Kevin Urrutia’s interests had always been in tech and entrepreneurship. He grew up in New York, then went to San Francisco to study computer science, and after a brief stint working in the tech industry in SF moved back to New York to build his first startup business which was a cleaning company. Despite the steady growth, Kevin eventually came to terms with the lack of scalability of his startup business model – and so after a few years of success, he decided to go back to his roots and focus on a scalable business that would lean more towards technology. That was when he discovered eCommerce and Amazon FBA.
Kevin is now the founder and head of VoyMedia – a digital marketing/advertising agency that provides complete advertising, marketing, and creative services for brands that need assistance in growing their presence online. Last December 2020, Kevin joined Amy Wees and Andy Arnott at the Seller Roundtable podcast to talk about social media marketing tools and strategies. Watch the excerpt below where the three of them discuss Facebook Pixel, Google analytics, and other related topics:
Kevin’s Tips on Finding and Talking To Your Customer Online
Social media is its own universe – a vast and infinite space where all kinds of people with varied interests interact, express themselves, shop, and sell their products or services online. The key to successful online advertising – whether on Facebook, Shopify, WordPress, and other platforms – is finding your customers and grabbing their attention. In this short video, Kevin talks about the tools and communication strategies that will help an entrepreneur do just that:
- Facebook Pixel and other tools that read analytics of your page visitors and help you build your ideal customer profile
- AIDA or Attention-Interest-Desire-Action as a strong and proven conversion strategy
- Video ads – how to grab your viewer’s attention within the first 3 seconds and hold it until the end
- Other social media tools, tips, and tricks
Online Advertising and How To Make The Most of Your Monies
Spending your money on online ads is a necessary evil – and it doesn’t come cheap. The worst part is that the poorer your strategy, the more you spend – draining your budget with very little ROI. If you noticed your advertising expenses have been meeting or surpassing your profit from sales then it might be time to rethink your efforts and start from scratch.
Let’s start from the beginning – what are you selling? What problem does your product or service help solve and what kind of person would most appreciate your solution? Let’s say you’re selling a noise-canceling headset – is it worth the most to a remote worker, an office receptionist, or a university student attending classes online?
The most basic fundamental of advertising any business is knowing who your audience is. As small and micro brands, our limited advertising budget drives us to zero in on our ideal customer – the one who is most likely to buy and appreciate our product. If you sell a noise-canceling headset to a 90-year-old retiree who spends their days watching over their grandchildren while the parents are in the office – do you think they would budge? Wasting your advertising money on people who don’t need your product is the quickest way to lose business.
Facebook, Google, and all other dot-com giants spend billions every year on customer profiling. That means that your Facebook profile and feed have been tailored by the algoithm according to your interests, products you frequently search for or buy, and businesses you patronize. For businesses, Facebook advertising offers tools like Pixel that allow you to take advantage of the Facebook algorithm, set your ads to target a specific group of people, and measure the result of your ads. Other tools such as Google Analytics, Facebook analytics, Google Tag Manager, and the like also provide the same services that would most benefit the small business owner trying to find their customer.
Next – how do you sell? Do you start by telling your customer that your noise-canceling headset comes with advanced features like touch-button controls, wireless Bluetooth connectivity, and all the other cool knobs and widgets? It all sounds impressive – but does mentioning these features sell your product? Not necessarily.
We sell by grabbing attention. And how do we do that? By addressing a need. Why does your customer need a noise-canceling headset? Is he a father and a remote worker who works at home with his 2 young children, dog, and stay-at-home wife? We imagine a lot of noise at home that could distract him from his online work. Is she a university student studying online from an apartment with 2 other roommates? She will probably need to block out the ambient noise when she needs to focus on her studies. Grab attention by putting the spotlight on your customer’s problem – and tell them how your product solves it. Conversion copywriting techniques such as AIDA and PAS (Problem-Agitate-Solution) all revolve around this principle – prioritize your customer in your communication.
What’s the bottom line? It’s that advertising is a worthy investment but only if you spend your money on the right people and you communicate with them most compellingly. Big brands spend a lot of money on advertising for a reason – because it works and they’ve figured out how to make it work. Luckily, we live in a time where analytics, market research, and data are now made available to smaller brands. It’s time you took advantage of that.
Amy Wees: Really awesome. It’s a lower CPM than on some of the other ads platforms to run a video, that kind of thing. But what’s working with Facebook ads today?
Kevin Urrutia: Yeah, so what’s working really right now really well, that we’d like to tell people is, if you have a bunch of like previous purchases, first thing always tell people is like, make sure no matter what business you have, just have the Facebook Pixel installed, just because you want to be collecting some sort of data that you can then eventually use later on. Any platform really like Facebook, Snapchat, Tiktok, you really just want to be sort of just collecting stuff, even though you don’t need to advertise on them.
But what we see working really well right now is, is obviously the number one thing is going to be just like, make a video in the first three seconds, like describe the problem or issue that you’re really solving. Right?
Amy: So you’re saying a skincare product? You really in the first three seconds, think about what is your problem solving, saying like, hey, like literally in the call out, say like, do you have dry skin? Do you have acne? Like really call it on the first three seconds? Because then you want to tell people like, Oh, this is what my problem is. And this is how I’m going to solve it.
Kevin: I always tell people to think about it kind of like like a Star Wars movie where like the action is happening right in the first scene. Versus like traditional movies where it’s like a kind of like a build up towards the end. It’s flippin movie script and reverse like, okay, the big problem right in the three seconds, and then you go so we break it down to like problem writing the first three seconds, and then you gave you them in our tension in the in the middle, which is more about like, okay, how do you keep that person entertained? What do you say to them? What proof or authority do you have? That’s gonna be like, Oh, my product is actually really good. Right? So here’s really when you can describe things such as your credibility, your who you are as a brand owner, like, why did you make this product? And then desire it’s like, obviously like, what is the offer like two for one deal right now happening? And then the action is like, Okay, go to my website, go to my funnel and buy the product. So you try to break we try to break it videos into like, that sort of stuff. We call it here like AIDA – attention, interest, desire and action.
Amy: I Call that problem solution life. Now, that’s mine. And I use it everywhere. I use it in listings, I use it in photos. Because again, as you mentioned, like it’s so important to get their attention with how is your what’s different about your product. Nobody is going to be interested in your basket of soaps. Yep, exactly started with. Do you have dry skin? Yep, That’s a thing. And maybe you have this video of like, really dry flaky skin behind some text, you know? And I try to visualize, you know, the whole storyboard and focus on that.
Kevin: Yeah, exactly. You say it’s a storyboard of like, what is your product solving? And like, I tell people like, Oh, my God, like, I mean, you probably know, like, Oh, my God, we’re gonna focus my branding. I’m like, no one cares. No one knows who your brand is. If you don’t want even to sell, like, I tell people all the time, like, what do you want? Like, your CPA should be like, $100? Or do you want your CPAs to be like, $50? Because it’s
Amy: Not about you. Yeah, it’s not about you. It’s about the customer. Exactly. So you know, you want them to be like, Oh, is that? How does it apply to me? Oh, yeah, that applies to me.
Kevin: Oh, how does it apply to me? Yeah, it’s like, how does it apply to me? And it’s like, Okay, once you get that attention, now, it’s like, how do you get them to trust you and say, like, oh, this actually works. So then you like, as a cold prospect, someone has never know about you. You have to overload them with proof. Testimonials, stars, readings, images, show people, okay, the shipping, everything like 100% money back guarantee all this stuff. That’s important for someone to be like, okay, like, they’ve overloaded me with proof. Now, I’m gonna try by
Amy: I’m gonna try it and risk free guarantee. Right? Well, that’s awesome. So and then the other thing that you mentioned is the Facebook Pixel. So many people probably, I think people get overwhelmed. They’re like, what’s the pixel? How does that work? Honestly, you guys, it is so easy. You just go into your Facebook business dashboard, you log into there, and you can set up a Facebook pixel, and they will give you step by step instructions on how to set that up on your website. It’s very, very easy. And then once it’s hooked up, it’s hooked up. So you know, you do have to go install it on your website and all of that. But don’t let Kevin saying Facebook pixel freak you out. Right? Just go in there to your business dashboard and get her done. It’s pretty
Kevin: Yeah, it’s so easy. It’s usually like something like Shopify, it’s like it literally is a setting. It’s like entered the code here. And it’s like, okay, cool. That’s it. You’re done.
Amy: Yeah, but yes, I use WordPress and WooCommerce. But it’s still pretty easy that way too.
Kevin: So yeah, for WordPress. He’s got like one of those like Footer Header plugins, and it’s like, enter your pixel here or like, pixel, your site’s a really good public plugin for WordPress. Oh, pixel,
Amy: Yeah, it’s like really, really like pixel your site for WordPress. So like, Chester, for example, is WordPress. And it gives you like, all those events like add to cart view content, all that stuff that you need. Very simple, dude. Thanks. Tip.
Andy Arnott: One, just wanted to mention too The other thing that I learned the hard way too is, is Kevin, I don’t know if you guys are using this but now instead of like just installing like a like one pixel, if you go in and set up Google Tag Manager, what you do is you drop that script in whatever website WordPress, wherever you’re you want to track things. And then you can add triggers. And then you can add scripts as well. And that way you only ever have to install one that one script on your site and then manage it all from, from the Google Tag Manager. And then it also has like version control and lots of really cool things. So if you guys haven’t heard of Google Tag Manager, look it up. It’s it also like ties into Google Analytics and stuff like that. And, you know, I no longer use it any other way. In terms of dropping script, just because managing it is so much easier with that it’s a little it takes a learning curve, but highly suggest if you guys are doing a lot of tracking, then that that’s what you want to use.
Kevin: Yeah, Google Tag Manager is great for exactly what you said. And you said, you can also put multiple pixels, because some plugins like Shopify, it’s like, okay, you’ve only had one pixel, but in case you have a backup, you will have another one. And then it makes it easy, like in case you want to add like hot jar, like user tracking stuff. So simple. Yeah.
Andy: Yeah, exactly. I just love it. Because before it was just like, Oh, where did I put that script that I installed on that? So like, it’s just yeah, it just really helped me to get organized, but I do love. I think I do have a a plugin, like you’re talking about though, in order to get the E commerce conversions like autom automated as well, at least on the WooCommerce side. That’s a really good tip.
Kevin: Yeah, yep. Yeah, I love WooCommerce. Like better than Shopify, just for SEO purposes, just becaus same exact, Amy and I are the same exact way. Yeah.
Amy: It makes me mad because Shopify has been like, doing all these partnerships and stuff lately, and it’s like, I’m so tempted to move to Shopify, but at the same time, I’m like, I think I’m gonna try it integrated. Yeah, but either way. Yeah, I’m getting five.
Kevin: There’s a really good do you guys I love WooCommerce do you guys use this plug in called metonymic? Me t o r i It’s the like, it’s it’s like WooCommerce analytics on like steroids. It’s probably weights. METOR ik
me t o r i k yeah. metonic it hey, it’s like if you love WooCommerce, which you guys probably do, like your you’ll love this plugin. It’s like, the best analytics for like E commerce stores ever.
Amy: Oh, really? Okay. So it’s specifically for WooCommerce. Because I look, I use like Monster insights for like much better than that. It’s obviously it’s a PA. It’s like my favorite plug in. It’s like daily slack notifications, how much revenue you’re making? It’s like your top 10 products of the day. Your top 10 losers of the day, we would like a WooCommerce dashboard. Yeah, notification style. Yeah, I like it. Okay, we’ll check it out. Yeah.
So what kind of cool new things should we be focused on in Facebook ads? I know the old Facebook ads. They did some carousel ads are some cool new things that they’ve come out with, though. So what are the new things on Facebook ads that you’re most excited about?
Kevin: So what we’re working on right now on Facebook, we’ve seen a lot really, really well, if you have like a product catalog of like a lot of items. We’re just running like product catalogs to like pure cold audiences, we still see that too. We’re seeing that to work really, really well, nowadays. So that works really well. But one big thing that I think people need to do more is. So Facebook, when you’re like advertising on Facebook, you have like different like ways to bid. It’s called. So the default one that almost everybody uses called like lowest cost, which is basically saying, hey, Facebook, have a budget of like 100 hours a day. And Facebook will try to spend that every single day will try to spend that $100 You know, throughout the day, right? It’s like pacing, right? So like, whatever, a few dollars every hour. So one thing that we’re seeing Facebook do really well now it’s like they have something called like target cost, which is now you’re telling Facebook, hey, I only want to pay like let’s say $20 A conversion. And then Facebook, try to find that a person that Kimbrel convert at that price. And that way you can really control your CPA and your ROI return on adspend. So it sounds amazing. And it works great. But it only really works when you have a lot of data. That’s why you really want to be installing the pixel early on. But then another thing is like, if Facebook can’t find anybody that converts at that price that you willing to pay for, then you don’t spend any budget. So it really it’s like a balance between high return on adspend versus lowest cost which is like you know, you’re going to spend $100 a day every single day. So depending on like your business metrics like for us, sometimes clients are like, Hey guys, like I really need to spend this budget because they have a budget to spend that month. So we’ll do this whereas like a small business owner, you’re like, I’m okay if I only get like one sale every few days because I know I’m getting a high return because you’re looking to maybe get up cash flow