Last week we created Part 1 of scaling a business and within 10 days we immediately ran into a problem. Which forced us to scale back our ad spend and make adjustments to our sales force.
That didn’t take long… 🙂
That‘s business for you. Just when you think you have figured something out, another bottleneck arises. I have a feeling this is going to happen a lot on this Journey. Originally, I was planning on creating a 4 part series, but I think this is going to turn into a 10 part series. It’s important that you guys see our roadblocks and challenges.
Scaling a business, by increasing ad spend, is not as easy as everyone thinks. There are roadblocks, traffic issues, offer issues, funnel problems, shipping, etc.
So do not get discouraged when things pop up. That is to be expected.
The Problem With Our Sales Team
Each Friday I have my sales guy send me the total number of leads, new opportunities, wins, and losses. This last Friday was not great.
We have gone from producing 100 leads a week to 275+.
You would think if the leads more than doubled, the opportunities would more than double.
This was not the case. We had a slight increase in opportunities from the prior weeks but nothing like it should have been.
We overloaded our sales guy with leads and he did not have a system in place to keep track of everyone. New leads were not getting a called right away, and he didn’t have time to follow up.
That is bad.
High-ticket sales don’t just happen.
When selling a higher ticket item, you have to have a sales force that can call immediately and say the right things. For this, we needed a strict sales script.
Curtis and I have shied away from a sales script. Our policy was listening to the prospect, identify the problem, and give the solution. We were there to help.
This works great when you have years of experience. It doesn’t work so well when you have a new salesman.
Here is a look at our script. (Ydraw Salesman Script Policy and Procedures.) It’s simple and there are instructions on how we want the prospects to feel.
Once the script was completed, it was important for the leads to be called immediately.
Value per lead drops every minute that passes after the lead is generated. You want to reach them while they are looking at your website.
Because your ability to create an opportunity diminishes as time passes. Contact rates drop over time and lead qualification rates drop over time. Plus, it’s harder to catch the lead at an available time.
As time passes, that individual may forget or look for other solutions.
This is where my competitive spirit kicks in. I can’t stand the thought of someone going to one of our competitors just because we did not follow up.
I have found that Insidesales.com does a great job of educating sales teams. Here is a link to one of their ebooks, The Ultimate Revenue Engine.
How Sales Reps Are Failing
Sales are not easy and we all appreciate what they do. They are the life-line of the company. Here’s some great insight from a marketer at Inside Sales.
“The average lead response time for a sample of 3,068 sales teams at 38 hours 30 minutes. The same study showed that the average number of contact attempts was just 1.36.
There is a reason why this level of response is inadequate.
Lead response research done by Dr. James Oldroyd, shows that the odds of reaching a new sales lead drop over 10x if you wait longer than the ﬁrst hour of shown interest, and the odds of qualifying that lead decrease 6x.
InsideSales.com shows that at 1.36 contact attempts, a business only contacts just over 40% of leads.
Sales Reps, have to do better if you are going to scale up on leads.
This was our problem. We increases count form 100 to 275. This caused an overload.
Here’s how your sales force can fix the problem.
1. Use your CRM software
We use Infusionsoft as our CRM. They provide a lot of tools you can use to keep track of leads, opportunities, and closing. Use it.
2. Take Notes
When dealing with a large number of opportunities you have to take notes and keep track of conversations.
I can’t tell you how many times I get a phone from a prospective client asking me to recall our conversation 3 months earlier.
Notes make you look good.
3. Set a follow-up date and make them commit
Make sure that each and every conversation you have ends with some type of challenge/commitment.
“People change no faster than they make and keep commitments.”
Meaning as people commit to the next phone call or the next action, they are that much closer to becoming a customer. The more time they with you and your product, the better it is.
4. Make 6-10 Contact Attempts (lots of touches)
I am busy, and I am a businessman. When I am looking to purchase a new product, I have found it takes about 10 to 12 touches.
This might be too much for some people, but all I know is my purchasing behavior likely matches a lot of others.
For example, I’ve been looking to buy a new couch for my office. I found the perfect couch 45 days ago on Amazon. But I kept shopping. I wanted to find something that was a little lower in price.
I have looked at that couch online at least 7 times, I read the reviews, I compared, and I looked for other deals.
This is a normal buying cycle for me. I do it with everything.
Finally, yesterday morning I woke up and bought the couch.
You never know what the buying cycle of a prospective buyer is. So it’s best to follow up 6 to 10 times.
Or better yet…go until you get a definite Yes or No.
5. Call The Leads Within The First 5 Minutes
The quicker you call the higher your chances to turning a lead into an opportunity.
I can’t tell you how impressed people are when you follow up quickly. If you can call the prospect while he is searching for your product or service, you can answer any of his questions and resolve his doubts.
So there you have it…
This was the first roadblock we faced with scaling our business. It is not completely fixed, but we will get there.
Until next time…
If you liked these types of articles, let us know. We love advice. If you have ideas that you can share with our readers, leave a comment.
Thanks for reading. More to come.
Fixing Our Sales Team. Scaling A Business With Facebook, Adwords, and Instagram Part 2
I did not see this one coming, but I am sure glad it did.
Instagram has announced that we will no longer be strapped to a 30-second Instagram Video ad. We now have the ability to run 60-second Instagram video ads. This will give marketers a little bit longer to deliver their message.
It’s a great move.
In the coming days, I am going to run a couple of tests to compare a 30 and 60-second video ad.
It should be interesting.
Instagram Video Marketing: Your Brand’s Best Bet
Since the launch of Instagram in 2010 Instagrammers have taken the world by storm.
According to Statista.com in January 2013 there were 90 million users and that number has skyrocketed to over 400 million as of September 2015.
Aside from the number of users alone, Instagram is a unique and progressive choice for marketing your brand. You need Instagram video marketing for your business.
What makes IG so great for brand marketing is the way that IGers relate to each other. Instagramming is all about showing your personality which allows brands to reach out and connect with their followers on a personal level. Instagram video marketing is your best bet.
Structurally, Instagram was built to be mobile and to give its users the ability to have a visual social media “diary” documenting their life on the go.
Now its essential for a lot businesses and Instagram video marketing is a huge key to their success.
Due to the intimate connection brands have made with their followers, Instagram was named the most effective social media platform for business in 2013 by Mobile Marketing Magazine.
That’s exactly why you need to be doing Instagram video marketing to run a more successful business.
In 2013 Instagram gave us the ability to share videos which does much more than just put an ad out there, it portrays the identity of your company.
Instagram has been mainly a hot spot for the tech savvy and “in touch” crowd, unlike Facebook where everyone has a friend like their cat lady Aunt Edna and of course, their Mom.
Considering this, brand marketing via IG takes on a new spin. Brands illustrate “who they are” and how their identity relates to their followers.
Producing a marketing video for Instagram is relatively simple due to the mobile intent of IG. Capturing a video doesn’t require fancy cameras and sound equipment, it can be recorded on any smart phone or tablet.
Keeping that in mind creating a video for your brand has endless possibilities. For instance, if you are a coffee company a quick video of coffee being brewed in the morning would be brand representation.
Starbucks has perfectly demonstrated dynamic marketing with their followers. As a powerful entity which has a store on what seems like every corner, their online presence has followed suit.
An impeccable example of an Instagram marketing video is a simple panning view of a Starbucks location with a line out the door and the Baristas doing amusing tricks while serving up a beverage.
That video has over 58 thousand likes.
Once you have your video ready to gram adding hashtags is a great way to increase your views.
Instagrammers often search hashtags to find new accounts to follow, so if you hashtag correctly you can acquire new followers.
Being responsible with your hashtags is very important.
Because of the way hashtags are constructed the words flow together and sometimes can be misconstrued.
Make sure it reads easily, one bad example of a hashtag is #susanalbumparty which was etched into the internet forever to promote the album release party of Susan Boyle.
Being a brand on Instagram is all about keeping followers engaged through a personal conversation.
With that being said your followers want to be a part of your process, not just a receptor for ad campaigns.
Whether your video content is an exciting new product reveal or a peek behind the scenes, you can say a lot with so little in the short 3-15 second time limit.
If you want to read more about instagram, check out this article
Since October of 2015, we have been creating, running, and testing Instagram Sponsored ads. I’ve become obsessed because I think the platform is the perfect way to advertise certain products or services. It’s not just for branding.
Now Instagram has come out with Stories and all the new features, it’s becoming a great tool for businesses.
Instagram ads are one of the most powerful tools we have as business owners.
Our path has not been all roses, but we have been able to achieve a huge ROI. Whether you’re looking to spend $5 a day advertising to a single zip code or $50,000 a day reaching fans everywhere, you can find your ideal target audience.
Make sure you give us some love and comment if you have any other ideas or suggestions. I want this to be the go-to place for Instagram Ads.
Before we get started I want to explain something about Instagram. Instagram was purchased by Facebook for an obscene amount of money. They control Instagram advertising. The way you advertise on Instagram is through the Facebook ads manager. When I show you how to create ads I will be using Facebook. I have had some people get confused in the past.
Let’s jump into the top 7 things I have learned running Instagram Ads.
1. Instagram does not scale perfectly. There is a sweet spot.
What do I mean by this?
Let’s say you are spending $20 dollars a day on ads and your cost per conversion is $1.89. Common sense would tell you that if you increase your daily spend to $100 your cost per conversion should stay at $1.89 or close to it (assuming you have a big enough audience).
This has not been the case. As you will see, by the image below, every time I increase my Instagram daily spend, my cost per result increases. Often times it will triple the cost.
Instagram Sponsored Ad Results
How do you overcome this?
You create more ads. Instead of increasing your daily spend, I suggest you create more ads. For now, that has been my work around and it is working.
2. Lookalike Audiences or Custom Audiences will give you excellent results.
Facebook (Instagram) is under pressure from Wall Street to produce earnings. They can not do this unless advertisers are spending money. Advertisers will not spend money unless it is working. The more our ads produce for us, the more we will spend on Facebook and Instagram.
It’s a vicious cycle but one that benefits all of us. Facebook has taken everything they have learned from Facebook ads and applied it to Instagram ads.
Facebook/Instagram wants you to be successful, and their algorithm is extremely good at finding your ideal customers, as long as you give them the parameters.
Custom audiences and Lookalike audiences offer a simple and automated way to put your message in front of an audience that you know will perform well.
Here is how you will do that.
A. Create a custom audience from your Conversions. Meaning, place your conversion pixel on your Thank You page.
B. Create a Lookalike audience from your Conversion audience.
3. Instagram Does Work For Direct Response Advertisers
When Instagram Sponsored Ads appeared in 2014, it was for brand awareness. Now, we are seeing direct response advertisers getting big results.
Instagram is a direct response advertiser’s dream. You can create highly visual static ads or video ads and drive traffic to your landing pages.
It’s extremely easy to communicate your message which is what direct response marketers need.
Here are a couple of examples.
4. Your Target Audience Is Most Likely On Instagram
If you are searching for Lawyers, Doctors, CEOs, CMOs, Mothers, Fathers or Teenagers you are going to find them on Instagram.
Instagram currently has 300 million active users. Your target audience will be there.
The money is made in the audience. The most common mistake is people do not spend enough time researching their audience. Spend a couple of hours creating the perfect audience. Not 5 minutes!
5. Video Ads Create Better Engagement
A little unknown fact about Instagram ads is that you can run 60 second sponsored video ads. You are not limited to the 15-second video post.
Instagram has increased the amount of time you can run a video as long as you are running an ad. This is a nice little benefit. A 60-second ad is that it gives us a chance to deliver our message.
With video, you are able to deliver your message with words, images, and music. It’s much more entertaining and useful for your future customers.
It’s kind of a no-brainer.
These last two lessons are more for encouragement and motivation and might be the most important.
6. Don’t quit too soon. You are going to screw up and lose money
Like everything that is worth doing, Instagram ads take money and endurance. If you have zero budget, don’t plan on running Instagram ads. If you’re a whiny bag and expect instant results, try the yellow pages and Radio ads. Their ads always work… (haha?)
And another thing…
I can’t tell you how many times I get people wanting to run ads with zero budget. If you can’t pay, you can’t play.
If you do have a budget, be prepared to make mistakes that will cost money. Keep moving forward. As long as you have a good product that produces value, you will get buyers.
7. It Is Only Going To Get Better
Since we started running Instagram ads in October, Instagram advertising interest is skyrocketing. Costs are going to increase, but at the same time, it is only going to get better.
Facebook is losing traction and Instagram is gaining. I can’t believe the amount of time and energy wasted on scrolling through Instagram posts.
Even though I want to advertise to 30+ year olds, my ads are still being shown to 15-year-olds. Things like that will get adjusted.
Instagram will improve their platform and their targeting options are going to also get better. Instagram wants to get the right ad in front of the right people.
Don’t miss it.
Instagram Case Study
45 days ago we took on a client that does HD Body Sculpting. It’s a type of liposuction that gets rid of fat in a couple of hours.
Within a day we created the website, built out the social media accounts, and started running ads.
You can see by the screenshot below that Instagram alone, produced 123 Consultations in a 30 day time period.
I have created video tutorials on How to Run Instagram Ads. There are also other blogs that will give you some tips.
I have put their links below.
If you’re looking for a marketing company to help you generate leads, request a FREE Marketing Proposal.
Thanks for reading the 7 Things I Have Learned Running Thousands In Instagram Sponsored Ads
Instagram, YouTube, and Facebook Marketing
Why You Should Be Running Instagram Video Sponsored Ads
The struggle is real. It is Jan 13th and I have yet to put my first post out. But I have a great excuse, #ydrawcruise2016. Each year around this time we take our employees and their spouse on a cruise. This Instagram post sums it up.
I have so much I need to show you, so let’s jump in.
You’re about to read the absolute best information on Instagram Video Ads for 2016. A guide on YouTube and Facebook is coming later. I will share this information in 3 separate posts (hopefully, they all will be done in the next 7 days).
This year is going to be a big for my companies! What about yours? Have you set your goals? Are you using Instagram, Facebook and YouTube ads? Are your ads in place? I am about to show you a marketing plan you need to have in place.
Instagram Video Ad Update.
Instagram ads became available to the public toward the end of 2015. We were prepared and had been waiting for the time when we could start running ads on Instagram. Facebook was already working well so we were excited for this new platform.
When that day arrived, we were ecstatic to hear that we can run 30-second video ads. We quickly took action and created 30-second Instagram Video ads for Ydraw and a couple for our dental clients.
Here’s what they look like:
(You’re seeing the full version of the dental video.) The Video ads were cut from our YouTube and Facebook videos. YouTube and Facebook allow for longer ads. Once you have the video in place, you can start running Instagram Video Ads.
- Open up your Facebook ad manager and create an ad
- Create a target audience. (Spend a lot of time on this step. The money is made in your audience creation.)
- Select where you want that ad to run. Pick Instagram.
- Upload your video and write the text for your ad.
- Run the ad **At the bottom of the post there’s a question and answer section with detailed instructions. **
I put together a simple tutorial on how to run Instagram Ads. You can gain instant access by filling out the form. I created this just for you guys because I am so nice… 🙂
Our Instagram Sponsored Video Ad Results
This is where everything gets really exciting. Just yesterday I called my sales rep and asked him how many new Ydraw clients came in from Instagram. On Monday, we closed $18,000 in sales just from our Instagram ads. If I spend $18,000 on ads, that would not be that impressive.
$120 dollars that day on Instagram ads. Do the math. Those are some scalable numbers. Meaning I will be able to up my ad spend drastically and get a lot more sales.
That is the key to scaling any business. You find a source that will generate a lot of leads and traffic, make sure the numbers work and increase your ad spend quickly. Here is a screenshot on one of the ads that I am running.
*People Taking Action: 55,796 (The number of unique people who took an action such as liking your page or installing your app as a result of your ad. For example, if the same person likes and comments on a post, they will be counted as 1 unique person.)
Here is the actual Instagram Video Ad. One of the reasons the ad is so successful is the fact that whiteboard animation videos work great and it helps that our video is entertaining. When creating your video you have to remember to entertain first and educate second. If you do it right, people will comment, like, and share you post. The power of Instagram comes from the comments and shares. It’s not just about the traffic and leads. If you need a video you are always welcome to visit Ydraw.com. We will do everything for you.
For those of you with a very tight budget, you can start running ads for $5 dollars a day. We have a couple of clients that spend $5 and get great results. Here are some numbers from one of our Dental Clients. He spends about $5 a day on this ad. You can see he got 46 website visitors for $36.62.
Now that you see how effective Instagram video ads can be are you ready to get started? You can choose to do this for yourself, or we would be happy to run your ads for you. Click here if you would like to sign up.
Here’s a list of different targeting options you might want to consider (this list does not include everything).
- Remarketing: Anyone who visits your website
- Conversion Lookalike Audience: Track your conversion and then create a lookalike audience.
- Standard Audience: Your ideal client (soccer mom, 38 years old, San Diego, etc…)
- Customer Audiences: We can target your customers
- All Contact: We like to take all of your contacts and run Instagram Ads to them.
Once your audience is nailed down you will need to create your ad. Just follow the tutorial or the instructions below.
Good luck and let us know if you have any questions. Keep an eye out for our next posts. This is part one of a three-part series. In the next couple of days, you will find a guide on Facebook Videos Ads and YouTube Video Ads.
If you found this information helpful, leave a comment or share it. This helps me know what type of material is helping your business.
Have a great day! Thanks for reading the…Instagram, YouTube, and Facebook Marketing 2016.
Instagram Sponsored Ads Question and Answer
Q. How Do I Add My Instagram Account To My Facebook Page?
A. Go to your Facebook page and in the top-right of your page click Instagram Ads. To add an existing Instagram account to your page, click Add an Account. Enter your Instagram account’s username and password, and click next.
To create a new Instagram account and add it to your Facebook Page:
Go to your Facebook Page and in the top-right of your page click Instagram Ads. If you need to create a new Instagram account, click create a new account, enter an email username for the Instagram account, and click next.
An email will be sent to the email address specified. Follow the directions in the email to set the password for your new Instagram account.
You should now have an Instagram account connected to your Facebook Page. Whenever you use your Facebook page to create ads that will run on Facebook, you can use your new Instagram account to show those same ads on Instagram.
Q. Should I Run Ads On Both Facebook and Instagram?
A. Yes, but make sure you create 2 separate ad sets/campaigns. Facebook and Instagram will tell you differently but they want you to spend more money…
I am loving Instagram video ads and I am going to take up the next 20 minutes of your life to give you a detailed explanation on why I love Instagram video ads and why you should be running them.
My job is to help you get more leads, sales, and customers. Your job is to test what I am teaching and see if it works for you.
So let’s jump in.
Why Instagram Sponsored Ads?
Instagram has been on the scene for a few years now. It was created by Kevin Systrom and Mike Krieger back in 2010. Their platform ended up taking over the world, so Facebook bought them for a small sum of 19 billion. Chump change for you and me.
Over the last couple of months of running Instagram ads, I am now beginning to see why Instagram is so valuable. With Facebook’s expertise in ads, and Instagram’s users, we have the perfect platform for video advertising.
Let me show you what I did.
1. I created a 30 second video ad. (whiteboard style)
2. I created an audience (200,000)
a. Marketing Director (job title)
b. 35 – 55 years old
c. United States
3. Upload the video to the Facebook Ad Platform and let it run (see the video below on where I walk you through this setup step by step).
4. Followed up with the comments and shares on my ad.
a. Interacted with users directly on Instagram.
b. Took down their handle names for future posts.
This is what the ad looks like.
I am going to walk you through the process step by step on How to Set Instagram Video Ad You will use the same platform that you use for Facebook ads. No longer do you have to use Power Editor.
1. Create the Assets for your Instagram Ad
If you are going to run a video ad you obviously need a simple 30 second ad. Below are some examples of Instagram Video Ads that we have created. No longer do you have to worry about the size of the video. You can edit the video in your standard 16:9 ratio. It just has to be 30 seconds or shorter. Like everything else, make sure you customize the video to fit the platform. A 15 second TV commercial may or may not get good results on Instagram. I am always mentioning this in my YouTube articles.
You can create Instagram ads using ad creation.
You’ll create Instagram ads the same way you create Facebook ads. All you need to do after creating your ad is make sure that you’ve selected Instagram in the “Ad Preview” section. However, there are a few things you’ll need to know before you start creating Instagram ads.
Preparing to Advertise on Instagram.
Do you have an Instagram account you’d like to use to run ads?
*Yes, I have an Instagram account.
Since you have an Instagram account, you’ll want to add it to either your business manager or through your business’ page settings.
*No, I don’t have an Instagram account.
If you don’t have an Instagram account, you’ll need to use your business’ Facebook page as the voice of your Instagram ads. You must have a Facebook page to run ads on Instagram.
2. Creating Your Instagram Ad
Choose an objective from the list.
Keep in mind that only the following objectives will allow you to create ads that will be eligible to appear on Instagram. Send people to your website (Clicks to Website), Increase conversions on your website (Website Conversions), * get Installs of your app (Mobile App Installs), get video views (Video Views).
3. Next to Campaign Name, add a name for your campaign or use the default name that appears.
4. In the targeting section, create an audience for your ad.
You can choose audience characteristics such as age, gender, interests and more. Learn about the targeting options available and tips on choosing the right audience for your ad. Spend at least 20 to 30 minutes creating the right target audience. Age, Job Titles, Interests, Groups, Purchasing Behavior, etc. The money is made in the audience.
5. In the budget & scheduling section, you can choose a budget and set your ad’s schedule.
Set your budget and schedule. If you choose, you can set a manual bid by updating the “Optimize For” and “Pricing” sections with your preferences. Set your ad’s bid.
6. Next to Ad Set Name, add a name for your ad set or use the default name that appears.
In the media section, choose the type of creative you’d like your ad to include.
7. In the text and links section, choose a Facebook Page to represent your business on Facebook’s News Feed.
Below “Instagram Account,” choose an Instagram account. If you haven’t added an Instagram account through Business Manager or through your business’ page, click Add an Account and follow the steps to set up your Instagram account.
8. Give your ad a Headline and Text.
Click Show Advanced Options to choose a call-to-action button for your ad. Below “Ad Preview,” you’ll see all of the placements your ad will be shown on. By default, all of the placements will be selected. It’s recommended that you run your ads on Facebook and Instagram at the same time. However, if you’d like to only show your ads on Instagram, click “Remove” next to all of the placements except for Instagram.
Once you’ve completed your ad, click “Place Order” in the bottom-right corner. **With Instagram ads you can add more to your text. I would also suggest adding hashtags. Here is an example of an Instagram Video ads. It’s our Ydraw Pants Video.
Dentist Still Image Instagram Ad
How To Set Up Instagram Sponsored Video Ads (Video Tutorial)
Now it is your turn. If you have no Idea what you are doing and need help, we do offer this service to our clients. We would be happy to set up a free consultation.
Hope you enjoyed…
Why You Should Be Running Video Instagram Sponsored Ads