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What sets this podcast apart? We believe in the power of meaningful marketing—a holistic approach that prioritises authenticity, connection, and purpose, whilst still turning a profit.
Chantal Gerardy is an International Award Winning Marketing Strategist who empowers purpose-led businesses to revolutionise their online marketing approach and create a brand that resonates deeply with their online audience. If you're tired of cookie-cutter marketing advice, and seek strategies that truly make a difference, this podcast is for you.
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Hello, and welcome to another episode of the Meaningful Marketing Podcast. I'm your host, Chantelle Girardi, and today I'm here with the Facebook queen, Kerry Fitzgibbons. Hello. I'm super excited to be here, especially when it's It's very last minute. When Chantal says, Kerry, I need you in about half an hour to come and interview for a podcast.
I go. Luckily I've got everything. Let me put my lippy on. Anything for you, Chantal. Anything for you. Yes, I've been waiting. Give me an opportunity to talk. In fact, I was just outside the window doing these ones. What you going to ask me in? So excited. And ironically, we've actually got, uh, we're going out for drinks tonight as well.
Yes. Double win today. Double Kerry day. Yeah, super excited. So for many of our audience. They may or may not know, but originally when I started out my business, I was a Facebook strategist. And in fact, I did my branding so well that during COVID, every time someone had an issue with Facebook, they thought I was Facebook because they couldn't get ahold of Facebook and couldn't get help.
So they started to bother me all the time. and call me about all their broken accounts. And really it was because they hadn't set them up properly. They didn't know how to use them properly and they didn't have a strategy. And that's why this was happening. So it was kind of like too late, too late to kind of get that help.
But that was really the big sort of aha moment where I made the decision where I was going to change my business from Facebook strategist to online business marketing. And now when I did that. I'm giving everyone the context now. When I did that, I had a look at, you know, what were some of the fundamental things that still applied for when you run a strategy on Facebook versus when you run a strategy on TikTok, Instagram, Pinterest.
And I had a look at what are the overall things that are consistent across all the platforms, right? And I came up with the fact that It's an end to end strategy. It's always been a strategy for me, that's how you make money. You only make money with a strategy. You don't make money with a content plan.
You make money with a strategy, right? And it's an end to end strategy. It's about getting it right on social media, getting the lead capture right, and then being able to, you know, get them onto an email. email list and then getting them into that. Now, I do everything ads free. Everyone knows me as the ads free girl, you know, and it's about getting those, getting those leads online for free.
But when it is working for free, that is when you can start putting money on ads. Today Kerry is gonna be sharing with us some of her juice, some of her glitter about her business. So tell us how did you fall into what you fell into and what it is, what is it right now that you actually do? Yep. So way back in 2010, give or take, actually it would've been 2009.
I had baby number two and because baby number one was two years beforehand when she was about eight, nine weeks old, my, my partner, yep. Baby daddy came to me and said, Kerry, we have no money. You're gonna have to go. So I had to go back really, really early when she was a baby still. No, she was only 10, 15 weeks old and I was back at work.
So when Caleb came along, I went, no, no, I've got to do something that means that I don't have to go back to work. So I searched for a few things. I tried a little bit on network marketing and As part of that, I was like, well, I don't want to go and approach friends and family, there must be another way. At that particular time, Facebook had just sort of, you know, it'd been around, but it was more of a social channel.
But because I'm an ex journalist, I thought, well, if everyone's on here, maybe you could use it for business. So I went and researched back then, right, okay, is this how I can get leads? through, you know, and I researched and I found a guy called Jonathan Budd. He, I signed up to this little course. I got the DVDs flown over from the United States to here, little old Australia.
I sat on the lounge room floor. My friend looked after the babies. I had a bottle of wine and I watched these DVDs for an entire weekend. The week after I walked out. And I'm pretty actually shy at networking events, even though I've come across as an extrovert. And people said, Oh, so what do you do? And I said, Oh, I'm a Facebook expert.
I help business owners get, you know, make money out of Facebook. And they went, What? How do you do that? So funny you should say that everyone identifies you as, you know, the Facebook person. I have people I run into. to even these days, and Gold Coast can be quite small, you know, even though it's a city, that have me still as Kerry Facebook in their phone.
So that's how it all started. And back in those days there weren't really ads, it was more about posting, but every single time a new feature came on, like Nostradamus, I I kind of predicted what would happen. You know, dug deep researched and started rolling out things way before they even hit Australia, to be honest.
So ads came out while I was not running ads for clients and then remarketing. And then, you know, we've got messenger marketing, oh no live videos. And then there was Messenger marketing, and then it's all this AI stuff. So my trans , how it's worked over the years is I've predominantly stayed with ads because, you know, it's something I know well.
The reason why I don't like organic. or content and it's not because I don't believe it works. I believe people need to build know, love and trust through that organic stuff. It's, I don't want to be posting every day. And so I get quick results running an ad, you know, so that's kind of, that's what I, so now I focus still on predominantly paid advertising and AI and messenger marketing.
So those are kind of the, the, the key. I guess what I focus on now. So, yeah. Awesome. I absolutely love that. So I haven't even had the opportunity yet because our drinks are coming tonight. Yeah. But part of what I was going to share with Kerry is however, the last, you know, two years now I've been focusing primarily on training virtual assistants in the management of social media so that the business owners can go out, do all their personal branding stuff.
And I set up a system for them and then they go and the VAs basically take all that content marketing and put it. everywhere, but do it strategically so they don't have to do it anymore. We've now got offshore virtual assistants who can do that. It's perfect. And that's what, like, one of the things that I guess is a bit frustrating for me, especially, and we're both in the same, you know, ladies, women in business type, type groups around.
Australia. And one of the things that I guess frustrates me a lot when I see people posting questions in there, a lot of people post questions that are all about, I guess, you know, how do I get a video viral or, you know, how many times should I be posting or I'm posting, but no one's seeing my posts, you know, what should I do?
And I sit there and I go, well, have you got a strategy around why you're posting that thing? And you know, I'll look at things and I'll go, what was the purpose of that? Tell me what was, what was the purpose? And they just put things out there for the sake of putting things out there because they know no different.
You know, and it all starts, you're 100 percent correct, it all starts with, before I even work with anyone, I go, right, we've got to do a planning and strategy. And then we roll out that strategy and we stick to that strategy, you know, as much as possible. Obviously, sometimes if things aren't working quite right, yeah, but amazing how people just go, Oh, that person over there, no, all of a sudden dancing in front of TikTok is trendy.
Yes. Awesome. I'll do that. Well. How many clients did you get? Yeah, exactly. So yeah, so I always say to people it's not about engagement. It's not about things going viral. It's not even about visibility. I have got accounts that are not even that visible. They don't even have that much engagement. They are getting clients.
for free because they have an overall strategy and that's what it's about. So I always say it's egometrics. It's all about your ego. If you want the other stuff done or, you know, I, um, I did a ray gun impersonation last year and I got like, you know, I did it for fun, 15, 000 views or whatever. You know, I'm not going to get any clients from that, you know?
And I'm very aware of that. You know, it increased my personal brand. I got a bit more visibility and I got some people on there. Got a whole bunch of guys messaging me privately. But you know, that's not the strategy, right? Unless it's money and the bank eventually. Yeah, it's not a hundred percent. So I absolutely love that.
It has to be strategy focused as well. I always say, if it's not working organically, it's not going to be working as well. So you have to make sure it's strategy focused. Now you mentioned, you know, people going out into Facebook groups and asking for things or whatever. And there's a couple of things all the time that I see that kind of riles me.
And business owners are going, I want to learn how to do Facebook ads. Now, like I teach social media management and I work with VAs and I work with business owners and I teach them in how to run it. But you mentioned something earlier about how You're like Nostradamus. You're watching the trends. You're in there every single day.
So you're very attuned to what is going on. So when people say to me that they're going to learn how to do Facebook ads, and I think I've only got about five of my clients who do ads and most of them are e commerce businesses. The rest are getting great results organically, but they will go, they want to learn or they want to get their VA to learn.
And if it's a business owner, I do not suggest it at all. I go. Even I, 10 years ago, did a Facebook ads course, had a look at the back end. It has changed so much, I would never ever look and give advice or even attempt to do it because it's way above my skill set and what I'd be able to do, the back end stuff, right?
So, when business owners say that, Oh, I just want to learn how to do it. I go, I don't believe that you have the time or the mental acuity or even the capacity to ongoingly be able to keep up with what's going on in order to do it. I believe that ads is a skill thing that you do actually have to outsource to someone who's in the grind and knows how to do it, right?
If they have a virtual assistant, if the virtual assistant is primed, the right person in the right role in seat, they could potentially learn. But yeah, really, really important that you do get the right sort of support when it comes to that. So I just want to make sure that I'm perfectly clear on how I feel about that.
I'm not against ads. I just think ads has its place. Which is awesome. As a business owner, you've got to be the captain of your ship. Okay. And I do actually teach business owners how to run Facebook ads. There's several sort of parts of the business. You know, one is I have a course, online course, which they can purchase and preferably they can purchase perhaps one of their VAs or something.
And then I do three day retreats where they come in and they immerse themselves. And then I have the agency, which is obviously where I do it for them. I always suggest a business owner gets itself educated on how to do them, but doesn't necessarily do them themselves. And the reason why is there are so many people out there who buy a bloody Weetbix course and all of a sudden they become a Facebook expert.
And they have only done it five minutes and they don't know and they are literally going in and ruining businesses. And I see it over and over again. So I say to a business owner, if you know what you know, and you know, because you don't know what you don't know. Right. So if you learn it and know it, then you are educated enough to know to a outsource it and know if someone's not doing right.
Okay. Or know what to ask for. So that's kind of the, like the reason why I would say, yep, learn how to do it, but be the captain of your ship because running ads, it is a skill you. You can learn it, but there's a huge amount of intuition in it as well. And you've got to love and be immersed in it. You've got to know human nature.
You've got to do all the research to start with, which most people never do. They want to do it. Yeah, absolutely. And it's never, ever about the business. It's always about, you know, what is the problem that your business solves or what is the outcome that someone wants to achieve? And do you know how many business owners I speak to when I say, tell me what is the main problem that your business solves?
Yeah. They look at me blankly. They can't. They can say, Oh, you know, we, and it's like, if that's the fundamental, my audience, my audience is everyone, I can, I can do everything for everyone. Oh, it's a big sign. It's like idea. Let's start from the beginning then. Oh, there's so many good. a good points over here.
And, and this is one of the reasons I always say when people are outsourcing to virtual assistants, I believe that they should only be doing it after a six figure business, because until they're a six figure business, they should be investing in themselves, their skillset and understanding the fundamental strategies and plans within their business.
So when they do start to bring on team members, like for ads and whatever they're going to outsource. They can be able to lead the ship, like you said earlier, which I absolutely love. So that's fantastic. Okay. So let's just talk about some of the strategies that are working on Facebook ads right now. So this is being recorded.
Whenever, whenever I say this type of stuff and I know it changes all the time, I always give the date. So I'm like, okay, it's at this particular time. It is the 20, 28th of February. My God, day before my birthday, day before the birthday, March. Send presents because this is probably going out in about two to three probably about two months time I'd say this is gonna launch but right now on the 20th of February what's working in ads because it does change all the time Yes, so so here's here's the thing Okay.
Now we always talk about Facebook ads when we're talking about Facebook. We're talking about Facebook Instagram You run ads on both channels, but the fundamentals do not change. That's one of the things, okay? Fundamentals don't change. You need to know who your target audience is. You need to know, you know, everything about them.
You need to know the problem that your business solves, and you need to have all their research done, okay? That's, that's the fundamental stuff. If you've got that, Yes, the interface changes, right? Some of the way we do things changes. One of the things that I've been taught from day one is, you need to get in front of people who don't know who you are, who have the problem, right?
And we do them with a video view type of branding campaign. That's how I get in front of people. Then we need to build a list. and get them off, which we've talked about before, but build a list and get them off, off Facebook or Instagram. And I use Messenger for that. So I use an app called ManyChat, and I get them off into Messenger, where I build three lists.
I build a message subscriber, which if you send out a broadcast to people in Messenger, so this is Facebook, Messenger, or Instagram Direct, then if you send out, send out a broadcast to them, you have between a 80 to 100 percent open rate compared to email marketing. I also collect email addresses. So I do messenger subscribers, email addresses, and phone numbers for SMS marketing.
And then I transfer the email addresses and the phone numbers over to the CRM system that I use. We both use the same same and nurture from there. So messenger marketing works really well, but it's been working super well for years now. So that's running an ad that opens up inside messenger. And we built three lists and then at the bottom of the funnel.
It's your typical sales type campaigns, but with sales campaigns, it's making sure that your offer is right. Making sure that your landing page is an amount of times. I've seen completely unoptimized landing pages. You would have as well. And then that you've got that follow up. through if people don't purchase as well.
So, and AI. AI obviously is working really, really well if you do it the right way. Hundred percent. I have been seeing some terrible, terribly written AI ads. Just because AI can write your copy, write everything doesn't mean that it should. Or, doesn't mean that you should do it exactly how AI puts it out, because it's getting better but there's some very typical words and things that the AI writes that we don't, especially not in Australia or in New Zealand, we don't use, you know?
And if we ask it to write like an Australian, my goodness, we get bloody Bogan! Oh, yes! Bogan. Yeah, you didn't put another shrimp on the barbie. I'm sorry, what does shrimp on barbie have to do with Facebook ads? That's so funny. So there's a couple of things that I teach when it comes to AI. And it's like an AI sandwich.
And I go, you put the human intelligence into it first, the HI. Right. The human intelligence, which is all the fundamental things that you were talking about earlier. Then you, then you get AI to do it. Then you go and put the human intelligence on the, on the outside of it as well. So when I'm training my virtual assistants and how to write content and to do things, it is like, if it sniffs of HR, like, sorry, if it sniffs of AI, we don't, we don't use it.
Like you're fired. Everyone else is producing the same boring stuff. Exactly the same thing. So people try to, they try to do a quick fix, right? And quick fixes do not work. Quick fixes do not work. I mean, you literally gave your entire Facebook ad strategy here. People are going to go, I'll tell you right now, they're going to go, AI, go do it, da, da, da, da.
And it will not work. And I'll tell you why it's not going to work. It's because you're not going to do the things that need to be done in order to get it to work. That's when you need a strategy, you need a specialist, you need to work with someone who gets it. So just talking about, you know, the importance of having a CRM and how that works.
A lot of agencies, Facebook agencies, and in fact, even Google ads agencies, and that they will take on customers who do not have an email list builder. And another rule that I have is if you do not have a way to be able to capture leads and gather people, get, get, get people's emails, don't do ads. Do not do ads.
If you're doing ads right now, and someone's taking your money, I just had a lady now doing 500 a week. 500 a week, she's got absolutely no lead capture on her website at all. And I'm going, they're just pointing people to the website, no lead capture. The copy was all wrong. I'm like, you do not have the fundamentals in place.
You're not going to convert. It's not going to convert. And they go, why doesn't it work? So just don't do it. So we use a platform called OBM Hub. It has a CRM. It has a pipeline, it can tell you, you know, you can look at the contacts and see how much they're actually engaging in your platform so that you can re target and re engage those people through email marketing and do some know, like, and trust, or you can re target them with further ads.
Yeah, 100%. And one of the things actually, I 100 percent agree with that, like, it's amazing how many people I speak to and I'll go, oh, so tell me, you know, what's the CRM? system, you know, how do you collect your emails? Outlook? And I'm like, nope, that's wrong. Gmail? Gmail, I do Gmail, and then I've got a Gmail, no.
So, so we're going to get you a lot of leads, like these strategies, we're going to get you a lot of leads. How are you going to follow them up? And then they look at me blankly and I'm like, wow, how have you been in business so long? Like, or, you know, so, I mean, and I guess it's not really, you know, if any of you guys are out there and this is you, we're not, it's not, you just haven't been educated and you've been around the wrong people.
And I see that time and time again. And I see these people giving all this advice that have no, and these groups, I have to hold myself back, I must say, if you're not a Facebook expert, right, or a content expert or been in it. Don't give someone advice. I know. Literally you give, oh it just drives me mental.
I hear all these, anyway. So there is actually a blog. So if you go to onlinebusinessmarketing. com. au and you have a look at the free resources tab and go to blog. Have a look at a blog that I did around taking advice in Facebook groups. And I often go and I post that in groups because you never know where that advice is coming from.
You don't know what experience they've had. You've got somebody who has been doing it for one second. They go and give you advice and guess what? Business owners are following that advice, going down the wrong rabbit hole for like three years, sinking money into the ground and then wondering what happened.
All because they took free advice and wouldn't invest in a strategist. And quite often, you know, you'll see, people will come to me, because I get, I get a lot of the train wrecks, and it's half to the fact, and like you were talking about. And they come to me, and some of them have actually paid. A lot of money for big agencies.
You know, we're talking 5, 000 North a month for big agencies and they haven't even got the basics in place, but, or they've been given this advice on, you know, Oh, listen, yeah, your page is looking pretty. Why don't you just go to this page and buy a thousand likes or whatever else. Recently, I just had a page closed down.
They were actually running really successful ads for a little while. Yeah, you can do like, so, you know, there's things you can do. You can go out. 5, 000 to 10, 000 likes or it was running a, it was actually, it was running a like campaign to countries that are click farming countries. Yeah, yeah, yeah. And so you end up building a huge amount of followers on your page.
So what? Exactly. You're screwing up the algorithm. Yep, yep. Also, Facebook is now cracking down on that. So they've had their page going for about two years now and they've legitimately got about Two thousand likes on it, but it's a, it's an investment company and they're actually getting really good leads through their ads now.
It's taken us a while. So now the effect page has been cut down, shut down all because they went out and purchased these likes that someone told them to do. Yeah. And it just, just those little things drive me crazy. The other thing actually, since I'm on my little pedestal here, but I like to share these things is Facebook itself and Meta, let's call it, Meta itself will make suggestions.
Okay. So when you're on your page. Okay. Thanks. as your business, Meta will make a suggestion, things like, Hey, look, this post over here is performing better than anything else. Why don't you boost it? It's like, what's the strategy behind that? Don't back away from that bloody boost button. It doesn't do anything.
Or when you're an ads manager, it'll go, Oh, look, this is a kicker. You're going to love this, right? It'll say, Hey, listen, if you, you know, it'll make suggestions. If you want your bad ad to perform, you know, it'll say 33% better if you do this thing. Okay. And then it says based on an experiment. When you click on the icon to ask what the experiment was, this was one of them, right?
There's a few of them, but they all sound the same. It was an experiment done in 2021 with over 10 businesses throughout the year, throughout the world. So 10 businesses in 2021, in 2021. Did this thing that they're suggesting, and based on that experiment, if you do it, you're going to get a 33 percent better conversion.
But no one looks at that small stuff. They just go, yeah, I'll do that. And it doesn't necessarily work. That's why the strategy needs to be put in place. And here's the thing, right? People need to think and they need to care. This is really important. They put it in the too hard basket and they go, they put it in the I want a quick fix basket.
It's the same like going to the gym, you know, doing an eight week challenge, trashing yourself for eight weeks or whatever, spending thousands on nutrition plans and whatever and at the end of the week, end of the eight weeks you do nothing. It's the same thing, right? You have to be clever and go Facebook is a business.
Of course they're going to be asking you to spend money. They're going to ask you to boost. Boosting does nothing. If I'd boosted my ray gun performance, what would have happened? I would have got more dates. Like maybe, maybe better ones. I'm a realist. There's a strategy. Based on organically what I got. I doubt it.
Actually, although you could have picked your audience, you could have said, said like, you know, age between. 35 and 40 because now we're going to go a little bit younger. It has to be a Maybe I should, I'm going to get Kerry to run this ad. We'll do it as an experiment. It has to be a CEO or maybe, you know, like a, a, a, a, you know, I don't know.
You can actually target it. I'll just go Richard Branson lookalike. Have the attributes of Richard Branson or the money. Anyway, let's have a look at your, so a couple of the myths that you can give us with regards to Facebook ads. Are there any other myths or beliefs that people have where you can just go, this is bullshit?
I mean, I know we already said quick fixes. We've already said you need email marketing in place. You've got to have retargeting in place with no like and trust afterwards. You have to have the overall strategy. I'm just thinking, are there any other myths that you have when people come to you and they go, no, no, I want them to do this and you go, that's just a lot of bullshit.
You know, I get that all the time. So one of them is brand awareness. So businesses do need brand awareness. You know, people don't know. Facebook has a specific objective or specific objective where you can put a brand awareness ad. So you can run a brand awareness ad. Don't do it. It doesn't do brand awareness.
Well, it does. It does it, how it works. The algorithm works. It's who's more likely going to recall your ad within three days afterwards or something. Yeah. Instead of doing a brand awareness ad. do a video, a really good video, you'll know what you need to put in your video because you'll know exactly what you'll have a strategy, you'll have a strategy behind that and turn it into a video view campaign.
Now you can still have a call to action to drive them off to wherever you want, but video views campaign, so it's an engagement, engagement campaign with action on the ad, which is a video. That's the best. Cheapest best way you can do today. 28th of February has been for years as well. Yeah, that's video video view campaigns I use for brand awareness and they work so much better because then what you can do is that when people have watched the video Whether they watch Three seconds five seconds ten seconds fifteen seconds fifty percent right up to nine hundred percent You can retarget them based on how long they've watched.
Yeah, and how far So it's thoughtfully done, right? It's thoughtfully done. Thoughtfully done, right. So, so here's the thing, right? Everyone's going to go now and they're going to go do an ad and that's what they're going to do. And I can tell you now it's not going to work. Without the strategy, we won't. So just a disclaimer, and I'm going to tell you why.
Because your words matter, alright? Kerry said a few fundamental things. She's literally telling you how to do it. And if it was that easy, we'd all be millionaires and getting it right, right? The reality is, is that, What is in that video, the strategy of how that video is created, because the words are everything.
For me, I always talk about a hook, connection, credibility, and you mentioned it, call to action. That call to action is absolutely fundamental. If none of that is relevant to the person that you're targeting, and if it's not specific, and it doesn't cut through, It ain't gonna work. Yep. And there has to be consistency on either side of that funnel, of that strategy, of that ad, right?
And that's the thing is, is that, you know, understanding that people are in different stages of the buy, buying, buying cycle, you know, exactly. You know, you've got your, your unaware, they don't know they've got a problem. And then all of a sudden they, they definitely don't know the solution because they don't know they've got the problem.
And then they become aware. And then that information gathering, because they're looking for the solution and who's going to help them. them. And then finally they get up to buying. At any given time, only 3 percent of people. are actually ready to buy right now and that is the, that's what everyone's going after.
Everyone is going after the 3 are ready to buy. Well, what about all those others that are literally information gathering? Okay. About 67 percent of people have a problem. They kind of know what the solution is. They just haven't. Found someone yet. Yeah. And they're on the information gathering. Get in front of them when they're doing that so that when it comes to buying, you are the first person percent.
You're not competing for that 3% and you, you're giving them support. Yeah. You're building connection with them. You become trustworthy. The close is so much easier. So I call that foreplay. . Oh yeah. And I just said right now, foreplay is so important. Yes. Like if you want, everyone's going straight for that happy ending.
Mm. is a much longer journey than it's ever been, right? And the touch points, I've got to say, you've got to touch them in their happy place multiple times in order to get that happy ending, right? And it's getting longer and longer because size counts. Well, it used to be six. Six times, you know? Yeah. And now it's up near 50 touch points and so on.
100%. But everyone's going for buy now, buy now. And, and I've done a blog on it. And buy now, you know, everyone goes buy now, buy now. And your words matter. Like I've written an entire blog on call to actions. And it talks about how buy now is like not the right words for people because it's too committal.
They're too scared to click on that button. Learn more is so much better. Yes. Glad you agree. Oh yes. Actually I did a So I'm super geeked this one, because you know, when you've, and you've done it too, when you've done this for so long, people argue with you. Like, people argue with me all the time. Like, and I'm like, oh my goodness, I'm happy.
I'm happy if someone can prove me wrong. Yeah. 100 percent please do, because I'm always about educating myself. You know, you don't know what you don't know. But don't bloody argue with me that you know more about the buy now, or shop now, or learn more buttons, the call to action buttons, when I've literally spent hundreds of thousands of dollars over the years split testing this stuff, right?
And you are 100 percent correct. We have found that over the years, if we put a learn more, like even for my, my webinars for instance, you'll see learn more rather than book now. Yeah. Okay. Simple as that. I split tested it and split tested it. And I've spent. hundreds of thousands of dollars on ads on this stuff.
So the one that does actually work quite well though is an e commerce shop. Now, yes, that does because it's very visual, more than a little more, but most of the time that direct. People are going, Ooh, Ooh, Unless you're retargeting an audience that's super hot and they are ready to buy. 100%. Look at that.
Big segway. So good. Okay. So we've spoken about getting leads of social media. Are there any other ways you spoke about, you know, messenger marketing, what other ways you spoke about the video as well. So video messenger marketing, what other ways can we get people, are there any other ways that are working right now with ads?
Yeah. So one of the things that works quite well, and it depends, it doesn't really depend on what industry you're in. We've been doing really successful contests and not just your average contests that people run and say, you know, um, that they run on Instagram. It's like, you know, like share tag. What is with those?
They're just getting engagement, right? We run them through messenger and we build a list and we build those three lists. And then at the end of it, so you might give away something that's of value to your, your in, you know, customer. Your ideal audience and then we run it through messenger So we're collecting a messenger a email address and a phone number and then when they come to the end of it We're actually doing an upsell to get them to go and purchase that thing at a discount So that ends up paying for the list building so for pays for the ads And then we send them off to the CRM and then we're nurturing them, you know with follow ups and things That's one particular strategy for list building.
That's worked Really well over the last couple of years that and in fact, so much so that I got some of the top international marketers Got me onto their podcasts talking about it because they saw the results of it It's like 30, 35 times more effective than just email marketing and this is it's driving me nuts But there's so many Facebook ads Marketing companies at the moment that will say that they'll help you build their list and they're building it with dead weight.
Their strategies suck. I'm just going to say that right now. They're not about qualifying. They're about the numbers. Oh, I've got 2000 people on my list this week. They're not even your people, you know. So for me, qualification in your language and in your marketing, and this is why your copy is so important, your strategy is so important, uh, is, is absolutely fundamental.
I'd rather have a smaller engaged list than about the numbers. Again, numbers is just egometrics. And, and that part of that is that we always make sure that the prize, whatever they're going to. get is of value to them and either it's the product or service, but we ask questions as well. So it's easy to collect email addresses and phone numbers, sure, but what we want to do is we want to qualify them beforehand and once they've gone through we then, you know, depending on what their answers are, they go and one goes into one bucket, the other goes into the other bucket, and then essentially what we're doing, and again this is probably a bit technical, but there is a pixel inside Facebook.
It's a bit of code. It goes on our websites. We track when people land on Facebook, it fires off and then we're able to retarget them inside Facebook. Okay. If your Facebook ads person is not putting a pixel on your website and they've not asked to do that, you are wasting your money. Fire them. Okay. Now you did speak about another CRM pixel as well, and that actually does integrate with OBM hub.
Yeah. So, so, yeah, with this whole thing is that when we're qualifying people through, you know, our questioning, whether it through messenger or I mean, I use contact L, which is the same as your what you use essentially, but we have a CRM pixel. So we have a website pixel, it fires when people go to our website, but we put a CRM pixel inside our, inside our funnels essentially, in our nurturing sequences and so on, and it qualifies, it fires off when we get it.
a qualified lead and then feeds that information back into Facebook that that's what we want more of. So essentially what we're doing is we're saying Facebook we're running this ad we want leads. We want leads that will fire off at whatever point it is, so it might be leaving their phone number if you're, you know, if you're, if you get, people to call you or it might be, you know, booking an appointment or whatever it looks like a good qualified lead is to you.
You fire it off when a person gets to there and then that gives the feedback loop to Facebook that that's what you want and it will go out and show the ad to more people that will get, will do that. Rather than, hey, you know, Leads are easy, to be honest. Leads are 100 percent easy. If you want a thousand leads tomorrow, 100 percent I'm going to get them for you.
Not a problem at all. They just won't be qualified. So just having these tools like the pixel in the right place, the right questions, the right wording in the ad, knowing who your ideal clients are, where are they in the buying cycle, knowing all that stuff means that you get. 100%. Better sales. You can make sales.
You can actually grow a business and you can scale. You know, I had business owners saying, Oh, I can't scale. And I look and I go, Well, no wonder. You've got none of the fundamentals and you're running the same sales ad all the time without Yeah. It's like they want to go four wheel driving, but they don't have a four wheel drive.
Yeah. Yeah. Exactly. Yeah. Yeah. And they haven't learned to drive on the beach. Yeah. And they haven't like, you know, and they're putting diesel, they're putting petrol in the diesel car. Like it's. I've done that before. Easy mistake to make, but business owners don't do it, right? Exactly. Awesome. So how can businesses connect with you?
Yep. So my. Well, my name's Kerry Fitzgibbon, so easy to Google, but um, I, they can reach me on kerryfitzgibbon. com and my Facebook, all my socials are under Kerry Fitzgibbon. So awesome. And you've got a masterclass that you can offer everyone. I've got a free on demand masterclass. And so it's really for busy business owners to get more leads and, and sales through using the Meta platform and AI.
Yeah. So that's my on demand masterclass. It's. Awesome. I must say myself. Yeah. Always, always high value. So make sure that you have a look at it. I've literally recorded hours and hours and hours of it, but I've broken them down into modules with 10, like no longer than 10 minute videos. So no short, short, sharp with all the resources and stuff.
Excellent. Sounds fantastic. So we'll put that in the show notes. So this has been another episode of the Meaningful Marketing Podcast. It's been super, super awesome. If you've liked it. This episode, I would love it. If you could please rate us, leave a comment below or even private message me on my Facebook, which is Chantal Girardi and give us any suggestions or any comments or feedback would be amazing.
If you haven't already, make sure that you go onto the meaningfulmarketingpodcast. com. au. There's a free download, free downloads section there as well, where you can download amazing checklists. Thank you so much for joining us today. It's been value packed and it's just been such an honor to work alongside you for so long.
Yeah. See you guys. See ya.
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