6 Terrible Advertising Strategies Your Agency Is Doing That Could Be Affecting Your Account8/5/2017 #1. Fatiguing Your AudienceYour ads agency keeps going after the jugular. We keep running lead generation campaigns and we keep pressing for leads after leads after leads. Without proper rotation and proper strategies to provide MASSIVE value to people, our CPLs start to creep up and get more and more expensive. After a while leads dry up a little bit and then your campaigns start to deteriorate! Create a strategic marketing plan on how to give massive value out to the audience, and retarget those users with offers relevant to the content that you gave. #2. Using Little to No OptimizationOptimization means to improve something. The ads could be doing somewhat good or great, however without proper optimization you are not leveraging the full potential of getting your cost per acquisitions down! From what many clients have told me prior to signing up with us. They said that their agency never really took it to heart to try to improve their account. This comes from the agency having too much workload thus not being able to do daily audits within the ads account. CPL for our client was about $5.82 per lead. After "optimizing the account and split testing variations of creative and imagery, we were able to reduce the CPL by 65% thus generating a $2.03 cost per lead. #3. Not Following a Marketing PlanMuch like you do with your clients. The first thing that needs to happen is an assessment of your ads account. See where it is, and is it in good standing or not. If there is a mess how does it need to be fixed? And how much value do you need to give in order to build that relationship back with your audience. Most agencies I have heard of did not even create an actual marketing plan. No goals... Just throw up some ads and get leads. The first thing that needs to happen is the creation of a Facebook Marketing Plan. #4. Consistently Using Aggressive CreativesFacebook penalizes us when we continue to use creatives that are too aggressive within an objective. Anything they deem (and I mean "anything") that offends users, calls out users in a negative way (and believe me to us it could be none negative but to just "one" person it could hurt someone's feelings somewhere) we risk getting that ad flagged and disapproved. Thus, we risk getting our ads account in negative standings with Facebook. Thus... We risk our ads account getting banned for something very minor. We however work with an account specialists at Facebook as we try to continue to keep the best standings with Facebook's ever changing policy, (and I mean ever changing). #5. Impatiently Changing ThingsWith any kind of paid advertising, it can feel like you’re losing money if you’re not getting any results right away. Sometimes your agency or you may feel compelled to take control of your ads and tweak things to “optimize” them so they can perform better as soon as possible. But in the beginning especially, gathering data and insights is key. That’s why it’s important to have a clear idea of how much you’re actually willing to spend to get one customer. Touching the ads too early in the process sometimes ends up harming your performance is when you don’t give Facebook the opportunity to learn over time who it needs to optimize for. If you agency haven't installed your Facebook pixel, (which is super easy to do), you should definitely have them do so. Facebook’s advertising platform uses the Pixel to track and learn based on performance data to improve its targeting. We tend to love to use "standard event" pixeling so that we can gather as much data as possible over time to allow Facebook's algorithm to find out who to show the ads to! For example, if you set your Campaign’s objective to optimize based on purchases at the start, Facebook may not know what a “purchasing” customer looks like when you’ve had zero sales. But as you rack up more purchases, that data set becomes better informed. Therefore touching the ads before the campaign gathers enough data to make a decision sometimes can prematurely pause a converting campaign! #6. Not Taking Advantage of the DataThe data tells us what to optimize for, and what to alter and how to fix things within the account. Most agencies that I know of don't even look at the data. They set up some basic reporting system and that is all. When it comes to a client's account we think it is very important to measure each form of data within each ad set, and ad to learn what to do next. So we invest into softwares that can do a little more advanced things for us to help get the best performance from the campaigns. Low CTR on the front end due to a "marketing call out" filters out audiences who are not qualified, while getting a 34% conversion rate on the back end! Stats like this is important to know, as it can give us an understanding of what to optimize for. GET A CUSTOM STRATEGIC MARKETING PLAN - DONE FOR YOU!
In this blog I am going to show you how to do some very basic simple retargeting in just 3 steps! Keep in mind that you are going to want to test the different variations of videos you create, and timeframes watched along with offers we are going to use! Get your message out there first! By doing that lets create a video. Videos are the cheapest and fastest way to get your message through Facebook FAST! By creating a video you can target an objective of Video Views. Step 1: Video Views (Awareness) Show them a video that explains who you are what you do! It's a great way to get your name out there and get them familiar with your brand! If you are marketing yourself personally it is the BEST way to start building that relationship with them FAST and EASY! Step 2: Create a Retargeting AudienceNow that you have your video ad created and launched. Let's create a Retargeting Audience of the people who watch your video. Click on Audiences. Then Engagement... Then of course video... Now you can select any timeframe of the video watched or percentage watched. I tend to like to use 25% for most of the time but this time we can select ALL OF THEM. ... And we can select specific videos for specific timeframes watched!!! Once done click create audience. Step 3: Retargeting CampaignsAfter we have ran our videos and build up some lists, we can start to create our retargeting campaigns based on the people who have watched our videos. Create a campaign for one of your lead magnets. And try targeting people into signing up for your ebook! The traffic has already watched your videos and therefore is warm traffic. Warmer traffic will tend to not only convert higher but also consume your content which means they will actually read the ebook they received from you instead of skimming through. Now that I have actually started to have a video view list built! I can now retarget these people who have watched my videos to special offers such as lead magnets and tripwires! Keep in mind the more people consume your content, the more likely they trust your brand and view you as an authority in your industry! Check out how to create a retargeting campaign below! Step 1: Create a campaign and select the objective: Website Conversions. Structure your name so that it is easy to read and understand. I like structuring as such: List I am Targeting | Type of Offer | Todays Date Then create your Ad Set, and make sure you are "including" your audiences, and "excluding" the audiences you do not want to target. As you can see in the image above I am targeting people who have been to my blogs within the last "30 Days," and excluding anyone who has already been to the Landing Page of my checklist! The creative is the checklist. Then I will be able to make sure I hit the right audience with this ad. If this is a very good ad, I can take the "Post URL" of this ad and send this to my users who have already signed up for the ebook and ask them to leave some love on the ad post creative! As you can see, when you have a post that has tons of likes shares and comments FB deems this post as an authority and therefore promotes it even more cheaper giving you highest returns for minimum spent. So we consolidate our ads to build social proof more quickly! By using an existing post that I have already created whether it was on my FB page or it was "dark" (meaning non-published), I could take the post ID and add it to all of my ad sets so that my social proof will be consolidated into 1 ad! What To Take From This?1. Run Video Ads, and Save them As Audiences
2. Retarget People Who Watched Your Videos With Offers 3. Consolidate Your Ads To Amplify Your Social Proof Growth! Do you know the reason why some ads get very high click through rates but when the user lands on the page they immediately leave right after? It's because most of the time whatever we said on the ad didn't quite resonate well on the landing page. So, it all comes down to the copy! After testing multiple versions of different types of copy on the ad creative we have seen copy that has JUST STuCK to working very well even for the different audiences we target. We'd like to call that copy the "Showcast Copy." What the Showcast Copy is, is at first we give value on the ad creative itself. Then next, we educate. Then last we pull them into a Call To Action. See example below... Did You Know That……. ……. 6 Ways To Fix That! Learn More….. We find that giving as much value as possible on the ad creative itself kinda builds that front end trust quickly then pulling them into a Call-To-Action (CTA) we tend to find higher conversions on the landing page. All results may vary depending on exactly what you are offering but test this exact style of copywriting on your ad creative so that you can practice building trust early and also make sure it matches with the landing page. Even if you have to repeat yourself on the landing page it's best to keep it similar to the ad. So in the ad example above you can see that we use a question at the beginning. Then we give value and educate the user on the creative. Then we give them a call to action at the end of it on what can help them with their issue which points them to signing up for a lead magnet or 6 Foods Recipe Ebook. That particular landing page is starting off to a good conversion rate of about 73%. Start Off WithPainpoints vs BenefitsSo is it good to focus on the pains, or the benefits? We tend to see both work depending on who you are trying to attract. Lets keep in mind that Facebook's ultimate goal is to help improve a positive user experience... So we tend to try to stay towards around the positive side of things and focus on the end result goals or benefits. The end result goal isn't sometimes that 10 pounds that we need to lose. It is the reaction her neighbor gets when she puts on that dress for the first time in ages and how she looks at that party! That is the key thing you need to revolve your copy around! Keep in mind, Facebook is very strict on copy when it comes to user experience. Anything they deem will create negative feedback, or in any case a negative environment for the end user, they will automatically disapprove your ads., and after consecutively repeating this process you would face your account getting potentially shut down. Here are some example ads and headlines that we've tested! Disapproved & Approved Ads We've TestedPain: 6 Foods To Stay Away From! (approved)
Benefit: 6 Foods That Will Help You Lose 10 Pounds In 3 Weeks (disapproved by FB) Benefit: 6 Foods That Helped Sarah Lose 10 Pounds in 3 Weeks (approved) Pain: 4 Common Mistakes People on Diets Make (approved) Benefit: "You Won't Believe What Happened After She Ate These 6 Foods!" (approved) #1. Website Conversions
If you are optimizing for conversions which means if you want to get more leads, sales, etc... You need to let Facebook know that so that they can do their job and help you optimize to get more "conversions." People who are converting on your page, will help them target those exact types of people so that your Facebook ads spend can go down.
Facebook by default forces us to select "website Traffic" as an objective which only allows the algorithm to optimize for more clicks, or link clicks. Link clicks does not always bring in more conversions. Some of our best ad sets got the most clicks, but less conversions while other ad sets received far less clicks but conversion percentages were dramatically increased!
#2. Create An Effective Application Form
The application form is key. It takes up about 80% of the reason you've obtain a qualified lead or a non qualified lead. Ask the right questions, and you will get the right answers.
Keep in mind, the strategy behind an application form. It allows the user to fully absorb the content from the questionaire. Numbers: - 35% of the users who land on your landing page only watch a certain percentage of the video, and only read a certain percentage of your content. - 5% of your users will likely read almost everything - 20% of your users will bounce - 40% of your users will absorb less than 50% of your content on the landing page These are rough numbers but you see where I am getting at. They are not reading everything, and therefore the application form will allow them to read. Because every question requires an answer, the questionaire is what they will read.,., ...Because truth is the only way to know how to answer a question is to understand it (which means to read it). #3. Create More Variations of Ads & Ad Sets
This is one of the most important reasons why people don't get the best results they could get from Facebook. They aren't testing enough!
You need to be testing more images, more copy, more audiences, and especially more landing pages. Most novice ad sets I see, (even from other agencies who ask for my help) test only about 1 ad set and just a few ads. To leverage Facebook ads you need to test more, to get more out of it. Then you dial in your conversions, and now you test more than that to dial in cheaper cost per conversions! Join My Messenger List. And get my most recent Facebook ad tips! First Off, Let Me Tell You About "Lists"It’s weird, really. You may have to visit my other blog posts to read how to leverage the most out of Facebook ads as a fitness professional. But, you are going to have to understand that list building is the most important revenue source, that you are under utilizing. Don’t get me wrong. Facebook, generally, and Facebook ads are very important. You can take full advantage of getting quality leads, and sales directly from your Facebook ad clients itself! What I am trying to show you is, you are leaving a HUGE source of revenue on the table by not optimizing your list nurturing techniques! There is no method out there that is more effective at building a relationship with people than email marketing, still to this day! None. Step 1: Landing PageIt is important to have a well rounded tested landing page that can get you conversions. The objective of the Facebook ad in most cases is disclose a problem the user is having. In most cases! Giving the users a problem filters out the people who are not having this particular problem, and therefore helps you generate the qualified click from who is actually looking on ways to find a solution to their problem! So in this case for one of our clients, we do a marketing call out to runners since that is his targeted audience. And people who have injuries or have had injuries looking to improve their running time (benefit) in the next 8 weeks (timeframe, which gives the user a sense of accomplishment.) The objective of the Landing Page is to get the user to "Opt-in" so that we have their contact information such as their name, email and phone number. This is the micro-committed step, that we need in order to get them into a momentum of a commitment coming up! Step 2: The Application PageAfter they've filled out their name, email and phone, they are redirected to an application page. On this page we educate them why we are prequalifying them from people who are ready to commit right now, from the people who are not quite ready yet. This form is important! If you want to have an understanding of who you are going to be helping it is very important to ask them the correct sequence of questions! Based on the questions you asked, will determine the outcome of what they will do on the next page! Step 3: Order Page (the next page)We have built that momentum of getting us a prequalified lead who have just now filled out an application form. They are committed and ready to do this. Keep their mind fresh on what type of results they are expected to receive by giving them "social proof!" Before & Afters, testimonials, and reviews are all signs of showing people what type of results typically others have gotten from your services! KEEP YOUR ORDER FORM SIMPLE! Some people ask for shipping address. Unless you are going to ship them something, there is no real need to have it. If they pay online, then perhaps asking for it later is also a suggestion. The more simple you have that form, the more likely that user will complete it! This order form we created for one of our clients right now is producing a 84% conversion rate at the moment! All we did, was keep the form simple, and short! The user already knew what they were committing to once they arrived on the page! Step 4: Order Confirmation Pg/ Order BumpThere are two things we can do after they have financially committed with you online. 1. We can stop right there and say, great and thanks. Take them to a page to confirm their order and give them what is the next step! or.... 2. We can upsell them to something else... Why... This right now is the one and only time you have with these users who already paid, they are in a mindset of ready to get started and you do not want to lose this chance with giving them something else that they may need. So for example... If you are offering a 6 week challenge, and then have already committed to the program, why not upsell them to a 12 week challenge or a specialized Semi-private group or etc... They may need some extra help. And based on the type of results they are looking for, a much more longer term challenge or even a commitment to build them in on a membership recurring may be the better option for them. It just depends on what you offer! The Metrics of Online Payments For Fit ProsMeasuring Direct Return on Investment (ROI) The above metric shows leads, prequals, and sales. So lets jump into the most important metric! Sales... It appears he has gotten 12 sales so far. These are people buying his services directly online immediately as soon as they sign up. His program is a 6 Week challenge that is offered at $197 and $97. So lets measure this on a worst case scenario and say that all sales were $97. That means his total value currently = $1,092 (because 12 * $97) His spend was $182 so far! So his return is $910! Not too bad, a 600% ROI. Now let's reinvest on the ad sets that are generating the cheapest cost per sales and make replica audiences (lookalikes) on the ad sets with the highest sales value! Your Turn...Do you have a custom online payment funnel converting yet? Would you like us to build you one based on the strategies we've used for clients?
Written by: Adam Mckenzie How easy do you make it for any of your clients to cancel their membership? It blows my mind how few Fitpro's even sit down to ask anyone why they are leaving their program and what they can do to help them! Let's look at the client facts.... 1. 90% of people who leave your program do nothing...yes nothing, no form of exercise at all!! 2. The easier it is to quit on themselves the more likely they will be to do just that. 3. Who else in their life keeps them accountable to sticking to their goals and intentions, regardless of success or failure? 4. What good are they to your business once they are not a member...how many of your canceled members keep sending you new members? 5. The way someone finishes something is way more important than how they start! Starting something is easy, sticking at it is where most people give up! 6. Fewer clients that stay longer is a winning formula when you calculate lifetime value per client I see some many fitness professionals giving all their new clients everything they can...adding as much value as possible over the initial 4-6 weeks... Then after that not even having a member care system in place to keep clients happy long term... Then they let anyone leave by them sending you a simple text or email. I understanding the thinking behind "if they are not happy I don't want them to stay..." Do you really know why they are not happy? Have you spent the time meeting them where they are at and understanding what is going on in their minds or are you just assuming? I can tell you for a fact that if you sat down with 10 cancellations you would save a minimum of 2-3... I see it with all of my coaching clients each month So I am going to go out on a limb here and say that you all want to keep clients because you care about them and their results? Then let's go one step further and put a system in place to not let them off easily and to take the time to sit with them and simply work out where they are at...As a system... the exit interview is very easy to put in place. Step 1:If anyone wants to cancel they have to book into an exit interview Step 2:Create a list of questions on a form like a PARQ Questions like?: - What has lead to this decision? - What will it cost you to not get the results you want? - What have you got planned to do if you leave here? - What do you feel like you still have to achieve? - Do you feel like you can achieve that on your own? - What have you loved about our program and gym? - What would you have loved to see more of or got out of our program? - If money was not an issue would you still be making the choice to leave? - etc.... Step 3:After you have taken them through each question and you personally writing down their answers... - You also have the opportunity to down sell them onto something less expensive like online training or a lower price point program you offer - If they still want to leave then they need to sign the bottom of that doc confirming their cancellation. Step 4:Cancelation notice period starts after signing... make it at least 2-4 weeks minimum! Step 5:Step 5: The day they end...give them a call to say thank you and that you will miss them and you will stay in touch to see how they are doing. Step 6:Put them on a past member email list and auto-responder series - Send them emails once a week to stay top of mind for them and add them to your content list that you are also emailing at least once per week - Once per month make one of their emails an offer to come back, nothing massive or discounted just a simple invite ### As a bonus here is a simple system to add to past clients after the exit interview ### Step 7:I miss you cards... - Every week on a Monday choose 5-10 past clients to send I miss you cards to and post them. - Every Thurs/ Friday call these people to see if they got the card and to see if they would like to take you up on a FREE Goal and Nutrition session, A FREE Scan, A FREE week, Your Next 28 day challenge, Your New program etc.... We spend so much time focuses on bringing new people in the door and on learning all the new cool marketing tactics, with bots and all the other cool shit... We forget the most valuable thing any business has... Current paying clients!! It is easy to get blinded by the opportunity for fast cash and big chunks of upfront payments from clients paying in advanced for 4, 6 or 12-week programs... I would much rather take clients paying me less upfront knowing that they will be on direct debit for a minimum of 12 months plus and I don't have to worry abut having to convert them again at the end of their 4,6 or 12-week program... Sell clients once and do everything you can to keep them happy, motivated and on direct debit for as long as possible! For example, a client who pays $497 for a 6-week program that who may or may not convert afterward is only worth the $497 to you...and there will always be a % that won't convert! VS A client who pays me $59 a week and commits to a 12-month program is going to be worth $3068 to me... ...And I don't have to convert them after the 12 months because they know they go straight onto month to month. Sell them once keep them for as long as possible! Even if that client only stays for 12 weeks and ends up canceling you still made $708 and committing to $59 a week is a lot easier than having to commit to $497 for anyone who says they cannot afford you program! I have seen so many businesses having to close their doors or pleading with us to help save their business from only ever playing the short game of getting fast cash in the door... By not playing the long game of good cashflow and more profit from fewer members who stay longer. Getting new clients can cost money and can even be expensive at times... I am not saying the cost is not worth it if you structure your conversion process properly but... Keeping existing clients longer... is FREE! Written by: Adam Mckenzie @ FitProDomination.com Prequalified LeadsPrequalified leads are people who took the next step with you and filled out an application form of some sort... Click here to learn more about application forms! Whether it was just a few questions helping us prequalify people to eliminate time wasters or a more in dept questionnaire to help get a better understanding if they are qualified for the program or service your offer, the application form is the trick to understand the lead! On average our clients close anywhere from 80% to practically 100% of their prequals! How To Measure Your Cost Per PrequalIn order to measure an accurate cost of how much you are paying Facebook to acquire a registration (or prequal) we are going to need to make sure we have a "Custom Conversion" pixel installed on the thank you page of the funnel. If you do not know how to install a Custom Conversion Pixel. Click here to learn how! Next... Set Up Your ReportingSelect Custom Columns, and then find your custom conversion that you created for the prequals and select both, 1. Prequals, & 2. Cost Per Prequal. We like to call it CPR or Cost Per Registration. Measure Your Costs And Percentages1. How Many Prequals Did You Get? - 200 2. How much did it Cost Per Prequal? - $4.40 3. Out of the 40 Prequals that you got, how many became paying customers? - 31 4. Why did the other 9 not go forward? And what is your follow up process for them? Therefore you should have 31 paying customers which would be 77% conversion rate from prequal to sale. Now you can measure you Cost Per Customer! (which btw is the most important metric!) Cost Per CustomerSo out of the 40 prequals, we closed 31 as sales. Therefore if we spend - $4.40 per prequal - That equals $176 - Which we closed 31 clients - In which we paid $5.67 per client That's not too bad if you are getting a client value of $297 or the client is signing up for a 28 Day Challenge that cost $297!, that is pretty good if you ask me, but we can still do better! How so??? What about the other 9 prequals? What about the leads who didn't even fill out the application form but still signed up to chat! Quick StoryI have a prequal form too! I normally get around 96% conversion rates for my application form after they sign up on the landing page. Those who don't sign up on the application page, we still contact them! And believe it or not, we still close them! I sometimes may ask them, why didn't you finish the application form, and some may say, I saw a few questions and I didn't want to fill it out. And other say, I am a fit pro but I am not investing a lot into marketing. But, they still signed up as clients! So we can not forget about them! Make Effort To Contact Your LeadsClients who have had the most success with FB ads are those who have a system in place for their lead to go through. 1. They use an effective CRM 2. They are very aggressive with establishing communications with their lead 3. They continue to provide value to their lead, by nurturing them with content related to what they signed up for 4. They have a more long term funnel that closes a more higher percentage of their leads Create An Expired ListCreatively, I get about 3-5 clients per month just from my expired list alone. Do not forget about the leads who are just not ready to go forward just yet! They need some ultra nurturing. So continue to provide them value and you may close several later on... Create an expired list where leads go to after a certain timeframe. So for example if you have a lead that you just wasn't able to close, and after a sequence of emails and text messages we can move them to a expired list where they can still receive value and wrap them back around to the offer later on... Currently some of our clients are using a 6-month nurturing sequence where we can provide them with a consistent flow of content and offers! Immediate ROI vs Long Term ROIDon't get me wrong. I LOVE immediate returns. They are my gold! My bread and butter! However, I know that if I only go after my immediate returns, I am leaving a whole bunch on the table! I had a lead the other day tell me he'd been following me for over 6 months and finally decided to go forward with our ads management service. Therefore how can you measure long term ROI? If he originally signed up months ago, does that count as credit towards the sale from then? Or are we measuring also the touches he made on my various of ads such as a video ad I spend money on that he watched, that took him to a blog. Then another ad that asked him to sign up, and following that a testimonial video ad that he saw that made him want to chat? How to measure all of this towards the sale? This is where multi-step conversions come to play. There are also softwares out there that allow advanced tracking. Wicked Reports, and kissmetrics are great tracking softwares that I recommend you look into. I use wicked reports and as you can see the entire flow or channel of one of my sales... It shows where the First Click came from, then where the First Optin came from all the way to the sale! In the image above you can see this user clicked on of my testimonial videos, and signed up through a landing page. Then purchased our services about 5 days later... Okay... So Long Term ROI is Better?Yes! I would say! Because I am able to close more people! Just in general my objective is to help all of the ones who sign up to chat with me. So in turn our goal is 100% conversion. Since we can not close 100% in most cases our goal is to at least get close to that level... Stop relying on the 5% you close upfront to grow your business, and target the rest of the 95% whom you can help later on... I wrote a very interesting blog about measuring your FB Ads spend and lifetime value of your customer! Click here to read it!
As of 2017, these are the type of ads we have seen that work well! Now keep in mind, that we all have different types of audiences but I wanted to share with you over the 200+ fit pro ad accounts that we manage what types of ads that we see working well for the average middle age audience... First: The ImageThis is the most important part. Believe it or not. The image is the 80% of the ad that determines the success. Reason is because it is the first thing people see. If they take notice of the image, then they read the text. And if they like the text, then they click the ad. In that exact order! 1. Images are a very important factor to consider. Questions for you: Does the image resonate well with the audience? 2. Is the image a "designated goal" that the audience wants to accomplish? Or is it an image that is relevant to the audience. I have had clients ask me why don't we use images of people who "Look Just Like" their audiences. And we have tried, only to come to the conclusion that in most cases the CTR is low, and cost per clicks are higher, which results in No Leads. Reason why people resonate well to sexy, model looking woman on an ad is because it gives them the idea. Some of them may not want to look like that woman. Some of them may take a while to even look close to that woman.However, it represents an idea and that idea is that "WE GIVE RESULTS." This is Rule #1. Can we get them results? And How Fast!? So what I am saying is not to think that one image won't work, or one will. All I am saying is it is always best to test different images to see which would really work well with your unique audience. You will often be surprised! Stock Images vs. Real ImagesThey both work! I have seen accounts where stock images work better. And I have seen accounts where real organic images from their clients work better. Key Tip On Using Real Images of Your Clients!Show an image of your client smiling, happy, and having fun! And target Friends of Fans. You will see that: 1. Your Fan based audience may have clients. 2. The Friends of your Fans may be their friends and they will see an image of one of their friends having fun at your facility or location. Therefore it will resonate well with that person and they may be interested in your services due to the fact that their friend if there! If done right, Facebook is the FRIEND REFERRAL AMPLIFIER! Second: Your HeadlineThe second most important part of the ad is the headline. Type of Headlines To Consider:
Also it is good to include the most important part of what they are going to get. The end result. If you use application forms, the headline should be what the majority of that audience stated what they wanted to achieve! Third: Ad Copy (Text & Description)The ad text is located above the ad. The ad copy text is going to determine what type of person you get who clicks the ad. Keep in mind it will only determine a certain percentage of that person. Because most people will not read your copy they will just see the headline and image and click the ad. The text is easily overlooked! So it is important to keep your ad text relatively exactly the same as what you are stating on the landing page. Don't worry about repeating yourself, as some people would not have read it anyway! And even if they did read it, they would know that we are talking about the same exact thing so therefore it means they will likely stay on the page because we repeated our copy. Copywriting!Your Ad Copy will help you filter out the people who you are Not Trying to Target! I would likely recommend you getting a software like Funnel Scripts. It will allow you to create some awesome copy from already pre-made templates. Just fill in the blanks and then copy and paste! I got a few copywriting scripts I would love to give you below. Just copy and paste it into your ad copy and test it out. Keep in mind that some of these scripts may not get approved by Facebook. It is best to use them on the landing pages. Download this PDF with the copy here! When writing your copy, the most important things to consider is:
An Experiment GONE RIGHT!One of our clients targets Busy Professionals, and we wanted to test some new copy to see what would resonate with his particular audience. So we asked people if they are too busy. And when people saw that ad they said, yes that is me! So then they started to read about a 28 day challenge that just offers them a 30 minute session. That was perfect! It went really well! The Offer was the reason why people wanted to sign up for this program. 30 mins a day was the ideal offer that told them that they don't need to spend hours in the gym, just spare 30 mins is all I am asking! Your TurnI want you to test this out! And see what difference you get from the different images and headlines I have given you!
Remmezy, was able to close 92% of his leads after implementing these two things! But first lets go over what the program was!
Problem: "Leads Not Answer the Phone, & Some Said They Couldn't Afford it!"
1. The main issue Remmezy was having first, was trying to get ahold of leads that were not answering the phone. It happens, and we believe it is bill collectors. I am going to go into how he fixed this issue in a minute!
2. The other issue, was the ones who he contacted at first, made excuses, that they couldn't afford the service. Some people were even rude! But as he contacted these leads many just told him that it was too expensive! How We Fixed This!
What I advised Remmezy to do was:
1. As soon as the leads sign up, contact them immediately!
By contacting them immediately, they were already in that excitement phase! They were very familiar and excited about the program and getting started!
2. DO NOT SELL THEM OVER THE PHONE!
Instead we asked them to COME IN FOR A CHAT. By getting them to dedicate coming to the facility, there were that much committed to beginning the program!
Watch This Video To See Step By Step On How He Got People On the Phone, & Closed More Leads!Able to Understand?
In as little as 1-2 weeks of altering the backend strategy! It made a HUGE difference in converting the highest percentage of leads possible!
I am going to go into the types of free traffic you can get. Including referrals and SEO. Just keep in mind that free traffic for generating leads is awesome! It is awesome because that traffic didn't come through a paid channel. However... the concern is how to measure something that was free, and how do we apply it to our advertising stream to scale? Referral Based Marketing is Not Measurable... It's just a Bonus!I always considered referrals a bonus. They were not really measured into my funnels as people who came directly from Facebook and were consuming my content. Don't get my wrong. Referrals are awesome! I love them so much because each one that I get, is practically instantly wanting our services based on what their friends told them about us! But by all means, is referral marketing scaleable. It is not quite a controllable approach to growth. It just happens when one of your loyal clients tell them out of good will how awesome we are! Lead Generation is the key element to business growth and success. It is the number one ingredient to getting clients. - If your business pure survival is referrals, it is not a business it is a promotion. - If your business number one survival is free traffic it is not a business. It is a temporary promotion. Paid advertising is the most measurable form of marketing because you have a scalable business. You have full control of how big it can grow and how fast it can grow! Put 1 dollar in. Get 2 dollars out! Or. Put 1 dollar in. Get 1 dollar out (breaking even), then upsell them to make a profit. This is the sane way to do business. Every business no matter small or large needs paid advertising. Relying on free traffic or word of mouth marketing referrals is a good way to lose in the long term! Word of mouth marketing is great, and we love it. But our number one goal is to create a measurable, and scaling platform to grow our business and referral marketing is out of your control. It is within the control of your customers if your services are awesome! Search Engine OptimizationBack in 2009 I had a exporting business. I use to export wedding goods from China to the states, and UK along with Canada and Australia. We were making a killing. We created a very scalable business growing to about 1.3 million dollars a year.
Our primary source for marketing was Google SEO. People would search for our particular products and we would show up on "Page 1." For those particular keywords and keyphrases. Then,... The worse happened!!! (which was actually the best) The SEO company I was using sourced back links to bad websites! What a backlink is, is when we have link that points to your website. It marks your website as an authority and makes you more relevant towards that particular keyword. So for example, if a big authority website such as Apple pointed links to my website and I sold iPhones then I would likely be ranked on Page 1 for the keyword iPhones. So what happened with my business is some of these SEO companies create "fake website" just to host a LARGE variety of keywords on the page to point these websites to that domain. When google finds out about this website (and they always do) they banned that website from the search engines thus marketing that backlink as a bad link! This is called Black Hat techniques when you abuse the system by trying to point automated fake websites to a particular domain repeatedly and rapidly. It will rank your website on the search engines in the short run, but long term it will kill your authority! We went from Page 1, to Page 7... Then from page 7 to page 400+ all within a week! Our business primary source was "Free Traffic" from SEO so we lost everything just about overnight! I had to let staff go, and we had to shut down the business until we got back on our feet with paid marketing! Once we starting using paid marketing we could measure our results. I felt that we had more control over our own marketing and we could grow it as much as we wanted. We could scale it, pause it, shrink it, and do multiple things to it. We had absolutely control over our marketing in term had absolute control over our revenue! |