There is power and money in the email list if you have the right people there.
Same is true for your audience,
People who are ahead in the marketing game run ads on Facebook and Instagram to grow their email list and audience.
But it does not matter if you grow them organically or by running ads if nobody on your list or among your audience buys.
The stories of those run ads grow their list and not their revenues are so common.
That’s why only consider your Facebook or Google ads effective if you’re targeting people who spend money.
You may not be helping yourself by running ads to free things because it attracts people who like free things. Even when you offer a free resource also called a lead magnet, with a low-cost product that you can sell to them at the back.
You can charge $7, $17, $27 for books, mini-courses, etc and run ads that target spenders and bring spenders onboard.
You can choose to have a $17 mini-course running through ads, and sell consistently for a profit of $9 each (after deducting the ad spend).
From there, a percentage of the people who buy the $17 course can move into more expensive options.
If done right, ads can be a huge asset to make sales and then those sales turn into your community members, Instagram followers, and of course email list subscribers.
Spend Money to Make Money: A Marketing Model You Can Use
It is pretty simple to understand. Offer a lead magnet, a free resource, the way I shared above.
Then on the thank you page, offer a low investment product also called a tripwire ($7-27).
For those who continue to buy, take them from tripwire to core product to profit maximizer.
There will be drop-offs, those who don’t buy at each stage, with a bigger percentage at each of those stages. Continue to add and run them through a nurturing sequence with prompts to buy at regular intervals.
Run Experiments Based on the Traffic Source to Keep It Simple
You can have two traffic sources.
Organic and Paid.
Both can come from any channel and platform.
For the sake of understanding, let’s say organic for you comprises YouTube and Google, and paid has Facebook, to begin with.
You can then use Facebook (paid) in two ways.
1) To run tests and drive traffic to either a lead magnet or directly to a low investment product like a course.
2) To grow your brand’s visibility by running ads to high-quality content on your website and also to grow your brand page on Facebook.
On the organic front, you can direct YouTube traffic to a call to the sales funnel, where you point people to a page where they can book a call with you.
Use traffic via Google to create custom audiences and run retargeting ads to promote lower-funnel content (which talks about your products and compares them to other products on the market). You can also use a part of the traffic that comes via Google to one of the two tests: 1) call to sales and 2) lead magnet/ tripwire.
Double down on whichever works better.
Leverage social media for search optimization and more
Don’t ignore Twitter and Instagram or other social media channels.
Use Twitter to directly engage with influencers that you can’t reach otherwise, and also as step zero to be invited to a podcast or to create that opportunity which helps both from the brand and search perspective.
Use Instagram to reinforce your presence and also to be in front of your ideal customers, to reinforce your message and get them to know you personally so that they can like and trust you.
Add LinkedIn to the mix, if you play in the B2B space
Avoid silos and integrate everything
Integrate everything and keep it on-brand and high quality.
Of course, keep your near term priority in mind and leverage your platforms and audiences for that too. For example, if you are launching a beta version of your product then talk about that first.
Once that is done, build an audience, and leverage the platforms the way I have shared above.
Talk to me if you have questions 🙂