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How To Start With A Cold Audience And Build Scalable Facebook Campaigns With Alex Cleanthous | FSS05

Welcome to the Facebook Sales Secrets podcast with me, your host, Steven MacDonald, CEO of LeadKlozer. This podcast is dedicated to helping individuals or businesses achieve greater success through the power of Facebook. Listen in as we discuss everything about Facebook marketing, from ad campaigns to lead generation.

In today’s episode, we have invited Alex Cleanthous, Co-founder of Web Profits. Since 2006, Alex and his team have created a digital marketing empire. They have branched out and established offices in Australia, Singapore, and the United States. With so much experience under his belt, he has begun to share his knowledge so that others can have the chance to excel as they did. This is an incredibly value-filled episode that shares secrets on How to Top Start wIth a Cold Audience and Build Scalable Facebook Campaigns.

Show Notes:

[1:51] How do you reach out to a cold audience?

[9:13] How do you get your audience to stop scrolling and pay attention?

[15:18] What can you do, as a start-up company, to build credibility?

[20:23] How do you establish credibility on the B2B side?

[26:47] What’s the one tip you can give in order to scale properly?

[33:54] Ad strategy for local businesses.

 

Transcript:

Intro

Hey, everyone. What you’re going to learn today, is how you break into a cold market for your clients, and position them and yourself for success by scaling your Facebook ads. As a small reminder to my incredible audience, please leave me a review and hit that subscribe button. Your support helps this podcast get into more ears. Thanks in advance.

 

You’re listening to the Facebook Sales Secrets podcast hosted by Steve MacDonald from LeadKlozer, where we interview digital agency owners on their insider secrets to the successes they create for their clients through the Facebook marketing ecosystem. Tune in for the cutting edge tips, tricks, nuances, and tools that will take your Facebook campaigns to the next level. Now, here’s your host, Steve MacDonald.

 

Steven

Welcome, everyone to the Facebook Sales Secrets podcast. I’m Steve MacDonald, CEO and founder of LeadKlozer, and I want to introduce you to our guest today, very special, because we have the opportunity to talk to Alex Cleanthous, who is the co founder of an agency, Web Profits. Now, they are across three different continents with five different offices. And you’re the director of strategy and innovation. So, what we would love to do is we’d love to talk to you about some of the things that you do on a regular basis with your clients. And specifically, there’s an area that we all need help on, right, with our clients. And that is, how do we reach out to a cold audience? How do we create leads and sales? And then, how do we scale that? So that’s what we’re gonna be talking about today. And, Alex, I’m gonna, I’m going to throw it to you with the whole cold audience, how do we break through to that cold audience, for starters, here?

 

Alex

Yeah, sure. And it’s nice to be on the podcast. Um, let’s start with that. Thanks for having me. I think, when you’re thinking about Facebook, right, and I’ve been experimenting with Facebook ads since like, 2011, that’s when the platform first came out. So I’ve been doing it for the last 10 years, right? So from the very first day that it launched, pretty much, I’ve been on Facebook ads, right? Just spending money, because I knew that organic reach was gonna die, and you’ve got to be doing, like, it’s important to spend money on ads to get in front of your audience. And Facebook is, by far, the best platform to get in front of the majority of people across the US and Australia and the UK, right? Like that is the platform. I think, what’s, what’s important to note is that it’s gotten a lot more crowded these days, right? So now, especially for all the listeners on this podcast, you probably be scrolling through your feed, and you’ll be seeing 100 Facebook ads courses that that will teach you how to scale right. Everybody’s got a Facebook ads course now. And everybody, like is advertising through Facebook ads now. So the landscape has become very competitive, right? For people that have a short term mindset, trying to, to capture money from their audience on Facebook, right? These advertisers are going for first date and they want to get married, right? Like that’s the example that Ryan Deiss founder of,

 

Steven

DigitalMarketer.

 

Alex

Yeah, that’s what he talks about. Sorry, that just eluded me for a second. That’s what he talks about, right? So the psychology and it’s basic stuff, but this is the place I want to start, the psychology is to think of it like a date, to think of it, just like, like a long term strategy. Now, now we can condense the steps. But the first step is always to create something that gets attention in some way. So there’s one client, that we have, I can’t speak about them, their name specifically, but they sell something in the supplement space, right? And they have a bunch of influencers that talk about their product, right? So our first piece of content is a compilation video, that is a credibility, credibility video, right? That kind of cycles through all these influencers talking about this product, right? Now, people don’t know about this product, but they know about the influencers, right? And so they’ve, they’ve basically stacked these really short, like segments. It’s like a 30-second video, but it’s got about 20 influencers in there talking about it, right? First step of the funnel, the first step of the funnel, right? And so what you need, like in cold audience land, you had like in your first touch, is something that will establish your credibility, or something that would add or something, or something that will add value, yeah? That’s for the b2c side. The b2b side, right, so in terms of the b2b side, you want to live with content, content is going to be the place to start with, right? You need like, you could start with a video because that’s going to be viewed, right? Then to retarget. people that see either 10%, or 50%, or 75% of that video and show them another piece of content that takes them to your website. So the first one is going to get the people that are engaged, specifically, on that video. The second step is to send them to your website, that’s where you can start to retarget them through the cookies and so on, or hopefully to capture their email. Third step, um, in terms of the b2b thing, is to capture their email and start this email marketing process, right? So we haven’t asked them for one thing yet, in terms of, in terms of the b2b strategy, right? It’s like video that’s educational, it’s a piece of content on the website, and then hopefully, it’s a lead magnet. And then there’s like, and then from there, you have an email sequence, right? Coming back to the b2c side, because so many parts of this right, start with a credibility video, I can then have a series of videos that talk through the benefits of it, that talk through the reviews, the customer reviews, that talk through the benefits of it, that show the product in many different ways, right? And if you get the funnels correct in terms of in terms of the messaging, in terms of the ad creative, and so on, then you test it on the audiences across Facebook. Right now, audiences are probably more important than the creative, but if you’ve had the wrong creative, it just, it never works, right? It’s like they’re both as important as each other. But if you get the audience wrong, it doesn’t work. If you get the creative wrong, it doesn’t work, right? But if you’ve got the right creative strategy funnel, they call it, then you can start experimenting with audiences, right? And that’s when you can start to segment that’s based on interests or, or, like geography, or the look alike, or combinations of those, or retargeting plus look alike plus something else, right? And so that’s when you can start to experiment, after just everybody creates their content or the creative plan. And then they kind of have a spreadsheet that has the creative assets on the left, and on the top, they have all the audiences that they want to test. And they have a methodical approach to testing this, right? I think, like, in the beginning, I was the same, right? Who should I target? Okay, I reckon I’m gonna target this interest plus this look alike plus that thing, I’m gonna try that and we’ll see how that works. And then you don’t live for long enough, and then you try something else, because it’s not making money fast enough. And, you know, it’s like, like, in the beginning.

 

Steven

Well that’s, you know, something you just. That’s incredible, right? Because we have to test, right? We can’t just throw something out there. Can’t throw just a single piece of creative, can’t just throw a single, you know, audience out there and think this one-on-one combination is going to do it, right? So one of the things that I wanted to ask you about, in terms of the message of the creative side, you talked about for b2c, you know something that builds authority and builds credibility, right? Then, you know, on the b2b side, you’re not asking for something right? You’re just a valuable message. What is your opinion on a, changing a mistress perception, right? That you started out by saying in the feed, there’s so much, there’s so much competition, none of us are going to get out there without any competition. So what is your opinion on saying something that talks to that, you know, the pain point maybe that the the audience is having b2c, b2b, but gets them to think, in a different way, right? Gives them some kind of a different hope. Like, what’s that message that’s going to get them to stop, right? Because that’s the, that’s one of the hardest parts, right? If we can get them to stop, we can get their attention. And I think that’s where a lot of the creative falls short these days, right? Is, it’s not grabbing their attention if you’re not grabbing their attention, no matter what you say, it’s not gonna make a hell of a difference, right? How do you guys grab that attention?

 

Alex

Um, like, well, look, if we’re talking, it’s, this is a challenging conversation, because there’s both the b2b side of things, and the b2c side of things. So I’m trying to not answer them both at the same time, right? So I’ll try my best to just keep it kind of high level. And then if we have to go into specifics, then we go into specifics, right? because there’s also like e-commerce as well, there’s all these other kind of areas as well. But we usually start, like if a client starts with us, these days, right? And this has been the same for the last few years, right? We start by creating personas. So we will create an outline of who are the audiences that we’re speaking to, right? So if it’s in the b2c space, it might be moms with kids who like CrossFit, right? It might be men aged 25 to 45 that like UFC and who drink whiskey, right? We start with that, right? And then we try to, to build out, you know, the things that are important to them, you know? So what, what, how is their day? That’s, what are they challenged by, you know? like, you know, what are the things that they’re looking for, right? And, you know, we’ll engage with our clients on this, and we’ll, you know, try our best to outline personas, so we know who we’re talking to, right? And then if you have that persona in front of you, and that’s who you’re thinking about, then you want to think about, okay, so this person’s on Facebook, they’re probably on the couch somewhere or on the toilet, or in the car, or in the line at the shops and looking at Facebook, right? And, you know, it’s what are you going to say to them to get them to engage with you, right? This is like, it’s, it sounds super basic, right? But it took me 15 years to get to a point that I could be super basic, because in the beginning, I’m trying to hack, if I use like, the brand awareness campaign and retarget them here, and I do this, and I’m trying to maximize all the technical functions in the Facebook ads platform. I thought that’s what it was about. That’s like nothing, that’s easy, everybody can do that, the algorithm can do that these days, right? Better than most people, actually, right? And so what the hard part is, is to get into the mindset of the person who you’re trying to market to, yeah, to create personas, I call it like eating vegetables, right? Like no one wants to eat the vegetables, right? But that’s how you be healthy. That’s how, like, you become fit, right? You don’t become fit by having the desserts, right? And I call it the desserts, the platforms, right? Like that. You jump in, you launch a few ads, you press publish, and it’s live. And it’s like, okay, now I’m gonna wait for the money to come in, and it just never, it’s harder to make that happen these days. So you know, we start with personas, we understand the persona, then we create some messages specific to that persona, right? And it will be different to a middle aged man than a 21-year-old woman right?

 

Steven

So you don’t launch with one message, right? Because are you going to be testing multiple messages to see which messages get the traction, that are the winners? That then you start to run across a number of different audiences to start testing. They’re like, what’s tell us that kind of a testing philosophy and what you’re doing?

 

Alex

Again, every client is different, right? So it’s like, there’s no gen, like, there are general rules, but it’s not that simple. It’s like, if we do have a creative that works, we’ll definitely test it across audiences, right? But, but if there’s a client that targets both men and women, the audience, the creative may not be the same, you know? Like what talks to a fan of the UFC isn’t the same thing that talks to like a mother of three who likes CrossFit, for example, right? Now, she might like the same sport, but I’m just saying, right? The Psychology is going to be different, right? And so we start by just creating creative assets, we call them, right? It’s usually a video to start with, and then there’s going to be some static images, we look at all the credibility factors, and then we try to figure out what’s important to them to solve in their life, right? It gives you more energy, yeah? It helps you focus more, it’ll, it helps you kind of have like a, like a longer day, yeah? If we’re targeting, say, parents, you could talk about their kids, right? Like, you know what I mean? Like, there’s ways to adjust the message, right? But at the end of the day, you know, the general thing that we’re talking about is we want to stack credibility straight up front, stack it strong, right? Then we can start to move them through the process, you know, people will buy credibility without even knowing what the product is. If somebody who you follow says you should buy this, you just go buy it, that, like if Elon Musk or somebody just kind of said, hey, I’ve had this product, I feel 10 times smarter, people will buy it. Like I think he just tweets, he tweets about some, he tweets about Bitcoin and changes it by 30%, right? Like, people don’t understand Bitcoin, but they are fully speculating, right? But that’s just an example of this credibility factor. If you can get credibility high enough, doesn’t matter what the product is, right? It’s like, and that’s a good psychology. That’s from the b2c space. Should we jump to the b2b space quickly, or do you wanna?

 

Steven

Absolutely. That’s uh, but one last question on the b2c space. If you don’t have big recommendations from all these influencers, how do you build that credibility? So I think that’s ultimately important, right? We need to believe and trust in somebody. So that’s kind of what I’m hearing you say, is give them that reason, right? But that’s one way to do it. But what if you don’t have it? What if you’re a startup, you don’t have that? You know?

 

Alex

So this is the hard part, right? Just because your product’s good. It doesn’t mean that people are gonna buy it, doesn’t matter. You know, like, how many companies fail because people just, they just wouldn’t purchase their products? And then what’s her name? Um, the Kardashian or the, the Jenner sisters just mentioned one thing then sold 100 million products, right? Like, just because a product is good, doesn’t mean it’s gonna sell, right? So that’s the first thing that people need to understand. This is not an emotional game. It’s a practical commercial game, right? People don’t want to spend their money, right? Step one. So, if you’re now tasked in selling something that nobody knows about, and it’s in an industry where it’s important, for brand credibility, like fashion, that’s huge one, like health and fitness, that’s a big one, right? You’re not just gonna go out and say, Hey, we have this product, you probably want to go out and get a couple of influences to help like, like, as a step one, right? To get them to talk about your product, or to get customers. This is like another one right? To get some customers to talk about it, and to maybe create some testimonial content or something like that, hopefully, with video if you can, because it’s better. But if not, you know, try your best. Hopefully, there are some reviews, which you can do, right? Now, the big part here is that Facebook, I don’t think is going to help you launch, to launch a brand cost effectively. You could, like it’s possible, but you’re going to spend a lot of money on that. But whereas you could just go out, pay 10 influencers, smaller influencers, right? They’re not too expensive, have them create some content around it, and then promote that content, right? You know, we’ve found that just because, you know, we’re good at scaling ads, if a brand doesn’t have the required credibility assets, it’s very hard to make work on Facebook, yeah? Usually, clients come to us in the b2c spaces, once they’re at a certain stage of their company, right? At that stage, has product market fit, there are sales, there’s a team, they’re already spending money on ads, and they’re coming to us to scale it, yeah? We rarely will take on a client these days that says, hey, I’ve just launched a new product line, I’ve never done ads before, it’s just me, I got 1000 bucks a month, what can you do for me? And we say like, like, that doesn’t happen, and if that does happen these days, that’s very hard, very hard to market, right? Because they’re competing against companies like us, that have clients, that have all these credibility points. And again, I come back to the point, people don’t really care what the product is, they just want the outcome that the product promises. And so if you can create that message, if you can put that out there, right? It, the product is, yeah, of course, you have to talk about the product, because people need to know what it is, right? But it’s not the most important thing, it’s the social proof. It’s, you know, it’s the videos of customers talking about it. If you have a big influencer, lead with that, that stuff works above anything else, right? Like that stuff performs the most, right? Because people are just sucked into it, you know? They’re like, Oh, my God, that person talked about it, it must be good. Now, that’s just one step, right? You still need like another 12 to 15 steps to convert them, because that’s just the first step to build awareness. Ah, I never heard about this product. I saw this guy talking about this product on Facebook. Hmm. This product could be cool. Then you see like, like another ad with some five star reviews. You know, there’s a thousand 5 star reviews. Oh, my God, look at that. Wow, that’s the same product again. And then something else, then you slowly starting to go out and to go down to talk about the product more, right? So at first, it’s like this big influencer. And then it’s about some customer testimonials. And then it’s about specific testimonials. And then it’s about, then it starts to get about the benefits, then it starts to talk about, so what is the product, right? So there could be like nine messages, or 10 messages, right? And that’s kind of, that’s how we approach the consumer space, if they want to scale. This all changes, of course, if a client has a fixed budget, hey, we’ve got 10k, 20k a month, I’m not going to spend anything above that point, right? You approach it very differently. I mean, you approach it the same way, but you can’t test as much. And once you get to a point, you just let it run on auto optimize, right? And it’s just like, mainly to refresh the creatives every so often because they expire. But if you create the right account structure, you can automatically stop campaigns at the end of the month, start the next one, stop that at the end of the month, start the next one, you know, so you can be sophisticated in how you start and stop campaigns. But, you know, it’s different if the fixed budget, you know?

Steven

So tell us that a little bit on the b2b side, right? And, you know, so clearly understand, that makes complete sense, right? You’re warming up an audience and you’re doing it with credibility at the beginning. It makes complete sense.

 

Alex

Talk about it for the, the listeners of this podcast, right? Because this is gonna be the best example for people to kind of get, right? Is that, like, all the agencies that are listening to this podcast, they’re in the b2b game just for themselves, right? So they need to do their own b2b marketing. So let’s just take that as an example, and this applies to every client that they work with as well, right? So again, personas, the personas in the b2b space are almost more important, right? Because in the b2c space, you can be general, right, but in the b2b space, if you’re general, you’re competing against the biggest companies in the world, right? So it’s like, you need to, you need to know the personas of who you’re targeting. Now, this is a bit different, because this could be company size, company type, position in the company. Like, are you only targeting the founders of e-commerce companies that make between 500k to a million dollars a year? Are you targeting the head of marketing at a public listed company that’s in the mining industry? Right? For example, right? That’s, that’s just the first example that came to mind, right? Or are you targeting the CTO at a company that sells Pet Supplies? Right? I don’t know, right? But they will have very specific problems. Now, if you want to stand out, like. in the world today, talking to very specific industries, talking to specific challenges that these people have, is going to help you, right? So say, for example, if you’re looking at e-commerce specialist agency, right? And you focus on Shopify. So Shopify now starts to get a bit more specific, right? So now, say, for example, I’m saying Okay, so I’m targeting the founder, I’m targeting somebody that does e-commerce, that person also has Shopify. Now, have they done Facebook ads on up before? If they haven’t done Facebook ads before, your messaging is very different than if they have done that before? Right? It’s got to be different, right? And so I’m just showing you examples of how does one persona, could change the message significantly by their experience. Yes, by their problems, their challenges that you spoke about earlier on, you know? And so, as soon as you have all this knowledge, then you can go out and create content, right? So, first one is five Shopify hacks for E-comm, to Scale an E-commerce Shop that’s making $500,000 a year, right? You’re talking to that person now, most people aren’t going to see it, but the people who see it, it’s going to be talking to them, right? You should know the solution to your audience, right? But that’s the first one. The second one, the Ultimate Guide to Shopify Scaling for E-commerce companies, right? That’s something on a website, right? It goes there. The third one is like a lead magnet. It’s a PDF, a book of the Ultimate Guide, right? And then there’s like, a 10-step, email sequence, right? Kind of, kind of almost repeating the stuff that’s in the guide, that’s in the video at the first part, right? So if we think about in the b2c side of things, the first couple of messages are about credibility. The b2b side of things, the first couple of steps are education. But getting the education nailed, right? Like, like you nailed what they are trying to figure out, and it links to your business, right? And then you have the 10 email sequence. The first half is emails about kind of the content and the second half starts talking about, you, your case studies, some of your performance, some of your kind of, the background story, right? Trying to build up your credibility, so like before I talked about establish credibility, then we get down to, to benefits, and then product, same thing. But it’s now just talking about you and the business, and the business side of things. And, you know, the average, very rough statement, and this is, by the way, so don’t quote me on this. But the average sales cycle from lead to close for a b2b client is like three to six months, right? Depending on the size, it’s longer, the bigger the deal is, right? And so, whereas that funnel I explained from the b2c side of things could could happen in seven days, it could happen in 14 days, right? But you could go from I’ve never heard about you to like, Oh, what’s this brand, to aw that’s interesting, to like, Oh, my God, okay, and then I just bought it, right? The b2b side of things, three to four months minimum, so just have that headspace. Like, like, like, if you’re starting a campaign, don’t expect that in that first week, there’s going to be leads that are coming in, right? You want to, you can try and accelerate it. Like in that first part, it’s gonna take a bit of time. But it only takes time in the first step, right? Because then, at the end of the fourth month, the fourth month, keeps repeating itself forever, right? So it’s just that first part of trying to figure it out. That’s the hard part, and where people have the least patience, and when they just go straight to the last ad, hey, we do this, you should buy from us, Hey, I got a Facebook ads course, I’m going to show you how to scale from zero to 100k a month. And it’s only going to be like, the five bucks, right? You know, so it’s like, have, you know, be a business like, like think, long term about these things, right? And I think if, if people do that, and like if they just think about how they would purchase themselves, right? It kind of it makes things easier.

 

Steven

So in our last few minutes here, because we’re, we’re now thinking, you really, reorient, reoriented our thinking in terms of the b2c and the b2b space. How do we approach a new market? How do we warm that market up? Right? What are the kinds of things that we need to do? How do we then scale our Facebook ads? Like what’s your, because that could be a whole podcast itself? So yeah. Like, what’s the, what’s the tip on how we need to think about scaling? Maybe, is that?

 

Alex

Sure. So if we’re going into a new market, rather, this what you’re talking about, right? So and then how do we approach it? And how do we scale right? So I’m gonna try and keep it condensed, I’m talking very quickly, so if that’s okay. But, um, when we go into a market, again, you know, we start by interviewing the client and getting everything out of their head possible, right? We’re recorded on zoom, and we’ll send it to rev.com. And we’ll get it all transcribed. So we can actually look at their specific words, you know how sometimes like you’re taking notes on the call, forget that, just record it, transcribe it. Because then there’s going to be like a bunch of content in there. Then we go to the Facebook ads library and we look at every competitor that they have and see what they’re doing. See what we’re competing against, right? Then we’ll look at kind of competitors that are not the direct competitors, but are like competing for the same audience and see what they’re saying, right? And now we’re getting an, like an understanding of what we’re up against, right? And if you’re up against a company where they’ve got, like Elon Musk talking about how good your product is, and you don’t have anything, then, you know, your first step is to really create those credibility signals, right? It could be content, it could be influencers. To scale ads, you need massive credibility, that’s gonna be it, right? There’s gonna be nothing like, you might be lucky enough to find the one product where there’s no competition that everyone wants. Might be, but that’s not how you run a business, right? Especially like a Facebook ads or like an advertising agency business, right, you need to be able to go into a competitive market, and win. And to do that, for scaling, you’ve got to have credibility factors. And so the first thing that we will do is we will look for every possible credibility factor, and we’ll create content or creative around those, right? If they don’t have enough, we’ll ask them to go back and get more, yes, but we’ll ask them to go find some influencers, or to find, or to create content, which like, is like, establishes the credibility, like, I don’t know how old the listeners are on this call, but like, I’m old enough that I used to see the infomercials at late night on TV, it was an hour long, and you just would be up at night, you just watch this, before Netflix, even before Internet TV or whatever, right? And you would buy at the end of it, right? And there was nobody in there that was real credible. But they had a process of creating the content where like it’s sold you. Now, I’m not saying to take that and put it online. But I’m saying that you don’t need these big influencers if you’ve got the right creative process, right? But you do need to be able to make a video that looks good, to be able to craft a message that works, and to have a lot of these, like you need people talking about your product, yeah? You can’t just hope to sell something by sharing some recipes or whatever, right? Like, so credibility like is number one, two, and three. And then everything else is after that right? From there, you know, we’ll create these compilation videos, and we’ll create the sequence of creative that we’re going to show an audience through their journey, yeah? We’ll make sure the websites got everything kind of, kind of optimized. If the website sucks, it’s not going to work, right? Like it’s just not gonna work. But if they’re on Shopify, it’s gonna be good, right? The basic standard thing, like is good enough, if they’re on like WooCommerce, or some of those other more custom things where they’ve hacked that themselves, check out site speed, check out the shopping cart works, check out the simple things because nothing hurts scaling as much as a bad site, yeah? Then we just create, like all the audience segments, and it’s almost like a matrix structure. And then we just, we go out, and we test it, right? And depending on the size of the audience, we may test, the same creative in the same audience, because how Facebook optimizes that, is that it will take a segment of that specific audience, and it will test it on that. And if you get that segment wrong. Sometimes it says it doesn’t work. But it actually could have worked if they had chosen a different, um, a cohort, yeah? And so we just test a lot. As soon as we hit something that works, spend as much as we can, we just maximize that, we just maximize the spend on that thing, yeah? We just, we just, we push it hard. And then that will get to a point, 100,000 to 200,000 a month on that one kind of segment. And then we try to find a second one, right? Clients want return on adspend, anywhere from 2 to 15 times, right? So the lower their ad, but the lower their return on adspend target, the fantaseasier it is to scale. The higher it is, the harder it is to scale. So if you can find companies that are a bit more established, they know five is great, and get three, fantastic, right? If you’re going out for people who are just starting out, I want 20 ro ads, it’s like, okay, stay home and just don’t sell them and just sell one product. And that’s it, you know, and done, yeah? But yeah, so look, it’s a process. Like that’s the big summary, I’d say, right? It’s not like it’s in like your gut, right? Yeah. I’m sure that experience has like a place but if someone that has, if someone that is just going off their gut comes up against someone that has experience, has a process, and they can follow that process, and they refine that process. That person that has a process is always going to win, right? Now the other part about that is clients want process, clients don’t want cowboys and other cowgirls, right? They just want people who have a process that works above average of the time, right? That’s what you pay for, you know, you pay for talent. Sure. But talent plus process always wins.

 

Steven

Well, fantastic. Because I think what you’ve done is you’ve taken us through a process here, a way of thinking about approaching the business, what side, b2c, b2b right? Very, very clear, there needs to be a process, even if it’s not sexy at the beginning, no, it’s not sexy to like, you know, try to define the personas, right and do that, right? Everybody wants to jump right in and see ads that just do amazing performance. So to do the homework, establish the process, do the, and then give that process time to work its way through, right? It can be shorter on the b2c side than it is the b2b. But you got to work the process. And I think everybody took that away from the call today. If they don’t, if you don’t have that process in mind, then ultimately you’re not going to get the results for your clients.

 

Alex

Well, you could get the results, but it’s not going to be as consistent as what as, what it could be, you know, because in the beginning, we had rough, very rough processes, but we were just figuring stuff out. And it worked, right? And I think that’s probably how a lot of agencies started, right? Hey, I don’t have a big process. But I figured something I know how it kind of works, and I know how to market it, so it can work, right? The challenge becomes is when you want to scale your agency times 10, times 100, right? That thing that you’re doing now is not going to work. And also, when you get a client that has a huge budget, that’s not going to work anymore. That works with 5k a month clients that works with clients, that’ve got, Hey, I got a couple 1000 bucks a month and I’m selling my, some lawn mowing services, right? Cool, like, this is kind of the other thing, which I didn’t talk about, how much time do we have? A couple minutes?

 

Steven

Yeah, just a couple minutes. That’d be great.

 

Alex

I’ll share something else, right? So local business, couldn’t be easier with Facebook ads, right? Yes, every local business I’m involved with, we just target everybody in that area, is what it’s going to be 20 to 50,000 to 100,000 on sale. Let people like, like, specifically like, like in that town, it’s not going to be high. And so you can just dominate by, in these areas very easily, right? So there’s a whole nother business is, you know, just go to every local trade or support person and say, hey, look, I can run your ads, it’s 500 bucks a month, or 2000 bucks a month for ads. So that’s 1500 bucks a month, I’ll get 20 clients at 10 grand a month, and I just target everybody like in that area, right? And you can get a bit more sophisticated. But the audience is so small, it doesn’t kind of work anyway. Anyway, there’s so many applications of Facebook, I’m talking about scaling up these bigger companies, you know, trying to get the big retainer dollars, yeah? By kind of helping companies scale up, right? And if you can do that, that’s what I’ve been talking about. But there’s 100 applications of how it can happen for smaller segments as well.

 

Steven

Well, Alex, thank you so much. I mean, you obviously have years of wisdom. You’ve done this. You’ve been there, right? And you’re scaling your business, three continents, five offices. Congratulations. And also, you know, I want to make sure everybody knows about your Growth Manifesto podcast, as well, where you continue to share this kind of advice. So thank you, everybody, for being on to the Facebook Sales Secrets podcast. And make sure to come back because there’s plenty of great advice.

 

Outro

Hey, everyone. What a fantastic conversation we had with Alex. The big takeaway I heard here is, in order to break into a cold market, position yourself and your clients to scale. We’ve got to go through the right process, and it’s not all the sexy things, right? We’ve got to go through that process because creating ads that produce sales and can scale immediately, maybe you can do it, but it’s not the path to success. It’s not the road to long term success, but to do the work, and the process, the way Alex laid that out really clear, so that we know that there’s a process that we can actually then sell to our clients as well. They want to believe in you. If they know they have, you have a process for success ,to get them out, get them started and scale for their business, that’s what they’re gonna pay for, for the long term.

 

As a small reminder to my incredible audience, please leave me a review and hit that subscribe button. Your support helps this podcast get into more ears. Thanks in advance.

 

Thanks for tuning in to the Facebook Sales Secrets podcast where we have the industry’s brightest Facebook heroes bring you their latest ideas that you can use to skyrocket your Facebook marketing success. Please remember to subscribe and share this podcast with your friends. For more tips, please visit us at LeadKlozer.com/podcast that’s Lead Closer with a K. See you next week.

 

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