Susan Finn 0:09
Hey there, welcome to this week's rise above noise. Each week, I have the honor of shining the spotlight on someone in the rise above noise community who's making a real difference and helping others with their business growth as well. If you and I haven't met yet, let me introduce myself. My name is Susan Finn. I'm a digital marketing strategist with rise above noise where for the past 15 years, I've been working with transformation creators, that's energy healers, lightworkers, coaches, creatives, teachers, and I'm guiding them with their own personal roadmap in their digital marketing journey. So together, we create your own system for showing up in a way that feels generous, and it feels in service so that you're more likely to show up with consistency. And the people who need you who are already looking for you will be able to find you. Your business grows with flow and ease. You see when when you do marketing, you reach people. So this week's guest is crystal cherry Collison. She loves tracking data. And she's committed to helping businesses grow. So you know, that she and I have a lot to geek out about in today's spotlight, we're going to talk about the main areas, you'll want to focus on with Facebook ads, so you can confidently develop your strategy. It's a strategy that's going to be aligned with your business goals. Crystal is going to help us figure out whether Facebook ads are a good fit for your business. So that you can finally stop wondering and then go forward start creating the impact that you want to for your audience. So let's not wait any longer. Let's get to it. And just I'm so excited. I'm always so excited on Thursdays to shine the spotlight on somebody who can help the rise above noise community in their business growth efforts. And I can't wait to talk about Facebook ads. I know that maybe that sounds counterintuitive, but I really can't wait to talk about Facebook ads. With with crystal it's been it's going to be awesome. I've been doing a lot of studying with it, I was working with the guy from Facebook on it. And what I learned, what I learned and we'll talk about this is it's more than just throwing stuff up and out there is there's so much more. And then the other thing I learned was I'm going to pay somebody to do it. Because I don't want to make the mistake. So before we get started, as always, this week, I'm going to give a digital marketing. Well, I'm going to kind of tie in where we're going with today's today's talk and why why I thought this was worth sharing. So I'm gonna go ahead and share my screen. Don't worry, if you're listening on the podcast, you're good, I'm going to be able to explain it. And we've talked about this before I talk about it all the time. It is my foundation. It's the rise above noise process. It's the five pillars. And it's so that you can dig into your core values, master your time, gain control of your messaging and attract clients who aligned so if I run through these really quickly, first, it's knowing who your core values, what your core values are, what your mission is, and see this ideal clients. That's where we're going to spend some time today. Then, of course, you need to create the compelling content that's going to speak directly to your ideal clients so that they they stop their scrolling for a second and they're like, Well wait, you're talking to me. You're talking to me. So they have to be able to you know who they are, you know what your what you're going to share with them. Proof of concept is what we went over last week with Edie and it was amazing. If you guys haven't watched that before, look for the one that says storytelling to attract your clients with Edie McDonough last week, he gave some really good tips and he has a free download. So proof of concept, organizing, organizing and scheduling. And I know that when you do Facebook ads have to be organized. You have to be able to know what you don't want to just throw money out there. You've got to be organized. You've not got to know who you're talking to. Next we have oops, I lost something there.
I think it went backwards. Aren't you guys get to see it again? Core values, ideal clients compelling content, proof of concept, organized schedule, here we go keeping in touch, whatever that means for you, are you really great at sending direct messages? Are you really awesome at getting people on the phone, on going to networking calls regularly on doing Send Out Cards and sending gifts, whatever you do, of course, in my world, it's email marketing, because because it has the highest return on an investment, and I get to control who I speak to, and the messaging that I send to different segments of my list. And I think that's important. So it doesn't sound like you're talking to everybody. And that's so that you can show up be of service be, be kind to the people who are going to, you know, come in to your world and speak directly to them. So I'm going to go ahead and stop sharing. Think There we go. And I'm going to let Dion in here. So So when we're talking today about Facebook ads, and I know that there are people that are throwing Facebook ads up and out with perhaps maybe they're boosting a post what is their call to action and I think that's something that crystal is going to go over today I want I don't want people wasting time I don't want them wasting money, right time and energy are our biggest currency but also money. So let's talk about that. Alright, so let me get to business here and introduce you to my friend, Crystal cherry. Coulson, then name of her business is crystal cherry digital. And let me read you her official bio. Facebook ads strategist crystal cherry Collison is the owner of crystal cherry digital, a boutique digital advertising agency, where she helps purpose driven small businesses that are ready to scale. Get more traffic and qualified leads, oh my gosh, can we just put a lot of stress on that qualified leads with targeted Facebook and Instagram ads so that you can save time, increase your impact crystal loves using her background and digital marketing and technical communications to take the confusion out of Facebook ads and develop heart centered speaking my language, their crystal heart centered strategies that lead to growth. And when I asked crystal, what her superpower what is she said that it's connecting the dots? And I'm intrigued by that crystal tell me what you mean by that?
Crystal Cherry Colson 7:59
Yes, first, thank you so much for having me and for the introduction. So I love to really, when someone comes to me with any type of problem, I really like to look a little deeper at what it is they're really asking or what they're trying to figure out and figure out how to get them there. Because often, when someone comes, the original question that someone has may not be the root of their problem. So I really like to just meet people where they are, no matter what it is, especially with that and really think about, okay, what is it that you're really trying to achieve? Let's get clarity on that, and then figure out how to get you there.
Susan Finn 8:43
I mean, we all need that, like every day all the time. I've when I think of all the time. But I you know, but it's so it's a learning experience. Right? But all the time that we waste not connecting to that dots, right, like doing the thing and like, oh, wait, I could have I could have done it better. I could have done it more, you know, more strategically, so good for you for figuring that out. Yes. So when when somebody says, Alright, I think I think I'm ready to scale with Facebook ads. I think I'll just throw an ad up. Right, like people like, I'll just throw some ad money. Tell me why are we ready? How do we know if we're ready? And what should we do have all the questions? I'm going to just let you
Crystal Cherry Colson 9:26
talk? Yes, that's a great question. And it's funny because people some people still have that idea that as you know, that we're still the early adopters of Facebook ads and that you can just throw something out there and make hundreds of dollars, hundreds of 1000s of dollars, if only like those were the good old days of the internet. So whenever someone comes to me with that question of Am I ready to scale? The first thing I always ask is, Well, why do you want Why do you want to run ads? And I think it goes back to like you were saying before Susan about being intentional, because there's a difference between someone who is wanting to run ads because they're having trouble selling a product or offer in which in that case, maybe they need to go back and tweak some things in that, versus wanting to run ads. Because you're being intentional about growing your email list. You're growing a warm audience or an offer that you have in the future. So it's really important just to get clear on why you want to run ads and what your goal is. Because once you're really clear on that, it will help you better measure your success. So you don't come in thinking I just want to make $20,000. Well, let's I mean, that's great. But let's get more specific than that. So we can make sure that we're hitting the milestones stones along the way.
Susan Finn 10:54
So what's next?
Crystal Cherry Colson 10:57
So the next thing I usually ask is, so do you have a proven process. And this could be if you're selling a product, it will be a proven offer, but it could be if you're filling your email list, that is more of a different type of funnel, you're not immediately trying to get back. So always, so So really, what you're focusing on is once you get those leads, once you get all that traffic from the ads, what happens next in the you have everything in order there, because we don't want to send you all that traffic and leads and then there'll be holes, where those leaves are going to fall through the crack, or you end up with this, all these additional people 1000s of people on your email list. But you don't have a nurture sequence in place, you don't have anything to lead them, or to get them to really know you and what you have to offer. So before that, and it ties back to your goal, just making sure that you have a proven offer a process so that you can get some type of return on those leads. And that again, it ties back to what your goal is.
Susan Finn 12:11
Well, now now we're in it. So this is my this is where I spend my time, right? A lot of times people will send will either put an ad or or put up something like download my whatever. And people get on the list. That's your goal, right? So. So with the people I work with crystal, I would say that there's two main calls to action. I'm all about the call to action. And ultimately, I want people to get on a call with me. But even that is kind of a big ask, right? People are just getting to know you, that's a big ask to say, hey, let's have a conversation. Not everybody's ready for that yet. They need to know you a little bit more. So getting people on your list, to me is it is a wonderful thing to do. And so effective. I mean, if you're selling a webinar or a course or whatever, even that even then something smaller, smaller. Commitment. Yes, right. Because people aren't ready, we're just dating, we're just like, they're not ready to go to get engaged yet, right. They just want to see if this is going to work out. It's like a first date. And often people will, will say get on my list, get download my freebie, and they download the freebie and they get on the list. And then the next time the reader the subscriber hears from that person, it's because they're trying to sell them something. And that just doesn't, nobody likes that.
Crystal Cherry Colson 13:45
Nobody likes that at all. And I love that analogy of going on a date. Because that's another thing is if you could possibly also save money by getting that person on your list earlier on, versus immediately just going for the sale or immediately going for that phone call because of the fact that you don't have as big of an ask. And then because you've taken that time to warm them up. You can get more people earlier on and then take them to that process so that they get to know you. So yeah, so that way, you're just not, hey, you're on my list. Now buy my stuff.
Susan Finn 14:26
Right? I mean, that's when you get unsubscribes if they're paying to send it all right, if they're not already moving you right then. So how do you know? How do you know if Facebook ads are a good fit for your business? So you already said you're intentional. You have a process? Is there something else?
Crystal Cherry Colson 14:43
Yes. So there um, so the other thing is one is really about knowing where your idle people hang out. Now obviously Facebook is ideal because it has over 2 billion monthly active users. So that's a lot of people. So there's a pretty good chance See your ideal client is on Facebook. But I always say there are other ways don't default to Facebook just because everyone's saying throw money into Facebook guys. Think about where your people are hanging out, think about what they're interested in. This is where it really helps to know who your ideal client is. And this isn't just what they do. This is getting down to the gritty stuff, what do they read? What do they watch, where they like to hang out? What other things are they interested in. And these are the things where, when I work with my clients, and we really get to a granular level with this type of information, it helps our ads perform better, because you don't always have to go strictly for the obvious if you're a coach that works with coaches. But yes, there are coaches and competitors that you can target. But let's say that a lot of your clients also just happened to be into wellness as well, and yoga, and they're not yoga coaches. But maybe that's an interest of them. When you can find those creative ways to target your ideal people, it just makes it better for you in the long run.
Susan Finn 16:13
So when you say find creative ways, can you can you tease that out a little bit for me?
Crystal Cherry Colson 16:18
Sure. So that's really where I'm testing comes into play. So that's the other thing with Facebook ads is that you really just want to make sure that you have an adequate budget to test so that you can find that sweet spot with your targeting. So you can see you know, where you're getting the most results for your money, instead of just, you know, couldn't get up there and just letting it be and then thinking, Well, that didn't work for me. Well, maybe if you refined the messaging a bit, maybe if you were targeted, a little different. And that's why, you know, going into those different categories that are related to your ideal client, that may not be the glaring, obvious ones. But really just had kind of come up from doing the work in the research and working with a strategist to find out more information about the people that you attract and that you want to work with.
Susan Finn 17:14
So you said something. I don't know if you guys can hear this, can you hear my job?
Crystal Cherry Colson 17:21
He's like, That's right crystal.
Susan Finn 17:24
In that you guys, I have a brand new puppy. And he was out downstairs, eating very quietly when we started and I said, Oh, I hope that dinner lasts a while. But I'll keep I will keep muting myself when crystal is talking. So the question that I had for you is and when we're talking about things, okay, maybe I'm ready. Yes, I have a process. Yes, I'm willing to look at the results and adjust as needed. Maybe I'm adjusting my messaging, maybe I'm adjusting the visuals, maybe I'm adjusting the call to action, or my targeting. And and I know that. But I'm also thinking and maybe you can clear this up for me. It's not like it used to be to where you could put $50 down. Now, that's how it was at the beginning, right? You could like boost a post for $50 and get a couple of followers or more likes or not like it's a commitment, right? That's why you need to have your system ahead.
Crystal Cherry Colson 18:29
Yes, it is a commitment. And you really need to think of that as a long term strategy. So that way you can build on the results. So as far as budget is concerned, usually when people ask me, I always advise to start with 10 to $20 a day. But even that, that is going to depend on so many different factors such as what your goal is the type of campaigns that you're running. So if you work with a strategist to get clarity on those things, so that you at least know what to expect. And then also understand as you invest that money, you may not see an immediate return on investment, which is another thing that people don't realize. So you need to be in a place where you can invest that money and know that it may be two to three months down the line, where you start to see that money come back. If it's sooner, that's great. But at least when you go into it, knowing that ahead of time, it really just sets the expectation so you don't have that false code. And then the one thing I do love about these guys, is that the fact that they didn't tell us the story. So if you put money in for the first month, for example, it may in you know, things are not working and you're trying to figure out what the problem is. The data is there. The data will tell you if there's a problem with your if you need to test your creative your messaging, if it's a problem with where you're sending people and maybe that's where things falling through the cracks. So the data puts you in a position where it's like, okay, I want to improve my results. Let me look at this, tweak some things and try it again. And then you can see the improvement from there. So that's why it really is best if you commit to it for the long term, so you can really improve on your results and find those sweet spots and get the results that you're looking for.
Susan Finn 20:27
So I love that I tell I'm, it gives me when somebody says to me, the data tells you the story. I'm like, Oh, good. It's like a security blanket form. Yes. And then you mentioned, oh, you might need to adjust and the things that you said, so what kind of data then are you looking at when people put, you know, get started? And like you said, it's gonna be two to three months, maybe before you actually see your return on investment? What is the data look like that you're that you're combing through?
Crystal Cherry Colson 20:55
So since I know, a lot of what you focus on is building your email list. So I will speak to if we're running campaigns to build and get more leads on your email list. So things that you'll want to account for is the cost per lead, that's going to be one of your big metrics is how much are you paying for each one of those new subscribers that you're getting on your list, then there's also going to be the click through rate, how many people are going over to your landing page. And then from the number of people going over to your landing page, how many of those people are actually converting into subscribers. And what I usually advise is, so they are depending on the industry, there's different benchmarks. But when you're doing that testing in the beginning for the first month, that's when you also get a feel for your business benchmarks and what your numbers are. So you'll have a baseline to know you know how to improve your results or notice when things start to dip. Because the reality is all businesses are not the same. Of course, there's commonalities across industries. But don't compare your business to someone else's, when you don't know maybe they're paying $15 a lead, but they're selling to, you know, a $6,010 $1,000 mastermind, where you may be paying, you know, $3, a lead, which might seem expensive, but if you compare it to someone else, that's not that bad. So you really just have to get clear on your numbers, and then tie that into the data from Facebook as well.
Susan Finn 22:40
I had a really great question. And then my dog kind of pushed me off there. No, I know what it was. The question is targeting. Because I've done I've used Facebook ads and targeted a few different ways. And I'd be curious to know, how you work with your clients I've worked with, you know, just targeting by interests in jobs. And I'm also now working with targeting with look alike audiences. And in two ways one was my email list, I created a look alike audience and the other way is now I'm, I'm collecting data through my, through my website, Pixar, which I don't want anyone to feel like, Oh, my God, now we're getting techy. It's really just some code. And now I can. And now Facebook is doing it's kind of creepy, but kind of helpful stuff of figuring out oh, look, all these people came to this site. They clicked here they did this. And these people look like all those other people. Yes, in their habits. Can you go into that targeting thing a little bit? Sure. So
Crystal Cherry Colson 23:44
as you said, there's generally you can target based on demographics. So that can be you know, age, gender, things of that nature, profession, where they live, on location. And you can also target based on interests. So if you have an interest, like we were saying before yoga, coaching, personal development, things of that nature, and then there's also the look alike audience, which is great, because you can if you get a good beginning audience, you you're pretty much saying to Facebook, hey, find more people like these people that are already engaging with me in different ways, and find more people like that to show my ads to. So it is worth it to again, that is another way that you'll test. So to group different ways. I wouldn't put your look alikes and your interest targeting in the same audience, but you can definitely test them against each other. And the great thing about the lookalike audiences is that those are based on you can base it on people that are engaging with your Facebook page, your Instagram page, and also your website and you can do it based on your current email list and also is same customers if you have very emails as well. So if you have really good referring to the email list, and your website, website visitors, if you're getting good quality traffic and you know that you have good quality leads on your list, then it's definitely worth it to create a look alike audience off of those so that Facebook knows to try to find people similar to those people. But from there, it really is worth it to test test your look alike audience, test your interest audiences see which one is getting you the better results. And then like I said, the data will tell you the story and point you in the direction of which one to focus on. But it's always worth it, especially for the interest to keep testing new targets. So that you know, you may find ones that perform really well that you hadn't tried before.
Susan Finn 25:55
So do you set up like a B testing or a few different types? And then you look at it and see which ones performing better? Is that how you do it?
Crystal Cherry Colson 26:02
Yes, based on the budget, so based on the budget, there was always a percentage that I keep just for testing. And then once I determine the apps that are performing well in the audiences that are performing well, then I will sell those and keep and run those, and then continue testing more. Because the reality is, you know, ads do tend to fatigue. So something could be performing really well for a couple of weeks, and then all of a sudden the numbers start to drop down. But if you're still testing, that you have something else to put in place to keep the momentum going.
Susan Finn 26:41
So how often do you look at? You're running an ad, there's a campaign going, and it's ongoing? How often do you actually go in and look at the results.
Crystal Cherry Colson 26:50
So when I do it for my clients, I actually well, for Legion, and also launches and things of that nature. I look at it daily, I pull the numbers daily. And then for reporting, I do it weekly. And the reason I do that is to help me catch any bottlenecks. So that way, with the daily reporting, I can see better when things start to go south, versus just doing it by the week and then having to figure out okay, so what could have happened to make things start to go go down at that point. For at this a brand awareness or really just more of the nurturing campaigns, those I check on usually about a week and then be reporting on a monthly basis. So awesome.
Susan Finn 27:40
Yes. So you are in it, you are just in it all of the time. Is there anything else people should know about? If well, that two things right? Like, what should they know about if they're trying to do Facebook ads on their own? And what should they know about if they're looking for somebody to help them with the Facebook ads.
Crystal Cherry Colson 28:01
So if you're gonna do it on your own, the most important thing I can tell you is, again, just have realistic expectations. Know that, you know, you do need to test and give yourself time to figure out what works to see the results. If you're entered if you do want to run them on your own, but you're interested in getting the advice from someone who's in it all the time, I do strategy consultations with people and we'd be happy to do so where you can kind of get that view. So don't be afraid to ask for help. You don't have to it's a lot to it. So you don't have to figure it all out on your own. But you definitely just want to make sure that you're set up for success. And you know, the key things to focus on. So you're not wasting your time. Just you know, putting up ads, it's not working putting up another ad and it's not working and thinking ads don't work, when really it could be something that could be resolved.
Susan Finn 29:03
So you offer strategy as well as implementation.
Crystal Cherry Colson 29:08
Yes. So I offer strategy and audits for people who either audits for people who have ran ads, and they want someone to look into their account to see what can be done better. And then strategy for people who are looking to run ads, but maybe need help, you know, really seeing the picture of what they should be doing from a strategy standpoint. And then I offer implementation services or if that's the case where someone is running it themselves. I offer you know, coaching support where they do it themselves, but we'll check in periodically just to make sure everything is performing well.
Susan Finn 29:49
Putting your links in the chat I know that you have you have your own call to action which makes you happy As I put the link in there, go ahead and tell us what your what your free quiz is all about.
Crystal Cherry Colson 30:05
Yes. So I have a quiz for you to figure out whether or not you're ready to scale with Facebook ads, because I know we went over a lot of information today. But this really is great for you just to kind of go through and answer setting short questions based on your specific information. And it will give you an idea of where you can focus with your ads based on anything from different things such as your budget, what it is that you're hoping to accomplish. So definitely, if you're curious, and just, you know, you want to get into apps, or maybe you're into ads, but just wondering what more you can do with it, take the quiz. And that will help you find clarity on that.
Susan Finn 30:47
I love that I'm so glad that first of all, I'm so glad that we've met and that are having, you know, every week now Chris and I do a little bit of strategy session stuff, not necessarily Facebook ads, but kind of business growth, and I just am really drawn to your yes, you know, your digital mind your systems like it just, to me systems, and data feel like my favorite sweater, it's over there. That's my point. Like, it just feels good to know that, that there's order in the world, and that we can get to that order. And I love that you started off by saying, before you even do this, know that you have a proven system of your processes what you said yes, so that you're not just throwing stuff at the wall that you are, are very mindfully very strategically, putting your money to bring people in for a specific action. And most of us in rise above noise, most of us are small business owners solopreneurs. I don't think that brand strategy is necessarily where we need to put our money, like we need to get our money in my opinion, we need to make sure that we've been very, very careful with how we spend our money so that it has that return on investment that you said, are they getting on our list? And if they're getting on our list, how do we continue to be generous with them? And let them know that we understand their problem. We understand what their challenges and we can help them through that in a very non Sally way, right? A nurture sequence or videos or however it is that people get to know us. Because nobody's nobody goes to a website and presses necessarily by now for any of these big like, especially coaches, right and creators. They need to know you. Yes. It's not like oh, my God, I have a leak. Can anybody can fix it. It's not like that. We need to. So thank you so much for joining me today. This this is great. Oh, good. You guys, if you have any questions at all, go ahead. And oh, hold on it says Page not found. I want to make sure that I get your right. Link.
Crystal Cherry Colson 33:09
That is to the Facebook guys quiz.
Susan Finn 33:15
We will get the right link up there. Don't you worry. Check the show notes. I will have the right link there. I might have copied it incorrectly. So I am sure that we will get the right one up there. So go go to Crystal cherry digital.com. Or you will see crystal tagged everywhere. Go ahead and reach out to her and you know, just have a discussion and see if you're ready. Maybe you're not ready yet, but now you'll know the things you need to do to be ready. Right, right. Crystal, I'll see you soon.
Crystal Cherry Colson 33:46
All right, have a good one, everyone. Thank you again, Susan.
Susan Finn 33:52
Alright, well so there you have it. And I hope you enjoyed this week's rise above noise spotlight as much as I did. Our rise above noise community is revolutionizing how service professionals show up in their marketing to make a real difference in our world. Marketing is what helps your business grow. And I think you can see how crystal loves using her background in digital marketing and technical communications to take the confusion out of Facebook ads and to develop heart centered strategies that lead to business growth. Crystals helping purpose driven businesses who are ready to scale get more traffic, and more qualified leads with their targeted Facebook and Instagram ads. They're saving time and increasing their impact. You guys now more than ever, our world needs you. We need your transformation. We need what you can offer. To be successful. We need you to be successful. to show up in service and make a real difference in our world. So thank you for joining today. I do look forward to seeing you in our rise above noise community. And I'm really looking forward to sharing more rise above noise spotlights with you
Transcribed by https://otter.ai
