Crafting Authentic Marketing Journeys with Kristina Pierce

Unlock the secrets of successful online advertising with Kristina Pierce, the mastermind behind Pierce Media, as she returns to the Seven Figure Builder Show to share her wealth of knowledge. From her beginnings as a media buyer in 1997 to running her own company, Kristina has seen the advertising landscape evolve but notes that many core challenges remain unchanged. We explore the pivotal decision she made to start her own business five years ago, and the strategic moves involved in building a talented team, including the addition of experts in Google and YouTube marketing.

For those venturing into the world of paid advertising, Kristina offers invaluable insights, making the transition from organic marketing seamless. Learn why Facebook and Instagram ads are the perfect entry points for beginners, offering a balance of cost-effectiveness and ease of use. Kristina walks us through the process of creating a warm audience before pitching high-ticket items to a colder market, stressing the importance of offer validation through existing followers. Drawing from real-world success stories, such as a health and wellness coach's journey, she provides actionable strategies for those ready to take the plunge into online advertising.

Discover the art of crafting effective marketing strategies, as we discuss the nuances of Facebook ads and the importance of setting realistic expectations. Like making lasagna, skipping steps in strategic marketing can lead to less-than-stellar results. Kristina introduces the "Marketing Mafia," a membership program rich with resources and expert guidance, designed to empower businesses of all sizes. We also touch on the emerging role of podcasting in marketing, emphasizing authenticity and integrity as foundations for lasting business relationships. Join us for a conversation packed with practical advice and insider tips to help your business thrive.

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Episode Transcript

Speaker 1 (00:00):
Welcome back.
This is Julie Baranek, host ofthe 7 Figure Builder Show, and
I'm here to be with my friend,Christina Pierce.
Hey, Christina, hey Julie, howare you?
Long time no chat.
I know Christina is back againon the podcast.
We had so much fun the firsttime we get to do it again
because you've got so much goingon with Pierce Media and I
can't wait to hear all about it.

Speaker 2 (00:25):
Yeah, yeah, it's been exciting, it's.
You know, I tell peoplesometimes it's kind of like that
roller coaster.
You know you get in and youmake sure your harness is locked
and you keep your hands insideat all times until the ride
comes to an end.
Well, this ride hasn't come toan end yet, so we're still
loop-de-dooping around here.

Speaker 1 (00:39):
Absolutely, and you are, you specialize in ads and
I'm really excited to just do atotal deep dive today, but all
kinds of ads.
So tell us a little bit, just aquick story of kind of how you
got to where you are and howthings have evolved, frankly,
over the past couple years yeah.

Speaker 2 (00:57):
So how I got involved ?
Um, you know it's I.
I tell people that sometimes Ihave to go way back and I love
telling this part because itshows us you know, they always
make jokes that fashion evolves.
You know, if something was infashion back in the 60s, you
know it comes back.
You know, bell bottoms cameback, this came back, that came
back.
It kind of works the same a lotin marketing in some ways.

(01:19):
So you know, I started inmarketing back in 1997.
Just a little bit ago, and whenI did, one of my first jobs was
a media buyer and I worked atthis little agency that was.
You know, I walked in the doorand had a little office and sat
down and worked and I boughtmarketing advertising for

(01:39):
clients.
So I would have like fourclients and I would meet with
radio people, TV people,newspaper, billboard, whatever
it was, and I would buy theirmarketing for them.
And it worked.
Because a business one, thebusiness owner, doesn't know.
Well geez, should I?
What radio station should Iadvertise on, or what?
What's this mean in TV, or whatshould my ad look like?

(02:01):
Well, fast forward to 2024 andit's the exact same thing.
It's just different platforms.
So it's really funny.
It's so funny to me to thinkback that I did the same thing,
just in a different venue really, and it's the same thing with
clients.
They don't know what platformshould I be on, what should the

(02:24):
ad look like?
What can I say?
What can I not say?
How much is it going to cost me?
How do I know if this isperforming All of that?
So I do that now and you know,from being at that little agency
as a media buyer to workingthrough and I worked, as you
know, director of marketing andhead of marketing for a bunch of
different companies, to landingat a little startup in

(02:46):
California which I worked fromhere in my home in New York and
learning the basics of ads backthen.
That was when Facebook ads youcould only run like on a
marketplace type thing.
It was so different and youdidn't run them in ad manager,
you ran them through athird-party software that you
would use of your choice.
Run them an ad manager, you ranthem through a third-party

(03:06):
software that you would use ofyour choice.
And then went to a largeragency and worked with some
pretty cool people, um, clientwise, but thought you know what?
I think I can do this and itwill be, oh wow.
Tomorrow it will be five yearsthat I've owned Pierce Media.
Thank you, look at that, it wasmeant to be.

(03:28):
I had to think about it.
I'm like wait, it's July 8th,I'm like July 9th.
So so five years ago, I openedPierce Media, which was just me,
the lone person who trudgedthrough it all and did it all
and learned a lot along the way.
Um, you know, I can be honestand say that were there days
that I went, holy crap, why am Idoing this?

(03:51):
Why don't I just work forsomebody else?
But there's many, many moredays that I think I know exactly
why I do this and I knowexactly why I don't work for
somebody else.
And you know, I've I've beenvery lucky and very blessed, um,
and I think some of that is howI do business and what I
believe, um, that I bring intothe business.

(04:12):
So, yeah, so here we are, fiveyears into it and, um, we're
growing, which is great, andlove every minute of it I love
that and you're bringing on newteam members.

Speaker 1 (04:23):
Can you tell us, like what's that look like for you?

Speaker 2 (04:26):
Yes.
So it was probably the scariestthing I've done is because it's
we all know if, if you, ifpeople out there, have their own
business and it's your name,it's you.
You know that everythingsomebody else touches represents
you and it's a hard timeletting go.

(04:48):
I have a hard time letting go,period.
My husband will tell you I'mthe biggest control freak in the
kitchen that there is.
He calls me a kitchen bully.
I have the worst time lettinggo of control.
But I found and made friendswith some really cool people who
ended up being, hey, are youlooking for work?
And it was well, yeah, and Iinteracted with them enough.

(05:12):
So the first person that Ibrought on, she is just a you
know, a big brain.
She is a Google and YouTubeexpert.
What she knows about Google adsand YouTube ads just blows my
mind every day.
I could take a course, I couldpay a whole bunch of money and I
could learn them.
I know enough to be dangerous.

(05:32):
I know enough to know when it'sperforming, how to make changes
.
She's the one that knows.
I always say what I know aboutFacebook and Instagram.
She knows about Google andYouTube and I love that.
So I brought her on and it'sjust been phenomenal and the
results that she's gettingcompanies.
I mean, we're working with like, with Google and YouTube ads

(05:53):
with like tech companies andcompanies that do very different
things.
We have a really cool clientright now that she's running
Google ads for that do theseconstruction overviews and they
like design this, they do scansand then design this overview of
huge construction sites andthey're getting business through
Google ads because of how she'splacing them and what she's

(06:16):
doing.
So that's been great.
I have another girl that'scoming on.
She's done a little bit of workwith us, but not a ton.
She also does Facebook andInstagram because I, I, I can't.
It's not fair.
I only allow so many clientsand, um, I'm getting more and
I've gotten more people reachingout.
So she has been doing facebookand instagram ads about as long

(06:39):
as I have had an agency decidedshe didn't want that headache
anymore.
So she's looking for work Asidefrom that.
She can run LinkedIn and TikTokas well, which is something
that, if it's right for a client, we absolutely do.
I have a tech person that now ison board who can do work in
drop funnels and also inWordPress, but he's my secret

(07:04):
weapon because he is a go highlevel expert.
There's nothing he can't do andgo high level.
So, whether it's and here's thething that I love we have set
it up in a way that if a clientcomes on and has, say, a
WordPress website and has, say,a wordpress website but does not

(07:29):
want to have their own ghl, um,we can actually set up and
design a funnel in our ghlthat's theirs and then, if they
were to ever decide to leave orget their own ghl, we can slide
it over to them.
So it's very more, it's a lotmore versatile.
And then along with him comesactually, his lovely wife, which
is great, and she is a funneldesigner and a creative and a
copywriter.
So we really are starting toexpand to have kind of the full

(07:52):
gamma of things.
So that's exciting with the teammembers and it's just, you know
, I it's, it's knock on wood,I'm knocking it's.
It's been a blessing and youknow we're just I'm not looking
to become, you know, this hugeagency, but I knew that I wanted
and I was getting clientsasking to okay, I'm running on

(08:14):
Facebook and Instagram, what'snext?
Or you know people reaching outwith hey, can you handle Google
and YouTube?
And you know we are a veryaffordable agency compared to
other agencies, and I know it.
But we do that on purpose too.
We're not looking.
You know this isn't a get richquick thing we want to make.

(08:34):
We want to make, you know, adecent profit.
But we also want to help people, and you know you can't do that
when you're strapping them totheir bank accounts or when
you're, you know, blowingthrough their money like crazy
and you know, two months andthey're telling you my credit
cards are maxed out, there'snothing I can do.
That's not our goal and that'snot how we operate.
So yeah, we're excited about it.

Speaker 1 (08:55):
I love that and you've got so many different
aspects of your business,obviously, especially in ads.
But can you talk through, like,why the why would somebody be
in each of those?
Like, what does that mean?
What are the best places tostart?
You know, it's some people ads.
It's a very scary world whereyou just feel your money
literally going out the door andit's hard to know is this

(09:17):
working, is this not working?
So share some of your geniuswith us.

Speaker 2 (09:22):
It is.
It's that's probably.
I'm going to say that if, um,the top two questions I always
get are and they no matter whatis always, it's either the
question of that Um, I want toget started in ads.
Where, where should I start?
Or the number two question isis that, um, what is just?

(09:43):
Okay?
I'm, I'm doing some organic.
What do I do next?
So it's kind of along the samelines.
What I tell people is this ifyou are new to ads, if you are
brand new to ads, you have notrun any ads.
Number one have a conversationwith somebody who runs ads Most
of us, like me, I know I will doit.

(10:03):
I do 30-minute discovery callswith people and I don't charge
for them, which a lot of peopledo.
Come on, what I do is I'll sayto them okay, you're thinking
about running ads and I havequestions.
I ask them.
Based on that, I will give themfeedback and say, okay, one, I
think that you should try ads.
Here's the platform and 99% ofthe time, everybody should start

(10:27):
on Facebook and Instagram.
It's inexpensive and it's aneasy way to get started.
There's basic ads you can run,there's things that you can do,
and it's user-friendly and itreally is the best place, and a
lot of it because of the budget.

(10:47):
You can run ads on Facebook andInstagram for $2, $3, $5 a day
where, if you look at Google,you got to pay to play.
And what a lot of people don'tunderstand with it is because
Google is a search engine, it'snot a social media platform.
And that's the other thing.
When somebody will say, wellgeez, I was running Facebook and

(11:07):
Instagram ads and I triedGoogle ads and they didn't work,
because you can't just take aFacebook and Instagram ad and
think that saying the same thingor doing something along the
same lines it's going to work.
You know, when you get intoGoogle, you're bidding on
keywords and you're doing.
You know, when you get intoGoogle, you're bidding on
keywords and you're doing it'sjust a whole nother world and

(11:28):
you have to pay to play.
I mean, a $50 a day budget islow on Google, usually it's.
You want at least $100 to playon Google.
So there's a difference, butwith getting started, it does
come to the basics.
Keep it simple.
You know I had a question,matter of fact, yesterday that

(11:50):
that came up to me and they saidyou know, I see people starting
with ads and they're running tofreebies, why wouldn't they
just run to a program or acourse if they're going to start
ads?
Okay, easy answer.
Because here's the thing If youhave not run Facebook ads, that
means that the only people whoknow you really are people who

(12:13):
like your Facebook page, followyou on Instagram, maybe have
visited your website or somehowgot on your email list and
you're emailing them.
That's called your warm audience.
They know you somewhat when youstart ads.
99% of the time you start adsto cold audiences, things.
People like interests.

(12:33):
So maybe if you're a health andwellness coach, we're going to
run ads to an interest of yogaor Pilates or keto or whatever
it may be.
Those are cold people.
They have no idea who you are.
To be honest, they don't.
And I tell people this theydon't care who you are.
They know they have a problemor they have a challenge and

(12:57):
they want help.
So if you run an ad to say,even a $97 program, let alone
anything higher, to cold people,that's a hard sell because they
don't.
Ads come down to a no like trustfactor.

(13:17):
They have to get to know you,they have to like you and they
have to trust you.
That's the basics.
So when you see people startingout with ads and running to a
freebie, they're not seeing thewhole picture.
They're running to that freebieand giving them that free PDF
or checklist or ebook and whathappens is once they get that,

(13:38):
they're telling them it's comingto your inbox.
They're sending them a series,a strong series of about five to
seven emails introducingthemselves, getting people to
get to know them.
Then, towards the end of theemail series, they're pitching
them say that $97 course that's,or to book a call.
That's where you're gettingaction more.

(13:58):
Then what do we do?
We then also retarget them withads of hey, you grabbed my
ebook but you didn't take mycourse, or you didn't book a
call.
Come on back and take a look.
So that's the biggest thing.
The other one is that the reasonwhy I discourage people from
running cold ads to a program ora course is because most of the

(14:21):
time, the people that come tous have never sold that or a
course is because most of thetime, the people that come to us
have never sold that.
So if you haven't sold it topeople that like your Facebook
page or follow you on Instagramor somebody on your email list,
you don't have a validated offer.
So really, the basics ofgetting started with ads is
Facebook and Instagram and ittruly usually is with a lead
generation or a freebie typeoffer so that people start to

(14:45):
get to know you.
But again, I have a health andwellness coach right now that
I'm working with and we run afreebie.
She runs it at $10 a day.
Her leads are coming in at agood cost.
Her offer is to book a call.
Two weeks ago she had somebodybook a call and that booked call

(15:09):
bought her $3,000 program.
So you know you, it didn'thappen in.
You know, three days you got tostay the course, but it's like
with anything.
So that's really you know, whenyou're looking at getting
started and looking at expandinginto ads.
It truly is.
But the best advice I can tellyou is find somebody that maybe

(15:29):
you've been following or talkingto, or if you want to talk to
me, you always can and just talkto them, ask them a few
questions.
I don't mind it because, look,if you don't and you try it on
your own and you just go blindlyin, the odds are and I'm sorry,
the odds are it's not going tobe, probably not going to be

(15:51):
successful or as successful asyou want it to be, and the next
thing you're going to do is sayFacebook ads don't work, I won't
use them.
They don't work, and they dowork when they're done right.
So I want to get that out ofpeople's heads that Facebook ads
don't work.
They do.
And, trust me, meta's not goinganywhere.
It's one of the highest youknow.

(16:14):
Their stock price right now isridiculous and it keeps going up
, and I think you're going tosee Zuckerberg expanding and
adding more and more features.
He's just a little bit slowerto do it than some of the others
, but I truly think that you'regoing to see more things coming
out, and we already see changeson the inside from what we can
see day to day.
So it's Zuckerberg's here toplay.

(16:37):
He's not going anywhere.

Speaker 1 (16:39):
I love that.
No, and I appreciate thatbecause there is.
There's a method to the madnessright, Like, if you're going
from zero to high ticket offer,that's too big of a leap right,
which I think is important thatyou touched on.
And also that whatever you'reselling, it's a proven offer
right that you have, you're notguessing.
Or if you're using it for, youknow, confirmation of an offer,

(17:00):
it's strictly that.
Like, okay, what are peoplereacting to?
Right, there's differentstrategies there.

Speaker 2 (17:05):
It's, it absolutely is, and you hit on it,
especially from the zero to highticket.
We're seeing that more and moreand more and I feel terrible
saying this, and I mean nodisrespect to anybody out there,
but there's a lot of coachesout there that are teaching high
ticket, high ticket, highticket, high ticket.
Can you do it?
Yes, but there's a lot ofgroundwork you got to lay first.

(17:30):
It's like I tell people it'skind of like thinking about if
you want to build a lasagna,because lasagna takes more steps
and it takes sometimes a littlebit more practice sometimes to
get it just right.
You know, if you skip steps andyou think you're just going to
make this, you know milliondollar lasagna, you're mistaken.

(17:50):
It doesn't happen that way.
Can it?
Yes, but there's groundwork andthere's there's steps that you
have to take it.
Because, look at Julie, you andI both know if we could go from
zero to high ticket just likethat and in a snap we'd all be
loaded.
You know, it's just it's.

(18:11):
Can it happen?
Yes, does it right away?
No, and just it's the oldsaying of that.
You know, just remember things.
If it seems like it's too goodto be true, it probably is and
you're not going to make amillion overnight.
I wish I could promise you that, but I can't and I won't, so

(18:35):
it's it's just that situation.

Speaker 1 (18:37):
Yeah, no, and I appreciate, as always, your
candor and honesty andtransparency, because I think
that's an important message thatpeople wrap their heads around
is it's not a quick win, it'snot a quick fix.
It's a piece of the strategyand there's so much more that
goes with it behind the scenes.
It's not, you know, crazycomplicated to build,
necessarily, but it's necessary,right Like you have to have all

(18:59):
the pieces, not just like thisone piece, and that's usually
the sign, the shiny object thatyou see from other people like
they're running this ad.
You know, obviously something'sworking.
Obviously there's something I'mnot doing.
I need to just do that thingand you don't see the whole rest
, you know, behind the scenes.

Speaker 2 (19:16):
Absolutely, absolutely.
And you know it's um, you knowthere's so many things that that
people miss.
That's there.
But, um, you know, that's oneof the reasons why one of the
things we've started doing, thatI started doing with some
clients is we now do not onlycompletely done for you where
it's you know we do.
We handle everything from A toZ, month to month, with

(19:37):
everything, with ads, whateverit is you may need.
But we also added two morethings.
We have a done with you and wehave a kind of DIY, do it
yourself but done with you.
I love, I personally love it,and it's great, especially for
people starting out.
And what we do is if somebodycomes in they're just starting

(19:58):
out and they are strapped with asmaller budget, is I will
actually set up their ads,especially, like it's usually
freebie list building.
I will set up the ads, I willget them running to a good cost.
I get it all nailed down.
It takes about.
I handle them for about twoweeks and then I educate the

(20:19):
client on how to monitor them,how to increase them, how to
make some changes, and then theytake over and then they run
their own ads With my advice.
They get a couple more callswith me afterwards and what's
happened is I've had people comeon, do that.
They'll run their ads for liketwo months to where they start
getting some sales becausethey've got that email series in

(20:42):
the background helping them out.
And then all of a suddenthey're like hey, christina, I
want to come back to you andeither can you help me set up
this or can I just come on as aclient.
So we work, you know, withpeople, and I think that's one
way that I do things differently, one I'm honest with people.
If I think the ads won't workfor you, I'll tell you.

(21:03):
If I think you're not ready forads, I will tell you, but I'll
tell you what you need to do toget ready.
Right, um, but on the otherhand, nothing we do is cookie
cutter.
I don't have.
If somebody says well, what areyour rates?
What's your business?

Speaker 1 (21:18):
Where are you at?

Speaker 2 (21:19):
What are your goals?
No-transcript doesn't alwaysfit every business and it just
doesn't.
So everything that we do andeverything every proposal I do

(21:42):
is specific to the business anda lot of the times it's a plan.
I will actually give them aplan of that.
Hey, here's what the first 30,60, 90 days looks like, and then
here's what 90 days and beyondwill look like.
So we actually plan out.
We really do a lot more withstrategy and planning.
We want to actually plan out asmuch of the first year as we can

(22:05):
, because, as we're doing ourjob for the client, we want the
client to be working on thoseother things they may need.
Like, when we talk about highticket, they'll tell me I have a
high ticket, okay, but I wantyou to also have two downsells
because, again, you get somebodyon the phone and you've done

(22:25):
the work and you've gotten themout of the call and they're
excited and you pitch them thehigh ticket and maybe they're
just not ready.
Yet.
If you hang up that call andyou don't sell them something,
all you do is leave money on thetable.
So that's where we come in tosay what if you pulled this
piece out and offered it at $297?
Or what if you pulled this outand offered it at $497?

(22:47):
So we really do a lot more withstrategy and planning than even
beyond the ads, which I thinkis an important part, and I
think it's a part that a lot ofpeople miss on, because it's not
usually part of the deal.

Speaker 1 (23:03):
Yeah, no, and that's so important.
And again, going back to thatbigger picture of make sure you
have all those pieces together,because they all work together,
to then be able to ascend upyour ladder to that higher
ticket offer.
And I'm curious what?
I'm a data geek, you know that.
How do you know if it's workingright, like that's the magical

(23:24):
question?

Speaker 2 (23:26):
And you know what it comes down to back in the day.
This is funny too, because backin the day, like pre COVID, pre
pandemic, how you know it wasworking was really just your
numbers.
You knew that if you could getleads in it, you know like under
$5, you were doing well.
If you could do this, you weredoing well.
That's not the case anymore.
It really now is back to thesame thing, where it's all
pieces.
How do you know if ads areworking Well?

(23:48):
The ads are a piece of thepuzzle.
So that's where we starteddoing when I talked about the
more strategy and the moreplanning is that ads used to be
able to hold their own and theycan't anymore.
You really need that emailmarketing and make sure that
you've got your emails.
You really need to have thatorganic marketing and that the
same messaging you're puttingout in ads, you're also putting

(24:11):
out on your IG reels or on yourFacebook page and your posts and
wherever it is.
You want all that to worktogether, because ads alone will
not and I tell people this adsalone will not scale your
business.
They won't do it.
What scales your business is asolid marketing and strategy,

(24:33):
especially a strategy plan andmarketing plan.
But what also will skill yourbusiness is other products, and
that doesn't mean you have tohave look, I don't work with
econ businesses, so I'm nottalking products like sneakers
and shirts.
But you can't just have onehigh ticket offer or you can't
just have one, you know, 197coaching program.
You have to have a couple otherthings that you can send out

(24:56):
and get out there on their own,without it always being you.
So now to know when something'sworking is when we're hitting
your goals, and the goals it'sall got to go in there.
So if I might have a clientthat says I want to bring on two
new clients into my coachingprogram every month, well,

(25:17):
there's a big difference.
So if we look at that, andlet's say her coaching program
is $5,000.
So every month she wants toenroll two new people.
So she keeps bringing peopleinto the program and keeps a
revolving thing going on.
Well, so each of them is worth$5,000 to her.
We look at how much are youwilling to pay to acquire that
client?
So if we start out with leadsand it's lead to this, to this,

(25:43):
to this, we might be willing topay $8 or $10 for a lead up
front because we know theconversion rates and the
conversion numbers to know howlikely that person is to convert
and go through and buy.
That Same thing withmasterclasses that people are
doing now and webinars, wealways tell clients the first

(26:04):
one is really data-driven ifyou've never done one, because
what we need to find out is wego from what you've sold at the
end and we reverse it to figureout what your conversion numbers
are, so that on the next one,if you wanna make five sales, we
then know, okay, we have tohave 150 people register,
because we know 50 are gonnashow up and out of the 50 that

(26:26):
show up, 10% are gonna buy andout of whatever it may be.
So you really have to knownumbers and that's how you know
it's successful.
Is it's success now is drivenmore by the end goal than it is
of that.
I want two dollar leads.
I can get you two dollar leadsevery day, but if those two
dollar leads do nothing but siton your list and they never do

(26:46):
another thing, you just wastedtwo dollars times, however many
you have sitting on your list.
So it really has come to apoint where it's really quality
over quantity more than anythingright now.

Speaker 1 (27:03):
Absolutely, and would you say?
Are there benchmarks thatpeople can look towards or it's
truly like micro conversions ofeach individual step, making
sure people are progressingthrough that ultimate sales
funnel?

Speaker 2 (27:17):
There are some benchmarks with industries, so
like, if it's a health andwellness coach, if it's a life
coach, if it's you know what itmay be there are some benchmarks
that we can go by, but really,for the most part, we re it's.
It really is micro, based onthat client specifically and

(27:38):
what we see, and it's just.
It's such an important part andit comes back to.
I think that when you and Italked before, I've said the
same thing.
I get this all the time andit's that well, amy Porterfield
does it.
Amy Porterfield does aphenomenal job.
She's phenomenal period.
Come on, amy Porterfield does aphenomenal job.

(27:58):
She's phenomenal period.
Come on, pay your dues.
She's put the work in.
You cannot expect to run yourfirst masterclass and have the
same numbers as Amy Porterfield.
You can't.
But what we can do is know that.
Okay, if you want to run thatfirst masterclass, we can tell
you roughly what a cost perregistration should be.
We can tell you what anindustry benchmark is of show up

(28:22):
rate.
We can tell you that, forinstance, we do know and I
actually know this about Amy too, because I know the person that
runs Amy's ads is that AmyPorterfield makes more sales by
people watching the replay thanshe does from the live.
So that's an important factor.
I talk to people who have runmasterclasses and they say I'll

(28:42):
say to them well, what's yourreplay?
You know when your replay goesout, how many are getting to
watch the replay, and they go.
Well, I don't offer a replay.
You need to, you don't, youneed to.
Let's fix that.
So you know, there's key pointsin looking at all of that.
So you know, yes, there aresome benchmarks to know, Like,

(29:05):
for instance, that we know rightnow most people get more sales
from the replay than they do thelive.
But other than that, everythingtruly is kind of micro to that
business, that entrepreneur,that course creator, coach,
whatever it is specifically.

Speaker 1 (29:25):
That makes total sense.
Yeah, and I know you've gotyour marketing mafia that is in
full speed.
Tell us what is that?

Speaker 2 (29:35):
Okay.
So it's been in the making fora while.
It's been a little slow go insome ways, but it's because, as
we all know, you think one thingand then all of a sudden it
starts to evolve and change andyou come up with others.
So originally it was gonna bethe ad mafia.
I always people laugh when Isay this, but I am a mafia fan.

(29:55):
I love old mobster movies, Ilove every.
It's just intrigues me.
And so I thought about the admafia and I thought but wait a
minute, it's flat.
And what I started to see wasthat there were a lot of
memberships and monthlymemberships out there that were

(30:18):
ones on organic social and emailmarketing and content creation
and this and this.
And I thought well, with ads itwould be the same thing, it
would just be about ads andthere's so many pieces that you
have to talk about when you talkabout ads.
So I talked to a couple ofgirls that I know that are

(30:38):
specialists in some other areasand said what do you think about
this?
So the marketing mafia was born.
So the marketing mafia is amonthly membership.
It's well under $50 a month.
You become a founding capo,which Capo is captain in the
mafia and it is everythingmarketing.

(30:59):
So you have I have bosses inthe marketing mafia that are
specialists in obviously, I havea Google and YouTube expert.
I have a LinkedIn TikTok expert.
I have a GHL person that knowsGHL.
I have another website designerthat can design websites in
multiple things.
I have a copywriter.
I have another website designerthat can design websites in
multiple things.
I have a copywriter.

(31:20):
I have somebody that does emailmarketing.
I have somebody thatspecializes in.
They're an OBM, so anoperational business manager
that can give advice and helpout with procedures and systems
and what do they need and how toget things set up.
So we really, in it, talk aboutall things marketing, whether

(31:45):
you want to let us take a lookat an ad and give our opinion,
if you want us to look atanalytics, if you're having a
hard time with automating youremails, whatever it may be,
aside from the bosses that arein there, emails, whatever it
may be.
Aside from the bosses that arein there, we also have guests
that come in, guest bosses.
So, for instance, a health andwellness coach will come in and

(32:05):
talk about kind of burnout andself-care and how to take care
of yourself.
You know we have.
You know I think that we haveand I'm imagining that I'm
speaking to her that we willprobably have a really kick boss
that will come in as a guestonce in a while and talk about
podcasting and what that's like,because it's all part of

(32:26):
marketing.
So there's nothing off thetable.
You know, I have another girlthat wants to come in as a guest
and talk about branding andyour colors and logo design and
even branding photos.
So it's everything entailed intomarketing in one place and
right now it's just a privatefacebook group.

(32:48):
Once you join the mafia, um,it's a private facebook group.
You can post, you can askquestions.
We'll have train.
There's trainings everymultiple trainings every month
that are live, really recorded,so that anybody can watch them,
and then we'll have the scheduleof guests.
We're also going to move intohot seats where we will go live
and have somebody come on and wecan actually deep dive into

(33:09):
something of theirs, and I'mhaving my GHL person actually
work on a membership side aswell and go high level where we
will have some other things button of resources.
I did a whole digital marketingkind of Bible with like what
does this term mean and what isit and why should I care about
it?
And we'll have lots of otherresources there.

(33:30):
But yeah, we're excited aboutit.
It's.
It's very much mafia focused.
It's very much mafia focusedit's.
You know, I tell people it's,you can use it as much as you
want, as little as you want.
But it was something that Iwanted to make affordable to
anybody, no matter where they'reat, in any type of business I

(33:52):
had.
It's so funny.
I had somebody that's local tome here in New York.
He and his wife do woodworkingand go to craft shows and things
and sell things and he doessome really nice things and he's
like, could this help me?
And I'm like, absolutely Cause.
He's like why I need a website?
You know I want to have awebsite and I want to know.
You know I want people on myemail list so I can let them

(34:12):
know where we're going to be.
And I'm like, absolutely,absolutely, so this can help the
marketing mafia can work forsomebody from that person that's
got a little hobby typebusiness that they're just
starting all the way up tosomebody who's a coach or a
course creator.
That is, you know, maybe at thesix, seven figure mark, um,
because it's always changing.
That was the other thing.

(34:32):
So like, if I see something infacebook that's changing, I'm
going to go into the group andI'm going to let them know.
You know if, because it'salways changing that was the
other thing.
So like, if I see something inFacebook that's changing, I'm
going to go into the group andI'm going to let them know.
You know, if we see thingschanging or there's a ton, a
million and one scams goingalong around right now those
types of things anytime we seestuff changing or we see new
trends, we're going to bringthem in and share them so that

(34:55):
people stay up to date withouthaving to go search for all of
that themselves.

Speaker 1 (34:59):
That sounds awesome.
And I do think that podcastingwould make a perfect addition to
it.
So you know, you have to seehow that works out.

Speaker 2 (35:06):
Absolutely, absolutely, listen, someday.
My hope is that so you'll laugh.
The hope with the mafia is that, you know, eventually it will
grow and perhaps turn into wherewe have an elite mastermind at
some point.
You know that's even more indepth for people.
But you know a little mafiapodcast, you know.
I kept saying you know, maybethe Capo Chronicles, the

(35:30):
underworld of digital marketing.
You know, maybe that might be apodcast someday.
You never know.
But, like I said right now, itwas the thing of that.
I saw where it was missing.
You see all these groups andyou see people posting and
asking all these questions andgetting 50 million different
answers and I'm not saying allmy answers are always right, but
when I knew that I could bringa group of people together,

(35:54):
these bosses in my mind, and letthem share some of their
knowledge and, you know, guidepeople.
It's all on how we work.
Integrity is a big, big part ofhow I work and I would rather
somebody leave my working withme and say, you know, not decide
they don't want to be my clientanymore because of anything.

(36:16):
It can be anything under thesun, but I don't ever want it to
be because of you know, Ididn't have integrity or I
wasn't honest with them.
I had a client that left at theend of June and I actually told
her that I thought it wasbetter because she needed to
grow and she didn't have thefunds and didn't really want to

(36:36):
develop new things, and I said Ithink it would be better if you
managed your ads on your own,but let me show you how to keep
managing these.
And she couldn't believe that Idid it.
So that's how we work and Ithink that's what you know makes
me different and I'll be honest, it's probably the number one
reason why I went out on my own.
So yeah.

Speaker 1 (36:56):
Well, you have to be true to what you believe in and
your core values, to be true toyour clients and I work the same
, so I love that about you and Ithink that's why we clicked
from day one.

Speaker 2 (37:06):
I do too, I agree, I agree.

Speaker 1 (37:09):
Awesome.
So, thinking about your clients, is there something that's like
burning inside of you that youwish that more people knew, or
like things that you just wishyou could just tell people that
you know you really need to knowthis or you need to do this.

Speaker 2 (37:27):
Yeah, um, I think my biggest thing is that stop, just
stop.
Stop the madness.
It's exactly how it sounds Umand and this I can't preach
enough Do you work your business?
Look at, I fell into the holeand I can share.

(37:49):
I can say this because I didwhere a few years back, it was
geez, I'm not posting on socialmedia enough.
I'm not posting on Instagramenough.
I'm not creating reels.
I'm not posting on social mediaenough.
I'm not posting on Instagramenough.
I'm not creating reels.
I'm not creating this onFacebook.
Oh, I didn't go on YouTube, I'mnot going live, I'm not doing
this.
And I was driving myself insanebecause you can't.

(38:10):
And I kept thinking, oh, thisperson's doing this to the where
.
One person that I actuallyadmired, this person's doing
this to the where, one personthat I actually admired.
I saw something she did and Ijumped and invested money and
had something done like she didand it was totally worthless to
me and I don't use it to thisday.
So you are you, your businessis yours, and I always say it

(38:33):
this way run your own race.
Sometimes it's a sprint,sometimes it's a marathon,
sometimes you got to stop andtake a break.
Sometimes you trip on yourshoelace and have to stop and
tie it and kind of dust yourselfoff.
That's it and it's okay.
But don't read all of thisstuff and think, well geez, this

(38:56):
person is doing it, this personis doing it, this person is
doing it, I got to do this, Ihave to do this, I have to do
this.
Rome wasn't built in a day andyou can't do it all, especially
if you're a business owner.
So if you're a coach, if you'rea course creator, if you're an
entrepreneur, you're a businessowner.
And guess what?
Not only do we have to work inour business, we have to work on
our business as well, and itcan get overwhelming.

(39:18):
So just take small pieces andknow you don't have to do it all
.
Now it's the part where I seepeople get hung up that they
don't wanna start with thebasics of list building and the
freebie.
They wanna jump right intoselling the high ticket offer.
It's the best way to blowthrough your money and it takes.

(39:41):
You have to stay the course.
So I think that, when it comesdown to things, that's the thing
that I think burns in me andthat I wish I could shout to the
world all the time is just takeit for you, use what works for
you and don't worry about whatsomebody, what the other person

(40:02):
is doing, just do you it's.
And once I learned that, boy,let me tell you, um, business
was better because I was lessstressed, but the stress just
started to go away.
And let me tell you somethingliving life with stress is not
the way to go, because you'llburn yourself out before
anything and it's just, it's notworth it.

(40:24):
There's the businesses outthere.
It will come to you, just you,you have to give it some time.

Speaker 1 (40:30):
I love that.
I love that, thank you.
And how?
How can people work with you?
How can they get involved withthe marketing mafia, or you know
all the different ways that youhelp people with ads.

Speaker 2 (40:41):
So the easiest way is just to reach out to me With
the marketing mafia.
We actually have a site justfor the mafia that talks about
it and that ismymarketingmafiacom, and that
talks all about the mafia,what's included, what we do, um,
and gives you the basics ofthat.
So that's there, um.

(41:02):
My website is kpearsmediacom,so the letter K, and then pierce
mediacom, because somebody hasmy domain, um.
So that's there, um.
So that's there, um.
And my email is Christina, witha K at kpearsmediacom.
Feel free to email me, um, withmy website there's also a
contact me form.

(41:23):
But if you email me and say, hey, you know, I'm not sure where
I'm at or I'm looking to getstarted, I just don't know.
I have some questions.
Look at it, I will, I'll shootyou.
Sometimes, you know, I normallyalways have some time in my
calendar.
It might be a week later, Imight not have it that week, but
I always try to have some time,at least 30 minutes, to be able

(41:44):
to chat with people.
And you know, even if it's megiving you some basic advice
that you take away, you knowit's paying it forward and I'm a
big, big fan of paying itforward.
So yeah, that's about theeasiest way to get a hold of me
and, like I said, with the mafia, it's just mymarketingmafiacom.
Same thing.
If you had questions about it,you could ask me.

(42:04):
But I'd love to hear if you docheck out the website.
I'd love to hear your feedbackbecause it was something in the
making and once you see ityou'll understand.

(42:37):
I actually have a new websitebeing designed as well.
You know that goes.
We all evolve and realizedifferent things.
But and on top of it, if Iseptember, we are actually
launching amazon ads, which isnot the same old amazon ads.
So in the past you've only beenable to advertise on amazon if
you sell something on amazon.
Um, amazon has opened that upand I actually have an agency
account and they have launchedlead generation and sponsored
display ads for people who donot sell on Amazon.

(42:59):
So if you're a coach, a coursecreator, a service provider of
any kind, you can now have adson Amazon.
The targeting is phenomenal.
To give a quick idea, and Ilove using this example if you
are somebody who has created avideo series you're selling on

(43:19):
how to train a dog and you wantto advertise, and you can't sell
that video series on amazon,but you want to advertise on
amazon to that.
Well, guess what?
We can target people who havesearched um for dog training
books, specific books, toys,anything like that.
So for me, I run facebook andinstagram ads.
Well, I can target anybodythat's bought or searched for

(43:42):
facebook ads for dummies.
So there's so much moretargeting that you can do.
And the pricing of amazon adsis about the equivalent of
facebook ads, so it's veryinexpensive to get started with
and it's very inexpensive to runads.
So it's very inexpensive to getstarted with and it's very
inexpensive to run.
They're great on their own, butthey also will be great paired
with other things like Facebookor Instagram ads.

(44:03):
So we're excited about that.
That's our next baby to comeand we are very excited about
that.

Speaker 1 (44:10):
That is awesome.
That is so awesome and it'ssomething that nobody else
offers at this point becauseobviously it's brand new, so
that's really exciting.

Speaker 2 (44:18):
Yeah, it is.
It's one of those things thatthey reached out and had
offerings for beta accounts andI applied and got a beta account
.
So what's really nice is I havea dedicated person at Amazon
that I can email or just get ontheir calendar anytime and it's
just it's.
The lead gen is probably myfavorite.

(44:39):
So if you're familiar withFacebook and Instagram and the
lead gen ads where the box justpops up and you don't leave
Facebook it's the same type ofthing on Amazon, so you will
actually be able to collectleads on Amazon and people won't
have to leave Amazon to go to afunnel page.
So if you don't have a funnelyet, which a lot of people

(45:02):
starting out don't you'll stillbe able to use Amazon ads and
get them that way.
And what they found is that fornow, that's where they think
that the best work is going tobe done, but they are constantly
adding things.
So in the next few months, theywill actually add where you can
send people out to a funnel orout someplace else.

Speaker 1 (45:17):
Very cool, very cool.
So for people that want to dothat again through your website,
reach out via email, like thatwould be the best way to connect
with you.

Speaker 2 (45:27):
Absolutely, Absolutely, Because I've already
gotten we've gotten a lot ofpeople since I've made some
announcements about it reachingout that are like, okay, if you
have openings in your roster inSeptember for clients, we want
in.
So absolutely, and, like I said, I have you know I'm going to
actually run the Amazon ads inthe beginning on my own.
One of the other girls that'son my team wants to learn as

(45:49):
well, but I have been working onthese for about six months with
Amazon to really get themdialed in and fully understand
the platform and how thingsperform before I will.
I, you know, and I've used myown money instead of using
somebody else's and playing withit that way.
So I really wanted to make surethat we were dialed in.
So, yeah, it's, it's exciting.
So, yeah, give us a shout.

(46:09):
We'd love to, we'd love to workwith you.
There's not much that we don't.
We have a new client and it's afuneral home and it's fun oh my
goodness I'm ki, I want to seethe ads.
Now they are.
They're very nice, informativeads, so it's kind of like what

(46:29):
it is is.
And here's the other thing realquick is that for a lot of
people, if you have a business,that's not necessarily um,
something that you would sell,um, like through an ad, like
funeral services, um, you canuse facebook ads for brand
awareness and that same thing.
So, like, think of it like aradio ad when you're driving in
your car and you're here, youknow, unfortunately things

(46:51):
happen in life and when yourloved passes on, you want a
family to take care of yourloved one and you know, and blah
, blah, blah, whatever it may be, it's that type of ad.
You think about it that way.
More of an informative, likekeep me top of mind thing.
So that's so you that's.
You know, with Facebook andInstagram ads, that's a great
way to use it as well is, youknow, hair salons.

(47:14):
You may not sell a hair service, but you want your name and
your salon out there.
Real estate agents, you wantyour name.
It's branding.
So those brand awareness arekeeping you top of mind, whether
it's in just your small area,like here I'm in little upstate
New York.
We have 1800 residents where Ilive, but local places.

(47:34):
One is an assisted livingfacility.
They run ads on Facebook andInstagram because when families
are looking they want to staytop of mind.

Speaker 1 (47:42):
So yeah, yeah, well, that, and you can also target
locations right, not just thekeywords.

Speaker 2 (47:49):
Exactly so.
With, like the assisted livinghere where we are in upstate New
York, we're about four hoursNorth of the city they get
people.
A lot of the residents thatcome to that assisted living do
come from the New York CityJersey area because it's calmer
up here, it's quaint, it's verydifferent from the city but the

(48:11):
families love to come up becausewe have the beautiful Finger
Lakes and wineries and you knowwhere else can mom live in an
assisted living facility?
And I know three times thissummer they're going to go on
the lunch cruise on thebeautiful lake here and go on a
boat lunch cruise living inassisted living.
So there's lots of things.
So we target not only our areabut then we skip and target.

(48:34):
You know a mileage radius ofthe tri-state area as well
because they know that's wherethey get people from.
So you know you can be a wineryin Napa Valley and maybe you're
looking for people you know inthat are from Texas coming to
California to visit Napa and wecan, we can target them.

Speaker 1 (48:50):
So yeah, anywhere in the world.
I love that and actually canyou.
So what?
I remember when I was startingto learn ads many years ago and
I came across an example and Iwish I had it on my mind.
So I'm going to ask you if youcan give us just a fun example
of like how insanely specificyou can get with targeting ads.

Speaker 2 (49:12):
You can get.
It is crazy specific.
So let's say that you have.
You're the greatest thing is tolook at.
Like you know you're a coachthat works with that helps women

(49:33):
, widowed women, 60 plus findlove again.
And you realize that most ofthe women that you're getting
your, your clients, are you'rein Wyoming and but you're
getting women that are reachingout to work with you that are in
Naples, florida, and thevillages in Florida and um

(49:55):
Austin, texas.
So we can actually say, okay,we're going to go to and drop a
pin in the villages in Floridaand we're going to target any
woman 60 plus that is a widow orwidower has it in their status.
But let's say they also loveFrank Sinatra music.
You know that every client youwork with loves Frank Sinatra

(50:16):
music.
So we're going to target that.
But yeah, you've got 60 plus,let's say out in Laguna Beach,
california and they love theBeach Boys and that's what
you're after.
So specific down to we can evenstack.
We can say you're going afterwomen.
You know, in the US, canada,the UK, australia, singapore,

(50:40):
and you want women between theages of 30 to 42.
They must be married, they musthave kids under at this certain
age, but they must beinterested in Nordstrom,
nordstrom Rack, nordstrom,nordstrom Rack and Pilates, but
also have a four-year degree ormore.
So I mean, you can get so downand dirty with targeting that

(51:05):
it's crazy.
So what I tell a lot of peopleis that what it looks like is
it's like casting that big net.
You've got this vast amount ofwater and you want these little
minnows that are worth about athousand dollars a piece to you.
That's what you're looking for.
Well, you have to cast the bignet and as you cast the net,
you're going to.

(51:25):
That net's going to get smallerand it's going to just keep
going down, down, down till youget to that little bitty fish
that you're looking for.
So that's what happens is wecast it big, say, women 25 to 55
.
But by adding in all theselevels of targeting we're going,
we keep just going down, down,down down.
We get that little goldennugget, that little honey pot of

(51:49):
where they are.
So yeah, it's crazy.
It's fun to do.
It's fun to stack audiences,especially when you find some
things that might work forsomebody and you start stacking
them and really playing withthings.
It really helps.
And that's really where, too,we can distinguish and get more

(52:10):
of the quality over quantity.
I mean we could go after, withhealth and wellness, we can go
after anybody 25 to 55 that'sinterested in Pilates.
There's your quantity.
I mean we could go after, youknow, with health and wellness,
we can go after anybody, 25 to55 that's interested in Pilates.
Right, there's your quantity.
But when we start stacking andmaking some other requirements
of things that they must also beinterested in, that's when we
start to increase the qualityand get more quality people

(52:32):
through their doors.

Speaker 1 (52:33):
And do you find I could talk about this stuff all
day, but I can't keep you allday.
But as you get more specificand more granular, does the cost
per lead you know that cost ofthat audience tend to go up, or
is it about the same?
Or what do you find with that?
Obviously, it's a more qualitythan quantity.

Speaker 2 (52:53):
It's a 50-50.
The days of and I tell peoplethis all the time the days of
dollar leads on Facebook arelong gone.
Oh, you can get them, butyou're going to target everybody
in the world but you don't wantthem.
The date you it really.
That's where it really is likeOK, you know, don't tell me that
you want three dollar leads,because then you're going to
complain to me when you're notgetting book calls and you're

(53:14):
not getting sales Right.
They're going to be worthless.
However, the coach I'm workingwith now that did get the book
call that's only running at $10a day.
Her leads are running about$4.85 a day.
So she's getting leads at about$4.85 each, running at $10 a
day.
But she got a book call.
She knows she's got to stay thecourse and she's willing to do

(53:35):
it and it resulted in a client.
So it's a 50-50.
It really depends on how nicheit is.
Obviously, the more niche youare, the higher the lead cost
will be, but leads are stillpretty affordable.
And then it's adding in some ofthose other elements making
sure you've got that solid emailmarketing campaign in the back

(53:58):
end, making sure we're doingsome retargeting, making sure
we're running nurturing as well,which is a new element that a
lot of people have missed wherewe just run ads out there of
little value chunks from theperson that we just put back in
front of that person who hasn'ttaken that action.
So, if you've signed up for anebook through a coach, we're
going to retarget you with adsto get you to come back and do

(54:19):
whatever we want you to do.
They're going to send youemails, but in the meantime
we're also going to show youvideos from this person where we
don't ask you to do anything,but where they share little
nuggets of knowledge so thatwhen you do see that retargeting
ad again or get another email,you might go.
You know what I do want to booka call with her.
I want to talk to her becauseyou've started to know, like and

(54:40):
trust her.
So that's really the that's thegoal.
But yeah, it depends.
But lead costs right now arestill pretty contained and you
know, facebook has made a lot ofchanges with taking away a lot
of targeting, so we've had toget more creative.
But you know, on the other endof it, um, you know we have

(55:03):
lookalike audiences that arewe're using now too that used to
perform really well back in theday kind of went away and now
they're back on the upswing andwe're seeing amazing results
with a lot of of lookalikeaudiences, so lookalike of
people that have visited theirwebsite, lookalike, especially,
a lookalike of people that havepurchased from them, lookalike

(55:23):
of their email list, those typesof things.
We're seeing really goodresults with those as well, so
awesome.

Speaker 1 (55:31):
Awesome.
Well, thank you, Christina.
This was so much fun.
I always enjoy talking to you.

Speaker 2 (55:36):
You too.
Thank you, julie.
I am Thank you for having meback.
I loved it.
I, as you can see, I could, asyou, I could talk ads all day
long and marketing all day long.
It's just fun.
But you know, if I can leaveeverybody with anything, it's
just.
You know, run your own race,and if you really feel stuck or
you just really have questionsand you're not getting answers,

(55:57):
you can reach out to me.
You never know.

Speaker 1 (56:01):
Absolutely, absolutely Awesome, and we'll
have all the links below foreverybody to come check it out.
And yeah, thank you so much forbeing on, thank you for having
me Absolutely, and if you foundvalue in this episode, please do
share it.
That's how people find us,no-transcript.