#93: On-Trend Ad Strategies with Jody Milward, Facebook Ad Strategist
As an entrepreneur, where do you focus your marketing dollars?
Facebook? Instagram?
According to my guest today, Jody Milward, Facebook Ad Strategist, Facebook is the best place to be seen as a premier leader in your niche.
This is because it allows you to specifically target exactly who you want and when you want, 365 days a year.
Jody and I chat about:
Her proven $10 a day FB Strategy
How to keep up with FB changes
Why entrepreneurs sometimes inadvertently leave money on the table
If you are interested in ramping up your FB marketing, this episode is for you!
Check out Jody here: https://jodymilward.com or on her favorite platform here: https://www.facebook.com/jodymilwardadcoach.
Check out my new free training on www.yournextmillion.me, where several of my seven figure clients and colleagues share what they're doing in the next year to scale their businesses to the multi-million dollar mark and beyond.
Listen to the Show:
Laura (00:02):
So many entrepreneurs, dream of living a life of massive impact by creating a mega successful company, but only a tiny percentage of businesses actually scale to that point. And when they do it is so often lacking the very joy and freedom that got them into entrepreneurship in the first place. So on this podcast, we speak authentically on what it actually takes to scale your business in a way that creates freedom and joy that works for you, your team, and the incredible impact that you are meant to make in the world as a visionary entrepreneur. My name is Laura Meyer and I'm your host. I'm a serial entrepreneur wife, mom, to three. And I love talking all things business, especially digging into what it actually takes to scale joyfully to the multi-million dollar mark and beyond let's get started.
(01:02):
I'm here with Jody Milward and she is coming to us from across the pond, the other pond on the other side of the country. And she's a Facebook ad strategist. You're going to hear her cool accent in a second. Thank you Jody for being here.
Jody (01:14):
It's an absolute pleasure to be with you, Laura. And I love what you do with your marketing and the people that you talk to. And so it's such an honor to be here.
Laura (01:23):
Yeah. And it was so fun. Cause we had that recently a chance to meet in person that was a happy surprise. You messaged me. And I was like, you are in Australia. What are you doing in Miami? And we had a chance to chat and it was really cool because you have this beautiful presence about you that comes, I think from experience, lots of experience in business and lots of experience running ads and you work for celebrities and high-level entrepreneurs and you also help people who are looking to learn how to do what you've done. Right. And that's something that you've mentored, it looks like thousands of Facebook ad strategists. Is that right?
Jody (02:01):
Not sure about that thousands, but quite a few hundreds. So I have been doing this since about 2018 where I have been coaching ad managers. I've been running ads myself since about 2014 and it was, as people would come to me, my books would be full and it was like, who am I going to refer them to like, yes. And your colleagues, but I really didn't know the ins and outs of how they ran ads. So for me, I saw it was a much more scalable option. And another way of like helping people is to train up ad managers; here's my systems and my processes. So that as people come to me, looking for ad managers, I've been able to say, here's someone who I know and trust and they'll take great care of you. So giving ad managers that support as well as coaches and consultants, which is the niche that I'd been dealing with or personal brands helping them as well, because it's such a pain point all too.
(02:59):
Like I would audit ad accounts and as I would go in there and some of the more high profile agencies and I'd go in and it'd be like, oh look, I'm really sorry to tell you this. There's no retargeting. There's no, this is no that these things aren't going on. And they, you know, it's, that's not a thing that I like to do. So, so it was meeting that need of the client and then also supporting the ad manager to do the best job that they can do and to, you know, get a trusted ad manager and client partnership together.
Laura (03:31):
Awesome. You certainly have an incredible reputation for doing just that. I know that you have a program called the client attraction code and it has secured over $30,000 of deals all for less than $10 a day. So what are some of the ways in which you approach Facebook ads? Because I know everybody kind of has their own philosophy and I feel like it's such an enigma even for like, you know, seven figure business owners who are just, they don't know enough to, to know what to look for. Right. So I think it'd be really helpful to break that down.
Jody (04:01):
Yeah. Okay. So first of all, is a lot of people will go out and look for the latest tick trick or hack. And there really is no such thing. Facebook changes daily and ads that may have worked last week, may not work this week strategies, and campaigns that worked, you know, for your launch last month or the month before may not work this time. So things are always changing, especially when we're using those conversion campaigns, which we all love, right? Getting people to opt in, getting people to purchase they're the most in demand ads. And they're the most expensive ads. Something that businesses have forgotten over the years is to be building up that brand awareness. And I actually know of a, it was a university lecturer or professor, and he actually said, I would never spend money on brand awareness. And to me that's always stuck in my mind and it's like, why would you not?
(04:53):
You know, you still see businesses having billboards or now they're those, um, you know, the led ones which costs mega dollars and they're just sitting there on the side of the road. They can't do anything with it, even a super bowl. When you think of the super bowl and the ads that happened during super bowl and the millions of dollars that go into it, that could be an ad that's promoting Doritos and an old lady with no teeth might be watching that ad. Right. And it's not going to your ideal audience or your ideal audience that watches that super bowl ad might even have gone to the bathroom during the break or whatever. Facebook ads just provides such an excellent opportunity to be seen as the premier, leader in your niche when, you know, without the expense of like a TV, commercial and such.
(05:41):
So that's where the $10 a day strategy comes in is that you can target your ideal audience. You can re target them. So you're not just showing them that ad once and
hoping they remember your brand, but you can get back in front of them time and time, again, up to 365 days directly on Facebook. So it's like a whole year and, and you can just show them different snackable pieces of content. That's going to help position you as the authority in your niche, the person to go to the company to go to, to help them, or to get that product or service that they really been looking for, build an affinity with your audience. So for a lot of us, especially like personal brands or coaching space, we have often been through, what our clients are going through. So, um, that's a great way for us to build that affinity so that they know we know what they're experiencing and, and just increase that awareness time and time again. And that's just what you can do for $10 a day. And there is no way you can even get a radio commercial or TV commercial for $10 a day. And the number of people that you can reach as well as being your highly targeted audience, nothing else compares to it.
Laura (06:56):
Yeah, for sure. I mean, Facebook has changed a lot, like even in the last few months or just this year, how do you, when, when you are looking at how to advise your clients, is there a particular approach that you are having today that maybe you didn't have six months ago?
Jody (07:14):
Okay. So one of the things that we are rolling out more is our lead form ads. That's a particular type of ad on Facebook. Traditionally, we like to send people off and over to your website. So they'll see your ad. They'll click on it. They'll go to your website, see a landing page or a sales page, and either opt in, get on your email list or they purchase something. So that's traditionally what we'd like to do. There's this other ad format called lead forms. They've been around for years, but people have used them in the past and haven't used them. They've typically been known more as, um, to generate low quality leads because they're really easy for people to opt in. They just look on their phone and they'll go tap, tap that all the information is pre-filled, it's super easy for people to opt in.
(08:04):
Facebook is definitely working on those, uh, that ad format more they've two options saying lead. And then there's conversions on actually just doing a training later today about this lead format for the ad managers. But they're definitely working on that to help you get a bit of quality of lead, because like you said, Laura, there's a lot of changes on the ad platform recently, like with the iOS updates and all of that. So it's a very different ball game. So Facebook really needs to look at how it can help you, the advertiser keep people on the platform longer rather than sending them off over to your website. So by improving their lead form ad format and getting more quality opt-ins that way is going to help businesses, which in essence is what funds Facebook, right? With the advertiser dollars. So that's one strategy that we're really working on incorporating more in for our client campaigns is going back to these lead forms, testing them and seeing what the quality of leads are coming along.
(09:04):
That's the main one. But other than that, like you were saying, the client attraction code, the $10 a day, that's something that we've been running for years because you know, all the time we speak to our clients, we see clients of ours to get clients on board and our own clients who say, I've been following you for three months or six months, or I've been watching you. So that's why we always have that strategy in play because, you know, we often forget about the buyer's journey. We think people are just going to see and buy straightaway and some do very small percentage, but that's why we need to have this long customer journey and do that nutrient campaign.
Laura (09:40):
I love that. So when marketers or even entrepreneurs are leaving money on the table with their marketing, what's some of the things that you think that they're forgetting?
Jody (09:48):
Okay. So like I just said, that brand awareness, that nurturing so often again, when I look audit out accounts, they'll do their ads to a webinar, for example, get people to opt in and then they might just do like a seven day retargeting window to come back and buy. And then that's it. What they've actually done is taken someone who's thinking about, you know, their problem. They're sort of problem aware. They're not solution aware. So they've come in, they've opted in, they've learned a bit more about their problem and how you can maybe help them. But the time's just not quite right. So the seven day retargeting window goes, they're still scrolling on Facebook and then your competition sweeps in and they see their ad. They opt in and yes, I'm ready to buy now, thanks to your hard work and your dollars help educate them.
(10:37):
So that's where a lot of advertisers are leaving money on the table. They just have that short retargeting window. So that's where having that nurturing campaign that can go, you know, three months, six months, nine months, and help nurture them with some call to action ads, as well as other ad copy, which is talking about your values, your beliefs, testimonies from your clients as well. That's a big one. People love that user generated content as we call it UGC where people may have a testimonial or if you've got a physical product in particular, showing that off, that can be a great thing. If you're speaking at events or you've held an event and you've got people there doing interviews with them afterwards, all that kind of stuff is great to have in these nurture campaigns. So that's one of the biggest things that I see. They're not nurturing their audience and they're not retargeting them more than enough.
Laura (11:30):
Oh, that's great. That's great, great advice and things that I think a lot of people haven't thought of or aren't incorporating into their business. So how do you think, I mean, there's so many experts online right now and coaches and consultants, and it's really who you specialize in helping and even somebody who is at the seven figure mark, or is scaling towards it. A lot of times they still are kind of thinking to themselves like, am I
known for the right thing? Like so-and-so's known for Facebook, so-and-so's known for Instagram this person known as the Pinterest person, this person's known as the YouTube person. How do I, what am I known for? I might just sort of entertainment on, you know, on the reels arm. Is there anything more that I can establish myself as I've heard a lot of even well known experts say things like that. So when you're creating this like awareness and affinity, what are some of the best ways to create that authority in your niche?
Jody (12:27):
Yeah. Well, what are the law I said to my clients, first of all, is who's paying you and follow the money and what are they paying you for? So that's going to really, I believe help you to identify what it is that you're known for and then do more of that. And when you do more of that, there is so many sort of different elements and buckets that you can tap into. Like a lot of people will wonder, what should I give away for free content or what should I do here and what should be in paid training? There really is so much, and that's where we can get caught up in that curse of the genius, where we go, ooh, they're giving away too much, but just the little snackable pieces of information that could be, you know, a minute or maybe a three-minute video content pieces that you're putting out.
(13:12):
If you're doing podcasts or YouTube videos, you can upload them directly into Facebook or into ads manager and pull them in as well. So content that you're using, even your emails, right, because only 30% of people generally are going to continue and open your emails after the first initial onboarding sequence. So putting your email copy into your ads as well into that nurture sequence is also a great way to not only repurpose that content that takes so much time and effort to create, but again, that's going to be going out and just building that authority and affinity with your audience.
Laura (13:49):
Awesome. That's great advice. And just since we wrap up here, you and I were talking a little bit before we started recording about you've been around for a while. You're very well connected, you know, a lot of well known experts and have an amazing reputation with them. And what you and I were chatting about is just this tendency and this temptation to overwork in order to be able to achieve success in the online space. And it's really funny that you mentioned that because I got out of brick and mortar, I got out of traditional business because I wanted more freedom. And I felt like with a, you know, a front desk and a shopping center and, you know, a store that needs to be open seven days a week, I did not like how much that limited my schedule you know, you always get the phone call on Sunday morning, an hour before it's supposed to open that somebody is not going to be available. And you're the one that, you know, has the extra set of keys. Right. So what, just based on what you've seen, like, what do you think are some of the tips that people can have to sort of avoid the trap of just working, working harder in their business and just driving themselves into the ground and what are some of the practices that create freedom?
Jody (15:01):
Yeah. Great question. So one of the things that I see with that is like some of the entrepreneurs that I've worked within this space have just had that tendency and desire to just keep on creating and keep on creating. And that just causes out so much work for their team and so much stress for their team. It takes a lot of work to build out a funnel, right? They might think of a simple lead magnet or go, oh, here's a little offer that I want to do. It takes a lot of work to write up the sales page, you know, all those pain points to really create a strong sales page. And the email sequences are putting it all together, the videos, everything like that. So really I see, as there's so much more value instead of going, why that you just really focus in on a number of key products and like, I really believe like it's great to have a number of ways for people to come into your funnel into your ecosystem.
(15:58):
I see it like an octopus, right? So there's the body, here's your core offer. And then you might bring someone in with a low ticket offer with a lead magnet, a free lead magnet, and then with your content pieces, like videos that are on Facebook. So a few ways for people to come in and then just don't in on those work, on getting them better and better rather than going, oh, we need to create this part. Oh, we need to do this. And here's another period. Oh, what are you going to do a promotion over here? Your team ends up getting run ragged. And we lose that quality of life. Like you were saying that we initially get into this fall so that we can have that freedom. And we end up change to our computer or our desk. So dialing in, focusing on a couple of core ways to bring people into your list and then really nurturing them and, you know, getting that data, look at that data. Okay. My sales page isn't converting well enough here. So instead of going off, creating a new product and throwing everything out altogether, a few little tweaks to that sales page can increase that conversion rate. You get more sales in and you're not creating this whole big beast over here.
Laura (17:05):
I love that. That's such good advice, fully optimized before you move on, you were speaking my language. So as we wrap up here, where can people, where can people find you where they can connect with you and learn more about you?
Jody (17:18):
Yes, obviously I am on Facebook so you can find me Jody Milward. And also just at my website. Also just again, jodymillwood.com.
Laura (17:28):
We'll put it in the show notes for everybody to be able to take a peak and really, really appreciate you being here today. Thank you, Jody.
Jody (17:34):
My pleasure. Thanks for having me, Laura.
Laura (17:37):
Hey there: before you head out, I want to let you know about a free new training I have right on a brand new website called yournextmillion.me. It's yournextmillion.me, where several of my seven figure clients and colleagues share what they're doing in the next year to scale their businesses, to the multi-million dollar mark and beyond. And I have to tell you, it is not what you think. So check it out at yournextmillion.me. And if you loved this show, will you subscribe to it and share it with a friend or just say something nice about it to someone, you know?I'd really appreciate it so much. Thanks so much for being here and I'll see you next time.
The Scale with Joy podcast dives into the mindset and strategies of scaling your company to the million dollar mark and beyond. Each week, we follow the journeys of innovators, disruptors, experts and leaders - sharing behind the scenes stories of their most challenging moments and greatest lessons learned-all while building their multi-million dollar empires.