module 8: putting your 24/7, autopilot lead generation ... · this is putting your 24/7, autopilot...
TRANSCRIPT
Module 8: Putting Your 24/7,
Autopilot Lead Generation Machine On Overdrive
With Dave Dee, Mike Stodola
and Kim Walsh-Phillips
www.gkic.com
ULTIMATE MARKETING MACHINE
© 2016 Glazer-Kennedy Insider’s Circle, LLC. All rights reserved. Page 2
© 2016 Glazer-Kennedy Insider’s Circle, LLC. All Rights Reserved.
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This Presentation (“Presentation”) has been prepared by or on behalf of Glazer-Kennedy Insider’s Circle, LLC and/or its affiliated companies (“GKIC”) for the purpose of setting out certain confidential information regarding GKIC’s business activities, plans and strategy. References to “Presentation” include any information which has been or may be supplied in writing or orally by or on behalf of GKIC in connection with the Presentation or in response to any follow-up inquiries from the Presentation. This Presentation and the information contained herein are confidential. In addition to the terms of any confidentiality agreement you may sign with GKIC, by viewing the Presentation you agree that you and each of your agents, representatives, advisors, directors or employees (collectively, “Representatives”) will not, and will not permit any third party to, copy, reproduce or distribute to others this Presentation, in whole or in part, at any time without the prior written consent of GKIC, and that you and all Representatives will keep confidential all information contained herein not already in the public domain and will use this Presentation for the sole purpose of familiarizing yourself with certain limited background information concerning GKIC and its business strategy, plans and activities. If you have signed a confidentiality agreement with GKIC, this Presentation constitutes Confidential Information for the purposes of such agreement. If you do not agree to the terms of this Notice, you may NOT view, copy or distribute any portion of this Presentation. While the information contained in this Presentation is believed to be accurate, GKIC has not conducted any investigation with respect to such information. GKIC expressly disclaims any and all liability for representations or warranties, expressed or implied, contained in, or for omissions from, this Presentation or any other written or oral communication transmitted to any interested party in connection with this Presentation, so far as is permitted by law.
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CONTENTS
Module #8: Putting Your 24/7, Autopilot Lead Generation Machine On Overdrive .......................................4
Progress So Far ...........................................................................................................................................4
Facebook Benefits .......................................................................................................................................6
Targeting Your Market with Facebook .......................................................................................................8
The “Boost Post” Problem ........................................................................................................................10
Introducing TOM .......................................................................................................................................13
Top TOM Campaigns .................................................................................................................................14
Facebook Ads Basics .................................................................................................................................15
ACE Campaign ...........................................................................................................................................18
Big Game Campaign ..................................................................................................................................20
B to B Bravado ..........................................................................................................................................23
Publisher Post ...........................................................................................................................................25
Social Circle Campaign ..............................................................................................................................26
Questions & Answers ................................................................................................................................30
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MODULE #8: PUTTING YOUR 24/7, AUTOPILOT LEAD GENERATION
MACHINE ON OVERDRIVE
Mike Stodola: Welcome to Session #8 of the Ultimate Marketing Machine.
This is Putting Your 24/7, Autopilot Lead Generation Machine On Overdrive.
It’s an absolutely awesome session that’ll utilize everything you’ve built to
date and show you how to really force-feed your ideal prospects into the
system and get them converting right away.
Today’s call is the final call. We actually have two guests – Dave Dee and Kim
Walsh-Phillips. Kim is truly an expert on lead generation, specifically,
Facebook lead generation. How are you doing today, Kim?
Kim Walsh-Phillips: I’m doing great. Thanks so much for having me. It’s
exciting that I get to close off this wonderful program.
PROGRESS SO FAR Dave, do you want to recap for folks where we’ve been and, again, why we
saved this session until last even though it’s really the first part of the funnel
if they look at that visual.
Dave Dee: Absolutely. Well, first, I
want to say congratulations to you for
coming on this eight-week journey
with us.
I also want to double congratulate you
if you’ve actually come along and
you’ve done all of the assignments.
If you have, you should be ready to
almost turn on your Ultimate Marketing Machine.
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Now, the reason we saved Facebook until the very end is because in previous
iterations of this program, we taught Facebook at the very beginning when we
were teaching the other lead generation methods.
The problem with that is people started implementing Facebook. We love quick
implementation; however, the minute you start turning Facebook on, you’re going
to start getting leads and they didn’t have anything to send the leads.
In fact, we recently just talked to somebody, a doctor, who was doing a weight loss
program. She basically did that and was bombarded by leads and she had nothing
to send the leads. She didn’t have her books, she didn’t have her CD, she didn’t have
any of it done.
She actually just put an ad in her newsletter that she sent out to her people.
She put an ad in her newsletter following one of the templates that we gave her
and received tons and tons of leads, but had nothing to send them. That’s the main
reason why we decided to keep this as the last session.
Truly, you do have the best person to teach you exactly how to do this, how to
make it work. She really knows her stuff and she’s a
master teacher of how to use Facebook. Both Mike and
I are just going to sit back and listen as Kim goes
through and explains exactly how to do this.
It’s really important that you take copious notes. It’s
mostly important that, after this, you block off time on
your calendar to implement this, provided that you
have everything else ready to go.
If you don’t have everything else ready to go, do not
put this step into place, because you’re going to start
getting leads immediately and you’ll have nothing to send them to convert them.
With that, Kim, we’ll turn it over to you.
It’s important that
you block off time on
your calendar to
implement this,
provided you have
everything else
ready to go.
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FACEBOOK BENEFITS Kim Walsh-Phillips: Okay, thanks so much. We want this to be really action-
oriented.
Your training today is for you if you love Facebook or if you hate Facebook;
because, you know what, it doesn’t really matter if you enjoy it personally.
This is really about how you can leverage it to use your whole system that
you’re creating right now.
This training today is going to be for you if:
• You want to get more customers, clients or patients into your funnel.
• You like to generate leads and sales on autopilot.
• You’re the celebrity or authority or expert in your market… it will help
you to better sell prospects and have them pay you what you’re worth.
I know, with having Ultimate Marketing Machine, you’re already creating the
pieces that will help support all three of these things, which will be fantastic for
then leveraging that into your Facebook marketing.
Every day, you have to be that superhero that has to deal with customers, clients
and patients, employees, vendors, technology. Of course, we also have a life, too,
with your family.
There’s so much we have to do in a day. Although we might feel like superheroes
sometimes, we actually don’t have super powers and we can’t make more than
24 hours in a day. So we want to get in and out as efficiently as possible.
I am not into telling you the latest trends in social media, why you should be on
Snapchat or to start Periscoping. My whole focus is what can get you the highest
ROI in the shortest amount of time. That’s what we’re going to focus on today.
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We’re going to go through why it’s imperative to your business that you start
leveraging Facebook now, the five campaigns you need to use and the full step-
by-step roadmap to run a social circle campaign. I’ll explain shortly what that is.
We’re going to discover how to launch a Facebook sales strategy now, get more
Facebook fans and turn them into customers for life.
Now, you might have made mistakes; that’s okay because there’s no such thing
as failure, it was just your first attempt in learning.
I hear a lot of horror stories from marketers who got banned from Facebook or
spent a bunch of money and didn’t get returns. That’s okay, because that just
brought you one iteration closer to having success. That’s what we’re going to
focus on today.
According to Social Media Examiner’s Annual Survey,
70% of all businesses using social media see no
return on their investment – 70%!
What that means is if you see other people
advertising on social media, do not copy their ads
because, chances are, you’re going to be copying
something that has been generating no return on investment.
And that other 30%, a whole bunch of them are doing things that are going to
get them banned from Facebook. So you do not want to copy what you see other
people doing.
You don’t want to focus on fans or likes or impressions or clicks; we’re talking
about focusing on the number of leads you bring in, the value per lead and how
many of those can turn into sales. This requires you to be accountable.
I’ll tell you, a lot of marketers, a lot of business owners, a lot of strategists or
gurus don’t want to have to be accountable. That’s scary, but you do. That’s why
you’re here today.
70% of all businesses
using social media
see no return on
their investment.
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This is going to show how you can measure every single dollar you put on to
Facebook and turn it to a lead and why it’s so important that you finally make
Facebook work for you.
This is incredible, but there are over one billion searches on Facebook a day, a
billion searches a day. Facebook usage increases 20%, month after month. While
people say, “Oh, it’s a trend, it’s a fad. Young people don’t use it anymore.” Well,
it is increasing constantly, so it’s still very important to get involved.
TARGETING YOUR MARKET WITH FACEBOOK For everything else that I said, this is the big one: There is no other market
where you can do this.
This is the only channel that you can reach 72% of
the population.
72% of online adults use Facebook. There is
nowhere else you can reach that many customers.
It’s incredibly powerful for that reason. It’s not going
away and it’s just getting more powerful.
Why? This is my favorite geeky thing. Now, I’m warning you, this is something
where the average consumer, this freaks them out and this may freak you out.
But I want you to go past that into why it can be used for incredible power for
you as a marketer.
Facebook lets you upload a list of your best customers and turn them into a
much bigger list of amazing customers, because Facebook has all this built-in
data in it.
It will take the demographics of your best customers and find more people that
have a 99.9% match in their characteristics and build out a group for you to
market.
Facebook is the only
channel that you can
reach 72% of the
population.
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There is no charge for that feature. In fact, they want you to do it because they
know you’re going to have a higher success level.
You can take that bigger list and you can spend as little as $5-10 a day going
after your perfect prospects.
Now, let’s say you don’t have that list, you’re just starting out or you want to try
a new market – that’s great, because Facebook has that, too.
They have built-in demographics like net worth, profession, if you’re a
homeowner, your relationship status, if there’s children, likes and interests.
Let’s go even deeper. They can tell you what car someone’s in the market for,
what are their demographics, are they a working class mom or are they a hip
mom? What number of credit lines do they have, what’s their home value? Do
they own a condo, an apartment? What’s their interests? Do they like personal
investments or real estate investments? What’s their personal finance situation?
You could target people of a certain net worth, if they spend a lot of money on
credit cards; what’s their political affiliation? What jobs do they do, what’s their
title? What’s their purchase behavior? Did they buy frozen food last month? Did
they buy a business marketing product? What type of television show do they
watch?
Now, you are probably freaking out, “How do they know this about us?” Well,
they’re partners with data mining companies. These are the same data mining
companies, like Datalux, Experian and Acxiom, the same companies that major
big companies are able to access like American Express and Comcast. They were
using these lists to market a very long time ago.
Now, with Facebook’s usage of this data, it allows the small business owner, it
allows you and me to use this in our marketing. Never before could you do this.
You know what? Hardly anybody is.
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That’s why 70% of those using social media get no return on their investment
because they’re not diving in to their perfect avatar.
You guys took time to discover what your perfect avatar is – who’s that perfect
customer, who’s that perfect market? You can now go into Facebook to
specifically identify who you’re going to go after.
The good news is, there is a successful minority crushing it on Facebook like the
campaign we’ve run for GKIC getting over 1,300% ROI.
It’s not just big names like GKIC; an individual financial planner, I’m going to
show you a campaign there, an orthodontist, then the B-to-B market. I hear so
often, “Facebook doesn’t work for B to B,” and I’m going to prove that wrong
today.
THE “BOOST POST” PROBLEM So here’s the first thing. A lot of you who’ve tried
Facebook marketing before have hit, ‘Boost Post.’
Because it’s easy, it’s there. You don’t have to do
anything except put a credit card in to use it.
I don’t blame Facebook because I’m in to free commerce and they’re trying to
make as much money as they can. But that button is like putting a quarter in a
slot in Vegas. You are gambling.
It is almost like taking your money and making it into a little, tiny paper airplane
and throwing it into the sky.
There is no major targeting, you can do a little bit, but not very much; there’s no
major tracking. You can’t optimize it. You can’t scale it. It is not a great way to
make money with Facebook.
I have some people at this stage say, “But I’ve done well with boosting.”
You can now go into
Facebook to
specifically identify
who you’re going to
go after.
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Okay, that’s awesome news, because you’re going to do even better if you use
Facebook’s more advanced marketing platform, and that is Ads Manager.
You want to make sure you’re always setting up your ads at least in Ads
Manager or Power Editor. To access Ads Manager, all you’re going to do is go to
facebook.com/adsmanager, then you can access that platform.
It’ll walk you through setting it up. It’s really simple and it’ll give you much more
control over your marketing. So we’re not going to hit ‘Boost Post’ again.
Now, you want to hear the other mistake people make? That is, they try to be in
so many social media. They feel the need to be on YouTube, and Meetup, and
Klout, Hootsuite, Blogger and TweetDeck… all over the place. Don’t do it. It’s not
a great use of your time.
People are often asking, “Well, should I be on Tumblr? Should I do Instagram?”
Yeah, if you have the capacity to do all of them really well. What I recommend
instead is that you focus on Facebook, because it will give you the highest ROI.
Only then, when you have your system built out, fully-functioning, cranking up
your leads and sales, should you begin to look at another channel. Do one at a
time so you’re not wasting time or money.
I’m really going to simplify this. Google is a shopping mall. People are there
searching for products, programs and services, but Facebook, we’re just hanging
out and having a cocktail party.
If I’m hanging out with my besties, talking about our vacations and our kids, like
people often do on Facebook, you’ve got to give me a really good reason to leave
that party to have a conversation with you, a really good reason.
You selling me something is not a really good reason.
Selling me something is a reason for me to ignore you. Instead, you need to
show up with value.
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Think about it this way, if you went to that cocktail party looking for the love of
your life and you took out a random bow and arrow and, whoever it went near,
you ask that person to marry you, that would be creepy, right?
Well, same thing is when we go after our prospects on Facebook when we try to
sell them right away. They don’t know us yet, they were trying to be at a cocktail
party and have a good time; we’re annoying and we’re bothersome.
That’s not how you’re going to succeed on Facebook. We’re not going to be that
creepy dude.
Instead, I want you to think about your Facebook
marketing like customer courtship.
First, you’re going to attract your perfect prospect,
then you’re going to engage them like you would if
you were dating; you build out a relationship. Only
then do you make the sale.
They know who you are, they know that you could
possibly solve their problem. They begin to trust you, then you sell to them.
Then, later on, you’ve worked on other pieces of your funnel – upsell, you want
to make sure you retain them, you get introduced to referrals, and then you
make sure you’re evaluating it the entire time.
I’m actually going to show you how to build out a campaign that takes the entire
customer courtship all in three steps.
This is pretty cool, and it’s an easy campaign to run that I’m going to show you
today.
I recommend that
you focus on
Facebook because it
will give you the
highest ROI.
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INTRODUCING TOM Why don’t I just simplify it a lot? This little dude, his name is Tom. I want you to
remember Tom when you’re setting up any of your Facebook campaigns.
• T for Trust. First off, we need to build
trust with our target market. They need to
believe that we are trustworthy and that
we could potentially solve their pain
points.
That’s number one. Before we try to sell
them anything, before we ask for them to
take our book, our lead magnet, we need to build some trust.
• O is for Opt-in. We’re going to purposely get their contact information
before we make the sale because most people don’t buy at first ask for
sale.
In fact, a study by Dr. Herbert True of the University of Notre Dame said
that on average, it takes five asks in order to convert a sale.
If I’ve got to ask my prospect five times if they want to do business with
me, I sure as heck don’t want to pay for all five times, so that’s why Step 2
is: I’m going to get their contact information.
• M is for Monetize. Step 3 is we want to make sure that we are then
going after the sale.
Because, without the monetization step, just like Dave said in the
beginning, the reason why Facebook wasn’t up front is they don’t want
you wasting money on Facebook before you know how you’re going to
turn a lead into a sale.
So it’s really important to have that entire model determined prior to
launching on Facebook.
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TOP TOM CAMPAIGNS Here are the top TOM campaigns that we recommend. I’m going to go through
several of them with you today.
The ACE campaign is the Authority, Celebrity and Expert campaign. That’s one
you’ve been working on a whole lot with the establishment of your book –
you’re building out that authority and expertise.
This allows you to be established –you are worthy of being paid well and you’re
worthy of people coming to you. It’s
incredibly effective.
Number 2 is The Big Game. This is
when you use Facebook as a
gamification.
You hold sweepstakes, you give a
quiz, you relate to your prospect in
a way that they’re used to on
Facebook, which is being entertained, frankly.
Number 3 is the Customer Centric Circle. This is when you focus your marketing
around testimonial campaigns. Like I’m sure Dave has shared with you, because
I learned this from him, it’s not about the cheesy testimonial. It’s more about
finding out how working with you has made their lives better.
It’s focusing on those really great stories about how their lives were
transformed or their businesses transformed by working with your business.
A Publisher Post is simply when you take a post on your newsfeed, you write a
nice, long post really giving a start to finish as to why they want to click through.
You would not boost it, but you would promote the post inside your Ads
Manager.
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Social Circle campaign (we’re going to go into in great detail today) is about
using the social network of those that you do business with on Facebook to
market to them.
Seed & Grow is when you start to drop hints about an upcoming promotion, far
out. You start to build that excitement prior to launch day.
The Onion campaign is simply taking multiple marketing variables and putting
them all together, the different Facebook ad types. Like you might do a long-
form post or maybe you’re going to do a video, you’re also going to do a carousel
ad which shows lots of pictures, because you’re approaching your market in a
bunch of different ways at the same time to see, for the different types of
learners, which ones converts the best.
That Onion campaign and Seed & Grow, you’re typically going to do those much
later on in your marketing process because they both require a bigger budget.
They are longer term campaigns with multiple ads going and there’s no reason
why you start Facebook marketing with those.
B to B Bravado is simply using these strategies in order to reach a B-to-B
market.
We’re going to go over some of those here because those will be the most
effective for you to do today.
FACEBOOK ADS BASICS (NOTE: See the module #8 slides for more examples of campaigns discussed here.)
Before I do those, I want to just go over the basics of a Facebook ad and share
with you how to write and create one that’s effective for you no matter which
campaign type you choose to use.
This (example on following page) is your basic ad; this is what shows up in the
newsfeed, that’s the center column on Facebook. It’s supposed to look just like a
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social media post so it could have been by one of the businesses you’ve Liked
just in your post.
It doesn’t necessarily need to look like an ad, but what it’s doing here is trying to
get the person to click through and download a free chapter of a book.
This is for a financial planner. The top line is, “Discover why you don’t have to
risk your own money to grow a sizable
nest egg.”
Now, think about that copy: ‘discover’
instead of ‘learn.’ Discover is a fun
word.
This resource may or may not have
been given to you yet, but my favorite
one for finding good words for the tiny
bit of copy you can do in a Facebook ad
is a book called “Words That Sell.” There’s another one that they have is
“Phrases That Sell.” That’s great because you want those power words that you
can pull from that book. I think the books are like $12 on Amazon.
“Discover why you don’t have to risk your own money to grow a sizeable nest
egg.” Here we are, we’re identifying with a pain point. We are not focusing that
top line of copy about the free report.
I can’t tell you how many times I’ve seen a Facebook ad that says, “We’re going
to give you seven tips about that… and five examples…” They actually start
describing the report in the ad as though that’s what’s going to get me excited.
No way. What’s going to excite me is if you tell me how my life is going to be
different after I read that report.
So you always want to focus that top line of copy on how my life will be
different.
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Then down below, it says, “Take Control of Your Money.” We’re just, again,
telling them… we’re registering with this audience something that they care
about. They want to feel like they are in control of their money.
The text below the “Take Control of Your Money” is taken from the landing page.
That creates ad congruency, meaning that when I go there I see the same text so
it makes me feel good because I believe I’m in the right spot.
The picture of Pamela, she’s looking straight at the
camera. If you’re using an individual to represent
your brand… which is great, maybe it’s you or
someone within your business… always look straight
at the camera and have a great smile.
Get a professional photo done. You want to look as
engaging as possible. You don’t have to be beautiful. You just have to have a
smile, look right at the camera because it’s much, much more engaging that way.
Then have an image of your free report, that’s good. They know they’re actually
getting something.
Then you only get 20% text on a Facebook ad in the picture. So you want to use
it for a great action item. Here we use this for “Download a Free Chapter.”
Sometimes you’ll test, again, a focus on the outcome.
We just did one recently and it was for a fitness guru and we did it on an eight-
week meal plan to increase your metabolism. The text on the image just said,
“Eight Weeks to a Better Metabolism.” That’s one of those things that will be
great to test later on.
But if you just follow the specific formula…
• A top line that focuses on the pain point.
• The bottom text from your landing page that you’ve already created as
part of this program.
You always want to
focus that top line of
copy on how my life
will be different.
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• An image of that free report, your eBook or your CD that you put
together.
• Then direction on what to do with it.
…you’ll do a million times better than most people using Facebook to create ads.
So that’s how you do your ad campaign.
ACE CAMPAIGN The ACE campaign, again, we’re going to use Facebook to set you up as the
authority, celebrity or expert.
In this situation, the step one for the T for building trust, the TOM campaign, the
trust builder is positioning her as a celebrity expert. She wrote a book, she’s
now an author which is the exact reason why you would write a book, to be that
author, to be that industry expert.
Because step one is, “We’re going to
give you a piece of content that she
authored, so now you can trust her
more.”
Then when she follows up with step
two, the Opt-in, you’re much more
likely to say yes.
Any of you that are providing
services, step one you’re going to do the book or the chapter download.
Step two is get them to opt-in to have a conversation or, if you’re going to send
them to a webinar, get them to register for the webinar, or if you want to send
them to an online scheduling tool, that’s where you do that.
We’re not selling them services; we’re just selling them on having a
conversation.
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Again, we’re not focusing in on the conversation. We’re trying to focus it on the
outcome of the conversation… that they’re going to discover how they can have
financial stability. You always want to focus on outcomes.
The results of that campaign for Pamela were great, 759 referrals, 2,000%+ ROI.
So you want to use it. This is getting those people to say, “Yes, I want to have a
conversation with you.”
That’s on Facebook. Then you have to get them out of Facebook, then it’s up to
your sales process to convert them into a sale.
An example for GKIC, going after web traffic would be about email marketing. It
would be to a blog post, just simply sending them to an article.
Here we’re establishing that GKIC is an expert in connecting marketing and
sales. That’s step number one for T, we’re building trust that GKIC can do that.
Then we send them to the blog post.
Then O is the book offer. It’s also the M for the monetization. How does that
work? We find out people who want to take the $1 Book Offer, then when they
come to the opt-in page, when they click on “Get My $1 Book Now,” they’re
entering their email address.
Prior to taking them to the sales page, we get their contact information. That’s O
for opt-in. Before you take them to the sales page, always, always, always get
contact information.
You might have a fear that it’s going to lessen your sales. I would ask you to split
test that because we have found time and time again, when we ask for
somebody’s contact information prior to getting them to the sales page, we
actually get more sales.
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It’s that thought process of nurturing the sale, we’re just doing one little step
through on each page. We’ve seen sales increase by asking for the contact
information on this page.
Then you collect that contact information through the order page. That’s the M
for Monetization. Again, a very successful campaign.
Taking it to healthcare for a dentist, we simply ran a blog post ad to their blog
post about breakfast not only being an important meal of the day, but affecting
your teeth, how does your breakfast do that?
We had a theory that those that will be interested in this topic of breakfast
cereal affecting your teeth would also make great potential candidates for a
dentist appointment.
We first ran them this ad to this blog post, then retargeted them with an ad for a
new patient gift certificate. Now, they had an opportunity to claim that and that
was for a patient acquisition.
Now, this is another tip, don’t ever call your stuff ‘coupons,’ call it a ‘gift
certificate.’ It gives it much more value.
If you’re going after an affluent market… and I would suggest that all of you
should, in some way, even if you’re not an expensive product, you want those
that can aptly afford you, you want to focus on those that want to pay you what
you’re worth… you’re not going to discount yourself, you’re going to call it a gift
certificate and focus all your wording around that.
Again, very successful, 19 patients signed up for that. The ad ran for $234.
BIG GAME CAMPAIGN Now, the Big Game, the gaming side of social media, again, this is simple. You
just simply think about what would your perfect prospect want?
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Well, in the situation for a bath remodeler, they would want a new bathroom.
Anybody who’s entering a contest to win a new bathroom makes a really good
potential prospect.
We’re doing the same thing right now, by the way. We do all the social media
marketing for Chem-Dry franchises. We’re doing this same exact concept right
away, “You can win a free carpet cleaning.”
Every single person that enters the contest gets a
$50 gift certificate towards their next carpet cleaning
and it has to be redeemed before the end of April.
We’re driving business through all the time for
pennies on the dollar because people are much more
likely to enter a sweepstake than they are to redeem
another offer.
Kim, you made a really good point that I don’t want people to skip over
because we’ve seen a lot of people do this wrong on Facebook.
It’s where a business will have a contest where the winning thing is
something that everybody wants as opposed to just people who’d want to
actually work with that business. An example is getting a $100 Visa card or
something just as the contest prize.
That, everybody can use, but if you want people who want to go to your hair
salon or whatever, you obviously want to give something that’s just related
to your business, so only people who’d be interested in that market. I just
want to put a fine point on that. You go over such great advice and that’s
where a lot of people mess up.
Yeah, for sure. If you’re working in a trade show, and everybody in the
tradeshow is your prospect, then you can give away that iPad.
You want to focus
your messaging and
your prize on your
right target market.
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But when you’re talking about Facebook, you’ll have a whole lot of people who
would make great customers and a whole lot of people who wouldn’t. That’s
when you want to focus your messaging and your prize on your right target
market.
Here is another tip. You can use your Facebook cover photo consistently to
promote whatever promotions you’re doing.
Contests work really as a Facebook cover photo because, again, there’s no harm
in someone answering when they come to your page and they’re brand new.
When we create the ad, we split test a lot of copy. Not surprisingly, “Click to
Win” outperformed “Click to Enter” multiple times.
People want to think about the outcome, always about the outcome. All of your
copy, your imagery should always be
focusing on the winning, not the entering.
Just keep that in mind. That’s the same for
any marketing you do, you always want to
talk about the end results, not the process.
My husband has a way of talking where
he’s like, “Give me the baby, don’t tell me
about the labor pains!”
So you want to focus on the outcome, the positive outcome at the end of it all. By
the way, I did tell him about the labor pains, so he didn’t get away with that one!
So now we have the contest page. Again, just exciting. The other cool thing about
running a contest is you can ask for a whole lot more contact information than
you can in other kinds of lead gen because I’m potentially winning a prize.
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Of course, I have to tell you my address; of course, I have to tell you my phone
number. You get a lot more lead information that way when you run that kind of
contest.
Frankly, you can also get a lot more leads, but they could potentially be a lot less
qualified because I could be entering only because I
want to win something free, not because I really
have a pain point, so there is definitely a Yin or Yang
on all these situations.
But still, if you’re a business, especially if you’re a
local brick and mortar, it’s a fantastic way to build up
your lead list, especially if you have somebody to follow-up with them by calling
these folks later on.
B TO B BRAVADO B to B Bravado, again, this is that Facebook works in the B to B market. You
don’t want to go to LinkedIn. LinkedIn is not nearly as successful when it comes
to mass marketing using ad marketing.
As an example, I’m going to cover two different sales companies we work with
and their ads.
You take an article. Again, you want to position yourselves as the authority. You
write the article ad just like it could show up in Entrepreneur magazine or
Wired or Forbes.
You want this ad to look like a piece of content so this doesn’t look like an ad,
this looks like something you might see that’s going to show you a cool article
and this is how you’re going to establish trust.
You always want to
focus on the pain
point of your target
market.
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When you do this as your first step, you can now remarket to these folks
because they’ve come to your website. It’s really powerful for getting people to
convert.
Again the copy could be something you
take out of a magazine, “We all need more
leads, here’s how to do it without sitting on
the phone all day, ‘5 Tactics to Identify
Leads Without Making Cold Calls’.”
You always want to focus on the pain point
of your target market.
To do this, you’re going to need to do a
little bit of research which you’ve been doing in all of your messaging.
One of my favorite tools for researching all of this stuff is something called
BuzzSumo.com. It shows you the most popular articles in any niche. You can
see what people are really interested about.
Having worked now 20 years in the sales industry, I know that the thing that
most sales people are looking for is not to improve their sales process. They
think the problem is outside of themselves and that they just need better leads.
We know if we do an offer for a sales company, we really just need to focus on
how to get better leads. We just know that from doing a ton of market research.
But again, it doesn’t have to be expensive, it’s free to use BuzzSumo and super
quick. You get those resources available to you today that I did not have 20
years ago doing this kind of work.
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Another client and an incredible business is Stephanie Chung. She does sales
training for companies and sales professionals that sell to the affluent market
and expensive products.
Her background is in aviation sales, she
sold private jets. We’ve taken her funnel
and put it on to Facebook. It’s been
incredibly successful.
I want you to look at this. This is an ad:
“Not the cheapest option in your market?
Good…”
Take a look at this ad, 65 likes, four
comments, 24 shares, all of that is free.
While this is a paid ad, thousands of people
saw this ad, those shares did not have to be paid for.
Then you think about each one of these just has 100 friends… which is a lot less
than most people have… that was shared 2400 times.
When a friend shares an article with you, that’s much more powerful than when
it is just seen as an ad, of course.
The more relevant you can make your content, the more your first step in the
TOM funnel appears to be a valuable resource, the more likely you are to be able
to build that market up.
PUBLISHER POST Publisher Post is a long form post. We just did this for GKIC. It’s when you take
almost your entire sales message and you write it all out as a post.
We’re doing some of the marketing for SuperConference. We wrote “29 reasons
why you should attend SuperConference.” We had sent that out as an email but
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we wanted to get some more leverage for it so we also did it as a blog post. But
we also did it as a long form post.
What’s cool about long form posts is you don’t just send them to a landing page.
You can use your post as the landing page because you can give much more
information. You can tell an entire story. Then send them right to your offer,
right from this post.
It works much better though if you already have an established audience
because the people, who see this, need to already know you. If you have a lot of
Facebook fans or if you have a lot of web
traffic or if you advertise this to an email list,
that’s how you’re going to have the best
return on investment.
On the left is what it looks like when it
shows up in the newsfeed. It’s just short, but
when you click on ‘Continue Reading’ it’s
what pops down; it’s what you see on the
right hand side there.
SOCIAL CIRCLE CAMPAIGN Social Circle is currently my favorite campaign to run because it is working
better than anything else we’re doing.
What’s amazing is that this type of campaign has been around for a very long
time, but few people use it.
We’re running it for SuperConference right now and it’s the top converting ad
set we’re running for GKIC right now. It’s the top ad set I’m running for my
business and most of our clients.
It leverages the social circle that your customers have. If you’re on Facebook,
you know that you’re connected to friends and family on there.
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Did you know, as a business, you can advertise to the friends and family
members of your best customers? You’ve probably thought about that, but very
few businesses do that.
What happens is when you choose to advertise to
the friends and family of your best customers,
every time they see your ad, the friend that’s
connected to you will pop up there. Facebook
shares that information.
It’s like if I heard a commercial for an Italian restaurant, like, “Mary’s, great
Italian food” and, at the end of it, it says, “Kim, your friend Mike really likes this
place.” Like, “What! No way. I’m going to have to try that. Mike likes that.”
That can happen on Facebook all the time, but what’s crazy is that hardly any
business uses this idea.
What you do is… let me give you an example.
Say, this orthodontist, this is his highest
performing campaign.
We got his customers to like his Facebook
page. We simply shot them an email, gave
them an incentive. Like, in one week, we’re
going to give away a gift certificate to one
random fan, “Go ahead and Like the page by
such and such a date.”
Then we created a campaign to advertise
this offer to friends of fans of his fan page,
in his market… so you still want to pick the right zip code, you still want people
who are parents. We still had those qualifications.
As a business, you
can advertise to the
friends and family
members of your
best customers.
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We were able to then send the offer directly to cold traffic because the trust, the
‘T’ in TOM, was established. Because above the ad, it showed them somebody
that they know that was connected to the business.
The trust factor was built out in the ad for us. Awesome stuff so we didn’t have
to do step one of showing an article first, we got to go right to the offer. It went
from the ad right to the offer. They had a very successful campaign too.
This is how you do it.
1. Number one, you ask your customers, clients or patients to become fans
of your Facebook page.
You simply send them an email and give them an incentive. Give them a
one-week deadline. Ask them on day one and then ask them on the
seventh day to do it and you give them that incentive. That’s it.
2. Then, you run your ads to Friends of Fans, this is right inside of Ads
Manager that you choose that. Friends of Fans plus your targeting.
I run this campaign too. I do it to Friends of Fans plus people who are
Facebook page admin.
One I have running for GKIC right now is Friends of Fans plus they’re in
the area in Florida near where the SuperConference is going to be and
they’re an entrepreneur. So we can focus on that market.
You still want to target your market. You can pretend if we didn’t have
Friends of Fans, who would we target? What age group, what profession,
what family make-up? But then layer on top of it Friends of Fans because,
now, you’re getting that trust factor built into your ad campaign.
It is incredibly successful and again, I think, we’re doing so well on that
not only because it’s a great campaign, but because hardly anybody’s
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using it, so we’re not getting thinning issues. We’re not bidding against a
ton of people with this type of campaign.
3. Then you just want to make sure you track your results because the
entire time you want to make sure that things are going well and that you
scale up or down.
That’s perfect, Kim. That was a lot to go through so those of you who are
listening or watching online, as always, you get the slides, so print the slides
out and then go through that again.
The thing is, this absolutely works and the reason that we have Kim on today
is because for three years now Kim’s firm has been doing marketing for
GKIC. We know this stuff works because we use Kim’s firm to do our
Facebook marketing.
She’s worked with probably hundreds of GKIC members to do their Facebook
marketing. She understands real return on investment. This is all gold that
you have.
The five campaigns that she went over today… the social circle one that was
a new one. I haven’t heard you call it that before, so that’s just awesome.
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QUESTIONS & ANSWERS
Noreen asks, “Is this explained in more detail in your book with Dan
Kennedy?”
Kim is co-author of the book with Dan Kennedy, the “No BS Guide to Direct
Response Social Media Marketing.” Is this explained in more detail in the
book?
That’s a great question. By the way, if anyone wants a free chapter, we have a
free chapter for you at NoBSChapter.com. Then you can also see how my funnel
works because that’s my funnel so you can check out everything I was just
saying.
The strategy is all in the book as well as a bunch of examples but, as you can
imagine, there’s not all the technical how-to because that changes all the time.
We didn’t want to outdate the book because it would have been outdated before
it went to print.
Literally Facebook, the Ads Manager has changed six times since the book was
printed. When you get a copy of the book we have a bunch of free resources to
download and that will give you a lot of updated information.
Luiz has a question that a lot of people ask. It’s a two part here. She asks,
“Can we set a maximum that we want to spend on a specific campaign?”
Let’s answer that part first.
Yeah, you can. This is great. They changed that recently. You can setup an ad
budget for a specific ad set. Let’s say I want to do one that’s geared for men aged
40 to 50 and another one that’s geared toward men aged 25 to 30. I could say I
want to spend this much money on one ad set or this much money on the other
and/or you can still set an overall campaign limit. You can say you never want to
spend more than this much money and you won’t go over.
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You can also set an overall Ads Manager limit.
You can say, overall my entire Ads Manager, I never want to spend more than
$1,000 total or this much a month.
There’s a lot of controls available to make sure that you always stay within your
budget, which is great.
That’s cool so you could actually have higher limits for specific campaigns
because if one’s getting shown more because of retargeting or it’s working
well so Facebook is showing it more, it’ll just show that, but still stop at that
overall set ceiling that you have. That is really cool.
The second part of Luiz’s question, this is the one that we get all the time is,
“How much do you really need to start out?” What’s the lowest that people
should be looking at to invest either on a daily or weekly basis to get going
on Facebook?
That’s a great question and the cool thing is Facebook actually will help guide
you in this. When you’re going into your Facebook Ads manager… because
unfortunately every business is different, but if you want to think about it this
way, as different TV media markets and different times you want to advertise.
So I’m in the New York city media market and obviously 6pm to 10pm on a
Thursday night is going to be a lot more expensive there than it would be for me
to do, let’s say, North Dakota at 2am on a Monday.
Those right there are going to have very different costs per spot because there’s
a different number of people watching. There’s only so much space available so
it’s supply and demand.
In Facebook it’s the same thing. Every single market, every single niche has only
so much supply and demand because there’s only so much time that each
person in your target market is on Facebook so they can only be reached by so
many businesses in a day.
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To determine how much money you want to spend, when you’re setting up your
ad inside of Ads Manager, there’s two options for the way you bid. You can
either automatically bid or you can manually bid.
We actually suggest that you automatically bid because Facebook has a great
way of optimizing. But before you set that, you can actually click on ‘Manual Bid’
and Facebook will tell you what they’re estimating your cost per click or your
cost per conversion will be.
They might estimate for you, like we have some B to B clients like Stephanie,
where they might say it’s going to be $18 for her to get a lead. For her, that’s
worthwhile because a client for her is $30,000, so it’s definitely worthwhile.
But we want to know that cost per lead because we need to set our daily budget
so that we have enough money budgeted to get that lead in.
If I only set my budget up for $5 a day… which you will hear a lot of Facebook
gurus tell you to do $5 to $10 a day… but if I only do $5 to $10 a day and
Facebook is telling me a lead is going to cost me $17, well, I’m never going to get
a lead in.
On the flip side you might have them telling you it’s going to take $.23 cents to
get a click so then you can set that $5 budget a day. But you don’t have to guess.
Facebook tells you exactly what it is. They estimate and that number can change
all the time.
You just want to make sure you’re going in and checking what the estimated
click or conversion is for you to set your budget accordingly.
That’s perfect because a lot of people do give a $5 a day strategy. GKIC for
example, we would have a very different strategy than someone who, like
you said, can get a click for $.23 cents or a very inexpensive lead so it really
depends on your business.
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Trevor says, “What are some good targeting suggestions for the business-to-
business market?”
I’d need to get to know a little bit more about his niche, but you can target
specific job titles, you can target specific industries, and you can target specific
employers.
You can also target, if you think about their reading habits, are there specific
magazines or publications your target market might be likely to read or
associations they might be likely to belong to. You could target their fan pages.
Within every industry, there are certain places where you can find more of them
gathered and you can target any of those locations within Facebook.
We’ve done a lot with magazine targeting. Actually the same as you would do in
direct mail, you can do that on Facebook. When we’re going into a new niche,
we’ll start targeting some magazines or trade publications for an ad set to begin
to build that audience up.
That gives you a lot of places to start there, Trevor. We’ve had a couple of
people ask, “Can you target specific geographic locations using Facebook?”
Yeah, it gives you a lot of power. You can do a specific zip code. You can do a
town and you can do a radius. You can just do that town or you can do a radius
from 10 to 100 miles around that town.
They just added in media markets so if you are running… let’s say you’re doing a
radio campaign in your media market or you’re going to be on the news in your
media market, you can actually then also set your Facebook ads to show in that
same media market. So you can be double dipping on impressions and
awareness and lead generation in that community which is something we
definitely recommend.
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If you’re about to have a news article come out, setup an ad, you don’t have to
spend a ton of money, but go out into that market. If you’re getting that great
publicity, you might as well take advantage of it with a conversion campaign.
That’s an interesting one. Facebook is just updating and changing and
giving you more tools and more ways to spend money faster all the time.
Margie’s asking a question and if you want to answer first, then we can do a
quick recap because her question is indicative of how does this all fit into the
Ultimate Marketing Machine.
Margie says, “Do you send them to a squeeze page outside of Facebook or a
Facebook page?”
There’s two different ways to run ads now which is a whole other variable but
you definitely are sending them outside of Facebook. You want them to go
someplace else.
They have to leave, but Facebook has just created… I used to have a very simple
answer, “You just send them to that squeeze page that you’ve created in the
program.”
That is absolutely a way to do it and if you are going to sell as part of this
funnel… let’s say going to send them to an offer after they do the squeeze page…
well, then you actually want to send them outside of Facebook.
If you’re just collecting the lead, Facebook now has Lead Ads that are incredibly
effective. For my firm, it’s the number one ad we have. It’s a Lead Ad plus
Friends of Fans.
A Lead Ad actually allows you to get the lead in without having to leave
Facebook. You click on the ad; you collect the information. The landing page is
actually built into Facebook itself so you don’t have to create anything.
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But what you can do is… why creating your squeeze page was not a waste of
time… you take all that copy that you just used to create your squeeze page and
you put that into this ad format.
What I recommend doing is just simply split testing it. Most of our clients are
converting better on the Lead Ads than they are in anything else but a couple of
them did better with the outside landing pages.
Now, again, if you’re sending them to the offer and it requires them to put in
their credit card information, the Lead Ads will not work for you. The best way
to do it is to send them outside of Facebook.
Jason says he hired a guy to do his Facebook ads about six months ago, his
account got shut down and he’s been shut down ever since. What should
people do and if you want to speak to the dangers of getting shut down and
just real quick, what to do if you do get shut down?
First, I have to say I’m very sad because I know it’s not fun. I know it’s outside of
your control and unfortunately there’s way too many people that, that happens
to.
First of all, you can setup a new account. You have to setup a new profile… and
this is the only black hat strategy I’ll ever give you… but you setup a new
account and then you can setup a new ad account. You can do that.
Then, you want to make sure you are scrupulously checking Facebook’s
guidelines. They have very specific guidelines. You cannot promise, you cannot
guarantee, you cannot do before and after. Think about every strategy a shady
business would use. You cannot do any of those even though you’re using them
for the right reasons.
A lot of times, I’ll give you GKIC as an example, they can have an incredibly well
written landing page that converts very highly for them. However, we cannot
use it on Facebook because it makes a claim or it gives a guarantee.
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Even though they’re valid, I can’t use that. We’ll often duplicate that landing
page and put in Facebook-friendly wording.
We’ve actually had many conversations Mike about, “No, that won’t fly on
Facebook.” You want to be extra, extra cautious.
I also recommend that you develop a relationship with your Facebook ad rep.
They’re way easier to deal with than they used to be.
In fact, on the Facebook businesses resources page, at least in the US, there is a
chat box now during normal business hours for Pacific Coast time, you can
actually live chat with a rep. I’ve live chatted before when I’ve had a question on
something and actually had them call me which is a completely new world for
Facebook.
Get to know their guidelines, stay within it, don’t push it, develop a relationship
with an ads person and whenever you have a question, go to them.
Then, if you ever have an ad declined, not your account shut down, but an ad
declined, delete it. Do not leave it in your account because they can come back
over time and then end up shutting your account down.
We don’t leave any of the negative ads that haven’t been approved in our
accounts. We delete them.
That’s great info and then one more question. They’ve asked, with the Social
Circle strategy, if they don’t have a client base yet, can they use that? Should
they ask friends instead to be the fans of their page or what should they do?
Yeah, only if your friends are good potential customers would I do that. If
they’re going to have that, then yeah, you can. I always recommend get your
friends and family to Like your page because it’s a way to get some free Likes
and build trust.
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You might just need to run a Likes campaign to start. That’s no big deal. It could
be very inexpensive to get Likes.
You’re going to focus your Likes campaign specifically around your target
market, the same you would any kind of offer campaigns. You’re not just going
after Likes, you’re going after your perfect prospect.
Then, when you have those folks there, you A) can get some organic traffic
because they’re going to see your posts each day but B) when you show your
ads to their friends or fans it’s now going to have that social proof.
It’s definitely Likes for Likes’ sake is not worthwhile, but Likes in order to build
up your list and your audience is definitely worth it.
There’s one last question, this one’s an easy one. They said, “I assume we’re
using business Facebook pages for the accounts to run ads.
Yeah and what I love is that Facebook got rid of the opportunity to send them
from your personal page. You have to do everything on business. I feel very
strongly that you keep the business on the business page. Don’t use your
personal page for business promotion. That lets you do that.
You could setup a business page anytime; it’s totally free at
Facebook.com/pages.
That’s great. That is all the questions that we have for today. You went over
just a ton of strategies. Five really step-by-step that they can use and then
showed them how to get the social circle up and running. Now people can
see why we saved it till last.
You can be up and running in the next hour on Facebook really and doing
this right and driving leads. But only do this once you have your landing
page and more importantly, all those follow-up things produced, you’ve got
your shock and awe package all ready to go out. Because you will probably
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get requests for that shock and awe package the day you put those Facebook
ads out there.
Make sure you’ve got that and your whole follow-up system, otherwise
you’re just pouring money into the front-end of the machine without the rest
of it built and your way to really collect money on the back-end.
As we talked about this whole time, yes, you can get people immediately who
are going to buy from you or schedule the appointment or whatever, but the
real money is going to be made in the follow-up systems from the people
who don’t buy right away.
Make sure that you have the whole machine created and built before you
even spend a dime on Facebook here because it’s really not effective if you
don’t have that machine built. You’ll just be pouring money into the front-
end.
Kim, everyone now knows how to get up and going on Facebook. We always
have people say, “I don’t want to do this. This sounds hard,” or they just say,
“It’s not worth my time to be doing this,” they want to focus on the other
things.
What should someone do who just wants somebody else to take care of their
Facebook for them and specifically, how do they get in touch with you or
your company if they don’t want anything to do with Facebook? They know it
works. They know they should be using it, but they’re not the ones who want
to be doing it.
Okay, great. Thanks so much. Two things again, the free chapter at
NoBSChapter.com or you can visit my company’s site at
EliteDigitalGroup.com.
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Okay, perfect. Really, everything that you need to help get this system up and
running is in the resources guide.
The biggest thing you can be doing right now, if you’re not totally caught up,
take this time and catch up on the various sessions and get everything built
out so you can start running these ads because that’s how you’re ultimately
going to make money. Dave, did you have any closing thoughts?
Dave Dee: Just to congratulate everybody for following through on this program.
At the very beginning, I asked everyone to make commitments to why they were
going to complete this program. If you’re here right now, you’re one of those
people that actually did it.
One of the things that I’d recommend… Mike, actually a conversation that we had
last night reminded me of this… is rewarding yourself.
If you’ve actually completed the program, give yourself a reward, whatever you
feel is appropriate for you. That will reinforce you setting goals, making
commitments and then following through.
I’m really bad at this by the way, so I’ll say having to reward myself and then not
do it because I’m on to the next thing.
Take some time to savor your victory here. Put this in place in your business and
then, as always, we really want to hear of your successes so stay in contact with us.
Let us know of your successes and we wish you the best of luck and once again,
congratulations.
Absolutely with the successes, we love to actually get the boxes once you’ve
completed your shock and awe box. We love to hear the results that you’re
getting.
It was awesome that Kathleen shared with us that she used one of the ad
templates, put it in a newsletter. She got huge response so that really lit a
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fire under her to get everything done because now she’s got dozens of people
waiting to get her shock and awe box.
These things work so just really do that and let us know about these results.
We’d love to hear about them and please, send us a complete ‘shock and awe’
box. We’d love to see that and we’d love to feature successful members and
participants of the Ultimate Marketing Machine program. Congratulations.
Thanks a lot.
Kim thanks so much for being on and sharing this with everybody. Good luck
everybody. We will see you soon. Bye now.