March 11, 2025 • 44 mins
In this episode we get into how Facebook ads can be a game changer for your business. Stacy Reed, a Facebook ads expert, shares how it can skyrocket your business visibility and drive real sales growth. She reveals the must-know strategies for leveraging paid advertising while maintaining authenticity in your brand presence. Whether you’re a small business owner or entrepreneur this episode will give you actionable insights to elevate your online reach and maximize your ROI.
What You'll Learn in This Episode:
- How to blend organic social media with Facebook ads for long-term growth
- The role of a fractional CMO and how they can scale your marketing efforts
- Audience targeting strategies to ensure your ads reach the right people
- The difference between Boosted posts vs. Facebook ads
- How to build genuine relationships with potential customers through ads
- The power of authentic, relatable content in high-converting campaigns
- Debunking myths about social media advertising that hold businesses back
So if you are looking to add Facebook ads or looking to refine your online marketing strategy, this episode is your roadmap to smarter marketing, stronger engagement, and bigger business wins.
Tune in now and start scaling your business with confidence.
Where to find Stacy Reed:
Download the free guide "What to Know Before Buying Your First Rental Property"
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Disclaimer:
I’m not a financial advisor. The information contained in this video is for entertainment purposes only. Please consult a licensed professional before making any financial decisions. I shall not be held liable for any losses you may incur for information provided in this video. Please be careful! This video is for general information purposes only and is not financial advice.
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Stacy Reed (00:00):
If you see an ad come across your timeline from a
brand or a person you don'tknow, you're going to probably
click on that page, go to theirpage, check out their stuff,
make sure they're a real person,and so that's what we want to
make sure that our membersunderstand it's not just running
ads and saying I run ads andthat's it.
It's also about making sureyou're creating the right
organic content and have theright email sequence in place
and have the right lead magnetsto bring people in.
Violeta (00:22):
Hola, mi gente, welcome to the money chisme podcast,
where we spill the real chismeon building wealth without the
bullshit.
Whether you're trying to invest,grow that side, hustle finally
get your money right or, myfavorite, buy rental properties,
you're in the right place.
I'm your host, violeta, afirst-gen Mexican immigrant real
(00:47):
estate investor, entrepreneurand your financial hype woman.
Get ready for tips, tricks andexpert advice straight from
nuestra comunidad, porque eldinero es power and we're here
to claim it.
Don't forget you can alwaysfind helpful resources down in
the show notes and indescriptions, so make sure you
(01:07):
check that out.
When you're an entrepreneur oryou own a business, one of the
biggest obstacles is growth andgetting your business out there
and having your target customeror target client trying to find
your business.
I know that's one of the thingsthat I struggled with, and
(01:28):
we're going to be talking abouthow to grow your business using
Facebook ads.
Hola, I am Violeta, your hostof the Money Chisme podcast,
where we talk about personalfinance, real estate, investing
and entrepreneurship.
So today we're going to betalking about not only how to
(01:48):
use social media, which is kindof organic, but how you can use
Facebook ads to add on top ofthat to grow your business and
so joining me.
Today I have Stacey Reed, afractional CMO and Facebook ads
expert.
Ceo of Stacey Seal Co.
Hi, stacey, thank you so muchfor being here today.
Stacy Reed (02:12):
Yeah, thanks so much for having me.
I'm super excited to be here.
Violeta (02:16):
Yeah, I'm excited because I will say that I did
try to do Facebook ads a fewtimes.
I don't know if I had.
I think I had like maybe fiveat the most that went to like my
website or clicked on myprofile.
So definitely interested inthis.
I am definitely a newbie, soI'll be learning along with the
(02:37):
listeners.
So I've got a few questions.
But, yeah, before we get intothat, I want to give you the
opportunity to introduceyourself.
Stacy Reed (02:48):
Tell us a little bit about you and your company and
what you do.
Yeah, definitely, my name isStacey and I am the CEO of
Stacey's Eel Co, which we helpclients who are looking to
accelerate their growth, and theway that we choose to do that
is with Facebook and Instagramads.
So we work with clients in theagency sense, where we'll run it
for them, but we also work withclients who are looking to do
it themselves, and that's abigger I would say a bigger pool
(03:11):
of people.
There's a lot of people outthere trying to figure out how
to run their own Facebook andInstagram ads, even if it's just
to try to figure out if itworks for your business.
Try to generate some leads andstuff like that, to test it out,
see if it works, before youwant to hand it over to somebody
else.
It's definitely beneficial forbusiness owners to understand at
least how Facebook ads work,but there's a lot of our clients
are looking to run itthemselves, and so we do that
with our membership, our courses, different kinds of our podcast
(03:33):
roadmap to 1 million, all ofthat kind of stuff.
We have a lot of greatinformation out there about how
to leverage Facebook andInstagram ads, but also how to
pair that with organic marketingto be able to take things to
the next level.
Yeah, that's what we do, and wetypically work with online
service providers, localbusinesses, typically those
(03:54):
clients who are looking to getmore leads.
Or I need more leads, I needmore visibility, I need more
people knowing about who I amand what I do, so that's what we
help them with.
Violeta (03:59):
Yeah, yeah, and I want to get into a little bit of that
because I mentioned it.
Social media is a great way tostart marketing and stuff, but I
want to talk about maybebecause they work together, or
maybe there's a difference ofrelying so much on just social
media and then moving to alsoinclude Facebook ads.
Stacy Reed (04:23):
Like you said, organic, social and organic
marketing in general is justsuch a great way to start your
business right.
Like you can get things started, you start to grow a following
and start to get peopleinteracting with you, and it is
required to have that kind oflike two-way conversation,
especially as you're startingout, so you can start to
understand what do my peopleneed?
Because sometimes we think weknow what they need or we think
that the message that we'reputting out is clear and it's
not right.
We think that the message thatwe're putting out is clear and
(04:45):
it's not right.
So we need that feedback frompeople to understand how do I
make this better?
Right, how do I better positionmyself?
How do I better market myself?
But then there comes a pointwhere you start to think about
growth, which is something thatwhen we're first starting out,
we're trying to make our firstfew sales, trying to get things
moving, trying to get somemomentum.
But then, once you start tohave some momentum, you're like
how do I keep this momentum up,especially in a time where, like
social media, algorithms andthe reach is just dropping right
(05:07):
, it's just really, really hardto keep up with social media as
a platform, because they'redesigned specifically organic.
They're designed to keep youcoming back and posting on the
platforms and people coming backand engaging.
So it requires you to continueto show up.
It requires you to continue topost content, and that's all
well and good when all you haveis time, right, and you have
more time than you have money inyour business.
(05:27):
But there becomes a point whereyou're starting to maybe hit
that middle point where you'relike I'm making some money and
my time is starting to reallykind of pull back.
I don't have as much time as Iused to be able to get on
Facebook, get on Instagramposting and stuff like that.
(05:48):
And so then that's when you wantto start start to think about
advertising, because anadvertising comes to play where
it says okay, let me take whatyou're already doing really,
really well, and I'm going toput that in front of thousands
of people, even hundreds ofthousands of people, even
millions of people, becausethere are two point like,
billions of people use Facebook,billions of people use
Instagram, right, and so whatyou're essentially doing when
you're bringing ads to the mixand saying hey, I have something
that works, I have some contentthat works, I have a presence
that is growing.
I have an offer that works andnow I need to figure out how do
I get my offers and my presenceand my content in front of a
(06:10):
cold audience.
But then not just how do I getit in front of them, how do I
then capture their attention andbring them into my world?
And that's where advertisingreally shines, because it allows
you to step outside of thepeople who just know you through
a friend of a friend.
Because if you think about thealgorithm and the social media
platforms, typically you startout by your content is seen by
your followers, then theirfollowers and that kind of
(06:32):
audience spreads from there.
But what about those people whoare across the country or across
the world who don't know youexist, who don't know anybody
that you know, but they'relooking for your solution,
they're looking for you as theperson to weigh, to teach that.
They just don't know you exist.
And so, with ads, it allows usto step outside of our current
bubble and say let me find thosepeople out there who are
looking for my solution, whojust don't know that I exist.
(06:53):
Let me pull them into my worldso they can start to see my
organic content, they can get toknow me, we can start to build
a relationship, and then, whenthey're ready to invest in that
solution, I am the naturalperson that they think of, or
I'm the first person that theythink of.
So that's what you want tostart to think about when it
comes to ads, right?
It's not that you stop organicmarketing when you're running
(07:14):
ads, it's more so.
How do I then take the moneythat I've generated in my
business and reinvest it intogetting more people to come into
my world?
Violeta (07:19):
Yeah, yeah, that's definitely true, because with
organic marketing, just usingyour social media I'm glad you
talked about it's your followersand then their friends and
their friends.
And I did find myself with, likemy Instagram and everything
like that, definitely love likethe people that I built there
more if it became more of anetwork of support versus, like
(07:44):
my target audience that's goingto actually lead to a sale and
organic marketing is perfect togrow and all that.
But then you're really mostlyattracting just like followers
versus people that are actuallylooking for your solution or
your product or whatever,because maybe they just like oh
cool, another latina I want tosupport, which a lot of them of
(08:05):
my followers are that way.
They're just like supporting,which is awesome, and then a few
target audience, and so that'swhy that's how I kind of see
Facebook ads.
But it took a minute to getthere because I was like I don't
want to pay for Facebook ads.
I don't see like the value init.
But there is value in itbecause now you're focusing on
your target audience and justtaking a little bit step back
(08:29):
because I realized that we didnot talk about what a fractional
CMO it's.
Seeing your title and it's likeso okay, so what is that?
Stacy Reed (08:36):
Yeah, so a fractional CMO stands for
fractional chief marketingofficer.
And if you think about agrowing business, right, like a
lot of times, we start ourbusinesses, and particularly my
clients.
They start their businessbecause they're really, really
great at something, whetherthey're a lawyer, they are a CPA
, they are great at finance,they're great at talking about
money, they're a business coach,right, something like that.
Right, they are starting abusiness based on their
(08:59):
expertise.
But then they start to realizethat running a business is not
only about your expertise, right, it is also about marketing, it
is also about sales, it is alsomaking sure that you bring
those people in.
And typically, my clients cometo me and when they're looking
for a fractional CMO, becausethey have built a business,
they've gotten some momentum,they're growing and they're
starting to get to a place wherethey're like okay, I know that
(09:20):
if I want to take my business tothe next level, I need to bring
in an expert that knowsmarketing.
Right, somebody that studiedmarketing, somebody went to
school for marketing, that'sdone marketing as their job and
loves it.
Right, like me, right, I lovemarketing, I love talking about
it, I love talking aboutFacebook ads, and so they start
to realize that my zone ofgenius is serving my clients.
It's even, maybe even being theface of the brand, but it's not
(09:40):
doing the day-to-day stuff.
It's not actually doing thestrategic planning.
It's not making sure that thecampaigns that we're running are
we're looking at the data andanalyzing and optimizing?
Are we using the rightmarketing tools?
Do we have the right marketingsystems in place?
Right?
That's kind of stuff is justthey're like.
That's not my zone of genius,that's not what I really want to
focus on, and so that's wherereally what the where a
fractional CMO shines is that Ican be that executive leadership
(10:03):
team personal in yourleadership team that you need.
That can really connect thevision of the CEO's vision with
the marketing team and thepeople who are doing the
execution of the marketing.
I come in and can sit betweenthem and I can really make sure
that what the team is doing iscontributing to the bottom line
and then also making sure thatwhat we are doing and we're
communicating with the CEO tosee how their vision shifts and
(10:25):
change and grows over time andmake sure that we on the
marketing side can support that.
So that's really where thatfractional CMO comes in, because
it's like I'm not a full-timeemployee, like you're not hiring
me as your full-time in-housemarketing executive, which comes
with a salary of at least likean average, like $200,000 a year
.
You're coming in and you'rehiring someone part-time, but
you're hiring them for that highlevel expertise.
(10:46):
You're not necessarily hiringthem, or at least for us.
Like our clients hire us forour strategic planning and our
guidance and our leadership fortheir marketing team as well as
their Facebook ads, but we'renot the ones creating their
reels.
We're not the one that'sposting the reels.
Right, they have a juniormarketer that is doing that.
Right, that's their zone ofgenius is figuring out reels and
TikTok and all the kinds ofdifferent things.
(11:07):
But then we bring our expertiseof like.
Okay, how do we make sure thatInstagram as a channel is
contributing to the bottom line?
Not just are we creating greatreels, are we growing our
following, but how do weevaluate this channel versus
putting resources into thischannel like ads or something
like that?
Like, how do we make thosestrategic pivots in the business
?
And so that's really when youare looking at a fractional CMO.
They're coming in to be thatexecutive, high-level leadership
(11:31):
team that you need on yourmarketing team, but they're
coming in as a part-time basis.
Violeta (11:38):
Okay, okay, that makes sense.
Ooh, 200k, that's nice, butyeah, with Facebook ads, I guess
one of the things that confusesme is is that separate from
Instagram?
Because you know like it'sbasically almost like they're
under the same roof.
So when you are trying to doFacebook ads, does it like, go
(12:01):
with Instagram, like, does itshow it to Instagram or is it
just like something completelydifferent?
Stacy Reed (12:06):
Yeah, that's such a great question and, honestly,
that's one of the great thingsabout investing in Facebook and
Instagram and meta ads, I guessnow because they've changed
their name to meta, so I guesswe'll call it meta.
But so the whole umbrella isunder meta, right.
But if you think about likeFacebook and Instagram, the
great thing there is that whenyou are running ads on Facebook,
(12:26):
you do also have the option tosay I also want these to run on
Instagram, or I want these toonly run on Instagram, right, or
I only want these to run onFacebook, because Meta also owns
WhatsApp.
If WhatsApp is a part of yourbusiness strategy, you can even
send the same ads to WhatsApp.
And so essentially, whathappens when you go into
business manager, which isbusinessfacebookcom, what you
(12:47):
see is you'll have there's asection there where you can
actually go and actually buildads, because that's really like
a big difference from whatpeople think about advertising.
They're thinking about boostedposts a lot of times when they
think about advertising.
Violeta (12:58):
That's what I did, so it's actually yeah, exactly, ok,
so it wasn't even an ad, it wasjust a boost post.
Stacy Reed (13:05):
Yeah, and the thing about boosted posts is that they
make it so tempting, right?
They're just like, oh, don'tyou want like a thousand more
people to see this?
And you're like, yeah, I'll pay$5 to get a thousand people to
see it, cool.
Violeta (13:13):
But what you really don't understand right.
Stacy Reed (13:17):
What you don't understand is that I'm behind
that.
What you're doing is you'retelling Facebook hey, show this
ad to more people who are likelyto engage with it.
So an engagement is likes,comments and shares and, as we
know, comments, likes and sharesdo not pay the bills.
We want people to come into ourpipeline.
We need people to book calls.
Then we need to buy people tobuy things.
That's what we want people todo, and so a boosted post is
(13:37):
very limited in the sense thatit is just like hey, how do I
get more engagement on thisparticular post?
But when you go into the backend of Facebook, which is
businessfacebookcom, like Imentioned, and you go to
actually build ads and adsmanager, what you'll see is you
have so much more opportunity,you have so many more options,
meaning you can you havedifferent objectives.
On that first kind of level oflike, it's not engagement.
(13:58):
You can say I want to show thisto sale people who are more
likely to become sales.
I want to show this to peoplewho are more likely to become
leads.
You can really pick whatobjective you want Facebook to
focus on for your ad campaign,unlike with a boosted post,
which is the default isengagement.
Then also there it opens upyour different audiences that
you can target.
Like you can target a lot ofdifferent interest groups on
Facebook, you can target yourcustom audiences, which is like
(14:19):
people who visited your website.
So if you, for example, have abusiness where people may have
checked out your services butthey didn't book that call, you
can have an ad that just onlyshows to people who visited your
website or only shows to peoplewho have visited a certain page
of your website.
You can even get that granular.
And then you have more creativeoptions when you run ads and
ads manager.
(14:39):
So you get the option to beable to test videos and test
still images against each other,right, instead of having only
one ad, one copy, one piece ofcreative, you can say, hey, let
me take this one image and giveit five different headlines and
Facebook will figure out whichheadline works best.
Or Facebook will figure outwhat body copy works best.
And so I guess I say all that tosay like, when you're running
ads and ads manager, you have alot more flexibility, you have a
(15:00):
lot more options and it's a lotyou'll get.
It'll be a lot more successfulbecause you can target and say
this is what I particularly want, which is leads and sales,
versus let me just boost thispost and just have more people
comment on it or more peoplelike it, because sometimes we
want more comments, likes andshares.
But I generally tell peoplethat boosting posts is a waste
of money because really rarelydo we want more likes, comments
(15:21):
and shares.
We really want people to go anddo the thing right.
I don't care how many peoplelike it, I want you to go and
buy the thing.
Violeta (15:33):
Yeah, yeah, yeah, yeah, yeah.
I spent.
How much did I end up spending?
I think it was like 35 bucks,or something.
Stacy Reed (15:37):
So, yeah, I think I got a follower.
Yeah, you know, and that's, Ididn't yeah.
Violeta (15:39):
I didn't realize that was the difference.
I guess I thought like youcreated a post and then that you
could make it like an ad andthen you just push that into an
ad.
But I didn't know like you had.
I did kind of like play aroundwith that, but I think I just
scheduled posts on there likethe business suite or whatever
it's called, and I didn't knowthat's what that was.
(16:00):
So I'm glad that you mentionedit.
I'm going to go look at it.
Stacy Reed (16:04):
There's a lot of tools in there.
Yeah, a lot of tools Like theinsights tools are really good
to look at, cause A lot of toolslike the insights tools are
really good to look at becausethen you can see the analytics
of, like your Facebook page andyour Instagram.
Other things we look at are,like the custom audiences are
really good, because then youcan take your email list and say
, hey, let me upload my emaillist in here and stuff like that
, so you get a lot ofopportunity.
(16:26):
But then also, when you'relooking in there, you'll see a
thing called ads manager, andthat's when where you'll be able
to see all of the differentoptions you have when you're
running ads in the backendversus running it as a boosted
post.
Violeta (16:34):
Oh, that's crazy.
I didn't know you could putlike your email lists on there
and then it was target them.
If they have like a, is it justlike if they have a Facebook or
Instagram?
Stacy Reed (16:43):
right, like you could yeah, what it'll do is
it'll.
So let's say, like you have anemail list, you have to have a
minimum of a thousand people.
So let's say you have athousand people on your email
list, you can take that list andupload that into Facebook, and
what Facebook will do is they'lltry to find the match by email.
So, like, if someone puts theiremail in, it'll try to find
them on that Facebook page.
(17:03):
Sometimes people's emailaddresses don't match up, like
for, especially if you're abusiness right, like I might
like, my email address for myFacebook page is my personal
email that I set up years andyears and years and years and
years ago when I started myFacebook page.
But what I use for business,when I like sign up for a lead
magnet or something like that,it's typically a different email
address.
So you have that happensometimes, but for the most part
(17:24):
, they are going to try to matchas many people as possible.
You can also put phone numbersin there, which is might get you
closer right, because typicallypeople may have one phone
number right, so you can addphone numbers in there and say
hey here, match people up byphone number.
This is especially good ifyou're using like texting as
part of your business strategy.
So you're already gettingpeople's text messages, getting
people's phone numbers anyway.
So there's a lot of flexibilitythat you have.
(17:51):
And even with that not even justthat you can target your email
list because you can say, hey,only run this particular ad to
the people who are on my emaillist.
Which you can also do is say,hey, facebook, I would like you
to create a lookalike of thisemail list.
So, essentially, what Facebookis going to do and they're going
to say hey, of all the thousandpeople you have on here, these
are the similar interests andtargeting and ages and
demographics that they are.
I'm going to create an audiencefor you, the people that look
(18:11):
just like the people on youremail list, and then you can
start to target those people.
And because those are it's coldright, they don't know who you
are, but they just have similarbehaviors and habits like the
people on your email list, andso then you can target those,
and so we find those are really,really effective for our
clients as well, because theytypically will have like similar
attributes and stuff like thator similar behaviors, or at
least they're maybe followingsimilar pages, stuff like that,
(18:33):
right, but it allows us toreally make a direct, almost
direct copy of the people whoare on our email list, and then
we can use that to run our leadmagnet ads too, or and stuff
like that yeah, I did notrealize it could get that
detailed, in that you could evenuse the list to create a
similar group, because I did.
Violeta (18:52):
I think I glanced and I know what you're talking about,
that you could do a custom orwhatever, but that's pretty cool
.
So, yeah, so what do you tellpeople?
For, let's say, a client comesup here and they're like okay, I
want to do ads and you suggestFacebook ads.
But people are like you knowwhat?
I don't know, facebook is oldor whatever.
(19:13):
That's old news, but like,because obviously it works.
So what do you tell those typeof people that, like, I don't
know if I want to invest inFacebook ads?
Stacy Reed (19:23):
Yeah, it's interesting, I think if you
think about, facebook is likethe third most visited website
in the world and if you look atthat, even if you're like, even
if some of the other platforms,like TikTok and stuff like that,
they're up there, instagram'sup there, but there are still a
lot of people that use Facebook,like I think last report I saw
was 2.9 billion monthly activeusers, meaning 2.9 billion
(19:45):
people log into this app atleast once every 30 days, and so
that's a lot of people, right.
And if you're thinking aboutespecially us small business
owners, right, like, how manyclients do you realistically
need to be able to hit that?
Seven figures, eight figures orwhatever figure that you're
going for, even like six, sevenfigures, right, how many clients
do you realistically need?
You probably don't need 2.9billion, right Clients that get
(20:05):
to where you want to go, right.
And so if you're thinking about, when I tell clients to think
about what ad platforms they'regoing to think they're going to
invest in, I want you to startto think about one when is your
audience consuming and buyinginformation about a product or
service as similar to yours?
I get a lot of leads fromFacebook.
I get follow a lot of businessowners on Facebook that also get
a lot of business from Facebook.
(20:25):
I get a lot of business ownerson Instagram, especially product
business owners.
They get a lot of business fromthere, and so, for me, the
natural next step, or my advice,is, if Facebook is already
working for you, or if Instagramis already working for you,
let's start to put some moneyinto advertising to blow that
channel out, instead of sayinglet's go over TikTok and see if
we can make TikTok happen.
Right, because a lot of times,people are trying to just dance
(20:46):
around these free channelsbecause they're afraid to invest
money.
But if you think about this one, that's stunting your growth,
right, the impact that you wantto have is going to be on the
other side of you beinguncomfortable.
So you're going to have tospend some money.
You're going to have to spendsome time really trying to be
able to have if you want to havethe impact that you want to
have.
And you have to start to thinkabout Facebook's users.
They're millennials and older,right.
(21:06):
They're really.
There's also a big demographicof boomers on there, and so, if
you think about that, if thoseare your clients, right, those
are people who have money.
Those are the people who you'retargeting, then you want to
make sure that you're showing upon a platform that they're on.
Now, if you're looking, goingafter Gen Z, you might want to
definitely consider onlyInstagram, or consider maybe
TikTok and then make TikTok work.
(21:27):
And if TikTok works, then goinvest in TikTok ads, because
I've run ads in TikTok as well.
But what I like about Facebookads is that it allows you to
show up when people are notnecessarily thinking about you.
And this is an argument that Imake when people are trying to
debate between Google andFacebook, because the thing with
Google ads is that Googlerequires a search and so Google
requires you to be the person oryour consumer, your lead, to be
(21:49):
in the mind frame of.
I am ready to find a solution tothis problem right now, and
that is there's something tothat.
Right.
There's something to being ableto get with somebody who was
like, hey, I want to find a CPAin my area and they go to, they
Google it and they find you comeup.
Right.
There's something to that aswell.
That's true, yeah, but then ifif you want to think about all
of those people out there whoneed your services but they're
(22:10):
not Googling it.
I know for me, one of theexamples I use is laser hair
removal, so I've had laser hairremoved before, have been
considering getting it again,but it's not the top 10 things I
think about every single day,right Like I have so many other
things I think about other thanlaser hair removal.
But when I get, I get onFacebook four or five, maybe 10
times a day.
And so one time I'm on Facebookand I see an ad pop up for
(22:31):
Laser Away and they're like, oh,fill out this form and get the
pricing.
And I'm like, oh, yes, I didwant the pricing, I did want to
get the information.
And so Facebook allows you toshow up when people still have
the need, but they may not besearching for it, they may not
be Googling it, right, thissecond and that's why it's a
great way to get people intoyour world.
It's like, okay, you'reinterested in this.
And when I filled out the formfor LaserAway, they put me into
(22:53):
their email sequence.
They were calling me right,saying hey, here's the location
that's closest to you.
Would we like to get yourappointment booked?
All that kind of stuff, right?
And so you have to think aboutwhere people are at in their
journey, right?
Do you want to wait to show up,is ready to make that decision?
And then they're comparing youversus their competitor.
Or do you want to capturesomebody who was a little bit
(23:13):
earlier in their journey?
They're doing some fact findingthey're trying to figure out
what their options are.
You can get them into yourworld, introduce them to your
methodologies and how you dothings and show them that the
solution that you have is rightfor them.
Right, or letting them makethat decision of whether this
solution that you offer is rightfor me or is it somebody else.
That's right, that makes adifference, right.
And then, with Google ads,you're also competing against
(23:34):
giants, right.
Like people, you have to spenda lot of money on Google to be
able to compete, especially,like, if you're a lawyer and
you're targeting anything lawrelated, you're going up against
LegalZoom.
You're going up against RocketLawyer, right, and they have big
budgets, let me tell you, right, and they have big budgets, let
me tell you right.
But with Facebook and Instagram, it's not necessarily entirely
about the budget, because youcan spend a little bit of money
(23:55):
somewhere like $15 a day, $20 aday, and you can make an impact.
Because with Facebook andInstagram, you have to have
great messaging.
That's what more so matters,more so than the budget.
Because if you have a greatmessage, you have a great piece
of creative, you have great copyand you can really get that in
front of your people, then theycan start to really buy into
what you're saying, buy intoyour methodologies and really
come into your world.
So that's what I like to saywhen that argument of is
(24:17):
Facebook worth advertising on orwhat's an old platform Like it
still is like the third mostvisited website in the world.
Whether people admit thatthey're using Facebook or not,
there are a lot of people thatare using it.
A lot of people are logginginto it frequently, so you just
have to.
But either way, there's a lotsof people using lots of
platforms, right?
I use TikTok, instagram,linkedin, facebook.
I'm jumping around on all thesedifferent platforms, just like
(24:39):
a lot of people are.
But where am I making thedecision about buying a product
or service like yours?
Is it on TikTok?
Maybe not, right?
Maybe, if you're not, if youdon't have a product that's
really very trendy and keepingup with all.
Keeping up with all the changesin the algorithm and all the
reels and all the TikToks andstuff like that, if you have
that kind of brand and you cankeep up with that speed, sure go
for it, Jump into TikTok.
(25:00):
But if you are looking forsomething where you're like, hey
, I have a little bit of anolder audience.
I have an audience withdisposable income, because they
can invest in my product orservice.
I have an audience who is notnecessarily keeping up with all
these trends, right?
Like they want to see goodquality content but they're not
looking for the latest andgreatest reel that's going viral
, right?
So if you have that kind ofaudience, then you want to start
(25:21):
to figure out, like, where arethey hanging out?
And that's where you want toshow up.
Violeta (25:25):
Yeah, that's true, cause I can't tell you how many
times that I will have somethingin mind and then I totally
forget about it because of life.
And then I see a Facebook adabout some workshop that's
nearby or whatever.
And I'm like and I've gone tosome workshops that way where I
was just scrolling Facebook andI'll be like learn about blah
(25:45):
blah workshop this weekend ornext weekend or whatever.
I was like actually I do haveSaturday open.
I'm gonna go to this and then Iend up following them and
working with them, whatever thatI could see.
Yeah, like it's putting you infront of people that are just
scrolling and they forget aboutit and, um, like I didn't even
think about that is a good way,because having a great content
(26:09):
and then push it out andeverything, versus just like
putting some money on an ad,like I could see that working
and gave me really some thingsto think about.
I was like, hmm, okay, so withgoing in that direction, just
because before we started thepodcast, we talked about like
maybe an example and everythingfor a business, can you talk
(26:30):
about, like how a small businesscan use that and implement that
?
Stacy Reed (26:35):
Yeah, definitely, we have a client who is she's a
lawyer, she has a law practiceand she has a membership that
she started for her, for heraudience, for the people who are
not necessarily ready for herretainer lawyer services right,
she has a really, really tightniche.
She's really she does law forchurches Like that's her.
Her whole practice is builtaround serving churches and
(26:57):
helping them to stay operationalbecause of the legalities that
are different for them versusother kinds of businesses, right
, and so that's the businessmodel.
So, one keeping in mind there,she has a really she has a
really solid niche.
So she knows who her people are, she knows who she's talking to
, and so what we've done iswe've taken she has a legal
audit checklist for churchesthat she put together.
(27:19):
That really helps churchesunderstand what are the
documents and the differentkinds of things they need to
have in place.
And so we've taken that leadmagnet and we have run ads to it
and she's generated I thinkwhat was it?
November we generated 478 leadsjust from that lead magnet and
she's not spending a ton ofmoney at all, like we spent
maybe $1,500 in November andthat it was including Black
Friday.
(27:39):
We spent maybe $1,500 inNovember and that it was
including Black Friday, and sothat's the whole 1,500 didn't go
to the lead generation, to thislegal checklist.
Just a piece of it did.
But I say that to say becausewhat we're doing is she's
putting out this.
She's taking a piece of contentthat she created which is her
lead magnet.
We're running ads to it to getit in front of more people.
We're talking to our very nicheaudience.
We are calling out churchleaders in these.
In the copy, the creative callsout church leaders, right.
(28:02):
So we're making sure we'retalking directly who she needs
to talk to, and then we're usingthose ads to bring people into
her world.
Because what do those things do?
One, they get to know that sheexists.
She's like.
They're like.
I had no idea who the churchattorney was until I saw this ad
, right.
Two, it allows her to givepeople a piece of value to say,
hey, welcome you into my house,I welcome you into my world.
Here's an exchange, here's apiece of value for you, because
(28:25):
people know that their emailaddress is like currency.
Now I know that if I give youmy email address or my phone
number, you're going to call meor you're going to email me,
right?
You're going to try to sell mesomething Right, and so if I'm
giving it to you, it means thatI'm excited to get an exchange
of value right, like I'm doing,give you my email address
because I know you're going togive me something that's
beneficial to me, and thenthinking about what kind of lead
magnet is.
The checklist helps people tounderstand where they're at.
(28:47):
So if I'm a church and I know Ineed five out of the, I know I
need five documents on this listand I only have two, I know I
have a problem, right.
I know that I need to getfigure out where I can get these
other three documents and I'mprobably not in a place where I
can hire an attorney.
I probably don't want to go torocket lawyer because I want
some to make sure that this isnot something I just threw
together.
And so we introduced them.
Then from there, once peopledownload the lead magnet, they
(29:08):
get on the get on her email list, then they get an email nurture
sequence behind that introducesthem to who she is, because you
have to think about a lot ofpeople coming to you from
Facebook.
They're cold, they don't knowwho you are.
They have given you their emailaddress in exchange for this
lead magnet, but they stilldon't know you like that, and so
we want to make sure that whatwe do is we use that email that
they, those email sequences thatcome behind that lead magnet,
(29:30):
to warm them up.
So what we do in those things iswe talk about who she is, her
expertise, we talk about theproblems that she's on, we give
them more value of.
Hey, these are some things that.
Here's some podcast episodesthat you might like.
Here are some blogs that we'vedone that you might like.
Right, here are some paidresources, some low ticket paid
resources that you might like.
But the biggest thing we didwith that is we introduced them
to her membership and so we say,hey, we have this membership.
(29:52):
If you are looking to make surethat your church stays
compliant through the year,right, it has this trusted place
to go to get what they need.
You want to invest in thismembership and we do all of
those things to funnel peopleinto the membership.
But then what we also do is wealso do live webinars, and those
are other things we run ads to,because every month, every
month, she does a webinar andthat webinar we try to get
(30:12):
people into the webinar.
We get the people into thewebinar and she sells them into
the membership, and so that'swhat we and so we have ads going
in the background that are justlead generation ads that are
driving to the legal auditchecklist, getting people onto
our email list, getting peopleto know who she is.
She's also sending out herregular emails of like here's my
regular podcast that comes out,here's my emails, here's some
value, all the kind of differentstuff I'm doing.
(30:33):
But then also we have ads goingto these webinars to get people
into the webinars People whoare on our list, people who are
not on our list get them intothe webinar when they hear her
speak.
We did some, you know, when wedo an analysis for our clients,
when they hear her speak, theyfall in love with her, right?
So what we have to do with ourads is figure out how do we get
people into her world to warmthem up and then get them to
(30:53):
hear her speak.
That's what.
That's all right, but reallyall of that backtracks from do
you know who your audience isand what they need, right?
Have you created something toan exchange of value for them to
be able to say hey, I'm willingto give you something if you're
willing to give me your emailaddress and hear from me, and
are you also creating regular,organic content to make it so
(31:15):
that not only are you givingthem value and warming them up
and introducing them to who youare, but you're also staying top
of mind, because that churchleader may not want to invest in
that membership today, but inJanuary they may want to invest,
or even in April of next yearthey may want to invest Right,
and that may be a better timefor them.
But we have to make sure wecontinue to show up every day,
every week, to make sure thatwhenever they ready, they're
(31:37):
ready, they know we're here andwe come to mind for them.
And so with ads, I want you.
A lot of people think thatthey're just going to run ads
and then there's nothing else.
Right, I'm just going to run ads.
People are going to see an ad,then they're going to go buy
something, but that's not howpeople buy, right People rarely,
if you think about the thingsthat you buy, that are not like
(31:58):
gimm5,000 with you.
Right, that's a big deal forpeople, right?
And so they want to make surethat they're investing with
people that they trust andthey're investing with people
that they know and that theythink they can solve the problem
, and so rarely are you going torun an ad to a $1,000, $5,000
product and somebody just buy itlike that, when not knowing who
you are, not having researchedyou at all.
(32:19):
And so you have to really makesure that your ad strategy as a
service provider particularlyspeaks to having to build trust,
and so that's how we use ads tobring people into the world.
We've all of this content hasbeen repurposed, stuff that
she's already created.
So a lot of people think theyhave to start from scratch, when
you really might not have to.
You really probably just needto take some stuff and just
tweak it a little bit and updateit to make sure that it can
(32:40):
handle cold traffic, and thegoal of it is to warm people up
and introduce them to you.
But it's really, reallypossible to take stuff that
you're already doing and thenpairing those with ads and then
starting to really see yourmarketing engine starting to
work and starting to really kindof turn, and you're seeing
those leads just start to pourin and pour in.
Violeta (33:05):
They're getting into your sales cycle and then you're
starting to see that downflow,yeah yeah.
And what do you suggest tostart with?
Cause I see I guess likegraphics and then I've seen some
video ads is like does itmatter?
Do you think they have similar?
I don't know, I don't know theterm.
I guess like return oninvestment or something, or like
just focus on just putting likeone graphic or a slide, or what
do you suggest for the beginnerlevel?
Stacy Reed (33:25):
Yeah, great question .
So I definitely like to see amix of video and still images,
because I see that both of themwork.
And the great thing about whenyou're running ads and ads
manager I want you to stop.
If you've boosted posts, youmay not.
You may be thinking that, notreally understanding what I'm
saying, but what I'm thinkingwhat I'm saying is that when
you're running ads and adsmanager, you can have multiple
ads running in the same campaign, unlike with a boosted post.
(33:47):
It's like I'm spending 10 buckson this post and that's that
post alone.
When you do it in the back ofads manager, you can say I want
to spend $10 a day, but I havethree different ads that I want
to run through.
This that's going to spend somepart of this $10 a day, and
what Facebook is going to do isgoing to show these different
ads and say, hey, which one'sconverting the best?
(34:07):
So you may see your stillimages getting spending $5 a day
, whereas a video may bespending $2 a day, and then
another video that you've doneis spending $3 a day, right?
So Facebook is going to shufflethe budget around based on
performance, and so that's whyit's important to have a mix.
And so what I like to see isone or two still images and one
or two videos, because, if youthink about, they have the
similar purpose but they also dodifferent things, whereas a
video helps people to understand.
(34:29):
They hear your voice, they seewho you are, they can feel your
personality, they can read you alittle bit right and help.
Video helps to build trust alot faster than still images and
stuff like that.
Right, so you want to have somekind of video going as well.
But then you also want to thinkabout, you know, still images,
because still images are good tolike, capture people's
attention, give people theinformation and then they'll go
ahead and do take the actionwhich is downloading the thing
(34:50):
or booking the call or whatever.
Right?
So with our clients, wetypically will run, and when I
teach it, also when I teach mymembership, let's have a mix two
still images.
Also, when I teach in mymembership, let's have a mix two
still images, two still images,two still images in one video.
And also, I want to also makesure I say that when I say video
, I'm not necessarily meaningsomething that's highly produced
, something that is you have tohire a production team for my
clients.
The most successful ads that myclients run are literally just
(35:12):
them talking to their phone ortalking to just talking to Zoom
or something like that.
You just are talking to yourpeople, right, like you're
coming up with a script.
I use ChatGPT and AI tools tohelp our clients to come up with
scripts and stuff like that,and then I always tell clients
hey, go through this, but makeit sound like you, right?
Chatgpt can only make it soundlike a computer, so make sure
you go through.
I say y'all a lot, so I makesure I say y'all and so make it
(35:34):
sound like you and make ittalking to your people.
But all you're doing is reallysetting up your phone and just
creating a video where you justtalk somewhere 30 seconds to a
minute, something like that.
Because the goal of your ad isto capture people's attention
and get them to take the nextstep.
It's not to sell themeverything and give them every
single detail in the ad.
And that's where I see a lot ofpeople messing up because
(35:55):
they'll take a webinar.
Like, say, you create a flyeror something for your webinar,
you'll take that and you'll justtry to run an ad behind it.
But they had, but these, theyhave a lot of text on it.
It's like I don't need all theinformation, right?
I just need you to capture myattention and spark my curiosity
enough to make me want to go tothe landing page where I can
get all of that information fromRight.
So you want to make sure thatyour ads video ads are 60
seconds, max 30 seconds.
We typically do somewherebetween that.
(36:16):
We 60 seconds max 30 seconds.
We typically do somewherebetween that.
We see those convert really well, and then we also will just run
a couple of still images.
And when I think about stillimages also, I'll say what I see
work really well is like thelifestyle photos of the CEO or
the face of the brand, right.
Those typically work like it'sjust a lifestyle headshot.
Those kinds of things work.
But we also see like you cantake that and pair it with a
(36:37):
graphic overlay.
So like, for example, theclient I mentioned earlier, we
have an image that we have thatwe've been running, honestly,
the similar images for the lastfew campaigns that we've been
doing.
We've just been changing thetext overlay so there's just a
photo of her that works reallywell, that converts, but then we
just put like webinar forchurch leaders or is your church
compliant, download thechecklist, right.
(37:00):
So you create like a little textoverlay with one, maybe one
line or like a headline type ofthing, maybe a intriguing
question, because then you alsothink about you have the copy
that goes with it.
So it's not just the image,it's not just the copy.
All of that stuff is going towork together so people will see
the image.
That's what typically is goingto make them stop the video.
The images don't make them stopscrolling.
They're going to look at theheadline.
They're going to look and thenthey're going to read the actual
body copy and then they'regoing to go, maybe click on the
(37:21):
thing and go to the page Right.
So you have all of that and forall of that, real estate to
make sure that you put togethera compelling story as to why
someone should go and take thenext step.
But all of the focus of the adis to really to capture that
attention and get people to takethe next step.
It's not single detail thatthey need to make a purchasing
decision.
Violeta (37:39):
Yeah, yeah, wow, yeah, that's good that is not so
complicated, cause I wasthinking I was like man, yeah,
I'm going to do a fancy video orsome crazy graphic.
But then, yeah, when you thinkabout it, like the ads that pop
up as you're scrolling, some ofthem are just like you wouldn't
even realize it's an ad until alittle of it or something,
(38:01):
because it just looks like aregular video and then it
captures your attention and thenyou realize it's an ad and
they'll be interesting.
It's an interesting video andeverything.
Great, great things for me towork on next year.
Add that to my to-do list.
And since you mentioned, one ofthe things that you do is a
membership, if people want towork with you.
(38:22):
You mentioned your membership,so I want to give you the
opportunity to talk about that.
But what other kind of offersor services do you provide for
someone?
Stacy Reed (38:31):
Yeah, thank you, I appreciate the time to be able
to talk about it.
So we have operated like atraditional agency for the last
couple of years and then Icreated a course because I was
just like I got a lot of peoplein my audience that are looking
to DIY and so I created a course.
And the course was definitely agreat kind of jumping off point
for me to see that there are alot of people out here that want
(38:52):
to do it themselves, but theyjust need guidance, right, and
YouTube university can only takeyou back so far, right, because
we try to get on YouTube andfigure it out, but everybody's
methodology is different.
You know, somebody saying dothis, somebody says do that, and
so I created the course and Iwas just like, okay, this course
is great for DIYers, but then Ihave people who want a little
bit more higher level of support, but they're not ready for that
agency yet, and so I createdthis membership for those people
(39:12):
, that kind of sit between,where they're like, hey, I want
to be able to run my ads, but Ido need somebody who I can check
in with or I can ask themquestions.
Support a community of people.
I do need some video lessonsand stuff like that.
I need to figure out how tocreate a good lead magnet for my
ads.
I need to know how to createthe email sequence, and so
that's really who the membershipis, what the membership is.
It's for those serviceproviders and coaches and
(39:35):
consultants that are looking tofigure out how do I bring in
more leads with ads.
But then also, how do I makesure that I'm also showing up
organically?
Because, again, like, peopleare going to see your ads and
you don't want them to go toyour Instagram or your Facebook
page and see nothing, or youdon't want them to go to your
page and see like you haven'tposted anything since mother's
day, right, Like, that's what wedon't want them to do Right we
want to be able to have, becausethat's what people do Like.
(39:57):
Think about ads that you look at.
If you see an ad come acrossyour timeline from a brand or a
person you don't know, you'regoing to probably click on that
page, go to their page, checkout their stuff, make sure
they're a real person.
And so that's what we want tomake sure that our members
understand it's not just runningads and saying I run ads and
that's it.
It's also about making sureyou're creating the right
organic content, have the rightemail sequence in place and have
(40:17):
the right lead magnets to bringpeople in.
And so that's where themembership is for.
And it's called Amplify toAccelerate.
And if you want to learn moreabout it, you can go to
stacyzielco.
It's S-T-A-C-Y-Z-E-A-LC-O slashAmplify and you can learn more
about it and figure out thatkind of thing.
No-transcript, because I thinkthat's what a lot of stuff that
(40:49):
trips people up, just knowinglike oh, I can go into ads
manager, I have so much more Ican do there.
Now you're just like okay,great, like now what do I do
there?
Violeta (41:02):
Right, there, right, and so that's what the
membership was for.
Yeah, that's going to be me,I'm going to go and be
completely overwhelmed with it.
I was like, ah yeah, it can beoverwhelming, for sure, but I
think that once.
Stacy Reed (41:11):
Once you start to understand the strategy behind
it and you have someone who canshow you this is how you set it
up and this is what this kind,this is what this means, then
you can start to reallyunderstand, cause even if you
are looking to invest withsomeone like you're planning to
hire a freelancer to do your adsor you're planning to hire an
agency to do it I always stillthink that it's really important
for a business owner tounderstand how ads work, because
(41:32):
then you can start tounderstand whether this agency
is BSing you or not.
Right, cause a lot of thathappens, right, because I get
people in my world who arealways just like burned by this
agency or they had this strategy.
I have one client who came tous because they just had a video
sales letter running as an adand it was driving people to an
application and I'm like themembership was like $5,000.
I'm like nobody is going to seea video and then sign up for it
(41:54):
and then fill a book of callabout a membership that's $5,000
and they have no idea who youare right.
So those kinds of things likeyou have, as long as you can
understand that, you have tofind a way to capture cold
traffic and warm them up.
Then you can start to talk tothese agencies or talk to these
freelancers and make sure thatthey're like well, what are we
doing, strategy wise, to warmpeople up and to get them into
(42:15):
our world right Like?
It's not just about capturingattention, it's also about
warming them up and making surethat people have the information
that they need to make aninformed buying decision.
And so you have to.
As a business owner, I thinkit's important, if you're going
to invest in ads, at least havea little bit of understanding of
how they work, so that way,when you're talking to people,
you can figure out who has theright strategy for you.
Violeta (42:43):
Yeah, yeah, awesome.
I'll have all your informationdown below, but I just want to
say thank you for coming on hereand sharing your expertise and
coming out here and advocatingfor Facebook ads and because,
yeah, it's something that smallbusiness owners,
entrepreneurships and stuff likewe don't think about that,
we're just like we're just goingto do social media and call it
a day, but it's really importantto also learn how to reach your
(43:05):
target audience and all that.
So, yeah, again, all yourinformation will be down below
and, yeah, thank you for beinghere.
Thank you.
I appreciate it Awesome and Iwill see everyone in the next
episode.
Bye.
If you see an ad come across your timeline from a
brand or a person you don'tknow, you're going to probably
click on that page, go to theirpage, check out their stuff,
make sure they're a real person,and so that's what we want to
make sure that our membersunderstand it's not just running
ads and saying I run ads andthat's it.
It's also about making sureyou're creating the right
organic content and have theright email sequence in place
and have the right lead magnetsto bring people in.
Violeta (00:22):
Hola, mi gente, welcome to the money chisme podcast,
where we spill the real chismeon building wealth without the
bullshit.
Whether you're trying to invest,grow that side, hustle finally
get your money right or, myfavorite, buy rental properties,
you're in the right place.
I'm your host, violeta, afirst-gen Mexican immigrant real
(00:47):
estate investor, entrepreneurand your financial hype woman.
Get ready for tips, tricks andexpert advice straight from
nuestra comunidad, porque eldinero es power and we're here
to claim it.
Don't forget you can alwaysfind helpful resources down in
the show notes and indescriptions, so make sure you
(01:07):
check that out.
When you're an entrepreneur oryou own a business, one of the
biggest obstacles is growth andgetting your business out there
and having your target customeror target client trying to find
your business.
I know that's one of the thingsthat I struggled with, and
(01:28):
we're going to be talking abouthow to grow your business using
Facebook ads.
Hola, I am Violeta, your hostof the Money Chisme podcast,
where we talk about personalfinance, real estate, investing
and entrepreneurship.
So today we're going to betalking about not only how to
(01:48):
use social media, which is kindof organic, but how you can use
Facebook ads to add on top ofthat to grow your business and
so joining me.
Today I have Stacey Reed, afractional CMO and Facebook ads
expert.
Ceo of Stacey Seal Co.
Hi, stacey, thank you so muchfor being here today.
Stacy Reed (02:12):
Yeah, thanks so much for having me.
I'm super excited to be here.
Violeta (02:16):
Yeah, I'm excited because I will say that I did
try to do Facebook ads a fewtimes.
I don't know if I had.
I think I had like maybe fiveat the most that went to like my
website or clicked on myprofile.
So definitely interested inthis.
I am definitely a newbie, soI'll be learning along with the
(02:37):
listeners.
So I've got a few questions.
But, yeah, before we get intothat, I want to give you the
opportunity to introduceyourself.
Stacy Reed (02:48):
Tell us a little bit about you and your company and
what you do.
Yeah, definitely, my name isStacey and I am the CEO of
Stacey's Eel Co, which we helpclients who are looking to
accelerate their growth, and theway that we choose to do that
is with Facebook and Instagramads.
So we work with clients in theagency sense, where we'll run it
for them, but we also work withclients who are looking to do
it themselves, and that's abigger I would say a bigger pool
(03:11):
of people.
There's a lot of people outthere trying to figure out how
to run their own Facebook andInstagram ads, even if it's just
to try to figure out if itworks for your business.
Try to generate some leads andstuff like that, to test it out,
see if it works, before youwant to hand it over to somebody
else.
It's definitely beneficial forbusiness owners to understand at
least how Facebook ads work,but there's a lot of our clients
are looking to run itthemselves, and so we do that
with our membership, our courses, different kinds of our podcast
(03:33):
roadmap to 1 million, all ofthat kind of stuff.
We have a lot of greatinformation out there about how
to leverage Facebook andInstagram ads, but also how to
pair that with organic marketingto be able to take things to
the next level.
Yeah, that's what we do, and wetypically work with online
service providers, localbusinesses, typically those
(03:54):
clients who are looking to getmore leads.
Or I need more leads, I needmore visibility, I need more
people knowing about who I amand what I do, so that's what we
help them with.
Violeta (03:59):
Yeah, yeah, and I want to get into a little bit of that
because I mentioned it.
Social media is a great way tostart marketing and stuff, but I
want to talk about maybebecause they work together, or
maybe there's a difference ofrelying so much on just social
media and then moving to alsoinclude Facebook ads.
Stacy Reed (04:23):
Like you said, organic, social and organic
marketing in general is justsuch a great way to start your
business right.
Like you can get things started, you start to grow a following
and start to get peopleinteracting with you, and it is
required to have that kind oflike two-way conversation,
especially as you're startingout, so you can start to
understand what do my peopleneed?
Because sometimes we think weknow what they need or we think
that the message that we'reputting out is clear and it's
not right.
We think that the message thatwe're putting out is clear and
(04:45):
it's not right.
So we need that feedback frompeople to understand how do I
make this better?
Right, how do I better positionmyself?
How do I better market myself?
But then there comes a pointwhere you start to think about
growth, which is something thatwhen we're first starting out,
we're trying to make our firstfew sales, trying to get things
moving, trying to get somemomentum.
But then, once you start tohave some momentum, you're like
how do I keep this momentum up,especially in a time where, like
social media, algorithms andthe reach is just dropping right
(05:07):
, it's just really, really hardto keep up with social media as
a platform, because they'redesigned specifically organic.
They're designed to keep youcoming back and posting on the
platforms and people coming backand engaging.
So it requires you to continueto show up.
It requires you to continue topost content, and that's all
well and good when all you haveis time, right, and you have
more time than you have money inyour business.
(05:27):
But there becomes a point whereyou're starting to maybe hit
that middle point where you'relike I'm making some money and
my time is starting to reallykind of pull back.
I don't have as much time as Iused to be able to get on
Facebook, get on Instagramposting and stuff like that.
(05:48):
And so then that's when you wantto start start to think about
advertising, because anadvertising comes to play where
it says okay, let me take whatyou're already doing really,
really well, and I'm going toput that in front of thousands
of people, even hundreds ofthousands of people, even
millions of people, becausethere are two point like,
billions of people use Facebook,billions of people use
Instagram, right, and so whatyou're essentially doing when
you're bringing ads to the mixand saying hey, I have something
that works, I have some contentthat works, I have a presence
that is growing.
I have an offer that works andnow I need to figure out how do
I get my offers and my presenceand my content in front of a
(06:10):
cold audience.
But then not just how do I getit in front of them, how do I
then capture their attention andbring them into my world?
And that's where advertisingreally shines, because it allows
you to step outside of thepeople who just know you through
a friend of a friend.
Because if you think about thealgorithm and the social media
platforms, typically you startout by your content is seen by
your followers, then theirfollowers and that kind of
(06:32):
audience spreads from there.
But what about those people whoare across the country or across
the world who don't know youexist, who don't know anybody
that you know, but they'relooking for your solution,
they're looking for you as theperson to weigh, to teach that.
They just don't know you exist.
And so, with ads, it allows usto step outside of our current
bubble and say let me find thosepeople out there who are
looking for my solution, whojust don't know that I exist.
(06:53):
Let me pull them into my worldso they can start to see my
organic content, they can get toknow me, we can start to build
a relationship, and then, whenthey're ready to invest in that
solution, I am the naturalperson that they think of, or
I'm the first person that theythink of.
So that's what you want tostart to think about when it
comes to ads, right?
It's not that you stop organicmarketing when you're running
(07:14):
ads, it's more so.
How do I then take the moneythat I've generated in my
business and reinvest it intogetting more people to come into
my world?
Violeta (07:19):
Yeah, yeah, that's definitely true, because with
organic marketing, just usingyour social media I'm glad you
talked about it's your followersand then their friends and
their friends.
And I did find myself with, likemy Instagram and everything
like that, definitely love likethe people that I built there
more if it became more of anetwork of support versus, like
(07:44):
my target audience that's goingto actually lead to a sale and
organic marketing is perfect togrow and all that.
But then you're really mostlyattracting just like followers
versus people that are actuallylooking for your solution or
your product or whatever,because maybe they just like oh
cool, another latina I want tosupport, which a lot of them of
(08:05):
my followers are that way.
They're just like supporting,which is awesome, and then a few
target audience, and so that'swhy that's how I kind of see
Facebook ads.
But it took a minute to getthere because I was like I don't
want to pay for Facebook ads.
I don't see like the value init.
But there is value in itbecause now you're focusing on
your target audience and justtaking a little bit step back
(08:29):
because I realized that we didnot talk about what a fractional
CMO it's.
Seeing your title and it's likeso okay, so what is that?
Stacy Reed (08:36):
Yeah, so a fractional CMO stands for
fractional chief marketingofficer.
And if you think about agrowing business, right, like a
lot of times, we start ourbusinesses, and particularly my
clients.
They start their businessbecause they're really, really
great at something, whetherthey're a lawyer, they are a CPA
, they are great at finance,they're great at talking about
money, they're a business coach,right, something like that.
Right, they are starting abusiness based on their
(08:59):
expertise.
But then they start to realizethat running a business is not
only about your expertise, right, it is also about marketing, it
is also about sales, it is alsomaking sure that you bring
those people in.
And typically, my clients cometo me and when they're looking
for a fractional CMO, becausethey have built a business,
they've gotten some momentum,they're growing and they're
starting to get to a place wherethey're like okay, I know that
(09:20):
if I want to take my business tothe next level, I need to bring
in an expert that knowsmarketing.
Right, somebody that studiedmarketing, somebody went to
school for marketing, that'sdone marketing as their job and
loves it.
Right, like me, right, I lovemarketing, I love talking about
it, I love talking aboutFacebook ads, and so they start
to realize that my zone ofgenius is serving my clients.
It's even, maybe even being theface of the brand, but it's not
(09:40):
doing the day-to-day stuff.
It's not actually doing thestrategic planning.
It's not making sure that thecampaigns that we're running are
we're looking at the data andanalyzing and optimizing?
Are we using the rightmarketing tools?
Do we have the right marketingsystems in place?
Right?
That's kind of stuff is justthey're like.
That's not my zone of genius,that's not what I really want to
focus on, and so that's wherereally what the where a
fractional CMO shines is that Ican be that executive leadership
(10:03):
team personal in yourleadership team that you need.
That can really connect thevision of the CEO's vision with
the marketing team and thepeople who are doing the
execution of the marketing.
I come in and can sit betweenthem and I can really make sure
that what the team is doing iscontributing to the bottom line
and then also making sure thatwhat we are doing and we're
communicating with the CEO tosee how their vision shifts and
(10:25):
change and grows over time andmake sure that we on the
marketing side can support that.
So that's really where thatfractional CMO comes in, because
it's like I'm not a full-timeemployee, like you're not hiring
me as your full-time in-housemarketing executive, which comes
with a salary of at least likean average, like $200,000 a year
.
You're coming in and you'rehiring someone part-time, but
you're hiring them for that highlevel expertise.
(10:46):
You're not necessarily hiringthem, or at least for us.
Like our clients hire us forour strategic planning and our
guidance and our leadership fortheir marketing team as well as
their Facebook ads, but we'renot the ones creating their
reels.
We're not the one that'sposting the reels.
Right, they have a juniormarketer that is doing that.
Right, that's their zone ofgenius is figuring out reels and
TikTok and all the kinds ofdifferent things.
(11:07):
But then we bring our expertiseof like.
Okay, how do we make sure thatInstagram as a channel is
contributing to the bottom line?
Not just are we creating greatreels, are we growing our
following, but how do weevaluate this channel versus
putting resources into thischannel like ads or something
like that?
Like, how do we make thosestrategic pivots in the business
?
And so that's really when youare looking at a fractional CMO.
They're coming in to be thatexecutive, high-level leadership
(11:31):
team that you need on yourmarketing team, but they're
coming in as a part-time basis.
Violeta (11:38):
Okay, okay, that makes sense.
Ooh, 200k, that's nice, butyeah, with Facebook ads, I guess
one of the things that confusesme is is that separate from
Instagram?
Because you know like it'sbasically almost like they're
under the same roof.
So when you are trying to doFacebook ads, does it like, go
(12:01):
with Instagram, like, does itshow it to Instagram or is it
just like something completelydifferent?
Stacy Reed (12:06):
Yeah, that's such a great question and, honestly,
that's one of the great thingsabout investing in Facebook and
Instagram and meta ads, I guessnow because they've changed
their name to meta, so I guesswe'll call it meta.
But so the whole umbrella isunder meta, right.
But if you think about likeFacebook and Instagram, the
great thing there is that whenyou are running ads on Facebook,
(12:26):
you do also have the option tosay I also want these to run on
Instagram, or I want these toonly run on Instagram, right, or
I only want these to run onFacebook, because Meta also owns
WhatsApp.
If WhatsApp is a part of yourbusiness strategy, you can even
send the same ads to WhatsApp.
And so essentially, whathappens when you go into
business manager, which isbusinessfacebookcom, what you
(12:47):
see is you'll have there's asection there where you can
actually go and actually buildads, because that's really like
a big difference from whatpeople think about advertising.
They're thinking about boostedposts a lot of times when they
think about advertising.
Violeta (12:58):
That's what I did, so it's actually yeah, exactly, ok,
so it wasn't even an ad, it wasjust a boost post.
Stacy Reed (13:05):
Yeah, and the thing about boosted posts is that they
make it so tempting, right?
They're just like, oh, don'tyou want like a thousand more
people to see this?
And you're like, yeah, I'll pay$5 to get a thousand people to
see it, cool.
Violeta (13:13):
But what you really don't understand right.
Stacy Reed (13:17):
What you don't understand is that I'm behind
that.
What you're doing is you'retelling Facebook hey, show this
ad to more people who are likelyto engage with it.
So an engagement is likes,comments and shares and, as we
know, comments, likes and sharesdo not pay the bills.
We want people to come into ourpipeline.
We need people to book calls.
Then we need to buy people tobuy things.
That's what we want people todo, and so a boosted post is
(13:37):
very limited in the sense thatit is just like hey, how do I
get more engagement on thisparticular post?
But when you go into the backend of Facebook, which is
businessfacebookcom, like Imentioned, and you go to
actually build ads and adsmanager, what you'll see is you
have so much more opportunity,you have so many more options,
meaning you can you havedifferent objectives.
On that first kind of level oflike, it's not engagement.
(13:58):
You can say I want to show thisto sale people who are more
likely to become sales.
I want to show this to peoplewho are more likely to become
leads.
You can really pick whatobjective you want Facebook to
focus on for your ad campaign,unlike with a boosted post,
which is the default isengagement.
Then also there it opens upyour different audiences that
you can target.
Like you can target a lot ofdifferent interest groups on
Facebook, you can target yourcustom audiences, which is like
(14:19):
people who visited your website.
So if you, for example, have abusiness where people may have
checked out your services butthey didn't book that call, you
can have an ad that just onlyshows to people who visited your
website or only shows to peoplewho have visited a certain page
of your website.
You can even get that granular.
And then you have more creativeoptions when you run ads and
ads manager.
(14:39):
So you get the option to beable to test videos and test
still images against each other,right, instead of having only
one ad, one copy, one piece ofcreative, you can say, hey, let
me take this one image and giveit five different headlines and
Facebook will figure out whichheadline works best.
Or Facebook will figure outwhat body copy works best.
And so I guess I say all that tosay like, when you're running
ads and ads manager, you have alot more flexibility, you have a
(15:00):
lot more options and it's a lotyou'll get.
It'll be a lot more successfulbecause you can target and say
this is what I particularly want, which is leads and sales,
versus let me just boost thispost and just have more people
comment on it or more peoplelike it, because sometimes we
want more comments, likes andshares.
But I generally tell peoplethat boosting posts is a waste
of money because really rarelydo we want more likes, comments
(15:21):
and shares.
We really want people to go anddo the thing right.
I don't care how many peoplelike it, I want you to go and
buy the thing.
Violeta (15:33):
Yeah, yeah, yeah, yeah, yeah.
I spent.
How much did I end up spending?
I think it was like 35 bucks,or something.
Stacy Reed (15:37):
So, yeah, I think I got a follower.
Yeah, you know, and that's, Ididn't yeah.
Violeta (15:39):
I didn't realize that was the difference.
I guess I thought like youcreated a post and then that you
could make it like an ad andthen you just push that into an
ad.
But I didn't know like you had.
I did kind of like play aroundwith that, but I think I just
scheduled posts on there likethe business suite or whatever
it's called, and I didn't knowthat's what that was.
(16:00):
So I'm glad that you mentionedit.
I'm going to go look at it.
Stacy Reed (16:04):
There's a lot of tools in there.
Yeah, a lot of tools Like theinsights tools are really good
to look at, cause A lot of toolslike the insights tools are
really good to look at becausethen you can see the analytics
of, like your Facebook page andyour Instagram.
Other things we look at are,like the custom audiences are
really good, because then youcan take your email list and say
, hey, let me upload my emaillist in here and stuff like that
, so you get a lot ofopportunity.
(16:26):
But then also, when you'relooking in there, you'll see a
thing called ads manager, andthat's when where you'll be able
to see all of the differentoptions you have when you're
running ads in the backendversus running it as a boosted
post.
Violeta (16:34):
Oh, that's crazy.
I didn't know you could putlike your email lists on there
and then it was target them.
If they have like a, is it justlike if they have a Facebook or
Instagram?
Stacy Reed (16:43):
right, like you could yeah, what it'll do is
it'll.
So let's say, like you have anemail list, you have to have a
minimum of a thousand people.
So let's say you have athousand people on your email
list, you can take that list andupload that into Facebook, and
what Facebook will do is they'lltry to find the match by email.
So, like, if someone puts theiremail in, it'll try to find
them on that Facebook page.
(17:03):
Sometimes people's emailaddresses don't match up, like
for, especially if you're abusiness right, like I might
like, my email address for myFacebook page is my personal
email that I set up years andyears and years and years and
years ago when I started myFacebook page.
But what I use for business,when I like sign up for a lead
magnet or something like that,it's typically a different email
address.
So you have that happensometimes, but for the most part
(17:24):
, they are going to try to matchas many people as possible.
You can also put phone numbersin there, which is might get you
closer right, because typicallypeople may have one phone
number right, so you can addphone numbers in there and say
hey here, match people up byphone number.
This is especially good ifyou're using like texting as
part of your business strategy.
So you're already gettingpeople's text messages, getting
people's phone numbers anyway.
So there's a lot of flexibilitythat you have.
(17:51):
And even with that not even justthat you can target your email
list because you can say, hey,only run this particular ad to
the people who are on my emaillist.
Which you can also do is say,hey, facebook, I would like you
to create a lookalike of thisemail list.
So, essentially, what Facebookis going to do and they're going
to say hey, of all the thousandpeople you have on here, these
are the similar interests andtargeting and ages and
demographics that they are.
I'm going to create an audiencefor you, the people that look
(18:11):
just like the people on youremail list, and then you can
start to target those people.
And because those are it's coldright, they don't know who you
are, but they just have similarbehaviors and habits like the
people on your email list, andso then you can target those,
and so we find those are really,really effective for our
clients as well, because theytypically will have like similar
attributes and stuff like thator similar behaviors, or at
least they're maybe followingsimilar pages, stuff like that,
(18:33):
right, but it allows us toreally make a direct, almost
direct copy of the people whoare on our email list, and then
we can use that to run our leadmagnet ads too, or and stuff
like that yeah, I did notrealize it could get that
detailed, in that you could evenuse the list to create a
similar group, because I did.
Violeta (18:52):
I think I glanced and I know what you're talking about,
that you could do a custom orwhatever, but that's pretty cool
.
So, yeah, so what do you tellpeople?
For, let's say, a client comesup here and they're like okay, I
want to do ads and you suggestFacebook ads.
But people are like you knowwhat?
I don't know, facebook is oldor whatever.
(19:13):
That's old news, but like,because obviously it works.
So what do you tell those typeof people that, like, I don't
know if I want to invest inFacebook ads?
Stacy Reed (19:23):
Yeah, it's interesting, I think if you
think about, facebook is likethe third most visited website
in the world and if you look atthat, even if you're like, even
if some of the other platforms,like TikTok and stuff like that,
they're up there, instagram'sup there, but there are still a
lot of people that use Facebook,like I think last report I saw
was 2.9 billion monthly activeusers, meaning 2.9 billion
(19:45):
people log into this app atleast once every 30 days, and so
that's a lot of people, right.
And if you're thinking aboutespecially us small business
owners, right, like, how manyclients do you realistically
need to be able to hit that?
Seven figures, eight figures orwhatever figure that you're
going for, even like six, sevenfigures, right, how many clients
do you realistically need?
You probably don't need 2.9billion, right Clients that get
(20:05):
to where you want to go, right.
And so if you're thinking about, when I tell clients to think
about what ad platforms they'regoing to think they're going to
invest in, I want you to startto think about one when is your
audience consuming and buyinginformation about a product or
service as similar to yours?
I get a lot of leads fromFacebook.
I get follow a lot of businessowners on Facebook that also get
a lot of business from Facebook.
(20:25):
I get a lot of business ownerson Instagram, especially product
business owners.
They get a lot of business fromthere, and so, for me, the
natural next step, or my advice,is, if Facebook is already
working for you, or if Instagramis already working for you,
let's start to put some moneyinto advertising to blow that
channel out, instead of sayinglet's go over TikTok and see if
we can make TikTok happen.
Right, because a lot of times,people are trying to just dance
(20:46):
around these free channelsbecause they're afraid to invest
money.
But if you think about this one, that's stunting your growth,
right, the impact that you wantto have is going to be on the
other side of you beinguncomfortable.
So you're going to have tospend some money.
You're going to have to spendsome time really trying to be
able to have if you want to havethe impact that you want to
have.
And you have to start to thinkabout Facebook's users.
They're millennials and older,right.
(21:06):
They're really.
There's also a big demographicof boomers on there, and so, if
you think about that, if thoseare your clients, right, those
are people who have money.
Those are the people who you'retargeting, then you want to
make sure that you're showing upon a platform that they're on.
Now, if you're looking, goingafter Gen Z, you might want to
definitely consider onlyInstagram, or consider maybe
TikTok and then make TikTok work.
(21:27):
And if TikTok works, then goinvest in TikTok ads, because
I've run ads in TikTok as well.
But what I like about Facebookads is that it allows you to
show up when people are notnecessarily thinking about you.
And this is an argument that Imake when people are trying to
debate between Google andFacebook, because the thing with
Google ads is that Googlerequires a search and so Google
requires you to be the person oryour consumer, your lead, to be
(21:49):
in the mind frame of.
I am ready to find a solution tothis problem right now, and
that is there's something tothat.
Right.
There's something to being ableto get with somebody who was
like, hey, I want to find a CPAin my area and they go to, they
Google it and they find you comeup.
Right.
There's something to that aswell.
That's true, yeah, but then ifif you want to think about all
of those people out there whoneed your services but they're
(22:10):
not Googling it.
I know for me, one of theexamples I use is laser hair
removal, so I've had laser hairremoved before, have been
considering getting it again,but it's not the top 10 things I
think about every single day,right Like I have so many other
things I think about other thanlaser hair removal.
But when I get, I get onFacebook four or five, maybe 10
times a day.
And so one time I'm on Facebookand I see an ad pop up for
(22:31):
Laser Away and they're like, oh,fill out this form and get the
pricing.
And I'm like, oh, yes, I didwant the pricing, I did want to
get the information.
And so Facebook allows you toshow up when people still have
the need, but they may not besearching for it, they may not
be Googling it, right, thissecond and that's why it's a
great way to get people intoyour world.
It's like, okay, you'reinterested in this.
And when I filled out the formfor LaserAway, they put me into
(22:53):
their email sequence.
They were calling me right,saying hey, here's the location
that's closest to you.
Would we like to get yourappointment booked?
All that kind of stuff, right?
And so you have to think aboutwhere people are at in their
journey, right?
Do you want to wait to show up,is ready to make that decision?
And then they're comparing youversus their competitor.
Or do you want to capturesomebody who was a little bit
(23:13):
earlier in their journey?
They're doing some fact findingthey're trying to figure out
what their options are.
You can get them into yourworld, introduce them to your
methodologies and how you dothings and show them that the
solution that you have is rightfor them.
Right, or letting them makethat decision of whether this
solution that you offer is rightfor me or is it somebody else.
That's right, that makes adifference, right.
And then, with Google ads,you're also competing against
(23:34):
giants, right.
Like people, you have to spenda lot of money on Google to be
able to compete, especially,like, if you're a lawyer and
you're targeting anything lawrelated, you're going up against
LegalZoom.
You're going up against RocketLawyer, right, and they have big
budgets, let me tell you, right, and they have big budgets, let
me tell you right.
But with Facebook and Instagram, it's not necessarily entirely
about the budget, because youcan spend a little bit of money
(23:55):
somewhere like $15 a day, $20 aday, and you can make an impact.
Because with Facebook andInstagram, you have to have
great messaging.
That's what more so matters,more so than the budget.
Because if you have a greatmessage, you have a great piece
of creative, you have great copyand you can really get that in
front of your people, then theycan start to really buy into
what you're saying, buy intoyour methodologies and really
come into your world.
So that's what I like to saywhen that argument of is
(24:17):
Facebook worth advertising on orwhat's an old platform Like it
still is like the third mostvisited website in the world.
Whether people admit thatthey're using Facebook or not,
there are a lot of people thatare using it.
A lot of people are logginginto it frequently, so you just
have to.
But either way, there's a lotsof people using lots of
platforms, right?
I use TikTok, instagram,linkedin, facebook.
I'm jumping around on all thesedifferent platforms, just like
(24:39):
a lot of people are.
But where am I making thedecision about buying a product
or service like yours?
Is it on TikTok?
Maybe not, right?
Maybe, if you're not, if youdon't have a product that's
really very trendy and keepingup with all.
Keeping up with all the changesin the algorithm and all the
reels and all the TikToks andstuff like that, if you have
that kind of brand and you cankeep up with that speed, sure go
for it, Jump into TikTok.
(25:00):
But if you are looking forsomething where you're like, hey
, I have a little bit of anolder audience.
I have an audience withdisposable income, because they
can invest in my product orservice.
I have an audience who is notnecessarily keeping up with all
these trends, right?
Like they want to see goodquality content but they're not
looking for the latest andgreatest reel that's going viral
, right?
So if you have that kind ofaudience, then you want to start
(25:21):
to figure out, like, where arethey hanging out?
And that's where you want toshow up.
Violeta (25:25):
Yeah, that's true, cause I can't tell you how many
times that I will have somethingin mind and then I totally
forget about it because of life.
And then I see a Facebook adabout some workshop that's
nearby or whatever.
And I'm like and I've gone tosome workshops that way where I
was just scrolling Facebook andI'll be like learn about blah
(25:45):
blah workshop this weekend ornext weekend or whatever.
I was like actually I do haveSaturday open.
I'm gonna go to this and then Iend up following them and
working with them, whatever thatI could see.
Yeah, like it's putting you infront of people that are just
scrolling and they forget aboutit and, um, like I didn't even
think about that is a good way,because having a great content
(26:09):
and then push it out andeverything, versus just like
putting some money on an ad,like I could see that working
and gave me really some thingsto think about.
I was like, hmm, okay, so withgoing in that direction, just
because before we started thepodcast, we talked about like
maybe an example and everythingfor a business, can you talk
(26:30):
about, like how a small businesscan use that and implement that
?
Stacy Reed (26:35):
Yeah, definitely, we have a client who is she's a
lawyer, she has a law practiceand she has a membership that
she started for her, for heraudience, for the people who are
not necessarily ready for herretainer lawyer services right,
she has a really, really tightniche.
She's really she does law forchurches Like that's her.
Her whole practice is builtaround serving churches and
(26:57):
helping them to stay operationalbecause of the legalities that
are different for them versusother kinds of businesses, right
, and so that's the businessmodel.
So, one keeping in mind there,she has a really she has a
really solid niche.
So she knows who her people are, she knows who she's talking to
, and so what we've done iswe've taken she has a legal
audit checklist for churchesthat she put together.
(27:19):
That really helps churchesunderstand what are the
documents and the differentkinds of things they need to
have in place.
And so we've taken that leadmagnet and we have run ads to it
and she's generated I thinkwhat was it?
November we generated 478 leadsjust from that lead magnet and
she's not spending a ton ofmoney at all, like we spent
maybe $1,500 in November andthat it was including Black
Friday.
(27:39):
We spent maybe $1,500 inNovember and that it was
including Black Friday, and sothat's the whole 1,500 didn't go
to the lead generation, to thislegal checklist.
Just a piece of it did.
But I say that to say becausewhat we're doing is she's
putting out this.
She's taking a piece of contentthat she created which is her
lead magnet.
We're running ads to it to getit in front of more people.
We're talking to our very nicheaudience.
We are calling out churchleaders in these.
In the copy, the creative callsout church leaders, right.
(28:02):
So we're making sure we'retalking directly who she needs
to talk to, and then we're usingthose ads to bring people into
her world.
Because what do those things do?
One, they get to know that sheexists.
She's like.
They're like.
I had no idea who the churchattorney was until I saw this ad
, right.
Two, it allows her to givepeople a piece of value to say,
hey, welcome you into my house,I welcome you into my world.
Here's an exchange, here's apiece of value for you, because
(28:25):
people know that their emailaddress is like currency.
Now I know that if I give youmy email address or my phone
number, you're going to call meor you're going to email me,
right?
You're going to try to sell mesomething Right, and so if I'm
giving it to you, it means thatI'm excited to get an exchange
of value right, like I'm doing,give you my email address
because I know you're going togive me something that's
beneficial to me, and thenthinking about what kind of lead
magnet is.
The checklist helps people tounderstand where they're at.
(28:47):
So if I'm a church and I know Ineed five out of the, I know I
need five documents on this listand I only have two, I know I
have a problem, right.
I know that I need to getfigure out where I can get these
other three documents and I'mprobably not in a place where I
can hire an attorney.
I probably don't want to go torocket lawyer because I want
some to make sure that this isnot something I just threw
together.
And so we introduced them.
Then from there, once peopledownload the lead magnet, they
(29:08):
get on the get on her email list, then they get an email nurture
sequence behind that introducesthem to who she is, because you
have to think about a lot ofpeople coming to you from
Facebook.
They're cold, they don't knowwho you are.
They have given you their emailaddress in exchange for this
lead magnet, but they stilldon't know you like that, and so
we want to make sure that whatwe do is we use that email that
they, those email sequences thatcome behind that lead magnet,
(29:30):
to warm them up.
So what we do in those things iswe talk about who she is, her
expertise, we talk about theproblems that she's on, we give
them more value of.
Hey, these are some things that.
Here's some podcast episodesthat you might like.
Here are some blogs that we'vedone that you might like.
Right, here are some paidresources, some low ticket paid
resources that you might like.
But the biggest thing we didwith that is we introduced them
to her membership and so we say,hey, we have this membership.
(29:52):
If you are looking to make surethat your church stays
compliant through the year,right, it has this trusted place
to go to get what they need.
You want to invest in thismembership and we do all of
those things to funnel peopleinto the membership.
But then what we also do is wealso do live webinars, and those
are other things we run ads to,because every month, every
month, she does a webinar andthat webinar we try to get
(30:12):
people into the webinar.
We get the people into thewebinar and she sells them into
the membership, and so that'swhat we and so we have ads going
in the background that are justlead generation ads that are
driving to the legal auditchecklist, getting people onto
our email list, getting peopleto know who she is.
She's also sending out herregular emails of like here's my
regular podcast that comes out,here's my emails, here's some
value, all the kind of differentstuff I'm doing.
(30:33):
But then also we have ads goingto these webinars to get people
into the webinars People whoare on our list, people who are
not on our list get them intothe webinar when they hear her
speak.
We did some, you know, when wedo an analysis for our clients,
when they hear her speak, theyfall in love with her, right?
So what we have to do with ourads is figure out how do we get
people into her world to warmthem up and then get them to
(30:53):
hear her speak.
That's what.
That's all right, but reallyall of that backtracks from do
you know who your audience isand what they need, right?
Have you created something toan exchange of value for them to
be able to say hey, I'm willingto give you something if you're
willing to give me your emailaddress and hear from me, and
are you also creating regular,organic content to make it so
(31:15):
that not only are you givingthem value and warming them up
and introducing them to who youare, but you're also staying top
of mind, because that churchleader may not want to invest in
that membership today, but inJanuary they may want to invest,
or even in April of next yearthey may want to invest Right,
and that may be a better timefor them.
But we have to make sure wecontinue to show up every day,
every week, to make sure thatwhenever they ready, they're
(31:37):
ready, they know we're here andwe come to mind for them.
And so with ads, I want you.
A lot of people think thatthey're just going to run ads
and then there's nothing else.
Right, I'm just going to run ads.
People are going to see an ad,then they're going to go buy
something, but that's not howpeople buy, right People rarely,
if you think about the thingsthat you buy, that are not like
(31:58):
gimm5,000 with you.
Right, that's a big deal forpeople, right?
And so they want to make surethat they're investing with
people that they trust andthey're investing with people
that they know and that theythink they can solve the problem
, and so rarely are you going torun an ad to a $1,000, $5,000
product and somebody just buy itlike that, when not knowing who
you are, not having researchedyou at all.
(32:19):
And so you have to really makesure that your ad strategy as a
service provider particularlyspeaks to having to build trust,
and so that's how we use ads tobring people into the world.
We've all of this content hasbeen repurposed, stuff that
she's already created.
So a lot of people think theyhave to start from scratch, when
you really might not have to.
You really probably just needto take some stuff and just
tweak it a little bit and updateit to make sure that it can
(32:40):
handle cold traffic, and thegoal of it is to warm people up
and introduce them to you.
But it's really, reallypossible to take stuff that
you're already doing and thenpairing those with ads and then
starting to really see yourmarketing engine starting to
work and starting to really kindof turn, and you're seeing
those leads just start to pourin and pour in.
Violeta (33:05):
They're getting into your sales cycle and then you're
starting to see that downflow,yeah yeah.
And what do you suggest tostart with?
Cause I see I guess likegraphics and then I've seen some
video ads is like does itmatter?
Do you think they have similar?
I don't know, I don't know theterm.
I guess like return oninvestment or something, or like
just focus on just putting likeone graphic or a slide, or what
do you suggest for the beginnerlevel?
Stacy Reed (33:25):
Yeah, great question .
So I definitely like to see amix of video and still images,
because I see that both of themwork.
And the great thing about whenyou're running ads and ads
manager I want you to stop.
If you've boosted posts, youmay not.
You may be thinking that, notreally understanding what I'm
saying, but what I'm thinkingwhat I'm saying is that when
you're running ads and adsmanager, you can have multiple
ads running in the same campaign, unlike with a boosted post.
(33:47):
It's like I'm spending 10 buckson this post and that's that
post alone.
When you do it in the back ofads manager, you can say I want
to spend $10 a day, but I havethree different ads that I want
to run through.
This that's going to spend somepart of this $10 a day, and
what Facebook is going to do isgoing to show these different
ads and say, hey, which one'sconverting the best?
(34:07):
So you may see your stillimages getting spending $5 a day
, whereas a video may bespending $2 a day, and then
another video that you've doneis spending $3 a day, right?
So Facebook is going to shufflethe budget around based on
performance, and so that's whyit's important to have a mix.
And so what I like to see isone or two still images and one
or two videos, because, if youthink about, they have the
similar purpose but they also dodifferent things, whereas a
video helps people to understand.
(34:29):
They hear your voice, they seewho you are, they can feel your
personality, they can read you alittle bit right and help.
Video helps to build trust alot faster than still images and
stuff like that.
Right, so you want to have somekind of video going as well.
But then you also want to thinkabout, you know, still images,
because still images are good tolike, capture people's
attention, give people theinformation and then they'll go
ahead and do take the actionwhich is downloading the thing
(34:50):
or booking the call or whatever.
Right?
So with our clients, wetypically will run, and when I
teach it, also when I teach mymembership, let's have a mix two
still images.
Also, when I teach in mymembership, let's have a mix two
still images, two still images,two still images in one video.
And also, I want to also makesure I say that when I say video
, I'm not necessarily meaningsomething that's highly produced
, something that is you have tohire a production team for my
clients.
The most successful ads that myclients run are literally just
(35:12):
them talking to their phone ortalking to just talking to Zoom
or something like that.
You just are talking to yourpeople, right, like you're
coming up with a script.
I use ChatGPT and AI tools tohelp our clients to come up with
scripts and stuff like that,and then I always tell clients
hey, go through this, but makeit sound like you, right?
Chatgpt can only make it soundlike a computer, so make sure
you go through.
I say y'all a lot, so I makesure I say y'all and so make it
(35:34):
sound like you and make ittalking to your people.
But all you're doing is reallysetting up your phone and just
creating a video where you justtalk somewhere 30 seconds to a
minute, something like that.
Because the goal of your ad isto capture people's attention
and get them to take the nextstep.
It's not to sell themeverything and give them every
single detail in the ad.
And that's where I see a lot ofpeople messing up because
(35:55):
they'll take a webinar.
Like, say, you create a flyeror something for your webinar,
you'll take that and you'll justtry to run an ad behind it.
But they had, but these, theyhave a lot of text on it.
It's like I don't need all theinformation, right?
I just need you to capture myattention and spark my curiosity
enough to make me want to go tothe landing page where I can
get all of that information fromRight.
So you want to make sure thatyour ads video ads are 60
seconds, max 30 seconds.
We typically do somewherebetween that.
(36:16):
We 60 seconds max 30 seconds.
We typically do somewherebetween that.
We see those convert really well, and then we also will just run
a couple of still images.
And when I think about stillimages also, I'll say what I see
work really well is like thelifestyle photos of the CEO or
the face of the brand, right.
Those typically work like it'sjust a lifestyle headshot.
Those kinds of things work.
But we also see like you cantake that and pair it with a
(36:37):
graphic overlay.
So like, for example, theclient I mentioned earlier, we
have an image that we have thatwe've been running, honestly,
the similar images for the lastfew campaigns that we've been
doing.
We've just been changing thetext overlay so there's just a
photo of her that works reallywell, that converts, but then we
just put like webinar forchurch leaders or is your church
compliant, download thechecklist, right.
(37:00):
So you create like a little textoverlay with one, maybe one
line or like a headline type ofthing, maybe a intriguing
question, because then you alsothink about you have the copy
that goes with it.
So it's not just the image,it's not just the copy.
All of that stuff is going towork together so people will see
the image.
That's what typically is goingto make them stop the video.
The images don't make them stopscrolling.
They're going to look at theheadline.
They're going to look and thenthey're going to read the actual
body copy and then they'regoing to go, maybe click on the
(37:21):
thing and go to the page Right.
So you have all of that and forall of that, real estate to
make sure that you put togethera compelling story as to why
someone should go and take thenext step.
But all of the focus of the adis to really to capture that
attention and get people to takethe next step.
It's not single detail thatthey need to make a purchasing
decision.
Violeta (37:39):
Yeah, yeah, wow, yeah, that's good that is not so
complicated, cause I wasthinking I was like man, yeah,
I'm going to do a fancy video orsome crazy graphic.
But then, yeah, when you thinkabout it, like the ads that pop
up as you're scrolling, some ofthem are just like you wouldn't
even realize it's an ad until alittle of it or something,
(38:01):
because it just looks like aregular video and then it
captures your attention and thenyou realize it's an ad and
they'll be interesting.
It's an interesting video andeverything.
Great, great things for me towork on next year.
Add that to my to-do list.
And since you mentioned, one ofthe things that you do is a
membership, if people want towork with you.
(38:22):
You mentioned your membership,so I want to give you the
opportunity to talk about that.
But what other kind of offersor services do you provide for
someone?
Stacy Reed (38:31):
Yeah, thank you, I appreciate the time to be able
to talk about it.
So we have operated like atraditional agency for the last
couple of years and then Icreated a course because I was
just like I got a lot of peoplein my audience that are looking
to DIY and so I created a course.
And the course was definitely agreat kind of jumping off point
for me to see that there are alot of people out here that want
(38:52):
to do it themselves, but theyjust need guidance, right, and
YouTube university can only takeyou back so far, right, because
we try to get on YouTube andfigure it out, but everybody's
methodology is different.
You know, somebody saying dothis, somebody says do that, and
so I created the course and Iwas just like, okay, this course
is great for DIYers, but then Ihave people who want a little
bit more higher level of support, but they're not ready for that
agency yet, and so I createdthis membership for those people
(39:12):
, that kind of sit between,where they're like, hey, I want
to be able to run my ads, but Ido need somebody who I can check
in with or I can ask themquestions.
Support a community of people.
I do need some video lessonsand stuff like that.
I need to figure out how tocreate a good lead magnet for my
ads.
I need to know how to createthe email sequence, and so
that's really who the membershipis, what the membership is.
It's for those serviceproviders and coaches and
(39:35):
consultants that are looking tofigure out how do I bring in
more leads with ads.
But then also, how do I makesure that I'm also showing up
organically?
Because, again, like, peopleare going to see your ads and
you don't want them to go toyour Instagram or your Facebook
page and see nothing, or youdon't want them to go to your
page and see like you haven'tposted anything since mother's
day, right, Like, that's what wedon't want them to do Right we
want to be able to have, becausethat's what people do Like.
(39:57):
Think about ads that you look at.
If you see an ad come acrossyour timeline from a brand or a
person you don't know, you'regoing to probably click on that
page, go to their page, checkout their stuff, make sure
they're a real person.
And so that's what we want tomake sure that our members
understand it's not just runningads and saying I run ads and
that's it.
It's also about making sureyou're creating the right
organic content, have the rightemail sequence in place and have
(40:17):
the right lead magnets to bringpeople in.
And so that's where themembership is for.
And it's called Amplify toAccelerate.
And if you want to learn moreabout it, you can go to
stacyzielco.
It's S-T-A-C-Y-Z-E-A-LC-O slashAmplify and you can learn more
about it and figure out thatkind of thing.
No-transcript, because I thinkthat's what a lot of stuff that
(40:49):
trips people up, just knowinglike oh, I can go into ads
manager, I have so much more Ican do there.
Now you're just like okay,great, like now what do I do
there?
Violeta (41:02):
Right, there, right, and so that's what the
membership was for.
Yeah, that's going to be me,I'm going to go and be
completely overwhelmed with it.
I was like, ah yeah, it can beoverwhelming, for sure, but I
think that once.
Stacy Reed (41:11):
Once you start to understand the strategy behind
it and you have someone who canshow you this is how you set it
up and this is what this kind,this is what this means, then
you can start to reallyunderstand, cause even if you
are looking to invest withsomeone like you're planning to
hire a freelancer to do your adsor you're planning to hire an
agency to do it I always stillthink that it's really important
for a business owner tounderstand how ads work, because
(41:32):
then you can start tounderstand whether this agency
is BSing you or not.
Right, cause a lot of thathappens, right, because I get
people in my world who arealways just like burned by this
agency or they had this strategy.
I have one client who came tous because they just had a video
sales letter running as an adand it was driving people to an
application and I'm like themembership was like $5,000.
I'm like nobody is going to seea video and then sign up for it
(41:54):
and then fill a book of callabout a membership that's $5,000
and they have no idea who youare right.
So those kinds of things likeyou have, as long as you can
understand that, you have tofind a way to capture cold
traffic and warm them up.
Then you can start to talk tothese agencies or talk to these
freelancers and make sure thatthey're like well, what are we
doing, strategy wise, to warmpeople up and to get them into
(42:15):
our world right Like?
It's not just about capturingattention, it's also about
warming them up and making surethat people have the information
that they need to make aninformed buying decision.
And so you have to.
As a business owner, I thinkit's important, if you're going
to invest in ads, at least havea little bit of understanding of
how they work, so that way,when you're talking to people,
you can figure out who has theright strategy for you.
Violeta (42:43):
Yeah, yeah, awesome.
I'll have all your informationdown below, but I just want to
say thank you for coming on hereand sharing your expertise and
coming out here and advocatingfor Facebook ads and because,
yeah, it's something that smallbusiness owners,
entrepreneurships and stuff likewe don't think about that,
we're just like we're just goingto do social media and call it
a day, but it's really importantto also learn how to reach your
(43:05):
target audience and all that.
So, yeah, again, all yourinformation will be down below
and, yeah, thank you for beinghere.
Thank you.
I appreciate it Awesome and Iwill see everyone in the next
episode.
Bye.
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