Hernan Vazquez discusses how advertising on Facebook and Instagram has changed and now requires a three stage process: 1) Awareness - creating valuable content to make people aware of your business, 2) Engagement - adding more content for people to interact with to strengthen your relationship, and 3) Offer - making offers once people are aware and engaged to turn them into customers. He notes that the old method of just bombarding people with offers and emails does not work as well anymore and these three stages are needed to build quality leads and customers over time.

1. Hernan Vazquez
HOW THE GAME
HAS CHANGED
ON FACEBOOK
AND INSTAGRAM
ADS

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SUMMARY
Not long ago, things went like this:
You had an Instagram or Facebook ad, and you’d send people to an opt-in or a free
PDF.
After that, you had an o er for your potential clients and then, if they wouldn’t buy
it, you just send thousands of emails…
If you’re still doing it, let me tell you…
It does NOT work as well as it used to…

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Instead, you need to have in this mind:
The NEW Way Of Advertising On Facebook
And Instagram.
Stage# 1 – Awareness
This stage is about putting out good valuable content and using the targeting
capabilities of Facebook and Instagram to actually get people to know us and be aware
of our business.
Why? Because people just don’t know who you are…
This is considered as COLD tra c
Stage# 2 – Engagement
In this stage, you’ll need to put out additional quality content that will help people
achieve their desired state.
You may want to share more videos, or images so people start interacting and reacting
to that content.
Plus, this strengthens the bond you have with people in your newly created audience.
This is considered as WARM tra c.
Stage# 3 – O er
Now that people are aware of your existence, they have engaged with your content
and they know that they have a problem which can be solved by what you o er…
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In this stage you may want to o er something for them.
Low dollar entry o ers work really well.
Webinars or other opt-ins also work really well.
This is called HOT tra c.
Have these three stages in mind to turn those potential leads into customers while
creating lots of good-will at the same time!
FULL TRANSCRIPT
What is going on everybody? The topic for today is how to advertise your business on
Facebook, on Instagram e ectively. In other words, how to make your campaigns that
you're running on Facebook or Instagram or a lot better.
What's up everybody, I just recorded a new class, it will show you exactly my steps so
that you can actually take your Facebook and Instagram ads to the next level. All you
need to do is go to advertising class 2020. If somebody will type it in the comments, I
would really appreciate that.
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And advertising class 2020 is completely free. All you need to do is to leave me your
name and email so that I can send you the classes on demand. You don't need to wait
10 minutes, two hours tomorrow afternoon. You can watch it right now and then
we'll show you how to make your Facebook ads and Instagram ads work better. I hope
that you enjoyed it.
Now, the rst thing that I want you guys to understand is how the game has changed
for Facebook ads and Instagram ads over the past couple of years. Okay, this is what
we used to do. When we were starting out, when we were starting out, we'll have an
ad, we have a Facebook or Instagram ad.
And then we have an opt in o ering some sort of free PDF free stu free, webinar
free, whatever. And then we would have an o er. And then if people would invite
who was just like bombarding them with 1000 emails. This was the modus operandi if
you would have most of marketers that I know but I've had the honor and the
pleasure of working with a lot of high level top tier marketers and people that are
thought leaders in this space.
And I did the math. And last year, I spent $7 million in advertising. And I want to
share with you guys how this has changed from what we were doing here to what
we're doing right now. Okay. You have any comments, feel free to post them on the
comment section. You know, I'll be more than happy to help you guys out to answer
all your questions. Okay, cool.
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So now we have three stages of every Facebook campaign that I launched, from now
on or before the past, I would say six to seven months, this has been the best way to
go. By far, this has been the way that we are having the greatest results. So there's three
stages that you want to have in mind in any of your advertising campaigns, speci cally,
if you're running ads on Facebook and Instagram, stage number one, it's the stage that
we call awareness.
Okay, so this stage right here, the awareness stage is where what we're doing is we're
putting out good, valuable content. So let's say that you're a gym owner that you need
more people coming through the door, you need more students, or you own you
know, dojo and martial arts school in MMA school, or maybe you need more leads for
your webinar funnel or you need more leads.
For your application funnel, whatever that is, right, the rst thing that you always
need to have in mind is that the vast majority of people do not know who you are,
they haven't heard about you, they're not even aware of your existence, okay? And
that happens to all of us.
Even if you have been advertising for the past 20 years, there will be people that do
not know who you are, and new people are coming in the marketplace every year.
Okay. So this is also known as cold tra c.
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Again, they do not know who you are. So with the awareness stage, what you're doing
is basically put really high quality content and we put it out there and we use the
targeting capabilities of Facebook and Instagram to actually get people to know us and
be aware of our business.
So then we move into the next stage, stage number two, which is engagement. Okay.
The engagement stage is where people are really engage with what you had to o er or
they have engaged and now they are aware now, by engagement , I mean, you put out
more quality content, you put out additional quality content that will help you and it
will help people achieving their desired state. Right.
So you put out more videos, you put out many more images and all of that, that will
allow people from the to go from stage one to stage two from awareness to
engagement, right.
And this is also considered warm tra c, cold tra c number one, warm tra c number
two.
So here, you're trying to make people aware that you exist here, you're trying to get
people to engage. And number three is where the rubber hits the road. Now, this is the
o er stage, okay?
This is where most marketers and entrepreneurs will focus only on the o er stage.
Now, there's nothing wrong with this.
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This is where you make your money and when you get your leads, but there's a
problem with Facebook and Instagram is that you will harvest all of the low hanging
fruit for your audiences.
And then you will start having results they might have this might happen to you in the
past that maybe you launch a campaign. And you know, we worked for a couple days,
and then it stops working, this is what happens, you are going for the kill.
Again, you can do this. But there's only so many people that need your product right
now. And this is why this is considered hot tra c because they know that they have a
problem. They are aware that you exist and they want to solve it right now there's just
shopping for an option, right?
So what happens is that you want to go ahead and o er them a, an o er right or send
them with an o er, that could be a conversion, that could be something for them to
opt in for free or your webinar or your e commerce product, or again, you know,
download these coupon and get free a free dessert on your next visit.
So that's where the o er comes to play. But what happens is that this is people that are
ready to and willing to buy right now. While here you're building all of these folks that
are going to go into your o er, let's say three to six months from now.
Okay, so these are the three stages that you want to have in mind. When you're trying
to get people to buy your products, and this is the new way of doing things, and now
here on the o er, you can send them to an opt in, and its interests interested or you
can send them to an opt in or to a webinar and whatnot.
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But the quality of your list, the quality of the people that you will be doing business
with is much higher than before, if you were just go in for the kill with the o er. Okay,
so I hope this makes sense.
Again, I explained much more in detail all of this, and the advertising class 2020. So if
you go to advertising class 2020 dot com, you will be able to get access to this free
training that is just put together, I send it to my list. People loved it. And I hope that
you love it, too. Alright guys, thank you for joining.
Thank you for hanging out with me for a little bit. I hope that this is helpful. If it is,
go ahead and share it. Go ahead and comment below. Let me know your questions. I'll
see you guys really really soon next week. Bye bye.
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