#125 Rita Franchina – Human side of digital marketing

Take a crash course into the world of digital marketing, with Perth based expert Rita Franchina

Rita shares her journey from training as a journalist to moving into marketing at exactly the right point to learn the skills to capitalise from digital marketing from its early beginnings. She then tells how she stepped out to create her own business so she could add greater focused value to her clients.

Rita deep dives into the merits of the various online platforms and opens up about the process she takes her clients through to get the most out of their advertising spend in terms of new leads and sales – you will learn about the key questions to work through when considering digital marketing.

What shines through in this conversation is just how passionate and committed Rita is to helping businesses succeed through digital marketing in a focused and ethical manner. She is super knowledgeable and this conversation does a lot to shine the light of clarity and direction into a world that can be confusing and impenetrable.

Read Full Transcript

Bryn 

Take a crash course into the world of digital marketing with Perth based expert, Rita Frankie now, Rita shares her journey from training as a journalist to moving into marketing at exactly the right point to learn skills to capitalise from Digital Marketing from its early beginnings. She then tells how she stepped out to create her own business so she could add greater focus value to our clients. Rita deep dives into the merits of the various online platforms and opens up about the process she takes her clients through to get the most out of their advertising spend in terms of generating new leads and sales. You will learn about the key questions to work through when considering digital marketing. What shines through in this conversation is just how passionate and committed Rita is to helping clients succeed through digital marketing in a focused and ethical manner. She’s super knowledgeable and this conversation does a lot to shine the light of clarity and direction into a world that Often can be a bit confusing and impenetrable at times. So enjoy Rita. Hello, and welcome back to wi rail. I’m your host, Bryn Edwards, digital marketing, having the bravery to make a career decision and creating your own way of life and work. Some of the things that we’ll get into today with my guest, Rita franciene. Rita, welcome to the show. Hey, how are you very well had said. So one of the things I like to start off with is understand how people and their relationship with Western Australia. Yes. And you born and bred here.

 

Rita Franchina 

I was.

 

Bryn 

Yeah. From good, solid Italian descent.

 

Rita Franchina 

Yes. So my parents actually came over here. Yeah, by boat back

 

Bryn 

in the day before you’re born

 

Rita Franchina 

way before I was born. I think my dad came here when he was 15 and then went back to Italy. found my mom married my mom, and then came back. Yeah.

 

Bryn 

Whereabouts in Italy

 

Rita Franchina 

in Sicily. Oh, right. Yeah. So tiny little village Code castellan Berto. Right? Yes.

 

Bryn 

So tell me what’s it like? What was it like for you growing up in Western Australia?

 

Rita Franchina 

I’m really good. I had a really good childhood.

 

Rita Franchina 

It was very much like an Italian upbringing.

 

Bryn 

So I was really interested to ask about this, because I’ve spent some time living in Fremantle, and there is Blackfish drone Italian presence here in Western Australia. What’s it like then growing up in this? Is this Italian? You just said is very Italian.

 

 

Yeah,

 

Rita Franchina 

I think like I probably thought I was in a bit of an Italian bubble. Everybody that we spoke to were from Italy. My parents had a lot of friends that were from Fremantle and would come down here and eight lobsters and do all the typical Italian cultural Food occasions. A lot of church type of events. All right. Yeah, I’m just it was I really probably thought everybody was Italian, if that makes sense,

 

Bryn 

because you grew up in the bubble.

 

Rita Franchina 

Yeah. So I think I was in a little bit of a bubble. And we really just kept to ourselves. Yeah, my family so I don’t think I realised not really surprisingly. Well, that’s why, yeah, because I guess a lot of my mom’s family in Italy was kind of annoyed that my dad kind of took her here, right? So they didn’t really talk to us. So with I didn’t think I had a big family I’ve now realised I’ve got cousins and Auntie’s and uncles and things like that. But I never knew that growing up. So really, it was just my two sisters, my parents and my grandparents, right. And that was it. And that’s all I really kind of knew. I didn’t know this. big topic. And like everyone, everybody goes, Oh, you must have a huge like Christmas now there’s like five or six of us. Yeah. So in that way, we weren’t very typical, but then my parents did have a lot of friends and yeah, and things like that.

 

Bryn 

So do you feel like you got a bigger extended family?

 

Rita Franchina 

Yeah, but I didn’t know.

 

Rita Franchina 

Yeah, like, you know, when they call you say commodities, like their friends, yes. Or cousins, but you’re not cousins. Yeah. And so yeah, probably didn’t have a typical Italian upbringing. But then I felt very cultural. Yes, my grandparents are least spoke Italian. So we, you know, barely kind of Converse other few words in Italian. Right. But my dad was very heavily involved in why he loved person loves Perth, so much in the local council and things like that, that he I knew that there was a reason why we came here because he He knew would be better for all of us. Yes. So we could have a better life because I mean, look at Italy now, he made the right decision.

 

Bryn 

So do now have your own digital marketing business. And we’ll get into more into digital marketing, because here’s the first digital marketer I’ve had, which is awesome. And social media, social media influences, but not digital marketing. And one of things I want to ask you to start with is digital marketers only just become a thing in the last how many years?

 

Rita Franchina 

10 years maybe? Well, I mean, it’s gone up. Yeah. Yeah. It’s ramped up. Yeah. Maybe the last five years, I’d say yeah, totally wrapped up.

 

Bryn 

Yeah. For five years. So you wouldn’t have left school go, I want to start digital marketing.

 

Rita Franchina 

I definitely did not.

 

Bryn 

So can you How did you What did you do? Doing How did you find digital marketing?

 

Rita Franchina 

So I actually studied to be a journalist, I really wanted to write, I was very shy and very quiet as a child. And as a teenager kind of knew I loved reading. So very, very much wanted to do something to do with writing. And I used to be like obsessed with looking at the local newspapers, like I would like write out all the articles. And I’m like, Oh, I’m definitely going to be a journalist. Then I got to uni. And I did my journalism course. And in the last semester, so I did journalism and public relations, but in my last semester, to work in the newsroom, and I completely panicked, to call someone that the sun had just passed away. Yeah. And I freaked out. I was like, I can’t I can’t do this. This doesn’t feel right. And so at that point, I was like, Okay, this doesn’t feel good, but I’m gonna just have to push through. And I completed my degree was like, Okay, I’m gonna be a journalist. I’m just gonna have to suck it up and do it. And I actually got a job down in at the Bumbry mail. Well, I technically I got offered the job there as a cadet what they caught them at the time. Yeah, probably still do. And then unfortunately, my mom passed away. So I didn’t want to leave Perth. So I just I didn’t take the job and ended up staying in Perth. And I was like, What am I gonna do with my life? I’m like, fresh out of uni. All I’ve been told from the get go was go to school, go to uni, get a job, get married, have kids. Like that was a progression. Yeah. And I was like, Oh shit, I don’t know what to do. And so that okay, well, I studied PR as well. I’ll just go into PR. Because there was literally no jobs in PR at the time. And I was just applying for all this stuff. And I saw a marketing trainee job. And I applied for x. I thought our marketing PR that’s kind of similar, which is not. I just thought it was. And I did this traineeship and I fell in love with it. And from there, I think I became a trainee to like a senior marketing coordinator within two years. And I was like, This is my calling. I love this everything about marketing, I loved and I was like, Oh, I found it I found what I’m today was he loved I think like the creativity, the everyday was different. To be able to explain people like what a product is and why they should come and buy it basically. So I could use my riding skills that be creative, and I got to do graphic design and creative ads and put up signs and I just really liked it. So thankfully, that’s how I got into marketing. Yeah, it was really good. It was good. It was like meant to be I think, yeah, I just fell into it accidentally by applying for a job on sake.

 

Bryn 

Yeah, sadly, we might find a way to digital marketer.

 

Rita Franchina 

So from there, so back then that was oh my gosh, like 12 years ago. So there was no digital. Yeah, um, and in the industry that I was in, they were basically starting to get, you know, realising that digital was becoming important. So they’ll send all of us marketing people out to courses and things like that to upskill. And from there, it was kind of just like, we realised it was coming. So we had to prepare ourselves that all the marketing goes like okay, we go learn about this stuff. Um, I guess it wasn’t until I left the that particular industry and went to another company. And my whole job was basically online marketing and also to teach myself how to do all this stuff. So upskilled myself. And then at that point, it was becoming bigger and bigger. So I was just learning more as I went along. So, yeah, so all that traditional marketing went away. And my focus was just online to the point where I ended up in a marketing agency, but all I did was digital marketing. So Oh, I think I’m an expert in this. Just been doing that for years and using it.

 

Bryn 

And it’s it. It must be interesting because you said you grew up with current school. go to university expert. Yes. You’ve got the letters after your name and yeah, that’s what I gotta do. Yeah. More and more now it’s kind of doo doo doo doo doo things going a different direction and then all of a sudden.

 

Rita Franchina 

Yeah, like, I don’t know if having a uni degree. It really matters to me at least in this kind of role like I taught myself. So there’s letters Really? I mean, I love having them super proud of them. They were the reason why I’m here today. Probably not.

 

Rita Franchina 

So it’s interesting how that works. Learn by Doing.

 

Bryn 

Yes. So you said you are to put lots of stuff to one side for the marketing. You started it was was that did you have to take

 

Rita Franchina 

like a white like from? Yeah, to let digital in? Yeah. So at that point, we will paying that say $15,000 for a full page ad print ad. And people were not buying people weren’t invited. So that that kind of went to the wayside and we went okay, we’re going to put that budget timeline yeah a lot of the satisfy like a lot of the sponsorships and kind of local things that we used to do kinda went to the wayside

 

Rita Franchina 

yeah a lot of

 

Rita Franchina 

Yeah, it’s outside mostly print, print media when went away when we act up the digital ridiculous amount of money spent, I think. I think it’s like 15 Grand 10 grand for a full page ad like I we supply paint like that. It’s just crazy. So that it is now it is now Yeah.

 

Bryn 

It is funny because it seems so blunt. Does not

 

Rita Franchina 

unlike if someone gave me a $10,000 budget to go out Digital, I would have a party. I would like this is the best day ever. Yes, you could do so much with $10,000 smash

 

Bryn 

the world with that

 

Rita Franchina 

smash the world like, and the paper was getting like 30,000 people. Yeah. Instead of I’m millions with that with that money. So it’s interesting to look back

 

Bryn 

as well as we’ll come to later. It’s not as measurable either is it?

 

Rita Franchina 

Now of course that that it was phone calls and how many salespeople Do you know would actually tell you or say to the person or Where did you find out about us? That’s the biggest struggle I had is I’ll be like, where that call come from? I don’t know. Maybe they just drove past or maybe they saw in the paper. I’m like that I need to know so they know where to put money. Digital, they click it and I know I can see exactly where they come from. So it’s amazing. Yeah, where we, where we’ve come.

 

Bryn 

So how’d you end up by myself?

 

Rita Franchina 

This is probably a two year long journey. Yeah, I’m

 

Bryn 

gonna since the universe was trying to tell me, I

 

Rita Franchina 

think so my life basically like went up in flames. Like, I’m not going to sugarcoat it. Literally everything that could go wrong in my life went wrong. Yeah. And, and all I could think of was I need the perfect job. I need the perfect charts all

 

 

sorts going on.

 

Rita Franchina 

And so my relationship had broken down. And I was engaged in that breakdown. And I think at that point, I was like, oh my, the, the journey that I thought I was on it. That’s not how life is going to end up. Yeah, like that path. I was like, Oh, here we go again, like what it meant to be going in that path. And I probably went a little bit wild at that point. I just went suck the world’s largest so unfair.

 

Rita Franchina 

Always may

 

Rita Franchina 

last shit was happening other shit was happening and it was just a really awful time of me I lost my house and all this stuff and I was just really pissed off and I was like, Okay, well I’ll just keep doing what I’ve been told to do get a good job earn some money and a lot of money and just go on this like journey. Anyway, so got a job that I didn’t really love. But I was good at like how I just sat there every day going on the computer. Like, this is my life again today clock on clock off. Yeah. And probably spent a year there and probably one of the best places of work because the people were lovely and everything but I was so pissed off in my head that I was like, I need something more to life. And then I saw a job advertised for industry. That I always wanted to work in and it was my dream job. And I was like, I’m gonna get that job and get it. It’s gonna fix everything. I’m gonna have the best life. Oh,

 

Bryn 

and it’s not so often the case if I can just nail this everything’s gonna

 

Rita Franchina 

fix everything is it’s the dream. Yeah. And I was like, yeah, and everybody was like, Oh my God, this job is perfect for you that this is that you have to get this job. And I also thought, okay, wicked. I’m going for it. I’m gonna get it. No, no one’s gonna beat me. I got the job. Probably because I was so determined. And my dream job ended up being an absolute nightmare, as it you know, usually does when you put so high expectations on something and you went to shit. And I sat there probably I was only there for six months that not even two months in I was like, Oh my God, my train job. Like I’m fucking it up. Like, it wasn’t that I was doing a bad job. It was just a lot of like management issues and all this shit was going on. And it was just a disaster, but except my expectations were too high, their expectations is too high. And we just crashed over the littlest things. And then I got made redundant, right? And then at that point, I was like, I just spent all this time trying to get my dream job and everything. Yeah. And I was like, What a loser. You’re a loser. ikey What are you doing with your life?

 

 

Like a dancer? You’re a loser. Why do you mean?

 

Rita Franchina 

Oh, I had just felt like a loser. I felt like everybody thought, This job is perfect for you. What are you doing? What do you mean? What do you mean you can’t keep that job. Like I felt the pressure. I think at that point. Like, everybody thinks Including myself thought that this is like that they can save you out like this is gonna save me and I fucked it up. I’ve had like I’m when I would explain to people the reasons why and what would happen to me like this stupid freeze like I don’t Did you looking back now? No, no, no, no the they hide too early for that particular business, if they hired a year later, two years later would have been fine. But it was in beginning stages and it just there was too much. They couldn’t afford it, you know, things like that. Like I said before, like if you had $10,000 to spend on the marketing budget, you’re gonna get all these people but when you’re just starting out and you have no money, but you’re paying this person that you think is going to solve all your problems, but you have no marketing budget. So like what was I meant to do? I couldn’t make miracles happen. Yeah. So I’m Fortunately, they just couldn’t afford me anymore. And they had to make me another person got a couple people redundant. I was just so much chopping block. That point I was super pissed off even more of this and I just thought I just wasted a year and a half of my life Like what? I’ve literally back at square one. Can I sit there and apply for job after job on seeking to go to interviews and just be like, not giving a fuck? Like No wonder I wasn’t getting anything so I did not care. I was like, I like I’m a loser. I’m shit. I’m not good enough, so I’m just not even gonna try. So that was shit time. Because then I felt really like I’d lost a good opportunity. when really it was the best thing that could have happened to me to get out of a toxic environment.

 

Bryn 

Was it the best thing?

 

Rita Franchina 

Because it made me look at what I was doing and get my shit together. Basically was the tipping point.

 

Bryn 

When did you send the dog might not be the outside world.

 

Rita Franchina 

thing it was just I was just floating for life like not really caring. I don’t I maybe I hit a really low point like maybe I felt a bit depressed. And I thought oh, what’s happening here? You’re just like you’re not yourself. I think I just want I go when Who is this person? because now you’re not you.

 

Bryn 

Yeah, so you can remember Oh

 

Rita Franchina 

yeah, I was like What have you done like and she was like, I was really into fitness. I wasn’t really into fitness I became really into fitness and then I, again spark back into that old person that used to be so like dang 20 kilos put on would not move would sit there eating junk would be pissed off at every Buddy bitpay like, not a very nice person to hang around. And I just went, Oh, this person no one. Yeah, what are you doing? Like get out of bed? Go run on the treadmill. And then I think also at that point, I had a few I had one client who was a friend of a friend who got referred to me Luckily, and I was doing some marketing work for her and she shows aside to you’re doing a good job but in my head is like no not your ship. You’re not good enough you’re not doing like you’re not giving your client the best weather these

 

Bryn 

very high expectations that you seem to be busy so far we’ve come from

 

Rita Franchina  

i don’t know i think i just want to I’m a people pleaser, right? Yeah. So really want everybody to like me, basically. I think I worry too much about what other people think even when they’re probably not thinking about me at all. Selena, I just think I put a lot of pressure on myself.

 

Bryn 

Which can be good.

 

Rita Franchina 

Yeah, yeah. I’m a very competitive person. Even with myself.

 

 

I’m

 

Bryn 

serious. You said you got a client?

 

Rita Franchina 

Yeah. And so I think it was at that point, I was like, oh, but I’m getting this money. This is during when I had the other job. And also, I cannot do this by myself. And as I know, I can. I was convincing myself. I couldn’t. Yeah. And then I had other friends that were like, We know someone that needs services. Why talk to them? I know, I’m not good enough to do that. Even though I knew I was good enough. Like, I know, I’m good at my job. That’s why I do it. Yeah. And not just for some reason,

 

Bryn 

but at that point where you couldn’t because you had the infrastructure of a company.

 

Rita Franchina 

Well, yeah, the sauce I thought, I’m not I’m only as good as what been provided to me, like, Oh, I can’t live without having an income every fortnight or never be able to pay my mortgage or never be able to do this on. You know, you can’t do that on your own. Don’t be stupid. So I really convinced myself out of it. But then when I was going through these interviews, when I was talking to the people, all I could think about was, and I really liked working with my client. And like, why don’t I just do that? And I kind of just was self sabotaging every interview because I think I knew

 

Bryn 

Yes, what I wanted really, because deep down,

 

Rita Franchina 

I needed the guts. I didn’t have the balls. Yeah.

 

Bryn 

And I just had to be honest with yourself.

 

Rita Franchina 

Yeah. And what are you doing? Cuz you can do this. And I just needed to be able to tell myself that I could do it. Give yourself permission. Yeah. That’s how I kind of went by that point. I had two five and two. Yeah, one became to know when fuck I have some books, this is the only time I’m going to do it by yourself a really expensive laptop, by yourself everything that you need and work for it. Because now you know what it’s like to be in a company. You know, it’s like to be an agency, you know how it works. You know what the client needs, just be real with people and they’ll be real with you. If they like, the way you work then then you don’t have to work with them. That’s so that’s kind of been two became like four four became five, six and allows us Oh, and I didn’t advertise once it was

 

Bryn 

business.

 

Rita Franchina 

Yeah. And I was like, maybe I’m actually good at my job because people are referring me and I’m getting results for people. And I was like, hell yeah. can best

 

Bryn 

Yeah, it’s interesting because you good school guide University go get the job is all work to the person. Yeah, yeah, working the infrastructure with infrastructure. And now it’s like, more and more and more, you know, favourite telling me about a book called the company of one. As in not a company as in spent advice. I was in your company of one person. Yeah. And you know, I’ve had other people on the podcast, talk about, you know, evolving skills and the nature of work and the gig economy and all that sort of stuff. Yeah. But it really it’s awesome. But it’s it’s super back in yourself is that

 

Rita Franchina 

it’s a and you have to believe in yourself, you really do. Because you’re not. You’ve obviously gotten to where you’ve gotten for a reason. Take a look at what those phrases are.

 

Bryn 

And how was that newfound confidence percolated into other areas of Route as well?

 

Rita Franchina 

I’m a definitely much nicer to the era.

 

Bryn 

Frankie pants.

 

Rita Franchina 

Yeah, like but i’d more fun now and I like focus on instead of focusing how much money I get, I focus on what’s going to make me happy today. So if something’s going to make me happier, do it. If I want to have a break at 2pm I go get out, go outside enjoy some sunshine, come back. This is true. And sometimes I do because we have to because company one, and but I think also it just made me go Oh, no like it like I am good enough. I don’t have to have someone to tell me that. I can tell me that. Yeah.

 

 

Yeah. So one of the most important things

 

Bryn 

is it. Yeah. You know, giving yourself permission to tell you, you. Good enough.

 

Rita Franchina 

Yeah. And also you don’t need some something else for someone else to make you happy. You can create that happiness yourself. Hmm. Which is a little bit tape but

 

Bryn 

it’s true. But you say that’s a bit deep but I finding more and more towards people and doing this podcast I mean, don’t have two and a half years that the when you start to do what when people start to earn income through following what they actually resonate with it is more than just earning income.

 

Rita Franchina 

Yeah, that’s exactly it.

 

Bryn 

It’s almost like the journey of Rita it’s gone in this direction circles up down this straight line anymore contradictory but along that then at the time Yeah, the work beats you

 

Rita Franchina 

Yeah, and I mean obviously works not fun every day. But I love what I do so much that it flies by and I go I get excited. Like if I’m gonna do this Facebook campaign, and I’ll to be co creative and I was like, Oh, look at this email and look at this and I’m excited about it. So that’s At the end of the day, I know friends that were like, Oh, just worked a full day. Um, so no, I’m not, I’m feel fine. I feel good. I don’t need to sit there and work nine to five and and a whole heap of money. I’m doing what I like to do and I can pay my bills

 

Bryn 

of our medium term goals for myself is to I’ve written it down. It’s called slay the working week. Yeah. So no longer do we have the peak on Friday. And the slump on Monday. Yeah, almost like every day to be neutral.

 

Rita Franchina 

Yeah. That’s it. Yeah. It’s kind of well, I try to I kind of mix up like the times I start and finish so that every day does feel a little bit different. So it’s not like, God Monday. I don’t ever feel that anymore. Just like interesting because obviously I get stressed. Yeah, it’s not it’s not the same stress. Is what it used to be. And then it’s the commuters and maybe it’s because I have to get into a car and go into traffic of traffic.

 

Bryn 

So let’s talk about digital marketing that yes. And so for those who are uninitiated what exactly.

 

Rita Franchina 

And so I would say digital marketing is any form of advertising or marketing that’s done online to gain leads that result in sales. So for me, digital marketing is I want leads to result into a sale. Yeah. And now use any online means to do that. So Google, Facebook, Instagram,

 

Rita Franchina 

email campaigns, things like that.

 

Bryn 

Yeah, LinkedIn know,

 

Rita Franchina 

the whole shebang. I mean, there’s so many options I’m trying to figure out if I just want to focus on one or couple because it does get overwhelming and there’s a lot to keep learning. Yeah, but I think different people respond to different type of media. Because we’re all different people. So Google Facebook at the at the big two. Yeah. For digital marketing.

 

Bryn 

Yeah, cuz that’s one of the questions we’re gonna ask because this sorry.

 

Rita Franchina 

Sorry, so many.

 

Bryn 

And yeah, you mentioned a few there and then all of a sudden, you’re here about

 

Rita Franchina 

to take talk. And,

 

Bryn 

you know, I’m not even talking about digital marketing here. I’m just talking about

 

Rita Franchina 

just a lot like just socialising. Yeah

 

Bryn 

socialising and being on it. Yeah. I’ve been on an interesting journey with it. Yeah, probably through talking to a couple of influences which podcast has afforded me road sort of going around in big circles around it and and there is a bit of there is a bit of me that’s mid 40s gone. Am I missing? Okay, and then and then is this gonna really replace human connection? I

 

Rita Franchina 

think you already have.

 

Bryn 

Yeah, I want to come back to here. But wait, that’s another topic. So so for business wanted to enlist your services. So you say it’s the process of this for the purpose of creating leads for sales, other businesses that are suited to this or not, and how do you sort of scope things out with them at the start?

 

Rita Franchina 

Um, well, I think, again, as a business, I mean, you want to make money. Yeah. So how are people going to find out about you? too, I think it’s for everybody probably. I would say yes, because everybody needs to market advertise. Yeah. They might be doing digital marketing but not realising if that makes sense. I’m talking about on Facebook or things like that without putting money behind it still digital marketing? Yeah. I guess it depends on what your target market who they are, what suits them. I think a lot of people think, Oh, this is the new big thing. So I’m going to have to put money towards this big thing. And people waste a lot of money by doing that. It’s about knowing what picking your favourite client, your best, like ideal customer, and finding out what drives them to make a purchase, or to sign up to a course or to do you know, whatever you. You’re offering, I guess. Most of the time they are on some type of online platform. Yes. I mean, I was you asked me this question, but someone asked me whether older people using it. And yes, they are like even my dad’s got a Facebook page or he might not go on it. But he goes on YouTube and looks at old music videos and things like that. And you’ll be like, Oh my god, I saw this ad like popping up and it’s so annoying but like, you know, just how do I get rid of them? I got a cat because, you know, they’re obviously serving you that ad for a purpose. He’s 80 years old and it’s working for him because he’s got a smartphone. I think if they don’t have a smartphone then probably not it’s not for them. But there is definitely a market for all ages. On some platform depends finding out which one it is testing out which which one it is. As far as

 

Bryn 

I’ve seen this in the past with some of my business consultancy career, and it’s easy for is easy for a business owner to be busy within the business as opposed to consider who the customer actually is. So I imagined Danny with someone like yourself This dog can be quite confronting.

 

Rita Franchina 

I think people don’t really understand what I do. So why Get it? They’re like, mate, oh, you just put a Facebook ad on. Like, why charge me that. But you don’t know this because I don’t understand what goes on the back end. So I think first of all, I meet with them and I talked to them about their goals. Even I just say, even if you’re not ever gonna sign up with me or whatever, let’s just sit and chat and talk about what you’re trying to achieve. And then from there, they kind of because if their businesses their life, they already know what the ideal customer is. I know it because I’m so ingrained in it, that they end up just blurting it out to me anyway. And I’m like, Oh, yeah, that they got you just said it. You know who you want to get in, you know, who you trying to target. And I guess that’s just this kind of stuff. I forgotten your question now.

 

Bryn 

I was saying it must be quite convincing. Yeah.

 

 

Oh, that’s right. Yes. I really understand. No,

 

Rita Franchina 

that’s right. And they, they also, I feel like a lot of people have a bit of an ethical standpoint against Facebook and things like that, like they get. It’s so annoying. I don’t want to be on I don’t want to be personally on Facebook. I don’t want to annoy people with video ads. I don’t want it. They kind of feel like it’s intruding on this whole, like, human interaction. And so they think maybe what I’m doing isn’t really, they just, they just don’t get they don’t understand it. And they just think it’s expensive and they they go I don’t know how it happens. I don’t know how you show a certain add to this certain target because I just started. I just don’t understand. It’s not what they they’re ingrained in. It’s what I think of every Every day, that’s not what everybody thinks of every day.

 

Bryn 

I think. I think it was my dad that I had to sort of get this across to not so long ago where he said on YouTube at the moment, and he’s in England, right? His guy on YouTube that got that annoying advert about search and search. He goes, you’ve seen it, haven’t you? Is it it’s like, it’s like the TV. Right? As in everybody’s seen it. Yeah. You’re seeing it because you’re young. Yeah. I guess what do you mean when is so you don’t say I was like, No, cuz I’m not you. I’m very different.

 

Rita Franchina 

showing you a completely different. Yeah, he was

 

Bryn 

on location, demographics, stuff you’ve looked at before. And he was like,

 

 

all right.

 

Bryn 

And then he’s like, into into instances. He was like, that’s really cool. That’s really scary.

 

Rita Franchina 

I think what freaks out people the most is that you honestly could be thinking about Something and face will show you the ad. And people just don’t get it. But it’s because Facebook is showing you that ad because it’s showing that ad to someone. Exactly that fits your profile that’s clicked on that ad. So they going for your look, you look like that person. So I’m going to show you that. Yeah. There’s just because you all you’ve got the same kind of traits and search habits as someone else. Yeah, yeah. The other side of the country,

 

Bryn 

then is the other bit that you just brought out, which is or don’t really want to be on Facebook. So don’t be intruding and doing stuff like that. And then, ironically enough, that comes back to correct me from wrong much like your own journey. As long as the self worth thing of,

 

Rita Franchina 

yeah, if you’re good enough, you show yourself a million times from this person till they click. You’ve got something of value to share. So what’s wrong with that?

 

Bryn 

Yeah. And that’s a big journey. Yes, back to the same journey you’ve been on?

 

Rita Franchina 

Yes. Yeah, you gotta believe in what you’re what you’re offering. I mean, that’s the main, the main thing, you’ve got to create value to that person. Or us, you know, what’s the point?

 

Bryn 

Yeah. And that’s another interesting Robin. I’m just selling you the widget.

 

Rita Franchina 

Yes. I don’t believe in that type of marketing, I believe what value you bring that person to make their life better by having whatever it is. Because everything we have is bringing us joy in some way operate, you know, bring value to your life. Yeah. So tell the person what, like, what, what’s going to make their life better. And that’s kind of how I market things. Instead of this is on sale. Then I show them what the value is.

 

Bryn 

Yeah, we’re not we’re not gonna rush to the golden promise any clients you want.

 

Rita Franchina 

If I’m making Someone and we go along with not kind of chilling or they don’t they make me feel uncomfortable in some way or anything like that. I would lie. And I think that’s because of the last few years of dealing with shit. Not last too short. Yes. Because also, I care about my client side. I would, like I said before, how excited I get about working if I just if I don’t like you, or something you’ve done rubbed me up the wrong way, then I’m not going to enjoy working, which means you’re not going to get a result. But that’s basically because I’m not going to put the care into it subconsciously. And obviously. I mean, I haven’t met anyone like that yet. I mean, there’s people that I definitely wouldn’t go back and work for work with. But I have gotten to the point where I’m like, I have my clients and I look them, and you’re already gonna come into the fold if you fit in that kind of vibe.

 

Bryn 

Yeah, yeah. What was the impact you want to make for your clients?

 

Rita Franchina 

I think goes back to like, I want them to like me like, I want them to go. Yes, she did a really good job, she got a result. For me. Like from a business sense. I want to make my clients money when they achieve something. I feel like that’s my achievement as well. So we share it together. And

 

Bryn 

there is a good for transparency about what you do. Yeah, cuz the measurability? Yeah, you can see how many people have seen the ad. Yeah. People click through having to drop their email in football.

 

Rita Franchina 

Yeah, exactly. And even if maybe hasn’t worked, like maybe they haven’t sold as much or, or done that they can see the work because I can see that people have clicked. So what’s the issue on the other end

 

Bryn 

It was looking good up until this point.

 

Rita Franchina 

Yeah. So I can really go well, just your salesperson not follow up that lead or, you know, or is it the products maybe which targeting the wrong people? Let’s switch it up. Yeah. So that’s the part that I really like going. Okay, well, I’ve got you this many leads. And that is my goal. So I’m really competitive. So I’m gonna call. Yeah, yeah, it’s great every This is why I talked to them about what their actual goals are at the beginning. So with them when they come back to me and be like, Oh, you know, I didn’t sell as much or whenever I can go, is that the goal so I can adjust what goals I have. Yeah.

 

Bryn 

So if we sort of talk technically, what are the hottest platforms?

 

Rita Franchina 

Well,

 

Rita Franchina 

this is an interesting one because kind of favourites I think Instagram is really powerful at the moment.

 

 

What is it about Instagram?

 

Rita Franchina 

I think it’s the visual aspect. People and like subconsciously sinking in information about getting entertained. I think it’s a good easy to use platform. It’s not so even when this ad shine, it looks like part of the face. like Facebook is too obvious. YouTube is too obvious like

 

Bryn 

slide watching TV.

 

Rita Franchina 

Yeah. And YouTube is I say Instagram and YouTube. YouTube. I’m not really loving, like the in stream ads. I think that’s really annoying.

 

Bryn 

All the things that were your watch, like 10 minutes long and after three minutes get them Yes, yeah, I superlight TV.

 

Rita Franchina 

It’s Yeah, but isn’t that why online to be able to consume. I think they, they I understand why they do it because I understand that I probably wouldn’t recommend that but I think YouTube has so many uses on it like a car. No, I don’t off the top of my head that more than Facebook. So that’s really powerful. If you’ve got a good video, I had a client video. Yeah, he’s like, give me a give me a YouTube ad. I go cool. So I’m going to get you a videographer and we’re gonna film on No, no, I don’t want to spend the money. I said, Well, then I’m not doing that. What? He wanted me to do a slideshow or something like that. I said, I will happily if you forced me to do it, because you know, you’re my client. I’m telling you why it works. I’m not gonna do it. I’m not recommended. We don’t do it. Yeah. So high quality content, video content, works on all platforms, Instagram and YouTube, probably the up and coming. ones for Instagrams for the number one at the moment. YouTube, I’ve been saying for years, put ads on YouTube put ads on YouTube, like it’s growing. The others like Google, it’s really interesting because people, it’s shocks me still to this day, how people don’t realise that the top searches the ads. So when people are searching on Google, they’re clicking the first one, thinking that, you know, that’s the most relevant it’s not net. And that it says so that people are so blind by this that I’ve that Google have actually increased the number of ads now on the page. So to me, I love that because it’s just, it’s not authentic. It’s crazy people becoming so blind to these ads that we’re going to, we’re showing more and more. Simon Facebook. So Facebook’s always

 

Bryn 

page two or three times Yeah.

 

Rita Franchina 

Yeah. I’m a

 

Rita Franchina 

My goal and what I try and do and I do Google Ads is the ads landing page, I try to make as relevant as possible to the search query. So that isn’t frustrating for the user. Because I think there’s a fine line of pissing people off. It comes to ads. And I’ve had people tell me all How can you do that for a job? Because it’s so annoying. Like you’re annoying so many people that get kind of offended that I know, this is what the world has become.

 

Bryn 

Everything that Mark Zuckerberg has just continued to build this platform so we can be friends.

 

Rita Franchina  

But it’s interesting, actually, because he pissed off a lot of marketers maybe two years ago, by changing the algorithm so that it showed more of family And friends content first before that. So that meant all our ads went up, all our reach went down, all conversions went down, because ads was showing less. But you go on there now and it’s old videos and it’s not even your family’s content, not even your friends content, it’s still a lot of ads. So I think a lot of people are moving off that platform. Even may sometimes people go on all day for work. The last thing I want to do is go on it in my personal time.

 

Bryn 

Do you find clients because because they’ll have the Instagram or the Facebook, or the YouTube on their phone? They’re telling you what they should do what you know, because I do this.

 

Rita Franchina 

You know what, they’re actually pretty good. That’s they, they kind of asked me like, they kind of want me to tell them rather work. Yeah, like no, you tell me Is your there like you’re the expert Tell me tell me what will work. Sometimes they’ll be like, Oh, well I do it this way. But I find out more maybe the older people. But now I’ve got I’ve kind of got really trusting, which is good. Yeah, it’s more like they might have a daughter or a friend that does something a certain way. So they’ll be like, Well, why don’t we do it that way? And are always test it. Absolutely. Always test it. And then compare results. Sometimes there at some time, all right.

 

 

Yeah. And

 

Bryn 

yeah, just go back to that annoying, painful but I still find that interesting. How do you expect it to work but then at the same time, pretty much everyone’s probably bought something for you one of those Yes, at some point.

 

Rita Franchina 

Yeah. They say I think industry standard for the ad frequency like seven times you have to say that seven times before clicking on it. Seven times is a lot. Like if but you know, that’s apparently what we need to do. And they are probably side most of mine. I need to show them on average four times. Yeah, so than that four times before that click. And that doesn’t mean that they’ll convert just means that that click

 

Rita Franchina 

says interesting but

 

Rita Franchina 

they keep going on the platforms and they keep engaging with it and make it so might be annoying then that is the annoyance the mocking because now they’re remembering your brand. Yeah, like a really saying, Oh, I hate Lenovo, because they’ve showed me this ad million times. No, you’ve just said their brand name. And you’re really not that annoyed at it. No, not. So next time you’re thinking about a laptop. Lenovo is on top of your mind. So I think there is a fine line. I think. Some, I think it depends on the content, give people really good content. And they won’t mind if they see it. And there’s ways that you can hide at I don’t know if everybody knows that

 

 

be can should you be telling?

 

Rita Franchina 

I’m not gonna say it on the recording, but there is bias you can have that. And it actually does. Tell the brand, or the the advertiser that that ad is got a lower quality score because that person’s clicked. I don’t want to say this anymore. So it does affect the ad campaign. Hey, right so if you really do want to if you really got annoyed and it’s not relevant then click Don’t show me the says usually it’s relevant though. It’s because it’s something that you know you enjoy.

 

 

So, you know

 

Bryn 

this may be a function of my facebook youtube feed because of what I’m interested in. But it seems like I get hammered with adverts for social media and social media marketing courses, funnel funnels, sales generating leads the number one funnel that got me X amount of leads in 20 minutes or this is the crazy funnel that made me half a million bucks in no time you know, I see that it’s probably you know, going back to what my dad does example it’s probably cuz the stuff I look I gotta get that but How much of this is over complicated hype? Now? How much of it is technical and how much of it is quite straightforward

 

Rita Franchina 

as in the targeting or approach yet

 

Bryn 

because his may you know, as I made aware of the podcast on create a business or create service around legacy interview, so I think Oh yeah. Yeah, that’s everywhere. Oh, my fee done nothing and yeah, and yeah, I speak to other people and, you know, sensors on this platform. So, you know, and it’s everyone’s got an opinion. Everyone’s got a view. Yeah, it can easily go.

 

Rita Franchina 

Yeah, I think

 

Rita Franchina 

the, it’s not really even that technical, just because you’re feeling a mould or you’re searching for certain terms, or you’re part of a certain group of Facebook, or you’d like to send post on Facebook, follow us in person, you can really drill down. And I mean, Facebook has taken a lot of that away due to privacy reasons. But it’s still general enough that all these different companies selling the same thing can attack you, and it’s actually Facebook’s responsibility to not show you so many of the different kind of competitors. So that might be an algorithm. glitch. Oh. Because I mean, it’s a robot at the end of the day that changes. I think that it changes every day.

 

Bryn 

Yeah, right. What does

 

Rita Franchina 

the algorithm Yeah, so the AI behind it, because sometimes some things will work and sometimes it just won’t and it will does depend on the users use of the platforms. Like you can go for one second onto a certain group on Facebook or a certain page on your laptop and then be shown an ad on your smartphone. It’s so interconnected. It’s connected to your Wi Fi. You know, all this stuff. Like,

 

Bryn 

that’s awesome for the marketing. Yes, great. Yeah. work out what the ideal client is and then break that down into says,

 

Rita Franchina 

Yeah, and I think it’s, it is down to the appetiser to make sure that it is targeted. Because there’s no point if it’s not relevant, there’s really no point you’re throwing your money in the bin. And sometimes you do have to be really broad work for a pub and say, we want to get people in the pub. We’re gonna have to target a bigger area going to be have to be really super generic. say things, it really does depend on who you’re targeting.

 

Bryn 

So if someone’s listening to this and they’re thinking, Oh, my God do this online digital marketing, what would be the top things for them to think about?

 

Rita Franchina 

I’ll think about who the ideal client is or the ideal customer, I would literally map out exactly everything you can possibly think of this, you know, imaginary person, their age, their agenda, what they like to do on the weekend, really get to know that person. And even when I say ideal client, if you have clients or customers that come in and you have a favourite one, interview that person, find out what I specifically like to do because you want more of them in in the mix. So I think really get to know your your customer base. Really well, outside that is number one. Number two is to get a database happening. Get a list of a math. That’s more. I mean, ethically, by the way, I don’t mean buying any, don’t do any of that, get your actual database. Because that’s the most probably the most powerful. You can even plug them into Facebook and target them directly from the email. So building your own database, getting to know your customers, and really just testing out the different platforms. Don’t be scared to spend money, because you’re going to need to at the beginning to see what works. Yeah. Because you might be surprised, you might think that your customers are coming from a certain platform and they’re not. Yeah, I just think you definitely need a test and be prepared to throw some money at a test initially. Yeah. But before that, know your goals. What will make you happy? Like, as a result at the end of the day, genuinely, and no, no clients and know who want to get in, and what value that person’s gonna bring to business, and then work that way to use that information to build the campaign. Don’t go, I’ve got a great offer, and everybody’s gonna love it because it’s the best and then assume people are going to love it. No, go backwards. Yes, yeah.

 

Bryn 

Awesome. What have you learned about yourself on this journey?

 

Rita Franchina 

And I think I touched on it before I think it’s create your own happiness. I think find something that you’re passionate about. And, you know, make you we can create your life whichever way you want to, so you’re in control of it. And don’t be too scared. To do something, if you fail, that’s okay. Because then that’s probably going to give you a good lesson or put you on another path. Yeah. And have value in yourself, like know what you bring to the table. Because I think everybody brings something and they don’t realise they might think they might hold back because I think, oh, they weren’t cared that I know had this great skill. But it’s so valuable because someone else might not have it. There. Well, those are the main things I’ve learned

 

Bryn 

most. And one of the goals of the next three to five years.

 

Rita Franchina 

My goals

 

Rita Franchina 

really just want to have like a happy life. I think for me, it’s not about

 

Bryn 

money. Do you want to have like 10 reaches working under you?

 

Rita Franchina 

Not necessarily. I don’t think so. I think I’m Maybe I think for now, I want to be really close to my clients and work with them and feel that that achievement, like I said before, like, kidding, goals together. So at the moment, I’m not ready to let go of control or any of that kind of work, and maybe one or two people. I don’t ever want to be an agency. I really just want to work really authentically, be genuine. And just I’m not. I don’t want to give any bullshit. And I just want to be happy. I guess that’s really the goal. It’s not about money. It’s not about how many clients I’ve got. It’s about living a day. That I feel like I’ve done something good today. No matter what it is.

 

 

Yeah.

 

Bryn 

Do you have any routines Hello Got David Chase. Kiki.

 

Rita Franchina 

Yes.

 

Bryn 

Hi. More important that you work for yourself?

 

Rita Franchina 

Yeah, absolutely. Because some days, I’m moving into an office that at the moment I’m working from home. So if the Sundays are late for half an hour, oh gosh. So I do always go to the gym in the morning. And then I’ll go for a walk to make sure I like see the sunshine. So I do a walk. I’ll come home have a coffee, but long black just to get myself in the zone. And I always read all my emails in my inbox or respond to everything before I start anyway. And always do it to do list. Yeah. Yeah. Yeah, you need to be able to feel like you’re crossing things off and, you know, achieving, achieving things.

 

Rita Franchina 

I think that’s basically it. That’s what I do.

 

Bryn 

Yeah. And I think I’m probably known as this but The last question I asked my guess is, so if you could take one little nugget and upload it into the collective consciousness, everyone just gets it. What would it be?

 

Rita Franchina 

Oh?

 

Rita Franchina 

Does it have to be like work related or anything? Because I feel like I, I just I would stop worrying what other people think. Because they’re worried about their own journey anyway. So wherever you are in and you know, achieving your own goals, stop worrying, like, stop living your life. Other people I think is what I wish people would know. Like, living for yourself. Yeah, yeah.

 

Rita Franchina 

My little nugget,

 

Bryn 

solid nugget. So people want to come and find you. Where can they find you?

 

Rita Franchina 

They can find me on LinkedIn. Yeah. Frankie digital is my business name. They can find on not on Facebook yet business page because I’m worried about everybody else’s but that’s shocking I know I just want to make sure everybody else is done before I worry about

 

Bryn 

my doctor.

 

Rita Franchina 

I know I’m the worst thing trick is the mechanics car. That’s my life. I worry about everybody else’s set for my mechanics car. Yeah. So now they can find me on LinkedIn if they want to connect

 

Bryn 

with me, it’s probably going to be two weeks before this gets released. Yeah.

 

Bryn 

So by them they will be they will be targeting.

 

Rita Franchina 

Oh, how embarrassing DeMarco in their Facebook page.

 

Bryn 

Exactly. certain amount of authenticity about it. Exactly. Indeed. He has been absolutely fantastic. Welcome to me, it’s been great to hear both parts both your story which is full of gold in terms of, you know, finding your own confidence, your own sense of self worth to move forward and then just be able to talk about digital marketing. I’m sure more people would preferred me to talk about the mega mega technical parts of it. But at the same time, I think what we’re talking about in terms of super understanding your client,

 

Rita Franchina 

yeah, that’s my name, because it makes it

 

Bryn 

super easy to dive into our three winner to do this technically. Yeah, without doing the groundwork. Yes. So I found it super helpful today.

 

Rita Franchina 

Good, I’m glad. Sure.

 

Bryn 

Yeah, thank you. Very

 

Bryn 

lucky. There we go.

 

SUMMARY KEYWORDS

people, digital marketing, ad, clients, job, facebook, realised, person, business, point, thought, platform, rita, italian, target, marketing, money, spent, goals, feel

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