Jean is a #1 best-selling author, serial entrepreneur, and digital marketing expert with more than 10 years of industry expertise helping companies scale revenue, optimize sales and marketing processes, and improve productivity. She is the CEO and Founder of JeanGinzburg.com, a digital marketing education company and Ginball Digital Marketing, a digital marketing agency. Her clients range from brand name Fortune 500 companies to innovative start-ups.
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3 Value Bombs
1) Creating content addresses the pain points and and/or frustrations of the people you’re trying to reach.
2) Not every person buys the first time they see your offer. People need to see something up to 7 times and absorb before they can feel comfortable.
3) “You don’t have to see the whole staircase to take the next step.” – Martin Luther King Jr.
Billy Gene is Marketing: My friend Billy Gene has a completely free training that will teach you exactly how to use paid ads to get more customers in any niche. Visit WatchBillysVideo.com to access his free training today!
**Click the time stamp to jump directly to that point in the episode.
Today’s Audio MASTERCLASS: Win new customers: How to identify your market and attract more prospects with Jean Ginzburg
[01:48] – Jean shares something about herself that most people don’t know.
- She worked as a Paralegal.
- Jean talks about the typical path of a Paralegal…
[03:27] – Jean summarizes what we’re going to focus on in this masterclass.
- The digital marketing framework.
[04:20] – How do we develop the ideal customer profile and then dissect our customer’s pain points and frustrations?
- Identifying who your ideal target market is is the first step – and a very important step.
- What are the 3 main points you have to hit when identifying your ideal target market?
- Demographic information.
- Their goals and challenges, and how you can provide a product or service to help solve their challenges and pain points.
- Where are they hanging out?
[08:56] – Jean’s thought on creating content.
- Content is a way to get your message across to your target audience.
- Jean breaks down the key components for creating content.
[12:54] – JLD’s opinion on creating video content.
[13:31] – Engaging your prospects
- There has to be a strategy behind how we want to create content.
- Having a brand story out there is also important.
[17:16] – Jean dives into her nurture sequence to give us an example.
[19:45] – Jean talks about filling your nurture funnel with Facebook Ads.
[23:43] – She talks about Re-marketing and how you can do this moving forward.
- Pixels are pieces of code that relay data back and forth between 2 systems.
[29:34] – How can you optimize your campaign?
- We need to keep an eye on our matrix.
- “Review your analytics on a daily basis”
- Don’t get too discouraged if you’re not seeing results right off the bat; everything requires testing when it comes to digital marketing.
[32:47] – A summary of what we’ve discussed.
- Want a more details around what JLD and JG have discussed? Get Jean’s book for FREE – Win New Customers: How to Attract, Connect, and Convert More Prospects Into Customers in 60 Days Using Digital Marketing. Grab your copy now by visiting: JeanGinzburg.com/fire
[34:50] – Jean’s parting piece of guidance
- Being an entrepreneur goes hand-in-hand with continuously learning.
John: Who’s ready to rock today, Fire Nation? JLD here with another audio masterclass for you, and this is going to be a doozy. I mean, they all are, but this is a doozy as well. It is “Win New Customers: How to identify your market and attract more prospects using content, Facebook ads, sales funnels, and retargeting,” with Jean Ginzberg. Can’t wait for this, it’s going to be a blast.
So, who is Jean? Well, she’s a No. 1 bestselling author, serial entrepreneur, digital marketing expert with more than ten years of industry experience helping companies scale revenue, optimize sales and marketing processes, and improving their productivity. She is the CEO and founder of jeanginzburg.com, a digital marketing education company, and Gimbal Digital Marketing, which is a digital marketing agency.
Her clients range from broad name Fortune 500 companies to innovative startups, and we’re going to dive into this wonder masterclass as soon as we get back from thanking our sponsor.
So Jean, say “what’s up” to Fire Nation, and share something interesting about yourself that most people don’t know.
Jean: Awesome, yes, thanks for having me on the show. I’m really excited. Hi everybody, hi Fire Nation. And one thing that most people don’t know about me is right after college I worked as a paralegal for a couple of years. I really thought that that was – after a couple years, really realized that was not the path I wanted to take, and that’s how I ended up in marketing, and digital marketing subsequently. But probably most people don’t know about me that I worked in the legal field for a couple of years after college.
John: Interesting. What is the typical path of a paralegal? What happens next?
Jean: Honestly, there’s really only two paths. Either you stay a paralegal for the rest of your life, or you can go to law school and become an attorney.
John: Oh god, that’s got…
Jean: And I did not want to do either.
John: I spent one solid semester in law school, and then dropped out, so I’m with you girl. Definitely hear that.
Jean: I have a similar story. I went to business school for a quarter, and then I dropped out, so I’m an MBA dropout.
John: Well, Fire Nation, I hope that you’re glad that both Jean and myself are dropouts, because the audio masterclass that we’re dropping on you today is going to be so valuable. It’s called “Win New Customers: How to identify your market and attract more prospects using content, Facebook ads, sales funnels, and retargeting.” These are all things that I love, that I’m passionate about. And Fire Nation, if you’re going to be a successful entrepreneur to the level that you want to be successful at, these are things that you need to be rocking as well. So let’s win new customers.
Jean, let’s start off with – actually, just maybe starting off by either sharing in 30 seconds or so what the kind of main focus of this is. I just shared the title. What is the focus going to be? Then we’ll dive into the specifics.
Jean: Sure, absolutely. And I think that you did a really good job of the introduction, because these are the points that we’re going to discuss. Basically, this is – taking a step back – it’s a digital marketing framework that I have been refining over the last several years, since I’ve had my digital marketing agency and consultancy. This is what’s been working for my private clients, then I decided to put it in a book because it’s been working so well, and I thought, hey, this would be a good way to share it with entrepreneurs, startups, businesses out there who want to really commit to digital marketing, and use that as a way to grow their business.
John: Cool. So let’s dive on in. How do we develop the ideal customer profile, and then dissect the customer’s pain points and frustration? I mean, these are steps we have to take, developing the ideal customer profile, and then actually dissecting their pain points and frustration. So break that down for us.
Jean: Sure, I would say identifying who your ideal target market is is going to be the first, and very important, step. A lot of times, when I engage with a new client, that’s the first step we go through before we even get any digital marketing set up. Before we even set up any campaign on Facebook, or anything like that, we got through this.
I find that a lot of companies, a lot of brands don’t know who their ideal target market is. That’s such a critical and pivotal point in your digital – or any strategy. Any marketing strategy, whatever it is that you’re doing, but say in this case we’re going to focus on digital marketing.
So having that as before you even get into setting anything up is going to be crucial. I break it up into three points when I talk about your ideal target market. The first one is going to be Level 1, that’s just going to be really basic stuff, things like demographics, geolocation, age, gender. Really, just kind of the basic information. We want to narrow things down when we’re looking. So let’s say you’re a local business, you only want to maybe look at a certain geolocation. If you’re going after a certain demographic – let’s say millennial moms, then you only want to be looking at women a certain age, let’s say 30-45, or something like that.
That’s a first cut, as I call it. We want to narrow things down. Really, I guess if I take a step back here, is the key here is that we want to get down to a niche customer profile. The saying is, “If we market to everyone, we market to no one.” I do get a lot of pushback from clients when they’re like, “No, I don’t want to get down too small.” But really, it’s important to start off with a niche customer profile, and then you can always expand later.
So Level 1, just demographic information. And Level 2 is where we get into what are their goals, what are their challenges. So, what are they experiencing now? What are their frustrations? What’s going on in their lives? And then tying in our product or service. So, how can our product or service be helpful to them? How could it solve their challenge? How could it solve their pain point?
And then Level 3 is where are they hanging out. So, depending on the demographic, and who your target audience is, I would say there are specific platforms that cater to certain individuals. Let’s say if you’re looking for maybe teenagers and 20-somethings, you might be looking at Snapchat and Instagram. If you’re looking for millennials or Gen-Xers, then probably Facebook.
It’s going to kind of go into those buckets, but at the same time, we want to dig even deeper. Are they going to – let’s say if they’re a B2B, are they going to certain conferences? Are they following certain gurus? Are they following certain blogs or websites? Going even deeper into what it is that they’re kind of doing on a daily basis, because it will be much easier for us to find them when we know where they’re hanging out.
John: Fire Nation, ripping through this one more time, demographics, No. 1, so important. Age, location, etc. No. 2, what are the goals? What are the challenges? What are their frustrations? And make sure that you tie in your product and/or service in this as well. This is the time that you’re trying to introduce that stuff. And then No. 3, where are they hanging out? So, where are they hanging out? This is stuff that you need to be collecting. This is such important data.
That was me kind of just wrapping things up. Anything else on this point specifically, Jean?
Jean: No, not on the customer profile. I think that’s a good way to get started if you have not developed your ideal target market.
John: Creating content, Fire Nation, is so key. I mean, I spend so much time personally creating content, because it is so important. But I think what we need to talk about right now is creating content that actually addresses the pain points and/or frustrations of these people who you’re trying to reach, and doing that in the form of videos, podcasts, blog posts, articles, case studies, all these different things.
What are your thoughts on that, Jean? How do we make this happen in a meaningful manner?
Jean: Yeah, absolutely. Content is, I feel, such a key point in our brands now. I would say that if you’re not creating content, then you’re definitely lagging, because your competitors are definitely creating content. So if you’re listening to this, I’d say content is going to be, and has been for the last several years, really the way to get your point and your message across to your target audience.
I would say incorporating that ideal target market that we just talked about, and your customer profile, and incorporating that information into your content. So for example, if you’re identifying certain pain points that your target market has. So for example, for me, my audiences are entrepreneurs or startups who are looking for digital marketing, or who want to grow their businesses through digital marketing, so one of their pain points might be they’re too busy to learn digital marketing. So I can, for example, create a blog post or a video that addresses that, and kind of talks about what it is that I do, you know, my background, and then how does my product or service address that.
It’s critical, too – that’s why the first step is always identifying who your target market is, because we want to weave that information, and weave that message into our content. I would say video has been very popular lately. If I scroll through my Facebook feed, I’m seeing video pretty much all the time. I’d say, like, 75 percent of anything that I see on my Facebook feed…
John: Jean, to jump in here for a second. I think it’s important to talk about the why’s on this as well. We have to be thinking about why are these platforms, like Facebook, showing video so much. Because, guess what, they have the data. They know that people like Jean and myself, we actually will spend more time watching a video than we will skimming some very long-form written text. That’s just the reality of most people, Facebook has that data. So those are clues, success with these clues, you’re hearing me say this a lot. So when you’re seeing Facebook rewarding this type of stuff, there’s a reason for it. Do it. So back to you, Jean.
Jean: Yeah, absolutely, and I think that’s a good point. Why social media, and why Facebook? Well, even just a statistic, I was giving a presentation recently, and one of the stats I came across was on average people are spending 20 percent of their time on social media. So going back to the customer profile, like, where are they hanging out? Well, like I said, most of them are probably hanging out on social media, so that could be Facebook, Instagram, Snapchat. We want to of course be using these platforms where they’re hanging out to get our message across.
Going back to content, like I said, video has been very popular lately. It’s just an easier way to get your message across without having to write a long blog forms. And also, I think it’s much easier for your audiences to engage with you if you’re on video, because it’s a much stronger connection when they see you on video vs. if they’re just reading a blog post or an article.
I’d say video is a good way to get started, whether you’re B2B or B2C. And then after that, making the content more – as they kind of engage with you further in a sense through the process, making the content more valuable, and maybe a little bit even longer. So maybe longer videos, if they’ve already engaged with you are first initial, let’s say, explainer video. And then let’s say if you’re in the B2B space, making maybe perhaps case studies, or whitepapers, and additional content that can make your product or service stand out more and provide additional information.
I’d say that’s key components in terms of how to create your content, and what are they types of content that are working best these days.
John: So one thing that I really want to make sure you understand, Fire Nation, is when you’re creating content, like for instance video – and this is why I’m a huge fan of creating video content – you can then repurpose that. You can pull the audio out of that video, and you can use in other ways, like podcasts, etc. You can take one- minute clips from that video that you’ve created and upload it into Instagram. You can put that onto YouTube. You can get a transcription and use that as a basis for a blog post.
So that’s why video is great to have. It’s kind of like that top of the waterfall, because then you can repurpose it in so many different ways. Create one great piece of video content once, then you can literally be off to the races.
Jean, one thing that I think a lot of people need to be talking about is engaging the prospect with content. Actually bring them into a funnel where we can kind of learn more about them, their company, their products, their services, brands, the ideas, their challenges, their struggles, their frustrations. Like, all these things we need to know, we need to learn. So let’s talk about engaging of the prospect side of things.
Jean: Yeah, absolutely. So once we’ve identified our customer, created content, we want to of course – the content has to have a strategy behind it. It’s not just, “Hey, I want to go create a video.” There has to be a strategy behind how we want to create our message, and how we want to incorporate that into the content.
Really, the content is going to be an engagement, or a nurturing sequence that we’re going to create over a period of time. We want to make sure that people are engaging with our content. That they’re liking it, they’re following it, they’re hearting it on Instagram, because of course that’s how we’re going to add value to our prospects and bring them into the fold.
As I mentioned earlier, when I was talking about content, we want to ascend our users over a period of time, and basically have them learn more about what it is that we do. I guess, also taking a step back here, so part of it is, of course, we want to learn who our ideal target market is, and that’s really what we talked about in the first step. But we also want to share what we’re about. So what is our brand story, what is our mission, what’s our vision? And weave that also into a nurture sequence and into the content that we’re creating.
It’s not just about the actual target market, but it’s also about us, and how – because these people who are prospects and who are engaging with us are going to either like it or not like it. So having that brand story out there, I think, is important, because we want to, or course, share what we’re all about, and have them engage with us even further.
Having a nurture sequence where ascend users and show them more content and more information about what our brand story is, and how our products and services can help our audiences in the long run.
John: So Jean, I like sharing specific examples. I’m going to share a specific example of one of my nurture sequences, and I would then love for you to be thinking in the background about a specific one that you’re going to share with us as well, because I think that I could definitely learn from that. I know Fire Nation could too.
For instance, one of the top of my funnels right here is the podcast “Entrepreneurs On Fire.” At the outro, I might give a call to action of saying, “Hey, if you’re listening right now and you love this content, but you’re thinking this is a cool medium of podcasting, like hey, maybe you want to start your own podcast. I have a completely free course for you. Go check out freepodcastcourse.com. It’s free, it will teach you how to create, grow, and monetize your podcast. Boom, you’re off to the races.”
My listeners who want to learn more about podcasting will go take that completely free course, and then guess what? On that free course, I’ll also say, “By the way, I offer a completely free live webinar that I do every other week. So come learn more content about podcasting, plus ask me any questions you’ve been gathering over my free course and just the different things you’ve been consuming.” And then people will come to that live webinar.
And on that live webinar, I’ll give an hour of value, and then I’ll say at the end, “Hey, some of you probably want to join a premium podcasting community, with all the video tutorials, community, we have a Facebook group, all the stuff that you need. Check out PodcastersParadise.” And then, boom. That’s kind of the sequence I’ve taken people through by creating for them free, valuable, and consistent content all the way along.
What would you say is a nurture sequence that you see, or you currently do, that you think that we could learn from, and really take a lot of notes from?
Jean: Yeah, absolutely. I can actually use an example from one of my clients. We created a nurture sequence. The client does a running digital product, so it’s like a running school, but online. And so there’s like videos – that’s the final product, the paid product. So there’s videos on how to best run, and how to have good running form.
So the way I created that nurture sequence was we ran Facebook ads, and we ran them to what we call, I guess, a launch sequence. There were three videos, three free videos, so you would sign up on the landing page, and there would be three videos in three days that talked about a specific point in how to run best, and how to have good running form. So that was, I guess I would say, the top of the funnel.
Then we added additional content, more in-depth content, so if they engage with those three initial videos, we had additional content. Then we drove them to a free webinar, which again, had more deeper content, so we were just engaging those users who were interested even further. Then on the webinar we sold the actual final product, which was the running school course.
John: Fire Nation, you can start to see how these funnels work, how you’re adding value, how you’re building that know, like, and trust along the way. This is all just important things, so make sure that you’re doing these things right.
We’ve been dropping value bombs all up over the place, and we have more coming in the second half of this interview with Jean. But first, we’re going to take a second, chat with Billy Gene, and then we will be right back.
So Jean, we’re back from chatting with Billy Gene like to chat with you now about actually filling this funnel with Facebook ads, because Facebook ads has a great way to target and to make sure that you are only having your ads seen by people that need to be seeing it, etc. I mean, it’s just such a great opportunity that Mark Zucks and Company have created for us. This is not going to be as great of an opportunity forever as it is right now, because more and more the big boys and big girls are finding out about this, pouring millions and millions of dollars into this. And guess what? Everything about this is supply and demand, so as demand goes up, supply goes down, price goes up, we know how that works.
So talk about filling the nurture funnel with Facebook ads, and kind of how you’ve done this with clients, and how Fire Nation could really learn from your experiences.
Jean: Absolutely. So once we create the funnel – and we gave some examples earlier – it might just be sitting there, but we also need to fill the funnel. So we need to bring in new people, new prospects who might be interested in our product. I have been using Facebook advertising for my business and for my clients’ businesses in the last several years, and I totally agree with you in the sense that supply and demand, and there are so many more businesses now that are using Facebook, so it’s driving up the prices.
One of the things that I was just listening to recently, a talk by Gary Venerchuk – I’m sure everybody’s familiar with him, Gary V. And one of the things that he was talking about just in the last month, he’s like, “Hey, Instagram and Facebook, especially Facebook, you know, in the next 12 to 18 months is going to be where we find the most value when it comes to paid media. But after that, things are probably going to get a little more expensive, and our CPMs and CPCs are going to go up. But really now is the time to focus on Facebook advertising.”
I love the platform so much, and you touched on it briefly, is that there’s such amazing targeting within Facebook that I have not been able to find with any other advertising platform. You can really narrow down your audiences and get in front of the niche market that you created when we were talking about your ideal target market.
You can slice the data by geolocation, by of course age and gender. But also by interests. So if people are interested in running, if people are interested in peanut butter and jelly sandwiches, you can find those audiences and get really specific, and get really niche. Because we don’t want to be spending our budget on audiences that are not interested in engaging with us. That’s why I feel like – and I see the results with Facebook advertising, and why Facebook ads have been working so well.
Again, going back to video, video has been such an amazing, really results-driven component of it all. One of the ways that I’ve been working with my clients is having them create video ads, so that way people – users can engage further, and just have that better understanding of what the company does, of what the brand is all about, what the founder’s all about, through video ads.
John: Fire Nation, I’ve got some truth to drop on your head right now. Not every person buys the first time they see your offer. It’s sad, but it’s true. I’m a big believer in this, actually, the old rule of advertising still applies, about people needing to see things a few times, like up to seven times on certain things, before they comfortable. You know, we like to feel comfortable, and to know something, and to like something, and to trust something.
That’s why people that have listened to hundreds and hundreds of my episodes haven’t hesitated to buy things like the $300 Mastery Journal, because they’ve heard me talk about it, they’ve heard me talk before, they’ve built that know, like, and trust. That’s something that you’re going to have to be bringing into your world. So that’s why, when we were talking about content marketing earlier, now we’re talking about this, you need to be thinking about different ways that you’re making this happen. About being seen in multiple areas and multiple places as well.
And that’s why remarketing methods are absolutely critical. So we can bring users back into our funnel, bring them back – like, maybe they left, or maybe they were never fully in there in the first place – and engage them further. And, importantly, engage them in different ways. Maybe if you just tweak how you’re offering something, how you’re wording something, it’s going to appeal to them in the way that your previous communication didn’t.
So for instance, if you’re targeting that mother between the ages of 30 and 45, you might just word the exact same offer in a different way, and it just might strike a bell for some reason. It might really strike that chord with her. You just don’t know. That’s why you have to test. That’s why you have to remarket.
So Jean, you’re great at this, talk to us about remarketing, how people are doing it right, how people are doing it wrong, and how we should be doing it moving forward.
Jean: Well, I’d say the first thing is everybody should be doing remarketing, and I find that a lot of times when I engage with new clients, that’s not a strategy that they are implementing. It is such an easy and such a low-cost, effective strategy. Any time somebody asks me just off the bat, “Hey, if I were to do one thing in my business now that’s related to digital marketing, what would it be?” I always say it’s retargeting or remarketing.
If you’re currently not implementing that strategy, I highly recommend it. And I’m going to get into what that looks like. Thank you for describing what remarketing is, but basically it’s a way to bring users back who have already engaged with you. It does require a little bit of technology involvement and placing some pixels on your website, but it shouldn’t scare anybody. Technology and pixels are our friends, not foes.
John: And maybe just real quick, Jean, explain pixels, just for those of us who might not quite 100 percent know what that is.
Jean: Absolutely. A pixel is just a piece of code that relays data back between two systems. So in this case, for example let’s use the Facebook pixel as the example. You would place a Facebook pixel on your site, and it would just be a piece of code that goes onto every page of your site, and what it does is it just relays data back between your site, and the Facebook – I guess, metrics, or the Facebook reporting system.
That’s just really the whole idea of a pixel, any pixel, it doesn’t have to be Facebook. But it’s just a way to relay data back and forth, so that basically two systems are talking to each other.
Going back to remarketing – I’m in Facebook pixels, so again, no need to be afraid of them. I know so many people get really tongue-tied when I start talking about pixels or Facebook pixels. Basically it’s a way to bring users back who have already engaged with you. If a user has engaged with you, they’re much more likely to purchase your products or engage with you further if they already have learned more about, let’s say, your brand story, your messaging, and what your company is all about.
There’s a few ways that I have used remarketing for my own company, and for my clients’ companies. A number of them have been through Facebook, so it’s just a matter of creating and ad, but also creating audiences, that are a pool of audiences that have, again, engaged with your brand.
There are a couple of ways of doing it on Facebook. You can create a pool of audiences who have been to your website. You can also create a pool of audiences who have watched any of your videos that you have posted on Facebook. So again, anybody who’s watched video are more likely to engage with you because if they have already seen you on video, then they’re probably interested in what you have to say. And with Facebook, you can do three seconds – anybody who’s watched three seconds of your video, 10, 25 percent, 50, and so on and so forth. So there’s different types of engagement.
So if somebody had seen, let’s say, 100 percent of your video, that’s a pretty good indicator that they’re probably pretty engaged. Additionally, you can retarget users who have engaged with your Facebook page. Anybody who has engaged with anything really related to you on Facebook.
Then you can also upload your email list. So for example if you have an email list that you’ve already been using, you can take that information, take those email and upload it to Facebook, and Facebook will match up users based on their username within the platform, then you can remarket again to that. I’ve seen that work really well, because with email, the results haven’t been there, really, recently. I mean, people are still opening their emails, but at the same time, it’s kind of been declining a little bit from what I understand.
John: It’s declining. Again, it’s a matter of supply and demand, and everything is, Fire Nation. Now everybody and their mother who pretends that their an entrepreneur or a marketer is sending a million emails a day, and it’s just overwhelm and overload. With Facebook ads, hey, this is a pay-to-play market, so if you’re able to get into that pay-to-play market, you will be seen, period. So back to you, Rebecca – I mean, back to you, Jean.
Jean: With email campaigns maybe not being as effective before, a good way to remarket to those users is to upload your email list to Facebook, and put a message or an ad in front of them. So that way if they’re not opening your email, at least they’ll be seeing your ads on Facebook.
I think remarketing, or retargeting as we call it, is just an amazing method. It’s very cost effective, and you can get really good results with spending just $5, $10 a day, and getting that pool of audiences who engage with you, and engage with them even further.
John: I love all of this, Fire Nation, because I want you, everybody listening, to be a pro. It’s not about being an amateur, stop being an amateur if you were one. Become a pro. Be a professional. I mean, if you’re going to spend all the time and all the money doing the things that we’ve already discussed, all those things we’ve already discussed, you have to take this next step now. You have to take the next step, and actually review these analytics, review these analytics. Because then once you do that, you’ll be able to optimize your campaigns.
And you need to do this, because listen: You can do the last nine steps that we just talked about, but if you don’t do this final step, you’re going to miss all the gold of all that work that work that you put in, that content marketing. Of all this money that you put in, with the ads and the retargeting and all the stuff. The gold is in reviewing your analytics so that you can optimize your campaign.
Jean, talk to us about this.
Jean: Yeah, so that’s a key component also. I mean of course all of the points we just mentioned I think are key, but this is I think one that is very much missed among entrepreneurs. Everybody gets really excited about getting engagement on social media, but then they forget to take a look at how their campaigns are performing. And really the main reason for that, and why we need to keep an eye on our metrics, is we want to see what kind of return on investment are we getting.
If we’re spending $100 on a Facebook ad, and nobody is signing up with us, and we’re not getting any revenue on anybody buying our products, then we really need to make sure that we’re getting a positive ROI. So if that’s happening, then we need to tweak our ads, or tweak our funnel.
I’d say the main metrics that I would definitely keep an eye on are going to be, if you’re using Facebook advertising, definitely keep an eye on how are users engaging with you, how many people are, let’s say, filling out your web forms or picking up your lead magnets, and then how many people are actually purchasing your product on the back end.
I would also take a look at your nurture funnel sequences, and keep an eye on those metrics as well, because you want to see how many people are opening up your emails and clicking through, and purchasing your products. Then, of course, on remarketing campaigns of the people who you have engaged with previously and brought them into the funnel later on through remarketing campaigns, what kind of metrics are you seeing? Things like click-through rates, and conversions on your lead magnet, or your web forms, and of course conversions on your final products, the paid products.
Reviewing these analytics on a regular basis, I’d say when you’re first getting started, keeping an eye on them on a daily basis, for sure. But as your campaigns tend to get more mature, and you’re seeing good results, I would say at least a few times a week, to ensure that you’re still ROI-positive on your campaigns.
I’d say it’s okay to not be ROI-positive in the beginning, because in the beginning you’re testing things out, you’re investing some budget into the testing. So it’s okay, and I wouldn’t cut the campaigns right off the bat. But if you’re not seeing results after a couple of weeks, then I would say that’s a time to tweak your Facebook ads, or to tweak your funnel. So don’t get too discouraged if, let’s say, you’re not seeing results right off the bat, because everything will require testing when it comes to digital marketing.
John: Fire Nation, don’t let this overwhelm you. This is a one step at a time thing. You implement one thing, and then it’s the next thing, and then it’s the next thing. I love that quote by Martin Luther King, Jr. “You don’t have to see the whole staircase to take the next step.” You don’t have to understand how this process works all the way through right now. You just have to take that first step and say, “Okay, I’ve done that first step. I’m creating that content,” or whatever that first step might be for you. And then guess what? Then that next step will be a lot easier for you to attain and understand and get going. And then before you know it, you’ll be like, “Oh my goodness, now I’m telling my friends what a pixel means, because they don’t know what it means.” And that’s literally how it happens.
Jean, we’ve gone through some amazing points today. You dropped some incredible value bombs. Why don’t you tie this up with a bow? Why don’t you give it a little summation here of what we’ve chatted about? And then we’ll move on to the last part of the interview and say goodbye.
Jean: Yeah, thank you very much for having me on the show. This has been an amazing experience, and I love to give my book away for free. I don’t think we’ve talked about the book.
John: No, we haven’t. Let’s talk about it.
Jean: I’m a No. 1 bestselling author on Amazon. My book is called “Win New Customers: How to attract, connect, and convert more prospects into customers in 60 days using digital marketing strategies.” I’d say one thing that I definitely would want to touch on is, you mentioned, don’t get overwhelmed in doing all of these things all at once.
Well, one of the things that I have in the book is actually – it talks about 60 days using digital marketing strategies, and I have a worksheet that talks about how to create all of this in 60 days. So that way you’re not doing everything all at once, but it’s spread out over two months, where you can create all these campaigns, but not get overwhelmed, because you will have 60 days to create them.
I’d love to give my book away for free. It’s going to be in PDF format as an instant download. So if you go to jeanginzburg.com/fire – and I’m sure you can probably put that in the show notes – I’d love for you guys to take a look at my book. Of course, all of the information that we talked about today, all of those points are all in the book as well, but in more detail. I can only cover so many things in today’s podcast episode.
John: Fire Nation, all I can say is I’m going to be downloading this PDF. I’m going to be having myself and my team go through this, because this the kind of stuff that makes sure that you continue to win as an entrepreneur. That’s by you winning new customers, period.
So Jean, just give us maybe a parting piece of guidance. What is something that you think, with your years of experience, and what you see working right now. What’s a parting piece of guidance for us? And then we’ll say goodbye.
Jean: Absolutely. The one piece of advice I always have – I’ll say the No. 1 piece of advice, I have probably multiple pieces of advice, but the No. 1 is as an entrepreneur, never stop learning, because it really goes hand in hand. So being an entrepreneur goes hand in hand with continuously learning. Whether it’s your craft, whether it’s being a good leader, whether it’s being a good manager. So I go through books and audio books, and podcasts, and digital courses on a daily basis. For me, it’s been such an eye opening experience going through all that information. I feel like it’s made me a much better entrepreneur.
John: Absolutely, Fire Nation. And I’m being genuine when I say things like I’m going to go through this free book that Jean’s giving, because I never stop learning. I never want to, I never want my team to. That’s what we do. Everything’s always changing, opportunities are always popping up. Keep on learning.
And Fire Nation, you are the average of the five people you spend the most time with. So you’ve been hanging out with JG, and JLD today, so keep up the heat. And like Jean mentioned, you can just head over to eofire.com. Type “Jean” in the search bar, and her show page will pop up with everything that we’ve been talking about today. Links to the free book, which again, the direct url to that jeanginzburg.com/fire. That’s jean, J-E-A-N, ginzburg, G-I-N-Z-B-U-R-G, .com/fire, and that’s her book, “Win New Customers.” You’re going to get this for free. Get over there.
Jean, I want to say thank you for sharing your journey with Fire Nation today. For that, we salute you, and we’ll catch you on the flip side.
Jean: Awesome, thank you.
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