Social Media Marketing Strategies

Social media, does it actually create a profit? I hear this question all the time. Whether you're trying to generate leads for your local business or you're trying to start running ads or you're trying to incorporate video or find a way to monetize this without a list, or you're already doing blogs and emails and how do you work in posts? This episode was meant for you. Hey there, welcome to the Magnetic Marketing Podcast. In today's episode, we get to listen to Kim Walsh Phillips. Now Kim has been active inside of the ClickFunnels community and in the Magnetic Marketing community. At the time of recording this, she was the Facebook lead generation driver for GKIC. She also co-authored a book with Dan Kennedy called No BS Guide to Direct Response Social Media Marketing: The Ultimate No Holds Barred Guide to Producing Measurable Monetizable Results with Social Media Marketing. That's a book title. Now, in this episode, Kim is going to be answering all the questions we just discussed, including talking about her specific strategy called MMOMM. Now just recognize all strategies for social media, especially for Facebook and Meta, are always continually adjusting. So as you hear what the strategy was when this was presented, feel free to be creative in discovering how this can work for your business and give you a level up over your competitors today. Let's listen to Dave D. And Kim Walsh Phillips.

I don't think there's anybody that has had a bigger impact in the field of direct response than Dan Kennedy. The legend of Dan Kennedy should be ignored at your own peril. They're not really lessons, they're kind of laws that you live by. Dan opened my eyes to what small business marketing looks like. Dan teaches strategic direct response that is timeless.

His ripple effect touches people who don't even know his name.

The world as we know it was changed because Dan Kennedy Kennedy became obsessed with marketing.

Welcome to the Magnetic Marketing Podcast with your host, Dan Kennedy. My name is Dave D., and I'm going to be your host for this really exciting session. And we have as our special guest the one, the only, the amazing— how's that so far, Kim? Good?

That's good. You usually say my full name every time you see me, so I'm surprised you called me Kim.

The amazing Kim Walls Phillips. That's right. Even when I see you in person, I say, "Hello, Kim Walls Phillips." You do. That's right. Let me tell you who Kim is. First of all, let me give you a little background. First of all, Kim is actually the person that does the lead generation for Facebook for GKIC. We were like, "Well, who better to talk about this subject with about list building than Kim?" That's why we have her. She's been directly involved in creating $497 million in revenue for her clients in 2013. Alone. She is one of our Diamond members and she's really cracked the secret codes of making social media actually work to make money. She's a Dan Kennedy follower, so she knows that, hey, impressions, all that kind of stuff, views, likes, really don't matter if it doesn't translate into money. In fact, she's been so successful at this that Dan Kennedy, who as most of you probably know, who's not a big proponent of of social media has agreed to co-author a book with her in the No BS series about social media and how to use social media to make money, which is absolutely huge, which proves that she is, uh, the real deal. She is a tech marketing geek and she has a hatred of image and awareness campaigns. As I mentioned, she really truly knows what she's doing. Her clients include GKIC members like Ron Legrand, Gardner Mattresses, and so on and so on and so on, including of course us, GKIC. Kim, I'm really excited to have you on this call. Let's dive right into it.

I cannot wait.

I know. I'm going to grill you because I am not an expert on this subject. I'm always interested in this and how— I know friends of mine are killing it. With Facebook. We're doing really well at GKIC with the work that you're doing. We're really going to go through this step-by-step. Just so you know, everyone, at the end of the session you're going to have the ability to turn Facebook into a revenue generation tool and use it to build your list. This is all about List Building School and that's what we're going to be talking about. Kim, you've got this very odd acronym How do you pronounce the acronym, the MMO? Is it my mom? Is that how you would pronounce that?

Just plain old mom, because of course.

Okay, it really, it really doesn't make any sense whatsoever. So because it's MMO, so we're gonna, we're gonna change it to my mom. Okay, so, okay, so let's go over step number 1, Kim, which you say is M, which is magnet. Explain to us exactly what that means.

Sure. So this is tied into why 97% of those that are on social media get no return and waste all their time and money, because they just try to start posting random things out there hoping that somehow their excellent, most amazing customer is going to walk in. And we all know that marketing doesn't work that way. So instead, you want to set up your social media efforts to be a magnet for your perfect prospects. I want you to think of Facebook not as a shopping mall like Google is, but it's a cocktail party where people are hanging out, and you want to be a magnet for your perfect prospect so that they, and only them, are attracted to you. This means you cannot be everything to everybody. You have to decide who are we for, who is our perfect prospect, and how are we going to attract them to us. And the best way to get them started in doing that is to start from a place of value, because again, they're not there to shop, they're there to hang out. Out. And if you're at a cocktail party and someone comes right up to you and starts trying to sell you insurance, they're annoying and you don't want to talk to them. Well, the same thing goes for social media. So instead, if you start talking about, "Oh, I got into an accident. I'm having these issues." And then the insurance agent says, "You know, I have a book that you might want to look at that can give you a lot of tips on how to deal with that situation." Well, now that's something of value. And you have to do the same thing on Facebook to attract that perfect prospect. So, people even starting with a lead magnet. This is something that you can offer like a free report, a video series, a gift certificate, a discount code. Not a contest that's for an iPad. Not something that will attract the masses, but instead something that will be specific to your target market. For example, for DKIC, for you guys, what we have done and tied into that's been the absolute most successful thing for list building and for conversion has been the roadmap for success. It's a free report that just offers a bit of free information, and people come into that funnel where they're eventually turned into a member. A great, quick, quick, cheap way to get this done, and I'm sure you're dealing with a lot of this content creation stuff, but we love to suggest come up with 10 resources that your audience could use, like the 10 websites they would find the most helpful, or the 10 apps that they could use, or maybe 10 gadgets for the home, or 10 places that have great running, depending on what your industry is. And then use a resource like Textbroker, that's T-E-X-T-B-R-O-K-E-R.com. You give them those 10 resources, tell them you're trying to write a white paper, and for about $10, they'll write the report for you. And then you have this great resource that you can use to share with your audience to be that magnet to your perfect prospects.

Okay, so let's just delve into this a little bit deeper. So, so I get confused, and I'm sure a lot of people— maybe it's just me, but this is one of the advantages that I get of doing these calls. I can be— I can learn stuff. So, okay, we've got this lead generation magnet. Now, is this something that we're putting on— the ad is going on like our fan page, or are we actually buying traffic? I mean, buying ads in Facebook, how does this whole thing work? Where does this magnet go? How are we promoting this magnet?

Yeah, that's a great question. And that goes to our second M, which is move. The goal is to get people out of social media as quickly as possible, because in Facebook there are pictures of cute kids, funny cat videos, Candy Crush. You want to get them out of that space as quickly as possible. So this is a controversial viewpoint that I have based on some of the wonderful companies that are out there that tout tabs in Facebook and to create all these landing pages in Facebook. My recommendation is any time you are trying to hang out in this cocktail party, you want to have an invitation and be a magnet to get them out of Facebook to your own landing page where that is all that they can see, and the only thing that they can do there is enter their contact information. Which is actually the next letter which is O which we'll go into in a second. So you want to be a magnet to your perfect prospects by offering them something of value, and then move them out of Facebook to a landing page. Yes, you are absolutely reaching them through a paid advertisement. Facebook in the last week has changed all their rules. They, again, they said starting January 1st they will not share any content of yours that is promotional in context without you paying for it. So if you want people— Yep, they finally did it. We knew it was coming at some point. So if you want to share a piece of content to get people to come to your list, most likely you are going to have to pay for it. But just like anything that is going to build wealth, this is worth paying if you can get a high enough return. So this is going to be a paid post promotion or click-to-website ad, and they'll be done in your newsfeed.

Now, do you have to have a fan page in order to do this?

You do, yes. Okay. So the way that that works is you need to first have a personal profile. Everybody has to have a personal profile before you can set up the business page. Then you go to Facebook.com/pages. To set up your business page. You don't have to use your personal page at all. Nobody on your business page will see your personal page. You just have to have one in order to have a business page. You also don't have to do anything with your business page if you don't want to. But my recommendation is to fill your business page with really great content. This is the place that somebody would go if they clicked on one of your ads and wanted to see who's behind this ad, what else do they do. This is a really great place to build your authority, your celebrity, your value proposition to your audience by offering really great content and then use your ads to sell them into opting in.

Okay, so my assumption would be also that you would have the same offer or offers of the lead generation magnet on your fan page. Let's say somebody goes to check it out to see what this is about, they would be hit with that same offer which would then again drive them off of Facebook to your opt-in page which I love because there are so many people which is controversial, Kim, because there's a lot of people saying, "No, no, no, no, no, no, no, you got to keep them on Facebook. You got to keep them on Facebook." We're going to create this thing inside of Facebook. You're saying don't do that. Am I right in assuming that you're going to have that same lead generation offer or offers on your fan page as well?

Yeah, you absolutely are. It's a great point. There's a couple of great free places to put it. You're not going to get thousands of leads in this way, but they're free and you might as well use them. So an unknown place, or little-known place is your cover photo on your Facebook page. That's actually a clickable image. And you can use the description of your cover photo to be an opt-in opportunity. So again, if you create that great lead magnet, and let's say it's an accounting firm and they want to give 10 ways to save taxes at year-end, okay? And you would have a much better title and all that great stuff, but we are just going to do that for quicksakes. So we are going to put that Free Report in our cover photo. And we're going to right-click here to get a copy. That image is clickable on mobile and on desktop. And when they click through, they can go right to the caption of the photo, and that now can be your opt-in. So you are sending that traffic to an opt-in. You can do the same thing with your About Us on your page. You can actually send them to an opt-in page. When you are writing your About Us, all you have to do is type in the URL of your landing page,, and that becomes a clickable link. These are two places that very few people use, but it could be a source of several free leads for you a week, so I definitely recommend using them.

Got it, perfect.

Okay. And one more way to get some free traffic, because I'm going to do another bonus here, is if you're doing a promotion with somebody, so let's say I'm going to be at GKIC's event, and let's say even you are, your audience, let's say your audience is similar to GKIC's and you're going to Superconference in the same spring, if you write a post about that from your business page, so come visit us at, or we are going to be attending, and their page name is the official GKIC Insider Circles event, if you tag them in the post, so you write the symbol, the symbol, and write the name of the other page, Facebook will show your post to some of that other page's fans, even if they are not currently following you. It's a way that you can reach potentially more people and have them start to follow you, and you don't have to pay for that traffic.

Got it. Step number 1, Kim, is to come up with a lead generation magnet. Everyone at GKIC who's listening to this should know what a lead generation magnet is. If you don't, simply call up one of our business consultants and they can help you out with that. Step number 2 is, okay, we're going to be placing our ads. Let me just stick with that for a second because before we get to moving them offline, how exactly do I go about selecting who my ads are going to be shown to? And how— okay, that's the first question. I'll get to the second question in a second. So answer that first.

Sure. So, yep, and actually I cover that with opt-in, but that's fine. That's cool. So you're going to do this. Don't hit that. And if you already have, it's okay. Most people have. But don't hit that boost button. Boost button again. It's this easy button right inside your Facebook page that Facebook gives you because they want you to spend money with them. And Dave, I know you just got back from Vegas, and I think of this boost post button just like the slot machines that are everywhere.

I lost money on the slot machines, Kim. There you go. Thanks for bringing up a sore subject. I appreciate it.

Oh, that's what I'm here for. And so you don't— they want you to spend money, and I to flog their commerce, but that's not our goal. Our goal is to get leads in. So don't hit those posts. There are much more specifically measurable and optimized ways to do it. And if you've never used Facebook before, you're going to want to start in the Ads Manager. And here's where it's so amazing. Facebook lets you reach multiple different ways. First, you could reach your email list. So let's say you have a group of prospects who haven't converted yet for you into a customer. You could upload them. You could target them. You could reach people who are currently your fans of your page. You could reach people who come to your website. You could also reach people who have come to your website in the past 90 days. Now that's creepy for us as consumers, but fantastic as marketers, because what Facebook is doing is if there is a like button on your website, if anyone has ever hit like, or they visited your site, or they have Facebook open while they are going to other sites, Facebook is tracking them. So they know if they came to your site, so you can get some of that traffic back. You can also create look-alike lists of all these people. So let's say you want to upload your top 100 customers, Facebook will create a look-alike list for you of all the same demographics of your best customers so you can target them. You could do your website traffic, duplicate that. Your Facebook fans, duplicate that. And if you don't have any of those, or you want to reach an entirely new market, let's say you are really truly starting with your list building right now, It's amazing because you don't have to buy any data. Facebook has partnered with Epsilon, DataLox, Experian, and they partnered with them to mine data using your email address that you have in Facebook and the email address that they have, and they are taking credit card information, legal records, survey forms you might have filled out, pitch-based forms you might have filled out, and they can target you. So you can target people based on their income, their home value, their profession, their buying habits. You can target people who have purchased business marketing in the past 30 days, if they are a Facebook page admin. There are thousands and thousands of items that you can target people on, and this isn't based on what they say on Facebook. This is based on their real behavior, so it's behavioral targeting. And it's incredibly powerful, and why I am such a huge advocate for Facebook is because it's the The only place that you can market demographics and psychographics without buying a list. You can target these people and test it, and then you can scale it and launch it. It's amazing in that way.

Fantastic. Fantastic. That's awesome. All right, so let's just go over this again. Step number 1 is to create your magnet. Got to do that. Step number 2, which is really important, which is Kim's controversial step, is To get them off of Facebook, get them off of Facebook. Drive them to your opt-in page on your own site or on a special opt-in site. Step number 3 is to opt in, get them to capture their contact information so you can convert them into sale without having to buy the lead again.

That's a big part. One quick thing, I'm sorry to interrupt you. Don't go after likes. Don't go after comments. Don't go after shares. Go for opt-ins. It's the ultimate goal. The cool thing about Facebook is when people see your ad, if they are not currently a fan of your page, they will have a little button on the ad that will say "Like Page," so you can get fans. But your ultimate goal is to convert them into a person on your email list. You don't have to pay for them again, because now that they are on your list, you can follow up with them. So I believe in only spending money to get them to opt in.

Got it. Got it. Only spend money to get them to opt in. Perfect. Perfect. Step number 4 is what you call getting them to, which is the M in the RMMOM, is to get a micro-commitment from them. What exactly is a micro-commitment?

Sure. So we're taking people through, I want you to think about dating. You meet someone at the bar, you think it's cute, you ask them to have a conversation, you buy a drink, maybe get a phone number, you go out on a date. This is that same way. Again, it's not a shopping mall. People aren't there looking to buy something. You've just lured them in with something of value. You can't go right to the, hey, I got a book, now buy a $700 product. It won't work, and your Facebook marketing will feel like a failure. Instead, you're going to take them through a series of micro-commitments, meaning little things that they can do in order to begin to trust you and be ready to buy from you. You have to nurture them a little bit more than would be going straight from Google or maybe even from direct mail. This is a different channel in that way. So again, back to that roadmap for success, the way that GKIC has it set up is an incredibly successful campaign and we've tested many offers. And the benefit of working on this account has been they have great spend because they are getting a high ROI, so we can do a lot of data testing. For the geek in me, I just love it. And what we have found is the first page is asking just for an email address. That's it. Not even for first name. It's just an email address. Second page is telling them they can upsell it to a product package that's $4.95. So now we're getting them to agree to give us their contact information and their credit card information, but we're still not asking for that information yet. Page 3 is when they're then asked for their credit card information. And not until the bottom of that page are they asked to upgrade into or add on a membership trial. The amazing thing is 60% of the people who go through that funnel take membership. Okay? Where after that 4 separate pages before we ask, where in the funnel that we ask them to go straight into a free trial of membership, it's at 18%. So 60% by nurturing into an ask. So you want to start thinking about what are those steps. It doesn't have to be in landing pages. It could be in emails that you do for following up. Maybe you are sending them into a webinar where you nurture them into a sale. Sale. Maybe it's a direct mail campaign that you then put them in, but there needs to be a series of nurturing them through micro-commitments before they're going to make the big purchase.

Got it. Got it. So I think one of the most important things that you're talking about is though that— and I have seen a lot of people who do this, which is actually going for some kind of sale though right away and not just going for the opt-in, right? I mean, that's what you just mentioned. Like, you really want to get them to commit to at least something right away. I mean, even if it's like, hey, I'm going to send you a book for $4.95, right?

Yeah, it's worth testing. What's weird is that I would love to say that's an absolute, but we have so many clients in so many different genres, and my life would be a lot easier if any of them I could apply the same exact thing. They all test differently. They all test differently. So you mentioned Ron LaGrande. With him, people go into buying a $1 CD into a free trial of membership. But Craig Proctor, who is in real estate, it works much better getting people onto a free webinar. So everybody ends up testing differently, and the cool thing about doing this is this gives you— you can test in really small batches, in $25 batches you can test to see what gives you the best results.

So what are some things that you have found, Kim, as far as testing, some different things that people should test? When they are doing this to build their list?

Yeah, so something that I love to try and it seems to work, but this is one that you can carry across everybody is high contrast ads. So Facebook loves photos, right? So they show them where people love sharing photos on Facebook. So if you just go straight for sharing a photo, it doesn't seem to stand out as much as a high contrast ad. And that's one that's black, white, and red, and has a lot of white space. We're finding that they're performing better than other ads. Using your headline in your ad as a call to action, telling them to do something. So, "Click here to register," or "Click to download." Give them a call to action. Tell them what you want them to do. In the copy on the page, on the bottom of the ad, have the copy run off the ad, so there's this open loop that people want to click through in order to get to find out on the landing page what else the story is going to say. How does the story end? Keep that open loop, that curiosity going. And make sure your copy and your image match what's on your landing page. That's called ad congruency. You don't want to have these really cool ads that get no conversions, because that's not going to help you. Clicks don't matter. Only people actually opting in matter that can be a good qualified lead for you. —something really—

No, I just want to point out that it's the same thing when you're doing— like Craig Simpson was talking about, if you're driving offline, like for example with the postcard online, or you've got a display ad offline, when they come online and they come to your landing page, they've got to immediately know that they're in the right place. Because if they don't, they get confused and they click off. I just got another question. I didn't want to interrupt you, but I do have a question about the high contrast ad. So are you saying not to put an image in there, but rather just put text?

No, I would test images. But we've done high contrast ads with images and text. You can only have 20% text or less in the image to be approved by Facebook. But for like for GKIC, the best best performing ad we have is a black, 2 black images of silhouettes of people pointing to a map. And it has the value of the product crossed out and just a zero on it. That has performed way better than even photos of Dan Kennedy, which had been the best performing ads we had run. This ad does better than that. So you just want to, I would love to see people test those colors when they are creating graphics for their ad images, because they seem to be outperforming, at least in the current algorithm that Facebook has.

All right, another question for you. That's perfect, thank you. Another question I have for you is, can you explain a little bit more about having the copy run off the ad? Can you give me an example of what you're talking about?

Yeah, so when you're setting up your Facebook ads, there's a little button that would say advanced text, and this is the copy that goes below the image. There's copy that goes above it, and you want to make sure that's based in the value, what the person will receive, like discover how to get more clients, customers, or patients with this new free report. But down below, you describe whatever it is that they are going to experience when they go to that landing page. So, "Get these 7 things that you will discover about," if you are describing the free report, the outcomes that they are going to get from that free report. That copy should come right from your landing page. And when you paste it into the box on your ad setup, have it so that they are not complete sentences, that your sentence is going to be cut off too many characters for the ad, so that it's an open loop and the person has to click through into the ad to see what the rest of the sentence is. That's cool.

That's really awesome. That's really, really great. All right, I just want to review the steps where we are in Kim's MOM process. Step number 1, M is Magnet. You need a good lead generation magnet. Step number 2 is Move. Move, take them from Facebook, off of Facebook and onto your own site. Step number 3, of course, is hey, you got to get them to opt in. Get them to opt in. What she talked about there, which is really important, which we just mentioned, is make sure that the ad is congruent with the landing page so that they know that they've come to the right place. She just gave some really killer advanced tips on how to create an ad that actually gets results. Step number 4 is the micro-commitment. All right? So get them to do a little series of things as opposed to like let's say you are selling your membership, hey, coming from an ad to hey, do a trial of our membership. That's too much. Little micro-commitments works best. And so the next step, Kim, is step number 5, which is monetize. Describe the monetization process. We did a little bit, but go into a little bit more detail.

Oh sure, and I did. I remember what I was going to say. Facebook just added, this builds on that, Facebook just added a cool new feature that you can create those lookalike audiences. Again, I can upload my top 100 customers and Facebook will give me a bigger audience that I can reach. So you can actually take 100 customers and Facebook will turn it into 2 million people in an audience, very cool. But still, we don't know if those people are going to be motivated likely to opt in or purchase from Facebook, right? Because they are just our best customers. They are not all Facebook people. Well, they just added a new feature which is setting up an audience based on your conversion. So the only type of ads that we set up, because we are completely an ROI-based firm, is that we set up website conversion ads. Facebook allows you to take a conversion pixel right from Facebook, and where you put it is on the thank you or the confirmation page. So for example, when you are doing a free report, when the person enters their contact information, they generally will end up on a thank you page. On that thank you page is where that conversion pixel code goes. It's just this little piece of code that Facebook gives you, and they let you email it right to your webmaster if you have one. If not, you are using WordPress, you just put it in your header box. They give you the steps, and I'm not, even though I love data, I'm not techie, and I can do it. I'm sure if you can use a Word document you can get this done. It's nice and easy. But what's cool is that you are actually not just tracking clicks, you are actually tracking how many people performed the action you wanted based on each ad. So I know that this red and black ad got me more email addresses than this picture ad. Or I know people age 18 to 24 got me more opt-ins than this age group. You can break it down really great with using this conversion pixel and all of Facebook reporting gives you that ability. Well, now they have given you the opportunity to take the people who have converted and duplicate them, which I love. So not only am I duplicating their demographics, but I'm duplicating them based on the behaviors. So it's people who are most likely to convert because Facebook has been tracking their behaviors, and have the demographics most similar to my audience that's already working for me. These are all the things that we sat around wishing and dreaming about. And you can do it all on this platform. That's why, you know, and most businesses, are they using this? Absolutely not. They're just posting up random things, wasting a lot of time. So for all of you on the call today, here's your huge competitive advantage. Even if you use just one of these strategies, you're going to be doing something far and above what anybody else is doing to get these kind of results. It's amazing.

I mean, that's absolutely huge. I mean, it's kind of scary actually, isn't it? From a marketing standpoint, it's really, it's really cool, but from a privacy standpoint, wow. Uh, but as Dan is fond of saying, um, uh, privacy in America is, uh, is dead and has long been dead. But I mean, from a marketing standpoint, I don't know how you get— better than that. I can't imagine how you get better than that actually. That's phenomenal. All right, so let's talk a little bit more about the final step in the process. And then we do have a bunch of questions for you which is the M, the final M is monetize. Monetize. And you say have a plan before your first social media post regarding how you're going to monetize your list.

So we like to work backwards. Whenever we're putting a campaign together, we want to know what you want the end result to be. So, again, let's go back to that accounting firm. Maybe they want to have more sales conversations with small businesses to talk about their financial planning, or their tax needs, or whatever it might be. Well, we know that that's the end result, so we're going to move backwards. Then we say, "Okay, well, what's the interest of those people?" Then we come up with a lead magnet that could gear them towards that. Then we know we are going to write posts about that, all driving to the same offer that we are going to be trying to get people to want to download this free report. So everything is tied in together. If you just start posting random articles, random concepts, sharing things you think people might think are interesting, that's social media, but that's not how you are going to monetize. Monetization will occur only if you begin with the end in mind, knowing exactly what you want your target market to do, and all of your posts should be supporting that overall goal.

Got it. Got it. All right, so we do have a bunch of questions here from folks, so let me— let's get to some of those. And again, by the way, if you have questions, all you need to do is enter them into the little question box there, and we will try to get to them. All right, the first question is, how long should I give a campaign before making changes to the ads?

Yeah, it's a great question. So we generally— we use a $750 Facebook ad budget as a good testing model to get enough clicks, which is significant if you've never done Facebook ads before. So if you have a good budget, you just want to like start testing, that's a good number, because you want to get at least 500 clicks to have it be statistically congruent. But if you don't have that to spend, then really base it on what you can budget overall, and how long you can run the test. I'd rather run the test for a few days and have a bigger budget per day, because it gives me better results. So even if you can only do $5 a day, $10 a day. I'd rather you do that over the course of 3 days or 4 days versus a couple dollars and run it longer. You'll see right away, am I getting a lot of clicks and they're not opting in? Well, then you probably have a problem with your opt-in page. If you're not getting enough clicks, then you have some problems with your ads. If you're getting people to opt, click, and then opt in but not convert, then you're having some trouble with your sales funnel. You always want to try to isolate each portion of what you're doing and compare apples to apples to get the best results.

Now Kim, can I split test ads on Facebook? So let's say I have a big enough budget and I want to split test different ads for the same offer, but I want to see which ad works best. Maybe I just want to change the headline.

Can I do that? Yeah, you totally can. And you can even do it with a small budget. So even that $5 example, as you're setting up ads in Ads Manager, Ads Manager lets you test 5 images 6 images, excuse me, all at the same time. Now the one problem with this is when you do it that way, which is super easy and quick, Facebook decides which ads they are going to push out, and you don't always get a clean and fair test. So I sometimes, if I really want to do a full-force test, and we are going to be looking at spending significant money for a client, I want to make sure I'm doing an apples-to-apples test, I will set up each image as its own ad campaign. For ad set, it's called now on Facebook, where we set up our budget. That way I'm sure that Facebook will show each one somewhat the same amount of time and spend the same amount of money on it, so I can get a fair test on it.

Got it. Got it. Again, you recommend if you can do it, $750. The other thing that you said, which I thought was very interesting, and I think it's an important point, is you want to— get this in a compressed period of time, right? So you don't want to spend that $750 over a month. If you can do it, you want to get it over a compressed period of time. Why is that, though?

That's a great question. One is because Facebook likes to see higher spend. You're bidding against other people. So if you try to spend too little, they won't share your ads. And I will say, right now is absolutely the most expensive time to run ads, because you're bidding against all this holiday traffic. Facebook ads are definitely more expensive right now than they will be mid-January. They'll go down again. And you're also going to see greater results quicker. So you're going to be able to see those clicks happen and how they push through your funnel. If it's too long or too spaced out, Facebook won't share it. You won't have the same momentum, and you won't be able to see how they pull into your full funnel.

Got it. Perfect. Perfect. Another question we have for you here is, and this is a good one because I would say the same thing. This isn't coming from me, but it could be. I've looked at the tools in the ad tools in Facebook and it kind of looks complicated. What's the best way for someone to get started, a complete novice to get started with this?

Sure. Start with a— of course I have like I just sell self-interest answer, but I'll give the non-self-interest answer first, and then I have a self-interest answer. Start with the— on the Facebook Help page, Facebook.com/AdsManager. Within there, there's Help. There's really great step-by-steps. They have wonderful case studies in there, examples, how-tos, and videos. That's a really great way to start discovering more about it. But Facebook.com/adsmanager gives you a lot of great free content to see how to get started.

Perfect. So just do a little reading, a little research. Facebook really shows you how to do it, and then you have your training as well. All right, another question we have for you. The person says, I have a personal Facebook site with lots of followers. How can I use my personal Facebook stuff to start moving the subset that would be interested in my business as possible customers?

Yeah, it's a great question. You might want to, if a lot of them are that way, you might want to turn your personal page into a business page, and you can do that. It will turn all of your friends into likes or fans. The only thing that will come over with you to doing this though is your profile picture and your fans. All of your posts will go away. So Facebook, you are going to want to search on Facebook. Actually, it's better to do a Google search of how to convert your Facebook fan page, Facebook profile into a fan page. They take you through step-by-step how to do this, how to download all your content, and how to turn it into a business page. I suggest opening up a new personal profile before you do this. Tell your close friends and family to join you on that other page, and then convert it. You don't want to just just have people wake up one day and they discover this. You can instead, if you don't want to do that, you want to keep your personal page just like it is and you want to create your business page, incentivize, tell them that say you are going to be giving away a prize, or a free report, or something cool to some random fan on your page, or to everybody who joins your page, and give them a deadline to do that and to get them to move over, because besides that they pretty much won't. People, They don't have an immediate need. They always have more things to do. Tell them exactly what you want them to do and give them an incentive to do it, just like any good call to action and direct response you'd want to do.

Got it. Got it. I think that's really cool that you can turn your personal page into a business page. That's something that I'm going to do because quite frankly, I never post on it. Any post I have on it that would be lost would be Awesome, because it wouldn't matter. Now, do I need to set up another personal page? Because earlier you said I need a personal page and a business page.

If you do, yeah, you're going to need to have it. And then it's weird, but you're going to, you're going to lose it. Then you can make your personal page an admin on your business page, but you do need to have a personal page as well.

So you got to have— so you do have to have the personal page. That's what you're saying. Invite, invite your real, like like your real friends and your real family to rejoin you on that page?

Is that what you do? Yeah, because like I post pictures of my kids. I have a 2-year-old and a 4-year-old, and I, you know, we just went to Disney and I'm going to share some pictures of them. Well, I only want to share those with people I really know well, not people who heard me speak somewhere. So I only have about 200 people on my personal Facebook page as connections, friends. But on my business public The Kay Walsh Phillips Facebook page, I have over 5,000. I'm using my personal page really just for that, to communicate with close friends and family.

Perfect. The next question is, what about using video in Facebook ads? Is that a good strategy?

Yeah, I love that question. Facebook loves video, so it's a great way to do it. What you want to do though is not just post a link to your YouTube page. You want to directly upload the content to Facebook itself. You're going to be uploading it, your video, Video ads are awesome. If your video ad gets viewed at least 1,000 times in 24 hours, which is not that hard because Facebook starts showing the video to anybody who sees it in the newsfeed without them even clicking on it. So if at least 1,000 people see it, you can actually retarget all the people who saw your ad with a call to action. So let's say you're doing a prelaunch. You're going to get people into— let's say you want them to purchase a product next week. And right this week you want them to see a series of videos You could be running that series of videos with Facebook ads, and then following up with them to opt into the launch. So it's awesome for those micro-commitment campaigns, and a great way to interact with your audience. Facebook also lets you put a clickable link right in your video. You could put a call to action and get people to go someplace else. Again, the goal is to move them out of Facebook and get them to do something else for you.

Alright, so just to go back to the first thing, so I've got my video that Facebook is showing and then Facebook will keep track of how many people watch that video and then I can do an ad specifically to those people, is that what you're saying?

Yeah, so Facebook tracks who sees the video and then you can retarget all those people with another ad.

Wow, that's crazy, that's awesome. All right, this is just so cool. I mean, it's so cool. And, and again, I know that for, like I was saying at the very top of the call, Kim, friends of mine are just using these strategies and just building their lists like crazy with, with, with, with very qualified prospects, right? That's the other thing. Yeah, use the strategies like you laid them out with your mom system. You're not just getting opt-ins, you're not just building your list, you're actually getting quality people on your list. I think a lot of people miss that, too. They say— there's a lot of guys, "Well, I've got a huge list." They have no relationship with the list. Most of the people are unqualified. It doesn't matter the size, necessarily. It's really the quality of it. Next question we have here, it says, "In segmenting your target audience for the ads, any suggestions on how to narrow it down so you don't go after too big of a segment?" Which kind of goes to what I just said. How do you— target? How would I narrow?

[Speaker:BECKY] Yeah, okay, so there are a few things in that question. One is I recommend to keep your audience, if you are going for a national or international audience, you want to try to keep it between 100,000 and 500,000 large. And the reason why you do that is because Facebook is going to optimize it for the people most likely to perform the behavior that you want. So if you want people to download a report or sign up your course, or purchase a product. Facebook knows who of their audience is most likely to do that, and that's who they are going to show the ad to. So it has to be somebody who matches your audience, is most likely to convert, and actually is on Facebook when your ad shows. So that by its essence is going to narrow that audience down quite a bit. So when I said the 2 million, 2 million people will never see it. It's going to get a much, much smaller, much smaller group. If you've already had all that and you are still good and you are still too big,, then a great place to take a look at to get to know more about your audience, and again, this is a free resource Facebook gives you, is on your Ads Manager tool there is a category or a tool called Audience Insights. And this will show you detailed demographic information about your fans, about your email list, about your website traffic. And you can find out age, gender, income, purchasing behavior, other fan pages that they might like. You can go through all these demographics categories. There are 5 tabs in the Audience Insights giving you just tons and tons of good content. And just start testing narrowing your audience down by any one of these things. The more you narrow it down, I will say, the more expensive it gets, because each category gets more competitive, but it doesn't mean it's not worth it. You just want to know that your ads will get a little bit more expensive, and your audience will get smaller. So just test them one at a time by narrowing your audience down so you don't go too far too quickly.

Again, it's no different than with direct mail. If you're going after it like Frank Simpson talked about, you're going after a direct mail list, the more selects you have, the more selects you choose, the more expensive it is per name. It is more expensive it is per list, but oftentimes the quality— again, we go back to quality. The quality of the person that you're getting is far superior. There's a related question, follow-up question, which is related to the last one. Which is what's a reasonable size target segment for someone working to build a list?

So— Yeah, so I gave you that national and international number. If you're going for local, it's going to get a lot smaller. So we do a lot in the real estate market for realtors. That's one of the categories we work in, and attorneys. There's a few different that will get very specific into locations. So we're actually uploading zip codes. You don't need to be getting that specific. And then you are just going to try to get as big as you can. You want it to try to be at least 20,000 people. If you get any smaller than that, it's going to be difficult to get great results with your audience, unless you are going after your list of course, then it doesn't matter. But what I want you to keep in mind is the smaller the audience, the smaller your daily budget should be, because Facebook can't spend enough money and give you high-quality traffic if your audience is too small. If you have a small audience, that's okay. Just start testing a really tiny budget. I'm talking like $5 a day and see how that converts for you before you start increasing it, because you'll be wasting money if you try to make your budget too big if you have a tiny group.

Got it. We've got another question here which is— I'm going to skip that one. I'm going to save that one to the end. Here's another one. Do I need to go all out in configuring my Facebook page with fancy backgrounds, etc., or is it okay just to go simple with the basics that they provide you? Do I need to get a designer and all that kind of stuff?

That's a really good question. Cool. Great question. There's a great free resource I'm going to give you. Do make it look good, because this is again, this is your platform. You are to be the expert and professional. You want to look good. You should look good. But you can do it for free. There's a website called Canva. Yes, totally. Canva, C-A-N-V-A dot com. That's C-A-N-V-A dot com, Canva.com. And it's a ton templated site that gives you all the templates for social media, your Twitter background, your Facebook, your Google Plus, all measured to the right size. They are laid out with fonts, backgrounds, and you can insert your own images if you want, or you can just leave it as it is, and it's free. They have some templates that are $1 apiece, so you might end up spending $1, but you don't even need to spend a dollar, and you can create amazing cover photos, profile pictures, and social media posts. So go ahead and make it look good, but don't spend money doing it.

That's awesome. I mean, that's worth the price of admission right there. I mean, that is so cool. So, so cool. Okay, so the next question has to do with— the question was, well, how do I monetize without a list? Well, a couple things.

I'll answer that, Kim. Thank you. I'll take a sip of my coffee while you do it.

Yeah, you have a sip. So you're like me. Are you drinking espresso or just regular coffee there, Kim?

Espresso. Are you really? Mm-hmm. I have a VersaMatic and a Riesmuller in my office.

I make my espresso. Well, you know, you know that I'm like the espresso king. I'm always drinking espresso on the call. So that's so funny. Cheers. Cheers. The— so here's the deal with that. First of all, I want everybody to remember that this isn't— this part of list building, this is list building building school. This really isn't monetization skill, uh, school. All right, so what we're teaching you to do here is build a list. However, what Kim is talking about here today is exactly how to build the list and then also monetize the, the new list that you built, like, right away. That's what she's talking about. So you're using Facebook to generate the lead to build the list, and then she's also taught you a method for monetizing it right away. But the main purpose of what we're talking about here is, is how to build the list, how to attract your ideal customers, clients, or patients, people who would be interested in the offer that you have. Kim, anything you have to add to that?

That's why, I mean, this is why I love Facebook, especially if you are starting out with a low budget. You don't have to buy a list from any kind of list broker. You can use the built-in demographics in Facebook's Ads Manager and start targeting people in order to build that list up. So absolutely, this is the main way we use it and why you want to go for that opt-in and not focus on likes, comments, or shares. You really want to get the opt-in so you can put them on your list right away.

All right, we've got another question here and I see we're running up against the clock. So if you guys have any questions for Kim, now is— we're running out of time, so this is your last opportunity to ask those questions. So enter them in right now. The question is, what do you see as the right balance between Facebook posts, email messages, messaging to your opt-ins, and blog entries? Can they overlap?. So I've got my fan page. Should I be putting the same stuff on my Facebook fan page, on my blog post, on my opt-ins? Can I reuse them? Do they need to be totally different? I think a lot of people are confused by the whole— it's really beyond the topic we're talking about here, but let's handle that one anyway.

So how does that all work? Yeah, there's a lot of different ways to do this. You're going to find the way that works best for you. So I'm just going to share how I do it, because even— we have a team of 16 people on my staff, but I still write all of the content that we put out from our firm. And so I personally write all that stuff, and I get it done in my day. I'll show you how I do it. So I start with the overall goal. So my goal for January is to get people onto a webinar. I know that. It's a webinar on how to create a Facebook sales system. And so I know that's my topic. And so I'm backing into that in creating newsletter articles. We have a newsletter we send out, so I'm going to write my big newsletter articles. I then turn my newsletter article into 4 blogs on subtopics of that same theme of how to build up a book sale system. I then go into those blogs and I pull out soundbites from those blogs that then can become social media posts. So I'm sharing little tidbits of content that will lead back to the blog post. And then will ultimately lead them into registering for the workshop. In between those, I will add— I will repurpose content on a consistent basis, quotes, facts, share ideas and concepts, because I post 3 times a day on Facebook. Increased posts increase your traffic and lower your ad costs. We don't have time to get into why that all works that way, but it just does. If you can repurpose, it's great, but start with your end goal in mind again. What do you want to accomplish? Write your big pieces of content first, and then pull your social media posts out of it.

Okay, fantastic. So again, it kind of goes— what you just said kind of goes to your rule about the second M is move, which is you're trying to get them off Facebook.

I mean, that's what you're doing. As much as possible, absolutely.

As much as possible, we want them out of Facebook. Okay, that's great. So even— so you're like posting something so that they will even leave Facebook and go to you, go to your blog to read it? Perfect, perfect, perfect. All right, so this comes from a gentleman in Dallas. He says, I market legal services of bankruptcy and divorce. How do I get people to click on my lead gen ads when people don't want to let Facebook know that they're filing for bankruptcy or getting a divorce?

I don't think most people know that Facebook knows, right? Right. Yeah, no, people don't know. We get— I get— I have people doing everything from getting information about bankruptcy, getting information about repairing their credit. We have ads running about people, what to do to make sure that your spouse doesn't get all of your assets when filing for divorce, what to do to protect yourself now. We run ads for fertility centers, people seeking information for that. I have— we have run ads for EDs. Products. So I mean, the most embarrassing or private matters, people respond to it. So we don't want to ever apply those privacy concerns to ourselves, because our audience does not behave that way. People seem to be willing to put any piece of information into a forum on Facebook if it gives them enough value for doing so.

Yeah, and again, most people don't know that Facebook is tracking all of this. Just like most people don't know how much of their own information is available when they— on mailing lists. I mean, it's really, right, quite frankly, no different. Oh, you're gonna like this next question, Kim. You're gonna really like this next question. It's like the perfect set of questions. And I might question whether or not this is somebody from your office.

I'm just kidding. But just kidding.

I don't have the login information. No, I know you don't. Just kidding. Here's the question. It comes from Jeff Jeff in New Hampshire. Jeff says, I'm at the very early stages of creating an info product and starting with a blog and webpage. At what point does it make sense to talk with a marketing agency such as yours?

That's a great question, and I would say to actually wait until you understand more about it. There are so many wonderful folks who think they know what they're doing on Facebook, but most of them don't really understand at all how to use any of the resources I've just shared with you. And they're going to waste a lot of small business resources. Now, there are some wonderful companies doing great things out there, but educate yourself. I just beg of you to educate yourself before you give a single dollar to a social media agency, just like I'd want you to do for a direct response, direct mail company, or for a web designer, or anybody else. Understand what you should be getting as far as results go, and make sure that anything they set up is in your ads manager, that they don't own that platform. It should be in yours. You should have complete access everything, and you should be able to see the results. Success in the work that they do for you should be based on results. If you're just starting out, I 100% think that you should try to do this on your own and test it a little bit, even if you don't have a ton of time, because I'd want you to understand this as clearly as possible before you work with an outside source.

That's a great answer. And again, we'll be giving out your URL where people can get more information if they're interested. And again, by the way, it's so funny. This is— I keep going back to like the old school direct mail and making the comparisons, but it's really what you just said is the same thing that the late great Gary Halbert taught. He says, you know, you should do the entire process yourself first before you even think about hiring anybody else, including, you know, addressing the envelopes, going to get the letters printed, folding them, putting them in, putting the stamp on it, just so you know what the process is. Even if you don't continue to do it,. You know what the process is. You know what goes into it. That's exactly what you just said. That's exactly what you just said. I wholeheartedly believe in that. We've got one more question here. This comes from Jeremy. Jeremy says, "Can you tell us more about generating leads for local businesses via Facebook, like for retailers?

Can you just briefly summarize the strategy?" That's a perfect way to end this. Sure. In the Ads Manager, you're going to do all the same things we talked about. You're going to focus on your target market. Let's say you're a retailer. Who sells— I'll make it a little bit more difficult. So let's say I sell surfboards, okay? And I want to focus on people who— I'm going to choose an audience of maybe people who like other surfing pages, so maybe they are going to be my audience. Or I can focus on people who purchased surfing products, because I can choose that as a behavior. And then I'm going to target them into my zip code or into my town with a radius around So you're going to do the same thing as you would do for an online business. You're going to base it on behaviors of your perfect prospects, but you're going to convert them into, or you're going to be targeting them locally. In that case, I would be incentivizing them. Most likely you could do a guide, but if you want to get foot, feet in the door, I would be doing a gift certificate. So I would do, and we don't call them coupons, gift certificates have more value, so I would do a $10 gift certificate. Towards a $100 purchase and offer that as an ad on Facebook. They would have to opt in to get it, but then they could show it in store to redeem it. So it's the same concept. You're just going to require them to come in and you're not going to give them a discount code.

You're going to give them an actual coupon. Fantastic. Kim, this was just great. And as she said— now by the way, there's no reason for anyone to wait to get started. Right, you know, do it right now and start trying it. Yeah, do it, get it going, start, start building your list. I mean, it's literally list step by step right here. There was a lot of information in this, in this session, so I recommend that you listen to it again, take notes, but most importantly, take action. So Kim, thank you so much, I really appreciate it.

Thank you for having me.

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