Getting leads or getting a lack of leads is normally due to an increase in your cost per lead.  Whether you are running Facebook ads and getting SUPER EXPENSIVE leads or no leads at all this blog will help educate you on the possible reasons so that you can take the necessary actions to fix your campaigns!

So take notes!

Look at the image below.  I am paying an expensive $4.29 per Link Click to get 84 clicks to my landing page.  since I am paying $4.29 per link click and it takes me about 5 clicks to get a sign up I am spending about $21 per Lead!!!

This is CRAZY!  The CPL is too expensive.  So what can I do to fix this and get the Lead cheaper, and get more leads within my restricted budget?

1.  The Link Click Through Rate (LCTR) is mainly determined by the Image or Video I am promoting.  That image is not attracting my audience so if I change the image to something else I should be able to get my LCTR to about 1%.  

My ideal goal for this ad set is to get the LCTR to over 1-2% as that should give me a cheaper LCPC (Link Cost Per Click).

You see my LCTR is over 1% for this other ad set.  Thus it gives me a LCPC of $1.47 which is better than last time.  Thus for 32 clicks I spent $47 to get 32 clicks to get 6 Leads vs the other campaign spending $4.29 per click to get 84 clicks to get 16 leads spending $352. (remember I am averaging 1 lead per 5 clicks).

​So if you understand this, change your image and test other variations of images and you will see your LCTR go up and your costs go down!

Sometimes you may need to change the copy of the ad, and call to action (CTA) that will help increase your LCTR but the most common reason (most of the time) is the image or video of the ad!

You see the Landing Page stats at the top?  This is showing stats on clickfunnels which is what we use to create our funnels on.

This shows that one of my funnels is converting at about 63%.   

So that means that out of 10 people that visit my page about 6 of them sign up!

If you are not getting a conversion rate on your funnel of at least 15-20% you need to fix your funnel.  Whatever you are saying in your funnel, you need to ensure that your CTAs on your button are very specific about what is going to happen next if they give you their details.

These are the following things you need to consider fixing on your funnel:
-  Your headline needs to solve a problem IMMEDIATELY! 
-  Call Out a Market that you want to speak to!
-  Be sure to give them specific details about what you offer so that there are no questions and they can kindly sign up with a feel of ease.
-  Be sure to give value on the landing page.  (if you don't what makes them trust you?)

How about we just do this!

You can sign up for my Lead Magnet!  It will show you how to create a "Higher Converting Funnel"  click to get access!

If you are getting clicks, and no one is taking action on the funnel.  Be sure to check to see if it works.  If it does work, and there is no sign ups.  Then optimize the funnel.  Make it convert!

You could be also in a competitive market.  If this is the case then you need to understand something!

This may be the most important thing I type on this blog.

#1.  You need to "Build a Relationship" with your audience through Facebook... So that people can get more familiar with your brand, and start coming to you as an authority in your industry.

We are not doing this enough!

More and More advertisers are filling up the feeds with none sense, and trying to get people to sign up for their services.  

It makes agencies like ours harder and harder to close clients but...

We still get so many organic leads who sign up directly from our website because of one thing!

PEOPLE TRUST OUR BRAND!  They know we deliver results, and they know that we are all about giving value.  

This is how you need to set yourself apart from your competitors.  You can do this!

All you have to do is deliver content to your market, create a rotation of content, and then give as much relevant value to your market as possible to get them to start trusting your brand and signing up for your services!

For more important information about how exactly to do this, you should download my AIDA Formula where it teaches you exactly how to do this step by step!

​

How to determine how much you are willing to spend to get a lead, we are going to use an example of a local business.  Now the prices, and varieties are all subject to an estimation but this would be a good point of reference to go from that you can replicate to your business.

You have a customer who pays you a fee of $500 for your service for the month.  He stays with you for an average of 6 months.   Therefore the lifetime value (LTV) of him is about $3,000.   

​So we are willing to spend up to $500 to Break-Even(BE) to get a customer.  So that if that customer stays for the second, third, and sixth month we know that we are making a Return on Investment.  So we now know our break-even point.  

So now that we know we can spend up to $500 to break even on one customer.  How to determine how much we can spend to get leads?

First, lets say that you can sell 10% of your leads.  That means that out of 100 leads you are able to sell 10 of them.   These are cold leads, not warm leads.  And lets say that you are able to sell 40% of your warm leads, and 65% of your hot leads.  

Cold leads are people who are not familiar with you or your brand.  Warm leads are people who already know you a little bit, and know they have a problem and are aware that you possibly can solve it.   And hot leads are already your customers, who paid you money and also know that you can solve problems.  Some of them will purchase other services from you.

So lets say that you can sell 10% on average of your cold leads.  So if you got 100 leads that means you on average sell 10 of them.

So doing the math now, you are only able to spend up to $20 to acquire a lead if you are averaging a 10% sales conversion rate from Lead to Sale and if the value of your customer is $500/month.  That means that you need to get leads cheaper than $20 per lead to break even!

In the example above comes from one of our clients ads platforms excel sheet.  The client has a monthly budget of $1k.   That means their break even 2 clients since their client value is $500.  So if they get only 2 clients from their $1k ad spend.  They break even for the first month and make profit on the second, third month and so on.

If you can understand the math above, (I know that it can be hard to understand sometimes) that means you know how to accurately measure your break even mark and now you can understand what it takes to scale your FB marketing campaigns.   

​But how do you measure Long-Term ROI?

Well lets say you get those 50 leads but you only sell 5 of them (since your sales conversion rate from lead to sale is 10%).   Then once you sell 5 of them, you put the remaining 45 on your email marketing campaigns.  They see content from you for a while and then 4 months later you push them an appointment link in the email and they sign up.  

How can you track that person all the way back to the campaign that you paid for and measure a return because now you went from selling at 10% to possibly 20% over the long term length of lead nurturing.

There is a way to do this without having to spending loads of money on tracking softwares.  If you're interested I can show you how this works on a private call.  Just click here!


Thanks for reading!!!

One of the most important things about getting leads into your gym is the process of the lead!  I created this blog for those of you who need the help with understanding your lead process and leaks so that you can fix them as soon as humanly possible!

For those that know, read on...  And for those that don't know.  Read this really quick.  When you create a Facebook ad and you get someone to click the ad they often will go to a landing page that sells them into a opt in.  This is called "Getting the Lead."  We typically ask them for some small micro-committed details such as their name, email address and phone number.  What happens after this is very important if you want to increase the sales of your business by improving the lead process!

When a lead signs up they will get entered into a system or a process.  

1.  We will begin to email them some content that explains the value of what they signed up for and what is the next step.

2.  We will begin to SMS text them to initiate the front end of the conversation.

You see, the SMS is suppose to get them into a conversation that can commit them into being accountable when it comes time for the appointment.

Most people who you call don't answer their phone because they likely don't know who it is!  And besides, (at least for me)  I won't answer my phone if it is from an unknown number as well.  I do not know who this person is, whether they are a spammer or collections agency.  It is important to get that initial conversation going to establish accountability.

Every business model is structured different.  But what we most see is after you have gotten a reply from your lead,  now you can pull them into a conversation asking them when is a good time to get them on a phone call to discuss their fitness goals.

Get them into a phone call as soon as you can.  If not right away!  And hold them accountable for the time to chat!

Obviously for the phone call!  The phone call is NOT the sales conversation, it is for setting the appointment only! 

Anyone in sales will teach you this, and this is also a tactic used in dating...

Once the appointment is set, now it's time for the follow up!  This is where most people fail.  They do not do any follow ups at all.  And expect people to prioritize their program ahead of their own life schedule!  This in most cases won't happen because again people look at this as a luxury not as an necessity (even though we know it is an necessity).

They just are not that committed and life often does get in the way!  It is up to us on how we move them from setting the appointment to actually showing up!

It is important to add them into a appointment software such as schedule once and let zapier do the work with sending them a personal SMS message from you (via zapier) a day prior, and an hour prior to ensure they have directions to get to your place.

What happens is this increases the chances of accountability.  If for some reason they can not show up, then they will let you know and from there you can reschedule them into another date and time.

The strategy used here is not about the SMS marketing, it is about how it is used and what message we use to increase the probability of a show up!

A common mistake among many is they record how many leads they get and sales.  But they do not record the process between.  Therefore it is hard to make decisions based on the process because there is not data to look from.

You need to record the following and date it on a per month basis on a excel spreadsheet.

1.  Leads/Month
2. Applications/Month
3. Appointments Booked /Month

4.  Appointments Showed/Month
5.  Appointments Rescheduled/Month
6.  Appointments No Showed/Month
7.  Sales
8.  No's
9.  Cancelations
10. Upsells

This alone will give you an idea of what changes you made to help you next month.  And if those changes worked or not based on your past.  And what you should use or revert back to to optimize to increase your percentages of sales!

Without this data... You may not know what you should do, and how it will affect your performance of your overall lead process up until the closure of the sale.

We are strategic, and we are very very keen on getting specific with our data so that we can make acute judgement calls within our ad campaigns to help increase the overall performance of our marketing!

Facebook marketing has changed in so many ways you may not understand!  I am going to give you 6 tips that helps us get leads for our clients today!

The offer that you are going to run, has to match what your target market wants.  For example if you are offering people Mango fruits then you need to focus on it's offer.

With your offer you need to be very very specific!  You need to offer some sort of deal.  A certain number of mangos at a specific price shipped to them in a specific timeframe.

7 Mangos for the Price of 1 Shipped in 10 Minutes!  Guaranteed!

You see how the offer is specific.  It gives the user a specific thing, in a specific timeframe with an attractable outcome!

The offer is the make or break of the entire campaign.  Sometimes the ad is good, funnel is great but the offer sucks, thus the outcome will not produce results!

Going back to the mango scenario, if you are offering mangos then you need to be targeting an audience that has an interest in mangos!  

You can use Facebook interests to target people who like mangos, use demographics to dial in who your avatar likelihoods are that like mangos,  and of course use a "message" that is going to call out that market!   

Again... You have to be very specific.  If you are targeting people who like mangos you do not want to call out a message in your ad saying "Do You Like Fruits?  If So Then Click Here..."   These are the things that will happen...

1.  You will unwanted clicks from people who like grapes, apples, peaches and when they find out you sell mangos they will not sign up!

2.  You will get unwanted clicks and also unwanted sign ups.  People who do not like mangos but will sign up anyway out of curiosity and waste your time!  (sounds familiar?)

By targeting the right audience, narrowing defining your message to that audience you will increase your relevance score and acquire better results!

This is a very important part!  The front end is most of the time the area that needs the most work and optimization.

Sometimes when you are not getting either enough leads or just in generate traffic to your funnel or page.  Most of the time it is because of one reason.  The main reason.

Click-Through-Rate.  What makes this happen is did the image capture attention of the audience?

That is as simple as it can be.  You can have an awesome message but if you didn't even capture the audience's attention they didn't even read it.

Notice the the CTR that had a image that didn't get the attention of the audience produced a low CTR.  Thus our ad costs for clicks were more expensive.

And the ad that had a different image, gave us a higher CTR which gave us super cheap clicks.  Thus more traffic to the funnel thus more leads.

Your image has to stand out from the noise, and believe me... There is a lot of noise!  You have to create, test, and retest images to even get someone's attention.  Then the message comes afterwards!  Once they read your message then the click comes!

Think about the audience and what they want!  The mangos are already cut, already cleaned, and already ready to just be delivered right to your mouth!  Look at the image above!  You will understand what I am talking about!

This is what the audience wants...  I can almost guarantee that the image above will deliver better results than some standard images of mangos.  

Because the serving is ready!  You can even see the juices!  It makes the audience want to eat it right now!  It makes you want to order some!

That is what you have to do with your marketing!  Hand deliver your results right in front of them so that it is already ready for them to consume!

 Lookalikes are one of the best features Facebook and Google has to offer.  Imagine a list of your clients on an excel spreadsheet including their names and email addresses.  Let's say your clients most of them all are busy professionals and their likes and interests, including the things they read and do are all similar in some way or another.

Facebook and Google knows this and therefore can create audiences of people who are also busy pros and help you target people who are potentially just like them.  We often like to overlap this with a broad interest or demographic!

Go to the ads manager and click on Audiences.

If you have already added a source to create a lookalike audience from.  You can select "Lookalike Audience." If not, here are a few selected sources I recommend you create your lookalike audiences from!

1.  CSV Excel sheet of your clients/leads
2.  Lead pixel 
3.  Purchase pixel
4.  Page View pixel (that is very specific on a certain type of call to action)
4.  50% Video View Audience of "Specific Videos"
5.  95% Video View Audience of "Specific Videos"
6.  Website Custom Audience of "Specific Pages" (or blogs)

You can select the source, location and also how big of a specific audience you want.  1% of your lookalikes means it will create a specific percentage of  1% which is the closest match.  I highly recommending selecting only 1% unless you want a larger size audience 1% typically is big enough anyway in most cases!

Give it about 30 mins to an hour for it to do it's job and find the selected audience.  Then you may create your Facebook ad and inside of the "Ad Set" level select your lookalike audience.

It's actually called "Similar Audiences" and not lookalikes.  To do so log into your Google Adwords (soon to be called Google Ads) account.  And first you need to have a data source.  So just like Facebook you need to either have a CSV list of email addresses, or video views from youtube or even Website Custom Audiences!

Next, you need to create a campaign inside of google adwords.  You can create either a Video Campaign (youtube), display Network (image ads on third party websites) or search network (we all know this one, this is google search).

I am going to select display network!​

Next we can scroll down and select Remarketing & Similar audiences.  

For anyone who is looking to grow their business!  They need to understand a few things!

We need to use "Paid Marketing"  for a system of control.  You can turn on the switch, and increase the budget to get more results.  You have total control!   

With SEO, you are relying on the search results to show rankings of your posts in the top pages of Google.  That is no system of control if you ask me.  Because you are in the state of "waiting" for results.  I do not want to be in any stat of waiting for any results to come, I want to go out and get the results with my own two hands!

With Word of Mouth Referrals, you are again relying on your customers to spread the word of your brand to others.  This is by far the more effective form of marketing because the credibility of trust is already established through your clients... However, it is not the way you want to ideally scale your business, because once again, you lack that system of control!

I am not saying that it is not an effective form of marketing, I am just saying that you should treat it as like a bonus!  I want to measure accurate results from what I can control because I can not force my rankings to show on page 1, nor can I force someone to spread my brand to other people regardless of the good job I do or not!

One common mistake I tend to see with Fitness Professionals is the inaccurate measurement of their Return on Investment (ROI).  

They often measure "immediate" return on investments instead of Lifetime Return on Investments.

This is a very bad habit to consume because of the following....

1.  Measuring Immediate ROI forces us to drift our train of thought on instant client lead generation and keeps us from focusing on retaining that client for a longer period of time!

2.  We prematurely take levels of actions to our marketing campaigns that appear to be failing instead of measuring the success of a long term client.  We may even pause an ad campaign that is generating us a $100 Cost Per Customer, only to focus on a $30 Cost Per Customer Aquisition.

Even though the $100 Customer stays with us for 1 year which gives us an estimated value of $3,000.

The $30 Client may give us a cheaper sale however in the long run may stay for only 3 months giving us a Lifetime Return of only $750.

If you ask me I would focus on the $3000 client and then try my best to keep him for another year (since he already stayed a year anyway and it is easier to keep long term clients than short term clients!)

You see, you want to make things easy! NOT HARD!

Facebook could shut us down anytime they want to!  And not a dam thing we could do about it!

They could pull the plug!  They could slap your hand!  They could even just in turn stop ads to begin with!  Who knows!

I do not want to put my business in a predicament of being a slave to one single platform where they are so many others out there that have your potential customers waiting to see your brand!

Put your face on all the channels, Youtube, Instagram, Pinterest, Google Search, Yahoo, Bing, all of them!  ALL OF THEM!  ALL OF THEM!  ALL...  OF..... THEM!!!!

And not to say that anything bad will happen but hey!  I can tell you what will happen!

You Cost Per Lead that you are getting on Facebook right now which is $5 per Lead!  Will drop down to about $2 per lead!

All because some of those users who seen your face on youtube are now seeing you on Facebook and remembered your offer and took action to go forward without hesitation!

But, you don't want to do this?  You want to measure that immediate return?  Because you didn't get any results from Youtube (for example) you want to pause ads.  Then your costs on Facebook go up because they are not seeing you on youtube anymore!

It all comes down to being able to measure all platforms as attributions instead of "Last Click" attributions!

I don't know!  Studies show that it in 2015 takes on average 3-7 times for a buyer to make a decision on a medium to low size ticket product or service!  

But that was in 2015!  So ain't no telling now!  

What I recommend you do is, ask them!  Don't be afraid to ask people!  You are going to learn a lot and understand what it is you need to present to your market!

Most important, you may even find out that the people you are asking are not your ideal targeted market anyway!!!!

I created a short survey questionnaire funnel inside of click funnels that does this that!  Take a quick look at it and you will see some ideas of what you can use to ask your market!

I created a very good ad.  The copywriting was on point!  The image...  Fantastic!

Then after I submitted it to Facebook for approval, it instantly got disapproved by the robot!  

I knew my ad was within guidelines.  

I double checked so what happens is sometimes your ad may get disapproved for no apparent reason.  Within the robotics parameters of Facebook there are so many times where ads are submitted and immediately not approved because some type of format of a keyword was triggered and that auto disapproved the ad.

Don't give up!  Get your ad appealed if you feel you are within guidelines, it takes minutes sometimes if not the next day!

Go to the ad level and you should see a button at the top of the screen to "Appeal."

Click it and submit the information needed and wait for them to get back to you!

It took Facebook about 13 hours to approve my ad.  

Facebook is not at all a perfect system.  It has bugs consistantly!  There are times your ad account may even get shut down.  Not to worry you normally can contact support and get it back up and running in no time!  

It is not the way it use to be back in the days where if your account was shut down, it was practically hopeless to get it back up again!  

Facebook understands their platform needs improvement and they are consistently trying their best to help us advertisers so that we can make an impact on the world!

Facebook has made some dramatic changes to it's platform on how it shows posts in the feeds.  How you will stay onto of the auction comes down to these 4 simple tips we have learned from based on our success from the campaigns we are running.

Facebook is strict on how your posts are shown to it's users.  If your post has a negative impact to the first group of users it decides to show you ad to, you will get punished quickly!  And you can start to see your costs go up!

​A couple of things you should consider when showing your ads.

1.  Show a posts that can help educate the user, or entertain them!

Education Post:

This post educates users.  It helps provide value to them by showing them a blog post that talks about burning fat while sleeping.  This in turn builds good will and audiences who consumes this content from you will likely start to look forward to your future posts!  Along with that when you present your offer to them they will be more likely and willing to sign up for whatever it is you want to give them.  

Because we ran the AIDA formula to build trust with our users.  We were able to acquire 1,087 leads from a lifetime $1.53 per lead into the 12 Week Program due to hitting warm traffic!

The number 1 reason why Facebook ads costs can creep up or within the budget parameter you set you could acquire little to no leads is because of your Link Click-Through-Rate.  

Link Click-Through-Rate (or LCTR) is the determining factor of the success or failure of a campaign (in most cases).  LCTR is the percentage of people who click through your ad to visit your landing page or sign up form.  So for example if our ads are shown 100 times and 4 people click through it,  that is considered a 4% LCTR.  Which is an average Link click through.

Notice the Click-Through-Rate (CTR) below.  It's 15% which is very high, and thus the Cost-Per-Click (CPC) is very cheap!

Take a look at the CTRs below.  One is 2.36% which shows a more expensive CPC.  The other a more better CTR which shows a cheaper CPC.  Notice within the budget we obtained more clicks from the better CTR.

So there you can see in most cases the higher the CTR the more likely you will get cheaper costs with your ads spend and also get more results from your campaign within the budget that you set!

One more time!   Notice the LCTR below.  It generates a 0.48 cent LCPC to the landing page because mostly of it's 3.80% LCTR.   This is very important to focus on the image to see how well those audiences respond to it!  Test, test, test!

Notice I put in there, "appropriate."  Yes, we all know how many times Facebook will disapprove our ads, and tell us we are calling people fat!  Well, you have to understand why they do that!  It is intended for them to create a positive user experience and they want to keep people on their platform.  There are times where the "robot" will automatically disapprove our ads and we can reinstate it to get approved.  Likely it will if we are within guidelines but, it could sometimes be a timely process.

I ran an offer for a client before.  He was offering a "Consultation" as the offer.  I don't know if you know this or not but in most cases we have never seen a "consultation offer" convert!  Reason is because the consultation is the feature.  That is what the end user will get.  Not get out of...

It is not the benefit.  I did not sign up to have a consultation.  I signed up because I needed to talk to you about losing 10 pounds or getting back to being healthy and fit.  Main reason could be because "I want to have more energy to spend time with my kids!"

So we changed the offer from "consultation" to an 8-Week Lean & Lovely Program.  Without anything else being changed, the offer converted at about $3 a lead!

In copywriting it is best practiced to think about an enticing offer.  Something that is just too good to be true!  UNBELIEVABLE!  And once you have written that down on a piece of paper, take it back a notch!

So for example.  (And this is a strong example)

GET SERIOUSLY FIT & LEAN IN JUST 2 DAYS!  

Now that is just too good to be true right?  Now lets take it back to some realistic achievable results.  

GET SERIOUSLY FIT & LEAN IN JUST 12 WEEKS!  

Now that is more reasonable.  Do you see?  Use some very creative benefit driven catches, and then take it back to a realistic service you can deliver!

GET SERIOUSLY FIT & LEAN FROM OUR TRANSFORMATION PROGRAM!  

With that specific offer, you did not stress a specific timeframe nor stress a specific end result.  You didn't say 12 pounds or 4 weeks.  Facebook may disapprove ads that has specific timelines and results however, you may get them approved through adding them to your pages if you do it correctly!

​Below is a screenshot of one of our highest converting funnels.  (I have some example content in the copy so don't bother looking at that).  But notice the "benefit driven" headline it revolves around Toning Up, Getting Lean, and Feeling Great!

Your BENEFIT is your OFFER!  When you present an offer.  You need to show the user what is in it for them!  Not, what is in it for you!  

As business owners, we tend to accidentally stress the features of our offer or service.  The features of what it does, and how it works.  But never what it can do for our customers!  

So whenever you are writing ad copy, and wanting to present an offer, always play the "So What" game!

"Join My 8 Week Challenge!"
So What?
"So that you can build muscle, and have more energy and do the things you use to do back when you were 20!"

Main benefit is having more energy to do things I use to do!  That was the "ah" moment thats for me!  The moment where it triggered me to click that ad and learn more about what it is.

"Get Lean & Toned with my 28 Day Program!"
So What?
"So that when you wear that black dress your neighbors drop their jaws in amazement of how you have completely transformed your body so fast!"

Main benefit is the way my neighbors are going to feel when they see me after those 28 days!  HOLLY COW they won't even recognize me!"    Do you feel that?  That is called emotion.  And what happens when we feel those emotions we get excited and we make decisions to spend money!

Focus on emotional benefit driven offers, that the audience can resonate with...  A specific end result with a specific timeframe gives the user a sense of accomplishment!  That that first initial step into allowing the user the possibly of achievement!

Use these 3 Simple Tips, and you can get better results from your ads campaigns!  If you would like more tips, and specific recommendations on ads and audiences just click the messenger button below and I will send you some recurring up to date tips with what we are seeing working as of 2018!

Then select your desired audience in your ad set and you are going to have to go to the ad level to select a call to action to choose "Call Now." 
(Make sure you select add a website URL so that the call to action button will display)

If you couldn't reach them by phone.  Life could have gotten in the way.  Tell them in the ad directly that spots are limited and to call you to close the deal!

Inside of "Audiences" we can either upload an excel sheet of our users email addresses or just put a pixel on the thank you page so that after they sign up they are captured as a lead.  

Strategy 3

I am going to repeat Strategy 1.  Launch a Local Click To Call Ad in your city to specific areas near your gym.
​

Wanna chat about how to create Call Now Ads?  Click here to learn more about our services and sign up for a consultation!