Once upon a time, a winning sales strategy involved creating a generic ad and posting it in a few high profile places. You hoped people would see value in what you’re selling to come calling for it.
Think billboards, phone book ads, mailbox flyers, etc.
That might have worked back in the 1960’s when people drank Scotch at work and watched Leave It To Beaver, but today, that’s a recipe for low ROI and even lower revenue.
See, here’s the thing…
You don’t just need leads in your marketing funnel. Anybody can generate leads, but that doesn’t mean those leads are any good.
You need quality leads.
People that really need what you’re selling. People who would love to work with you. People who can pay you what you’re worth.
But where can you find these fantastic leads that will feed your funnel and in turn increase your sales?
Facebook, of course.
Be Where Everyone Else Is
Yes, that Facebook, where roughly a quarter of the planet hangs out, connecting with family, keeping up with friends, and looking at ads.
Yes, Facebook can be a huge time suck, but it’s hard to overstate the marketing power of the social media behemoth.
Here are some current stats to drive home the point:
Over 2 BILLION active monthly users.
On average, almost 1.5 billion log into Facebook on a daily basis.
Over 1 billion active daily mobile users.
You can be absolutely sure that your customers – your ideal, perfect customers – are hanging out on Facebook. A lot. As in, all the time.
But it’s not just about the number of people on Facebook.
It’s about the data.
The data gathered from all those users is a treasure trove of in-depth marketing information that goes way beyond the typical age, gender, location, and income qualifiers that you’re accustomed to targeting.
And here’s the crazy part: Facebook lets YOU use all their data to promote your offer.
With Facebook’s ad platform, you can tap into a rich, and deeply detailed level of data including interests, behaviors, and likes and dislikes that will transform the way you market and sell your products or services.
In other words, you can get your ad and offer in front of EXACTLY the right people.
The Power of Precision
But before you can tap into the power of Facebook, you need to know PRECISELY who your ideal client is. In other words, you need to know who you want to work with. You need to know what they like, hate, what TV shows they watch, who they look up to, and their hobbies.
Because once you nail this information down, you can get really, really specific with your advertising. You tap into the billions of data points Facebook has so that your ads are seen by people who are genuinely interested in what you have to offer.
Are you selling advanced software that improves upon old coding methods? You can target young men (25-35) living in Silicon Valley who work in web development and design and who also adapt to newer tech earlier than others.
Do you run a print shop specializing in unique greeting cards? You can target married couples and those in a relationship, those with an upcoming anniversary, or those who are celebrating a unique life event, like starting a new job.
Do you run an online travel store and want to push a new line of adolescent luggage? You can ensure your ads land in front of frequent travelers that have one or more children between the ages of 3 and 12.
Perhaps you created a study aid app for college students, and it’s only available for the iPhone. You can set your advertising to exclude those with Androids (until you’ve built that version too, of course)
The purpose is to dial into the audience that is going to be the most receptive to whatever it is you’re offering.
This dramatically maximizes your ad dollars and saves you time from sorting through useless leads that ultimately would have gone nowhere.
It’s all about getting the right ad in front of the right people.
Quality Over Quantity
Now it’s time to further qualify the leads that come in and then stuff your marketing funnel with a ton of high-quality prospects.
The first step in qualifying leads is offering some sort of freebie in exchange for their contact information.
It can be a free training webinar, a demo, simple giveaway, or any other small enticement that generates a click through and their info in return for the freebie. You get the point. You give something away, they give their email address.
This serves two purposes.
First, it narrows that initial target audience down to those with the most serious interest in what you offer, effectively serving as a second level of qualification.
Once these people hit your landing page or website and exchange their info for the chance to hear or see more, you’ve got them in your marketing funnel.
Now you have a highly qualified, highly motivated prospect that you can educate, further build a relationship with, and ultimately finalize a sale. Instead of wasting time and money on people that really don’t want to buy from you, you’re talking to red-hot prospects.
The other purpose of your Facebook ad (and the freebie) is that it identifies a second set of leads that you can continue to target through the Facebook ad platform.
You’re probably saying, “But that individual didn’t opt for the carrot and didn’t leave their info.”
But they did click your ad, and Facebook can help you keep those fence sitters onto your side of the fence.
Play Along With Those Playing Hard to Get
Unfortunately, you can’t close every lead on the first try. You’re not Alec Baldwin from Glengarry Glen Ross (“Coffee is for closers!!”).
It would be pretty cool if you could, but the world is full of people who love to play hard to get.
Thankfully, there’s this little thing called remarketing that helps you keep these undecided buyers close at hand.
Remarketing (or retargeting) lets you target those individuals that showed some early interest but bailed out before making any commitment or providing you their contact info.
Chances are you’ve seen this in action before. When you view a product on Amazon and then begin seeing ads for that product everywhere else on the web, THAT is remarketing.
It’s a genius tool that helps keep you front and center with those interested leads who weren’t quite ready to commit the first time around.
Feed The Funnel, Feed Your Business
Your business is hungry.
Hungry for leads.
Hungry for clients.
Hungry for sales.
The Facebook ad platform gives you the perfect recipe to satisfy the appetite of your growing business.
It helps you create that perfect advertisement that cuts through a lot of noisy marketing and meets your perfect client head-on.
It then closes the back door by reaching out to those who liked what they saw but weren’t quite ready to come to the table.
The good news is that unlike the advertising of old, the targeted and high-quality approach taken by the Facebook advertising platform will never leave a bad taste in your mouth.
We already know the NUMBER ONE thing that’s keeping you from scaling your business.
No, we’re not psychic. We’ve just seen it again and again and again.
Your problem is…
…you don’t know how to generate QUALIFIED leads.
Oh, you know how to get leads. The problem is, very few of them turn into actual customers.
You’ve got a large quantity of low-quality leads.
Unfortunately, all these poor leads result in lost time chasing down a lot of dead ends.
And you can’t afford to waste time on an uncertain prospect or an indecisive buyer. It keeps you from scaling your business, wastes a ton of time and money, and leaves you in constant feast or famine mode.
You need leads that will actually lead somewhere.
Of course, this raises an important question: How do you find that perfect client?
You qualify them.
We’re long past the days when we have to blanket advertise, cold call, or email blast our product pitches out into a vast, unknown void. The days of buying billboard space and hoping the right people see your ad are gone.
These days, we’ve got tools that allow us to specifically, narrowly define our ideal clients and then get our ads DIRECTLY in front of them.
How exactly does this work?
The first step is to understand the value of your company and your products or services. In other words, what’s your Unique Value Proposition? What can you offer that no one else can?
Second, you need to determine the kind of person who will benefit most from your skills. Who is your ideal client? How old are they? How much money do they make? What are their buying habits? Where do they hang out online? What do they like and dislike?
Once you get super specific on your audience, you can build an ad campaign to reach that ideal client. And if you’re wondering, yes, you can get that specific in terms of who sees your online ads.
Facebook has so much data on their users that you can put your ads in front of the narrowest slices of people. Want to reach people in Plano, Texas who are into bodybuilding and like the show “Brooklyn 999”? You can do that.
With the ability to hyper-target your ideal prospects, imagine the time saved and the revenue-generating possibilities that exist.
To get a better idea of what targeting and qualifying can do for your business, let’s create two imaginary scenarios. These same principles apply no matter what business you’re in.
Let’s imagine you own a property rental company, and you’re in the business of leasing urban apartments, and you need to fill some units.
You take the traditional route of creating a generic ad for the masses and post it on various websites where you think renters might be. It turns out your ad was pretty good and you pull in 100 leads that seem somewhat legit.
Unfortunately, you’re the only leasing agent, so you only have time enough each day to sort through five leads, with only one per day proving to be a viable potential renter.
At the end of a month you’ve generated 20 qualified leads, and as a reliable closer, your 75% closing ratio results in a total of 15 leases.
Not bad but not too efficient either.
Now, let’s utilize the Facebook Ad platform to develop something much less generic, and aimed directly at your ideal prospect.
Your ideal renter looks like this:
Single, In A Relationship, Engaged or Married
Between the ages of 25 and 35
Income over $75K
Likely to Move
ONLY the Facebook users who fit that profile will see your ad in their newsfeed. Did you catch that? Only the people who fit your PERFECT customer will actually see your ad.
With your narrower scope, your targeted ad generates 50 fewer clicks then the generic version, but there’s a big difference with this smaller list of leads.
These are real renters, looking to make a real move.
Instead of uncommitted older couples considering a possible downsize, you get motivated newlyweds wanting their first place together.
Instead of college students still a year or two from being out on their own, you get young professionals ready to upgrade their living situation.
Instead of long-term homeowners in-between houses, you get business travelers who are happy with the flexibility of leasing.
In crunching the new numbers, the benefits of a quality lead become clear.
Less is More
With 50 responses, you still address five leads per day, but because you qualified your leads much more, they’re MUCH more interested. This means you qualify two for every five contacts instead of just one.
Now you might be saying that Scenario II still works out to 20 qualified leads and using your 75% closing ratio also nets the same 15 leases as Scenario I.
True, except for the fact you hit those numbers in half the leads, which means you were working FAR more efficiently and with people who were more serious about wanting what you had to offer.
Instead of wasting time calling people who couldn’t rent from you, you were only talking to the people who were your ideal client.
If you look at the raw lead totals you started with, the actual closing ratios came out to 30% in Scenario II versus 15% the first time around.
Also, we were conservative with our numbers.
With your hyper-specific Facebook ad, it wouldn’t be unheard of to qualify three or four leads out of every five resulting in a higher number of leases.
Are you starting to see the picture? No matter what your business, hyper-qualified leads is the way to go. It saves you time, increases your conversion rate, allows you to scale, and ultimately, generates far more revenue.
Three Steps to Qualifications
The technology is there for you take advantage of and start building a potential client list that no longer represents a shot in the dark, but a massive shot in the arm for your business.
Just remember these three steps to successfully qualifying your leads:
Understand Your Brand and Ideal Client
Knowing the value of your service will ensure you know who stands to benefit the most from it. This is a valuable piece of knowledge that immediately helps steer you away from wasting time and resources on worthless leads.
Don’t Just Target, Hyper-Target
You have an idea of the individual who wants what you’re selling, and this is the step where you create and send out that campaign that pulls them in. With Facebook ads, you can be as specific as necessary to generate leads that will quickly convert to customers.
Qualify, and then Qualify Some More
Imagine it now. More time to educate and pitch to the highly interested instead of the moderately amused. From this point you can zero in on the quality leads even further, focusing more time on the ones who are ready to buy, saving those who are not quite sure for another day.
To generate revenue, you need to be working with and selling to a list of potential clients who are equally as serious about working with you.
The qualification process not only makes finding that perfect prospect easier, but it also saves you time and resources to focus on converting those leads into the perfect customer. Of course, by perfect, we mean the customers that pay you.
That sales approach that’s equal parts immediate and aggressive. The used car salesman. The timeshare guy. They box you in and want you to buy now. Immediately. Right away. No thought allowed.
And while forceful sales tactics can have their place, it can be a pretty unpleasant experience for the customer.
Plus, it makes them not like you, which is never good for sales.
Selling is about trust. About building relationships. About truly helping a person.
The overly aggressive hard sell makes it tough to develop a long-term level of trust with a potential client and ensure repeat business.
There’s a much better way that doesn’t involve arm-twisting.
A way to build trust and appeal to those most likely to purchase your product and create confidence that keeps them coming back.
It also helps you build a network of loyal fans eager to buy into your philosophy.
Oh, and did we mention that you can build this relationship automatically?
Funnel Your Fans
If you’ve ever struggled with generating quality leads and consistently growing your consumer base, don’t worry. You’re in very good company.
In fact, every client we work with has a lead problem. They’re always in feast or famine mode, with too many or too few leads. This means their cash flow is all over the place.
Why is this?
Most slow growth and lackluster sales are due to very little understanding of how to appeal to the right individual. They try to sell to everybody instead of their ideal client. That perfect client that will ALWAYS be interested in what they’re selling.
This often leads to the mistaken belief that if you bring in a big volume of leads, you can hard sell enough of them to generate viable sales totals.
That is absolutely not true. And it ends up costing businesses a TON of money.
The reality is the larger your volume of leads, the bigger the headaches you’ll face, especially when you realize you’re trying to sell people on a product or service they have no intention of purchasing.
These unqualified leads are a waste of your time and money.
Instead, you need a system that can target the most viable leads, and then build trust with them to the point that the final sale is much easier.
You need an Automated Marketing Funnel
Well with an automated funnel, you can:
Target only those potential clients whose needs align most closely with what you or your firm offers.
Qualify that initial group of prospects to hone in on the most qualified leads (i.e., the ones most likely to make a purchase).
Build a rapport and trust with your targets by providing them the information they require to make an informed decision.
Spend more time on the actual closing of a sale by allowing the three automated steps above to funnel you the most viable would-be customers.
The brilliance of an automated funnel is that it helps you attract those most interested in what you have to offer and then nurture that initial spark of interest into a sale.
In other words, with your targeted advertising, you’re attracting those buyers who are already inclined to like what you’re selling.
You’re starting out ahead of the game, instead of struggling to convince the disinterested and uncommitted volume prospects.
Qualifying is Key
The primary advantage to the automated funnel is that it ATTRACTS the right prospects – those people who are legitimately interested in what you’re offering. This then allows you to massively simplify your sales pitch and improve the efficiency of your marketing pipeline.
The first step is to clearly define your perfect customer. Who do you want to work with? Who is your dream client? How old are they? What is their disposable income? What do they like and dislike? What are their problems and challenges?
You can’t target your marketing until you know who you want to target.
Once you’ve defined your ideal client, then you can get your marketing message in front of them, and only them.
An excellent place to start is with Facebook Ads.
Their platform allows you to dig deep into the micro level of not just baseline demographics, but people’s personal tastes, behaviors, and interests or hobbies.
Need to reach households with two college degrees, making over $100K, who like to travel and do yoga, and plan on having kids one day?
Yeah, you can build an ad to reach those folks. That’s how hyper-targeted you can get.
When they click on the ad, they’ll be sent them to a landing page where you give away a free resource (checklist, webinar, training, etc.) that gets you their contact info in return.
If you go the route of a landing page, be sure to keep it on point to maintain a narrow funnel for your lead to follow.
The advantage to this is pretty clear.
By understanding the demo you best serve, creating a focused ad that zeros in on this group that sees a similar benefit, and then offering a small reward in exchange for their contact information, you build a list of really well-qualified leads.
You’ve also done so in the most efficient way possible.
Build Their Trust
Your relationship building doesn’t stop once you’ve gotten their contact info. You need to continue to qualify them, as well as help them know and trust you.
The great thing about the funnel is that at each step, you’re further ensuring that these are your ideal clients. Yes, some people will drop off, but that’s okay. They wouldn’t buy from you anyway.
Those that don’t drop off will be systematically educated and informed as they move down the funnel. They’ll understand their pain points more, as well as how you can help solve them.
They’ll begin to see you as the expert and realize that only you can help them get past their hurdles.
You’ve identified their pain, and now it’s time to cure it.
Depending on your business, you can tailor this step in a way that works best for your company and goals.
You can send out an application or questionnaire to better know your customer and customize their experience (ex. homebuyer looking to work with a real-estate agent).
You follow-up with a webinar that expands upon the information you’ve already given them.
You can schedule a phone call where the client can ask questions and you can dive deeper into how you can help them.
The world is your oyster.
The goal here is to increase confidence and emphasize the advantages that you have over your competitors.
Close the Sale
Thanks to your automated marketing funnel, by the time you’re ready to close the deal, you’re done with the heavy lifting. The prospect already knows you. If you’ve educated them properly, they trust you and view you as the expert. They know you can solve their problem.
Instead of a hard sales pitch, it’s more of an agreement. You offer to help, they accept.
In fact, with some marketing funnels, the deal can be made in the midst of developing the relationship. After all, your sales process began with the finely tuned ad to reach those who may benefit the most.
That’s the beauty of the automated sales funnel. From the start, your “selling”, and by creating a powerful, automatic system to advertise, qualify, and educate, you allow yourself more time and energy to focus on what’s most important.
Turning what was once a hard sell into something far easier.
Why should you, as a business owner, worry about building your personal brand?
After all, your business is your brand, right?
Why bother building your personal brand when you’ve got so much to do to keep your business going?
Because it’s not the 1950’s anymore, that’s why.
Today, the personal and business brand are becoming increasingly intertwined, and the success of one leads to the success of the other, and vice versa.
Elon Musk is a great example. His companies – Tesla, SpaceX, anything else he’s founded in the last twenty minutes – are shaped and informed by Musk’s personal brand, which is ambitious, dreaming, technological, and future-oriented.
Gary Vaynerchuk is another prime example. His personal brand of being transparent, aggressive, and digitally savvy has profoundly influenced the way his company, Vayner Media, operates.
With Musk, Vaynerchuk, and countless others, their personal and professional brands have worked together symbiotically, each helping the other grow.
Bottom Line: If you want your business to be successful, you should work hard to develop your personal brand.
Of course, that raises the question: How do you build a personal brand?
You could hire one of the many companies that specialize in brand building, but you’re going to spend loads of cash if you go that route.
There are easier, far less expensive ways.
Here are 4 powerful ways you can build your personal brand without spending a dime.
Step #1: Define Your Personal Brand
Let’s start with the obvious. If you’re going to build a personal brand, you need to define it first.
You need to answer the question: What am I all about?
You can’t make any progress building your personal brand if you can’t answer that question.
Here are some questions to help you define your personal brand:
What matters most to me, both personally and professionally?
What can I offer the world that no one else can?
What things get me fired up and excited?
What do I want my legacy to be?
These questions can help you hone in on exactly who you want to be and what your personal brand should look like.
For example, you may be passionate about helping people achieve financial freedom through smart financial decisions. That’s the Dave Ramsey brand.
Or maybe you get excited about helping people operate at max capacity in all areas of life. That’s the Tim Ferriss brand.
Defining your brand will determine how you run your business, how you present yourself on social media, the types of clients you go after, and dozens of other things.
Take time to carefully think through this. Don’t rush it. It’s like buttoning a shirt. Mess this step up and everything else will be out of alignment.
Step #2: Create Content That Is In Alignment With Your Brand
How have Tim Ferriss, Tony Robbins, Oprah, Dave Ramsey, Daymond John, and other powerhouse entrepreneurs created personal brands?
One word: content.
Lots and lots of content.
Each of these people has created dozens, if not hundreds of pieces of content that promotes, sharpens, and enhances their brand.
They’ve all written books. They regularly share insights on social media. They create videos and podcasts and blog posts.
The point is, they’re all working hard to create content AND all that content ties directly into their personal brand. Everything they write, Tweet, say on YouTube, share at conferences, and live stream is intended to push their personal brand forward.
And while you can occasionally succeed in using just a single platform (see: DJ Khaled on Snapchat), the best personal brand builders are everywhere.
In his book Crushing It, Gary Vaynerchuk puts it this way:
For those of you new to this, that means [creating] content that is specifically and perfectly designed to suit the platform you’re using to disseminate it. The audience on Twitter isn’t looking for the same kind of content as Instagram followers. A Facebook post will have greater impact if it’s not just a cut-and-paste job from your blog or a ten-minute video that should actually be living on YouTube. Even if your audience overlaps among the platforms, people are in a completely different mindset when they’re visiting one platform than when visiting another.
In other words, your audience doesn’t only hang out on a single platform. They’re everywhere. In light of this, you need to create content on all these platforms.
One critical thing to note: Your content can’t be fluff like you find on Buzzfeed or other viral sites. Nobody is interested in your “Which Movie From the 90’s Are You?” quiz.
In order to build a powerful personal brand, you need to constantly give value to your audience. You should be regularly communicating things that will help your audience solve their hardest problems and achieve the success they desire.
This is how Brian Dean of Backlinko became a demi-god of sorts in the search engine optimization (SEO) world. Using what he calls the “Skyscraper” technique, Brian creates massive, in-depth, incredibly valuable blog posts about SEO techniques. As a result, people now look to him as an authority when it comes to SEO.
If you want to build your personal brand, you should be doing the same kind of thing. Write amazing blog posts. Do Q&As on Facebook Live. Use the popular Reddit AMA technique.
All these things cost zero dollars and yet they significantly increase your personal and business brands.
Step #3: Be Your Crazy Reserved Smart Hilarious Self
This is important. In order to build a strong personal brand, you need to be 100% yourself.
If you’re not high-energy like Vaynerchuk, don’t try to imitate him. You’ll look stupid and everyone will see through it.
Remember, your personal brand is about what you can uniquely offer the world. We don’t need a clone of Tim Ferriss or Tony Robbins. If your thing is being smart, analytical, and slightly reserved, be that way.
You won’t appeal to the bro-preneurs who are always showing off their Lambos and talking about how much they’re rocking things, but you will appeal to guys like Nate Silver, who created the powerhouse, stats-heavy website FiveThirtyEight.
Here’s the thing: when you try to be someone else, you come off as a poor imitation of them and everybody can see it.
Do you really think you can be a better Sophia Amoruso? Forget about it.
But, and I realize this sounds like something you’d hear in grade school, no one can be a better you. In other words, no one has the exact blends of talents that you do.
Capitalize on that when you build your personal brand.
Step #4: Get Your Digital Network Hustle On
If you’re building your personal brand from scratch, you’re going to need to start doing some networking.
No, I’m not talking about awful meetup events where you pass out a bunch of business cards and drink stale coffee.
I’m talking about digital networking. In other words, appearing on other people’s more-established platforms.
How can you do this without appearing like a fame-monger trying to take advantage of people?
It’s pretty easy actually.
I’m going to let you in on a secret: most people with platforms are desperate for more content.
Producing content takes a lot of work, and if you alleviate that problem for someone, you’re suddenly their best friend.
Here are some simple ways you can leverage other people’s platforms in ways that helps both them and you:
Guest Blogging – There are dozens, if not hundreds of blogs in your industry that need new content every day. If you can provide them with a high-value post that speaks directly to their readers, both of you benefit. You increase your personal brand and they get more traffic.
Podcasting – As with guest blogging, there are numerous opportunities to be on podcasts. Typically, getting invited to be on a podcast is a little more time consuming, but if you’re willing to do it, it can massively propel your personal brand forward.
Creating Expert Roundups – This is the backdoor into using someone else’s platform. An expert roundup is typically a lengthy blog post in which numerous experts are quoted on a particular subject. Sometimes these quotes are collected directly via email, while other times they’re collected from what has already been written by the expert.
Once you’ve created the roundup, you then do an outreach campaign in which you personally contact all those mentioned in the article. You inform them that you mentioned them, thank them for their work, and politely ask if they’d be willing to possibly share what you’ve written on social media.
There’s a bit more to it than this (read this article for more) but that’s the gist of it. Putting the time into doing this can generate a huge amount of traffic for you if you do it right.
This might all seem like a lot of work. And you’re right, it is. But if you want to build a powerful personal brand from the ground up, you have to be willing to put in the time.
You Are Your Business and Your Brand
Ultimately, you are both your business and your brand. Would Apple have ever reached such massive success without Steve Jobs driving the company? Not in a million years.
Would Jen Sincero, who wrote You Are A Badass, have been able to build a seven-figure business apart from her snarky, funny, insightful personal brand? Nope.
The same goes for Richard Branson, Arianna Huffington, Warren Buffet (yes he has a personal brand), and every other successful entrepreneur.
So what are you waiting for? It’s time to start building your brand.
Okay, maybe there are a few other advancements that rate a bit higher than those last two.
Though from a business perspective, it’s hard to argue with the incredible power the Facebook ad platform has brought to reaching your ideal customer.
And it goes way beyond just putting ads in front of people. Using the power of “retargeting”, you can create ads that show up again and again and again.
Targeting The Perfect Lead
With a seemingly endless array of data points to choose from, Facebook’s ad platform allows you to tailor your advertising to a specific set of individuals most likely to show interest in what you’re selling.
Just how specific can your targeting get?
Married men between ages 28 and 42 that are frequent travelers with Master degrees.
Single females over the age of 30 that enjoy Yoga and are self-employed.
Newly engaged couples that make over $100,000 who enjoy college football and are recent homebuyers.
Yeah, that specific. And those are just three random examples.
You can really dial it in with countless data points.
This can give you an amazingly high ROI for your ad dollars, AND it also produces quality leads and client targets that possess a built-in interest in your business.
Gone are the days of chasing down empty leads and the barely interested buyer.
When you’re selling fancy blue widgets, and you can direct all of your advertising towards consumers who need and want to buy fancy blue widgets.
In other words, you can put the perfect ad in front of the perfect audience to generate highly qualified leads. Does it get any more powerful than that?
Don’t Let a Good Lead Get Away
Unfortunately, even with the hyper-specific advertising that Facebook offers, you won’t close every single prospect on the first try. As much as we want to believe in a 100% closing ratio, it remains the unicorn of marketing and sales.
But even if you can’t capture a sale from a prime lead the first time around, that doesn’t mean they won’t eventually come to their senses and become a paying customer. However, they’ll need some extra help from you.
After all, advertising is not a one and done proposition.
To truly maximize your sales potential and continue to drive your company revenue upward, you need to be everywhere a potential client will be.
The best way to accomplish that is through remarketing.
Even if you don’t know exactly what this is...you know what it is.
Have you ever looked at a product on Amazon and suddenly begun seeing ads for that product EVERYWHERE?
Congratulations, you’ve been the target of remarketing.
Also referred to as retargeting, this is a fantastic way to recapture that quality lead who went to your site but wasn’t quite ready to pull the trigger.
For example, let’s say you sell high-ticket consulting services. Someone clicks on a Facebook ad and that brings them to your site. They eventually leave without taking further action.
These undecided prospects are your remarketing targets.
With retargeting, you can create ads that will show up in front of those prospects who leave without taking action. You can make sure that they can’t escape seeing your ads!
They fit your initial profile and thought enough to take a look, so the lead is clearly a qualified one. It’s just up to you to help push them along.
Think about it. This is a tactic that Amazon has employed en masse for some time, and they seem to be pretty good at making money.
There’s no reason you can’t deploy a similar strategy to increase your profits. The more they see your ads, the more they’ll begin to know and trust you, which will eventually lead to more sales.
Be Where Your Lead Will Be, And Be Meaningful About It
A successful remarketing campaign can be as simple as two essential elements - be where your prospect is and appeal to their emotions, both materially and financially.
First, your ads need to stay front and center to your undecided lead. With Facebook, this means carving out space in their newsfeed for your pitch and keeping it there.
The more they are reminded of a product or service they had a prior interest in, the sooner they will come to realize, “This is something I need, and I need now.”
Second, make sure your remarketing ads provide that little extra push mentioned earlier.
You want to craft the ad so that it speaks directly to those who may not have been fully convinced the first time.
Beyond that, be sure to hit them in the feels and appeal to their emotions and why they need your product or service.
You’ll also benefit by understanding what action a prospective lead took on your site.
Did they merely click a link or two, then bounce?
Did they navigate through several links within a particular product page?
Did they put something in their cart and then abandon it?
You can create retargeting ads that speak to EACH scenario.
Just as necessary as your primary sales and marketing strategy, you must also develop your approach and budget for remarketing efforts. It’s an often overlooked expense that will quickly pay for itself and then some.
A Lucrative Second Impression
In a highly competitive business environment, great leads can many times prove a challenge to acquire. So when it's become clear you’ve captured someone that has shown interest in you and your company, don’t let go of them.
When you’ve put in the time and effort to hone in on your perfect prospect, remarketing allows you the opportunity to make a second impression and close the deal.
Make sure you have a clearly defined remarketing strategy that keeps you top of mind with those potential clients that require a little more attention. Appeal to what initially grabbed their interest and the needs they have for what you offer.
With the right remarketing approach you’ll soon enough find a lucrative revenue stream with the customers that almost got away.
Let’s be honest. Acquiring good, qualified leads is a struggle.
You’ve got a great product or service, and you know that it could help thousands of people. But your efforts to connect with your ideal client…let’s just say they haven’t been so successful.
Sure, you can generate leads, but they’re not very good. You end up spending buckets of money on ads, only to get leads from people who don’t really want to work with you or can’t afford you.
But it doesn’t have to be this way.
What you need is an automated marketing funnel.
Qualified Versus Unqualified
On its own, generating leads isn’t that difficult. A couple of well-placed ads and maybe some selective outreach marketing will do the trick in pulling people through the door.
But being able to generate leads doesn’t mean you’ll make any money. We learned this the hard way.
You need a way to connect with your ideal customer – the people who WANT what you offer AND are willing to pay for it.
In other words, you need to generate qualified leads. And, you need to be able to generate these leads automatically, 24/7, 365 days per year.
But how do you do this?
The Automated Marketing Funnel
The solution to your lead problem is a marketing funnel that automatically attracts leads, thoroughly qualifies the leads, develops a relationship with them, and finally positions you to make the sale.
At its core, the automated marketing funnel consists of four fundamental elements:
The Highly Targeted Ad
The Entry Point
Education and Relationship Building
The Highly Targeted Ad
To attract leads automatically, you need to advertise. But instead of a generic ad that tries to appeal to a huge number of people, you want to develop a highly targeted ad that hones in on the type of client most likely to be interested in what you have to offer.
Like we said, your issue probably isn’t pulling in leads. It’s finding the right ones.
That’s where the powerful Facebook ad platform comes in.
Don’t mistake the world’s most popular social media site as merely a way to stay connected to friends and family.
Their power ad platform lets you create very specific micro-campaigns that target potential consumers who REALLY want to work with you.
And when we say, “specific,” we mean really, really specific. You can target ads by age, income, gender, interests, buying habits, location, language, and hundreds of other data points.
Want to sell your business consulting services to small business owners who read Entrepreneur.com, regularly purchase online, and are located in Austin, Texas? With Facebook’s ad platform, you can do exactly that.
The Entry Point
The entry point of a marketing funnel is often the most misunderstood part of the process.
The entry point (aka your landing page) is the first place you qualify your leads. It’s where you speak to the pain points of your ideal client, as well as spell out exactly how you can help them. It’s also where you intentionally repel every person who isn’t your ideal client. In other words, using specific copywriting techniques, you ensure that only your perfect customer moves from your entry point down into your marketing funnel.
You can’t afford to skimp on your landing page.
Because the entry point serves as a secondary level of qualification.
It’s where you provide a clear and straightforward message of your product or service, while at the same inviting the prospect to learn more.
They can learn more through any number of things, including:
A free download (like an eBook or similar material)
A webinar (our personal favorite)
A free trial
Anything else that can induce your lead to provide their contact information
Once they’ve signed up to receive more information, you begin automatically moving them through your marketing funnel.
Education and Relationship Building
Now we get to the good stuff: educating and developing the relationship between you and your potential client.
Depending on the product or service you provide, this area of the marketing funnel can vary greatly.
Ultimately though, this is the set up to the sale.
After a potential lead opts into your funnel, you can begin giving them more information that will prepare them to buy from you. This helps the prospect begin to know and trust you.
We like to use automated webinars as our main method of education and nurturing. On a webinar, we can speak directly to the pain points of the prospect, show them the solutions available, and then move them toward a sale.
We know that a percentage of those who attend the webinar will be even more interested after they watch it and will be ready to schedule a call with our team. However, before they get on a call, we have them fill out an application.
Why? Because it furthers qualifies the lead.
It’s important to note that up to this point, everything is happening automatically. Once the system is set in place, leads are attracted and qualified automatically.
The only point we step in is when it comes to actually closing the sale.
Regardless of the form your relationship building takes, it all leads to here.
The close or final sale.
The culmination of the automated marketing funnel, this is where you make your final pitch.
Much like the relationship building process, the final sales strategy should be tailored specifically to your business and may even occur at some point in the education process.
For example, we prefer the old school method of getting on the phone and actually talking to prospects. We’ve found that this method converts much higher than other ways we’ve tried. There’s just something about talking to a person that’s different than other forms of communication.
And here’s the good news. Because of all the pre-qualification we’ve done, we know that we’ll ONLY be talking to hot leads on the phone. That’s the power of the automated marketing funnel. It ensures that when it’s finally time to make the sale, you’re only talking to your ideal client.
Trust the Process
With an automated marketing funnel, you don’t have to worry about constantly trying to hunt down new business. The leads come directly to you. And by the time you talk to them in person, they’re ready to buy.
By automating three-quarters of your sales process – the advertising, entry, and relationship building – you free up more time to engage with those that are really interested in what you’re selling (and can pay for it).
Though it can help any business of any size, the marketing funnel is a massive benefit to those that are growing. You can never overstate the importance of scaling your operations to meet increased demand.
So you’re not just giving yourself more time to focus on customers who genuinely want to do business with you, you’re giving yourself more time to focus on your business.
Yes, it takes hard work. Yes, it takes knowledge of your industry and the ability to connect with the right customers.
But there’s something even more foundational than these things – something that can make or break you.
The right mindset.
A success mindset can help you overcome even the most stubborn obstacles, while a negative mindset can create huge setbacks even if you work hard and have industry knowledge.
I Think, Therefore I Am
Right now, you’re probably saying to yourself, “Blah, blah, blah. I’m too busy doing to spare any time for thinking.”
Sure, we get it, building a business is hard work, and when you’re pouring so much time and effort into taking the next step, you probably don’t want to hear about the virtues of the power of positive thinking.
Trust us, that’s not what we’re talking about here.
Having the mindset to succeed goes well beyond keeping your chin up. It’s more than thinking happy thoughts.
This is about resetting your brain not just to believe you want to be successful, but to know that you will be successful, and to set you on a path where you are always pushing towards that success.
Rewiring your brain for success doesn’t require a well-rehearsed pep talk. It’s not about pumping yourself up and saying things like, “I’m the best, I’m the best, I’m the best.”
Rather, it’s about training your brain to think in fundamentally different ways.
The brain’s ability to rewire itself is called “plasticity”, and it focuses explicitly on your brain’s Reticular Activating System (RAS).
Relatively speaking, the RAS is a small part of your brain. However, it is an extremely powerful set of nuclei that keeps you focused and on point.
Its function is to act as a filter, or gatekeeper for what finds its way into your conscious mind.
Think for a second about everything you see and hear and generally sense around you every day. With the exception of smell, which feeds the emotional portions of your brain, the RAS helps decide what’s important and what’s not so your mind doesn’t become overwhelmed.
Let’s use an example that plenty of people experience to highlight the RAS in action.
When couples start wanting children, their minds understandably begin to focus almost non-stop on everything they must do to plan for their child.
From crib to car seat to the doctor’s visits and everything else in between, the baby is on their mind 24/7. In fact, the mindset runs so deep, their focus on their future offspring manifests itself in incredible ways.
When they are out in public, children or women who are pregnant, appear to be everywhere.
When they are at home, every commercial on TV seems to feature parenthood prominently.
And it’s not just significant, life-altering events. Perhaps you’re itching to see the latest blockbuster movie.
When you’re out and about you spot numerous billboards advertising the movie that you didn’t notice before. Alternatively, you take greater notice of magazine articles or peoples discussions about the film.
Even when you’re surfing Netflix, your queue is full of movies that happen to feature the lead actor and actress from the current flick you want to see.
So what’s going on here?
Don’t worry. You’re not going crazy, and these occurrences are not magically springing to life.
You informed your RAS that these things are important to you, and your brain begins strongly focusing on them. It’s not that these elements were not present in the world before, you’re just more aware of their existence and are taking greater notice.
And the beauty of all this is that you can train your RAS to work for your success.
It’s Good to Have Goals
With a better idea of the vital role your RAS plays in your everyday life, it should be very apparent to you how this will impact your success.
It starts with setting goals.
Aside from the timeless benefit of having something to aim for, laying out a set of clearly defined goals will refocus and target your efforts in a positive direction.
However, it’s more than just writing them down.
You must write them down and review them.
Post them somewhere you can see them on a daily basis.
Repeat them to yourself over and over to where they become your business ABC’s.
By doing so, you’ll trigger your RAS to recognize, “Okay, these are important. We aren’t joking around about this. It’s time to focus all our attention on these things.”
Suddenly, your heightened awareness of your goals will kick into overdrive.
For example, let’s assume one of your objectives is to double sales in an upcoming quarter versus the same quarter last year.
If you didn’t have this as a goal your RAS could focus on, you might repeat much of your sales approach from the previous year.
But with your goals front and center and your RAS on overdrive, you’ll start to see opportunities you previously overlooked. Suddenly, ways to increase sales will start popping up all around you.
You may even recognize new approaches that you failed to consider or that didn’t occur to you the year before.
Powerful stuff, isn’t it?
Though if you are to be truly successful, and fully develop a success mindset, there is one final step to ensure you find ultimate success.
The Meaning of Life (and Goals)
Goals are good, and it’s important to have them, but make sure the ones you set mean something and are tangible enough to turn into concrete plans.
Vague, generic goals about things you hope to achieve won’t get you anywhere. You need concrete objectives that your RAS can latch onto.
So think solid, time-sensitive, and specific.
Instead of merely wanting to increase revenue, look to improve by an exact amount by an exact date.
Don’t just try to reach new customers, line up a plan to increase your lead capture rate week over week.
People who succeed don’t simply believe they can. They are the ones who know they can.
They know their success is inevitable because they have set the right goals, laid out the proper plans and trained themselves not to hope for greater achievement, but to expect it.
You know that Facebook advertising is key to generating leads for your business.
And you’ve created some ads that have generated leads.
So what’s the problem? The leads are terrible. Just downright awful. They’re not your ideal customer, they can’t pay what you’re worth, and you waste precious time sorting through these terrible leads.
The result is that you feel stuck. You’re forced to constantly hunt for new business because you can’t generate quality leads.
The good news is that there is a solution. Initially, it’s going to sound counterintuitive but trust us on this one. We’ve spent more than $1 million generating leads through Facebook ads and we’ve learned exactly what works and what doesn’t.
To generate more revenue, you need to spend MORE money acquiring leads.
Initially, that sounds crazy, but the reality is that when you spend more per lead, you can qualify them much more thoroughly. In other words, you can be sure you only have the BEST leads coming to you. These are the people who WANT to work with you.
And in terms of the numbers, it’s far better to spend $12 per lead if those leads generate $5,000 each than to spend $1 per lead and have none of those leads work out.
So how do you qualify your leads more effectively? Follow these simple steps.
Target Your Customer
If you’re going to zero in on the people that will take your business to the next level, you’re going to need to get specific.
As in finding the people who already want to buy what your selling. We’re talking about finding your IDEAL customer. The kind of people who want to work with you.
How can you do this?
First, you need to understand who your ideal client truly is. And not just on a macro level either.
You need to know EXACTLY who you want to work with.
We see too many entrepreneurs wasting time and energy are often trying to reach a wide swath of consumers. This is a big mistake.
When working to generate leads, generic ads just don’t cut it. If your business is a lifestyle brand aimed at Millennials, you need to know what they like, the language they speak, the other brands they like, their pain points, and even their hopes and aspirations.
The Facebook advertising platform is incredibly powerful and lets you hyper-target ads directly at your ideal clients.
For example, let’s say you’re a strength coach selling a course specifically geared toward basketball players, runners, and football players. On the surface, this may not seem that distinctive, but with Facebook Ads you can create a highly defined approach that will promote your shoes to the people that are most likely to buy them.
Using Facebook’s platform, not only can you narrow your ad reach by location, gender, and age, you can go even deeper. Income, interests, relationship status, education, and even specific page likes can all be used to create your perfect ad campaign.
With the example above, you can easily target men between the ages of 18-25 who are fans of basketball, running, and athletic shoes, which are all characteristics of your audience. If you know that your ideal client also likes to read articles on ESPN, you can add that into the mix.
The point is that you can get hyper-specific in terms of who sees your ads. Will this increase your cost per lead? Probably, but you’ll be getting the RIGHT leads.
Instead of spending precious dollars on generic ads targeted at the wrong people, you can create a direct appeal to the people that will genuinely benefit from your product or service.
Let Them Know You
Let’s say you’ve connected with your ideal customer through an effective ad, and they’ve clicked through to your landing page.
Good start, but you need to qualify them even more. You still don’t know if these are the people you want to work with.
The second level of lead qualification involves taking your prospect through your marketing funnel. The first stop is your landing page, which serves two purposes.
First, it clearly spells out who you are and how you can solve the problems the potential lead is facing. Your landing page should be so specific that it appeals to the people you want to work with and turns away those who aren’t a good fit.
The second purpose of your page is to move the lead into your marketing funnel. Usually they give you their email address and you give them something free in return.
This allows you to start talking to your leads, ensuring that they know who you are, what you offer, and whether you’ll be a good fit.
Maybe they get to download a free report. Maybe the get access to a webinar. We’re big fans of webinars and have used one for years.
The point is that only SOME people – the people who are genuinely interested – will opt-in here. Those who aren’t quality leads will drop off, which is exactly what you want.
Once they’re in your funnel, it’s time for the final level of qualification, the last step before you can successfully make the sale.
Make Them Commit
Up to this point, you’ve created a Facebook ad that singles out prospects most likely to show interest in your product or service. Then you further sold them on the benefits via a concise landing page and webinar.
Now that you’ve drawn them in, its time for the final level of qualification.
This is the step that will ultimately lead to a direct sale.
After the prospect has viewed your webinar, have them fill out a form or application that seeks to further engage the relationship either by phone, in-person, or some other method.
Back to the health coach example. You can invite them to apply for a free consultation to see if you are a good fit for working together. Only the MOST interested people will want to do this.
This final step ensures that by the time you’re actually talking to a lead, they are super interested in what you have to sell. They aren’t tire kickers or merely curious. You’ve qualified them to the point where you know they’re the type of person you want to work with.
Qualification is Key
Conventional wisdom says that sales are a volume business, where the more leads you have, the more deals you’ll make.
While at the most basic levels of business this may be accurate, the real truth lies in the type of leads you can generate.
The more qualified your leads are up front, the more efficient you’ll be in closing them and the more revenue you’re likely to create. So take time to set up a qualification process that yields more than just window shoppers.
Develop ads that appeal to those that will reap the most benefit in doing business with you and your company.
Draw them in with a pitch that is to the point and details a solution to their need.
Make them commit with a call to action that either closes the sale or further nurtures the relationship.
There’s little argument that closing the deal is about hard work and perseverance. However, with a better understanding of who your client should be and than qualifying that lead into a highly viable prospect, you will place yourself in a position that yields plenty of success.
When building a business, one of the early critical steps you must sort through is the brand, both in defining what it is and how to connect it to the right client.
And no, we’re not talking about the standard branding elements of creating a stylish logo and delivering smart, clever advertising. Yes, they both do have a role to play, but branding goes way deeper than those surface level things.
Defining your company brand is more about the core principles that define you, which in turn apply to the products and services you offer. Your brand is who you are, your products are what you sell. Confuse the two and you’re screwed.
Think for a second about the differences between Walmart, Target, and Amazon.
All three are massive retail giants who, for the most part, sell many of the same items. But the minute you read those names, you probably knew what each one stood for and the audience they want to reach.
Walmart is the mass appeal discount retailer.
Target is the slightly more upscale discount alternative.
Amazon is the online retailer with a huge variety of items.
Three retailers, each with a similar goal of selling products and services to as many consumers as possible, achieving their mission with three distinctly different approaches.
Their brand determines their ideal client.
How do you obtain similar success with a clearly defined brand that also reaches its preferred clientele?
If you understand who you are, what you represent, and the value your product or service brings to a consumer, it’s not nearly as daunting a process as one would think.
Here are the three critical questions you need to ask.
Question #1: What Does Your Brand Represent?
When it comes to building a brand, many first-time entrepreneurs and small business owners overlook an essential fact of commerce: Consumers buy more than just a product.
What you’re selling only accounts for a fraction of the actual sale. Customers are looking for an experience, something they can return to that is unique or adds value to their lives.
They buy what the product represents. A lifestyle. A vibe. A sense of identity.
Going to back to our retail example, remember that Walmart, Target, and Amazon are all retailers that offer a lot of the same product types. However, they all stand for vastly different principles and experiences.
People shop at Walmart because they know it represents low pricing.
People shop at Target because they know it represents an upscale experience.
People shop with Amazon because they know it represents convenience and variety.
What do you represent? What is your Unique Selling Proposition – the thing that sets you apart from everyone else?
A unique take on a classic product? Are you more social or environmentally conscience or community driven? Perhaps your company offers an economical solution or luxury experience for the end user?
Whatever it may be, there is no wrong answer, only what is right for you and your business.
Think about who you are and what you stand for and what it is that you can provide and build that into your professional identity.
Question #2: What Makes Your Brand Valuable?
Understanding your value to a potential client is where the product or service you offer comes into play.
You’ve developed your message and what your company represents. Now extend that to the physical aspect of what you sell.
Let’s move away from our retail example and look at a few different business types. Regardless of the product or service, you’re hoping to promote, these principles apply to any endeavor.
Just make sure you clearly define the qualities that set you apart from your competitors and what you can bring to a client that no one else can.
It can be as simple as a construction firm that provides an easy three-step bidding process.
Alternatively, you can develop a niche such as a clothier that specializes in superhero t-shirts.
A broader approach works too, such as the case for a property manager who’s selling a better way to oversee rental houses.
The point is that while it’s important to know your product, it’s even more vital to know its value. By selling your brand’s advantages and worth, people will wonder how they managed to get by prior to the benefits you brought to them.
Question #3: Who Will My Brand Appeal To And How Do I Reach Them?
Now that you have a grasp of your brand’s identity and the value it carries, it’s time to figure out who those principles appeal to the most.
While we all want to build a broad customer base and reach as many people as possible, developing a core group of ideal clients is critical to success.
In other words, you need to figure out EXACTLY who you want to work with AND where you can find them.
The easy example is the highly specialized t-shirt seller, where the appeal is built directly into the product – superheroes.
Your ideal client is superhero lovers (nerd types).
Where do you find these people? In the physical world, you would start at places like comic book stores or comic-con events.
Then you would hit the stores where shoppers who love t-shirts hang out, such as retailers that sell pop culture attire, niche casual wear, or even children’s apparel.
Of course, the challenge is that you can’t physically be in all these places at once. That’s where the beauty of internet advertising comes into play.
Online, you build your marketing around who is most likely and most frequently going to use and value your product or service and then target your efforts accordingly. All your ads are going to be specifically targeted at people who are interested in superhero-type stuff.
The more you do this, the more you establish yourself as THE brand when it comes to superhero apparel.
It’s no different for the other endeavors we mentioned.
You identify your ideal client and where that ideal client can be found. Then you target your marketing efforts specifically at those clients.
Regardless of your trade or craft, build your core first.
These first adapters and repeat fans are the people who will carry you through the rough patches that all businesses face on their path to greater success.
The reality is that you don’t want to work with everyone. You only want to work with people who want what you have to offer and are willing to pay you what you deserve. If you try to go after every customer, you’ll end up connecting with no one.
Many small companies struggle to find solid footing because they fail to recognize the need to offer more than just a commodity. They must provide an identity for consumers to buy into and relate.
Similarly, even established organizations will lose sight of what first made them successful and will have to recalibrate their message and approach and get back to basics.
When taken individually those basics are much easier to focus in on and refine.
Understand what you represent.
Recognize your company’s value and how it can help potential clients.
Identify that the core customer and reach out to them.
Give each of these items your full attention and focus and let your principles guide the next steps for your organization to take.
Be more than just a name with something to sell.
If you define what your brand truly embodies and appeal to those who will best recognize its value, your company identity will indeed be one that represents success.
Someone in the world is starting a business based on network marketing principles every 10 seconds. This shows the massive growth in the industry of multi-level marketing (MLM). You need to know which MLM companies are the best for you.