A lot can be said about Facebook, but on this episode of the Magnetic Marketing Podcast we’re staying away from anything political and focusing on what Facebook can do for you when it comes to marketing your company. This week, Joe speaks with Brian Hahn, the Founder of Go Social Experts and the author of “The Facebook Formula, How Business Owners Find Big Profits”. Brian shares how he landed on Planet Dan, how he transformed himself from a grocery store owner to a marketing expert, and the ways companies can use Facebook to grow their business.
About Brian Hahn:
Brian is the owner of Go Social Experts. With 30+ years as a small business owner in the grocery and restaurant industry, he is prepared to use his social media strategy and knowledge to help businesses in need. He is committed to lifelong learning and works to keep on top of the latest and best ways to market a business. Outside of work he volunteers with Boy Scouts and enjoys outdoor activities with family and friends. He has been married to his wife, Beth, for 26 years and has three kids: Sydney, Danielle, and Collin.
Brian Hahn - Magnetic Marketing
Joe Pardavila: This is Dan Kennedy's Magnetic Marketing podcast. You'll meet folks that are using the Magnetic Marketing principles to take control of their advertising and marketing dollars. I'm Joe Pardavila. Let's do this.
Now, a lot can be said about Facebook, but let's stay away from the political stuff and talk about what Facebook can do for you when it comes to marketing your company.
This week, I'm talking to a Magnetic Marketing Member who wrote the book on it. His name is Brian Hahn. He's the founder and CEO of Go Social Experts and the author of The Facebook Formula: How Business Owners Find Big Profits. Hey Brian.
Brian Hahn: Hi Joe.
Joe Pardavila: Let's start out with basically how we ended up chatting here.
How did you end up on Planet Dan? How did you learn about Dan Kennedy?
Brian Hahn: That's back several years ago now, eight, nine years ago, or so I actually bought a program that I was being promoted by an affiliate, not by Dan. I circled around Planet Dan for a long time and never really bought. And then I ended up buying a program.
One of the programs they put out the Ultimate Lead Generation Machine. I think it was, back in 2012 and I bought it through Perry Marshall, one of their affiliates.
Joe Pardavila: When you decided to sign up for that, did you know what you were getting into? Or were you like, man, I'll give it a shot.
Brian Hahn: I had absolutely no idea what I was getting into.
Actually, how I really got connected to Planet Dan is I got the program and that was great. But then I got two tickets to this thing calledInfo-SUMMIT. And I was like, the heck is that? It was in Nashville, Tennessee in the fall. And I'm like I guess I can go. I had tickets, so I went.
Joe Pardavila: That's great.
It is funny, a lot of people when they experienced Planet Dan for the first time where they go to one of the Info-SUMMITS, or SuperConferences is that it hits you in the face.
Oh my God, this is common sense. And it's more based on attitude. Is that how it hits you when you arrive there?
Brian Hahn: There are two things. Yes, it was based on common sense. And a lot of it was things that I thought that I knew. But I couldn't explain it. And I also couldn't explain what I had been doing.
And so he gave me words to use with that. And then the second thing that hit me was the fact that, oh my gosh, there are people here doing things I never imagined. And they do it routinely. And they do it profitably. I'm just like, I can't even fathom this.
Joe Pardavila: Awesome. So can you explain to me your career arc in terms of, what you were doing before you experienced all this? You picked up along your path of Planet Dan, and then to now, what was your business-like?
Brian Hahn: I have a kind of unique story that way, but I guess everybody probably does. I actually had owned a grocery store for several years. I actually grew up in a family business. My folks owned the grocery stores and some other things too, but I bought the grocery store from my folks and I've had it for about 14 - 15 years on my own.
It was time to either make a substantial reinvestment or leave. And I had been using marketing. I have been having a lot of fun with marketing. So I thought that I would do something like just leave the grocery business and start a marketing agency.
Joe Pardavila: So you fell in love with marketing because of the grocery business?
Brian Hahn: I fell into marketing during the grocery business.
Joe Pardavila: Yeah. And so was your family doing any marketing per se or just your average circular or something? Or the penny saver? What would they do before you were involved in that?
Brian Hahn: They were doing that before I was involved in that. After I had taken over, we got into email marketing quite heavily.
We were using Facebook, but Facebook then was nothing like it is now. When Facebook came out we started to move into that and different social media rounds. We really amped up the online marketing side of it. Gathering the list, which by the way, most grocers don't do, or most retail stores still don't do is gathering a list of people that actually come in and are your customers.
Joe Pardavila: Nice. So you've got this family business and basically, you're tired of it, or you don't want to go any further with it? You feel you've gone as far as you've gone.
Brian Hahn: The grocery business is a very capital-intensive business and I had sat down and looked at what it was going to take to stay in the grocery business and be successful with it.
And I'd grown up in it. I was in the grocery business for 32 years. And I looked at it and said, okay, it's going to take another half-million dollar to make us competitive for the next, 5 to 10 years. And I'm like, I'd rather take that half a million to do something else with it.
We were a relatively smaller store. You spend a lot of money very quickly in the grocery business. And I had enough of that. And so I decided to move into something else. And I owned some other businesses along with this.
Joe Pardavila: All right. So then you shut it down and then what was your next move?
Brian Hahn: My next move was actually to go to the Info-SUMMIT. At the time it was the GKIC Info-SUMMIT. I went there and that was just because I had the tickets. I bought the program several months earlier and I had started an agency. I had a few clients along the way, also in there.
But that was local businesses that I knew and that I had done a little bit of work with before, while I was in the grocery business. So I had a lot of connections. I had picked up some clients that way. So my next step was to head down to Nashville.
Joe Pardavila: Interesting. Did that lead you to start Go Social Experts?
Brian Hahn: Yes. What I learned and when I saw it was possible it was enough to move me forward faster, with it.
Joe Pardavila: So what was the idea behind Go Social Experts? What was the sort of the genesis of this is going to be my company?
Brian Hahn: I developed a system over time in the grocery business that I knew worked for local stores.
And by the way, it's evolved significantly since then, as the tools have changed also. But I developed a system that worked for local businesses and I knew them intimately. As I said, I've owned them. I've been involved in them all my life. So I knew that I could be successful with them.
My problem was it's different marketing, a grocery store or local business to marketing a service. At Planet Dan, I learned how to market. They teach marketing for all of it, but I learned how to market service through them.
Joe Pardavila: So Go Social Experts. What were some of the first moves you did as a new company?
Brian Hahn: It was basically at first, just flat out talking to people. Obviously using Facebook itself, I'm talking to people live. One thing that people miss is judgment when they start to look at an online business, Go Social Experts. By the way, we do Facebook marketing and online marketing for businesses. So you would assume that you would immediately go and do online marketing.
The problem with that is when you have a new business or a new product or service, is that you can't get feedback from people. I learned this from Roberts Skrob. He's another person on Planet Dan, for a long time, I was listening to him one day and he said, if you really want to grow a new business and you want to grow it faster, you need to talk to people.
You need to be able to give them your pitch, see their response in their eyes and their face, how they respond to you to know if it's working and you can't do that online. And I'm like, yes, you're right. So I went out and talked to people about what I really did.
Joe Pardavila: Interesting. As with Dan, he's a technophobe a bit.
So he's well aware of Facebook, but tell me how you were able to take Dan Kennedy's direct response approach of sending stuff in the mail, fax, flyers. And how did you convert that into the world of Facebook?
Brian Hahn: First of all, the event was almost enough to move me off of Facebook.
I was down at that first event and that was before Facebook had become popular. People knew about it, but it was very negative. They're like, Oh, you can't make money on Facebook. You're wasting your time. What are you doing? And then six months later, I went to the next event.
It was you ought to be using Facebook. It really works. I'm like, see, I told you that last time, but you all argued it. So that was the big thing. What we do there though is basically follow his teachings. When you study Magnetic Marketing, first of all, Dan is aware of online marketing and does a lot.
He doesn't actually do online marketing, but people go to him to learn online marketing. If you look up, most of the people that are doing anything on the internet, now all have roots back to Dan Kennedy and GKIC just nobody knows it. But if you listen to their teaching, you will find him mentioned in almost everybody.
Joe Pardavila: Oh, that's funny.
Brian Hahn: Or their teacher goes back there and I don't care who you list, there are several I've met through Dan.
Joe Pardavila: So there's a grain of Dan Kennedy in every Facebook post is what you're saying.
Brian Hahn: And he's really media agnostic. He doesn't really care about the media as long as it works. He just hasn't been able to figure out how to make it work exclusively.
And by the way, you really can't.
Joe Pardavila: You can't do anything exclusively on Facebook.
So I'd love to know Brian if you don't mind unless it's spilling like state secrets or something, but what are maybe one or two Dan Kennedy elements that you were able to translate into Facebook?
Brian Hahn: There are two of them that immediately came to my mind immediately when you asked that question. The first one is really about generating leads and not necessarily about going straight for the sale. So as a grocer, when I grew up in the retail business, you just sold stuff, you didn't necessarily regenerate, which led you to sell it.
And everybody likes to do that. His concept of generating leads and having a warm audience to actually sell to is absolutely phenomenal, especially for a company like Go Social Experts. It's a lot more than buying a can of corn or even a steak to hire us. So we need to generate leads and provide value ahead of time, which is what's taught in Magnetic Marketing with that.
So the whole idea of lead generation and how to do it is one of them. And the second one that is missed by a boatload of people is follow-up is that you've got to have follow-up and the follow-up can be email. The follow-up can be mail. There's a variety of things that happen, but there must be follow-up is one of the other core offers with it.
And that's where the sales are really made in the funnel.
Joe Pardavila: And you've literally written the book on Facebook marketing. You wrote the book, The Facebook Formula: How Business Owners Find Big Profits. It is available on Amazon if you're interested, but would you mind giving us the gist of that book?
Brian Hahn: And it's basically the outline of the formula that I've developed. For actually using Facebook to make profits. And by the way, both those that we talked about in there, the follow-up and the idea of lead generation, but really there are five steps that we use in our formula for marketing on Facebook.
And one of them is that you actually provide value to someone before you ask them for anything. You don't just go up and say, Hey, I'm Brian, would you like to hire me to manage your Facebook?
Joe Pardavila: That doesn't work, Brian?
Brian Hahn: Not well for me. That's one of them, the next thing is that you have to give them a reason to subscribe, to trade their contact information with us. Again, in person, we can meet, we can talk, we can share stories, we can trade business cards.
On that business card, I've got your name, your company name, your email, your phone number. All of that. So I can connect with you in multiple ways. Online, you need to have some way to get that information. Again, I'll use Dan’s language for that, a lead magnet.
So if I offered you a free book, you'll give me your information so I can mail you a book. I've got everything now that I can follow-up with you, but you have to have a reason for people to give you. You just can't say, hey, sign up for my newsletter. That's not working either.
I have 50,000 of those emails in my email inbox.
Joe Pardavila: Yes, they're all in your junk right now. And I've heard you say that many businesses are not using Facebook when they could, for just a small investment. What is a small investment? I know that may be a tough question to answer.
Brian Hahn: No, it depends on what your website traffic is and where you're at. If you're a small company, you can start at a dollar a day and it can go up. For literally a dollar a day, by the way, I'm not exaggerating that you can set up an ad.
The best way to use something like that, is you set up an ad that retargets, that shows anybody that's come to your website. So if you come to my website, you're going to see an ad from me. When you come to the website, it picks you up with the Facebook pixel, that group of people starts seeing an ad and you can start those ads for a dollar a day.
Now, if you have a website that has 50,000 people a month, I would recommend starting with more, because you're gonna make a lot more money, but you can start with a dollar a day.
Joe Pardavila: I guess a lot of what a lot of people I've grown to learn about Facebook over the years is the magical word, the Facebook algorithm, how it controls, what you see, when you see it, how often you see it.
So from the business side, and this is the one thing I hear a lot about people that invest in Facebook is I'm investing all this money in these ads, but no one is seeing them or they're not seeing them enough. Is there a way to counter that? What's the solution?
Brian Hahn: The algorithm is really meant for organic.
So if you post on your Facebook page and then who sees it from there, the algorithm controls that. It has a little bit of control over your paid ads, but not really. Facebook, if you say, I want to show it to this group of people, Facebook's going to show it to that group of people.
And they're going to take your money to do it, again, as long as the ad meets their guidelines and rules, and I call it common sense, but I guess other people wouldn't necessarily know it. It's one of those things I live in the world, so it's not hard for me, but it is hard for others sometimes.
Joe Pardavila: Got it. Because that is the one thing you do hear about. You mentioned it like organic growth. It's almost impossible for anything really nowadays to trend quote unquote on Facebook. Because unless it meets this magic algorithmic equation, it's never going to show up in a mass number of feeds.
Brian Hahn: Nope. There are systems that you can do to do that. It just takes a lot of time to do that. And time is money and I don't care if it's your time or if its team members’ time, it's still money.
Joe Pardavila: And I know Facebook is sort of your bag, but as we said, I mentioned you wrote the book, your company, Go Social Experts utilizes it.
Are there other social media platforms out there that are maybe not comparable, but you get pretty good bang for your buck?
Brian Hahn: Sure. Yeah, there are. The very first thing when you're advertising, by the way, is you need to know who your avatar is and what you want them to do. Again, that's Dan Kennedy’s teaching, but if you're shooting for a bit younger demographic Instagram works very well.
And again, it skews younger. It's owned by Facebook by the way, but we can actually do Instagram and Facebook advertising together. Instagram is very, very, powerful and works. LinkedIn, if you're strictly business to business has a good possibility or a combination of LinkedIn and Facebook.
Twitter has its limits, it depends on what your goal is. There's a couple that Twitter can be good for, but straight out of advertising for consumer products, not so much. And then after that, YouTube, if you consider YouTube, social media, a solid place to do it. I never think of YouTube as social media.
I think of a place to go watch videos.
Joe Pardavila: It tricks you into thinking it, but it is actually in a way is, since it is owned by the big brothers at Google. And how about Google ads? How were they in terms of response and effectiveness?
Brian Hahn: Google ads actually can be definitely powerful as long as people are actually searching for what you're selling.
Joe Pardavila: I see. So it's like the old horse to water thing.
Brian Hahn: And so Google ads have two limits. The biggest limit for Google ads is you're limited in your business growth to how many searches there are. By the way, you could say there are a million searches.
Great. If you want 2 million, you're stuck at a million. And by the way, there are businesses that, those numbers aren't out of line. Where you would look at smaller businesses, we go, Oh my God, a million people searching for me every day. I couldn't imagine that. There are businesses that they're looking for more than that.
They can't grow as far as they want so that then you need to put yourself in front of people. And the nice thing about Facebook is you can put yourself in front of people before they know that they need you.
Joe Pardavila: And back to your business Go Social Experts. Obviously, there are so many of these online marketing companies, the competition, you know better than I.
But how important to you, is it the fact that you're using these Dan Kennedy principles in a very tangible way, as opposed to some of this other maybe wunderkind who is like, Hey, I know Facebook, I know how to do an ad. What do you think the differentiator there is?
Brian Hahn: In my case, one of it's my marketing knowledge and my overall business knowledge, again, I've owned a business.
People have been sold to me for a long time, and I don't care if you tell me that you can get me 27 leads or a thousand leads. If I can't get sales back out of them, it doesn't matter. When I'm working with people I look at their businesses and overall and try to figure out how to get them what they really want, which is the sale at the end.
All of us are doing this for sales, and the sale can be anything, but I'm still saying we're doing it for sales.
Joe Pardavila: You just morphed into Dan Kennedy just there.
Brian Hahn: I probably did.
Joe Pardavila: It's not about the applause, at the end of the day, it's all about the sales.
And earlier, Brian, you mentioned Magnetic Marketing, you signed up for that?
Brian Hahn: Oh, I bought the program. Actually the most recent version of Magnetic Marketing I actually did. They'd had a Facebook section. I actually did the Facebook training in the section. So you'll find me there.
Joe Pardavila: Can you give us a little thumbnail about that?
Brian Hahn: Sure. We were talking about how to use Magnetic Marketing principles on Facebook and it's however long, the training section is, it's been a couple of years ago now that I did it, but it's still applicable.
It was principles, but not necessarily, you click here to do this. Because when you click here to do this next week, Facebook may change that. So it tells you how to implement them. It tells you how to take what you learned in Magnetic Marketing and how you can use it on Facebook.
Joe Pardavila: Excellent. And you did, and you purchased the program that you're on, right?
Brian Hahn: Yeah. I've actually got probably four different versions of Magnetic Marketing, actually, it was that good. It was serious, and I've spent literally well over a hundred thousand dollars buying programs. I'm the kind of guy that you want to have in your seminar because I ended up buying it.
And by the way, everyone that I've ever opened. I've actually made my money back on. Magnetic Marketing, I can't remember what I paid for, $297, $397, something like that. That was the most value I've gotten out of any program I've ever bought and ever what you get in there, it makes everything else in any other program that you buy work much better.
It's a powerful program. I believe in it today. If anybody asks me, I'd recommend the Magnetic Marketing book. And if it's not out of your budget, buy the Magnetic Marketing program. The very first thing I would do, if you're wanting to start a business.
Brian Hahn: We're at GoSocialExperts.com. And if you want, there's an offer on, I've got an offer for my book. If you want it, you can get a copy of the ebook for free or I'll mail you one, but if you just pay the shipping for it.
Joe Pardavila: Excellent. All right, cool. So let's go. Social experts.com. His name is Brian Hahn. He is the founder and CEO of Go Social Experts. Brian, thank you so much. And congratulations on all your success. You're literally like the small town business owner who made it big because you were literally a small town business and then you exploded thanks to the interwebs.
So it's a pretty great story. And thank you for sharing it.
Brian Hahn: Sure. You're welcome. Joe, it was great talking to you.
Joe Pardavila: Don't miss our first What's Working Now Day, Wednesday, March 10, with seven incredible speakers sharing what's working now in direct response marketing. You'll come away with exact templates of successful marketing campaigns that you can swipe and deploy for your business register for the virtual event now at WhatsWorkingNowDay.com.