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In today’s Q&A, we are helping Eric figure out if he should be driving traffic to his products or trying to get more likes from Facebook ads.
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Resources Mentioned in this Episode
- Today’s expert is Rick Mulready from RickMulready.com
- Today’s question is from Eric Gale from thechristianjedi.com
- Art of Paid Traffic Podcast
- Rick’s Facebook Ads Course
Let’s dive into this week’s question!
JOCELYN: Hey y’all! You’re listening to an Expert Q&A with S&J. Today’s expert is paid traffic specialist, Rick Mulready of rickmulready.com.
Welcome to the Flipped Lifestyle podcast where life always comes before work. We’re your hosts, Shane and Jocelyn Sams. Join us, each week, as we teach you how to flip your lifestyle upside-down, by selling stuff online. Are you ready for something different? All right, let’s get started.
SHANE: What’s going on guys? Welcome back to another Q&A with S&J. We are excited to bring you another Expert Q&A today, and we have one of my absolute favorite online experts. We always say, we don’t have a lot of time to listen to podcasts but I do catch this guy’s podcast, ‘The Art of Paid Traffic’ whenever I can. We are bringing on Rick Mulready, the Facebook and paid traffic legend. Rick, welcome to the show, baby!
RICK: I’ve never been intro-ed as a legend –
SHANE: You have now.
RICK: – but I kinda love that, thanks guys.
SHANE: Yeah, you should put that in all of your requirements now to go on anyone’s podcast.
RICK: I’m going to. It’s going on my ‘About’ page now.
SHANE: I love it. We are totally surprising Rick with all these questions. I told him, I said, we’re not even going to tell you the questions this time, so you’re gonna have to just come out cold and show how much of a legend you are. So that’s how are going to roll today.
RICK: I’m up for it.
JOCELYN: You got a lot to live up to.
SHANE: You got a lot to live up to, I’m telling you. So, let’s get to today’s question, Jocelyn.
JOCELYN: All right, today’s question is from Eric Gayle of the christianjedi.com and Eric says, “I’m two months into my online business. I create Bible studies based on the Star Wars movies.” Very interesting. “I use Facebook ads to drive my ‘Likes’ to 225+ on my Facebook page, and I also sell my book on Kindle Direct Publishing. My question is, should I use Facebook ads to get more ‘Likes’ on my page, or should I use Facebook ads to direct my products on Kindle, or drive traffic to my blog or website? What is the best way to spend money on Facebook?”
SHANE: This is a huge question we get on a lot Rick; people are like, where do I spend my money because you know, people want that vanity number, they want a lot of ‘Likes’ for social proof, but they also want people going to their websites. So, like what’s the best way to spend your money? Should you go after those ‘Likes’ or just drive that direct traffic?
RICK: Yeah, I generally for most people don’t recommend that you spend money on ‘Likes’ and getting more fans. And the reason for that is, most of us have limited budgets when we are, you know, running our Facebook ads. So I’d much rather see somebody – I’m sorry, what was the person’s name again that asked the question?
SHANE: Eric Gayle.
RICK: Eric, okay; so Eric, I’d much rather see you and anybody else who’s listening, that can relate to this sort of situation, I’d much rather see you run Facebook ads to try to build your email list so that you can develop a relationship with your target customers and your target audience, so you can sell more of your products and services or book, in this case.
SHANE: So like, when would you drive the ‘Likes’ on the backend of that?
RICK: If you have a really big budget, I mean, we’re talking several thousands and thousands of dollars then I might recommend you know, using a little bit of that, using a small percentage of that, and putting that towards growing your fan base on there. But for the most part, I don’t recommend that because you’re gonna get – a secondary benefit of your ads when you’re going for conversions, or if you are driving traffic to your blog, it’s gonna be more fans because when you – I get this question a lot is, people see the ads, they see the Facebook ads, and they see that little ‘Like page’ button in the upper right-hand corner of the ad, and when people are setting up their ads, they don’t see how to include that. Well, you don’t include that, Facebook automatically includes that when your ad is being shown to somebody who is not already a fan of your page. And so, there’s always going to be a percentage of people who are clicking on that, so you are getting fans as a secondary benefit. So I’d much rather see somebody spend their money on growing their email list and in turn that can move into – you know, get you closer to a sale because once they are on your email list, then you can start to build up a relationship with them and you’re gonna get that secondary benefit of fans.
SHANE: Okay, you’re not gonna get that secondary benefit though by getting ‘Likes’. That’s kinda –
RICK: Correct.
SHANE: – because if you get ‘Likes’, you’re gonna get ‘Likes’ but they are not really going anywhere to give you more products or sales, or whatever basically.
RICK: Exactly, and the idea is to get people – like you don’t own – like we don’t own our Facebook pages you know, as much as we all like to think that, and the content on there. We do own our email list though, so we want to get people from Facebook as quickly and as effectively and efficiently as we can, from Facebook over to our email list and to our website.
SHANE: You said something else interesting there, I’d like to follow up with one more question on this one is, where do you send people? We’ve been – Jocelyn and I have been developing our paid traffic strategies now for a while. We’re really focusing on paying to get people to free content, like our podcast and things like that, and then making sure that that page where that content lives is optimized to get those email addresses, like with you know, content-related lead magnets and things like that. When should you send people to a paid product compared to maybe free content? Is there a time to do one and a time to do the other? Or is there an audience to send paid traffic to a product, and an audience to send it to free content?
RICK: Yeah, that’s the better question and I’m glad that you went there because I generally don’t recommend that you run Facebook ads directly to a sale because we have to remember the mindset of people on Facebook. They are there to share with their friends and family, updates and videos, and images and so forth. They are not necessarily there to shop like they would be on Google. So, if they are typing in something on Google, they are actively looking to learn more about something or find out you know, where can I buy this. You know, that’s not the case on Facebook so we as advertisers, have to catch you know, their attention with an offer – and I say offer meaning, that could be free content, that could be whatever it is. We have to catch their attention. So, if I want to test a low-priced product, and there’s no right or wrong in this, it’s just all about testing, but I would like to keep it – I would say under say 20 dollars on that. I would test that to the warmest traffic that I have, meaning my email list, my site retargeting, that sort of thing. But for the most part, I would be driving – I love the strategy that you would be talking about, they are using to drive the free content. That’s really how Facebook has sort of evolved literally for the past six months or so. They want us with the – thinking value first; how can we add value to our target customers and then from there – and start to build that relationship, and then from there, then we can get them into our email list, or get them on a webinar, or whatever we are doing. So, I love the fact that you are doing that and I hope in addition to having – as you mentioned there, having that page optimized for opt-ins, I hope that you also have the retargeting set up so that you can turn around and retarget those people as well who have come to that content.
SHANE: Perfect.
JOCELYN: Yeah, exactly, I think that that is a really great answer and I actually – you know, people have a lot of things to say about Facebook, but I will get them one thing is that they are really into their user experience, and that is what we as marketers should also be thinking first thing; you know, what is our user experience really like.
SHANE: Not just how we can suck money out of their wallet.
RICK: Yes, and Facebook has really kinda started to put their foot down in that by you know, banning accounts, and flagging accounts and so forth for people who are not doing that. So I mean, if you are not doing exactly what you guys just explained there, I mean, you’re gonna hear it from Facebook, and it could be as severe as getting your account shut down. So you have to be thinking with the user experience first and adding value and having it be, you know, ‘How can I help my target customers as much as possible?’ and that’s really what Facebook wants you focusing on.
SHANE: Perfect.
JOCELYN: All right, I think that is an awesome response. I hope Eric that that really helped you out. Rick, tell us a little bit more about where people can find you, and what you are up to right now.
RICK: Sure. People can find me at my website, rickmulready.com, and hop on the email list there. That’s the best way to learn more about what I’m doing, and how I can help you with Facebook ads and what we have going on with the podcast as you mentioned earlier there Shane, ‘The Art of Paid Traffic’ podcast is a big focus for me where yes, we talk a lot about Facebook ads on there, but we also talk about every other aspect of paid traffic that you can think of. Everything from YouTube ads, to LinkedIn ads, to copywriting, to Landing Page Optimization, to copy-writing all kinds of different things, and it’s a lot of fun. So, those are the two primary places where people can connect with me.
SHANE: All right guys, that wraps up another Expert Q&A, and we have an amazing answer there for Facebook. Don’t throw your money away, Facebook is a powerful tool, but you have to use it correctly. We will catch you guys on the flip side and until next time, take action, get out there, and flip your life.
JOCELYN: Bye!
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