Show Notes:
To say that 2020 has been a challenging year is a HUGE understatement. And so I know that everyone – myself included – is itching to plan for 2021 and see what the coming year has in store for us.
Instead of guessing, hoping, or wishing that you meet your 2021 revenue and profitability goals, start 2021 fully prepared so you can hit your goals with ease & confidence.
That means no more spending $100 here or $300 there and crossing your fingers that you get enough people registered for your webinar and get enough sales to meet your goals. Instead strategically map out your revenue, sales, and budget so you hit your goals every single time.
Put in your earbuds, turn up the volume, and let’s start planning out your 2021 together.
Share-worthy Quotes:
“Going into 2021 with unrealistic expectations is definitely not going to pan out well for you.”
“I am a huge believer and advocate of delivering valuable content to your audience and creating a long-term relationship with them.”
“Determine how much advertising budget you will need to allocate in order to hit your goals”
“Tweaking, testing, shifting, pivoting and moving just the tiniest things in your campaign can increase conversions, bring in more sales and impact more lives.”
Get the Transcript here:
Episode 9 – Map Out Your 2021 Strategy
Hey guys, welcome back to the Ad Agency Secrets Podcast. I’m so excited. I feel like I’m always excited to do this podcast. It’s been so much fun to do this. I hope you guys are enjoying it and getting so much value from it. And I’m excited about today’s episode because it’s all about planning for 2021.
I am personally planning for 2021. I’m planning my goals. I’m planning my milestones. I’m planning my KPIs and how to get there. I’m putting my team together to help me plan this out. My numbers, my strategy. And I want you guys to do the same, right? I know you guys are planning for the new year and projecting what you want to hit, you know, in January and by the end of 2021, and I want to help you do that.
So if you’re looking, if you have a converting funnel and you’re ready to go big in 2021, awesome. Or if you’re looking to test your funnel, maybe it’s new and you’re, you know, you want to start generating more revenue month after month. Awesome. If you’re ready to pull that trigger on Facebook ads, or if you’re just kind of ready to scale up your spending so that you can increase your profitability.
That is amazing. And you’re in the right place. Going into 2021 without a plan, a path or projected outcome is like saying you want to lose weight starting January 1st, but you didn’t prep or buy any healthy food. You have no exercise regimen plan and you didn’t schedule any changes to your daily routine to fit in any healthy habits.
Right. That’s probably going to fail. Also going into 2021 with unrealistic expectations is definitely not going to pan out well for you. That’s like saying you want to lose 15 pounds a week, one of January, right? When in reality, those are super high expectations. And the likelihood of that happening is slim.
Unless you decide to starve yourself. And even though, you know, even then, you know, you probably not going to get you the best result, right. So you’re already setting yourself up for failure and doing that only brings down your morale, which makes you feel defeated. And has you putting your hands up in the air, given up on Facebook and your goals.
In 2021 had only just begun, right? So not on my watch. That’s what this episode is for. Instead, I want to take you through some key steps. I’m going through myself right now from my business. I had to get you fully prepared going into 2021. So you can hit your goals with confidence and hopefully with ease, the first thing you need to do.
Is set a revenue and sales goal by setting up a revenue goal. This allows you to aim for something a target. If you will, instead of aiming at thin air now be realistic. If you haven’t made $5,000 or $10,000 in a single month before aiming for six figures, by the end of January is probably going to be a stretch, right?
I want you to aim high, but I also want you to aim realistically. Again, you don’t want to set yourself up for failure before January is even over. So make sure you’re setting realistic expectations. And once you set your revenue goal, if you follow my four steps into phase one of the GPS or my three steps and phase, one’s the GPS method, which is your strategy.
You can then determine roughly how much advertising budget you will need to allocate in order to hit your goals. This way you can plan ahead. Strategize and pivot based on where you’re at in attaining your goal. Keep in mind as the days and weeks go on. If you see, you need to pivot your monthly goal numbers in meaning you are either exceeding your goal, which is amazing or maybe you’re just not quite hitting it. Make sure you pivot you want your plan and whatever strategy you have in place to be as realistic as possible.
So continuing to analyze your numbers and shift and pivot your goals is a must. All right. So next is mapping out your client journey. You want to map out your client’s journey so well. So one, you know, where you’re taking your avatar, right? If you don’t know, then they certainly don’t know where they’re going.
And then two, you can have a killer restart retargeting strategy if you do this correctly. And if you think that you already have it mapped out because you know, you have a webinar and you’re offering a program at the end and really that’s it, that’s all you need to know. You are 100% wrong. Ask yourself, are you targeting cold or warm traffic to your webinar?
Are you building an audience prior to the webinars, such as a video content with video ads or downloadable lead magnets? If so, go back to strategy. Going back to strategy. How many leads do you need in order to hit your sales goal through your lead magnet? For those that land on your webinar page, but don’t register.
Are you recharging them back to the webinar registration page? And is the audience even big enough to do that? As another question, once they register for the webinar, are you sending them reminder ads to show up to the webinar, right? Show up rate is massively important in order to make sure converts once the webinar actually ends.
Are you targeting those who watched the webinar to your offer? And then are you retargeting people who viewed the sales page, but didn’t purchase back to the sales page with very unique messaging. So as you can see, this was just one simple funnel and I hadn’t even gone through the entire client journey yet.
So map this out, be specific, it will 100% help increase conversions along the way. From there, you need to think about content. I am a huge believer and advocate of delivering valuable content to your audience and creating a long-term relationship with them. This turned into momentum and long-term revenue.
So go back to phase two in my agency’s GPS method connect. This is where you create valuable content-driven content for your audience. So jot down how you can do this at least once a week, minimally in your plan that you’re planning right now so that your audience starts to look forward. Week after week for your content.
That’s kind of exciting, right? Knowing that people are looking forward to your content week after week, that creates raving fans and people who will follow you. You should also be testing a variety of creatives in your ads. This is actually where a lot of people get stuck because they either aren’t very creative, which is fine.
There are design teams and copywriters go, Laura. It’s what I have on my team. Or they are, but after a few images and copy that they’ve created, they really don’t know what else to put out there, right? You kind of dried up at that point. And we have a method here at the agency that helps us create a plethora of hooks and angles to use with our ads.
Because by digging deep into their emotional pain points, rational pain points, their objections, their alternatives to your products where you know, where they can get similar results. You will be able to create dozens upon dozens of hooks and angles. And from there, you can even expand on those and creative, a more hooks and angles.
And once you create those, you can then start creating images to match and mirror the copy, right? And again, creating multiple images here, right? We’re going to create multiple images that will only help, that will help you test faster so you can see what your audience resonates with and hint. Is not always the pretty branded photoshoot images that, you know, we start as our favorites.
So test even the ones that are your least favorite test, at least six images. Start with three and then increase and then have another six to ten on hand to continue testing. That’s how much I want you to have like available at the start. I’ve seen way too many students and clients. When I audit their accounts have only one to two images and just one copy that they tested.
And they’re frustrated at the lack of their results. I just briefly looked at an account today. I’m going to do an audit tomorrow. And it was amazing. They spent a lot of money, they got decent results, not great, but decent results. And they did that with just, I think it was one ad like an image, a couple of images in a copy.
That was it. But here’s the thing I always think of this analogy. Like when you go to get clothes, let’s say you go, like, when you go to your favorite clothing store, whatever that is for you, do you always like the first one to three things you see, right? Even if it’s your favorite clothing store, you still need options.
Same with ads. Do you need to stand out and attract your ideal client? But remember not everything resonates with everyone, right? One pain 0.1 hook, one angle might resonate with one person, but not quite with another. So you need to diversify and test, test, test until you create winning ad combos. And even when you have those continue to test.
Next is your targeting and ensuring you’re getting in front of the right people. Now, I strongly believe that your message. So gene is way more important than your targeting, right? I’ve said this before. You can, even, if you get in front of the right target audience. If your messaging is off, you can attract the wrong people.
However, targeting is still critical to your ad success and targeting is hard. I mean, it really is. I know this because I’ve seen way too many students, client accounts and even my own team. Yes, who is amazing by the way, could not do anything with the album. Even they make the mistake of either clustering, too many interests together, not narrowing down enough.
Or sometimes going super broad and all of which are not the best way to target. So this all comes down to knowing your audience, their likes, their dislikes, who do they follow? What do they read? What are their behaviors? And it’s not about them liking the show, skits Creek. And yes, you see how, I didn’t really say that word, right.
Because I don’t need another explicit put on my episodes. But by the way, you know, if you haven’t watched skits Creek, which by the way is how my daughter read it on our TV screen. When we paused it one day when she came down and she’s like, “Oh, what’s this show?” And she said it that way. And we were like, yeah, that’s what it’s called.
But you haven’t watched that show the best show ever. I love it. You’ll probably see me use little emoji things with them in it. Cause it’s so funny. But nonetheless, knowing what shows. Your audience really liked doesn’t really help you much for your targeting, but knowing things like tools that they use online, or are they an owner of a Facebook business page?
Have they purchased something on Facebook recently? Those are powerful and get in front of the right people. All right. Last it would be optimizing and scaling. And I’m not just talking about optimizing your ads. I’m also talking about optimizing your funnel here. They both go hand in hand again, this is a holistic, holistic approach.
Once you get everything else in place. That we just talked about. It’s all about getting the best results with your ads and funnel that you can. So tweaking and testing and shifting and pivoting and moving just the tiniest things sometimes can increase conversions and bring in more sales and impact more lives.
And there is a method and madness to this, that once you get what click and you’ll know what to look for, but it doesn’t have to be complicated. And I’ve shared previously a handful of metrics to look at that will help you get started. So be sure to go back and listen, because these are the steps. This is what I want you to do.
I want you to do these things so you can prepare for 2021. If you follow these steps, you are sure to go into 2021 with confidence and hitting your goals more consistently than you ever thought possible. And if you want more support from me, be on the look at, on the lookout, as hobbies, sharing about an opportunity to work with me and an elite group of entrepreneurs beginning January, where you will actually get hands on support from me personally, and my team, including creatives.
Yes. With your paid advertising and your marketing plan for 2021. So this is happening soon. Stay tuned. Follow me. And I’m excited to see what you prepare for 2021. I will see you guys next time. Bye.
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