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How to Turn Podcast Listeners into Sales Leads with Meta Ads · Abbey the Podcast Lady

0:05
Hello and welcome back to another episode of
0:07
Abby the podcast lady We have a special guest
0:10
joining us today courtesy of the pod match system
0:13
if you have not signed up for pod match yet I
0:15
am not getting paid to say this but you definitely
0:18
should because it hooks you up with some really
0:19
cool people and we are talking with Jackie gnocchi
0:22
today and we are going to be diving into the
0:24
topic of automated podcast growth and meta ads,
0:28
which is something I am very interested in. So
0:32
Jackie, thank you so much for joining me today.
0:34
I'm super pumped to be here and thanks for having
0:36
me. So let's start by giving just kind of a 10
0:39
,000 foot overview of who you are and kind of
0:42
how you found yourself in this space of being
0:44
an expert in this field. Yeah. So I have been
0:47
in the meta ads world for over a decade. So I
0:52
am ancient when it comes to that. Um, and I started
0:56
out, I was actually an educator and then I was
0:59
getting my doctorate in leadership and I fell
1:02
in love with the marketing aspect of that. What
1:05
happens as if you, as you know, if even back
1:08
then, if you're researching things and looking
1:09
at things online, you're going to see more ads
1:11
about that type of thing. And then I started
1:14
teaching myself. ads and that kind of thing.
1:16
So that kind of led to where I am today. And
1:18
then a lot of my clients, I work mainly with
1:21
high ticket business owners and a lot of my clients
1:23
have podcasts. What happened was we started testing
1:26
a bunch of different things on how to grow their
1:28
podcasts using the ad system. And that's when
1:31
I'm excited to talk to you and all your listeners
1:34
to today. So before we really get into this 10
1:37
years of dealing with meta in any capacity night
1:42
and day different from where it was 10 years
1:44
ago to where it is today. Like that must be the
1:46
most insane whiplash to try to think about where
1:49
you started with it and where it is now. Oh yeah.
1:51
We've been through so many different major algorithm
1:53
changes, major changes in ads manager, major
1:56
changes in legal systems, as far as privacy and
1:59
things like that. The iOS update, which caused
2:02
a lot of things. And then now just anyone. listening.
2:05
A lot of people don't know this probably if they're
2:06
not in the ads world, but there was a big, it's
2:09
called Andromeda. And that's the newest ad update
2:12
that's happened in meta ads. So yeah, it keeps
2:15
you on your toes. But for my personality, I get
2:18
bored if I don't have something that is always
2:21
changing. So it's good for me. That's awesome.
2:23
Then you have the perfect personality for this.
2:25
My podcast talks to a lot of like beginner podcasters,
2:28
people who are kind of just like figuring this
2:29
out. So for someone who's hearing the phrase
2:32
automated podcast growth, What exactly does that
2:35
mean? Let's break that down. So it basically
2:37
means using ads. to grow your podcast, to get
2:41
in front of targeted people who would be interested
2:44
in your podcast and then staying top of mind.
2:48
So staying in the ad feed through what we call
2:50
retargeting so that they not only find you, but
2:54
then they actually continue to listen to you
2:56
because what happens all the time, people find
2:58
a podcast if they find it organically or however
3:01
they find it. And they might be like, Oh, this
3:03
is so cool. And then life happens and they forget.
3:06
So we want to stay top of mind. We want to stay
3:07
in the feed so that. they are reminded to continue
3:10
to listen. So how exactly do you get started
3:13
with that? Like what are kind of the first steps
3:15
to get that ball rolling? Because as someone
3:18
who has helped other people build funnels and
3:20
that sort of thing... It can feel a little daunting,
3:22
like there's a lot of things that I even personally
3:25
know I should be doing, but I'm not necessarily
3:27
doing them. So how do you get started with this
3:30
process? Well, the first thing, and I think every
3:32
single business owner should do this, whether
3:33
they have a podcast or not, then you need to
3:35
go into ads manager and just create an ads account,
3:37
even if you're not going to run ads right this
3:39
second and get what's called your Facebook pixel.
3:43
And this is what you will install and there's
3:45
directions you can YouTube it, but what you will
3:47
install on your website so that they are tracking
3:49
people that go to your website. This is crucial
3:53
because if you ever want to start even running
3:55
$5 day ads, retargeting ads, you know, that are
3:58
not expensive, you could do that because it's
4:00
collecting data. You don't want to be sending
4:02
a lot of organic traffic and not collecting that
4:04
data. That's a big mistake I see a lot of people
4:06
making. So just do that even if you're not like,
4:08
okay, I'm going to do my ads right today. But
4:11
if you played on doing ads like anytime, you
4:13
know, in the next 90 days and beyond. pixel your,
4:16
your website. And then as far as for a podcast,
4:19
I always recommend sending traffic to a pixel
4:22
page. So instead of sending traffic directly
4:25
to Spotify or Apple, you want to send traffic
4:27
to a page you own. And the reason is because
4:30
you can track that. So for my clients and what
4:33
I teach people is you definitely want to have
4:35
a page on your website that is dedicated to your
4:38
podcast and have that page pixeled so that again,
4:41
you can retarget them, show up in the feed, be
4:43
consistent. keep reminding people about you.
4:46
Okay. So what I'm hearing is step one, go to
4:48
the back end of Facebook. It's just like in the
4:50
meta business suite where you go to the ads manager.
4:52
Is that where you find that? Yeah, it's going
4:54
to be at business .facebook .com. It's a little
4:56
bit different than the business suite. You'll
4:59
find it's in data set. and you'll go into data
5:02
sets and you'll find your pics. Yeah, tons of
5:03
YouTube videos on that. So go in, get that, get
5:07
the pixel, make a landing page for your podcast
5:09
on your website that you own and then get that
5:12
going and get that percolating. Yes. And what
5:15
I recommend also, if you're a business owner
5:17
with a podcast and you're trying to sell something
5:19
off your podcast, you need to pick a signature
5:23
episode where you are sharing your unique way
5:27
you do things, what makes you unique, what makes
5:29
you different, your process, your formula, whatever
5:31
it is, and have that front and center with really
5:35
good copy and messaging so that people listen
5:37
to that when they land on that landing page.
5:39
So you hook them. And I have also a way to get
5:41
them to have conversations with you in the DMs.
5:43
I don't know if you want to talk about that or
5:44
not. I definitely want to talk about it. Talk
5:45
about it right now since we're here. Cool. Okay.
5:48
So what I recommend doing on your, especially
5:51
your signature episode, and sometimes you'll
5:53
do this on other episodes as well, is you basically
5:57
give a code word for a really, really juicy freebie.
5:59
And this is not just a freebie that like people
6:01
can Google or chat GPT or whatever. It's like
6:04
a really good juicy one that people would actually
6:06
pay for. And what they do with that code word
6:08
is they DM you. And what this does is this then
6:11
gets them in a two -way conversation, right?
6:13
So you can have an actual conversation. A lot
6:15
of times podcasts are kind of a one -way street.
6:17
It's passive listeners and us as the creators.
6:20
Well, we want to take that, especially when you're
6:22
selling high ticket, it's really important to
6:23
start building those relationships and have conversations.
6:26
So this is a way you can do that to have those
6:28
conversations. And if you want to take a step
6:29
further on that page where I was talking about
6:31
with your copy is you can tease. Hey, you really
6:34
want to listen to this episode because I have
6:36
this super juicy thing I'm going to give you.
6:39
And the code word is during that episode. So
6:41
listen to the episode to get the code word, DM
6:43
me, and then they have a conversation. So with
6:46
having that code word, would you recommend that
6:48
they have something like many chat set up to
6:52
automatically give that information follow up
6:55
once the code were to set? Or would you recommend
6:57
that they actually like be monitoring their DMS
6:59
and have that conversation themselves? I actually
7:01
recommend they do it. They monitor themselves.
7:04
I think that eventually you can use ManChat and
7:06
I use ManChat in several accounts that are really,
7:09
really big accounts. But I think if you're starting
7:12
out, if you aren't having thousands of people
7:14
DM you, especially if you're wanting sales, you're
7:17
going to close that sale faster if you do it
7:19
yourself and have those conversations. That way
7:21
you can ask questions. and open up the conversation.
7:23
You can ask them like where they're at and maybe
7:25
you have other resources you can give them. So
7:27
that just starts that conversation, builds that
7:29
trust. So it feels very organic. So I recommend
7:32
doing yourself at least at first. And then as
7:34
you scale and grow, you can start using like
7:36
Manichat and things like that. That is really
7:38
solid advice. I have a few clients that I work
7:41
with that are tossing around the idea of using
7:43
Manichat for certain things that they have. And
7:45
they're kind of on the fence about it, but I'm
7:47
gonna be sharing this with them and let them
7:49
know that, hey, you know what? You may be at
7:50
a place where you can just. Yeah. And I'm not
7:53
against many chat and automation at all. Like
7:55
I love automation, but I just think that depending
7:58
on what your goals are, right? Like if you really
7:59
are wanting to sell, like for example, high ticket
8:01
and faster and all that, you're going to do it
8:03
faster by having the conversation yourself. You
8:05
just are. If you are putting someone in like
8:07
a low ticket funnel, things like that, maybe
8:10
you want to set up many chat, but it's also just
8:12
a volume thing. And you're going to learn so
8:14
much by having these actual conversations about
8:16
your audience. It's going to give you so much
8:17
market research that is like gold. it's worth
8:21
it to do it if you can at all have it figure
8:24
out the time to do it honestly in all reality
8:26
it probably doesn't take as much time as a person
8:28
thinks it does like in my head right now I'm
8:30
thinking about like oh yeah I was texting my
8:32
friend earlier and it took me like 10 seconds
8:33
to reply to her like it's probably not as much
8:36
of a time suck as you might be thinking it is
8:39
and you don't have to do it right away. Like
8:40
you could just set aside a time like Monday through
8:42
Friday, 9am, whatever time works for you. And
8:45
you're like, this is when I'm going to respond
8:46
to DMs. And that's it. And so it doesn't you
8:49
don't feel like you have to be on all the time.
8:50
Like that's not necessary. People can wait. Yeah,
8:52
that is something that I've been trying to relearn
8:54
this year is I don't need to respond immediately.
8:57
So I would love to kind of dive into so when
9:00
people are putting all this together. They're
9:02
like, okay, well, I'm going to set up the pixel
9:04
on the page and now I'm ready to finally start
9:06
running ads. What are some of the mistakes that
9:09
people are making when they go to do that first
9:11
one and how can they avoid them? One is you have
9:14
to have your messaging like really tight and
9:16
good. So you really need to know who you're talking
9:18
to, who you want to attract and today's ad. Targeting
9:22
is one thing, but the messaging and the creative,
9:24
which is like the actual ad, the actual image
9:26
or the actual video is more important. So you
9:29
really need to be very specific on who you're
9:31
talking to, how you're going to help them. If
9:33
you're high ticket, really tapping into their
9:35
desires because high ticket buyers buy based
9:38
on desires. So really tapping into that messaging
9:40
and having strong messaging, both in your ad
9:43
and on your landing page. So it all needs to
9:44
be, you know, work together. So I would say that
9:47
is the number one thing is not putting enough
9:49
time into really thinking about that and thinking
9:51
about their people and what they actually want
9:54
and who they are and what they're thinking in
9:56
their head and all that good stuff. And I think
9:58
this is a great segue into something else I found
10:01
on your website as I was prepping for this interview,
10:03
and that is your Michelin messaging. Can we get
10:06
into that? Because, OK, I'm a huge foodie. And
10:09
when I hear the word Michelin, I think Michelin
10:11
star restaurant, high value, high ticket, desirable.
10:15
So break down what Michelin messaging is, because
10:18
I thought that was like a fascinating page on
10:20
your website. Oh, thank you. So it is what I've
10:23
developed after years and years, millions of
10:25
dollars in ad spend, working with high ticket
10:28
business owners on how to position your messaging,
10:32
what you say and your words on your pages and
10:35
ads and all that, that get high ticket buyers
10:37
raising their hand and saying, yes, I want to
10:40
work with you. And so there's a lot of different
10:41
parts to it, but some of them are belief shifting
10:45
because there are always beliefs that your audience
10:48
believes that is hindering them from the results
10:51
they want. So for example, in my world, people
10:54
might think, oh, in order to run ads, I need
10:57
to be able to spend thousands and thousands of
10:59
dollars a month. Well, I know that's not true
11:00
because I've done it in accounts for over a decade.
11:03
So, you know, using messaging like that to really
11:05
say, Hey, I know you've heard this a lot, but
11:07
that's not actually the truth. And I have the
11:09
proof because I've been doing this. So that's
11:11
one thing. And also when you help people shift
11:13
their beliefs, it positions you as a thought
11:15
leader and that's building that trust. target
11:18
or, you know, how important trust is nowadays.
11:21
And so your messaging really has to be focused
11:23
on building that trust. All the parts of Michelin
11:25
messaging are on building trust. Another one
11:28
is what I call the feel good factor. And that
11:32
is helping people feel good in your messaging
11:34
and how you talk because some creators are really
11:37
kind of shaming, you know, shaming their audience
11:39
and things like that. High ticket buyers don't
11:41
want that. They want to feel good. They will
11:44
invest in feeling good. So. really avoiding,
11:48
you know, drilling in the pain, making them feel
11:50
like crap, all that kind of stuff. We don't want
11:52
to do that. We want to compliment them, acknowledge
11:55
how far they've come, acknowledge where they
11:57
are. And then present our, our offer and how
12:01
that's going to get them to where they truly
12:02
desire. So those are just a few parts of it.
12:04
Also just being really confident in what you're
12:07
delivering and your process and being hyper relevant
12:11
and using their words. So the more relevant and
12:14
I'm talking about very, very specific type of
12:16
situations. So if it's like, Hey, you know, have
12:19
you been crying in the target parking lot? You
12:22
know, because your child is. having a tantrum
12:26
or whatever, like using very, very specific things
12:28
of what they can relate to and then positioning
12:30
the desire on the other side of it. This is how
12:32
I'm going to get you to where you desire. But
12:34
those are just a few parts of it. But yeah, it's
12:35
been built off of years and years of testing
12:38
to see what actually works. Well, what I think
12:40
is really cool about it is, yes, it applies to
12:43
like creating your ads and stuff like that. But
12:45
it also can apply to just making your podcast
12:48
and how you present yourself out in the world.
12:50
Like we all know that person where we know we
12:52
can go to them. We can have a conversation with
12:53
them and we're going to leave feeling like a
12:56
better person because we had that conversation
12:58
with them. And that is something that I know
13:00
I aspire to be for other people is to be that
13:04
space where people can come. we can have a quick
13:06
chat and they're going to leave feeling lighter.
13:08
Like who doesn't want to provide that for someone?
13:10
I love that. And that is so smart. And I'm glad
13:12
that you teach your people that because yes,
13:15
and people were using podcasts too is, you know,
13:18
something lighter in their day, like you just
13:19
said, and they don't necessarily want to feel
13:22
super heavy. And especially when it comes to
13:25
any type of transformation. Like if you're trying
13:27
to get someone to engage in some sort of change,
13:31
you don't want to make them feel really, really
13:33
bad. You want them to feel good and excited and
13:35
motivated to make that change. So backpedaling
13:37
just a little bit because I... I'm realizing
13:40
now that some of my people might not know the
13:42
difference between like a high ticket offer and
13:43
a low ticket offer. Can you break that down in
13:46
the simplest of terms? Yes. And so this depends
13:49
on your industry. So obviously there's different
13:52
low ticket and high ticket are going to mean
13:53
different for different industries, but it basically
13:55
just means on the higher end of what the norm
13:59
is. You could use fashion, for example, like
14:01
there's obviously like high fashion that, you
14:04
know, people can pay $2 ,000 plus for a pair
14:08
of sunglasses. sunglasses, right? Or you can
14:10
pay $10 for a pair of sunglasses. So that's,
14:13
you know, that's kind of the range. High ticket.
14:15
I think there's high ticket. There's also ultra
14:17
high ticket. So ultra high ticket is those that
14:19
like out of this world. wild, there's probably
14:23
like one percent of the population that's going
14:24
to pay that high ticket is more people that are
14:27
established, obviously, and they have income.
14:30
But it doesn't mean they're just like the one
14:32
percenters, you know, they're still they're spending
14:34
that amount of money because one, they just really,
14:37
really want the solution or what you're going
14:40
to be able to provide them. Or they are really
14:44
invested in the status upgrade. So that's another
14:46
thing with high ticket buyers a lot of times.
14:49
And it doesn't, status upgrade doesn't necessarily
14:51
mean financial. So that could be seeing as the
14:53
best mom, seeing as the healthiest person, seen
14:56
as, and both internally and externally, you know,
14:58
that kind of thing. So I think that there is
15:01
a range. And so sometimes when people ask me
15:02
this, I'm like, it's different for every industry,
15:04
but just in your industry know that, you know,
15:06
obviously there's a wide range of what people
15:08
pay. And so high ticket is on the higher end
15:10
of that for your industry. And I love that you
15:12
pointed out that it's not always financial. It's
15:14
like, it's sometimes just how you're feeling
15:17
is leveling up your life. is a high ticket thing
15:19
to do. So that's great that you pointed that
15:22
out. Yeah, exactly. Almost everyone is motivated.
15:24
It's been proven by status. But like I said,
15:26
status doesn't necessarily mean financial status.
15:28
That is a great thing to point out. Okay, circling
15:31
back to the meta ads. We've established that
15:35
a problem is you don't have your messaging right.
15:37
And we've talked about the Michelin messaging.
15:40
So something to think about as you're putting
15:41
this together. What have you been seeing perform
15:44
well for podcasters running ads? Is it the static
15:47
posts? Is it a video version? Like what is kind
15:50
of the trend at the moment? It's all the above.
15:54
So you actually need a variety of creative. And
15:57
so what we do is we pull in, we have three layers
16:00
in the ad system that we use for podcasts. And
16:03
so the first one is going after a completely
16:05
cold audience, meaning people that have never
16:07
heard of you. They don't know they haven't been
16:09
to your website. They haven't engaged with you
16:10
on social media. And so, because we're trying
16:13
to bring in those new listeners and then what
16:15
we do is we put people, everybody that lands
16:17
on that landing page, like I was referring to
16:19
before into a 14 day retargeting seat. And this
16:23
just means that we're mixing video and static
16:27
ads that are going to that episode we really
16:30
want them to listen to. And we're just showing
16:32
up in the feed for those 14 days. The third layer
16:35
is we remove all the people who have been and
16:38
that are in that current 14 day sequence. And
16:41
that is a longer sequence, 60 to 90 days. And
16:45
that's where you rotate different episodes in.
16:48
So you're continuously going to show into the
16:50
feed. And again, you can use static and images.
16:53
And really, I will tell you this, every ad account
16:55
performs differently. So you have to test what
16:57
works for you. It's just not how it works. So
17:00
I always suggest testing both static and video
17:04
and just put them in your ad set, put them in
17:05
your campaign and just let them run and see which
17:08
ones are working. you can always turn off the
17:11
ones that aren't. So circling back on the retargeting
17:13
thing, so cold audience and then the retargeting
17:16
people for 14 days. The 14 days is up. They've
17:19
been retargeted. They've seen the ads before.
17:20
Are you like booting that sector of people out
17:23
that haven't clicked on things or like, are you
17:25
just going to keep trying to get them in? What's
17:27
kind of the plan with that? Yeah, no, you want
17:29
to keep them in there because your audience,
17:31
you want your audience to be a certain size,
17:33
especially for the retargeting for the 30 and
17:35
60 and plus people. have, they're doing different
17:37
things, whatever. Like we just keep them in as
17:39
long as they have been to that landing page.
17:41
They've clicked it. At some point they've seen
17:43
your ad and been like, this is interesting to
17:45
me. So we already know, they've already raised
17:47
their hand saying, Hey, I'm interested in this.
17:48
So we just want to keep on showing up. We just
17:51
don't want to overlap that 14 day and that 90
17:53
day audience. So we remove the 14 day people.
17:56
We have the 90 day people, 90 day minus 14. And
17:59
that's where we're switching out. Like those
18:02
two episodes or so per month so that they're
18:05
seeing in their feed. episodes, new topics, that
18:08
kind of thing, so that they're continuing to
18:10
listen. So what does the budget look like for
18:13
a system like this? Like if someone's like, okay,
18:16
this all makes sense to me. I want to try it.
18:18
What can the average person expect to spend on
18:21
something like this? Yeah, we run it for normally
18:23
$20 a day is normally the sweet spot. So for
18:25
$20 a day, we're able to get them lots of traffic
18:28
and stay continuously in the feed. So we're looking
18:33
at somewhere like, let's just say 50 cents per
18:37
person that goes to the landing page. And then
18:39
retargeting is a lot cheaper because it's a smaller
18:41
audience. And so for $20 a day, they get lots
18:44
of traction. They're getting lots of new listeners.
18:47
And then of course, if they set it up right,
18:50
getting those DMS and making the sales as well.
18:53
That's incredible to think about because like
18:55
I think about my own personal spending. I am
18:57
a Jimmy John's addict and a Jimmy John's sandwich
19:00
with a Diet Coke and a bag of chips. It's going
19:02
to run me about 18 bucks. So like for two dollars
19:05
more, you could be driving a bunch of web traffic
19:07
to something that could. And if it's done right,
19:10
we'll be driving more sales, which then pays
19:13
for more Jimmy John's sandwiches. Yes, exactly.
19:17
And you're an expert obviously at, um, and helping
19:20
people grow their podcasts. I'm not organically
19:22
at all. I just know that most of my clients,
19:24
they're like, we just want this to really take
19:27
off and they don't want to put the effort in
19:29
to be honest. I mean, they want to record, but
19:30
beyond that, they don't want to put the effort
19:32
in, which is where I come in. I'm like, cool,
19:33
I'll just do it for you. And yes, you have to
19:35
invest. So it's a little different than if you
19:38
aren't in the position to invest, but That way
19:40
they can focus on other things, which I think
19:42
is amazing. I'm so glad that I have you as a
19:44
contact now because I do get approached by people
19:47
where they're like, I want to start this show
19:48
and I want it to be the biggest show that it
19:50
possibly can be right out of the gate. And I
19:52
always have to like pump the brakes and go, OK,
19:54
we're going to take one big deep breath. And
19:57
I'm going to tell you that podcasting is a long
19:59
game. This is not going to happen overnight.
20:01
But now I know someone who can help them at least
20:03
expedite the process. Yes, exactly. Exactly.
20:06
So as someone's getting started with this, maybe
20:09
they have a couple episodes made of their podcast.
20:11
They're like, I want to do this. I want to get
20:12
ready to go. Do you think it's smart for them
20:14
to start right away or should they have kind
20:16
of a back catalog of shows and establishing them
20:19
as a creator before they really dive into getting
20:22
the word out there and getting things going with
20:24
this? Again, if you would just record like a
20:27
signature solo episode, I always say that too,
20:28
just because when you're running traffic, you
20:30
want them to be focused on you and your process,
20:33
if you're a business owner. So a signature solo
20:35
episode, just record that. You could always run
20:37
traffic to that for like $5 a day, top of fun
20:39
or cold traffic to that landing page we were
20:41
talking about, just to start getting some more
20:44
traction, you know, that kind of thing. The algorithm
20:46
will naturally do some retargeting. So it's not
20:49
going to, but it's not going to be as full retargeting
20:50
if you did the whole system. But if you're just
20:52
getting started, you have a really small budget,
20:55
that's fine. Like if you just want to get more
20:57
eyeballs on your show so that you can get more
21:01
traction than with a little bit less of a longer
21:04
game, I should say. I'm not going to say it's
21:06
like at $5 a day, it will be like, you know,
21:08
lightning speed because that's just not realistic,
21:10
but it will help you speed up and also just amplify
21:14
all your organic efforts. So yeah, just start
21:16
with that signature episode. Even if you didn't
21:18
run ads and you just want to start with that
21:20
signature episode to start. practicing, getting
21:22
people in your DMs, having those conversations,
21:25
make the sales and then you can put those sales
21:26
in back into your ad spend. I would love if we
21:28
could do a little myth busting right now. So
21:31
I have always heard from people who have run
21:35
Facebook ads, met ads themselves. They're like,
21:37
oh, I just don't want to do it anymore because
21:39
the second that I started paying for it, then
21:41
all of my organic traction just pumped the brakes
21:44
and it didn't work anymore. Is that real? No,
21:46
I think it's the opposite. So if you think about
21:49
it, like you can take your best, and we do this
21:52
with my clients, we take their best organic content
21:55
and we put that out to cold audiences. We bring
21:57
them back to Instagram, bring them back to different
21:59
platforms and then they stick around and they're
22:01
engaging. We find that their organic engagement
22:04
stuff goes way up once we are able, cause we
22:07
are able to get more eyeballs on their stuff,
22:08
bring more people over. I think that's the opposite
22:10
for sure. That is so good to know because I,
22:13
like I said, I've worked with a bunch of clients
22:15
and some have bought ads for different things
22:17
in the past like, oh, but wrecked my organic
22:19
reach and I am not paying for it because I heard
22:22
that it's not going to help me in the future.
22:24
Like, I am going to be sharing this with them
22:25
because that is such a good point because yeah,
22:27
once you get more people in, then they're in
22:30
and it just shows the algorithm. Yeah, people
22:31
like this, they're engaged, they're hanging out.
22:33
Well, also the platforms. They depend on advertising.
22:36
They want you to advertise. So they reward advertisers.
22:39
You know, they want people that invest. And I
22:42
think they see accounts that are actually investing
22:44
and spending that money on advertising as superior
22:47
accounts because they're doing what the whole
22:50
business model is meant to be. So just consider
22:53
it that way, especially if you can run $2 a day,
22:55
Instagram growth ads, things like that, easy
22:57
to set up. And that's just going to get more
22:59
people to your platform. But again, have your
23:01
messaging, right? Send out the right kind of
23:03
content. So I think. happens is people are sending
23:05
out the wrong type of thing. And also there is
23:08
testing involved. Like not everything organic
23:10
goes well. And also not everything that you're
23:12
going to present to your warm audience, as far
23:14
as like offers and things are going to be suitable
23:16
for a cold audience because they don't know you.
23:19
So you have to think about those kinds of things.
23:20
And I think that's where people have bad experiences
23:24
with ads because they're not thinking of like
23:26
the whole picture and how it actually works as
23:28
an ecosystem. Oh, I love that. Treating it like
23:31
an ecosystem. That is the best buzzword there
23:34
is. Like I think that's a great like visualization
23:36
for it. It is an ecosystem. There's a lot of
23:38
moving parts that all feedback to each other.
23:41
It all supports each other. It's like it also
23:43
like your organic content and your ad content
23:45
all supports each other and all you know it all
23:47
works together and also like your website and
23:50
things like that when you have your pixel it
23:52
all just starts running as a system that feeds
23:54
off of each other. Okay and I have one more myth
23:56
that I want to bust because I was just having
23:58
this conversation recently with a client. What
24:00
would you say to someone who said I don't want
24:03
to pay for ads because it feels like cheating.
24:05
I would say what business have you ever heard
24:08
of that is a million dollar business that has
24:10
not paid for advertising? That is a very good
24:13
point. Every super successful business in the
24:16
world pays for advertising. If you have a huge
24:17
brand, your celebrity, something like that, that's
24:20
obviously different. But you're turning on the
24:22
fire hose, basically, when you're advertising.
24:24
You're getting more eyeballs again on your stuff.
24:26
And I just think that it is honestly a disservice
24:29
to yourself to rely completely on organic algorithms
24:32
that you don't have control over. You have control
24:34
over ad. It's a really good perspective shift
24:36
of, you're right, you don't have control over
24:39
what the algorithm serves to people. I post about
24:42
my business quite often, but the things that
24:45
it actually serves up to people are like me unknotting
24:48
a tangle of shirts. Like that got 16 ,000 views.
24:51
Why? Why doesn't anyone get to see my stuff about
24:54
actually podcasting? So that's a really good
24:56
point. You don't have control over it. So control
24:59
your controllables. Exactly. And it just gives
25:01
you so much data. Like as a business owner, like
25:04
if you are really growing and scaling, you have
25:07
to be into data and you get way more data than
25:09
you do organically when you're running ads. Every
25:12
business owner I know is a complete data nerd.
25:14
Well, this has been enlightening. I have a lot
25:17
of homework to do myself from this. I'm super
25:19
excited to set all this kind of stuff up for
25:21
my own business and help my clients with it as
25:23
well. I have a couple of wrap up questions here.
25:26
The first one is what is a podcast that you've
25:29
been listening to lately? Oh man. Okay. I listened
25:32
to a bunch. Can it be true crime? It can be whatever
25:35
you want. What are you listening to? Yeah. So
25:37
I am a crime junkie. I love crime junkies. I
25:40
was behind. I just actually caught up with like
25:43
two last night. So that's what I was listening
25:44
to the most recently. So yeah, that's probably
25:46
my favorite right now. But I listened to a ton
25:48
of podcasts. I love that. And then last question,
25:53
of course, is if people have been intrigued by
25:56
this and they want to know more and they want
25:58
to work with you, how do they get a hold of you?
26:00
What's the best way to do that? A couple ways.
26:02
If you're interested in just done for you podcast
26:05
growth with ads, you can go to velvet .juicymarketingco
26:08
.com and it spells it all out. Actually, it spells
26:11
out the whole funnel for you there if you're
26:13
just wanting to look at that for yourself or
26:14
whatever. And then juicymarketingco .com, the
26:17
main website. I hang out on Facebook organically
26:20
a lot just on my personal page. So if you just
26:23
want to connect and hang out, you can search
26:25
me Jackie Nolke. It's J -A -C -K -I -E N as in
26:28
Nancy O -E -L -K -E. And I'd love to connect
26:32
and just hang out. Might I say your website is
26:36
beautiful. Like the colors on there, it's laid
26:40
out very well, like so easy to navigate. And
26:43
I just love like I feel like there's just too
26:45
much millennial gray in the world. And your website
26:49
is the opposite of that. So thank you for having
26:51
some colorful fun on the Internet. Yeah, this
26:54
is just a side note about all that, like just
26:56
because you're high ticket doesn't mean you have
26:59
to be black. like their colors are like black
27:01
and white or whatever. Sepia. It's like my website
27:04
is very bright and colorful, but that's my personality.
27:07
So I could not turn to like the grays and the
27:10
beige and the, you know. I was just going to
27:12
say, I've only known you for a short time, but
27:13
you are not a black and white grays person. You
27:16
are full of color. If you're watching the video
27:18
version of this, you can see like her fun glasses,
27:20
the pink couch behind you. Like that is amazing.
27:23
I love that. Oh, well, Jackie, this has been
27:25
such a treat. Thank you so much for your time
27:26
today. Thank you. It was a blast. you