Here’s what 7-figure business owners know about marketing: the big picture of garnering and nurturing attention. Gone are the days when a single funnel strategy ensures sales and success. So in this episode, I break down what a holistic marketing strategy is and why today’s current climate requires it. 

I’ll share:

• Why consistency across marketing channels is your ticket to more sales
• The kind of content that connects with your ideal clients and drives sustainable success
• How understanding the big picture of marketing can transform your business growth and ensure that every effort you make is part of a cohesive strategy

You can’t control how and when your ideal clients engage with your content or buy your products and services. But you can control how often you garner their attention and stay top of mind. The more often you garner your audience’s attention the more likely you are to make sales. 

Tune in to ensure your marketing efforts contribute to long-term growth!

Like the podcast? Leave us a review on Apple or Spotify.

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Ways Embodied Marketing can support:

Join me for a 3 day in-person event where you’ll walk away with the clarity, marketing, and strategy that guarantees your business will stand out, surpass it’s revenue goals, and scale with EASE: https://go.embodiedmarketing.com/live 

Tired of inconsistent revenue & marketing strategies that leave you overwhelmed? Whether you’re just starting out or ready to scale to multiple 7-figures, book a call with the Embodied Team to see how we can help: http://helpmystrategy.com

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READ THE EPISODE TRANSCRIPT

Emily Hirsh: 

Hello, everybody. Welcome back to the podcast. Happy September. I cannot believe that it’s September, honestly. Where has this year gone? I’m also really grateful because the weather in Austin has just turned a corner of like the next 10 days in the 80s with a few lows in the 60s, which is Amazing. And as soon as that happens every year, I’m like outside all day, all day we’re outside because we could actually be outside. So we spent a lot of time this weekend outside. It’s still hot. I mean, like 87 is still hot, but nothing like a hundred plus degrees. So, all right. Today’s podcast episode was actually inspired by a conversation with my team.

And I’ve been doing these weekly internal team trainings. One of the things that I implemented in the last couple of months as I went through the shifts and transitions and different things in my company that I shared a couple of weeks ago is more training for my team by me. So we implemented a weekly training topic and I basically rotate through like 10 to 12 different trainings. And one of them we were talking about was Basically, a combination of funnel conversions, getting the best results, and then also for us internally, it was client weekly reports and status calls. But one thing that came up was the importance of your marketing ecosystem.

And how important this is for overall marketing and business growth success. And so I was inspired to do a podcast on it because I want to share kind of the conversation we had as a team so that you guys can take that and do what you want with it, implement it in your business or kind of do a little check of, do I have this in my business or am I looking at my marketing this way?

So I think that especially right now, especially right now in this current climate, it’s really important to understand that having what I call a marketing ecosystem is essential to your success. And what this means is gone are the days where you can have a single funnel and run ads to it and just get leads to only convert through that funnel and do nothing else. Meaning no email marketing, no organic content, no nurturing, none of that happening outside of the funnel. 10 years ago, this was a possibility. This is what people, this is where the one funnel away you know concept from Russell came from and over time, because the amount of noise, the amount of buyer hesitancy has increased, it’s just not possible for that to be the sole way that you create success for your business.

So while a lot of people think, oh, let me just have this one funnel and get these leads from ads into the funnel, convert them with my five emails, and then they just sit on my list. And I think that not a lot of people think that this actually works anymore, but I do think that I do think that people look at their marketing oftentimes in a very segmented way, where there’s like a bunch of pieces that are all floating on their own versus an entire holistic ecosystem. And you want to look at it as everything is helping everything that you’re doing. Everything is contributing to your sales, even if you can’t directly attribute it.

So for example, let’s think about as somebody who’s on, let’s say Instagram scrolling, and I’m a potential customer, a potential lead of yours. Think about yourself in that situation and the journey that you might take from the time you come across a brand to the time you decide to buy from that business. Usually it looks something like this. Maybe the first interaction is an ad.

You go from that ad, maybe you don’t even click on that ad because raise your hand. If you do that, I do this. You instead click on the profile from that ad. You go to the profile, you look at a little bit of their content, you watch their Instagram stories, you leave, you get distracted, you go away from that. Okay. Now that you’ve interacted, you see another ad, you’re going to start seeing more ads because if the ads are set up well, they’re going to retarget you now. Okay. Now, maybe the second or the third time you see that ad to that free training, you sign up for it.

You’ve already had four, five, six touch points with that business and now you sign up for the free training. You sign up for the free training with good intentions to watch it. You get the confirmation email. You don’t actually go check your email once you sign up for it. It sits in your inbox. You don’t open it. You don’t watch the training. Three, four, five days goes by.

You see more ads from this business, you end up following the page. Maybe you engage with their social media a little bit, watch their stories, see a few of their posts. The more you engage, the more the algorithm is going to show you that feed. Then maybe four or five days goes by and you see an email in your inbox and now is a good time. So you open the email, you’re intrigued by the subject line, you open it, you read it, you don’t do anything with it. You see where I’m going with this? Like it’s very.

Not random, but unpredictable the way that somebody’s going to engage with your brand. But what’s the factor that we can control as the business, as the marketers? Consistency. We can control that we show up in these potential leads feed, email inbox, and mind as much as possible through content, ads, emails, text messages, nurturing organic social media, right?

We can control that factor. We can’t control exactly what everybody engages with. And 99.9% of people are not going to engage with every single thing you put out there or open every single email you send. And this is why when people are like, well, I think I’m sending too many emails. I’m like, maybe, but I’d rather you be consistent and have that volume than send like one a week and assume that almost everybody opens it because they don’t. And even seeing your name in my inbox with a subject line and not opening the email puts your business and you in my mind for a microsecond. You have my attention when I see that.

So this is extremely important for you to understand. Your marketing success is dependent on this holistic ecosystem. This means that you have effort and consistency around, number one, content. Valuable, very good, deep content. It doesn’t mean take hours and hours and hours to make a reel. It means put some heart into it. Put some intention into it. Put some emotion into it and create your art to connect with your ideal customer, whether that’s podcasts, videos, reels on Instagram. It doesn’t matter what it is. It matters how you create it and that it is authentic, comes from your heart and stands out.

Number two, ads. Ads give you extreme consistency because they run every single day. They run through weekends. They’re always running even when you’re not on social media. But you can’t just rely on ads because think about the customer journey of someone seeing an ad going to your profile on your email list. Number three, emails, text messages, nurturing, not just one funnel with four or five emails, and then they sit on your list and they never hear from you. Consistency, consistent nurturing, and not just consistent nurturing, consistent re-engagement to your offer. Promotions, it’s okay to ask for those sales. It’s okay to have specific emails to your list and a regular cadence that sends people back to your offer having these multiple touch points and this consistency. within these categories is how you are successful. And you have to understand because I see this all the time. 

So when we run ads for clients, we will duplicate the first step of the funnel. For everybody but e-commerce, you can’t do this with physical products. But let’s say that you have a webinar funnel. We duplicate the funnel so we have a version for organic and we have a version for paid ads. This allows us to tag the leads who come in on the ads funnel, specifically as ad leads. And more often than not, do we see that ad leads who came in from months before are the main driver of sales in the months to come. Meaning they may be, you know, one, two, 3% of your leads are going to convert in the first week of coming into your funnel, in the first initial sales sequence that you have and sales promotion in a good funnel. One to 3% of them are going to convert.

So you still have 97% or more of those leads who have not converted yet. And now it’s up to your marketing ecosystem to convert them, which the way that you do that is purely through consistency. But then also understanding the intention behind it because I do think that because of the ability to track things like signed up for my webinar, watched my webinar, read my emails, purchased, right? That’s really incredible attribution that we can oftentimes gain. Attribution is very challenging. It’s not 100% accurate. The way that we do it with the tags is as accurate as it gets, but you still miss people who see an ad, don’t click on that ad, but then end up on your social media following you, see an organic post, go to your bio, you know go through that journey.

Because we have this ability to have this direct attribution, I sometimes think people forget the intention behind this ecosystem. And that part of the goal with these categories of your marketing is consistency and yes, of course sales, but understanding when all of these things work together, you will have more sales as a collective, right? Because you will have some of those leads who come in from your ads who are not actually clicking on your ad, but because they saw your ad chose to take a different action, like follow you, watch your story, and then do something you said on your story. We will never know that, right? You can’t attribute that. It’s not possible with today’s technology.

So I see so often that clients, especially more established business owners, I feel um when you hit seven figures, you really get this because you understand like this is what got you to seven figures. And so you really have this like non-negotiable level of consistency when it comes to ads, organic content and email marketing. Like you’ve got it because you can’t really get to seven figures without that. But I think less established business owners, sometimes I see this where they’re very narrow minded in what they look at their success and they forget the bigger picture. They forget that the resources and the energy going into content creation, running ads, growing your email list, like such a huge one, growing your email list, and then your email marketing plays into a bigger picture. It becomes this snowball effect that, especially after 90 days of consistency, you start to reap the benefits of the people who saw your content or joined your email list 90 days ago.

And now we get this momentum building and we’ve already done the work for it. So it’s really important to understand that bigger picture and the intention behind your ads, your content, your emails, text messages, nurturing, and having those multiple touch points. Because although you can’t control the exact journey that somebody takes from beginning to end, we can be consistent and show up as much as possible so that we’re constantly garnering attention because attention is currency. Now I want to note one thing. When I’m talking about creating consistency within these categories, that doesn’t mean you become scattered and you try to create way too much content and you try to overdo your email marketing and you just basically over commit yourself and then burn out. I want you to have consistency and like think of it as buckets that you have to fill up each month, each week around your content, your ads and your email marketing.

But how much you put in each one is up to you. You might decide that month to put more focus in your ads. Or you might decide, I really want to up my email marketing game. I’ve spent 90 days. I built my list. I’m only emailing them once a week. I really want to increase this. So how much effort you put into each is up to you. It’s not an even equal amount. You’re going to have goals and seasons where one of these buckets gets more than the other. So that doesn’t mean lose your focus and lose your depth, but it does mean have an overall intention of consistency. And also recognize that you will have directly attributed sales from your ads. And then you will also have sales that can’t be attributed from your ads, but your ads contributed to the sale and you won’t know. And one of the things I was going to say, I lost my train of thought like five minutes ago, now it just came back to me. 

So I have this client who had ads off for like three months, then she came to work with us and her sales were way down because she turned her ads off. She came into our done for you. We turned her ads back on, immediate boost in sales. all out of all of her sales that we could pull, we could only attribute about 70% directly to ads. But she was like, I know that almost all of them are coming from ads because I can look at my sales and I can tell you, here’s where they were the last three months not running ads. Immediately after turning on ads, they boosted up. So yeah, they might be coming from people going to my Instagram in my link and buying, but they’re seeing my ads and that visibility is generating the sales. And so, and she’s a seven figure business owner and has that mindset and has that understanding. But ultimately I want you to sit with and question, am I putting energy into each of these buckets? Content and organic, that can also mean podcasts, video, social media, ads and email marketing.

And how much effort am I putting into each? And do I need to adjust that? Do I need to deepen my effort somewhere? And am I going about my marketing with the intention of consistency? The intention of, I am building something so much bigger than my immediate return. We need to be profitable with our immediate return, a hundred percent. and That is very important and that’s the goal. But also we have to understand that a percentage of what we’re doing, we’re not seeing the return right away. We’re not getting the instant gratification for it.

because it’s a build up. It’s a build up of those 90 days, six months. Okay now I mean, six months of building your list consistently and you have so much more potential because now you have the ability to run a flash sale. You have the ability to do a live launch and invite those leads who have had all these touch points with you. like When you build that consistency and that warm audience, the possibilities open up for you.

But I oftentimes see entrepreneurs so afraid of doing that because they don’t see the immediate return like in five days of turning on ads and then they shut it off and they freak out and they panic because they’re spending money and they want to see the return, but they’re forgetting about the bigger picture. So what does your marketing ecosystem look like and how can you leverage this and improve this and become more intentional with this to improve your overall results?