Are you sabotaging your own success either as a coach or as an ad strategist. Now you might think I’m crazy. You may say, “No, I would never do that,” but let me just reveal to you some of the hidden ways that we sometimes do that and how we can overcome it, particularly when we come to growing our online business. Now, I was talking to a colleague today and we were looking at her messaging, her offer and her funnel. Now this is a pretty well established coach and they’ve got a great following. They’ve written a book, they’ve invited to speaking events, they do workshops, they do corporate gigs, they have all the pieces in play except the online funnel just hasn’t really been dialed in and switched on.
So today as we were looking at her message, seeing where she’s getting some great results and seeing how we can pivot the message accordingly. She ended up going on this whole big, “Okay, I need to write another book and the other book will come in as the front end offer and then I’ll need to create another Facebook group and what we call that Facebook group.” So all these other things were being created and or were going to be created, okay? As she was saying, all these bits and pieces, I said, “Stop hammer time. Okay, man, I didn’t do the ’80s reference,” but I just said, “Hang on there, hang on, let’s focus.” And I actually reminded her of a dream that she had some months ago, which was actually a situation that had happened in her childhood where she had sculpted this little Robin a clay Robin. And she presented it to someone and they just picked up, “Oh well that’s nice and then they put it aside.”
So you know what she did? She actually went and she smashed that Robin. It didn’t get validation, it didn’t get the appreciation that she thought it deserved, so she smashed it. Now, when she had this dream earlier in the year, she actually got the revelation of that is what she was doing so often in her business. She would create something, she would put it out there, she’d maybe get some quick wins, but then it wasn’t the success she was envisioning. She would shelve it and move on, and think to herself, “what else? What else? What’s the next thing?” Instead of actually looking at the data, refining it and possibly marketing it a bit harder.
So as we went through and I said, “Look, you’ve got these pieces in play, this is already proven and successful.” You just actually need to market it harder. You need to let people know that this is here and it’s available for them. And yes, we may need to do a bit of a pivot in the messaging right at the start, but that can be so easily done just by different ad copy, by different headlines on our landing page. The same offers still pretty much in play. It’s just a couple of words. Like one of the wording in the headline was instead of talking about a 12-week program being a challenge, which is not where her ideal audience mindset would be at, they’re not ready for a challenge.
We changed the wording there to a journey. That is so much more softer, it is so much more congruent with the whole messaging for where her ideal client is that. So that was the first step. You don’t have to go and reinvent the wheel, create all these other products, create a new funnel, create another book.
We just need to refine the messaging.
So how do you know if you’re sabotaging your own success by doing something similar and like this person is not alone. I talk to people every day who are running ads to webinar funnels or have launched a webinar and they’re going, “It’s not working. It’s not converting,” but they’ve only had 20 people through, you can not make a call on a webinar funnel or any lead magnet for that case if you’ve only had 20 people through, even if it’s a sales page and you’re offering something for sale.
Again, you cannot make a call on just 20 people having visited the sales page. You need to get more data. That’s point number one.
1. Know your numbers.
So instead of just creating something, throwing it out there and doing a quick promo for a week or whatever it is and then saying it didn’t work, you need to know your numbers. So like I said, for a webinar you would need to have about a 100 people come through the webinar or even for a sales page, a 100 people on the sales page because you would typically get that something that is new and launching out. If you were to get a 2% conversion rate, that’s actually doing pretty good. So 100 people through your webinar, two people purchase, 2% conversion rate.
So if you’ve only got 20 people through, it is way too low numbers for you to make a call on that. Also, for a sales page, if you’ve only had 20 people on the sales page, it’s way too low visitor traffic to make a call on it if that sales page is working. So you need to get volume, you need to get people through. Now, how do you get people through? Well, you can try some organic strategies. So while you may have some time on your hands or if you’ve got a VA that can help do that for you, ideally you can do it with some attraction marketing methods. So that’s going into some groups dropping value bombs, not just going into groups and saying, “Here’s my page, or here’s my offer, or blah, blah, blah.”
2. Go in and offer value.
Tell some stories, tell them about your background, your history, what you have done and what you have achieved and how you’ve helped people. So attract people to come and have a look at your profile, and then on your profile, that’s where you may have a link. This going to say, “Head over and join my group, or check out my Facebook page.” Attraction marketing strategies do work, and you can reach out to people in groups.
Also put things on your page, okay? Make sure if you’re posting on your page maybe seven times a week, just once a day. Then two of those posts each week can be talking about your offer. Shout out the success that somebody’s had in your program. Be specific and showcase that client Cassie was able to get X, Y, Z result and if you want to know more , simply “book a call with me.” Be sure to make sure people know about your offer by putting it on your Facebook page and also on your Facebook profile. I know things can feel a bit tricky with Facebook saying, “Your profile is not for business promotion.” However, I encourage you to realize that if your personal profile includes you talking about your life, it will naturally include the business portion of your life as well.
So as long as you’re not putting direct response copy on your profile and you’re sending people over to your sales page or registration page with every single post, there is a genuine way to sprinkle just a couple of times a week onto your personal profile.
3. Talk about the wins and success of your clients
When you begin to talk about the success that you’re having with your business and working with your clients it makes it evident that your goal is to help others. And if you are in Facebook groups and putting yourself out there and people are learning more about you in groups or such, they’re going to come and look at your Facebook profile to ‘check you out. Yes, people are doing this every single day. This increases the Facebook friend requests that you’ll begin to get because these people could very well be an ideal potential client on your personal profile. This is truly how social media marketing works these days. People are connecting to people on a personal level, even if the ultimate connection has a business-related tie in. Being human (and personal) is a great way to connect and increase the relationships you’re building for potential leads. It’s not just all automations and pages where you never connect with people. People are truly connecting in this social climate and that is a good thing.
So now that we’ve covered the importance of knowing your numbers, this leads us to our next point.
4. Organic Strategies Do Work
Make sure that you spend time going into Facebook groups, posting things on your page, sending emails out so people know that you actually have an offer. Since we know that people need many touch points from us before they’re ready to buy, when we diversify the places we’re connecting with people, we’re able to help in that trust, nurturing process as we build our leads.
But, if relying soley on organic traction, the time period it could take for you to get enough people through your process to see if it is working, could be awhile. And that is why I’d be remissed if I didn’t include how we can optimize the process.
5. Invest in Paid Traffic with Facebook Ads
That’s what I do, that’s what I’m all about because you will get to know much quicker your numbers in seeing if something is working. And when we save time we’re able to maximize our efficiencies in our business.
So if you were doing your organic strategies and you had two people a day coming, registering for your webinar, it’s going to take a while to get that data. If you can invest in some Facebook ads, have a mindset that this is your business, you are investing, you are gathering data, you want to find out what works and what isn’t working. If something isn’t working, wouldn’t you want to find out more quickly so you could pivot?
Yes, fail quicker.
You can dial in your messaging, change your headlines, shift things around a bit, tweak things to get quicker results.
Now, when it comes to that paid Facebook traffic, you need to keep in mind what the results are going to be. If you’re just putting $5 or $10 a day at your Facebook ads, it’s going to take you a long time to get that data you need to make an educated decision. For example, if you are spending $10 a day to get traffic to a webinar. Depending on the niche of your business will make an impact on how much you will be paying for your webinar registrations. So if it’s more of a business to consumer, you might get webinar registrations at $2, which is fantastic. This would mean you’d get about 5 a day. If it’s more of an entrepreneurial space, then you are likely to pay a fair bit more. So it might be $5, $7 or possibly even $10 for a webinar registration.
If you were paying $2.50 for a webinar registration with an ad spend of $10 a day, you would be getting four people registering for your webinar each day. So with our numbers of saying, 100 people registering for a webinar, and you can get 2% of people to convert to a purchase, a very realistic benchmark when you’re starting out, then you know 100 people registering will yield you two people to purchase.” So if it’s costing you $2.50 to get someone to register for your webinar and you’re spending $10 a day, that’s four people a day registering for your webinar.
See where I’m going here, see what the maths is saying. So at $10 a day four people registering, you’re needing to get 100 people registered for the webinar before you can really make a call on how it’s working or a lead magnet, whatever it may be. Then it’s going to take 25 days before you’ll get 100 people registering, and that’s a $2.50 sometimes Facebook goes up and down, it might cost you $6 the next day and then $3 and then back to $2.50 whatever it may be. So you’re looking at a month to get that data in to see if things are working.
I don’t know about you, but I don’t particularly want to wait a month to see what is working.. I want to dial things in faster, see what’s working more quickly. So keep that in mind when you’re looking at paid traffic to validate your offers or to test the messaging, be very aware how your ads are performing as well as the numbers. This allows you to know how much to put into your daily ad spend to get that data and to get those results. If you don’t have the money for paid traffic, then consider doing a video ad or an ad that’s going to be building up an audience of a video view audience or do an ad focused on engagement your ad to build an engaged page audience so you can do some other retargeting of that audience at a later time once you have the audience size built up.
For example, It might be $5 for a video view campaign or an engagement campaign each day and then re-target that audience to come over for your offer. Again, you’ll still be looking at those same numbers to get 100 people through, but at least you’re building a bit of an audience and you can continue to re-target them with some other messaging for a dollar a day.
There are ways around these issues and that is exactly what we talked about in our Social Charlie system with our ad strategists. These are the funnels that we need to create to nurture clients, get them to convert and then get them to close. So keep that in mind. Remember the things that you need to know before you turn off your funnel, before you go write another book, before you go create another lead magnet or another offer (spoiler alert: that no one is going to buy, especially if they don’t see the offer), you must know your numbers. Let people know that you have this offer available and boost the results with Facebook ads.
6. Always Tweak and Revise as You Go
Get the results faster, know your numbers faster, and then just be sure to tweak, and revise as your ads are running to be as efficient as possible. My company, Social Charlie, specializes in training Facebook Ad strategists for high ticket coaches and partnering them, so that they have their own marketing partner who is invested in their business.
If you’d like to learn more, you can come over and join my free Facebook group called Facebook Ads for High Ticket Coaches. That is where you can enjoy the value bombs about this very lucrative but challenging niche.
Until next time!