693: How to Sell an Experience (With Facebook Ads) w/ Steve Weiss

ABOUT THIS EPISODE

In this episode we talk to Steve Weiss, Co-Founder and CEO of MuteSix and host of "The Spend 10k a Day Podcast".

Click here to connect with this guest on LinkedIn.

Are you struggling to come up with original content weekend and week out? Start a podcast, interview your ideal clients, let them talk about what they care about most and never run out of content ideas again. Learn more at sweet fish Mediacom. You're listening to the B tob growth show, a podcast dedicated to help you be to be executives achieve explosive growth. Whether you're looking for techniques and strategies or tools and resources, you've come to the right place. I'm James Carberry and I'm Jonathan Green. Let's get into the show. Welcome back to the B tob growth show. This episode is sponsored by Directive Consulting, the B Tob Search Marketing Agency. Today we are joined by Steve Weiss. Steve's the founder and CEO of Mute Six. He's also the host of the spend K A day podcast. Steve, welcome to the show. Hey, thank you trying me dropping. It's a pleasure to have a fellow podcast or on the show. You are your professional, you know what's going on and we're going to be talking. You know, we're going to read touch on this podcast that you do, the spend K to day podcast, but today's topic. What we're going to be talking about is facebook paid ads. Obviously, people this is something that people are familiar with, but you're going to be here to sort of provide a deeper level of expertise. I'm excited to dive into today's topic, but before we get into that, Steve, maybe you can tell us a little about what you and you're team at mute six or up to these days. Cool, totally. So I started me six about four and a half years ago. We felt there was a huge gap in the market when it came to e commerce brands and also be to be brands understanding how to drive new user acquisition on paid social. So initially we start off as need to see that helped companies grow on social, specifically performance acquisition, spending a dollar to make three hours make four dollars. And then we got into the content side, which I though, which I'm really fascinating with, being a former standup comedian, move to La actually to be...

...a comedian and my passion in life is creative. So we built a whole video studio here at mute six. So overall we're kind of a the we bridge the gap between, you know, the performance, you know very right brain performance marketing and left brain creativities. We bridge the gap between direct response and obviously building really amazing creative that gravitates users on the new speed. That's fantastic. I had no idea about the the stand up comedy things, so that's wonderful. I have a few friends in and La who are on the comedy scene themselves, so we'll have to talk about that after today's episode. Thank you that little overview of mute six. Sounds like you guys are up to some very cool things. Let's start, then. I again. We're talking about facebook paid ads. You're the expert and you had mentioned this idea of content. That was one of one of the two main points we're going to be talking about today. So what do you mean when we when we're talking about content? Don't know what I meant. Whether you're marketing, you know, a business to another business, where you're marketing a product, to any commerce, to a possible consumer. You know, people recognize in this day and age when an ad is they look at something on the new speed they automatically see, wow, holy shit, that's an add I am not going to click on that ad, I'm not going to engage it, but Adda Eric and people hate adds. I think the reality is that if you ask any consumer on the street corner, do you like like ads, I know, Hey dad, do you like Bar Oh, I don't like garbage. You know. So the key is to be really successful at digital marketing or, you know, facebook ads or whatever platform, is to make your ads not look like ads. And the way you do that is to be think very sensitively about the content and how consumers are consuming content and creating something that's both interesting, the Solva solution that will stop someone from scrolling the news feed and I think that go that will goes back to marketing and I think that we're in a day and age where there's very little barrier to entry to really competing against, you know, the big heavyweights the world, because buys...

...media on facebook and if you have great content, you have a great story and you have a solution to a problem that a lot of people have, the reality is you'll be successful on the platform. So I always encourage you know, everyone I talked to on my podcast, as well as any podcast that I'm on, is to really really invest in building great content, building a great message and building a great brand. Yeah, and so two things. I mean. Number one, you had mentioned having the solution, you know. So what does? Well, before I get into that, do you have an example something that maybe maybe that you've done or something that you've seen kind of speak to what you're talking about here, where you have an ad but it doesn't feel or look like an ad? Yeah, totally. So. Number one, most businesses have testimonial or most successful companies, whether you're beat to be company or whether you're BEATOC company, you have testimonials. You have companies and that really you know or your companies you work with that really you know, love your service and really will vouch for you. And one of the ADS that we want facebook, that we you know, we do a lot of ads for our agency on facebook. So one of our best producing ads is a cut up of a video testimonial talking about the experience of working with the Mute Sixteen. And you know, most companies will run an ad saying hey, get a free this or get a free that, or get a free audit or get a free what's the call? Where is we're more thinking about how do we sell the experience? How do we sell the bigger picture of a feeling of working with our team. So one of our biggest ads that works really well is it cut up with a testimonial. That that of a video testimonial that we have and we've cut it up in a very unique way and that converse really, really well. So we're a was thinking about how to sell an experience and I how to sell a product, products or one offs. When you sell an experience, you know people are going to come back. We're more and we always want to build a great experience for whatever product. You feel great. I love that, how to sell an experience. And the other thing that you had mentioned is the...

...solution, and we just before we kind of started recording, you were talking about having one solid solution. So what you know? What do you mean by that? So I think that a lot of people, a lot of companies, they want to sell a lot of different solutions to their products and they don't really understand what's Theo's the core problem that you're solving for a lot of people and I think one thing that we're really focused on, both our mission statement as well as when we think about me six as a brand, is that we want to solve one specific solution. You want to come in and really provide a solution set to a problem that you're having, whether it's mainly facebook advertising, whether you know, but we kind of cornered this one solution. Our goal is we want to help companies scale profitably and grow their business. That's the one solution we provide. Obviously there's channels that we held scale, but our one solution that we provide is that companies want to grow, they want to grow rapidly, they want to grow intelligently, they want to grow throw flee and we want to be the one stop solution for their growth. And that's the one specific, very specific problem that we solve, and I think a lot of other brands should, whether you're be to be brand, find that one specific solution that you're solving and the one pain point that you're solving for customers and really build content around that pain. All Right, today's gross story is ages software, a company that makes software from Manu facturing operations. There were one of the first companies in their space to invest in search marketing, but is competition grew their performance plateaued. To counter this, they hired directive consulting, the B Tob Search Marketing Agency with unparalleled experience in and bound Lea Gen for bdb companies, directive was able to increase ages as monthly online leads by four hundred and fifty seven percent, while at the same time lowering their costpro lead by a hundred and forty seven percent. Now I have a hunch that directive can get these kind of results for you to so head over to directive consultingcom and request a totally free custom proposal. That's...

...directive consultingcom. All right, let's get back to this interview. Okay, so that's the content aspect of today's topic. FACEBOOK paid adds. The second big part that we're going to be talking about right now is that facebook is changing. Obviously it's changing, and but you also have to be willing to change along with it. You have to stay on top of it. You know, what's the best piece of advice, or pieces of advice, than that you have for our listeners when you say that facebook is changing? So obviously everyone's heard about the privacy issues that that facebook and Smith other platforms have been dealing with, and I think these privacy issues having big impact on a lot of companies, all other business models. I think the awareness you have to be aware of what's going on insidy and what. You know, these tech platforms change and evolve a such a rapid rate and you know like it's effected, it's it's affected our BIS, not really a negative way, but staff we had an impact in our business. So when I say changing, I mean evolution in a positive way. So obviously, how does changes in facebook privacy policy affect the big picture of our business? It really really does. Enforces us to really think positively about the consumer experience and I think a lot of companies are very growth hacky. Growth packing. I'm sure you've listened to other BB podcast produced a deep level of encouragement to be very growth hacky. Growth hacks that work right now might not work in the future on facebook, linked in or whatever platform you using. So I always say build sustainable channels for sustainable and I really encourage that that like what might work today might not work tomorrow, and that when I brought up that topic John, I really wanted to really hammer in the importance of really understanding sustainable growth versus growth hacking, and I think that's a very important topic. M Yeah, and so when you are developing these sustainable channels, I mean as it relates to...

...facebook pay DADS, I mean do you have some piece of a device for our listeners, like things that they can be the thinking about critically and taking back to their company sort of today or, you know, over the next month, three year or whatever it is? As far as advice, I would say the customer journey, understanding your customer journey and building upon it. How do you season a customer into me, when I see season seizing them with pieces of content so that when you're actually talked to them, that they're actually ready to make a purchase, are ready to make a decision. I think that, you know, what you're going to see is beaut to be, is that companies are going to become a lot better at seasoning the user experience before they actually are ready to make a purchase. So thinking, you know, think about Linkedin Ats, think about facebook as but think about in a different way market. Market specific pieces of content that fill a pain point, field gap at a business or our solution a business. If you market that piece of content, you know when they actually are ready to make a purchase, they're going to come to you first because you've seasoned them into being prepared to make a decision. So I think you know as far as like, the word content marketing is thrown out a lot. So the main paint, main thing I would say to take away from this topic is to really figure out how to season a customer into making a purchase, and that means marketing specific pieces of content as stop, a paint point. It's perfect, Steve, and one of the things that you know, obviously you know you're a founder, you're CEO, you're you're a comedian, you're a host. I mean we're a lot of hats, but one of the things that we've been asking a lot of our guests, especially in two thousand and eighteen. I'm really excited, if for the opportunity to ask you, is what kind of legacy are you hoping to leave behind at the end of the day, whether that is personal, professional or even a combination of the two? I look at I look at business as you have a positive impact on a lot of people. You know, some of the p all the people around you is greater than the some of you. I think of that a lot is...

...how do I have a positive effect of my team and how do I how do I, you know, have a positive fact on all the partners that we partner with. It's really it's really and I was hard because when you run an agency you're definitely worried about the PNL. But more or less I've invested a lot of my time. We have fifty employees now, so I invest a lot of my time on the wellness side of business. I'm really figuring out how do I conquered play wellness, how do I help help our team deal with complex issues on a daily basis? And so let you see that I really passionate about want to leave is a legacy around growth. I want, I cared deeply about, you know, the growth of my team and the growth and building leaders into my team. So as my team grows and they take more leadership to become leaders and I see that growth, that's very meaningful for me. So I want to I want to build a my goals, I want to build an organization and I want to lead in a way. I want to lead based on, you know, the example that I set, and that's and have a set of core values that I really care about, and that's kind of the legacy I want to leave on. I want to grow leaders in as many words, that's what I want. I want leaders and I want to instill confidence in people. I want people to come into my organization and really feel three, four or five months later they have offidence in their abilities to not execute on business goals but also their life goals, and that's what's really important to me. Yeah, that's fantastic. I love that. Growing leaders and still in confidence certainly a fantastic legacy to leave behind. So that was a great answer. This has been some great content about facebook, paid adds. But how to sell and experience, but how to you know season of potential buyer? Steve, if anyone in our audience is interested in connecting with you, they want to find out more about today's topic, they want to find out more about mute six, they want to find out more about the spend K a day podcast. I mean, I'm very curious myself. You know what's the best way for them to go about doing that? So you guys, because two ways of actually engaging with me. My team on number one could reach out to me directly Steve at Mute Sixcom and utsixcom Steve and mute six. Then the number two,...

...you can listen to our podcast. Our podcast is talks a lot about more business level problems on facebook and how to leverage different areas of paid media to grow your business. It's taking a lot of the knowledge base that we've generated over less four and a half five years. There really our goals to share that with the masses. It doesn't always make sense to higher an agency. I know navigating the world of digital marketing and a lot, a lot of people are telling giving you advice and I know it's a very complex world and our goal with this is to kind of give back, take a lot of the until that we learn and kind of share with the masses. So that's the spend K A day podcast. US In the apple the APP store also on spotify. Feel free to listen, share you know, share your comments suggestions. Really appreciate all the listeners that take the time to listen to it well as one of us, Steve Yep, I'm looking forward to checking and out again any of our listeners the spend k a day podcast. We've been talking with Steve Wise. Steve, thank you again so much. It really was a pleasure having you on the show. Yeah, thank you so much. Have a great day. There are lots of ways to build a community and we've chosen to build the bed growth community through this podcast. But because of the way podcasts work, it's really hard to engage with our listeners, and without engagement it's tough to build a great community. So here's what we've decided to do. We're organizing small dinners across the country with our listeners and guests. No sales pitches, no agenda, just great conversations with likeminded people. Will Talk Business, we'll talk family, will talk goals and dreams, will build friendships. So if you'd like to be a part of a BB growth dinner in a sitting near you, go to be to be growth dinnerscom. That's be to be growth dinnerscom. Thank you so much for listening.

Until next time.

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