Yes and if you guys are doing random campaign creations then we have a problem. Because that’s how I used to do it and I used to run into a lot of trouble. It was very difficult to find out what was working was not working and how to scale. You want to make sure that you adjust this so you have a system in place. The system works. The system is scalable. Thinking about “I should do this…” “… I should do that…” it’s not as scalable.
What is the objective here? Well, let’s say that we’re trying to generate, we’re trying to generate messages. use Instagram okay which you absolutely can and you absolutely should. People on Messenger, right? Then inside that campaign you have audiences, right? This is what I call the “campaign structure”. This is the structure right? Like how are we gonna set up this campaign? There is no randomness. If you guys are doing random campaign creations, then we have a problem. Because that’s how I used to do it and I used to run into a lot of trouble. It was very difficult to find out what was working, what’s not working and how to scale. You want to make sure that you adjust so you have a system in place. The system works. The system is scalable. Thinking about “I should do this…” “…”I should do that” it’s not as scalable. A system is how you build an organization. A marketing department, they can actually go in there and do the job correctly every single time.
One campaign objective, in this case, messages, you turn on something called CBO. Turn it on. In the future somewhere in 2020 is going to be the default option right now CBO has to be turned on. So, you turn on CBO and then you create audiences. We know there are three types of audiences right? There’s three types of audiences in total, that’s it. Those three audiences are interest-based, and then you have look-alikes, and then you have custom audiences.
You can actually have one messages campaign that includes all of these guys inside that campaign. All of these guys, video watchers, website visitors, people that are engaged with your Facebook page, your own customer file. Then you can have look-a-like of your customer file, of your video watchers… look-a-likes of your website visitors look-a-likes of your page… engaged fans. Then you can also have people that are interested in ketosis… in the keto diet, in health and nutrition, in weight loss… Every single one of them is a separate audience.
One audience. One, all right? Why? You don’t just go ahead and put them all in one. It becomes a jungle. If this one starts performing then you don’t know which is the audience that’s performing. If this one doesn’t perform you just turn the whole thing off. You could have had a couple of winners in there, but you don’t know so, you don’t do that. This is now how you set up your campaigns. You have one message campaign, many different audiences. Then you can do up to three ads and that’s it. Ad one, ad two, ad three, and that’s it. This one can be a single image. This one can be, and again this applies to Instagram all right, it’s the same thing the social media marketing strategies… okay this one can be a carousel, there is no video carousel images. This one can be a single video right here. This one can have a certain copy. This one can have a longer copy because we can have a shorter copy… you can vary them. Maybe if this one is not performing, people don’t like it, you’re not getting any sales on this one… hey why don’t you “X” it out and create a new one? Vary it because again, there’s two very important datums that you all need to understand if you want to succeed in a social media game: When a campaign is not performing it’s one of two things, that’s it. One of two things. When you’re not getting the expected results there’s no other way to look at it, all right? Obviously, if you want to get technical, if your product doesn’t have any demand, nobody likes it, it’s a bad product well okay… right?
Let’s say that you know you have a good product, you know you have a great quality product, well you have two options here; 1 and 2, okay? Either your audience is wrong and you need to fix that or your creative is wrong and you need to fix that. Maybe it needs a new creative. Maybe the video didn’t work. Maybe the message didn’t come through, the marketing message the copyright was actually not great, you gotta adjust that.
Sometimes, when a campaign doesn’t perform it’s as simple as let me plug in a new ad variation. Maybe you know what? Let me just not… let’s keep the same ads let me plug in on this same campaign a few new audiences.
Don’t tell me that you’ve tested already all the audiences in the world. You will be broke. There’s 2.3 billion people on the planet using social media. You cannot afford doing marketing to all of them. You haven’t tested out all the audiences. If you’re not getting results, hey, either do audience adjusting, add new audiences, turn off other ones that are losing. Or creative adjusting. Change the Copywrite, change the image, the video… change this… all right?
So, that’s my intermission for today because I do understand that if you want to succeed in the game you’ve got to have a structure, all right? The structure is key. The structure is gonna help you guys get more of a system that you can scale, right? You can recognize what things are working and not working okay great!