In this episode I’m going to tell you guys a little story about my background and how I became the Facebook marketing ninja. I will also provide you with a big tip in regards to the best and most powerful way of advertising in this modern era. Doing marketing in Facebook has never been easier and more powerful than it is today.
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Podcast File
The Most Powerful Marketing Strategy You Could Ever Have on Facebook – Sequential Content
Podcast Transcription
Hey guys! This is Manuel Suarez here again with you on the Facebook Marketing Ninja newly branded podcast. This is the second one since we officially changed the name of the podcast. I hope that you guys liked it. Haven’t heard any particular feedback about it, or disagreements, or agreements, I would love to. You guys always know that if you want to send me a message I actually read those messages myself at m.me/manuesuarezdigital. I actually want Manuel Suarez but there’s some other guy actually worked on trying to get done names. So, I could avoid using the digital or something else but they didn’t answer. I even reached out to Facebook. If you guys are familiar with Facebook Customer Service, they’re not the best ones, they are not recognized for the best customer service in the planet. And I said, “Look! Guys. This guy, Manuel Suarez, has not posted anything in 7 years. Can you please give me his name and I’m actually going to use it really well. He’s going to be proud of his name.” But they said no, they couldn’t do that. So that’s why if you want to send me a message, my actual direct link to send me a direct message which I do actually read and respond to is m.me/manuelsuarezdigital.
I bet that you guys didn’t know that all of you have a link just like that. This is something that is funny because I sometimes just tell people like, “Hey, this is my link. You can actually send me a message here.” And they’re like, “What? How did you get that?” Well, if you have a Messenger account, you have that link. So whatever your username is, you add m.me/ and you’ll be able to send a message to yourself or somebody can send you a message with that link. So it’s a pretty cool stuff. Same thing with your Facebook profile in case you didn’t know that, I’m going to throw that tip in there, fb.me/manuelsuarezdigital, or facebook.com/manuelsuarezdigital, all of those, they take you to my Facebook page. So that’s point aside.
Anyways, today is a special day for me guys and I wanted to just give you that little announcement because I feel proud about it. If you guys know, if you’ve been following me for a while, or if you’ve done any of my live seminars I talk about this. I don’t particularly have any certificates on the wall and I’m proud of that because I think that it wouldn’t help me any single bit if I had a marketing degree from a University of like Kentucky or Yale or any IV League when it comes to a particular area of expertise in marketing in this modern era, I would have learned absolutely zero from a marketing degree. Because things have dramatically changed and guess what, universities still teach it, the same way that they were teaching it 20 years ago. It’s such a different world. The marketing world is so dramatically turned. I mean, why are you going to be learning how to do a 30 second video ad today, why would you do that? Why would you learn how to create an impact on a quarter of a page on a newspaper ad. Come on. Please. People, we have a massive communication device that everybody is carrying on their pockets and they have signal on it 24/7. And we don’t depend anymore on these guys, actually sitting down in front of a television and by chance and fortune or whatever running in to your commercial and actually absorbing your content and responding and becoming your client. We don’t depend on that anymore. We can do something very, very different which is way more powerful and way cheaper today than it was before. You couldn’t do this. If you guys don’t know what I‘m talking about, the way that you do Facebook Advertising, Instagram Advertising, Messenger Marketing, and all these platforms is called Sequential Content. What does that mean? You put people on a sequence of content. You don’t create 1 video and forget about it and go celebrate because you are probably going to fail if you do that. You create a series of content pieces. And I’m going to talk to you guys about that a little bit in today’s podcast – how to create some of those sequential content, pieces, in order for you to push them out there on social media and see results.
The thing that I’m celebrating today and I am happy about, to tell you a little bit of a background, I’ve been learning Facebook Advertising since 2013 more or less. When Facebook was still a baby in diapers, and when the world felt that there was no way that Facebook was going to survive, and they were going to collapse, and the stock was being destroyed, and it was an $11 stock back in that era. I remember that. I lived it. I was in there and I was confident that it didn’t make any sense that Facebook was not going to grow up to be one of the most powerful companies in this planet. And I knew that, internally I knew that was the case that the world was wrong and a few of us were right. Why did I know that? Because the game is attention, right? And when Facebook controls so much attention, how would you even dare say they’re not going to make it? They just have to figure it out along the way how to actually be able to monetize that product. But I knew they would figure it out because I found out in that point, Zuckerberg is already one of the smartest people on this planet, so they would have figured it out along the way. And man, was I right.
Now, in the meantime, while people were panicking and companies were not investing money on it, then I was just putting all my eggs in that basket. My Amazon brands, I exploded them on Facebook and I manipulated my ranking on Amazon using Facebook. My dad’s business, I took it from being nothing, at selling $1 million a year to selling $35 million a year internationally, in 8 countries. I’ve done that over and over and over again with different accounts, different brands, and businesses that I service now today. There’s all kinds of people that I help with the particular subject of marketing and in 2013 I saw the opportunity and I exploded it. I remembered seeing the entire path in which Facebook was pushing through the haters, the doubters, the naysayers, and they kept on pushing until they found a successful product. I remember when there was a big shift in the world, 2013 or 2014, and the world started converting into a mobile only world which is even more now, way more right now. But at that point, that was the supposed demise of Facebook because Facebook lived off of the ads being placed on the desktop news feed on the computers. So then, they could have figured out how to monetize. And today, over 90% of Facebook’s revenue comes from the mobile. So, trust me. They’ve figured it out along the way and they will continue to figure it out along the way.
There’s basically 2 companies that you can bend on. And if you are investing on a stock market, just grab your money and put it on those two companies and just sit back and forget about it. Keep working hard so you can build your own future but 2 companies that I would trust 100% until the end of this world, guess which ones? I’m sure you’re thinking about the same ones that I am thinking – Facebook and Amazon. Those are the 2 companies with the 2 best leaders that as long as those guys are alive they’re going to keep on expanding like crazy.
So, what happened today for me? Again, I know I’m creating a mystery. Sorry guys, sometimes I just rant out of my particular train of thought and go into another area and then I come back. But, there’s a certification which is the Blueprint Certification. It’s a badass test that only a few people have actually been able to get and I did the first one a few months ago which is called the Facebook Advertising Core Competencies and I passed that test. So, that doesn’t mean much except that I’m ready for the next one. And today I passed a big test. I am a Facebook Certified Buying Professional and I was very excited about that because just confirmed that a small guy like myself, with a small agency that is an up and coming agency which is AGM Marketing has the power to be able to be one of the top Certified Buying Professionals on Facebook Advertising platform. So I passed that test guys. And from now on, when you see my email signatures, when you see my website and everything else, I’m going to start using this nice little clickable button banner type that certifies that I am Facebook Certified. Not a lot of people can say that. I actually don’t know any other coaches that have gone through this training like I have, and that know exactly what they’re doing when it comes to Facebook advertising for any brands or services. So yes, I am extremely proud about that. I am the first one to have done that in my circle and it’s a big deal because it’s the only valid certification on Facebook Advertising that exists in the planet and obviously, it’s all about knowledge, right? The people that have the most knowledge are the ones that jump ahead and accomplish more and do more if they have the drive. I myself have 2 things that are really important. I have a very intense drive to accomplish a lot of things and change the world. And that keeps me going every single day. And I have a lot of knowledge that I keep on accumulating every day. So if you guys are still learning, make sure that every single day, you learn something. Do not go to bed unless you’ve learned something that day. That’s a big advice that I’m going to give you and I apply that myself.
So, what is Sequential Content on Facebook? It’s the only way that you should actually advertise on Facebook. Why? Because it actually puts a person through a process also known as a funnel in which you get them from on awareness of your product to awareness and interest on your product to a point in which you actually want to react and act and buy your product or service or whatever it is. To the point that in the future, when they need your help, service, product or whatever that you have to offer, they’ll think about you. Why? Because you put them through a sequential process. One thing that I’m going to tell you today that is going to be the tip of the day on this podcast is that I never ever sell anything to anyone for any brand or service that I actually advertise to, to somebody that doesn’t know who I am, to somebody that is what they also called “Cold Traffic” that has never heard about my brand, or who I am. People that I sell to, especially when I’m talking about full price sales or like 10%, 20% discount sales are people that already know who I am. And this is the cool thing – the ability to do this is something pretty new – because in the earlier time, on the traditional marketing, you could not put somebody on a sequential advertising content. Why? Because #1, it wasn’t affordable, and #2 because we didn’t have the retargeting potential with the digital world like we have today. For example, if you go to business manager (many of you guys might have already a business manager account, I hope so), business.facebook.com, and you go to the top left, there’s a menu which is like a few lines that you can click on and opens up this drop down menu, you will see that there is one of the option that says audiences. When you click on that audiences right there, you can build what Facebook calls “Custom Audiences” and there’s many of them. You can build audiences of people that has seen 25% of your videos. So whatever videos you put out there, it doesn’t matter what they are on your Facebook page or on your ads, then you can actually target those people again because you have established what I personally call a bucket of 25% video watchers. Then you have a 50% video watchers, 75% video watchers, 95% video watchers. And then you also have website visitors. But you also have the top 25% website visitors which are the people that spent the most amount of time on your website. And then, you also have your own list of people like your own emails, and your own phone numbers that you have gathered on your business throughout the years. Like if you have an ecommerce shop, you have emails and in some cases you have phone numbers. If you have an Amazon business for example, then there are ways that you can actually find the phone numbers. And a lot of you guys that have been around for a long time you know exactly how. Right? There are tools, for example, something called “ManageByStats” that you can use to pull out real emails of your customers and start communicating with them on Facebook.
So, there are many options to establish custom audiences and sell only to those people that already know you with the Facebook world with the Facebook Advertising platforms, you do not need to ever sell to people that have not seen you before. So, the way I do it successfully because every single time that I work with this strategy it’s always successful, it never fails, is that I have a top of the funnel and there’s a bottom of the funnel. Just picture it for a second. At the top of the funnel, your budget is going to be directed towards simply making people aware of who you are, what is your brand, providing some content of some sort. As you know, there’s only a few forms of content. There’s videos, there’s images, etc. Right? In order to create this custom audiences of people that have engaged with your videos, you obviously have to create some sort of video content. That could be Facebook live, that could be short little videos, that could be a whiteboard talking about your product or your service and what you do. There’s endless opportunities today to be able to create this content. You have smartphone devices and you also have people out there willing to create video for you if you give them a script. There’s all kinds of different tools like tools that cost like $25 or $30 a month that allow you to create your own whiteboard just by entering some texts and some images along the way and now you can produce a video. There’s even internal tools on the Facebook Advertising platform, on the business manager that when you are creating your ad, you can actually create a little video, and that’s going to count towards video watchers.
So on the top of the funnel on your sequential process under sequential content strategy, you simply put out some content out there. You can give tips about health, you can give tips about your body, tips about a particular area that you work on, accounting, your particular line of products, toys, taking care of kids, any product. It’s your imagination that is the limit here. Right? So you’re going to use those tips or whatever content that you want to give out there and then you’re going to communicate with this person the second time, and then the third time, and then maybe on the fourth time, now these guys, it’s not set in stone, there’s not an exact mold that works but the strategy, right? This is what I want you to look at. Overall it works. It works really well. Because in general, people are not giving brands money unless they have seen them before, unless there is a trust factor established with them and they believe in them and they know that this brand is for real. I believe I saw a study the other day that talked about 5-7 times a person must see your face or your brand before they actually give you any money. Imagine that. This is what’s going on. Now, why is this going on like this? Well guys, simple. Everybody, every human being in the online world has a smartphone device in their pockets or in their hands at all times, 24/7. So your competition is much more than what it used to be. Every single year, more content is produced than all of the history combined. So, we have a lot of competition.
Now, how do we jump ahead? We also have to put in our own content out there. We’ve got to let them know who we are. Now, if you have an Amazon brand and that’s all you have, keep in mind that you’re not really building a business. Amazon brands are not a business. Somebody else controls it for you. Amazon needs to be a cash flow process for you to build your business. So whatever money you’re getting from your Amazon brand which is fantastic which I used to grow myself, you need to follow into building your brand, because otherwise if something happens one day you don’t have a business. You put all your eggs in the Amazon basket that somebody else controls, you don’t control. So, it’s something for you to take care of and watch out for. It is a reality. There is no excuse if you’re trying to build a business that lasts through the ages and then you can eventually give to your children and it remains on your family forever, you have to understand that you have to build your business and now, we have an equal level plain field that allows any of us to do branding and establish relationships and let people know about how awesome we are, and talk about our origin stories, and let people know that we are a small family owned business and is trying to change the world, and how amazing and how passionate we are. We have opportunity to let the world know about this which we never had this opportunity before. This is a brand new opportunity.
So, I tell you sincerely that I don’t want you to miss out. I am excited about it, it keeps me awake because I know that what’s going on today is incredible. The fact that in one single year I can accomplish what used to be accomplished in 10 years. I’m not exaggerating guys. This is a reality. To give you an example, in the last 4 years I have sold more product, I have generated more revenue than the last 50 years combined in my family of entrepreneurs. I’m talking about my dad and my great granddaddy who was like a businessman 3 generations back. We have sold more products, and more services, and more revenue overall in the last 4 or 5 years than the entire generations past of my family. I’m talking about 3 generations back of entrepreneurs. Why? There we go, the example, right? Where do I come up with one year is worth 10 years in the past, right? This is an example that I’ve lived. Like, this is what’s happening for us for real and my family, right? Because I have been able to accomplish that in the last several years and I look back and I’m like, “Wow, it used to take a lot more.” My dad looks at the numbers that I create and he’s been wildered by the fact that we can produce so much income and so much growth in a company so fast. Is it because I’m a super mega genius? No! It’s because we live in a different era that is built on massive communication lines that allow us to really penetrate markets at speeds that no ancestor ever dreamed about.
Really exciting! So, what you’ll do is that you use your devices, smartphone devices, iPads, iPhones, android devices, or whatever you want to use to create content and start letting the world know your story about your brand. Stop being shy. If you are shy then get yourself out there, bring somebody in the team to start putting that content out there and start building sequential content. Because down the line you can sell anything to these people on the fourth or on the fifth contact with those people, whatever you ask for, they will actually buy because that’s the reality. Once you’ve established a relationship, they open up their bank accounts and they give you whatever you’re asking for. It doesn’t matter what it is. And not only that, when they need your product, or your service, or whatever it is, trust me, they’re going to use it. And not only that, they’re going to recommend you to other friends and family because you worked hard on providing content, information, that established a relationship with them.
Now, don’t do it with the viewpoint of selling. Do it with a viewpoint of actually helping them, improving some condition of their lives, helping them be better. And when you do that with the right viewpoint, then it starts coming in to you stronger and faster than you would ever dreamed about. So sequential content, okay? What does it mean? We already know that, right? We’re clear on that. We’re going to be producing content and get those people on a funnel so down the line we can create anything. If you have an Amazon brand, if you have a Shopify channel, if you have personal services consultation, or whatever service it is, you can actually create whatever you want to create. You want more appointments, you want recommendations, you want reviews for your products, you want to generate buzz, whatever it is, you can actually create if you have worked hard on building a relationship. Facebook, Instagram and Messenger are your biggest opportunity in 2018 to build incredible, powerful relationships that actually connect people with you. Okay?
So, I hope that you’ve enjoyed it. Please send me more questions at m.me/manuelsuarezdigital. Give me some feedback. Let me know how you’re doing with the content and I want to hear from you. Definitely want to hear if you agree or if you disagree too, go ahead. Now, I love to hear that too. And please if you have a minute just write a review whether you use an iTunes, or Spotify, or you’re using an Android, go ahead and write a review for me and let me know your thoughts whether it’s a 1 star or a 5 star. I want to hear your true thoughts on what you have been able to learn from me so far. Okay, so looking forward to the next podcast. See you soon.
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