Using Video To Up Your Marketing Game-Liz Boer

 

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Julio  00:00 

So, Liz, thank you for joining me today. Why don't you tell the audience a little bit about yourself? 

 

Liz  00:05 

Yeah, thanks for having me!  

 

My name is Liz and I own a media agency that serves what we call the Female Launch Star. So, people with integrity who want to positively influence more allies and make mountains of sales. We have done for you services from Instagram, and Facebook ads to email and copywriting and sales funnels.  

 

But really, we're just here to help and educate and help those small business owners that really want to make an impact and influence more people, but don't know how to do that from a marketing strategy standpoint. 

 

Julio  00:46 

Cool. So, the Female Rockstar? Are your tagline drugs, sex, and marketing?  

 

Liz  01:06 

Yeah, it's actually the Female Launch Star. So... 

 

Julio  01:17 

Hahaha...Launch Star! Got it!  

 

That was on me, English is not my first language. 

 

Liz  01:27 

I was just going to say we're gearing towards you know those people that our course creators are having an online program digital product there really have an online business and So, that's why I just tried to share our deeper purpose more than you know because everybody under the sun is can be, you know Facebook Ads Manager sales funnel strategist  

 

So, it's just our way to share that we're trying to produce some sort of ripple effect.  What happens when someone can confidently sell their program? They can influence more people. Then they're in turn influencing even more people. The ripple effect just continues. 

 

Julio  02:13 

Yeah. So, in this particular podcast, we're trying to focus on video creation and like video ads and how that impacts your audience.  

 

So, I think one of the first primary questions is just like trying to get it out of the way is, how are wire videos important? Like, why could Why shouldn't I just go and grab a bunch of stock photos, put them in Buffer? And, you know, that's my whole business structure? 

 

Liz  02:48 

Yeah, that's a great question. Um, you know, video content is one of the most engaging types of content that you can produce. Think about any Youtube  DIY video that you go and consume, and you're like stuck on a house project, you can quickly easily digest it and go about your day and fix that, DIY project that's in your house. 

 

That's because video really appeals to multiple senses. So, appeals to the emotional side, it appeals to people that are time constraint. So, if you have an audience that's like, on the go, they only have like, you know, their car ride to and from work to understand, you know what you’re sharing. 

 

Come to think of it, maybe a car's not the best example. You don't want people watching video on the car, but, you know, bite-size content that you can quickly warm up a cold audience. And you know, that's why it's really engaging.  

 

That's why it's been around for, you know, tons and tons of decades and that's why people like you know, Mark Zuckerberg and Facebook and Instagram are putting So, much effort into video and emphasizing the importance of it because they want people to spend more time on their platforms. Which means, you know, consuming more video spent and spending time with your brand. 

 

Julio  04:11 

 

I think that helps establish that connection. Just being able to see someone smile and seeing like a true smile and not just like a fake smile. You can see wrinkles and forehead wrinkles and all you know, like all that stuff like you get that human connection. 

 

Liz  04:55 

Yes, absolutely. 

 

Julio  04:57 

You can also say that a picture's worth 1000 words. And if a picture's worth 1000 words, what can a moving picture be? Right? Like podcasts and stuff, I'll take it to an app called otter.ai and basically just transcribes everything. 

 

So, like a 45-minute podcast can be like 18 pages like single space all like blog post content, right? Like, it's crazy how much just one 45 minute conversation can produce and then from there, you can format it and then that helps of course, with like SEO and things like that, but the point being like, you're giving so much information in just 45 minutes, let alone if you're even if you're doing like a quick tip on a podcast. 

 

 You're doing a quick tip on as you were saying, like just on your Instagram Live like a two-minute thing can still produce all sorts of different things that people go like oh, wow, this is really neat and cool. And I got a lot of information in just two minutes. 

 

Liz  05:57 

Yes. Also, for like your tone of voice. Right? For people that have, you know, an online business where they're sharing and wanting to sell like a digital product, or even if they're service-based, you can tell a lot by how you relate to someone just by seeing them on video, it's a great way to warm up a cold audience.  

 

If you're looking to launch a product, it helps with the tone of voice that you're using in talking about your product that becomes relatable, and just how people, people can quickly see if you're going to be someone that they can learn from. So, that is also a great way just to like get students engaged with you if you're like on the cusp of launching someone or if you're in launch mode. 

 

Julio  06:44 

Yeah, totally. I think as you were, as we were kind of touching base about a little bit ago, like, just the idea of opening up an email is so old now that you like you just kind of skim through stuff.  

 

You don't really read the whole thing and even though people try it desperately to add gifts and emojis and seem relevant and cool like until you actually see the person and hear them talk or at the minimum, hear them talk, but especially seeing them actually interacting with their guests or whatever. Like, that's an important factor to determining whether or not you think this person is an expert in their field, whether they're relatable or not to you, you know, all sorts of different variables that really focus on that. 

 

 So, I guess my next question to that would be like, if you're talking about video, now, I think a lot of people they're kind of confused about what sort of formatting should they use? Should they just, you know, grab their iPhone and shoot something really quick? Should they buy a $3,000 DSLR and make it super high end? Or should they just like as kind of going back to the iPhone? Should they just go live or something like that, like, what do you usually recommend to people? 

 

Liz  07:59 

You know, it really depends on where you are in your business and your budget. I mean, you don't have to limit yourself by saying I can't do video because you know I'm on a $5 a day budget, you can pick up your phone I mean the new iPhones or like have amazing photography and video you know, even editing tools and things like that like you can produce a pretty high-quality video just with your phone. 

 

 And the great thing about how content is shifting just in the last you know, six months even a year is that people are really thriving and really wanting that authentic content. For example with my clients, I've seen videos that are point and shoot.

Very face to camera sort of setup. Someone just picking up a video and talking perform way better than the overproduced like tons of production tons of dollars into you know the video. Not to say that that can't work too, but there's a time and place for both, in my opinion, and I don't think anyone should limit themselves by not just getting started. 

 

Getting started is half the battle, you know, getting used to just being on camera or jumping on live, getting used to, you know, kind of like talking to yourself in a screen is, is definitely something that you could kind of set to start and roll with it and know that, you know, it's going to be messy in the beginning, but it's going to be something that really works well for you to get your content out there. 

 

Julio  09:31 

Yeah, totally agree. I think we've tried both! 

 

 Initially, especially we were trying to do like the high-end DSLR and all that stuff and we invested you know, money into different lenses, and buying a brand new one that's modern that we can plugin and do the OBS and all these other things, right?  

 

Going back to what you were suggesting though, you don’t need a DSLR. A phone can be just as effective for your business. I think part of it too is like people don't want to be sold to like it's hard for people to if it's super high quality and like it doesn't seem like you're connecting to them for example, I'll give you an example like a YouTube you know, I don't know reaction person or some like that they still produce like obviously good results, but that's because like the camera Yes, it looks nice, but the cameras like really close to them.  

 

You can kind of see their reaction, you're getting used to their tone and all that there are all sorts of different factors, right, but it's like, super far away, and they can see your entire body and you're like, Hello, welcome. I want to invite you to my class. 

It's not even just that it's overproduced. It doesn't resonate. 

 

Liz  11:06 

Yeah,  that's a piece that a lot of people skip over, because a lot of it, it's more about what you're saying, how you're saying it, and then what you want the action of the person that you're talking to, to take after the video. No, a lot of time, you can have a video that I always recommend, talk as if you're talking to one person, not too many, because that's going to produce way better results.  

 

Whether you want someone to take an action, like an engagement just like share or comment or if you're actually looking for them to go further with you and purchase something from you the content of what you're saying inside of it. Like what your voice is actually saying is way more important to me and what my experience has been than actually like producing this massive video that takes months and months to produce. 

 

Julio  11:59 

So, what are you working on Then in terms of the actual video production, do you think like, let me film it? And then you know, whether it's edited or not as unimportant, I suppose, but post it? Or should you choose a platform and go live? Like what do you what have you found to be the most successful? Or is there a difference between the two in terms of when you should use them? 

 

Liz  12:23 

Yeah, So, consistency is going to be your best friend here. Whatever you're picking whether it's Facebook Live, or you know, you want a YouTube channel consistency, showing up like Facebook Live at the same time and day every single week is going to give you the best results long term. So, making sure that you know because then your audience will get used to you showing up you'll increase your show up rates, and you'll get better engagement with which obviously, like if you're running paid traffic ads will then, in turn, help your paid traffic ads as well. So, Consistency is going to be, you know, your best friend there. 

 

Julio  13:03 

So, do you think that's like probably the number one tip in terms of the lies because I think a lot of people, they try to do the lives and then they, they may be disappointed or discouraged when only like, one person shows up or like, maybe one was popular last week and you're like, Man, this is awesome! I got, 40 comments and there were 30 people watching me at any given time.  

 

Then the next week, you pop in, Hey, guys, what's up and you're kind of expecting the same flow and then one person comes in, then you actually see them leave and you're like, son of a bitch, you know, like you. Do you think that the consistency factor is the number one or is there more to it? When it goes live like Well, 

 

Liz  13:45 

I would say that's the baseline. Then you really want to have a goal. So, let's say you have face fear, you're committing to a weekly Facebook Live on your business page. But let's also take that one step. Further and, and use the content to test what our audience likes. So, you know, for example, in the example you just gave of, you know, having a Facebook live where people jump off at, you know, the two-minute mark.  

 

Okay, well, what were you talking about at that two-minute mark that really disengaged people? Or maybe you talked about something that got like, tons of hearts, you know, or tons of likes, or tons of people commenting? What point were you talking about?  

 

Like, what content were you sharing? Or what point of view were you sharing at that point in the video where you're getting tons of likes and getting tons of engagement because the best thing about alive is you're getting that real-time feedback.  

 

So, you can not only adjust your content as you're talking on the live, but if let's say you're brand new and no one's really showing up yet, well, you can share that you can know to boost your Facebook Live to your actual audience for you know, let's say $1 and you can go and see what content of your Facebook Live is going to then get some engagement from your audience. So, you can really test the content before you're running any sort of Facebook ad, or let's say you're trying to build an audience.  

 

Well, what content is going to resonate with my audience, it's a great way to test content. And also to see what your audience is actually engaged, engaging with on like a warm audience side, people that are already familiar with you, before you go and try to like pay for cold traffic or before you try to go and get in front of new people. 

 

Let's make sure you know what is going to resonate with him best. Because then again, that will like drive your, you know, paid ad costs down because you know exactly what content what captions to write, to get them to engage with you. 

 

Julio  15:49 

Yeah, kind of piggybacking off the idea of turning that live into an actual, like, piece of content that you can put out there into Facebook or whatever. Like I think that one of the benefits of that Because I would almost suggest like when you're going live to not so much try and pay attention to the weather people are coming in or out. 

 

 I think that's can be distracting because you know, you can your energy could be like super high initially and then as you see people leave, you start to you know, I can see some people getting kind of some resentment there and being like, this is stupid, I don't really want to do this and your energy level drops and you're just like, whatever and then that gives the people who are there even more of a like, why am I following this person? Or why am I here? 

 

 Because obviously, they don't even care to the I'm here because you know, you're thinking of it from a macro level, you're seeing 1000 people show up. But the individual's thing from a micro-level in terms of is just me 

 

Liz  16:42 

Yeah, but that's why talking about the like one on one approach, just thinking you're talking to one person, not worrying about the, you know, hundreds of people that might be on your Facebook Live or not. Like if you can just think about having a single conversation with one person and trying to help one person No, that's, that's really all you need to focus on. 

 

Julio  17:02 

So, once you create the live and you're doing all these things where do you decide let's say after you take your live, you decide that you want to save it as a video in order to share it. Where do you how do you actually share that content? Like what do you just share it everywhere? Or do you want it to share it on a specific platform? For example, if I was on Instagram Live, should I exclusively keep it at IGTV level? Or if I was on Facebook, just keep it on Facebook? Or should I just like, put it everywhere in anywhere to try to get the most amount of attention? 

 

Liz  17:37 

Yeah, I always recommend it if you can, and if you're comfortable, you can go live on Facebook and Instagram at the same time. Now, at this time, Facebook just made it a little bit more complicated to do that because you have to have, you know, a third-party service in order to go live but you can you know, to pop your phone in the corner and go on Instagram at the same time so that you are just kind of leveraging your time and being and it allows you to be on both platforms at the same time.  

 

So, you can get in front of both audiences. Some people have a larger Instagram following; however, you want to have your live on your Facebook, or sorry, yeah, on your Facebook business page. So, that if you want to turn that into an ad, you can do So, at that time. Where if you're just if you have like a Facebook group or something and you're just doing the lives in your Facebook group, there are a lot more complications when it comes to like turning that into a video ad. 

 

Julio  18:47 

Hmm. What do you think about that? So, in terms of trying to leverage time, like do you think it'd be a good idea to, to kind of like spam the web in terms of just like your video content, just like even If we take ads away for a second we just talk about just generally putting yourself out there.  

 

Do you think people should go out there and just like put it everywhere that they possibly can? For me what I've seen or at least as I've gone through this I've tried to put it on YouTube and put on HGTV and put it on Facebook and put it here and put it there.



I feel like one of the problems with that is when you're not when you're paying attention to too many platforms, you're not really the ever the king of the hill on one. 

 

You're just you're constantly going around and I don't know like it to me I'd rather this is just me of course you know, obviously you have your own opinion you tell me if I'm wrong. But to me, I'm like I'd rather focus on one platform or I can kill it and I can be a highly engaged and I can write on people's posts and go into groups and give information and value and people start to see me as an expert in my field. 

 

Liz  20:21 

Yeah, I tend to agree with that, especially for the people that are just starting out, you know, because for someone that starting out, just getting going is half the battle. And just committing to one platform is half the battle.  

 

So, I always tell my clients and students when they're just starting out is, let's just commit to, you know, one platform, obviously, we're going to do the research on the front side to know is my audience on Instagram is my audience on Facebook is my audience you know, more on YouTube, like, what platform should I start with? What platform am I most comfortable on? For me, it’s usually Instagram and Facebook. 

 

That's where I personally spend most of my time. So, for me, if I were just starting out, that's where I would, would focus, because I'm most familiar with those platforms. But I agree with you that, you know, spreading yourself too thin, will just get a little bit overwhelming. 

 

It tends to lead more often than not to just burn out and quit, rather than just picking one killing it there. And then when you're ready to expand to another platform, you know, you have the means and the bandwidth to do that, because yeah, you're like other platforms are more streamlined and you have the system set up for those. And then you can go and add, you know, a second or third. 

 

Julio  21:47 

Well, I think part of the two is the idea of like if you do all that, and it's you're going purely organic then like okay, at least you're doing something right but if you're also putting out ads, which can be very expensive. They don't have to be in a kind of want to talk about that too. But if you're also putting on ads, I like I want you again, personally, if when I'm coaching somebody, I tell them, like, I want you to be on the platform you're producing ads on because again, like you're, it's more of a brand awareness thing, right?  

 

Like if I'm putting ads out on Facebook, but then all of my fun entertaining or useful content, I'm posting on Snapchat, like, it doesn't quite work the same way. You know, like, I'm ignoring the people who are on Facebook for a platform that I'm not getting the same success on because I'm doing it organically. Like it's sort of a what's the word I'm looking for here? a synergistic approach. whenever it's like organic, and paid kind of help each other build 

 

Liz  22:47 

Yes, a hundred percent. That's why we kind of initially start talking about Facebook Lives is because you can if you're scrolling to be introducing paid ad traffic, Facebook, Instagram ads into your marketing strategy, you can help your ad costs be driven down your cost per leads, you can drive those down with a higher engaged Facebook page. 

 

So, the higher the engagement is on your Facebook page, or business page, of course, the higher that engagement is, Facebook kind of reward rewards you a little bit for that. Because, you know, as we talked about before, they're trying Facebook and Instagram is trying to get people to spend more time on their platform.  

 

So, you can prove to them that you produce content that keeps people on their platform. you're producing content that brings people back to the platform that they get excited about that they want to engage with. You know, you're having like Facebook parties and all that stuff.  

 

If you can prove to them it's kind of like building up here like Facebook. Good Juju, like, you know, you have like good Mojo going on with this book. And they're like, oh, hey, your content super engaging, I'm going to reward you by showing your ads to people that are going to like and engage and click on your ads, because obviously that's how they make money. So, they're just rewarding you for that? 

 

Julio  24:22 

Well, I think kind of going off of that. I'll just use the analogy again of like Snapchat and Facebook, like if you're producing ads on Facebook, but doing all your organic content on Snapchat. Part of the problem, I think, is that you're not able to utilize the organic reach in your Facebook marketing. In other words, let's say I produce a video talking about I don't know, whatever about some aspect of marketing.  

 

I put it on there and it does semi Well, for whatever reason, and it gets, let's just say 1000 impressions and of those thousand impressions. 50% of those people So, 500 watches 50% or more? Well, now I can create an ad targeting those people that did 50% or more that watched, you know, So, it was organic initially. And then I paid a little bit of money, five bucks, whatever it is to retarget them. And then the So, the cost of acquisition diminishes significantly. I didn't have to pay Facebook to just ship it out to anybody in anybody. All right. I said, anybody. I met anybody and everybody.  

 

In that sense, I think it's, again, the synergistic approach of if you can focus on one platform, because as you were saying, they reward you, every platform does it right. It's part of their algorithm. They want you to stay on their platform. Yeah. So, if you're over here, jumping around all the time and sending people Hey, I'm on Instagram, but check out my Facebook and then if you're on Facebook, saying, hey, check out my Snapchat and you know, like, all these platforms, it actually hurts your chances. 

 

 I don't know if I wouldn't say they penalize you for that, but they might I don't know, you know, like, I don't know their algorithm Exactly. I don't think most people do. But if you're always sending people around everywhere, the idea of some sort of cross-pollination just doesn't work as much as you would hope. 

 

Liz  26:17 

Right? doesn't work as well. 

 

Julio  26:19 

Yeah. Yeah, I remember there was a I can't remember her name. There's a celebrity and she was trying to do this was like, in 2018, I think she went from Instagram to YouTube, like YouTube was like, you know, it was when they were really pushing the idea of like creators and she had like, 750,000 Instagram followers, and she made like, a week's worth of content where she was like, hey, go over to my YouTube channel and blah, blah, blah, you know, doing her thing.



So, somebody who has all these followers who were engaging in Instagram told their followers to move over to YouTube and it only I think, if I remember correctly, it was only like 11,000 And actually did. I mean at least somebody did but out of 750,000 people, only 11,000 took the time to go Lincoln bio, go to the YouTube channel, hit subscribe, like a video, whatever. Like you're almost starting over like there is no people aren't just going to follow you around. Yeah, they have their platforms and they like what they like and you know if you're not able to stay with them you're just kind of losing in the long run.  

 

Liz  27:30 

yeah and that process of like telling people where to go to click to follow me here follow me there that reminds me that you know, the importance of making it really easy for people to take the action that you want them to. So, on a video, if you want people to like your video, you know only give them one call to action. In that example, she may have given them too many calls action and not people not taking any action at all. Right? So, if you are producing that video content, make sure you are only asking for one thing at a time if your videos, 

 

Julio  28:12 

right, yeah, in general, like I think you open up emails to almost, you almost have an expectation of like, I'm going to click off of my Gmail because it's not entertaining, it's just there to be there. Right? I'm going to click off of this to watch a video about marketing or about, you know, whatever soaps and candles or you know, whatever it is you're into. So, that's kind of like where it's meant to be. But like, if you go on video, people are there to be educated or entertained. And like really 99% of them are about being entertained. 

 

That's why, you know, viral videos about somebody getting, I don't know, kicked in the head or something. It's just like, oh my god, you know, and they get 14 million views versus somebody being like, So, this is how you start a Facebook campaign that gets like 300 views or, you know, two views or whatever. 

 

People want to the entertainment value. So, if all you're doing is just say is cross-promoting and just giving them calls to action all the time, buy my stuff, click here to check out my website, all that it becomes this thing where people just the click-through rate is substantially decrease.  

 

Like they just they're not there for that Gmail, Yahoo, they're kind of there for that there's nothing on Gmail that's that they're finding entertaining. So, they're trying to get off Gmail to go somewhere else. Yeah, I mean, 

 

Liz  29:28 

That's so true! And that's really why we teach a good mix of content pillars to create, especially as you're like trying to build awareness or trying to build an audience. And that makes is like connection videos. You know, those how-to educational videos. And those like mindset shifts or, you know, value proposition things that you like, stand for as a business owner or Yeah, you know, the leader, whoever if you have the business or maybe you have a product as the face of the business.  

 

You know, having a good mix of those three pillars helps you to not feel like you yourself are selling all the time that now you can connect with people on different levels to try to really grow that, you know, relationship with them rather than like trying to push what you're offering to them all the time. Sure. 

 

Julio  30:23 

Yeah, definitely. I think that's an important way to do it. And I would almost and this part I don't actually know but as you were saying, I was thinking about this. There's a gentleman I've been following for some time, but pretty much only exclusively through email. And one thing that he does is he has what he calls a super signature which goes against what I'm always preaching to which is like have one call to action per email, right? But his emails are all value. And then like he'll direct you to like, here's my YouTube video about fill in the blank what whatever it is creating a funnel or whatever.  

 

He has his take on it. And then entertaining guy cool, all that good. And it's a super signature, it has like four calls to action and they're like, book a call here. Follow me here, do whatever you know, like that's, that's always there but I always open his emails because the email itself has value and it's not just like a long sales pitch.  

 

So, I'm wondering like I wonder if that would actually be something to work on in your own videos like to not necessarily have a direct call to action of like checkout Lincoln bio, but instead to talk to people and then be like, yeah, you know, like, if to almost like a soft sale to basically say, like, I was talking to my, you know, I don't know. My trainees are the people that I coach, and, you know, they went, this is how I helped them. And So, when people go, Hey, let me check out our Lincoln bio.  

 

So, that way I can check her out I can look her up on Google or whatever. And start to learn more about this person because I find her so entertaining. She provides value to me. If you followed that you might get great returns in your click-through rates or whatever you're concerned with.

just from people organically looking you up and searching you and clicking, because they're interested in you as opposed to clicking over because you directly told them to. 

 

Liz  32:27 

Yeah, it's a really good point. Um, and that's really where the power of a story comes into play, right? I mean, obviously, storytelling has been around for centuries. But it's how we can tell that story to our audience, to make them feel invited into it, you know, rather than feeling like you're pushing just like a fake made-up story at them to get them to do something. Right. So, you know, bringing them into a results-based story.  

 

You know this has been my sharing like what your experience has been or like testimonials are great for that. Obviously, success stories of people that you have worked with are great ways to be able to do that to kind of seed your product without feeling like you're telling them or you know, giving them a call to action. I was like, go by, go do this, go do that. 

 

Julio  33:22 

So, in regards to video, let's say I produce this thing, and it was super successful. For however I deem success. I want to now make it into an ad. How do I go about doing that? Like, is it I think a lot of people think that Facebook ads and things like that are either they tried it once, and they weren't successful, 

 

There's probably a multitude of reasons why they weren't successful, but it wasn't a success. And they were like, it's a waste of my time. It's a waste of my money. It's super expensive. Whatever the case may be So, So, how do you kind of combat that? What are your thoughts in terms of like the expense and how to actually produce, like some good Facebook video content that will get you results? 

 

Liz  34:06 

Sure. I mean, So, obviously, it goes back to what your goal is for that video. Because the first thing that you have to do with selecting a when you're creating a Facebook ad campaign is select to select your objective. And the objective of that campaign depends on what your goal is. So, before you are running any Facebook ad, you know, obviously, the first step in the process is to decide what you want the goal of that campaign to be. 

 

Julio  34:34 

Now actually, can I interrupt you for one second? Yeah, yeah. So, talking about that. And I don't know if you have a tidbit on this, but I know when I first started, I couldn't understand the idea of the goals because everything was like my goal is to buy and then make me money.  

 

Do you know what I mean? And I just kind of wanted to talk about that to the people who are listening again because that was definitely something that was hard for me. I want people to buy it's just more like how do I, how am I initially getting them? Am I getting them through website traffic? Am I getting them through conversion objectives? Am I getting them through, you know, engagement metrics where they're going to like my page and follow me, etc? 

 

Do you know what I mean? 

 

Liz  35:16 

Yeah. So, you're, you're actually telling when you select your objective, you're actually telling Facebook, this is what I want you to go and do for me. So, for example, if you want, if you're picking the engagement objective, you're telling Facebook, I want you to go and find people that are going to engage with my post and I want you to find more people like them that are going to engage. Same thing with the conversion objective.  

 

You're telling Facebook like, okay, I want you to go and find people that are going to click on my ad and actually convert on the landing page that I'm sending them to. Yeah, when you're using a video for an ad, a lot of times if you just have like let's say you have a $5 a day budget. 

 

Liz  36:04 

That is obviously not a huge budget. So, the best way to us to have your dollars go the furthest for you is probably going to be to select an engagement or video view objective. Because then you're telling Facebook I want you to find people that are going to watch my video all the way through and then you know you're getting more traffic you're getting engagement on your video, and then you can go and retarget them with more of like a conversion ad that tells them okay, I know you have watched this video I know you are warmed up to me already.  

 

So, then when you're having that conversion ad retargeting them, you will pay a little bit less for those leads because they're already warmed up to you. You're not paying to, you know, convert them when they're brand new and cold to you. 

 

Julio  36:56 

Right. I think it's delayed gratification because initially, you're like "Man, this is expensive! The number of people who are actually seeing my stuff because if you go as I want, I only want people who are going to see 70% of my video".

The amount of money you're giving Facebook, you might be like him, you know, I'm paying Facebook and I'm only getting 10 people and but you know, like, but in the long run right after that goes through the funnel.  

 

These are the people that are going to actually buy because they're more warmed up, they were able to pay attention to you, you know, So, it's like, it's almost a, like a misnomer to only think of to only look at the front end, like the front end might be a little expensive. It's almost like it's like investing in yourself, right? It's like I'm buying this $10,000 stock, but it's because you're trying to sell it substantially more on the back end. 

 

Liz  38:02 

Right, plus you're qualifying those leads, as well at the same time, because by them getting to a certain point in your video that's telling you and Facebook like, hey, these people are really engaged, they're a hot lead, like let's send them something else, let's share something else with them. Even if it's other content, you know, you can create a video view campaign that is sequential So, that after they watch video one, they then see video two, you know, and after they watch video two, they then see video three.  

 

So, it's sequential of, you know, you can be very strategic with the content that you're sharing with someone after they see something from you. And then that in turn, just drives you to know, your total acquisition costs lower because you're able to qualify those leads and tell and they're telling you, I'm really interested, I continue to watch these videos. I must be interested in what you're talking about, even if it's just, you know, to get them on your email list or something. It doesn't have to be, you know, for a sale? 

 

Julio  39:02 

Yeah, I think people just get tied up really on the numbers. You know, like I remember there's one client we worked with, against, I won't say you know their name, but uh, when we first were talking and they were going through custom copywriting services and I was like, Alright, let me see your emails, your, you know what you're producing. And she had, you know, like 20,000 people on her subscriber list and also, initially, my thought was like, Oh, that's fantastic, you know, we're going to make some money here.



Then as I looked, it was like, all of her emails were getting nothing like as far as open rates, click-through rates, like, you know, her last. Like one of the last one she sent out, got three clicks out of 20,000 subscribers, you know, and she but she was like, super excited about the 20,000 and she was just like, yeah, you know, I think I just think that the average numbers don't apply to me, you know?



I think it's I should you know, I think this is actually really good. No, I'm like this terrible you know, like this. Good. No, yeah, like, but people just get tied up. There's that. I don't know if you've heard this story too. There's this Instagram person and I don't know. But uh, you know, she worked her ass off. And she got one point, whatever, 2 million followers. And then she goes, I'm going to launch a sweater line. So, she gets the manufacturing done. She does all that stuff. She puts it out there to her 1.2 million followers, and she gets six purchases. So, it turns out that booty pics just aren't the metric to use when it comes to followership.  

 

Liz  40:51 

Followers don't pay the bills. That's what we always say. 

 

Julio  40:55 

There you go. I guess if I'm talking about videos and all that, and I was a newbie, how do I get the best kind of click-through rates possible? Or is that kind of like what you were talking about before? 

 

Liz  41:18 

Yeah, So, the best way to start when your brand new is, and this is part of our five-step process inside the agency is first you're going to start on the organic side. So, getting that consistent, weekly content up, you know, on your Facebook business page, even if you can't do lives, like let's just start with recording, because then we can share that to your warm audience.  

 

Find the video that is going to prove to be the best for engagement, you know, the content that's really speaking to your audience, and then we can flip that and turn it into an ad and share it with a cold audience.  

 

So, Looking for people that you're that are your ideal customer because then once you already know that that content engaged well with their warm audience you can flip it and serve it to a cold audience or you know something as little as $5 a day and start to get those engagements with an engagement objective. 

 

Julio  42:23 

Okay, let's So, I think this was a really great episode So, why don't we recap what we learned here? 

 

Liz  42:32 

Yeah, that's a great idea. We went over a lot; we covered a lot. So, here are your action steps going forward. Number one, most importantly, commit to weekly video content. So, pick a day and same time in and day every single week and produce that weekly content.  

 

Remember, it doesn't have to be you know, super producer. It can just be you and your phone. Talking chatting. Just If you're talking to like your sister or your brother or best friend!

 

Number two, pick one single platform. We're not trying to be, you know, everybody and men be everywhere, not trying to be Gary Vee here. Like, let's just pick one platform, preferably Facebook, or Instagram and commit to that weekly content every single week.  

 

Don't be afraid to you know, bring your personality into it. I would say that's tip number three, you're going to have a lot more fun if you keep it casual. And, you know, bring your own personality to light.  

 

Then lastly, to increase your reach on your content to really leverage your time flip your favorite best performing content, that weekly video that you know got a bunch of likes a bunch of engagement. Flip that into a Facebook Ad and run an engagement ad for as little as $5 a day. 



Start to build and grow your audience that way. 

 

Julio  44:09 

Boom, mic drop. Liz killing it.  

 

Okay, So, Liz, why don't you plug yourself? Well, that sounded awkward. All right, hold on. Let me backtrack that one.  

 

Why don't you tell the audience where they can find you? anything you're going to be doing in the future So, that way we can all follow you. 

 

Liz  44:32 

I would love to be friends! You can find me on Facebook & Instagram!  I would love to connect with you. I can't wait to make some more Insta friends! 

 

Julio  45:13 

That was pretty lame...hahaha... 

 

But there you go. All right. Well, thank you So, much, Liz. Really appreciate it.  

Guys. If you like this episode, please feel free to rate us give us five stars. 

 

 And we'll see you next time. 

 

 

 

 

 

 

 

 

SUMMARY KEYWORDS 

people, content, platform, FacebookInstagram, ad, video, audience, produce, talking, engagement, super, pay, person, engage, Facebook ad, Liz, email, live 

 

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