SHOW NOTES

If you’ve been relying on boosted posts to get more eyes on your content…

Stop.

If you’ve been throwing up an ad just because you saw someone else do it…

Stop.

If you’ve been shutting off your ads as soon as you don’t see the results you want…

Stop.

Those aren’t marketing strategies.

You can’t just throw money into a boosted post and expect it to work.

Your marketing needs to be much more intentional than that.

You should have a clear plan for launching your ads, for interpreting your data, and for making strategic adjustments based on that data.

That is how you achieve sustainable marketing success, not by boosting your posts and crossing your fingers.

I promise that it isn’t difficult, and that it will save you so much more time, energy, and money in the long run.

Tune in to today’s episode of The Hirsh Marketing Underground Podcast to learn more about why boosting your Facebook ads ISN’T a marketing strategy, and what you can do instead to achieve the success you deserve.

Did today’s episode inspire you to make changes to your marketing strategy? Tell me all about it and slide into my DM’s over on the ‘gram (@emilyhirsh)!

If you want to learn how to create a fool-proof strategy for launching your ads, complete with a system for testing them before they’re funded and for analyzing your data to make strategic decisions, register for my FREE webinar Fire Up Your Facebook Ads at hirshmarketing.com/training

 

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Emily Hirsh:

Hello everyone, how are you all doing? I hope you’re having a great week, productive week. We’re in October, my favorite month of the year, almost my birthday, which I keep reminding my family this year. I decided, so I’m one of those people who like has expectations, but doesn’t state that, my expectations, sometimes and then I’m disappointed when my expectations aren’t met. So sometimes in terms of my birthday, I create this like, oh, I want my birthday like this, and I want you to do this. And like, my husband has no idea because I don’t tell him. I expect him to read my mind. So this year I was like, I’m going to tell him exactly what I want for my birthday and not just like gifts, but like, I want you to do something nice. I want to go do this with you. I want this type of day so that it’s great. So I decided to do that this year, instead of hoping that he reads in my mind. 

And I’ve also had literally so much fun today making Instagram reels. So my team’s like “Emily, we need Instagram reels. They do really well with ads and we want to post some on social media.” Okay. Well, have you guys tried them before? Because they are a lot harder than it seems. You have to pick a song that’s going to work with the small message you’re trying to create in an Instagram reel, or, you know, that has a theme that you can point to, like with the tune of the song, it’s way harder than it looks these like 15, 30 second videos, but I’m sure getting into them and I’m like dancing in my office to songs basically. And my kids are like, mom, what are you doing? I’m like, I’m working you guys. This is my job. So I have had fun for the last like hour doing that. Not a waste of time. You guys will see the content on social media, if you have it yet cause it’ll be out there. 

And the day, this podcast episode comes out the third and final video of our Ads Like A Boss series is releasing. And then on Thursday, I’m actually doing a live training. So I want to talk a little bit about that. If you haven’t watched the videos on Ads Like A Boss, you have at least about a week left to consume those videos and watch those, and then on Thursday, I would love if you guys came to my live training, Fire Up Your Facebook Ads. It’s Thursday at 7:00 PM Eastern Time, and that is Thursday, October 15th. And in this, this is actually a brand new training.

So I usually do a similar webinar when I do live webinars and I just continually update it, but this training really feeds off of the video series. So we created a brand new training that’s really focused on launching your Facebook ads and launching them with a strategy and process around testing, and a system to testing because a lot of people think that they’re testing their ads, or think they have a strategy for launching their ads and they really don’t. And then they end up like, well, I don’t really know what to look at, I don’t know what is working, what’s not working. I don’t know where to go from here. And so the training is going to really dive into testing plan and then also once you have that testing plan, how to analyze any data you’re getting back and data sounds kind of scary, but you know, when you spend money on Facebook ads and then that money does something, you have decisions you can make based on the numbers that you got from that data. And it really doesn’t have to be as complicated as people make it. I think people make it more complicated than they need to and so I’m going to walk through that with you all so that you can really launch your Facebook ads with confidence. 

And so the topic and the theme around this podcast, I’m titling it Boosting Your Facebook Ads Is Not A Marketing Strategy, but I was inspired to do this podcast episode because I just did a testimonial interview for Ignite, where I do like a 10 minute zoom call with one of our Ignite students. And I just asked them, you know, kind of their experience before and after ignite. And one thing she said to me, I was like, first of all, you sound like you’ve been consuming my training kits, You sound like a mini me, which I love it. And second, everyone needs to hear this. And one thing that she highlighted, cause I asked her like, what was the biggest thing, you know, take away an experience for you in Ignite that you kind of weren’t expecting maybe that you’re going to get. And she said, you know, I thought that I had my marketing strategy together. I had all these pieces together and I thought that I had it together, but then once I got to Ignite, I realized like all the gaps that I had and I realized how everything needs to kind of flow together. So your ideal customer needs to be combined with your strategy and your strategy needs to be combined with your Facebook ads and everything needs to be connected and like this ecosystem kind of helping each other. 

I think that’s so important because I think so many people, not really to their fault, I don’t blame them for having this happen, but so many people really struggle with having their marketing all flow together and they end up having all these pieces. So they’ll have like maybe a webinar and a webinar funnel here, maybe like a lead magnet funnel over here, but they’re not connected. They’re not cohesive. They’ll do some content, but they don’t really know why they’re doing content and they don’t promote it. So not new people, new people that don’t see it, they don’t retarget those people to the next step of their Facebook ads. They have sales, but they don’t have a full sales sequence, and then they don’t have something to lead the people who don’t buy. So everything doesn’t fit together, all the pieces. And I think this is why people sometimes don’t focus on one funnel and they don’t focus on one marketing funnel because they’re so busy putting all these pieces they think they should have, but then not tying those pieces together in one cohesive funnel.

And so what I’m talking about today of just like boosting your Facebook ads is not a marketing strategy. That also means, you know, just throwing something out there just to get it out there, or because you saw somebody do it, or because you think you need to, it. That is not a strategy. And I’m trying to encourage you guys to look at marketing in a very strategic, planned and intentional way. And so throughout this video series, what I’ve done and what I’ll talk about here for just a second is I’ve helped people go one step at a time and build on top of what they’re doing. So we started with the ideal customer. We built on top of that and created a strategy for that ideal customer. Then we built on top of that and created an ad strategy for the marketing strategy. And then the webinar training I’m doing on Thursday is going to talk about kind of launching that strategy. 

Even if you haven’t gone through the videos yet of the video series, that’s totally fine because this still will be relevant. And we’re going to kind of recap on what we did in the video series, but what I want you guys to take away from this is that when you go to launch ads, when you go to actually spend money on Facebook ads, you need to have a plan. What is your budget going to be? What are you going to get out of that budget, at least what’s the goal? How many ads are you going to launch? How much copy and creative do you need? How many versions of copy? How many versions of images? How many audiences are you targeting? How are you going to plan those ads so you have ultimate success when you go to launch? And then once you launch, what’s your system and process for actually reviewing the data? What does that data mean?

And I think this is where people trip up the most is they will decide like I’m going to spend a hundred dollars on ads. We get so excited. We go to launch the ads. We’re so pumped that we finally have our funnel done, or we have content to promote. We launched the ads. Maybe our ads do well, maybe they don’t, but we have no idea. Or you have no idea what you’re looking at and then you just kind of shut them off and you’re like, okay, what’s up next? And so that shouldn’t happen if you go into launching the ads with a system. I’m going to spend X amount of dollars and aim to get X amount of leads, and then if I do or don’t hit those leads, I know what metrics to look at to potentially improve my metrics and hit those goals, or spend more money and increase my goals. And you should know every day, really what decisions to make with your ads. 

So for example, when we go to launch a new funnel for a client, or for let’s use my launch, for example. Every single day, we knew how much we needed to spend, what our lead goal was, we knew lead goal for organic, we knew a lead goal for paid traffic. Every day is intentional and you can’t argue with math. And so marketing is numbers. That is a core value of mine and something. I talk about all the time, like decisions have to be made based on numbers, but in order for that to happen, you have to know what numbers to look at and what they mean and what decisions to make based off of those numbers. So just boosting your Facebook ads, maybe you didn’t boost your Facebook ads, but just kind of deciding like on a whim, I’m going to spend a hundred dollars or I’m going to spend $500 and I’m just going to see what happens. That’s not what I mean when I say buying data and testing. 

Testing can still have an intentional process behind it and I’m encouraging you guys to make sure, you know, work that our team does, and it’s eyeopening for me when I have conversations or hear something behind the scenes with our teams, how much, you know, we have to sometimes break down like, okay, here’s your launch strategy and that means we’re going to be running, you know, webinar ads, replay ads, cart ads, sales ads, like all the different ads you’re going to be running. And then each level we’re going to be spending 85% of the budget here, 85% of the budget here, 5% of the budget here, and like breaking that down. And so that’s something our team does and that I teach in my Ignite course, but most people do not do that. Most people take their ads, throw some money at it, try to see what happens and then kind of shut it off and go stagnant. I have seen dozens and dozens of, like probably hundreds, of times. 

So this episode was inspired from doing that video with the student, because she said exactly like, that’s what she was doing. She had a basic funnel. She thought her funnel was good and she would just kind of like randomly and in spurts put some money behind it, but then she didn’t know what to do next. She didn’t know what the data meant. She didn’t know if it was working or not, working or what she should do to improve. My goal for all of you is for marketing to be easy, marketing to feel like it can be very overwhelming, all the components, but it should be obvious, simple, and easy what decisions you need to make based on what’s happening. It shouldn’t feel complicated. It shouldn’t feel confusing. Like there’s only a few things that you need to work on with your marketing, then your numbers should tell you those things. 

So I’m going to go into detail on this training about looking at all those things and making decisions based on all those things, as well as having that plan and process in place before you launch your ads so you’re launching them very intentionally and organized. So if you want to save your spot for that training, I’d love to have you there live. You can go to hirshmarketing.com/training and save your spot. We expect to hit full capacity. We have lots of people signed up already. So excited. I thrive off of doing live trainings with hundreds of people there, thousands. 

So I am so excited and I hope to see you there with me, but what I want you guys to think about today from this episode of all you do is listen to this episode and you, and you go back to your Facebook ads and you think about it. I want you to think about when you are launching ads or if you are currently running ads, have you kind of sat down and mapped out, if you’ve ever gotten our toolkit, our Facebook Ad Toolkit, it has that campaign planner in it. That’s part of what I am encouraging people to do in the video series, but mapped out your budget, the percentage of the budget going to the different ads, all the different ads that you need to run based on your marketing strategy. So just like we build our ideal customer determines our marketing strategy, like our actual sales funnel, our sales funnel and our marketing strategy, determines our ad strategy and determines the ads that we need to run. So we build that on top of each other. And then when we go to run ads, our goals determine our budget and then our results determine our decisions from there and our optimizing from there.

And so when you run ads, do you feel like you have this process? Because you should feel like going into ads manager every day, or looking at your marketing, or planning for it that it’s all intentional, it’s organized and it feels clear and simple. I’m going to spend this much every day, I’m going to aim to get this many leads and sales every day or every month, breaking down to every day or a week if it’s not one a day, and what that looks like, and okay if I don’t hit those, know the metrics I’m supposed to track, my cost per click, my landing page conversion, my cost per lead, my sales conversion, you know, all those metrics so that then once you start getting data, you can easily make decisions. 

If marketing feels complicated and confusing, there’s opportunity for you to simplify it. There’s opportunity for you to take a step back, look at your strategy and really plan it out and take that extra like week if that’s what it is to you, plan it so that you’re not getting into a place where it’s like the funnel’s done, throw some money at it, let’s go put it out there and cross our fingers, we’ll come back and look at it in a couple of days and see what happens. Like there is this kind of belief out there. I think that marketing just takes time, and so we have to just launch ads and see what happens and they have to optimize. 

I always roll my eyes when I hear someone say, well, my agency told me that it’s just going to take time to get data so we’ll know in a month if things are working or not. No, you won’t you’ll know right away if things are not working or not. That’s not to say there isn’t room to optimize and there isn’t room to figure out, you know, like how to improve things. And we’re not going to be profitable right away, but we will know right away if it’s working or not and we can take action on that by updating our messaging, improving our targeting, changing our funnel. There’s many things. So it’s not like a launch it and cross your fingers ever type of thing. 

So if you’re ever thinking about that with Facebook ads, I want to take that away. I want to make it simple and clear for you so boosting your Facebook ads, crossing your fingers, throwing things out there, coming back to look in a few days, that’s not a marketing and a paid ad strategy. Come join me in my live training, hirshmarketing.com/training so I can walk you through the process to launching your ads. If already running ads, that’s okay. You might have to take a step back once I teach you this and see what you need to tweak and change, but it’s also going to teach you how to read your data and your results to know what decisions to make. Marketing is very much like if this then do this decisions and it actually can be simplified. So I’d love to see you there live. Thanks so much for tuning in, and I’ll talk to you guys soon.