In this episode, I’m going to cover what might be the make breakpoint of any marketing campaign you ever run. This is something that cannot be overlooked. In order to be successful, you must find your correct audience. The best message in front of the worst audience will not produce results but on the other end, the worst message in front of the correct audience might actually accomplish results. Send me a message at www.m.me/theninjamarketer
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Podcast File
Podcast Transcription
Hello! This is Manuel Suárez here again. And well, today I’m here in a convention that I’m delivering to a bunch of people and continuing on my path to help people wake up. And that’s my number 1 job when I’m actually delivering seminars, is to help people wake up to the opportunity and that’s what I tell them. Because this is the reality – most people like you guys that are listening here, you are in the minority of this planet, not only of the United States but on the entire planet obviously. So this is the reality. I’m talking about not just like a 20% or something like that, people that are aware of the incredible opportunities of building dreams. We’re talking about .01% of the population or something lesser than that.
Now, the ones that are aware of it that are doing it the right way are doing such a good job that they do make it seem like it’s late and everybody’s already doing it and it’s so difficult to break through and etc. But the reality is, and the opportunity is larger than it has ever been before. This is the thing. I’m not just somebody that is talking, preaching, and just ranting about execution. I’m executing every single day. I wish I can sit here with you guys everyday and just talk and teach because I love teaching, I love business and I love helping people be successful and I love them applying all these stuff and being successful in having results. But more than anything, this is something that I am really good at. I happen to be really good at taking advantage of the opportunities that we have around today.
So we are accomplishing some incredible things. I as a business with my own brands, as an agency with my own clients, we are accomplishing some things that few years ago, most businessman wouldn’t even dream about. The speed of particle in which we are actually accomplishing things is something that I think has never before existed before. We have some things going on. For example, if you look at my dad’s page and what we’re building on the Messenger platform. And other clients that I have that I won’t necessarily mention right here that what we’re doing. Like for example, last month on engagement, we had on one of our pages, one of our brands, we had a 158,000% increase on engagement. Meaning that our statistic of receiving engagement and replying to it grew by an outrageous number that you wouldn’t even believe to start understanding or you can’t even understand how we accomplished such things.
So, one thing that we understand and we know as a fact is that the more attention that we can actually have, the more eyeballs that look at our stuff, the more results that we get. It doesn’t matter if we are a local shop, we are brick and mortar, we have an online shop, or whatever it is. It’s all about eyeballs. So, if you capture a lot of eyeballs, then you are successful. If you don’t have eyeballs looking at your stuff, then you are not successful. It’s a very simple equation.
So, what I’m doing right now for some brands, for my own stuff is I’m capturing more eyeballs at a faster pace and a lower cost than ever in history. And I’ve been doing this for about 4 years now. And I’m telling you, what’s going on today is something that 4 years ago, I couldn’t even dream about. We are going through some massive problems, in being able to deliver to the overwhelming amount of attention that we are receiving.
And just to give you a hint, this is something that I’m going to be talking about later on, but it’s a little more advanced. Just to give you a hint about this, right now we are talking about using the power of Facebook, Instagram, Youtube, to give energy to a platform like Messenger that is creating open rates, greater than what email ever had in its history, 95% open rates, 20% click for rates. So again, we have this great ability to capture a lot of attention. Put them through are funnels of education, of content on distribution, of providing value. We have these abilities to do this right now. And then at the end, just sell them whatever you want to sell.
That’s not what I wanted to talk about today. That’s not what’s going to be the title of this actual podcast. But I want to give you a little rant about that. Because this is the reality about the current landscape and what’s going on right now. And I tell you this because some people might tell you that the opportunities are a little bit gone and 2 or 3 years ago was the best time to get that started. But let me tell you something. I’ve been on this world submerged, diving in it, deep diving for several years, it has never been better to capture lots and lots of attention in people. It’s never been easier, more efficient and more incredible than it is today. So it’s very exciting. So if you guys have no idea what I’m talking about, it depends on where you’re coming from cause I’ve taught these on several seminars, webinars and podcasts. But it has to do with this third party tool that if you want to learn from it by yourself, you can go to manychat.com and start learning. Youtube it and start learning about this tool. But it’s an incredible interaction thing. If you know a little bit of Spanish, I don’t have any problem telling you about one of my clients which is actually my dad. You go to his Facebook Messenger, it’s all going to be in Spanish, but it’s MetabolismoTV and then you can actually see what we’re building in there which is pretty amazing. If you don’t know Spanish, I don’t recommend that you go in there. There are other people that are doing it the right way. Like for example this Doctor called Dr. Berg, which I help. If you look at his Facebook Page and his Messenger, you’ll see what we’re building in there. So, there are a lot of incredible things going on with these platforms. They are causing enormous expansion on brands across the United States especially for the ones that are doing it correctly.
So that’s it for that. Today, I want to talk to you guys about something that is getting more and more obvious but people don’t fully understand. When you are starting to advertise on Facebook, one of the things that you have to understand is that we have been provided with information about the customers, about the potential clients, about the potential buyer that we never had access to. I’m going to call this episode Facebook Has No Privacy, there is no more privacy because this is the reality. In this current world, whatever you are doing on that device which we already know that about 60% of the time of all of you on average in the United States particularly is being spent on social media platforms – Twitter, Instagram, Facebook, Snapchat, Youtube, etc. Those are all social media platforms we engage with other people with brands, with companies, with services, etc.
So this is what’s going on. Every single action that you take on that platform, every single comment that you answer, every single activity on your end is actually documented. The robots, the algorithms, the systems, they know exactly what you’re interested in, what you’re not interested in, what you like, what you don’t like, what you have attention on, what pulls you in, what you disregard completely. All of those information are available. Facebook has all of those data and as marketers, as brands, and as companies using Facebook, Instagram, and Messenger, etc., we have access to all these information. That is how Facebook built their advertising product. They made it accessible for all of us to gather all these information about our potential customers.
So, what does that mean? You can start looking at this for yourself. I want you to do a little drill. When you’re going through Facebook, your News Feed, your individual for your personal profile news feed, when you see an ad that says Sponsored under the brand’s name, the page’s name, make sure you go to the right top corner and click on that arrow drop down menu and select the option that says “Why Am I Seeing This?” When you select that, Facebook will give you data as to why exactly that marketer, that brand, or that service is actually putting that message in front of you. And you’re going to see all kinds of things. Like this brand x, y, z, wants to reach customers that are similar to their customers. X, Y, Z, wants to reach customers that actually have engaged with them. They want to reach customers that have seen their videos. And you’ll start seeing how they actually interact to be able to put those messages in front of you, correctly targeted.
There will be many other reasons like x,y,z, wants to reach people between the ages of 25 and 34, living in the United States, interested in fashion, for example. So you will see all of that stuff. So, again, I’m just giving you a little example out of many of thousands of variations as to why companies put their messages in front of you. As you can see, when Facebook puts a sponsored ad in front of you, it’s usually a highly targeted ad. Meaning that you don’t get promoted things that you’re not interested in. You usually get promoted things that you like. For example in my case, I’m all in to Marketing, so Facebook doesn’t do anything else but promote marketers. They doesn’t do anything else but promote companies and software’s that help marketers – things that are going to interest a marketer.
So this is something that is a standard procedure for a marketer. You have the ability like never before in history to put your message only in front of real potential people that are possibly and probably going to be interested in what you have to offer. This is something that we never had access to. Now, you might be like, “Wait a second, Google has those data.” Well, actually no! They don’t have it as good as this. Why? When you have a Facebook profile, your profile, nobody shares it with anybody else. You don’t share it with your friends, with your family, you don’t allow anybody to use your Facebook. If you finish using your computer, you log out of Facebook and that’s it. And if somebody is going to use that computer, they log in and they have to know that they want to use their own Facebook account. Well, with Google, it’s different. When somebody is surfing on a computer, that’s the same computer that everybody surf’s in that family. When somebody is on Youtube on the house, and they’re watching a youtube video, guess what, they don’t usually sign out. Mom comes in, dad comes in, grandpa comes in, brother comes in, anybody comes in and uses the same computer and the same Youtube account. So the data is really, really, mixed up between a bunch of different people.
So, the data that Facebook has has never been more accurate. Now, they have additionally partnered with other third party companies that are data collecting companies. For example, Neilsen is one of those companies. So now, what happens? Facebook now has data also about household income – do you own, do you rent, what is your average salary/income, are you married, are you divorced, are you single? All those things are available for the profile. Like if you are engaged – all the information about an individual is available for targeting as a brand for you to choose the right people to put your messages in front.
So, it’s incredible. It’s like whatever targeting that we’ve ever done in our lives if we’ve been on marketing for a long time has just been on an overdose of steroids for the last several years, and now, we have this ability to communicate with people and not waste a penny in ad dollars. Like if you hire a magazine, or a media mail, you can’t guarantee who are you going to put that message in front of. They will tell you, oh it has a 300,000 circulation, but it doesn’t tell you any more specifics, it will give you an estimate of the demographics, we expect that to be certain people of this age, income, etc., all that stuff. But the reality is that they don’t have all that data.
So, there are other things that are going on. For example, in Facebook, when somebody is under under news feed, they are usually using one finger and if you think about it, you know that the finger that people use for surfing, searching on Facebook for their feed is a thumb. So Facebook has something that they internally call a thumb stop. Meaning that when a person which is a user is going through their feed, what kind of message causes their thumb to stop right there and then to engage with that message? So they use all these data how long did your thumb stopped? For how many seconds did it stop? What else did your thumb do? Did you click on it? Did you actually do a comment? All those stuff is accumulated non-stop for every single unique user.
So basically, I’m just scratching the surface here. It’s an incredible, enormous world in which you never stop learning. Like myself, I realize everyday how much more I still have to learn. But, I know most more than 99.99999% of the population so it’s my job to teach you guys how to use this stuff and be successful at it. But again, as a marketer, as a company, as a brand that you are, a service that you are, whatever it is that you have to create income, whatever your ability is to help other people that produces a return in that ability, then you got to realize that you have all these assets to your advantage. You don’t have to go build new channels, you don’t have to go create of your own Facebook, Instagram, and Youtube Channels to be a billionaire. All you got to do is learn how to use these powerful platforms and use the incredible technology that they have built to be able to put messages in front of the right person. Because this is the reality and this is one thing that you have to understand. The right message in front of the wrong person, the best possible ad creative, the best possible ad, image, text, article, book, videos, the most high quality incredible videos that you could ever have come up with, doesn’t matter how much they cost you, in front of the wrong person are a waste of money. In my case, I have a head full of hair. Those of you guys that have seen my pictures, you know that I don’t have a problem with hair. If Rogue decides to invest a lot of money in putting ads in front of me, trust me, they’re going to waste every single penny of it. No matter how good those ads are.
Now this is the other view point on it. It doesn’t matter how bad your ad is, how bad your creative is, if you have the right people in front, the right audience selected with the right interest, with the right age, demographics, socioeconomic level, things that they are interested in, behaviors, etc. If you have all those stuff, then even the worst ads in the world, images, pictures, and videos, guess what? They might actually perform at a decent level. So, it doesn’t work both ways. The selection of your correct audience and the use of these incredible technology, of these incredible assets that we’re getting here is going to be the make-break point of any marketing campaign that you run. That’s the reality. So this is something that you work on and then once you got the right ad set, once you got your right audience down to the bone, then you can work on improving your creative.
So i’m going to end this podcast with just a little tip on this – how do you go about discovering your ad, your audience? So one thing that I did successfully is that I actually started doing a list of my ideal person which I call my avatar for my service or my product. What is your sex? Income level? What are the things that you are interested? Come up with 6 possible businesses that they might be interested in, location, etc., all that stuff. And once I have that, what you can do, when you go to the Business Ads Manager, business.facebook.com, and you open up the top-left drop-down menu, you’re going to see an option that says Audience Insights. Guys, go around and play with that free tool which Facebook has given you for you to really learn to understand your audience. It will tell you all about your fans, it will tell you all about a potential audience and age range in Facebook in a particular location, what are they interested in, average household incomes and you can actually bring that down to an exact individual group of people that you want to reach. And then you can use that to create an ad that sends that ad exclusively to those people. So again, I hope that you guys can put that into action. This is the reality. It is a make-break point of most marketing campaigns. Let me know if you have any questions. Follow my page if you haven’t done that yet. Send me a message at m.me/manuelsuarezdigital and I’ll see you next time.
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