There is ONE Mistake You Should Never Make in your online business…
In this article, you’ll learn why your ads and posts may not be converting as expected, and what you can do to instantly change that.
Nobody wants traffic without conversion, so if you have a product, most especially a digital product, then you need to be absolutely sure you are marketing your product to the correct stage of your target buyer's journey.
If you mess up this one critical component, you'll never get conversions. Sound confusing? It's really not…read on for more!
Why are my Facebook ads not working?
One of the biggest mistakes that I see businesses of all sizes make with their online marketing and advertising efforts, is that they put together an ad (such as a Facebook ad or a Google ad) and they start driving traffic to the product or service that they are offering.
Oftentimes, they are paying for these ads, and looking at their analytics, wondering why they are getting clicks but not getting any sales. They are wondering:
Why am I not getting any sales…how long does it take, or are the ads being shown to the right audience?
How do I know what makes an ad “good” compared to a “not so good” ad?
I’m not sure how to interpret the data.
The problem is not that your product or service is a bad idea, the problem is that you are likely marketing to the wrong phase of the sales funnel.
Most new online business owners try to follow someone else's advice. Maybe they read a blog (or a few) or they got suckered into the online business ideal.
Don't worry. If you're not a professional marketer, it just means you could use a little guidance to get your online business off the ground.
Think about it. If you’ve never heard of someone, are you going to just scroll through your social media feed and then pull out your credit card as soon as they catch your attention?
Of course not.
You’re not an idiot.
You’re going to do some research first.
Look at their website.
Read some reviews. Maybe ask around.
Check out their other social media channels.
Just because they got your attention with their ad doesn’t mean you’re rushing to open up your wallet and buy…especially if what they’re offering is upwards of $500.
But listen closely…even if it’s only $50.
The Digital Business Model
The part of the digital business model that includes the digital sales process has 3 very different phases of the buyer’s path toward purchasing your product or service.
These 3 phases are: Awareness, Consideration, and Decision.
When you develop a digital marketing campaign, remember the very first step is to first determine who you are targeting, but what most people forget, is that you also need to determine what phase they are in.
You absolutely must only market a decision phase offer (ie: your product) to someone who is in the decision phase! This does not work on a cold audience.
Here’s the thing, you can’t market a bottom of the funnel product (i.e.: something you expect them to pay for) to a top of the funnel prospect. Top of the funnel means that they are a cold audience. Reference the sales funnel diagram below.
People whom you are trying to attract to your business….Those are cold, those are the people who don’t know you, but you’re trying to get the word out about a solution you have to their problem.
Why can't I market my product to a cold audience?
Because if they don’t even know you yet, they don’t trust you. In order for someone to buy from you, they must first believe that you have a solution to their problem and that you can help them.
This is the single reason why so many coaches and online entrepreneurs fail miserably and lose their money on Facebook when they run ads for digital products. Because they’re running an ad to an audience that has never heard of them, they’re not ready to buy yet.
What exactly is the solution?
The better option is to market a lead magnet to your cold audience, and gain their trust by giving them something valuable in exchange for their email address. It’s a quick win for them because you’re giving them something that will make their life easier and solve a problem for them, allowing them to move forward, this proves that you can actually help them. So you gain their trust.
Next is where the nurturing comes in. Now that you have their email address, you can move them down the sales funnel to the next phase which is a warm lead, and eventually with the right automation sequence, you can feed your evergreen lead machine in a way that enables them to become ready to open up their wallet and buy from you.
See how that works? Lead first. Email them about your offer next. After some nurturing of course.
Maybe you’ve heard of a tool like LeadPages or Clickfunnels and you’re wondering what exactly it is, and how it can help you grow your business.
Think of this post as your official initiation into understanding how these kinds of tools work, and I promise you’ll walk away with a ton of ideas about how it will help grow your blog or your online business.
Now listen, I love my husband dearly, but I am a fempreneur all the way. I support women-owned business, shattering the glass ceiling, and all things #GirlBoss, especially in online business.
Clickfunnels was developed by a guy, and I’ll tell you right now, a lot of people who use this software fit into that category of men that make webinars showing their fancy sports cars (in the industry we call this “bro-marketing”).
But if you can get past their hype, you will recognize that the software really is exceptional, just don’t go to their Facebook Group with 100,000 members for support, because it’s full of arrogance and you’ll never get the support you need.
It’s not a good place for women entrepreneurs.
The software itself is magical, but I hate their Facebook group with a passion.
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So I'm going to have to talk more about Clickfunnels because it's literally a magical landing page builder. This software is relatively “new” in the world of online marketing, as it only started in 2014, but here’s what it actually is, just in case you’ve never heard of it or you’re wondering if this post is even relevant to you:
Clickfunnels is a cloud-based software tool that you can use to create stunning landing pages for lead magnets, selling your digital products, and even webinars in order to grow your business.
Cloud-based simply means you can log into their website from anywhere and work on your website. You don’t have to download and install anything onto your computer. It’s very robust, but super intuitive and easy to use. I use it every day. Seriously…every.single.day.
What Clickfunnels is not:
Clickfunnels is *not* the same thing as your email marketing software, such as Mailchimp, ConvertKit, or Aweber. While Clickfunnels does give you the option to use their own built-in email marketing platform, I would not recommend it.
Instead, start with a free account from ConvertKit (Click here to sign up for the FREE account!). Almost all of the newer email marketing automation providers integrate with Clickfunnels, but in my experience, I have found that ConvertKit is the one that does the job best.
MailChimp used to be the only one that was free, however, in late 2019, ConvertKit rolled out a free program, so this is actually a game changer because ConvertKit is far and away the best email automation provider. Why? Because you can see your automations visually (like HubSpot). HubSpot is an enterprise system that is best suited for businesses making over $250,000 per year in annual revenue (and they require payment up front) so many new bloggers don’t have the ability to go pro with HubSpot Automation right away, but in my opinion, the closest you can get to HubSpot is definitely ConvertKit!
Clickfunnels offers a ton of one-click templates that allow you to start with a sales page (that is proven to convert) and then just customize it with your own brand colors and photos (and text obviously!). Because they offer tons of templates, you’ll be putting up high-converting landing pages and easily sending content upgrades like a pro!
What do you use Clickfunnels for?
Clickfunnels is super robust, you can use it for a variety of tech needs. If you can only afford to pay for one software tool, this is the one, because it can do so much! Here are 5 things you can do with Clickfunnels:
1. Use Clickfunnels to Create Your Own Website
If you don’t already have a website, you can create your website pages and essentially DIY your very own website using Clickfunnels. They offer templates with menu navigation so you can literally put a menu at the top on your regular website pages and then create your landing pages without the navigation!
2. Use Clickfunnels to Host Webinars
Webinar software can be pricy, but this solution allows you to do them nearly for free by embedding either a live broadcast or your evergreen video. It’s a great option for anyone getting started with webinars so that you don’t have to fork over the cost of software like WebinarJam right off the bat.
3. Use Clickfunnels for Automated Content Upgrades
If you’ve already signed up for a ConverKit account, then you will see how Clickfunnels is an excellent solution for content upgrades because you can style your forms to match your brand. While you can also do this inside ConvertKit, the catch is that there is a limited amount of customization. If you want to grow your list with content upgrades, but don’t know how to figure it out tech-wise, Clickfunnels can help. Here is an example of an appropriate Content Upgrade for this blog post (feel free to subscribe and download the checklist or just keep reading).
4. Use Clickfunnels to Create Beautiful Opt-In Popups
There is nothing worse than a popup that appears when you least expect it. The beauty of Clickfunnels is that you have complete control over your opt-in! I like to use a button, so if someone is interested, they click the button and know that a popup will appear. I use this on my landing pages a lot, and it’s also great for giving away free lead magnets.
5. Use Clickfunnels to Create Landing Pages and Sales Pages
This is one of my favorite things about Clickfunnels. Most of the time, designing a proper lead magnet landing page or sales page on on your blog or website is difficult because many WordPress themes don’t easily remove your navigation menu, or you have to figure out which plugins will work best or even mess with the code. Instead of all this, Clickfunnels makes it mega easy. You can literally just use one of their templates and it takes 10 minutes.
How Can Clickfunnels Help Improve Your Blog or Online Business?
I like to design my content upgrades in Photoshop or Canva so that I can insert an image of the free checklist or worksheet people will receive if they subscribe (it’s more convincing) as shown in the example above (you can also click on the link to create an account with ConvertKit for free so you can do these yourself), but if you’re looking for an easier solution, then Clickfunnels allows you to easily insert a clickable button right inside of their software.
Using Clickfunnels for Affiliate Marketing with a Bridge Page
If you do any advertising or Affiliate Marketing at all, Facebook Ads or Google Ads for example, then you already know that you have to send visitors to a verified website that you are connected to, and you cannot send them directly to an affiliate product.
Sending paid ads to a landing page means that they only have one choice: to subscribe or leave. There are no other distractions to keep them from opting in, so if they like your offer, they’ll subscribe. If you are selling something, then you can then put them in an email nurturing sequence to eventually pitch your product. Conversion rates on landing pages are much higher than simply sending someone to a blog post, and most often, if you’re paying for ads, you want to get the best chance of conversion. You can do that with Clickfunnels!
Once you have someone’s email address, you’re able to communicate and build a relationship with them. It’s much different than if they simply visited your blog once, two weeks ago and never come back.
Online marketing is no longer an option for today’s small business owner, and if you’re trying to start or grow an online business, then Clickfunnels is a no-brainer.
With as many as 90% of small businesses using online tactics, the question isn’t when, but what tools will you use to expand and grow your reach?
Too often, business owners feel stumped by all of the options, allowing all of them to take a back seat instead of harnessing the power of the ones that really make a difference.
Maybe it’s a fear of the unknown or the overwhelm that comes with learning something new. Whatever the case, the effective use of these online tools can confuse even the most seasoned business marketer.
But the good news is this…
No matter what stage you’re in, you can reinvent your online presence, starting now! Before Clickfunnels came on the scene, I had several different software integrations all designed to work together. Even though I had been using WordPress for 14 years (and I still do) when I discovered how easy it was to create the exact type of landing pages that I wanted using Clickfunnels, I couldn't believe how much easier the “tech” part of my online business became!
Huge BONUS just for my Blog Readers!
Vogue Media is partnered with Clickfunnels (because I love it that much!) I would never recommend a product that I didn’t personally use and love, so here’s the bonus…
If you decide to purchase Clickfunnels, make sure you click through and start with a FREE 14-Day Trial using my referral link (CLICK HERE for your FREE TRIAL) because if you do, to show my gratitude for the referral, I will offer you a FREE 30-minute phone call or video screen share, live with me, to help you out with anything you might be stuck on!
This is a huge bonus, because if you’re trying to set up an integration or a sales page, or anything…and you get stuck…I can help! But only for my referrals, so be sure to use this link to sign up, then contact me to schedule your free 30-minute session.
Questions about Clickfunnels? Let me know in the comments below!
Wondering why you aren't getting good results with your online advertising efforts?
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We are constantly interrupted by text messages, tweets, push notifications, ads, Facebook, email, and the list goes on. That means if you don't have an attention grabbing headline at the very least, your ad is likely to get passed over.
Marketing a small business online is very different from traditional forms of marketing. When diving in to the world of online advertising, knowing exactly how to target the right audience is also incredibly significant. However, even with the best audience targeting strategy in place, there are a few other factors to pay attention to…including your headlines, copy, creative, and retargeting strategies.
Lets take a closer look at each of the 4 elements that make up a revenue generating ad campaign:
You don't necessarily need to be a professional copywriter to come up with a great headline, but it does take a little thought and careful planning. When social media first hit the scene for business, the year was 2006. Most corporations and small business owners alike weren't even sure if social media would stay the course long-term or just become a passing trend. Now the competition is becoming more and more apparent, but those who know how to implement the strategies and tactics properly can soar past their competition.
Here's an example of a scenario that has happened hundreds of times over the last 14 years as I worked at a digital agency and assisted small business owners from all difference nîches who simply weren't getting the results they were hoping for from their Facebook ad campaigns. Turns out it was all in how the ad was positioned which didn't quite resonate with their intended audience.
What is positioning?
A positioning statement is a very brief, concise description of how your product or service benefits your customer and solves their unique problem. In order for an ad to be effective, there are two parts to the positioning of the ad: 1. you need to be able to state how your product or service solves the problem in just a few words. When it's unclear what you're offering, people get confused and keep scrolling. 2. The problem and solution need to match up to the proper phase of the sales funnel. Lets expand on this with an example.
A Not-so-good Positioning Statement
Does wanting to learn how to start a blog make you want to pull your hair out? I have the answer to your frustration! I've created a comprehensive training program that walks you through how to start a blog and make money step by step so you can get you up running in under an hour.
A Good Positioning Statement
Stuck on how to start a money-making blog? Start by downloading this Free Guide!
With a few tweaks to your copy and the image, you can easily get great results when running an ad to the right target audience. I've been running online ad campaigns for clients since the start of online advertising, and I've seen businesses of all sizes struggle to get it right. Why do they struggle?
Element 2: The Sales Funnel
If you don't have an extensive background in sales and marketing, you might not be quite as familiar with something called the Sales Funnel. A Sales Funnel is really just a fancy way digital agencies describe talking to their potential customer in a way that resonates.
A digital sales funnel has 3 phases: Awareness, Consideration, and Decision, and each one of these phases is markedly different. Designing a proper ad campaign needs to properly correspond to the exact phase in the funnel or it just won't work.
Here's why. Most businesses who are new to online marketing intend to target “new” customers, which would correspond to the “awareness” stage. However, the business unknowingly designs an ad campaign which corresponds to the decision stage and then wonders why nobody is buying their product or service.
Think about it this way: What do you do when you hear about a product or service that is new to you? You Google it. At this time, you're most likely in the research phase, where you're probably not quite ready to buy, but you're looking for more information to learn about how this product or service will solve your problem.
If the ad campaign is set up to target “new” customers and then the link takes them directly to an order form that you created with Samcart or Paypal, you'll never get that potential buyer to open their wallet because you're targeting them in the wrong phase of their customer journey.
They're not ready to buy yet. They need to learn who you are, how and why your product or service will solve their problem better than anyone else, and then read testimonials from others who have experienced great results. So what does this mean? In this particular instance, it means that you should have something called a sales page which is an intermediate step that comes between the ad campaign and the order form.
This above is just one small example of how a blogger or small business owner might not be getting the results they expect with online advertising. Keep in mind there are 3 phases to the sales funnel, and knowing how to both position your product as well as speak to your intended customer is what makes all the difference from a stellar ad campaign and one that flops. Need some help with your online marketing and advertising strategy? Click here to view my services. Prefer to DIY instead? Read on for some ways to get started…
For small start-ups and budget conscious entrepreneurs who need help but also want to DIY, you might want to consider using a free online tool that can really ignite your copywriting. A Free Headline Generator can save even the best copywriter an incredible amount of time and effort, and for those who make a living with an online business, it's an absolute no-brainer that is worth it's weight in gold. The software asks you a few simple questions about your topic, and then writes your headlines, ads, and email sequences for you. You plug in answers to the questions, click “generate” and then just copy and paste! The software literally generates 100 headline options with the click of a button.
Element 3: Ad Creative
We all know the old adage…a picture is worth a thousand words. Never overlook what your ad looks like. A good ad can help with branding, credibility, and provide you with authority overall. But again, not every small business owner has the budget to hire their own designer. There are a few options if you are fairly tech savvy and you want to design your ad yourself. You could start by grabbing some free stock art from sources such as Unsplash or Pexels. Keep in mind though, that using free stock art and/or clip art will increase the risk of your ad looking the same as hundreds, even thousands of others. A better option is to pay a nominal fee for stock art from a site such as PixiStock or GirlBoss.
Once you've got the perfect image to capture your audience's attention, use a free tool such as Canva.com.
Element 4: Re-targeting
Aside from an ad's creative, one of the most recognizable ways to use social media advertising is for re-targeting.
Using the ad platforms to retarget is one of the most sought after strategies that big corporations use to increase sales and brand awareness, and the same strategy works for small businesses too. It’s a powerful way to improve the effectiveness of your ads, especially for e-commerce businesses.
When you visit a website and then you see the exact product you viewed a day or two later in your newsfeed, that’s retargeting. Psychologically, buying habits are complex, but it’s widely known that consumers are more likely to make a purchase if they see an item they were previously considering again.
According to research from Moore Stevens, an accounting firm in the United Kingdom, brands in Great Britan and North America now spend 23% of their budget on marketing technology. That equates to over $52 billion ad dollars a year in online advertising. So if big business can do this, so can you.
Selecting and segmenting your audience (in other words, grouping them into meaningful categories) is the most basic and important criteria of running a successful retargeting campaign because you absolutely don’t want to target everyone who visited your website with the same ad. This just happened to me recently. I bought someone’s ebook, and then a day later, the ebook ad was shown to me again, several times over the course of 3 days, in my newsfeed. It was getting so annoying that I actually unsubscribed from her email list.
To avoid annoying your customers with ads, it’s important to segment and group your website’s visitors into categories according to their behaviors and the actions they take on your website. For example: you can segment based on people who visit your page without buying anything, a visitor who clicked and almost made a purchase but abandoned their shopping cart and closed their browser without buying, and then visitors who completed a purchase from you.
The best way to get started is to segment the buying customers from the visitors so that you don’t accidentally show the buyers an ad the next day for the product they just bought.
To do this, you would simply configure a custom audience for each different ad. By using the custom audience feature inversely, you can exclude anyone who visited the thank you page URL (because that means they already made a purchase).
So…now that you've got the perfect Ad Campaign…What's Next?
Now that you've got your ad completed and ready to launch, it's important to remember that your audience needs to land on a sales page that is specifically designed to entice them to do something. Either sign up for your list or buy something…because lets face it, why would you pay to run an online ad if you're not ready for them to take the next step? If you don't have a way to follow up, your ad simply will not be effective, and that's where email marketing automation comes in.
My favorite tool for Email Marketing Automation for bloggers and small business owners is ConvertKit. It's easy and intuitive to use, and does a far better job than MailChimp. When you're first starting out, MailChimp seems like a great idea, but it's much more efficient to invest a small amount of money into a tool that will truly take your business to the next level!
I started out by using MailChimp back in 2006, but even as technology has progressed, their system for tagging is still not as intuitive as it should be. I recommend ConvertKit for solopreneurs and small business owners making between zero and $250,000 in annual revenue.
If your business is grossing between $250,000 and $5 million in annual revenue, then I highly recommend checking out HubSpot. It's a CRM and comprehensive marketing automation platform all-in-one. While this tool is the cream of the crop in terms of marketing automation for small business, the cost is $10,000 a year payable up-front, which is why it's a tool that is better suited to established small business and enterprise companies. To claim a 30-Day Free Trial, click here.
Looking for more expert tips and guidance with digital marketing? Sign up for my FREE Email Masterclass. I'll send you an email a day for 5-days that is designed to teach you how digital agencies set up campaigns to sell online products and services for their customers. Blog to Biz: Email Masterclass – Learn More!