Modern Marketers with Blake Beus and Greg Marshall

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Greg Marshall  0:00  All right, so we just, you know, talk before we put the hit record by a lot about a topic that I think is is more important than most businesses, I believe think, which is, when you're running ads or your marketing, no matter what you're doing, you're sending them to some level of a website. Yeah. But no one's ever really thinking about well, when they get to the website. Yeah, it should be a good experience. So one of the questions that I was asking before we hit record was, what is what's the most important thing when it comes to user experience? And tell me a little bit about why we should be paying attention to this?

Blake Beus  0:44  Yeah. Well, I mean, we literally talked about this for over an hour I hitting the record button, we should we should hit record earlier. But yeah, a lot of a lot of people don't think about page speed. I mean, I mean, they think about it a little bit, but they don't think about it. In the terms that having a slower Page Speed actually cost you money, especially if you're running ads, or you're putting efforts into to to writing content for SEO purposes or whatever. PageSpeed is an extremely important thing.

Greg Marshall  1:16  And let me ask you this, it says you said, yeah, if you're running ads, yeah, because this is something that I think, would really be helpful to know. Let's do a comparison. Okay, so let's say one website, loads significantly faster than another, right? Yeah. And that, but every other variable is the same. They're both running the same exact ads, with the same wording everything creatives, the offer, everything's the same except one page is loading significantly faster. What would you predict is the difference in revenue between one versus the other, if everything else was the same, except one was way faster than the other?

Blake Beus  2:01  I mean, I've seen, I've seen some campaigns and things that I've worked on, see a 20 to 50% lift in conversions, just by increasing the Page Speed, which, which is kind of this positive feedback loop if you want to think about right, so. So I'm Sam running, running some ads. One of the indicators that Google or Facebook is looking for is how many conversions that ad is getting, by getting more conversions than Google and Facebook will say to themselves, algorithmically, hey, that's a good app, it's working for people and people seem to really like it. Let's give more high quality traffic to that ad. And it makes you more competitive over other ads, or whatever. So like I said, 30 50%. And if your page speed is really, really, really slow, you're you're just not going to get any conversions, because people are going to think your site is broken, which effectively it is if your page is slow. And so you know, as far as how big of a lift we're going to get if we speed up a page, it could be massive, if you're not getting any conversions, because it's that slow. Got it.

Greg Marshall  3:11  So and even if you are getting conversions, if it's a really slow website, you can get a 50% lift. So if you're getting let's say you're getting 10 conversions, for every 1000 people that go to your site, then if you can get a 50% lift, and you will get what 15 Yeah, so if if you're getting five more conversions, and let's say your average order value is you know, 50 bucks, you would be getting an additional $250 That you're essentially missing out on Yeah, because your site is slower. Absolutely. And if that's every day, yeah, then that starts to compound. So then you're talking about 1000s of the house dollars per month.

Blake Beus  3:53  And like I said, it's a it's a positive feedback loop. Because then Google, even if it's just search engine optimization, or SEO, or whatever, Google and Facebook, or they know, you've got their tracking codes on their site, they know what's goin

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Blake Beus  0:01  Are Greg, you want to talk about counterintuitive marketing? What do you mean by that?

Greg Marshall  0:06  counter to of marketing is essentially doing things that maybe you feel like is the opposite of what everyone else is doing? Or maybe you think it wouldn't work, but it does work. Okay. One of my first examples of this was early on, when Facebook ads first started, I was in the fitness gym industry. And you know, this sounds absolutely crazy now, but back then no one in the gym and fitness, particularly brick and mortar gyms would even come close to doing social media marketing, Facebook ads, or even just posting on social, because they just thought, you know, it was either dumb, or waste of time, or it was just too early, and no one else was doing it, which is the number one reason why I wanted to do it. Because no one else was doing right. If there's no one there, you have a higher likelihood of winning, right. And so that's kind of my first experience on like counterintuitive marketing, which is doing things that maybe you would think wouldn't grow the business, but it ends up growing it because it's kind of thinking outside the box and doing things differently than what your competitors, and everyone else in the market is doing. Interesting. And so that's that's kind of what I wanted to talk about today is how to put yourself in that mindset to see different opportunities. So like, for example, a drill that you could do is you could sit down, research your competitors, and see, what are they all doing right now to market their product? And then push yourself to go, how can I do the exact opposite of what. And when I say the exact opposite. I'm not saying changing the message or anything, I'm talking literally the exact opposite, be where they are not right. And I think this is a useful drill, whether you decide to do these marketing tactics or not. I think it's worth doing to just challenge yourself to try to come up with some different ideas, because marketing is also a creative act. And this is where you should, especially if you're someone who likes to be creative or wants to be in a creative space, this is the time to do how to do things differently than what everyone else is doing.

Blake Beus  2:25  Okay. Okay, so. So what are some examples? I mean, you talked about you talked about social media, back in the day with gyms and everything, and and I'm gonna guess many people when they heard you say that the first thing they were saying they they thought of was probably something like, no one in my industry is running tick tock ads I've ever run tick tock ads, right. But that feels a little bit like chasing a shiny new object as opposed to zagging when everybody else is Zig? Yep. What do you think? Yeah, so

Greg Marshall  2:57  there's definitely a level of shiny new object. But the first thing you have to think about is, is my market there, right? So that's probably where you should start. So like, if a platform is purely teenagers, and you sell to 50 year old adults, then it's not the right fit. But this is why you want to brainstorm to think, is there is my Market. And this is where you have to truly understand who you're going after? Is my market, actually, on these platforms? Or where they're at? Right? Does that make sense? Yeah. So what you want to be thinking about is like, first understand your market and then go, where are some places that they are at that my competitors are not? Right, or they're not thinking about? Mm hmm, you see what I mean? And so if you do that, what'll end up happening is, you're basically playing a game with no competition. And then your goal is to as quickly as possible on that real estate, because the competitors will show up. As soon as people see anyone making money at anything, there will be competitors, brea

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Blake Beus  0:00  But we're recording. Right? All right. Oh,

Greg Marshall  0:06  Blake, what do you think? So you've got the topic of the day, you said this to me yesterday. And I thought, interesting timing, because I've been seeing some of these things and the ad accounts, and I've Yeah, my theories, and I have yours,

Blake Beus  0:20  we're gonna talk about this. And a lot, a lot of people have a lot of crazy theories about how, you know, the algorithm, or all of these different things work. And some of those could be true, some of them might not be true, but I'm gonna read this actually word for words, so we can pick it apart, because there's been lots of discussion about what's actually going on here. So Facebook, came out with this announcement, starting today. I'm quoting, starting today, if someone does not have their Facebook and Instagram accounts linked in accounts center, we will consider those accounts as separate people for ads planning and measurement. A lot of advertisers are reading into what this might mean. And first and foremost, you might be listening to this thinking, what is account center? Yeah, and I'll be honest, I'm in Instagram, Facebook all the time. I didn't know what a cat senator was either. Yeah, I didn't even know it was a thing.

Greg Marshall  1:17  Well, I've heard of it. And I also don't really know, what their meaning by Account Center, and the structuring of that. And so just hearing that makes you wonder, well, if I'm in it all day, and urine all day, how does my mom now or you know, someone who barely uses social media?

Blake Beus  1:40  Exactly. And so what they're saying is, if the accounts, if your Instagram or Facebook account aren't LinkedIn account center, then they're going to count those as two separate people for reach and estimated audience size and all of these things. And based on just some loose data, I'm going to guess nearly everyone does not have those accounts, Leah, and so you might start seeing potential reach numbers go up, which would cause your CPMs to go down? Even though not really you're only reaching the same person just on different platforms, if you're running ads on both Facebook and Instagram.

Greg Marshall  2:21  Well, one one thing now that you say that one thing that maybe test is when you run your ads, do more manual placement. Yeah, so actually say, Show this ad on Facebook only? And show this ad on Instagram? Oh, yeah. And just compare the reach, and then test them both together and see if they're somewhat similar. Because one of the things we talked about yesterday, the potential issue with this, I guess, from an advertiser standpoint, you know, I'm running a lot of ads. I know you run a lot of ads. You know, the CPM is one of the numbers, the CPMs, which is the cost for the traffic has gone up. I also find it conveniently coincidental that it's happening during the most expensive time of the year. Yeah. Which is the fourth quarter Hmm. Which makes me think advertisers must be either leaving the platform or panicking about the cost of the traffic that they're getting. Yeah, that maybe they're the there's a change to make it to make us advertisers possibly feel slightly better about what we're spending, right. And I I get both sides do not want to make it sound like everything is always bad on one side. And we're the you know, the good side versus the bad, but more of what is what are the incentives? What should we be paying attention to? And just kind of like the episode, we just did control what we can control? Yeah. And try to make the best of what's available to us. So that's, that's kind of my thoughts. But what are your thoughts about that? That's my first thought is, if they want to drive CPMs down, and it's the fourth quarter. It's just coincidental that this change is happening right now.

Bla

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Blake Beus  0:02  Okay, we're recording right recording. So, Greg, before before we hit the record button, we do this too many times we were talking about yes, search engine optimization or SEO, but specifically YouTube, SEO. And we both have a ton of thoughts on this you've actually been experimenting with with your own YouTube content on this. So, so tell people what you've been kind of experimenting on. And we will hash out some other ideas and plans and some things.

Greg Marshall  0:27  Yeah. So I mean, one of the things is, I've been creating video content for a very long time for years now. And but one of the things that I have lacked is an actual SEO strategy, right? So I use my video content in very specific way to attract, you know, my audience and generate business. But one thing that I haven't paid attention to is the is Search, YouTube search, and how to actually maximize that. And so recently, I've been testing and you've inspired me to do this, this, so I'm going to give you credit for that. I want to make sure everyone knows that Blake actually inspired me to do this. But recently, I've been testing different strategies for YouTube search. And right now I've been doing what they call like newsjacking, which is whatever is the trend right now. Right? For example, we just had a big boxing fight on Saturday. And, you know, Tyson fury and Deontay Wilder was was the fight. So I utilized their event, basically, and then created a video that's related to so that it could pop up in the search. And I've done that a couple times. I've also done it with my team, the Baltimore Ravens, Lamar Jackson. And I've noticed that the search traffic on my channel daily has increased and it's in it's starting to increase more and impact other videos. And so that's just something that I'm seeing that's working. And I'm, I'm curious to hear your thoughts on like, yeah, search engine strategy, what you should be doing, and just in general, what should people be doing?

Blake Beus  1:57  Yeah, yeah, I love the term newsjacking. It's one I actually haven't heard for a long time. A lot of people don't know, when I first started in the tech world, my very first job was Search Engine Optimization. For an E commerce brand based out of here, Utah, that is no longer around. But it was back in the day when we went to rank well, you had to have like 20 different websites with all the contents. We're managing content for all these different websites. But I'm glad that's gone. Quick story right along newsjacking when you guys remember when the Tesla truck was announced, and Elon, yes, did this thing. And he's like the the windows are bulletproof and has some holidays. And it breaks a window. One One marketer I saw and I was so jealous, I didn't come up with this idea. But he came out he dropped a video that was essentially titled, The real reason the Tesla truck window broke and talked about how, how, in his opinion, the window broke on purpose, because it generated a ton of news stories. And one thing that Elon Musk is insanely good at is generating buzz. And he knows he knows that a lot of people like to make fun of wealthy billionaires failing on stage. Yep. But he also knows that that will come back to him in money long term in Tesla truck sales, because there'll be able to say, well, we got it fixed, guys. I don't know if that's the exact reason why I broke but I wouldn't put it past Elon Musk to do something like that, that that's definitely something that I could see him do. Absolutely. Absolutely. So, um, so yeah, I mean, let's just talk about SEO and YouTube, SEO. So YouTube, SEO has been gaining popularity for years, you know? And there's, there's a few different reasons. First of all, there's so much content to SEO competition in the Google search engine. But Google, I don't know exactly when

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Blake Beus  0:06  Okay, we're good. Let's do this. Greg, you're telling me about this great marketing strategy that I heard, basically, how to get sales with zero costs.

Greg Marshall  0:19  Yes,

Blake Beus  0:20  this really cool.

Greg Marshall  0:21  The the deal of prom is, is it's not legal. So basically, that's kind of the segue into the story that we were talking about before we hit the record button, which was I had a client last week. And I've seen this on other accounts to even you know, like bigger, you know, influencers or businesses that this happened to where a hacker gets into their account. And they actually set up an ad campaign. But using your money, and then creating rules on when you turn the ads off, it automatic turns back on. And on top of that, they remove the admins of the business manager, and then use very large budget. So the way they kind of did it, I think,

Blake Beus  1:08  how you hurt, like, tell us how you discovered it, like, so. And then yeah, well, how it happens and everything

Greg Marshall  1:15  and what to do about it. So basically, the way I discovered it was I really did it, outside of my client asked me who has a pretty good aspect per day. And so it's not like, they're not used to spending money on the platform. And so what she ended up reaching out to me and just say, hey, you know, I've been hit with a couple of charges of $1,500. And we increased, you know, my daily ad budget. And I was like, Well, I know, we haven't increased it to 1500 $3,000 a day. I know that. So I just thought, Oh, well, maybe there's, you know, Facebook did something or maybe it's a carryover from the previous month or so. So I didn't really think anything of it. And then I went to the ad account and I noticed I saw a campaign that the budget was set at $50,000 a day. And it was it wasn't per day it was 50,000 lifetime lifetime. Okay, over just a few days of oh really Yeah. And when I went there and saw that I was like wow, this I've seen these types of hacks on like pages where they you know, they're putting kind of spam posts of like buy this product is weight loss product or whatever. And you see it on a page and you know, their page got hacked, you just got to go ahead and recover I've never seen that actually an ad account business manager no and this way and what they did was they basically replaced they used my clients budget credit card and created this very big campaign but put their business information in as far as like optimizing for purchase their pixel their business page, their own ad everything so basically just went in and said I want to use their money instead of mine. And I'm gonna try to use $50,000 worth of pickup sales. Crazy thing was they were generating sales. Really? Yeah, so they were getting an average purchase about $80 a purchase. Oh, really? Yeah.

Blake Beus  3:07  When what was like the order what would be like an order value?

Greg Marshall  3:11  You know, I did not click the link because I didn't want to have any issue with it. But it was a it was a chainsaw. A chainsaw. Yeah. And your maybe wasn't just one of those, you know, the saws that cut the wood. You know, like when you're in a garage you basically cut the wood in half

Blake Beus  3:28  how okay like a table song? Yes, that table so those those like, low end table saws probably about 150 to $200 that high end one could be like $1,500

Greg Marshall  3:37  I'm not gonna lie. I saw the video like it was probably get brought. So I saw and

Blake Beus  3:44  it's like, it's it sounds like that was a legitimate company. Yes,

Greg Marshall  3:48  it very much. So look, I mean, they had their pixel they had everything connected to so I was just the pays look legit, everything looked legit. So I was just like, what's crazy was what I've how this is what I discovered how they did

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Greg Marshall  0:00  All right, we are recording. All right. Well, Blake, what's your thoughts on it? Let's get right into it. So Facebook has changed, you know its name. Well, not the properties that owns I guess, but just the parent company comm meta, meta, meta? Yeah. Meta. What do you what are your thoughts? Was this mean? Oh, I don't know. I mean, they've been they've they've been beat up a lot in the press lately over a ton of things. 

Blake Beus  0:27  Maybe that sparked why they decided to make that change right now. A lot of people are talking about this concept called the metaverse if you've ever watched Ready Player One, or read the book Ready Player, one of you know, okay, okay. It's all centered around this

online universe called the oasis. And, and it's very, it's like a dystopian future. Most people don't like living in the real world. So we hop into the this virtual reality and spending also time in there. And the whole economies and everything happening virtually, contest jobs, like people can log into their job and work all day in VR at an office of VR office and everything. And Metaverse is the kind of generic term for something like that. Yeah. A lot of people are speculating, I mean, not just name speculation, they literally said that this is what they wanted to do. But they wanted to take this whole concept and encapsulate it and make it a thing because I feel like in 1020 30 years, that's going to be the new way we operate kind of kind of a bigger reality. So they already own the Oculus VR headsets. So I don't know, we'll we'll just see. I mean, it's nothing's gonna change right now, we might see facebook.com change to a different domain name sometime in the future. But I mean, it's worth talking about, but it's all kind of up in the air right now. And I don't know how, how it's all gonna play out.

Greg Marshall  1:56  Yeah, I guess my question would be, you know, I think sometimes we all forget, these are all businesses. So to make a business decision, that's what how do you think this benefits Facebook business wise?

Blake Beus  2:12  Well, it's all about I mean, to use the the words, engagement or whatever, but it's taking engagement tank kind of to the next level. So imagine if, if a large percentage of the population their entire work day happened inside of this virtual reality. You could sell virtual billboard, you could sell virtual all sorts of virtual things, they could have their own virtual currency. And that currency could rival a currency of like a government. I mean, Facebook has one and a quarter billion people logging into it every month. Yeah. I think if they launched their own cryptocurrency, which they said they're going to do, yeah. Right. They they could have a currency that is, I don't know, more stable, more universal than the US dollar, potentially, eventually. Because you know, how many of you live in the United States? 330 million, something like that. Facebook has a larger audience than that. Yeah. So I don't know if they can get people to be fully immersive in their platform in their system. The sky's the limit for ways they can monetize and all of that.

Greg Marshall  3:21  So basically, what it sounds like, it's, it's allowing them because I have noticed now obviously, this is a Marketing podcast. And so we talk a lot about, you know, marketing strategies. And I've noticed more placements in the Facebook ad account where you can place ads. Oh, really? Yes. recently. And I don't know if it's on every account. Maybe it's just on some because, you know, as you go, I noticed on different client accounts. They have a seems like different, I guess features. Yeah, right. Yeah. And one that I just saw, actually, this morning was the reels, not only the real placement, but then a real overlay placement, which is slightly different, I think, because

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Greg Marshall  0:01  Alright, so we are we're on and one of the things I will talk about something I've noticed that, you know, I can't confirm because this isn't my, you know, area of expertise, this is more your area of expertise is it seems like so when I, when I run pay traffic, something similar to what I've had happen to me with email marketing, which is it seems like there's certain platforms that for whatever reason, the, I guess the partners, right, so you will say like Facebook, Instagram, or maybe Google ads or whatever pay traffic partner using, they don't seem to like or favor certain software's, right. So for example, I've used Shopify Click Funnels WordPress launch car, I mean, I've used I feel like I've used not all but a lot of right, Wix. And I can see there's a difference, there's a certain platform, okay, and I'm gonna say the name, I don't want to just completely shade anyone, it just seems like Facebook may not love this platform. So I love to hear your take on it. But yeah, click funnels, it seems like, for whatever reason, and myself included, actually have a Clickfunnels account. But it seems like for whatever reason, any client that's using Click Funnels doesn't get the same almost it's like the same offerings. But if they're on different platforms, it almost seems like they don't like Click Funnels or that they're Yeah, anti. I don't know, is Yeah. So is there any truth to that? And if so, why?

Blake Beus  1:36  Yeah, so, alright, so let me just first say, there's going to be a lot of speculation here, but I think it's relatively accurate speculation, or also wouldn't be making it. So this, this reminds me of, I like to think this like a bad neighbor. Right. Okay. So, you know, if you're, if you're in a neighborhood or whatever, and you have a home value, that's I don't know, $500,000. And you have someone move in next door, and they just trash their house in their yard and everything, your value of your house goes down. And it's very much the same out on the internet. Now, typically, I would see this and this is a known thing with the cheap, say WordPress web hosts. The shared hosting that it's like two or three bucks a month, you could get placed on a shared server with someone and if one of the websites on that server was breaking the rules or doing something bad or, or cheating Google and SEO or whatever, your site would be associated with that, and your search engine rankings would go down, we associate your guilty by association, right. And that's the biggest problem with say a shared host is is you you bump into that kind of stuff. The same thing with with platforms, right. So Shopify, they have their whole infrastructure built out and everything. Shopify has been around for a long time. They're a good player. They're the biggest e commerce platform out there, I believe, aren't they? I think so. I mean, other than like Amazon, and that doesn't count. But like for people that want to run shop, want to run ecommerce, so the biggest platform out there, and they've got things dialed in now, now click funnels comes in. It's run by a marketer. Yep. And marketers like to play kind of loose and fast. Yeah. And push push tournaments. It's very true. And they've built out an infrastructure that has been buggy in the past and had some other issues. But in my opinion, if you do a Google search right now for for Clickfunnels, versus whatever, Clickfunnels vs. Kajabi, whatever, you're going to have page after page after page of articles that are spammy, that are just trying to get people to click on a Click Funnels affiliate link and sign up with Clickfunnels. I didn't even know Yeah, everything. If you research Clickfunnels, you're going to see nothing but articles talking about the pros and cons and then ultimately, they're going to recommend Click Funnels.

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Blake Beus  0:01  Hi, I'm Blake Beus, and I'm your marketing technology Maestro.

Greg Marshall  0:06  Hey, I'm Greg Marshall. I'm your social media marketing strategist.

Blake Beus  0:09  And this is the modern marketers podcast. Okay, so we want to talk about on this Motivation Monday, Monday motivation. I don't know which. Yeah, it's around. But

Greg Marshall  0:23  it's I think it's all good. We'll keep it open and flexible. Yeah. So I think, you know, we want to talk about change. And what was the quote that we change brings opportunity? Yes. So change. The funny thing about change is, I don't know about you. But I hate it. But I know that it's necessary. And all of the great things in my life have always come from changes. Yeah, even though I tend to resist them as much as possible. And I don't know if that's something that's just a thing that I worry and deal with all the time. Yeah. Or if you ever feel that way, but I do know that. Over the years, I have trained myself to understand, the more I resist something, the more likely I need to do it. Yeah. And it never feels good when I do it, initially. But it always turns out better. So what, what situations or experiences have you had?

Blake Beus  1:19  Yeah, well, I mean, look, the fact that matter is, every good thing that is coming in my life has come through some sort of difficult changes, like literally everywhere, difficult, difficult change, right, like easy changes, that's fine. But some sort of difficult change, whether that's, you know, when I first graduated college, doing job interviews and things, those those are all difficult than getting hired on that whole, the whole, like, first 30 days, that job is a very difficult Yes, or, or even when I got let go from my most recent job, which started my entrepreneur journey. That was a super difficult change as well, that was not like a fun situation to go through. But I'm happy with where I'm at now. Yep. And

Greg Marshall  2:05  you probably got a lot of benefits from from those changes. And even though they sting when those changes happen, they hurt.

Blake Beus  2:14  Yeah, they hurt really bad. They hurt really bad. So so, you know, let's talk about when you're presented with those difficult changes, like, is there a mindset? Greg, do you think that that helps you get through that? Or? Or is it just something you just realize, this is the hard thing, I'm just gonna plow through it or what let's talk about how to get through those difficult change. For me,

Greg Marshall  2:35  I know, in the past I've struggled with, with these changes, because a lot of times they come at like inopportune times, right? And it's not the picture, perfect idea that you had in your head, before these changes came about. But typically, what I tend to do, that I didn't do a long time ago, is I tend to surrender to it. So I actually think, Alright, this change is going to happen, whether I like it or not. So I'm going to have to make the best of this change. And I use past experiences as reference points to kind of, I guess, Kotoko made me feel better. Yeah, which is, I've gone through the changes before in the past, and I've survived. Yeah. And typically, not only have I survived them, but I've gotten better and stronger from them, even though the lessons that are learned are very challenging. And like I said, they stain while they're happening. And so the mindset I like to use is to surrender to a man to understand that I can't control everything in the world, I can only control few things. And so just focus on that, and not worry so much about, you know, the future and the anxiety that it can bring when you get these changes. So that's what's helped me in the past, as far as mindset wise, just it I think it's almost counterintuitive, at least to me, it's counterintuitive, which is to sur

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Greg Marshall  0:00  All right. So today a couple things we want to talk about. The first is delayed. Well, what would you call it? delayed data attribution? Yeah. And your ad account? Yeah, absolutely.

So you know, what I'm seeing currently right now, both in Facebook and Google is I'm seeing where you run a campaign for a few days, or whatever. And it's saying that you're not getting any leads or purchases or whatever event you're optimizing for, even though on your back end, you see leads coming in and you're seeing sales come in. But then the attribution is, at time showing up as late as 789 days later. So obviously, the challenge becomes shutting down campaigns that are actually working way too early. So right. What are some, I guess, ideas? tips are things to keep in mind from, from a tracking standpoint, in order we know, we're never gonna be 100%? No, but how do we have a habit to where at least it gives us 80 90%? accuracy? Yeah, to make the best decisions?

Blake Beus  1:09  Yeah. So I mean, we kind of have if, because when you're talking about that, it made me think of like two different sides of this, the first side of this is someone that's running ads for a client, right? Yeah, like, that's a problem you need to solve. Because if your client is looking at this, and saying, Hey, we're spending money, hundreds of dollars a day or whatever, and nothing's coming back, will, you know, now you're in the hot seat? Oh, yeah, to fix that. Whereas if you know, you're a business and everybody's running it in house, is a little bit of a different problem, because you have some responsibility. Whereas if it's your own business, you can, you can kind of play around with it, you you know, you're testing, whatever, but you're being paid to run. And so you're kind of on the hook of results right now. And so you've got to have that conversation that just surrounding what realistic expectations are what testing looks like. So that's the first thing I wanted to talk about. But the other thing is, is you always want to find some sort of a way you can kind of, I call it back your way into the data, again, and, and several different ways you can do that is the easiest, the easiest way. Easiest, this isn't as easy as it should be. But Google Analytics, Google Analytics will will track your UTM parameters, right? So whenever you set up a Google ad, or a Facebook ad, or anything, you have the ability to set up those UTM parameters and make them dynamic. So it actually pulls in the campaign name, or the ad set name or, or the ad ID or whatever. But that come up with a super simple methodology for naming those things and make sure those use UTM parameters are always set, then you can hop into Google and basically track track the flow, right? People landed on this page with these UTM parameters. And then how many of those people ended up on the you know, purchase conversion page or whatever, then you can at least show that data, because that that data has maybe a 24 hour delay. I mean, some of its real time, some of its not, there's a little bit of delay there. But it's, it's going to give you some high level data to say, Okay, these campaigns actually got, you know, some people to to the end goal, even though it's not getting reported back to the ads manager, we're seeing value from that. And if we turn these ads off, those are going to go away.

Greg Marshall  3:27  Got it? Well, here's here's a question I have. Yeah, based on that, because as a as being a business owner, myself, and having you know, we talked about last episode, the holistic marketing, I have the stomach to run, because I've just tracking overall revenue and azmin, right? Is there anything that could be harming you from an optimization standpoint, meaning, you know, Facebook, and Google, they say you have to have a certain num

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[00:00:00] Blake Beus: All right, let's go. Let's do

[00:00:02] Greg Marshall: this. All right. So, you know, we, we talked about some last week, which you actually made me reminded me to talk about, which was creating content, the importance of actually creating content and almost no one wants to create content. And I said this saying last week, and I thought it was funny, but it's, but it sticks, which is creating content is a lot like going to the.

You know what you need to do, you know, the benefits of it, but you just don't feel like doing it. And so therefore you don't stay consistent and you don't get the results that you want, but if you actually stay consistent and do it, you get great

[00:00:37] Blake Beus: results. Right. Right. And I liked you summarized that super short.

You said basically no one likes going to the gym, but everybody likes the results. And it's the same thing with like content marketing. And that's what you were talking about it to, you know, today. But, and that, honestly, that principle applies to literally anything across. My wife and I talk a lot about this, that we call it the concept of duality, the things that are most worthwhile in life also have this side of it that you don't like.

And, and you know, that goes with working out that goes with marketing that goes with you know, running your ads, running your own business. There's all of these different things. Push you in a direction or you're driven toward to go towards those things, but they have this dual nature to them.

And they're the, there there's these unpleasant parts. So, I mean, it's the same with, with raising kids, both you and I have to have a family, right? One of the greatest things in my life, but also one of the hardest, hardest things I've ever done in my life too. So there's that duality and I love that the, the tight, concise way that you put all that together.

Cause it's super true. Well, and I

[00:01:36] Greg Marshall: think, you know, just staying focused. Taking the actions that are necessary and not having that, like ni for instant gratification, it's almost like there's a, what is it like the inverse relationship of the less instant gratifying it is the most likely it's going to be very beneficial for you.

Right. Right, right. And that's, that's what creating content is that there's no, you know, you make a video, you make a, a podcast or an audio clip where you write. You don't get that immediate gratification that we're all looking for, right? That immediate sale that immediate business, or seeing your business grow.

But over time, if you just do it each and every day consistently, the results will show up. It's just, can you last long enough to do it and be committed and disciplined enough to

[00:02:27] Blake Beus: do it. And, and, you know, since this is what we call our, our motivated Monday's motivation, Mondays The answer is to that question.

Can you last well? Yeah, you can. And are you going to fail at it sometimes? Absolutely. But that's part of the process. So when you get out of the habit or whatever, the gym is such an easy example to talk about. My wife and I were going to the gym super consistently. We're doing really good. One of the first time in my life, I was being super consistent and this weird thing happened called a pandemic and the gym shut down and I got so out of the habit.

And then once we got vaccinated, everything got. We started getting back in that habit again. But those, those bumps and things happen. It's not always a global pandemic, but you might have a day where you miss creating the contents or whatever the next day is a new day. It's kind of like a reset and I'm kind of a behavioral economics nerd, and a lot of people maybe haven't heard of that term before, but there's been quite a few studies on basically what you call.

Motivation reset.