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Hi there, this is Jenny Stilwell and welcome to the 7% Club podcast.
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For the 7% of business owners who break through 2 million in sales and for those on track to join this club, this podcast is to help you upscale.
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Creating content and posting regularly on social media can be a bit of a challenge for all of us.
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But what about when it comes to advertising?
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and working out ad campaigns on Facebook and Instagram and we're talking sales funnels landing pages email sequences and And I think it's far too difficult for most of us to even contemplate.
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So that's why in today's episode of the 7% Club podcast, I'm talking to Natalie Alemo.
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Now, Natalie is a funnel and Facebook ad strategist for online service providers, course creators, and experts who are ready to turn their expertise into a predictable revenue stream without creating more content.
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She's on a mission to free smart and ambitious women from the exhausting cycle of feast or famine income and constant content creation by providing their expertise in a marketing system that works consistently, sustainably and predictably.
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Natalie has spent more than 12 years honing her strategic and technical skills in the world of digital marketing.
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She mixes this strategic superpower and real world experience with intuition and meaningful data to create ad and funnel strategies that fit her client's personality and business because that's when the best results happen.
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Find Natalie online at nataliealamo.com.
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Music
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Hi Natalie, welcome
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to the show.
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Hi, thank you so much for having me.
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I'm really excited to be here.
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I'm really looking forward to talking to you about this because to me, you know, Facebook and Insta advertising is a little bit like...
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science and the dark arts combined and I'm sure there's plenty of people who have either tried and failed or would like to try and don't know where to start or who just desperately need someone like you because it's all too hard.
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And meta don't make it easy like they change things all the time which of course adds to people's confusions.
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How did you end up with the business that you've got and what's your background?
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Have you got a marketing background or is it something completely different?
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So depending on how far you wanted me to go back, I actually have a marketing degree and I ended up working at an international company in their sales department.
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So I started cold calling sales meetings, like traditional sales.
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And my mum also had a printing business at the time.
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And When I was cold calling, I remember thinking that if the marketing department just knew what they were doing, then I wouldn't have to be making all these freaking calls all the time.
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But yeah, so I kind of, that was like a really good experience for me to understand the sales process.
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And then I had the opportunity to leave and help my mum in the printing business.
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And throughout her, like the printing business, I had the opportunity to go to networking events.
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This was was when Facebook was really, really new.
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And just prior to that, I'd kind of learnt more about direct response marketing and those types of things.
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And we started sending an email newsletter.
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And then I was at this networking event and this guy was talking about how to use Facebook for businesses.
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And I remember sitting in the audience going, this guy's an idiot.
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Like I know more than this.
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And I literally rang mum.
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I'm like, mum, we're going to start teaching Facebook.
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So within a few weeks, I'd put together a live course where I literally had 15 people in a room with their laptops and we were teaching them how to set up Facebook pages and, and all of these things.
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And then over the years that evolved to live workshops to, I was running it live online to a pre-recorded course.
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And And then my way of selling it was trying to do this sales webinar.
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And ironically, I was teaching Facebook, but I couldn't using organic content and stuff.
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I was teaching get enough people to my webinar each and every week.
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And so that's when I started to teach myself ads.
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And so I started with a really small budget and just kind of scaled it from there.
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And it was really like pivotal in where I am now because it taught me all about ads.
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It taught me all about sales funnels.
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And I was in there kind of playing around with all the stuff until I got to a stage where I knew my numbers like if I got 300 people registered 100 would show up and I would make 20 to 30 sales like it was a four gram week you know based on all the numbers and people going through.
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So I literally ran that for years and I turned it to evergreen when I had my son.
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So for my maternity leave and it was kind of ticking along and then I kind of burnt myself out.
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And after I had my son, I went and took a cushy job for a few years.
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Like I just, lack of sleep.
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I had no idea what I was doing.
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I'm like, this will be easy.
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So ended up in a cushy job for a few years.
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And then I knew the quickest way back to my business was to offer a service.
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So I literally sent a message to 15 people I knew and said, I'm going to start running ads for people.
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Who's available?
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Like who needs ads help?
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And within a couple of months, I was fully booked and I was able to quit my job and come back into my business.
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And that was around 2019.
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And then since then, the majority of my business has been managing ads for other people.
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And in the ads as well.
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And I think I need to double check the figures, but I've managed like$5 million in ad spend in the last kind of few years.
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I've got one particular client that we profitably spend about$250,000 each and every month.
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But then I've got other clients that are just running their own ads.
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They're part of my membership site and they're spending$100 a month or they're spending$10 a day.
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And so it's given me the opportunity to see how it works for all spectrums.
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of businesses, people that are just starting, people that are, it's their main marketing strategy.
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So it's been a really good insight into what's working and what's not working.
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That's really interesting.
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That's such a huge range.
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And, you know, I'm assuming the companies that have a$250,000 spend, you know, much bigger organisations.
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Would that be a key part of their marketing strategy or just part of the mix?
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Yeah, it's definitely a key part of their marketing strategy.
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They're a team of, there's about 20 in the team.
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I think Yeah.
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And very much chasing the conversion event where bigger companies are happy to invest in brand and other things.
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So their ad spend is not all just generating leads or sales.
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To them, it's very important to invest in the brand and build the overall audience and brand awareness and those types of things.
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And so...
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Obviously, they're making the return, which is different if you don't have the money to spend it.
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It's really difficult to spend it.
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And they didn't start there.
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It's been a gradual increase, but they recognize the value of using ads to help amplify what they're trying to do.
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And they have a big Instagram account.
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They've got over a million followers.
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But one of the things that a lot of people...
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I don't know if people don't realize or don't understand the impact is that organic reach just on Instagram is down 30% this year.
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So if you were struggling last year and you haven't changed content strategies, or even if your content is hitting the mark, it's still hitting 30% less than it was last year.
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And so it's kind of a bigger struggle for people.
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Like they're always trying to get ahead and get more reach where they're kind of fighting an uphill battle because organic content's down a like reaches down.
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And so ads is a great way to help you get more in front of more people because people can't buy from you if they don't know who you are.
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And why
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would organic be down by such a big percentage?
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I think that's really a question for Instagram.
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It's the algorithm.
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My understanding is it's the algorithm, it's competition, it's the way that they have, like I know specifically on Instagram is they have turned it more into, so I don't know if you're like on TikTok, you don't necessarily have to follow people.
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You have like a for you page and it curates the content for you.
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Where previously on Facebook and Instagram, we wanted everyone to become our followers because that's how they were prioritized as seeing content within the newsfeed.
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That's kind of all gone.
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You'll notice as you're scrolling Facebook or Instagram, you'll see random things from random people that you're like, oh, I don't know this person.
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I don't follow it, which means that it's more of a content game instead of I have these followers.
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They'll seeing my content.
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Yeah, yeah, that's interesting.
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And when you were talking about the bigger company, what was interesting to me is that you were talking about brand building.
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And I honestly never thought about this kind of advertising for brand building.
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You always see people pushing a product or pushing a service, not necessarily brand building.
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So is there a time when people...
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it's appropriate for them to experiment with advertising?
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Or is it when they get to a certain point, it's a good thing to add into their marketing mix?
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Or does it really depend on the business, what other marketing activities they're doing, what their product or service is?
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Yeah, well, obviously, the first thing that needs to be relevant across the board is that your audience is actually on Facebook or Instagram.
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If they're not, then it's not worthwhile.
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I think there's kind of two camps that people can fall into.
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So I teach like for people that want to learn their own ads for really simple strategies.
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And two of them are around getting a video or reel that you've already spent, you know, probably an hour trying to figure out how to post and putting some, I'm terrible at organic content.
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I get in there and I'm like, oh, I don't know how to do this.
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Like, you know, you spent time creating that video, put some ad spend behind it so you can reach more of an audience.
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I think what people fall into the trap of trying to create more and more content, it's like, well, the next one will go viral.
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It's like, just create a decent piece of content that talks to your customer, who they are, what's important to them, put some money behind it so you can build your audience.
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Then the next really simple strategy that's probably only$10 to$15 a day is instead of creating more content again, you can strategically place your content, put some ad spend behind it so it shows up in the newsfeed for you.
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So I very rarely post organically, but I batch create content and I have this strategy in place which allows me to not have to keep creating content all the time.
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So that's really a strategy that anyone, any size of business can do.
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And the thing I like about it is it scalable.
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So my client that spends, you know,$250,000 a month, they might spend$15,000 or$20,000 a month on brand where a smaller business can literally spend$20 a day.
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Like it doesn't need to be thousands of dollars.
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And so I think that's relevant for anyone whose audience is on Facebook that doesn't want to get caught up in that constant content creation cycle.
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And then the people that I see scale more with ads are the ones that invest in lead generation and sales conversions.
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And the way that they do that is via creating sales processes or funnels, which may be videos or webinars.
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One of the most important things I think anyone can do with ads is get an email address from someone because we own our email address.
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We don't own the social platforms.
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So using it to move people through our sales process.
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And generally, some people will be like, oh, you need to have a proven offer and you need to have a lead magnet that's going to work and a great webinar.
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All of those are true.
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But if you don't have those, you can still run ads.
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You just may spend a little bit more money testing on what's going to work as opposed to someone who has a really good organic funnel and then they can amplify it.
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But then I've seen lots of people that take a really good organic funnel and try and put ads behind it.
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And they forget that they're going from a warm audience to a cold audience.
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And what converts a warm audience doesn't convert a cold audience.
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So sometimes they're still all, you know, starting from scratch again.
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I've got one client that just just recently signed up with me and she was saying that, I think it was only two years ago.
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She must have, I don't know, let's say 20,000 followers on Instagram.
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Two years ago, she'd create one video or one reel or one story and get 400 people registered for a masterclass.
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And now organically, she's struggling to get 20 people on.
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So she's moved to ads so that she can now still run her masterclasses and sell her products and courses and things because even though she is showing up all the time and creating organic content, she's not getting the reach that she was getting before.
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Wow, that's really interesting.
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And I wanted to talk to you about the whole attract, nurture, convert sequence and what makes the rest of us feel faint is, you know, landing pages and multiple email sequences and timings of emails.
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And it's just like,
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oh, go there.
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Love it.
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I love it.
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God.
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So can we talk about those distinct phases?
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You know, the attract is very important and then there's the nurture and there's a whole sort of philosophy in there and then the convert.
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Could you just talk us through that?
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What's involved at each of those stages at sort of a high level?
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And you talked about a sales process, which is really interesting.
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Just take us through that if you can.
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Yeah.
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And so it depends on what you're selling, what your price point is and how much.
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information people need to know before they make a purchase decision.
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But in kind of basic terms, I could like, I've got one client that actually runs a course on Instagram.
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So her sales process is super simple.
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She runs Facebook ads to a webinar inside the webinar.
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She provides value, but she, I think one of the things that people tend to do too much within that nurture of like the attraction is ads, but within the nurture phase that could potentially be a webinar or video or whatever it is, they try to educate too much and education doesn't sell.
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You know, you'll find lots of people that will give away tips and they're like, if I just keep giving people will buy, but they'll just, they'll just take the information and they won't need what you offer.
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So a really good webinar sales presentation kind of builds the gap in people's minds of where they are to where they want to be and how you can help them get there, which is really, really key.
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at the end of that webinar, what is really important, particularly for women in business is to spend the time to actually sell what you have to offer.
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I have one client who part of what I do for some of my clients is review their webinars.
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She had this beautiful webinar.
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She did this whole thing.
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And then she got to the slide on her course and like one second, it was like, and I've got this really good course.
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Boom.
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And then it was, and we have these experts in the course.
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And I'm like, we have given all this value.
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We have provided all of this.
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We deserve to then spend on our offer.
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And so it's really important that you spend the time.
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And I know it's really uncomfortable for a lot of women.
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I think we're taught to build community, not sell.
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But if we don't sell, then we don't make money and it's really difficult to live without money.
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And so we want to move people through that process in the webinar.
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And then obviously the emails and things that you talked about, we have them at the beginning to get people on the webinar.
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We have them at the end to answer questions and encourage them to purchase if it's the right decision for them.
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And then, you know, a webinar like that that is really dialed in to a cold audience and working really well, you want it to convert between 5% to 8% of people that attend live.
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And the goal then with that is it can be profitable on the front end.
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And then there's lots of other things that we can do to encourage people to purchase, again, like flash sales or different webinars or all those types of things.
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But I think what's really nice about this, and the lady that runs this webinar, she literally spent two hours, two hours, That was, I wish, two years perfecting that webinar.
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Like it's, I think a lot of people are like, well, I'll just run a webinar and you know, oh, that didn't work.
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So I'll try something different.
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The real power comes when you focus on just one process and you optimize it until it converts as you want.
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And it may mean that you created a webinar, your structure was good, but your messaging was wrong.
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You know, you might've been attracting people that weren't ready to, like they might've been too early in business or too advance in business.
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It's not that the structure was wrong of moving people through a nurture and convert.
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It was the fact that the messaging didn't match the audience.
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How do you measure that?
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If you're looking at each of those components, you know, apart from the fact that you may not sell anything at the end
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of it, that's always a big indicator.
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So there's a data metric throughout the process of, you know, what are we paying to get people on the webinar?
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What's our landing page conversion?
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How many people are what How many people are watching the webinar?
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How many people are getting through the webinar?
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All of those data points signal different things.
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And then there's also, you know, why didn't you buy surveys?
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And so there's a kind of a mix of hard data and then also like, I don't know, do they call it soft data where you do surveys and customer research?
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The other thing is though, and this I think is one of the things, if I can be a humble brag, is that I'm really good at is I can mostly look at funnels and I can be like, you know, your customer Yeah.
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that meant it was not something that people could consume as soon as they downloaded.
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I may have downloaded something but never had a presentation to give because I was too nervous, or it was for someone that already had speaking gigs, so then why would I necessarily hire a speaking coach?
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So, it's about making sure that how you're talking to the person is going to be receptive to what you're offering.
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And I think part of it comes down to having someone else look at your work.
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Because I know myself, you get so close to your own stuff, it makes logical sense in your own mind.
00:19:25.276 --> 00:19:27.837
But then someone else is like, no, no, that's not right.
00:19:28.439 --> 00:19:38.166
And the other thing that we spend a lot of time on with my clients is really researching your customer, but where they are and what is the trigger.
00:19:38.207 --> 00:19:42.211
That sounds triggering, but what is the thing that's actually going to make them buy?
00:19:42.250 --> 00:19:50.163
Because sometimes Someone could, you know, I work with a lot of coaches who might be helping people feel better in their life, for example.
00:19:50.502 --> 00:19:54.309
But what is it that's actually going to make them change and invest?
00:19:54.369 --> 00:19:58.537
Like, are they going through a divorce or, you know, have their kids just left school?
00:19:58.856 --> 00:20:04.946
Because most people will just sit in this uncomfortableness until they're ready to make that next step.
00:20:05.689 --> 00:20:06.148
And so...
00:20:07.009 --> 00:20:11.376
It's really important understanding the customer and then fitting the messaging around that.
00:20:11.457 --> 00:20:11.676
Yeah.
00:20:12.077 --> 00:20:21.251
And what you said before about, you know, looking at the data and the sort of the test and measure and adjusting, how long does that typically take?
00:20:21.511 --> 00:20:31.497
Like, let's assume we've got some kind of offer or piece, whether it's a webinar or whatever it is, let's say it's not too far out of the park.
00:20:32.339 --> 00:20:39.301
How long or how many iterations does it typically take to start getting that traction that clients want?
00:20:39.874 --> 00:20:40.034
It
00:20:40.173 --> 00:20:41.875
really does depend on the client.
00:20:42.656 --> 00:20:47.221
Some people will start running ads in a funnel and they'll get sales straight away.
00:20:47.240 --> 00:20:51.345
Like I've got one client at the moment that's on a really low ad spend.
00:20:51.384 --> 00:20:52.946
We're spending like$10 per day.
00:20:52.967 --> 00:20:55.690
The funnel is super profitable.
00:20:55.710 --> 00:20:57.570
We're getting enough leads in.
00:20:57.611 --> 00:21:00.493
And so kind of within the first month, it's profitable.
00:21:00.954 --> 00:21:07.820
The thing is though, where a lot of people don't take the next step is a funnel that's profitable at$300 a month ad spend.
00:21:08.513 --> 00:21:12.859
is not necessarily profitable when you're at$30,000 a month ad spend.
00:21:13.300 --> 00:21:16.505
And so it's a continual process of improving.
00:21:16.525 --> 00:21:28.821
Another one of my clients, we were running a evergreen webinar funnel and the goal, like their business goals was to get the ROAS to 1.5, which means for every dollar they spend, they get$1.50 back.
00:21:29.473 --> 00:21:30.576
And we could achieve that.
00:21:30.695 --> 00:21:31.376
That was easy.
00:21:31.416 --> 00:21:34.843
The problem was the profit margin they wanted on that was$100,000.
00:21:36.385 --> 00:21:44.940
But to be able to scale and get the 1.5 ROAS and$100,000 profit margin, we couldn't get the mechanics working on that.
00:21:45.259 --> 00:21:46.942
We weren't able to scale at that rate.
00:21:46.982 --> 00:21:50.348
And so it really depends on...
00:21:52.001 --> 00:21:53.824
the funnel and the profitability.
00:21:53.983 --> 00:21:59.009
And so you'll see probably at the moment, a lot of people are like, I'm going to create a low ticket program.
00:21:59.029 --> 00:22:02.113
You know, I'll sell something for$49 and it's going to make me a millionaire.
00:22:02.153 --> 00:22:16.067
And there are definitely people that have made a lot of money from$49 programs, but what they won't tell you is for the first six or 12 months, they burnt through a lot of money on ads and they burnt through a lot of stress and headache until they got it right.
00:22:16.508 --> 00:22:24.663
Most people will even tell you their first five programs or offers that they did flopped because it's really about being dialed in.
00:22:24.702 --> 00:22:33.292
And so obviously you can work with people that will fast track that, but, you know, we're humans and we're dealing with humans and humans change all the time.
00:22:33.353 --> 00:22:35.434
And so it can take some time.
00:22:35.474 --> 00:22:39.238
The thing I often say to people is the time's going to pass anyway.
00:22:39.258 --> 00:22:45.063
Like I did a presentation last week and after it, everyone's like, oh, just need to focus on one thing.
00:22:45.103 --> 00:22:49.626
And I'm like, yeah, if you started two years ago, focusing on one thing, you'd be a lot better off where you are now.
00:22:49.946 --> 00:22:56.972
But instead in between, you started a YouTube channel, a podcast, you wrote a book, you did all of this and you still don't have one highly converting funnel.
00:22:57.334 --> 00:22:59.855
And that just gets back to the whole marketing strategy, doesn't it?
00:22:59.855 --> 00:23:00.217
doesn't it?
00:23:00.237 --> 00:23:02.820
It's like, what is your core offer?
00:23:02.861 --> 00:23:06.105
And what are, say, the main secondary offers?
00:23:06.445 --> 00:23:14.199
You get a client on board and you work with them for a period of time, and then what's the next step for them?
00:23:14.839 --> 00:23:20.328
Or they might come in at one point and end up in your whole ecosystem.
00:23:21.289 --> 00:23:22.652
They experience everything.
00:23:23.192 --> 00:23:25.436
But it's really part of the whole marketing strategy.
00:23:25.537 --> 00:23:27.824
You How do you want to be positioned?
00:23:28.384 --> 00:23:34.932
You know, do you want to try and get a thousand paying customers at$49 a piece?
00:23:35.614 --> 00:23:40.480
Or do you want to get 10 high value clients?
00:23:40.519 --> 00:23:41.621
Like, how do you want to work?
00:23:41.681 --> 00:23:42.843
What's your business model?
00:23:43.383 --> 00:23:43.482
You
00:23:43.503 --> 00:23:44.744
know, what's that look like?
00:23:44.944 --> 00:23:57.483
And I think also, you know, for certain business owners, you know, I know a certain percentage of the people that I work with that will join my membership will definitely attend a live webinar and will definitely sit through a 90-minute presentation.
00:23:57.905 --> 00:24:02.317
But then there's other people that pay me$3,000 to$5,000 a month to manage their ads.
00:24:02.817 --> 00:24:04.220
they don't want to sit through a webinar.
00:24:04.319 --> 00:24:07.443
Like I get them through networking and referrals.
00:24:07.663 --> 00:24:13.571
And, and so it's really important to understand who your customer is and what's important to them.
00:24:13.732 --> 00:24:15.494
And then what's the best way to reach them.
00:24:15.755 --> 00:24:25.729
So it's not to say that a podcast or a book or a YouTube channel is wrong, but if you're, you know, at a certain level or your customers are a certain level, then you need to do certain things.
00:24:26.148 --> 00:24:30.983
If you're a brand new business and your audience is mums or they'll sit through a webinar.
00:24:31.023 --> 00:24:34.971
Like you don't need to write a book or, you know, create whatever it is.
00:24:34.990 --> 00:24:42.684
And like you said, it's about positioning and understanding your customers and making sure what you're going to do is actually matching how you're going to find them.
00:24:43.366 --> 00:24:46.972
And when people come to you, like they need to give you a brief.
00:24:48.035 --> 00:24:48.636
You would think so.
00:24:48.676 --> 00:24:53.726
Yeah, yeah.
00:24:53.922 --> 00:25:08.624
Because I find there's, you know, the smaller the business, and I don't deal with start-ups or really small businesses, but I know that there is that scattered approach, just trying to make something stick.
00:25:08.903 --> 00:25:16.836
And there's no strategy and there's no looking at the business model or the ideal client profile or the bigger picture or how do you want to spend your days?
00:25:17.017 --> 00:25:18.618
You know, what kind of work do you want to be doing?
00:25:19.599 --> 00:25:22.964
And that must be difficult for you.
00:25:23.521 --> 00:25:28.807
before you can move forward on this component, you've got to go back to basics.
00:25:28.827 --> 00:25:29.368
Like, okay,
00:25:30.710 --> 00:25:30.750
is
00:25:30.851 --> 00:25:32.593
this really the best thing to lead with?
00:25:32.913 --> 00:25:34.194
Yeah.
00:25:34.214 --> 00:25:38.019
I have this document that everyone tells me is too long and too involved.
00:25:38.318 --> 00:25:40.741
And I'm like, I don't care if we're working together, you're filling it out.
00:25:41.262 --> 00:25:44.787
And literally I get them to dump all of their information in.
00:25:44.826 --> 00:26:26.646
And a lot of people that work with me, they're either, I've never run an ad before or and I'm brand new but I know this is what I want to do or I have all of this stuff because there's coaches that are like create a new lead magnet every month and why aren't you running 15 webinars and all of this so they have all of this stuff and then you know a big symptom of people not growing their audience is they just create another offer so they end up with lots of lead magnets and lots of webinars and lots of offers and so they dump all of this stuff in and then I simplify it right down to what is going to be the fastest way for you to make more leverage And so that might be that you're not going to sell any of your$49 programs.
00:26:27.167 --> 00:26:33.599
It might be that we're going to set up a webinar to sell your$500 program and we're going to get that up and running and profitable.
00:26:33.619 --> 00:26:39.470
And then all the leads that you can get from that, you might launch your mastermind three times a year or whatever it may be.
00:26:39.510 --> 00:26:41.374
People are trying to do everything.
00:26:41.730 --> 00:26:57.182
too many things at once and then they're not taking the learnings from what happened over here to how we can make it better over there and you know, obviously I run ads for a living and I love running ads, but my favorite thing is the funnels and the strategy behind it.
00:26:57.343 --> 00:26:59.625
And that is what is more important.
00:26:59.644 --> 00:27:05.109
I even said to a lady the other day, I'm like, if you never run an ad with me in six months, I don't care, but we can get your funnels working.
00:27:05.349 --> 00:27:05.871
Do you know what I mean?
00:27:05.911 --> 00:27:07.192
Like the benefit of ads.
00:27:07.372 --> 00:27:17.320
And I think it goes back to one of the questions you're asking before is if you only have five people register for a webinar or five people see a video, it's really hard to tell whether that's working.
00:27:17.800 --> 00:27:21.788
So by running ads, you're going to actually get some significant data.
00:27:22.230 --> 00:27:33.676
So, you know, there's a whole big thing about, you know, things should convert at 1% at the a hundred people do one thing and one person buys, then we've got baseline success and we can build up from that.
00:27:34.137 --> 00:27:40.125
If you don't have anyone buying, you've had 400 people through your funnel, then we obviously have a funnel issue.
00:27:40.165 --> 00:27:48.655
But you can't, it's very difficult for people to get 500 people organically through something these days because the reach is just not there.
00:27:48.836 --> 00:27:49.057
Yeah.
00:27:49.497 --> 00:27:53.201
And what you said before about your own business is really interesting and mine as well.
00:27:53.241 --> 00:27:59.457
You know, you've got clients who pay you high value every month to do what you do.
00:27:59.497 --> 00:28:08.145
But then there's the other clients that may come through advertising or they may come through seeing you on Instagram or Facebook or whatever.
00:28:08.487 --> 00:28:16.615
But it's the high value ones that are through referrals, people who have met you in person, people who've known you.
00:28:16.635 --> 00:28:19.558
It's quite a different dynamic.
00:28:20.160 --> 00:28:31.984
So if, for example, you've got people like that, we'll say, you know, with your business, Would you say there's still a place for advertising or is it too...
00:28:32.834 --> 00:28:35.036
the advertising is a different purpose.
00:28:35.115 --> 00:28:39.078
It's not necessarily to get those high value clients in, but it might be to...
00:28:39.098 --> 00:28:39.118
I
00:28:39.500 --> 00:28:53.951
think, like I mentioned before about the different ad strategies that I have and the one to grow the audience and the one to show up in the newsfeed, what I find is for the high, I don't like saying high value, but people that spend more money as a person, they're good.
00:28:54.472 --> 00:29:05.182
Those people that you meet in person or anyone I kind of meet in person, because they're then seeing me when they log into Facebook and Instagram, the advertising in that regard is keeping me top of mind.
00:29:06.324 --> 00:29:13.330
Like I had one lady who saw me speak at a conference 12 months ago and she's like, I'm so glad they got you to speak.
00:29:13.911 --> 00:29:16.433
You know, I've been following you around for the last 12 months.
00:29:16.574 --> 00:29:17.434
My course is ready.
00:29:17.454 --> 00:29:18.875
Now I'm ready to do some ads.
00:29:19.376 --> 00:29:29.578
And so if I hadn't have been doing the advertising because I'm terrible at organic content and I don't post regularly, she probably would have never have seen me in those 12 months.
00:29:30.159 --> 00:29:43.090
And so I think based again, what you were saying before on your positioning and your business goals, as long as your customers are on Facebook and Instagram, there's different advertising strategies that can work for different people.
00:29:43.471 --> 00:29:58.124
So someone like you, who's, you know, your clients might be spending 20, 30,000 a year with you or a month, whatever it is, then they're not necessarily going to rush to your website and download, you know, a 10 page PDF and give you their email address and those types of things.
00:29:58.544 --> 00:30:00.688
But they may meet you in an event.
00:30:01.088 --> 00:30:04.957
You put some money behind and add like a podcast that you have or a video.
00:30:04.977 --> 00:30:09.305
And so they're getting that recognition of, oh, here's Jenny.
00:30:09.325 --> 00:30:11.008
She's talking about this again or whatever it is.
00:30:11.148 --> 00:30:17.701
And so that strategy for you can work really well where my other client that just runs everyone through a webinar.
00:30:18.498 --> 00:30:19.638
She doesn't have a podcast.
00:30:19.659 --> 00:30:20.779
She doesn't do anything else.
00:30:21.119 --> 00:30:28.646
She literally just sells this course and her and her assistant, I, like I help them manage the ads and we run the ads and that's her whole strategy.
00:30:28.967 --> 00:30:30.729
And she, I think she sends out a weekly email.
00:30:30.769 --> 00:30:34.172
Like she even said to me, she's like, I just want to get to a hundred thousand followers.
00:30:34.211 --> 00:30:35.833
So I don't have to post on Instagram anymore.
00:30:36.053 --> 00:30:43.880
And I'm like, okay, I don't know the reasoning behind it, but even someone that teaches Instagram is like, doesn't want to keep posting anymore.
00:30:43.920 --> 00:30:46.863
Like she wants to use her ads and emails to sell her course.
00:30:47.363 --> 00:30:52.829
And so this, That works perfectly for her and she's heavily invested in Meta as a way to sell that.
00:30:53.211 --> 00:30:55.934
But that's where her customers is and that works really well for her.
00:30:56.295 --> 00:31:00.902
Where for us, we want more customers that are more high touch and those types of things.
00:31:00.961 --> 00:31:05.347
So we can spend a lower ad spend on just keeping top of mind with people.
00:31:05.647 --> 00:31:08.152
Yeah, I like that as part of the strategy.
00:31:09.093 --> 00:31:14.000
It's just part of the credentials and the profile and just continuing to build on that.
00:31:14.221 --> 00:31:19.960
Yeah, given what you said about 30% fall in reach, Yeah, it makes sense to do that.
00:31:21.102 --> 00:31:26.951
And any difference with products or services or it doesn't matter as long as you execute properly?
00:31:27.932 --> 00:31:38.086
So I focus predominantly on services only because I'm better at that sales cycle and understanding the consumers.
00:31:38.126 --> 00:31:47.652
Product-wise, again, it depends on what the product is and we all know the big– you know, the bigger brands that are more invested in brands.
00:31:47.692 --> 00:31:50.094
Like I just recently purchased a Dyson Airwrap.
00:31:50.374 --> 00:31:59.461
I don't know why I'm going to have to figure out how to use it, but you know, obviously Dyson has spent, I don't know if they advertise, I'm sure they do, but they've spent time building that brand.
00:31:59.501 --> 00:32:04.626
So their product cycle is very different to an e-com that's just trying for high turnover.
00:32:04.646 --> 00:32:10.991
There are definitely different techniques that you can use for lower cost, high turnover e-com.
00:32:11.692 --> 00:32:20.907
I've got quite a few friends that run e-com ads for people and the biggest thing that they tell me is that they'll only take on clients where their websites are already converting.
00:32:20.948 --> 00:32:40.938
And so compared to services where you can tweak things a little bit more in the messaging and those types of things, if someone lands on your e-com website and you're conversion's not, I don't know, three, four, five, or 6%, you're basically just spending good money after bad on ads to get traffic there.
00:32:41.038 --> 00:32:43.080
It's really about getting your website converting.
00:32:43.461 --> 00:32:48.247
The other thing with product-based businesses for e-com, you need a lot more creative turnover.
00:32:48.287 --> 00:32:51.771
Where in services, we're building a relationship.
00:32:51.811 --> 00:32:54.454
If someone sees the same video twice, it's not a big deal.
00:32:54.895 --> 00:32:58.596
Where in e-com, they want to be turning over creative a lot more.
00:32:58.737 --> 00:32:58.958
Yeah.
00:32:59.818 --> 00:33:10.739
So if someone wanted to work with you, what would they need to think about or do beforehand, apart from filling your multi-page document?
00:33:12.609 --> 00:33:17.776
So I actually have kind of three ways people can work with me and it depends on where they are in their business.
00:33:17.816 --> 00:33:26.185
So if they're brand new and they want to learn ads themselves and they're willing to give it a go, I have a membership site where they can learn the ad strategies.
00:33:26.226 --> 00:33:30.651
They'll learn how to navigate ads manager and those types of things for that.
00:33:30.691 --> 00:33:35.016
They need to have some type of offer that they wanting to sell.
00:33:35.036 --> 00:33:39.580
Then I've got another level where it's a bit more hybrid coaching.
00:33:39.621 --> 00:33:40.461
We do ad set up.
00:33:40.738 --> 00:33:44.756
because people struggle with the tech, but it's more one-on-one coaching around.
00:33:44.777 --> 00:33:53.305
I prefer people not to be new in business, but they don't have to have they don't have to have a proven offer, but they need to kind of know who their audience is.
00:33:54.105 --> 00:33:57.528
Most of the people in that program have got a million things.
00:33:57.868 --> 00:34:03.753
They've got lead magnets and offers, and they're like, I feel like I'm juggling all these balls and nothing's really sticking.
00:34:04.115 --> 00:34:10.199
And so I help them streamline that process into one funnel that we work on, we get it profitable, and then we can move on to other ones.
00:34:10.860 --> 00:34:17.606
And then the higher level done for you is really for people that probably they want to be investing more in ads.
00:34:17.686 --> 00:34:23.393
So I'm not cost effective for someone that probably doesn't want to spend more than 10, like a minimum of 10,000 a month.
00:34:23.494 --> 00:34:24.521
It's just, they're better to...
00:34:25.505 --> 00:34:27.768
put their money into ads instead of retainer.
00:34:28.148 --> 00:34:32.931
And they're the people that are either ready to scale and they have a funnel that works.
00:34:33.753 --> 00:34:36.394
And they're just looking to take the ads off their plate.
00:34:36.414 --> 00:34:41.340
They're looking for someone else to kind of do all the metrics, do all the creative, do all the setup.
00:34:41.980 --> 00:34:48.565
And they, they want to be involved, but they don't want to have to be in there thinking about, Oh, should we change this headline?
00:34:48.646 --> 00:34:49.646
Or should we do this?
00:34:49.786 --> 00:34:51.989
Or what's, you know, what's meta done this week?
00:34:52.028 --> 00:34:55.472
That's changed the whole layout of everything.
00:34:55.472 --> 00:35:11.235
And those people, I take on very few of them and it's more like a partnership, as in we're in there together working on the funnel, making sure that everything's ticking along nicely because they are so heavily invested in that channel.
00:35:11.394 --> 00:35:12.456
Yeah, that's great.
00:35:12.496 --> 00:35:15.842
So there's several options for people to pursue.
00:35:15.882 --> 00:35:23.632
It's been great talking to you, great content, lots of insights just in this interview.
00:35:24.193 --> 00:35:29.721
We're going to put all your contact details with a show note so people can find you if they want to work with you.
00:35:29.740 --> 00:35:32.284
I just wanted to ask you one question.
00:35:33.266 --> 00:35:33.646
Lego.
00:35:35.367 --> 00:35:37.451
Explain to me because I don't get it.
00:35:37.590 --> 00:35:38.052
You don't get
00:35:38.092 --> 00:35:38.132
it.
00:35:38.331 --> 00:35:39.353
I don't get it.
00:35:40.114 --> 00:35:43.579
I'm like, we're not on camera so people can't see all the Lego everywhere behind me.
00:35:44.260 --> 00:35:48.144
I need a whole new cabinet and I literally have it all in front of me in my desk as well.
00:35:48.804 --> 00:35:52.050
I remember playing with Lego as a child.
00:35:52.673 --> 00:35:58.400
We had these little race cars and pit crew and a track and everything.
00:35:58.420 --> 00:36:00.771
And then I kind of forgot about it until...
00:36:01.538 --> 00:36:02.679
I think it was 2020.
00:36:03.059 --> 00:36:14.655
It might've just been before COVID and Disney did this Steamboat Willie black and white set and I bought it and I just remember what I used to do and I just loved it.
00:36:14.695 --> 00:36:19.780
And now for me, my husband says I have too much, but it might be time to get a new husband instead.
00:36:22.605 --> 00:36:24.126
I have literally Lego everywhere.
00:36:24.407 --> 00:36:51.972
For me, it's a really nice decompression so I listen to podcasts like murder mystery podcasts and I build lego and I only build from instructions so there's kind of you know lego masters and they're all creative I don't want to have to think I just want to build and I find it really really relaxing and it's just something that kind of grew from there and then last year Disney was a hundred years and And I love Disney as well.
00:36:52.032 --> 00:36:55.641
So Disney and Lego did a lot of stuff and I'm like, that was an expensive year.
00:36:56.121 --> 00:37:01.755
And then this year I'm also a big Formula One fan and Formula One and Lego have done collaborations.
00:37:01.835 --> 00:37:02.717
So now we have.
00:37:03.425 --> 00:37:06.528
All the formula, like down the bottom here, I've got a Ferrari.
00:37:06.708 --> 00:37:07.889
I've got a Mercedes over there.
00:37:07.929 --> 00:37:13.534
They've just done all these little mini cars that I've got all over my desk.
00:37:13.574 --> 00:37:17.838
Like, so it's been a very expensive year for Lego purchases.
00:37:17.958 --> 00:37:21.481
And next year in 2026, Formula One and Disney are doing stuff as well.
00:37:21.541 --> 00:37:24.023
And I'm like, all my three brains are coming together.
00:37:24.063 --> 00:37:25.724
It's going to be super expensive.
00:37:25.844 --> 00:37:27.005
It sounds like you could have
00:37:27.025 --> 00:37:29.369
an alternative career as an ambassador of some
00:37:29.869 --> 00:37:30.389
sort, a
00:37:30.429 --> 00:37:32.251
global roaming ambassador.
00:37:33.311 --> 00:37:33.391
Yeah.
00:37:33.391 --> 00:37:35.134
I should look into that.
00:37:35.855 --> 00:37:38.938
It's so funny because everyone went so crafty during COVID,
00:37:38.958 --> 00:37:39.177
didn't they?
00:37:39.197 --> 00:37:42.402
Yeah, well, we were at home all the time and we were lucky in Queensland.
00:37:42.422 --> 00:37:45.744
We didn't have as many lockdowns as other parts of the country.
00:37:46.365 --> 00:37:50.769
But it was, yeah, it was just something to do and it just grew and grew from there.
00:37:51.670 --> 00:37:57.938
So if anyone wants advice on Lego setup or meta-advertising, contact Natalie.
00:37:58.659 --> 00:37:59.338
She's your girl.
00:37:59.900 --> 00:38:01.822
Yeah.
00:38:01.954 --> 00:38:03.295
Okay, that's fantastic.
00:38:03.356 --> 00:38:06.460
Thank you so much for such an interesting podcast interview.
00:38:06.500 --> 00:38:07.501
Thanks,
00:38:07.561 --> 00:38:08.181
Natalie.
00:38:08.202 --> 00:38:08.822
Thank you, I enjoyed it.
00:38:11.306 --> 00:38:14.128
And that's all for today's episode of The 7% Club.
00:38:14.530 --> 00:38:15.911
Thank you so much for listening.
00:38:16.431 --> 00:38:23.181
And as always, wherever you are in the world, remember, better strategy, better business, better life.
00:00:01.441 --> 00:00:07.288
Hi there, this is Jenny Stilwell and welcome to the 7% Club podcast.
00:00:07.689 --> 00:00:17.341
For the 7% of business owners who break through 2 million in sales and for those on track to join this club, this podcast is to help you upscale.
00:00:20.004 --> 00:00:25.951
Creating content and posting regularly on social media can be a bit of a challenge for all of us.
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But what about when it comes to advertising?
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and working out ad campaigns on Facebook and Instagram and we're talking sales funnels landing pages email sequences and And I think it's far too difficult for most of us to even contemplate.
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So that's why in today's episode of the 7% Club podcast, I'm talking to Natalie Alemo.
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Now, Natalie is a funnel and Facebook ad strategist for online service providers, course creators, and experts who are ready to turn their expertise into a predictable revenue stream without creating more content.
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She's on a mission to free smart and ambitious women from the exhausting cycle of feast or famine income and constant content creation by providing their expertise in a marketing system that works consistently, sustainably and predictably.
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Natalie has spent more than 12 years honing her strategic and technical skills in the world of digital marketing.
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She mixes this strategic superpower and real world experience with intuition and meaningful data to create ad and funnel strategies that fit her client's personality and business because that's when the best results happen.
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Find Natalie online at nataliealamo.com.
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Music
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Hi Natalie, welcome
00:01:51.028 --> 00:01:51.670
to the show.
00:01:52.191 --> 00:01:53.474
Hi, thank you so much for having me.
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I'm really excited to be here.
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I'm really looking forward to talking to you about this because to me, you know, Facebook and Insta advertising is a little bit like...
00:02:02.561 --> 00:02:16.176
science and the dark arts combined and I'm sure there's plenty of people who have either tried and failed or would like to try and don't know where to start or who just desperately need someone like you because it's all too hard.
00:02:16.217 --> 00:02:24.586
And meta don't make it easy like they change things all the time which of course adds to people's confusions.
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How did you end up with the business that you've got and what's your background?
00:02:30.513 --> 00:02:33.176
Have you got a marketing background or is it something completely different?
00:02:33.818 --> 00:02:44.836
So depending on how far you wanted me to go back, I actually have a marketing degree and I ended up working at an international company in their sales department.
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So I started cold calling sales meetings, like traditional sales.
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And my mum also had a printing business at the time.
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And When I was cold calling, I remember thinking that if the marketing department just knew what they were doing, then I wouldn't have to be making all these freaking calls all the time.
00:03:06.042 --> 00:03:12.728
But yeah, so I kind of, that was like a really good experience for me to understand the sales process.
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And then I had the opportunity to leave and help my mum in the printing business.
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And throughout her, like the printing business, I had the opportunity to go to networking events.
00:03:26.120 --> 00:03:28.524
This was was when Facebook was really, really new.
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And just prior to that, I'd kind of learnt more about direct response marketing and those types of things.
00:03:34.794 --> 00:03:36.336
And we started sending an email newsletter.
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And then I was at this networking event and this guy was talking about how to use Facebook for businesses.
00:03:43.659 --> 00:03:46.382
And I remember sitting in the audience going, this guy's an idiot.
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Like I know more than this.
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And I literally rang mum.
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I'm like, mum, we're going to start teaching Facebook.
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So within a few weeks, I'd put together a live course where I literally had 15 people in a room with their laptops and we were teaching them how to set up Facebook pages and, and all of these things.
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And then over the years that evolved to live workshops to, I was running it live online to a pre-recorded course.
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And And then my way of selling it was trying to do this sales webinar.
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And ironically, I was teaching Facebook, but I couldn't using organic content and stuff.
00:04:20.012 --> 00:04:22.956
I was teaching get enough people to my webinar each and every week.
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And so that's when I started to teach myself ads.
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And so I started with a really small budget and just kind of scaled it from there.
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And it was really like pivotal in where I am now because it taught me all about ads.
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It taught me all about sales funnels.
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And I was in there kind of playing around with all the stuff until I got to a stage where I knew my numbers like if I got 300 people registered 100 would show up and I would make 20 to 30 sales like it was a four gram week you know based on all the numbers and people going through.
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So I literally ran that for years and I turned it to evergreen when I had my son.
00:05:01.891 --> 00:05:06.815
So for my maternity leave and it was kind of ticking along and then I kind of burnt myself out.
00:05:07.276 --> 00:05:11.740
And after I had my son, I went and took a cushy job for a few years.
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Like I just, lack of sleep.
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I had no idea what I was doing.
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I'm like, this will be easy.
00:05:16.244 --> 00:05:19.226
So ended up in a cushy job for a few years.
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And then I knew the quickest way back to my business was to offer a service.
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So I literally sent a message to 15 people I knew and said, I'm going to start running ads for people.
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Who's available?
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Like who needs ads help?
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And within a couple of months, I was fully booked and I was able to quit my job and come back into my business.
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And that was around 2019.
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And then since then, the majority of my business has been managing ads for other people.
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And in the ads as well.
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And I think I need to double check the figures, but I've managed like$5 million in ad spend in the last kind of few years.
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I've got one particular client that we profitably spend about$250,000 each and every month.
00:06:02.961 --> 00:06:07.004
But then I've got other clients that are just running their own ads.
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They're part of my membership site and they're spending$100 a month or they're spending$10 a day.
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And so it's given me the opportunity to see how it works for all spectrums.
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of businesses, people that are just starting, people that are, it's their main marketing strategy.
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So it's been a really good insight into what's working and what's not working.
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That's really interesting.
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That's such a huge range.
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And, you know, I'm assuming the companies that have a$250,000 spend, you know, much bigger organisations.
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Would that be a key part of their marketing strategy or just part of the mix?
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Yeah, it's definitely a key part of their marketing strategy.
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They're a team of, there's about 20 in the team.
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I think Yeah.
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And very much chasing the conversion event where bigger companies are happy to invest in brand and other things.
00:07:13.415 --> 00:07:17.100
So their ad spend is not all just generating leads or sales.
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To them, it's very important to invest in the brand and build the overall audience and brand awareness and those types of things.
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And so...
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Obviously, they're making the return, which is different if you don't have the money to spend it.
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It's really difficult to spend it.
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And they didn't start there.
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It's been a gradual increase, but they recognize the value of using ads to help amplify what they're trying to do.
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And they have a big Instagram account.
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They've got over a million followers.
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But one of the things that a lot of people...
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I don't know if people don't realize or don't understand the impact is that organic reach just on Instagram is down 30% this year.
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So if you were struggling last year and you haven't changed content strategies, or even if your content is hitting the mark, it's still hitting 30% less than it was last year.
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And so it's kind of a bigger struggle for people.
00:08:12.680 --> 00:08:22.709
Like they're always trying to get ahead and get more reach where they're kind of fighting an uphill battle because organic content's down a like reaches down.
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And so ads is a great way to help you get more in front of more people because people can't buy from you if they don't know who you are.
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And why
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would organic be down by such a big percentage?
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I think that's really a question for Instagram.
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It's the algorithm.
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My understanding is it's the algorithm, it's competition, it's the way that they have, like I know specifically on Instagram is they have turned it more into, so I don't know if you're like on TikTok, you don't necessarily have to follow people.
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You have like a for you page and it curates the content for you.
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Where previously on Facebook and Instagram, we wanted everyone to become our followers because that's how they were prioritized as seeing content within the newsfeed.
00:09:07.057 --> 00:09:08.038
That's kind of all gone.
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You'll notice as you're scrolling Facebook or Instagram, you'll see random things from random people that you're like, oh, I don't know this person.
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I don't follow it, which means that it's more of a content game instead of I have these followers.
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They'll seeing my content.
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Yeah, yeah, that's interesting.
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And when you were talking about the bigger company, what was interesting to me is that you were talking about brand building.
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And I honestly never thought about this kind of advertising for brand building.
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You always see people pushing a product or pushing a service, not necessarily brand building.
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So is there a time when people...
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it's appropriate for them to experiment with advertising?
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Or is it when they get to a certain point, it's a good thing to add into their marketing mix?
00:10:00.932 --> 00:10:07.140
Or does it really depend on the business, what other marketing activities they're doing, what their product or service is?
00:10:08.243 --> 00:10:15.046
Yeah, well, obviously, the first thing that needs to be relevant across the board is that your audience is actually on Facebook or Instagram.
00:10:15.605 --> 00:10:18.207
If they're not, then it's not worthwhile.
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I think there's kind of two camps that people can fall into.
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So I teach like for people that want to learn their own ads for really simple strategies.
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And two of them are around getting a video or reel that you've already spent, you know, probably an hour trying to figure out how to post and putting some, I'm terrible at organic content.
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I get in there and I'm like, oh, I don't know how to do this.
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Like, you know, you spent time creating that video, put some ad spend behind it so you can reach more of an audience.
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I think what people fall into the trap of trying to create more and more content, it's like, well, the next one will go viral.
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It's like, just create a decent piece of content that talks to your customer, who they are, what's important to them, put some money behind it so you can build your audience.
00:11:05.570 --> 00:11:18.902
Then the next really simple strategy that's probably only$10 to$15 a day is instead of creating more content again, you can strategically place your content, put some ad spend behind it so it shows up in the newsfeed for you.
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So I very rarely post organically, but I batch create content and I have this strategy in place which allows me to not have to keep creating content all the time.
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So that's really a strategy that anyone, any size of business can do.
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And the thing I like about it is it scalable.
00:11:36.096 --> 00:11:45.807
So my client that spends, you know,$250,000 a month, they might spend$15,000 or$20,000 a month on brand where a smaller business can literally spend$20 a day.
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Like it doesn't need to be thousands of dollars.
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And so I think that's relevant for anyone whose audience is on Facebook that doesn't want to get caught up in that constant content creation cycle.
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And then the people that I see scale more with ads are the ones that invest in lead generation and sales conversions.
00:12:06.528 --> 00:12:14.057
And the way that they do that is via creating sales processes or funnels, which may be videos or webinars.
00:12:14.618 --> 00:12:20.364
One of the most important things I think anyone can do with ads is get an email address from someone because we own our email address.
00:12:20.384 --> 00:12:21.865
We don't own the social platforms.
00:12:22.306 --> 00:12:25.168
So using it to move people through our sales process.
00:12:25.609 --> 00:12:32.256
And generally, some people will be like, oh, you need to have a proven offer and you need to have a lead magnet that's going to work and a great webinar.
00:12:32.657 --> 00:12:33.697
All of those are true.
00:12:33.738 --> 00:12:36.681
But if you don't have those, you can still run ads.
00:12:37.042 --> 00:12:46.351
You just may spend a little bit more money testing on what's going to work as opposed to someone who has a really good organic funnel and then they can amplify it.
00:12:46.432 --> 00:12:51.998
But then I've seen lots of people that take a really good organic funnel and try and put ads behind it.
00:12:52.437 --> 00:12:55.541
And they forget that they're going from a warm audience to a cold audience.
00:12:55.682 --> 00:12:58.804
And what converts a warm audience doesn't convert a cold audience.
00:12:59.205 --> 00:13:02.969
So sometimes they're still all, you know, starting from scratch again.
00:13:03.009 --> 00:13:10.095
I've got one client that just just recently signed up with me and she was saying that, I think it was only two years ago.
00:13:10.115 --> 00:13:13.778
She must have, I don't know, let's say 20,000 followers on Instagram.
00:13:14.078 --> 00:13:19.923
Two years ago, she'd create one video or one reel or one story and get 400 people registered for a masterclass.
00:13:20.563 --> 00:13:23.206
And now organically, she's struggling to get 20 people on.
00:13:23.647 --> 00:13:38.639
So she's moved to ads so that she can now still run her masterclasses and sell her products and courses and things because even though she is showing up all the time and creating organic content, she's not getting the reach that she was getting before.
00:13:38.639 --> 00:13:40.062
Wow, that's really interesting.
00:13:40.763 --> 00:13:54.743
And I wanted to talk to you about the whole attract, nurture, convert sequence and what makes the rest of us feel faint is, you know, landing pages and multiple email sequences and timings of emails.
00:13:54.822 --> 00:13:55.484
And it's just like,
00:13:56.485 --> 00:13:57.066
oh, go there.
00:13:57.346 --> 00:13:57.626
Love it.
00:13:57.807 --> 00:13:58.226
I love it.
00:13:59.208 --> 00:13:59.509
God.
00:14:00.129 --> 00:14:03.099
So can we talk about those distinct phases?
00:14:03.159 --> 00:14:11.687
You know, the attract is very important and then there's the nurture and there's a whole sort of philosophy in there and then the convert.
00:14:12.308 --> 00:14:13.653
Could you just talk us through that?
00:14:14.498 --> 00:14:17.923
What's involved at each of those stages at sort of a high level?
00:14:17.985 --> 00:14:21.652
And you talked about a sales process, which is really interesting.
00:14:22.111 --> 00:14:23.855
Just take us through that if you can.
00:14:23.916 --> 00:14:24.115
Yeah.
00:14:24.677 --> 00:14:30.528
And so it depends on what you're selling, what your price point is and how much.
00:14:32.097 --> 00:14:35.061
information people need to know before they make a purchase decision.
00:14:35.100 --> 00:14:42.789
But in kind of basic terms, I could like, I've got one client that actually runs a course on Instagram.
00:14:43.510 --> 00:14:46.413
So her sales process is super simple.
00:14:46.653 --> 00:14:51.460
She runs Facebook ads to a webinar inside the webinar.
00:14:51.559 --> 00:15:11.486
She provides value, but she, I think one of the things that people tend to do too much within that nurture of like the attraction is ads, but within the nurture phase that could potentially be a webinar or video or whatever it is, they try to educate too much and education doesn't sell.
00:15:11.506 --> 00:15:21.816
You know, you'll find lots of people that will give away tips and they're like, if I just keep giving people will buy, but they'll just, they'll just take the information and they won't need what you offer.
00:15:22.216 --> 00:15:33.410
So a really good webinar sales presentation kind of builds the gap in people's minds of where they are to where they want to be and how you can help them get there, which is really, really key.
00:15:33.985 --> 00:15:42.592
at the end of that webinar, what is really important, particularly for women in business is to spend the time to actually sell what you have to offer.
00:15:43.073 --> 00:15:47.136
I have one client who part of what I do for some of my clients is review their webinars.
00:15:47.597 --> 00:15:49.198
She had this beautiful webinar.
00:15:49.219 --> 00:15:50.220
She did this whole thing.
00:15:50.320 --> 00:15:56.184
And then she got to the slide on her course and like one second, it was like, and I've got this really good course.
00:15:56.205 --> 00:15:56.365
Boom.
00:15:56.586 --> 00:15:58.466
And then it was, and we have these experts in the course.
00:15:58.506 --> 00:16:01.090
And I'm like, we have given all this value.
00:16:01.129 --> 00:16:02.370
We have provided all of this.
00:16:02.490 --> 00:16:05.083
We deserve to then spend on our offer.
00:16:05.793 --> 00:16:07.936
And so it's really important that you spend the time.
00:16:07.956 --> 00:16:11.038
And I know it's really uncomfortable for a lot of women.
00:16:11.099 --> 00:16:14.601
I think we're taught to build community, not sell.
00:16:14.782 --> 00:16:19.145
But if we don't sell, then we don't make money and it's really difficult to live without money.
00:16:19.686 --> 00:16:22.788
And so we want to move people through that process in the webinar.
00:16:23.188 --> 00:16:27.633
And then obviously the emails and things that you talked about, we have them at the beginning to get people on the webinar.
00:16:27.673 --> 00:16:33.658
We have them at the end to answer questions and encourage them to purchase if it's the right decision for them.
00:16:33.677 --> 00:16:44.269
And then, you know, a webinar like that that is really dialed in to a cold audience and working really well, you want it to convert between 5% to 8% of people that attend live.
00:16:44.288 --> 00:16:49.674
And the goal then with that is it can be profitable on the front end.
00:16:50.154 --> 00:16:59.024
And then there's lots of other things that we can do to encourage people to purchase, again, like flash sales or different webinars or all those types of things.
00:16:59.565 --> 00:17:09.096
But I think what's really nice about this, and the lady that runs this webinar, she literally spent two hours, two hours, That was, I wish, two years perfecting that webinar.
00:17:09.135 --> 00:17:15.301
Like it's, I think a lot of people are like, well, I'll just run a webinar and you know, oh, that didn't work.
00:17:15.321 --> 00:17:16.483
So I'll try something different.
00:17:16.864 --> 00:17:25.272
The real power comes when you focus on just one process and you optimize it until it converts as you want.
00:17:25.353 --> 00:17:30.057
And it may mean that you created a webinar, your structure was good, but your messaging was wrong.
00:17:30.478 --> 00:17:36.644
You know, you might've been attracting people that weren't ready to, like they might've been too early in business or too advance in business.
00:17:37.086 --> 00:17:41.630
It's not that the structure was wrong of moving people through a nurture and convert.
00:17:42.090 --> 00:17:45.173
It was the fact that the messaging didn't match the audience.
00:17:45.494 --> 00:17:46.355
How do you measure that?
00:17:46.556 --> 00:17:53.482
If you're looking at each of those components, you know, apart from the fact that you may not sell anything at the end
00:17:53.502 --> 00:17:54.964
of it, that's always a big indicator.
00:17:55.565 --> 00:18:02.231
So there's a data metric throughout the process of, you know, what are we paying to get people on the webinar?
00:18:02.732 --> 00:18:04.414
What's our landing page conversion?
00:18:04.454 --> 00:18:06.436
How many people are what How many people are watching the webinar?
00:18:06.477 --> 00:18:08.138
How many people are getting through the webinar?
00:18:08.558 --> 00:18:11.923
All of those data points signal different things.
00:18:12.603 --> 00:18:15.527
And then there's also, you know, why didn't you buy surveys?
00:18:15.567 --> 00:18:24.215
And so there's a kind of a mix of hard data and then also like, I don't know, do they call it soft data where you do surveys and customer research?
00:18:24.556 --> 00:18:36.109
The other thing is though, and this I think is one of the things, if I can be a humble brag, is that I'm really good at is I can mostly look at funnels and I can be like, you know, your customer Yeah.
00:18:50.241 --> 00:18:54.548
that meant it was not something that people could consume as soon as they downloaded.
00:18:54.567 --> 00:19:06.243
I may have downloaded something but never had a presentation to give because I was too nervous, or it was for someone that already had speaking gigs, so then why would I necessarily hire a speaking coach?
00:19:06.304 --> 00:19:15.688
So, it's about making sure that how you're talking to the person is going to be receptive to what you're offering.
00:19:15.708 --> 00:19:19.830
And I think part of it comes down to having someone else look at your work.
00:19:20.311 --> 00:19:24.875
Because I know myself, you get so close to your own stuff, it makes logical sense in your own mind.
00:19:25.276 --> 00:19:27.837
But then someone else is like, no, no, that's not right.
00:19:28.439 --> 00:19:38.166
And the other thing that we spend a lot of time on with my clients is really researching your customer, but where they are and what is the trigger.
00:19:38.207 --> 00:19:42.211
That sounds triggering, but what is the thing that's actually going to make them buy?
00:19:42.250 --> 00:19:50.163
Because sometimes Someone could, you know, I work with a lot of coaches who might be helping people feel better in their life, for example.
00:19:50.502 --> 00:19:54.309
But what is it that's actually going to make them change and invest?
00:19:54.369 --> 00:19:58.537
Like, are they going through a divorce or, you know, have their kids just left school?
00:19:58.856 --> 00:20:04.946
Because most people will just sit in this uncomfortableness until they're ready to make that next step.
00:20:05.689 --> 00:20:06.148
And so...
00:20:07.009 --> 00:20:11.376
It's really important understanding the customer and then fitting the messaging around that.
00:20:11.457 --> 00:20:11.676
Yeah.
00:20:12.077 --> 00:20:21.251
And what you said before about, you know, looking at the data and the sort of the test and measure and adjusting, how long does that typically take?
00:20:21.511 --> 00:20:31.497
Like, let's assume we've got some kind of offer or piece, whether it's a webinar or whatever it is, let's say it's not too far out of the park.
00:20:32.339 --> 00:20:39.301
How long or how many iterations does it typically take to start getting that traction that clients want?
00:20:39.874 --> 00:20:40.034
It
00:20:40.173 --> 00:20:41.875
really does depend on the client.
00:20:42.656 --> 00:20:47.221
Some people will start running ads in a funnel and they'll get sales straight away.
00:20:47.240 --> 00:20:51.345
Like I've got one client at the moment that's on a really low ad spend.
00:20:51.384 --> 00:20:52.946
We're spending like$10 per day.
00:20:52.967 --> 00:20:55.690
The funnel is super profitable.
00:20:55.710 --> 00:20:57.570
We're getting enough leads in.
00:20:57.611 --> 00:21:00.493
And so kind of within the first month, it's profitable.
00:21:00.954 --> 00:21:07.820
The thing is though, where a lot of people don't take the next step is a funnel that's profitable at$300 a month ad spend.
00:21:08.513 --> 00:21:12.859
is not necessarily profitable when you're at$30,000 a month ad spend.
00:21:13.300 --> 00:21:16.505
And so it's a continual process of improving.
00:21:16.525 --> 00:21:28.821
Another one of my clients, we were running a evergreen webinar funnel and the goal, like their business goals was to get the ROAS to 1.5, which means for every dollar they spend, they get$1.50 back.
00:21:29.473 --> 00:21:30.576
And we could achieve that.
00:21:30.695 --> 00:21:31.376
That was easy.
00:21:31.416 --> 00:21:34.843
The problem was the profit margin they wanted on that was$100,000.
00:21:36.385 --> 00:21:44.940
But to be able to scale and get the 1.5 ROAS and$100,000 profit margin, we couldn't get the mechanics working on that.
00:21:45.259 --> 00:21:46.942
We weren't able to scale at that rate.
00:21:46.982 --> 00:21:50.348
And so it really depends on...
00:21:52.001 --> 00:21:53.824
the funnel and the profitability.
00:21:53.983 --> 00:21:59.009
And so you'll see probably at the moment, a lot of people are like, I'm going to create a low ticket program.
00:21:59.029 --> 00:22:02.113
You know, I'll sell something for$49 and it's going to make me a millionaire.
00:22:02.153 --> 00:22:16.067
And there are definitely people that have made a lot of money from$49 programs, but what they won't tell you is for the first six or 12 months, they burnt through a lot of money on ads and they burnt through a lot of stress and headache until they got it right.
00:22:16.508 --> 00:22:24.663
Most people will even tell you their first five programs or offers that they did flopped because it's really about being dialed in.
00:22:24.702 --> 00:22:33.292
And so obviously you can work with people that will fast track that, but, you know, we're humans and we're dealing with humans and humans change all the time.
00:22:33.353 --> 00:22:35.434
And so it can take some time.
00:22:35.474 --> 00:22:39.238
The thing I often say to people is the time's going to pass anyway.
00:22:39.258 --> 00:22:45.063
Like I did a presentation last week and after it, everyone's like, oh, just need to focus on one thing.
00:22:45.103 --> 00:22:49.626
And I'm like, yeah, if you started two years ago, focusing on one thing, you'd be a lot better off where you are now.
00:22:49.946 --> 00:22:56.972
But instead in between, you started a YouTube channel, a podcast, you wrote a book, you did all of this and you still don't have one highly converting funnel.
00:22:57.334 --> 00:22:59.855
And that just gets back to the whole marketing strategy, doesn't it?
00:22:59.855 --> 00:23:00.217
doesn't it?
00:23:00.237 --> 00:23:02.820
It's like, what is your core offer?
00:23:02.861 --> 00:23:06.105
And what are, say, the main secondary offers?
00:23:06.445 --> 00:23:14.199
You get a client on board and you work with them for a period of time, and then what's the next step for them?
00:23:14.839 --> 00:23:20.328
Or they might come in at one point and end up in your whole ecosystem.
00:23:21.289 --> 00:23:22.652
They experience everything.
00:23:23.192 --> 00:23:25.436
But it's really part of the whole marketing strategy.
00:23:25.537 --> 00:23:27.824
You How do you want to be positioned?
00:23:28.384 --> 00:23:34.932
You know, do you want to try and get a thousand paying customers at$49 a piece?
00:23:35.614 --> 00:23:40.480
Or do you want to get 10 high value clients?
00:23:40.519 --> 00:23:41.621
Like, how do you want to work?
00:23:41.681 --> 00:23:42.843
What's your business model?
00:23:43.383 --> 00:23:43.482
You
00:23:43.503 --> 00:23:44.744
know, what's that look like?
00:23:44.944 --> 00:23:57.483
And I think also, you know, for certain business owners, you know, I know a certain percentage of the people that I work with that will join my membership will definitely attend a live webinar and will definitely sit through a 90-minute presentation.
00:23:57.905 --> 00:24:02.317
But then there's other people that pay me$3,000 to$5,000 a month to manage their ads.
00:24:02.817 --> 00:24:04.220
they don't want to sit through a webinar.
00:24:04.319 --> 00:24:07.443
Like I get them through networking and referrals.
00:24:07.663 --> 00:24:13.571
And, and so it's really important to understand who your customer is and what's important to them.
00:24:13.732 --> 00:24:15.494
And then what's the best way to reach them.
00:24:15.755 --> 00:24:25.729
So it's not to say that a podcast or a book or a YouTube channel is wrong, but if you're, you know, at a certain level or your customers are a certain level, then you need to do certain things.
00:24:26.148 --> 00:24:30.983
If you're a brand new business and your audience is mums or they'll sit through a webinar.
00:24:31.023 --> 00:24:34.971
Like you don't need to write a book or, you know, create whatever it is.
00:24:34.990 --> 00:24:42.684
And like you said, it's about positioning and understanding your customers and making sure what you're going to do is actually matching how you're going to find them.
00:24:43.366 --> 00:24:46.972
And when people come to you, like they need to give you a brief.
00:24:48.035 --> 00:24:48.636
You would think so.
00:24:48.676 --> 00:24:53.726
Yeah, yeah.
00:24:53.922 --> 00:25:08.624
Because I find there's, you know, the smaller the business, and I don't deal with start-ups or really small businesses, but I know that there is that scattered approach, just trying to make something stick.
00:25:08.903 --> 00:25:16.836
And there's no strategy and there's no looking at the business model or the ideal client profile or the bigger picture or how do you want to spend your days?
00:25:17.017 --> 00:25:18.618
You know, what kind of work do you want to be doing?
00:25:19.599 --> 00:25:22.964
And that must be difficult for you.
00:25:23.521 --> 00:25:28.807
before you can move forward on this component, you've got to go back to basics.
00:25:28.827 --> 00:25:29.368
Like, okay,
00:25:30.710 --> 00:25:30.750
is
00:25:30.851 --> 00:25:32.593
this really the best thing to lead with?
00:25:32.913 --> 00:25:34.194
Yeah.
00:25:34.214 --> 00:25:38.019
I have this document that everyone tells me is too long and too involved.
00:25:38.318 --> 00:25:40.741
And I'm like, I don't care if we're working together, you're filling it out.
00:25:41.262 --> 00:25:44.787
And literally I get them to dump all of their information in.
00:25:44.826 --> 00:26:26.646
And a lot of people that work with me, they're either, I've never run an ad before or and I'm brand new but I know this is what I want to do or I have all of this stuff because there's coaches that are like create a new lead magnet every month and why aren't you running 15 webinars and all of this so they have all of this stuff and then you know a big symptom of people not growing their audience is they just create another offer so they end up with lots of lead magnets and lots of webinars and lots of offers and so they dump all of this stuff in and then I simplify it right down to what is going to be the fastest way for you to make more leverage And so that might be that you're not going to sell any of your$49 programs.
00:26:27.167 --> 00:26:33.599
It might be that we're going to set up a webinar to sell your$500 program and we're going to get that up and running and profitable.
00:26:33.619 --> 00:26:39.470
And then all the leads that you can get from that, you might launch your mastermind three times a year or whatever it may be.
00:26:39.510 --> 00:26:41.374
People are trying to do everything.
00:26:41.730 --> 00:26:57.182
too many things at once and then they're not taking the learnings from what happened over here to how we can make it better over there and you know, obviously I run ads for a living and I love running ads, but my favorite thing is the funnels and the strategy behind it.
00:26:57.343 --> 00:26:59.625
And that is what is more important.
00:26:59.644 --> 00:27:05.109
I even said to a lady the other day, I'm like, if you never run an ad with me in six months, I don't care, but we can get your funnels working.
00:27:05.349 --> 00:27:05.871
Do you know what I mean?
00:27:05.911 --> 00:27:07.192
Like the benefit of ads.
00:27:07.372 --> 00:27:17.320
And I think it goes back to one of the questions you're asking before is if you only have five people register for a webinar or five people see a video, it's really hard to tell whether that's working.
00:27:17.800 --> 00:27:21.788
So by running ads, you're going to actually get some significant data.
00:27:22.230 --> 00:27:33.676
So, you know, there's a whole big thing about, you know, things should convert at 1% at the a hundred people do one thing and one person buys, then we've got baseline success and we can build up from that.
00:27:34.137 --> 00:27:40.125
If you don't have anyone buying, you've had 400 people through your funnel, then we obviously have a funnel issue.
00:27:40.165 --> 00:27:48.655
But you can't, it's very difficult for people to get 500 people organically through something these days because the reach is just not there.
00:27:48.836 --> 00:27:49.057
Yeah.
00:27:49.497 --> 00:27:53.201
And what you said before about your own business is really interesting and mine as well.
00:27:53.241 --> 00:27:59.457
You know, you've got clients who pay you high value every month to do what you do.
00:27:59.497 --> 00:28:08.145
But then there's the other clients that may come through advertising or they may come through seeing you on Instagram or Facebook or whatever.
00:28:08.487 --> 00:28:16.615
But it's the high value ones that are through referrals, people who have met you in person, people who've known you.
00:28:16.635 --> 00:28:19.558
It's quite a different dynamic.
00:28:20.160 --> 00:28:31.984
So if, for example, you've got people like that, we'll say, you know, with your business, Would you say there's still a place for advertising or is it too...
00:28:32.834 --> 00:28:35.036
the advertising is a different purpose.
00:28:35.115 --> 00:28:39.078
It's not necessarily to get those high value clients in, but it might be to...
00:28:39.098 --> 00:28:39.118
I
00:28:39.500 --> 00:28:53.951
think, like I mentioned before about the different ad strategies that I have and the one to grow the audience and the one to show up in the newsfeed, what I find is for the high, I don't like saying high value, but people that spend more money as a person, they're good.
00:28:54.472 --> 00:29:05.182
Those people that you meet in person or anyone I kind of meet in person, because they're then seeing me when they log into Facebook and Instagram, the advertising in that regard is keeping me top of mind.
00:29:06.324 --> 00:29:13.330
Like I had one lady who saw me speak at a conference 12 months ago and she's like, I'm so glad they got you to speak.
00:29:13.911 --> 00:29:16.433
You know, I've been following you around for the last 12 months.
00:29:16.574 --> 00:29:17.434
My course is ready.
00:29:17.454 --> 00:29:18.875
Now I'm ready to do some ads.
00:29:19.376 --> 00:29:29.578
And so if I hadn't have been doing the advertising because I'm terrible at organic content and I don't post regularly, she probably would have never have seen me in those 12 months.
00:29:30.159 --> 00:29:43.090
And so I think based again, what you were saying before on your positioning and your business goals, as long as your customers are on Facebook and Instagram, there's different advertising strategies that can work for different people.
00:29:43.471 --> 00:29:58.124
So someone like you, who's, you know, your clients might be spending 20, 30,000 a year with you or a month, whatever it is, then they're not necessarily going to rush to your website and download, you know, a 10 page PDF and give you their email address and those types of things.
00:29:58.544 --> 00:30:00.688
But they may meet you in an event.
00:30:01.088 --> 00:30:04.957
You put some money behind and add like a podcast that you have or a video.
00:30:04.977 --> 00:30:09.305
And so they're getting that recognition of, oh, here's Jenny.
00:30:09.325 --> 00:30:11.008
She's talking about this again or whatever it is.
00:30:11.148 --> 00:30:17.701
And so that strategy for you can work really well where my other client that just runs everyone through a webinar.
00:30:18.498 --> 00:30:19.638
She doesn't have a podcast.
00:30:19.659 --> 00:30:20.779
She doesn't do anything else.
00:30:21.119 --> 00:30:28.646
She literally just sells this course and her and her assistant, I, like I help them manage the ads and we run the ads and that's her whole strategy.
00:30:28.967 --> 00:30:30.729
And she, I think she sends out a weekly email.
00:30:30.769 --> 00:30:34.172
Like she even said to me, she's like, I just want to get to a hundred thousand followers.
00:30:34.211 --> 00:30:35.833
So I don't have to post on Instagram anymore.
00:30:36.053 --> 00:30:43.880
And I'm like, okay, I don't know the reasoning behind it, but even someone that teaches Instagram is like, doesn't want to keep posting anymore.
00:30:43.920 --> 00:30:46.863
Like she wants to use her ads and emails to sell her course.
00:30:47.363 --> 00:30:52.829
And so this, That works perfectly for her and she's heavily invested in Meta as a way to sell that.
00:30:53.211 --> 00:30:55.934
But that's where her customers is and that works really well for her.
00:30:56.295 --> 00:31:00.902
Where for us, we want more customers that are more high touch and those types of things.
00:31:00.961 --> 00:31:05.347
So we can spend a lower ad spend on just keeping top of mind with people.
00:31:05.647 --> 00:31:08.152
Yeah, I like that as part of the strategy.
00:31:09.093 --> 00:31:14.000
It's just part of the credentials and the profile and just continuing to build on that.
00:31:14.221 --> 00:31:19.960
Yeah, given what you said about 30% fall in reach, Yeah, it makes sense to do that.
00:31:21.102 --> 00:31:26.951
And any difference with products or services or it doesn't matter as long as you execute properly?
00:31:27.932 --> 00:31:38.086
So I focus predominantly on services only because I'm better at that sales cycle and understanding the consumers.
00:31:38.126 --> 00:31:47.652
Product-wise, again, it depends on what the product is and we all know the big– you know, the bigger brands that are more invested in brands.
00:31:47.692 --> 00:31:50.094
Like I just recently purchased a Dyson Airwrap.
00:31:50.374 --> 00:31:59.461
I don't know why I'm going to have to figure out how to use it, but you know, obviously Dyson has spent, I don't know if they advertise, I'm sure they do, but they've spent time building that brand.
00:31:59.501 --> 00:32:04.626
So their product cycle is very different to an e-com that's just trying for high turnover.
00:32:04.646 --> 00:32:10.991
There are definitely different techniques that you can use for lower cost, high turnover e-com.
00:32:11.692 --> 00:32:20.907
I've got quite a few friends that run e-com ads for people and the biggest thing that they tell me is that they'll only take on clients where their websites are already converting.
00:32:20.948 --> 00:32:40.938
And so compared to services where you can tweak things a little bit more in the messaging and those types of things, if someone lands on your e-com website and you're conversion's not, I don't know, three, four, five, or 6%, you're basically just spending good money after bad on ads to get traffic there.
00:32:41.038 --> 00:32:43.080
It's really about getting your website converting.
00:32:43.461 --> 00:32:48.247
The other thing with product-based businesses for e-com, you need a lot more creative turnover.
00:32:48.287 --> 00:32:51.771
Where in services, we're building a relationship.
00:32:51.811 --> 00:32:54.454
If someone sees the same video twice, it's not a big deal.
00:32:54.895 --> 00:32:58.596
Where in e-com, they want to be turning over creative a lot more.
00:32:58.737 --> 00:32:58.958
Yeah.
00:32:59.818 --> 00:33:10.739
So if someone wanted to work with you, what would they need to think about or do beforehand, apart from filling your multi-page document?
00:33:12.609 --> 00:33:17.776
So I actually have kind of three ways people can work with me and it depends on where they are in their business.
00:33:17.816 --> 00:33:26.185
So if they're brand new and they want to learn ads themselves and they're willing to give it a go, I have a membership site where they can learn the ad strategies.
00:33:26.226 --> 00:33:30.651
They'll learn how to navigate ads manager and those types of things for that.
00:33:30.691 --> 00:33:35.016
They need to have some type of offer that they wanting to sell.
00:33:35.036 --> 00:33:39.580
Then I've got another level where it's a bit more hybrid coaching.
00:33:39.621 --> 00:33:40.461
We do ad set up.
00:33:40.738 --> 00:33:44.756
because people struggle with the tech, but it's more one-on-one coaching around.
00:33:44.777 --> 00:33:53.305
I prefer people not to be new in business, but they don't have to have they don't have to have a proven offer, but they need to kind of know who their audience is.
00:33:54.105 --> 00:33:57.528
Most of the people in that program have got a million things.
00:33:57.868 --> 00:34:03.753
They've got lead magnets and offers, and they're like, I feel like I'm juggling all these balls and nothing's really sticking.
00:34:04.115 --> 00:34:10.199
And so I help them streamline that process into one funnel that we work on, we get it profitable, and then we can move on to other ones.
00:34:10.860 --> 00:34:17.606
And then the higher level done for you is really for people that probably they want to be investing more in ads.
00:34:17.686 --> 00:34:23.393
So I'm not cost effective for someone that probably doesn't want to spend more than 10, like a minimum of 10,000 a month.
00:34:23.494 --> 00:34:24.521
It's just, they're better to...
00:34:25.505 --> 00:34:27.768
put their money into ads instead of retainer.
00:34:28.148 --> 00:34:32.931
And they're the people that are either ready to scale and they have a funnel that works.
00:34:33.753 --> 00:34:36.394
And they're just looking to take the ads off their plate.
00:34:36.414 --> 00:34:41.340
They're looking for someone else to kind of do all the metrics, do all the creative, do all the setup.
00:34:41.980 --> 00:34:48.565
And they, they want to be involved, but they don't want to have to be in there thinking about, Oh, should we change this headline?
00:34:48.646 --> 00:34:49.646
Or should we do this?
00:34:49.786 --> 00:34:51.989
Or what's, you know, what's meta done this week?
00:34:52.028 --> 00:34:55.472
That's changed the whole layout of everything.
00:34:55.472 --> 00:35:11.235
And those people, I take on very few of them and it's more like a partnership, as in we're in there together working on the funnel, making sure that everything's ticking along nicely because they are so heavily invested in that channel.
00:35:11.394 --> 00:35:12.456
Yeah, that's great.
00:35:12.496 --> 00:35:15.842
So there's several options for people to pursue.
00:35:15.882 --> 00:35:23.632
It's been great talking to you, great content, lots of insights just in this interview.
00:35:24.193 --> 00:35:29.721
We're going to put all your contact details with a show note so people can find you if they want to work with you.
00:35:29.740 --> 00:35:32.284
I just wanted to ask you one question.
00:35:33.266 --> 00:35:33.646
Lego.
00:35:35.367 --> 00:35:37.451
Explain to me because I don't get it.
00:35:37.590 --> 00:35:38.052
You don't get
00:35:38.092 --> 00:35:38.132
it.
00:35:38.331 --> 00:35:39.353
I don't get it.
00:35:40.114 --> 00:35:43.579
I'm like, we're not on camera so people can't see all the Lego everywhere behind me.
00:35:44.260 --> 00:35:48.144
I need a whole new cabinet and I literally have it all in front of me in my desk as well.
00:35:48.804 --> 00:35:52.050
I remember playing with Lego as a child.
00:35:52.673 --> 00:35:58.400
We had these little race cars and pit crew and a track and everything.
00:35:58.420 --> 00:36:00.771
And then I kind of forgot about it until...
00:36:01.538 --> 00:36:02.679
I think it was 2020.
00:36:03.059 --> 00:36:14.655
It might've just been before COVID and Disney did this Steamboat Willie black and white set and I bought it and I just remember what I used to do and I just loved it.
00:36:14.695 --> 00:36:19.780
And now for me, my husband says I have too much, but it might be time to get a new husband instead.
00:36:22.605 --> 00:36:24.126
I have literally Lego everywhere.
00:36:24.407 --> 00:36:51.972
For me, it's a really nice decompression so I listen to podcasts like murder mystery podcasts and I build lego and I only build from instructions so there's kind of you know lego masters and they're all creative I don't want to have to think I just want to build and I find it really really relaxing and it's just something that kind of grew from there and then last year Disney was a hundred years and And I love Disney as well.
00:36:52.032 --> 00:36:55.641
So Disney and Lego did a lot of stuff and I'm like, that was an expensive year.
00:36:56.121 --> 00:37:01.755
And then this year I'm also a big Formula One fan and Formula One and Lego have done collaborations.
00:37:01.835 --> 00:37:02.717
So now we have.
00:37:03.425 --> 00:37:06.528
All the formula, like down the bottom here, I've got a Ferrari.
00:37:06.708 --> 00:37:07.889
I've got a Mercedes over there.
00:37:07.929 --> 00:37:13.534
They've just done all these little mini cars that I've got all over my desk.
00:37:13.574 --> 00:37:17.838
Like, so it's been a very expensive year for Lego purchases.
00:37:17.958 --> 00:37:21.481
And next year in 2026, Formula One and Disney are doing stuff as well.
00:37:21.541 --> 00:37:24.023
And I'm like, all my three brains are coming together.
00:37:24.063 --> 00:37:25.724
It's going to be super expensive.
00:37:25.844 --> 00:37:27.005
It sounds like you could have
00:37:27.025 --> 00:37:29.369
an alternative career as an ambassador of some
00:37:29.869 --> 00:37:30.389
sort, a
00:37:30.429 --> 00:37:32.251
global roaming ambassador.
00:37:33.311 --> 00:37:33.391
Yeah.
00:37:33.391 --> 00:37:35.134
I should look into that.
00:37:35.855 --> 00:37:38.938
It's so funny because everyone went so crafty during COVID,
00:37:38.958 --> 00:37:39.177
didn't they?
00:37:39.197 --> 00:37:42.402
Yeah, well, we were at home all the time and we were lucky in Queensland.
00:37:42.422 --> 00:37:45.744
We didn't have as many lockdowns as other parts of the country.
00:37:46.365 --> 00:37:50.769
But it was, yeah, it was just something to do and it just grew and grew from there.
00:37:51.670 --> 00:37:57.938
So if anyone wants advice on Lego setup or meta-advertising, contact Natalie.
00:37:58.659 --> 00:37:59.338
She's your girl.
00:37:59.900 --> 00:38:01.822
Yeah.
00:38:01.954 --> 00:38:03.295
Okay, that's fantastic.
00:38:03.356 --> 00:38:06.460
Thank you so much for such an interesting podcast interview.
00:38:06.500 --> 00:38:07.501
Thanks,
00:38:07.561 --> 00:38:08.181
Natalie.
00:38:08.202 --> 00:38:08.822
Thank you, I enjoyed it.
00:38:11.306 --> 00:38:14.128
And that's all for today's episode of The 7% Club.
00:38:14.530 --> 00:38:15.911
Thank you so much for listening.
00:38:16.431 --> 00:38:23.181
And as always, wherever you are in the world, remember, better strategy, better business, better life.
