077: Marketing with the Facebook Ads King Depesh Mandalia

On this episode of Build Your Network, Host Travis Chappell interviews Depesh Mandalia, Facebook Ads Master, CEO of SM Commerce, and ZASR Digital.

Here’s what Travis and  Depesh discuss in this episode:

  • About Depesh Mandalia
    • Former Chief Marketing Officer.
    • Father of four.
    • Been in marketing for 15 years, started off as a developer.
    • Fell into Facebook about five years ago.
      • Started to see some success with boosting posts.
      • Over the course of the next 12-18 months spend more time with Facebook Ads.
      • Took a startup from .5 million dollars a year to over 26 million dollars through Facebook ads.
      • After this point just decided to focus on Facebook ads.
    • He now consults companies and works with companies on the side, as well as broadening to other marketing tactics.
    • Got involved in Facebook HQ in London and Dublin.
      • Works on their small to medium program and ads platform.
      • Find out ways for them to improve their own program.
    • Is it too late to get into the Facebook ads space, or can you still get into that space?
      • In 2018 Facebook ads are a contentious area.
      • Mandalia is working with clients and still seeing success.
      • It comes down to understanding how the platform works.
      • People are missing out on the fundamentals of marketing when they’re doing Facebook ads.
        • Creating great content and getting people to engage.
          • If you get this right, Facebook still works.
        • It doesn’t take long to master the Facebook platform.
          • It’s still possible to master the platform and make money for yourself or someone else.
        • Often people will have one success, sell it as a course and breed a whole group of people who don’t understand it.
      • What are you thoughts on cryptocurrency?
        • Had lots of opportunities to invest early on.
          • Never invested early on.
        • There’s still room to grow, but don’t invest life-savings in it.
          • There’s no guarantee you’ll make money.
          • Only invest money you’re happy to lose.
          • People are positioning themselves as experts because they’ve made money, but in actuality, you can’t lose right now.
        • Using YouTube ads vs. using Facebook ads.
          • Ultimately you have to have a good blend of channels.
          • The majority of revenue from Facebook come in from a bunch of sectors.
          • YouTube and the user-base on there still lends itself to a lot of success.
            • Especially in the re-targeting space.
          • Within e-commerce, it’s harder to sell on YouTube.
            • Again, you have to come back to those baseline marketing skills.
          • If you were to double-down on one, Facebook would be it.
            • Don’t shift money from Facebook to YouTube but use YouTube to back up what you’re already doing.
          • If you’re selling a particular product and the price point is higher, use Facebook localized marketing.
            • Select local market.
            • Run a video campaign that targets a general message.
            • Funnel the user through a journey.
            • Find people who engage and retarget them specifically with another ad.
            • Run another video that gets more specific to your product.
            • YouTube is not really set up for this approach.
          • Do you believe that what you know or who you know is more important, and why?
            • Based on his own experience, knowing the right people has made such a difference.
            • Who you know is the biggest thing.
              • If you’re trying to fit in with people who know the same things as you, it’s so limiting.
              • If you really want to progress and move out of your comfort zone, you have to connect with people who have knowledge that you don’t.
            • Tell us about a story where a connection led to a moment of success.
              • He was considering writing a course on Facebook ads and wanted to work with someone on it.
              • Through Akbar’s updates and videos, he connected with him.
                • His network grew like crazy from this connection.
              • He had about 200-300 people in his Facebook connections, didn’t really use the platform other than marketing.
              • Akbar suggested that he go share his knowledge.
                • At this point his friend requests and messages exploded.
                • He shared so much value that a ton of people wanted to know about it.
              • When he started his ad agency, most of his clients were in London.
                • After this point, he gained clients from the U.S. and all over.
              • Since then, he’s been connected up through a bunch of people.
              • He’s been invited to do talks all over the place.
              • He had gone outside of his comfort zone when he decided to hire Akbar and it fast-tracked his success.
              • He still hasn’t launched his course, but his investment in Akbar has already produced ROI.
              • He spent zero money by going into Facebook groups and adding value.
                • There are still ways to build your business on Facebook without ads.
              • When Depesh started his agency, he did primarily LinkedIn.
                • Facebook has given him new PR opportunities.
                • His network has exploded for free.
                  • He puts his time into it, but that’s been paid back.
                  • People feel like they’ve actually gained.
                • If you had to boil it down to just one tip, what would it be?
                  • Give value and make it memorable.
                    • Even if you have a brief conversation in passing, give them value.
                    • Whether you’re giving them feedback about the event, just make it memorable.
                    • You can do this either physically or online.
                  • Quick tip for how to ad value in a Facebook group.
                    • Start by commenting instead of posting.
                    • Understand the group first and understand what kind of posts are working.
                    • People know when something isn’t genuine.
                    • You have to give 100% value.
                    • If you help enough people get what they want, you can have everything you want.
                  • Who is the best networker you know?
                    • Akbar Sheikh.
                    • He’s met many socializers who try too hard, and Akbar is natural at it.
                    • He makes people feel important.
                  • Do you see yourself as an introvert or an extrovert?
                    • Naturally, he’s introverted.
                      • It’s one of the things that has held him back in his career.
                      • He’s adapted his personality, approach, and energy to fit the situation.
                      • Extroverts tend to control entire conversations.
                        • In networking it’s about listening instead of talking.
                      • How did you overcome your introversion in social situations?
                        • One of his old bosses who seemed like an extrovert, told him she was actually an introvert.
                          • That conversations developed him and opened up his mind.
                          • He felt pigeon-holed because society tells you when you’re an introvert, you can’t change that.
                          • He consistently pushes himself out of his comfort zone.

The Random Round:

  • What profession other than your own do you think it would be fun to attempt?
    • American football.
  • If you could sit on a park bench for an hour with anyone past or present, who would it be?
    • Wayne Dyer
  • How do you like to learn best, books, blogs, podcasts or video?
    • Books, physical and Kindle.
  • One of your favorite books?
    • The Secret – opened up his mind to the scarcity mindset.
  • Give us a glimpse of your morning routine:
    • Starts between 6 and 7.
    • Gets kids ready with his wife.
    • Get them off to school.
    • Does about half an hour of fitness.
    • Doesn’t start his day until about 10am.
    • Works remotely with a remote team.
  • What is your go-to pump up song:
    • Song Two by Blur
  • What are you not very good at?
    • Routine and Admin
  • Find him online on Facebook in groups and his profile.
    • Facebook Page: Depesh Mandalia
    • Facebook Group: Mr. Depesh Mandalia

Tweetable Quotes:

  • “The who you know will always feed into the what you know, if you’re connecting with the right people.”
  • “If you really want to progress and move out of your comfort zone, you have to connect with people who have knowledge that you don’t.”

Resources Mentioned:

Buildyournetwork.com– Podcast website

BYN.media/fb – Facebook Group

Castbox

SM Commerce

The Secret

Depesh’s Facebook Group

 

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