Episode Description:
In this episode you will learn how to maximize advertising dollars by targeting platforms that are primarily made up of your target audience, instead of spending significant time trying to weed out people who are NOT your target market on the big digital platforms. Also, it’s a look-forward while celebrating a year of podcasting with 48 episodes!
Action you can take right now:
- Create a definition (or multiple definitions) of your target audience. This is known as a buyer persona.
- Utilize the demographics provided by the various social media platforms to determine which platform BEST fits your persona or personas.
- If you have multiple personas that match best with different social platforms – consider creating a short bullet list of content creation ideas that targets those audiences and best serves that platform. In other words, long-form written content doesn’t work on Instagram, and long videos don’t work on Tiktok, but perhaps a blog and YouTube would be the best platforms.
Episode After-Thoughts:
Very often when I review my own podcast episodes, I look at a title or the details and think to myself “Duh… this is so obvious, everyone knows this, why am I wasting my time!?”, but shortly after I have that thought I get hit with another ad that doesn’t remotely match my own demographic. Pay attention to the ads you see online – how fitting are they for your demo?
Episode 48 Transcript
What if you could save a ton of money on your advertising by looking for a platform with your target audience instead of trying to take a platform and target your audience?
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Sounds crazy, but you might want to bear with me on this one and we are of course celebrating.
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One year of podcasting. So we’re going to talk a little business, and then we’re going to talk about what comes next. That more coming up on the marketing and service.com podcast.
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Hey Justin Varuzzo here from the marketing and service.com podcast, the podcast that’s designed to.
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Help you build.
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Your business by creating incredible customer relationships.
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If you find value in this episode, please take a moment to follow or subscribe.
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And if you want to do me a huge personal favor, leave a.
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Five star review.
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It means the world to me and I’d love to hear from you.
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Hit me up in the marketing and service.
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Com Facebook page.
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What marketing challenges are you having with your business and what would you love to learn more about?
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Let me know and I might make an episode just for.
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For you, So what the heck do I mean by targeting an audience versus targeting a platform with your target audience?
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I, as I say it, it sounds a.
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Little bit wacky, but.
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Hear me out for a second.
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Here’s where I’m getting to.
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There are a lot of venues and platforms in which you can advertise right and we’ve talked about this a lot.
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We’ve talked about.
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Google Facebook Instagram.
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Tik T.O.K.
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There’s all these different very large platforms that make it very, very easy to advertise your business.
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So how do you know which one to use?
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And naturally, there’s certain things that suit certain platforms better than others.
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But let’s take the most generic and start with Facebook ads.
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We’ve talked a lot about Facebook ads and we’ve talked a lot about the importance of really taking the time to target the appropriate audience.
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Because whenever you do an ad spend, you don’t.
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Want it wasted and if your ad is being shown to people that don’t apply to them.
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Business that you are in then you are wasting time and you are wasting money.
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So obviously the goal is always to get your ad in front of people who are actually people eligible for your product or service.
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I hope that much makes sense.
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So now when we turn this around and we start looking at the platforms we’ve talked about this a little bit.
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For example, we know that Facebook now caters to an older audience than Tik T.O.K does, and that seems fairly obvious.
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Even though Tik T.O.K has grown tremendously and the demographics on Tik T.O.K have shifted slowly.
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The bottom line is that Tik T.O.K still has a predominantly younger audience than Facebook does, and Instagram is in the middle.
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It certainly doesn’t have quite as many of the older people on it that Facebook does, but it’s still an old technology, so it’s trending in that direction of Facebook.
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And you’re going to be catering to an older audience.
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On there, but what made me think of this in particular was the fact that I’d mentioned it.
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I think once or twice before I have another podcast that I produce called behind the.
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In it’s a podcast about heroes about men and women and law enforcement or first responders, or those who really do incredible things, and the podcast talks a lot about what they do when their badges in the locker when they aren’t working, they continue to do these heroic things outside of their day job, and one of the things that happened.
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Is, as you know, in this podcast I have not run any ads on this podcast.
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I don’t have any advertisers and I it’s just not something I plan to do anytime soon on this podcast, but on the other podcast behind that in which you can certainly feel free to check out.
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I guess technically I just put an ad in the podcast.
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But you know, it’s my own thing, so I don’t.
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I don’t really look at it as an add on behind that in.
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We do have some advertisers that have reached out to us relatively quickly and early on in the process, and one of the reasons was is because the audience was hyper targeted.
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Now what I mean by that is the guests that are on that show are always.
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First responders, military law enforcement and most of the people listening are also part of that community.
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And this was the discussion we had going into.
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It is whether or not are we targeting this two first responders or are we targeting this too?
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People who would enjoy hearing stories about first responders.
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In the end, we really wanted to gear it specifically to 1st responders and people in emergency services and ultimately what happened is we actually picked up a lot of listeners who were just regular people.
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Civilians on regular civilian jobs that really enjoyed.
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Hearing these stories of heroism but nonetheless the bulk of our audience was still in that category.
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And immediately some companies realized that that is a target audience they want to reach.
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So it occurred to me, the.
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Value in podcast advertising, for example, can be incredible because you’re usually paying these things based on an audience size or a number of listens, or a number of downloads and podcasts.
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Unlike radio or television, have very, very narrow numbers.
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They’re they’re much, much smaller on average and even.
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Ridiculous giant number one podcasts like Joe Rogan. We’re not talking that he’s getting 3040 million listens per episode like a major smash hit would on television. It’s still a very niche audience to take that a step.
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Further, Joe Rogan is an exception to the rule. Most podcasts are relatively small. Most podcasts might have anywhere between 10 downloads an episode, and maybe at the high end 1000 downloads per episode. And what’s important is that a podcast with 1000 downloads per episode in this medium is.
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Considered incredibly successful and the reason is is because if you can capture someone’s attention week after week after week, and you do that 1000 times over again.
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You have an audience that is obviously very interested in what you have to say, and now if your topic is something that is very specific to a specific audience.
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For example, behind that, in being first responders, military police fire.
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That is a very niche audience and now having those thousand people.
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Listen to an episode.
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An advertiser can be confident that when they advertise, they’re reaching almost entirely the target that they’re looking for, and the reason this is much, much different than what I started this with with the Facebook ad is Facebook.
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You have to work the other way around, and you can’t always find the things that you need to find to narrow down the audience, right?
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You’re always.
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At the limits of what Facebook can offer, so you have to select an audience.
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You have to select an age range.
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You have to select specific interests, but you don’t get to select anything you want.
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You can only select the things that are actually in that dropdown list that Facebook.
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Gives you which is very, very specific and you can really take time and narrow it down, but ultimately there’s always going to be circumstances where you don’t find exactly what you’re looking for.
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The other problem is it takes a really long time to find all of these things and really put together a great ad campaign.
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So by going around like advertising on a podcast, you might be able to directly connect with an audience.
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That specifically loves the product or service that you’re selling or is in that geography for lack of a better word of the product or service that you’re selling.
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And like most musicians and artists, podcasters are all starving and they’d be very happy if they could get anything out of their pay.
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Cast so they are very much inclined to give you a great rate to advertise and connect directly with their incredibly specific audience.
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Now, of course, if there’s a podcast that you enjoy about fictional stories or a podcast, maybe true crime is really popular these days, that’s probably not what I’m talking about here, because in that case you don’t know.
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I mean, everybody.
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Loves true crime podcasts, which is why true crime podcasts are so incredibly popular right now.
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But let’s say that you are an avid fisherman.
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And there is a product that you sell in the fishing world and there is a podcast that is number one in the fishing category that has 1000 obsessed fishermen. And that’s all they talk about is fishing on the podcast week after week after week. The podcast has a great track record. You sell this certain product that is relevant specifically.
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To the fishing industry.
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This is an incredible opportunity for you to connect.
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You don’t have to filter this out.
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You don’t have to spend hours trying to AB test and narrow down an audio.
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And of course you should always AB test the ad in general for the content, the copy and the images, but not for the target.
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In this case, you know the target and what you’re essentially buying is the target you’re buying a platform that already has your target, and that’s what happens when you advertise on a podcast.
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Another example of this.
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Can even be YouTube. I’ve been saying it for a while that YouTube video ads are incredibly, uh.
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Affordable, I think many small businesses back away from it because it requires video production, which of course can be complicated and expensive.
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But when you run a video ad on YouTube compared to a video ad on television, the prices are astronomically lower and you can target very, very specific people and in some cases.
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You can even target a specific channel, so again, using that fishing example, if there is a top fishing channel on YouTube, you can target that fishing channel and say show my ads to people who watch this fishing channel now of course.
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You’ve got to understand on the YouTube side and potentially on the podcasting side that people don’t want to advertise something that is contradictory to what they are offering or what they are selling, right?
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So if I have a fishing kit and you now want to advertise on my show, but you’re also advertising a fishing kit, it’s going to give me pause as a host.
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Saying I do I really want to advertise for a direct competitor of mine, so on YouTube and and on Facebook and.
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On Google and all.
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Of them you can always set up negative keywords, and I’ve mentioned this before.
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I don’t want to get too deep into it.
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Basically, on most advertising platforms as an advertiser, and you should do this, you can have negative keywords.
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Say if this keyword appears do not show my ad right?
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So if if you’re selling a.
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New fishing rod
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And someone is Googling a different brand fishing rod you might know, listen, there’s no chance the person buying that brand would have any interest in my brand and you can actually put in a negative keyword that says never show my ad to someone when they’re searching for this.
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On the other hand, it might be the opposite.
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You might have a fishing brand that you say wow, if if that person is interested in that.
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Piece of fishing equipment.
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They might really be interested in mine, but that’s that’s the idea of negative keywords and that was a little bit of a tangent, so let’s just jump back.
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To the alternative venues that you have for advertising, you have podcasts.
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You have YouTube in game advertising this is something that I think a lot of people don’t really look at too much and again, this is initial audience.
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You’re now targeting gamers, but if you have a product or a service that relates at all to people who play games, even people who play games casually.
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In game, advertising is becoming a huge business and it’s really beginning to happen at a variety of.
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Levels you see things like racing games, so almost everyone probably played a racing game at some point in their life, right?
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A car racing game and back in the day there were no brands in car racing games, but now any modern car racing game.
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You can pick any brand you want.
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You can get a Honda and Nissan a Ferrari or Lamborghini.
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You can unlock.
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You can buy certain brands after the fact that’s become a.
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Huge thing monetizing.
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The in game play from the developer’s perspective, but there’s also straight up in game advertising. If you’re playing words with friends, you probably have seen an ad pop up in the middle of playing the game.
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That’s just straight up in game advertising, and there’s networks that developers can partner with where you say I’m going to put my ad on this network and I know it’s going to show up.
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On all these games on cell phones, right?
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So it’s mobile gaming advertising and that could be a way to reach your audience very effectively.
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Depending on the product or service that you are looking.
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Connect with I’m not going to take the time in this episode to really deep dive into technically step by step how to run a podcast ad or a YouTube ad or how to reach out to an influencer or reach out to a podcaster that I think that’s for another day.
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But I just really wanted to drive home the point that I think, especially a lot of small businesses.
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Just think hey I have to run a TV ad a newspaper ad in a Facebook ad.
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If you’ve got a local business you you might have better off with a local newspaper, even though that’s kind of antiquated at this point because you don’t know how effective it could be with these digital mediums like podcasting, attribution becomes really real.
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Really improved and easier. It’s not perfect, especially with podcasting is really still very new and there’s not a lot of the tools that are available for other venues that can really attribute the ad so specifically, but it is out there and it’s getting there and it’s getting better YouTube. You can certainly have perfect ad attribution someone watches.
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Your ad on YouTube clicks the link and then by something you’re going to know it. Same goes for Facebook and Instagram.
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There’s no wondering if your ad is effective or how effective it is.
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It is crystal clear, even Google Adwords.
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And with the Google retargeting and Facebook retargeting even a week later, if someone sees that ad and takes action, you will still get the attribution back to that original ad and know that that is where the conversion came from.
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So now that we’ve got business out of the side, let’s talk.
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About some fun stuff.
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It is unbelievable to me that as I record.
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This episode we are now one year into this podcast.
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This will be.
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Episode 4848, I’ve done 48 episodes in one year now. Unfortunately, I did take about four weeks off throughout the year.
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Most of that was fairly recently, as things have gotten hectic and busy in my life, it’s hard to keep the schedule if you don’t believe me. Listen to last week’s episode.
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About podcasting, it takes a lot of time.
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It takes a lot.
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Effort and I’m going to try to stick with a weekly schedule moving forward, but I may skip some weeks here and there, and eventually I might go to a twice a month platform.
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I’m not quite sure yet exactly what I want to do with that, but it has been an amazing year doing this podcast.
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I’ve really enjoyed it and the idea that there’s.
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You know 48 episodes is.
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Basically, 24 hours of me talking about marketing it. From that perspective, it really sounds awful like I just the idea.
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Someone could sit down, just listen to me ramble on about marketing for 24 hours. Sounds like the worst thing in the world, but it has been really, truly fun. I’ve gotten to meet some incredible people.
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I’ve had some incredible conversations.
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I continue to have incredible conversations.
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I’ve got some great guests lined up already for this year.
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Coming into this year, what’s even more insane to me is that I recorded the first episode two years ago now, which I think to myself whenever we talk about analysis paralysis, I epitomized analysis paralysis 2 years ago. I would be recording episode 100 something right now.
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Had I just hit go two years ago, I’ve talked about this on a few different episodes.
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I recorded about 3 episodes of the show and I just thought they weren’t good enough and I kept going back.
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I kept tweaking, I kept editing, then I’d get discouraged.
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I’d walk away for a month.
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Then I’d come back and try again.
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Then I’d just wipe it all out and recorded all over again and just wasn’t happy and just kept going back and forth.
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And I was literally terrified to hit that publish button that first time.
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And then I did.
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And you know what happened?
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Nothing, nothing bad happened.
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No one called me and said I was an idiot.
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No one called me and said I was a fraud and nobody said, hey, you shouldn’t have done that.
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It just happened.
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I got some nice notes.
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Hey, listen to your podcast.
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That sounds great.
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Oh congratulations on your new podcast.
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So your podcasting that sounds interesting tell me more about how podcasting it right?
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Those are all the things that happened.
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Nothing, nothing bad happened, but I think we’ve all been in a position where we are doing something new, something that we are very uncomfortable with or that is foreign to us.
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And it seems really scary.
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And then of course, once you do it, you look back in retrospect and realize that all that anxiety and fear was all really kind of nonsense, and it really wasn’t justified.
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So with one year under my belt, I want to talk a little bit about what I’d like to do moving forward.
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And I want to talk a little bit about your business and your challenge and your concerns.
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It’s sometimes hard for me to come up with ideas every single week.
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What’s something that a small business really needs to hear about?
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What’s something that someone in marketing really wants to know about to take their marketing to the next level?
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What is something that customer experience?
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Can be improved upon in a corporation or in a business.
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How can you have consistency?
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How can you add value?
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How can you create long term relationships?
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You know the themes if you’ve been listening at all, that’s always what it’s about, but I think moving forward, I want to take things.
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More out of the theoretical and more into the practical, so very soon I’m going to start asking you to participate in the podcast, right?
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I want to know what you’re doing and I think the way I’m going to approach this is I’m going to offer some completely free.
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Marketing coaching sessions and I will not charge a penny for this, but we’re going to pick one.
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Something and you’re going to agree that you don’t mind me recording these and we will take these half hour coaching sessions or one hour or whatever.
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I haven’t worked out the details yet, but I’m going to narrow that down into episodes that will probably be bonus episodes above and beyond the standard episodes that I’ve been doing all year long.
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So the idea here is that.
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I want to help someone in real life and I want it to be practical.
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I want it to be tangible and I want to see your results.
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So you’re going to have to share where you’re starting.
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You’re going to have to share what you want your goal to be, and then you’re going to have to share your progress along the way, and you’re going to have to agree for me to publish that on the podcast.
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And if those things all line up, then I think that we can take some of these concepts we talk about and actually break it down into the nitty gritty and see exactly what we’re looking at and see what metrics we’re measuring and seeing how we’re evaluating the impact that the marketing is having.
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See how we can overcome those fears, right?
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How do we overcome the anxiety?
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How do we overcome?
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Maybe you’re sending your first e-mail and you’re nervous.
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Maybe you really want to run a Facebook ad and you get right to the end where it says.
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Publish and you’re just like, ah, what?
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If I did this wrong?
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What if I don’t have the right audience, but and all these things start coming up and you get this anxiety and say hey let me go back but let me get back to it a little bit later.
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’cause there’s a lot of things here.
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There were a lot of things I clicked.
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I don’t know if I did it right and what I want to be able to do is walk you through this step by step.
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One-on-one.
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And then we share it with everybody and then someone else can say hey, OK, I liked that episode.
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You talked about e-mail marketing, the importance of e-mail marketing and maybe we talked about AB testing and e-mail.
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What does that mean?
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What’s AB testing?
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How do we set those variations?
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How do we analyze and measure those very?
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Nations maybe have a very small e-mail list with only 100 emails in it and you don’t really have a list big enough that’s worth a B testing.
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Then you have to ask, well, what can I target to these hundred people?
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That won’t be annoying or obnoxious.
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What value can I provide in an e-mail?
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Another example could be an e-mail automation chain, right?
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So I’m a huge fan.
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Of automating whatever can be automated, as long as it makes sense and creates a better customer experience, right?
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I’ve talked about if someone buys something.
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Like a piece of software or something that’s highly technical that involves a lot of knowledge and a lot of setup, it’s nice to have an onboarding process that will drip out these emails over time that help explain the process where people should be, where they can go for more help, who they can contact if they’re not where they should be at that time.
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Because you want someone.
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To be successful with your product, and I think that’s the key here, is that it’s easy, especially in a sales role.
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Once you close the sale, you, by necessity pretty much have to move on to the next one.
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And sometimes I think people buy something and maybe it’s just not the right fit for them, which means that there’s an error in the sales process because there should have been enough information gathered in that sales process that you are confident that your product can help the client.
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But let’s just say that your product did help the client or the client is struggling.
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For one reason or another, and then they drop out.
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The idea is to try to mitigate that and try to give them the assistance and the motivation that they need to get to the next level.
00:21:05
But yeah, now I am putting you on the spot.
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I’ve been putting myself on the spot every week for a year, but now I kind of want to switch this around.
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I want to put you on the.
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Spot and I want to have you on the show and I want to hear about what challenge you have and what you think we can do to overcome it and we will do it.
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We will overcome it together.
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I will walk you through it and hopefully it’s something that is successful and maybe it’s not.
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You know, maybe we send 7 or 8 emails and you set up some automation and it.
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Has no impact whatsoever, and we’re going to be totally transparent about that.
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I have no problem with that.
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I I will admit, hey, this this didn’t work.
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We did everything we were supposed to do and it just didn’t work.
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And you know what?
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Sometimes it happens.
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Way back one of the first interviews I did was a episode with Vince Warnock.
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You can go back and listen.
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It was episode #7 and it was entitled testing, testing, testing marketing variables with Vince Warnock and in that episode we talked a lot about how sometimes even in big corporations.
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Convince his case he worked at a large insurance firm.
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And his job in marketing they ran into some situations where they did everything right.
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They thought they did everything good and it just didn’t work out.
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The thing was they didn’t just say oh wow, that doesn’t work and give up.
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What he realized was by creating more and more variables and testing it.
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We could do it better and better and better each time.
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And slowly improve it and the beauty is that as you maximize this, the impact is usually perpetual, right?
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If you get an incredible ad that really is effective at.
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Converting usually the more you spend on it, that conversion will stay consistent for a pretty long time.
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Now eventually every ad gets stale and old, but we’ve seen them.
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We’ve seen ads on TV over and over and over and over again, and you probably see that because it’s working, even if it’s an ad that’s annoying and you hate it and you can’t stand for me.
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It’s liberty mutual.
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I cannot stand those ads, but.
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You know what?
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The fact they’re still running them.
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It tells me that they are probably having success with it, and they’re probably getting in a lot of interest in inquiries and leads that they weren’t getting prior, so they continue to invest in what is working, but you have to get to the.
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Point that it.
00:23:21
Is working and you do that by testing and testing and testing so the beauty.
00:23:26
Of digital advertising is back in the day.
00:23:29
If you were to run a full page ad in a newspaper or a magazine, you would have to prepare that ad months in advance.
00:23:36
Then the magazine comes out, hits the shelves, then you’re going to wait for a few months to see the outcome.
00:23:41
And maybe it was successful.
00:23:42
Maybe it wasn’t if it wasn’t, what did you do?
00:23:45
Did you just run another ad and hope for better results?
00:23:47
Probably not, but the beauty of digital marketing is that you can run the ad for a small amount of money.
00:23:54
A small amount of money you don’t have to spend $100,000 to run a Facebook ad because Facebook ads are what I just said. They’re scalable, right? If the ad is good, it should be scalable. If you get one.
00:24:05
Of 100 people to convert with ad exposure on a Facebook ad, then you should technically get 10 out of 1100 out of 10,000.
00:24:13
Does this make sense so you don’t have to run the ad to a million people, you need just a good sample size and you can test it. And instead of spending $1000, maybe you spend $75 in tests.
00:24:24
The ad you get no results. OK, let’s tweak a few things. Tried again, spend 75 bucks and get the ad.
00:24:29
And sure, this can add up, especially if you’re advertising on Instagram, Facebook, YouTube, Google all at the same time.
00:24:35
Yeah, it’s going to get.
00:24:35
Expensive, but if you’ve been following along with.
00:24:38
Me at all.
00:24:39
And you listen to my advice just a little bit.
00:24:42
Don’t be advertising on 9 platforms.
00:24:44
At once if it’s not working well, hoping that one of them will.
00:24:47
Grab, let’s pick one.
00:24:49
Let’s pick one that’s effective or one that has the potential to be effective and don’t move from that until that is successful.
00:24:57
Now, if you want to wrap it and say hey listen this Facebook thing just does not work for me.
00:25:00
I don’t want to do it. I’m going to move all my spending to video ads on YouTube. Great, but when you do that.
00:25:07
Again, don’t just blast an ad out and say Oh well, I ran it for a month for 1000 dollars, $5000, whatever it is, nothing worked. I didn’t get one lead. It was a joke.
00:25:15
You’ve got to test it.
00:25:16
You’ve got to test the copy.
00:25:17
You’ve got to test the headline.
00:25:19
What’s the offer?
00:25:20
What’s the promo?
00:25:21
Is it enticing?
00:25:22
Maybe it’s a great ad, but it’s just not a very good offer or the offer is not articulated well or the value isn’t conveyed properly.
00:25:29
I mean, there’s so many variables and the whole basis of that episode was testing.
00:25:35
Testing, testing.
00:25:37
I want to test with you.
00:25:39
I want to test live.
00:25:41
I want to test face to face and let’s see what we can do.
00:25:46
That’s what I want to do this year.
00:25:48
If you are interested in something like this then please shoot me an e-mail justin@marketingandservice.com that’s jestyn at.
00:25:57
Marketingandservice.com get in touch with me and let me know what is your marketing.
00:26:04
Don’t be scared.
00:26:05
I mean, I understand that this, in and of itself can be nerve wracking and a scary thing, but my hope is that once you get through it the very least you’re going to say, wow, that really wasn’t that bad.
00:26:15
Why didn’t I do that sooner?
00:26:17
Why didn’t I implement this tool sooner?
00:26:19
Why didn’t I send this e-mail sooner?
00:26:21
Why didn’t I run this ad sooner?
00:26:23
Because I know I tell myself every week now why didn’t I start this podcast sooner? Why didn’t I hit launch in 2020? Why did I wait an entire year?
00:26:34
And a year is a long time. It really is a long time. Think about if you’ve been tweaking those A/B ads now and testing those variables for a year right now.
00:26:43
Today you will have been running the perfect ad and I don’t think it takes a year.
00:26:48
I think you can narrow this down in a month two months.
00:26:51
I mean these ads don’t have to run for.
00:26:52
Months at a time.
00:26:54
These ads.
00:26:54
There are ads that are going to run for maybe.
00:26:56
A week and then you’re going to say what were the results in a week?
00:26:59
OK, let’s tweak this.
00:27:01
What are the results?
00:27:02
Now let’s tweak this.
00:27:03
Same with the emails.
00:27:04
How do we target the e-mail?
00:27:05
And again, this is not just advertising, it’s marketing in general.
00:27:09
It could be the tools.
00:27:10
Maybe you want to implement a CRM.
00:27:11
Maybe there’s something on your website you want to add or change or fix or make better, but you don’t want to do it.
00:27:17
’cause you think it will make things better?
00:27:19
You want to measure it.
00:27:20
You want to make the change and you want to measure it again and prove that it made things better because maybe you did something you thought looked a lot better but actually reduced your conversion rate a little.
00:27:30
Bit on your website.
00:27:32
Maybe you added some banner and moved the button and said oh that looks so much better now, but.
00:27:36
You shouldn’t do it because you think it feels good.
00:27:38
Do it because you measured it and you know that it worked.
00:27:42
Listen, that’s all I got for you today, but let’s do this.
00:27:44
Let’s do this together and with that I’ll catch you on the next one.