Episode 570 - How to use advertising and boosting posts to help you find customers

Welcome to episode of 570 of the show today is going to be on out of the bout episode, so that explains where all the noise is coming from, and it's so now that we're done with that, let's head straight to business in the previous episode. Like, can't remember what we looked at, but I remember that was still on looking at new methods of lead generation or new new school methods of creating. Summers. So every time you hear a lead generation either on this podcast or any other podcast or some other business material that you're looking at, just take it that lead generation is just a technical way of saying that you're trying to look for customers.

You're trying to create customers. So today, we're going to be looking at online advertising and bushing posts and how that can help you find customers. So remember, I'm going to be using the terms, finding customers, creating customers or lead generation. I'm going to be using them interchangeably. Now what does advertising? Okay. So I remember that on this podcast I'm using working definition of it's not technically correct definitions.

So for the purpose of this podcast advertising is just paying people, that's another party for you're paying them for access to attention or access to an audience that they have already acquired. So, traditionally TV stations, let's say n ta that's back in the 1980s. For instance, when we only have the national TV stations available, okay, I think for Lego state in the 80s and 90s. They had the state broadcasting corporation's.

So there were I think Lagos State had two channels, but in Abuja in the 80s, it was just one channel. Those just an ta and that was it. So back in the day, if you wanted access to an audience that MTA has already cultivated, let's say you had a sports shop in gareki, in the central part of Abuja, and you wanted to advertise it. Auntie. I used to have a sporting show that they would run after the children's belt, the children's.

Well it used to be for 4 p.m. to 5 or maybe 6 p.m. back in the day and after that, they would run straight to sports and for my siblings and I, that was your cue to get out of the house. Because, of course, we would like to be there to watch, Voltron and super Ted, and all that cool stuff. But then after that, they will start playing fantasy sports. And then we just leave the house for the adults too. Watch all that boring sports stuff.

So if you had a shop in Gerke and you wanted to send people to your shop to buy sporting equipment or whatever, that would be the prime time to advertise. Now, since NTA was, the only TV station at the time and had built a loyal following around sports issues would make would have made sense at the time to advertise on NTA for people. Come to your store. As I mean, you could afford it because TV advertising has always been expensive.

So now you have a whole lot more options with the Advent of the internet, and social media, and all that. So they are much more places that you can advertise our. But essentially, this is what advertising is because you're going to be paying the NTA, but you're going to be paying Facebook or Google or Instagram, or Bell, and a jar or Maryland or whoever it is. You're going to be paying them for access to an audience that they have created paying for access to our attention that they have created with other people.

So you can promote your goods and your services. So that's essentially what advertising is Now, there's all this talk about advertising being ineffective and that is not the case, advertising can be ineffective. Or highly effective depending on the level of thought that you put into it, the level of thought and execution, 20 comes to advertising, paid promotions these sorts of things. What are they work? Or not, depends on level of thought, and your execution.

So it's going to be effective provided that you target correctly, because when it comes to paid promotions, you have to make sure that you are targeting the right demographic to looking at the right age, the right, sex, the right location, the right occupation E-Tec. So Example, that I gave anti a sports shows and you want people to buy your sporting equipment. Now, if your shop is in Abuja, then you want to make sure that you were advertising on the NTA

that only transmits in. Abuja, not the NTA that transmits in Legos or the interior that transmits in Cora. Because if we run the advert in Lagos or choir, But what you had in mind was to direct traffic to the office in Abuja then of course, your campaign is going to be unsuccessful. So that is an example of how making the right targeting. The right location is essential. Now for other businesses, you also want to be sure that you are targeting the right occupational.

People or the right sex of people. So assuming that you sell Cosmetics, female Cosmetics, Fashion Beauty stuff like that. -, um, One is that you're going to be targeting many particular except if your fashion accessories and stuff like that are targeted towards children, then your target might be mother's exclusively because I'm assuming that this mothers who make the styling decisions for the children. Well, at least my my own household.

Anyway, it's my wife who makes the styling decision. Well, she does check with me on shoes and belts and things like that which are prefer for my boys. But biologic. She's the one who's calling the shots when it comes to styling styling decisions for the kids. So that's an example about where you want to be sure that you are targeting the right sex in your advertising. So that is what demo graphic targeting is. So demos is just people and then graphic graph Force picture.

So you want to make sure they are targeting the right picture of people more or less. So make sure they are targeting the right age the right side. X the right location, the right occupation and bloody block. Now with old-school advertising that is advertising on the NTA or advertising on other channels that were available later on in the 90s because I think in the 90s Lego State. Now, had clapperboard AIT Africa, independent television.

What else? I think there was STV, I can't remember what the S stands for, but they required a bunch of other stations. So, back in the day, A of AIT channels TV clapperboard. Yeah. So we're not hating this is all you had access to demographic information. Now, the beauty about the infinite the internet is are now we have access to psychographic information because you can now Target things that people are interested in and that's the beauty of advertising online.

So if you're running advertisements on No, Instagram or Tick Tock or Google, or whatever you can Target people that are interested in sports or were curious about sports or who have sports as a hobby. And if the algorithm works, the way that it's supposed to be, and if your campaign is run, tithing and is only people who are interested in sports and things like that that should see your advertisements. So let's say, you want to advertise on Maryland, which is a popular website here in Nigeria.

Okay, well, I don't know much about Ireland so I shouldn't have used that as an example. Okay, let's just skip that will go to examples. Are the end of the recording. So basically for psychographic targeting were trying to look at the people's interests what their curiosity in their Hobbies things like that. So the summary of what I'm trying to say is that if you do bad targeting, you're going to get bad results. If you do, good targeting, then you are going to get good results.

So, if you have a book about the prophet, Muhammad for instance, and you want You know, we have some Keen insights about Islam and things like that wouldn't make sense to go and advertise that in a church bulletin. You are not going to get sales and then if you write an award breaking book about Christ in the in the second Millennium or something like that, you know, going to make a ton of sales. In fact, it may generate some -

interest if we were to advertise that in the bulletin of the local mosque for instance. So in other words, the effectiveness of the campaign is going to depend on its Targeting. So for good results, make sure that you're targeting and your execution is on point. What else? Okay, boosting. Now boosting is technically different from advertising because advertising has specific messaging around it. We're trying to get people to buy from us, or promote the brand or trying to get a specific action.

But then when it comes to boosting a post, what what that means is that usually people have you put up a post on your social media on your Instagram or LinkedIn or your Pinterest or your Tick-Tock, or whatever it is that you run and the He's gotten some good engagement. Now, it's lots of people have liked it, share it, it commented on it, maybe you've gotten some business from it. Now boosting the post is just paying the carrier paying,

Instagram paying Facebook paying who else Google. Okay. No, no Google because it can boost the post on Google Twitter. Yeah, cause you put content on Twitter, so paying trees are sold out. They boost the post. They make it visible to more people of a similar audience. So, that is how boosting is similar to advertising. And that is why. I technically speaking, even though advertising and boosting are different, I'm going to lump them together and speak about them in one breath.

So for boosting your paying for more of a particular audiences, see the post. And of course, it also depends heavily on your targeting. You want to make sure that your demographic targeting is on point and your psychographic targeting is on point. So now an example to wrap things up working, If you listen to the podcast for a while, you know that I started off in the wedding and the event space. And so this is how typically we used to do it back in the day.

I'm assuming that things to run pretty much the same way now. So if you're in the wedding event business, you are photographer, your wedding planner then. Let's see Instagram. Okay, yeah. So my generation was mostly Instagram. I know that people wedding and event planners wedding if even Also on Tick-Tock Snapchat, on all these other mediums, but I haven't played with those abs in this space so I can't give those examples.

So let me stick to the. Now, old-school example of Instagram because I hear that to talk advertising is all the rage but certainly let me stick to the old school example of Instagram. So with Instagram back, then let's say five years ago, you don't advertise on Instagram or you want to boost the post and you would go into your Ad manager. I think it was ad manager. Other your ad manager. Your account manager is something that you can access easily from your profile either on Facebook on the desktop or your profile on Instagram.

So either add manager or Facebook manager or something like that. In me, it was easy to access and remember the exact links and then you'll be able to tweak your parameters and then you'll be able to say that I am looking for women based in Abuja. Okay yes let's use up. Because in this case, I'm based in Abuja. So looking for a woman aged between 18 to 25, less 18 to 30, okay? So this for the event space 1818 is too young, okay, let's say 20

to, let's say, women start getting mired from 22. So looking for women between the ages of 22 to 35, in Abuja. In this in, you can even specify the parts of town. So you set your add parameters that you are interested in people who are in. Gareki whirring power, where else Central business district? Who say, you know, things of that nature. I'm assuming that if you lived in the middle, if you lived with in town, you don't want to capture people on the extreme parts of town like couloir, like guada maraba, leave those places out.

Also, there's the assumption that people that live on the extreme parts of town in Satellite sounds are not Was aboard, the upwardly socially mobile. I can't remember the term, but anyway, I'm sure you catch my drift. You're trying to look for people with bigger purses, with further purchases. So that will be the idea of cutting out certain locations in your advertising and then you would also get to pick out the interests.

My guess is that you'll be selecting women, okay. With determine the age, we've determined the location. So for interest would now be people who are interested in wedding dresses, wedding, event venues or wedding cakes. Or things like that. So you would select all of that and then it would show you the amount that is one moment. Okay. I set an alarm on my phone and just run it was I okay so you would do all of that. It would show you how much it is that you would have to pay and then you click to run the campaign for a certain number of days.

It was seven days, 14 days, 21 days, whatever you can pick custom parameters and then, at the end of the day, you will see how much business did I get out of it. What was successful? But was not. You look at the results and then you reach a rate that maybe it's possible that the age range was, Two white or maybe the locations you picked was not specific enough, but basically that's what other sizing and boosting is all about.

It's about targeting taking feedback and then targeting again. Now this helps you find customers or create customers is, if you do a good job, then people who are looking for your services within that Locale will reach out and give you a call. And just like I mentioned in the previous podcast recordings. You want to be sure that you have a defective sales process and effective sales framework because it's not going to do you any good.

If you run this campaign on Instagram and then you have less. We have 30 people call you up during the week and of the 30 people that call you. You only end up doing business with one person. It shows our process is inefficient and you're leaving money on the table. So you want to make sure that you have an effective sales process and effective sales system. How do you do that? You're not going to get into that. This Episode because I've already addressed that in Prior episodes.

So once you're done listening to this, if this your first time of listening to the show, just look for old episodes that have sales framework in the title or sales process in the title and you'll get some more details there. And yeah, probably make some more episodes about that in the future with specific case studies just to flesh things out. So yeah, so that's it. That's all. All the episode 570 on how we can use online advertising and boosting to help find our customers.

I can't remember what else is next. I will check my list and at the next episode at episode 571 tomorrow, we will continue and possibly wrap up this discussion on lead generation or the art of finding customers or the art of creating customers. So thank you very much for your time and attention. I'll catch you guys at the next episode. All the episode 570 on how we can use online advertising and boosting to help find our customers.

I can't remember what else is next. I will check my list and at the next episode at episode 571 tomorrow, we will continue and possibly wrap up this discussion on lead generation or the art of finding customers or the art of creating customers. So thank you very much for your time and attention. I'll catch you guys at the next episode.