Create a Daily Marketing Checklist That Actually Leads to New Clients

When it comes to creating a marketing plan for your business, the thing to remember (in terms of ALL things) is that simple is always better. If you’re just starting out, there can feel like there are a million things you need to do.

For many people, it’s like starting a new fitness regime. You start out motivated and excited about your new plan and the accomplishments in your future if you just. Follow. The. plan.

But then, human nature kicks in and because habits weren’t created, our will power slowly begins to run out and we fall off of the proverbial wagon.

When we don’t have a six pack on day thirteen of depriving ourselves, we might start focusing more on the missing of the ice cream, the pizza and the beer, and suddenly the chicken breast and broccoli isn’t looking so hot.

A new content and marketing plan isn’t any different.

Sub chicken for Netflix binges and broccoli for mindless, purpose-less Facebook scrolling and you might start seeing the correlation. It’s easy to start out wanting to do #allthethings for your marketing, but when they don’t work immediately and you start feeling burned out or frustrated, it’s easy to lose momentum, give up and go back to waiting for referrals.

Of course, you can hit the ground running and do EVERYTHING imaginable for your shiny, new marketing strategy, or you could start slowly, while building up automation systems to do the work for you… at least, that’s what I would do.

So, before you start planning your marketing strategy, decide what’s realistic for you to do right now.

Choose a plan that’s not overwhelming, and just like any new routine, start slow to build up habits and avoid burnout.

In the list below, I’ve broken the possible tasks into platform, then daily, weekly and monthly (possible) goals.

I recommend finding a time in your daily routine that you can set aside for 30 to 45 minutes (or even less, if that’s what you need to stick with it), and picking a total of 5-7 tasks each day that you can stick with for a couple weeks to see how you LIKE to show up and what you can build into your habits.

Your 5-7 daily actions could ALL take place on the same platform, or you could spread them across multiple platforms and create a weekly schedule that looks like this:

Monday: Create blog and Insta story
Tuesday: Share blog on Facebook, comment on 5 posts in Facebook groups, Post story on Instagram, comment on posts on Instagram
Wednesday: Go Live on Facebook to share free optin, Pin Monday’s blog on Pinterest and spend 10 minute pinning others’ posts, publish Facebook Live video to IGTV and LinkedIn
Thursday: Share blog post on LinkedIn, comment on 3 other related posts
Friday: Review stats, return all DMs, post Insta story

There are a lot of different ways to choose your own marketing adventure and start captivating your audience, but the main point is get visible and stay consistent.

The more you connect with people and lead with value, the more your business will be shared and referred, letting others do the marketing FOR you, growing your business exponentially.

If you’re looking for ideas of things you can do daily, here are some suggestions to choose from.


  • Reply to any comments or messages
  • Ask a questions / start a discussion
  • Connect with someone that could be a potential referral source or brand influencer
  • Connect with someone that would be a good fit as a customer
  • Share ACTUAL Value in 3-5 Groups (Without Copying + Pasting a Long Form Posts – because Facebook’s algorithm makes that type of behavior super easy to spot)
  • Listen to what others are saying


  • Reply to any comments or DMs
  • Post 3-4 times each day
  • Post 5+ stories + vlogs
  • Comment on posts by someone that could be a potential referral source or brand influencer
  • Comment on posts by someone that would be a good fit as a customer
  • Listen to what others are saying
  • Review popular hashtags 


  • Pin new Posts
  • Re-pin 5 old posts
  • Spend 10 minutes repinning others’ posts
  • Follow 5 New Accounts 


  • Share Relevant Content
  • Comment on 5-10 posts in news feed
  • Post a video talking about a relevant business topic 

Marketing Automation/Funnels:

  • Review engagement and lead status
  • Check on optin rates
  • Check on sales conversions
  • Review Email Automations and Open Rates
  • Check on Facebook Ads and Return on Ad Spend 


  • Create YouTube Video – Repurpose into FB short clips, quote cards and embed on blog (Make your content work smarter, not harder!)
  • Blog x 1
  • Email List X 2
  • Livestream Show X 1
  • Pitch yourself as a guest on podcasts, blogs or live masterclasses in FB Groups
  • Book a coffee chat 


Plan Content (Focus on 4-ish topic silos to keep this simple)

  • Set Goals
  • Review Follower stats
  • Check your social stats and website traffic
  • Align content with future launch topics
  • Create a dream collaborator list (influencers and potential partners)

Social media becomes about more than just social strategy an amassing a large following when you use the four C’s of my Captivation Method, including:

  • Curiosity
  • Conversation
  • Commitment
  • Continuity

When you keep the Captivation Method in mind, your marketing plan begins to take on a whole new purpose. When you do it correctly, you’re speeding up your sales cycle and creating opportunities for people to become buyers and delighted fans.

The visibility builds awareness and the consistency builds trust.

And people need to know, like and trust you before they will buy from you.

Remember that likes and followers can’t be deposited in the bank, so your marketing checklist is more than just a social media strategy. You can’t live off of rainbows and sunshine, and your business won’t survive without making money.

With any strategy, focus on creating well-structured sales pathways and designing a customer journeys that lead to a buying decision.

Download the Checklist Here:

Five Lessons I’ve Learned During My Entrepreneurial Journey So Far

lessons for entrepreneurs

Some people are surprised to hear that my first venture into the entrepreneurial space wasn’t my marketing agency.

I started an events linen rental company.

After having a terrible experience with the chair cover rentals we purchased for our wedding, I distinctly remember having the thought while shopping at Target, “I could do this SO much better than that company. I would treat customers SO much better.”

And Luxe Linen and Events was born back in 2009. It went well. I was proud of it. But after marketing my services and providing linen rentals for a handful of weddings, I realized I hated it.

I didn’t want to store thousands of wrinkly chair linens in my basement. I didn’t want to go to the laundry mat armed with bleach and ready to face a full day of  washing and folding hundreds of chair covers at a time. And I certainly never, ever again wanted to iron and hang that many chair covers or cloth napkins again.

I learned Lesson Number One really, really quickly.

LESSON 1: Just because I CAN do something, doesn’t mean I should.

I’m sure you can relate if you’ve got any level of multi-passionate-ism in you. You see a beautiful design and you think “Oh, I would love to be a designer.” You see well-written copy and you think, “Oh, I could totally write copy.” And the list goes on.

This is where it becomes KEY to know your WHY and what truly lights you up inside, and focus on the feelings your business gives you (freedom, creative-expression, impact..) and realize that YES, you could launch multiple businesses in many different fields, but when you spread yourself too thin, it becomes really hard to become the best in ONE thing.

LESSON 2: I had no idea how much confidence would affect my business.

About five years in to owning a business, I realized I had confidence “issues”. I thought, “But I’m an extrovert. I LOVE people! I am certainly a confident person, right?” Not necessarily true. Turns out true self-love and innate confidence can be a deeply-rooted issue, and one I’ve been working through since it recently became apparent.

Confidence issues (for me), showed up as playing small and calling it humility.

For me, confidence issues looked like putting off client responses because I would rather ghost them than not have the perfect answer to their strategy questions. I’m mortified now thinking about how long it took me to respond on some projects. I realized I was placing my personal value on my clients’ results instead of crafting an amazing experience.

(Side note: At least in marketing, people will remember the way you made them feel far more than the amount of leads you brought in for them.)

Back to the confidence thing.

I subconsciously told myself: “I don’t want to shine too brightly because I might make someone else feel back about themselves.”

Again, not true.

In fact, I even wanted to name my first course “Humble Beginnings Academy”.

Sigh. Oh, Allie.

I’ve realized that by shining as brightly as I can and playing as big as I’m currently able actually does the opposite. It inspires and lifts those around me to unlock their potential and become the best versions of themselves, too.

My lack of confidence reared it’s head in other ways, too. It held me back from admitting who I really wanted to work with. It played ugly imposter-syndrome games and probably cost me A LOT of money while I was busy purchasing courses and thinking I just needed to learn “a little bit more” before owning my expertise and stepping up to the plate with the heavy-hitters.

I knew enough already.

In sales conversations, my self-doubt spoke up and said “My cost is $1200.”, when in my head I knew I wanted to say $3000. (Then unknowingly resented the client for “only paying $1200”. That wasn’t cool of me, either.)

In social business settings with my peers, my lack of self-confidence made me shrink and act as though I was still trying to figure out what I wanted to do. I so distinctly remember my first business retreat as a personal brand (Oh, hey Boss Moms!), sitting at a table of amazing women in San Diego and feeling so insignificant, small and confused amongst future moguls as I bounced around ideas, even though IN MY CORE, I knew exactly what I wanted. I just didn’t believe in my ability to TAKE IT.

(Now, part of the story about that specific retreat is that I had a 6 week old baby, and my husband and I had just driven 30+ hours across the United States to get to this conference with all three kids and I was emotionally drained and exhausted… but this wouldn’t be the last time I would shrink amongst strong personalities in the industry. Also, remind me to tell you the story of meeting Pat Flynn while hooked up to my breast pump sometime…)

I’ve realized that action is the predecessor for confidence, and it certainly doesn’t come over night. I’ve recognized this in myself and it’s been a work in progress ever since.

And I’ve noticed this pattern amongst my clients, too. Confidence plays such an integral role in everything we do as business owners. And it’s certainly not something that’s innate to most of us. It takes practice and major self-love.

I’m not talking bath salts and pedicure self-love. I mean like DEEP, unconditional, meet yourself where you’re at and love the amazing, gritty inner-workings of your spirit and mind kinda self-love.

I’m talking about forgiving yourself for your short comings and understanding that you have always done the best you could with the resources you had available at the time. Forgiving yourself for stupid decisions. Acknowledging your past pains and mentally time traveling (that’s a thing) to give yourself NOW what you needed then.

You build up self-confidence brick by brick, and maybe some of you already have a great foundation of self-confidence and just need to white wash those bricks (total Fixer Upper fangirl moment) in order to keep kicking ass in your business, and that’s awesome. Some of you might be starting with laying that first brick.

And that’s okay, too.

The first step is recognizing where and how it shows up for you, and then honoring yourself enough to take action towards the thing you truly want and know that confidence will come as you go.

Confidence comes from showing up for yourself. It comes from following your gut (OH HAAAY INTUITION), and it comes from DWYSYWD (Doing What You Say You Will Do). When you stop breaking promises to yourself and stop telling yourself “I will start TOMORROW”, that’s when the magic truly happens

LESSON 3: I wish I had just effing started. Way sooner.

I’m finally doing what I want to be doing – coaching and teaching. I’ve wanted to build a community and love them fiercely for over five years. Ever since I watched my first Liz Benny social media webinar back in like 2013. (Enter more “I could totally do this” thoughts.)

But that’s where it stopped.

I didn’t do it.

I kept selling graphic design freelance services for 35 bucks an hour and applying for a billion jobs on Upwork. (Face palm.)

If I had started five years ago, who even knows where I’d be now.

But I didn’t. And, back to my previous point about confidence, I just have to assume that I did the best I could at the time with the resources I had available to me then.

I had to be there before I could be here.

And that’s okay.

Though I do wish I had been more intentional with my actions and gotten to work a little faster. Or hired the right coaches to help me get there.

Which brings me to my next lesson…

LESSON 4: Choose your mentors carefully.

I once had a business coach (and one whom I was paying a crap-ton of money) take a photo of our video call for her Instagram, asking me to flash a hash tag symbol with my hands, then saying “Wait, I’m not sure I should post this because your nails aren’t done.”

You have GOT to be kidding me.

Hiring a coach, consultant or mentor is an investment, but the right one can save you time AND money in the long run.

Interview, stalk, follow, and interact with them for a long time before making your decision.

You’ve got a lot of options. Choose carefully.

I’ve found that the best coaches I’ve hired are ones who had similar businesses to where I would eventually like to be. Whether we mean to or not, our own experience are so subjective to the information we share. We see the world through our own experiences and project accordingly, and the more my mentor’s vision aligned with my own, the better the result achieved while working with them.

LESSON 5: The details matter so much less than the relationships.

I spent months designing and redesigning my website.

I’ve renamed my Facebook group at least five times.

I’ve pivoted. I’ve obsessed.

I’ve lost momentum.

The named and renamed programs and groups matter SO MUCH LESS than the relationships I’ve built with the humans within them, and I wish I had realized that sooner.

The phases I experienced the most growth and momentum within have always been the time frame in which I was focused on getting to KNOW the people.

I know I’m not done learning yet (and hopefully I never will be) and I promise I’ll keep sharing my journey along the way. Remember that you are not alone, no matter where you are on YOUR journey. You are loved and I’m cheering for you!

Looking for more lessons and inspiration? Please join our Facebook community and share your big ideas and upcoming projects with your fellow dreamers, doers and empire builders.

Thanks for being the best part of my business,


Tools That Make my Online Business Thrive

Whether you’re a full-time internet marketing professional or a solopreneur, there are many online marketing tools that can dramatically improve your productivity and increase your ROI.

Here are five of my all-time favorite software tools for online marketing; I’ll keep this list updated as I find new ones!

These links are affiliate links, but I don’t promote things I don’t actually use and love… so, there’s that.

I use ActiveCampaign for my email marketing, and I have been a loyal customer since the beginning! (Except for that brief period where I signed up for Infusionsoft because I saw Amy Porterfield AND Lewis Howes used it… so clearly, me and my email list of ZEEEE-RO needed that tool, too. Dumb, Allie. Just dumb.) But, I do love ActiveCampaign and I love how easy it is to use and visualize my sales funnels. With their sequence building tools, something that can feel really complicated actually becomes very simple.

Whether you’re selling an online course or digital download, Kajabi makes hosting and selling your content simple. Even though I sell most of my products through sales funnels set up on ClickFunnels, I love how easily Kajabi integrates with all of my other tools and how seamless their user experience is.

Click Funnels
For my sales funnel clients, I only use the best. I used to spend hours building out sales funnels for clients, working to integrate LOTS of tech, various tools, tons of troubleshooting to get everything working together. Then I switched to ClickFunnels and I’ll never look back. You can start with a FREE 14 Day Trial here.

Funnel University was built by entrepreneurs for entrepreneurs to help you actually make money (crazy concept… ha ha). Most universities cost you a crap-ton of money (but don’t even give you the ability to make enough to cover your student loans), but FunnelU is different.

  • Funnel Stacking – Learn the 3 funnels that make 98% of my income AND all of the stats on each page, the emails that link them together and MORE! ($297 Value)
  • The Funnel U Black Card – This is the equivalent of a $2,000 funnel marketing course, but instead of shipping you a dozen DVD’s, you’ll get them all on a cute USB black card! ($497 Value)
  • Funnel U Print Newsletter – This includes 30+ funnels per month, totally hacked, to consistently teach the newest, best ways people are building their funnels. Each month, the top 2 funnels are included in the newsletter. ($1,297 Value)
  • DotComSecrets Labs Software Suite – You’ll get instant access to some of the COOLEST marketing software tools on the planet. Instant Survey Generator, Video Image Uploader, Webinar Chat App and MORE! ($1,997 Value)

You can get access to FunnelU today FOR FREE.

Copy is everything when it comes to creating funnels that sell. And for me, Funnel Scripts has completely changed my business. THIS is the next best thing to having ME actually sitting in your office writing copy for you! (And at current pricing, I charge about $800-$2000 PER page of sales funnel copy.) This tool breaks down to about $41.50 per month. I use it to help write ads, Long-Form Sales Letter Scripts, Case Study Scripts, and everything you’d ever need to help you sell MORE from your sales funnels.

The Contract Shop
It’s really hard to measure the importance of a legally legit biz. Other than the fact that:
A: You look way more legit when you have real contracts.
B: I like to sleep at night, so knowing my business is protected and safe is super important to me.
You too? Check out the Contract Shop here.

Algorithms can be great, but relationships are better. MemberVault is one of the best available when it comes to relationship marketing. With their software, you can expect your conversion rates to go form around 3% to over 38%+.

My business wouldn’t be what it was today with out these tools. If you’re looking to take your business online and start making money by selling your products, I’d start with the list above.

Of course, you can safely assume that I get paid anytime you click on a link from one of my blog posts. I only promote products in which I ACTUALLY use and truly believe in, but of course, always do your own research.

Why It’s Okay to Want More

In the last couple weeks, I’ve been putting in a strong effort to change my mindset and self-care habits. As a business owner and mother of three, I often feel like I’m reactive to everything.. which sometimes makes me resent my family (and the time I have available to work) or business or even my clients – not cool.

To combat this, I’ve been working on daily journaling and making a conscious effort to “set my intentions” for the day.

In addition to the mindset work, I’ve recently raised my prices and taken on larger clients and I’m makin’ moves for some serious business scaling.

Yet, with more focus on the self-work and the work-work, I can feel myself slipping in other areas, like missing out on my daily workouts, planning out my family meals or even picking up around the house.. and that hasn’t felt good.

I was reading through old journal entries and one entry was a reflection to the effect of “what if it’s never enough”?

What if I finally hit my income goals and I’m not satisfied. What if it’s never enough?

When I started out as a freelancer (extra emphasis on the FREE), I thought “I only need 3K a month” and I’ll be happy.

Then I hit that initial goal of $3K months (way faster than I thought I would) and it became “I only need $6K a month” and I’ll be happy.

And so goes the cycle. Now that I’ve got my eyes set on consistently profiting $10K then $20K per month and beyond, I found myself starting to think again “when will it be enough? Is it enough when we are totally debt free? Will it be enough when I’ve purchased 10 income properties? Will it be enough when I have “X” followers on Instagram? Why can’t it just be enough?”

And I’ve realized… what I’m really asking is when will I BE enough? This self-acceptance thing is big. In fact it’s key to satisfaction (and growth) in all areas of your life.

I finally made it to the gym this morning and was able to join my “gym girls” in a round of “The Murph” workout.

We were breathlessly trying to keep up with weight room chatter and the conversation came up, “When do you decide to go into fitness maintenance mode? How will I decide that I am fit enough? Does that happen?”

Again. This theme of enough-ness.

As humans, we have a limited amount of time on this Earth. Being enough is a conscious decision that we GET to make.

It doesn’t mean you’re done working out.

Future me isn’t going to look in the mirror and admire my six-pack and say “Ok, cool. I’ve hit my goal. I can go back to eating cheetos and drinking beer.”

No. I’m going to keep working.

We get to make the choice to appreciate our hard work in the moment and love ourselves and our businesses, and then continue the journey towards another goal.

The beauty lies in the challenges and the victories of accomplishment. The joy of life is intentionally choosing happy every day.

In talks with my mindset coach and business bestie, Jessica Eley, she consistently reminds me that this “mindset stuff” is simply a reframe of our thought processes.

Instead of “I will never be satisfied or feel like I’m doing enough. Why can’t I just… I need to do….”

I can instead focus on “I am so blessed to be in a position to grow and evolve my entire life.” or “I am enough and I’m so thankful that I GET to keep expanding my goals, and I’m enjoying and trusting the process.”

You don’t have to feel crappy about yourself for wanting more. And you also don’t have to be bummed that you’re not there yet.

Of course you’re not going to want to stay at $3,000 per month of income when you’ve mastered the skills and processes necessary at that level. You’re going to learn new skills. You’re going to gain confidence, and you’re going to be able to charge more with more confidence.

Same goes for fitness.. of course you’re going to feel driven to work towards 30 pushups when you can already do 20 easily.

As an entrepreneur (or athlete if we’re sticking with that theme) who’s used to testing and expanding their boundaries, of course you’re going to be driven and want more – but that doesn’t have to be a negative.

You GET to try new things. You GET to love your business and yourself in the moment. It’s when you’re at 2K months and feeling bad that you’re not currently at $20K months that it becomes a problem. Instead, focus on the fact that you GET to grow your business in a way that feels good, while being appreciative of your unique journey in the moment.

You are enough exactly as you are. You can know that you are exactly where you are supposed to be, while also understanding that doesn’t mean you need to stay there.. you can find “enough-ness” and be proud of where you are while still working towards what you want next.

It’s about enjoying the process and the challenges and having gratitude for the moment. It’s about loving yourself first and being thankful that you have the skills to keep expanding and the willpower and persistence to persevere.

To your success,

Using a Quiz Within Your Sales Funnel

If you are running your business online, you’re going to need a sales funnel. Whether you realize it or not, you may already have one in place. The sales funnel is a journey that you take an interested party through in order to get to know you further. Of course, this can be done in a million different ways, but the ultimate goal is always the same. We want to understand “where their head’s at” in order to make offers and overcome objections they may have all in one seamless step-by-step process.

And I’ve gotta admit, as a sales funnel and Facebook ad strategist, using a quiz as an entry point for my clients’ sales funnels has got to be my favorite method for list growth. In this blog, I’d love to share the strategy behind using a quiz for list growth and show you how to do it well.

Why use a quiz?

We all love quizzes (don’t deny it). From titles like “Pick Six Movies And We’ll Reveal Your Best Trait” or “Are You A Nerd, Geek, Or Dork?”, chances are you’ve gotten sucked into a viral quiz on Facebook at some point in your life.

“How did they know!? I AM most like the character Andy Dwyer on Parks and Rec!!!”

But guess what.. online quizzes aren’t just good for our egos.

They’re also good for business.

Very, very good for business.

The main advantage of using a quiz as the entry point of your customer journey (or sales funnel) is that you are automatically segmenting your list right off of the bat. Users like them because they get to think and express their personal preferences. They get to feel like they are awesome and part of an exclusive club.

As marketers, we know that the more a potential lead is able to see and identify themselves within the language we are using, the higher likelihood that they’ll continue moving through our funnel towards a sale. It’s all about human psychology and feeling like a business “gets” us.

When you use a quiz, you can split their responses into various segments instantly.

Let’s think through this as though you are a business coach. You may have different types of people that you can help in different ways. Perhaps you have the following offers in place:

  • A high-end 1:1 program for experienced entrepreneurs
  • A mid-level group program for entrepreneurs who are just beginning to grow and scale
  • And a course for those who are new in business.

If we were walking through the strategy of a sales funnel for each of those offers, we would need to identify who came in at what level.

What better way than a quiz to help them self-identify? When you know your audiences well, you can pull out questions from the typical pain points of that audience. For example, “How do you feel when reciting your elevator pitch?” A new business owner might respond “What elevator pitch?” while an experienced entrepreneur would say “Completely comfortable. I can recite it in my sleep.”

See how amazing that is for knowing exactly what content to serve next? Because your funnel entry point automatically segments the users into lists, you’re able to connect it to your auto-responder to map out  the follow-up nurture email sequences in a way that will help them continue to self identify and build trust with you.

When you partner this up with custom audiences in Facebook ads, you’re able to create an ad campaign that leads them to the next piece of the puzzle that you know will be a great fit for them whether they are a high-end, mid-level, or new entrepreneur.

Best Practices

There are a lot of ways to create a great quiz, including the following:

  • Keep the quiz at 7-10 questions (people lose interest if you make it too long, then success rates drop off). Seven questions takes the user about 2 minutes to complete, which, let’s be honest.. that’s all the attention span people can manage online.
  • Show your expertise
  • Design a quiz that stands out on social media – image based answers are a great way to do this.
  • Use their words and phrases
  • Make it shareable

I personally use and love the quiz tool Interact for all of my clients. I love that the tool is easily customizable to match my branding, embeddable, and the results can be easily shared on social media. I also love that they’ve created a course section all about empowering their users to make the best and most informed decisions about how to use quizzes for their business. You can find those quiz courses here.

Once they complete their quiz, you want to make sure you tell them that  they’ll be asked to opt-in to your list. The Interact form integrates with your email list so you can send different follow-up emails to people based on which quiz result they get.

I use ActiveCampaign for my email sequences, and it was so, SO easy to integrate Interact with it. Interact also integrates with Facebook, Google Analytics, Hubspot, Marketo… so many tools and resources to make my little marketing heart happy.

You can give your quizzee (is that a word?) multiple answer correlations, too, if your answers aren’t necessarily a one size fits all solution. This feature is great because it allows you to truly understand your users, and get a better idea of where their heads or at – every business owner and marketers goal, right?

How will you tie quizzes in with your sales funnel? I’d love to hear!

Get Prepared to Run Your Best Campaign Yet

In order to run a Facebook ad campaign that is set up for success, there are a few items I’d recommend checking off of your list first.

For a printable version of this checklist, you can scroll to the bottom to signup to have the PDF emailed to you.

1. Your pixel is installed and working.

Your pixel is a smart tool to have in your strategic marketer pocket. When you’re running a FB Ad campaign, you want to make sure your pixel is installed and firing on all cylinders. By that, I mean you want to make sure that everything a visitor will touch, it’s pixeled, even if it’s on a third party site (like LeadPages or ClickFunnels.)

2. Your landing pages is designed and up to date.

Where are people going when they click on your ad? We want to send them somewhere other than your website homepage or your Facebook page.

3. Your thank you page is designed and up to date.

What happens after they sign up to receive the thing you’re advertising? Too often, the thank you page becomes an afterthought or is a very generic piece to your customer’s buying journey (or sales funnel). It should let the visitor know what to expect next, and redirect them to your best pieces of content so that they’re encouraged to continue getting to know you.

4. Your email sequence is ready to go out.

How do you plan on delivering “your thing”? This is your first introduction to your new subscriber, so this is a perfect opportunity to “make it good”. You want to introduce yourself, deliver what you said you would, the follow up with a sequence to make sure they’ve opened the deliverable, and that they are being motiated and encouraged towards your goal (see #7!)

5. You’ve created UTM links.

Ah, yes, UTM links. Creating a UTM URL assumes that you have Google Analytics installed and that you understand the basics of using it. You can watch a video about that here: Creating UTM URLS.

6. You know or can predict your organic stats.

This comment is a little controversial in that many people use Facebook ads to test out new offers. And that’s fine.. BUT in this scenario, you have to enter in with the mindset that you can either invest time OR money into growing your business. If you’re going to invest TIME, that means creating an offer and promoting it organically. It will take longer to track statistics, but it’s free. OR you can invest money and figure out the conversion rates and test the pieces (like your offer, you landing page, sales page, etc.)

7. You have a strong understanding of your campaign goals.

I suggest you NEVER run an ad unless you have a very clear goal of how this pays off in the long run. That’s why I’m so anti-one-off campaigns like randomly boosting something OR running a like campaign. There are scenarios when putting money behind an existing post OR running a campaign for page likes, but ONLY when you understand how this plays into your business goals. Otherwise you may as well set your money on fire.

8. You know your budget.
This goes back to #7. IF you know your goals, and you know how this pays off in the long run, it’s easier to set a budget.
It also goes back to #6. If you know your stats, it’s easier to get to #9.

9. You understand your break even points.

At what level do your ads need to convert in order to pay for themselves? There are ways to calculate at what level your campaign is a “success” or a “bust”. There are times that even if your leads are converting at $20/lead, they could still pay for themselves based on your lifetime customer value.

How did you do on your checklist? Did you mark them all off? Great! Then you’re ready to run FB ads!


Was Your Facebook Ad Campaign Successful or Not?

I’ve had clients ask “So… how did we do? Was this campaign successful or not?”

That’s a bit like asking “How long is a string?”

When people are asking about the success of failure of their ad campaign, they’re generally focusing on these stats alone:

  • CTR (Click Through Rate)
  • Clicks
  • CPM (Cost Per 1,000 Impressions)
  • CPC (Cost Per Click)
  • Reach
  • Impressions

While watching the stats can give you an idea of the general performance of the ad within the Facebook platform, there’s a lot that can happen outside of the advertising alone that may help you judge the success or failure of your campaign.

Before you even start a campaign, you should have an understanding of your goals.

For most of the clients I work with, their ultimate goal is one of the following:

  • Sell consulting, coaching or freelancing services
  • Sell an info product like an ebook or course
  • Sell out an event like a paid training, master class or group program
  • Gain signups for an online summit or other event

Even if you don’t reach your immediate goals, it’s been shown that a person needs seven “touch points” before their willing to invest and trust you.

If someone likes your Facebook page because of an ad, but doesn’t immediately purchase “your thing”, that doesn’t mean they never will. If they purchase something you offer in two years from now, it’s obviously more difficult to trace that back to your Facebook ad..

The point being, trust that Facebook ads can play a role on the “long-game” of growing your business.

There are many entrance points to most customer experience journeys, and Facebook ads are a great investment in learning about your audiences. They might see an ad, then Google your website and sign up for your email list independently versus through the ad.

The point being, track your metrics and understand your lifetime customer value or LTV.

I recommend HubSpot’s calculator here.

Six Reasons Your Campaign “Failed” and What to Do Next

As online entrepreneurs, we’re used to high learning curves and dusting ourselves off when things haven’t gone perfectly.

Sinking money in to a Facebook ad campaign that didn’t offer an ideal return can certainly sting. But trust me, it has happened to the best of us.

Here are some of the reasons your campaign may have failed and what you can do next time.

Start your campaign off right.

I’m a huge believer in ad testing. But this can get tricky when you’re just getting started in advertising your business. If your budget is small and you’re testing, your ad budget might be “too small” to gain any social proof traction. You need about 10,000 impressions to evaluate which ads work and which don’t, so if you are working with a tiny budget, it can take a while to hit that threshold. If you’re serving the same target audience many different versions of the ad, your ads likely aren’t gathering the likes and shares that they might if you test one ad at a time.

In order to start your campaign off right, you can start with a much higher daily budget and taper off once you’ve figured out which ads are working. You can also set up your ad with a campaign budget versus daily budget and slowly increase your audience targeting.

Get Relevant.

You’ve probably heard of Facebook ads relevance score. If you haven’t, the Facebook relevancy score is a 1-10 number that shows how relevant your ad is to your target audience.

And having a low relevance score can cost you A LOT. AdEspresso recently published a test where they ran an ad with a relevance score of 2.9 points versus one with a relevance score of 8.0 points. The ad with the 2.9 score ran on an average of $0.142 per website click while the ad with the 8.0 score was at a cost per click of $0.03.

That’s a 473% difference! If you’re working with a small budget, that’s a HUGE difference in the amount of click throughs you’ll get.

The Ad Fatigue Struggle is Real

We like to think that everyone loves us and wants to see our ads… but the truth is people get sick of seeing them grace their newsfeed.

Ad fatigue is the symptom of people seeing your ads for multiple times. A high ad frequency means that the same user has seen a particular ad for already 5 or 10 times.

If someone has seen your ad three times or more and hasn’t clicked on it, odds are that they’re just. not. interested. Because of the high frequency of seeing the ads without taking action on it, your costs per action on your ad increase something fierce when your ad frequency increase above 3. Keep an eye on your audiences and the delivery frequency. If you notice your prices increasing and your click throughs dropping, this is a sign that now is a good time to switch up your advertising.

Make Sure You’re Optimizing Your Ads

If you’re running a great ad in the same campaign as a terrible ad, your overall spend and success is going to be somewhere in the middle.

You want to make sure you’re pausing your crappy & expensive ads and letting your best ads continue. You can also duplicate your best ads and make adjustments to the audience, headline, creative or ad copy.

You want to make sure you’re frequently checking in on your ad campaigns to get rid the low-performers and give the high-performers a boost.

Don’t Adjust Too Much Too Quickly

According to Facebook: “It takes our ad delivery system 24 hours to adjust the performance level for your ad. It can take longer when you edit your ad frequently. To fix it, let your ad run for at least 24 hours before you edit it again. “

If you’re jumping in to your campaign day after day to tweak campaigns and make adjustments, you’re not giving Facebook a chance to adjust and optimize the last changes you made. You only want to make an adjustment once every 24 hours, then let your campaign settle in before making more changes.

Too Much Text on Your Ad

If your ad is showing too much text (20% or more), you’ll likely be paying higher rates for its delivery.  If you need to include text, frequently check whether your ad’s being delivered at a normal rate. You may also receive a notification in your ad account from Facebook that your ad may be costing “too much” because of it’s high amount of text.

There are many more reasons that might  affect your Facebook ad campaign’s success.

If your last campaign was a flop, comb through the statistics and insights to see where you might improve next time.

Some insights and areas to focus on include:

  • CTR
  • Relevancy Scores
  • Frequency
  • Landing Page Conversion Rates
  • Negativity Score

I’d love to hear what other mistakes and problems you’re experiencing with Facebook ads –  I’ll do my best to help you!

Five Key Factors That Show You’re Ready for Facebook Ads

Have you been thinking about running ads for your business? Here are some important key factors to show you whether or not you’re ready to run ads.

  1. You have something to sell.
    Now, bear with me. It might seem like I’m being snarky or sarcastic, but this is serious. I would encourage you to never boost a post with the intention to simply bring awareness to your brand or offer something for free without keeping the larger picture in mind. What are you going to do to make those ad charges worth it? You want to have a clear idea regarding your return on investment, or ROI.That’s like going to the grocery store and loading up your cart with ingredients, checking out, and then dropping off your full cart in the corral, full of your newly purchased groceries. Not only did it take a ton of time to fill the cart, but you just wasted a bunch of money by not making use of the ingredients.Don’t waste food.Or leads. Know your recipes (or plan your “customer experience journey” from stranger to sale) before spending your hard earned dough.
  2. You’re clear on your messaging.
    When you’re starting out in business, you can either spend a ton of time learning through experience OR a ton of time investing in a team to get you there faster.I personally recommend putting in the experience first, then hiring the team.When you’re running a Facebook ad campaign, it’s important that the journey from optin to sale is one seamless experience. The messaging needs to suit your ideal client in order to encourage them to keep taking the next step towards hiring you. If you’re not 100% clear on identifying your people or their pain points, the steps can get muddy. If you’re not sure how to talk to them, you might find yourself in the middle of an ad campaign that’s not performing as well as you’d hope.I recommend being clear on your messaging and testing things out organically first, before putting down the ad spend out.
  3. You’ve got your funnel pieces in place.Do you have a landing page for your conversions to go?
    Does that page have a call to action to get folks on your email list?
    Do you have a thank you page explaining what they can expect next after opting in to your list?
    Do you have your email list ready to educate and nurture your new leads?
  4. You’re comfortable with “investing” money in your business.Facebook ads aren’t guaranteed to knock it out of the park 72 hours in. And unfortunately, you need to be comfortable with spending a certain amount to test your audience and gather data about your advertising insights. It can take some time to adjust the targeting, the ad copy, and the ad creative before you’re getting leads at optimal prices. That can be a little scary when you’re emotionally invested in every dollar that’s being spent.If you were buying a billboard on a major highway and you saw every car that drove by without ever glancing at your billboard, those stats might feel terrifying too. The advantage with Facebook ads, though, is that you know your billboard is being shown to only people who are likely to be interested in your offer. That being said, only 3% of people are willing to buy something at any given moment.It’s up to you to pique interest and continue with top of mind awareness and nurturing sequences to educate and make darn sure you’re the one that comes to mind when they’re read.
  5. Determine What Your Successful ROI Looks Like There are many elements that go into determining successful ROI. What that looks like for your business might look very different for someone else.There are basically four types of businesses I work with when it comes to Facebook ads.These business include those who are selling:
    →1:1 services like coaching, freelancing or consulting
    →Info products like courses or ebooks
    →One to many services like group programs or paid masterminds
    →Live to virtual events like online summits or masterclassesAnd each of these will have a very different return on investment. Each industry has varying levels of competition, so CPA (or cost per acquisition) may vary from $2-7 per lead (or more…). However, if you get four people on your list for $25 and one of those people signs up for a $2000 paid mastermind, you’ve definitely gotten a return on your investment.On that same note, if you’ve spent $25 for four new emails on your list and one of those people buys a $17 ebook… that is NOT a good return.You need to track and know what a good ROI looks like for your business.

Do you feel ready? What steps do you need to complete to get your business prepared to run ads? I’d love to hear in the comments.

The Eight Questions You Must Ask Your Audience

One of the most common places that online business owners get stuck is properly surveying their audience. Too many times, they start designing programs and offers based on assumptions made about their audience and neglect to ask what they *actually* want.

Of course, there’s no perfect formula or hidden secrets to connecting with your audience, but it is paramount that you understand them before trying to sell to them. That’s one of the biggest reasons I recommend surveying your audience BEFORE creating our building out any sales funnels or running Facebook ads.

People completely underestimate the power of surveying because it can feel really scary to think that people would actually answer us, right? We might think we already know everything about our audiences. If we aren’t positive that we are actively going to solve their problem and speak to their pain points directly, how can we expect that they’ll be willing to pay us for our offer? I’ve seen this happen a lot over the years in my digital strategy business.

I recommend that you start out by asking 10-15 people the following questions, either via email, survey, Facebook messenger or even a virtual coffee date. If you don’t have an audience yet, go ahead and reach out within another Facebook group.

This will help you in ALL areas of your sales funnel creation, but especially in crafting your messaging, your offer and even an ideal opt in.

The Eight Most Important Questions Include:

What’s your biggest challenge/problem when it comes to _________?

What are your goals for your ________?

What do you hope to accomplish with reaching your goals for your __________?

How would you feel if this problem was gone?

What have you tried that didn’t work? How did you feel about it?

What is your #1 goal in your business right now? Why?

What do you have to do to reach that goal?

By asking these questions, you’ll get insight into how to craft a sales funnel and Facebook ad campaign that will best serve your clients with your unique set of skills.

Your Next Steps

Once you “get them”, and you’re comfortable and passionate about the way you’re communicating, people will feel that. The point of any sales funnel is to take gradual steps from stranger to a warmed-up lead. We want to focus on building your credibility to the point where your audience feels safe and ready to buy.

What questions do you have about surveying your audience? Has this worked for you? What are some of your favorite questions to ask in market research?