In today’s episode, I share with you some eye-opening insights that I’ve gathered from working with our most successful clients. These strategies have consistently helped them achieve remarkable results in their marketing efforts. Whether you’re a seasoned marketer or just starting out, these principles can serve as a solid foundation for your marketing strategy.
So, get ready to dive in and discover how incorporating these strategies can catapult your business to new heights.
Listen now to uncover the secrets behind what sets our most successful clients apart and learn how to implement these strategies in your own marketing for impressive outcomes.
Key Points:
- Consistent Lead Generation and Live Launches:
- Emphasize the importance of consistent lead generation and audience growth
- Implement quarterly live launches to capitalize on existing leads and create extra profit
- Playing the long game by building up leads and utilizing live launches for cash infusion
- Seasonal Marketing Messaging:
- Leverage the changing seasons to connect with your audience’s shifting problems, frustrations, and desires
- Stand out and be more successful by aligning your marketing with what people want during specific seasons
- Adapt your angles and copy to reflect seasonal pain points and desires
- Scaling Ad Spend When Profitable:
- Overcome mindset blocks and hesitations around increasing ad budgets
- Analyze data to identify when ads are profitable and scale ad spend accordingly
- Increase overall business revenue by having the mindset to invest more in profitable ads
- Deep, Evolving Customer Relationships:
- Prioritize building a deep connection and understanding of your ideal customer
- Adapt your marketing strategies to the evolving needs and desires of your audience
- Foster long-term customer loyalty by consistently providing value and meeting their expectations
- Speed and Quality:
- Recognize the importance of speed in marketing without compromising on quality
- Strive for efficient and effective processes to deliver high-quality results
- Embrace agility and responsiveness to stay ahead in a rapidly evolving market
- Adaptability and Flexibility:
- Be willing to pivot and adjust your strategies to adapt to the changing landscape of your niche
- Stay informed about industry trends and consumer behavior to make informed decisions
- Remain flexible in your approach to seize new opportunities and overcome challenges
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READ THE EPISODE TRANSCRIPT
Emily Hirsh:
Hello, everybody. Welcome back to the podcast, and happy November! I love the month of November and October. It is my favorite time of the year, fall. And this year, I’m excited to do a little bit of baking for Thanksgiving. I have been playing with and successfully baking sourdough bread, and if you know me at all, I don’t cook. I really don’t enjoy cooking. I do like baking sometimes when I can follow a recipe and then do that, especially when I can create something really healthy compared to what you can get at the store, like bread. So, I decided I was going to make sourdough bread about a month ago, and I did the whole thing where you have to build a starter, feed it, and get it going. I have made about five loaves of sourdough bread, and they’ve all turned out really well. So now, I get to play with some different flavors and methods. I’m excited to contribute more to Thanksgiving this year. We are going to spend Thanksgiving with family this year. We don’t always travel, but I decided we will do it. I don’t love traveling near the holidays. It’s a lot with three kids, but this year, we decided it would be the right thing and felt right.
Today, we’re going to dive into six things that I’ve identified with my team through a conversation with my team and also observing. Our most successful clients and businesses that I see with their marketing are doing these. A couple of these things are strategies that I have already talked about on the podcast, and a few of these are maybe newer awarenesses that I’ve had. There’s more to come. One of these is actually impacting the core Hirsh marketing process. Coming soon, next week, I’m going to announce what that is and the change to it and the big realization and clarity that I got around what needed to change in order to create even better success. So here are the six strategies that our most successful clients are launching. As with anything I share, I encourage you to focus on the ones that stand out to you the most and that you should implement in your business because implementing all six might be a lot. But there’s probably one or two that you’re like, ‘Oh, if I do that, it will move the needle a lot over the next thirty to sixty days.’
The first one I’m going to start with is pretty simple and a core part of what we do with clients. But I would say that at least 80% of our clients, when they come in to work with us, are not doing this. When we implement this, it has a massive positive effect on their business. That is following the strategy of having consistent lead generation paired with a quarterly live launch. That’s a core thing I teach. Every single day, you want to be adding leads to your list. You also want to be growing your audiences using visibility ads, so you should see your audience growth go up. You should see your lead and your list numbers go up. You should have a consistent customer journey that new people get to go on as they move into your world and through that initial experience. That’s the first part. Then you do quarterly live launches to capitalize on all of those leads and create extra profit for your business. I explained this in the last podcast episode. When you do this and you go for about four or five months, being really consistent with lead generation, and then you do a live launch, you are able to create profit from leads that you’ve already built. It’s a massive cash injection for your business, but it takes playing that long game of 3 to 6 months. Every successful client, including my own business, is doing these two things: consistency in list and audience growth and some sort of quarterly live experience or live promotion that has a new energy to it and allows existing and new people to come into their world and go through that experience. That’s number one, very important.
The second thing that I see our most successful clients do is something I teach and execute for them. It’s something I really believe in, which is seasonal marketing messaging. I love this because it also aligns with the quarters. If you want to do a quarterly live launch and create quarterly freshness inside your business and marketing, you can lean on the seasons to allow you to do that. I believe and know that every season, some more than others, like going into January, is a big one. Your audience likely has a slight shift in their problems, frustrations, or desires. When you can identify what those are and connect your content, ad copy, and your webinar or product promotions to those seasonal pain points, it allows you to stand out and be more successful because you’re addressing what people want at that time. I love when people leverage the holidays, January, or summer. The summer is a different time, especially for parents. Seasonal marketing messaging can be as simple as changing your angles in your copy or creating specific content or webinars for that season. This adds a layer of relevance to your marketing.
This is the third strategy. It’s relatively new but important. I’ve noticed that our most successful clients scale ad spend when their ads are profitable to increase their revenue. This is a combination of mindset and data. Many people have hesitancy around spending more on ads, fearing they won’t make it back or feeling it’s a lot upfront. If you’re putting $100 or $1,000 into your ads and getting 2 or 3 times that back, it’s an indication that you could potentially make more by increasing your ad spend. When you’re profitable, increasing ad spend can grow your business. It’s important to understand your data. Our team shows our clients projections based on their numbers, which helps them see the potential increase in revenue. If you want to grow your business, you need to do more of what works. Scaling ad spend when profitable is a powerful way to do that.
You very quickly reach a cap organically, but with ads, we could be spending $1,000 one week and then $2,000 the next, doubling the number of leads and sales coming in, which can be life-changing for a business. So, the lesson in this is, number one, know your numbers: know your ad spend, know your sales, know your return on ad spend. These three things all go together, and when you’re hitting that 2 or 3x return, increase the ad spend to make sure you also increase the sales. I know a question is going to come up, like, ‘How much do I increase it by?’ It really depends on how much you’re spending. If you’re spending $1,000 a month, you could double your budget in a week. If you’re spending $10,000 a month, you’re going to need to increase the budget a little bit more slowly to ensure the numbers don’t go crazy or stop converting. We’ve had a client go from spending $15,000 a month to $30,000, and I think we did that increase over about two weeks. But we’ve also had a client go from spending $1,000 or $1,500 a month and doubling it in the same week. They saw an increase and a doubling of leads and sales, and you just continue to monitor. If my ad spend is $1,000 and I increase it to $2,000, how does that impact my cost per lead? How does that impact my conversion? How does that impact my sales? Does anything go down? Does it stay the same? Does it get better?
Being able to, at the root of it, look at your business numbers, understand them, and also understand what would need to happen to reach your goals. Because I do see a lot of entrepreneurs who are like, ‘Oh, I want to have a 6-figure business or a 7-figure business,’ and it’s like, ‘What would that mean? What does that look like? How many leads? How many sales?’ Having that understanding will help you execute it. So, that’s the third piece. We’ve got four more strategies. Okay, the next one is somewhat similar to seasonal marketing, but it’s not necessarily related to seasonal marketing. This one is changing the wrapping paper around what works frequently enough and also being willing and open to pivot. One thing I’ve witnessed in my own business and also in our most successful clients is that if you rinse and repeat too many times and you do the same thing over and over again for a launch or for your consistent lead gen, eventually, it gets stale. I think it gets stale in the sense that people see it too many times, they start to ignore it, your audience starts to ignore it. It gets too predictable. People like new; they like fresh. Because they associate new and fresh with helping them solve their problems, a new idea, a fresh perspective, a fresh process. You know, even if the core of it is the same. So, let’s say you have a webinar and what you teach in that webinar, like the core process, the core steps that you walk through, is not really going to change because that’s your bread and butter, and that is your process. I have this in my business, but I will do webinars where I change the wrapping paper. So, I change how we promote it so that it feels very fresh and new. And then I’ll make small changes inside of the webinar. So, I might address a certain pain point and add to it, or I might shift it so it’s relevant to that season.
The core of it is pretty much staying the same. I’ve had people come to multiple of my webinars and get different things out of it and not even realize it’s the same webinar because there’s so much information that usually people can only take out a certain amount. Anyways, having that freshness, changing the wrapping paper, and being willing to do that. I have witnessed this over the years many times, that the businesses who are like, ‘No, I don’t want to put the energy into this. I don’t want to create something fresh. I don’t want to, like, it worked, so it should work,’ struggle to create. Successful businesses are the ones who have fun with the freshness, who allow the space as the CEO to be in that creativity and be like, ‘Here’s something I could do that would serve my audience. Here’s an idea. Here’s a new messaging angle.’ Those are the clients who have the most success. This is what I do too. I stay connected to you guys with what you are going through, what you need, what you want, and I help my team leverage that with what we should do with our marketing because I am the most connected to my ideal customer. So, having that freshness, that ability to pivot, that ability to change the wrapping paper, whether that’s on your webinar, your lead magnet, or your offer itself. You could do a fresh bonus that is for one month or a couple of weeks, and that creates a reason for people to take action that they maybe didn’t take before.
And I think if you can set yourself up as the visionary, as the CEO with the time and space to be in that creative space and make it fun, then it doesn’t feel hard to do this. Okay, we’ve got two more things. This one is also one that I haven’t talked a ton about, but I’ve witnessed in our most successful clients that I want to talk about, and that is getting ahead and being proactive with your strategy so that you can be more intentional versus reactive. I think this is something that my company has done really well in terms of our internal marketing this year, and I think that, myself included, a lot of entrepreneurs struggle with getting ahead. I don’t know what it is, but I identify in myself that I thrive under pressure, and I don’t mind doing things last minute. I have growth to do around this when it comes to my content. It’s something I talked about yesterday; I will push it until the deadline is right up against the deadline. I’ll do other things, and then I’ll get it done. So I’m actually changing the deadline for myself to be 4 to 8 hours before the content goes out; that’s my hard deadline. Anyways, when you can get ahead and start planning what you’re doing over the next ninety days in your marketing, the live launch you’re going to do, your goals, and what your marketing strategy is going to look like, I love a 90-day kind of period because that allows you to plan ahead while also leaving room for pivoting and adapting based on what is working and what is not working in your current strategy. That allows you to be more intentional. I’ve also realized and identified in myself that I do better under pressure and being reactive rather than planning ahead. So I know that and I’m making a change, I’m setting a deadline for myself and challenging myself to be more proactive. And the final piece is a newer concept that I’m going to start to bring into my content. It will be a hint at the change to the Hirsch Marketing process. That is alignment with what the entrepreneur is teaching and how they show up in their business.
The most successful entrepreneurs across the board, whether clients or not, are those that I witness and see, love their business, love their audience, love their leads, love their customers, and have themselves in a situation where they are fully operating from their gifts, from what’s easy for them, from what doesn’t feel forceful. They are operating from a place of ease. This will impact content creation, topics you talk about, your actual strategy, and how you want to show up for your business, the customer journey you want to create. And looking at how you can create ease and alignment with who you are, your natural gifts, and what makes you different in how you run your business and how you connect with your audience, your leads, and your customers through your marketing. Every business owner that I witness who’s really successful is not someone who hates their business. It’s not someone who says, ‘This is so hard every day. I dread getting on my computer. I don’t even know how to do this.’ Those people aren’t successful. Successful people are the ones who say, ‘This is easy. I could do this 12 hours a day because I love it so much. I’m so passionate about this. It’s easy for me to create this content and talk about these topics because I’m an expert in this, and this is my life’s work,’ or whatever it is.
This is something I have realized and identified in myself that I do, but I hadn’t defined it. Like, for me, recording a podcast, I could do this all day, every day. It’s so easy for me. It is so natural for me to just flow and talk and riff. It’s natural for me to record videos. It’s natural for me to talk about business, to talk about marketing. But if you had me in a business that was super technical, like video editing, for example, I would struggle with it because I would have to do something that is against my natural skills and abilities. I couldn’t do it, so I got help. Whatever you’re doing in your day-to-day and how you’re connecting with your audience, your leads, and your customers, and how you’re operating your entire business, question: Is there alignment? Is there ease? What would you have to do to create that? There’s going to be a lot more on this next week for our existing clients. There’s going to maybe be a workshop to go through with me on this because I have identified this as the magic that no one talks about, which is absolutely essential for your success in your business. So those are the six strategies that our most successful clients are implementing. I hope you got something out of them. And I would say, as usual, take it and come up with a list or a couple of things that you are actually going to implement in your business. Thanks so much for tuning in today, guys, and I will talk to you next week!