Ep #380 – Growing An Audience of BUYERS – Bonus Series Day 2

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Hello, everybody. Welcome back. We’re on episode two of the turn, your lead generation on autopilot with Facebook ad series, I am so excited for all the content in this series and just kind of unveiling in a clear way, concise, but actionable our Facebook ad system that has three layers. And if you implement this, you will instantly create marketing success. And the other cool part is a lot of times with marketing, it’s like, oh, I can’t implement that. Cause I have to build a whole funnel or I have to do this first. And it just feels so overwhelming. There’s a hundred percent things inside of this series where, and implement it today. You can implement it tomorrow and you may be able to build off of it as you go. But it doesn’t matter if you’ve never run ads or you’re running ads or you had run ads. 

And now they’re off. Like there’s something in here for you because this system, you know, as I reflect, like this has been part of our process and our system for six years. And I originally created an excited to train my team on the Hersh framework and the hi method. And I had to create training, but all the changes that have happened in iOS updates and all the different things, it’s like the system still rings true. It’s not a popup like cool framework. That’s gonna expire or not work in a mud or Facebook rolls out something. And then it doesn’t work anymore. Like this is foundational marketing systems and process that you need in your business and will work no matter your business, no matter where you’re at right now. And no matter what your past experience has been with paid ads so far. So in today’s episode, we’re gonna talk all about growing an audience buyers. 

And if I was like writing this, I would capitalize underlying bold the word buyers, because a lot of people have a misconception when they go to grow an audience and they disconnect it from growing an audience of people who actually buy their offer and buy what they sell. Just a reminder, we’re doing this series all week. So yesterday was day one all the way through or Friday, there’s gonna be five episodes throughout this week. And we’ll even give you into Wednesday of next week. If you share this episode on social media and you tag Emily hush at Emily, hush shared in your stories shared in an Instagram post, we are giving away to two winners, a personalized business audit with myself. So you’ll submit information you about your business, the biggest problems you’re struggling with, it could be marketing or it could be team anything in your business, your structure, you name it. 

I will personally audit your business. And then we’ll do a 30 minute call where I will come to the call with here’s my audit. Here’s what I would do. It’s one of my favorite things. And my Zone of Genius is like going deep, really fast with some and saying like, okay, here’s all the things I would do. And now you have like three months worth of things to work on or, or more so if you share it on social media, you tag at Emily Hirsch and you can enter up to five times. You could enter every day of the series and then you’d have five entries and Hirsh randomly pulling two. So make sure you get those entries in. All right, let’s dive into today’s content. So growing an audience of buyers. So this is probably where people start to make mistakes in their marketing that I wanna start with. 

And that is kind of the concept, what growing an audience means. And a lot of business owners, especially in the beginning, but even as they grow. And I, I sometimes feel like I watch this happen in a cycle where experienced business owners kind of come back to, like, I gotta grow my audience and they start doing these things. And so growing your audience does not mean the following. Like this is not what it is. It not mean posting on social media and just posting a bunch of times every day, all these platforms and showing up all the time and just like, hoping, like I’ll just start to gain traction like posting on social media does not equal gaining traction. It never will. It never has. It never will. I’ve never seen it work. The other piece growing your audience does not mean is just creating endless is of random content and like succumbing to that overwhelm. 

But you’re like, I just think if I keep doing this, if I keep showing up on stories, if I keep posting all the time, it’ll work, it’ll eventually work or spending all day on every platform, just trying to get people to pay attention to your business. And you’re putting so much time as a CEO into this, but it’s not working. It also doesn’t mean increasing your following, like increasing your following does not at all equal sales. And that’s a mistake. People make all the time is they’re like if I increase my following, I will get sales. And it does not mean that at all. Now let’s talk about what being strategic with growing your audience actually means. So this is part of like the level, one of the content that I create around your Facebook ad system. So here’s what growing your audience strategically means. 

It means creating only one to two pieces of content a month, strategic pieces of content. So I’m talking about a post that is very strategic in the fact that it will attract your ideal customer or a podcast episode that you recorded on your regular podcast. But you know, it is so good and it stands out from everybody else. And if someone listens to it, new, who is your ideal customer, they will instantly wanna follow you and will want more or a blog post or a video, something that is created for your ideal customer. And that’s the most important piece of this. It’s not random. It’s not like look at my workout or here’s my kids, or here’s how I run my business. Like it’s created for your ideal customer, which generally means it’s related to the problems, the frustrations, the dreams, the hopes that your ideal customer has, and that it stands out from the noise. 

Maybe it’s bold. Maybe it’s calling something out, maybe it’s sharing a strategy or a method or something that is new and is super valuable created for your ideal customer. Then you’re going to actually spend a small amount of ad spend promoting those pieces of content. So in the big scheme of things, as we build out this system throughout this week, and you kind of can insert yourself and, and implement what makes sense for you based on where you’re at today. But these are called visibility ads and everybody should be running visibility ads. Like all of our clients, we are either running or recommending that we run visibility ads. And it’s a small amount of your total monthly budget. It’s maybe 5% of your total, a spend budget. But for those of you who are like, I don’t have a funnel ready yet, or you’re waiting for whatever reason to have something done, to be able to run ads, you can start running visibility ads tomorrow, because all you need is a valuable piece of content. 

You don’t have to have a funnel. We’re gonna talk about the fact that the of them is not to send people to a call to action, but you can do this tomorrow. And through this, what happens is now you’ve entered the driver’s seat. So I talked about this yesterday in the first episode where organic social media is very much outta your control. You’re posting, you’re hoping the algorithm works. You don’t really have control all over. Who sees your content. You don’t really have control over who ends up following you, and you don’t really have control at the speed at which you grow. But by operating from this strategy, you’re going to actually target ideal customers via keywords or audiences that you know, your ideal customers going to be in. And therefore you’re gonna get new potential customers looking at your content every day from these ads. 

So you’re gonna create the piece of content. You’re turning it into an ad. You’re targeting your ideal customer. The content was created for your ideal customer. And now every day, all day, without you being on social media, new potential customers are seeing your content, which ultimately is going to increase your following because yes, I’ve done this four years. And what happens is people see the post or the podcast episode or the blog post or the video, they click your profile and they follow you. And who do you think is a more quality follower? Someone who sees a piece of content and resonates for from it, and then decides to go and click on the profile and follow you or somebody who is just like, oh, maybe I’ll follow this person and then unfollow them in three days. And it’s intentional with your targeting. So these are potential buyers. 

And by doing this, you don’t have to be on social media because you’re running paid ads. That means your ad is gonna show up every single day and promote this content all day long. But you’re not actually on social media. And it looks like you are, but you’re not. And so new people are seeing your content all day, every day and following you or just registering like, oh, that was cool. And now the next time they see your business, which we’ll talk about is we get further. They will decide I’m gonna sign up for that webinar, or I’m gonna opt into that lead magnet. And I’m gonna buy that product because they’ve already it to build the value with you. So creating those strategic pieces of content and turning them into ads, makes sure and puts you in the driver’s seat that you are attracting buyers every day in your business. 

So let’s talk about the different types of content that you can choose. So the main types of content. So if you’re a business owner and you already have a podcast, or you already have a blog, or you already create regular videos, I would choose those. And I would choose again, one to two pieces of content to start. So if you have a podcast, choose one to two episodes that you can actually promote and send people straight to that episode and, and to go listen to it, you also can just do a social post. Like if you don’t have those things, you don’t have a podcast. My goal kind of here is that you don’t wait to implement this so anybody can write a social post today. Now my priority ranking is that podcast and video are probably the top options log post than social posts, because you just have to think about the experience. 

If someone listens to a podcast or watches a video, they’re gonna have a deeper level connection to you than if they just see a social post. Now just seeing a social post isn’t bad. I’m just ranking it by like the, the top. Now here’s the number one question I get when I teach this math that it is, can I have a call to action? Do I need a call to action? Where do I send people with this ad? And my answer every single time is you can, you can have a call to action, but you have to understand this one core foundational principle, which is the purpose of these ads, is to get somebody, your ideal customer potential customer to consume your content. The purpose is not to send them to a webinar. It’s not to send them to a lead magnet. It’s not to send them to a sale it’s to get them to consume your content, which mirrors the purpose, social media. 

It’s just social media. You don’t have control over who sees your content. You don’t have control over how many people see your content. You have control over this and think about like traditional marketing, right? People would pay for magazine articles or radio commercials or billboards, because a lot of times, just for brand awareness, it’s just for you to see their brand so that when you have that problem or you think about solving that problem, you think of them. Now pair that with the fact that as I was talking about yesterday, the experience you can create on Facebook and Instagram means that you are able to create a very organic experience. You can put valuable content in front of somebody that doesn’t feel like an ad. And so you don’t need a call to action because the purpose of these ads is to get somebody to consume valuable content with no ties to it. 

Remember you’re only spending 5% of your monthly budget. It’s not like you’re dumping money into this. You’re spending a very small amount of your monthly budget. Now, what was interesting is a couple weeks ago, we did a free challenge. And so many people had such a hard time with this. And I, I watched, and, and this was so good for me to witness so I could bring it here. People were like, well, they, they were, they were trying to basically cheat my system. They were like, well, I have a webinar. So I’m gonna run ads to that. And I’m like, that’s not a visibility ad. Or I saw someone send their added and it was like Vera or something will do this for you. And it said that on the graphic. And it’s like, that’s not valuable. Like the purpose behind these ads is that you provide value within the piece of content itself. 

So for example, I could run ads to this podcast episode. I’m not selling you something. I’m not trying to get you to join my webinar. I’m not any of those things. I am just giving value, but what does that do? It builds trust, cuz now you’re gonna listen to my other podcast episodes and maybe eventually you will sign up for something I offer and then maybe you will sign up to work for us. But the purpose of what I’m doing is to provide value. And I saw a lot of business owners struggle with that concept. They wanted to overcome that. And they’re like, there’s like a block where ads has to equal a sale or ads has to at least equal a lead. Now, as I unveil the system, what you’re gonna realize is with these ads, you are creating audiences that you can then set, send to your webinar or send to your lead magnet or send to your offer. 

So we’re gonna talk about that. So it is playing in a bigger picture. Like this is a piece to the puzzle of a bigger picture, but it was really difficult for a lot of business owners. And so I’m assuming some of you listening, it’s hard for you to grasp that. And so the big thing that you need to understand is the purpose of ad. The purpose of visibility ads is to provide value. That’s it, period. It’s not to get leads, cuz that’s gonna come in a minute. It’s not to get leads. It’s not to get sales. It is in the long run. It is. But in just the pure piece of content, the purpose is to provide value. So the content that you provide, it can’t be a video promoting in your service or a video promoting your webinar. That’s not valuable. It has to be a piece of valuable content. 

And that’s why you don’t need a call to action because you’re playing in a bigger picture where your goal is to grow an audience. How do you grow an audience? You put out valuable content so that they consume the content and they follow you for more. And so what I told people is if you have a natural call to action, like you do a video and it naturally fits to say like, Hey, come join my Facebook group. Or if you want more, you can go download this lead magnet. That’s fine. But you don’t have to have that. I run podcast ads all the time that have no call to action, but go listen to the podcast and provide value in that podcast. And then we retarget those audiences. Our podcast audience grows, our downloads grow. And that turns into leads as sales. So you don’t have to have a call to action. 

And that’s also why, if you don’t have a funnel completely done and you working on a strategy or you’re fixing a strategy, this is something you can do today. Tomorrow, that’s gonna support your business. So I want to change the way you see ads like a lot of people because of the way every other platform is set up. Honestly, see ads is only for sales or only for leads. And like, yes, that’s the purpose of ads. But one of the coolest things about Facebook and Instagram ads is you can pay to put content, valuable content directly in front of potential buyers, which is gonna build their trust, which is then going to result in then becoming leads in sales. Trust me, when I say I am a marketer, like I know the ultimate goal is to make money and to get sales. This is how you do it better than anybody else. 

Now, when you go to create these ads and this is a big question I get is like, what’s the objective? Do I do a conversion ad? Do I do a landing page view ad? Do I do a video view? Ad the ad objective is based on the content you choose. So if you’re choosing to promote a video, then your ad objective is going to be video view. If you’re choosing to send somebody to a podcast landing page, because you want them to go listen to your podcast episode, then the objective is going to be landing page views. If you are promoting a social post, the objective is gonna be engagement. Now, if you are using a video to send somebody to a podcast, the objective is landing page views because you wanna send people to the podcast. So whatever the ultimate goal is of your ad, get someone to click, to go view the landing page, get someone to watch the video or engage with the post. 

That’s your ad objective. Let’s talk quickly about monthly budgets. So what I said was this should be 5% of your monthly budget. Now in the short term, what I would say is choose like five to $10 a day. You could start an ad today, tomorrow with a five to $10 a day daily budget, and you might not have a funnel yet. And so you can actually put more ad spend into this while you build your funnel. In the long term, visibility ads should be about 5% of your monthly ad budget. And we’re gonna talk about where the rest of the percentage goes as I move on with this series. But in the long term, it should be 5% of your monthly budget. So if you’re running ads, you can allocate 5% of it to your visibility ads. If you’re not running ads, then you can just choose, you know, five, $10 a day, whatever you’re able to afford within the five to $20 a day range. 

I wouldn’t really go higher than that yet. And that’s your budget. And then you’re driving to that, those pieces of content. And I’m telling you guys, if you participated in the challenge, you saw this, but recently I did a challenge and the goal was get this ad live. And it was insane. The amount of results and success that people experienced by doing this. They were like, I it’s taken me a year to reach this many people on organic social media. One person like got the ad up and got a sale as a byproduct. And I’m not promising that’s gonna happen. But what I’m gonna say is if you do this, you are gonna experience so much more momentum faster. This is outpacing social media by like a year’s results because you are entering the driver’s seat and you are able to come in and take control of how many people see your, what content they see and the type of people who see it. 

And so that’s the power of this. Now, just to reiterate here, this is a piece to the bigger puzzle that we’re gonna talk about the rest of this week. So you are actually creating audiences that we’re going to use down the line. So don’t think like this is just to create audiences. We’re gonna turn those audiences into leads. That’s what we’re talking about tomorrow. And the, the piece of this is that’s really cool is again, if you’re working on a funnel, you’re building a funnel, you don’t have one ready. You’re not fully ready for ads. This is something you can do starting tomorrow to start to get momentum in your business and your audience growth and your leads, and just overall people looking at your business. So stop wasting your time posting on social media every day and trying to be relevant all the time and spend all that time doing that. 

You only need a couple pieces of content and a small ad budget, and you’re gonna have more results than you could in months just trying to post on social media. I promise you you. So that is how we grow an audience of buyers. That’s how we get in the driver’s seat. That is how we create this foundational level in our marketing that allows us to build off of which is what we’re gonna talk about as we move through this week. So all of you could go do this right now. Just a quick reminder, before I sign off and come back tomorrow is throughout this series. I mentioned this yesterday, but throughout this series, we opened up five spots for funnel builds. So basically we will build your funnel for you. If you apply and sign up to work with Hersh marketing, either with our, like a pro consultancy or are done for you agency, but you have to get your application in this week and book a call with us. 

And then it, you have to sign up to work with us. Now there’s no risk in getting your application in. There’s no risk in booking a call because there’s no commitment there. And then if you sign up to work with us on top of what we deliver in our offer itself and all of our marketing support and strategy, support, and ad support, et cetera, we will also write your Opt-in page. Copy, write your thank you page. Copy, write your emails, design, and fully build the funnel. Now this is an offer. We open up from time to time and basically we hit capacity. So over the last two weeks, we have finished and launched five funnels for market like a pro members and clients. And so we have the space for five. So it’s first come first serve. You’ve gotta get your application in, talk to our team. And if you can be in on one of those five, you’ll qualify for a free funnel built. So go to help my strategy.com. If you wanna book that in, otherwise, I’m gonna see you guys tomorrow, and we’re gonna talk about taking this audience that we’re creating of potential buyers and starting to turn it into quality email leads to grow your email list. Talk to you guys soon.

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