SPECIAL SERIES ==> 🚨 Stop Sleeping On The Forgotten Platform <== | BATHROOM Break #119 COLLAB: The Marketing Millennials + Do This, Not That

0:00You think about Facebook, oh, it's a bunch of people like, you know, boomers that don't, you know, they're just wishing each other a happy birthday. That could not be further from the truth.

0:19Jay Schwedelson:We are back with another bathroom break. I'm here with the new and improved Jay Schwertlsen because he just touched grass this week, well, a couple days ago, and I'm really happy for him because he was out in, like, literally the wilderness. So do you want to talk a little bit about that and how you, like, have a new perspective on life now? Yeah, right. I was in Montana. So every year, me and my six buddies from college, we know each other since we were 18 years old. We go on a guy's trip together every year. We go somewhere different. So this year we went to Montana. We were in Bozeman. We were in Big Sky.

0:59And yeah, I'm not usually one to interact with moose and bear and cows and other farm animals, except for people I hung out with in college um that's such a bad thing to say but it's true um but yeah it was great and uh not a lot of people out there uh but the people i did see were really nice have you ever been to montana

1:26Jay Schwedelson:no i haven't ari got invited to um something in montana but where we can't go because there's a conflict but one of our friends lives in bozeman and he says it's like the best thing ever like Yeah, there's actually a lot of young people because the Montana State is right there. But I will tell you, if you can go, you should go. It's not easy to get to at all. And what else can I tell you about Bozeman? What was your favorite activity you did? Oh, we did river rafting, which was great. That was awesome. And played some golf, which I'm terrible at. But when you're at a high altitude, the ball goes further.

2:04And yeah, and I just stuck out like a sore thumb, which was amazing. So there you go.

2:09Jay Schwedelson:So you really trust guys. You went all the way to Montana to play golf. That sounds great. All right, screw off. All right, today we're going to be talking about Facebook, the forgotten platform that I don't care if you're a business marketer, a consumer marketer, a nonprofit marketer. You're tuning out. You're like, Facebook? Nah, I don't care about Facebook. It is, I don't know if it's had a resurgence or what's going on, but we're going to get into what's working on Facebook, and everybody needs to just focus back in on the original mothership because this thing is crushing it. Daniel, are you seeing Facebook crushing it?

2:42Jay Schwedelson:Yeah, so like everybody talks about Instagram, Instagram, Instagram, but I actually see more impressions and people call it underpriced attention. Like there is a tension on Facebook when you have little followers on like a fan page or your company page. if you post on those pages because it's getting recirculated into the feed. Facebook is doing something to boost, get more content on the feed because I think they've had so many ads for such a long time that they want to be showing. And also, you can also, if you don't want to really fully post there yet, you could also, you post like a reel on Instagram and you can post it and share it over to Facebook.

3:26Jay Schwedelson:And I do that all the time when I post a reel, I share it over. So I don't think that's one thing. And I know there's another, another thing that I really am big on is Facebook groups. I think Facebook groups are like a hidden community play. I think people was grateful of it, but I'm in so many Facebook groups right now, like as a parent where there's like, there's like, like community groups, there's like Boca dad groups. There's like these groups, these Miami groups, there's this group. So there's so many groups that you could be a part of. And like you can create so many things for your audience too.

4:07Jay Schwedelson:Like you can create like a marketer group because there's so many people that log onto Facebook daily. And especially if you're a marketer, you're logging on Facebook daily, even if you're because you're running meta ads and stuff like that. So those are two things I think people really are sleeping on. Yeah, I'll give you a couple plays in terms of Facebook that we're seeing work incredibly well. Let's talk about groups, though, a little bit more. So the reason everybody out there, I don't care if you're a boring B2B brand or whatever brand you are, you need to be creating a Facebook group. And the reason is this.

4:37Facebook is very focused on it. Just in the last few months, they launched a new app. Meta launched a new app called Forums. Forums is actually Facebook groups in a standalone app, right? If you download a forum, you get access to all the groups, has some extra features. but it is when, you know, and Daniel's talked about this before, when a platform does something like that, that means that they're, that's where they're pouring their energy. And so, uh, first of all, download the forms app. It's very cool. But when, let's say you are a boring B2B brand, okay, let's say you're thinking you sell HR software, you start a Facebook group for, you know, uh, not with your brand name necessarily, but you know, HR tactics that you need to know powered by X, Y, and Z company, or if you're a consumer brand, it could be health tips you need to know powered by whatever.

5:21And it's about the topic and not just your brand. I did this for my book launch and it was phenomenal. Uh, so if you haven't launched a Facebook group, you should do that. It is the only community play that actually works. You can't launch a Slack community. It doesn't work. You can't launch these other communities. Everyone forgets about them, but Facebook group communities work and they still crush it.

5:44Jay Schwedelson:There's a company called dad gang that, um, they sell hats for dads but they have a facebook group and they do all like product testing and also like exclusive launches on there and they have like thousands of people in that group like thousands of dads where they're coming up with new ideas for hats also dads talking also so like and they do and the crazy part is they what they do too which is a people don't think about that is a lot of people like run ads to um like their website and stuff but they run ads to get net new followers and net new people in their groups uh because they know that's like a hidden vip group where if they launch a hat or they launch something it will sell out way quicker because these are raving fans that care about the product so they run actually like low spend ads to get more followers and get people in their Facebook groups too.

6:40Jay Schwedelson:Also, Instagram has a group type thing. I'm blanking on the name, but they have a group setting where people do exclusive launches in there too. So you're sleeping on it if you're not creating this and trying to build a following on these two platforms. Yeah. The other thing I want to say about Facebook is that, so for all of our clients' webinars and for the virtual events that we run, and these are business to business things. We run paid social everywhere, trying to get people to register and do all this stuff. I mean, Reddit, LinkedIn, Instagram, Facebook, connected TV, you name it. And the lowest cost per registration across any platform for even niche B2B categories by far is Facebook.

7:24And then the craziest thing, the highest show up rate, because we look at back to the original source, the highest show up rate for any of the people that register from any platform is always Facebook. You would think, you think about Facebook, oh, it's a bunch of people like, you know, boomers that don't, you know, they're just wishing each other a happy birthday. That could not be further from the truth. And if you're not using this for your boring B2B brand, your consumer brand, your nonprofit brand, you are sleeping on the most cost effective channel on the planet.

7:57Jay Schwedelson:And we've talked about this in a previous episode, but what you could do is like get your list from wherever you are, wherever your database and stuff like that. And you can upload a list of emails to Facebook and they'll give you a match rate of who were, and you could run ads to the matched list. So like you could target people who are in B2B, even though they they're not like you can't you could do because job titles aren't right on Facebook. That's the advantage of LinkedIn. But you could do targeted lists and upload them into Facebook. So like and you also could target groups, too, which people don't get like you target marketer groups and stuff like that.

8:40Jay Schwedelson:People who follow marketer groups. So there's a lot of advantages of being on Facebook organically and paid. I want to go back to my trip here. I have a question for you. I want to know if you think this is super weird because I do. So when we were all flying home and me and my buddies, two of my buddies lived in Florida. So we were connecting through Chicago. So they were on the plane with me. And then one of my other buddies who was on the plane, a third guy, he actually lived in Chicago. So we were on the same flight flying through Chicago. So we get to Chicago on the way home. We land. All right.

9:12And then me and my two buddies who were still flying to Florida, like we have to go find our connection. but the guy that lives in Chicago said, well, why don't we all go get something to eat? And we're like, but you live here. Why don't you go home? He goes, well, sometimes when I land, I eat in the airport before I go home. And I said, that's not normal. You go home when you're in the city that you live in, you go home and you eat at home. Have you ever landed in this city where you live and then you stayed in the airport and like you eat dinner? Is that not the most the weirdest thing you've ever heard that's like uh i mean the furthest the furthest i would go is

9:51Jay Schwedelson:like by a water like that's the furthest i would go on the way out but i've never once or i'll like clock restaurants and be like when i connect here one another time i'll go to these restaurants but no i've never landed and being oh i'm gonna go um to eat and and it's more expensive like what are you doing eating at that? We got pizza and I was like, bro, I go, if I can survey every single person in Chicago O 'Hare Airport, you're the only person who just landed and lives here and is eating now. I go, you're a weird dude. That is a, you have a weird friend. I can't wait to clip this and send it to him.

10:38Jay Schwedelson:This was a great episode again. I bet this is a group for people who land and love Oh, that's a great idea. We can start a group on Facebook. Exactly. All right, everyone. Leave Daniel a comment or something. He's the best. All right, see you at the next one.