Are you wanting to grow your business with more customers? In this series, Facebook marketing guru Andy Hinterplattner explains what you need to know to run a successful online campaign.Sign Up to Watch
-First of all, you need to know your target audience. The good thing is, with Facebook we can start with a very small project-- just have expectations that are realistic as well
-Andy, thank you for letting me come harass you out here in Santa Barbara my friend.
-Well, thanks for the opportunity. Thanks for having me.
-Hey, you are kind of a guru of the Facebook marketing world. But my understanding is-- before we deep dive into that-- is that you played professional football. Can you walk us through your professional football career and what that was all about?
-Well, I played for football in Austria. And I started when I was 15, which is a real thing to do for kids in Austria. And my mom thought that I would buy a bunch of equipment and then sell it two weeks later. And she was wrong-- one of the times she was wrong.
CLAY CLARK: Get that mom?
-That's right, and I stuck around. And I actually played one year in Santa Barbara as well for one season. And I returned back to Austria and kept playing.
-Now, we're going to dive specifically into some unbelievable training that I'm excited about of some really detailed, brass tacks-- how we do it. But this is kind of a training for people who are maybe watching who are going, I don't even know if I want to do Facebook marketing. I just want to dip my toe in the water. Maybe I want to do it, maybe I don't. So we're going to talk specifically about these nine key components.
And, specifically, these are going to be the upside and the potential success you could have if you actually have a successful Facebook campaign-- the upside. The second, is the key components that go into it. You need a little bit of this, a little bit of that, a little bit of this. The third is the hardware-- what kind of hardware you need, what kind of devices you might need to make a campaign. And the fourth is the software-- what kind of software tools.
The fifth is the people needed. I think a lot of times we all start businesses. And we go, I have this great idea. But then we don't have the right people on the bus to get the job done. And then we're going to be talking about specifically the time needed. How much time does it take? Does it take all week? Does it take a few hours? The goals and metrics-- that's up next.
Then we're going to talk about the basic understanding of what a successful Facebook funnel looks like. You used the word funnel. I'm excited to talk about funnels. Hopefully, those are edible. And then the final thing we're talking about here, the final one, is the overall costs associated with launching and running a successful Facebook campaign.
So my friend, let's go ahead and deep dive into this first area here and talk about the potential upside and potential success that can be achieved by running a successful Facebook marketing campaign. In your mind, how big of a game changer can it be for a company who's maybe not using Facebook or not using it successfully? To go from there to having a successful campaign-- how big can it be?
-Well, I think, using Facebook is huge. Otherwise, I would be in the wrong industry. I guess I'd be going back to Toyota or something. Well, if you look at Facebook, don't look at it as a social media platform and that's it. It's a communication tool foremost.
It's a few years ago people came out with the phone. And people say, oh, I don't really have any phone strategies. So are people really needing Facebook strategies is what some consultants say. Actually, I think they do.
So you need to look at the tool as a whole and not just jump on it and saying I'm going to try to sell my stuff. Look at it as a communications tool where you can communicate either one to one or one to many with basically anybody who's on Facebook pretty much. And so a lot of brands use it for customer service, client communications, research, competitor research, things like that.
-So you can use it as a research tool, as a social media platform, as a communication device. It has many different uses. It's not just a social media platform.
-What I'm trying to say is, don't use it just to broadcast your stuff. I mean, there's the word social in there. And social is usually a communication that goes back and forth, not just having a monologue and trying to get your message out to everyone without listening.
-Unless you're a father of five and you're trying to communicate to your kids to go to bed, that's the only time it's a one sided conversation right there. But let me ask this here. What's the biggest mistake that people make when they launch a Facebook marketing campaign? Is it just talking at people and not with them? Or what's the biggest mistake you see?
-Well, I think the biggest mistake is that a lot of people say, oh, are they here-- that oh, you need to be on Facebook. And then they create a Facebook profile. If they don't have one already, create a Facebook fan page for the business . And then just hop on it and have no idea what they're doing.
Think about it first what you want to achieve. And make sure you have the resources available to really manage that presence. Because if you have a presence on there that's not managed, and it's just sitting there dormant, and nobody's responding to anything--
-One thing, I think, that we all can be guilty of-- Thrivers, if we're not careful-- is we get motivated. A lot of entrepreneurs are motivated. A lot of business people-- we just listened to a Tony Robbins CD and we're like, I'm going to change the world. Or we just read a Gary Vaynerchuk book about social media marketing, and we start the page. We start the fan page. We post for about a week in a row. And then we forget a day, and we forget a week. And then pretty soon it's just sitting up there with no update since 2013, or something.
-The second point we're going to talk about is the key components of any successful advertising campaign. You've worked with some of the biggest companies on the planet, so from your experience, what are the key components that go into making a successful advertising campaign?
-First of all, you need to know your target audience. If you don't know who you really want to reach, you have the first problem. You need to define-- who do I want to see my ads? When do I want to show my ads? Season could be an issue.
-Now, Thrivers-- this segment is sponsored by the good friends at Beverage-Air Portable, who are refrigeration and air conditioning units here at the University Club in Santa Barbara. So if you hear any air-conditioning background noise, that's courtesy of our good friends at Beverage-Air.
-If you're selling ski equipment to someone, it might not be the ideal time to show your ads. But also during the day. Let's say you're a restaurant, and you want to promote your lunch menu. Promoting your lunch menu after lunch time probably doesn't make sense.
-It is a communication tool, as you alluded to. So you have to know your target audience. You have to know when you're promoting. Anything else you need to know? Key components here for a successful advertising campaign?
-You also want to know what is my overall objective? What do I want to accomplish here? And then, working backward-- or working forward in this case-- is how do I want to measure that success? If I don't know what I'm trying to do, I don't know what to measure. I don't know if I was successful.
-Target is one. Win is two. The overall objective is three. The metrics are four. There's quite a bit of things that go into this.
ANDY HINTERPLATTNER: Yeah. Also you have the ad creative that goes into it. You have to know who your target audience is and what kind of advertising they might actually respond to. And so the ad creative-- that's the copy and the visuals-- that's a big, important part.
-Andy, where do people get it wrong? Unload the truth cannon here? Where do people get it wrong when it comes to missing the mark and forgetting some of the key components that go into a successful advertising campaign?
-I think they hop into it without a plan. If you don't map out beforehand what you want to achieve, you're probably setting out to fail, because you don't know how to measure success and if a campaign was successful or not.
-Hopping in without a plan? The old phrase-- failure to plan is planning to fail-- that's what you're saying?
-So now we're hopping into point number 3, and we're talking about the hardware needed. I think a lot of people are watching this, and they're going oh, man-- do I have to buy a new computer? What kind of hardware does someone need to really run a successful Facebook marketing campaign?
-I think the hardware you need you probably already have. Just don't expect to be running your Facebook advertising campaign from your phone.
-Can't do it from the phone.
-You can check in on it on the phone, but I would not really recommend to set it up on the phone. Facebook gives you the tools, but that's not really the tools you want to use to run a successful campaign. So make sure you have a laptop or a desktop computer. A nice screen usually helps. I actually use two screens so I can pull up multiple reports at the same time. Other than that, if you're running a business, you probably have some kind of hardware already, and that will probably do.
-The reason I mention this is because I know we have a lot of Thrivers-- we've talked to people all over the world, actually-- who are trying to get going with Facebook marketing. Some of them are operating just off an iPad, and some of them are using a phone. But you're saying it would be nice to have a desktop or a laptop. You probably need at least that . And two monitors is what you prefer.
-That's what I prefer. You don't need two monitors. I just like to pull up a lot of information at the same time so I don't have to click around a whole lot.
-There's one book called The Last Lecture, where the gentleman who wrote the book talks about the importance of having two monitors. And Carnegie Mellon did research on this. They found that people are dramatically more effective with two monitors. Not that you need any outside validation, but I 100% agree with that recommendation.
-It's awesome. It's great!
-I haven't read it, but it sounds like a good book.
-Seriously, everyone in my office has two monitors now. It had to happen.
-Now we're talking about the software tools needed to run a successful Facebook marketing campaign. What kind of software do people need?
-What kind of software do you need? It depends what your budget is and how big your businesses is? What I can recommend, especially, for Facebook advertising to use a free tool that Facebook provides. It's called Facebook Power Editor. Then I would suggest you install Google Analytics on your website. A related tool to that is the Google URL builder so you can track traffic accordingly in Google Analytics. A management tool is probably a good idea.
CLAY CLARK: A management tool-- content management.
-Yeah, where you can monitor all the conversations that are happening on social media. Then to create the ad, Adobe Creative Suite is something I would recommend.
-What tool do you use to manage the conversations are having on social media?
-In our agency, we use Sprout Social. We're very happy with it.
-In terms of the software, it sounds like you have it nailed down. But where do people get this wrong? Do people try to use some janky software, some software that's not very good? If you weren't using, let's say, Sprout Social and you're using the tool that's not effective, does that really screw with your results and when you're using the wrong software?
-On a small scale, probably not. I think where the biggest mistake happens is that you sometimes don't use software at all. Like if you don't use Google Analytics, you're missing a big part. You can't measure how much website traffic your campaign is driving, and you want to measure.
-You're missing the boat if you're not using these tools. Thrivers, we're going to put these tools up on the screen so you can see them. Just take a minute to mentally marinate on these here. You want to make sure you have all these tools. Don't go any further until you have all these tools. You need these tools. You don't want to show up at the job site without a hammer. We've got to have the right tools.
The next thing here we're talking is the humans need. What kind of humans need to be working with you? How many people do you need? Do you need a team of 12? Do you need a team of one? Who needs to be working with you to make a successful Facebook marketing campaign?
-It depends on the skill set. For Facebook marketing, you have some left-brain and right-brain skills that are needed. You need some creative people, and you need some analytical people. How many you really need depends on the human resources you have. You definitely need someone who understand strategy and analytics.
It will help if you have someone who can design beautiful, creative imagery.
-You're saying imagery and creative-- you're talking about the actual ads or the actual posts or the images that are showing in the Facebook feed?
-Yeah. No matter if it's an ad or a regular post, you want to have beautiful imagery. It's very important, because that's what grabs the user's attention.
-So you need, at least, a good designer, and you need somebody who's pretty analytical.
-Then you need someone who understands copywriting. That's usually not a designer and not an analytics guy. so somebody who understands copy-- basically someone who is a good communicator.
-I want to break it down, though, because I want to make sure we're getting this. I've seen this phenomenon happen over and over and over in businesses. I've seen it in businesses I've owned. I've seen it in businesses Thrivers have owned.
It's where you have your design and you're like come on, man! Write some good copy! And they say, "I don't do that." And you're like how can you not? This is an ad. You're making the ad! Then you go to the copywriter, and you say, "Make a good design," and they're like I don't know. I just write the words, man. And then the analytics person is going, "I don't know what either one of those guys are doing, but no one's clicking it." And so it's getting all three of those people working together. Is that right?
-Actually, there's another person you need, too.
CLAY CLARK: Who else?
-You might want to pull in your web developer, because when we go into some more advanced techniques, you want to install some specific tracking code on your website to track your audience and also if they're converting.
-So we're talking about four different humans, potentially. We've got a designer, a copywriter, an analytics guy-- a guy who can understand analytical data-- a developer, and maybe a fifth: maybe a bartender. If you don't have enough of these people, maybe you get a bartender.
-That might help. The good news is you don't need all of them full-time.
-Oh, yeah. You don't need them all full-time.
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