- [Neil] Hey, everyone, it's Neil Patel,
and today is the last day of "Facebook Unlocked",
where I teach you how to go
from zero to 200,000 followers on Facebook.
In this lesson, we're going to be talking
about growing your brand on Facebook.
If you haven't seen any of the other previous lessons,
make sure you check them out at neilpatel.com/training
and click on "Facebook Unlocked,
where I also give you the cheat sheets, worksheets,
handouts, everything you need
to get from zero to 200,000 followers.
So let's wrap it up so that way you can get
on your way to 200,000 followers.
If you're doing marketing, you need to also be on Facebook.
Look, it's one of the most popular sites on the web,
according to SimilarWeb,
and it just fits within a omni-channel strategy.
Everyone's on Facebook,
heck, my mom and dad are on Facebook
and so are your parents.
So if you don't use Facebook, you're missing out on people.
Remember, Facebook just isn't Facebook,
Facebook owns Instagram, they own WhatsApp,
they're the largest social network out there by far.
If someone tries to compete with them,
they take some of their features
and eventually they try to crush them,
and they keep trying to replicate until they can beat them.
Some quick stats for you.
90% of sales still take place in-store,
just think about that.
The majority of commerce is happening offline,
but digital brands are just booming,
and COVID really helped push people forward
into the digital revolution,
where people are now going online and using the web
for a lot of their purchases.
Still majority is happening offline,
but online sales are growing at a rapid pace.
And when you're thinking about store purchases,
66% of these interactions are happening
on the mobile web, right?
So when you're thinking about digital purchases,
66%, again, 66% are happening on mobile.
So your website, your posts,
everything that you're leveraging your marketing material,
needs to be compatible with the mobile web.
So how do you grow your brand using Facebook?
Well, I'm going to give you five rules.
One, before you spend any money with Facebook,
remember to set your advertising goals and budget.
Two, map your sales process
from the unaware prospect to the customer.
Three, test everything, check your ego,
double down on what's working.
Four, nail your audiences at each step of the buying cycle.
Five, relationships take time,
and a complete strategy converts more customers.
So don't expect to get the results
of what you're looking for right away.
It's like asking a random person to just marry you,
they're going to say no,
and that's why you need to get to know people
and build that relationship.
In other words, you need to work through
so that way you can get more conversions.
And there's a lot of ways you can do this
from advertising, right?
There's a lot of advertising options out there
when it comes to the Facebook ad platform,
and we discuss a lot of them in the previous lesson.
You also want to make sure you're leveraging
the Facebook pixel,
This will allow Facebook to know when you have a conversion,
when you don't,
and how they can automatically optimize to generate you
the most amount of sales.
And each engagement can be used
in a way to update your audience,
depending on the state that they're in,
what buying cycle that they're in.
And when you look at the sales process,
you want to make sure that you have different engagements
and interactions with people so that we move along
the whole sales process and throughout your funnel,
so that way you can end up getting a conversion.
You also want to monitor events.
Events, whether they're views, clicks,
this will give you idea
of what's working from engagement standpoint,
where the drop-off is, which will allow you
to help you optimize your conversion rate.
So then that way, you know, if you're not generating a sale,
it's not as simple as, Oh, my offer sucks,
it could just be your ad, it could be a landing page.
But if you know where the drop-offs happening,
you can then optimize for that.
Something to keep in mind for you is,
it's easy to generate clicks on Facebook,
it's harder to generate customers, right?
If you're asking someone to click something,
not much of a commitment,
if you're asking someone to open up their wallet
and swipe their credit card or give you cash,
it's a much bigger commitment.
Keep in mind, building long-term relationships
and trust will help you convert more people
into customers later down the road.
Another strategy that we use,
which is a longer term strategy but it's allowed us
to scale our ads more, is we take people,
we send them to blog posts, we then remarket them,
and then we end up sending those people
a ad that drives them to a landing page or a sales page
which then allows us to convert people.
It's two ads instead of one, right?
Because first we sent him to a blog post,
then we remarket them on Facebook
and then send them to a landing page where they're buying.
But that process, in general,
is cheaper from a CPA perspective,
compared to if we just took cold traffic
and sent them to a landing page
where they can just buy in the first place.
We're using a funnel,
and part of our funnel also involves
the Facebook ad Messenger.
Messenger is a place where people
can communicate with other people, and you can do blaster,
you can do promotions.
Then give it like a text message app,
people open up messages,
the click the rates are credibly high.
I don't know how long it lasts, where it's this affective,
but I highly recommend
that you leverage it as quick as possible.
And if you're a business and you haven't started
to leveraging it, you can start off at 5, 10, $20 a day
and that'll get you quite far.
So typical closing rates differ from industry to industry.
You may end up seeing things at 50 to 60%,
but you could also see things
at a few percentage points or even as high as 30%.
It really varies, and you're going to have to test a lot
and not just rely on what other people are saying.
The best way to maximize these conversion rates
is through a funnel.
Don't expect someone to go from a click to a purchase.
Creating a funnel where you can warm them up,
build that trust, build that authority,
typically increases conversions
than just driving them directly to a sale.
Now granted there's some businesses, like Amazon,
that already have so much trust they can just drive people
to a sale, but hey, let's face it, we're not Amazon,
we're not Microsoft,
we're not one of these large corporations.
So with you, it all starts with a funnel.
And once you create a funnel,
you can then start off by targeting the right people
to drive them into your funnel, through intent,
such as what interests do they have,
or you can use a keyword strategy
and you can use tools Ubersuggest to see what's hot
and start typing in keywords and, you know,
topics to see, hey, who are all the people
that are interested in this?
It's similar to Google and Bing.
You want to think about what are people interested in
and start targeting them that way.
So what I like doing is to first start off by brainstorming
a list of broad topics related to my business,
and then the second thing is I use tools like Ubersuggest
to then go find more detailed keywords, more topics,
more categories, which then allows me to tailor down
and really narrow down and target the right person.
So some metrics that you need to know.
Results, how many times have the commercials achieved
the tended effect of the campaign?
Reach, the number of individuals
who have seen your advertisement at least once.
Impressions, the average number amount of occasions
the advertisements have been seen.
And, of course, cost per result,
how much are you spending based on the conversion?
Some more metrics for you.
There's things like media cost metrics, click metrics,
awareness metrics, conversion metrics.
The most important one,
I don't want you to get overwhelmed by him,
is just optimizing for conversions.
So in summary, in this course,
if you follow the practice I taught you with ads,
you follow the templates,
you can start generating quite a bit of traction.
With Facebook, it really comes down to caring for people.
If we truly care for people, respond to the comments,
try to put the content that's going to help them
and not just promote your the business,
you're going to do better than the people
who are just self-promotional.
If you want to get the most out of this course,
I recommend that you watch it a few times,
go check out the worksheets and the lessons.
It shouldn't take you too long to go through them.
Literally, some of them you can just go through
within five minutes.
And you can find these all at neilpatel.com/training.
I'm really proud of you to take
the time to invest in Facebook.
I know it's not the new kid on the block
or the hot social network,
but it's the largest and it drives a lot of revenue.
So congratulations on completing "Facebook Unlocked".
If you have any questions,
you can leave a comment below and I'll answer it.
If you want my ad agency
to do all your Facebook marketing for you,
check out Neil Patel Digital.
If you enjoyed this video, like it, share it,
tell other people about it.
Thank you very much.