that actually believe in fairy tales.
Don’t forget to also listen to the pod!
Traci Reuter, Author and Founder of Divine Social, drops by the pod to talk Facebook and Instagram marketing in 2019 (and beyond) + what you need to do to stay ahead of the curve.
Today’s Sponsor: The VIP Room
To learn more about Traci, visit DivineSocial.com