READ THE EPISODE TRANSCRIPT

Hello, everybody happy Friday. Welcome back to the podcast. And the final day of this automated lead generation series we’re doing, I have loved doing this. I’ve gotten a lot of messages and people have been saying how much they love when I do these series and they hope I keep doing them. And it’s such a great idea. And I actually wanna share marketing strategy perspective from this too. So I decided randomly to do this like three months ago. I think it was in January. And I was like, why not try this? Like, I’ve done private podcast series before, and then you have to opt in to get the private, you know, link to, to access the content. But I was like, why not just do like a bonus series on my public podcast and just release some extra loads that are all related to a specific topic. 

And the first one went really, really well. I talked specifically about last year, 2021. I almost said the wrong here 2021, how was a hard year in the business and kind of what I did to turn it around and have the best month. And so that was the first one and it did really well, but I will also say from a downloads perspective, we’ve double our podcast downloads from December to now, which is incredible. I already had a, you know, doubling where I was, is really significant. And I don’t think it’s all from this series. I’ve had some really great guest, um, speaking or podcast opportunities, but I’m just saying, and putting out there that doing this naturally, you will increase your downloads just because of the way podcast Ash tracking works. Like when you have more episodes, your downloads go up because there’s more episodes to download, but doubling it, didn’t just come from the series. 

I think though, that having targeted content around a series has led to more people sharing it, more people tuning in and it’s been super successful. So I don’t know if I’ll do this every single month. I know ever just create content to create content. But if I have something that I feel would really benefit you guys and be a great thing to share on here, I will be doing these series. So if you like, ’em tell me and send me a message on that note. We did do an extra thing this time around to encourage sharing this series. If you share one of these episodes or any of these episodes or the podcast in role throughout this series, and we’re actually giving you through Wednesday of next week, you will be entered to win a business audit with me personally, we’re giving away two. And so if you share and tag me at Emily Hirsch on social media, then you’ll be able, you’ll be entered and you can enter up to five times. 

And so obviously if you’re in there five times, it’s a higher chance that you’re gonna win. We’re gonna randomly pull two winners and you’ll get a personalized business audit from me where I can look at your marketing, but I can also look at current problems, struggles, you have team struggles, you name it, you’re gonna submit information and I will audit it. So make sure you share the series tag me so I can thank you. And also you’re be entered to win. And this is the fifth and final episode. So today we’re diving into who guarantee control of your marketing results. So at this point we’ve talked about the three layers of our Facebook ad system, which is essentially growing an audience of buyers, turning your audience into quality leads, and then turning your leads into sales. Like if you boil marketing down any paid platform, anything you’re doing like that is what you’re doing. 

That’s the three layers of marketing. That’s the three outcomes you do that. And you do that successfully and you will create an automated lead generation system. Now, in this episode, we have to talk about what if it’s not working. And I recently did an episode, Facebook feeling like you’re gambling with your money and the spaghetti at the wall, kind of like overwhelm that people experience and how it doesn’t have to be like that. And how the ideal with marketing is that if you know what to track and you know, what decisions to make with that tracking and with that numbers, your are in charge, you were in the driver’s seat. And so the goal with this is that once you have ads live, once you have active marketing, I want you to number one, understand that marketing is a game of constant refinement. Like you will always be refining, be improving. 

And those improvements in refinement should be based off of numbers. And so in order to do that, number one, you have to know what to track. Number two, you have to know what to what it means. And then number three, you have to know what decisions to make based off of what you’re tracking. Okay. So the goal for all of you is to understand number one, again, that everything’s about refinement. And then number two, to constantly feel like an B making progress in your marketing, being in that driver’s seat, which comes from knowing your numbers and knowing what those numbers mean. And then the actions that correlate with those. So I’m gonna walk through kind of the most important metrics to pay attention to and what to do. If the metrics are not right. And I call this my two X audit process. So I’ve actually done a specific episode on this before, but I’m gonna bring you back to this, cuz it really simplifies marketing and it numbers like you don’t need a degree in analytics or something crazy, like to understand your marketing numbers. 

This is what you need to know every place in your customer journey, where there’s an action. You want somebody to take. For example, you want somebody to watch a video. There’s an action. There’s a metric associated to that. You want somebody to sign up for a webinar. That’s an action. There’s a metric associated to that. You want someone to buy a metric, right? So you have to identify where’s all the action points, like stop at all of the action points in your, our business and determine what are the metrics that, that the one metric. I just want you to pick one because this is also where people mess up as they’re like, well, there’s so many, there’s like cost per click link clicks, click through rate landing page conversions. Like there could be a lot that I wanna look at. I want you to choose the most impactful. 

So if we’re watching a video, it be that you choose how many people watch at least 50% of it. That’s what I’m gonna determine. If this was successful for signing up for a webinar, it’s going to be cost per webinar registration. Like what’s the most impactful metric that yes, other metrics might contribute to that. But what’s the most impactful that I would be able to if I just saw that metric know if I’m successful or not. So that’s the first thing is you have to understand what are all the metrics that you need to track in your funnel. And those are based off of actions that you want people to take. And then we can figure out where is the gap? So I’m gonna you guys through my two X audit process and the way this works is, and this is going actually deeper into a complete, um, marketing strategy. 

So it’s not just about your funnel, but I want to walk through this cuz this is like a high level, like how to audit your business. And I’m only gonna walk through the audit. So if you wanna go back to the whole episode I did on this, where I move into the assess and then take action components. Um, you can look at the, not for lazy marketers podcast, the two X audit formula. If you wanna go deeper into that, but I’m just gonna walk through this audit. So there’s six questions or five questions and any place that you say no is where you need to focus in your marketing. Okay. So the first question is, do you have a crystal clear definition of your ideal customer? Yes or no? So that means do you know, on a deep level, the frustrations, the pain, the dreams, all of those components that define your ideal customer, because this is what supports you in writing to them creating a strategy for them. 

Yes or no. If the answer is no, you need to fix that. And before you move on, the second question is, is your offer in positioning around your offer? So good that nobody can say no. Does it address your ideal customer avatar’s pain points and their frustrations? And is it the same as everything else out there? Or is it clearly different and better? Yes or no? If you say, no, you need to focus on the way you talk about your offer, the way you position your offer, which I did talk about a little bit yesterday in the podcast around turning your leads into sales, around making sure you focus on the benefits and the outcomes and not the what of your offer. So if you said no, here you have to stop and fix that before you can move on because that’s going to, I impact everything else that you do. 

Number three, are you producing consistent, free and valuable content? Are you putting a couple times a week, valuable content, videos, podcasts, anything related to that? That’s valuable to your, your audience. That’s gonna attract your ideal customer. Are you producing that consistent content? Yes or no? If the answers, no, your actions are gonna be associated with fixing that. Number four. Do you have a strategy that generate leads generates leads onto your email list every day, every week, every month, if the answer, no, that becomes your focus. How do you get that strategy? How do you execute that? Do you get paid ads live? How are you gonna get leads coming onto your list? Quality leads every day, every month. And number five, are you converting those leads to sales? Yes or no? If you answer, no, you have to take action around doing that. So that’s how you audit your marketing from a big picture perspective. 

Now we have to talk about how do you look at your marketing in a micro perspective? So for some of you that might mean the funnel. And so let’s go back to that for a second. So you could audit your marketing from this big picture. That’s gonna tell you, I need to focus on a content strategy or I need to focus on my lead generation or I need to focus on generating those leads into sales. And it really simplifies marketing because now wherever you answered, no, that’s where you put your attention. That’s where you set specific goals. That’s where you put specific projects in place. That’s where you go get specific support to solve that problem before you move onto the next. This is the difference between trying to do everything at once. And this is the mistake. So many of you make is you’re trying to create this like massive organic content strategy plan. 

And you’re trying to build like three funnels or two funnels and do all these things and run ads to them. And you have a small budget and you don’t have a team supporting you. And so nothing is going well, cuz you’re not focused on what’s gonna move the needle the most. So now let’s move to like our specific funnel, which again, the metrics are going to be different for everybody. But there’s basic ones. If we were to move through, let’s say a webinar funnel. So the first place that a new lead is gonna see your funnel is an ad, right? They’re gonna see a potential ad to go sign up for your webinar. So the first thing we wanna look at there is the clicks. How many clicks are we getting on that ad? Yes, we can look at click through rate. Yes, we can look at landing page view. 

We can look at all those things, but let’s just look at the clicks. How many people are clicking on the ad and what is it costing me? If it is above $2, that’s on the higher end. We wanna get that lower. We stop there. How do we lower our costs per click? We test new audiences. We try new ad creative. We try to get that down. We only focus on that until we get that where we want it because that’s gonna impact obviously everything else, the less people who click to go to the page, the less register it’s the less sales. Right? Okay. So we look at the clicks. Let’s say that’s working. What’s the next thing they do. I’m gonna like pause, cuz I wanna you to practice this. They go to the webinar page, right? And they have to sign up for the webinar. 

So now we wanna know what’s that landing page conversion. How to, how many people that go on that page divided by how many people sign up for it? That’s your landing page conversion. You want that above 30%, even higher. If you’re only targeting warm traffic, but let’s go with 30%. So for every 100 people that land on that page, you want 30 to sign up for your webinar. If that’s not happening, we have to fix that page. Write better. Copy. Make sure it goes with your ads. Better headlines, mobile optimization. I know you guys can come up with actions on how to improve that. That’s the next step. Okay? Now people are signing up for a webinar. What’s the next thing we want them to do. When they come, we want them to come to the webinar, right? Way higher chance they’re gonna buy. If they come to the webinar, you want at least 20% of people who sign up for your webinar to attend. 

If that is not happening. So a hundred people sign up two 20 people at least need to be their life. If it’s not a live webinar, you want it even higher. Usually in evergreen webinar, you can get like 50 to 60% of the people who sign up to watch instantly because it’s instant. So you want that, that percentage of people there, if that’s not happening, how do we improve that? We add a bonus. There’s an incentive. Now for them to come to the webinar, we add more reminder emails. We tease the content better. We make them feel like you have to be on this training. And if you don’t, you’re gonna miss out. What’s the next thing we want people to do. Now they’re on the webinar. Want them to buy? That’s your sales conversion. So out of all the people that sign up for your webinar, how many people eye in your offer? 

If it’s zero, we need to focus on and go back and listen to my entire series, especially yesterday’s episode. But focus on that. Offer positioning on the experience, leading up to it on the pitch itself in the webinar, the content in the webinar. And sometimes it takes many iterations of a webinar before it converts that’s normal. Like let’s normalize that and not like, wow, you made a webinar. And the first time you did it, you didn’t sell a bunch of things. Like, sorry, that’s not how it normally works. So you have to go and refine it. Re-watch it. Listen to the comments, listen to what people are saying. Where do they have questions? Where did they drop off in the presentation? Where did you feel out of alignment? Where did you feel like you were talking too fast or you were overwhelming people? Or how do you create that gap? 

There’s like so much that you can do to refine it. So the key is walking through each one of those actions and then deciding what can I do to specifically improve that action? And then you’re gonna always have things you can be doing. You should always be making progress in, in your marketing. It’s not, you know, the flip side of this would be like, I’m gonna start a webinar funnel and I’m gonna see how it goes. And then it’s not working. What do I do? Like when you market intentionally and, and you’re paying attention to metrics and you’re letting the metrics and the data drive your actions, then you’re never going to be stagnant. You’re always making progress. And as long as you’re always making progress, then every single day, you’re moving closer to success. And also keeping in mind what I said at the beginning, which is you’re gonna always be refining. 

Like my, my webinars convert like a five X, X return on ad spend. And we refine them. I still look at the data and say, that’s an area that we could do better. Next time. Here’s some actions we can do to improve that. If you ever feel like, oh, well I made it and I don’t have to change anything anymore. You’re, you’re losing money by doing that. Even the people making millions and millions of dollars in a day from their funnels are constantly refining. So that’s also something we need to normalize is like, there’s never going to be a, a create the funnel, set it and forget it. Like, there’s never a point where you just let it sit. And the only way that you refine things and the only way you take control and you guarantee the success of your marketing is if you know your numbers and you let those numbers drive your actions. 

So the two things leaving this episode that you can do is one, the two X audit on your business. Figure out from a big pictures perspective for the next 30 days, 60 days, where do you need to put your effort? Is it in your content? Is it in your lead gen? Is it in your sales? Is it all the way back into your ideal customer avatar description? Where is that? And then take it to the next level. And if you have a funnel or if you have some sort of traffic moving through your website or sales funnel or webinar, whatever, define what those metrics are that do to find every action somebody would take throughout that experience and then decide where you have the biggest opportunity to improve and start there and focus a hundred percent of your resources and time on that first. And then move on to the next thing, instead of trying to do it all at once. 

It’s like, if you don’t fix the first hole, then everywhere it’s gonna be leaking, right? We have to fix first one, plug that hole and move on to the next one. And then we basically just continue repeating this process. That is how you get it to the point where marketing doesn’t feel like gambling. Doesn’t feel like throwing spaghetti at the wall and doesn’t feel like it’s luck or hope. And just maybe this week will be your week. You aren’t, you can be fully in control. And this is a also where anybody can create success. If you’re willing to show up and follow this process, it’s not easy. It takes dedication. And it takes sometimes being like, man, I really thought that was gonna work. And it didn’t. And I have to try again and I spent money on that and I’m gonna redo it. It takes that a lot of times and the people who are willing to do that are gonna see the success. 

I write you guys as if final reminder, if you haven’t applied to work with Hersh marketing, we can help you implement all of these things. Everything I’ve talked about this week is embedded into everything we do to help our clients. We have it done with you, consultancy, where you get ad account audits, copy audits from us. You get all the support of an agency team for a fraction of the cost. That’s called market. Like a, and then we have our full done for you agency, where we do every single thing for you. The copy, the design, the build of your funnel. We do the ads, the strategy, the content ideas, you name it. And you can go to our application at help. My strategy.com. It will guide you in which direction is the right one for your business, based on where you’re at today. And as special bonus, we opened up five additional funnel builds. So we will build your funnel, your lead generation funnel, the opt-in page. The thank you page, the emails, the design, the tech, the copy, all of it, but we only have five spots. So get your application in. And if you sign up to work with us in one capacity or another, then we, it will also be building your funnel so you can go help my strategy.com. And I’ll talk to you guys next week on Tuesday for regular tuning.

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