Are you a high-ticket coach that’s using 2016 marketing strategies with your Facebook ads?
For example, an ad to your webinar and that’s it? If you are, then you’re leaving a lot of money on the table.
I specialize in helping high-ticket coaches with their Facebook ads and it frustrates me when I see ads from people that are promoting these out-of-date strategies that are not as effective now in 2019.
Recently I saw a couple of colleagues of mine that was published in a social media article and they were saying ever since Facebook broke for four hours and the world went into turmoil, that “Things have been completely different with Facebook Ads.”
Things are not the same as they were just a few months ago let alone from three years ago.
If you’re just doing an ad to a webinar, you are losing a lot of money and leaving a lot of money on the table. If you’re just doing those basic ad campaigns, then you are leaving a big section of the market wide open and you’re probably paying a lot more for your ads.
Facebook really loves it when we don’t just run conversion campaigns. If we have other campaigns alongside it, like an engagement campaign where we’re putting value out to the audience, Facebook does tend to reward that by giving us some lower CPMs for our conversion campaigns.
I have seen that with some of our clients’ ads.
Using these out-of-date strategies is like trying to walk on one leg. Unless you have thousands of dollars per day to spend on your ads or you are a big influencer already, you are pushing a log up a hill that ends up rolling back over the top of you.
Otherwise, it can be really challenging.
Have you ever thought, “These Facebook Ads don’t work?”
Have you heard someone say their Facebook Ads don’t work?
It’s because they’re using out-of-date strategies. We don’t have to get overly complex, Facebook is loving things broad but we do need to keep in long-tailed retargeting as well as having front-end pre-targeting. Building up some brand awareness before we go for that ask to get them to opt-in and then continue to nurture that conversation along the buyer’s journey.
Not many people are just going to watch your webinar and lay down 10 grand in 48 hours. Sorry to tell you that but it’s true unless you have a few thousand dollars that you’re throwing into your ad today, then you could do it, it’s a number’s game. Most of us don’t have that kind of money, especially if you’re just starting out.
Therefore you do some nurturing with pre-targeting strategies, get them to understand a bit more about who you are to get more quality people onto your email list. After the event, after your webinar, after they’ve opted in for your cheat sheet, your guide, your group, whatever it is you have the post-targeting, the long-tail targeting that is playing for the long game,
Those content pieces are to establish a relationship, help them to learn more about you, help them to know more about your methodologies and your systems, your processes, case studies, and testimonials. Many content pieces can go into this nurturing sequence.
When someone gets on the phone with you, they are more inclined to buy, it’s not a sleazy sale, not trying to push them over the line. They get on a call with you genuinely interested in what you can do for them and are closer to that buying decision. Wicked Reports has worked with over a billion dollars in ad spend have actually seen that it typically takes 44 days for someone to go from a subscribe to sale.
Are you currently catering to that window with your retargeting?
If you are doing an ad to a webinar, re-target for seven days and then you’re dead to me, then you are missing out. You need to invest in that nurturing sequence of not conversion campaigns. These are those engagement campaigns that are used to stay front and center of mind and connect with your audience. Engagement campaigns are great because Facebook will send them to people who are more likely to engage with your post. You’ll get more social proof, comments, likes, shares, and reactions. Facebook says, “Hey, these people are liking this ad, let’s give it a bit of a lower CPM” which means you can reach more people for less money.
An engagement campaign is a great way to nurture your audience after they’ve already opted in for something. You can also add on your call to action, where it is a more direct response and a conversion campaign where you want people to opt in. Both work beautifully alongside nurturing funnels with those call-to-action ads rather than getting hit up every day for the next 40/50 days to say, “Buy now, book a call”
You need to be investing in long-term nurturing, pre-targeting to build that brand awareness as well as conversion campaigns where you’re actually getting people to opt-in. That is the way that you need to invest in your marketing in 2019. I remember years ago hearing from a big online marketing guru (who is a guru to the gurus) that relationship marketing was a myth but it’s not.
In 2019 and beyond, people want to make connections. It’s no longer just business to business, it’s human to human. It’s connecting with people in an authentic way, nurturing them along a journey so that they can know, like and trust you. This is the way we need to do marketing these days and especially if you’re a high-ticket coach, that’s what you want to do.
I hear from high-ticket coaches who do create an ad that says “here’s a bit about me and my services. Book or call.”
Of course, you’re gonna get leads that are very unqualified. People are just gonna book willy nilly, the coach is gonna get upset that all these unqualified leads are coming through whereas, in fact, you haven’t invested into nurturing your ideal audience, taking them along that customer journey.
It used to be that people would only need three, four or seven touchpoints to becomes a customer whereas these days with social media and all the ads that are in their face, it’s more like 20 or 30 touchpoints. Again, if you’re doing those short, basic, just convert, I just want these people to buy, I just want these people to opt in, then you are missing out big time.
You need to adjust those strategies.
If you want to learn more about how to market your services as a high-ticket coach in 2019 and beyond, then I invite you to join my free Facebook group, “Facebook Ads for High-Ticket Coaches”.
It’s as easy as that and that’s what we talk about. You’ll find more tips and strategies in there that you won’t find anywhere else. I’ll drop a link for the group there. Join us and ask any questions you have about marketing your services as a high-ticket coach.
Until next time, I’m Jody from Social Charlie and I look forward to seeing you on Facebook. Bye.