How to Get More Discovery Calls With Facebook Ads
If you’re a high ticket coach and you have something amazing to offer, it makes sense that one of your primary concerns is filling up your discovery call calendar. This is a question that gets asked over and over again by coaches, especially when the bookings just aren’t coming. If you aren’t getting the calls you think you should be getting, here’s how to diagnose the issue and start booking the right people.
Remember the Journey
Your customers are on a journey of sorts when they first see you. Think about your customer’s journey right now. Most people aren’t going to watch your webinar the very first time they see you as they’re scrolling their news feed. They have to know, like, and trust you before they’ll give you that much of their attention.
Now, I get it. I talk to a lot of coaches who say, “Oh, I just want to learn a bit about how they work.” Or, “I just want to get to understand them.” And that’s fine. It’s good to have a baseline understanding of what’s going on, after all.
A webinar is a great way to build the know/like/trust factor quickly, but keep in mind that most people who first see your Facebook ad are brand new to your world. They don’t have a reason yet to trust you enough to spend all that time on your webinar and then spend another hour on the phone with you when they know you’re going to be pitching something at the end.
The customer journey is typically about 43 days long. That means it could take several weeks before someone books a call with you. By that time, though, they’ll know you, like you, trust you, and be much more likely to be a good recipient for your offer. In the meantime, see how you can serve them and help them until they’re ready to become a client.
Your responsibility is to nurture your clients, and Facebook is a great place for that. It begins when someone first sees your ad. Once they’ve engaged with it, you can keep getting back in front of them, maybe receive their email address and reach out other ways, and continue to serve them. Never lose sight of the fact that you’re serving them, though, and that includes in your Facebook ads.
Your ads can’t be pushy about the discovery calls; people can smell that from a mile away and they will go out of their way to avoid it. Instead, send them ads that will nurture the relationship. Show them you understand where they are and what they need. Be genuine so they can connect with who you really are. Use your unique mannerism and let your voice be heard.
After seeing and hearing you in a video, they’ll begin to “see”and “hear” you when they read your emails or Facebook posts. This is how the relationship grows, one step at a time. And all you have to do is show up and genuinely serve them.
Use On-Page Strategies
Sometimes the relationship is there, but the technology is in the way. A simple visual tweak may be what you need to encourage someone to hit the button and book the call.
Take a look at your discovery call page and make sure it’s striking the right balance. Everything should be included specifically to showcase the benefits of your discovery call. You need the social proof, of course, but include testimonials and case studies that demonstrate how the call itself is beneficial. This most likely will involve showing the positive outcomes of the call, addressing specific pain points your ideal clients are experiencing.
Look through all of your client feedback to find the right social proof. It might be screenshots of comments, it might be video testimonials, it might even be a clip from an email. Include these tidbits on your Thank You page and/or your booking page — anywhere you’re including the button to book a discovery call.
Your goal with all of this is for someone to land on your page, read the experience of someone else, and then identify themselves. You want the response to be, “I’ve been struggling with that exact thing for so long, and maybe I’ve found someone who can help me overcome it!” This is the next step in the relationship.
What you’re doing with this thoughtful use of social proof is putting out the information that your ideal clients need to see. You’re building rapport, you’re demonstrating your ability to help them with this pain they’re having, and you’re making yourself available to them. When the time comes for them to book a call, they will already know who you are and believe that you can help them
Facebook Ads Are the Beginning
While it’s true that one Facebook ad frequently end up in a discovery call immediately, ads are still the Number One way to get visible to the people you’re most able to serve. When you’re able to use these ads effectively, then you don’t need to have the biggest list, the biggest audience, the biggest following to succeed in your work. What you do need, and what Facebook ads open the door for you to do, is to establish rapport and connection with your ideal client.
Once you’ve earned their trust, shown your authority, and made it clear how you can help them, their obvious next step will be to book a call the moment they’re serious about getting help. And when they do, they will show up and be ready. And it all begins with a solid ad.