Episode 218: The Game Changing Funnel For Ad Managers and Their Clients

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Brandi: [00:00:00] I'm going to share with you the one thing that you could implement when working with ad clients. To make sure that one, you can charge more, two, that they keep you around longer, three, they're so happy and they're raving to all their friends about you. And four, one that equips you to make the best decisions for audience targeting.

So if you're like, Brandi heck yes. What are you doing? Like we want all of that. Then this is gonna be the episode for you. 'cause I'm gonna share with you the one thing you could implement when working with clients that's gonna do all of that for you and more. So if you're ready to find out what that is, let's jump on in to this week's episode. [00:01:00] 

Welcome back to the serve scale store podcast, the go to place if you want to start grow or scale your ad management business. I'm brandi mowles. And today we're chatting all about the number one funnel that every single client should have if they're running ads and especially if they're going to hire you as their ad manager

and I cannot wait to dig into it because I think this is a missing piece for a lot of business owners and I think it's a missing piece for a lot of ad managers because we know that the most time consuming part of being an ad manager is onboarding a new client.

And honestly, that's true for any freelance business, or a lot of times for any service based business in general, is that onboarding a new client is the most time consuming. Which means it's the most [00:02:00] expensive part, because time is money. And if we can keep clients happy for longer, it's They'll stay with us longer.

We'll have less client turnover. And in return we'll make more money and we'll work less, which I'm all about. But in order for clients to keep us on longer, they have to see the value. So that's why this one funnel is so important. So let's jump on in and talk about what that funnel is. And before we do that, I want to just share with you how this conversation came about.

I do, I have the Strategist Society, which is where I work one on one and we have a group component, but I'm working one on one with clients, ad managers, ad strategists, funnel builders, and then we also have my one on one consulting. That's what I'm working with. eight figure, seven figure business owners and looking at their business and trying to see where we can grow.

[00:03:00] So I'm in this really interesting place where I'm working with these business owners, but then I'm also working with the people who work for these business owners. And so I was in this, my last client, it was a very interesting relationship because I, they had an ad manager. And we were having a lot of difficulties, a lot of friction between the business owner and the ad manager.

And whenever that happens, sometimes the one nice thing with ads is you're handcuffed. You have these like golden handcuffs on your clients because if there's someone who's in a launch or something like that, they can't just drop you because they don't want you to It would be worse to drop you than to keep you and then that ticks off the business owner because they're like, we don't want to work together, but we have to have you and we're paying you and we're not getting the results we want. And so it gets really, really frustrating for all parties involved. And so when we were looking at what they were doing, their strategy was to grow the email list [00:04:00] for six months.

And this is very successful business owners. And then they launched twice a year while in that six months time, they're paying their ad manager to grow their email list. And then we get into launch and it's a big launch. We have to hit our goals. And then we're hoping that all that lead up has paid off and that we're targeting the right audiences.

But, as I always say, a cheap lead is not a good lead. If you're building someone's list with a bunch of freebie seekers, At the end of the day, they may not convert because they were never going to pay anyway. They may have been a good cheap lead, but they weren't a buyer. And that's what we're looking at is for buyers.

And you won't know if those audience are buyers until you get into the launch. And that's six months from now or maybe three months from now. And so you're, You're thinking like, Oh yes, we have this great audience. We have this great audience. [00:05:00] You've done all this lead generation and then we get in the launch and it flops because the audience wasn't the right audience.

Sure. They were a cheap lead, but nothing ever came of them because they were never going to spend money in the first place. So when I was consulting with them on their strategy moving forward, I was like, this is why I believe that every single business type of funnel. If they're going to hire an ad manager and they're going to run ads.

And that's a moneymaking funnel. And so what is a moneymaking funnel? A moneymaking funnel is going to be something that generates money. It's revenue in the next 30 days, instantly, or at least in the next 30 days. So that's not a launch funnel. Yes, I'm not saying like this is the only funnel you have in your business, but this is a funnel that we're running ads to.

And the whole goal of this funnel is to break even on our ad spend. So then it's [00:06:00] like you're running free ads or the cherry on top is break even on our ad spend plus pay for our ad manager, their fee. And then it's wow, you're pretty much free labor to them because they're just making their money back.

This isn't their bread and butter like campaign. This isn't going to be something that they're looking to quit their job, but this is going to make sure that they're covering their ad spend. Or at least making half of it back. That's better than having a bunch of running ads and paying for a bunch of leads You don't even know if they're gonna do anything And hopefully pay for your fee because then if you get in that situation, why the heck would they let you go?

You're a free labor and they're getting You know, they can use that money that they were Using towards ads and not making anything back and put it towards their launch or put it towards another campaign or something like that So when we look at this money making funnel, that's our goal is to break even [00:07:00] it's not to make a bunch of money It's to break even first on the ad spend And then the cherry on tops to also cover your feet, that makes you look way desirable.

So there's a few different types of funnels that can do this. My favorite is an SLO, a self liquidating offer. And with that, there's usually three main elements of an SLO, which is the main offer, The order bump and then the upsell or the OTO, the one time offer. And so the great thing about those types of funnels is our goal is to cover the ad spend with the main and the bump.

And then hopefully we can get the upsell or the OTO one time offer to convert high enough to pay for your fee. So that's why that one's really attractive. And what we're doing by this is we're finding out the highest value audiences. So you have an SLO. eCommerce eCommerce is a money making funnel because it's making money right away.[00:08:00] 

Now the only thing is if you're doing eCommerce and these people need the money for the bread and butter, that initial sale, but most eCommerce knows that they're not going to make the money on the front end of the sale. It's the reorders and things like that. So it runs like an SLO, but they have to know their lifetime value.

So SLO funnels, eCommerce, direct to sales. So if they have maybe a template shop, a one of those things, or maybe just a low ticket course or something like that, where it's not their main moneymaker, but they want to just have something. So an example of this is for us, we do have Delighted with Dub Sado.

We do have HoneyBook in a hurry. Those are SLOs. 37 offer, 27 bump. And I'm not, I think the OTO is like 97 or 197. Something like that. But then we have the Soaring Success, which has all these low cost [00:09:00] products. That's direct to a shop. So that's more, runs more like in e commerce. But we know that we're looking at the lifetime value of our customer direct to sales could be like if your client has a mini course that's 297 or something like that, but they just want to get people in there because they're gonna sell them into Something bigger so like a 5, 000 course or something like that.

So those small Courses don't really matter. So maybe if they have one that converts really well, we're sending them to that The other one's a trip wire. Now here's the kicker with the trip wire. It is different than a SLO. A trip wire starts with a freebie on the front and then you have a countdown timer for like in 15 minutes if you purchase this you get 50 percent off.

So that could also be a way if they're already having you run freebies, let's add a tripwire behind it so we can get some sales coming in. And then some of those have like bumps and stuff like that, but mostly it's just like a [00:10:00] one off purchase. So these are ways to have a money making funnel right off the bat.

Or the other money making funnel is an evergreen funnel Like an evergreen webinar that they're opting into and then that is going to some kind of course or something. But once again, it can't be the one that makes them like the majority of their money. So if we have an evergreen webinar, which right now we only have live webinars, but my goal is to get conversions for clients on an evergreen webinar.

If we had that and we're running that. That's our bread and butter. So that's, yes, that funnel makes money, but it's not this type of funnel. So that's what I want to clarify is that when I say a money making funnel, we want something that's going to show your value, but isn't their bread and butter, because that's a little bit different.

With that, they're going to want to make 2X, 3X return. And so it's a little bit different than something that we're just looking to break even [00:11:00] on. And so I want to make sure that we're. super, super clear on that, that that is not the same thing. Now, if we had a evergreen funnel running for serve, scale, soar, that is not our bread and butter.

Do we want to make money off serve, scale, soar? Yes, but it's not our bread and butter. We focus more on conversions for clients, certified, and then the strategist society. That's really our bread and butter. So that could be an evergreen funnel that's running to that. And that could be a moneymaking. So you have to really evaluate your client's goals.

What is their big revenue generator? But if we can get one of these funnels or a paid workshop, a paid workshop is also a moneymaking funnel that sells them into something bigger. So we've done these before. I love them. I have friends that do these and they're really successful, but the whole goal is to get a bunch of buyers on your list.

And then you're going to sell them into something more. So when we think about What can we talk to our clients about? The first step of this starts [00:12:00] with when you do a call and you ask before they're even clients and you ask, do you have some type of low ticket offer that you're running ads to? Do you have some type of low ticket offer we could run ads to?

Because my goal is for us to do three things. One is to find you audience of buyers. We don't just want cheap leads. We want an audience of buyers. Two is to cover your ad spend. That's like our real, like we want to make sure that you are liquidating each and every single month your ad spend. And then three, we want to make sure that we're building you a list of people who are going to convert into your higher ticket and make you the most money.

And with ads, what we really need to do is focus on those three things and that's what I do. So do you have this low ticket offer? Can you put one together? Can we see if it works and asking if they're open to that and if they're not, that's okay. It doesn't mean you don't take them on as a client, but I'm telling [00:13:00] you if you can get more clients.

running to low ticket offers, these money making funnels, quick money making funnels. Then what happens is your value goes up. They're going to keep you around longer, which means that you can get to six, nine, 12 months, two years with a client instead of having so much turnaround that builds consistency in your business.

It builds consistency in their business. It also helps with the churn of onboarding. So when we can show our value to a client, they're less likely to move on to someone else. So this is your number one way to show value is to get them running ads to a moneymaking funnel that covers their ad spend and maybe we can get it converting so well.

And then you're going to know what audiences are actually converting. This will no longer be a guess or a cross our fingers hope we're attracting the right people. You'll know that week [00:14:00] if you have a good audience or not. So there's so many perks to having this type of funnel. So I would love to know how many of your clients are running this type of funnel.

Have you even thought about addressing this with clients? And are you ready to step into the role? Yeah. Cool. of giving more strategy advice. And if you're like, heck yes, Brandi like that's what I want to do. I want to step into this role from ad manager to strategist, set my clients up for success, make sure they know that these funnels are possible.

And that's what I really want to be doing instead of just being the technician. If that's you, I would love for you to DM me at BrandiMowles. Instagram and say strategist and I want to chat with you. I'm going to see where you're at and see if the strategist society is for you, if it is actually the next step for you.

Cause that's exactly what we do in the strategist society. We work with ad managers to help them become ad strategist, [00:15:00] funnel builders to help them become funnel strategists, but we only work with people in the digital marketing space who are ready to step into that strategist role and work with me one on one.

So if you're like, heck yes, that's what I want, DM me strategist @brandimowles on Instagram and we'll see if it's the right fit for you. Okay, my friend, until next week, go out, serve your clients, scale your business and soar into the success you deserve.