223 – This is Probably Missing from Your Facebook Strategy with Traci Reuter of Divine Social

You're listening to gift biz unwrapped episode 223 if you've got

the best lemonade stand in the world in the middle of

the desert,

nobody knows you're there.

Like what does it matter?

It doesn't matter.

Attention gifters,

bakers, crafters and makers pursuing your dream can be fun.

Whether you have an established business or looking to start one

now you are in the right place.

This is gift to biz unwrapped,

helping you turn your skill into a flourishing business.

Join us for an episode packed full of invaluable guidance,

resources and the support you need to grow your gift biz.

Here is your host gift biz gal Sue moon Heights.

Hi there,

it's Sue And I want you to know how happy I

am that you're showing up here today.

After a,

it's the middle of summer at least here in the U

S so there's a lot going on.

The sun calls you outside.

As I'm looking outside of my office window and seeing the

bright beams coming in.

There are barbecues,

vacations, special time with family,

but you know,

if you want to have a business come,

the fall business has to continue through the summer even if

it's at a little bit of a slower pace.

As much as I try though the pace doesn't slow down

too much.

Over here at gift biz,

I try to sneak away some afternoons to work at home

outside and I have a couple of places at my house.

One is the backyard patio and then I have a really

private wait little decorated corner on my front porch where I'll

also work.

It's fun to be able to change the environment and it's

also really conducive to my productivity when I work in those

places. So I hope you're doing some of that too.

Maybe you're even listening to this show while you're out doing

something like walking the dog or I don't know,

maybe you're even at the beach and that's the great thing

about podcasts.

They're so digestible from almost anywhere.

I love watching people discover podcasts for the first time too.

Have you had this experience?

There's so many people who are still learning about them and

how valuable they are.

Tons of entertainment and information all for free.

If you know somebody who's a gifter Baker,

crafter or maker,

will you do me a favor and share gift biz on

wrapped with them?

You'll be doing something special for both of us.

They find a new source for business inspiration and knowledge and

we get to welcome others into this show.

This is actually a great episode for them to listen to

too, because I have a guest on who has a client

that will pique your interest.

Many of you anyway,

who knows the company cricket?

If not,

they're a manufacturer of electronic cutting machines,

super popular that allow you to produce amazing handmade products.

Anyway, what would you pay to get a behind the scenes

peek at their marketing?

Guess what?

You don't have to pay anything.

It's free right here,

right now.

Tracy, my guest this week is an expert when it comes

to makers and how to make Facebook really work for our

unique community,

and you guessed it,

one of her clients is cricket.

I won't make you wait a minute longer.

Let's dive into the show Today.

It's my pleasure to introduce you to Tracy Reuter of divine

social. Tracy believes that entrepreneurs and businesses can change the world

and our mission is to support them along the way.

As owner and CEO of divine social,

Tracy helps business owners build and grow their businesses so they

can focus on providing value to their customers and positively impacting

the world.

Along with 25 years of experience in sales and marketing,

Tracy is blessed with an uncanny ability to take another company's

mission, vision,

and message and get it in front of the right people

at the right time through authentic marketing.

Tracy super power is her ability to visualize each client's ideal

strategy and then map it out for them in a clean

and simple way.

She's certified in all things related to Instagram and Facebook ads,

managing nearly $4 million in ad spend and is a contributing

author for the best seller,

the ultimate guide to Facebook advertising.

Tracy, welcome to the show.

Ah, thanks for having me,

Sue. I'm really,

really excited to be here.

I'm super excited to talk to your audience today.

I think it's going to be fun.

It's going to be fun and we really need your help

and advice.

I'm so glad you're here.

Okay, I'll do my very best.

And before we get started,

because this is a whole group of makers and creators,

I like to have you share a little bit about yourself

in a different way,

and that is through a motivational candle.

So if you were to describe to us a candle that

really speaks to you,

Tracy, what color would it be and what would be a

quote or some type of saying on your candle?

Okay, so for me,

the color of the candle would be purple.

That's always been my color since I was a very,

very little girl.

And if I had a coat on it,

I probably would have a quote that said,

think powerfully.

And the reason for that,

Sue, is I think that both the color for me personally,

the color purple and not freeze,

just reminds me.

And it represents all of the possibilities that lie ahead,

goals, dreams,

aspirations. Because I know when I dreamt as a little girl

with having a purple bedroom and Waldo all purple,

and for me that was my first time that I ever

envisioned goal setting.

And then thinking powerfully,

reminding myself that I have the power to think powerfully to

think powerful thoughts.

It really guides me each and every day.

So I love that question because I've never really thought about

it, but I'm like,

now I need to have that candle.

There you go.

Absolutely you do.

Yeah. And I'm thinking a very bright and vibrant purple light

and pale,

very bright,

very bright.

If you could see my current pedicure,

it is very,

very bright purple.

So you nailed it.

That's so funny.

I also gravitate to the purple for my toes,

FYI. I'll get to know.

There we go.

Alright, let's talk a little bit about how you've gotten to

where you are right now,

just to ground everybody a little bit of your experience and

then we'll dive into Facebook ads.

Yeah, so I'll try to give you a high level,

but I got a degree in marketing,

but I ended up in sales for many years.

In fact,

you and I were chatting about,

we lived in the same area and I used to be

an area director,

area vice president for at T,

and T.

And so I worked with huge,

huge clients and small clients and I had a sales team.

And then several years ago,

my husband actually got very,

very sick.

He was diagnosed with Parkinson's on my 29th birthday.

He was really young and it shook up our lives.

And I had been raised in a blue collar family,

but my uncle was this wildly successful entrepreneur who came from

nothing, literally was an immigrant from Greece and had nothing.

And today,

I mean,

gosh, it's been four decades,

but he's now one of the most successful commercial real estate

developers. And so I remember when I had to figure out

what to do with my husband's illness and it was there,

something I could do that I could do from home that

I could support my family.

And it's interesting that we're talking to makers today because I

am an avid cross Stitcher and quilter and sewing and all

those things.

I actually never thought about following my hobby.

I went practical and so I ended up going the digital

marketing route and learning how to do some of the things

that I used to do in corporate America,

how to do those things online so it could be homework

cause Sue,

I was traveling all the time and I was gone about

80 hours a week and so I couldn't do that anymore.

And so anyway,

long story short is I started realizing I was really,

really good at digital marketing.

I was especially good at social advertising.

I got really hooked when I realized that I could put

a dollar into an ad and get a dollar or $2

or $3 out.

It was like this is magical.

Like I must get great at this.

And then full circle,

well, I'm not sure if it would be full circle,

but I realized at some point in the process that watching

my uncle as a young girl,

watching him build something amazing out of nothing,

I got to see the ripple effect of what his decision

has risk-taking to be an entrepreneur to create something.

In his case,

he took a plot of land that was a Marshfield and

turned it into,

it's now called the golden triangle in a little town on

Cape Cod in Massachusetts.

And you know,

it's just,

it just blew my mind what an entrepreneur could create and

could put out into the world and how that risk and

not decision not only changed his life,

his children's lives,

my life,

my whole family's life,

the community.

And so that was a big piece of what spurred me

to start my agency because if I could take my superpower

and put them behind people,

like my uncle and help propel them into success.

And I just knew I was in the right place at

the right time.

And so that's kind of how I ended up here.

So I have to tell you,

first of all,

thank you for sharing the story.

You have found your secondary tribe right here of makers from

the cross stitching.

So we're gonna have a great conversation and you're going to

feel right at home with all the people who are listening

and you good vibes for sure.

Oh, I appreciate that.

That's exciting.

It's funny that you talk about your story because I was

also traveling a ton.

In fact,

my second office I always felt like was O'Hare because I

was always getting in and out of there.

I bet you and I crossed paths several times during that

time. I bet we did.

It's always amazing.

As I was listening to your story also about how you

had with your at and T,

your corporate structure and then your uncle and all of that

influences you to where you are now.

You can never start out like when you're graduating from college

to understand the path that you're truly going to take.

Oh my word.

Like you might have a destination,

but it's all these other little pieces that merge into what

is today.

And I find that fascinating.

It's so true.

You just don't know.

And I didn't even know.

It wasn't actually until I worked with a coach who really

helped us dive into our story.

And it helped me understand that those times with my uncle,

he was sowing seeds in me that were teaching me how

to be a visionary.

And I think that's actually led into my ability to see

strategy for businesses to see.

I sat down with a friend who's just starting to be

a realtor and over coffee and very casually,

I took a piece of paper and I said,

this is what you do.

And I mapped it out really fast and his jaw dropped.

And I was like,

what? That's not a big deal.

Doesn't that make sense to you?

And he's like,

yes, but I would have never thought of that.

And so I think a lot of that does come from

those influences that I had no idea at four years old.

And then at 12 years old,

I had no idea that as he was making those changes

and explaining to me like,

cause he took me,

he took me to that plot of land and told me

what was going to be there.

I didn't realize I was becoming a visionary back then or

I was learning what it would take to do that.

So it's pretty fun.

It's pretty fun stuff.

It is.

But it also,

you were at a point where you were accepting that because

you could feel that it would work for you.

Some people might have been in that same situation and just

sloughed it off.

It just wasn't something that they were into interested or it

didn't resonate with them in terms of,

even though it was unconscious,

it sounds like for you at the time it might not

have been picked up.

Yeah, for sure.

And the rest of my family influence was very traditional.

Right. Get a good job with good benefits.

And that's how I ended up at ATNT cause my mother

always was like,

get a good job and get benefits.

And even though I've developed this very successful agency and a

really lovely life,

she still has a hard time with the fact that I

don't have a job with benefits.

Right. Because that's what they know.

That's what they're comfortable with.

Yeah, exactly.

Yeah. I've had that conversation with my family as well.

Yeah. So,

okay. But we are sitting here with a whole group of

women entrepreneurs who either have started their business,

are thinking about starting their business or in all different levels

of business.

And we're faced with Facebook and I'm going to say Facebook

slash. Instagram cause I think that's important to talk about them

maybe together somewhat.

Yeah. But Oh my gosh,

seriously changing by the day.

Yes. Yes.

Well it's hard.

Oh my gosh.

Crazy. So you have your work cut out for you,

I think just in terms of how that affects advertising as

well, but how are feeling overall about the platform?

I guess we should just stick with Facebook with this question,

but the platform versus all of the other platforms,

given the attention it's gotten in the media and all the

changes that Zuckerberg has been making lately.

Yeah, well I will tell you,

it's definitely,

I've had days where I've thought what on earth?

Like why did you have to pick this route?

Because it definitely hasn't been easy.

However, I actually feel very optimistic and it is in a

way we can talk specifically Facebook,

but Facebook and Instagram,

everything is run off of the same exact platform.

It's the same company,

they're just different delivery mediums.

But I do feel really good about it.

And the reason I feel good about it is it is

still the number one place where the majority of the population

globally is hanging out By far.

Yeah. By far.

Instagram is growing by leaps and bounds.

Absolutely. Growing by leaps and bounds.

And especially for your audience,

it's worthwhile to discuss it because it's so visual and usually

makers have something that's very visual and we can talk about

that because my biggest client that I've been working with for

three years is a very,

very big staple in the maker community.

Not in every aspect of the maker community.

Right. But in paper crafting,

Can you share with us who it is or no?

Yeah, no,

absolutely. So for the last three and a half years,

my team,

my company and I,

we've been running all the traffic for a company called crickets.

Oh, people will totally know them.

So in the last three years if you've seen a Facebook

ad, like a sponsored post from crickets,

whether it's on Facebook or Instagram,

that's my team.

That's either me personally or the amazing woman that I have

that works for me or some of the other team members.

So we've been doing a lot in the maker space and

it's still like we have not seen for them specifically,

we have not seen a single dip in their results even

with all the things that have gone on in Facebook.

And so I'm still very positive about it.

I think that if you can get a strategy in your

mind about how you're going to use it,

that's going to help you tremendously because I think the challenge

for somebody who's looking at it like standing at the base

of a mountain Sue is like,

I don't know what to do.

And it seems very,

very overwhelming.

And so if you can,

rather than getting bogged down in all of the possibilities,

it's just kind of baby steps taking one step at a

time. So I think it's still to this day,

I think it's extremely worthwhile and I don't think it should

be ignored.

Now here's the downside,

right, is several years ago,

this is not new,

this has been going on for five and a half,

almost six years.

Facebook made major changes so that if you have a business

page, which you should wear,

even if you're a very tiny maker,

you should have a business page.

They made it so that if you put a post on

your business page,

maybe one to 2% of your followers are going to see

that and that's been going on for a really long time

and that is not going to change.

And so that's one of those things that when I talk

to people,

if I can encourage you to have the right mindset of

knowing that going in and instead of being frustrated and annoyed

or all the things that could be about that is just

know that it is what it is and there was a

time before digital marketing that the only way to get your

projects out or your beautiful things that you're creating out into

the world would be going to craft fairs or taking out

an ad in the newspaper or doing something very,

very different than what you can do with digital.

Does that make sense?

It makes a hundred percent absolute sense for sure,

and I want to back it up just for a second.

Most of the listeners who have been following me,

no, because I harp on this all the time and I

just want to reinforce it for anybody who's new who hasn't

heard this yet before.

Within Facebook,

you have a personal account and then when you're doing business

on Facebook,

you want to have a business page that is connected under

your personal account,

not a separate account.

That's the name of your business.

Yeah. There's reasons for that.

We won't go into all of that now because I want

to stick with the topic at hand,

but make sure you don't set up a separate account as

a business name because you're at risk of getting shut down

and you don't get to see all the insights and all

the goodies that a business account will provide.

Yes, good advice.

Anytime it comes up,

I want to make sure to say that because Oh my

gosh, I still see so many people setting up the other

way and that's just,

you're losing a lot of history that you could be gaining

by having it set up right at first and you're also

making yourself very vulnerable to getting shut down.

Yeah, absolutely.

That's great.

I'm really glad you also mentioned the fact that visibility on

just organic posts is so low because I do know,

I was just at a conference a couple of weeks ago

and one of my presentations was on social media.

Just you know,

kind of the basics and getting everybody so everyone was together

and still people are thinking that kind of like email.

If you send an email,

you think the person's going to receive it.

If you bank a post,

everybody who's following you will receive that and that's not true.

One, two,

if you're at 3% you're probably lucky when you say Tracy,

If you're at 3% you're doing amazing.

I can tell you cricket is somewhere between six to 8%

and we're looking at,

I'd have to look at the page,

but I think we're over 800,000

followers. It's a very,

very small percentage and it is what it is and there

are ways,

right? There are ways,

if you've got a very,

very engaged,

like for example,

my soon to be sister-in-law is a Baker.

She has an amazing cookie bakery.

She needs to be listening to the show.

Tracy. She does.

I'm going to tell her all about it.

So she had actually in the beginning was doing all of

her cookie business through a personal page and we got her

to create a business page just like you're saying for the

exact reasons you're saying.

And she has a huge family.

And so very quickly,

you know,

everybody got on there and her engagement is actually really,

really good because she trained people from her personal page to

come over to her business page.

And she did that by sharing posts from her business page

to her personal page until people got used to the fact

that that's where she would share her beautiful creations.

And so there's ways,

I mean that's one little hack that you can do,

but the other thing is to use paid social paid amplification

to use the paid side of things.

And I think if you're trying to really build this into

a profitable business,

having the mindset that you are going to invest in some

advertising is a good thing.

It's not an expense,

right? It's an investment.

Well and that sets the exact stage that we want because

before anything digital,

what were we doing?

You would put ads in their local paper.

Yellow pages was still a thing,

right? Yep.

So it's the same thing.

It's just because we had that intermediary time where everything was

free. Visibility was more widespread.

Now that we're having to pay,

it's feel like something is being taken away from us,

but really we're going back to in a way the way

it was before.

It's just now in a different medium.

Correct. That's exactly right.

So mindset and all this is really important.

It really is.

So let's talk about this now.

You were mentioning strategy and you have to think about what

you're doing and I'm going to speak for all of you

gift biz listeners,

but I know for sure that some of you and a

lot of you I think are going to agree that we

just feel like we need to be running Facebook ads because

we hear that everybody else is doing it.

So we jump in without really a strategy.

Yeah. Like we want to be able to check the Mark

that says we're doing Facebook ads.

Yeah. That can be really dangerous.

And that's where you get this taste in your mouth that

says, Oh,

I tried it.

It doesn't work.

Or I did it and I spent all this money and

I got nothing for it.

And that always,

in fact,

yesterday I sent an email to my list and I taught

the subject line was my achy breaky heart.

It was how that,

that whole philosophy right there is heartbreaking to me because I

know that this does work.

It's just you have to do it with some intentionality.

So what would be some goals or strategies for someone who's

make something?

Yeah, well I think makers,

I'll be honest,

especially because of my time with cricket,

I think makers have a distinct advantage over a lot of

other industries because of the visual nature of what you do.

If you think about like a maker compared to somebody who's

creating a digital course,

right. It's not the same.

And so I think that I want to first and foremost

encourage you listening that you do.

Even if you've,

you know,

whether you've never tried Facebook ads or you've struggled or you

have an advantage.

And so it's,

it's really laying this out.

So let me walk through a big picture strategy that I

actually really refined working with cricket.

And I've used this with every one of our clients,

no matter the size,

no matter what we've done and it's worked and we can

talk through it with you,

Sue, and then we can maybe unpack a few things that

feel right for your audience.

Is that okay?

That sounds perfect.

Okay, great.

So I've developed this process that I like to call the

three pillars to successful social advertising.

And again,

like this really came from being up to my eyeballs and

cricket stuff.

So all of the different video things,

all of the things that we've done for them.

So the three pillars are very simple.

The first one is audience growth.

You always want to be thinking about how can I increase

the number of people who are aware of me,

who have seen what I do or know what I do.

Maybe it's whether it's their fans or they've consumed a video

that you've created or they've visited a store that you have.

It's think of the first pillar is I just want to

grow my reach.

I want to grow my followers,

I want to grow my audience.

Again, that's not just fans.

Okay. That's just people who know who you are.

Does that make sense?

Yeah. Just so that they know you exist.

Exactly. I've always said if you've got the best lemonade stand

in the world,

in the middle of the desert,

nobody knows you're there.

Like what?

Does it matter?

It doesn't matter.

Yeah. So the first step is how can you be focusing

on increasing those people who know you,

right or have heard of you.

Maybe they don't want to do business with you yet or

buy your stuff,

but that's just the first step.

So that's,

that's pillar number one.

Pillar number two,

which I believe is the most important,

and I think this is also where as a maker you

have the greatest advantage and that's what I call the engagement

pillar. The engagement pillar is where you are putting out stuff

on social and you're not asking necessarily for anything,

you're not asking for people to buy,

but you're showing things,

you're demonstrating things,

you're explaining things.

And I think again,

this is where makers have the greatest advantage.

And one thing that's worked incredibly,

incredibly well with cricket is we run a lot of content

that is project demos.

So for example,

one that we've used for very long time,

we've been able to keep it running is a video that

a cricket maker submitted.

It was user generated content submitted to cricket,

and it's basically making a monogrammed headboard.

And the video is sped up.

You know,

it was the demonstration of how to use the machine and

they sped it up and they showed the project and I

believe it's a 32nd video,

but it's been such an incredibly powerful video that we've had

amazing, amazing results with it.

Because sometimes when you can show a project now,

Cricket's case is a little different because they're selling something that

shows you what you can make with it.

But you could still,

if you're making something that you're selling or you've got a

unique process,

you can use this engagement strategy to show people,

to demonstrate them,

to display visually what it is that you're doing.

And that is absolutely,

it's incredibly powerful.

And a lot of people who jump into Facebook advertising skip

that piece,

they go straight to the third pillar,

which is the conversion pillar,

which is where you're trying to generate a sale.

You're trying to generate a lead,

you're trying to essentially make money,

which is really,

you know,

we're all trying to do that,

right? And I'm not saying that that pillar isn't important.

The conversion pillar is very important.

We want you to be profitable.

We want you to sell the things that you make,

the beautiful creations,

the things that you're putting out into the world.

But a lot of times you will find that you'll have

much more success when you finally ask people to purchase or

to buy from you or to do business with you if

you have used that engagement pillar to show them before you

ever ask them.

Okay, so I love all three of these.

I totally agree with you a hundred percent and it's so

logical, right?

First you have to have somebody know you well know you

exist, right?

You have to have someone learn a little bit about you,

give them information about you,

and only then can you really ask for a sale.

In all fairness,

you can't ask for a sale without any of those other

things, but it's going to be harder.

It's going to be more expensive and it's going to be

less squint.

Right, Right.

Because it's a shot in the dark for the most part.

Correct. Yeah.

Okay, so a couple of things that I'm thinking just of

the audience and probably what we all do is I think

that maybe we're trying to do some audience growth and we're

trying to do some engagement because I've gotten a lot of

people doing Facebook live now,

which I'm so happy about.

That's great.

They're getting comfortable with being in front of the camera or

having their hands doing whatever it is that they,

but they don't Think about putting advertising behind it.

So then they'll do all of that on their pages.

Instagram too,

right? Yeah.

But then if,

and when they're doing ads,

they're always thinking the ads are directly to the sale.

Yeah. So it's organic organic ads.

Yup. And this is something,

again, I totally cry.

I credit the CEO of cricket.

He really,

he's such an amazing man.

I really,

I think highly of him.

And he's very focused on creating value for the community,

for their customers.

And that's really where this whole engagement piece comes into play.

And it's,

I'm glad that you mentioned Facebook lives because that's been a

tremendous strategy for Cricket's account because they do so many Facebook

lives. And not every Facebook live is really meant to have

any paid amplification put behind it.

But there are some that have been very strategic.

And so let's talk about how you decide if you're going

to do engagement content,

how do you decide what piece you're going to do or

how do you decide what to do?

Cause that's always the question I get,

right? Like,

okay, well that sounds great,

but how do I know what to put out there?

Right. Plus Facebook prompts you and says,

boost this one.

Every time I do live,

they are always wanting me to boost the lives.

Yeah. Sometimes it's not always the best approach.

And so one of the things I always consult and coach

people to do is begin with the end in mind,

right? There's a great book that has been around forever.

It's called the seven habits of highly effective people by Stephen

Covey and in it he talks about one of the seven

habits is that you start with the end in mind.

So what is your ultimate goal?

This is how we structure campaigns for cricket.

So what are we trying to do?

Right? What are we trying to sell?

What's the ultimate objective?

So if,

let's just say that we are trying to sell a Cricut

maker, one of their newer products,

the engagement content that we're going to serve up prior to

asking for that sale is going to be something that is

very specific to that machine,

right? It's very specific that you can't do on any of

their other machines.

They just released,

Oh my goodness.

They just released a new,

it's a game changer.

It's infusible ink.

And so maybe we're trying to do something with that.

And so the engagement content that we're going to put out

there, and we're going to actually put advertising dollars behind,

is going to be a project that relates to that infusible

ink. And we don't always think this way,

Sue, but you have to think of yourself as a leader

and that you are leading your potential clients,

your potential customers.

You're leading down to where you want to ultimately take them.

And I'm assuming that you're leading them to something that's great,

right? Like you're making something that is worthy of purchasing.

Like you're making something that people should purchase,

that it's gonna make their life better.

So don't be afraid to think that way.

Don't be afraid to think that you're leading them to an

outcome. And so as you're kind of mapping out what that

outcome is and start working backwards,

what would they need to see before I ask them to

purchase that would help them be excited about this?

Right? Maybe you're in glass making and you have this really

cool video of you doing it.

My sister in law did that with her cookies where she

took videos and she spent them up of her hand decorating

these amazing cookies.

And those would have been great engagement content ads because it

gets people like,

Oh my gosh,

that's so incredible.

I have to have those for my next party.

Exactly. So it's not necessarily that you are selling them the

process, like with cricket,

you're selling the equipment,

but it might be a behind the scenes Of this is

how this is made,

this is how it's so unique and then people are going

to want it.

Exactly. Okay.

And that's all part of engagement.

It is.

Right? So think of engagement.

The difference between engagement and conversion pillars is the conversion is

when you're actually asking for a sale.

Right? And so to take it out of digital,

the analogy is whether you're married or you're in a relationship,

most people don't make a commitment on the first time you

meet someone,

right? You don't say,

Oh Hey,

I just met you.

You're beautiful,

Mary ne.

Right? You know,

typically we don't do that.

And when we never engaged with somebody,

we've never met them,

they don't know anything about us.

And the first time they meet us,

we ask them to buy something.

We're asking for that commitment without any knowledge,

without any trust,

without anything.

And so the conversion campaign is when you're asking for something.

So the engagement campaign is you're not asking for anything,

you're just providing value.

You're just demonstrating,

you're showing them something,

you're teaching them something and you're not asking for anything in

return and it's very,

very effective.

And you might be thinking like,

well why would I spend advertising dollars on Sunday?

I'm not asking for anything,

right? Like sometimes we don't understand how this is going to

affect us long term.

But what that does is especially,

Oh my goodness.

Especially if you can somehow use video.

So it's Facebook lives or a video that you create,

you can actually create,

Facebook allows you to create audiences of people that watch your

videos. So let's say that you put this video out and

it goes viral and people are loving it.

You don't necessarily always want something to go viral.

You can be very successful without virality suicide.

I don't want to make people think that their stuff has

to go viral,

but let's just say that you get tremendous feedback.

People watching it,

well now let's say you have 5,000

people that watched your video.

Now you can send those 5,000

people an ad asking them to buy the product or whatever

the outcome is,

whatever you were showing the behind the scenes of asking them

to purchase,

and now you're only asking people who have showed an interest

because they watched your content and they loved it.

Right? So you're,

it's kind of like you're going down a funnel with your

ads even.

Exactly. That's one of the things that we do is we

actually architect out advertising funnels.

We base it on the customer journey.

We base it on the psychology,

right? The psychology of buying.

And we know that 2% of people,

and I don't know if you've ever shared this on your

show, but 2% of people on average purchase the first time

they see something.

So what do you do with the 98% like what do

you do with them?

And that's where having a strategy to use social ads,

and you can have this strategy with a very small budget

and you can have it with a very,

very big budget.

But it's again,

when you are putting ad dollars out there that you're using

it very wisely with a lot of wisdom and not just

like you said earlier,

everybody says I should be doing Facebook ads,

so I'm just going to do Facebook ads without a plan,

without a plan.

Right. Okay.

So if someone were just beginning,

do they go through based on your strategy,

do they go through pillar one and then pillar two and

then pillar three?

Yeah. So if someone's brand new and just getting started,

what I would recommend.

So there's a couple things.

So pillar three is where you're going to make your money.

So we always try to make sure we get pillar three

out there as quickly as we can for our clients.

Because if we don't,

then it can get very expensive.

But if you're just getting,

and let's just say you have a very small ad budget,

maybe you have $10 a day that you can put into

this. Where I would start is I'd start directly in pillar

two. I'd go right to that engagement because what that will

allow you to do,

it actually allows you to kill two birds with one stone

because you'll actually start building an audience of people that are

starting to consume your content.

They're consuming your engagement content.

So you're kind of doing two things at once.

And for our clients or for people I consult with that

don't really have the budgets that some of our bigger clients

have, that's usually where we start.

We start quickly with pillar two,

we get a very important piece of engagement content,

something that is ultra congruent with what the ask would be.

So if you're going to ask them to buy something,

make sure whatever you use and not add in that pillar

to add,

make sure that it really will make sense.

Because once you start getting some traction in that engagement ad,

then you can start a pillar three ad right away and

retarget those people in pillar two and ask them to purchase.

So you're doing a couple of things.

You're bringing them further along in the story.

Yes. But you're also,

you're kind of educating them before the sale.

Exactly. Yep.

And the one thing that's really,

really great about both Facebook and Instagram is you can do

visual storytelling.

What's visual storytelling?

We're going to talk about it right after a word from

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Maybe you don't have a video,

but you've got a bunch of still images.

You could tell the story and pillar two and a variety

of creative ways.

I mean I'm talking to creative people,

right? So this part should actually be really fun.

Like making that pillar two content should probably be very fun

for you,

hopefully. Right?

And you'd probably more creative than you realize when it comes

to videos or creating images.

There's a phrase that goes like this.

All things being equal,

people do business with people that they know,

like and trust,

right? That's been around for awhile.

So people do business with people they know,

like and trust.

Well I think there's a piece missing and the piece that's

missing is remember people do business with people they know,

like trust and remember.

And that engagement pillar,

telling the story can take them along the customer journey.

Educating them and being very consistent with what you're putting out

and putting paid advertising behind helps you to be memorable so

that when you do ask for the sale,

people are highly likely or more likely to actually engage with

you, which is huge and it makes it profitable.

When you bring up this whole idea of,

remember we often talk about,

and we're getting off of the Facebook platform,

but just for a second,

we often talk about how you also should be capturing customers,

emails of course,

but prospects emails too.

So they can remember they saw you at a craft show

and they were interested but they didn't buy then.

Then they're going to get an email from you within the

next couple of weeks and they might be interested then.

But that's,

that's another way to remember.

So this is the way of doing it through Facebook.

Yeah, and that's so important.

And the other thing too,

just to kind of keep in mind,

and I won't get too technical on this,

but, well this is one of the reasons why you want

to make sure you have a business and that you use

paid traffic because Facebook allows you to create these audiences of

people. So you put a video out there and you put

paid amplification behind it and you get it in front of

the right people,

right? You get it in front of people who are highly

interested or likely interested in what you're doing.

And now you can start to,

it's kind of like the invisible email list.

You can start to build up an audience of people who

are watching your content and so you can be remembered by

them. Cause maybe you can send another ad,

another piece of engagement content just to those people.

And then to take it a step further,

the Facebook tracking pixel,

you can put that on all of your websites.

So let's say you wrote an amazing article that talks about

something to do with whatever it is that you do.

If you have people that are visiting your website,

you can now build audiences of people.

It's like being able to email them without having their email.

It's very,

very powerful.

And not just that,

I mean we all know that email doesn't get opened all

the time either.

So we're seeing this in all different mediums,

right? So Facebook,

organic reach,

you're getting about 3% well if you're lucky.

Yeah. So email open rates,

you're probably lucky if you're getting 20% you know it depends

on how your list is looking.

And another thing that I know you can do with Facebook

is then target your list.

Let's say you have an email list,

then you can also send ads to that email list and

you might say,

well why would I do that if I can just email

them? They're not always looking.

Or your email does end up in the inbox.

So it's another strategy.

Think of your own behaviors.

Like, I mean I'm looking at Instagram,

I'm looking at Facebook,

I'm looking at email and I see different things,

different places.

And I'm sure there's so much now where you can look,

I'm missing things in certain places,

things that I want to see.

So it's just another opportunity for you to get in front

of your prospective customer.

Exactly. And I'm glad you brought that up because one of

the things that we do is,

you know,

talking about the three pillars and pillar two being engagement.

We actually,

when we're architecting these out,

and we do this for cricket,

we do this for all of our clients,

but we actually take pillar two and we break it out.

We break it out into two pieces in one we call

pre engagement,

which is all we've been talking about right now.

Pre engagement is providing value before you ask for the sale.

But then we also have post engagement campaigns and post engagement

is what happens to those 98% that you offered your product

to but they didn't buy or they added it to the

cart and they abandoned their cart or things like that.

And so post engagement content is,

again, it's not necessarily asking them to buy,

but very,

very specific value based.

That could be reviews,

right? It could be reviews of your work,

it could be reviews from past customers.

And we're putting that there to build up that know,

like and trust to bring those people back to purchase again.

Because sometimes people just don't buy because they got busy or

their kids came in the room or the dog started barking

or the phone rang,

you know,

like they could have been in the middle of something and

then they just forgot.

And when you don't have a strategy to go back to

capture that.

I think of a peer was those,

I can't remember exactly what it was,

but it was essentially having a garden inside.

It was really,

really interesting.

You could have fresh food that you could grow in your

house year round.

And I remember seeing it and I got busy and I

didn't see it again and I wanted to buy it and

I was so frustrated.

Where is that?

Where is that?

And I just being a Facebook advertiser,

I was like,

Oh, I'll leave.

This is what I teach.

Like they forgot to have the followup and maybe they assumed

I wasn't interested.

And so they didn't never served another ad to me.

But the truth of the matter is,

is most people who aren't purchasing from you,

it's not because they're not interested,

it's because the timing is not right.

And so you have to have a strategy to be the

right place at the right time when the time is right.

Okay. I want to make sure that this ends up being

really actionable for our audience.

We haven't talked a lot about the first one.

Let's just someone who's never done Facebook ads before.

Can you give us a couple of specific actionable things that

they should consider starting with?

Yeah, so I would say the very first thing,

if you've never ever run ads or even if you have,

and I see people who spend thousands of dollars on ads

getting this wrong,

so the first thing you should do is you should actually

take some time and I've got someone on my staff who

is, she is a maker,

she's a quilter and she's got a really neat little side

business. But one of the things,

this is all she does for us is she spends between

eight to 15 hours on every client doing research.

And I'm not saying you need to spend that much time,

but before you put any money behind running a Facebook ad,

the worst thing that you can do is just click that

button that says boost post and just send it off to

whoever. Oh,

we're going to need you to talk about that more.

Yes. Okay.

So the very first thing I would suggest that you do

is grab yourself a pen and paper,

grab a spreadsheet.

Like we prefer a spreadsheet cause it's easier and just start

doing some research,

some interest based research.

So that is similar to keywords,

right? So if you're doing,

let's say glass making,

right? So what would somebody who likes that sort of thing,

what would they watch?

What magazines would they read or their TV shows or their

networks. Are there gurus like would they like Joanna Gaines or

would they like Martha Stewart?

And you start pulling together the interests that your ideal prospect

may like.

Now this is super important because this is how you're going

to have more successes.

You're going to be more likely to get whatever ad you're

going to run.

If you get it in front of the right people and

you hit the Mark,

this is a really big deal.

You don't want to keep it as broad as women between

the ages of 25 and 65 like that's ridiculous.

You know?

So, and I see this happen a lot.

So the very,

very first thing would be to actually spend some time and

dig into what are the likes,

what are the interests of these ideal people that you're going

to sell to?

And if you don't know,

like if you have no idea,

but maybe you have some customers like this would be a

good time to actually maybe survey your audience,

ask them some questions.

Like I said,

are there magazines that they read or there are TV shows

that they watch.

You know,

you might find that everybody that buys from you loves the

TV show.

This is us.

Like there's something about that persona and so that should be

part of your targeting.

Right? Does that make sense too?

Like doing the research.

It makes a ton of sense.

And I have a question for you here too because I

have actually been digging into interests.

You know I have two businesses,

interesting to see how the interests are different between the businesses,

but where I'm going to get it for what I'm doing

right now is Google and one of the things that I

found really interesting is one of my top categories for the

ribbon print company is people who have pets.

Interesting. It was surprising to me.

So let's say there's a knitter and they are looking at

their Google analytics and they're seeing the same thing that it's

family lifestyle and pets.

Not only might that be an interest that I could target

too, but I'm also thinking,

and this is a question for you Tracy,

is then wouldn't it also make sense for me to do

visual content?

Like maybe I'll have a picture of someone wearing a scarf

out taking their dog for a walk.

Yeah. That's getting really strategic and not the,

you might have multiple buyer personas,

right? You might have a pet owner and you might have

somebody who has young children and so you could actually be,

you know,

that goes into testing your actual assets,

your creative assets and your visuals,

which is performing better.

So by starting with the audience research by doing this,

so if you hadn't have pulled that from Google analytics,

you may never think about going and targeting pet owners.

And now pet owners is a whole nother,

like that's just,

there are so many deep audiences that you can start to

build. The gal who does all this for me on my

team, she actually struggled with ADHD,

but in this example it's an incredible benefit because she goes

down all these rabbit holes,

these rabbit trails,

and she ends up with these amazing audiences that we never

would have thought of for our customers.

And that allows us,

as our ads get more and more successful,

it allows us to scale because now we have all these

people that we can test different messaging,

right? We can test a different hook with a dog lover

versus somebody who maybe is single and likes to drink tea

at night.

You know there's like two different things,

Right? Yeah.

And you've got to start though.

You've got to start with the research in some places.

So Google analytics is really good,

right? Looking at your Google analytics,

Facebook has something called audience research,

so you can go into,

into Facebook,

it's free,

it's available to everybody.

And you can type in like let's just say for example,

you type a knitting.

When you type that in,

you can then start to see,

well what other pages do people that like knitting like and

so you might find that they like hobby lobby and so

then you start building this out.

Okay. What other places?

Like what other things did they like?

They might like Etsy,

right? They might like all these other different things and so

you can use that.

You can use straight up Google.

Like we use Google all the time where we put in

a keyword or a term and we start to see like

what's coming up and are there forums around this and we

go into the forums and we look for language,

what words are they using,

what are they talking about?

And then the other place that's really useful is Amazon.

There might be a book on that topic and so we'll

type in the keyword.

So I put in knitting and then I'd see what books

are coming up for knitting,

and then I would look and see are there magazines?

And then you've got that handy dandy thing with Amazon where

it says people who looked at this also looked at this

and you're like,

Oh, okay.

Now you've got all these ideas you'd never thought of.

And that would be the first place before you put a

single dollar in.

You need to know who you want to put your message

in front of.

Right. I think that's the first step,

Sue, is if you do that,

if you just dedicated,

let's say over the weekend or so,

you dedicated five hours to this,

you'll be absolutely amazed with what you will have in your

hands. Well,

and that's good knowledge,

not just for ads,

but just to know your customer overall.

Correct. You've got demographics,

right? What's your age and gender and all those things,

but then you have psychographics and psychographics are interest.

What do they like?

What are they worried about?

What are they reading?

Where are they going?

Are there events?

All of those things.

And that's a really important thing and it's a super useful

thing to do.

Absolutely love that.

Now, how many of you guys are gonna do that this

weekend? This is an assignment.

I sure hope you do it.

I really do.

I think you'll be blown away by what you learned from

it. Yeah,

I think it would be super interesting.

Okay, and so then where would you go from there?

So you do your research,

then what happens once you have that?

The next thing again,

if you're just brand new and you're just getting started,

once you have that,

and again,

just to back up,

even if you're not brand new,

do the research anyway.

I'm telling you,

I have clients that we take on that run hundreds of

thousands of dollars of ads that never have done the research

as deeply as we do it.

So it's worthwhile no matter where you are,

no matter what stage you on your business.

So that being said,

the next thing I would then do is I would look

for that piece of engagement content.

Is there something that maybe you already have?

Is there a Facebook live that you've already done?

Is there something that is really content rich?

It's visually appealing.

It really is congruent with your ultimate offer.

I would either find that another thing you can do is

audit your content that you've already created.

Maybe you've got some demo videos,

maybe you've done a Facebook live.

Look for what you already have.

Like there's no point in recreating the wheel if you already

have it,

right? There's a supplement brand that has done millions of dollars

in sales from a YouTube video that they had created two

years prior to running Facebook ads.

It was perfect.

There was no point in creating a new one.

We just use that one well because you think how many

people haven't seen it yet,

even though it's older and you've had it,

if your product hasn't changed,

then there's a million people who haven't seen it.

Exactly. So I would then do a little inventory of all

of your assets.

Cause sometimes we think we have to always be creating stuff

and that's not a bad thing.

But if you want to get started and you want to

try to get some traction,

look for something that you've already done.

And if you don't have something then it's like,

okay, now what should I create?

So you've listened to this conversation,

you listened to me talking about beginning with the end in

mind. You want to make sure that it's congruent.

So start to brainstorm what could be some things that I

could show.

So imagine you were face to face with your ideal client

and you're not necessarily pitching them to buy something,

but what would you want to tell them?

Would you want to tell them about how this is made?

Would you want to tell them the story behind this?

Is there something special?

Is it sustainable yarn that you're using?

Like what is the,

you know that's a great piece of content and maybe you

want to have two or three of them that you could

test to see which is hitting the Mark with your prospects

and then I would take all of that audience research you

did and I would then create a campaign.

If it's a video,

I would do a video view campaign.

I would go into Facebook ads manager.

It doesn't have to be that scary if you've never used

it before.

I'd go in there and create yourself a video view campaign,

targeting the people,

targeting some of the interests that you discovered during your research

and let that baby fly.

Like let it run.

Don't touch it for about 72 hours.

You might be nervous like what if it's not getting what

I want out of it?

Well, number one,

know that you're not asking for people to purchase,

you're just trying to grow engagement.

You're trying to provide value and let go for about 72

hours so it can optimize.

Then look at it and say,

gosh, are people watching this?

If nobody's watching it after 72 hours and you missed the

Mark time to take that down and try a new one.

But the mistake people make is that they put the ad

up and they're checking it every hour and they're making massive

changes after three hours of the ad being up and that

the algorithm hasn't even had a chance to get it in

front of people yet.

So you've got to give it some time.

Got it.

And what the algorithm then tries to do is see who's

watching it and then go find more people like that.

Exactly, yes.

If you imagine kind of like a big circle and in

that circle there are a thousand people.

If person number one watches the video and then person number

five watches the video,

then Facebook is going to go,

Oh, let's find more people like one in five.

And then now some of the people of that thousand in

that circle step out and a couple more step in and

now it starts to get some traction and it is really

important to give it some time.

And so it gets smarter and smarter over time because obviously

if your base of people who are watching gets richer,

Facebook has a better chance of getting the right people.

Absolutely, and the other thing too is that if you do

make this decision that you're going to put some money behind

paid traffic,

you're going to actually do some paid social.

The key to success is to stay consistent.

Like if you've got a campaign that you put up and

it's not resonating,

it's not,

people aren't watching it,

it's not really happening the way you would hope to have

another one ready to go.

Because what's happening is the Facebook algorithm is learning about you.

It's learning about your audience and it's data gathering and data

is priceless.

Like it's so,

so important for you to understand what is working and what

isn't, what's resonating with your audience.

And so one of the mistakes I see businesses make is

they run ads and then they stop.

They just completely stop and then their pixel goes cold.

All the data in their ad account kind of gets stale

and the algorithm is no longer refining its learning.

So if you can maintain,

I think the minimum is on a video campaign,

I believe it's like a dollar to $2 a day.

If, let's say you're running 10 $20 a day and then

you have to make some adjustments,

we'll scale your campaigns back and at least keep something running.

If it's possible,

you totally want to do that because you don't lose all

the learning.

So I've never known this before.

So the learning is cross campaign.

So the learning happens in a lot of different places.

There are campaign learnings,

there are ad set learnings,

there are ad learnings,

and then there are account learnings.

So the algorithm is so insanely complicated,

which is part of why all my company does is Instagram

and Facebook advertising because it's difficult.

It's a specialty unto itself for sure.

It is a specialty for sure.

And so there are many,

many factors that go into the success of your ad campaigns

and it is even impacted by things like your regular organic

posting strategy.

So like for example,

there was a time,

and I've heard somebody talk about it recently and it's terrible

advice where people were trying to grow followers,

they were trying to get penny likes by running like campaigns

to their pages in third world countries,

India, Pakistan,

all of those places.

That is actually very,

very damaging to your business page and your engagement in all

of that that you do organically,

that impacts the learning on your ad account.

It's actually,

it's much bigger and it's much smarter than most of us

realize. So to me that's another reason why cricket has been

such a joy of a client and they've done so incredibly

well is because of their behavior on their organic side is

so spotless.

It's so clean.

And it's so good and they're constantly putting out such great

value that helps them from an advertising standpoint.

The learning that we get day in and day out with

all of their posts helps the performance and the relevance of

all the ads.

So it all plays together.

Sue. So interesting.

Oh my gosh.

Okay. I have a couple of questions here for you.

I'm seeing that we've been on for a while.

We could probably go for another couple hours.

Yeah, there's so much in the work.

I know you have a plane to catch you coming today.

Yeah. Yeah.

Let's talk a little bit more about the boosting,

cause I know my audience is doing this.

I've always heard not to boost and I know you can

get more targeted at boosting right now,

but I've never done it cause I've always been told you're

just throwing away your money.

So share with us some intelligence on this boosting.

Yeah. So we don't recommend boosting.

It's actually gotten better than it used to be.

And so the boosting that button that says boost this post

that is,

so this is just my opinion.

Okay. So this is Facebook's way to get more people to

spend advertising dollars.

Unintelligently. Okay.

Which I don't advocate at all.

Like you mentioned in my intro,

like I believe that this can change the world.

Businesses can change the world if they get their message in

front of the right people and boosting doesn't necessarily give you

the control to make sure that you're targeting the right people.

The other thing about boosting posts,

okay, when you run a Facebook ad,

every Facebook ad,

every Facebook campaign has an objective.

That objective is saying to Facebook,

give me people who are highly likely to do X,

Y, and Z.

Okay? So some of the objectives are purchase,

which is a conversion one.

So people who are highly likely to buy.

What that's going to do is that's going to tell Facebook,

put this ad in front of buyers,

okay? If you say,

I want to do a video view objective,

well, what that's going to tell Facebook to do is it's

going to put this,

Facebook knows a lot about us,

right? It knows a lot about our behaviors.

So it's going to put that video in front of people

who are highly likely to watch the video.

Now that doesn't mean those people are buyers and it doesn't

mean that they're not buyers.

It just means that these are people who are video Watchers.

So the campaign objective that you choose,

you're going to get those results.

So if you boost a post,

okay, a boosted post is what's called a page post engagement,

a campaign objective.

Now a page post engagement campaign objective says Facebook put this

in front of people who are likely to like comment and

share. So if you'd been boosting posts hoping to sell something,

Facebook is not putting that ad in front of people who

are highly likely to buy.

They're putting the ad in front of people who are going

to engage,

who are going to like comment and share.

I've used engagement this whole time about the engagement pillar.

The engagement pillar is a strategy.

Engagement objective is an activity.

It's an action,

right? So there are two different things.

I don't want to get anyone confused here,

but the boosted posts,

Sue, that's all it's doing is it's only going to give

you people who are likely to like comment and share.

But is that bad if you're wanting to deepen your audience

and have them know you better and attract more people,

It's not necessarily bad.

Okay? So where it becomes problematic is if you're not utilizing

the interest research that we talked about earlier.

So sometimes when you boost a post,

you're not able to build out the targeting as deeply as

you could as if you were running it through the Facebook

ad manager and running it as a clean campaign.

The other thing is is if you're running a boosted post,

like it gets a little complicated,

but you don't have the option to optimize that.

You can't make the changes to a boosted post that you

could over to if you were setting it up a different

way. And the other thing is if you're boosting,

like for example,

you're boosting a Facebook live,

think about it,

right? If you're boosting a Facebook live,

what do you want people to do?

You want them to watch it,

right? A boost is not going to necessarily get that in

front of people who are likely to watch it.

It's going to get people who are likely to like comment

and share it Like comment and comment on it.

Unless they've watched it.

Well, you'd be surprised.

Sometimes people,

there are people out there who are just their thumbs up

happy, they scroll through it,

they watch a second of it and they make a comment.

Ideally, if you're going to video content,

you want to run a video view objective because a video

view objective will essentially,

you can optimize that for,

they have ten second video views through plays,

which means watching it all the way through and then you

get statistics in the ads manager that shows you,

okay, so you ran this video view campaign,

25,000 people watched three seconds,

4,000 people watched,

75% that's valuable.

Valuable information that you wouldn't see if you were boosting a

post because you're not running it that way.

So if like if all of this is like,

Whoa, like I don't understand all of that,

then I would definitely encourage you.

You know,

there's courses out there like I actually don't teach the nitty

gritty, but there's lots of them out there.

You can also go to YouTube.

There's so many places where you can learn how to set

up an ad.

It's really not that hard.

Yeah, so many places.

The only other thing I want to say about boosting a

post, I have this vision and tell me if this is

right Tracy.

Boosting a post I feel like is just a bunch of

one-offs. Like if you boost one post here,

you boost one post here.

None of that integrates in with a strategy.

It just feels like you're throwing money away.

It really does.

It's funny,

when we first took cricket over,

that's all they did is they boosted posts because they didn't

know any of this stuff and there was no rhyme or

reason to it.

It's like,

Oh well let's boost this and try to get more people.

And so when we refined their strategy,

it was like,

again, let's be very mindful and let's start with the end

in mind and let's make sure we're putting advertising dollars behind

content that is strategic and is actually going to get us,

hopefully the results we're looking for.

This is something that,

without getting too complicated,

but there is a way.

So let's say you have an organic post that did really,

really well and you want to put some ad dollars behind

it. Well there is a way in ads manager we you

can set up a campaign with any kind of objective depending

upon what the actual post is.

And you can use something I called a post ID,

which is essentially the URL of your Facebook posts.

So the cool part with this is you can take all

of that social proof on your organic post and still run

ads to it and not lose the social proof and get

it in front of the right people and have all the

optimization and all the stuff we've been talking about.

So it's a little bit more advanced.

I don't want to go down that rabbit hole,

but, but That would be the way to do it.

Yeah, just boosting a,

you can take something that's really working.

You're not really boosting it.

You're doing it in a different way,

but you're enhancing what's already out there that seems to have

gotten traction And we do that all the time with crickets

content because they do have a very highly engaged page.

And so if there is something that is performing really,

really well and it is congruent,

then we will pull that post ID and we'll put it

right into campaigns and it's awesome.

It's a really great strategy because we can keep all of

the comments,

the likes,

the shares,

the video views,

all of that in that same post.

And then the cool part is,

and this is a little bit Ninja,

but then what we're able to do is we're able to

target all sorts of different people in different ad sets using

the same exact post ID.

So all of this stuff is getting funneled into this one

amazing post.

It's a very powerful strategy.

Love it and give biz listeners.

You just heard cricket used to do this too,

so I mean they're like,

Oh my gosh,

I've been boosting posts.

They used to do it all the time.

Yeah, it's okay.

Now you know better.

Now you know how to do differently.

Okay, so I'm going to summarize here because I'm seeing that

we should be winding down.

If you're just now thinking maybe you've never done Facebook ads,

you've been in business for a while or you're just starting,

absolutely go in and do the research,

it's going to serve you really well,

not just for Facebook ads but for other things within your

business because you're going to know your customers so much better

and then take action on some type of engagement content.

Look at what you already have.

If not,

then you'll have to create something.

But if you have something that's already been performing or working,

and I love that you say even if it's a couple

of years old,

Tracy, because I know a lot of people would have content

and then start taking action,

playing around with it and seeing what type of results you

get and then I think your next extension would be here

after that.

Then try and put some real sales ads up,

conversion ads up.

Yeah, absolutely.

You know,

if you want to make sure that you've really built a

solid foundation,

then you can wait until you've had a lot of,

you just had a lot of traffic,

a lot of people seeing your content.

But yeah,

then you want to definitely start putting that out there and

you can serve up sales ads to people who've never heard

of you,

but you're going to see significantly better results if you're following

that story that you've been telling and then asking,

making the ask of people that are further along the process

with you and people who have never heard of you.

Okay, and wouldn't you say that sales could come from the

engagements too?

Because people are going to see it and then say,

Oh my gosh,

I got to go check their website.

Oh, so glad you asked that.

I don't talk about this very often,

but yes,

and this is part of where I think the maker community

has such an advantage because I only see this happen in

arts and crafts clients.

We don't see this in any other niche,

but we do see conversions happen and those engagement campaigns,

we see conversions happening from video view campaigns.

We totally see that happening.

We've seen things with cricket that I've had to go to

my Facebook rep and say,

is this right?

Because it's just,

we don't see it anywhere else.

Number one,

I think it's the visual aspect of a maker business and

I think number two,

it's the nature of the people who love maker businesses.

I think it's just something that's really unique that probably only

happens maybe in the pet space,

but it happen anywhere Else.

It does.

It just doesn't.

So we should be using that to our advantage then for

sure. And would it be true to say that audience growth

ads, in terms of the number of people who will see

it are less expensive than engagement,

which is less expensive than conversion?

Absolutely. The more you do this strategy,

the more you put this in the plate,

it's going to actually affect all of your marketing.

It's really,

really amazing.

We've seen that longterm the costs go down into the cost

per click and all the things go down because we've built

this huge highly engaged audience.

But the other thing that nobody expected to see but we've

been seeing this super consistently is even on the organic search,

even on the Google side of things,

it helps with all of that too.

So if you are doing things like maybe search engine optimization

or you're doing Google ads,

like the stuff you're doing on social starts to help the

whole ecosystem of your marketing efforts.

It's super powerful.

So that's crazy.

It's so crazy.

How does the information transfer?

Well, Google and Facebook are first and foremost,

but we think that they are digital platforms,

but they're data platforms first and foremost.

And so what happens is when you start getting all of

these huge audiences over on Facebook and Instagram and they're clicking

through to your site,

now your site is getting all of this traffic,

your Google analytics is seeing all this juice.

Yeah. It just all starts to go pass back and forth.

Okay. I've got the connection now.

Yeah. Oh my gosh,

Tracy, I've learned so much during this interview.

I could keep you on for like,

I have another list of questions,

but I don't have time for them now.

So interesting.

Oh, well I'd be happy to come back another time.

I love this community.

We've loved working with cricket.

I think there's so many advantages and we've got an insight

that a lot of people don't get to see,

so I'm happy to share.

Oh my gosh,

that's wonderful.

And you've shared so much with us already,

so to thank you for that,

I would like to present you with a virtual gift.

So this is a magical box containing unlimited possibilities for your

future. Maybe there's even some cricket cutouts on the box.

No, no.

But this is your dream or your goal of almost unreachable

Heights that you would wish to obtain.

Please accept this gift and open it in our presence.

What's inside your box?

Oh, that's so sweet.

I love this.

I love this about you,

Sue. Well,

I think if I thought about this and I think that

the thing that I would want in my box and I'd

want to share this would be unshakeable and consistent confidence.

Because even though I am a maker from a hobby standpoint,

I am a maker with strategy and it can be very

challenging. I know it is for me personally,

when you put your heart and soul into something and you

take the risk to put it out in the world,

it can be nerve wracking.

And so if,

I know for me personally,

when I operate at a place of just unshakable confidence,

I show up as the best version of myself and then

everything else falls into place.

You know,

all of the goals and dreams and all that stuff starts

to happen.

So thank you for giving me that gift because that's what

I would want to open every single morning and every night.

Yes. Oh my gosh.

I love that for you.

I mean I hear you just speak like the whole interview,

so I can't even imagine you not feeling that way,

but I get it.

We all are all due at some point.

And it's so funny that you say that because the podcast

that went live last week is all about this.

Really. Yeah.

It's the mindset of a business boss,

the real truth.

And I get raw and we chat about all of that.

You're just reinforcing the fact that it's true and it's real.

We all deal with it and we just have to get

over it.

We have to find ways to cope and manage and move

on. Yup,

absolutely. Keep that confidence high.

That's it,

right? It's brutal when it's low,

it's brutal and it's self sabotaging and yeah,

we all go through it.

So yes.

So thank you for that.

I'm glad you're sharing that with your audience because it's so

important. If anyone wants to dive in a little bit more,

I've actually put together a page for your listeners.

Oh, Duchenne,

so if they had over to divine social.com

forward slash gift biz.

Then on that page there's,

I actually have a mini class.

It's the three pillars to successful social ads and there's a

worksheet that you can download.

It's a free class.

You can grab that and then I have a master class

on the three pillars as well,

so there's all that information over there.

Feel free to take my gifts and get them any class

and if you want more,

definitely check out the masterclass.

Fabulous. And give biz listeners,

you know that we'll all be on the show notes page

for you just in case you haven't been able to capture

it here right now.

This has been absolutely fabulous.

I love that we kept it on the strategic end,

but we still have left everybody with really some concrete things

that they can do right as soon as they're done listening

to the show.

Thank you again for all of your insight tips,

direction, and advice.

I think that you've really empowered a lot of people to

go out and try Facebook ads probably for the first time.

Well thanks.

It was truly been a pleasure.

Thank you for having me.

Wasn't that amazing to hear Tracy talk about the three pillars

to success and her entire Facebook ad strategy.

I just know that this is going to be one of

those shows that will be listened to again and maybe even

in triplicate.

I know you know this,

it's important not to just listen to great direction but to

actually do something with it.

So schedule some time in your calendar right now to do

the research Tracy outlined and also don't forget to check out

her other offerings over@divinesocial.com

forward slash gift biz and with that I look forward to

us all being together again next week.

Bye for now.

I want to make sure you're familiar with my free Facebook

group called gift is free.

It's a place where we all gather and our community to

support each other.

We've got a really fun post in there.

That's my favorite of the week.

I have to say where I invite all of you to

share what you're doing,

to show pictures of your product and to show them what

you're working on for the week,

to get reaction from other people and just for fun because

we all get to see the wonderful products that everybody in

the community is making.

My favorite post every single week without doubt,

wait, what aren't you part of the group already?

If not,

make sure to jump over to Facebook and search for the

group gift biz breeze.

Don't delay.