You are probably under utilizing video testimonials as Facebook ads, and engagement posts but I am going to show you my stats...
This is from my Ads Account so here is what I ran.
First campaign was an engagement funnel I call the ABC formula. It was about 3 Facebook Ads that ran to blog posts on my website. The content was useful and helped people learn things about how to use Facebook ads for their business.
Second one was a testimonial from Dana (one of my clients) who owns a yoga studio in California. She was able to explain to the users how I am able to generate hundreds of leads for her business that she converted into clients.
Third was a link post ad that went directly to my consultation landing page giving the user and offer for a consultation.
The Ads Consult campaign that went to the consult offer gave me the most leads...
The ABC Engagement Funnel gave me the least leads.
And the Testimonial video gave me the cheapest leads.
Dana's testimonial ad's cost per clicks were outrageously expensive though.
Notice it gave me the cheapest cost per lead...
My ABC Engagement Funnel gave me very expensive cost per leads. But notice below that it gave me the cheapest cost per checkout.
Checkouts were more important because they were sales!
So in other words, for my testimonial campaign I was paying only $29.12 per sale which equal a value of $1,350 per sale totaling $6,750. That's not bad!!!
And even though my ABC engagement formula gave me the most expensive leads, but in the long run it gave me very cheap cost per checkouts which also totaled $6,750 in sales value!
What does this tell you?
That if you focus only on cost per clicks you will not see the whole picture of the matter. Sometimes we may acquire expensive cost per leads, however the quality of the lead could be extremely higher!
If I was to focus only on cost per clicks, or cost per leads I would have probably made a mistake and acquired more expensive cost per checkouts.
WHICH IS BAD!!!
I don't want to pay more for sales... That is why it is so very important to look at the entire funnel from beginning to end.
As you can see engagement ads definitely work!
Yes, it's more long term but the truth of the matter is you will acquire a sale at a much more cheaper price and truly be able to 10x or 30x your investment!
Follow this simple strategy and see your results change dramatically!
1. Warm people up with useful content
2. Follow it up with legitimate testimonial videos
3. Launch the appropriate offer to your user "only after engaging them with content and testimonials...
I know it doesn’t make sense. Why would you pay Facebook for advertising content and information to people for free, when you can just sell them your services right?
Well it is because nobody is ready to commit to you…. Yet….
Imagine we just met at a party and I told you I sold BMWs and I tried to sell you one. You would probably look at me like I was crazy.
What if we met a number of occasions and knew each other well. Then I educated you on what type of cars I sell, and why the BMW is a good fit for you. Later, I probably even allowed you to test drive one and eventually gave you a deal if you were to trade in your Toyota.
You would be a little more ready to commit with me then, wouldn’t you?
This is why we want to educate our users on the value of your brand by giving them useful content that can help their everyday life.
By doing so you will create a relationship, and following that relationship you will create a long term client!
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