Naira Perez, founder of SpringHill Digital is quite passionate about using digital marketing to help her clients meet their business goals.
In fact, she gets quite upset when she sees companies not taking it seriously, wasting time and money on ineffectual marketing… and maybe even harming their brand… because they didn’t have a plan backed by research. They might have the wrong message or are reaching the wrong audience.
Naira says that with the right approach your online efforts can put you in front new qualified prospects… and bring you new customers on a predictable and sustainable basis.
We get detail on exactly how to do that, as well as…
- The 5+ deadliest mistakes companies make in digital campaigns
- How to build relationships through smart marketing
- Creating a funnel that turns prospects into customers
- The biggest differences between paid and “free” marketing
- And more
Mentioned in this episode:
Adam Lean: In this episode, we’re going to talk about how to get customers through digital marketing. We’re going to talk to a marketing expert on demystifying the digital marketing and how to make it work for your business. This is P is for Profit.
Adam: Welcome to P is for Profit. My name is Adam Lean and I along with the rest of the team at The CFO Project are passionate about helping business owners improve the profitability of their business. My guest today is Naira Perez. She is a marketing expert with Spring Hill Digital. Naira, welcome to the show.
Naira Perez: Hi, thank you for having me.
Adam: So you’re a digital marketing expert and I can’t wait to dive into that because everybody wants to get more customers. And, of course, the internet is a fantastic place to get them but it’s easy to waste a lot of time and spend a lot of money. So tell us off the bat, what is a myth that people have about digital marketing that you would like to dispel?
Biggest Digital Marketing Myth
Naira: Yeah. Well, thank you for that opportunity, because there’s a lot of these, but the one that makes me the most angry is whenever I see anybody believing that you can just set an ad on Facebook or on Instagram or in any platform to set it, forget it and let money just rain down on you.
Adam: That doesn’t work?
Naira: No, it doesn’t work. Yeah, a lot of people go into these platforms thinking one, that it’s so easy to set an ad. Why would I pay an agency to do it or an expert to do it? And two, I’ll just set it and let it run. And that’s it. I’m going to be rich tomorrow. And those two things combined are very dangerous.
They’re just a recipe for any company any brand to lose money and probably even damage the brand’s image because you’re getting in front of audiences and probably you don’t have the right information to reach one, the right audience, two, probably you don’t have the right message and three, I am going to assume you also don’t have the right offer. So you have one time to make a good impression. If you don’t do the proper homework, then that first impression is going to be very bad and they’re going to just ignore you the second time around.
Adam: Okay, so let’s step back and just make sure that we define digital marketing. So what exactly is digital marketing?
Digital Marketing Defined
Naira: I mean, digital marketing and we’ll be any effort that you do in digital channels. So that could include email, it could include content marketing, it could include organic and it can include paid media. What we are experts at is paid media and how to gather new audiences and new customers to your company, to your brand. So there is a lot in digital marketing and everything actually relates to one another. You cannot have a great email marketing campaign to stand alone and have a very bad website or a very bad organic social media. Everything has to be dancing together for it to work.
Adam: And so paid marketing, so for example, if you run an ad on Facebook, you’re paying Facebook essentially in one way or another to run the ad and then somebody from Facebook’s audience clicks on your ad and they land on your website and hopefully, you’ll make a sale.
Naira: Yeah. So in a very simple way to explain it very good, that’s how it happens. The brand sets up an ad and the audience clicks on it and lands on something. It doesn’t have to be your website. It can be many other things. But he lands on somewhere that you wanted them to go. And what people saying is that, if I just make them land in my website, as an example, on my homepage, then they’ll find their way to a sale.
Well, that’s the first myth that we have to take out and just, you know, totally debunk it because if you send people to a homepage, that is not well defined, or a homepage that has many places to go to, your audience will get lost and probably won’t find a sale, won’t find that product that you want it to, for them to buy, or won’t take the action that you wanted them to take. So that’s one thing. Another is when they try, when brands just try to make a direct sale right out of the bat.
So if I don’t know that company, I’m going to have a little bit of mistrust whenever I see an ad. If I click on that, what I want is more information. And then maybe after that more information, then I actually make a purchase. So a direct sale by now very rarely works unless it’s a very, very low-risk product. Normally the ads that will achieve that will be ads that are very informative, like a video or something of the sort that takes the information right to the audience in the platform, so whenever they arrive then to your website, then they can make a purchase.
Adam: So, and that completely makes sense. I mean, almost like, if you pay money to have a billboard and somebody driving by it for the very first time is probably not going to see your billboard and run out and buy whatever it is you’re selling. So what do you recommend people do then? How should they set up their ads? Or how should they think of their ads? Almost like a funnel, if you will, right?
Naira: Exactly, exactly. That is the right way to think about it. So the metaphor that I like to use is you’re going into a bar or a restaurant or whatever, and find that person that you really want to get to know more. You don’t just go introduce yourself and say, you know, my name is Naira and I actually want to marry you. That never works.
But a lot of brands approach the digital space just that way. Like, Oh, hi, my name is so and so and I want you to buy my product. So if we approach it more as let’s establish a relationship. Here I am, Hey, can we have a drink? Or Hey, tell me more about yourself or something that it just takes it into step. So a funnel is a great way to explain it. A lot of people understand what a funnel is, but in my mind is more or let’s establish our relationship. And so the rule will always give before you ask.
So I’m giving you something, this is very common in b2b advertising where companies want to get leads first. So what they do is they offer free checklist or blog posts with information or webinars, free webinars, so they establish a relationship, they establish themselves thought leaders and experts in whatever their industry is. And then they drive that lead through a nurturing funnel.
And they start getting more information and basically addressing all of the questions that person could have before purchasing the product. And once those questions are answered and the time is right, then they make a sale. So it is not a one-time thing. It is a relationship, a back and forth. You give me your email then I give you another blog post and then I give you that chance for a webinar. And so they started maturing that lead so that’s the perfect example. Obviously, in b2c in consumer products, you know, you don’t need two months to sell shoes. So that funnel is way shorter, that relationship is way shorter.
So a lot of times that relationship gets built in the platform and it gets, you know, it goes from zero to 100 much faster. So but still, you should have the attitude of I’m giving you something, I’m giving you the information. These shoes, you can wash them. These shoes, you can, they go into cuddle very well and then your feet stay dry. Just all the benefits, just make people pre-experience the product before they click on learn more. That would be my recommendation.
Adam: Yeah, that makes sense because, I mean, you have to build trust. And there’s a ton of people that sell shoes online. You know, just because somebody sees your ad for the very first time, they’re probably not going to buy it. But you have to develop just like you meet somebody at a, you know, in the mall, you’re not going to ask them to marry you on the first date. First time you meet, you’ve got to build that relationship. That makes complete sense. So let me ask you this. Why paid marketing versus, as compared to non-paid marketing like with Google or writing content like blogs or YouTube videos or whatnot. Why do you like the paid marketing?
Why Naira Loves Paid Marketing
Naira: I don’t like it, I love it. I love paid media. I love paid media. So we do have some interactions with, as an example, organic, which uses a lot of content marketing development. And we also take pieces of SEO to define and craft PPC advertising for Google ads or for Microsoft ads. So we’re not in a bubble.
We don’t just not look at any other kind of marketing. But we and I personally decided when I founded Spring Hill Digital, I thought paid media was being approached the wrong way by a lot of people. And it was kind of the person in the corner at a party that nobody wanted to talk to. But whenever they needed something they were, they will go to that person. But otherwise, nobody considered it. And so I wanted to elevate paid media. And that’s why we actually specialize in it.
Also, I love data. And paid media gives you a lot of data. And it’s a type of advertising that can be really, really effective. We have had clients who build entire communities just by advertising on platforms. And those communities in return actually bought their products. And I know it was our paid advertising because at some point for external factors, she had to stop advertising. And guess what, all her sales almost disappear overnight. So I know we were bringing the traffic. And so
Adam: What do you mean by communities? Just to clarify.
Naira: Yeah. Communities are just followers of the brand, and believers and fans. And we even had influencers reach out to the brand, they actually to acknowledge, have never actively pursue an influencer, they all come to her. And then she, actually then we start collaborating. We collaborated in paid media, where again, the relationship between the brand and the influencer so we will help each other out.
So yeah, she has a lot of followers now. It’s an ecommerce site. And that these followers are fervent ambassadors for them. They just love her brand. And we did all of these through paid media in less than four months. We saw results in less than four months. And then we continued for a year. So this is, that’s why I love paid media because people just think their ads, so you can do so much more with paid media. And let’s face it, a lot of these platforms want you to pay to play.
That’s what it is. Your organic reach, which is whenever you put a post in your newsfeed, it’s going to reach a very small percentage of your followers. And it very rarely reaches people outside of your followers. Only if your followers take the initiative to share it in their newsfeed or to tag somebody will that message leave your newsfeed. So how do you reach more people? How do you increase your followers? You use paid media to bring them in.
Adam: So that completely makes sense. So let me ask you this. Earlier you talked about, there has to be three things that are right. You have to have the right audience, you have to have the right message and you have to have the right offer when doing paid digital marketing. So can you explain what you mean by that, audience, message and offer?
Audience, Message and Offer
Naira: Yeah, absolutely. So your audience is the people you’re talking to. And so going back to the example of these clients that we had where we build a community for them, we actually got these accounts from another agency that was actually just advertising to the wrong people. The features that they were using to define the target audience, the people who actually were receiving the ads, were very different than what we actually decided to do.
We went in and researched who is the perfect customer? Who is the person that would actually buy the product? Because that you’re the perfect customer doesn’t always mean that you’re going to buy it. What these people, what were they interested in? What were their worries? What were their pain points? What were their needs? How do they talk to each other, which is very important also.
So we crafted a new audience for them. We actually just never used the audience from the previous agency. We crafted new audiences based on many factors, but also based on who’s did they follow? Who did this audience follow? Because whenever you follow a brand, whenever you follow an influencer, then your profile and their profile seem to be different, or at least you’re expressing it means you’re into something that they’re talking about. So when we crafted audience with all of that information, then we saw our cost per click go down by four times, four times lower cost per click.
Adam: And so that just means when somebody clicks on an ad, the advertiser is paying for that click. That’s why it’s called cost per click.
Naira: Yeah, exactly, it is called cost per click because you’re paying per click. So there is a lot of places where you pay per impression, but we still evaluate impressions are the number of times that your ad shows up in the newsfeed or it shows up anywhere. But we still evaluate KPIs or key performance metrics. We actually evaluate them in cost per click because we want to know how much money does it take to have a person interested in your ad enough that they click through it and arrive to, let’s, say an example, a website? So, but yeah, originally, in Google Ads an example.
So but whenever Facebook, LinkedIn, entered the world of advertising, we maintain the CPC type of measuring. So in this example, we actually lowered it four times. So that’s the first step. The second step was by looking at these influencers, we knew how to talk to this new audience that we had to sign. So now we know what words to use, what is worrying them, craft our message as well, because it’s not the same to say as an example if we’re talking about a sleep consultant that trains babies how to sleep through the night.
Moms don’t think about attachment or the attachment of the babies through the process. They think when my baby loved me less, if I let them cry overnight, that’s one way of saying it, that it’s in their mind. So, whenever we’re talking to these audiences, these moms that have babies that need to be trained, and, you know, you choose that method of crying overnight, then you have to talk about no your baby won’t stop loving you, your baby won’t love you less.
Adam: Yeah, you have to address your audience’s concerns, not your own concerns.
Build Trust Before You Pop the Big Question
Naira: Exactly or not the technical speech that you, so as an example in this scenario, you have to correct me like, oh, what is PPC, right? Because in my mind, PPC is cost per click, and that’s how we do it. But for somebody that is not in the marketing industry or in digital marketing for that matter, PPC may not mean anything. So this is crafting the right message. So thank you for alerting me to that. So and then is the right offer. Sometimes a discount works, sometimes just a free checklist works, sometimes, you know, a 10-day trial works.
It just depends. It just depends on many factors. But you want to make sure that your audience is ready for what you’re offering and making sure that that is still of value to them. So I’ve had clients that offer entire free webinars and courses online, but it was too much for the audience. They don’t want that. They just wanted a quick checklist. Just give me the 10 reasons why I should do these or the 10 steps that I need to think about instead of hours and hours of content that is incredibly valuable, but that they are not ready for.
And so the offer also has to do with what part of the journey that customer is, that lead is in. So at the very beginning, you cannot offer a lot because they don’t even know you. Again, you’re asking them to marry you. So you offer them smaller things. And as they get more invested in their relationship with you, then you can offer them more because by then, if they have a relationship with you, then they will invest that time to get to know you better. It’s like, ah, I kind of like you. Yeah, let’s go have dinner.
Adam: They’ll trust you.
Naira: They’ll trust you. Exactly. So those are the three things that are important. There’s other things I could talk about. But those are the main ones that people need in their first ad.
Adam: Yeah, that makes sense. So what is the difference, or how should somebody decide if they should start advertising on Facebook or LinkedIn or Instagram or YouTube or Google Ads? Do you have any suggestions there?
Naira: Yeah. So first suggestion is to analyze where your audience hangs out the most. Because you don’t want to be advertising and ticked off if you’re actually selling something that a 55-year-old will buy. Actually have very young audiences. So find out where they hang out first. Again, is there enough interest in the keywords that your SEO because you should have had an SEO audit and know your keywords?
But if they have enough traffic, maybe Google is the right, Google Ads is the right place for your ads. There’s certain offers that go on Google Ads much better than others. So that’s what we would evaluate. But Google Ads or Microsoft ad or Yahoo ads, those are very quick converting ads because people are searching for something. So they’re intention-based. You don’t know as much, who is behind that event, but you know that they’re searching for snow tires.
So whatever, whoever that person is, if you want to be present when people search for snow tires, I absolutely recommend, advertise. Why? Because Google search, the first three spots are for advertising. Those are not organic results anymore. So they’ll be on the first page for sure after you advertise. And I’m not discounting SEO work. I think it’s very important and you should actually rank high for organic. But paid is, let’s say a shortcut. So, that will be search engine.
And then you look at your social media, as I know the audience because I can target them very well. I know their interests. I know who they follow. I know their age, their gender. I know all of these. So I know who that person is. But I don’t know if it’s the right time. So in Google Ads, we knew it was the right time because they were searching for snow tires. But in social media, I do not know what they’re searching for, exactly. I know they follow people that know about tires, or they know about cars. So they should be a good fit for my product.
However, I don’t know if they need snow tires today. So in these platforms, you have to concentrate a lot of effort in that content, in that giving versus asking. So your content marketing strategy has to be much richer, much more sophisticated because you’re going to be there for them informing them, present in their mind until it’s the right time to buy and then you will be the ones that pop up in their mind. Where in Google Ads, we were saying, I searched snow tires, the likelihood that I need snow tires is probably very high. So I don’t have to invest as much giving as I would in other platforms. So those are the things to consider in what channel to go to.
And then, depending on your business, I say you need to invest in retargeting, which is sending the ad back to people that have visited you that already know you because that relationship is gonna need a lot of touchpoints. So you’re going to have to talk to them more than once. So don’t just send one ad I set it and forget it. But follow up with another ad. Follow up with more content. And if your business actually is looking for leads, invest in a nurture strategy for when you get the lead. Okay, you got their email address. Now what? Now you have to talk to them.
Now you have to continue the conversation, maybe through email, maybe through chat, maybe through phone call, that depends on the business. But you have to develop now what? What happens after the ad? So think about before the ad, the audience, the ad itself, the message, the offer. And then after the ad, how do we continue that relationship? You don’t just get married and forget about the other person. You have to continue your relationship. Successful marriages are based on continue to have a relationship.
Adam: Right. Yeah, this all makes complete sense. So Naira, let me ask you this, if somebody is listening and they just, they would like your help with digital marketing or coming up with a strategy or whatnot, where can they reach you?
Naira: Yeah, you can reach me at our website, springhilldigital.com. That is springhilldigital.com. That’s the best way to get ahold of us, and we have resources there, and we actually, almost every week, have an article and explain something from digital marketing. So yeah, I encourage you to go there. Springhilldigital.com.
Adam: Perfect. Okay, so we’ll put your website in our show notes as well. Thank you so much for being here.
Naira: Thank you so much for having me. It was a lot of fun.
Adam: Excellent. So if you would like to see if Naira and her team can help you with your business, feel free to reach out. Again, I’ll put her website in the show notes. Thank you so much for listening and remember, the goal of your business should be to make more profit than last year and turn that profit into cash that you get to keep. Thanks for listening.