Before I explain why I’ve decided to not “scale” my business, I should explain what “scaling” means. Because, honestly, I didn’t exactly get it at first. I just knew that it’s what the internet and the experts said I should do when I got really, really good at what I do.
Not the British hoover kind of vacuum. Not the tiny robots that miraculously keep our floors clean (we call ours Gizmo), either.
I'm talking about the fact that your Social Ads WILL NOT WORK if ads are the only thing you're doing online. Dig? Successful ads don't happen in a vacuum.
Today, successful ads work with all the other things you're doing online. Let me explain.
I know there are a couple people out there (like, 5) that aren't on social media. I'll only hear from them if I opt BACK in AGAIN to their list. But y'know what, they're not in my pile of 42 GDPR requests.
I'm going to venture that they cared enough about their list to filter me from that particular hurdle.
But, then again, I haven't cared about email for a while now. I burned my own list over a year ago for these reasons. The people I care about, I follow on social. It's redundant for me to receive an email AND 3 notifications of that email on social media.
Point being that email is not my primary receptacle of information, y'know? It being 2018 and all. I sign up for an email for 3 reasons:
But GPDR is getting me out of ALL of these - I mean, those of you who are sending them to American subscribers when you don't have to. Why are you doing that?
I'm not complaining. I welcome this out. Maybe it's a good thing, right? An opportunity to CLEAN your list. Maybe you want to make everybody "compliant" - meaning they expressly want to receive your emails - in the spirit of GDPR.
In that case, I agree with you. That was what the email list was meant to do all along. If you're gonna have one, use GDPR to clean it.
My job as a Facebook marketer is to drive relevant traffic to your landing page. It's the job of your landing page to convert that traffic.
So, I have to say NO a lot. Too often, a landing page or offer just isn't ready to do its job.
/\ See that picture right there? I bought that piece of genius for $80 after seeing a Facebook Ad. 2 full months after seeing the ad.
I want to tell you why I bought it. Why it took 2 months. Why I'm happy about the product. Why the ad worked (eventually). And why the advertiser will never get credit for that sale.
So, I'm killing my email list.
When today my friend asked me Why? I replied, "Modernity and intelligence." That was probably a bit snippy, but not untrue.
You've seen Facebook "Recommend" PAGES to you in your feed, right?
This is how you narrow those recommendations down to the right people for you - from 2 billion to just right!
Yep ... with one click (or 3), but definitely in under 30 seconds!
I'm a fan of Facebook. Obvi.
As a platform, it offers small businesses the most targeted, effective, affordable marketing it has EVER known. Today, SO many businesses - certainly mine! - depend upon Facebook that it's become difficult, frightening even, to imagine what we'd possibly do without it.
It's a question I'll admit has kept me up longer than my bedtime on more than one occasion. When that happens, I tend to focus my energy on the thought all Scarlet O'Hara-Style. As in, I'll think about that tomorrow.
But no amount of fiddle-dee-dee would help me if Facebook took an unexpected dive. Might as well look at the possibility straight in the face, as it were.
OK. So, could Facebook live forever? Could it die ... or, barring that, simply lose some of its influence? And what would happen to your business if it did?
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