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
-Now, this next thing we're talking about, and this is big here, is that as you're talking about running this campaign, you've got these five-- these four different personalities that are all working together, is it possible to really just screw up the Facebook campaign because you just don't have the right people?
I mean, is it possible if you only have maybe one of these people on the bus? You try to run the campaign and it just doesn't work, it kind of flounders because you don't have the right people. Does that happen a lot?
-No. If it happens a lot, I'm not sure whether it can definitely happen. Because you're communicating publicly. So you want to make sure the stuff that you're putting out there for anyone to see fulfills your standards. And people are very critical nowadays.
CLAY CLARK: Oh, yeah.
ANDY HINTERPLATTNER: And they let you know about it.
CLAY CLARK: Oh, yeah, baby. People will write on that YouTube-- you put a YouTube video up and people will write their comments. And you got Crazyman74, or whatever his handle name is on YouTube, writing crazy comments. You get negative comments.
People will let you know right there. And they won't send you a private message. They're going to write, you crazies, what are you writing up there? I mean, they get pretty intense.
ANDY HINTERPLATTNER: That's right.
-This next area is, we're talking about time, the time needed to run a successful campaign. How much time are we talking about? 10 minutes a day, hours a day?
-Well, it really depends, especially when I look at advertising campaigns. It depends on the size of your campaign. It can take from a few minutes to a few weeks to prepare a campaign. So there is really not a right or wrong answer to this, where you look at your objective, look at what you want to do, what they already have in place, is this your first campaign?
Do you are ready know who your target audience is? Do you have to develop that? Do you have it already set up, a power editor? And if it's already saved, and you can use it from a prior campaign, that obviously brings down the time involved.
-On a weekly basis, let's say you go into a company-- I know you work with companies all over the world to do this. So you go into a company. Andy kind of comes in like a ninja. You kind of come in like a ninja. You come in, there's all sorts of problems going on. And you just--
--and you're putting out all the fires and everything. Once it's set up, how much time does it take to maintain it? I mean, those four people, how long does it take them, a week, to maintain it?
-Are you talking to us about a site without any advertising campaigns, or?
-Yeah, I guess if you come in and set up a Facebook marketing campaign for a company, how many man hours does it take a week to keep it going?
-Well, just in terms of content, it really depends, are you a content producer, or do you have to curate content? So if you're producing the content, that will take you some time. If you're curating content, it will take you some time to find good content that's relevant and useful for your audience.
CLAY CLARK: When you just said curate, what do you mean by that? Curator or curate content, what do you mean by that?
-You're basically utilizing other people's stuff. But that's a good thing sometimes. Because if you, let's say, are somewhat of an authority in the field, and you know what is good content and what's not so good, what's important for your audience to read, what is a waste of their time, and you can curate that content, that has value, no matter if it's your own content or not.
-So as far as budgeting time, I feel like a lot of entrepreneurs and small business people-- business people, in general-- might get it wrong, where they just don't budget enough time to get this done. They're kind of like, I got the page up!
And now once a day, I'm going to write something real fast and post it up there. And that's probably not enough due diligence, enough work, enough effort to go into the project to make it be successful. I mean, you can't just do this in five minutes a day, right?
-Not really. I mean, there are a lot of people who claim you can do it in 10 minutes a day. And yes, you can do it, but are you going to be successful with what you're doing? Probably not. Finding some of the content, if you're curating content, might not take you that much time.
Grab some tools like Sprout Social. They let you pull in some feed, so you already kind of have a good idea what's quality content. And you can utilize that. It also depends on how much conversation is going on on your site, on your Facebook page, in this case. If you hear crickets and nobody is communicating to you, it'll probably be down really quickly.
CLAY CLARK: OK.
-So if you have a lot of conversations going on, that might take more time. It really depends on the audience.
-This next principle, this next idea we're talking about is really goals and metrics. You have to have certain goals and metrics to track along the way. What kind of goals and metrics are you talking about-- not at a super-deep level, but when you say goals and metrics, what kind of things do we need to have in place?
-What you need to have in place? First of all, you need to be able to measure. Facebook does a very good job of giving you some insights-- what's happening on your page. Most businesses nowadays have a website. I think they really should have a website. If you don't have a website yet, go and get one. Done professionally. Done professionally, please.
CLAY CLARK: Rumor has it that the Internet is catching on.
ANDY HINTERPLATTNER: That's right.
-When that thing starts taking off and people start getting on that Internet, the Internet's going to be big.
ANDY HINTERPLATTNER: It could be big. I think it just came out in Austria. We're a little bit behind the ball.
-So you're saying we definitely have to go ahead and start measuring? You have to measure the cost per action, is that right?
-Yeah. I think that's the most important measurement that I want to look at. And cost per action, what does that really mean? Short form is CPA. A lot of people see stuff about the CPA. Well, it's this and this and that. Especially some marketers say it's a cost per acquisition, but I actually think it's a cost per action. Because you're not always selling. You should not always be selling. That should not always be your main goal. Well, it is the main goal, but you need to have some smaller goals on the way. You can't just go in and start selling. That's not going to happen.
CLAY CLARK: I don't mean to get really off the beaten path, but I've heard people describe it. They say it's like a relationship. Your goal, if you meet somebody to become friends, isn't to borrow their car. But when you get to have a good relationship with someone, if your car quits working or their car quits working and they need to borrow a car, once you've built a relationship, you can go hey, can I borrow your car tomorrow, or could you drive me to work? You don't mind doing that for friends.
But it's kind of the same way in online marketing or social media marketing work. You don't really want to ask people to do something until they like you and trust you a little bit. Is that kind of what we're trying to do here?
-Absolutely. It's very similar to going to a bar to very beautiful woman and the first sentence is give me your phone number.
-That's a pickup line you don't want to do. Unless you're Brad Pitt. You might get away with it. You might have immediate return on investment-- who knows?
-This just in, Thrivers. If you're looking for incredible bar pickup lines, I don't know how many episodes we're going to have, but we've developed a series of things that don't work. If you just do the reverse of that, you'll find the good ones.
ANDY HINTERPLATTNER: I'm not going to be the mentor on that.
-Not the mentor on that. As far as the goals-- we're talking about some of the metrics and some of the goals-- what are some of the goals we want to have in mind when we're launching a successful Facebook marketing campaign? What are some of the goals we want to look at and measure along the way?
-This is where it goes into the funnel again. To be successful on Facebook, I want to say pretty much any social media, there are three key steps. First you want to grow an audience. And when I say grow an audience, it's actually not any bought likes or anything-- like exchanges or any stuff like that. We want to have a relevant audience. I'd rather have a smaller audience that's really relevant. And we will get into this a little later.
Why? Pretty much, it's obvious. If you send out content, you want it to be seen by people who are really relevant for your business, and not people who would not be qualified leads anyway.
CLAY CLARK: You grow an audience first. That's the goal. You want to grow that audience. And after that, do you want to get them talking? Or what do you want to do?
-Second step is get them engaged. What you want to do there is this build a relationship with them-- build trust and, depending what industry you're in, you want to establish expert status. That's when they know about you, you build a relationship with them to see more and more of your posts. If you're blogging, they check out your blog. They come back. That's great.
-When can we start selling stuff?
-Well, pretty much when you have established a trust in that relationship.
-Is step three selling? We grow an audience, we get them engaged, and then we start selling?
-Yeah. It's when we start monetizing your audience.
-And monetizing meaning making money?
-Hopefully. It means that. It could either be selling your product, or let's say you're not having an online business that really has a shopping cart and a checkout process right there. But you can monetize the audience by creating leads for your business.
-For Thrivers, there's endless reports. There's reports about reports about the report of the report. There's a committee that reports to the team about the report. And a lot of times you get the report, and you just go-- blblblthh. What do you say to the Thrivers who go-- I don't want reports. I don't want metrics. I don't want numbers. Just give me the meat and potatoes. What would you say to that person?
-"Look at the report" is what I would say to them. There's some reports-- I understand. There are a lot of metrics there. But identify the ones that are really important to you and for your current objective. And that's why it's so important to have a plan and actually figure out what am I trying to do here? And then I figure out what are the, let's say, three key metrics that I want to look at? And then look at those three for that campaign.
-So you do have some metrics that you're looking at. Now, this next point is we have to have a basic understanding of what a successful Facebook funnel looks like, or a marketing funnel. I think you just hit on that. Is the funnel the idea that you first build your audience, and then you get the engagement? You build your audience up here, and then you build your engagement, and then you start selling some stuff? Is that what the funnel is?
-Absolutely. Some people will drop out of the funnel every once in a while, but that's why you always want to put more people into the funnel.
-Let's talk about the funnel real quick. If you're running some kind of marketing campaign-- again, we're going back to the organic grocery store deal. If, somehow, I screw up, I make a mistake, I'm not paying attention-- I just click I like it, and I like the organic grocery store, now I'm in your funnel?
Pretty soon I might discover-- wait a minute! This is an organic grocery store! And I might be like-- I don't want to be in here. And if I hop out or I write comments like-- "Whatever-- all chickens should be in cages" if I do that kind of thing-- if you lose me, and you're an organic grocery store and I don't like organic stuff, you're OK. You're going to lose people occasionally. You can't appeal to everyone, right?
ANDY HINTERPLATTNER: I'm absolutely OK with that, because in the end, it helps you save your marketing dollars. You don't want to market to people who are very unlikely to buy your product anyway.
CLAY CLARK: Let's do an extreme example. Let's say you're watching this and you're huge supporter of a potential presidential candidate-- let's say Hillary Clinton-- and then someone else is a big supporter of, let's say, potential candidate Donald Trump. Under those two examples, if I screw around and I hit the Like button on Donald Trump, but I totally disagree with all the content you're putting up there-- You have to be real, right, on Facebook? You want to appeal to your target audience. So if you're Donald, you wouldn't want to dilute your content to try to trick people to get farther into the funnel, right, because eventually they're going to discover-- hey, wait a minute. You're not what I thought you were.
-That's why the quality is so important-- the quality of the audience, the quality of the likes.
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