They claim they’re only trying to protect small businesses from the money-hungry Apple.
Yet who would you trust with your data– Facebook or Apple?
And which company offers real people to talk to when you need help– Facebook or Apple?
Hundreds of my friends have gotten their Facebook ad accounts completely shut down in the last week.
So much pain, nobody to talk to– and even I
These are the small businesses that Facebook claims they’re standing up for.
Facebook claims that small businesses will lose 60% of sales. Perhaps for a selected group of e-commerce players and apps who rely upon interest targeting and remarketing.
But if you’re a local business serving local customers, you have nothing to fear. Creative has been your limitation anyway– and Google is much higher ROI, which includes YouTube.
Facebook’s massive PR and legal team has spent billions per month (not a typo) trying to squash folks like us.
Yet, we’ve been their strongest advocates since May 2007– over 13 years.
Time to diversify, if you haven’t already, to YouTube, Snapchat, TikTok, Google search, LinkedIn, and other platforms.
Don’t put all your eggs in one basket– especially if the holder of that basket is greedy and won’t listen to your cries for help.
Facebook was unwilling to accept Apple’s IDFA since they wanted even more data.
So Apple is giving users a prompt to decide if the app can collect “personalized data”.
What exactly is this?
It’s a red herring that consultants love to talk about, since it’s an easy scare for clients.
This won’t affect us much. We’ve probably had 30 conversations and webinars about just this topic in the last month.
In short, we need to pass through conversion tracking natively, not just via the pixel.
So email collection, PPC, and SEO are more important.
Content ultimately becomes the limiting factor, since the system is so smart at optimizing.
So losing certain targeting and custom conversion tracking won’t matter– the system optimizes and native retargeting is what counts (viewthroughs on Facebook).
But should you advertise during a recession?
Ad agencies, consultants, and the network say YES, but is that self-interest or truly a case of getting ahead when your competition has stopped advertising?
The cost of Facebook traffic is down 30%, since more people are stuck at home and most advertisers have stopped campaigns.
But from a ROI-perspective, unless you’re Brandon Hurtado (selling tons of BBQ for pick-up) or Amazon, your stores are shut down, so you can’t sell.
Sure, personal trainers can do online workouts via Zoom, but the travel industry is hard-pressed to make money with their physical assets being closed.
Measuring the efficacy of advertising during a recession is so fraught with challenges that it’s nearly impossible.
I’ve looked at a dozen studies and they’re all garbage because of confounding factors– mainly because of selection bias.
In other words, when a recession hits, the winners get stronger and the losers go out of business.
BOTTOM LINE: if you can afford to advertise for 3 months (even via the
dollar a day strategy)– with no revenue– go for it.
“Advertising” is now paying to deliver your content, which isn’t necessarily sales material. It could be helpful training or good news you’re sharing.
Think of your advertising as “digital postage”.
You know that anything based upon mere
MOTIVATION will fail.
You might start out strong, but motivation can’t last forever, no matter how much Gary and Tony you consume– or how hard you try.
What’s different this time is that you’ve learned from the past– and now you’re about
SYSTEMS of people— your team, mentors, and collaborators to keep your projects running, even on those inevitable days that you’re not at 100%.
SYSTEMS of process— where you’ve documented what you’ve done before, so other people can follow them for repeatable excellence, freeing up your time.
SYSTEMS of platforms— automation via tools that eliminate your busy work, like FancyHands, Boomerang for Gmail, Infusionsoft, automated rules in Facebook ads, our Agency Management Platform, and other means to eliminate waste from repetitive tasks.
SYSTEMS of people, process, and platform are 1,000% stronger than just you– even on your best day or most well-intentioned resolutions.
SYSTEMS will continue to produce for you– even when colleagues rip you off blind, friends let you down, and objects hit you from behind.
You will succeed in 2020 because this is not yet another New Year’s Resolution. It’s a permanent and on-going investment in your health, wealth, and happiness.
And I’m here to help you build these systems, sharing openly what has worked for me and our network of successful friends.
“No, you cannot pick my brain for free,” is what I told him.
You wouldn’t ask a restaurant owner to give you free meals or a doctor to give you free surgery.
But somehow in marketing, especially digital, charging for your expertise is rude.
Sure, give them a minute (make sure it’s actually just a minute), answer a quick question. Link them to an article you wrote.
If you want to be taken seriously, charge appropriately for your time– for the years of hard-fought experience you’ve gained, not the minutes of consulting.
The magic phrase here is “You know I do this for a living, right?”
I’ve had people hit me up saying that I’m just hanging out on social media, totally available, not doing anything.
Like my time is just like leftovers sitting around, with them doing me a favor by helping take it off my hands. Jealously guard your time– it’s super expensive and once used, you cannot get it back.
But give your knowledge away freely– put it into blog posts, videos, social media, or whatever, so anyone can consume it.
That’s the irony of digital marketing– that your time is a finite asset, but what you publish can serve everyone, especially the folks who cannot afford or do not wish to pay for one-on-one consulting.
Here is what
Grant Cardone does to make sure that there is a fair exchange for information and time.
I first met Brian via Alex Houg, doing local online marketing projects in Minneapolis. Like most agency folks, he had a mix of awesome and headache clients. You know what that’s like if you’re a consultant or agency owner. One of these clients was so mean that not only didn’t pay, but stole the work and berated Alex and Brian.
There are few people as true and reliable as Brian.
Know how to instantly tell an expert from an amateur?
The expert spends 90% of their time practicing the fundamentals and only 10% of their time doing “pro” stuff.
The amateur spends 90% of their time trying to do the “pro” stuff, while ignoring the fundamentals.
The amateur marketer chases tricks and hacks.
The amateur golfer wants to hit from the black tees.
The amateur health nut focuses on fad diets and pills.
The amateur author/speaker/coach dreams of speaking on the big stage, instead of quietly honing their craft.
Their attention is seeking out celebrities to snap “validation” pictures with celebrities, instead of letting the experts testify to their competence.
A true expert has massive depth– like an iceberg with 90% below the water, unseen.
A true expert publishes because they are compelled to serve and share, with publicity as a necessary evil.
A true expert has a loyal following with demonstrated proof of their published how-to process.
Are you focusing on merely how you look or on truly improving who are you?
The fundamentals of digital marketing are getting your GCT (goals, content, targeting) right. That’s what we teach and what I spend most of my time working on.
It’s not flashy, but highly profitable.
I’ve taught over 500 workshops in the last 20 years.
And nearly every time, the ones we list as “expert” with the “latest” tricks and secret algorithmic updates are the ones that pack the room.
But when we actually deliver that material, we lose the audience and they are unhappy– especially the ones who represent themselves as pro (a clear sign that they are not).
Yet when we teach the fundamentals, people say their minds are blown, largely because these are pieces they’ve been missing all along. And then this drives results.
Drive for show, putt for dough, as the golfers like to say.
I am enamored with folks like Ryan Deiss, Michael Stelzner, and Shawn Collins who teach based on their own execution.
They focus on the step-by-step HOW TO, like expert chefs that have time-tested recipes for the most requested meals.