Heather Crabtree [00:00:01]:
Welcome to Your Savvy Business, a podcast for experienced online coaches and service pros who wanna unlock your next level in business without compromising your goals, priorities, and values, or sacrificing your boundaries. I'm your host, Heather Crabtree, your savvy business coach and growth strategist. I know you're not new to this business thing, friend. You're more than 5 years in, and you feel like you should have everything figured out by now. But you've learned that every time you grow to new heights, case, new opportunities open up, and new challenges arise. Each chapter brings a new level of what the heck am I doing, and you wish you had someone to support you when things start to feel hard or a business pro to help you see your business in another light and decide what next steps to take. I am here to help. Well, me and some amazing friends who happen to be really good at their craft as well.
Heather Crabtree [00:00:54]:
You can think of me as your business coach and growth strategist in your back pocket who can connect you to the most brilliant people and share the good, the bad, and the I wanna quit my business moments that we all have in our business but usually never talk about. There will be laughs and tears and meaningful lessons revealed along the way. I hope you will hit subscribe and join us as we cutting business and life together. And you can hop over to heatherpraftery.com to learn more. Now let's jump into today's episode. My amazing guest today is Ashley Chanel, your friendly virtual neighborhood marketing genie, here to make all of your marketing dreams come true. It's like a fairy godmother that drops in on us. Ashley is a world traveling lover of charcuterie boards.
Heather Crabtree [00:01:47]:
I got the word right too. I pronounced it right. I always get that word wrong. An expert digital marketer. She is also the CEO of Make Your Mark Digital Marketing Agency. She's passionate about helping women business owners to market profitably through innovation, creativity, action, and implementing strategic digital media strategies that transform their business. Through her over a decade journey, she has consistently added monthly 5 and 6 figure revenue to her clients' top line, and that includes product, service, and local businesses alike. This is all done through organic and paid advertising.
Heather Crabtree [00:02:25]:
This positions our clients as an authority in their industries gains the trust of their ideal, ideal audiences, and build highly profitable businesses. Welcome, Ashley.
Ashleigh Chanel [00:02:39]:
Thank you. I'm happy to be here.
Heather Crabtree [00:02:42]:
I am so thrilled to have you here. I have to say, I always like to say how I met people. I know we've known each other for a while, but we really connected like, really got connected through clubhouse, I remember. And we did, like, a clubhouse. So Exactly. Shout out to the clubhouse days. Those were fun.
Ashleigh Chanel [00:03:00]:
Was fangirling. I was Very happy to be on stage with you.
Heather Crabtree [00:03:03]:
I know. That was so funny. And I was like, oh, me? Who? Okay. Anyhow. So we've we've stayed connected over that time. And, I just think there's so much that Ashley can share with you when it comes to paid ads in marketing in general, which she's talking a lot more about too, which I I think is really cool. Kind of I know you've always talked about marketing overall, but we're here today to talk about paid ads. But feel free to drop any marketing gems that you would like along the way.
Ashleigh Chanel [00:03:36]:
Heather Crabtree [00:03:37]:
So, my audience, of course, is experienced online coaches and service pros who wanna grow their business. And, you know, they wanna do it in an aligned and simplified way. When I'm working with people, that's what I want to help them do because We were just talking before. We don't wanna work our life away. So how can this be easy? And then also be the authority seen as the authority in their topic. And they've been in business for 5 or more years. They're really great at what they do, at their craft. And so let's talk about today how we can use paid ads to better grow their business to get them out doing other things that they wanna do while they're still making money.
Heather Crabtree [00:04:23]:
So the first question I had this so one of the things you were talking about on Instagram recently, was that you know, we talk about what ads do for you in terms of, like, the financial or how it helps your business. But I love that you said running ads gives you time back.
Ashleigh Chanel [00:04:42]:
Heather Crabtree [00:04:43]:
And I was it it just hit me, and I was like, oh, that's right. Like, why are we not all running ads? And I just shared with Ashley. I haven't ran ads for a little while because I had a bad experience, and then life has just been for the past So I am excited, because I would love to start running ads again. And so I was like, let's talk to the expert. So tell me, Ashley, about a little bit more about that and and why you're talking about that, about how running ads gives your time back. And how does that actually happen when you're running ads?
Ashleigh Chanel [00:05:21]:
Okay. 1st, let me say The reason I started running ads was because I saw how hard people were working, and this was before I had a 6 figure business. I was like, yuck. All of the stuff that people are doing, I was like, how the heck am I supposed to get a 1000 people on my list so that I can sell to them In Facebook groups and in, you know, just talking to people. How the heck am I supposed to do that? And I'm all about efficiency. I've been about efficiency since I was young. Okay. Like, let's not do overwork, rework unnecessary work.
Heather Crabtree [00:05:55]:
Ashleigh Chanel [00:05:56]:
And as I grew as a business owner, That just got bigger for me because I like to enjoy my Wednesdays. I want to, on a whim, go to Playa del Carmen. I want to just enjoy my day and not feel like I'm missing Life moments or missing moments with myself because I remember when I was in corporate America, I lit I worked I worked in a gray office. I had my own office, but, like, also the rest of the place was gray inside. And there were only a few days that were beautiful in Houston. And I was so mad that I had to stay inside. So I was just like, I don't ever want to feel like I'm missing out on something. So to answer the question, All of the stuff that we're all doing right now, all of the content that we're creating takes Between 20 to a 180 hours a month for us to do.
Ashleigh Chanel [00:07:00]:
What the entire f? I'm I'm not I'm not spending that much time. Like, it's fine to do, you know, create your video, but then you have to edit the video. Then you have to add the captions to the video if you wanna create a good customer experience, which everyone should be doing. But eve if you don't do that, thank goodness, you know, Reels has the you know, you can add the captions to it. But then you've got to write your own caption, and you've got to make sure that it's relevant, you know, and not just creating content for the sake of creating content, which is what most people are doing right now.
Heather Crabtree [00:07:33]:
Ashleigh Chanel [00:07:33]:
Because They don't have a strategy, which why would you know how to create a a content strategy? It's not just templates. It's not just adding stuff to a calendar that makes it a strategy. It's your strategy is based on your goals. So, Basically, most people are out here just winging it, but don't realize they're winging it. But they feel like they're winging it because the revenue was not matching the effort that they're putting in. And that's what I call a low ROE, which is a return on effort or return on energy. And I'm not about that life. So that is what I mean by when you create ads that are based on your goals, number 1, but also based on your customer buyer journey and help move them through from what I call from high To BUI buy, then you're able to truly get qualified people into your enrollment event or enrollment call, whatever it is that you do to to get people to sign up whether that's a sales page, a sales call, you know, whatever that may be, sales team.
Ashleigh Chanel [00:08:45]:
But once you're able to use as to do that, Your time is freed up to either expand your business or just go live your life. Right? Yeah. You know, I'm not telling you to run ads so that you can go work more. I I really want you to be able to utilize your time the way that you need to utilize it and getting 20 hours, 20 hours, and it could be even 20 hours a week. You know what I mean? Like
Heather Crabtree [00:09:09]:
Yeah. If you have if mhmm. Go sorry. I didn't wanna interrupt you, but do you think it's because people think it's so expensive to run them? And so they're thinking, well, yeah. Of course, it's gonna give me time back, but then how much money is that gonna take to do it? I feel like that's the thought process that people go through when I say anything to them about ads. They're like, weight. Even if they've done them before.
Ashleigh Chanel [00:09:33]:
Heather Crabtree [00:09:33]:
That costs a lot of money, and I'm trying to make more money. And so especially if they're in a struggling period, it feels like, oh, it's like the weight of the everything on top of them.
Ashleigh Chanel [00:09:45]:
Heather Crabtree [00:09:45]:
So, yeah, I I I love that you were saying this because I think if we approach it from a different perspective of not to you know, you said spending money so you can get in front of a bigger audience. Yes. And to get new people. Yes. Of course, we wanna do that. You know, getting more leads to make more sales. Yes. But when you said in, I think it was an Instagram video.
Heather Crabtree [00:10:07]:
Running ads gives you time back. I just felt like a weight off of my shoulders when you said it. And, of course, I was looking I was looking through stuff before we did this interview, but I was just like, yes. That's the message That I need to hear because I don't care as I care, but I don't care as much about the other stuff. Mhmm. I care about the time back with my family and the time back for myself to do Yeah. The living that I wanna do. So that just really resonated with me, and I thought, what a perspective shift that is.
Ashleigh Chanel [00:10:41]:
Mhmm. You know, the money thing is always a factor, and it's not even one of those, like, you know, people talk about object what objections do you get? It's me helping everyone reframe what it is to look at it. So number 1, and we have heard this as long as we've all been in business. You either invest time or you invest money.
Heather Crabtree [00:11:04]:
Ashleigh Chanel [00:11:04]:
Number 2, what is more valuable to you? Is your money more valuable to you right now, or is your time more valuable? And it's okay No matter which one you choose. Because as sometimes, money may be more valuable. Sometimes we need to keep our money so that we can do whatever else we need to do. Other times, both of them are important, so we have to invest time and money. And then there are other times where our time is more valuable. So if you are in a place I'm gonna say this. If you're in a place where your Your time is more valuable than your money, then it's time for you to start running ads. But also, if you are Looking to sorry.
Ashleigh Chanel [00:11:52]:
I got distracted. Okay. If you are wanting to make sure that you can bring in people so that in the future, You know that your time is gonna be more valuable than your money.
Heather Crabtree [00:12:06]:
Ashleigh Chanel [00:12:06]:
You're prepping yourself for as well. So that's those are the those are the things that I wanna say As far as, making sure that you understand what your goals are. But then I wanna talk to you about What expensive is? Because a lot of people say aren't things expensive, and it's relative.
Heather Crabtree [00:12:26]:
Yeah. It's all relative.
Ashleigh Chanel [00:12:27]:
And it's but it's relative to your offer. So is a $4 lead really expensive if you're making $1500 or if you're making $35100 or if you're making $10,000? Or is a $200 lead expensive or not even lead. Sorry. If is a $200 acquisition, Like, cost per acquisition.
Heather Crabtree [00:12:47]:
Ashleigh Chanel [00:12:47]:
That's expensive if you're if you're charging $35100. No. Eventually, yes. We would love to get these numbers as low as possible, but I need you to think about it differently. Because if you are looking to grow and spam. And you have big dreams, vast visions, and grand goals is what I call them.
Heather Crabtree [00:13:07]:
Ashleigh Chanel [00:13:09]:
You are going to need to spend money the because I don't know what company that you love does not spend money on advertising.
Heather Crabtree [00:13:17]:
Yeah. And I think it's and I I think, you know, I think, again, it's all relative, and we can look at these things. I think, you know, when I'm working with people when you're working with people, we're working with you, and we're saying, okay. What what does it look like, and will this work for you? And being really honest about it and being okay, like you said, with whatever the answer is for right now on this season. Because it might be it might be in this season, I'm not I can't do that. Either energetically, whatever it is. Right? Or financially, I can't do that. We need to be grown ups and say, look.
Heather Crabtree [00:13:48]:
That's a decision. I can't do that, and that's fine. But if we are let's move on to the next this point here that I wanted to make it or wanted to ask you about. If we are ready to move on to ads, again, like, I've done them in the past. I feel like all my peers are doing them, and I'm just, like, over here going, oh my gosh. My head is spinning again. I feel like I'm starting over in my business, and my head is spinning with everything, for my own business. I can do things all day for everybody else's.
Heather Crabtree [00:14:16]:
For my own, it's like, just stop. Yeah. But what are the 4 ways you know or maybe there's more than 4. It's time to start actually running your ads. And I know we talked about that a little bit in through that. But, like, at what's at what point do you go, I think it's time.
Ashleigh Chanel [00:14:37]:
Yeah. Number 1, when you have a lead magnet that converts, like, it's bringing in qualified people and you know it works well, You need to start running ads to it. I don't understand why why you're not running ads to it right now.
Heather Crabtree [00:14:50]:
Ashleigh Chanel [00:14:50]:
No. I understand. I'm just kidding. But I understand. Number 2, if you're, if you feel like your audience growth is plateauing, like you're not reaching enough people, That is a sign that it's time for you to to start running ads. If you are if your sales process works.
Heather Crabtree [00:15:19]:
Ashleigh Chanel [00:15:19]:
I think if your sales process is good and it works well and you are able to close like, that's another thing I think that's really important to, pay attention to is that your close rate if your close rate is great, I think that's Perfect for you to, a perfect time for you to start running ads because you know exactly who is qualified for your, For your program. If the algorithm you feel like is getting in the way of people seeing your content, which is true. And a lot of people think that you that About 10% of your audience sees your your content. It's more like 3.
Heather Crabtree [00:15:59]:
Ashleigh Chanel [00:16:00]:
yeah. So that's really, That's really that's that's a huge one. And then, again, you know, this is just part of your program, but you actually get your clients results. And I think the reason I say that is because I don't want a whole bunch of scammers out here running ads.
Heather Crabtree [00:16:20]:
No. I get that. Yeah. For sure. Unfortunately, we have to say that. Right? No. I think I think all of those and I I know I've been through all of those moments. Right? And, my clients are going through those moments.
Heather Crabtree [00:16:34]:
They're plateauing. You know? They've done really, really well in their business. And then all of a sudden, it's like, you just can you're thinking, it's just gonna continue to grow. Yeah. But the hard part in business is that if you don't evolve or adapt, It doesn't continue to grow usually. It there is a point where it become you you plateau. And that's hard because then you can't sustain what you've built. Right? Because the money or the clients aren't coming like they used to.
Heather Crabtree [00:17:03]:
I think one of the biggest things that my clients run into is just that They've maxed out their audience. Like, no. They're like, nobody's buying. I'm like, because you're talking to the same people that have or either already bought from you Or it's interesting with my audience, they've grown up with me. Mhmm. So I have a lot of the same people that come back to me that I coached, you know, 5, 10 years ago, but they're at a very different place in their business and in their life. Yeah. And so to me, it's really cool because I get to do that, but a lot of people don't have that.
Heather Crabtree [00:17:37]:
And so if you're, you know and even with me, it's like not all those people are growing up with me. So it's still at this higher level. I have to find new people that are coming in and and needing my services. Right? And I think people forget about that. I think people go, okay. Well, nobody's buying. Well, who you're not talking to anybody new. Like Yeah.
Heather Crabtree [00:17:57]:
Make some new friends. You know? And ads allow you to do that in a in a quicker way than just
Ashleigh Chanel [00:18:04]:
They do. It gives you leverage, and it gives you because, like, I know a lot of people compare themselves to those that We see who have huge audiences. And, yeah, if I had hundreds of thousands of people in my audience and I launched something, it better sell out. If I have
Heather Crabtree [00:18:23]:
other though because I have a I know a lot of people, and I won't call out names, but I have a lot of friends who have, like, a 100,000 followers on Instagram, but they're not making
Ashleigh Chanel [00:18:34]:
Oh, I mean email list. I'm talking email list, not even slower. So if I so the so I'm saying because a lot of us have compared ourselves to these
Heather Crabtree [00:18:44]:
people. That have the yeah. Yeah. Yeah. Got it.
Ashleigh Chanel [00:18:45]:
And if and if I had friends who had hundreds of thousands of people on their email list, Then, yes, the stuff I do better be successful. It better work out. Yeah. Yeah. Yeah. But for those of us who don't, we need to figure out what we can do to achieve the goals that we're looking to achieve because, again, most of us don't need hundreds of thousands of people on our email list. We need the right people. We need qualified people.
Ashleigh Chanel [00:19:10]:
And the way that you qualify people with ads is by talking about the things that matter to your audience. For instance, for me, I talk about best and bougiest life.
Heather Crabtree [00:19:20]:
Ashleigh Chanel [00:19:21]:
Because I want what I want. I don't want to compromise. I don't want to settle on anything In my life. And so far, so good. But going forward, the things I don't wanna compromise on and the things that I want are much more expensive. Okay? So in order for me to do that, I need to make sure that I am talking to the people who care about the same things I care about, who travel. The last 4 sales calls I've had. And, like, at this point, like, all of my clients, some of them are on sabbatical.
Ashleigh Chanel [00:19:54]:
One of them did a euro trip. She also lives, married someone overseas, and she lives overseas as well. But she did a euro trip, and she came back to the States. Another one, it, took her mom on a, you know, a Turks and Caicos vacation, surprise her with it. So, like, I know who my people are. My people are attracted to me because we have the same values. I talk about my values in my videos. I talk about my values in my ads.
Ashleigh Chanel [00:20:22]:
I know what's important to my audience, and I talk about those things. And I talk about the characteristics of people who are my people.
Heather Crabtree [00:20:28]:
Ashleigh Chanel [00:20:30]:
They are action takers. They are kind people. They are truly change makers. They are really doing things to change the world and change communities. Those are the people that I love to work with, and I say it on every podcast. I say it on every presentation because I don't want anyone coming to me talking about, Well, you can clean your own house. No duh. I know I can clean my own house.
Ashleigh Chanel [00:20:53]:
Thank you very much, but I don't want to because I value my time. There might be times where maybe I will clean, but mopping and sweeping are not things that I enjoy. I hate them so much. Right. But I'll do some laundry. Right? But it's just like, I'm not about to be a martyr to the things. And I talk about these things. I talk about them in my ads because People are working directly with me.
Ashleigh Chanel [00:21:16]:
So maybe one day when they are working directly with me, I'm not gonna need to be so front facing. But anything that I put out is going to need to talk about my core values of my company, the things that matter to my audience, And that is the way that you pull people in. That is the way that it that selling doesn't feel so hard. That's the way that when you get people on a call. They're just automatically like, well, yeah. Duh. I'm already I'm ready to I'm ready to go. Just, you know, tell me just Remind me what the process is and get them excited one more time.
Ashleigh Chanel [00:21:47]:
And then it's a yes. Like, my close rate sometimes, I don't always wanna say it's a 100% because it's not every single month, but I usually have a one call close. And My close rate is usually 80% or more, and it's usually in the 90 something 90 something range because
Heather Crabtree [00:22:05]:
Ashleigh Chanel [00:22:06]:
I'm very clear about who I wanna work with.
Heather Crabtree [00:22:09]:
Yeah. I love that. I think we all should be that clear who we wanna work with. And and I love that you said how you talk about your values everywhere. And people know when they come to you, they know what you value, and the people value those kinda same thing so that you know that they're aligned as a client. I love that. I I talk about that all the time. Like, be very talk about it everywhere about what you, you know, what you stand for, what you don't, and and yeah.
Heather Crabtree [00:22:36]:
And values are everything. Like, I I I love
Ashleigh Chanel [00:22:39]:
hard things. Like, the hard stuff. Like, Mom, not I'm not a mom yet, but moms matter to me because I saw when it what happens when your mother chooses herself.
Heather Crabtree [00:22:49]:
Want to be part of a community of experienced coaches and service pros who want to grow their business with intention? Head over to heathercraptree.com, not only for the show notes to this episode, but also to get your copy of my digital magazine, Business Minded, a business magazine for experienced online coaches and service pros, where business education, collaboration, and community meet to help you unlock your next level business. And make sure you're subscribed to the podcast. And if you're loving it, I would love for you to leave a review. It means so much to me, and it's helpful to know you are listening and what you're loving. Okay. Now let's get back to the show.
Ashleigh Chanel [00:23:31]:
And sets a foundation for you to be who it is that you need to be for the world. And I see what happens when your mom does not choose her And she does everything else over her. And I saw what happened to some of my friends. I saw what happened to those moms. And I was like, What I do is I am on a mission to erect the generation of women who unapologetically step into their power, and I do that with marketing And allow helping them increase their revenue so that they can live the lives that they were meant to live so that Their children can build strong communities because
Heather Crabtree [00:24:07]:
when women I love it.
Ashleigh Chanel [00:24:09]:
Money, we like, nothing Like, the world is, you know, the world is completely changed when women have money. So that's very important to me. And Oh my goodness. Yes. Okay. Okay. Let me just We could talk
Heather Crabtree [00:24:22]:
all day about that. Right?
Ashleigh Chanel [00:24:23]:
Yeah. Seriously. All day. Oh my goodness.
Heather Crabtree [00:24:25]:
Talk about though the the next thing because okay. Now we've talked about we're ready for our ads. Right? I know, though, a lot of people come to you, and they're like, k. Ready to do my ads. I'm launching things in 2 weeks.
Ashleigh Chanel [00:24:38]:
Heather Crabtree [00:24:38]:
Let's talk about that a little bit. So how far in advance do you recommend if you're launching something big? And And do people usually come to you when they're getting ready to launch something? Is that when people hire you?
Ashleigh Chanel [00:24:51]:
They do. Yeah. They they do. And I convinced them no. I convinced them I well, I tell them, number 1, I will not run your ads 2 weeks before, before your launch. I will not do that. I will I will we can strategize on what you should do, but I will not run your ads 2 weeks Unless you already have run as before
Heather Crabtree [00:25:14]:
Ashleigh Chanel [00:25:15]:
And you have an audience and we've got you've already got the system. You just need, Like, maybe some new I don't know. Whatever. Something. Let let's them on and they'll work. I when it comes to 2 weeks beforehand, no. That is not the time for most people to run ads. We wanna run ads 2 weeks before that actually work.
Ashleigh Chanel [00:25:34]:
I don't wanna be testing your ads 2 weeks prior. I don't wanna be taking your ads a week prior to your open cart. So what I like to say is At least at least At least 2 months. At least 2 months. Okay? But ideally
Heather Crabtree [00:25:57]:
But what do you prefer? Because 2 months was not coming out very easy.
Ashleigh Chanel [00:26:01]:
It wasn't coming out easily at all. 4 to 6 months. And what we're doing during that time is we're We're gathering your audience, but we're lead generating. We're getting people on your email list. We're getting people on your SMS. We're getting people on your Messenger bot so that once It's once we're ready to go, we can go, and we can hit the ground running, and we can make sure that people are going and showing up to your enrollment event or getting on calls with you. I just don't want you to spend money because some people say, you know, spend $1,000 before, before your For your open cart. Okay.
Ashleigh Chanel [00:26:35]:
That's fine. But are we spending a 1,000 what are we spending $1,000 on? On. Right? Our And, really, it's because
Heather Crabtree [00:26:41]:
you're not gonna be able to get them the results they want. So they want all of that. They want all the, you know, all the bells and whistles, all the shiny and all the money coming in, you're like, you know, if I do that, that you're not gonna get the results that you want. And then that that comes back on you I mean, it shouldn't, but it it does. It does. The service providers Comes back on us to be like, well, I didn't get the results that I wanted. Well, I told you upfront. Like, we shouldn't, you know and so I love that you say, look.
Heather Crabtree [00:27:05]:
You need to have you need to prepare this. And I think in terms of just marketing in general
Ashleigh Chanel [00:27:10]:
Heather Crabtree [00:27:10]:
We need to create marketing plans. And I'm not saying you have to have, you know, this 5 year, 10 year plans, things change. But I feel like we all need to slow down a little bit and, like, really work on the foundations. And one of those foundational things is, like, knowing your offer, knowing your audience, knowing your offers, connecting them. And you one of the ways that you can do that is through ads, but you have to give it time like anything else. And I think everyone's in this, I gotta have it now. If it doesn't work right away and I just think there's that's so much BS that we've been fed. Like, marketing can work that way, but that we need to be in it for if you're really gonna be in it, you need to be in it for long term.
Heather Crabtree [00:27:57]:
I'm not saying you can't think of your exit plan and all of that. Right? Those are great things too. But we need to be able to set back and go, you know what? I'm gonna let it do its thing. I'm gonna create what I need to create. I'm gonna let it do its thing. We are gonna look at data. We are gonna look at stuff, but it's not gonna happen in 2 weeks. I just need everyone to hear that.
Heather Crabtree [00:28:19]:
I guess it's because I'm so ah. I need everyone to hear that. Overnight. And I don't care who's I don't know who's, Well, we know who's been feeding that, but that message is there for a reason, and that doesn't work for most of us. So
Ashleigh Chanel [00:28:35]:
Yeah. It works when the if you have a huge audience that's actually engaged, it works.
Heather Crabtree [00:28:40]:
Right. Right. But that's because you've done the work. Right? Yes. Exactly. The thing. It works, but that's because they've done the work before to get to that point. Right? So they're in a different position.
Ashleigh Chanel [00:28:52]:
Yeah. And ads are also one thing I need people to understand is that ads are there to garner interest. They're not there to sell for you. They are your sales process is there to sell. Yeah. Your lead magnet and so there's something what I call a high high visibility lead magnet, and that's a lead magnet where people can hear you talk and understand that you know what the heck you're talking about. So those are your challenges, your webinars, your sales calls, etcetera, etcetera. Yeah.
Ashleigh Chanel [00:29:20]:
Or, you know, video series, things like that, summits, etcetera.
Heather Crabtree [00:29:24]:
Ashleigh Chanel [00:29:24]:
But what we're doing on the on the top end Is getting people into your regular lead magnet, whether that's a quiz or a download or, you know, a mini course or even your content because I am a firm believer that content can be a lead magnet. Mhmm. So it just depends on the personality of the person and what the goal is. Right. Using your content to be your lead magnet.
Heather Crabtree [00:29:48]:
Cool. I like that. Okay. So we've talked about how long we need, So don't come to Ashley with your in 2 weeks, I'm gonna launch. Let's just get that out of the way. What are the things we need to have in place before our launch. So we've talked about timing, but, like, we also need to have things in place. So I know 3 of the things you talked about are your ad strategy, your content strategy, your email strategy.
Heather Crabtree [00:30:17]:
And I think what I love about this is because then you're talking about the bigger marketing picture. Right? You're not just talking about ads you're talking about. It has to be the ecosystem of of it all. Yeah. So let's talk about that a little bit.
Ashleigh Chanel [00:30:32]:
You absolutely need to have so I'll say that you the most important thing when it comes to running ads. And usually, I'll say everything's equally as important, but the most important thing, and this is the most important thing in my opinion in business as well is your messaging. It has to be clear. It like, if your messaging isn't clear, we're not running ads. Because how the heck am I supposed to write ad copy for that? It doesn't like, it it doesn't work. Right? And then what are you saying in your videos or in your, you know, graphics? So If your messaging is clear, if you feel like you're bringing in the right people, more often than not, because sometimes some people slip in. But more often than not, you are bringing in the right people. So your messaging, yes, your ad strategy is extremely important because Why we don't need to move without a strategy.
Ashleigh Chanel [00:31:25]:
Your content strategy, I talk about that is as a repository. One of the things I'm sure that we've all seen this before, but we'll click on someone's ad and go to their Instagram profile, and it doesn't match. It's like
Heather Crabtree [00:31:38]:
Ashleigh Chanel [00:31:39]:
I don't no. Thank you. I'm not I don't I wouldn't trust you, because why am I why does it feel like I'm going to a personal profile? Or why does it feel like on the profile, You're not really talking about the same things you're talking about in the ad. Right? So we need everything congruent and aligned and make sure that it it makes sense for people when they sign up Or when they when they go to our profile. So your repository needs to be a place where they can binge your content and say, oh, heck yeah. She is my person. And I am her person, and I cannot wait. And I'm about to book my call right now, etcetera, etcetera.
Ashleigh Chanel [00:32:11]:
That's what the content strategy needs to be. And then your email strategy, again, it doesn't have to be, like, 17 emails long. Oh my goodness. It just needs to make sure that people are showing up and doing the things that they need to do so that they can So that you can actually help them achieve the goal. Right? And that's how you also make sure people are qualified because if you're not gonna show up, because I have some people who if they miss if someone misses a call with them, they won't let them book again. As they feel like and, like, those are their standards. And because they feel like If you this if you were really that serious, you would either let me know ahead of time or you would have shown up.
Heather Crabtree [00:32:47]:
Yeah. I am her.
Ashleigh Chanel [00:32:51]:
I love that.
Heather Crabtree [00:32:51]:
I am her.
Ashleigh Chanel [00:32:52]:
I love that.
Heather Crabtree [00:32:54]:
Yeah. I get that. The big I want to go back to too is when you said content strategy. It is so I think there is this this interesting connection between write your paid ads and your organic content that you're putting out there. And I think a lot of times, I know I feel like when I hear people talk about paid ads, It's like you can do 1 or the other. Like, you can spend a lot this is how I hear it marketed a lot. You can spend a lot of time doing organic content and just you know, you can get leads that way, but just you're gonna be producing, producing, producing. Or you can do ads, and it's kind of you do the ads, and that's gonna bring the people in on kind of an automated way.
Heather Crabtree [00:33:37]:
And what you just said is, we need both. Now do we wanna be doing all the organic content and, like, do you know, dancing and doing every day? No. But if you're if you have ads and then you're, like, you have you're not showing up anywhere organically or you don't have a profile. And maybe it's not even organic. Maybe I I was just thinking you could even have where, you know, like, I feel like over the last year, it kinda became popular to do, like, the 9 grid or the 12 grid. That still works because people are coming there. They can go through them and go, oh, I get what they're doing. Right? So it doesn't mean that you have to produce content every day.
Heather Crabtree [00:34:17]:
But if you don't have anything or if you're posting stuff that doesn't match with what you're putting your ads, I just love talking about, again, how to ecosystem and how you need to have both. Now the the number of both, or either can be different.
Ashleigh Chanel [00:34:34]:
Heather Crabtree [00:34:35]:
But there is this ecosystem that we need to make sure we're having these different things. And like you said with the email. Right? You don't need 17 emails. You need an email strategy.
Ashleigh Chanel [00:34:46]:
Right. Exactly. And the content for sure, I would that's exactly what I was thinking as as far as the repository. Like, if maybe you need 15, whatever, but enough information to actually walk people through the journey. And if you wanted to, here's some free game. Create videos based on a sales page And walk through the sales page. And then also create different, highlights on your offers and walk through the sales page. Not don't read it, but, like, take them through their journey.
Ashleigh Chanel [00:35:17]:
Help them understand, you know, and help them reach the point that where they're like, this is for me or this is not for me. Risk. There are ways that you can do that without having to create ridiculous amounts of content because you can create, you know and your and your highlights are based off stories. So yeah.
Heather Crabtree [00:35:33]:
Yeah. I just again, I love it because I I I feel like a lot of marketing people talk about it's 1 or the other. And I love how you're saying, well, no. You need to have all of this. It's just you don't need to do it all and, like Right. With all the things at at a 100% and, like, producing a ton of additional content. No. How do they all work together? So I love it.
Ashleigh Chanel [00:35:54]:
Strategy and efficiency are extremely important. And I don't know I don't know how you can be because I know we were talking about Earlier, like, some people are really good marketers, but they don't know anything about business. And some people know some stuff about business, but They their marketing strategies are a little like, they just kinda go off of trends, and that's something that I don't do. I've been a marketer for over 13 years, and I I'm a marketer by trade education and experience, and everything works together. Right? Yeah. Like, some people should be blogging. Yeah. Need to add an SMS strategy.
Ashleigh Chanel [00:36:28]:
Some people need to do more live events. It's marketing. It's a business. You have to figure out what works for your business. It's not gonna be what everyone else is doing. And all of these trends, they come and go. They are fleeting, and that is what's keeping people stuck in their businesses. Yeah.
Ashleigh Chanel [00:36:45]:
Because we're we're following trends and we're chasing after them, and we were listening to people who were like, yes. This is how you get more followers. But if you if you paid attention to the right people during that time or when all the social media gurus popped up and we're trying to help you get followers, The real ones, we're talking we're talking about how do you translate those followers into dollars. Mhmm. And what is it that you specifically need to do Get people into your program or into your you know, to make more money, etcetera, etcetera, and followers was never it.
Heather Crabtree [00:37:19]:
Yeah. I think it's also it's kinda like here on the podcast, you know, I'm bringing guests in to show you the different ways that you can grow. It doesn't mean you have to do all of it or you all have or you have to do it all right now. It's like pick something and go with it and see how it can work in the bigger picture. I'm all about having foundations and also look at the bigger picture. Like, let's take a bird's eye view of it and go, okay. Is that really important? Mhmm. Or are you just doing it because it's something new? It's something that people are talking about.
Heather Crabtree [00:37:54]:
And I think we have to get away from that just bouncing around to the next shiny objects because those are the things that are keeping us from growing our business, making more money, being able to, you know, do the things we want in our life because we're just like, new thing, new a new thing. And then I gotta do all the things, and you get overwhelmed by it. And it's just like this vicious cycle. So, anyway, We could go on a whole other thing about that.
Ashleigh Chanel [00:38:19]:
Heather Crabtree [00:38:19]:
feel like this podcast is gonna be, like, 12 conversations. It's fine. Okay. So let's talk about if we're doing ads and the type of ads that you run because they're the ads you run have different purposes. Right? And so let's talk a little bit about that. And when you're working with clients, what are the different ads that you help them create?
Ashleigh Chanel [00:38:44]:
I hope clients create audience gathering ads, lead generation ads, and sales ads. There is a big difference, and a lot of it still has to do with me taking people through the customer buyer journey. But What we're doing when we're gathering your audience is gathering the people who are interested in you. So we're running video views ads usually. They could be engagement. You know? It it really depends, but we're for traffic. It depends on what we're running it to. But Right.
Ashleigh Chanel [00:39:16]:
What's important is making sure that we're gathering people who are interested in what we do, especially people who are watching most of the video or a portion of the video. And though, you know, everyone's like, well, aren't warm on audiences cheaper? They can be. Absolutely. But it really just depends on how much money you spend overall. But sometimes you're going to find out that your warm audience is gonna see your ads more often because they're used to you. So they're gonna see your ads more often before they act. But that's nothing that you need to, you know, be deterred from. However, The 1st ads that we need to do are to gather new people, and then we move on to lead generation because that this is when things can Become less expensive.
Ashleigh Chanel [00:40:02]:
So now we've got the audience instead of running it to, you know, a broad audience or running it To the, you know, Marie Forleo interest targeting. Mhmm. Now we've got people we ran cheaper ads because video views ads and engagement ads, you can run for point 001¢ per view, depending on if the content is is really good. But usually, it's like 1¢ or or less to run video ads.
Heather Crabtree [00:40:31]:
Ashleigh Chanel [00:40:31]:
And once you do that, then now we've got the audience that Would probably be really interested in this lead magnet. And that your regularly magnet, quiz, PDF, etcetera. Then You can also run it to the same audience with your higher visibility lead magnet that is part of your enrollment event.
Heather Crabtree [00:40:49]:
Ashleigh Chanel [00:40:49]:
Then we can run ads to your application, then we can run ads to, book a call, etcetera, etcetera. Yeah. But that's where it's gonna be Very important for you to have a strategy on what it is that you actually wanna do so that you can spend your money wisely, And not freak out and think, oh my goodness. Ads don't work.
Heather Crabtree [00:41:10]:
Yeah. Again, it goes back to having the plan, the strategy, right, on all of it.
Ashleigh Chanel [00:41:15]:
Heather Crabtree [00:41:16]:
Which takes which you just need to again, I think we all need to step back and just start creating those plans and strategies. I know I know everyone just wants to, like, get to the next thing. And, like, I gotta do this and I gotta do that. But, if we step back and created this overall strategy, honestly, it would work for all of these different things that you're doing. They should all come together. You know? And how are they working together again and back to the ecosystem? Them. So, okay. I had a question for you at the end here because I was like, I I don't like a certain platform.
Heather Crabtree [00:41:56]:
I was like, maybe I shouldn't say. I love Instagram. Obviously, Instagram is part of it, but I don't think my people are really on Facebook as much anymore. And so my I was curious. I was like, well, I know you can just run Facebook ads. I know the answer is yes. You can just run Facebook ads. Right.
Heather Crabtree [00:42:16]:
My my thought was if you just run Facebook ads, do you go ahead and usually, run I mean, sorry, Instagram ads, do you usually go ahead and run Facebook ads too? Now when I was doing ads before, everything was managed in Facebook. So, It was like we were we just did Facebook ads too. But I I'm just curious. And and I I know you can just run ads through The Instagram Instagram as well. But and maybe that's I think that's part of the answer you were you were saying to me before before we got on the podcast. But I was just thinking, like, I don't know. Can you do 1, and what is the case for doing just 1 or the other?
Ashleigh Chanel [00:42:59]:
If you know that your audience is only on 1 platform or That is where you have most of the conversations. Then I don't see anything wrong with running ads just on 1 platform. But, yes, you can In your Facebook ads manager, which is you're signing into Meta or Facebook, and you're going to your ads manager, That is within Facebook. It's not within Instagram.
Heather Crabtree [00:43:27]:
Ashleigh Chanel [00:43:27]:
Though they Instagram allows you to run ads, which kind of end up being boosting posts. Right. It's just it's not the same thing. Right. But you can do automatic placements, which is what I usually tell people to do then go look at the data And what is it telling you that you're getting most of your stuff from or your results from? And then go do manual placements and go put the ads Where whether it's on Instagram and Instagram desktop, Instagram, you know, mobile, Facebook, mobile, etcetera, etcetera, you know, marketplace, and then are they on the Explore page? So
Heather Crabtree [00:44:05]:
I love that answer because that's what I thought you were gonna say, but I think so many people that I work with and just hearing think that They know exactly where their people are, and sometimes it's like, no. But we gotta look at the data again. Right. Because where you think your people are might not be
Ashleigh Chanel [00:44:27]:
Where they are.
Heather Crabtree [00:44:27]:
Might be there, but they might not actual that might not be the actually the the the greater place of where they're showing up. So
Ashleigh Chanel [00:44:33]:
And so it's not even just about where is your audience because I know that we say this so much, But where does your audience take action is really the question is. And so if you know that they take action on Instagram, I know that my people Well, they they are not friends with me. They will search for Facebook ads person and I will pop up. Usually still don't follow me. Not because they don't like me, just because they booked a call and, like, that was the end of story. Right? So I know that about my audience, but I also know that Facebook gets me a lot of results.
Heather Crabtree [00:45:10]:
Ashleigh Chanel [00:45:11]:
When I run my ads. Mhmm. So people are, I think, more open to Sometimes. And and I think it also depends on the age range as well. But, again, there are some people I don't search for anything Mostly, unless it's maybe, like, clothing on Instagram. But I don't search for people usually on on Instagram. So
Heather Crabtree [00:45:33]:
I search for people. Everybody that I hire, I search on Instagram. Yeah.
Ashleigh Chanel [00:45:37]:
Okay. Yeah. Well, actually, no. I will search for designers, but I'll also, graphic designers, but I'll also go search in in Facebook groups, or a graphic designer. But normally, my faith my Instagram is like kind of like organic conversations, but now we've got threads. So yay. But,
Heather Crabtree [00:45:55]:
I think It's interesting. I think it's a good conversation to have because I will never go to Facebook to search for someone.
Ashleigh Chanel [00:46:02]:
Heather Crabtree [00:46:03]:
Not doing it. Won't be there. I I I post about my kids there. I don't go to Facebook groups. I'm not in Facebook groups, and my people aren't. We just don't have time usually. Yeah. It's just interesting.
Heather Crabtree [00:46:13]:
I think it's it it again, it goes back to know who your people and where they're showing up. And the bigger question is where they're taking action is what you said. I love that. Yeah.
Ashleigh Chanel [00:46:24]:
Heather Crabtree [00:46:24]:
So good. Okay. Well, we've talked about a lot of things. We could talk a lot more, but we don't wanna make this podcast 12 hours. So why don't you share with us where people can find out or get in contact with you, Ashley. I know you have a couple of things that, people can go to right away to see more from you?
Ashleigh Chanel [00:46:49]:
Yeah. So, you can first of all, Instagram. Best place to if you wanna have a conversation with me. If you want, like, super fun, unhinged, Ashley, hang out with me on threads For now. For now. We'll see. We'll see how long it lasts. But yeah.
Ashleigh Chanel [00:47:07]:
And, In the link in my bio, I've got a case study that I did, and I'll have a few more coming soon. But one of them is on how, you know, Angela, like, within 8 weeks made an additional $32,000. And, then another client that I had who made $450,000 within, a month. And we started running her lead generation ads 2 months before her open cart. So that's something else, and it's really exciting. And then I also have a quiz that you can find there as well.
Heather Crabtree [00:47:38]:
Awesome. It was wonderful to have you here today. I can't wait for everyone to go and not only jump over on Instagram and threads, apparently, if you want to see Ashley unhinged. But go check out we'll have it in the show notes, her quiz and her case study. It was It's also I love I love looking at what people have as their thing that they send people to. So I was just, like, kind of, like, breaking that down. And why why did they choose this, and how is that working for them? And so if you're a business nerdy person like me, also, When you're going to look at these things that people are giving freebies, think about why they're choosing them. I always think about that.
Heather Crabtree [00:48:23]:
So Thank you for sharing all of your nuggets with us. I am excited to talk more in person about paid ads with you, and we will chat with you soon. Yes. Bye. That wraps up another episode code of your savvy business. Thank you for spending your time with me today. Until next time, my friend.