In today’s episode I am going to introduce you guys to the Hirsh Process. Over the next six episodes total we are going to go into very much depth of this five step process. I’m going to do an episode for each process, but today I’m going to give you a bird’s eye view of that process and help you understand why it exists and the massive problems with marketing that are out there today, both from the entrepreneur and from other marketing agencies and ads managers who are running ads.
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Before I dive into that, I just want to give you guys some fun background for a second on why this was created, why I created this process. Because I know most likely, you’re an entrepreneur if you’re listening to this. I’m sure delegation is a massive pain point for you.
About eight months ago, I was working with my amazing coach Alex Charfen, who I sat down on a consulting day with him and I was like, “You know, I really don’t think I can teach what I do intuitively with clients to my team members.
I always think I have to be involved with the strategy, with our clients in this agency.” He was very real with me and said, “You know what? What you do is amazing and it’s unique and it’s special and you get amazing results, but it’s not so special that you can’t train it. Because if that was true, some of the biggest companies out there wouldn’t exist.” It was really eye opening to me and I was like, “You know what? You’re right.” Instead, what I had to do was document what it was that I was doing and out of that came The Hirsh Process.
This is something that has come very intuitively to me, but it’s also been refined and perfected over the last eight months based on client results and what is really truly working out there today.
We have currently over 60 clients on our roster, all in the influencer, digital space with products, services, digital products – like a lot of different spaces, but the influencer space is our specialty.
This is what we run all of our clients through, this process, and also train any new team members that come onto my team. It is truly what makes us the best out there and I can say that very confidently.
Today I want to explain to you guys and open your eyes to what is wrong in the marketing space and what you are not looking at or what you are doing that you shouldn’t be doing – and why instead you need to go through this process instead of what you’re doing.
Here is what a lot of people do wrong with their marketing and this is what I want you to analyze are you doing wrong.
Then I’ll tell you what the Hirsh Process is, the five steps and then we’ll go into in-depth in each one in the next five episodes after this.
One of the biggest issues that I see people out there with marketing do and make is they have a very cookie cutter template to their marketing. This has really exploded over the last year to two years because of the digital marketing space and because of some of the influencers out there teaching very specific strategies that they make it seem like any business can take that and implement it in their business and it will convert like crazy.
The webinar is a great example of that, but here’s the problem. Business to Business Marketing is a completely different game than Business to Consumer Marketing. Business to Business it’s very easy to sell to them. It’s a business expense. They are fine spending money. They don’t mind. It’s more expensive to get them in and paying attention to you because it’s more saturated, but it’s harder to sell.
Business to Consumer, or it’s easier to sell. Business to Consumer is a lot harder to sell, but it’s easier to get them in. It’s easier to attract them because it’s not as saturated.
What that means you need to create your marketing strategy so that it works for the audience that you’re targeting, so don’t get lost in ‘I have to do this exact template that so and so did and made a million dollars,’ without taking into consideration how big their audience was to start with, how warm their audience was, the product that they’re selling, their messaging, their ideal client.
All of those things matter when considering a cookie cutter strategy. That’s what the Hirsh Process does, is it takes out that cookie cutter strategy and creates a marketing plan and a strategy for your audience based on what they need to go from cold traffic, I don’t know who you are, to sale.
I would say that a huge, 7 out of 10 of people are not looking at this from the perspective of like, what does my ideal client really need? What do they need to see? What do they need to read? What do they need to hear before they’re ready to take the next step in my customer journey? Make sure that you look at that, and a lot of people aren’t.
The other huge problem out there today and this comes from probably the same root of that problem, is people do not look at the big picture or the long game.
They go out and they create 5 funnels and they want to spend $1,000 dollars a month on 5 funnels and spread the budget out and see if it works. Or they create a funnel, they run a couple hundred dollars of the marketing campaign on Facebook, it doesn’t work and they want to scrap the whole thing and change the whole entire plan and the whole entire marketing strategy because they think the whole thing sucks.
It is so much more powerful if you take one funnel and you perfect it, and you analyze it, and you look at the data and you optimize it and then you scale it. It’s more boring to do that because we all have a bunch of ideas and we all want to put out new things all the time, but it is so much more effective to scale and optimize what you already have, as long as there is some small amount of a proven concept in there, than it is to continue to make new things and new front end entrances for your [00:06:00] ideal customer. I work with very high profile influencers out there and I can tell you that they are not creating a new funnel every week. We might be creating new visibility ads and new front end ads and copy and images, but we’re not creating a new funnel every week. We are scaling what is already working. That is really, really powerful.
Then, the second piece of that is the long game. Do not spend $200 on a Facebook ad campaign, get no results and then tell me Facebook ads don’t work for you. Because Facebook ads are about failing, looking at what didn’t work, looking at what worked and then improving it until it works for you. Almost everyone’s market is on Facebook or Instagram. Bottom line, they are, so don’t come to me and say, “My market’s not on Facebook.” Don’t think that. It’s either your messaging or your strategy or your funnel or your targeting.
There are so many pieces that go into a marketing campaign that you can’t spend a couple hundred dollars and then decide it didn’t work. You are playing for the long game. You’re growing your list so that you can sell to some of those people in two, three months from now. We have a very high profile client who had a multi, multi-million dollar launch, over 20 million last year. The average cart value or the average cart length that someone is on her list before they buy is one year. One year is the average and she’s been launching for eight or nine years now. That’s really powerful to look at that and that’s what business is all about.
What’s happening is people who are coming into this for the very fast results overnight success, they want their webinar to be making them millions in the next couple of months are quickly dropping off and failing. The people who are here for the long game and are willing to invest in a potential multi-million dollar company that you have if you have a good product are winning big time.
The Hirsh Process looks at all of these things and makes it very clear about all of the steps that you need to have for a successful marketing campaign. Now here are the five steps. We are going to go into detail in each one of these in a separate episode because it’s literally so much that I couldn’t do it in the amount of time that I have to get you a easy to digest episode out there. The first step is strategize. This is where you need to really understand some key components before you turn ads on.
You need to know who you’re targeting and you need to know what success means for you. Again, we’ll go into detail on that, but a lot of people skip this step and they just throw something out there and start spending money. Then, of course, you’re going to fail, because you don’t actually know what success means for you or who your market is or if your messaging isn’t congruent, so step one strategize.
Step two is visibility.
This one is another one way too many people skip, they don’t put emphasis on and they see successful campaigns out there and they think that that person didn’t do this. When you go and see somebody who’s making millions of dollars off of a webinar, go and look if they are putting time and effort into value, visibility and brand awareness. They are. I guarantee you they are. Especially if they’re in the business to business space, because you have to build the trust before someone will even give you their email address anymore. This is about value content with no strings attached and it’s about value content that you actually put ad spend behind so that you can use it strategically for the next step, which is lead generation.
This is where most people start. They start here, they’re like, “Sign up for my opt in. Sign up for my webinar. Sign up for my challenge. That’s what I’m going to start with.” This is step three of five, so keep in mind that. This is where you’re actually getting people’s information. It’s going into your email provider. You’re building that email list, which is very commonly known, so I don’t have to go into too much detail on this, but we will go into detail about how to combine step three and two in another episode.
Step four is make money and these are your sales and your retargeting ads. This is a big part of the Hirsh Process is in step one, we strategize and we get a very clear picture of what that customer journey or funnel looks like. All of the touchpoints that why are having with a customer. One of the best examples is the webinar. You have a webinar, you’ve got a webinar opt in and then obviously you pitch something on that webinar, so you will have sales ads for what you pitch to those webinar registrants. You can go even further and have ads targeting people who signed up for your webinar but didn’t watch sending them to the replay. Step four is make money. This is where are retargeting people that why have already paid to get into your funnel, into your customer journey and into your world and your brand’s world and close the deal.
This is where we’ve had, and I’ll share more details about that, but some of the really strategic campaigns we do in this area have had 10,000% ROI. Amazing.
This is where it’s, it doesn’t even cost that much to do retargeted ads, because your audience is only so big, but people yet are not doing it. They’re not, like, the power, you guys, behind Facebook ads, is that you’re able to target these people based on specific actions that they have taken in your customer journey in your funnel and you’re able to create specific messaging to them. It’s incredible and so many people are not doing that.
Step five is scale and optimize. This is where you will look at what’s working. This is where the long game really comes into play. You will look at what’s working and what’s not working. You’ll analyze your data and you will decide, do we spend more money because we’re already profitable? Or are there things we need to fix? If this is a new funnel, most likely there are things that you need to fix, but really way too often do I see people who it’s like, they’re spending a dollar and they’re getting out two dollars, which is good, right? I would do that all freaking day long. They’re not spending more money on their ads, because they don’t understand the data and how it works to scale.
Scaling is a piece of this and then optimizing is the other piece. Optimizing means looking at all the pieces of a funnel from a big picture standpoint and where do you need to improve it? There are many pieces of a funnel and this is where saying the whole entire funnel doesn’t work is completely wrong and inaccurate.
Or even saying the Facebook ads don’t work if it’s a funnel or a messaging problem. This is where you are constantly looking at that data, you are constantly looking at that reporting. I’ll go into detail about what you will need to look at when we get to that step, when we get to that episode and that step.
Those are the five steps that we do for every single one of our clients. It’s how I train my team and it’s how we consistently get three to four x average ROI for all of our clients on our roster. I’m going to go into detail about all of those in separate episodes, so make sure you guys listen to that and tune into that. Just to recap really fast, I want you guys to, right now, in preparation or to take away from this episode, I want to make sure that you do two things. One, I want you to really start to think about your customer journey, your funnel and what that looks like from somebody who has no idea what type of brand you are or your messaging and who you are, to closing the sale. Draw it. Draw that out, because you’re going to need it.
Then, number two, I want you to really ask yourself if you are looking at your marketing from a big picture long game standpoint and if you are emphasizing the importance in connection and brand awareness. Because that does not happen overnight, but it’s the most powerful snowball effect that you will ever experience with your marketing is when you play the long game and somebody who signed up for your webinar a month ago buys in month two and three.
You begin to get this snowball where you’re making money and you already paid for the lead and so the cost is not there and you just continue to scale and it’s super powerful. Look at those things in your own marketing and then I’m sure you’ll find some gaps. Make sure you tune in to the rest of the episodes as I go into each step in detail.
Truly, you guys, this is showing you the secrets that we do behind the scenes for our clients to get amazing, amazing ROI. Part of that, those secrets that I want to invite you guys to go and download while you’re waiting for the next episodes is the Hirsh Marketing Report. That is what I release every month at the beginning of every month and I report on the month before how much ad spend our team managed, how much profit our clients made from that ad spend. What was working, what’s not working in the Facebook ad world, Facebook ad updates and it’s insane detailed. It’s usually like 15 page long PDF totally for free. We send it out, so if you go to Hirsh, and my last name is H-I-R-S-H. There is no C there. Hirshmarketingreport.com you can download that and get on the list to make sure you get access to that every single month delivered to your inbox.
It literally takes me personally, and my time is worth like $2000 or more an hour is what I charge. It takes me at least three hours, three to four hours every month to create this report on top of my team, who brings me the numbers of our data, so I’m just going through and giving you guys strategy on what’s working and what’s not working. Make sure you go download the Hirsh Marketing Report at Hirshmarketingreport.com and I will see you guys all next time.