Navigating the Intersection of Ads, Sales, and Content Creation with Chase Barmore

the best way to quickly put together and advertise an offer, the importance of capturing emails, and advice for creators starting to sell

About the Episode

Chase Barmore is an Account Executive at Hyros, an ad tracking & AI optimization software for 3000+ global businesses with $3.5B in ad spending. Some of their clients are Tony Robbins, Click Funnels, Playboy, and Grant Cardone.

Chase is also the co-host of Sales Players, a podcast for top players in the B2B sales space.

In this episode, we explore how you can create and track top-performing ads for your info products, coaching, and consulting services. We also tackle why creating a podcast in the B2B space is a great idea and how can you leverage your job to create content.

Today, we'll cover:
- Chase Barmore's journey from burning cash on ads to streamlining ad attribution with Hyros
- Why understanding ad attribution is critical for content creators and how Hyros solves common challenges
- The power of using content, like a podcast, as a tool for strengthening sales and networking
- Insights on building a sales strategy in today’s content-rich environment and why inbound leads are crucial
- Actionable steps for content creators to transition into successful course and product offerings

2 Ideas from the Podcast

Idea #1: How to put together and advertise an offer

Getting an offer together is one of the hardest things about selling a product.

It might seem overwhelming, but it can boil down to a basic funnel that allows you to start testing things out.

The first thing is to design a landing page and get some very simple creative to start running ads with. Choose a single platform to start with, whether it’s Meta, Google, or something else.

After some time, you’ll be able to take a close look and see where people are falling off from the funnel, and who came back six months later to purchase. Platforms can over or under-attribute the effects of your ads depending on a myriad of things; so this sort of analysis can help you find the real ROI of your campaign.

Play Segment (07:38 - 08:45)

Idea #2: Capture emails as early as possible

Chase mentions that capturing emails as early as possible is a powerful tool to have at your disposal, even if you don’t plan on using it now.

Mainly for future retargeting. Whether it’s a course, product, or service, having a list of somewhat warm leads can prove to be incredibly useful, and it might even be what tips the scales in your favor and creates long-lasting, successful products.

There are as many ways to capture email as you can count, but an effective one is using the integrated tools in Calendly to do it.

And if you’re having enterprise clients call you, it’s also a nearly surefire way to get warm & hot leads.

Though they might not qualify for the product you’re selling now, having their email stored means you can then retarget them with a new offer they may be more interested in and qualified for.

Play Segment (17:43 - 19:19)

1 Key Learning: Advice for creators starting to sell

If you're not already selling a course or have some sort of offer, test your audience. Verify whether or not they're going to buy something from you.

A simple way to do this is by going on a site like Skool.com and creating a course. If you take a look at most creators, there’s a copy/paste formula for them. Meaning you don’t need to reinvent the wheel.

Likely, there’s someone you can look at in your niche, and simply emulate them. Keep in mind not to copy what they’re doing, but look at the flow of them and their funnel, and take it as a starting point.

Play Segment (20:00 - 21:37)

Episode Timestamps

04:07 About the ad tracking and attribution software, Hyros
05:53 Identifying top-performing traffic sources and conversion points with Hyros
07:38 Essentials for creators running an ad for the first time
11:04 Getting into podcasts about SaaS sales with Jesse Woodbury
11:52 Networking, building a personal brand on LinkedIn
13:10 Leveraging podcasts for ICP relationships and content creation
19:59 Approaching sales conversations as a content creator
21:55 Collecting prospects’ emails, learning from other content creators

The Importance of Server-Side Tracking in Advertising: "I had gotten into actually running my own ads and I had, I burned a lot of money, um, with ads. And something I didn't realize is having a server-side tracking tool and the importance of actually having a tool like this, uh, because you get a lot of ads in your internal feeds from Instagram, YouTube, and everybody makes it seem like it's really simple, uh, but it is a lot more complex. And with a tool like Hiros, I think, uh, it really can help those looking to run ads." — Chase Barmore [00:01:45 → 00:02:21]

Impact of Privacy Updates on Digital Marketing: "So he had seen issues before the iOS 14 update and the GA4 update and these different updates with privacy before anything was happening, because he was running so much with ads. And so really the thing that we saw for is attribution, missed attribution, really understanding where your, uh, leads are coming in from." — Chase Barmore [00:04:10 → 00:04:34]

Monetization Strategies for Content Creators: "What a lot of these creators are doing is basically they're running ads to a low ticket offer. So let's say some sort of, could be a $7 course, could be a $27 course. Then when the actual person comes into the funnel, they're going to have a mid-ticket offer, then a high ticket offer." — Chase Barmore [00:06:03 → 00:06:23]

Optimizing Digital Marketing: "So I would first make sure that you have tracking set up, that you have some sort of CRM, you have some sort of call booking funnel in that it, it's not all over the place. You want to use some sort of CRM that could be go high level, that could be HubSpot, and then basically you. I wouldn't start with every platform. Uh, I would start mainly with either Facebook or Google, and then I would start to understand my funnel and get that one page of, okay, what is my offer? Intro. Offer page. Get that page done, get some basic creative and start running ads to getting people to the page and seeing if they start to opt in. The issue that you were talking about, Ramon, was a lot of times what happens if somebody clicked on your ad and then maybe six months later they purchase? You're not going to know that that person found you through that ad." — Chase Barmore [00:07:38 → 00:08:37]

The Power of Networking: "LinkedIn and networking is so important for creating content. It's not about the amount of viewers or followers, especially. You can do these one-to-one conversations and really niche into your audience and start to help people." — Chase Barmore [00:12:14 → 00:12:30]

Testing Online Courses Viability: "If you're not already like selling a course or you're an affiliate marketer or you have some sort of offer, is testing your audience if they're going to buy something from you and just create a course, you can go on school like Alex Hormozi’s deal." — Chase Barmore [00:20:03 → 00:20:22]

Key Marketing Strategies: "The most important thing you can get from your prospect is their email. So any way that you can capture an email, if you're not already capturing your clients' emails, start doing that." — Chase Barmore [00:22:02 → 00:22:13]

Episode Transcript & Castmagic Chat

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