2020 will be remembered as one of the craziest years most of us have ever experienced. The COVID-a9 pandemic, recessions and social unrest has and will change the way we do things. As entrepreneurs and business owners, we must change right along with the rest of the world. This means how we manage our business, relate to our customers, and how we advertise.
With all of the changes taking place, entrepreneurs will be happy to hear that one thing hasn’t changed when it comes to marketing and advertising, social media is still a powerful way to reach potential customers. Today, we will be interviewing someone with a wealth of knowledge and experience when it comes to using social media to reach customers.
Brian Meert built and sold Gofobo.com, an online ticketing system that revolutionized the entertainment industry and is now utilized by Warner Bros. and Disney. Four years ago, Brian founded AdvertiseMint after seeing the Facebook ad platform for the first time and realizing it was a game-changer for the advertising industry.
AdvertiseMint is now the highest-ranked Facebook Advertising Agency according to Google search results. AdvertiseMint is the leading social advertising agency specializing in Facebook & Instagram ads. They help clients generate leads, increase sales, app installs, and target new customers. They use a fast-paced approach to managing ad campaigns while focusing on ROI. They focus on driving conversions from untapped, targeted social media audiences for all businesses. Brian is also the author of, The Complete Guide to Facebook Advertising, which is available on Amazon.
In this interview we will be talking with Brian on marketing and advertising in the future and what entrepreneurs need to know in order to succeed. We definitely recommend you check out his book as it is one of the most complete books on Facebook ads that we have seen.
Q. Welcome to StartUp Mindset, Brian. We’re very excited to have you here. For the readers who are not familiar with you, could you tell us a little about yourself and your background?
I have around 20 years in digital advertising. I actually started advertising for my first company while in college. I used the money the school gave us for cafeteria money to run google ads. I didn’t have much so it was really essential that I made the ads profitable, or else I wouldn’t be eating very much that month. It taught me to be really focused on performance and I’ve been using those same techniques to help our clients get amazing results with their ad budgets. I’ve written the book, The Complete Guide to Facebook Advertising and also host a podcast called The Duke of Digital. I’m launching some new e-learning courses on Facebook advertising next month. I live in LA and have a five-month-old daughter, she’s my first child and it’s been a wild ride with many sleepless nights. Everyone keeps telling me it gets better, so I’m hopeful that comes soon.
Q. Your book has a ton of useful information on using Facebook advertising and, I think, is a must read for newbies as well as seasoned digital marketers and business owners..
BRIAN – Yeah, the book started from answering a lot of the same questions over and over again. I figured I’d put the answers into something that would help others. It started as a quick project and just kept growing. I update the book every year so it is always improving. There are things inside that book that beginners will love, there are tips and secrets that advanced advertisers will find valuable.
Q. This current edition is for 2020. What one of the changes Facebook has made since last year that business owners should know about?
BRIAN – We added chapters for messenger bots and also running ads directly from Instagram. Next year, we’ll be adding more about Facebook Shops and Facebook Pay. There are so many new features and tools coming out all the time. It’s an exciting time to be an advertiser.
Q. What should businesses be doing now during the pandemic with their Facebook ads that will help them during these uncertain days?
BRIAN – There are two main things you should be doing. The first is to continue to show ads to your warmest audiences. These are people who have been to your website or added a product to their cart but not purchased. Make sure you continue to focus on creating new ads for this audience. This is the segment where we see the highest returns for our clients. The second thing is to remember the tone and situation of your ads. The last few months have been an emotional roller coaster with Covid-19 and the Black Lives Matter movement. You just want to make sure your ads are in-line with the emotions people are feeling.
Q. AdvertiseMent also offers advertising services for Snapchat, Instagram, Pinterest and more. Is there a trend in social media advertising you are noticing that entrepreneurs and business leaders should be aware of?
BRIAN – Yes, Instagram is still strong for fashion, fitness, and beauty clients. Instagram stories continue to perform well. We are seeing more advertisers wanting to begin running ads on TikTok, which has just realized their ad platform. Also, Amazon ads are growing in popularity since you can advertise your products to consumers about to purchase. Consumers trust Amazon with their credit card information and love the 1-day shipping.
Q. How do you think digital advertising will change after the COVID-19 pandemic?
BRIAN – I think traditional advertising (print, TV, radio, direct mail) will be hit really hard by the Pandemic. Advertisers want results and digital platforms like Google, Facebook, and Amazon just have far more data on consumers, which allows the ads to be more efficient. This means ad budgets will continue to pour into these platforms moving forward as businesses are focused more than ever on profitability.
Q. What is one of the major mistakes you see many people make when it comes to using Facebook or any other social media advertising?
BRIAN – The biggest mistake I see businesses making is not creating more ads. Our goal at AdvertiseMint is to never show the same ad to the same person more than twice. This is very difficult to do, but the results are far superior to simply uploading an ad and letting it run. The ad system is built to penalize ads that are repetitive or boring and incentivize ads that are new, creative, and fun. My advice is to generally create 4X the content you currently have right now for ads. We created a new service called VideoMint.com, which helps companies create new videos that sell their products.
Q Besides reading your book, what advice would you give for business owners who may not have a large budget and are handling their own social media advertising campaigns?
BRIAN – My advice is that its ok to start small. You are in an amazing time for advertising. You get to use the exact same tools that SuperBowl advertisers and the largest brands get to use. The game is all about profitability. You can still run profitable ads for $10 a day, you just need to know how to set up the right type of ads.