Here's an overview of Social Media Marketing,  Facebook Ads and online marketing. In this FB Live you will learn the most important things that you need to consider  if you want to specialize in this niche.

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Hey good morning everybody. Good morning WAHP.

My name is Jason Dulay and we're here live at WAHP. Every Saturday, well hopefully every Saturday, I'm planning to do a live at WAHP session where we have short discussion and a short Q&A afterwards of certain topics or certain questions that you might have. This week's question and concern is all about Facebook ads and online marketing. Let me just make sure that this is broadcasting. If you're there please say Hi, please say good morning.

I'm just making sure that you guys can hear me so let me know if you can't hear me and if there are any problems as well. You're probably just going to mention it anyway. Anyhow just to let you know, it seems like everything's working fine. Anyhow, if you have any questions please feel free to ask them, about this topic. Anything related to the topic or anything related freelancing and so on.

Hello Julian, Jen, Penny, Eunice, Lovely. Great to see you guys here. Thank you for joining me this morning and like I said this is just a short format live at WAHP so it's more or less like 15 minutes discussion and then a 15 minute Q&A. Since we're trying to do this every week we want to keep it short. We used to do one-hour sessions but it can get very tiring so I just want to be consistent even if it's shorter than an hour. So more around 30 minutes. We'll see how it goes. And just let you know, we won't be able to answer everything.

We have a lot of good mornings here Joyce, Nico, Charise, Charm, Michelle.

We won't be able to answer everything. We do have a free course on social media if this is your interest, it's just over here: wfhr.io/freesocialmediacourse.

Good morning Zeny. Good morning Jamel. Maayong buntag. Magandang umaga in tagalog to everybody here.

We also have a paid course to get more detailed. If you want to know more about Facebook Ads, Social Media Marketing, Social Media Management. We do have a paid course around six hours something worth of videos, so we can't really cover that in this short discussion.

Martha Lynn, Cel, Bong, good morning as well. Social media buyers it's quite interesting.

This is for freelancers who are looking to get in Social Media Management and Marketing and Facebook Ads, online marketing. I know we have some business owners in the group who also are looking into get Facebook Ads. So first and foremost, for freelancers especially, I’m just going to stop with the good mornings because I'm just going to keep on being interrupted, but lastly Giselle and AJ.

Okay, so going on with discussion, I do want to differentiate Social Media Management and Social Media Marketing. These are two different things. Especially if you're a freelancer, you should know the difference. If you're a Social Media Manager, that means in most cases, what you're doing is you're managing your clients' Facebook pages, Facebook groups, you're replying to messages, you're looking for blog posts to share with an audience, you're collating content and you're interacting with the audience. That's what usually is in Facebook Management. Sometimes there are trolls who are commenting so you're banning trolls. That's what you do when you're managing Facebook accounts or other social media like Twitter. Scheduling the post, scheduling updates, sometimes you're doing research but usually, you're just like doing the posts. Same with Instagram and Pinterest, you're just managing like scheduling posts, finding content to post, finding pictures, coming up with some text to write on Facebook posts and posting them on different social media account. So that's what we usually mean when you see the term Social Media Management.

Now Social Media Marketing is when you get into Facebook Ads, Twitter Ads, into posting ads on these different platforms, and that's what we mean when we say marketing. Here when you do marketing, you're looking more at numbers as well, you're looking at conversion rates and cost per impression, cost per clicks, leads, prospects and it can get a little more complicated because you're dealing with advertisements. If you want to become a social media marketer your job will not only be to make beautiful pictures and come up with nice text, that's important. But more important is looking at the numbers making sure that your clients are making money, people are clicking on the Ads, people are buying and that's really what a Social Media Marketer does. Sometimes, social media marketers, they don't need to create the graphics. They don't need to create the designs of Ads and so on. They can even hire a graphic designer to do that. But the marketer is important because he's making sure that the client is making money from the Ads and so on. I hope you see the difference there.

If you want to become a marketer you have to learn about what works. You have to learn about conversion rates. You have to learn about impressions, leads, prospects and so on, and those are things we teach in the full course. So just differentiating the two. If you have any other questions about that just let me know in the comments so I can answer those questions, okay?

Now in terms of online marketing, online marketing is very broad. You have Search Engine Optimization. You have pay-per-click, you have Adwords, you have social media ads, you have blogs, you have email marketing, it's a very broad world. But one thing you have to understand and this is something that a lot of Filipino companies don't understand yet is that it's different from traditional advertising. When we're talking about traditional advertising or talking about traditional advertising, we have TV ads we have radio ads, we have newspaper Ads and magazine Ads right. The things with TV ads, when we're watching Showtime and in the middle, there's an Ad that comes up, right? That's what we call Interruption Marketing because it's interrupting what you want to do. You want to watch a TV show and then Ad comes up you're being interrupted; interruption marketing. The thing is with TV Ad is, it's hard to skip them. You're forced to sit there and just watch. Of course, you can change the channel. You can make TV softer but in most cases, you're kind of forced to actually watch that. Our traditional Filipino companies are very good at traditional marketing very good because we come up with these songs, these jingles. And it's different with online marketing because people have the option to skip. People have the option to scroll down and just ignore Ads and we've become very good at this. We become very good at identifying it and just think about yourself, yourself as a user. You use Facebook. You're on Facebook right now. You're watching me on Facebook so you use Facebook you see ads on Facebook. You see ads on different websites and in most cases, we are very good at identifying what is an Ad and what's not an Ad.In Facebook, we want to see pictures of our friends’ babies or people getting married, people going on vacation, of dinners and so on. And we see an Ad in the middle, we're just going to ignore it. That's something you have to keep in mind in online marketing. In Online Marketing, people have more of a choice. It's still interruption marketing in the sense that you're being interrupted when you're looking at baby pictures then an ad comes up. You're being interrupted but people have much more of a choice. Just scroll down and ignore the Ad.

Then there's another kind of marketing called Permission Marketing. Permission Marketing is when you get permission to market to somebody, to sell somebody your product or services. Usually, this is getting people on an email list, on a newsletter and so on. In most cases, when it comes to online marketing, well in all cases, Permission Marketing is a lot better than Interruption Marketing.  When you have Permission Marketing, well you already have permission and you're able to build a relationship with your audience, rather than just interrupt them and try to sell them something.  If you notice, if you're a business owner or if you're a freelancer and you put up Ads saying buy my product now and they don't work because once again, online people are a lot more familiar. They can really identify ads compared to traditional advertising. You have to approach online marketing very differently from what we see on TV.

For example, let's take Facebook ads. I know some of you guys have been doing Facebook ads and we had some questions about objectives for Facebook Ads. When you're creating Facebook Ads, usually you're asked what your objective is. Awareness, consideration or conversion. Those are three different objectives. Awareness means that you want people to be aware of your brand. You can name some products here if you have your own businesses.

Awareness means that you want people to be aware of your brand. You can name some products here if you have your own businesses. Let's say that you're selling bags. You make bags at home and you want to sell them on the Internet. Awareness is when you're letting people know that you're selling bags. That you have bags. You're not going to sell them the bags right away.  Yes, permission marketing by Seth Godin, he's the guy who came up with that concept. Awareness:  you want people to be aware that you have bags. Maybe they're going to be interested, maybe they're going to want to find out more but you're not gonna just put your ads “buy me now”. People don't do that because they don't know they don't know your brand. They don't like you. They don't trust your brand yet so awareness is when you're introducing people to your brand. You're getting people to get to know your brand so that they'll become aware that you exist.

Next is consideration. Consideration is when you build more of a relationship with an audience. It’s more of a relationship with people and this is when people trust you more. Because if you just have bags, you're selling bags on the internet, people don't trust your bags. Are they good bags? Do you have any endorsers? Do you know anything about bags or maybe you're just a scam?  There are so many questions online, especially when people can't fit the bags and test them out. Consideration is when you're getting people to consider your product, consider your business, where you're getting people to trust you more getting people to like you more. And this is when you're interacting more and usually, this happens when you're building trust. You release blog posts about different kinds of bags. You release testimonials and stories. This is when you're getting people to consider your product. You're not selling to them yet because you're still building trust.

I guess a very good analogy here, let me just take a step back, a very good analogy here is you're courting someone. When a guy is trying to court a girl, he can't just come up to the girl. If you see a pretty girl walking down the street, you can't just come up to that girl and say, "hey do you want to be my girlfriend?” that won't work. The girl is gonna say " huh?! who are you?", “I don't know who you are”, “I don't like you”, “I don't even like you”, “I don't trust you”. So you have to build that relationship. You can't just go in and try to close the deal immediately and this is what you have to do. Good online marketing is different with traditional marketing. Once again, first you have to get people to know you. You have to get people to know who you are then you get you have to get people to like you. You build that relationship so when you're courting a girl, you ask them out to dinner, you have asked them out for coffee. In college, we couldn't afford Starbucks so we asked them to maybe, 7-eleven, I don't know where you do your courting, but you get to know. You build that relationship. You do telebabad. There's no more telebabad nowadays, right? It's all on Snapchat and things like that and texting. But back in the day, a long long time ago we used to have telebabad. You'd build a relationship and that's how you get people. You get the person to like you and trust you.  Online, you release blog post. You interact with people, you interact with people on the Facebook page like what Karl Villa is asking here, you interact with people on your Facebook page or a group. And that's when you get people to like you and trust you because you're interacting with them, you're answering their questions, you're releasing information, you're sending them emails. And just to answer this question here, it depends. Right now, groups are working very well but trends may change. So right now, I just quickly answer that I'd say, groups.

Anyhow, so you're getting people to like you and to trust you and when people know you, when people like you when people trust you, that's when they're going to buy from you. Just like in the courtship example, when the girl knows the guy, she really likes him, she really trust him, she was just waiting for him to ask the question. Sometimes nowadays, because you know we're modern, we're liberal, the girls are even sometimes the one asking the guy the question “Will you be my boyfriend?” or “Will you marry me?”. It's very modern nowadays. But you can only do that if you've built the relationship first. And that's what you have to do with online marketing. You see, all these things about Facebook Ads, you see SEO, we see blogs, we see email marketing, all these different things. But all you need to do is build the relationship and this is where people make so many mistakes.  All they want to do is sell, sell, sell. They're not thinking about building relationships with people and companies. Big companies don't understand that once you build relationships, that you need to build relationships in order to succeed in online marketing. Even if you don't know how to blog, then build relationships in other ways. If you're selling a product and if you have a business but if you're selling soap, you don't need to write blogs specifically. You can just go to different Facebook groups and talk about soap and tell people the best kinds of soap. You can educate them. You just have to interact. You just have to build relationships.  Blogging is not the only way that you can build relationships.

Another thing that I want to point out when it comes to online marketing, is that you have to be genuine.  When you're interacting with people, like right now, I'm giving you strategies that you have to build those relationships and you can't just be selling. You have to really care. You have to really want to help your audience. You can't just try to push a product. And just going back to the courtship example, if a guy is only after, you know, one thing with a girl, if a guy only wants to sleep with a girl, the girl can tell. A girl can tell when a guy just wants to sleep with her and if the guy is not generally interested. If the guy doesn't genuinely care and like the girl, the girl can tell. Same with us. We can tell when companies just want to sell us something. When you know they're kanangmamolatik  or, I don't know what it is in Tagalog, just like snake oil salesmen. Maybe some Bisaya speakers, kanangmamolatikong tao. You're telling them nice things getting them to try to buy a product so people can tell. People can tell, mambobola there we go,  when you're trying to just make bola somebody to buy a product. You have to really care about your audience. So that's really what I wanted to tell you guys. If you want to know more, we do have the free course once again. We do have a paid course which includes a lot. A really good info like six hours worth of lessons. But let me go and answer questions here. I'm going to ignore some newbie questions that are not really related to the topic so sorry if I skip those.

Q & A Highlights

Is click funnel is part of online marketing?

Yes, but once again these are only tools in order for you to build relationships. So it's not Facebook ads, SEO, all these things are all tools to build relationships.

I belong to the era where we only have a traditional media we are not exposed to the world wide web yet.

And that's why so many big companies are failing when it comes to online marketing. They're trying very hard but it's not working because they don't understand this concept of what I'm sharing with you. The marketing departments of these big companies, a lot of them are in their forties and the fifties. I'm not saying that it's impossible for them to understand how it is, how it works. I'm in my 30s I'm a bit older than a lot of the younger era but all they need to do is they have to understand that they have to learn. A lot of them think, “I already know everything about marketing”,“I don't need to learn anything new”. But in today's world, everything's changing all the time. You have to keep learning every single day or you're going to be left behind by other companies.

I don't have permission to use Ads kasi may payment po. Any other tips instead of ads?

I'm going to go back to my discussion: build relationships in other ways. You don't need Ad to do that. Look for ways to build relationships

What's the best way to get more followers on Twitter knowing that all you need to follow is mostly big companies or CEOs?

Regarding twitter, getting followers on twitter, there are tricks to do that, like following other people and getting them to follow you back. But when you're posting on Twitter, what you should really be trying to do is trying to get shares on Twitter. Once people share your content, then people will know it. They would be interested in the author of the content and you can get more followers. But once again, there are tricks like following other people, getting them to follow you, following the followers of your competitors and so on.

 It takes months or years to build relationship trust but just a single mistake in a minute to ruin it.

And this can be true. Yes, that's very true. In a lot of cases, it could take shorter, depending on the person, depending on your audience, on your customers. It could take short shorter than months. But it can just take one mistake and if you ruin your reputation. This is why reputation is a very important online because for example United Airlines, with United Airlines, they made a huge mistake. a couple of weeks ago, and with social media, you make one mistake, it can go viral and yeah it really ruined their reputation so you have to be very careful.

Unlearn and learn new things.

You have to definitely unlearn and learn new things all the time when it comes to the world of internet. You have always unlearn and learn new things.

Can you share secrets on how or what to put in text and headline that will make the audience click or engage in your Facebook ads? What objective po if we will be selling and selling as an e-commerce page post engagement?

First of all, for the objectives, it depends what you're trying to do. Are you trying to make people aware of your product? Are you trying to build relationships? Are you trying to get people who already know you to buy your product? Like what I mentioned earlier. The first half of the question here is “Can you share secrets on how or what to put in text headline that will make the audience click or engage more in Facebook Ads?”. It depends. It depends on the person or the people you're advertising to. It depends on the audience and this is one thing you have to do with online marketing. You have to be specific about your audience. Let's say you're selling shoes. You're selling sports shoes and then you create a picture of somebody who is playing rugby. We have rugby shoes but your audience is Filipinos we don't play rugby in the Philippines. We play basketball that's what would work best. The text in the headline have to be specific to the audience. It really depends on who you're trying to market to. You can check your audience insights on Facebook. There's a lot of information you can do. You can do market research to find out what your audience likes, what your audience wants. So it will really depend. Everybody is different. Markets are different. It depends, if your target market is poor, if they're rich, if they have kids, if they're educated, if they went to college or not.  There are too many factors but you have to understand your audience. So I'd say my answer to this question is understand your audience first and cater your message to them.

How can we get the leads or prospect/sure buyers that are interested in my merchandise?

Build relationships once again. Get people to know, like and trust you. Just like with the relationship example. If a girl knows you, really like you a lot, if she really trusts you, then she'll probably say yes to being your girlfriend or something. But same thing you have to build those relationships.

How will I know if they are my target market?

This is a bit of a weird question because you should know your target market even before you create your product. I want to ask you first before you created your product; Did you already identify your target market? Because if you didn't, you might be you might be in trouble. You can't just create a product. You can't just create shoes and say somebody's going to buy this. You have to think, okay, who is this shoe for. Is this shoe for basketball fans or is this shoe for people to run a lot? You have to identify your target market first. How much is the income of my target market, because you can't make it too expensive, you can't make it too cheap so you're half under you have to have your market first.

What skills do you need to develop/ acquire for us to be able to qualify and be hired?

If you're looking for a like social media management position, then if you're good at finding blog posts, interacting with audiences then you can get that. If you're looking for marketing positions, you have to know about like what I said impressions, ROI, leads, conversions. Those are concepts you have to understand but building relationships, understanding your market and I'd say it’s very important.

If you will choose, which would you recommend social media or email marketing? I'm torn between the two.

Both of them. Both social media and email marketing are very important in today's world. There's a bigger demand for email marketing right now but it I'd say it depends on you. Are you a good, in email marketing you need more writing skills than social media. But if you're doing any kind of marketing social media marketing and email marketing then you still need to know about data and leads and conversions and costs and things like that so that's important.If you  can write and can do copywriting, email marketing usually requires copywriting skills so you need that in email marketing. if you're more on the engagement and you know replying to people then you can be in the social media side so it really depends on you.

In this generation, people now don't really believe the information or benefits in your product, is it better to make a drastic or creative online Ad instead of information on marketing?

You're saying is it better to make a nice-looking ad than to provide more information. If I were to ask you, if you were to buy a product, if you were to buy a new cell phone, what would work for you? Would it be more information about the cell phone or would it be more creative Ad? In most cases, it's probably more information and we live in the information age nowadays so information, and they say knowledge is power. Especially now so when you provide more information to people rather than try to sell them something with fancy looking advertisements. You usually get more benefits with that, more sales and build my relations for that.

Tanong ko lang po paano magkaroon ng maraming prospects?

Become good at what you're doing. Build your skills. Build your portfolios. You have to start to do good job. If you're getting your first few clients, do good work get a good reputation. Get reviews and clients will come to you.

Sir pag nag pay ako tuwing kelan po ang class?

The courses we have, they're all in most of the courses we have available once you pay you get access to it immediately. It's not scheduled so you can take it when you want, where you want. If you only it can take it during the weekends because you have full time work you can take it then. If you're not doing anything and you want to take everything in one week, you can also do that. So up to you because we just give you all the lessons right away.

My client has a hotel and need to put it in Facebook Ads. What mantra do you suggest to catch people's attention?

So think about what are the selling points of the hotel; comfort, price, quality, and that's what you want to show in your ads. I won't come up with a specific tag line for you but what are the unique selling points of your client's Hotel? What makes them special? What makes it special compared to all your other hotels out there? Do you have good reviews? Can you build trust with people? And pictures with hotels and resorts and things. Pictures are very, so you have to get  really professional pictures.

Is it ideal to pay page booster on Facebook early on to market your page?

Quick answer is no. Longer answer is you have to have a plan. You can't just throw money boosting a page and hope that it's going to work and hope that it's going to lead to in more sales. You have to have a complete plan. You need to have a marketing plan. Why are you going to boost the post? What are you going to expect out of it? If you're going to spend US dollars like ten dollars on this what you expect from that? If it's just for you get more likes maybe you can do that if you want. But it's a lot better if you have an entire plan set up.

Experience that correlates to funnel building for websites, do you teach this is social media for beginners?

When you talk about funnel building, I do teach the funnel of awareness, consideration, conversion but funnel building can include a lot of different things. But as to how it relates in social media marketing, yes, I do teach that.

Like me most of my experience is food industry, what do think pwede ko maging work sainyo po?

For beginners, take the free VA course here. That should guide you, freeVAcourse.com. If you're a beginner and don't have any experience yet.

How do you respond to annoying questions from consumers yung pauli-tulit and makulit? Do you consider them as potential customers?

It depends really. There are trolls; there are people who will never buy and they just keep asking questions. It's a learning process eventually you'll be able to differentiate the two.