SHOW NOTES

Feeling frustrated with your one-man ads ‘team’? Tired of DIYing ads… only to waste your time + money?

There comes a point in business when you’re ready to hire out your marketing – but when? And how do you know when you’re ready?

In this episode, I’ll answer that question, plus dive into details about the major difference between hiring a TEAM + hiring an ads manager.

And once you know you’re ready, I’ll give a few quick tips for what to look for in your next marketing team!

A few other highlights…

  • How I’ve built mini marketing teams inside every client account
  • Why I think ads on social media are the cheapest + best way to grow your brand
  • And how an IGNITE student decreased his CPL from $11 to $7… with just a few of our team’s strategies!

Tune into this quick lesson in marketing – and then hop over to Instagram (@emilyhirsh) to ask any follow-up Q’s. We’re always happy to help.

NOTE – listen to episode 23, “Who should be running your ads,” for more about the difference between an ads manager, an agency, and an in-house team.

Key Points:
[2:28] The difference between a marketing team and marketing support
[3:54] Here’s why you need a team
[6:00] You need more than an ads manager
[8:15] A marketing team will take you to the next level
[11:14] Facebook + Instagram ads are the cheapest and best ways to reach your audience
[13:20] You’re trying to save money, but you’re losing it

CTA:
If you’re ready to hire a team of people on you ad account, head to HelpMyStrategy.com to apply to work with us!

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Episode Transcripts:  

Emily Hirsh: I’m Emily Hirsh, and this is the Hirsh Marketing Underground Podcast. Attention innovators, influencers, creators, and game-changing entrepreneurs: your internet domination begins right here. We are the powerhouse marketers that you’ve been looking for. You’re already making waves in your industry, and we’re here to help amplify those waves of change by creating a connection that cuts through the noise. We take everything you’ve built inside your zone of genius and find its audience. With killer strategy and laser eye for impact, we launch multimillion dollar campaigns and skyrocket your reach online. And now, we are doing the unheard of. We’re unveiling everything we’ve learned, taking you behind the scenes with the Hirsh Marketing Team, and giving away the secrets to our clients’ success. Stay tuned for top-converting strategy, ROI reports, and insider knowledge that you won’t find anywhere else. You’re changing the world, and we’re the team to help.

Hello everybody. I hope you are all having an amazing week, and thank you so much for tuning into the podcast today and taking time out of your day to listen. I’m actually recording this… so it’s Labor Day today. This is not going to come out until, towards the end of September. But, this is one of the 990,000 reasons I love being an entrepreneur! I often do this, [when] we have a holiday like this, I absolutely love working on days like today, because I get so much done. I have zero meetings, zero messages, zero emails. I don’t have to respond to anybody, and I can just create content. I’m going to spend about half of my day going through a course that I’m in for writing my book coming up. I just, I love working on these days. Also because it’s freaking hot here in Texas. What am I going to do with my kids all day?

So my nanny still wanted to work, and so she came today, and we’re kind of treating it like a regular day. But I’m going to get so much done! I woke up giddy, so excited to go to work because of how much I was going to get done. But that is why I love being an entrepreneur, because I can choose to work when everybody else doesn’t, and then I can choose not to work when everybody else does, and it’s not crowded. Like next week, we’re going to California, and like, nobody travels that week, so it’s not going to be as crowded, and I can do whatever. And so, just getting to set your own schedule is so great, so great, so grateful for it. Today I’m talking about when and why you need a marketing team. And I want to put emphasis on the word ‘team’ and not just marketing support. So I’ve actually had a couple of conversations recently, two specific ones.

One was, somebody who is a friend of mine and also in a couple of masterminds with me, and was talking about coming over to work with my agency, and said right now, he is working with somebody who doesn’t have a team, basically. It’s like one solo person on his account, kind of doing everything. Doing the ad copy, the optimizing, the reporting… the lack of reporting, because most people don’t actually send reports, and why he really feels like there’s a gap. And I kind of explained it to him, how I’m going to explain it to you guys. And then I was also talking to somebody in IGNITE, on a call, and he was like, “I really see now, after going through IGNITE and all the pieces, from testing to scaling to optimizing, that it’s not just about putting up a campaign and then letting it sit there. And that’s what I thought, and that’s what I was doing for so long. And I see the benefit, or the reason why at a certain point, it’s time to hire a team.”

And this is kind of also the background on why I even built a team… not just a team, but I built a team on my clients’ accounts, like not just one ads manager. I think a lot of companies just have one account specialist or one ads manager on a client account. And here’s why you can’t do that, here’s why you need a team: because, in order to have successful marketing strategies and a successful marketing campaign and Facebook ads, there’s three main components that you have to get covered. And I believe they’re different skill sets, different brain types, and one person cannot do all three, or it’s very, very rare that they could. So the first is the main thing, which is the ads management, the optimization, actually going in and building the ads, duplicating the ads to different audiences, and managing the budget, that day-to-day grind and work in the ad account.

That’s like the main thing, and that’s usually what people hire. But the other piece that is so important that you need is the creative… and is the copywriting and the images, and even just the creativity on like, “What types of ads should we do? And what’s something different we can do to stand out in the newsfeed?” And just really thinking about that. And I don’t believe, a lot of times, that the brain type who is analytical and very data-driven, and I don’t know what side of your brain that is… is it the right? I don’t know. The non-creative side! It’s my side of the brain, that I am good at. And then, there’s the creative person, which is the opposite side of your brain. That’s the creativity, the copywriting, the design, like seeing these visions for these ads, and that’s usually a different type of person and skillset and expert.

And so in our team, you get the ads manager. Then we also have an entire creative department. We have three copywriters and two designers and a creative director, who goes on our client strategy calls and serves as that vision of pulling out the messaging for their ads. So those are two different people. They almost always have to be. I have seen one in 100 cases, you can find a unicorn who can write ad copy and load ads. I still would argue they’re not going to be amazing at both, they’re not going to be experts at both. One is going to be lacking. And then the third piece you need is the higher level, big picture strategy Somebody who is looking at the… which, the ads manager can do this. But it always helps on an account also to have multiple eyes, because sometimes you’re in an account for four or five hours a day, and you just don’t see, you start missing things, big picture of things.

So you start not questioning maybe the numbers how you should, or I don’t know, just not seeing the long game, three months from now a strategy. And so you need that kind of visionary strategist, and that person usually manages the ads manager. And a lot of times, when somebody goes and hires somebody in their company, like an agency or an ads manager, they are that strategist and that visionary. But they don’t really want to be, I’ve heard people say like, actually my friend said this, he’s like, “I hired this person, but I feel like I’m driving everything, and I’m saying like, ‘We need to do this and we need to do this and we need to do this and here’s the strategy.’ And then he goes and does it, but I don’t want to be driving it, otherwise what’s the point? I hired an agency to do that for me.”

And I totally agreed. Which, a lot of times that more tactical person is not that high level of strategist. And so, the high level strategist needs to be looking at the summary of the numbers, needs to be looking at the long-game strategy, like the big picture, and not just the ad strategy but the whole funnel business strategy, really. And being that visionary and just that second set of eyes, or a second set of opinion… And so for us, in our company, that’s the senior strategists, and they are often on client calls, and they do manage the ads managers, and they check in multiple times a week on accounts. They have a whole spreadsheet that shows if an account is not on track for the month. And so that’s three core different types of personalities.

A lot of times, I’ll just add, that strategist is not good at the details. So an ads manager has to be insanely good at details and detail-oriented, because you’ve got so many components. You’ve got the right links, the right targeting, post IDs, it’s hard. There’s a lot of details that goes into building a campaign. A lot of times that bigger picture, visionary strategist isn’t good at the details, but they’re good at that bigger picture strategy. So I believe it’s three different types of personalities of people that you need, and you need a team. Which is… when and why do you need a marketing team? You need a marketing team when you’re ready to take your ads to the next level, when you’re ready to move beyond just the one campaign, DIY-feeling of your ads. And I would argue, if you’re going to hire an agency, make sure they have a team.

Unless you’re paying like, nothing… then you’re getting what you paid for. But they can’t do this right without a team, and I don’t mean like, it’s not just the CEO, and they have a team. I mean a team is on your account, more than one person is on your account, supporting your account. That’s what you want. And so, over a time… basically, the way my team was built was not because I had this vision four years ago, and it was like, “Oh I have this vision for a marketing team, and this is exactly what it’s going to look like.” Instead it was, as I built my company, I saw this need, and I was like, “Okay, we need copywriting, we need this,” and I would add it in, “And we need this service, and we need this type of reporting,” and I would just build and build and build, and I still do that today. I haven’t stopped doing that.

I still do that, and I still add on whenever somebody needs [it]. But what’s come of it is these mini marketing teams, and what I tell people this, “It should feel like we’re an extension of your team. We’re like your in-house marketing team, but not in-house.” You don’t have to pay the salaries and the employment taxes and all that stuff. But I would argue, you need that. So you need to find that as soon as you’re ready to really step it up, and let’s also add, as soon as you know that your product is converting, at least it’s proven, you’ve sold five to 10 of them somehow, organically or through relationships or something. And you’re ready to get serious about your marketing. You need all of those components in your marketing and your plan in order to succeed, in order to cover all your bases.

So once that happens, and once you’re ready to move beyond that campaign, that one campaign, DIY kind of feeling, don’t just jump to just ads manager, because I think then you’re going to have a bad experience, and then go back to, “Oh, I should just do it myself.” Get all of those components in your business if you want to take your marketing to the next level. Now, the other comment that one of my students made in IGNITE was, he was just very surprised how much work goes into testing and optimizing and scaling and the constant refresh of new creative and all of that, and he can’t keep up.

And he’s like, “And I really realized I probably need to hire your team, because it’s just me right now.” And I think he’s spending like $300 a day, which that’s a good amount, to be doing that on your own. Facebook ads and marketing is not just about, “Put out a campaign, build one ad, and let it sit for four to eight weeks.” It’s daily. And I’ve talked to people who are really good at Google ads, and it’s so much easier. Google and Amazon, they’re not as effective. They are effective, and for some businesses you should be doing both. I will say that, you should, and it’s a service I want to offer some day is, adding Google and YouTube, because I’m not against them. But I think Facebook and Instagram are the cheapest and best ways to reach your audience, and the best place to start in most cases, not 100% but like, 95% of them.

But they’re the hardest also to run, especially nowadays when Facebook wants a constantly refresh of new creative. I mean, it wants every one to four weeks, depending on how much you’re spending, it wants new ads being put out in the Facebook newsfeed. And it’s a lot of work, if you don’t have a copywriter, are you kidding? And you’re writing those, it’s a lot. And then there’s the optimization and the testing. So what’s cool though is, this guy in IGNITE, one of my students, he said he implemented our testing and just overall like, how we test and optimize ads. And he took his cost per lead from $11 to $7 just from doing that for his webinar.

Which just goes to show, if you’re not putting in the work, and you’re not putting in the time to do proper testing and optimization, and that means having a lot of ad sets and having a lot of creative versions. I talk to a lot of people who are like, “My ads aren’t working.” And I ask them, “How many ad sets in your campaign?” And they’re like, “Oh five.” And I’m like, “That’s not enough. How do you know they’re not working? You need to have like 50.” And don’t quote me on that number, but a lot, like a lot of testing has to go into it. So just out of implementing those strategies, he took his cost per lead down what, $5? Yeah, $5 cost per lead difference, and so if he’s running $300 a day on his ads, that’s a huge difference, and you can justify getting help.

You can justify paying somebody to do that type of work for you, whoever it is, whether it’s a team member or an agency with a team or you build your own team, I don’t know. But if you’re not doing those things, you’re losing money, and that’s how you have to see it. At some point, when you get to that point, if you don’t have all of those bases covered. The strategist, the tactical ads manager, the reporting, who does the reporting, and then the creative team, you’re probably throwing money away. So you’re trying to save money, but you’re losing money in the results, and so just don’t let yourself get to that point. So that is when and why you need a marketing team.

I’ve seen a lot of solo entrepreneurs struggle with this and be at that place where they lose money, because they don’t cover their bases with all of the different types of help they need, and covering all three of those different personality types of different types of people. Or they do it themselves for so long, because they think it’s a matter of just setting up a campaign and letting it sit. That might work okay for them, but the amount of money they’re losing, like my student, by not optimizing and testing properly could be a lot of money, and so don’t get to that point. If you want an amazing marketing team on your team, and you want to work with Team Hirsh, you can go to HelpMyStrategy.com and apply to work with us.

We really only take on people we know we can help. We have an over 90% client monthly retention rate. Very proud of that, and that is because of our process in application and just getting to the point to work with us. And I always tell people, you’ll probably learn something about your business just by going through that process, because it’s so extensive, because we forced you to even look at numbers and data and goals and all of that in the process. So you can go to HelpMyStrategy.com. Thanks so much for listening today, guys. Hope you have a wonderful rest of your week.

Thanks for listening to the Hirsh Marketing Underground Podcast. Go behind the scenes of multimillion dollar ad campaigns and strategies, dive deep into The Hirsh Process, and listen to our most popular episodes over at HirshMarketingUnderground.com. If you loved this episode of the podcast, do me a favor and head over to iTunes to subscribe and leave a review, so we can reach more people and change more lives with this content. That’s all for now and I’ll catch you next time.