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Hello, my friends. Welcome back. We’re on day three of this special bonus series I’m doing for you guys about turning your lead generation on autopilot with Facebook ads and specifically going into our Facebook ads system here at Hirsh marketing that has three different layers. So yesterday we dug into growing an audience of buyers and today we’re, that’s basically layer one. And then today we’re gonna build off of that layer and talk about turning your audience into quality leads. And ultimately, this is what a lot of people start with with their marketing and their strategy. And we’re gonna talk about building off the layer of your audience, which we talked about yesterday, as a reminder, at any point throughout this series, and will even give you through Wednesday of next week. If you share this series and tag me on social media, so you could screenshot this episode, you’re listening to right now, you could share it on your stories. 

You could share it as a post tag at Emily Hirsh on social media, you’ll be entered to win two business audits. So we’re giving away two business audits to a random winner and you are submitted to win if you share this series. And so a business audit is gonna be personally done by me, and you will submit information about your business, about the struggles you, of where you’re at, and it can be related to your business like your structure, your team. It could be related to marketing. It can be related to a problem that you’re like, I just need somebody to solve this for me or tell me what to do next. And then I will give you a personal audit on your business and solve that problem for you, whatever that problem is. So if you share this series, you’re entered into the bucket to win in and you can interrupt to five times. 

So you can share this series every day up to five times, and then you have five entries. So you would obviously have a higher chance of winning. So share this series and be entered to win that business audit. Okay, so let’s dive into the lead generation portion. Now, honestly, lead generation is oftentimes where people start, but let’s talk about what lead generation is not. And some often misconceptions about what lead generation is so generating leads in your business. And when I say leads, I mean, email leads, potential buyers who actually sign up for your email list via, so something of value, webinar, lead, magnet, whatever you have on the top of your funnel, it is not throwing together a random strategy that you saw another business do. And kind of this like spaghetti at the wall approach where you’re just hoping, okay, if I try this and I try this and I try this and they did a webinar and they did a challenge and I’m just throwing these things together. 

And I kind of do it like 70% and move to the next thing that is not a strategic way to generate leads. It’s also not posting your webinar, posting your lead magnet or whatever lead generation, you know, top of funnel you have. And just like hoping people sign up for it and not having an actual paid ad strategy. You must, as you’re gonna learn through this, have a paid ad strategy. If you wanna get in the driver’s seat and actually have people signing up for your lead magnet, signing up for your webinar, whatever it is consistently, which we need that consistency to equal sales. It’s also not assuming that people are going to sign up for your lead generation, offer your webinar, your lead magnet, et cetera, just because it’s free. And so we’re gonna talk about that a little bit more, but part of this system, and what I teach is you have to sell your free offer as if you would a paid offer. 

You can it and just say, well, because it’s free. And not that you’re saying that, but mostly how this shows up is a lack of depth in messaging and a lack of real convincing that this free offer is worth signing up for because people think they don’t have to because it’s free. And finally, it’s not creating a way to generate leads. That’s disconnected from your ideal customer, which then will not result in sales. So for example, if you bring leads in and solve a problem for them, that’s related to something that your ideal customer, maybe, you know, they wouldn’t want, or it completely overwhelms them. And it doesn’t lead to your offer strategically. Then that’s gonna impact your sales. And people do this a lot. Probably one of the most common ones is they create a free offer that attracts the wrong person. So for example, they create something that would attract a business owner. 

Who’s at a completely different level in their business than their ideal customer, or they create something for a, you know, a mom, if a mom is their ideal customer, but it’s for a mom at a different stage of her life, like it’s not related to the problem, the offer, the paid offer actually solves. Or the second thing people do is in their free offer in their webinar, their lead magnet, they completely overwhelm the lead, making it. So it’s like, why would they buy? They, they have a list of 15 things to go do now, so they don’t need your offer. And that’s another really common thing that happens in lead generation. So even though it sometimes seems like it, you guys, where people throw together webinars or lead magnets, and it seems like it, it was simple and fast. That’s really not the case, like creating an offer that is going to attract your ideal customer and also leads strategically to your paid offer is kind of like an art. 

Like it really takes being intentional with the experience you’re trying to create. So generating leads strategically means the following. It means number one, choosing a lead generation strategy. That’s exactly right for your audience. So when you’re considering, should I have a webinar, should I have a free challenge? Should I do a video series? Should I do a lead magnet that is going to depend on your audience? Because for one person’s audience, they may never watch a webinar. They might be way too busy. You might target busy moms and they might not watch a webinar for another person’s audience. They would never participate in a challenge, but then another person’s audience, they totally would eat up a challenge and it’s perfect for them. And so this is where copy somebody’s blueprint like signing up with a coach. And then everybody in that program does the same exact strategy, the same exact marketing strategy. 

It never works because that marketing strategy was created for a single business. And now they’re trying to duplicate it, which will never work. So you have to first choose a lead generation strategy. That’s exactly right for your audience. That is an experience you’re trying to create for your audience. The second piece is solving a core problem that your ideal customer has. So they flock to sign up for the free offer. So if you solve a micro problem with your offer, with your free offer, it becomes really easy to get inexpensive leads because it is such an incredible offer. It’s like, I have this huge problem. I’m obviously gonna sign up for this free lead magnet or this training, because it’s going to solve my offer, which leads me to my next point. And that is learning how to sell and position your free lead generation offer. 

Just like you do your paid offer. And this is where so many people mess up because they think, oh, it’s just free. Or you don’t have to do that much work about selling it. But especially today, there’s a hundred webinars. Somebody can go choose from to sign up for, to solve their problem. There is infinite number of podcasts, videos, social blogs, related to what you sell and, and your business. And so you have to do the extra work and go the extra step in selling and positioning your lead generation offer, whether it’s a webinar or a lead magnet, whatever it is just like you do the same amount of effort in your paid offer, because you still have convince somebody to put in the time to consume your lead generation. Nobody’s gonna sign up for a webinar if they automatically know, like, there’s no way I’m gonna go to that, right? 

They, even if they don’t end up going, they have an intention to go because they have connected, oh, this could solve my problem. Nobody’s gonna download a lead magnet or a checklist or a tool that they’re like, I’ll never use this, right? They have to understand and connect. This is gonna solve my problem. And then finally being strategic with your lead generation means running strategic ads. And now this is where it comes in that we’re gonna retarget your warm audience. We’re gonna actually target those audiences that we, we started creating in the previous days’ episode with content. So now we will have an audience of people who maybe watched a video, clicked on your podcast, engage with your social media, and we’re gonna show those people, the ad to your webinar or the ad to your template or tool. And we’re gonna also target new ideal customers every day through kind of what’s called cold traffic targeting. 

So that is how we’re going to be strategic and intentional with the lead generation and, and make sure that you’re able to stand out. So I have some steps to kind of walk you guys through this. And this is like pretty, um, actionable. So if you wanna take notes or like pause and then come back with a notepad or something you might want to, because I’m actually like, step one, do this. And I was really intentional with this content today. So there’s gonna be a lot to go X acute if you choose to. So the first thing in choosing your strategic lead generation is step one. What is one specific micro problem that your ideal customer is having right now? And by micro problem, I mean like a small problem related to the bigger problem you solve that you could solve. So for example, they wanna lose weight. 

You sell something in the health and wellness industry. Let’s go to a micro problem. They don’t have time to meal plan. That’s a micro problem, right? Let’s look at my audience, okay. They wanna run ads. They, um, wanna market their business. They wanna master their marketing. They wanna master Facebook ads. A micro a problem is they don’t know how to write good ad copy. That’s holding them back. Maybe you help businesses grow organically, or you help with, you know, Instagram or social media, a micro problem with that is not the big problem of I wanna grow my Instagram. It’s I don’t know what content to post on my social media. So what is a micro problem? I specific problem that your ideal customer is having right now that you can identify. And then step two is you have to determine how can you solve that problem with a simple download, with a checklist, with a training, with a swipe file or a tool, and based on the problem, you’re gonna know the best way to solve the it. 

So for example, I don’t have time to meal plan. It probably wouldn’t be a good choice to send someone to a webinar who doesn’t have time to meal plan. They don’t have time to watch the training, but they would have time to download a sample seven day meal plan. Right? So what problem you’re solving, it’s also going to be clear the way you solve it based on that problem. And this is where that customized funnel comes in place, because let’s say you are that person who’s in the health and wellness industry, and you’re trying to help people lose weight or get healthy, um, through a specific method. If you join a program or you go replicate some strategy where it is a webinar, you might be creating the completely wrong strategy for your audience. So step two is how do you solve that problem with a simple download checklist trading swipe collar tool, and you have to choose which one is gonna be the best way to solve that problem. 

And then step three is how are you going to sell your free offer? Meaning sell in the language, like convince me to download this free offer so that it’s focused on the benefits and the outcomes of what you’re offering versus the what? So you can’t just go into this once you’ve identified the micro problem. Once you have identified the tool, the medium you’re gonna use to solve that problem, you can’t just say, come to this webinar training where I’m gonna teach you X, Y, Z, you need to focus on like, what’s the benefit of coming to this training? What’s the outcome. By the end of this training, you will be able to, if you download this free seven day meal plan, you will have seven days of meals planned completely for you with a grocery list so that you can spend less than 20 minutes planning your next seven days meal. 

So it’s the benefits in the outcomes. People sign up for something, not because of the what, not because it, I have a 20 page PDF, or I have a three part training, or I’m gonna teach you these three secrets. They don’t care about the, what they care about the benefits and the outcomes of what they’re signing up for. So here’s like an example. Step one, specific micro problem. I don’t know how to write good Facebook ad copy. Step two. How do I solve that problem? I’m gonna give them an ad copy, swipe file, and template that they can download. Step three, I’m gonna sell that offer. Here is add, copy, swipe file, and templates to help specifically coaches and consultants get inexpensive leads and quality buyers. So the outcome is you download this template template. You download swipe file and you will get inexpensive leads and quality buyers. 

That’s my promise to you. So if you’ve had something free that you are trying to promote webinar, lead magnet, one of those things, and you haven’t been clear on like, why should I download it? Why should I sign up for this training? What is the outcome of this? That is a big reason why it may not be working or it hasn’t worked in the past. And then spec step four. The final step is you will have now specific ads. And in this case it would be specific ads to download this ad copy, swipe, file, and template. And you’re gonna spend 90% of your monthly ad budget on these ads. And you’re gonna target new traffic, new keywords, people who don’t know you, you’re targeting, what’s considered cold traffic, and you’re gonna target the audience that you’ve created from the previous episode in this series where I talked about visibility ads. 

So you’ll target your video view audience. You’ll target your page engagement. You’ll target people who went to your podcast page, and now you’ll show them ads to the top of this funnel. Okay? So that’s the final step that you will do. And here are the most common questions that I get when I walk through this. And I wanna, I, because I get this every single time. So the big question I get is people say, okay, if I am doing the visibility ads before, where I’m running ads to the content, and then I’m retargeting those people, why wouldn’t I spend all of my budget retargeting? Because those people are gonna be higher quality because they’ve already seen my video. And now they’re seeing an ad to my template, or they’re seeing an ad to my webinar. And the reason is this in the logical brain, like in the best case scenario, that would be ideal. 

That would be the best experience you could create, which is you only show cold traffic. People who don’t know you add is to your visibility and your content. And then you take all those people who see that, and you only show them ads to your lead magnet or your webinar, because then we know we’re getting a quality audience. People who have already consumed a piece of our content, they’re gonna likely be cheaper leads, best case scenario that would work. Now, I have tried probably 25, 30 times. It doesn’t scale. The problem is if you put the barrier in and you say a hundred percent of my traffic going to my lead generation has to have watched a video of mine or somehow engaged with my content beforehand. It’ll just be hard to scale because obviously a percentage of P who have consumed your content, only a percentage of them are gonna take the action of your lead generation tool. 

So we wanna open it up to new people because it’s not impossible that also a new person comes in, downloads your lead magnet and buys your offer or signs up your webinar and buys your offer. And also you may get someone who signs up for your webinar today and then buys from you in six months. So growing your email list is also a form of growing your warm audience, which is why we wanna mix it together. And both retarget your warm audience that you’ve created through your visibility ads and target new audiences. So that is kind of the, the way that it works typically because the audiences are smaller, that you’re retargeting with your visibility ads. You’re gonna spend about probably 20% of your total budget retargeting and 80% to cold traffic just cuz they’re smaller. So you’re not gonna have a huge budget to retarget. 

It obviously depends how much you’re putting into visibility ads. But that’s why usually with percentages, the other positive with creating those visibility ad audiences is you can create what’s called lookalike audiences from them. So it’s data that you can use until Facebook. I want more of these people, which then ends up being cold traffic, which then you can drive to your lead magnet. So the thing to do take away here is that generating leads is going to be really easy. If you follow these steps, if you build the right audience leading up to the lead generation, if you create an offer, that is so good that someone’s like, I would be stupid not to sign up for this. I would be stupid not to come to this training cuz it is gonna solve my problem. I have not seen something out there like this. 

This is better. This is so valuable and you sell it. You sell the outcomes. You sell the benefits. If you are able to do that, generating leads now becomes easy. And now you’re creating these layers. We’ve got the two out of three layers kind of defined here in our Facebook ad strategy layer. One is adds to your content. Spending 5% of your monthly budget layer. Two is adds to your lead generation spending about 90% of your monthly budget. And you’re generating those leads. And by creating a paid ad strategy, you should be able to create a strategy where you’re adding new leads to your email list every single day. And we know that if we add quality leads, it’s only a matter of time until they turn into sales and you may have to optimize your funnel. But that is how you add another paid to the puzzle in the complete marketing strategy. 

And if you do the beforehand work and you’re building an audience and now that audience is seeing your ads and you also do the work around messaging and making sure you’re solving a micro problem and you’re able to speak to the benefits and the outcomes. And you’ve really done that work generating consistently every day is easy because you’re gonna tie it to paid ads. We’re not just posting on social media and hoping like, okay, I’m posting every day. And I hope people sign up for my webinar. You’re in the driver’s seat. Now you’re choosing a budget. You’re choosing the results. You’re choosing what happens. You’re choosing the audiences you target. You’re choosing how often you refresh, copy and creative are in the driver’s seat. And now you have control over how many new leads you’re able to add to your list. Now I will continue to talk about this as we move through this series. 

But basically the next step from here is you have to figure out, okay, once you start generating leads, what are you paying cost per lead? What is your landing page conversion? And how do we turn those leads into sales? And are we doing that successfully? Because that’s gonna allow you to get to the refinement stage where you can make improvements. And if you’re not currently turning leads into sales, we have to figure out why and what we need to change. And it’s all just about experimentation, refinement improvement and test refine, repeat, and that is marketing. And if you can commit to that process and you stay consistent and the way you stay consistent is you spend money on ads and you drive traffic to your business every single day and you improve what you’re driving traffic to. You will generate leads and you will generate sales. So tomorrow I’m gonna talk about turning those leads into sales and building that final layer. And then we’re gonna talk about guaranteeing control of your marketing, the numbers, how to audit what you have and figure out what you need to improve before 

I go, I wanna remind you if you haven’t yet gotten your application in to work with Hersh marketing is this week, we opened up five spots to build your funnel. So these open up as we complete other funnels, and in the last couple weeks we completed five different funnels for our market, like a pro members and clients. So we have five spots, which basically means if you fill out your application, book, a call with our team, which has zero risk and we’re very upfront with price and our offers and how we can support your business. And then you end up signing to work with Hersh marketing. You will also qualify for us to completely build your funnel. That means right at your copy, design it, build it, write your emails, integrate those completely, do all the work, but we only have five spots. Their first come first serve. 

They will be gone this week. So go to help my strategy.com. I’m not really announcing this publicly, like it’s for you guys going through this series. So if you’re listening to this and you’re like, I need to completely, you know, update my webinar funnel or launch a new one. If you have a funnel we’ll audit and redo it, um, or it will be for a new lead generation funnel. And if you want it completely just passed off to my team of copywriters designers and people who can execute. We will do it for you, but you’ve gotta go to help my strategy.com get your application in. Otherwise I’m gonna see you guys tomorrow or to you guys tomorrow. And we’re gonna talk about now adding in this third layer, which is turning your leads into sales and how to make sure that’s happening or how to kind of audit what you have right now. If it’s not currently happening, talk to you guys soon,

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