Mastering Funnels Podcast | Hooks, TikTok Retargeting & My First 8-Figure Client FunnelJul 13, 2022
Wanna know how I worked my way to my first 8-figure client funnel? Then watch our recent Livestream on YouTube or you may also listen to our podcast on Spotify.
In this live, we covered a few important and timely topics, including:
1) Hooks (make the first 3 seconds matter)
2) TikTok Retargeting
3) My First 8-Figure Client Funnel
4) Your Questions
Listen to Mastering Funnels on Spotify Now
Follow Jason Wilmot on TikTok & Instagram
@mrjasonwilmot Ready to run TikToks ads? Here’s what you’ll pay on adspend #tiktokads #marketingdigital #digitalmarketing #midjuly #CBOvsABO ♬ Vibes - ZHRMusic
@mrjasonwilmot Can you get a positive ROI with TikTok Ads? #TiktokAds #TiktokROI #digitalmarketing #digitalmarketingsecrets #TiktokMentor #Growthguru ♬ original sound - Jason Wilmot
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"All right. Hey there, Internet. Jason Wilmot here. We are back with another episode of the Mastering Funnels podcast. Today I am speaking to YouTube, LinkedIn, Facebook, going live on Twitch, and we're also going live on TikTok.
So thank you for the folks who've already joined me on TikTok. I love all of the support that they've given already. So let's talk a little bit about Funnels today. What are we going to be talking about? Well, there's a couple of different things.
So first we're going to talk about hooks. By the way, the viewers looking at me, I guess at this point, if you're watching, I am going live to you. But then over to my left we have TikTok and we're going live over there on my phone. So hey to the viewers already on here. So let's talk about what we're going to be discussing today.
And as always, if you have any questions, throw them in the comments. We will address your questions. We will do them live. We'll probably do them at the live or at the end today. I've got a few questions that I want to go through, but if you have questions in the meantime, just throw them in the chat and then we will do this.
So here we go. I'm going to try to figure out looking straight on as well as looking over to my left because that is where a lot of the action is taking place. Okay, so today we are going to talk about hooks and why hooks in your content are so vital. Specifically, what a hook is, is something where you are pulling in this audience or this viewer and you're trying to really extract the audience. You're trying to state your business.
You're trying to let them know if this video is for them. And then what you're trying to do is use that 1st 3 seconds in order to hook them into the rest of the content. So that's an important piece in all of marketing when you're speaking to everybody. Hey, see more of yours. If you are speaking to everybody in marketing, then it's safe to say that you're speaking to nobody.
And so that is why this hook is so important. In the first 3 seconds, what you're doing is you're pulling out and you're extracting this audience and then you're kind of preparing them for if the content after the hook is going to be useful to them. So we're talking about hooks here in a second. Then we're going to get in and we're going to do a little learning on how to set up TikTok retargeting. So if you're running ads on TikTok, that's great.
It's great to be running ads. Well, it's great to have an offer. Congratulations. But if you are interested in reengaging the people that have already seen your ad, or how do you get back in front of the people who have been to your website or to your offer page, your landing page. It's so vital that we can just stay in front of these folks.
And so what I'm going to show you to the people who are watching is how to go in and actually set this up within the TikTok Ads Manager itself. So if you're interested in learning about how to set up TikTok retargeting audiences, then that is what we'll be doing. And then last, I want to tell a little bit of a story about last week. I got into a story of how kind of my journey of where we started or I guess where I got started and where we are now. Because now I've got a team that is awesome and I love working with them.
They make everything better, but it wasn't always that way. And the story that I'm going to tell you today is how I stumbled upon a client and we ended up helping that client. And we say we because I was going solo at the time. So we took this client and we grew their revenue by $10 million in one year. So I want to get into how I did that and how that sort of established the framework that I continue to use, and that is the mastering funnels framework that I will just go ahead and say, hey, you should definitely check it out.
So again, thank you to everybody watching on TikTok. Thank you to everybody watching live on LinkedIn and YouTube and Facebook. We're going live on Twitch as well. And then the podcast is now on Spotify as well. So trying to do a lot of different things here.
I'm kind of like, overwhelmed by how much is going on, to tell you the truth. So I want to try to stay focused and I want to try to deliver value today. At the end of today's podcast, what we're going to be talking about are your questions and questions that I think might be relevant to you. So let's go ahead and hop in. Again, if you have a question right now, throw it anywhere.
Whether you're on Facebook, LinkedIn, YouTube, I will see that comment and then we will address it. Also, if you're on TikTok, drop the comment. I'll try to figure out how to do comments on TikTok because this is the first live that I've done on TikTok, but I'm absolutely loving the engagement already. Thanks for watching, guys. Okay, so here we go.
Let's talk about hooks. So what is a hook? Well, if you've watched any TikTok video, you have seen that the first 3 seconds are so vital. And if you have somehow been unaware of the importance of a hook, well, then we're going to talk about why these hooks are so important. Now, I don't have the exact percentages, but I saw a video the other day talking about if you engage people for the first 3 seconds, how much better your video performs.
So in this instance, what we're going to kind of talk about is organic views as well as ads. Because if you're running an ad, you should have a hook and you need to have that hook in there because this is just so vital. Now, I'll be personal too, and I'll share kind of how and where I struggle with hooks. But ultimately what it comes down to is understanding your avatar. And your avatar is in this case, who you believe to be the person best for your offer.
In this case, I would assume that if you have an offer, you know who a good buyer is of that offer. And so when you are beginning to craft this hook and trying to extract this person out of their kind of state of just scrolling, you need to capture their attention. I've learned about the strategy from Alex Becker. And Alex Becker is a great marketer on YouTube and I learned about his method on YouTube and running YouTube ads a few years ago. And what he does in the first 5 seconds is he really states that you are there to state your business and to pull that audience out and kind of let the other folks go.
You are starting an ad. If you're starting a video, what you're trying to do is really tell this viewer what they're about to see and the importance of it. You're laying this foundation, but you need to hook them first. So if you are speaking to business owners and marketers, you should probably just state that right away. Like marketers, business owners, are you looking to scale up your business in less than are you looking to build a full I'm trying to think of some hooks that I've been working on last night.
They're on my phone, which is over there, which is live, so I can't use it now. But essentially what I'm trying to do is speak to the time element to help them understand how long this is going to take to help them because people want ease and speed. So if I were to say marketers and business owners, how would you like to build a full-stack marketing funnel in less than five weeks? I don't think that's actually very strong, but again, I'm at least talking to those I'm extracting my audience, people who are in marketing and people who are business owners. Now specifically where I specialize in helping businesses grow is with paid ads and data and analytics.
So I might want to use that in the first few seconds to kind of state my business and help them note that this is for them. If this is a business who is not interested in using paid ads and ROI and tracking and scaling with a kind of automation and things that are on Autopilot, then it's not that I don't want them around, but I don't want to be speaking to those people. Sure, that would be great for top of funnel sort of mindset where they come back and when they're ready to run ads they might think like, hey, Jason is a really good guy to go-to when it comes to running ads. But what I want to do is I want to speak to the people who are ready to take action now. And that's kind of the biggest piece with your hook specifically if you are running ads.
So this is the same thing on Facebook, sorry, this is the same thing on YouTube. There's a nice little five-second skip button on YouTube ads and that's not a bad thing if people your ads because hopefully, the people in them aren't really interested in what you have to present to them or aren't really interested in what you have to say. So within these 1st 5 seconds on a YouTube ad, you are trying to again pull out the audience and kind of state your business. And one thing that I think helps in this is really knowing what the desired state of this viewer is. So if they're a marketer or business owner and they're trying to scale their business, you can speak to that and that's going to pull them in.
Now from there, after you've hooked them, then you can go on to a different strategy. You can go ahead and try to agitate them, not in a bad way, but just kind of empathize with where their frustrations currently are. Maybe they've been doing a lot of organic outreach. Maybe they've tried paid ads and failed because we all have done that. Maybe they have tried up Facebook campaign and they got confused about Pixels or Retargeting or any of that.
You're trying to kind of pull that out. So after you hook them, you can kind of go in there with a minor agitation to just kind of empathize with them and understand where they are and what they're trying to do and that gives you this credibility to continue and to talk. Now one thing that I've learned is something that kind of works after a hook is going into that social proof saying hey, I know exactly where you are and I've helped this person, this person and this person, this person try to achieve what you are trying to do. So if I were to hook somebody, I could then say hey, I've helped the business go from $14 million to $24 million in just one year using this exact method that I'm about to tell you. So all of a sudden they see themselves as this other person and they think, okay, so and so has done this.
I'm going to keep listening, I'm going to keep paying attention. Hey guys, more people showing up in the live. So the hook though is really the part that matters most. That is where you have to extract your audience. And that's something that I just spent an hour last night working on hooks and hooks trying to find something that is relevant to the people, to the marketing teams that need to scale, as well as the business owners who are trying to scale.
And it was a really good exercise. So if you are struggling with if you're struggling with your hooks, I would say first you might be struggling with who you're speaking to. You have to know who you're speaking to in order for this hook, to hook them. Otherwise you're just going to be kind of rambling with words and not necessarily going after the message that you want to convey to them. All right, I need to just focus on this.
I've got too many things going on. This is not a bad thing, but I'm learning how now to kind of look into different cameras, speak into this microphone, because I know that the majority of people are going to be listening to this on the podcast. So thank you for those folks who are listening, by the way. And sorry that I'm sort of rambling and going all over the place. But the thing is here, this is going a little off track.
Entrepreneurs have to put themselves out there. I'm definitely putting myself out there right now. And it's not exactly comfortable to be doing this, but it is worth it. Why? It's because, one, I want to make the change in my life because I've done the nine to five.
I used to be an elementary school teacher, and I've always wanted to do this entrepreneur journey. And here we are doing this, and everybody wants to hear about the success stories. And hopefully someday I will have a lot of success stories, not only about myself and my team, but also about the students coming through mastering funnels. But that doesn't happen. These success stories don't happen without all of the hard work.
And sometimes the hard work is being vulnerable and being vulnerable and getting on camera and going live and probably not preparing as well as I needed to prepare for this. But I'm willing to do it and I'm willing to learn. And if something goes poorly like it did last week with the audio cutting in and out, then, hey, that's okay. We will learn from that. But the thing is, you're never going to grow if you don't take that step.
You have to step out. You have to do something different. You have to push yourself into some area of discomfort in order for you to grow. And that's exactly what I'm doing today. So we'll see if this works.
Hey, thanks, Paxton. I appreciate that. So here we are. All right. Now got a little off track, but that's okay.
I feel like it's good because I'm speaking to I think I'm speaking to a lot of people when I say that we have to put ourselves out there and we have to continue to just do things that are uncomfortable and we will grow from it because it's a learning opportunity. So the only way for you to I shouldn't say this entrepreneurship is a lot like planting a tree. I think there's a tree hey, guys, more people joining. You know, I might get this wrong, but I think the saying is this when is the best time to plant a tree? The answer is today or 30 years ago, right?
Meaning we have to start at some point. We have to get started. The best time to start your entrepreneurial journey, the best time to start scaling up your offer, the best time to start putting up more content was 30 years ago. Figure of speech. I guess, mixing metaphors.
I don't know. It's yesterday, it was the week before, or it's today. You just have to go out and do it. And so that's what we're doing. And what I want to do is just document this process and document my vulnerability here and just keep pushing into it.
Okay, we are going to switch gears here. So for the folks on TikTok right now, you won't be able to see this, but you will be able to see it if you go over to the YouTube channel, subscribe if you want. What I'm going to do is I'm going to talk really briefly about retargeting audiences on TikTok, and then I'm going to show you how to set them up. So retargeting audiences on TikTok. So let's say that you put out some organic content or you put out some paid ads content.
You've run some ads, you've got your hook down, you've got your offer down, and now what you're doing is you're looking to retarget them. Now, retargeting, if you're unfamiliar with the term, is taking those people who've already engaged with your content and putting your content back in front of them. Again, in this case, we're talking specifically about paid ads. Now, what paid ads, how it's different than organic, is if people are watching your ads on TikTok, then you can retarget those people, those ad viewers on other platforms. You can engage people who've just encountered your page or who have watched your channel, but this is specifically for the people who've already seen or interacted with your ads.
Now, the reason why I make this discrepancy here is because, sure, you can run ads at people who've already engaged with your organic content if you like. But if you've tailored a specific message in an ad, you can take that ad and put that in front of people who are interested. And if those people are interested, they're probably going to click. They're probably going to visit your landing page. They're going to watch so much of your video.
Well, what's better? Going out and finding more people to watch it or putting the ads back in front of the people who have kind of already checked out your offer, who've been to your landing page? Maybe they've watched something of yours, like a webinar. Well, it's the latter it's the people. It's, in any case, at all, right?
If you've been to a website and if you're looking for a service and if you've gone to that website and you've shown some intent, like, hey, I've got this problem, then what you can do what you can do is put ads back in front of those people because they're already interested in your services already. So, yes, you need both at the same time. But in mastering funnels, I talk about this, we always kind of build from the bottom of the funnel up, because what we want to do is we want to build a little machine for the people who have displayed the most intent. And so what we're going to do when we have that display or we have that machine built, is that's when we can start the inbound, that's when we can start growing our audience through more inbound paid ads. And the best way that I would do that, again, you have to follow the mastering funnels.
You don't have to follow the mastering funnels framework. I'm about to give you $10 million worth of reasons why you should follow that framework. But what I would suggest is you just knowing your architecture, understanding your conversions, understanding your UTM tracking, and then that's when we lay around retargeting next, and then after that is in place, that machine is in place, that vacuum, that's going to kind of just suck in those easy sales, then that is the moment that you can turn on your inbound. Because think about it, if you just turned on inbound ads first and that's what everybody wants to do, because that's the silver bullet, well, you can't do that. Well, you can I'm not going to say you can't.
You can do that all you want. But if somebody hits your website and then they leave, how are you going to stay in front of them? Let's say they hit the checkout page and they left. How are you going to stay in front of them? The answer is retargeting.
It's keeping your brand top of mind. So what I'm going to do is I'm going to share my screen here. Last time I did this, I think I might have lost some audio. So hopefully we don't lose any audio. But let's go ahead and share screen, and then we will get rolling here.
So you can probably see my screen now. And what we're going to do is I just want to show you inside of TikTok Ads Manager, how we can go in and create some audiences. So I'm in assets, I'm in audiences, and I'm going to create audience. So I'm going to create a custom audience. A look-like audience is by creating an audience from a list or activity.
It's creating an audience from a custom audience. So you have to first create a custom audience. And a custom audience. We can do a couple of different audiences here. So the first is a customer file.
So if you have a CSV, maybe you've got all of your customers, you can upload those to TikTok and you can run ads specifically at those folks. This would be a great way to reengage buyers if you're an e-commerce, or it might be a way to reengage somebody else if you have a list of them. So this is a good customer file and this would be a great lookalike audience eventually, because the lookalike audience, you really want it to look like your customers, behaviors of the customers and the people that you've exchanged value with, in this case money for your product or your offer, then what you can do is create an audience off of that. And that's typically a really good audience. I'll come back to your question.
Speaking of, do TikTok ads have positive ROI? Great question. Yes and no. You can lose your shirt on ads just as easily on TikTok or on Facebook. So great question.
I'll come back to that. Speaking of. So engagement, engagement is probably the audience that you want to start out with. So engagement is something like they've either clicked, they've had an impression, they've done a two-second video view, a six-second video view, all the way down to 100% video views. Now, I wouldn't create a retargeting audience off of impression.
What I want to do is I want to create a retargeting audience based upon somebody who has found my content or my ad actually useful. So that would be a Click, right? If they clicked on the ad, that would definitely be some intent more than an impression. So an impression is somebody just sees it in their feed and they go on by. That really doesn't say that there's too much intent there.
So I don't really want to build an audience off of impressions. So click is a really good one, but it might not be everything, right? What I would probably start with is something like a 52nd video view or 100 or 75. So imagine this. You put out an ad on TikTok and what you can do is you can say, hey, of the people who have watched that ad, at least 50% of that ad, I want to put another ad in front of them because they probably found that useful if they're watching it to 50%.
Now, one thing to keep in mind here is if your video is short, if it's 7 seconds, if it's 10 seconds, this is going to throw off a lot of your audience. So just be very mindful of that. And the way that you would be mindful of that is by your ad group. So I don't want to get too technical here. I don't want to get too in the weeds.
I think that's a little bit more for the coaching that we provide. But as far as ad groups, what you're trying to do in your ad group is you're trying to lump that audience in there. So typically it's people with interests, people who use specific hashtags. So I'm trying to build my audiences around who is in an ad group. So from the very beginning, when I'm setting up a campaign, I'm going after conversions or I'm going after video views within that ad group, I'm trying to determine the best audience.
So typically where I would start if I was building my very first ad group is people who have specific interests and people who have specific hashtags or views or viewed specific hashtags. That's a really good way to kind of build an audience. Now, let's say that I've built that audience and I've run ads, so I want to pull out the people who have watched at least 50% of that video. And then the most important thing that's very easy to say, I shouldn't say the most important thing, but a very important aspect of building audiences is using logic. Because what you're doing in retargeting is two things.
You are thinking about who am I targeting? And at the same time you're thinking, who am I not targeting? So when I build audiences, I'm just going to write like video views last 14 days, right? So it changes to 14. So that then gives me an ability to go out and create another audience.
So if I wanted to build an audience of video views in the last 28 days, well, then what I can do is I can set up a campaign and target the people who have watched my videos in the last 28 days, but exclude the last 14. So that means I'm hitting them on days 15 through 28. I'm using this logic game, so I probably want to spend a little bit more money on the people who've actually watched it within the last 14 days than I do within the people from that 15 to 28 day window. But what I'm doing is I'm giving different budget to different areas. Where you see the most where this makes the most sense is kind of an in cart behavior.
If you have an econ funnel, right, the people who've added the cart, added their shipping info, added their credit card info, but didn't buy, those people are way more likely to buy. So those who are the people that I want to target first? I hope that makes sense. In Legion or in a book demo, you want to target the people who have scheduled a call but didn't actually connect, didn't actually book that, they went through the date, they went through the time, but they didn't connect that or they didn't schedule that. And so you could go after the people who almost scheduled the phone call in the last seven days, and then maybe you want to target the people who almost scheduled the phone call in the last eight to 14 days.
And so you have to be using logic and retargeting that is the number one rule. And I think it's just like a great thing to be thinking about. Even on top of funnel, you're always thinking about who am I targeting and who am I not? Hey, guys, more viewers on Tik Tok. I'm so pumped to be doing this on Tik Tok.
Absolutely thrilled. If you want to follow along, hit that plus button. Follow along for more, subscribe to the YouTube channel and you can see the live and everything that I'm sharing on my screen right now. So we've talked about creating an engagement audience. Then let's just kind of go through the next few of these.
And let's see here. Audiences assets.
We'll try this again. Creatives audiences. Okay, so we talk about a customer list or customer file engagement app activity. Now, this probably won't be for most people. So this is an app activity.
This is people who have used your app or took specific options within your app. I'm not going to really talk about that too much. So this is your website traffic. So this is Retargeting 101. You want to target the people who've hit your website, right?
What's better than retargeting somebody who's hit 50% of the video view? It's actually visiting the people who went to your website and we're checking you out. Maybe they got to the checkout page. Maybe they got all the way down there. Maybe they opted into your funnel.
Let's just stay present in front of them. So what I'm doing here is when I'm thinking through ads, I'm thinking about stacking. What is the most important part first? And if we're spending money online, we should always be spending towards the people. Where is the greatest ROI possibility?
So if I have two retargeting audiences, let's just say we have two. I'm going to target the people who hit the website first before I hit the people who have been watching 50% of my video. Now, if you're just starting off I should say now with that said, if you're just starting off running ads and nobody has been to the website, well, then you probably need to do the 50% video view watch first to drive people into your website. So there's a lot of different pieces here. Now, one thing that I will say, just because I've spent over seven figures in ad spend, fortunately, I've been able to use that actually very well for our partners.
When we are getting into the land of retargeting, I would stress that there are other platforms out there. Specifically, Facebook and Instagram are very good for setting up retargeting. The main reason why is when you get into audiences, there's something called an audience size. So imagine these audiences or these audience buckets needing to be filled up to this kind of the top of the bucket before they're activated on Facebook and Instagram, that audience level needs to be 100 or less 100 individual people on TikTok, that's 1000. So if you're just starting off running on running ads online. You might want to drive people in through TikTok, but you might want to instead maybe retarget them on Facebook and retarget them on Instagram first. YouTube is 1000 as well. So, lead generation, these are the people. You can run an ad on TikTok so that people fill out a form.
If the people viewed the form or submitted a form, you can create an audience off of that in the business account. This business account is people who have engaged or followed your business account. So this is more the organic content, building audiences off of your organic content. So let me go to speaking of question, do TikTok ads have positive ROI? So, that's a great question.
The only way that you're going to know if you have positive ROI on any campaign let me just kill this and I will go back to this. We'll stop the screen share and we'll get the screen back. And then I've got some questions in the chat, too. Let's handle speaking of questions first. Thank you for asking that, by the way.
So they said, do TikTok ads have positive ROI? Only if your offer is good, right? I think that's at the end of the day, any ad campaign can work so long as your offer is good. But here's how you tell it. It's very hard to just get information from these ad platforms.
And this is why stress in Mastering Funnels, week number one is setting up your funnel, your architecture in the right way. And then there's something in week two. We talk about conversions. So conversion is the effect or the KPI, that's marketing speak for key performance indicator. Think of this.
What's the one thing that you need to grow your business? Let's say it's booked phone calls. So in your Google Analytics, you're going to create a conversion. And the conversion is based upon somebody who's actually booked a phone call. That's what you're trying to get.
So what you're going to do is when you start running your TikTok ads or YouTube ads or whatever, in this case, it is TikTok, you're going to attach a string, and this is week three, investor and funnels, something called a UTM. That UTM connects the click all the way down to that conversion that gives you your ROI. There's going to be a lot of places where you're going to get your ROI, but you might not be able to track it. And if you're running ads online, you should be able to track absolutely as much as possible, because that's going to really allow you to spend more money on the campaigns that are the most effective. So do tick Tock ads have a positive ROI?
Yes, they can, but you won't know it unless you've set up your conversions. And everything that I preach and teach in Mastering Funnels again, here's a plug for it. 14 day money back guarantee. There's absolutely no risk to you. In order to get this started, you can get through mastering funnels in five weeks or less.
You can have a full-stack marketing funnel running with tracking, retargeting, inbound, split, testing, everything in five weeks or less. And I think I'm very proud of this. Now I'm going to get to why and how I built this Mastering Funnels framework here. But I have one more question. How much does it cost to run a TikTok ad campaign?
They say it is a $50 minimum. If you're running a CBO campaign on TikTok, it is going to be a $50 minimum. But if you're running a Bow, which means that the ad budget is set at the ad set level, you can get away with $20 a day. So if you can afford $20 a day in your advertising, that is the minimum that TikTok will take from you. Now, I do find there are differences between CBO and Abo.
And again, that's kind of the stuff that we talk about in our coaching, and what's better to be using? But yeah, $20 is the answer to that question. So thank you for that question. Facebook user. I can't see who you are, unfortunately.
And then, speaking of on TikTok, thank you for that question on the TikTok ROI. So one of the questions that I wanted to talk about, or one of the things that I wanted to talk about today, there's not a ton of time, so I might kind of have to hustle through this. Last week, I kind of talked about where my journey started, as I used to be an elementary school teacher. Hopped out of that, did about everything that I could in Internet marketing. Failed miserably at it, was really stressed out, was having a really hard time.
Hey, guys, thanks for joining. And then what I realized in time was just this importance of proof. And that's kind of what I learned in this client. My first major client over in Japan. I learned how to track what I was doing, how to prove what I was doing.
The piece was that I was missing, that I talked about last week, was the ability to close the loop. So everything that I just told you about how to get your ROI from TikTok, that is exactly the process of mastering Funnels that I learned. So I've learned this process on this client, which I'm about to tell you. So I came to a client who was running ads online, and they have a really good offer, right? It is a six-figure offer.
They supply some equipment to other businesses who are trying to grow up their own business. I'm trying to be vague here. So it's a six-figure sale most of the time for each of these sales. And so it made a lot of sense for them to have a marketing funnel, how to have some inbound ads. What they didn't have in place was one, somebody looking at this right, so they have a good offer, they have a good established business, they have tons of people who are raving about them, but they just didn't master how to bring people in with intent.
And so what I did for them is we did really three main things as far as ads are concerned, and that was Google Search Ads because people looking for the specific equipment. We did a Facebook ad that highlighted their product and or products because there's multiple products. And then the third one was YouTube Ads. The YouTube ads was a little bit harder just because there wasn't as much intent, and I honestly didn't have as much experience in YouTube back then. So what was missing though, was this loop.
The pixels were missing, so retargeting pixel. So they were driving people into their website with some Google Search Ads that was running before I jumped on. And they were just kind of the keywords, weren't really organized. There was no on-page SEO. It just didn't make a whole lot of sense.
It was just kind of done. It wasn't done poorly, I would say, but it just wasn't managed daily by somebody who needs to get in there and look at things every single day and optimize them. So what I did was I jumped in, and this was the first client where I had the opportunity to do everything. We're talking Google Tag Manager, Google Analytics, Facebook Ads, and Search Ads. So I found the search ads that worked.
You bet. Hey, thanks for hopping into this. So I found the search terms that work, that people were coming to the website and spending the most time on, actually filling out a request for a quote. And then we optimized our pages around that. We did keyword updating on the website.
And then slowly but surely, as we drove traffic in from Google Search Ads to these pages, people stayed on page. And that's one of the most important things in SEO, is people staying on the page. So when people stayed on the page, this business starts to move up their ranking. And if you're running Google Search Ads for that specific keyword, that just moves you up further and further and further. So it's a really good way to grow your SEO and to decrease your cost per click.
That's a solid way of doing it. But the other opportunity that I had was setting up Tag Manager and setting up these targeting pixels. You see, before I had arrived, they were running ads, driving people to their website. But then as soon as those people left, they weren't sitting in front of them at all. So think about how much money is being wasted by driving interested people to a website, but as soon as they leave, you're not staying in front of them.
And so that is where I sort of cut my teeth on retargeting as well. And I've learned this really good hack for Facebook boosted posts. Then most of the time, people think about Facebook boosted posts, and it's an absolute waste of money, which I agree it can be. But there's also these things within all our platforms that can just be leveraged like nobody's business. And that's exactly what we did.
So I took this one out and I turned it into a post. And then I ran it at the top of the funnel. I ran it at the middle of the funnel, and I ran it at the bottom of the funnel, and I ran it to existing customers. Well, the people who were existing customers showered love onto that post, talked about how great this company was. The people who were about ready to buy or getting interested could see those comments, and then they found that very appealing.
And then the people who the very first contact with this business, well, then that was social proof. So what I learned then was the importance of social proof. And the thing is, we just followed the ROI because we had it all set up. We had it built in analytics. We had the ROI there.
We had UTM tracking. So we knew our ROI. So we spent I don't know what our ad spend was the first month, whether it was 3000 or 4000, I don't remember. This is a couple of years ago. But we just kept spending more and more and more.
And by the end of the year, we had taken this business who had revenued $14 million a year before, and we took them to $24 million in just one year. Their leads were up 33%. The quality of those leads were greatly improved, and the cost per lead was lower. So cost per lead lower, more leads, and the leads were better. So that's like a winning combo of how to scale a business.
And that was my first eight figure funnel for a client. I've gone on to help one other client build an eight figure funnel, helped clients do multiple clients do seven figure funnels, and then multiple clients and partners do six figure funnels as well. Okay, I'm learning. Sorry, not learning, I'm running out of time. I'm learning that I need to take a little bit more time for all of these.
But I need to get to a few questions here because I don't think I'm going to have time to get to all of them. Let's go to this one. This one is how important is artificial intelligence and funnels, metrics, marketing, et cetera. So how important is artificial intelligence? So this is a good question, but I think it is if you are early to the game of funnels, it's not really that important.
So what is the artificial intelligence? Well, the artificial intelligence is this ad platform, be it Facebook, be at TikTok, via YouTube. They are better at finding people who are interested in your offer. Then you are right. If we all had ten marketers and our brain power combined is not going to be as effective as you add platform algorithms.
So how do you teach an algorithm what you want? Well, you can't really go out and rely on an algorithm right away, starting off the bat. And this is the importance plug, again, for mastering funnels module two. This is all about conversions. So conversion is, again, the thing that we want people to do when they're on their website.
Maybe it's book a phone call, maybe it's schedule the demo, maybe it's buy something, right? What we're doing is we're doing that for two reasons. The first reason is so that we know our ROI. The second reason is so that we feed the ad platform that information, saying, hey, this click that came from this campaign and this ad group, and this ad actually led to this conversion. Go find more people like this.
So that's when this machine learning really gets activated. Now it's a little bit harder to activate this. There's something called the learning phase on these ad platforms. And what you need to do is get 50 of these conversions within one week, and then the machine learning really starts working for you. So, step one, you have to have a thank you page or something like it, where this conversion takes place.
Step two is you have to send that custom conversion back to these ad platforms. And step three, you have to get this moving quickly. So if you don't have a lot of ad budget, I would say artificial intelligence isn't going to help you a whole lot when it comes to leveraging this machine learning or this AI on platforms. Sure, we would love to, but it's just not the spot where we're probably going to be right away. So, next, once it is in place, though, it is magical, right?
This is where these ad platforms just absolutely shine, whether you like them or not. I've got my issues with some of these ad platforms, right. And just how easily people lose their money and how it's kind of man. It's designed to take your money. If you log into these ad platforms and you're a new good luck, kiss your money goodbye.
If you somehow manage to make an ROI in your first time in ads, good for you. What I would always do is hop into coaching, hop into a course. It doesn't have to be mine. Go to YouTube. I'd suggest mine, because I've been there.
I've done it again. Spent millions of dollars in adspend, help businesses at this point. Revenue over $50 million. So I know that my method works. No, you don't have to use my method, but follow somebody who knows what they're doing.
When I first got out, I bought courses, I went to seminars because I needed to learn how to do this one. Because of a high moral conviction that these people are giving me their ad spend for me to make good use of it. But two, I also just wanted to see success. I don't want to be some really high moral, upstanding fellow who just takes their ad spend. I actually want to get results with it too.
So circling back, yes, artificial intelligence is very important, but it's probably not going to benefit you early on. But if you want to start training the ad platforms, you have to use conversions and again, mastering funnels. Week two covers exactly how to do that. But you need to follow a method. And that's why I talk about an architecture in week one and how to set up those endpoints for your funnel.
Because essentially all you're trying to do is just create this click create this endpoint and create a feedback mechanism that's just going to really ramp up your production for your leads. Now, I probably only have time for one more question. Let's see. What do you usually use as lead magnets in your funnel? So this is a really interesting question.
So personally, we don't do a whole lot of lead magnets. I've read ebooks before we have ebooks. The two lead magnets that we use I would say is a free training because I think that that's the most valuable. I think giving somebody a free training and ours is about what, 70 minutes long. I think that's absolutely the best sort of way to one, benefit the viewer or benefit the potential customer because they're learning.
But then at the same time, what they're doing is they're deciding if I am right for them. You know, there's something to be said for leads and there's something to be said for like, you've heard of Legion and Demand general, right? Leads are great, but all leads aren't ready to buy at the moment. Maybe they never will be. So we want to extract the people that are ready to buy or ready to take action.
And I do think like a video sales letter or value video or webinar in this case is a really good way to do that. But I've also done ebooks and then I've also have a $27 mini workshop which is about, I think it's like 2 hours, I think it's 90 minutes that walks them through how to do kind of set up their analytics and then set up the retargeting. And so what that does for $27 is I have taught this person an invaluable skill set for them to grow their business. And so I think what it comes down to is what is the best lead magnet is like, where can you provide the most value for your customer? Where can you just shower?
I've used shower a couple of times. I'm not going to use shower anymore. Where can you just provide as much value as possible for these people to help them get to that next point and then establish you as an authority and then ultimately give yourself trust. All right, I got another question in the chat. How much do sales funnels cost?
That's a good question. I don't know specifically what you mean by that. So a sales funnel is typically just this logical sequence of what somebody wants to do when they're online. So a logical sequence, meaning they see an ad or you reach out to them organically, they come to a landing page or your website, where you present them with a call to action. The call to action is book a phone call, download now, shop now, buy now, buy a course, something like that.
And then after they buy, then you have a thank you page. So that's kind of what a sales funnel is. Now, you could build it yourself. You could use the mastering funnels. You could do it yourself, you could hire somebody to do it, but I don't necessarily know what the cost.
You could use click funnels to host it, but you're going to have to drive people to it. So what does the sales funnel cost? Well, it's either it's going to cost your time, your money, or your energy, your time and money. Specifically, if you're coming up with ads and running ads, it's going to take your energy and making those ads as well. But you can fill it organically.
You can do content like this. You can just put out content. You can do lives, you can do posts, you can DM people. But ultimately, what a sales funnel is the mechanism used to drive people down to your offer and present them with value along the way. And on top of that, what you're trying to do is kind of extract the people who don't want it.
So you just want to be speaking to the main folks who are interested in your offer. So I think that's kind of the key when it comes to that. Now, shoot, I'm coming up against a hard stop here, and I didn't answer all of the questions. So what I will do is I'll save those for next week. How do you go about getting the leads organically?
And then I'm new to running ads ready to start, but where do I begin? So what I'll do is I will hold on to those comments for next week and we'll hop into that. I went on a little earlier than I thought, and this is taking longer, but I absolutely love it. So let me just wrap it up with this. Thank you to the folks who are watching on TikTok.
Today, we're doing a TikTok live for the very first time. I am absolutely pumped. I love the engagement that this app is giving and just the ability what is built, tip of the hat to TikTok. And then thank you to everybody watching today on YouTube and on Facebook and on LinkedIn and on Twitch. Pumped that you just took some time out of your day.
I hope that this was valuable to you, and then thank you to those people listening after the fact. And then thank you to the people who are listening, obviously, on Spotify as well. So if you want to learn more about Hacktics, if you want to learn more about mastering funnels in the coaching program that we put together, it is a done, it is a do-it-yourself method with a two-week free trial. Absolutely to you, a 14-day money-back guarantee, I should say. Then you can learn more about that.
There's probably a link somewhere that you're seeing this now. Or you can go to Jason Wilmott Me or just learn more about our company at Hacktics tactics.com. All right, guys, thank you so much. Thank you for tuning in today. Thank you for the questions that you've asked.
If I didn't get to them, I apologize. If you are watching this after the fact, drop a comment below and then I will address that comment in the next podcast. But thank you so much. Be good to yourselves, have a great rest of your week, and we'll see you in the next life. All right, take care, guys. Bye."