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Marin: I would say that most important
thing is creative, so basically your

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ad whether it is a video or an image,
because nowadays interest targeting

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is not so important because your
creative is doing the targeting.

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​
 
Matt: Welcome to the e-Commerce podcast
with me, your host, Matt Edmundson.

5
00:00:27,290 --> 00:00:32,730
The E-Commerce podcast is all about
helping you deliver e-commerce wow.

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00:00:32,970 --> 00:00:37,970
And to help us do just that, I am
chatting with today's special guest,

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00:00:38,300 --> 00:00:45,320
Marin Ištvanić from, uh, inspire Agency
about how to maximize the efficiency

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00:00:45,560 --> 00:00:47,270
of Facebook ads for your business.

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Oh, yes.

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We are touching onto all things Facebook
ads, but before Marin and I dive into

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our conversation, uh, I'd like to share
with you uh, my podcast pick, oh, yes.

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00:00:57,690 --> 00:01:03,510
A p a pre lemme get that right is a
previous episode, uh, or two that I think

13
00:01:03,510 --> 00:01:05,430
you're gonna enjoy based on today's topic.

14
00:01:05,430 --> 00:01:09,390
Why not check out the "how
social selling can help grow

15
00:01:09,390 --> 00:01:10,830
your business" with Tim Hughes?

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00:01:10,830 --> 00:01:11,910
Tim is such a legend.

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Do check that out.

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00:01:12,960 --> 00:01:16,440
And the beautiful and talented Lauren
Schwartz, check out her episode

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00:01:16,440 --> 00:01:20,955
we recorded, uh, called Creative
that drives the click through.

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Uh, yes, you can pick up both of
those, both of my podcast picks,

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00:01:25,185 --> 00:01:29,535
uh, and our entire podcast,
uh, podcast archive for that.

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00:01:29,565 --> 00:01:32,625
Uh, it's all for free on our
website ecommercepodcast.net.

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00:01:33,015 --> 00:01:36,405
Plus, if you sign up to our newsletter
while we, while you're there, we will

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00:01:36,410 --> 00:01:41,595
send you links to our podcast picks
along with the notes and links from

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00:01:41,595 --> 00:01:48,490
today's show with Marin all delivered
straight to your inbox at no cost to you.

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Just want to emphasize that.

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Oh yeah.

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Pretty amazing right?

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Now.

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Let's talk about today's show sponsor.

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It's a mini-course which walks you
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the specific steps to take the, uh,
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And the good news is just like sign
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wow to your customers with
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55
00:03:17,870 --> 00:03:21,710
Okay, now let's talk about today's guest.

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For the past seven years, Marin has
gone from freelance contractor to

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head of performance at Inspire Agency.

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He leads a boutique agency working with
a handful of selected clients while

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providing services for paid social.

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Besides the agency, he's also partnered
at a few in-house brands and has helped

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scaled and exit, uh, exited them.

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He's also two times a speaker at Geek Out.

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Uh, and also he's spoken at
Affiliate World, uh, in Asia.

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So check him out and if that's not
enough, in the last 12 months, he has

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spent over 30 million on Facebook Ads.

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That in anybody's language
is a shed full of money.

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Oh, yes, it is.

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And he's gonna be sharing some of
his go-to Facebook ad strategies and

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learnings, as well as some additional
tips and tricks to help you do just that.

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Marin, what a legend.

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Thanks for being on the show.

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Great to have you.

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How are we doing?

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Marin: Pretty good, Matt.

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Thank you for having me.

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Matt: Oh no.

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It's great that you're here.

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Whereabouts in the world
are you dialing in from?

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Marin: Croatia.

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Matt: Croatia.

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Okay.

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Uh, now here's my question for you
cuz it is very cold where I am today.

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What's the weather like in Croatia?

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Marin: Huh so it's actually like
pretty similar to yours, like currently

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around two, three, uh, Celsius degrees.

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So like we are in the
middle of the winter.

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Matt: Yeah.

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So really cold.

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Uh, is the really cold.

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Yeah, it's the bottom line.

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Brilliant.

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So listen, given your, um, extensive
experience, your 30 million,

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uh, experience in paid social
advertising, I mean, there's a lot

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of lessons that you can learn, right?

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Uh, in that, especially on Facebook has
30 million, you should write a book, 30

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millions worth of lessons on Facebook ads.

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Uh, what are some of the common
misconceptions then that you've

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encountered about using Facebook
ads for e-commerce stores?

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And let's talk about those and let's
talk about how we address them.

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Marin: So I would say that like
people treat Facebook nowadays

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as it was like three years ago.

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Where you could have, like when there
was like not much competition, we

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didn't have iOS 14.5 update problems.

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So basically there was a
golden age of Facebook.

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You could just put a picture, find a, like
a fancy product and you would earn money.

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Uh, yeah.

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With without any problems.

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Nowadays, like things changed, you
need a lot more understanding of your

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messaging, a lot more understanding
of your creatives, how to kind of like

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pull the levers inside the ad accounts.

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What moves the needle.

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Mm-hmm.

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Uh, but like one of the biggest
mistakes is people kind of.

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I mean, people that are just
starting, they see kind of like,

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okay, here's a traffic optimization.

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Let's optimize for traffic.

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But then you would get only people
that would click on your ad, but

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they would not end up buying.

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Yeah.

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So they think, okay, let's
now optimize for add to cart.

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That will get us cheaper add to carts.

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But like interestingly,
Facebook is pretty smart.

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If you optimize for add to
carts you will get only people

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that will add to your cart.

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And they would not end up buying.

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Right.

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So that, like, that's the biggest
misconception that you, if you run any

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other conversion goal except uh, sales,
you would get sales, you would not.

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So definitely always
optimize for conversions.

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Especially, I mean, in my case, in
my case, 100% of my clients are E-com

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stores, so their ultimate goal is sales.

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Mm-hmm.

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That's why we always optimize for
conversions, because that's the end goal.

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So that would be the lesson number one.

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Lesson number two.

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Uh, you need to have, like,
ads are only amplifier.

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They're cherry on the top.

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So you need to have
like product market fit.

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You need to have like proven offer,
proven funnel, great creative, and

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then you can utilize, uh, Facebook ads.

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So, as I said, they're
just the amplifiers.

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You have the, you have to
have a proper foundation.

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Before going into, into running ads.

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Matt: Yeah.

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Yeah.

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That's a really interesting
point, isn't it?

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I loved your comment about, uh, we
treat Facebook like we did three

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years ago, uh, and the golden age, the
golden age of Facebook is, is now gone.

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Do you, I mean, we're gonna talk, I, I
I want to get into some of these things

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that you mentioned, uh, Marin, but I'm,
I just wanna sort of circle back to that.

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Do you think that the golden age of
Facebook has actually gone, or is it.

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Is it just a little bit more buried?

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Do we have to sort of
mine for the gold now?

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Marin: So if you asked me the same
question, maybe a year ago, I would

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say like, it's definitely passed,
like what worked before worked before.

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We are in the middle of kind
of like iOS, uh, update.

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We didn't know like how to optimize.

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There were like not enough
data from Facebook, but now I

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think that things definitely
improved compared to a year ago.

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Facebook reintroduced the ability
to see the breakdown from like

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what age, from gender, what
country, uh, sales are coming from.

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They introduce ability to see from
what period after seeing your ad or

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clicking on your ad someone bought,

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so basically you can understand
whether your ad is driving

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incremental conversions in terms of
the click or in terms of the view.

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Mm-hmm.

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Also, Facebook introduced
one of the like best feature.

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Recently, like maybe six months ago,
which is called Advantage Shopping

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Plus, which kind of like relies on
AI and more automation and that is

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currently like outperforming everything
in majority of my ad accounts.

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Okay.

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It is a bit of kind of like black box.

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We don't know how it works.

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We know it works like on a
different algorithm compared to

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regular campaign, but it works.

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Matt: Ah, that's interesting because
that was actually gonna be one of my

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questions, not necessarily about the
black box, but, um, we've had guests

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on the show talking about the changes,
you know, that were made in iOS 14.5

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and you know, apple basically killed
Facebook, didn't they, a few years ago.

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Um, and we've heard people sort of
talk about that and some of the things

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that you can do in the meantime.

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But I guess one of my questions was
gonna be, um, how has Facebook responded

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to those changes because, The way
I've heard people talk about it in the

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past, it's almost like Facebook just
sort of went, oh yeah, we're dead now.

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Apple's killed us.

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That's it.

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I will run a full page ad and hopefully
that will make everything all right.

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But I can't believe for one minute
that's all Facebook have done.

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So what sort of things have they done?

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I mean, you've mentioned a few
practical things there, but what is,

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is there anything else that Facebook
has done to sort of resurrect their

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00:09:46,700 --> 00:09:50,480
ad platform, uh, that we should be
aware of that is really, you know,

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taking it forward for the next year
or two and we should pay attention to.

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Marin: So definitely I think that
like their tracking improved.

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So basically a year ago compared
to now, it's totally different.

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We can actually see that more data
is passing through to the ad account.

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We can see that more sales are happening.

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Yeah, I mean, like since the iOS,
like the stores were not affected

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so much, their revenue was affected.

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But not to extend how, how less data
was shown to Facebook because Facebook

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did not have the ability to kind of
like connect person who bought with

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the ad on they, on which they clicked.

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00:10:27,195 --> 00:10:29,205
So that, that was kind
of like a big mistake.

204
00:10:29,205 --> 00:10:32,895
They introduced some of the steps
like aggregated event measurement,

205
00:10:32,895 --> 00:10:36,165
which kind of like gives you a
data with a, with a bit of delay.

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00:10:36,345 --> 00:10:40,485
They launched some of the new, uh,
campaign or like features like I've

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mentioned with Advantage Shopping Plus.

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00:10:42,535 --> 00:10:45,375
They launched some of the new
objective like website and

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shop instead of just websites.

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00:10:46,995 --> 00:10:50,675
So basically you can buy, uh,
right away on the platform.

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Like just browsing through the Instagram,
you see product, you click, you go to the

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shop on Instagram and then you buy there.

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00:10:57,780 --> 00:11:02,700
You don't have to go to the to the website
because it's happening on platform.

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Facebook has that data and as I said,
like a year ago, I was like super

215
00:11:06,990 --> 00:11:11,705
pessimistic, but to be honest, now I'm
kind of like, Way more optimistic because

216
00:11:11,705 --> 00:11:13,715
Facebook is still the most robust system.

217
00:11:13,895 --> 00:11:15,905
It's still, it still has the most data.

218
00:11:16,085 --> 00:11:17,405
It's still most reliable.

219
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People are spending
still most money there.

220
00:11:20,375 --> 00:11:23,266
People with the buying power that
are your potential customers are

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still spending most of time there.

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So I think, like I, I, as I
said, like I'm optimistic.

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00:11:28,865 --> 00:11:33,105
I don't think it's, it's kind of
like bad as it was a year ago.

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Matt: Yeah, that's quite
nice to hear actually.

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00:11:35,585 --> 00:11:39,095
It's quite refreshing, you know, that
actually this, this thing can improve.

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00:11:39,185 --> 00:11:41,555
Uh, it's sort of, it is nice
to be slightly optimistic.

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Um, and I, I'm sure that, um,
I'm sure that Facebook will be

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00:11:45,335 --> 00:11:48,275
pleased that we are saying that,
uh, on the e-commerce podcast.

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Um, So what's your, um,
what's your approach, Marin?

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00:11:54,170 --> 00:11:56,870
I mean, you've spent 30
million, uh, on Facebook ads.

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Like I said, that's the shed load of cash.

232
00:11:58,400 --> 00:11:58,760
Right.

233
00:11:58,820 --> 00:12:02,000
Um, so you've obviously learned
a few things by doing that.

234
00:12:02,000 --> 00:12:08,565
So what's your approach then to
creating uh, successful Facebook

235
00:12:08,570 --> 00:12:11,435
ads, uh, successful Facebook ad
campaign for an e-commerce store.

236
00:12:11,440 --> 00:12:13,985
What, what are some of the key
elements that I need to think about?

237
00:12:13,985 --> 00:12:18,485
You've mentioned, um, optimization for
conversion, but what, what sort of other

238
00:12:18,485 --> 00:12:19,865
things should I be thinking about now?

239
00:12:20,555 --> 00:12:23,735
Marin: So, as I said, like product
is the most important thing.

240
00:12:23,915 --> 00:12:28,685
Uh, we comes down like with where
there's already proven market, uh,

241
00:12:28,715 --> 00:12:31,945
product market fit, and we are just
there to kind of like to scale it.

242
00:12:32,415 --> 00:12:35,060
Obviously you need to
have like a good offer.

243
00:12:35,150 --> 00:12:39,680
So let's say if you are running
like 50% sale offer, it's better

244
00:12:39,680 --> 00:12:41,620
to frame it buy one, get one.

245
00:12:41,990 --> 00:12:45,410
Yeah, and like in 90% of the
cases it would get more sales

246
00:12:45,410 --> 00:12:47,680
than when you say 50% off.

247
00:12:47,680 --> 00:12:51,080
So like those are kind of like
some, some psychological tricks,

248
00:12:51,080 --> 00:12:54,990
marketing tricks that you need to
incorporate in your advertising.

249
00:12:55,490 --> 00:12:59,540
Uh, in terms of the, like Facebook,
I would say that most important thing

250
00:12:59,570 --> 00:13:03,290
is creative, so basically your ad
whether it is a video or an image,

251
00:13:03,590 --> 00:13:08,060
because nowadays interest targeting
is not so important because your

252
00:13:08,590 --> 00:13:09,880
creative is doing the targeting.

253
00:13:10,160 --> 00:13:13,250
So let's say if you have a same
image with a different messaging,

254
00:13:13,430 --> 00:13:17,570
it would attract two completely
different, uh, sort of people.

255
00:13:17,840 --> 00:13:23,090
So basically trying to understand what's
kind of like an ideal messaging that would

256
00:13:23,090 --> 00:13:28,400
hit most of the people that would enable
you to scale and also give, uh, like

257
00:13:28,400 --> 00:13:31,460
kind of like achieve your target results.

258
00:13:31,670 --> 00:13:33,500
So basically it all comes down to.

259
00:13:34,200 --> 00:13:39,600
To the messaging, to your research, why
people bought from you, uh, what, what was

260
00:13:39,600 --> 00:13:41,490
kind of like potential issue they have.

261
00:13:41,490 --> 00:13:44,730
Because you could have like maybe
collagen product that helps with,

262
00:13:44,790 --> 00:13:48,740
I don't know, better skin, but then
you find out that like a lot more

263
00:13:48,740 --> 00:13:53,360
people bought product because, uh,
they had, uh, issues with their hair.

264
00:13:53,450 --> 00:13:57,920
So your messaging then switches completely
to the hair because what more people

265
00:13:57,920 --> 00:13:59,330
are resonating with that product.

266
00:13:59,600 --> 00:14:02,330
So when you find the angle
that's working like that, kind

267
00:14:02,330 --> 00:14:03,710
of like amplifies everything.

268
00:14:03,950 --> 00:14:07,910
You incorporate it in your messaging,
you incorporate that in your video, you

269
00:14:07,910 --> 00:14:09,920
incorporate that in your landing page.

270
00:14:09,920 --> 00:14:12,620
So basically all is focused to that.

271
00:14:12,950 --> 00:14:18,350
Also it's crucial to kind of like
reach people with a different level

272
00:14:18,350 --> 00:14:20,360
of awareness and sophistication.

273
00:14:20,720 --> 00:14:24,650
So basically if you're talking about
the benefits of your product to

274
00:14:24,650 --> 00:14:28,370
someone who doesn't even know it has
a problem, like it wouldn't do well.

275
00:14:28,370 --> 00:14:28,430
Yeah.

276
00:14:28,670 --> 00:14:32,840
So basically you have different levels
of sophistication and awareness.

277
00:14:33,140 --> 00:14:39,050
So basically first you want to kind of
like maybe, uh, get people to qualify,

278
00:14:39,050 --> 00:14:43,250
let's say, do you have a problem
with, uh, I don't know, bad skin?

279
00:14:43,400 --> 00:14:47,000
Like if someone is like in that age
group, he's gonna say, oh yeah, that's me.

280
00:14:47,000 --> 00:14:48,920
I'm gonna like continue
to watch the video.

281
00:14:49,220 --> 00:14:52,970
So basically then you kind of like
hit the pain point, you agitate

282
00:14:52,970 --> 00:14:54,810
it, then you present the solution.

283
00:14:55,220 --> 00:14:58,880
Then like in the later stage,
someone is kind of like

284
00:14:59,810 --> 00:15:01,460
familiar that he has a problem.

285
00:15:01,460 --> 00:15:04,660
So you are gonna present some of
the benefits that your product has.

286
00:15:04,960 --> 00:15:09,245
If he doesn't buy after all, at the
end, you're gonna like, maybe kind

287
00:15:09,245 --> 00:15:13,145
of like, uh, show some other cases
of people that try the product.

288
00:15:13,145 --> 00:15:17,615
So basically showcases social proof,
emphasize your offer, that it is kind of

289
00:15:17,620 --> 00:15:19,955
like maybe 30 day money back guarantee.

290
00:15:20,195 --> 00:15:24,455
So basically, based on the
different level your people in your

291
00:15:24,455 --> 00:15:29,525
funnel are, you have to approach
them with a different messaging.

292
00:15:30,485 --> 00:15:32,945
Matt: So the, um, well, one, thank you.

293
00:15:32,945 --> 00:15:33,695
There's a lot there.

294
00:15:33,695 --> 00:15:35,765
Let's, let's sort of
dig into some of those.

295
00:15:36,395 --> 00:15:38,645
So let me circle back to the beginning.

296
00:15:38,645 --> 00:15:40,505
You talked about the product market fit.

297
00:15:40,505 --> 00:15:43,355
So you, um, Facebook ads
works very, very well.

298
00:15:43,355 --> 00:15:46,535
If there's proven demand for an existing,
you know, if you, if you know this

299
00:15:46,535 --> 00:15:50,635
product's gonna sell and sell well, you
can use Facebook, uh, ads to amplify that.

300
00:15:51,555 --> 00:15:57,290
And you talked about, um, having, you
know, the right, uh, funnel, for example.

301
00:15:57,290 --> 00:16:00,500
So you've got a good product, you've got
a good funnel, um, that you're sending

302
00:16:00,505 --> 00:16:03,170
into, and obviously good ad creatives
and those things sort of work together.

303
00:16:04,670 --> 00:16:08,870
What would happen if you are, if
you're just starting out or if

304
00:16:08,875 --> 00:16:09,920
you've got a product which you.

305
00:16:11,000 --> 00:16:12,710
You know, is, is a new product.

306
00:16:12,710 --> 00:16:16,760
So you go back to the collagen
example, um, I create a new

307
00:16:16,760 --> 00:16:18,620
version of collagen, for example.

308
00:16:18,620 --> 00:16:21,350
So I don't know necessarily
about product market fit.

309
00:16:21,860 --> 00:16:26,060
Um, I know that collagen kind
of sells, but I don't know

310
00:16:26,060 --> 00:16:27,680
specifically about this product.

311
00:16:28,070 --> 00:16:31,130
Um, is I guess Facebook ads.

312
00:16:31,130 --> 00:16:35,300
How do I, can I make Facebook
ads work if I don't know that

313
00:16:35,300 --> 00:16:36,530
there's a proven market fit?

314
00:16:38,510 --> 00:16:39,230
And if so, how?

315
00:16:39,230 --> 00:16:40,640
How would I go about doing that?

316
00:16:41,480 --> 00:16:44,720
Marin: So I would say that
like it would be very hard.

317
00:16:45,185 --> 00:16:50,345
Uh, your product needs to have a unique
identifier, compared to the other product.

318
00:16:50,350 --> 00:16:53,795
So it needs to have, I don't
know, maybe a better taste, maybe

319
00:16:54,005 --> 00:16:55,785
more percentage of collagen.

320
00:16:55,805 --> 00:16:59,825
Something that you can base your messaging
because without that, your product is

321
00:16:59,825 --> 00:17:02,315
just same as all the others on the market.

322
00:17:02,315 --> 00:17:02,375
Yeah.

323
00:17:02,545 --> 00:17:02,625
Yeah.

324
00:17:02,630 --> 00:17:06,305
So basically you need to differentiate
your product in some way that

325
00:17:06,305 --> 00:17:07,925
is better than the competitors.

326
00:17:08,235 --> 00:17:10,445
That's kind of like proven business model.

327
00:17:10,445 --> 00:17:13,625
A lot of people just find the
like cheap stuff on Ali Express.

328
00:17:13,625 --> 00:17:16,655
They make one change that's way
better than the other, and they

329
00:17:16,655 --> 00:17:17,945
make a business out of that.

330
00:17:17,955 --> 00:17:18,395
Mm-hmm.

331
00:17:18,475 --> 00:17:19,595
So that would be a first step.

332
00:17:19,895 --> 00:17:25,265
The second step is that I would go through
all the kind of like reviews on collagen

333
00:17:25,265 --> 00:17:29,835
of my competitors, maybe on Amazon, maybe
on their website, to see what they're

334
00:17:29,840 --> 00:17:33,215
talking about, like why they bought the
product, why they're like satisfied.

335
00:17:33,245 --> 00:17:38,675
What is their kind of like, um, What
is their state, what is their situation

336
00:17:39,014 --> 00:17:43,445
kind of like in which, what phase
of life they are basically, that is

337
00:17:43,445 --> 00:17:49,175
kind of like getting you like all the
ammo for your, for your messaging.

338
00:17:49,175 --> 00:17:53,135
You are realizing who your customer
persona is, why they're buying.

339
00:17:53,135 --> 00:17:53,195
Yeah.

340
00:17:53,525 --> 00:17:56,435
And then you focus most on, on that one.

341
00:17:56,795 --> 00:18:00,514
In terms of the, like Facebook
setup, as I said, I would definitely

342
00:18:00,514 --> 00:18:02,705
go with, uh, with conversions.

343
00:18:03,005 --> 00:18:06,965
Uh, if you're selling a, a
physical product, Uh, setup

344
00:18:06,965 --> 00:18:08,194
would be like, pretty simple.

345
00:18:08,194 --> 00:18:12,154
I would kind of like pick an angle
that I think is most promising.

346
00:18:12,154 --> 00:18:16,415
I would create, uh, multiple
images, but with a different

347
00:18:16,415 --> 00:18:18,545
maybe hook of the messaging.

348
00:18:18,545 --> 00:18:23,315
So if we find out that like, here is the
biggest issue, uh, for people that are

349
00:18:23,315 --> 00:18:28,264
buying collagen, we are gonna message,
we are gonna kind of like try to showcase

350
00:18:28,264 --> 00:18:30,174
our messaging about the hair loss.

351
00:18:30,574 --> 00:18:34,040
Maybe like on what, what are the
pain points of like when you are,

352
00:18:34,130 --> 00:18:37,670
uh, dealing with the hair loss,
what are the benefits for each?

353
00:18:37,670 --> 00:18:40,670
I would create like multiple
version of that messaging.

354
00:18:40,969 --> 00:18:45,199
And then after testing, Facebook is
great because you can see which ad

355
00:18:45,205 --> 00:18:49,699
got most click, which ad is kind of
like, uh, getting people to buy most.

356
00:18:49,759 --> 00:18:53,420
Then when you kind of like get initial
data, then you double down on that and

357
00:18:53,420 --> 00:18:55,330
create even more variation of something.

358
00:18:55,630 --> 00:18:57,875
So basically we always have an assumption.

359
00:18:57,904 --> 00:19:02,685
We just try to maximize the chances
of our assumption being successful.

360
00:19:03,170 --> 00:19:03,530
Matt: Yeah.

361
00:19:03,530 --> 00:19:04,159
No, I like that.

362
00:19:04,159 --> 00:19:09,200
So, um, so you're taking a product, you're
testing and you can use Facebook to test

363
00:19:09,200 --> 00:19:10,730
a hypothesis, can't you, to test this?

364
00:19:10,730 --> 00:19:14,300
Like you say this assumption, will
this ad conversion or this ad copy

365
00:19:14,300 --> 00:19:15,320
work better than this ad copy?

366
00:19:15,325 --> 00:19:16,040
Well, we can test that.

367
00:19:16,040 --> 00:19:19,159
We can, we can figure out, um, what
people are really after with this.

368
00:19:19,700 --> 00:19:23,630
And I like the idea of, um, going
through Amazon reviews and trying

369
00:19:23,630 --> 00:19:25,110
to figure out, you know, what..

370
00:19:25,180 --> 00:19:26,179
Marin: It's a gold mine.

371
00:19:26,480 --> 00:19:29,835
Amazon reviews and subreddits,
like it's a gold mine.

372
00:19:30,935 --> 00:19:31,610
Matt: It's interesting, isn't it?

373
00:19:31,610 --> 00:19:33,260
Cause not many people do it.

374
00:19:33,409 --> 00:19:35,630
Uh, and we.

375
00:19:36,904 --> 00:19:41,105
I just did a workshop actually last
week with some clients, um, big

376
00:19:41,105 --> 00:19:44,975
e-commerce business, you know, selling,
selling a fair few products online.

377
00:19:45,605 --> 00:19:48,275
Uh, and in the first workshop I'm like,
well, let's just go through the Amazon

378
00:19:48,275 --> 00:19:49,534
reviews and see what people are saying.

379
00:19:49,534 --> 00:19:51,574
And, and it is just like, well,
we never thought about this.

380
00:19:51,574 --> 00:19:54,125
And it, it's a really
interesting thing to do.

381
00:19:54,130 --> 00:20:00,105
And we had, um, uh, Max Sinclair
on the podcast from, uh, E-comtent

382
00:20:00,125 --> 00:20:04,774
and he was showing, he was sort of
explaining how you can use chat GPT

383
00:20:04,795 --> 00:20:06,475
now to even do it all for you, right?

384
00:20:06,475 --> 00:20:10,165
To go through the reviews and tell
you the information, the lazy man's

385
00:20:10,165 --> 00:20:13,645
version of going through Amazon
reviews to get chat GPT to do it.

386
00:20:14,455 --> 00:20:18,955
So, um, you talked about creative, right?

387
00:20:18,955 --> 00:20:24,364
So you've got a, you've got your proven
product, um, and we've tested that.

388
00:20:24,364 --> 00:20:25,955
We understand that.

389
00:20:26,105 --> 00:20:29,014
Um, and then you've, you've
talked about creative.

390
00:20:29,014 --> 00:20:32,525
One of the things that you mentioned
was in your creative, you've got to

391
00:20:32,525 --> 00:20:36,054
have a sort of, I think the phrase
you used was a unique identifier.

392
00:20:36,364 --> 00:20:39,335
Um, something that makes it
stand out and is different

393
00:20:39,335 --> 00:20:41,964
from everybody else out there.

394
00:20:42,725 --> 00:20:48,364
Do those, when you talk about those
differences, do they have to be, um,

395
00:20:48,980 --> 00:20:50,470
What's the right phrase here, Marin?

396
00:20:50,540 --> 00:20:53,870
Uh, do they have to be big differences or
can they just be really tiny differences?

397
00:20:53,870 --> 00:20:58,010
I just have to emphasize them because
maybe my product is super similar and

398
00:20:58,010 --> 00:21:01,670
I, but I, I can tell you that it's
maybe different packaging or slightly

399
00:21:01,670 --> 00:21:03,800
different flavor, but is that enough?

400
00:21:04,760 --> 00:21:09,845
Marin: So it needs to either save
your money, save your time, or

401
00:21:10,175 --> 00:21:14,740
make, you get to the end goal, in
a shorter time, let's say you have.

402
00:21:14,740 --> 00:21:15,980
I don't know.

403
00:21:16,250 --> 00:21:22,310
Um, let's say LED light face mask, that
kind of like takes 10 minute, uh, a

404
00:21:22,310 --> 00:21:27,670
day to get like treatment to your, get
your, uh, face like, uh, without acne.

405
00:21:27,980 --> 00:21:31,550
So one, it could be
cheaper than competitors.

406
00:21:31,610 --> 00:21:35,300
Two, that kind of like, saves
you money, uh, saves you time.

407
00:21:35,654 --> 00:21:39,134
Like, let's say competitors like
Mask takes 10 minutes, but your

408
00:21:39,134 --> 00:21:41,364
mask takes five minutes per routine.

409
00:21:41,384 --> 00:21:41,475
Mm-hmm.

410
00:21:41,714 --> 00:21:42,554
That saves you time.

411
00:21:42,975 --> 00:21:45,884
Uh, the third one, it gets you
kind of like, it's more effective.

412
00:21:45,884 --> 00:21:53,475
So basically maybe a wave length of your,
um, uh, LED lights is lot, lot, uh, wider.

413
00:21:53,480 --> 00:21:56,514
So basically you penetrate
the skin more powerful.

414
00:21:56,520 --> 00:22:00,705
So those are like three
different, uh, different.

415
00:22:01,385 --> 00:22:05,764
Like features of your product that
gets you edge on the market above

416
00:22:05,770 --> 00:22:07,025
the, all the other competition.

417
00:22:07,235 --> 00:22:10,355
Obviously you can combine all
three and create a premium product.

418
00:22:10,625 --> 00:22:14,915
Then it just depends like whether
it's kind of like, uh, doable, but

419
00:22:14,975 --> 00:22:18,245
definitely it needs to kind of like
either saves you time, saves you money,

420
00:22:18,485 --> 00:22:20,635
gets to the end goal quicker, or mm-hmm.

421
00:22:20,715 --> 00:22:24,965
Or kind of like, I would say those three
are kind of like the, the most important,

422
00:22:24,965 --> 00:22:26,925
obviously just like a different packaging.

423
00:22:27,304 --> 00:22:28,909
Uh, would not do the trick.

424
00:22:29,120 --> 00:22:31,190
So it needs to be something tangible.

425
00:22:31,790 --> 00:22:33,620
Matt: Yeah, no, fair enough.

426
00:22:33,679 --> 00:22:39,650
So, um, having this unique identifier,
having a USP and marketing that

427
00:22:40,250 --> 00:22:43,219
aspect with those three areas
that you mentioned, is, is quite

428
00:22:43,225 --> 00:22:44,840
critical then for Facebook, isn't it?

429
00:22:44,840 --> 00:22:47,000
It's, um, it helps you stand out.

430
00:22:47,000 --> 00:22:51,259
It, I, I like to use a phrase, beige
as in, I don't want to be beige.

431
00:22:51,320 --> 00:22:53,540
I don't want to sort of
blend in with everybody else.

432
00:22:55,175 --> 00:22:57,755
So that then brings us nicely to creative.

433
00:22:57,905 --> 00:23:03,065
Um, so I, I understand what my
different differentiators are, right?

434
00:23:03,065 --> 00:23:04,865
How I'm gonna stand out
from the competition.

435
00:23:05,525 --> 00:23:11,074
So how do I go about creating compelling
creative, I've just heard that back in

436
00:23:11,074 --> 00:23:13,445
my head, creating compelling creative.

437
00:23:13,995 --> 00:23:15,565
Marin: That's, that's well said.

438
00:23:15,565 --> 00:23:19,355
So basically there are multiple,
uh, styles of creative that we

439
00:23:19,355 --> 00:23:21,635
know are usually working the best.

440
00:23:21,635 --> 00:23:25,095
So I would say that the most important
one currently that is working

441
00:23:25,095 --> 00:23:29,975
across majority of the ad account
is UGC, user generated content.

442
00:23:30,395 --> 00:23:33,935
Yeah, so like it also depends
to, who do you advertise?

443
00:23:33,935 --> 00:23:37,114
Like if you advertise to like,
I don't know, boomers, then that

444
00:23:37,114 --> 00:23:40,804
info commercial style like we
see on TV is gonna work better.

445
00:23:41,110 --> 00:23:44,530
But if you advertise to Gen Z, then
like that TikTok style with the

446
00:23:44,530 --> 00:23:46,840
fast-paced editing is gonna work better.

447
00:23:47,320 --> 00:23:51,130
In terms of the style of the creative,
like, I like to stick like maybe

448
00:23:51,130 --> 00:23:55,630
2, 3, 4, that are main one that are
uh, kind of like working the best.

449
00:23:56,540 --> 00:23:58,020
Those are combined with the UGC.

450
00:23:58,040 --> 00:24:02,270
So like one would be product demonstration
video in which you case, like what's

451
00:24:02,270 --> 00:24:06,199
your product, how does it work, like,
uh, what it does, how it can help you.

452
00:24:06,500 --> 00:24:09,770
The other would be like a testimonial
review, which is kind of like

453
00:24:09,770 --> 00:24:12,830
a genuine review of a person
that already tried the product.

454
00:24:13,130 --> 00:24:17,989
The third one would be potentially
unboxing video that you kind of like, uh,

455
00:24:18,020 --> 00:24:22,970
imagine yourself and you are unboxing the
product, like how, how happy would you be

456
00:24:22,970 --> 00:24:25,970
and like to, to get that genuine reaction.

457
00:24:26,330 --> 00:24:29,240
One can be like emphasizing the
offer if you have something,

458
00:24:29,240 --> 00:24:31,389
some discount or stuff like that.

459
00:24:31,830 --> 00:24:35,330
But I would say like sometimes
you can combine all those three.

460
00:24:35,630 --> 00:24:39,030
What is important is that you
showcase that unique mechanism

461
00:24:39,110 --> 00:24:40,580
somewhere in the video.

462
00:24:40,820 --> 00:24:44,390
So like the most simple and
one of the most effective

463
00:24:44,970 --> 00:24:47,770
framework is pain agitate solution.

464
00:24:47,780 --> 00:24:47,870
Mm-hmm.

465
00:24:48,130 --> 00:24:52,580
So basically you get someone to qualify,
you, uh, identify their pain point.

466
00:24:52,580 --> 00:24:56,210
You agitate it, you compare it to
all the other inferior solution.

467
00:24:56,240 --> 00:24:58,790
Then you present your product
with a unique mechanism.

468
00:24:59,030 --> 00:25:02,060
Then you showcase the end goal, and
then you showcase, I don't know,

469
00:25:02,060 --> 00:25:03,770
testimonial and the call to action.

470
00:25:03,770 --> 00:25:06,430
So that, that's kind of
like a one simple framework.

471
00:25:07,264 --> 00:25:12,695
What is also really, really important, uh,
for Facebook ads is the hook of the video.

472
00:25:12,965 --> 00:25:17,014
So basically those are three, uh,
first three seconds of a video.

473
00:25:17,525 --> 00:25:21,185
We usually, when we create one video,
we create like multiple variation of a

474
00:25:21,185 --> 00:25:26,495
hook because that can kind of like make
or break your ad because a different

475
00:25:26,500 --> 00:25:30,625
hook can kind of like, Get more people
to watch the rest of your video.

476
00:25:30,815 --> 00:25:35,405
So if you're amplifying the, your chances
of getting more people to watch you get

477
00:25:35,465 --> 00:25:38,045
more people potentially to your website.

478
00:25:38,375 --> 00:25:43,745
So like that's again, uh, one thing
to test that we, that we usually do.

479
00:25:44,135 --> 00:25:44,435
Matt: Okay.

480
00:25:44,440 --> 00:25:47,165
So, uh, let's just circle
back on that a little bit.

481
00:25:47,165 --> 00:25:51,425
So your first three seconds of your
content count, you've gotta get in there,

482
00:25:51,425 --> 00:25:52,985
hook and try different types of hooks.

483
00:25:52,985 --> 00:25:57,469
So what are some examples of hooks
that you guys have used or seen being

484
00:25:57,469 --> 00:25:58,940
used that have worked really well.

485
00:25:58,940 --> 00:26:01,730
What, when you say hook
specifically, give us some examples.

486
00:26:01,730 --> 00:26:04,100
I think it'd be good to sort
of pitch that in our hands.

487
00:26:04,100 --> 00:26:06,739
Marin: Yeah, so it would be probably
better if you can guys, if you

488
00:26:06,739 --> 00:26:08,270
guys can see something like that.

489
00:26:08,299 --> 00:26:12,489
But like asking a question, let's
say if you are selling a product,

490
00:26:12,770 --> 00:26:16,159
uh, for, I don't know, supplement
for football players, one, one

491
00:26:16,159 --> 00:26:19,989
hook can be, are you a football
player looking to get pro contract.

492
00:26:20,529 --> 00:26:26,270
The second hook can be, I don't know,
uh, my teammates are, uh, asking me

493
00:26:26,270 --> 00:26:28,460
what secret weapon am, am I using?

494
00:26:28,520 --> 00:26:30,770
The third can be, uh, I don't know.

495
00:26:31,010 --> 00:26:35,060
Uh, coach, the coach is asking me
what extra training I've been doing.

496
00:26:35,120 --> 00:26:35,400
Mm-hmm.

497
00:26:35,480 --> 00:26:37,120
So basically those are
three different hooks.

498
00:26:37,125 --> 00:26:41,090
So like, it can be question, it can
be question, uh, on people or on

499
00:26:41,090 --> 00:26:42,679
which people are gonna identify.

500
00:26:42,679 --> 00:26:44,150
So like, are you a football player?

501
00:26:44,350 --> 00:26:46,590
If I'm a football player,
then like, okay, that's me.

502
00:26:47,100 --> 00:26:48,570
I'm gonna watch the rest of the video.

503
00:26:48,900 --> 00:26:52,980
Uh, it can be, um, kind of
like communicating the angle.

504
00:26:52,980 --> 00:26:56,279
So if someone is like looking for
a pro contract that can resonate

505
00:26:56,279 --> 00:26:59,790
with them, uh, one can be kind
of like a pattern interrupt.

506
00:26:59,850 --> 00:27:03,330
So basically instead of going,
you know, like regular uh, time

507
00:27:03,389 --> 00:27:06,480
timeline of the video, you can take
one of the scene from the middle

508
00:27:06,480 --> 00:27:07,735
of the video, which kind of like.

509
00:27:08,255 --> 00:27:11,150
I don't know, person that scores a goal.

510
00:27:11,179 --> 00:27:13,850
So like at at the end, like
you're okay what's happening here?

511
00:27:13,850 --> 00:27:15,330
It's not regular part of the video.

512
00:27:15,900 --> 00:27:18,080
It can be kind of like a countdown timer.

513
00:27:18,080 --> 00:27:19,909
So let's say 3, 2, 1.

514
00:27:19,909 --> 00:27:22,279
So like you're watching, okay,
something is happening here.

515
00:27:22,639 --> 00:27:25,580
It can be something that's
kind of like oddly satisfying.

516
00:27:25,670 --> 00:27:29,449
That's again kind of like works because
of the TikTok, which introduce that trend.

517
00:27:29,449 --> 00:27:32,860
So people like patterns, people like
order, so like they're watching.

518
00:27:33,335 --> 00:27:36,005
Kind of like, uh, oddly satisfying shot.

519
00:27:36,335 --> 00:27:39,245
It can be something gross,
something completely weird.

520
00:27:39,605 --> 00:27:45,725
So basically, I don't know, showcasing,
uh, some, I don't know if person

521
00:27:45,755 --> 00:27:48,065
has like, uh, fungus on their feet.

522
00:27:48,065 --> 00:27:51,455
So basically showcasing that people
are kind of, okay, what's that?

523
00:27:51,485 --> 00:27:55,145
And they're kind of like, inclined to
watch the rest of the video or like maybe.

524
00:27:56,525 --> 00:28:00,784
Cheese or like some rotten food if
you're selling some, uh, food products.

525
00:28:00,784 --> 00:28:02,525
So basically you want
to get their attention.

526
00:28:02,525 --> 00:28:02,614
Mm-hmm.

527
00:28:02,855 --> 00:28:06,304
No matter if it's not kind of like
directly correlated to the video, it

528
00:28:06,304 --> 00:28:09,965
needs to be correlated in some sense
because potentially you're gonna address

529
00:28:09,965 --> 00:28:14,855
that rotten food later in your video
as a part of your marketing angle.

530
00:28:14,855 --> 00:28:18,784
But those are kind of like the most
important one, asking the question,

531
00:28:18,815 --> 00:28:24,784
pattern interrupt, countdown
timers, um, communicating the angle.

532
00:28:24,784 --> 00:28:25,965
So stuff like that.

533
00:28:26,355 --> 00:28:26,715
Matt: Yeah.

534
00:28:27,225 --> 00:28:28,040
No, I like that.

535
00:28:28,040 --> 00:28:29,240
I, that's great.

536
00:28:29,240 --> 00:28:32,600
There's lots of examples there, and I love
the simplicity of asking a question, an

537
00:28:32,600 --> 00:28:34,580
arresting question that's sort of, yeah.

538
00:28:34,639 --> 00:28:39,740
Um, because I, I tend to find, uh,
Marin, I, I, how true this is, I don't

539
00:28:39,740 --> 00:28:42,830
know, but I, I was always sort of led
to believe that whenever you ask a

540
00:28:42,835 --> 00:28:44,690
question, everybody actually answers it.

541
00:28:44,690 --> 00:28:47,780
Even if it's subconsciously you're,
you're sort of getting that buy-in.

542
00:28:48,290 --> 00:28:50,870
So are you a footballer would
be an interesting question.

543
00:28:51,225 --> 00:28:54,255
Um, and different people would say yes
or no, Do you know what I mean, but they,

544
00:28:54,255 --> 00:28:55,995
everybody would answer that question.

545
00:28:56,054 --> 00:29:00,255
Um, and so you are using hooks then in
the, sort of the first three seconds.

546
00:29:00,824 --> 00:29:04,185
Um, you, you've got the videos
or your user generated content.

547
00:29:04,634 --> 00:29:08,505
Um, when it comes to user generated
content, actually there's a good question.

548
00:29:09,375 --> 00:29:13,545
How do you, do you give direction?

549
00:29:13,634 --> 00:29:17,444
So for example, using this idea of
a hook in the first three seconds.

550
00:29:18,335 --> 00:29:21,995
Is that something that you would add
onto a user-generated video or is that

551
00:29:21,995 --> 00:29:25,264
something that you tell the person
doing the user-generated content that

552
00:29:25,264 --> 00:29:27,245
you want them to add, for example?

553
00:29:27,935 --> 00:29:33,755
Marin: Yeah, so basically they get a
script like, uh, each, each user that

554
00:29:33,755 --> 00:29:38,045
films the content, he gets a, he gets a
script, like, I don't know, you get like

555
00:29:38,045 --> 00:29:40,534
three hooks and the rest of the same.

556
00:29:40,534 --> 00:29:43,595
So basically you're gonna film
yourself how you are putting

557
00:29:43,595 --> 00:29:44,885
the supplement in a shaker.

558
00:29:44,915 --> 00:29:46,150
How are you shaking it?

559
00:29:46,480 --> 00:29:47,870
Uh, like how are you drinking?

560
00:29:47,870 --> 00:29:50,360
Like what are the benefits
of using the product there?

561
00:29:50,360 --> 00:29:54,259
Like maybe you tried some, some, some
other products, but they did not work.

562
00:29:54,264 --> 00:29:56,060
So basically they create a script.

563
00:29:56,330 --> 00:29:57,080
They everything.

564
00:29:57,110 --> 00:30:00,920
They film everything, uh, raw and
they send us a raw file and then

565
00:30:00,925 --> 00:30:05,929
we edit it, uh, in-house to kind
of like get that, uh, full video.

566
00:30:05,989 --> 00:30:08,750
When we get the full video, we
just attach three different hooks.

567
00:30:08,750 --> 00:30:11,389
So basically out of one video
we have three variation.

568
00:30:11,690 --> 00:30:15,025
Then we test and based on the data
we see, okay, which makes sense.

569
00:30:15,315 --> 00:30:20,195
Let's say, I don't know, uh, your
coach is kind of like asking you if

570
00:30:20,195 --> 00:30:22,685
you're getting some extra work, then
we are gonna double down on that

571
00:30:22,685 --> 00:30:24,304
and create more variation of that.

572
00:30:24,514 --> 00:30:27,695
Maybe create a whole video based
on that hook, because that's what

573
00:30:27,695 --> 00:30:29,135
most people are resonating with.

574
00:30:29,764 --> 00:30:30,185
Matt: Okay.

575
00:30:30,455 --> 00:30:30,844
Okay.

576
00:30:31,085 --> 00:30:35,150
But it's interesting that you are, um, I
mean, when it comes to dealing with people

577
00:30:35,150 --> 00:30:36,620
doing the user generated content video.

578
00:30:36,620 --> 00:30:41,630
You are giving them scripts, um, as
opposed to them just doing it however

579
00:30:41,630 --> 00:30:43,310
they feel like and however they want to.

580
00:30:43,460 --> 00:30:45,560
You're, you're actually giving
them some guidance, right?

581
00:30:45,739 --> 00:30:46,040
Marin: Yeah.

582
00:30:46,045 --> 00:30:50,090
If it's kind of like, um, existing
customer that we just want to film

583
00:30:50,090 --> 00:30:53,509
kind of like a review, then we,
then we'll have to, uh, to, to

584
00:30:53,509 --> 00:30:55,400
say with their own words to feel.

585
00:30:55,520 --> 00:30:57,199
So it's kind of like more genuine.

586
00:30:57,750 --> 00:31:01,530
Uh, but like majority of those
reviews are not kind of like

587
00:31:01,530 --> 00:31:02,850
a good material for the ad.

588
00:31:02,850 --> 00:31:07,680
Yeah, they're good in some parts, but
you get a video of like two minutes girl

589
00:31:07,680 --> 00:31:10,860
talking about the product, which is kind
of like not ideal for a Facebook ad.

590
00:31:11,030 --> 00:31:15,020
Yeah, that's why we want to kind of
like have, uh, fast pace editing,

591
00:31:15,290 --> 00:31:18,290
uh, for the product, like showcase
all the important elements.

592
00:31:18,290 --> 00:31:22,370
Like I said, hook, uh,
agitate the problem, present

593
00:31:22,370 --> 00:31:23,720
a solution, unique mechanism.

594
00:31:23,720 --> 00:31:26,900
So like when you frame that video
in a multiple sequences, then you

595
00:31:26,900 --> 00:31:31,490
know it kind of like it's a proven
framework compared to some random

596
00:31:31,490 --> 00:31:33,080
girl just talking about product.

597
00:31:33,290 --> 00:31:34,440
Obviously it can work.

598
00:31:34,880 --> 00:31:38,404
But when we are dealing with
the content creators, then we

599
00:31:38,404 --> 00:31:39,904
like usually give them scripts.

600
00:31:39,904 --> 00:31:43,895
They don't have to like follow it to
the T, but this has to be like part

601
00:31:43,895 --> 00:31:47,105
of their uh, materials they film.

602
00:31:48,005 --> 00:31:50,945
Matt: So where's, um, if I, I'm just
thinking people listening to the show,

603
00:31:50,945 --> 00:31:52,114
they'll be like, well, this is great.

604
00:31:52,384 --> 00:31:54,815
Um, user generated content
is a popular thing.

605
00:31:55,085 --> 00:31:56,375
I mean, full disclosure.

606
00:31:56,465 --> 00:32:00,995
Um, we're using user generated content
now in our own ecomm businesses.

607
00:32:01,025 --> 00:32:03,125
So I, you know, I'm, I'm, I'm intrigued.

608
00:32:03,125 --> 00:32:04,685
My ears are perking up.

609
00:32:05,344 --> 00:32:12,485
Um, where do you go to find people
that can create the UGC for you?

610
00:32:12,485 --> 00:32:14,915
Where's, where's sort of two
or three good places to look

611
00:32:14,975 --> 00:32:16,145
in, in, from your experience?

612
00:32:17,345 --> 00:32:21,725
Marin: So in majority of the cases we
work with, uh, creative agencies that

613
00:32:21,725 --> 00:32:24,215
already have a network of UGC creators.

614
00:32:24,215 --> 00:32:27,205
So when you reach out to an agency,
they have like list of, I don't know,

615
00:32:27,210 --> 00:32:29,255
over 100 people that they work with.

616
00:32:29,255 --> 00:32:32,165
You can see their portfolio,
things they, uh, filmed.

617
00:32:32,195 --> 00:32:35,945
You can kind of like pick
based on, uh, age and gender.

618
00:32:36,200 --> 00:32:39,110
And like some demographics from
which country they are, because

619
00:32:39,110 --> 00:32:40,880
accent is sometimes pretty important.

620
00:32:41,240 --> 00:32:42,350
And then you check their works.

621
00:32:42,350 --> 00:32:44,780
Then you select, okay, I
want this, this, this person.

622
00:32:45,020 --> 00:32:48,139
Then they create a script and you
get kind of like the full video.

623
00:32:48,560 --> 00:32:49,850
If you want to do it on your own.

624
00:32:49,850 --> 00:32:53,330
You can reach people on Instagram,
you can find people with just

625
00:32:53,335 --> 00:32:56,840
like UGC creator, uh uh, like tag.

626
00:32:58,534 --> 00:33:03,094
On Twitter, you can kind of like use some
of the native platforms, uh, that people

627
00:33:03,094 --> 00:33:05,195
have, like TikTok Creator Marketplace.

628
00:33:05,225 --> 00:33:05,315
Mm-hmm.

629
00:33:05,554 --> 00:33:10,085
And you actually also put some filters
and you get list of people that are into,

630
00:33:10,355 --> 00:33:12,574
uh, kind of like creating UGC concepts.

631
00:33:12,574 --> 00:33:15,094
Some, like, some people are
kind of like living out of that.

632
00:33:15,665 --> 00:33:21,215
Uh, so like you have also some platforms
where you can kind of like create a script

633
00:33:21,455 --> 00:33:26,764
and get kind of like, also pick among
a lot of people, like, uh, who your,

634
00:33:27,005 --> 00:33:30,875
who, your content creator you want to
be, let's say below or stuff like that.

635
00:33:30,880 --> 00:33:35,345
You have a lot of, uh, influencers,
agencies that are working with

636
00:33:35,345 --> 00:33:40,639
the kind of like, People in the
space that can film you content.

637
00:33:40,990 --> 00:33:44,614
So basically there's a lot of
opportunity to find a UGC because

638
00:33:44,614 --> 00:33:45,905
it's booming at the moment.

639
00:33:46,145 --> 00:33:47,525
Matt: Yeah, it's a booming
industry, isn't it?

640
00:33:47,885 --> 00:33:51,915
What, uh, maybe this is the
wrong question, Marinna, but

641
00:33:52,114 --> 00:33:58,395
what sort of budget do I need to
have in my head for UGC creation?

642
00:33:59,659 --> 00:34:03,440
Marin: So like, it can go, like if
you're searching on your own, it

643
00:34:03,440 --> 00:34:08,270
can go like just from gifting a free
product up to like 5k per video.

644
00:34:08,300 --> 00:34:08,330
Mm.

645
00:34:08,719 --> 00:34:13,580
So there, there's definitely
no kind of, uh, there's no kind

646
00:34:13,585 --> 00:34:14,900
of like minimum and maximum.

647
00:34:14,929 --> 00:34:20,029
It also depends whether you want, uh,
content creator to post your video on

648
00:34:20,029 --> 00:34:24,239
their profile, on their kind of like
Instagram channel to amplify the chance

649
00:34:24,239 --> 00:34:28,654
of more people seeing that, uh,
video or whether you want them

650
00:34:28,654 --> 00:34:32,884
just like to film and to like send
the raw mm-hmm uh, files to you.

651
00:34:32,884 --> 00:34:35,984
And there you, then you're gonna
edit it depending on what you want.

652
00:34:36,004 --> 00:34:41,235
Like we, in paid social, we majority
want people to shoot the shoot

653
00:34:41,235 --> 00:34:42,844
the content and send it to us.

654
00:34:42,844 --> 00:34:44,714
We don't care whether
they will post it or not.

655
00:34:44,714 --> 00:34:46,504
We are gonna test all
the content in the ads.

656
00:34:46,804 --> 00:34:52,310
People that are relying on influencer,
uh, strategy, they want influencer to

657
00:34:52,310 --> 00:34:54,679
post to get the exposure for the brand.

658
00:34:54,679 --> 00:34:56,710
So it's totally depending
on your strategy.

659
00:34:57,680 --> 00:34:58,069
Matt: Okay.

660
00:34:58,160 --> 00:34:59,330
That's interesting, isn't it?

661
00:34:59,509 --> 00:35:04,819
Um, so what does a typical company spend?

662
00:35:05,089 --> 00:35:08,910
Um, I mean, I, I don't wanna spend
5,000 pounds on one specific influencer.

663
00:35:08,910 --> 00:35:14,585
I don't, I don't think I do,
but, um, What's, what's a typical

664
00:35:14,585 --> 00:35:15,815
sort of monthly budget then?

665
00:35:15,815 --> 00:35:18,335
Would I, I'm just pulling
figures out the air here.

666
00:35:18,485 --> 00:35:21,905
Uh, Marin, just to give some side
of context, I think for people, does

667
00:35:21,905 --> 00:35:23,615
a thousand dollars a month work?

668
00:35:23,615 --> 00:35:25,325
Do I need $2,000 a month?

669
00:35:25,330 --> 00:35:27,215
What, what do you think?

670
00:35:27,220 --> 00:35:30,185
Marin: So for, for a content
creator or for the influencer

671
00:35:30,185 --> 00:35:31,985
campaign, uh, agent kind of?

672
00:35:33,140 --> 00:35:35,450
Matt: Yeah, just for someone to
create these videos that I can

673
00:35:35,450 --> 00:35:37,580
use in the Facebook ad where
they send me all the videos.

674
00:35:37,580 --> 00:35:40,040
Marin: Yeah, so you can get like,
you can, like if you're gonna do it

675
00:35:40,040 --> 00:35:43,790
on your own, I think you can find
like people on Instagram that go on

676
00:35:43,790 --> 00:35:47,750
film, you can kind of like content
for like, I don't know, 200 bucks.

677
00:35:47,755 --> 00:35:48,210
Matt: Mm-hmm.

678
00:35:49,279 --> 00:35:53,359
Yeah, so, so it's not actually
that expensive and the

679
00:35:53,359 --> 00:35:54,620
barriers to entry aren't high.

680
00:35:54,620 --> 00:35:56,359
You can actually get started with it.

681
00:35:56,450 --> 00:35:57,589
Um, you don't need to go and,

682
00:35:57,589 --> 00:35:59,990
Marin: yeah, like you would have to
like find, I don't know, 20 people.

683
00:35:59,995 --> 00:36:02,240
Out of 20, 10 will respond out of 10.

684
00:36:02,245 --> 00:36:07,490
Like five would not kind of like, uh, be
interested out of five, that reply, like,

685
00:36:07,669 --> 00:36:09,319
you are gonna be like, too expensive.

686
00:36:09,529 --> 00:36:11,180
Like you are gonna end
up working with one.

687
00:36:11,330 --> 00:36:14,899
So it's kind of, If you
want a content, it's better.

688
00:36:14,899 --> 00:36:18,049
If you have a budget and you want the
content, it's better go to the agency.

689
00:36:18,259 --> 00:36:23,479
If not, there's some, some platforms
online that you can kind of like get

690
00:36:23,479 --> 00:36:25,609
video for, I don't know, 60, 70 bucks.

691
00:36:25,759 --> 00:36:27,769
And it's easier because
they already have a list.

692
00:36:27,769 --> 00:36:31,069
You just put your brief, uh,
kind of like they are handled.

693
00:36:31,100 --> 00:36:31,999
They handle everything.

694
00:36:32,524 --> 00:36:36,484
Yeah, because it's super time consuming
to find, uh, someone and like you don't

695
00:36:36,484 --> 00:36:40,145
know whether they're good in front of
camera, what kind of like content it is

696
00:36:40,205 --> 00:36:43,805
to deliver, like whether they're gonna
like film you at different hooks or not.

697
00:36:43,805 --> 00:36:45,305
So yeah, it really depends.

698
00:36:45,860 --> 00:36:46,220
Matt: Yeah.

699
00:36:46,279 --> 00:36:46,430
No.

700
00:36:46,430 --> 00:36:46,790
Okay.

701
00:36:46,850 --> 00:36:47,270
Fair enough.

702
00:36:47,299 --> 00:36:51,230
Uh, it is, like you say,
time consuming and complex.

703
00:36:51,680 --> 00:36:52,759
So let's get back then.

704
00:36:52,759 --> 00:36:55,190
So we've got our creative, we've
got some good user generated

705
00:36:55,190 --> 00:36:56,240
content created, right?

706
00:36:56,270 --> 00:37:01,250
We've got a, a proven product and,
um, we're sending them to, uh, a

707
00:37:01,250 --> 00:37:04,040
specific funnel on our webpage.

708
00:37:04,040 --> 00:37:08,040
So that's all optimized for the product
that we're selling and related to

709
00:37:08,040 --> 00:37:09,440
ithe offer that we're advertising.

710
00:37:10,430 --> 00:37:11,870
And so the whole thing's complete.

711
00:37:12,529 --> 00:37:16,609
Have you, um, I'm really curious because
obviously you've done this a lot, right?

712
00:37:17,149 --> 00:37:20,240
Have you got any sort of
stories that you can share?

713
00:37:20,660 --> 00:37:23,779
Um, maybe without mentioning client
names, I don't wanna put you in a

714
00:37:23,785 --> 00:37:27,890
tricky spot where, where things have
gone well or where things have, on

715
00:37:27,890 --> 00:37:31,189
the other hand have gone incredibly
complicated all of a sudden.

716
00:37:31,189 --> 00:37:34,180
I'm kind of curious what, what
sort of story gems you have?

717
00:37:34,740 --> 00:37:37,865
Marin: Yeah, so like there are
definitely some kind of like best

718
00:37:37,865 --> 00:37:41,375
cases when you get to the fact where
like, I don't know, client is already

719
00:37:41,455 --> 00:37:45,516
spending 2-3K a day and you just got
there and you just simplified the

720
00:37:45,520 --> 00:37:49,384
budget because you know how to optimize
better, how to maximize the efficiency.

721
00:37:49,654 --> 00:37:52,115
And you get them, like in,
within, within a month, you get

722
00:37:52,115 --> 00:37:53,765
them to over 10K a day mm-hmm.

723
00:37:54,095 --> 00:37:54,785
In spend.

724
00:37:55,265 --> 00:37:59,165
Then obviously if you're responsible only
for the marketing, you don't know what's

725
00:37:59,170 --> 00:38:01,024
happening, kind of like in the back end.

726
00:38:01,024 --> 00:38:02,225
Do they have enough stock?

727
00:38:02,495 --> 00:38:04,634
Uh, are their margins good enough?

728
00:38:04,685 --> 00:38:06,154
Uh, like what's happening?

729
00:38:06,154 --> 00:38:11,045
So basically one, one time we, we kind
of like scaled one store uh, let's say

730
00:38:11,045 --> 00:38:17,435
to the moon, but then, uh, then kind
of like they, they kind of like, they

731
00:38:17,435 --> 00:38:21,995
didn't have stock anymore, so basically
we had to turn off the ads for a month.

732
00:38:22,295 --> 00:38:26,105
Once we turn one bit, we kind of like
turn back the ads on, like we never get

733
00:38:26,110 --> 00:38:30,125
to the level before, not in terms of the
spend, not in terms of the efficiency.

734
00:38:30,335 --> 00:38:33,365
So that was kind of like
probably one of the.

735
00:38:34,205 --> 00:38:37,835
One of the biggest horror story that
could be potentially like huge success

736
00:38:38,075 --> 00:38:42,455
because like one, one month is kind of
like, pretty much you can get like a lot

737
00:38:42,455 --> 00:38:46,805
of, uh, competitors, especially if you
are kind of like having a unique product.

738
00:38:46,805 --> 00:38:47,975
You're first on the market.

739
00:38:48,035 --> 00:38:48,125
Mm-hmm.

740
00:38:48,370 --> 00:38:53,194
And then you get like a lot of copycats,
uh, that are creating inferior products

741
00:38:53,225 --> 00:38:55,025
that they can sell for cheaper.

742
00:38:55,055 --> 00:38:58,325
So basically they, they, they
take chunk of your market.

743
00:38:58,625 --> 00:39:02,230
All the customers do not know that
your, that their product is inferior.

744
00:39:02,620 --> 00:39:02,970
Matt: Mm.

745
00:39:03,359 --> 00:39:03,509
Yeah.

746
00:39:03,530 --> 00:39:04,250
No fair play.

747
00:39:04,670 --> 00:39:08,870
I was laughing when you talked about the,
the client that, uh, had all the stock run

748
00:39:08,870 --> 00:39:10,490
out, because that's been me in the past.

749
00:39:11,660 --> 00:39:15,590
Um, you know, where you just don't
anticipate how well a campaign is actually

750
00:39:15,590 --> 00:39:17,180
gonna do, you know, and these things fly.

751
00:39:17,180 --> 00:39:22,700
We, um, we did a campaign in
the last few weeks that, um, I

752
00:39:22,700 --> 00:39:23,990
mean it out pulled everything.

753
00:39:25,640 --> 00:39:26,120
By, what was it?

754
00:39:26,120 --> 00:39:27,320
480%.

755
00:39:27,320 --> 00:39:28,610
I mean, it was just crazy.

756
00:39:28,670 --> 00:39:30,680
The, the, the, the, the differential.

757
00:39:30,680 --> 00:39:33,440
And within four weeks we'd
done a year's worth of work and

758
00:39:33,440 --> 00:39:35,090
you're kind like, oh my goodness.

759
00:39:35,390 --> 00:39:37,670
Um, you know, that was,
that was a bit crazy.

760
00:39:37,670 --> 00:39:40,880
So it's nice when they come along,
um, yeah, but it's, they are

761
00:39:40,880 --> 00:39:42,470
difficult to plan for, aren't they?

762
00:39:42,470 --> 00:39:46,370
They're, they're difficult to, cuz you
just, sometimes you hit these sort of

763
00:39:46,400 --> 00:39:49,950
veins and then sometimes, Everything's
a bit more measured, isn't it?

764
00:39:49,950 --> 00:39:52,319
And a bit more sort of normal
how you'd expect it to be.

765
00:39:52,319 --> 00:39:54,990
So I, I, I see that's, um,
I see that's a problem.

766
00:39:55,589 --> 00:39:59,910
Where do you go Marin if you, I
mean you personally, where do you

767
00:39:59,910 --> 00:40:02,039
go to sort of stay up to date?

768
00:40:02,189 --> 00:40:07,140
Um, with all the latest trends and
whatever's changing in Facebook, if

769
00:40:07,140 --> 00:40:10,079
I wanted to sort of try and stay up
with it and find the latest news and,

770
00:40:10,529 --> 00:40:13,229
and understandings, what, what sort
of places do you hang out in that

771
00:40:13,229 --> 00:40:15,080
sort of feeds that information to you?

772
00:40:15,830 --> 00:40:19,924
Marin: So in terms of like, uh,
e-commerce and, uh, like media

773
00:40:19,930 --> 00:40:25,115
buying in this like d2c, uh, space,
I'm kind of like, uh, there are two

774
00:40:25,115 --> 00:40:27,185
places like listening to podcasts.

775
00:40:27,185 --> 00:40:27,274
Mm-hmm.

776
00:40:27,814 --> 00:40:31,535
And the other is Twitter, D2C
community, which is amazing.

777
00:40:31,535 --> 00:40:32,345
Which is kind of like, yeah.

778
00:40:32,345 --> 00:40:37,014
I think light years ahead of Facebook
communities and like Linkedin.

779
00:40:37,340 --> 00:40:40,490
So basically that Twitter
D2C community is amazing.

780
00:40:40,490 --> 00:40:42,680
You get like people that
are testing lot of stuff.

781
00:40:42,680 --> 00:40:47,000
You get agency owner, you have like a
lot of brand owners that are sharing.

782
00:40:47,540 --> 00:40:50,750
I think the, the value there is amazing.

783
00:40:50,750 --> 00:40:56,029
So definitely whoever is in D2C space
and has its own store and wants to

784
00:40:56,035 --> 00:40:59,840
grow it, uh, or is into media buying,
definitely needs to be on Twitter.

785
00:41:00,440 --> 00:41:00,770
Matt: Yeah.

786
00:41:00,770 --> 00:41:01,009
Yeah.

787
00:41:01,009 --> 00:41:03,569
Are there any specific hashtags
that you sort of connect with?

788
00:41:04,049 --> 00:41:05,285
Marin: Not really hashtags.

789
00:41:05,285 --> 00:41:07,924
There are kind of like
just people into space.

790
00:41:07,975 --> 00:41:12,395
You, you kind of like when you start
following like 10, 5, 10 of of them,

791
00:41:12,634 --> 00:41:16,234
you will see a lot more that are
constantly posting, providing the value.

792
00:41:16,625 --> 00:41:21,845
Uh, I'm one of those, like I just
started on Twitter, like so far I

793
00:41:21,845 --> 00:41:25,625
was just like lurking the content
until like past few months ago.

794
00:41:25,865 --> 00:41:28,275
But then I started posting and.

795
00:41:28,940 --> 00:41:33,049
Like, you get lot of leads there, you
get lot of connections, uh, kind of like

796
00:41:33,080 --> 00:41:36,890
interesting people that are doing similar,
people that reach out to you for advice.

797
00:41:36,890 --> 00:41:39,650
You get to reach out, uh, to other people.

798
00:41:39,650 --> 00:41:40,970
You are sharing experience.

799
00:41:40,975 --> 00:41:42,230
What's working for you.

800
00:41:42,560 --> 00:41:47,000
Uh, so basically I cannot
recommend, uh, D2C Twitter enough.

801
00:41:47,600 --> 00:41:47,810
Matt: Yeah.

802
00:41:47,810 --> 00:41:47,990
Yeah.

803
00:41:47,990 --> 00:41:48,500
Have a look.

804
00:41:48,500 --> 00:41:48,890
Have a look.

805
00:41:49,190 --> 00:41:51,440
And you, you prefer that
to LinkedIn, did you say?

806
00:41:52,220 --> 00:41:52,670
Marin: Yeah.

807
00:41:52,670 --> 00:41:53,299
Yeah, definitely.

808
00:41:53,299 --> 00:41:59,465
I think that like LinkedIn is kind of like
couple of months' behind the Twitter in

809
00:41:59,465 --> 00:42:02,825
terms of like what's happening and what's
kind of like trending, what's actual,

810
00:42:02,825 --> 00:42:08,375
I don't know anybody from like this,
like D2C that is kind of like sharing

811
00:42:08,825 --> 00:42:10,025
constantly on Twitter, on LinkedIn.

812
00:42:10,030 --> 00:42:13,805
They are, but I think that
they, they're just kind of like

813
00:42:13,805 --> 00:42:15,575
repurposing stuff from Twitter.

814
00:42:15,580 --> 00:42:15,865
Yeah.

815
00:42:15,865 --> 00:42:19,355
Uh, similar to kind of like IG
reels, people are creating, uh,

816
00:42:19,385 --> 00:42:23,205
content for TikTok, but then they
just repurpose it for IG reels.

817
00:42:23,725 --> 00:42:24,754
Matt: Yeah, no, fair enough.

818
00:42:24,904 --> 00:42:25,354
Fair enough.

819
00:42:25,685 --> 00:42:28,924
I, I like you I've just sort of recently
got back into Twitter a little bit.

820
00:42:28,924 --> 00:42:32,345
I think Elon Musk taking it over and
sort of resurrected it in my thinking.

821
00:42:32,345 --> 00:42:33,245
Yeah, definitely.

822
00:42:33,665 --> 00:42:36,064
And you kind of think, oh, I must,
I must look at Twitter again.

823
00:42:36,515 --> 00:42:40,624
Um, so you are a, a Facebook ads agency.

824
00:42:41,044 --> 00:42:44,774
Um, if somebody's listening to the
show and they're looking for a Facebook

825
00:42:44,774 --> 00:42:49,690
ads agency, Um, what are some of the
things that they should think about?

826
00:42:49,695 --> 00:42:52,750
Some of the top tips for getting
the most out of your ads agency?

827
00:42:52,750 --> 00:42:54,550
I mean, you've obviously
worked with a lot of clients.

828
00:42:54,550 --> 00:42:58,240
What, what makes a really good client
from your point of view, um, that

829
00:42:58,240 --> 00:43:01,300
is this gonna help people get the
most out of their, their agency?

830
00:43:02,110 --> 00:43:06,520
Marin: So in terms of kind of like,
uh, what we look from a client, as

831
00:43:06,520 --> 00:43:09,880
I mentioned, like several times, if
they already have a pro market fit,

832
00:43:09,910 --> 00:43:14,509
if they're spending at least 1k a
day on Facebook ads, because that's

833
00:43:14,630 --> 00:43:16,250
where we are the strongest we can get.

834
00:43:16,549 --> 00:43:19,190
Like most data, we have
experience scaling the brands.

835
00:43:19,580 --> 00:43:24,230
In terms of like, if one, uh, client
wants to hire a potential agency, not

836
00:43:24,230 --> 00:43:30,049
necessarily ours, I would definitely kind
of like, uh, ask for an agency to kind of

837
00:43:30,049 --> 00:43:34,720
like show, showcase some kind of like case
study of proof of competence after DIS.

838
00:43:34,779 --> 00:43:35,390
Mm-hmm.

839
00:43:35,475 --> 00:43:37,250
Uh, because that, that's crucial.

840
00:43:37,250 --> 00:43:40,670
I would potentially ask them
kind of like get connected.

841
00:43:40,670 --> 00:43:46,190
We have one of those, one of their, uh,
existing clients, uh, to kind of like

842
00:43:46,220 --> 00:43:49,130
get, uh, testimonial or referral fee.

843
00:43:49,490 --> 00:43:54,470
I would also ask like, what, what are
kind of like specific deliverables

844
00:43:54,470 --> 00:43:55,790
the the agency is gonna do?

845
00:43:56,839 --> 00:44:00,589
Uh, are they kind of like optimize in
terms of the optimization, ads creation,

846
00:44:00,890 --> 00:44:06,290
uh, reports, uh, weekly calls like Slack
communication, uh, stuff like that.

847
00:44:06,529 --> 00:44:09,290
And basically what happens
if the results are not there?

848
00:44:09,799 --> 00:44:12,740
Yeah, because the last thing you want to
do is kind of like commit someone to a

849
00:44:12,740 --> 00:44:15,799
three month period and then like after
month you see that your results are

850
00:44:15,799 --> 00:44:18,529
worse than when you did that in-house.

851
00:44:18,980 --> 00:44:20,210
Matt: Yeah, no, fair enough.

852
00:44:20,330 --> 00:44:24,260
And I mean, I guess coming back to
that point, if someone comes, you know,

853
00:44:24,290 --> 00:44:27,980
if someone's gonna sign up with an
agency, what's a good bedding in period?

854
00:44:27,980 --> 00:44:30,200
I mean, you know, people
wanna see results tomorrow.

855
00:44:30,200 --> 00:44:32,420
I, I always think that's
probably slightly unrealistic.

856
00:44:32,810 --> 00:44:37,220
So what's a sort of a, a good,
um, bedding in period that people

857
00:44:37,225 --> 00:44:38,220
should, should have in mind?

858
00:44:38,460 --> 00:44:40,970
Do you need, do you need to give an
agency sort of three to six months?

859
00:44:40,970 --> 00:44:42,200
Is it a few weeks?

860
00:44:42,200 --> 00:44:43,970
Where, where, where,
whereabouts on the spectrum?

861
00:44:44,270 --> 00:44:49,430
Marin: So I think like after a few
weeks, you can see how the performance

862
00:44:49,430 --> 00:44:50,509
and the optimization is there.

863
00:44:50,509 --> 00:44:53,829
If someone is like in the other
account only once a week, you,

864
00:44:53,834 --> 00:44:55,370
you, that's an immediate red flag.

865
00:44:55,399 --> 00:44:58,430
If they're not responding to your
messages, that's another red flag.

866
00:44:58,729 --> 00:45:01,579
So basically, I would kind of like
value, what is the communication?

867
00:45:01,584 --> 00:45:02,390
Do they have a roadmap?

868
00:45:03,004 --> 00:45:05,674
What they plan to do and
how they plan to execute.

869
00:45:05,944 --> 00:45:09,754
Maybe they have like plan, but you
are not there to support their goals

870
00:45:09,754 --> 00:45:13,174
because you cannot maybe provide the
creatives or your product is out of

871
00:45:13,174 --> 00:45:17,555
stock, or you don't have like, capacity
to test, uh, some things on your, on

872
00:45:17,555 --> 00:45:19,055
your landing page, on your website.

873
00:45:19,084 --> 00:45:19,714
Then it's on you.

874
00:45:19,714 --> 00:45:22,805
Then it's not maybe on agency
because agency is not a visitor.

875
00:45:22,805 --> 00:45:25,684
They can, they cannot just
like, uh, do this and kind

876
00:45:25,684 --> 00:45:28,004
of like fix your uh, traffic.

877
00:45:28,340 --> 00:45:31,220
They can fix your traffic problem,
but they potentially cannot fix

878
00:45:31,220 --> 00:45:32,480
your conversion rate problem.

879
00:45:32,630 --> 00:45:35,570
Yeah, uh, definitely to get
some traction with the results.

880
00:45:37,070 --> 00:45:40,400
As I said, like after like two, three
weeks, you can see in their account

881
00:45:40,580 --> 00:45:44,390
how often they're changing, how often
they're testing, like maybe results are

882
00:45:44,420 --> 00:45:48,110
not there, but they're trying, they're
testing, they're gonna hit something soon.

883
00:45:48,440 --> 00:45:52,250
Uh, in terms of actually kind of
like what, how I like to do is

884
00:45:52,250 --> 00:45:54,380
kind of like set up foundation.

885
00:45:54,380 --> 00:45:57,500
Then we, when then we have like
a good foundation and we are

886
00:45:57,560 --> 00:46:00,770
having some traction, then we
are gonna increase the spend.

887
00:46:00,799 --> 00:46:04,279
It doesn't make sense just for
increasing the spend and like, okay,

888
00:46:04,310 --> 00:46:06,200
this maybe work soon, maybe not.

889
00:46:06,410 --> 00:46:07,400
So it doesn't make sense.

890
00:46:07,400 --> 00:46:12,140
You have to, like, your agency has to be
transparent with you, how they work, what

891
00:46:12,145 --> 00:46:17,270
they plan to do, and what are they gonna
do when they hit the goal and what are,

892
00:46:17,480 --> 00:46:21,200
what they're not going, what, what they're
gonna do if the results are not there.

893
00:46:22,145 --> 00:46:22,385
Matt: Yeah.

894
00:46:22,385 --> 00:46:23,645
Super, super important.

895
00:46:23,645 --> 00:46:26,645
And I, I, I, uh, I liked your statement.

896
00:46:26,645 --> 00:46:28,115
The agencies aren't wizards.

897
00:46:28,475 --> 00:46:31,505
Uh, and I can hear all the agencies
around the world just going, amen.

898
00:46:33,575 --> 00:46:33,875
Yeah.

899
00:46:33,935 --> 00:46:38,245
Uh, as you, as you, as you mentioned, that
they're not gonna fix your, Your broken

900
00:46:38,245 --> 00:46:40,855
problems in your business, but they can
help you get more people to your website.

901
00:46:40,855 --> 00:46:41,215
Love it.

902
00:46:41,275 --> 00:46:42,055
Love it, love it, love it.

903
00:46:42,835 --> 00:46:47,455
Listen, Marin, as you know, this show
is sponsored by, uh, e-commerce cohort,

904
00:46:47,455 --> 00:46:51,025
which helps e-commerce businesses
deliver wow to their customers through

905
00:46:51,025 --> 00:46:52,645
things like coaching and training.

906
00:46:53,035 --> 00:46:54,475
And so imagine, right?

907
00:46:54,505 --> 00:46:56,395
You are in a room.

908
00:46:56,934 --> 00:47:00,624
Uh, you, you've been a speaker at
a keynote event, uh, and the room's

909
00:47:00,624 --> 00:47:02,274
full of the cohort guys, right?

910
00:47:02,274 --> 00:47:05,214
They're all guys and gals, they're all
sat, they're all eager to learn from

911
00:47:05,214 --> 00:47:08,874
you, and so you've just delivered, you
know, your, your most practical speech

912
00:47:08,874 --> 00:47:10,615
on how to do Facebook advertising.

913
00:47:11,705 --> 00:47:15,125
Uh, and you, you kind of get your
round of applause at the ending.

914
00:47:15,125 --> 00:47:18,905
You sort of stand there and you
thank, well, I'd like to thank, uh,

915
00:47:18,905 --> 00:47:21,575
I'd like to take this opportunity
to thank, uh, those who have

916
00:47:21,575 --> 00:47:23,585
influenced my own e-commerce journey.

917
00:47:23,585 --> 00:47:28,055
I'm curious to know who would you
thank and why, and obviously this

918
00:47:28,060 --> 00:47:31,775
can include anyone from your family,
mentors, authors, software, podcasters.

919
00:47:31,805 --> 00:47:35,365
The, the list is long,
but who is on your list?

920
00:47:36,504 --> 00:47:36,714
Marin: Yeah.

921
00:47:36,714 --> 00:47:40,444
So in terms of the, like my ecom
journey, there are two people that I

922
00:47:40,444 --> 00:47:43,234
think I will be eternally grateful for.

923
00:47:43,234 --> 00:47:46,535
One, uh, is a friend that
was into Facebook ads that

924
00:47:46,564 --> 00:47:47,975
got me into Facebook ads.

925
00:47:48,064 --> 00:47:48,305
Mm-hmm.

926
00:47:48,785 --> 00:47:52,634
Uh, on my senior year of college when I
kind of like started learning with him.

927
00:47:52,754 --> 00:47:57,484
So he learned me, he kind of like,
Got me into this and the other

928
00:47:57,484 --> 00:48:01,955
person is my partner at the agency
who got me more into the E-com.

929
00:48:01,955 --> 00:48:05,075
So basically I was, I was pretty
good at Facebook ads, but he kind of

930
00:48:05,075 --> 00:48:09,245
like led paths to kind of like e-com
and the things that we mentioned.

931
00:48:09,484 --> 00:48:09,575
Mm-hmm.

932
00:48:09,819 --> 00:48:12,725
Those that is kind of like from the
e-com side, from the kind of like

933
00:48:12,785 --> 00:48:17,584
some side of a private, uh, things
like definitely my family because they

934
00:48:17,584 --> 00:48:23,075
supported me because I didn't know I
would kind of, Do digital marketing.

935
00:48:23,435 --> 00:48:25,955
Uh, I didn't know I would start
my business, although I kind of

936
00:48:25,955 --> 00:48:29,105
like finished computer science,
which is very promising career.

937
00:48:29,464 --> 00:48:29,555
Mm-hmm.

938
00:48:29,794 --> 00:48:32,544
But I did not end up working
a day in this industry.

939
00:48:32,549 --> 00:48:36,185
So like there was no, uh,
there was no like, kind of like

940
00:48:36,185 --> 00:48:38,330
callbacks from their side supports.

941
00:48:38,645 --> 00:48:41,645
And at the, at the moment definitely
my girlfriend who is kind of like,

942
00:48:42,154 --> 00:48:46,025
Uh, supportive enough, even though
I sometimes have, uh, calls in, I

943
00:48:46,025 --> 00:48:50,555
don't know, 6, 7, 8 pm with, uh, yeah,
with, uh, with people from the US.

944
00:48:50,560 --> 00:48:52,444
So definitely, definitely her.

945
00:48:53,255 --> 00:48:53,884
Matt: Oh, I'm with you.

946
00:48:53,884 --> 00:48:55,295
I, I mean, it's, it's interesting.

947
00:48:55,295 --> 00:48:57,365
Is it, I mean, I've, I've been
married this year, 25 years.

948
00:48:57,995 --> 00:48:58,924
Uh, Marin a long time.

949
00:48:58,924 --> 00:48:59,285
Congrats.

950
00:48:59,345 --> 00:48:59,975
Uh, yeah, yeah.

951
00:48:59,975 --> 00:49:00,544
No, it's awesome.

952
00:49:00,544 --> 00:49:02,705
And uh, you know, it's beautiful.

953
00:49:02,705 --> 00:49:06,305
My wife hasn't slapped me yet because like
you, I do a lot of calls in the evening

954
00:49:06,305 --> 00:49:09,185
cuz we have a lot of international clients
in the States and New Zealand, Australia.

955
00:49:09,785 --> 00:49:13,115
And so realistically when you're in the
UK you have to, you have to do calls

956
00:49:13,115 --> 00:49:14,884
late into the evening and so, yeah.

957
00:49:14,884 --> 00:49:14,886
Yeah.

958
00:49:14,944 --> 00:49:15,995
Um, we have.

959
00:49:16,419 --> 00:49:22,089
We have specific nights where I am allowed
to do calls and specific nights where I'm

960
00:49:22,089 --> 00:49:23,709
not allowed to do calls in the evening.

961
00:49:24,160 --> 00:49:28,270
Uh, and I stick to that religiously and
my marriage has prospered as a result.

962
00:49:28,270 --> 00:49:31,540
But, um, yeah, uh, you definitely
don't get here without the support

963
00:49:31,544 --> 00:49:32,890
of a good partner, that's for sure.

964
00:49:32,890 --> 00:49:34,810
So, um, I'm, I'm with you on that.

965
00:49:34,810 --> 00:49:35,890
So fantastic.

966
00:49:35,950 --> 00:49:38,620
And it's great actually that the
amount of people you talk to and

967
00:49:38,620 --> 00:49:39,910
you're like, how did you get into this?

968
00:49:39,910 --> 00:49:44,109
It's like, well, they kind of stumble into
something because of a friend or a family

969
00:49:44,109 --> 00:49:45,609
or something that just happened and.

970
00:49:46,089 --> 00:49:48,100
And that's all part of the
magic of life, isn't it?

971
00:49:48,100 --> 00:49:49,180
It's all quite wonderful.

972
00:49:49,539 --> 00:49:52,870
Listen, Marin, it's been an
absolute treat to talking to you.

973
00:49:52,870 --> 00:49:54,069
The time has disappeared.

974
00:49:54,069 --> 00:49:56,950
I've got about 20 more questions
to ask you, but frankly, uh,

975
00:49:56,950 --> 00:49:58,839
you know, we've run out of time.

976
00:49:59,379 --> 00:50:01,299
Um, so how do people reach you?

977
00:50:01,299 --> 00:50:05,229
What's the best way for them to
connect with you, your agency, if

978
00:50:05,229 --> 00:50:06,599
that's, uh, what they wanna do?

979
00:50:07,489 --> 00:50:10,040
Marin: Uh, so if you want to
learn more about our agency,

980
00:50:10,040 --> 00:50:12,060
go to inspirebrandsgroup.com.

981
00:50:12,470 --> 00:50:14,510
Uh, there are kind of like
some of the case studies, how

982
00:50:14,510 --> 00:50:16,130
we work, who we worked with.

983
00:50:16,130 --> 00:50:17,330
What are some of the results?

984
00:50:17,360 --> 00:50:20,630
If you want to connect with
me, probably the best thing is

985
00:50:20,840 --> 00:50:22,520
either on LinkedIn or on Twitter.

986
00:50:22,520 --> 00:50:25,370
I would say like Twitter, I'm kind
of like more responsive there.

987
00:50:25,400 --> 00:50:30,080
I share a lot of, lot more stuff than
I share here, like on a daily basis.

988
00:50:30,410 --> 00:50:30,590
Mm-hmm.

989
00:50:30,830 --> 00:50:33,950
Uh, so like you don't have to
necessarily connect with me.

990
00:50:33,950 --> 00:50:38,045
You can learn uh, some stuff, but if
you reach out to me, I'll be more glad.

991
00:50:38,075 --> 00:50:39,605
Uh, more than glad to answer.

992
00:50:40,174 --> 00:50:40,955
Matt: Fantastic.

993
00:50:40,955 --> 00:50:41,585
Reach out.

994
00:50:41,645 --> 00:50:43,234
I'm, I'm gonna connect
with you on Twitter.

995
00:50:43,325 --> 00:50:44,404
That's what I'm gonna
do after this recording.

996
00:50:44,795 --> 00:50:46,055
Uh, we'll, we'll reach out with you.

997
00:50:46,535 --> 00:50:51,515
Uh, but yes, we will of course link to
Marin's info in the show notes, um, which

998
00:50:51,515 --> 00:50:55,605
you can get along for free, along with
the transcript, at ecommercepodcast.net.

999
00:50:55,625 --> 00:50:58,475
And of course, if you sign up to the
newsletter, all of those links will,

1000
00:50:58,535 --> 00:51:00,995
uh, wing their way to your inbox.

1001
00:51:01,305 --> 00:51:01,984
Marin, listen.

1002
00:51:03,035 --> 00:51:04,564
Thank you so much for joining me, bud.

1003
00:51:04,564 --> 00:51:06,214
It's been a great conversation.

1004
00:51:06,274 --> 00:51:10,995
Uh, it, it's sort of recaptured my
interest in Facebook advertising.

1005
00:51:11,274 --> 00:51:11,944
Facebook ads aren't dead.

1006
00:51:12,154 --> 00:51:15,515
Uh, and, and so, um, thanks
for sharing your insight.

1007
00:51:15,575 --> 00:51:16,625
Uh, thanks for sharing your thoughts.

1008
00:51:16,835 --> 00:51:20,375
I have, I have two pages of notes for
my team tomorrow, uh, where we will

1009
00:51:20,379 --> 00:51:21,714
get, where we'll go through all this.

1010
00:51:21,904 --> 00:51:23,044
Um, so I appreciate that.

1011
00:51:23,044 --> 00:51:24,035
Thank you for joining me.

1012
00:51:24,095 --> 00:51:26,245
It's been an absolute treat.

1013
00:51:26,245 --> 00:51:27,350
Marin: Thank you for having me.

1014
00:51:27,800 --> 00:51:28,610
Matt: Oh, it's been great.

1015
00:51:28,610 --> 00:51:29,750
So yes, there you go.

1016
00:51:29,750 --> 00:51:31,670
Huge thanks to Marin for joining me today.

1017
00:51:31,940 --> 00:51:35,450
Also, a big shout out to today's
show sponsor E-commerce cohort.

1018
00:51:35,880 --> 00:51:41,950
Remember to check out their free
online training at ecommercecycles.com.

1019
00:51:42,310 --> 00:51:45,760
Also be sure to follow the e-commerce
podcast wherever you get your podcast

1020
00:51:45,760 --> 00:51:49,270
from, uh, because we have some
more great conversations lined up.

1021
00:51:49,390 --> 00:51:51,670
And frankly, I don't want
you to miss any of them.

1022
00:51:51,790 --> 00:51:56,320
And before I wrap up today's episode, let
me just take a moment to invite you, my

1023
00:51:56,325 --> 00:51:59,440
dear listener, to become part of the show.

1024
00:51:59,445 --> 00:52:02,770
If you are an e-commerce
entrepreneur or an expert and

1025
00:52:02,770 --> 00:52:04,520
would like to share your insights.

1026
00:52:04,520 --> 00:52:08,055
Your story, your journey with
the e-Commerce podcast audience.

1027
00:52:08,060 --> 00:52:10,785
Then we would love to hear from you.

1028
00:52:11,055 --> 00:52:11,685
Of course.

1029
00:52:11,865 --> 00:52:14,715
If that's not you, but you know
someone who would be, uh, a great

1030
00:52:14,715 --> 00:52:16,935
guest, then why not also refer them?

1031
00:52:16,935 --> 00:52:20,575
Just head over to our
website, ecommercepodcast.net.

1032
00:52:20,595 --> 00:52:23,384
Follow the links on there
and get in touch with us.

1033
00:52:23,384 --> 00:52:25,815
We would love to hear from you.

1034
00:52:25,995 --> 00:52:29,595
We're always, always looking
for fresh perspectives and

1035
00:52:29,595 --> 00:52:31,185
new ideas, so don't be shy.

1036
00:52:31,355 --> 00:52:33,425
Whether you're starting out
or whether you've got years of

1037
00:52:33,425 --> 00:52:36,875
experience under your belt, we'd
love to have a conversation with you.

1038
00:52:37,145 --> 00:52:40,055
Uh, so yes, that is it.

1039
00:52:40,055 --> 00:52:46,129
And in case no one has told you yet,
Today, dear listener, you are awesome.

1040
00:52:46,279 --> 00:52:46,850
Yes you are.

1041
00:52:46,850 --> 00:52:48,440
You are created awesome.

1042
00:52:48,470 --> 00:52:50,950
It's just the way, it's just
a burden you have to bear it.

1043
00:52:50,950 --> 00:52:51,770
Marin has to bear it.

1044
00:52:52,009 --> 00:52:52,819
I have to bear it.

1045
00:52:53,029 --> 00:52:53,960
It's just the way it's gotta be.

1046
00:52:54,319 --> 00:52:57,649
Now, the E-Commerce podcast
is produced by Aurion Media.

1047
00:52:58,180 --> 00:53:01,689
You can find our entire archive of
episodes on your favorite podcast app.

1048
00:53:01,689 --> 00:53:05,160
The team that makes this show possible
is Sadaf Beynon, Josh Catchpole,

1049
00:53:05,520 --> 00:53:08,379
uh, Estella Robin and Tim Johnson.

1050
00:53:08,439 --> 00:53:13,629
Our theme song was written by Josh
Edmundson and My good self, and as I

1051
00:53:13,629 --> 00:53:16,880
mentioned, if you would like to read the
transcript, uh, or the show notes, head on

1052
00:53:16,880 --> 00:53:22,509
over to the website, ecommercepodcast.net
where coincidentally, you can also sign

1053
00:53:22,509 --> 00:53:26,479
up for the weekly newsletter and get all
of this good stuff direct your inbox.

1054
00:53:26,479 --> 00:53:27,940
Totally for free.

1055
00:53:28,300 --> 00:53:29,590
So that's it from me.

1056
00:53:29,590 --> 00:53:30,500
That's it from Marin.

1057
00:53:30,550 --> 00:53:32,620
Thank you so much for
joining us this week.

1058
00:53:32,830 --> 00:53:34,240
Have a fantastic week wherever you are.

1059
00:53:34,240 --> 00:53:35,590
I will see you next time.

1060
00:53:36,070 --> 00:53:36,790
Bye for now.