Scaling Your Business: Why Facebook Ads Are A Non Negotiable

Today’s episode of the podcast is an interview with Michelle McCance, where we take a deep dive into why and how you should be using Facebook Ads to grow your business, after you've achieved organic social media success. Michelle is passionate about making advertising accessible to ALL businesses, no matter their budget or tech ability and she is keen to share her knowledge with as many business owners as she can. So tune into this episode and happy advertising!   KEY TAKEAWAYS COVERED IN THE PODCAST What you need to get right before you run Facebook Ads The mindset challenges you need to overcome to run successful Facebook Ads The minimum budget you need to run a Facebook Ad and when you should outsource What you need to think about and include when planning your Facebook Ad   LINKS TO RESOURCES MENTIONED IN TODAY’S EPISODE Connect with Michelle on Instagram at The Small Business Ad Club or Tiny Shell By The Sea Join Michelle's Email List Check out Michelle's Billy Basics Meta Ads Course Find out more about outsourcing your Ads Management to Michelle Connect with Teresa on Instagram, LinkedIn, Facebook or Twitter Transcript Teresa: Hello, and a really warm welcome to this week's episode of the Your Dream Business Podcast. And as always, I'm your host, Teresa Heath Wareing. How are you doing? So as I mentioned last week, we had our first interview back and I have another interview for you this week. And actually I've forgotten how lovely it is to do interviews. And how easy, and I mean that in a nice sense, not in a, I can't be bothered to do podcasts, but like how easy it is to do the interviews because it's just so nice to have a conversation. And today I've brought you another expert and another amazing human. So we are going to be talking to the amazing Michelle McCance, who is a Facebook and Google ads manager on a mission to make advertising accessible to all businesses, no matter what their daily budget is or their tech ability. Now, Michelle has a business called Tiny Shell Media because she is tiny and she lives by the sea. That makes perfect sense. And Shell, Michelle, I mean, it's, she didn't just make this crap up. You know what I mean? This is like some serious thinking. She's spent 15 years working in agencies across the UK and basically knows ads in and out. Since then, she has spent hundreds of thousands of pounds on ads in 17 different countries and has worked with businesses of all shapes and sizes with her done for you service as well as offering training as well on how to do your own Facebook ads. She's super passionate about making advertising accessible to all, no matter, like I said, their budget or their takeability. And she's keen to share her knowledge with as many business owners as possible. So I am super, super glad to have her on the podcast today. Michelle, welcome to the podcast. Michelle: Hello. Hello. Thank you for having me. Teresa: My absolute pleasure. So, I knew straight away that I wanted Michelle on because I have been doing some work with Michelle myself, and she is currently helping me with some ads for myself because I went to the Kajabi conference back in, I think it was June, I think, or roughly around that. And I had this sudden realization, which quite frankly, after nine years in business, I probably should have had it a few years back, but I had this sudden realization that I had taken my business as far as I could take it organically. And the only way that I'm going to take it to that next step is through ads. And all the people that I sat and watched and all the experts that were there, they ran ads. All of them. It wasn't one person who didn't, who had a considerably bigger business than mine. So. I A wanted to speak to Michelle straight away to be like, okay, we need to sort this out and how is it going to work for me? But B wanted to bring you guys or put Michelle in front of you guys so that we can talk about ads. Because if you have a business and you've done really well organically, then brilliant. But actually, is it now time to step into ads? But before we get cracking on that, Michelle, I've given a brief kind of overview of your bio, which I am pretty. Well, I was gonna say I'm pretty impressed that I didn't completely make a hash of it because I did read a bit of it, but tell us kind of like, what made you kind of get to this point here now? Michelle: Yeah. So for me, it's been a bit of a journey really, as everyone, but I started off, as you mentioned, in digital agencies and I was actually originally a project manager. Loved it. Absolutely loved it. But the 80 hour weeks eventually became a bit of a problem. And when I had my little girl, 80 hour weeks were just not conducive with it. And I saw so many parents putting their kids to bed over FaceTime. And I just didn't want to be that person. So, and I also found out around the time my daughter was two, that she was autistic. She got diagnosed around that time and I realized that going back to work full time was just never really going to be something that I was able to do. So I found myself thinking, well, what should I do? And I took a bit of a whistle stop tour into upholstery and actually spent a year renovating vintage furniture, which I loved, but then got into social media and then quickly realized that as much as organic social media, and you will talk me to hear me today, talk about why it's really important. It wasn't the thing that I loved. What I actually loved was the data, really, and being able to say, did this thing that we do cause this action? And I love the fact that with ads, you can track everything that you do. There's no just putting things out there and hoping it works, hoping the right person at the right time sees your post. You know with certainty that it's getting out there, and I can see it got in front of X amount of thousand people, X amount of thousand people click through to a website, and personally, I just love that fact of it, and actually, I think it allows you to be really quite creative as well, and that's sort of like, it's sort of I don't know, it's sort of like, it scratches both of those itches for me. Cause I actually started out as being a developer. So, you know, the actual, it scratches the tech itch and the creative itch for me. So for me, it's the perfect sort of thing and I love it, you know, and I've had the pleasure of working with One Man Bands, you know, people who are just, you know, like a little local business who are happy to stay a local business right the way up to global companies that want to get people, you know, they want to dominate the world and get people buying their products all over the place. So, you know, I've had a lot of experience with a lot of different types of people and I love that variety. Teresa: That's so cool. There's a couple of things I want to touch upon there. I worked for an agency. I've worked for a few agencies actually. And what is it with the big agencies, wasn't this when I was at a smaller agency, that they... It's almost like a badge of honor to work that many hours. Michelle: It's definitely the culture of it, and it's encouraged. And there is this whole culture of work hard, play hard. You know, everything became around, let's go to the pub after work, or on a Friday, we'll buy you some beers afterwards, or the drinks trolley will come out at three o'clock, or we'll buy you a pizza, but we'll expect you to give your life in return. And I must admit, I made some of the best friends of my entire life in agencies, but it all focused around work and at the time those people were so important to me. But it's, but years down the line, I'm in touch with a few of them, but very few of them, you know, and given we were, we spent hours and hours and hours together, they weren't really true friends, but you sort of like, hoodwinked into thinking they weren't really were your friends, and you were happy to commit that time and give your life up because you got the social element too, and But yeah, it's, it's this real culture of you're expected to do it and I was one of those people who, you know, when someone had a child, when five o'clock would come, I'd be like, Oh God, they're leaving in the middle of the day, you know, and I'm embarrassed to say that now. Looking back, I did judge those people at the time, you know, and your bosses judged them, and it was very frowned...