Fix the Website Before Buying the Ad: Sania Baig, Kinsub Marketing

0:00 · Intro

Jordan:0:00
Welcome back to the [High Ticket AI Systems] podcast. Everyone please welcome the winner. This is Sonia Bagg. Sonia, how you doing today? Fantastic, man. Just got back from lunch. I'm fricking full. can barely move. But I'm here. I'm happy. Now, for those of us that do not know the name or the brand just quite yet, can you please explain to us basically what you guys do and who you serve best?

Sania Baig:0:08
I'm good, how are you?

No.

Sania Baig:0:16
Ha.

0:24 · What Kinsub Marketing Does and Who It's For

Sania Baig:0:24
Yeah, yeah, absolutely. So I'm Sonia Begg, the co-founder of Kinsub Marketing. So what we do is we really focus on driving kind of digital growth across different channels. And what kind of sets us apart is we really focus on kind of the website and optimizing the website first for like conversion optimization, just to make sure that we're driving traffic to the best possible experience. So That's kind of what sets us apart, but we basically handle web development, conversion optimization, any kind of digital marketing strategy channel, you name it, we handle it. So kind of a lot on our plate. Yeah.

Jordan:1:02
I love it. Sure. was actually looking at your guys's website as one does and yours is super badass. Yours is super, super cool. Do you handle that in house? Like I guess, are you the ones clicking the buttons and doing that? Or do you have like a team or a partner in place that kind of executes?

Sania Baig:1:08
Oh, thank you. Thank you.

Sania Baig:1:18
Yeah, so it's our development team. They're honestly incredible. They can design anything we want. So we basically kind of gave them some ideas and they kind of took it and ran with it. But yeah, we have an incredible design and development team that can basically do anything. They can build apps. Like we've had some crazy ideas too, and they've been able to execute. And we've had some crazy client requests too, and they've been able to execute. So yeah, they did our websites. So yeah.

Jordan:1:45
That's awesome. Love a good team. Love a good team.

Sania Baig:1:47
Yeah, seriously, that's the backbone.

Jordan:1:50
You brought up clients that have the clients where you've implemented websites on behalf of words. my gosh. Can you describe like who best is fitted for your services?

2:03 · Her 13-Year Journey Through Agencies and Brands

Sania Baig:2:03
Yeah, yeah, I mean, it's honestly any medium to larger size business that's looking to scale. So if they're like in a rut and they don't necessarily understand like how to take their business to the next level, that's kind of where we step in. You know, myself, speaking for myself, I've been in the digital marketing space for about 13 years now. I've worked at, you know, the top agencies and I've also worked on the brand side. I've worked on big clients, small clients, crazy clients, chill clients, all sorts of different clients.

I have a ton of different stories, but I've just gained a lot of really good experience and my husband, who's the co-founder, he's on the finance side of things. So he's a finance director. So we kind of take things from a unique perspective. look at, know, clients' P &Ls. We kind of assess where they're spending their ad dollars, where are they spending other things? And then we kind of try to help them essentially scale in the most profitable way possible.

That's kind of our approach to marketing and sales and finance holistically.

Jordan:3:05
Thank you so much for the insights there. To me, sounds like you're articulating with like a C, like a growth operator would do.

3:14 · What a Fractional CMO Actually Does

Sania Baig:3:14
Yeah, yeah, yeah. So a lot of our brands would consider me as a fractional CMO. And what's really cool is I have a whole team behind me. So I'm touching all of the accounts. I'm not in the day-to-day, but I'm overseeing strategy. I'm approving everything. And we have an incredible team of operators and leads who kind of execute everything. yeah, thankfully, as a fractional CMO, I've built a really strong team and we've been able to see results for our clients. So yeah, we're just kind of taking it one day at a time.

Jordan:3:51
That's awesome. In terms of client acquisition, whether strategies you implement for your own company or strategies you implement on behalf of your clients, do you have like a favorite system in place that you guys use?

4:05 · How Kinsub Acquires Clients and What's Working Now

Sania Baig:4:05
For ourselves, no. Honestly, for us, it's just been referrals. I know that's not necessarily 100 % scalable, but right now for our brand in particular, we're really focused on just kind of organic growth and putting out really strong content. And then from there, our hope is to then kind of layer on the paid acquisition.

So that's kind of our focus for ourselves before our brands. We definitely like to have a good mix of organic and paid channels. So you have your Google ads, you have your SEO, now you have AEO, some retention in there with email, SMS, some upper funnel with meta. mean, whatever essentially their goals are and depending on their budget, we kind of handle that for them. But it honestly depends on. what their immediate goals are. Some of them just want to focus on profitability, some of them just want to focus on scale. So it just kind of depends on what they're looking for and where they kind of are at their journey.

5:02 · The 3-Pillar Growth Framework: Traffic, CRO, Retention

Jordan:5:02
For sure. I remember on our first phone conversation, we discussed how you essentially attack, not attack business, but sure, attack client accounts from three pillars. One is bringing new customers to the door. The second one is CRO from a website standpoint, right? Once they actually land on your website, want to make sure they're opting or they're converting.

Sania Baig:5:11
you

Sania Baig:5:23
Yeah.

Jordan:5:24
within good KPI and you also have nurturing campaigns on the backend, right? And I think that's like, try factor within business, bring it in, make sure they're converting and then nurturing them in the backend so they actually convert if they didn't initially. I think it's fantastic. Now, when you are optimizing a website, what are some like principles, philosophies, non-negotiables you like to implement into this website to ensure they're converting within KPI?

Sania Baig:5:29
Mm-hmm.

Yeah.

Sania Baig:5:38
Right.

5:54 · CRO Non-Negotiables for E-Commerce Brands

Sania Baig:5:54
Yeah, I would say if you're an e-commerce brand, you definitely need like a sticky add to cart button. If you're on a product description page, you also need a sticky nav bar as you're scrolling. You need some type of new customer offer pop-up. It can be like a pop-up or a full page experience. If you have multiple categories of SKUs, you need like a really detailed collections page with a bunch of different filters.

I think of these things and like these are like, okay, check, check, check. But a lot of these brands don't have that. I've even seen like bigger brands like Nike and Adidas, like if they have something out of stock, they don't have a notify me while back in stock button. And so like little things like that, right are like huge and a lot of brands kind of overlook that but I'm trying to think of what else I'm going to sticky add to cart. Also the add to cart page and view cart page.

I would say 80 % of the brands that we look at, they have like such empty space on those pages and those pages are like prime real estate, right? So you wanna make sure that you have, you know, those pages filled up and you can do quick upsells, you can add in testimonials, you can do a free shipping qualifier. I mean, there's so many things, but I would say those are kind of the top for e-commerce.

For B2B, it's a bit different. mean, I do think it's important to have a sticky add to cart, but I mean, a sticky nav bar. Having a little bubble with your contact form is also important, no matter where someone is on your website. And then also having your contact us form above the fold is another thing. Like sometimes you have a contact us form and it's like down, down, down. You have to scroll. Like people don't have patience anymore, right? So you just gotta get to the point.

So that's kind of the biggest thing and having your phone number at the top, having your email at the top, contact us. It needs to be very clear for B2B brands, like, okay, you have to have your phone number visible, have to your email visible. You should be able to quickly click into their website and be able to contact them within like a second. So those are kind of the key things. I know I spit out a lot, but those are kind of the key things that kind of come to mind in terms of CRO.

7:00 · CRO Non-Negotiables for B2B Brands

Jordan:8:15
So thank you. Yeah, spit out all the information. We're looking for it. So you did. Do you have a favorite B2B or Ecom industry to work with?

8:25 · Why E-Commerce Is the More Exciting Challenge

Sania Baig:8:25
I would say e-comm, that's where a lot of my experience is. I mean, they both are special in their own ways, but I feel like in terms of a website, there's so much more opportunity on the e-comm side, right? Like you can do subscriptions, you can do, you know, like bundles. mean, yeah, there's just so much opportunity. So I would definitely say that e-comm is a bit more challenging, but it's like a fun challenge, so.

Jordan:8:43
different things.

Jordan:8:52
Yes, I feel like the only limitation and maybe I'm being redundant because I kind of say this with AI, but for Econ, I think the only limitation is the imagination behind the user or the CMO because there's so many bundles, so many different ways to have an upsell or attack a downsell or get them to convert again and again and again. You know what I mean? So on that topic, sorry, I can't see without my glasses. On that topic.

Sania Baig:9:08
Meh.

9:13 · How Kinsub Is Leveraging AI in 2026

Sania Baig:9:15
Yeah.

Sania Baig:9:20
No, you're...

Jordan:9:21
How are you guys utilizing AI within the business? And if you're not, you can say that as well, but I imagine you guys are.

Sania Baig:9:27
Yeah, mean, honestly, yeah, no, I mean, honestly, I would say we're kind of in the infancy stage. I mean, we do answer engine optimization and we have a really cool partner who we partner with that has a really cool platform. But we do answer engine optimization. We do leverage AI in terms of like, you know, keyword research.

But I mean, other than that, we don't really leverage it probably as much as we should. You know, we're still kind of relying on our team. And I think that's definitely one of our goals in 2026 is to figure out how we can better leverage AI. But one thing that we are working on, obviously we have marketing services, but we are also building out some SaaS tools, is really exciting because we want to kind of diversify and create different revenue streams, right? Multiple revenue streams. So with the SaaS tools,

Jordan:10:10
I would do it.

10:20 · Building SaaS Tools as a New Revenue Stream

Sania Baig:10:20
want to have like a free AI component. And then there's more of the managed service or subscription, which will be kind of more hands on. So we're still kind of in the ideation phase of that. And hopefully we be able to launch pretty soon. But I'm at the free kind of the free tools will definitely be leveraging AI. So I'm excited about those. yeah.

Jordan:10:40
Absolutely. Yeah. Yeah. Especially I'm not sure which O L M you use, but I'm freaking cloud code, baby. I freaking love cloud code.

Sania Baig:10:47
yeah, I mean, I love Clot. I mean, used to use Chat2BT, I think all of us did, but obviously it has its limitations. But I haven't leveraged Clot as much as I should. It's kind of timed out on me, but I think on all of us. So yeah. Yeah.

Jordan:11:02
I just cause you bring up like building your own SaaS products. I'm gonna make some of that to the marketplace. Essentially what I do with cloud code. I have an idea. I go in plan mode. It asks me a bunch of questions to make sure like this is exactly what I want. I say yes and it just does it. Like it is so cool dude. I know nothing about code. Maybe like a day later I have this sick badass like SaaS product. You know what I mean?

Sania Baig:11:19
Yeah.

Sania Baig:11:24
It's awesome. Yeah. I mean, that's the beauty of AI. And I think like in order to keep up in today's times, like, you need to learn it you need to leverage it even even like it doesn't have to replace your team, it doesn't have to replace your workflow, but at least enabling it in some capacity, it's going to take it to the next level. So

Jordan:11:46
100%. I think it enhances your efficiency and workflow. I'm not a big believer where we simply let AI do our thinking for us, but we have it as like a strategic partner. We're like, I don't need more like, Hey, here's my idea. I dumb? Sometimes it says, you're kind of dumb. Or it says like, actually, that's a good idea. Let me do this. Like optimize it. You know what I mean? So that's why or how I use AI the most, I'd say.

Sania Baig:11:49
Yeah.

Sania Baig:11:58
Right.

Sania Baig:12:02
Right.

Sania Baig:12:06
Yeah.

Yeah, yeah.

Sania Baig:12:16
Yeah, yeah, I know. I mean, it's always good to get a second opinion. And we actually use it sometimes for content ideas. So like, if I'm like, hey, like I want to talk about path to LTV, and what should brands look for like Give me a carousel and then it spits out a carousel and then I tell my designer, hey, can you refine this? I mean, possibilities are endless. It's just how creative are you, right? To kind of come up with those ideas and kind of navigate the LLM to kind of manipulate it in your favor, so.

12:47 · Email Automations, Sequences, and Retention Strategy

Jordan:12:47
100 % on the topic of Cacti TV. I know you guys also help with nurturing What do you or I guess Are you referring to sequences like okay? They just opted in we're gonna have like a three day or five day email sequence or do you also yes, and do you also help with like helping the econ brand come up with bundles or You know I'm trying to say

Sania Baig:13:13
Yeah, yeah, we do both. We do both. mean, a lot of people sleep on like email automations like sequences, as you said, I mean, there's so many different words for it. But there's so many different ways. I mean, obviously, it's cheaper to retain a customer than it is to acquire a new one, right? And so so many

Jordan:13:33
Yes.

Sania Baig:13:34
Yeah, and so many brands I've talked to just spend on new customer acquisition and they're not doing enough to like nurture their funnel and nurture their current customers and even segment them differently, right?

Yeah, but I mean, to answer your first question, think nurturing and retention is such a big piece of it, especially for I mean, even for B2B and e-commerce, like it's really important to have the right email sequences in place. But then also like having a loyalty program or a referral program if you're B2B, refer a friend. Like there's so much opportunity to kind of continue to make your customers more loyalists. So I think that's one piece.

And then, sorry, I completely forgot my other point. I got so excited when you mentioned retention. But yeah, there's so much opportunity. But yeah, oh yeah, sorry. On the piece about bundling and increasing your AOV, Like a past purchaser, if you sell multiple SKUs, let's say an apparel brand and someone's bought a shirt, it's so easy to then upsell them to a jean or a jacket, right?

Jordan:14:19
Nothing.

Your

14:44 · How to Increase AOV Through Bundling and Upsells

Sania Baig:14:44
Usually that's done through SMS and email and then translating that experience to the PDP. So it all kind of has to tie together. And that's another issue I've seen where your emails look one way, your PDP looks one way, your social media looks one way. Yeah, everything really has to be cohesive and it has to kind of mirror each other. That's kind of the best way. So yeah, again, just so much opportunity out there.

Jordan:15:09
No, for sure. And I always lose my fricking topic at hand, like literally every single time you're on the show. So you're totally fine. But I got excited when you were bringing up. you can infinitely increase LTV, you could only bring CAC down solo. And I think so many businesses missed that opportunity. Like you can always sell your current customers or shit. You always can. You cannot, you cannot like.

Decrease your average cost of acquisition below a certain threshold like it is really impossible like email will always cost certain money or the ads will always cost X amount of dollars like unless it's a reform But then like that's that's time that you're putting into asking for referrals, you know But you can always sell more shit like a new office over here and more skews over here You know, so and like you said it is so much easier to keep a customer happy opposed to trying to find more customers like

Sania Baig:15:46
Yeah.

Sania Baig:15:54
Yeah, exactly.

16:06 · Why LTV Is Infinite And CAC Has a Floor

Sania Baig:16:06
Yeah, yeah, sorry, my son had walked in. Can you repeat that?

Jordan:16:06
Stay tuned.

Jordan:16:14
No worries at all. I don't even think I had a question. I think I was just like kind of rambling out there about like you can always increase LTV because you can just sell people more shit, opposed to decreasing the cost of acquisition. Like there's always a hard cost associated with that, whether it's software, media buying, fucking time that you're asking for referrals, you know? But LTV is infinite. You can always go up.

Sania Baig:16:18
Okay, good, okay.

Sania Baig:16:24
yes, yes.

Sania Baig:16:28
Exactly.

Sania Baig:16:33
Right. Yeah. Yeah. Yeah. And I think I mean, I think a lot of brands too don't have the proper understanding or even the right like measurement, which kind of comes into the finance side of things and actually looking at your true PNL and then also understanding like, how much does it actually take you? How much does it actually cost you to acquire a customer? And then what's your CAC to LTV? Like that within itself to understand that is so powerful. And a lot of brands don't have that level of granularity. So that's another reason why we like to look at things in this holistic lens, because if we don't, then we don't necessarily understand how much impact we are driving for them. So, yeah.

17:14 · What PE Firms Actually Look At Before Investing

Jordan:17:14
Yeah, that is like if you look at the top dogs in the world, like sure, the Hemosas in the world, like even dogs bigger than him, like private equity firms, like not to be an asshole, but that is all they care about, They're like, what is your cack? What's LTV? And if it's greater than 10, I'll like consider investing. If it's below, figure it out, we're not investing.

Sania Baig:17:24
Yeah.

Sania Baig:17:29
Yeah.

Yeah.

Yeah.

Yeah, no, that's all they care about in their board meetings. And I've had conversations with a lot of like PE firms for some of the brands that I've managed and that's all they care about. So yeah, it's just so important to understand your numbers. Like, yeah.

Jordan:17:41
Thank

Jordan:17:52
For sure, for sure. On that topic, when it comes to, yes, we were talking about increasing OTV, there's so many ways to do that. Do you have any game or do you have any knowledge that you would love to share on decreasing CAC in any way that you can think

18:07 · The Real Way to Lower Your Customer Acquisition Cost

Sania Baig:18:07
Yes, I would say you need to have like a really strong balance between paid and organic. And I've worked on this is like a true example. I worked on a beauty brand founded by a famous influencer, a French influencer. And this client of mine was really focused on paid acquisition. So they were spending a lot of money in meta and a lot of money on Google. And we noticed that whenever a video went viral on TikTok, Their cap was like $5. And so we kept telling them like, hey, you really need to focus more on organic, like start posting on TikTok, start posting more organically, focus on SEO.

And so I think in order to decrease your cash, you need to have a really strong balance between like organic and paid. A lot of people like sleep on organic and I think that they kind of forget that, you know, like it's organic is free. I mean, yes, it's time consuming to put out good quality content and yeah, it's like a repeatable system, but you really need to kind of focus on both because whenever you do have those spikes, it kind of offsets your acquisition costs. So.

Yeah, I mean, I think just right off the top of my head, like, it's really just focusing on all channels and having the right balance between paid and organic. That's like the quickest way I can think of. But I mean, it's also getting in the nitty gritty, right? Like understanding different cohorts. It's also testing, right? Like testing your different creatives, testing your different audiences to understand like, okay, does this cohort have a higher cap than this one? Right? So it's like really understanding your data and trying to understand like which customers are more profitable, which are least profitable or less profitable and kind of adjusting your strategy accordingly. So yeah, just a few quick things that like came to mind.

19:53 · Why Organic Traffic Converts Better Than Paid

Jordan:19:53
I appreciate you on the topic of creating content and having that inbound organic traffic. I cannot speak to D to C econ brands. can only speak for like for shit that I know and the individual that comes from organic is so much better framed. I feel like they consumed all of my content. They know exactly what the fuck the offer is. They know the price. They like as a person. So whenever we do hop on a consultation, it's like Jordan.

Sania Baig:20:03
Yeah.

Sania Baig:20:17
Yeah.

Jordan:20:21
I love you. Let's rock. Like no questions. Let's make it happen. I'm like, but that only really happens through organic content, right? Taking time to quit a long form asset. In my case, several long form assets where someone actually comes through the phone, right? With Ecom, I imagine it is a bit similar, obviously different ticket size, if someone were to watch a couple of YouTube videos, maybe a couple of shorts, it's like, I like this product.

Sania Baig:20:23
I love that.

Sania Baig:20:30
Yes.

Sania Baig:20:34
Yes.

Sania Baig:20:41
It is, yeah.

Jordan:20:49
I like the brand. like what they stand up for. It's only, I don't know, a hundred dollars as an example. I'll make that not, I'll make that purchase, you know, like because they come through organic, they might have better LTV because you really market to them or like pay to acquire them. You know what I'm saying? It's if it's type of customer mindset.

Sania Baig:20:54
Mm.

Yeah.

Sania Baig:21:02
Yes.

Sania Baig:21:06
Yeah. I know it is, it is 100%. And like the customers coming from organic are also probably doing their research and looking at your competitors, which is why it's so important to also be running SEO and running AEO and also running Google ads. So it's definitely, it's so needed to have like a holistic strategy across paid and organic. They balance each other out and you can't have one perform well without the other. So yeah.

21:33 · Why Marketing Alone Won't Scale Your Business

Jordan:21:33
No, for sure. And that is something that I've learned after running an agency for almost half a decade. Well, a little over half a decade now is yes, there was one pillar of business that I love to work in. That's the marketing side. Like I love, you know, obviously generating traffic for myself and more importantly, generating clients for my clients. That shit fucking makes me happy. That said, business is a holistic animal. It is not just marketing. It is not just sales. It is not just fulfillment.

Sania Baig:21:53
Yeah.

Sania Baig:21:59
Right.

Jordan:22:02
So I find myself turning into like a consultant as well as like a done fee service provider, really teaching my clients like how to think about business, how to think about growing business or like when shit hits, like goes wrong, how to come back from that. You know, it's, it's a good thing. I'm not saying it's a bad thing. know, gives me more responsibility, which I guess allows me to increase prices, but I just didn't have that mindset going into it. I'm like,

Sania Baig:22:12
Yeah.

Sania Baig:22:22
Yeah.

Sania Baig:22:26
Yeah.

Sania Baig:22:30
Mm-hmm.

Jordan:22:31
I'm just gonna do this one channel. I'm already good at it. It's gonna be fun. And then little did I know, I feel like I my skillset, become a consultant, coach more, teach more, instill my beliefs into them. It's fun. I don't know what the hell I'm

22:41 · Why She Refuses Clients With a Bad Website

Sania Baig:22:41
Yeah, but that will increase your LTV, right? mean, because you're essentially providing way more value to your clients. And that's another reason why we just don't take on clients if they have a really shitty website. It's because we don't want to spend money in paid acquisition if we know it's not going to convert well.

Jordan:22:46
Yes!

Sania Baig:23:03
So it's like, it's doing your due diligence. And even for our B2B brands, it's like, okay, we can send you all the leads possible, but if you don't have the backend fulfillment, or if you don't even have a proper CRM, it's like, how will you handle the amount of leads? if you want to definitely scale, as you said, you need to look at it holistically. And yeah, it's time consuming, but it's definitely gonna bring more higher ticket. clients but also like more long-term clients are gonna stay with you longer because they're trust you.

Jordan:23:34
For sure. And Hermosy and Daniel Fazio, who am I kidding? A lot of fucking high ticket people in this space talk about this exactly. They call it the low ticket to high ticket ascension pathway, where essentially you have like a really low ticket offer where a lot of people can afford it and you deliver on that promise. It's not your full, you know, bread and butter core offer, but it's like a little sliver. All right. And given that sliver, it's maybe it's like a CRM, like a template that they can use as personalized to them, whatever. You just...

Sania Baig:23:44
Mm-hmm.

Sania Baig:23:56
Yeah.

Sania Baig:24:02
Bye.

Jordan:24:04
delivers so much value on this upfront low ticket offer. You as many people in the door as possible. And then you have to sell them into your core offer. Now, the backend offer is where most people, including myself, messed up in the past, is essentially. Once you solve this core thing, once your client comes through your funnel and you deliver value on your core offer, there's always another problem. Whatever that other problem is, is you solve for that.

Sania Baig:24:07
Yeah, yeah.

Yup.

Jordan:24:34
in your your in your back end offer in your Ascension Pathway offer. That kind of makes sense.

Sania Baig:24:38
Yeah, yeah, I know completely, yeah.

Jordan:24:41
If you can kind of think about it that way, it's like, damn, there's so many things I could possibly sell, you know? And on that note, it challenges me as the business owner to actually get better, to solve the next constraint that my client or potential client is gonna face. And if I don't get good enough to solve the second or third problem, I'm one, not a good business owner, but two, losing out on hell of a freaking revenue. what a revenue, you know?

Sania Baig:24:45
Yeah.

Sania Baig:24:57
Yes, yes.

Sania Baig:25:06
Yeah. Yeah, it's a good challenge. It's a good challenge. Yeah.

Jordan:25:11
It is. It is. And I'm not sure if you like played sports or like were a part of like, I don't know, team activities growing up, but I always find, not always find, but I find that like entrepreneurship, running a business is just like sports. Like it's always a challenge. It's always going to push you. It's going to be hard days. You're to want to show yourself, not literally, but sometimes you're going to want fucking show yourself. And yeah, it's, really good. It builds, you know, mental toughness.

Sania Baig:25:28
Yes.

Sania Baig:25:32
Yeah. Yes.

Jordan:25:38
discipline, all the fun things that you need to just be successful in any area. I think it teaches, you know.

Sania Baig:25:42
Yeah, yeah. Yeah, I mean, seriously, I mean, every day of my life is time management and task management. That's like, it's time and tasks. That's my whole entire day. And that's how it's structured every day.

Jordan:25:56
Do you have a morning routine, night routine, without getting tired?

26:01 · Her Morning Routine With Two Kids Under Three

Sania Baig:26:01
I mean, I have two kids, I have two little boys, one's three and one's like 10 months. So a lot of my free time is spent with them. But whenever they're sleeping, usually my nighttime routine is logging on and doing work. So yeah, the hustle never ends. Yeah.

Jordan:26:22
Absolutely. Let's think forward here for a second. What is the biggest goal that you and your husband, you and the co-founder want to accomplish in the next one to two years?

26:32 · The Biggest Goals for the Next 12 Months

Sania Baig:26:32
Yeah, like I said, I mean, we're trying to really scale and create multiple streams of revenue for us. so, you know, now, I mean, we have our services brand where we sell marketing services, right? We also do consulting. We're building a few, you know, SaaS tools. We possibly have an app coming. We also are testing out, you know, selling a product because we have all this experience. And so again, we're just trying to test out what works and create.

Jordan:26:53
So,

27:01 · Why Niching Down Is the Key to Scaling an Agency

Sania Baig:27:01
multiple revenue streams for us. another thing, and I've been listening to a lot of YouTube channels and just like agency founders talk about how they scale their agency. I think right now we do a lot of different things and we do a lot of different things good. But in order to truly scale, you need to kind of hone in on one target demographic of your customer and maybe sell them one or two services.

That's kind of the key way to scale. And so we're kind of testing that out too. Creating an offer where maybe it's just, we focus on home and professional services and we're maybe selling them just Google ads and a landing page. And we drive all of that traffic to a really high converting landing page just so they can kind of see what's working. but that's something we're testing out to see if that's a better offering than what we're currently doing. So you have to be kind of agile and you can't have an ego in it. It's like, okay, yeah, I started this marketing business and this is what I said I'm going to do. Like you have to pivot, you have to be agile and you have to be hungry. So that's just, that's just our mindset. We're just hustling. We're growing, we're testing. We're just excited. So.

Jordan:28:10
I freaking love it. I can tell from the way you speak, y'all are definitely excited. It gets me fucking messed up. You 100%, you cannot be married to the offer. Because the offer is always going to fucking change. You're going to have to pivot and have to switch gears, whatever the case is. But there's one thing that I did not like pivoting or changing. like, no, dude, I put all this freaking work. It's this one thing. Like, I'm making this thing work. The market doesn't give a fuck about that thing, bro. They want this thing over here.

Sania Baig:28:14
Yeah. Good.

Sania Baig:28:21
Yes. Yes.

Sania Baig:28:35
Yeah.

No. Yeah.

Jordan:28:40
You know, and I'm like, I guess, I guess I will soon. But yeah. And I will tell you from experience and on behalf of clients, people love Legion. So if you're going to the market, professional services, home improvement services, like, I can bring you leads with Google ads. They're to say, okay, yeah, we'll talk. Cause they want more business. They want more leads, you know?

Sania Baig:28:43
You just chase where the money is. Yeah. Yeah.

Sania Baig:28:52
Okay.

Sania Baig:28:59
Yes. Yes. Yeah. And it's, can guarantee an X amount of increase like, it's just one or two services. It's so much more scalable than trying to scale 10 different services. So it's just something to consider, but we're definitely testing it out.

Jordan:29:13
No, for sure. You obviously can do what you want, but I highly encourage you look into that seriously because it makes everything easier. It's basically like the same avatar coming through the funnel, the same problems that you're solving for, delivered the exact same way. It's like rinse, repeat, rinse, repeat types. You know what I mean? So it simplifies life. In chaotic world you live in, I want simplicity.

Sania Baig:29:21
Yeah.

Sania Baig:29:29
Yes, yes. Yes. Yes. Yeah, same, same.

Jordan:29:39
For sure. And then let's see, time for some advice. So looking back over your career, whether in the other companies and agencies you worked with and of course, entrepreneurship, what is one thing you wish you knew that would accelerate your growth to get you to where you are here faster? If that makes sense.

29:59 · The Career Advice She Wishes She Had Earlier

Sania Baig:29:59
Yeah, no, that's a really good question. I would say, I think it has to do with ego and being humble and like taking criticism and feedback. There have been times in my career where I thought I deserved a promotion or I thought I had a really good idea and I was quickly humbled. And you have to kind of take everything. and kind of run with it. And so it's one, like taking your ego out of it and just kind of understanding like, okay, I'm not the best. There could be people that know things better and just kind of being hungry and taking all the feedback you can and, you know, asking clients for feedback as well. Like when we first started our own agency, you know, I sent out a few surveys to clients and they said, you know, maybe you could have worked a bit faster on this and, know, there were delays here and it's like, okay, well, where's the hole? you know, where's the gap in what we're doing? So it's taking feedback, you know, not being married to things like you said, and also just like being agile and being willing to grow. I know it's not nothing like specific, but I think like, I mean, that's the first thing that kind of came to my mind. It's just, you know, being agile and not having an ego and just kind of like taking all the feedback you can, because when you do scale, like you're going to need that feedback. So yeah, that's, that's the kind of the one thing I would recommend.

Jordan:31:23
That's great advice and it's true to you. So thank you. Now, what is the single best piece of advice you ever received, business or personal?

Sania Baig:31:26
Yeah.

31:33 · The Best Advice She's Ever Received

Sania Baig:31:33
man, that's tough. I would say just be the hardest working and the most hungriest person in the room. You know, because I mean, there are people that want success, but then you have to realize that there's no shortcuts to success. You have to put in the time and you have to put in the effort.

And like, you know, I, this, really makes me mad, but like I go on TikTok and I see people talking about digital marketing and they talk about affiliate marketing and it's like, you're going to get rich quick. And this is what digital marketing is. This is what affiliate marketing it is. And I'm just like, that's not what it is. Like I have years and years and years over a decade of experience. I've worked on top brands. I really understand what it is. And like, there's no shortcuts to success. So if you really want to get out there, you can't be lazy, you can't feel like things are going to get handed to you, you have to go out there, put yourself out there, you have to network, and yeah, just be hungry and be motivated. that's, that's yeah, the advice just be the hardest working and the hungriest person in the room.

Jordan:32:37
That is so true when it comes to not taking shortcuts because I played baseball for a long time. I did not really take any shortcuts there. Was I naturally gifted? Yes. But did I also work hard? Absolutely. And like it showed from a skill standpoint. In my adulthood, after I quit playing because you know, injuries, whatever, think it was like in the back of my mind or it was an intuitive feeling.

Sania Baig:32:52
Mm-hmm.

Jordan:33:04
where like I would pick something up and I wasn't as good as I was with baseball. I'm like, I fucking suck. This is hard. I give up. But it's like, no, dude, like if you really think about the process, you played for 15 years, you played this one thing, of course you're going to be good. Like you fucking took two seconds. Of course you suck. Like what time difference, you know? Like it's a long time for me to like actually realize that, you know, like there are no shortcuts. Like if you want.

Sania Baig:33:11
Yeah.

Sania Baig:33:21
Yeah.

Yeah. Yeah.

Yeah. Yes.

Jordan:33:33
to have experience and be skillful like a 15 year old or 15 year. It's going to take fucking 15 years, you know? So thanks for bringing that up.

Sania Baig:33:36
Right. Yeah. Yeah. Of course. And there's also people that are like dumber that are doing it and making more money. So that's also motivation, right? It's like, how are they doing it? But I can't, you know? So yeah.

Jordan:33:48
Thanks Absolutely, absolutely. Let's see here. And then a favorite meal.

Sania Baig:33:56
Favorite meal would just be a ribeye steak, medium well with mashed potatoes, crema corn, and mac and cheese.

Jordan:34:01
Yes.

Okay. uh. I'm not gonna do this for lunch, that's not gonna be funny. Okay, nice.

Sania Baig:34:12
Yeah, I'm a big stick person. Carnivore, big carnivore.

Jordan:34:18
Absolutely. Let's see. And where can they find you? Where can they find you?

34:22 · Where to Find Sania

Sania Baig:34:22
Was that? like, are you just talking about like online? Yeah, okay. Yeah. I was like, I don't, don't really go out. have kids. yeah. So you, you, you guys can find, find me, on kinsepmarketing.com and you can also find me on LinkedIn, Sonia Baig. Just type, type, type me in and you'll, you'll find me.

Jordan:34:30
Yes.

Jordan:34:35
if

Jordan:34:48
For sure, you're like, yeah, I'll be at the Bottega. right? that way. sorry, it was a freaking pleasure having you on. Tons of gems, tons of knowledge. I fucking laugh my ass off all the time with you. Yeah.

Sania Baig:34:50
Like, I don't go out.

Sania Baig:35:00
good, good. Thank you for having me. This was a lot of fun.

Jordan:35:05
for sure. Audience, we'll talk to you all soon.

Sania Baig:35:08
Thank you, bye.