Dennis Yu on Digital Marketing and Facebook Ads - podcast interview

I was privileged to have Dennis Yu stop by to talk Facebook on the Halftime Mike Podcast.  Here's a quick quote of some of the gold Dennis shared:


Dennis brings tremendous value and has great insights on Facebook marketing in this episode of Halftime Mike, particularly related to how and why you may want to consider Facebook Ads.

Dennis is CTO of, a social media analytics firm in Portland.  BlitzMetrics provides its clients with analytics and strategy. Some of their clients include MTV, Quiznos, Dominos Pizza, and Nickelodeon. Dennis has helped brands grow and measure their Facebook presence and is an internationally recognized lecturer in Facebook marketing, having been featured on National Public Radio, TechCrunch, Fox News, AllFacebook, CBS Evening News, and more. What makes Dennis unique is that they help big brands with large scale Facebook Marketing and Ad campaigns, and then Dennis brings the key learning's from these campaigns and gives small businesses guidance!

Facebook Ads made simple


Dennis covers the core steps in building a successful chain of leads that can become sales.  He also defines and covers Custom Audiences within Facebook Ads and Look-alike Audiences, helping the novice Facebook Marketer begin to see the potential and sales value of Facebook.

The core steps in your marketing chain according to Dennis are...

1. Start with Content.  

Great content, in forms like blog posts, video, podcasts, etc.  All are viable forms of content, the key is delivering content that you are passionate about and a expert in. It doesn't have to be your content!  Can you point to content where someone else is noting you and giving you credibility!  That's good content! It's not about your product and it's features.  It's content about demonstrating expertise.  It's best if it is third party and authoritative such as from customers or interviews of you by others. Don't have time to create all your own content?  Do what we're doing here and interview people who have expertise!

2. Make it live.
Ask the question, "Who needs to see your content?"  Once you answer that, determine where they are, and take your content there!  Take your content from your website and blog and make it live in all places where you want your audience to be able to connect and interact with it.  If that's Facebook, do it, but consider where your audience is!  If they are on YouTube, it should live there as well. You need to get the content out in a way that engages.  Engagement is critical.  People selling dog food need to showcase dogs, not the food because buyers of the dog food emotionally connect with dogs!

3. Amplify it.
This is what you do with your content, the key is that you MUST have the content.  Once you have it, then you can amplify with ads.  People are attracted to expertise, so focus on amplifying your 'expert content'.  Amplifying can be done with Facebook Ads to reach more of your specific target audience. Amplify with Ads, like $1 a day, the organic content you are posting on Facebook!  

4. Collect Email
Fans are fans and not leads.  You need leads!

So you need a mechanism from the fans you are growing to convert them to a lead, such as getting their email address.  Tabs can work for you in this way.  By driving traffic from a post to a tab, you can capture email addresses.  This is a real lead you can market to! If you're not using Facebook to collect email addresses, you're missing the point! You need to have email as a collection mechanism to prove your ROI on Facebook!

5. Drive it to a Conversion  

People may not and are often not ready to buy right away.  That's where the real value of email comes in.  By capturing their email address and then marketing to them over time, you can nurture them and connect at the right time when they are ready to purchase.  People read their email!

Nuggets of wisdom from Dennis Yu:

  • Running Facebook Ads without specific targeting is simply wasting money
  • Don't be random!  Like a good menu, things must fit together.
  • People are attracted to expertise!
  • Using "Boost Post" is wasting money!  You need to micro-target.
  • Use Power Editor to micro-target audiences.
  • Get very, very specific in your targeting, like audiences of 1,000 or 2,000, not 1 million!
  • Great content matched up with specific audiences is what it's all about!
  • If you don't have a strong email marketing program, your Facebook program is going to suck!
  • If you're not using Facebook to collect email addresses, you're missing the point!
  • You need to have email as a collection mechanism to prove your ROI on Facebook!
  • Magic in Facebook Ads happens when you have "Friend" endorsement (Mike Likes this) and the right people for your product targeted.

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Links from the Show:

Mari Smith Pro course on Facebook Ads that Dennis is presenting in >> Facebook Marketing Success System

How to use Custom Audiences Guide >> How to use Custom Audiences on Facebook Power Editor Link in Facebook 

Facebook Ads Power Editor overview:  Guide to Power Editor by Facebook

Facebook Ads training resources: >> - click on the Blitz Training tab to access the downloadable pack they offer as a free resource!

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Why the Halftime theme?

I’m a Indiana Hoosier native where basketball is the top sport.  Every team heads to the locker room at halftime to evaluate the first half and create a updated plan for the second half.  That plan includes adjustments based on reviewing what worked and what didn’t.  The “halftime” is a key review point where the game stops, the team pulls away to huddle in the locker room away from the fans, and they come out prepared and ready to succeed in the second half. That’s what this podcast is all about, taking the time to pull away for bit to evaluate, learn, and set some strategies for your business to succeed in the second half.  Join me by subscribing and let me be your “business halftime” to help you find great success going forward!

Image Quotes from Dennis to share:

dennis-yu-3b dennis-yu-4b dennis-yu-2b dennis-yu-1b

Any questions for Dennis?  Post them below!

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