the entrepreneurs radio show 051 victoria gibson

THE ENTREPRENEUR’S RADIO SHOW

Conversations with Self-made Millionaires and High-level Entrepreneurs that Grow Your Business

Copyright © 2012, 2013 The Entrepreneur’s Radio Show of 24

EPISODE #51: VICTORIA GIBSON

On this episode, Sandra and Travis had an informative chat with Facebook Ad guru and successful

online entrepreneur Victoria Gibson. Victoria is one of the world's renowned Facebook marketing

expert, which helps entrepreneurs reach their target market through social media, particularly in

Facebook. Victoria shares valuable information to those entrepreneurs who need help with their

marketing campaign and want to utilize the growing popularity of Facebook with online users and

entrepreneurs alike.

Travis, Sandra, and Victoria shares insights on various topics such as Facebook’s multi-layered

targeting opportunities and how to utilize this in marketing your product. Also pointed out are the ways

on how to create a strong online presence for you and your brand. Another valuable information talked

about in this episode is the power of promotive post and how it can provide you with an economical and

effective marketing tool. Entrepreneurs who want to use Facebook in promoting their business would

surely gain valuable insights from Victoria in this episode.

Victoria Gibson

–Using Facebook ADs to Grow your business

Travis: Hey, it's Travis Lane Jenkins.

Sandra: And this is Sandra Champlain.

Travis: Welcome to the Entrepreneur's Radio Show, episode number 51.

Sandra: Wow, what are we doing today Travis?

Travis: Well, we're visiting with Victoria Gibson, I'm super excited.

Sandra: All the way from Australia, beautiful woman.

Travis: Yes. Hey, before we get started I want to remind you to be sure and stay with us until the very

end if you can. We like to share a little inspiration with you, and we'll also reveal who we're going to

connect you with on the next episode. Right Sandra?

Sandra: Oh, that's right.




Travis: One quick reminder, Sandra's favorite reminder, is if you enjoy these free podcasts that we

create for you, we'd really appreciate it if you'd go to DIYOB.com, which is short for what Sandra?

Sandra: Diamonds in Your Own Backyard.

Travis: Don't you forget it, and click on the iTunes icon, and then post a comment and rate the show.

This would help us reach, instruct, and inspire more great entrepreneurs just like yourself with each and

every guest we bring on, right?

Sandra: Yeah, and a little bit about today. Victoria is a master at Facebook Ads, and so many of us

business owners know we should be on Facebook, we should be on Facebook but wouldn't you like to

know just how to best optimize your page, what Facebook Ads are all about and how you can use them

for success in your own business, so let's talk to Victoria.

Travis: Yeah, also interesting ways to target your most ideal prospect or customer, right.

Sandra: Right.

Travis: We come at this really from a variety of different angles, and then on top of Victoria being

brilliant, she's lots of fun too. Right.

Sandra: Let's go.

Travis: So are you ready, do you think we've teased them with enough information that we should

move forward, or..?

Sandra: I think so. Let's get into the world of Facebook Ad.

Travis: All right, so without further ado, welcome to the show Victoria.

Victoria: High, thanks, it's great to be here.

Travis: How are you?

Victoria: I'm good, it's great. So I'm in your--I'm coming to you from your future. I'm a day ahead of you

guys, I'm down in Australia which your listeners can probably tell by my accent.

Travis: Yeah, you've traveled back in time to visit with us, that's very nice of you.

Victoria: Yeah, I have exactly, I'll come back to you, so...

Sandra: What part of Australia are you in?




Victoria: I'm in Melbourne...

Sandra: Okay.

Victoria: Which is the second biggest city in Australia, so there's Sydney and Melbourne are kind of a

two big cities here.

Sandra: Yes.

Travis: Cool. Hey Victoria, I know there's a lot of things that you can teach, I know that you're known as

the Facebook Ad queen. But before we get into a lot of the things that you teach, can you give us a

background story of how you got started in business?

Victoria: Sure. I probably, I've heard this term recently and I think it's quite apt, which is I'm a bit of a

corporate refugee. So I got a corporate marketing and management background, and was really

looking for my own--to run my own--run and manage and start my own business just as a personal

challenge, but also thinking that was much more aligned with the type of person I am. So, I knew I

wanted to do something online because I like the idea of having the flexibility and not working for

someone else and also not being tied to a specific place to go everyday either. So I’m having that kind

of mobility. I just didn't really know what I wanted to start and what kind of business I wanted to start.

So, when I first started I actually just set-up a website that was small, something that I was interested in

and passionate about and that was--actually travel to India, which is very different to what I do now.

Travis: That sounds cool.

Victoria: It's all about, yeah, setting up travel to India and tours and experiences mainly for women

travelling on their own. So as I try to set that up, I uncovered a lot more about the online marketing

world and how to really market yourself online and connect with more people. And through that,

although I'd been using social media personally, I hadn't been using as much from a business

perspective. I knew about it from a corporate perspective a little bit but this was probably about three or

so years ago so it wasn't quite as prolific as it is now and the more I uncovered about it the more I

thought, "Wow, we used to spend so much money connecting with customers and try to inspire

customers to purchase or visit and spend thousands and sometimes millions of dollars. And there

seemed to be this platform that didn't cost that much at all and was particularly powerful. So the more I

uncovered about that the more I started offering that on a consulting basis to some of my marketing

clients that I had at the same time as well. And then just started to use that more and more and learn

more about the ads, and I'm just not sure that I invested in the right teachers who already had

businesses where they were consulting on these on Facebook and Facebook Ads, made sure I learned




the right way and then started offering it to my clients and learning more about it and just setting up a

website where I could share that information with people all over the world.

So that became my business, and that's what it is now.

Travis: Well, how long did it take for you to find success, was it like a straight up, were you successful

immediately, or was it up and down, or--kind of give me a feel for that.

Victoria: I've steadily grown since starting so as I mentioned before. So I started this business in April--

let me just work out what year we're in. Probably about April 2011, I think, so 2 years ago, and I had--so

I started at then with kind of my first client, my first success as well. So I did a lot of testing with my own

money promoting other people's products and offers just to get a feel of the platform and understand

what works and what didn't, and some of those campaigns were very successful, it was like, "Wow, this

is a really good opportunity I'd like to offer it to clients," and then moved into that. And yeah, obviously

there's a lot of convincing people, every client I got there was three that I didn't. And that really, I guess

a factor of, some people weren't ready at that time, particularly in the Australian market. I think that's

why I have so any American clients that is a little bit more ahead of the curve in terms of social media

and social media for business. So, Americans seem to be a lot more receptive although that seems--

the tide seems to have turned over the last 6 months, I think it seems to--there's the tipping point, even

though obviously social media type up in people's awareness is there but in terms of businesses

knowing that they need to be on the platform. I think over the last 6 months it's definitely, that's tipped

and most businesses say the value and why they need to be on there. They still don't necessarily know

how to or what they should be talking about on there, but I think there's definitely a change that people

all are, "Oh yeah, Facebook, I know I need to be on that, but it's just--I don't know what to do," and I

guess that's where I come in.

Travis: Well, you know what's interesting and you may already know this but there's not a whole lot of

people that specialize in kind of the done-for-you type aspect of Facebook. Are you aware of that?

Victoria: Yes, absolutely. There are people out there but there's probably not people that make

themselves very easy to find, so there's a lot of agencies, maybe a bias, and people like that, but then

probably not people who are only doing Facebook Ads done for you or Facebook marketing campaign

management. So, a lot of...

Travis: That's really kind of surprising.

Victoria: It is and it isn't. To me, it is in general but to me, it is quite a detailed and intensive kind of

service to offer. And when I tried to teach it to other people, people don't learn it very easily and a lot of

people come up against things not working and they try and apply, maybe they've done Google

campaigns before which are all about search and that's where you're trying to put a product in front of




someone who's already ready, almost got the intention to buy. Whereas Facebook, it's different,

Facebook's about creating connections and playing to people's impulses, understanding how they live

and what's in their hearts and minds, and then connecting that to your product or service. So that's

more of an intuitive process in many ways and that--you know, I'm obsessive about people's

purchasing preferences and what brands they like and what brands that connect to them, why, and how

that works with their lifestyle, and understanding that sort of element. And a lot of people don't

approach it that way, they approach it in a very, kind of linear way, like, okay, if we've got a program--so

we're selling bikes, then we're just going to put in bikes in the targeting. But Facebook actually come up

with such multi-layered targeting opportunities for people that--I don't think are available in any other

media, I don't think that Facebook's way that they've tapped in to everybody's way they live their life,

what they comment on, what they're saying to their friends, actually hopping into other people's

conversations. And mining that information for you as an advertiser to tap into. Now to me that's

incredibly powerful, and that's something that you need to understand when you're going to put your

product or service on Facebook to get the most out of it. And it's generally the reason most people don't

do well is that they don't understand how people use Facebook and the power of Facebook from

advertiser's perspective.

Travis: Right. I have a couple of things on that. I think most business owners shouldn't focus on

learning how to do it, I think they should focus on growing their business and managing, working on

their business, not in their business, and then hire experts to grow that because the rabbit hole goes

very deep on this things. And..

Victoria: I heard..

Travis: ..I believe that Facebook is going back to the 50's and 60's way, attitude of kind of front porch

community relationship type thing, with the exception of your front porch can reach to the other side of

the world.

Victoria: Yes, absolutely, I agree.

Travis: Does that sound silly?

Victoria: No, that's kind of what I'm--that is the benefit of a medium like this, it's connecting people in a

way that sounds trite but it's connecting people in a way that's just never been done before. It's so easy

and it's so--you know in your own personal Facebook how you reconnect with people that you haven't

seen for a long time and some people don't like that part of it, but I think that's a great part, you don't

have to go on actually, go to their house and have a party to know what they're doing and see what

their kids are up to. You can do that pretty instantly, but without losing any of the real connection that's




there, you’re still feeling and knowing how they're living and what they're doing, and I think that that's

really important. But as a business owner, you can't see everyone face to face anymore.

So how exciting, like most of my business is in the US, and to get to New York it takes me about 23

hours on a plane to get there. I can't go to New York and see those people, and in fact my team like my

key team member lives in New York. So, how great is that that I can have a business that has

somebody who lives in New York, working with me. Clients from anywhere from Texas to France to

down here in Australia, but I don't have to see those people face to face. It's pretty powerful way of

doing business, this whole online game which is great, and what you’re saying before, I didn't really

answer your question which I'm just reflecting upon now but that whether--did I have an instant

success. I've steadily grown, like I've more than doubled my business each year, and sometimes it's

been month to month I've doubled my business, which has been great, and that trajectory's really

based on the fact that I've made sure I have got a strong online presence. So when you said there's not

that many people doing it, I believe there actually are a lot of people doing it but there's not a lot of

people who understand how to create a good, strong online presence. And I've learned from some

really good people on how to do that, and I think that, that has definitely helped me.

So there's been no looking back since I started the Facebook Ads, business, and Facebook marketing,

it's just been a constant evolution and it's growing really, really strongly. So it's worked for me.

Travis: What do you..?

Sandra: What do you..? Oh, sorry Travis.

Travis: No, go ahead, jump in Sandra.

Sandra: Well, I'm just listening and you just seem so regular, nice, smart, just--you're wonderful, and

there's something different about you that I can't quite put my finger on it that, it was 2 years ago that

you started, you just keep plugging away, you're successful. I don't know if you can describe maybe

your values or attributes. There's something a little bit more caring about you, a little bit more--I don't

know, I'm not exactly sure how to phrase the question but it seems to me...

Travis: Are you asking what has she dialed in or what do you..?

Sandra: No, there's something--maybe this is the question. What gives you passion about this that

makes it successful for you, or what is fun about it that keeps you so intrigued that you are successful

and you are the person that people are coming to, that you do standout?

Victoria: Well I think, I'm a dedicated extrovert so I love dealing with people. So just being hold up in--I

mean I do work from home largely I have an office but I never really go in there because I like working




from home. But I don't get lonely because I'm connecting with people a lot, but I do notice when I go on

physically connected is it is a different level and I do like that so I will go and say I do have clients in

Melbourne. I'll go and see them or I have other online entrepreneurs that, I know, like last week I went

to Sydney to go and connect with some of those people. And then I'm happy, I'm at my best when I'm

connecting with people but I'm also at my best when I'm helping people.

Sandra: Right, that's it.

Victoria: And it's probably like a selfish but unfortunately, I'm not one of those people who's like, "Right.

So, I'm going to go and help someone for free and go change the world and do" I definitely, I'm open to

doing that but I don't do that so I can't really say, "Oh wow, I'm just so altruistic." I think it's more a

selfish thing that I want people to go, "Oh wow, you know how to that. Can you help me do that? That's

great." So it's probably more like a selfish perspective like that I love, having knowledge and showing

people how to use that for their own success, like that.

Travis: No, Victoria, that's what you're describing is Capitalism. I mean we're all capitalist, even the

people listening, all of our wonderful listeners are capitalists. So it's not selfish at all. I'm talking about

hiring you for our show, so that's how well known and how highly recommended you are. So, to say

that--I know that that's kind of dangerous to ask someone what their key to success is because it can

come off almost like you're bragging about yourself but you've got a great reputation for showing up,

doing a great job, and just being incredible in what you do. And so I think she's just trying to get to the

underbelly of how you've had such incredible success in such a short amount of time. The name of the

show or the subtitle is Diamonds in Your Own Backyard, we're re-branding it to The Entrepreneurs

Radio Show: Diamonds in Your Own Backyard, and that really come from the story of acres and acres

of diamonds to where ultimately, almost all of us business owners have experienced incredible levels of

failure, where we've really come close to considering giving up. And actually, that was the turning point

that made our lives and our business incredible. Did you have any of those during the short time that

you started maybe your travel thing, in transition to this, did you have any failures like that?

Victoria: I mean obviously in doing the travel thing, it wasn't like it was a failure but it was more a

learning experience that I didn't really think through. I was so desperate to just do something different

that I didn't really thing through, "Okay, so what's this going to look like, and in my day to day, like how--

I'd worked out a business model and I'm all for business planning and creating those kind of elements.

But it was a matter of--it got to the point where when I worked with a business coach and they were

like, "Okay, so about this travel thing, what..." I don't know, they said to me they didn't know a lot about

travels so please fill them in. And I just said to them, "I don't really like booking people's travel." Like

that was never something that I did or was good at, I wasn't really working in with my skill base. So that

was an example and I see that a lot with some entrepreneurs who are starting their own online

businesses. They're starting a business based on an idea that they are interested in and that they're




passionate about but actually don't have a skill base or experiencing, and it's kind of--I think that that's

where you can lose momentum. I'm all for people being open to changing and learning something new

and doing something--jumping out of their proverbial box, or doing something out of the box. But it's

like, you've also got to be true to what, where your school base is, and even if you want to transition

from corporate to online, it's best to do that using the skills that made you really good in corporate. It's

obviously a brand's good at what they have done even if they don't like their job anymore. So it's like,

okay, one of those skills that you can take, that you can transition to something that people want to pay

for. And I guess to have back to what you mentioned before that there's not as many people doing

Facebook ads, one of the keys to my success is being very specific about my proposition, not saying

okay, well--and actually a business coach had said to me, "Oh, you should be a social media

consultant." Well, that just didn't sit very well with me because, A, I didn't feel like I was a social media

expert, not just from a lack of confidence perspective but I don't like doing things that I don't know

inside out. And there was just so much to know and feel proficient in that I didn't feel comfortable selling

myself as that and I also didn't feel many people knew how to hire me based on that, whereas if I said,

"Do you know what, I can develop and manage your Facebook ad campaigns or go in and tweak what

you're doing in a coaching session", people knew how to hire me or knew what I could do for them. So I

think that's one of the best opportunities and helped me overcome that failure of jumping into a

business that really, I was never--the actual day-to-day I didn't want to do. Like I still love the idea, I still

think it's a good idea, it's just that commercially it's not going to be bringing me as much as my current

business and I'm not going to enjoy the day-to-day as much.

Travis: Right. How much does psychology play in to the behind the scene strategy of Facebook for

you?

Victoria: Well, as I said before it is about customer behavior and how people's hearts and minds. So to

me that is about the psychology of how people were using Facebook, so what I love about Facebook is

the engagement and the frequency, so, unbelievably high levels of engagement. Most people are

checking Facebook when they wake up, they pick up their phone next to their bed and hop straight on

to Facebook, like that's engagement. It may not be in good level, it may not be a great thing for people

to be doing, I'm not saying that but to me it that sort of speaks volumes about how people are using the

platform, like that's dedication and engagement, and from an advertisers perspective that's like, hang

on a minute. People are looking, they're searching for something, they're searching to actually be

interrupted, or entertained, or connected with because they're trying to switch off from their day to day

and they're probably not being as engaged with their own life as they should be, but that represents an

opportunity for an advertiser to hop in there and present something to them and hopefully start a

different type of connection. So, I'm not saying that's going to change the world or it's ultra-valuable

from a human perspective but you definitely need to be aware of how people are interacting with the

platform, the type of target audience you need to go after and how they're living. So get right into their




minds and be thinking, where are they living, what kind of house that they're living in, what brands

really turn them on, what other elements turn them off, or what things that they definitely not going to

engaged with or knowing that you can't be as generic and black and white as just going after a female

who is 35+ living in Texas. Your market is going to be a lot more specific than that and Facebook

allows you to be more specific. So, it's really a question of getting into their hearts and minds and

understanding those people who've already bought from you. Or if you're a new product or service,

those people who are going to and really profiling them almost in a bit of a weird stock away and getting

on Facebook profiles. So what I'll do when I get new clients, if I'm not as familiar with the market then

I'll--and I do this anyway, but sometimes I really need to deep dive into it because I don't understand

the market, like I just got a client who teaches hypnosis. Well, I've never learned hypnosis and I don't

particularly want to, so that's not something that I can really relate to, I'm not judging it's just I don't

know anything about it. So that was like an exercise and just uncovering, like going on the web like, not

just Facebook, but going on the web and understanding, "Okay, who are these people, where would I

find them, what kind of books do they read, what sort of movies would they watch, what celebrities are

they in to, where do they hang-out, who are these people. So, it's a matter of--so that to me is really

going into the psychology of the uses on Facebook and how we can best target them.

Travis: Right. I think one of the reasons why Facebook is so hard for a lot of people is, is all the

different moving parts. I believe that a lot of people view it as ads and maybe two levels deep, and I see

it as many, many levels deep and each step is a place for optimization, whether it's the landing page,

whether it's the copy, whether it's the targeting, whether it's the ad, whether it's--right?

Victoria: Yes, and they all kind of have to line-up to work.

Travis: Right. Or you end up attracting people for the wrong reason once they get to a certain part. It's

kind of building a funnel 101, although there's a lot of people that really don't even understand the

process of building a funnel from beginning to end, do you agree with that?

Victoria: Absolutely. I was just talking about this last week with one of the girls I caught up with in

Sydney who has worked for one of the biggest online marketing companies in the world who are

brilliant at creating, and testing, and optimizing sales funnels. Now she works on her own as a

consultant and I bring her on with some of my clients who haven't set-up a sales funnel. And because

that makes my job so much easier because the thing is, I can bring the knowledge and to make sure

that we're bringing a sea of targeted leads to a business. But if that business does not know how to

convert those leads then it's just useless, and it's money down the drain and there's nothing I can really

do about that. Like I can say to you, "These are types of people who are going to be best for your

service but if your page sucks then the campaign's not going to work." So I need that to happen and it's

very important, so you're right, there's a lot of building blocks going to a successful campaign. And as

I've gone deeper into my business and got a lot more experience I understand a lot more about what




works, what doesn't and what needs to be there. And that also fits into a lot of client selection elements

that would apply to people who are listening to their own business, understanding who are the best

types of people for your service or your products, and your product or service isn't for everybody, and

that's okay. I think there's a temptation when you first start to take on every client because you just

want to make money and you want to make sure that you can eat next week, but then it becomes a

point where--of saying, "Okay, these types of people are not ideal clients for me.", and being happy to

just say, "Look, this isn't a good fit, let's not go down this path, this isn't going to work.", because you'll

be working 10 times harder and you won't enjoy it and you're not going to get them the results that

they're looking for so there's no point really even starting.

Travis: Right. Well, another interesting thing is there's no one person seems to be handling the entire

piece. And I have a high level of business acumen so I know that but most people don't even know that,

right.

Victoria: Yeah, and they're not doing funnel as well, and they're not pulling it all together, and there's

the ability to really set-up a perpetual sales funnel on Facebook if you get those elements right. One of

the other sort of layers to know about Facebook as well is that it needs to constantly change and be

fresh, whether that be in the look and feel of the ads, the look and feel of your message, or the

targeting. So it's fine to keep things that work and test and understand, "Okay, this is going to work on

Facebook, like this step to this step, this creative to this link to this page to this conversion works well,"

but what's working this week may not work well in two weeks time. So it's a bit of a constant evolution

and understanding how to be nimble with the advertising and it is a lot cheaper to create, so then that

means you need to be creating a lot more. And I think that's also why people try Facebook ads

themselves and drop-off is that it might work for a bit and then it stops working and they don't know how

to fix it, or it never works from the beginning because they don't understand the full power of the

platform and how to target effectively, or they get somebody else to do it who doesn't really understand

that either and then they think, "Oh, cool, we got some great results in the beginning but then it just

painted off and I don't know why.

Travis: Right.

Victoria: So that's pretty much most people's experiences.

Travis: Jump in Sandra.

Sandra: Yeah, Victoria I was thinking two things, one, could you explain a little bit, how in depth people

can go in their Facebook advertising, like what kind of people that you can pick out, not just man,

woman, Australia, Texas. So if you could speak a little bit about that and then also I had the experience

of visiting somebody's website and spent a little time there and it seems like every time I'm on




Facebook, his is the only ad that pops up and he's stalking me everywhere, and it's actually somebody I

like but what the heck is that about and how can we as advertisers use something like that because

that's brilliant.

Victoria: It's pretty...

Sandra: I ended up buying his product because there he was everywhere, and it's a good one.

Victoria: Let me talk about just in that question actually because I almost want to write a note to myself

to talk about another element about ads and frequency and that there's been proven as well that most

purchases don't actually even click on the ad, there's something about the awareness and how

powerful that becomes that you become comfortable with knowing what that person's about and an

element of trust happens without you even clicking on the ad. So, I think that's a bit of a transference of

trust of using the Facebook platform, but also just that frequency and awareness and something about

that, that's why people pay a lot of money for billboards. You don't know who's clicking on the billboard

or who is actually taking action from a billboard, but you know that there is some element about

awareness and keeping in top of mind in people's awareness and how important that is. People always

talk about, "Oh, there's no way to track Facebookers, blah blah...", well there's no way to track a

billboard, how do you know what that's really doing with your sales?

So Facebook's a lot more trackable than that and it's a lot more measurable I should say, and you can

track it too. So, back to your question, looking at how to target. I could for example, I had a fashion blog

that say, talked about everything that's new for younger women, say they're like women in their 20's

and I've got, it's like cutting edge of fashion and I have membership site on there or something, or I sell

products on there or whatever it is, or maybe I'm just online fashion store. I'm just totally winging it here

so work with me.

Travis: Right.

Sandra: No problem.

Victoria: Okay, as you can tell, I've been changing it 3 times. So, say I'm an online fashion store, I'm

selling high fashion to 20 somethings, so that's my proposition, that's my online business. How am I

going to target those people. Well now I've got an idea of--okay, I always knew I was going to be

targeting women who are 22 to 28, internationally who perhaps are working in the creative industry,

they take their fashion very seriously. They're not big as by purchases of luxury, fashion but they

appreciate luxury, fashion, and they might own a couple of signature pieces, but generally they're

putting their wardrobes together based on what they're seeing that's in high fashion and making it that it

express who they are personally but also following a lot of what the celebs are doing and what's in the

magazines. So I know that in a broad sense.




So now, when I go to target, I want to get drill down what brands do they like. So that's got to obviously

then have some synergy with the brands that I'm stalking in an online store, but it may have be some of

those luxury brands that--there's a lot of people who love luxury brands that don't actually never ever

even purchase something from a luxury brand. And those Facebook pages like Channel and Von Von,

and Burberry, and Gucci, they all have massive Facebook page followings.

So they might be the type of people I'm looking for, so they might be, okay, when I'm thinking luxury

brands I can look on the web but then I can also go on to Facebook and understand who's got a

Facebook page presence on there, and which ones are sort of in line with the type of woman that I'm

going for. But it might just not be, I don't then have to stick to clothing, I can also stick to movies or TV

shows. So maybe I know what the most, kind of the breakout success, reality shows for 20 something

women this season. Maybe it's a smaller MTV show or cable like maybe it's something on HBO that's

got a big following, so I can start to profile--this is like what I was talking about before, like what kind of

TV programs they're watching, what's on the iTunes on this bona fide playlist. Music can be a bit of a--

it's good for some categories but not for others because you'll generally find that hot, popular music

acts have massive followings, so it's very hard to get specific. You want to keep your target audience

sort of around below 200,000 if you can because the more specific you get the more likely your ad is

going to connect with your market and you'll pay less because Facebook will reward you for having ads

that are popular. So it's all those things taking into account. Then you might think, "Okay, I only really

want single girls, I don't want girls who are married or got any kids even if they're in their 20's because

they probably not going to have the disposable income to buy fashion. So maybe I want to target single

girls because I know they can be motivated, they can be going out most weekends and wanting new

looks."

So, it's thinking about things in that sort of way that I can start to think about books, magazines, make-

up brands, all the brands that go into making their life the way it is, and then popping those into different

segments on Facebook. So I might not put them all together in one campaign, I might try different

things so I might try this ad and target cosmetic brands in one campaign. Then another campaign I

might just target luxury brands, another campaign I might target a high street fashion or just everyday

fashion. And then just see where it resonates best and that's going to allow me to then work out what

ads are the cheapest and which ones are working most effectively. The second part about that is that

the less common these targeting terms are used, the cheaper the ads become, because you pay on a

cost per click basis, and it's competitive, so it's based on, it's a higher price for more people targeting

the market that you're looking to target. So if you do more of your research that other people aren't

prepared to do you'll find a lot of good, high quality targeting terms in the precise interest that are not

being targeted by other people, so therefore, you should be able to get your ads, 10-20 cents a click

which the average is about a dollar.




And that's not possible in every market because there's a lot of more competitive markets than not, but

that's what's possible. So that's how I approach the targeting, When you go back to talking about the

frequency and the advertising knowing about you, that's where you can use the power of making sure

you have a good Facebook page, and if you've liked that Facebook page and then also visited the

Facebook page a couple of times, or commented on a couple of posts, then Facebook will make sure

the ad is served up to you more because they deem it in their algorithm, the algorithm deems that you

are most wanting to see things from that brand because you visited there.

So there's also other ways that they might be serving ads to you which means you see it all the time

and that is also, a thing called re-targeting. So if you've been to their website a few times, the ad can

then be shown to website visitors only. And also, there's a thing called custom audiences where if

you've got an email list of people you can upload their email list onto Facebook and only show ads to

those people.

Sandra: Wow.

Victoria: Yeah. So it's pretty sophisticated in that regard.

Sandra: There's a whole world that I think most people don't realize is going on in Facebook behind the

scenes.

Victoria: Yeah, well, and also like Travis said, they're not going to have the time, like imagine a regular

business owner, like I don't have the time to do lots of things in my business that aren't my core

business. So I think that's a really good point about outsourcing to people who do know because they're

going to have a much better knowledge and they're going to save you money in the long run anyway

and the best thing is they'll save you time which is even better.

Travis: And the lost opportunity cost a lot of people. So you could spend 3 months, $2,000 on ads,

paying too much for the ads and never get the ads to work. Where you could've handed that off. Let's

say you spend $5,000, you could've handed that off to someone and you would pay them a fee but they

could've dialed that in, got all of the cost per click down and actually started transitioning this into a

viable source for leads, right.

Victoria: Absolutely.

Travis: So that lost opportunity cost is--you go 3 months, you spend this money, you give up on it,

where those 3 months you could've brought it an extra 30, 40, 50 leads, and whatever your closing rate

is for those 50 leads. Do the math, take your average sale, your closing rate, and there's your lost

opportunity cost, right.




Victoria: Yeah, absolutely. It's pretty easy to make-up or to justify an expert's phase when you look at it

in that way.

Travis: Yeah. Now, I can see where the using this strategy for like our show, jeez, the potential is just,

from my mind, almost, maybe not endless but it's gigantic.

Sandra: It's huge, yes.

Travis: Whereas, how about like a local business. Do you feel like Facebook fits in for local

businesses, and that they could really use that as a lead generation tool for them as well?

Victoria: Absolutely, and I have several local business clients to so the best part about Facebook ads

is that you can target down to zip code or suburb. So, you can apply that same targeting I was talking

about before relevant to your business just by suburb, so sometimes with regard to that it might not

even be getting too specific because sometimes you can get your market too small and then nobody

sees your ads. If you, for example, were a dentist in a local area, you could just target to people at 25

plus who live in that zip code or within 10 miles of that zip code, and just show your ads. It's going to be

a really low cost way to be displaying advertising to people in a local area. So you don't need quite as

much of the targeting for some of that because otherwise it gets really, really low. So, yeah, definitely,

it's very powerful for local businesses and it's great because it's low cost, and a lot of local businesses

can't afford more expensive traditional media.

Travis: Right. What do you feel like are the top 5 things that people need to know about using

Facebook marketing?

Victoria: Well, they have to know that--the targeting is probably the most important thing. The bidding

and optimization is the second most important thing where to make sure that you're not paying too

much, so understanding how the bidding system works, that you want to be paying cost per click and

not cost per a thousand impressions because Facebook will just use up your budget based on what you

allocate. Sometimes also, you have to bid a bit higher to get your ads shown, but if your ad is crafted

the right way, you'd pay less anyway. So you rarely going to pay what they suggest you're going to pay.

So a lot of people is kind of turned off by that as well. And you need to know that you set the daily

budget anyway so as long as you make sure you're tracking it and knowing if it's working for you, you're

never going to spend more than what you set out on a daily basis anyway. There is a bit of trial and

error involved in testing and if you want to dive in and do it yourself then you need to be prepared that

you're going to lose a little bit upfront because some things are going to work and some this aren't.

That's true of most campaigns anyway, there'll be a little bit of testing involved that sometimes, we're

just going to dip our toe into water and see, it's just a matter of being sort of measured with that.




The other thing is images are vital on Facebook on all elements, so making sure you got nice, high

quality images that represent your brand in the right way is really important. The other part is make sure

you have a Facebook business page, it's really a great, free tool for your business. It can sit alongside

your website, it can drive traffic to your website, and it's a great place to just have some really good

dialogue with your potential and existing customers, and make sure you're updating that daily so that

people are hearing from you and they're getting a mix of conversation and education, and value

wherever possible.

Travis: Right.

Sandra: That's awesome.

Travis: Well, you know I caught the thing, I do a lot of promotive post for the show and I notice that,

now I was using the CPM where the one that you told me not to use.

Victoria: Yeah. But I think promotive posting automatically does that anyway, if you do it straight off

your page.

Travis: Yeah. What was interesting is I notice that no matter how much I increase the budget I still got

about the same amount of activity. And that made me really suspicious.

Victoria: Right, yeah, okay.

Travis: And so I noticed exactly what you said that if they didn't deliver me any more benefits when I

increase the budget.

Victoria: Yeah.

Travis: And so I noticed that their algorithm was set-up just to take my money.

Victoria: Yeah, absolutely. And...

Sandra: What are you talking about Travis? For the promoted post that, and your...

Travis: Yeah, so let me tell you what I found and you tell me what you think about this Victoria, okay?

Victoria: Yeah.

Travis: So I would promote a post for $30 and it automatically puts a 3-day timeline on that.

Victoria: Right.




Travis: And so, I noticed, I played around and I dropped it to 20 and I still had the same clicks and the

same activity, very close. I dropped it to 10 and had close to the same, or actually about two-thirds, and

so what I did is I'll put a $10 budget in, let it run for 3 days and then I'll add $10 again, let it run for three

days, and then I'll put $10 in and let it run three days, and I got a whole lot more response that way.

Victoria: Okay, yeah, well, what happens with promotive post and it depends, did you just select

people who liked your page or did you select friends of people who like your page as well. Do you

remember?

Travis: Well, the last one, people will like my page and their friends.

Victoria: Okay, so what happens is just to make up numbers they spin your post out to far-flung

countries around the world. They'll show your post to people who are in cheap markets. So they don't

want to take up prime news feed activity with your promotive posting good markets, and people paying

bigger money for. So they'll show it but it might be the people who are less likely to be interested in

what you're talking about.

Travis: Yeah, that's why we have so many Russian followers.

Victoria: Yes.

Sandra: That make sense, I couldn't figure that out.

Victoria: Yeah, it goes off to cheap markets, or, you'll find a lot of them. So it's best if you are going to

do promotive post, just stick the people who already like your page, because at least you know that

those people have already raised their hand and want to hear from you. And then you know that they

can only show it to that amount of people anyway, otherwise you're just using up, like, they are showing

your post, they're showing it to people who are less likely to be engaged with it.

Sandra: Wow.

Victoria: So you can do a different version of that which is page post ad where you're going to ads

manager and promote the page poster, there's a button in the--if you select your Facebook page as the

destination, and then you scroll down you'll see in the middle that says, promote page post. You select

that and you can choose any one of your recent posts, and you can actually target it to your current

fans or friends of fans, but you can specify where those friends of fans are and what things they're in to.

Sandra: Oh, makes more sense.

Victoria: Or you could just target it to people who aren't even friends of yours--or fans of your page yet.




Travis: Right.

Victoria: So you can do a lot more with the targeting. The reason promotive post exist and the best

benefit of them are is that they are relatively cheap and they go directly into people's new feeds, so I do

like that part of it. But the part that I don't like is that Facebook really design that for people who don't

know how to use Facebook ads or were intimidated by Facebook ads. So, it's definitely increase their

market and got them more revenue, but it's not necessarily the best product. People think it is because

it's so much easier and they hadn't used ad's before, they're like, "Oh, wow this great, I'm getting so

much more interaction on my page." Yeah, of course you are, more people will seeing your post, it's

that actually is just the tip of the iceberg to what you can do with real ads.

Travis: Right, well I'm going to let you take that over, are you okay that?

Sandra: Now, here's the question Victoria, not everybody can take you up on you. For somebody who's

now heard this conversation is super excited about Facebook ads who wants to jump in, besides just

listening to our hour together, how can they get educated as far as who to pick? And how to proceed,

like what kind of questions should they be asking, what should they avoid. I see that you have a cheat

sheet on your website Marveo.com, is that education for people?

Victoria: Yes, that's just giving people an idea of the thing that they need to pay attention to when

they're starting their own campaign. I also have online training program, sell more with Facebook ads if

people do want to do it themselves or learn a little bit more, that's on my website as well. And that's

super cheap. And then they get an opportunity to go into a Facebook group and ask questions. So this

all for people who want to do it themselves, if they don't want to do it themselves, then they need to just

make sure that they've got a good fit with the person who's going to do the service obviously, you want

to have a rapport. Secondly then, you want to make sure that their experience that they understand the

platform and that they understand your goals for your product or service. So you want to make sure that

they get what your product or your service is about otherwise they're going to have real trouble

promoting it. And I think it's just the normal ways of doing business, just communicating clear

objectives, and you can pretty much ascertain whether someone knows what they're doing when you

have an initial chat with them and ask them a few pointed questions. And you might want to ask them if

they do it themselves or they're outsourcing it to a team of people, how often that they believe you

should change up campaigns, things like that. What sort of cost per lead do they expect to get for you

based on the market that you're in, things like that, will give you a pretty good indication.

Sandra: This is definitely an episode that I'll be listening to again, and I'm sure others will. And I really

like that you offer the training for people, because even to pay somebody to do it for you, I think to give

people as much education of the whole world of Facebook ads, to that it's understood within our minds




that we'll know what kind of questions to ask, so thank you for that. And why do you call your business

Marveo?

Victoria: Oh, Marveo, okay, so I needed a--my business used to be called FB Ad Queen, I'm a consult-

-being very specific and was very much tied-in my personality and it was very pink, and it's still pink, I

love pink, very girly and like that, I know it's not exactly always the most professional thing but I love it,

so...

Travis: No, I like it.

Victoria: I think it' always about exuding the type of person you are and I think people get a sense of

what I'm like before they deal with me. But I then had Facebook in the name and obviously I had

trademark issues, not that they had ever said anything but it's just not advisable. And also I knew that I

don't want to be doing Facebook ads forever so I want to have a business that can evolve with my

aspirations and different things that I had as I grow. So it was more about creating a business that can

evolve with me and I wanted a short domain and there's not that many available anymore. So I was

trying to find a 5-letter domain, I couldn't really find a good one, so then I went to six, and then I was

like, "Okay, I've just played around with a few different words, one or two include marketing, marvelous,

my daughter's name is Emilia and Eva, and then there's me whose Victoria so it was about including

their initials in there too. That was really how I came to the decision.

Travis: Interesting.

Sandra: It sounds good because it's like Marveo, marvelous.

Travis: Marvelous.

Victoria: Most people don't know how to say it, they're like, "What does that mean, what is that?" They

can't even say it. A lot of Americans say Marveyo so I'm thinking of calling it Marveyo when I go to the

US because it must be the use of Spanish over there...

Sandra: Very chic, Marveyo.

Victoria: That's how it came about, it doesn't actually mean anything.

Travis: Cool.

Sandra: It's perfect, and it means everything because you certainly know your business, you are so

kind and easy to listen to, and I so appreciate you, we both do, taking the time to spend with us today.

Victoria: Oh, wow, thank you.




Sandra: Super fun, a whole new door just opened up for me that I didn't know existed. So very

powering to people to know that there's more resources available to really get to your target customers,

so thanks.

Victoria: That's my pleasure, it's been great, thanks for being so enthusiastic about my knowledge, I

love it.

Travis: Yeah.

Victoria: .Thank you.

Travis: Don't run her off too soon Sandra, we've got some more questions for her.

Sandra: I...

Victoria: Oh, I thought that was it, you were wrapping me up.

Travis: No.

Sandra: We’re excited for the lightning round, so you have to just be on the edge of your seat for this

next part.

Travis: Are you setting down Victoria?

Victoria: I am most certainly am.

Travis: Okay. Alright so...

Victoria: Right now?

Travis: All right. What book or program made an impact on you related to business that you'd

recommend, and it doesn't have to be just one, you can give us a couple if you'd like.

Victoria: Okay. I think the thing that was pivotal to my online success, like I said I sort of started off with

this travel website and remodeling along, not knowing a lot, but knowing that I needed to learn a lot.

And I came across a Marie Forleo who is an online business coach for women, and she has a program

that's called, Rich, Happy & Hot-B School, and it's an online program for women entrepreneurs who

want to start their own online business, or have an online business and want to do it better. So I did that

about when I first kicked off, so nearly 3 years ago, I think this is the fourth issue, she's ran out. She

just recently launched it. And that was a total game changer for me and open my eyes on some of the

elements to be successful online and creating your own personal brand, and connecting with your

customers and all that kind of good stuff. Tried getting a list, an email list of people and making sure

http://www.marieforleo.com/




that you broadcast to them and give them lots and lots of value. So that sort of changed my whole

paradigm really in terms of online marketing and the moving on from that, I did work with her a bit more

closely and that was really important as well. So I would definitely recommend her program for anyone.

It's mainly, it’s very girly, so, you know, guys do, do it but it's a lot more women.

Travis: With the hot part, I kind of figured that.

Victoria: Yeah, it's like we're trapping hot, who doesn't want that? Even if you're a guy or a girl really.

Travis: True.

Victoria: So, it's pretty sort of sassy branding but she's amazing and she's definitely been instrumental

in my success. Then I guess the two books that I read when I started off in online as well, or that I

would definitely recommend and speak to me, Tribes by Seth Godin, and just that's about that power

that sort of connection and community that you talked about before which I'm sure you're familiar with,

and Rework by Jason Fried, I love that book, I think that's an awesome book. So that just talks about

approaching business differently and talking as corporate refugee, like that turned my whole perception

of everything on its head, like how you hold meetings, how to run your business like it was just so

nimble and clean and smart, and it was so different to the corporate world that it just totally motivated

me to think I want to create something like this.

Travis: Right.

Victoria: So yeah, they're the sort of 3 big things that I would recommend.

Travis: Now Marie is--isn't she the one that Evan promotes quite a bit?

Victoria: Yeah, so Evan again, she did a lot of training with him and their friends, so yeah, he's

promoting her before, yes.

Travis: Yeah, and the author of Rework, I just finished the audio of that, I really loved it, and he is the

co-creator of Basecamp, which is pretty incredible.

Victoria: Yeah. So that 37 signals which I use and absolutely love. The capabilities of it are brilliant, we

probably know and we’ve using anywhere near as much as we should, and for someone who hates a

system, that’s me. I had lots of creativity, it's good, otherwise everything's in my head and worthless

who I work with, it's trying to decode what's going on in my head half the time. She can go in there and

see certain things and we can map stuff out, I really love it, especially the new version, it's great.

http://amzn.to/VAejKm

http://amzn.to/13tlbuF

http://basecamp.com/




Travis: Yeah. So listen, that segways us into the next question is what's your favorite tool or piece of

technology that you've recently discovered, it doesn't have to be new but new to you maybe, that you'd

recommend to other business owners and why.

Victoria: Okay--and thinking about this, there's not anything that's really super new. There's things that

I love like technology that I use, that I love and Basecamp's one of them, and things like fresh books I

think is just awesome, because invoicing is boring and annoying, and to have a system that makes it so

intuitive and easy, I love anything that makes my life easier. So with my entrepreneurial ADD, there's a

new thing every day that I love and I was thinking, what better told that's really important, I couldn't

really think of anything and I just had to not--but it's recent and not those revolutionary but a lot

businesses aren't using it and it's Facebook. Facebook is definitely a tool that all businesses should be

using it, if you don't have a business page, go and create one because it's free and just get used to the

platform and used to promoting your business on there and connecting with your customers on there. I

don't think there's any more important tool that businesses should be using right now than Facebook.

Travis: And it's changing so much that it almost is a new tool with all the changes that--I hear that

they're adding a really cool search feature to it soon.

Victoria: Yes, graph search which--they're trying to compete with Google a bit and so we'll show you

businesses that your friends have been to when you're searching for businesses and their current

search functionality or the full graph search it's really average. You'll know that when you try and search

for anything on Facebook, even a person that you know, it's very difficult. So they had been really

working on that, it has been definitely one of the weaknesses. But from a local business perspective

this becomes a good kind of competitor to Google Places and the like, so...

Travis: Yeah, that's got to be scaring them because for obvious reasons. Okay, great recommendation

on that. What famous quote or I guess it really doesn't have to be famous, but what quote best

summarizes your belief or your attitude in business?

Victoria: I think in making the transition from corporate to solo-preneur or online entrepreneur, for me I

can't ever go past Seth Godin's quotes and there's one that I quite like which is, "It's clearly more fun to

make the rules than to follow them." And that's how I live my life pretty much, I don't really like being

told what to do that's why being an entrepreneur is perfect for me and I can live and die by my own

sword or whatever that saying is. But that's how I like to live and I like to have an idea and put it into

place and sometimes those ideas don't work but I like the opportunity to be out and just go ahead and

do it, so I think that that's definitely resonates with me and it describes my attitude.

Travis: Boy, I second that.

Sandra: That's great.




Travis: Hey, one quick thing, and I didn't prep you for this but what do you dream of?

Victoria: I dream of a life of freedom, that doesn't mean not doing any work because I do like working

but a life where I can cherry pick the very best people to work with and surround myself with. I can

provide my girls with amazing opportunities that are rich in life and connections and see more of the

world, fall in love again, things like that. That's what I dream of, the choices that come with, I guess, not

only business success but success in life and making a difference for people and adding values. So

that's what I dream of.

Travis: I like it, we're going to help you with some of that, we're going to work together, you're going to

help us and we're going to help you with some of it.

Victoria: Just joking now. Now you'll have to edit that out.

Sandra: No editing.

Travis: No. So how do people connect with you, I know that Sandra already said it so how do people

connect with you?

Victoria: Okay, the best place to find me is my website Marveo.com, M-A-R-V-E-O.com. You can find

out everything about me there, or if you're on Facebook just put in your browser, FB.com/wearemarveo

and then you can find my Facebook page, send me a message there as well.

Travis: Wonderful. I want to thank you for coming on the show, we've really enjoyed it, you're a lot of

fun too.

Sandra: It's been great.

Victoria: Oh good.

Travis: I'm going to start wrapping up; can you hang out with us for a couple of minutes?

Victoria: Yes.

Travis: Wonderful. So listen, I want to remind you that you can find all the links to the books and the

resources mentioned in this show in the show notes, so just go to DIYOB.com that fits your 5 letters

that you were looking for there Victoria. So Diamonds in Your Own Backyard, that's what it's short for is

Diamonds in Your Own Backyard. So it's DIYOB.com, also while you're there enter your name and we'll

send you the 2013 Business Owner's Guide to a profitable million dollar business. It's a candid, behind

the scenes look at what you need to know to grow your business to incredible levels of success.




What I'll tell you in the guide is critical to your success and it's something that really no one's talking

about because many of these issues are not in their best interest financially, I believe. In the guide,

we'll cover the 5 trends that are affecting every small business today beyond the obvious slow

economy, 5 things that you should know before hiring anyone to handle your marketing, 6 marketing

rip-offs that are costing you a fortune, the 5 skills that will determine the success of your business over

the next 18 months, and a lot, lot more information that will help you take your business to that next

level.

Today, I want to close the show with a quote from Henry Ford, and the quote reads, "You can't build a

reputation on what you're going to do." Now I really like this quote because it's a great reminder of the

importance of staying in action, right Sandra?

Sandra: Absolutely.

Travis: So this is Travis Lane Jenkins signing off for now. Do you want to say goodbye Sandra?

Sandra: I'm tempted to say, “Goodbye Sandra” but thank you Victoria, thank you to our wonderful

listener, and thank you Travis. What a wonderful, wonderful place to get so many tools built for us and

for our listeners, so thanks for joining us.

Travis: Yes. Victoria, you want to say goodbye?

Victoria: Yeah, I do. Thanks for having me, it was fun and hope people got some value out of our chat

today and bye.

End of Interview

Travis: All right, well hang on the line. So listen, to your incredible success, may you inspire those

around you to go after their dreams too. Take care.




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Travis Lane Jenkins

Business Mentor-Turn Around Specialist

Radio Host of The Entrepreneurs Radio Show

“Conversations with Self-made Millionaires and High-level Entrepreneurs That Grow Your Business"

http://www.rockstarentrepreneurnetwork.com/biz-accelerator

http://theentrepreneursradioshow.com/

the entrepreneurs radio show 051 victoria gibson

Small Business & Entrepreneurship