Living The Red Life: Facebook in 2025 – A Glimpse Into the Future with Ralph Burns

Episode Release Date: November 11, 2024 | Host: Rudy Mawer | Guest: Ralph Burns

Introduction

In the latest episode of Living The Red Life, host Rudy Mawer delves deep into the future of Facebook advertising with renowned marketer and advertiser, Ralph Burns. Known as one of Rudy's early mentors, Ralph brings a wealth of experience from his successful agency, Tier 11, and insights from his recent discussions at Facebook’s headquarters. Together, they explore the evolving landscape of digital marketing, the complexities of multi-channel attribution, and strategies to scale businesses effectively.

Evolving Landscape of Facebook Advertising

Multi Objective Buying (MoBu)

Ralph Burns introduces the concept of Multi Objective Buying (MoBu), highlighting its significance in modern marketing strategies. He explains how MoBu shifts the focus from traditional last-click attribution to understanding the entire customer journey.

Ralph Burns [00:00]: "Multi objective buying or MoBu is now the reality of how we do business today in marketing in 2024 and beyond..."

Ralph emphasizes the importance of identifying where revenue originates and leveraging those initial touchpoints to acquire more customers at the top of the funnel. This approach not only enhances tracking accuracy but also facilitates scalable business growth.

Case Study Insights

Ralph shares a compelling case study presented at Meta’s agency conference, revealing how a single account generated $2.3 million in revenue attributed to Facebook advertising beyond the original ad spend. This underscores the profound impact of Facebook’s omnipresence ecosystem on long-term revenue generation.

Ralph Burns [04:56]: "...a combination of three things. We do WICKED reports as our interface, but our pipes are from Blotout..."

Tracking Challenges and Solutions

Complexity of Multi-Channel Marketing

As marketing becomes more multi-faceted, tracking the efficacy of various channels becomes increasingly challenging. Ralph discusses the transition from single-channel campaigns to intricate multi-channel strategies involving platforms like Google, TikTok, and YouTube.

Ralph Burns [02:18]: "It’s much more complicated to figure out which channel is actually pulling for you at any given moment in time."

Importance of Third-Party Tracking Software

To address these complexities, both Rudy and Ralph stress the necessity of utilizing third-party attribution tools. Ralph specifically recommends Wicked Reports and Northbeam, highlighting their effectiveness in reducing unattributed sales and providing clearer insights into ad performance.

Ralph Burns [09:55]: "...more of that on the original interaction to ultimately scale and grow from a new customer standpoint."

Rudy shares his own skepticism towards tracking software initially but concedes to their undeniable value once validated against CRM data.

Rudy Mawer [07:00]: "You have to figure it out for yourself. But until I saw it, then all of a sudden it's like, it's plain as day..."

Case Study: Botox Injection Campaign

A detailed case study showcases how a free Botox injection offer, initially appearing as a failed campaign with poor ROAS, eventually resulted in $2.3 million in attributed revenue over a 90-day period. This exemplifies the importance of patience and comprehensive tracking in multi-channel marketing.

Ralph Burns [13:15]: "...at 2.3 million from a couple hundred thousand was like 220,000, I believe, in ad spend in that promotion."

Business Strategies and Insights

Understanding Lifetime Value (LTV)

Both hosts emphasize the critical role of Lifetime Value (LTV) in shaping marketing strategies. Recognizing that initial ad spend may not translate to immediate returns, they advocate for a long-term perspective that accounts for the entire customer lifecycle.

Rudy Mawer [19:35]: "...unless you have that life cycle and understand the path forward, then you will make bad decisions."

Knowing Your Numbers

Rudy highlights the importance of financial literacy in business operations, urging entrepreneurs to deeply understand their P&L statements and break-even points over various timeframes.

Ralph Burns [25:49]: "I wish I paid more attention to finance in college because now that I'm in business, it's the first thing I look at every single day."

Building a Complementary Team

Ralph discusses his controversial belief that entrepreneurs cannot do everything themselves. He advocates for building a team with complementary skills to facilitate scaling and operational efficiency.

Ralph Burns [21:45]: "You can't do it yourself... find people who are actually complimentary... hire somebody as good as you, if not, hopefully better."

Lessons Learned and Advice

Biggest Achievements

Ralph reflects on his journey to achieving significant monthly revenues, sharing the pride and challenges that came with reaching milestones like his first $106,000 month.

Ralph Burns [22:59]: "...when I got to a hundred grand a month, I had my first $106,000 month. I was like, I can't believe I've created this out of nothing."

Biggest Mistakes

Ralph candidly discusses his initial struggles with a failed information business, emphasizing the importance of knowing when to pivot and avoid emotional attachment to unsuccessful ventures.

Ralph Burns [24:25]: "...it was my first online business. I should have. I stayed on way too long."

Advice for Future Success

If Ralph could revisit his earlier days, he would prioritize financial education and stress the importance of understanding the financial aspects of business from the outset.

Ralph Burns [25:49]: "I wish I paid more attention to finance in college... entrepreneurs just in general are sort of big idea dreamers, but you also have to have a real dose of reality when it comes to the finances."

Conclusion

Rudy Mawer and Ralph Burns provide invaluable insights into the future of Facebook advertising and the broader digital marketing landscape. By embracing multi-objective buying, leveraging advanced tracking tools, and maintaining a keen understanding of financial metrics, entrepreneurs and business owners can navigate the complexities of modern marketing to scale their brands and build enduring legacies.

Rudy Mawer [20:34]: "Facebook is not about any more. The sale on day one... it's about... it feeds the ecosystem."

As the episode wraps up, listeners are encouraged to adopt a holistic approach to marketing, ensuring that every touchpoint contributes to a sustainable and profitable business model.

Notable Quotes:

• Ralph Burns [00:00]: "Multi objective buying or MoBu is now the reality of how we do business today in marketing in 2024 and beyond."
• Ralph Burns [04:56]: "...a combination of three things. We do WICKED reports as our interface, but our pipes are from Blotout..."
• Ralph Burns [09:55]: "...more of that on the original interaction to ultimately scale and grow from a new customer standpoint."
• Rudy Mawer [07:00]: "...you have to figure it out for yourself. But until I saw it, then all of a sudden it's like, it's plain as day..."
• Ralph Burns [19:35]: "...you have to know that sort of how that should map out and pan out."
• Ralph Burns [21:45]: "You can't do it yourself..."
• Ralph Burns [22:59]: "...when I got to a hundred grand a month, I had my first $106,000 month."
• Ralph Burns [25:49]: "I wish I paid more attention to finance in college..."

This comprehensive summary encapsulates the key discussions, insights, and strategies shared by Rudy Mawer and Ralph Burns, providing listeners with actionable knowledge to enhance their marketing efforts and business growth in 2025 and beyond.