How To Become A Master Of Marketing & Sell On ANY Channel

These guys are just primates when it comes to marketing because they don't understand how to move away from selling one service on one specific channel. Hey guys, Sabri Subhi here and in today's video I'm going to be talking to you about evolutionary marketing mastery, one trick ponies and primate marketers, and more specifically how you can use this to unlock wild scale in your business. So what you can see here is what I call the evolution of marketing mastery. And it's really where you start off when you're just starting to get clients and you're just kind of falling down the rabbit hole of marketing and direct response marketing and digital marketing. And that is really specifically what you typically do is you start with trying to sell a specific on a specific channel and this is really the easiest thing to do. And it's typically where most people start. They'll say, okay, cool, I've just got this business or I've been running this business for a while and it's been purely by word of mouth. And now I want to start to actually run ads, right? I want to start looking for an automated way to get people into my business and get customers. Usually most people would start on something like Google Ads and I'd be running search terms for things that people are specifically typing in that are in hunt mode looking for solutions to their problems. And then they'd be sending them to some sort of a landing page that would be collecting their details in terms of they're generating a lead or if they're looking, it's an E commerce site and they're looking to actually get a customer. This is the easiest thing that you can possibly do, right, because it's the hottest traffic that you're ever gonna get. These people are already searching for what it is that you do. You're selling one specific service to them. So everything can be very dialed in. The problem with this is that the constraints on that is you're only to really scale to as much searches that there are done for your particular service. A lot of people that start out and they're running like intent based marketing where people are showing intent, they're searching for something, they've got a query, they're looking for solutions, they run that and it works really well, they get a good amount of CTR on the ads, it's all really, really profitable. But then to say that, you know, across their industry there are 10 to 20,000 searches per month and as an average on a click through rate on a Google Ad, you're going to get a 4% click through rate on your, meaning that you're only ever going to be getting a very small subset of the total people that are looking for what it is that you've got. And very quickly you begin to tap out on the scale, right? Because there's something that we call tam, Total addressable market, the total size of a market, the addressable market that you're looking to target. But when you're running it on ads and when you're running it on traffic channels, that's also true. Because if you're only ever able to get a thousand, two thousand, three thousand people to your website, right, or to your landing page pages and to your offers, then you're really just going to be capped on that. And the broader that you go with the search terms that you're targeting, the lower your conversion rate. Most people, they get stuck here and they're like one trick ponies. They only know how to get Google Ads to work. And the moment that they try to add another channel on, right, like Facebook ads, they immediately complain about the quality of those leads when they have only been comparing them to Google Ads, right, Or to SEO and ranking organically and having people find you and come to you specifically looking for what the thing it is that you've got while they all have their place and they're all really good. If you really want to increase the tam, if you really want to increase the size of the opportunity that you're going after, you need to graduate from just the one channel, being a Google Ads with someone searching for you and you need to start to add another channel which is going to be some form of interruption based marketing I.e. facebook ads, YouTube, pre rolls, something where you push a message in front of people. And this brings us to the next point, which is how to sell a specific service on any channel. Because it's very easy to sell a service on Google Ads. But once you start to add other channels and you need to start moving away from the people that are looking for you, venturing out into colder audiences, this is where there is a different level of skill that is required. So it's not that Facebook ads don't work or not even specifically that Facebook ads are, you know, don't provide leads that are as hot as Google Ads. It's that your skill in being able to take those people and deal with them and bring them and educate them, bring them to a point where they are a much more informed buyer is not up to par and you don't have the skill to do that therefore you blame the traffic channel. And this is the thing that I see so many entrepreneurs and you know, business builders suffer with is they get wrapped up in a constraint within their system that is just their skill ability. And rather than looking internally and asking themselves the questions of like, how could we treat this traffic to be able to sell the one service on any channel, right. That's the next evolution that you must make as a marketer. And there's a lot of nuance into that in how you, you have to have the ability to take a complete stranger and educate them and motivate them to take that next step in your funnel rather than driving people straight from a Google Ads to a call funnel and getting people on the call and then converting them. Right. It doesn't take much skill to do that. Then as you graduate beyond that, you go to how to sell any service on any channel. And this is not applicable, you know, to everybody. It's more so applicable to digital marketers and people that are in the business of building other people's businesses or they run multiple offers in multiple different categories and industries and they need to have the skill set to, you know, run a weight loss offer that might be one business that they've got an interest in and then move across to an entirely different business, which might be an agency business or a videography business. It doesn't really matter, right. It's just about having the ability to really sell any service on any channel. And then the last step in really the mastery and the, the evolution of becoming a master at this game is how to sell anything to anyone, regardless of the channel or the industry. Now, I'm not going to really touch on the last two points so much because it's not going to be applicable to, to a lot of people on how to sell any service on any channel or how to sell anything to anyone. But realistically, the biggest bottleneck that I how to sell a specific service on any channel, right? So it might be that you have also tried to, you know, not start with Google Ads. Maybe you've started with Facebook Ads and you're getting that to work. Facebook Ads is definitely a harder channel to get working than something like Google Ads because there's not much intent behind it. But again, it takes a different mindset and a different approach. And because something like Google Ads was really the first advertising channel that really got set up with the whole pay per click. Yeah, there were, you know, one or two before them, but they're the real first mass market, had real good product fit and allowed people to run a lot of traffic and work on that kind of auction based system. The downside to that is because it's the first ad platform, it is also the most mature and therefore the cost per clicks are also very, very high. What I see a lot of people say also when it comes to that is hey, like it's just too expensive to run Google Ads for me, like the cost per click is too high. And it's not that the cost per click is too high because it's an auction pool, right? It runs off your competition, setting the price. So if the price is what it is, it's that way for a reason. And it's that there are other players in your space, other competitors that have been able to continue to pay that amount of money and for the ads to still be profitable, right? So rather than throwing it in the too hard basket, it's to look at what are other people are doing, how do I stack the deck in my favor and really get an unfair advantage on my ads to make them work? The place that I recommend that a lot of businesses start is to first look at how much it cost to get a click on that traffic channel, right? Because a lot of the times, you know, while Google Ads is the easiest option for being able to convert the leads, it's also can be very expensive. You're going to need a very large budget in order to buy the data to optimize your ads, to then get them to a place that you're able to compete with the competitors in that market that are willing and able to spend that cost per click because they have refined their campaigns over months, if not years to get them to the place where they know the keywords that are not only going to convert into leads, but hopefully they know which leads are going to then convert into customers and where they originated from. And then you're moving into that platform and you're like, hey, let me throw five grand to Google Ads and and hope to be profitable in the first month. Well, first of all, you're going to be buying the data in the first month and the chances of being profitable are very slim. And that's not the goal. The goal is to buy the data, find out what keywords are converting that are going to give you a KPI of what does it cost you to acquire a customer, right? So unless you're in a market where the cost per clicks are relatively the same that you would see on Facebook at 2, 3, 4 bucks a click, if you're entering into a market where it's 19, 20, 13, 100 bucks a click, then typically Google Ads might not be the best place to start. And it might be that you look at Facebook ads. But just understand that the mindset that you must have around those two different traffic channels are going to be entirely different. One is going to have a shorter sales cycle because one of them is looking for a solution, other one is browsing through a newsfeed. So you also need to consider how big the time window is that you're going to be optimizing these campaigns if everything is created equal. The roadmap that I recommend people to start on is by looking at mastering, selling one specific service on one specific channel, and that specific channel typically being Google. Right? And basically once you get your funnel dialed in with Google and you know you're, you're increasing your ad spend, you're looking at the impression share, which is how much of the share of people that is searching for things on those keywords that you're targeting are you occupying how much real estate do you own right in that market? And you want to keep optimizing and increasing the budgets and fine tuning, trimming and pruning that bonsai tree to, so to speak, until you get to a place where your impression share is at least 80% right, there is going to be a point of diminishing returns where every incremental increase in budget doesn't give you the same throughput. Right? You end up paying more as a cost per lead because you're just going out to colder and colder audiences. But do not look at adding another traffic channel until you really move into a place where you are around that 80% impression share and it's profitable and it's working for you. Okay? And the reason that I say that is is because there is so many levels to this game and there's so much that you can do on one platform. And realistically, what I'm saying to do is to exhaust the scale and the size of the market on that one traffic channel before you start to add further complexities to your funnel and in the way that you acquire customers. Because in this cross channel attribution, this first click, this last click, there's a whole bunch of other stuff that it opens up to once you start adding more traffic channels. So it's not that just more traffic channels are better because the more variables that you add to the system, the increase in complexity, the harder it begins to measure and optimize things. Then once you're at about an 80% impression share on that, that's when I recommend moving over to something that it is an interruption based channel where you are pushing a message in front of people that are good candidates for what it is that you're selling. And the reason that I specifically say that is because if you're looking to get wild scale in your business, that is the way that you're typically going to be able to do it. Because unless you're in some crazy market that has a huge amount of search traffic, you're always going to be limited by the amount of searches that are being conducted in your market. And that usually only represents a subset of the total size of the market. And in your interested in knowing more about that, I made a video on this channel called the Larger Market Formula and I go into exactly all those different levels of how to unlock even more scale. But then once you move across to adding another channel, another platform, you know, to your funnels, that's where you're going to be vastly increasing the total bullet dress of the market, right? The tam of what it is that your business operates. Because then you start to get into a position where you have a look at the total size of the market and you're architecting a whole funnel to push a message in front of those people and educate them, bring them into your world and then nurture them until you get them to a place where they are actually ready to buy. Which is a completely different dynamic to running ads on something like Google where people are searching for it as such, your funnels and the way that you deal with those people should be dramatically different to how you deal with the people that are already searching for the solutions. Right? It's going to be very hard to push a message out to a cold audience and say like, get a quote, get in contact with us. But that's what I see everybody do. And then they're like, just bemused why Facebook ads don't work for us and that these guys are just primates when it comes to marketing because they don't understand how to move away from selling one service on one specific channel. And they treat the additional channels like the first channel. And then they question and wonder why that they're not getting similar results to them. It's because they have the wrong approach in the way that they deal with those people. You can't stick a message in front of them and say, get a quote. Speak with us right now. You're going out to a cold audience with a hot marketing message and treating those people as if they're Already searching for your solutions, right? You need to get those people to raise their hand in a sea of people and appeal with like, hey, like you might be a window shopper right now, right? You might not be looking, you might not be walking car yards looking for a new car, but you might know in the back of your head, hey, it's probably time to get a new car before something starts going wrong with my car or I've got another family member or whatever it might be. So the message for those people is going to be different than if you're just specifically targeting the people that know that they want a new car. It's a way for you to diversify risk by not having all your eggs in one basket, having everything in the Google basket. You know, diversifying with Facebook and Google. But don't expect it to be the same journey as it was for your first channel. It's going to take you, you know, a considerable more amount of skill, a more amount of time and also a longer time horizon to optimize that. But then you'll be able to go from a position where maybe you've been throttled at 5 grand ad spend on Google Ads, or maybe it's 2 grand, or maybe it's 10 or 50 grand, whatever it happens to be for your industry, we've typically found that you can target and spend five times the amount of money on a platform that is an interruption based platform. Now the leads aren't going to be as hot in the beginning until you get your systems fully dialed in. But what's the alternative? The alternative is you stay a primate and you stay on one channel with the one service and your business stays that. But more and more people come in to that market, meaning that you're chopping up that pie against more and more competitors. The cost per clicks are increasing, meaning you get fewer and fewer people for the same amount of money. Or you end up spending more and more money to get the same amount of people and you're like a turkey on the ground scratching it out, right? Rather than moving to a platform where it's like you can push a message in front of people, you can unlock wild scale, it requires a lot more skill to master that. So it becomes like a little bit of a moat for your business because the most unsophisticated dumb moneys on Google just throwing at it, just increasing their cost per click because they haven't figured out the other stuff. So this message is that if you're stuck, if you're on one channel, you know you Feel like you're tapped out on that channel. The first thing that I'll say is that those limiting beliefs are the things that are usually holding people back from spending more on ad spend. I would urge you just to try double the ad spend every month for three or four months and see what happens and monitor it. I'll just say, give you the benefit of the doubt and say that you've done that and now is the time to add an additional channel. Devote the time, acquire the skills and the traits and the beliefs that's going to be needed to make that platform work. Because the juice is worth the squeeze. If you really understand human psychology and you understand how to get somebody's attention, bring them into your world and then persuade, educate and compel them to take the next step, then you won't ever go hungry. Because that form of advertising will always be around. There always will be somebody that owns a platform with people on it, I. E. Eyeballs to monetize that you can pay them to get in front of that audience and put your message in front of them. So it's a timeless skill that you can acquire. And typically, you know, it's something if you're stuck on something where you're like Google Ads where you're looking for people that are searching for you and you move to a channel where they're not searching for you, typically what I've seen is that I can grow a business by 500% in a very short amount of time. And then it just becomes a game of finding more and more eyeballs and monetizing and day trading attention and buying those eyeballs on other platforms to further unlock more and more and more and more scale and you will understand the unit economics because there's really only one Google, right? You've got Google, you've got YouTube, both kind of intent query based platforms and then you've got the rest of the Internet which is paying for impressions, paying for eyeballs, selling the click, getting people into your world and educating and nurturing them. And that is far more challenging, but from my experience is far more rewarding. So I hope that wherever this message is, if you're just running Google Ads, if you're on Facebook or vice versa, they'll be better. Take some of these principles, apply them, think about them and come up with a plan for this year to move from just the one channel, selling the one service, going through this journey of, you know, the kind of evolution of really mastering this game to unlock wild scale for your business. Hey guys, if you're enjoying these videos, please like subscribe and hit the bell button as we're dropping a video like this every other day on YouTube. And if you've got any questions, just leave a comment below with hashtag heysubrey and I will do my best to get to.