Get All Access for $5/mo

How to Scale Your Marketing Without a Marketing Budget Stop leaving money on your table. Begin with your "juicy carrot," and start profiting while you generate new leads and customers today.

By Kim Walsh Phillips

Opinions expressed by Entrepreneur contributors are their own.

Hero Images | Getty Images

I've always leaned towards the hustlers over the inherited. Meaning, scrappy entrepreneurs with drive and hutzpah are my passion and purpose.

They don't have Angel Investors, VC funding, or a trust fund to rely on. Every dollar they spend has to come back to them as more or they don't survive. So every minute and every dollar counts.

Yet so many small businesses aren't sure what their marketing is doing for them. Are they wasting money? Or is it helping their business?

It is why so many are hesitant to spend money on social media marketing. Will it produce the return they were looking for? Or waste their hard-earned dollars?

Take one of our clients – Dave Dee. Dave is a sales and marketing expert and coach. He launched his own business after years of working for someone else. He needed clients and cash.

He had an email list for a while, but it was getting kind of stale. Those on his list weren't responding as much as he wanted/needed, and he wasn't profiting from it. He knew he ought to grow his email list.

Like so many of us who want more people on our list, Dave wanted to develop a bigger audience, and have more people to sell to – meaning more people to hear his messaging.

He was nervous because he didn't have the budget of American Express or Pepsi, or even some of the big marketers who can spend a ton of cash with little risk. He was nervous. How much money was he going to waste? Was he going to be throwing his hard-earned money away?

We created a system that addressed this fear and crushed it.

First, we started with a Facebook Ad offering a "juicy carrot." We want people to bite on a juicy carrot, because juicy carrots are what attracts many bunnies, and we want those bunnies to multiply. The bunnies want that carrot so bad that they are willing to give their contact information in exchange. In Dave's case, what was the juicy carrot? It was a free seven-figure sales template. That's the juicy carrot we wanted them to bite on.

When folks click through to the landing page, the real magic happens.

On this page most people would simply say, "Thanks for requesting the blueprint. It's on its way." But here's where Dave is making money on his lead generation. On his thank you page instead of simply thanking new list members, he offers them a program that he previously sold for $500, now made available to them for only $47.

There's an offer right on the thank you page: "If you want to move forward, you can have an opportunity for this one time only to get this course for $47." The results are incredible. Dave is getting almost 10% of people who reach this page to buy this course, and we are able to bring in leads for less than $4 each, which means he is actually making money. The results have been officially amazing.

Let me break this down.

Out of 2,210 webinar template downloads, his cost per download was $3.31, making his total spend $7,306.52. When 193 people purchased the template, his total revenue came to just over $9,000.

What does that mean? These numbers are crushing it. His net cost to add 2,210 new people to his email list was $0. His profit generated was $1,764.48.

My company runs a similar funnel. It starts with a juicy carrot of a free 3-day training on how to get 10,000 Facebook Fans in 72 hours at On the thank you page, visitors can purchase a recording of the training. We are converting 22% of all leads into customers, right from the thank you page. Not only does this mean we are actually profiting from our marketing, but it also means we are getting the contact information from our leads willingly because in order to purchase, they are supplying not just their name and email but also a mailing address and phone number.

Juicy Carrot Example

Since running this campaign, we have brought in 6,073 new leads and increased our revenue 103% over last year.

Stop leaving money on your table. Begin with your "Juicy Carrot" and start profiting while you generate new leads and customers today.

Kim Walsh Phillips

Founder and CEO of Elite Digital Group

Kim Walsh-Phillips is the award-winning speaker, author, podcaster and CEO of Elite Digital Group, a direct-response social media agency. Kim has brought in over a billion dollars through her clients with her laser focus on increasing their revenue through direct-response marketing. She is the co-author of No B.S. Guide to Direct Response Social Media Marketing (Entrepreneur Press 2015).  Kim also leads the top-ranked podcast, "Facebook Sales Strategies," on iTunes.  

Want to be an Entrepreneur Leadership Network contributor? Apply now to join.

Side Hustle

This Former Disney Princess Lived 'Paycheck to Paycheck' Before Starting a Side Hustle at Home — Now She Makes $250,000 a Year

Victoria Carroll's income was "sporadic" until a friend encouraged her to take her talents to Fiverr in 2018.

Growing a Business

Beware of These Risky Sales Tactics That Are Doomed to Fail or Backfire

Every business owner can learn from the failed sales tactics of a defeated car salesman. Know what they are to avoid losing your sale.

Business News

This Major U.S. Metropolis Is Requiring All City Employees to Work In-Office 5 Days a Week

Philadelphia is the first city to implement the five-day-a-week in-office mandate. It went into effect on Monday.

Business News

How One Company Transformed a Medical Device into a Mass Market Phenomenon

Hyperice's Gilad Jacobs has spearheaded the recovery revolution, expanding the use of his late mother's innovative compression invention for patients, athletes, and everyday citizens.

Business News

Here's What Sora, OpenAI's Text-to-Video Creator, Can Really Do

Toys "R" Us used Sora, an AI filmmaker, to create its latest ad.