In this episode, I’m going to reveal my number one secret to successful marketing. It’s simpler than you might think and it’s all about building genuine connections. I’ll explain why pushing your products or services on your audience isn’t enough. Instead, it’s about creating value, understanding your ideal customer’s pain points, desires, and frustrations, and providing clarity and motivation.

We’ll dive into the difference between transactional marketing and relationship-based marketing, and why the latter is the key to success. You’ll discover when it’s the right time to ask for the sale and how to do it in a way that serves your audience. Join me for this eye-opening episode and learn the secret that has made my marketing strategies so effective. Whether you’re new to marketing or a seasoned pro, this episode will transform the way you approach your marketing efforts. Don’t miss it!

Key Points: 

  • When to sell and when to nurture:
      • No matter what, continue to grow your list even in between live launches or when you are not in a selling season. 
      • Visibility ads and lead generation ads are great tools to continue to nurture even when you are not selling.
      • Know your conversion rate so you can get an idea of how many leads you want to generate and what that ideally would look like when you are selling to your audience. 
  • Successful live launches have one thing in common: 
      • As we see the big brands do, create an experience for your audience throughout your live launch.
      • Creating an experience for your audience not only gets your current list warm, but also generates new leads coming in. 
      • When you create more “buzz”, you create a reason for your audience to engage with you. 
  • Get clear on the strategy in between: 
    • When you aren’t live launching use this as a time to nurture and warm up your leads. 
    • Continue to grow your list between live launches so that your audience is warmed up when you DO live launch. 
    • After a live launch, continue to not only nurture and engage with those leads to keep them warm for the next launch but continue to grow yours list and warm them up as well.

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READ THE EPISODE TRANSCRIPT

Emily Hirsh: Hello my friends, welcome back to the podcast. I went on a rant today in our live challenge group. I’m going live every day in our visibility challenge and it was day one today and I went on a total rant. And whenever I go on a rant it’s always a sign for me usually to bring it to the podcast. Because there’s a reason I got a lot of questions around this today and there’s always a reason why and it probably means that most of you guys also need to hear this. So today is going to be one of those foundational marketing components that is at the core of everything I teach and everything I believe in marketing and to be honest with you, this is my secret. I’m giving away my secret. This is why I’m so good at marketing. This is why our marketing strategies get results. It’s why my own marketing strategy gets results and it’s so simple but yet so frequently missed by others with their marketing strategy. So quick backstory on this just so you understand the context.    This week I’m doing a live challenge and the goal of the challenge is to get visibility ads live. If you have recently come across my content, visibility and brand awareness ads are a core part of what I teach and it is essentially promoting content. It’s promoting a podcast, a blog post, a social media post. It’s spending 5 to 10 percent of your monthly budget or if you’re really not ready for ads yet, it’s the type of ad you can start now and not have to spend a lot of money on it and the argument for it is that you’re already creating the content. You’re already doing the work around that and not enough people are seeing it which makes you feel like you need to be on social media all day. And also we need to build our audience and this builds an audience that then leads into the lead generation and sales ads. And every single time I teach this I love it and I don’t say this at all negatively because I feel very grateful that I get to be the one to kind of reframe people’s thinking around this, but every single time I teach visibility ads, people cannot grasp the fact that we are not directly sending someone to a lead magnet or a webinar or some sort of lead gen or especially directly to sales. I get at least 15 questions on the first day even after I say it and then say it again and then say it again that people are like but wait, we’re not selling in this video? Why are we creating this video? So when you create visibility ads the goal behind them is to provide value. It’s to create a video that, it doesn’t have to be a video, but to create a post, to create a piece of content, send someone to your podcast, to your blog, that you’re providing value. You are connecting with them on your ideal customer and their problem, their pain, their frustration, their desires and you’re actually, within the piece of content, providing clarity, understanding, motivation, inspiration, something that creates a connection to you from them.    Just like you would in social media or at least a successful social media strategy is going to be value-led because that’s what people engage with. It’s so hard for everybody to understand this, especially if they’ve never run ads and the reason is because so many people out there teach this transactional marketing and make you think, and then others get that in their head, that’s what they need to do, that marketing is about these transactions. It’s about making a video, sending them to my page, and they’ll buy from me, or make a video, send them to my webinar, and they’ll buy. And what you guys so often forget and it’s so easy and I’ve done it before and I have to constantly remind myself of this, but you so often forget the question you should be asking in the perspective of somebody that you’re putting the content or anything in your marketing in front of is “why should I do this” so here’s a simple example, one of the questions that came across today today was “can I send people to my Facebook group as my visibility ad?” That’s a great question because you would think that sending someone to your Facebook group could be a form of visibility. Well if they get on my Facebook group they’re going to see my posts, I’m going to be able to nurture them right? But here’s the thing. If I have no idea who you are, I’ve never come across your brand before, I don’t care about your Facebook group, I don’t care, I don’t know what’s inside of it, I have zero attachment to it. You know how valuable it is, you carry that knowledge with you but somebody who just came across you does not know. There’s absolutely a time and a place. For those types of call to actions, I’m not saying that you can’t ask somebody who has no idea who you are to join your Facebook group. I’m saying the purpose of a visibility ad, the intention behind valuable content, is not to get somebody to do something for you. It is to provide that value and so what happened was people kept asking me the question of like “so can I record a video that has the 3 benefits to hiring us for our service?” and I was like no! Which I love the question, like seriously I went off on a rant, but I loved the question because it helped me drive it home and here’s the thing.    What I told everybody was to imagine that you’re meeting somebody for the very first time and you’re going to sit down in front of them and they are your ideal customer. They’re not just like a friend. They’re your ideal customer and you’re going to sit down in front of them for the first time and there’s no rules, like you can say whatever you want, but what would the natural thing for you to do be? It would be to connect with them about their pain, frustration, desire and providing value to them. You would never ever sit down in front of somebody and say hey it’s nice to meet you, let me tell you the 3 benefits to why you should hire my service. Especially somebody who is not actively even looking for your service. That’s usually the experience on social media. These are not Google ads, which is a different strategy, a different place. They have no idea who you are. And there’s no trust. You are not going to sit down and be like let me provide you value by telling you why I’m so awesome, right? That sounds crazy when you put it into that context because that’s not how we would treat people but yet online we lose sight of this so often because we get caught up in the transactional components. We get caught up in “I have to get people to my application, I have to get people to sign up for my service, like everything I do needs to be doing this.” We forget about the why.   And so I went off on this rant and I was like nobody is teaching you guys relationship-based marketing because if you operated from the place of trying to build relationships so many of your marketing struggles would be resolved and so many of your questions would be answered. I like to oftentimes when I’m talking to somebody about a strategy or having them make a decision or course, go a certain direction or choose a topic or decide on their webinar. I tell them imagine you’re in a room and there’s a thousand of your ideal customers in that room. What would you talk about? You have one shot to capture their attention and to get them wanting more from you. What would you talk about, what content would you provide, what value would you provide, what pain points, what desires, what frustrations would you point out? If you look at it that way, which is how you should look at ads, you have this opportunity to get put in front of thousands of your ideal customer with not a lot of money to reach a thousand people and the better you connect to them. How do we connect with them? We connect to people emotionally connecting to their frustrations, pain, desires. You guys are gonna have this memorized if you listen to my podcast you connect to people through that and you do the heavy lifting of creating the content that.   Allows someone to go “oh they just get me, oh that’s exactly how I feel, oh yeah, that would be so nice if that is exactly what happened or what I had or the experience I had.” Now if I feel that way with a brand I have, you have my trust, you have a little bit of my trust. And now you earn the right to get to ask me for other things to sign up for my webinar, to sign up for my service, specifically this question about a service pretty much. Never do you have the right to ask someone to explore and sign up with your service if they’re not actively looking for that service before they have expressed interest in what you do and you’ve provided value product-based businesses are a little bit different. You can put a product in front of someone and say “hey buy this” and they can be new and they cannot know you – and obviously don’t say hey buy this but – you can put a product directly in front of someone. But a service, a service is typically a much higher cost and requires a little bit more of an experience and also, you guys have to understand like Facebook and Instagram and social media marketing paid and organic people are not actively searching for what you’re selling.    That’s the big difference in the experience like when you’re a service, like a plumber, in a location. How do most people find a plumber? They Google or they ask their friends. They’re actively needing a plumber. They actively need someone right now. If I actively needed a marketing agency I might go search or ask my friends and ask around for it and then if I get put into contact with you, you have a right to tell me about your services because I’ve asked, I’ve given you that permission. But if you’re just making an ad and you’re trying to reach more people and grow your audience, grow your leads, as you should, I haven’t told you I’m interested in this yet, I haven’t told you that you have my trust and that’s where the experience we create through marketing comes in. That’s where content, lead generation, webinars come in. So now if I create content around – just use the marketing agency as an example – if I create content around your biggest frustrations in marketing, there’s obviously endless content I could create. I could create a piece of content around visibility ads in one minute. I could create a video that’s like “hey you’ve never thought of this ad, it’s a visibility ad you can run, here’s how you do it.” There you go. I just gave you value, I gave you an idea, I gave you clarity and then maybe I take that ad and anybody who watches that video I retarget them to a webinar where I teach my entire marketing system and I give you the overview. Not the “how” but more of the high level so you’re not overwhelmed. I give you the overview of all the steps that you would need to take in order to create an A to Z Marketing strategy   Now you have the clarity, you have the direction, you have the belief. You understand what you maybe have been doing wrong in the past and now I’ve earned the right to tell you about my services because you have expressed interest by watching my content. By signing up for my webinar, by coming to my webinar, by engaging with me, I’ve provided enough value and I’ve built enough of a relationship with you that now I get to talk about me but we don’t lead with talking about me right? So anytime you are thinking about sending somebody to do something to go to your Facebook group to sign up for your webinar, to buy your product, to fill out an application for your service, I want you to think about “have I earned the right to do this, have I provided value, have I built a foundation for the relationship.” And two, what is in it for them? Am I just focused on me and how awesome my business is and my product and services or have I actually made it about them because it always needs to be about them. So if you just say to me “hey sign up for my free webinar” – Why should I sign up for your free webinar? I don’t care if it’s free. That’s an hour of my time so you better tell me what I’m going to get out of that webinar. If I say “hey buy my product, we just got new inventory in.” Why? If I don’t know your brand, why? What is it going to do for me? Why should I buy it? How’s it going to benefit me? Why do I care if you got new inventory? And I don’t care. Like that’s the brutal truth of how people think. We are very selfish beings because we need to be to survive.    So if we make our marketing all about us and selling we’re looking at it the wrong way. Now the flip side of this is you sometimes get people who are so afraid to sell that then they never sell or they don’t sell very directly. They’re like “well you could sign up for my service or buy my offer but you don’t have to.” We don’t want to do that either. If you have earned to the right by earning the trust in building the relationship and you get to that point in your strategy, whatever that looks like and you fully believe in your offer, which hopefully you do because otherwise why would you be in business, you believe in your offer, you believe in your service, your product, whatever it is and you know with all of you this is going to help your ideal customer with the problem, you solve the desire you fulfill, then selling becomes easy because you’re serving still through selling. Like when I go and I do a webinar and then at the end of the webinar I am pitching our application, it is not hard for me to do that. Because I know without a doubt that we can help so many businesses, that we are the best marketing agency in this industry, that my delivery is top notch, that my team is worth its value in gold. I know all those things. I know that at the end of the webinar, people are going to have clarity on their marketing strategy but they’re not going to be able to implement it on their own. I know they’re not and probably the alternative is they’re going to go get help from someone who’s not that great.    There’s a lot of not-great solutions out there and so it’s my job to serve them and to give them this opportunity, not force them. Show them the opportunity, connect the dots for them, make it about them and serving them, right? Selling becomes really really easy when you do it this way. So the moral of all of this is that at the foundation of marketing, you’re just building a relationship. And I have believed this since I started my business. It is truly one of the core reasons why my marketing works so well. It’s that simple, I just gave you like my number one secret, but we so often forget this because we are so caught up in all of the tactical, transactional elements that come with our marketing and rightfully so because it can be very overwhelming but when you lose sight of this. There is no point to your marketing strategy. So if it helps you, imagine yourself in person with someone. And when you’re looking at your content or your lead generation or your funnel strategy or any of those things I want you to imagine yourself doing that in person in front of people on a stage or like if you’re sitting face to face with someone having coffee.    Just like the example I shared of that person in the challenge who asked “can I make a video that is the 3 benefits to our service as my value video?” No, that’s not valuable right? Do you see now that that is not valuable to someone? Because I do not care about your service, because you have not built the trust. You would never sit down in front of someone and be like let me just talk about me. Let me tell you why I’m so awesome. That’s not how we connect to people, right? We connect with people through emotions and through caring and through building that relationship of connecting to their emotions. Then we get to serve them. We get to earn that trust which then earns the right for us to sell our product and service. Now I want to  add one thing at the end of this. The amount of times that you have to build the trust and have touch points with somebody is going to vary greatly based on your business. If you’re a product-based business, just like I said your touchpoints can literally be through your product-based ads. I don’t know about you guys but whenever I buy a product, usually I see the actual ad like 3 or 4 times and then I decide to buy and I’m sometimes going straight to the product from my newsfeed and buying it but oftentimes I see it, I go check it out, I’m like oh that’s cool and then maybe the next day I see it again. That’s good marketing because that’s good targeting that was enough to build the relationship with me with a product, but like I said earlier if you’re a service, you’re a high level service like me, that’s not going to be enough running ads directly to your service to people who have no idea who you are.    It’s not going to work I can almost guarantee you. It’s not going to work. Google ads maybe, but those are very limited to people searching actively for your service. So what your offer is, the price of your offer, is going to make it, so it varies greatly how much and how many steps you need to build the trust. So don’t think that because I’m saying this you can’t tell anybody about your webinar unless they know you, that’s not the case, but you do have to understand, somebody who doesn’t know you, who maybe signs up for your webinar, they just might not buy that first time and you need to be okay with that and understand that that actually makes sense. They just met you. They’re interested but not yet. They’re going to hang around. Nurture them. I talked about this on the last podcast episode but understanding all of those leads and all of that audience, even if they’re not ideal customers yet, they’re still an asset to your business. So don’t write them off, alright you guys? Thank you so much for tuning into the podcast. I will be back here next week on Tuesday.