Rank #1: Ditching Offline Marketing to Run Facebook Ads
Facebook Ads are super powerful; there’s no doubt about that. If you add Instagram and Messenger ads to the equation, chances are you’ll reach a vast amount of your ideal audience for pennies on the dollar. Obviously, that’s about to change in a couple of years when big business finally decides to pour a higher percentage of their media AKA ad budgets into social.
At the beginning of this
year, I ran several intensive Facebook advertising workshops in London (UK)
where once again I had the amazing opportunity to help and connect with
business owners and marketing professionals from different industries. Whereas
some attendees used the event to familiarize themselves with the way Facebook
and Instagram ads could help them leave their current jobs and join the
entrepreneurial journey, others came in with a clear intention to take their
social advertising skills to the next level.
Some of the marketing
professionals from well-renowned financial institutions and corporations such
as Amazon, Google or Deutsche Bank reminded me of my own journey. I started
running Facebook ads back in 2011 and it was one of the skill sets that helped
me leave the corporate world and propel my own business. Therefore, I very much
understood their concerns and emotions in regards to leaving a so-called ‘safe
haven’ to embark onto the unknown.
What struck me though was
another group of attendees. It was a few of the business owners who at some
point decided to ditch all their other offline marketing activities — such as for example: referral systems,
distributing sales folders to local gas stations, stores or schools, and
redirect all their money and energy into running ads on Facebook and Instagram.
Why would a business owner
pour all his/her money into social advertising to the detriment of say
word-of-mouth marketing that’s making up 80% or more of their business? Why
would somebody do that?
Is it because it’s more
comfortable to run ads from a computer instead of shaking hands, answering hard
questions from customers and asking for referrals?
Sometimes it’s wise to
deploy the ‘All-In’ strategy whereas other times it’s silly and straight out
Facebook Ads Aren’t the Cure for All
Your Business Problems
If you’re an avid reader of
my blog posts, you know that I’m a strong advocate of doubling, tripling or
even quadrupling down on your strengths.
Ergo, if roughly 80% of your business is generated via word-of-mouth marketing AKA recommendations from friends, colleagues and consumers, then I would do whatever it takes to put a formalized referral system in place.
You will want to create and
implement a referral program that is intentional, meaning it doesn’t rely
solely on pulling customers by their elbow and asking for random referrals.
Yes, you’ll need to invest into the system and integrate it into your overall
business process. If you’re not doing it professionally, you’re not just
leaving money on the table but you’re also wasting your precious time.
Let me reiterate again the
fact that Facebook ads are an amazing online marketing vehicle. If used
correctly and integrated with other online and offline marketing activities, it
can lead to tremendous results – most of which are measurable.
Today, it seems like
everybody wants to work remotely and be left alone to spend their entire day on
the smartphone. Whether this behavior is helpful to you and the human race in
general, goes beyond the purpose of this blog’s topic.
Obviously, based on this
behavior you are confronted with on a daily basis and maybe, just maybe you
yourself can relate to quite deeply, you will be inclined to conclude that all
business is done on social by running adverts.
To this day, the most
successful businesses are built on the backbone of meaningful relationships. Nothing
beats Face-to-Face (F2F).
The Elite knows this very
well, that’s why they continue to hang out at high-caliber conferences such as
the World Economic Forum (WEF) or Bilderberg. This is where they meet in person
and close deals behind doors. The wealthiest people on this planet understand
the power of F2F.
Success Leaves Clues; So Do the
Technology has made things
easier. It allows us to exchange information at lightning speed and connect
worldwide with like-minded people without the cost of traveling.
However, technology and
therefore Facebook, Instagram, Google, Amazon, “you name it” ads cannot and
will never ever compensate the losses you make by ditching offline marketing
Get out of your own way and
continue to build meaningful relationships. Use Facebook ads as an integral
part of your marketing bouquet without disregarding and more importantly,
disrespecting the offline world.
Remember, with Facebook ads, you’re building your house on somebody else’s land. Yes, you can send traffic to your website and other sources you own, but if your entire business depends on the blue social media giant in Silicon Valley and one day @Zuck decides to close down the whole thing and go on a prolonged vacation, you’re done.
Think before you ditch something. Add Facebook ads to
the equation. Strengthen your referral process. Expand your knowledge, skill
set and mindset to be able to grow your business.
Mar 18 2020
Rank #2: Why You Need to Find the Right Tax Advisor
Are you struggling to find the right tax
advisor? You’ve worked with different accounting and tax advisors, you’ve
outsourced this task to bring it back in-house again after being let down by
different tax professionals and agencies and now you feel disappointed,
disillusioned and clueless where to start looking for the ‘perfect’ fit.
If you’ve been in business for a few years, you
know this is one of the most common problems small business owners face. If
you’re just starting out, fasten your seat belt and make sure you take some notes.
Not so long ago I wrote an article about the importance of having written contracts in place. Today I’d like to focus on another major hurdle for a lot of small business owners: accounting and taxes. More specifically, it’s about finding the right tax advisor.
You see, working with the wrong tax advisor
will not only cost you tons of money and energy but on top of everything, it
can lead to long-term damages that are directly correlated with negatively
affecting your reputation and brand.
On the other hand, you can have the world’s
best tax advisor on your team but if that person goes into the financial
playing game as an individual, not as a team AKA isn’t willing to work
hand-in-hand with your legal counsel (attorney) and the other players on the
team, you won’t succeed.
Remember, business is a team sports. Indeed,
putting together an amazing team is challenging but you need to strive for it,
if you’re playing to win.
Common Mistakes When Hiring a Tax Advisor and
How to Avoid Them
Honestly, I could write an entire book about
mistakes I made when hiring and working with accounting and tax advisors.
During my corporate career I had the
opportunity to work with one of the ‘Big Four’ accounting companies. Big 4
refers to the four largest accounting and auditing firms in the world. These
are Deloitte, PricewaterhouseCoopers (PwC), Ernst & Young (EY) and KPMG.
These guys know the ins and outs of the game as they created the loops and
holes in the system. This is one of the major reasons why corporations and enterprises
prefer to work almost exclusively with one or more of the Big 4.
Therefore, if you have the necessary cash, you
might want to pick one of the above-mentioned accounting firms from the
beginning and avoid all the trouble that comes from working with smaller and
less sophisticated entities.
Below is a small sample of mistakes you might
encounter along with some practical advice from the trenches:
1. MISTAKES: Tax advisor doesn’t
understand your business; he/she applies single rules or a small set of rules
instead of the entire tax law to reduce your taxes; he/she cares more about
his/her paycheck than yours; hiring tax professionals who aren’t willing to
teach you the tax rules.
PRACTICAL ADVICE: Clarify priorities. Make sure he/she knows your specific situation and is fully
educated and committed to saving you the most taxes in accordance with the tax
law. This implies that your tax advisor invests time into getting to know and
understand your business while using creative strategies in applying the entire
law, not just a single rule of law in your favor.
2. MISTAKES: Hiring tax professionals
based on a handshake; hiring without proper understanding of how tax advisors
will charge you for their services; hiring based on recommendations without
doing your own due diligence.
PRACTICAL ADVICE: Only written contracts. Do yourself a huge favor and forget trust and verbal agreements
when it comes to taxes. Only operate based on legally binding contracts to
avoid damaging consequences for you and your company’s reputation. Get a
written offer before you proceed. You don’t want any surprises at the end of
the term when your tax advisor sends the bill to you for delivering his/her
3. MISTAKES: Not knowing and understanding
your numbers; assuming that your tax professionals know what you want; lack of
PRACTICAL ADVICE: Don’t assume. Know
your numbers so that you can reverse-engineer them. Go through the numbers.
Verify all documents you receive from your tax advisor. Communicate your goals
and priorities very clearly. Keep your eyes on the ball. Build and maintain
your competitive edge.
Choose Your Tax Advisor Very Carefully
Let’s get one thing straight: you’re the only
one who can reduce your taxes.
Your tax advisor can teach you the rules and
how the tax law applies, but ultimately, you’re the one in charge.
The right tax advisor will help you navigate
the waters and reduce your chances of being audited, and therefore it’s crucial
to hire the tax and accounting player that is a perfect fit for your team.
The next time you hire a tax advisor, prepare yourself to ask the
hard questions. Don’t wing it. Your company and reputation are at stake. Choose
wisely to avoid the pain and headaches of damaged relationships.
Jan 14 2020
Rank #3: Do You Really Need All Those Facebook Apps on Your Phone?
Battery vampires, data
gatherers, addiction boosters – these are some of the commonalities of today’s
social media apps. Does this also apply to the big family of Facebook apps? The
final decision as to whether you need or want to have all of them installed on
your phone is totally up to you.
A recent Pew Research Center study (Fall 2019) found that 70% of Americans are unaware that Instagram and WhatsApp are part of the Facebook group.
Just a quick recap:
Facebook acquired Instagram in April 2012 for $1 billion. (Source: TechCrunch)
Two years later, in early 2014, Facebook acquired the messaging service WhatsApp for $19 billion. (Source: Forbes)
Yet seven years later, the
vast majority of people continue to be clueless about the fact that these two
major apps, which they use on a daily basis, are part of Mark Zuckerberg’s
imperium. This is absolutely mind-boggling.
Facebook Apps You Might Use
Facebook holds a decent
collection of various apps. Some of them have been disabled like for example Facebook Groups, whereas others
continue to be updated and improved on an ongoing basis.
Here are some of the most
common Facebook apps:
- Pages Manager
- Facebook Ads
- Workplace by
is basically the parent app. You can scroll through posts, watch videos,
interact with your friends and see whether there’s an interesting event nearby
you might want to attend. If you have a lower end phone with less data or you
prefer a lighter version with fewer features, you might want to try Facebook Lite.
The next one on the list is
the standard Facebook Messenger app
that also comes with a ‘Lite’ version. This is where you can text your friends,
make phone and video calls for free or interact with a business.
If you’re an admin of
several Facebook Pages, you will most likely use Pages Manager to easily manage and switch between pages, check
different page notifications, interact with followers and even respond to
For those of you in the
advertising business, the Facebook Ads
Manager will certainly be one of your most ‘intimate’ companion apps as it
allows you to create new ads, track ad performance, manage ad spend and get a
glimpse into analytics. If you’re often on the road and need to take a deeper
dive into analytics so that you can have more in-depth knowledge on specific
ads and be able to make better decisions, Facebook
Analytics will come handy.
Workplace by Facebook is an app suited for larger businesses and global
organizations with a lot of staff. It’s basically an Intranet, an internal
social network that enables employees to collaborate and communicate with one
another. So if you’re a solopreneur or a small business with a handful of
employees, the likelihood of you using AKA benefiting from this app will be
little to none.
The photo and video sharing
social media service Instagram has
become one of the most popular apps. Although it works as a separate entity and
doesn’t carry the Facebook name, the app still belongs to the overall Facebook
ecosystem. The very same criteria apply to the world’s most popular messenger
service WhatsApp. The app runs under
the Facebook hood, allowing people to text, make calls, send photos and videos,
and interact in groups for free.
Which one of these apps do I use?
Before I share some tips and
recommendations, let me tell you which Facebook apps I use.
If you’re not a first time visitor or reader of my blogs, you know that I’m an avid advertiser on Facebook and Instagram. Therefore, the main Facebook app that I use is Ads Manager. Along with it, I use two more apps: Pages Manager and Instagram. That’s it.
What Facebook Apps Do You Benefit
Which and how many Facebook
apps you should use is a very personal and individualized decision as it
depends on preferences, life circumstances, smartphone capacity, and many other
factors. Therefore, there’s no ‘one-fits-all’ answer.
If you value time
tremendously just like I do AND you don’t subscribe to the current stigma that
you have to be available all the time and answer to questions 24-7/ 365, then
you might want to go with a minimalistic approach similar to what I’ve
Although I run a lot of ads and consult with clients worldwide who advertise across Facebook’s platforms, I prefer to use the desktop version of the Ads Manager and Analytics. Especially when it comes to analytics, I very much value a larger screen. Even if I have periods where I spend vast amounts of time travelling, I stick to the desktop version and only have the Ads Manager app installed on my phone.
For those of you who need to
respond to messages but aren’t near a desktop and are looking for alternatives
to the Messenger app, know that you can accomplish a pretty decent job from
within the Pages Manager, too.
Furthermore, if you don’t
want to totally give up on the main Facebook app, you can add the Facebook site
to your phone’s home screen. This is basically a shortcut, a bookmark from your
browser. Although the Facebook icon looks like an actual app, it won’t be
listed on your web app page. You’ll only be able to access it from your home
screen. Occasionally you might be asked to log in again.
An interesting decision
remains whether to use Instagram or not on your mobile. As the desktop version
isn’t particularly user-friendly thus pushing you towards either using the
original app or some 3rd party tools, you might want to keep the app
until there’s a better solution presented.
Now, what to do with
WhatsApp? So many people are addicted to it and yet, you’re well advised to sit
down and assess whether you really need the app or not. You might want to look
into other private messaging services if you don’t want all your data to be
‘centralized’ and ‘stored’ by one big blue guardian in Silicon Valley.
All these apps are designed
to be amazing attention seekers and keepers. They can easily ‘mutate’ into time
wasters if you let them control you.
Facebook apps along with all
other major social network services are fantastic tools that enable us to run
our businesses more smoothly, share our message with the world across multiple
channels and interact with clients from all over the world – in most cases for
Yes, most of them are large
and permission-hungry apps but remember:
You’re the master.
You’re the one who invited
these apps to the party by installing them on your phone.
If you don’t discipline yourself to using them
appropriately, they will take control over your life. And it doesn’t matter
whether these apps come from Facebook or another provider.
The post Do You Really Need All Those Facebook Apps on Your Phone? appeared first on StrengthInBusiness.
Dec 17 2019
Rank #4: Don’t Waste Your Time Selling to the Unsellable
Trying to sell to the unsellable is a total waste of time. Willing to leave the room AKA end a sales pitch early in the game and walk away without a deal requires a great level of self-awareness, an in-depth knowledge of who exactly you want to work with and lots of confidence.
Nov 12 2019
Rank #5: Why Sticking to the Fundamentals Enables You to Become Extraordinary
I’ve written about fundamentals at length. Understanding this concept at its core is crucial, yet few people do so. Those who do, accomplish what the many consider outstanding, unimaginable, and sometimes mystical.
The post Why Sticking to the Fundamentals Enables You to Become Extraordinary appeared first on StrengthInBusiness.
Oct 15 2019
Rank #6: A Tribute to Marketing Legend Dan Kennedy
Dan Kennedy had a massive positive impact on me. He defies the odds of conventional wisdom and provides you with wisdom that you can draw from for many decades to come. Dan Kennedy will always be my marketing mentor, a legend and true maverick.
Sep 17 2019
Rank #7: Facebook Advertising Workshop: There’s No Compression Algorithm for Experience
My latest Facebook Advertising Workshop in London (UK) has revealed some interesting new insights to running digital advertising no matter the platform. It has also unveiled a better understanding of what drives human behavior.
The post Facebook Advertising Workshop: There’s No Compression Algorithm for Experience appeared first on StrengthInBusiness.
Aug 20 2019
Rank #8: When the Magical Relationship Between Health and Business Gets Shattered
Don’t let losing your health be the so called ‘desperation factor’ that pushes you to finally change your life. It’s so much easier to keep the car on the right path while adjusting as you move forward. Whether you take full responsibility or let the government, some fancy doctor or pills dictate your life, is entirely your call.
The post When the Magical Relationship Between Health and Business Gets Shattered appeared first on StrengthInBusiness.
Jul 16 2019
Rank #9: Fighting for Uniqueness in a World of Copycats
You’ve been led for centuries to believe that human uniqueness is wonderful when it benefits society, however it’s detrimental when it’s deployed for your own good. Are you battling to fit in into society, school, the entrepreneurial lifestyle, some crazy fashion trend, or other ‘fill in the blanks’?
Jun 18 2019
Rank #10: Facebook Advertising Mistakes: When Duplication Becomes the Norm
On the way back from my recent Facebook Advertising workshop in Berlin I reflected upon the mistakes that popped up during the sessions. Some of these mistakes were common, whereas others were directly correlated with the level of know-how each participant had.
The post Facebook Advertising Mistakes: When Duplication Becomes the Norm appeared first on StrengthInBusiness.
Feb 21 2019
Rank #11: 13 Marketing Quickies to Quench Your Thirst for Knowledge
Who doesn’t love some marketing quickies that you can understand on the fly and more importantly, apply effortlessly? Sorry to disappoint you, but that’s not what today’s post is about. Quick fixes seldom last. And most things you acquire effortlessly, you value less.
The post 13 Marketing Quickies to Quench Your Thirst for Knowledge appeared first on StrengthInBusiness.
Dec 18 2018
Rank #12: Guess What Interaction Has the Highest Sales Impact
Why do the wealthiest people on this planet meet in person and close deals behind doors? Why does the Elite hang out in Davos, Switzerland at the World Economic Forum (WEF) or at the Bilderberg conference? There is one type of interaction that trumps all other methods combined and has the most powerful sales impact.
The post Guess What Interaction Has the Highest Sales Impact appeared first on StrengthInBusiness.
Nov 13 2018
Rank #13: 3 Facebook Advertising Challenges to Tackle Right Away
These actionable tips will help you transform three common Facebook Advertising challenges into opportunities for growth to ensure you get great recurring results consistently over a long period of time.
The post 3 Facebook Advertising Challenges to Tackle Right Away appeared first on StrengthInBusiness.
Oct 16 2018
Rank #14: Personalized Marketing: Double Down On Your Strengths
Mass marketing or personalized marketing? What’s it gonna be? Are you going to blast out your posting to the masses or will you deliver individualized messages to your most relevant audience? Sometimes you can do both whereas other times you’re better off with the latter.
The post Personalized Marketing: Double Down On Your Strengths appeared first on StrengthInBusiness.
Sep 11 2018
Rank #15: How to Ingeniously Embed Online Marketing Strategies Into Your Sales Process
You can do the right thing when it comes to marketing and branding, that is create valuable content for a relevant audience, onboard leads via Facebook ads and build relationships on LinkedIn — but if you can’t generate sales, you’re in trouble. Today I’d like to switch gears and talk to you about the sales process.
The post How to Ingeniously Embed Online Marketing Strategies Into Your Sales Process appeared first on StrengthInBusiness.
Jun 12 2018
Rank #16: Top 7 Facebook Advertising Tips for 2018
Here are seven Facebook advertising tips that work this very moment. As things change and Facebook releases new features and campaign types, these tips need alterations, too. Ancient Greek philosopher Heraclitus said that, “Change is the only constant in life”. If there’s one area this applies to more than ever, it’s social media.
Apr 17 2018
Rank #17: 3 Marketing Mistakes Medical Professionals Make When Running Their Own Practice
Discover the three most common marketing mistakes made by medical professionals and learn new marketing strategies and techniques that go beyond mainstream approaches.
The post 3 Marketing Mistakes Medical Professionals Make When Running Their Own Practice appeared first on StrengthInBusiness.
Sep 19 2017
Rank #18: The Scuba Entrepreneur: 7 Effective Principles To Improve Mental Stamina
Are there any parallels between extreme sports and business? And if so, what are some of the success principles that you can apply to strengthen your mental game and achieve breakthroughs in business and life? Take these 7 effective principles and apply them to increase your mental toughness and achieve breakthroughs in your business, professional career and life.
The post The Scuba Entrepreneur: 7 Effective Principles To Improve Mental Stamina appeared first on StrengthInBusiness.
Jan 12 2017
Rank #19: 5 Facebook Marketing Hacks to Increase Your ROI
What Facebook marketing hacks do you use to improve your results and increase ROI? Put the following five hacks to work for you and use Facebook's amazing targeting power to hand-pick your ideal prospects.
Feb 04 2016
Rank #20: Facebook Carousel Format Now Available for Organic Posts
Facebook carousel ads are outperforming link ads. You hear this statement over and over. Is it true? Will Facebook carousel ads outperform your link ads? Fact is, the Facebook carousel format is now available for organic posts. So, why not give it a go?
The post Facebook Carousel Format Now Available for Organic Posts appeared first on StrengthInBusiness.
Jan 07 2016