SAMIA: Hello, Salam, Shalom, Namaste, Sat Sri Akal, Aloha, Holah, Ciao, Bonjour and Buna!It's really amazing to be back with you and I'm very very excited I've a very happy special guest today her name is Sownndarya Ganesh and she is a Marketing Expert for Visionary Coaches… how cool is that… welcome Sownndarya...

SOWNDARYA: Thank you Samia it's a pleasure to be here on your podcast 

SAMIA: Thank you again for joining us I really am super excited to be talking with you because you know I've actually been doing a whole mini-series of episodes on my show where we want to talk about how to make marketing more fun and easy and I'm so excited to be talking to you on that topic today… 

SOWNDARYA: Yeah... That's amazing and I'm also happy to contribute on the topic… 

SAMIA: Yay! Awesome so before we jump into the technical aspects of the topic would you tell us just a little bit more about who you are and what you do…

SOWNDARYA: Okay... So I am Sownndarya Ganesh I am a Marketing Expert for Visionary Coaches I help coaches make their irresistible offer launch it and scale it to six figures… so yeah I help them in all aspect of their marketing funnel and I make sure that at the end marketing aspects don't get in the way of them of their success actually…

SAMIA: Oh I love that I love that... Because so often it really is the marketing side of things that's the most challenging for so many of us especially those of us who get into this work because we love the work you know in terms of coaching or training or healing etc. but we're not really experienced with the business side of things and the marketing and sales side of things... So that's really awesome…

SOWNDARYA: Thank you…

SAMIA: Okay and I know one of the things that you really specialize and excel in is with helping people with their social media marketing and you're really amazing with Facebook Marketing... Can you tell me more about that…

SOWNDARYA: Okay so Facebook is a cool platform to generate leads and sales for your business because you know you can dig in very deep into your audience and you can target you know a specific amount of audience who are like very much who would be very much interested in your product and you can get your message in front of them directly which you can't do in like any other platforms… so Facebook helps you to do that and also that it can it would help you to you know that or know the other aspects of that know the other metrics when you know your audience lands on your landing page Facebook would notice that and you can do retargeting ads with that whenever you get the lead and they land on your sales page you can target them again and again you can get your message in front of them and finally you can close them that's the best part about Facebook… 

SAMIA: Nice... They do provide a lot of rich data so that you can be very smart about how you are approaching people and who you're approaching… that's really cool and... 

SOWNDARYA: Yeah… 

SAMIA: What do you think is like a main problem that people experience when they try to use Facebook for marketing or Facebook ads for marketing…

SOWNDARYA: Okay... So first of all they don't know the complete aspect of it the complete technical and you know the strategic aspect of it… they just go and they open the mindset of just experimenting and testing out things they don't have a strong strategy in their hand they just want to experiment and if this if that works that's okay I'm getting profit and if that doesn't that's okay and with that mindset if you enter into any business you know how can you expect tremendous success out of it... You have to first have the you know knowledge about the platform and you have to be strategic in your plan you know launching and preparing a Facebook ad campaign and launching it is not at all a matter… the technical aspect is in itself is not a big deal anybody can do that when they you know go through the Facebook articles and after knowing the technical aspect of it… but what matters is the strategy before that what strategy do you have in hand how hard did you do the market research and you know how targeted you are you know in targeting your audience for your ad and you know those things matter... That is where you have to put in your smart work hard work and everything and get that thing in when you get that thing in space in your place other things will be very easy and you can achieve quite a good result from it… 

SAMIA: Yeah... What you're saying makes a lot of sense… there's a lot of prep work that has to go into creating a successful marketing campaign… that makes a lot of sense... Can you give me some example of… of how to… like maybe either when someone did something wrong or when they did something right… in terms of you know using trying to use Facebook ads…

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SOWNDARYA: Okay... 

SAMIA: Like a case study…

SOWNDARYA: So there are like various aspects to that… 

SAMIA: Sure… 

SOWNDARYA: You know even if you miss out on a small thing in your eyes that may not be a big thing but that creates a big impact big negative impact in your complete marketing campaign you know so you have to be careful in the small aspects you know... my mentor always used to say attention to details is a marketer's best quality... So that's what we do we give attention to every single detail and we have to make sure everything is perfect before the launch and even if something goes wrong you have to have the mindset of troubleshooting it and getting it back in track right so yeah that I think many coaches would miss on as far as I know they just you know run the campaign without the prior knowledge and they just say Facebook ad doesn't work for me because I didn't get good results from it…

SAMIA: Yeah yeah... I know what you mean… I remember when I was when I tried doing Facebook ads just like you said I didn't really know what I was doing and I just started and I remember I would write these like really long sort of posts because I mean that's how I generally wrote my posts and I thought you know like I don't know I mean and my pictures that I put on the as like an image to go along with the posts they were the best images that I could figure out… but to be honest they were not the best and I think just the fact that my posts were so long was not very helpful and I made so many other mistakes as well you know but those are just like a couple of examples that came to my mind…

SOWNDARYA: Yeah... That's totally fine because in the start you know there your situation should also be considered you don't have the kind of amount to invest in marketing but if you come out of the you know comfort zone and you start investing your result would be you know you will definitely make the return make like make the return back right so in the end it will all be worth it so that's something you have to consider and when you invest you get the return and that's the thing about Facebook ads and if you get the right marketing strategies to invest in you're certain to get the result and that's it…

SAMIA: ... So what are some you know key indications for people to watch out for in terms of how do I know if I'm ready for a strategy like using Facebook ads…

SOWNDARYA: Okay so you know anybody can use Facebook ads it does not matter once you have the investment ready you can start investing but what I suggest is that if you have you know launched a couple of products before and you have a set of audience in your hand you have some leads not for the product you're going to launch in future but for the products you've already launched so they are your loyal audience right so they would also be interested in your next products so then you can definitely go ahead with Facebook ads even if you don't have like any testimonial for your you know next product you're going to launch…And if you are starting out if you are complete fresher into the coaching market and if you are starting out I would suggest you to do beta testing for your offer in the market and get a couple of testimonials in and you know and then you can be very much confident to invest in ads and you can get the message you know you can even put you know there are many strategies to it… what I love doing is that putting your clients testimonial in your ads you know running ads for your client testimonial… that would get you tremendous result that would build so much trust in your audience and they will come running to you…

SAMIA: Oh that makes a lot of sense... Thank you for sharing that wonderful wonderful tip and it makes a lot of sense to feature client testimonials as part of the ads… oh my gosh yeah now that I think about you got me thinking about so many ads that I've seen and it's so true they do feature testimonials…

SOWNDARYA: Of course... They may not convert in the first click but they will definitely click and they'll definitely land on your sales page right and then you can target them again and when you target them again and again they finally convert not today but in future any day they may convert…

SAMIA: Ah so that's another good point that you're making that the ad in itself may not immediately lead to a sale but rather maybe it's part of a larger strategy a larger marketing strategy so the ad is just one step of how you connect with the potential client...that makes sense…So that makes me think of the idea of a funnel and I know that on like you talk about you know using the power of social media and funnels in the way that you help coaches to get more visibility and sales… can you for people who are not maybe as familiar with the idea of funnel or what a awesome sales funnel might look like when it you know involves a Facebook ad as part of the strategy can you give an example of what that might look like…

SOWNDARYA: Yeah yeah definitely... So you know you in order to automate your lead generation and sales generation you have to have two funnels in place which is your lead generation funnel where you have a lead magnet in your hand you give that to your audience and you get their information in exchange you get their email address and name and they are in your email list you know they're in the community and you know they once they land on your thank you page you can take the metrics you can install the pixel Facebook ads pixel in your funnel and you can take the metrics and you can target them for sales... Once you have you know converted them into lead you can target them into sales and then in order to buy a product you have to have a sales funnel in hand…

SAMIA: Right…

SOWNDARYA: Which is you know… you have you know an a highly converting copy and your client testimonial and you have everything in place once they visit it makes them easier for them to buy from you or even to create an impact and that's enough once you've created the impact first once you've created the first impression they may not be in the situation to invest right away but they would definitely invest because they are in your email list and they are you know you have their mail you have the information in your Facebook ads manager you can target them and you can convert them in future…And also one thing I would like to address here is that investing in a lead magnet funnel and sales funnel builder you know or investing given in your email is building your email list is not a temporary asset for you… it's only a temporary investment you invest only one time but it is a lifetime asset for you people in your email list may not buy right away but definitely in future maybe you know six months from now or one year from now or even five years from now they are all your potential customers… so you should not be you know you should not think that it's like a one-time asset and it's temporary it's lifelong and you have to keep nurturing them and you have to keep following it up with them consistently…

SAMIA: Yeah that makes a lot of sense and I love that distinction that you drew between a one-time asset versus a one-time investment that is a really really great way to think about what we're actually doing and why we're doing it…. Nice... Cool… so for... so you also mentioned two different types of funnels…

SOWNDARYA: Yeah…

SAMIA: How do I know which type of funnel is the right one for me…

SOWNDARYA: You need to have like a two funnel you know you need to have all of these…

SAMIA: Okay okay… have both funnels… that makes sense…

SOWNDARYA: One is for your lead generation and one is for your sales generation…Once you have an automated funnel you will have the complete freedom… you know in earlier days people used to do sales call on their call or even like zoom call like they're doing now you know you you automate all of those things and you get that complete freedom of your business but you can just concentrate on your core area of expertise and you can serve your audience and that's like the best part you can get in your business…

SAMIA: That makes a lot of sense to have both the funnels because otherwise it's like I suppose like I might feel tempted to only have a sales funnel but if I only have a sales funnel but I don't have that lead generation funnel then I probably like what I imagine the problem would be that I just don't have enough people who are going into my sales funnel… is that… am I understanding that correct…

SOWNDARYA: Yeah yeah… So this is like the you know the roadmap you set for your audience first they have to taste your service taste what your offer looks like so that's when you have to give them away a free value like a lead magnet and once they taste it you create that first impression and they need to have a place where they can pay you and buy a product from you and that you know that is the core process of your sales funnel…

SAMIA: I see I see I see... Thank you for clarifying that…

SOWNDARYA: My pleasure…

SAMIA: Yeah cool... Okay so is there like any other major challenge that you see people dealing with when they're trying to use a strategy like Facebook ads to master… to help them with their marketing...

SOWNDARYA: Okay so in order to run a successful campaign you need to have… Facebook ad is a tool it is a place consider it a place and you need to have the back end and front end of it in place in order for it to work... you know... I spoke about it in one of my lives and I would like to share that with you also… you know the back end of your Facebook ad is your offer right and if you don't have an irresistible and cool offer Facebook ads will not work for you that's obvious right …so that's what I do before I get into working with my clients I audit their offer and their funnel and if that's in place only then I can go ahead with Facebook ads otherwise they need to improve on it and then come back to me you know for my Facebook ad services… you know the backend is your offer and once you have that irresistible offer and testimonials at least beta testimonials in place you are good to go with Facebook ads and after Facebook ads you know after people click on your ad they land on your funnel right so your funnel should be good it should have the correct loading speed and should and it should have an irresistible converting copy and you know your funnel should convert that is also an important metrics to notice…If you know the Facebook ad I run is performing really well and your funnel is not converting at the end it's a loss for you… right… and you can at the end you know people would blame Facebook ads for it... Actually the problem is that their funnel is not converting so you know this is the thing once you have the back end and front end of it in place Facebook ad it will definitely work for you…

SAMIA: Nice and so I imagine that in order to make sure that you actually have that irresistible offer and that you have that irresistible copy you basically do a lot of beta testing...

SOWNDARYA: Yeah actually we can audit that using the past matrix which you know with the organic traffic that came to their funnel we can know with 100 visitors we can know the metrics we can know the conversion metrics of your funnel… so if that's good the conversion of your landing page should be about 20% if that matrix is good you know the funnel that I created are around or more than 50 percentage or so so that would be even more profit right so it looks good we can go ahead with this…

SAMIA: Nice okay okay that makes sense that makes sense... So that gives me some good idea about how to make sure I'm ready for Facebook ads… it's… I have to make sure that my backend is tested and I have everything set up properly and then only go for the Facebook ad... Makes sense… awesome... So any… is there anything else that you would love to share with our listeners…

SOWNDARYA: Okay so you know I would love to share the small tips with you… the cost per lead... because you know so many of my audience asked me this questions and they are so confused about the cost per lead if that goes high they are panicking and you know they want leads in lesser amount lesser price you know the cost per lead should actually be less that's what they think and let me tell you this if your cost per lead is around you know ten dollars per lead okay consider this matrix and your conversion rate you know your sales page conversion rate those leads are of high quality and they're converting around 20 percentage will that be worth it in the end and if you are having you know leads for a lesser amount you're getting leads for less price and if they're not quality if they do not have the quality and if they're converting less but will that be profit to you… what you have to see is it does not your marketing funnel does not end just with your Facebook ad you have to see the complete you know lead generation and the sales conversion metrics of that your lead conversion and sales conversion considering all aspect of it… that actually determines your Facebook ads success... If the order if the leads that I bring for the you know for higher price if they are of tremendous quality and if they are converting like anything that is still a profit for you right so you have to consider it that's why I don't just go with Facebook ads with my clients I also look into their other metrics and you know that's what determines the success right…

SAMIA: That makes a lot of sense to me and I think that's probably like the biggest mistake that I made when I tried to use Facebook ads by myself was that I was just thinking about using the Facebook ads to attract attention towards my whatever product or service or offer that I was trying to get out there but I had not made sure that all the other aspects on the back end of the funnel and so forth that they were like really tested out and converting so…

SOWNDARYA: Yeah...

SAMIA: Very cool very cool thank you for sharing that... And I know you have on one of the posts that I saw on your Facebook profile was this really wonderful case study that you shared… can you tell us a little bit more about that and maybe how we can access it as well…

SOWNDARYA: Okay so recently I've helped an energetics coach make a successful launch she was running Facebook ads for more than a year and you know she's launched and maintained so many campaigns and Facebook ads and she was not you know very happy with the results… so when I approached her cost per lead was so much higher and then I went ahead and created the campaign for her and launched it and you know I actually managed the campaign and we ran the campaign for same duration the campaign she ran previously and the campaign I ran for her after that were for the same duration and were for the same funnel and were for the same you know live webinar that she's hosting you know every week and I managed to get her the same result with half the amount spent on ads…

SAMIA: Very cool very cool...

SOWNDARYA: And I also made a case study of that you know I inserted that in my portfolio and if you would love to…if any of your audience would love to get that from me you can dm me the word case study on Facebook I'll be attaching I'll be sending my Facebook link to Samia and she'll be attaching it to her podcast you can dm me the word case study to me and I can send it over to you maybe you can take inspiration from it… you know my value is like I have to over deliver... my values to over deliver not only to my clients but also to my prospects and also to my audience…

SAMIA: Yes I love that… that's so generous of you and I really appreciate that spirit because you know I really believe in supporting each other as a way to not only grow yourself but to take other people along with you in that growth and that you know I just really appreciate that from a place of the values that I hold and I… and I think it's just also really really awesome business...

SOWNDARYA: Thank you thank you so much... And you know you would never know the kind of impact it creates you know this is just a normal file for me but this may be a game changer for a coach you know they can… it can transform their business and you know all the blessing comes to you at the end and nothing matters more than that right…

SAMIA: Indeed indeed… and then I'm so appreciative of you being willing to share the case study and you having created this case study and making it available to everyone why because I find that case studies are one of the best ways that we can actually learn important lesson that we need to learn… it's like one thing to study just like theory but it's like dry and hard to remember and understand but when you see in the context of a case study how certain principles and ideas are actually implemented and the results that they provide it's much easier to understand and retain that information... So it's really really helpful…

SOWNDARYA: Yeah thank you Samia...

SAMIA: All right... so any other last words Sowndarya before we wrap up for the day…

SOWNDARYA: Yeah... for your kind audience thank you for listening to us and thank you is all I have now…

SAMIA: Oh thank you thank you so much once again... and for sure everyone please make sure you check the show notes for this episode because we are going to add Sowndarya's links there so you can connect with her... I'll also drop my links there in case you want to connect with me…And until we connect next time I wish you lots and lots of peace and joy…