When Vanessa and I first spoke in February of 2016, she wanted to grow her existing 6-figure business to 7-figures by selling transformational mastermind coaching programs.
After figuring out her ideal audience and successfully finding them on Facebook, we started testing. We tested everything — images, ad copy, headline variations — you name it.
We soon managed to pinpoint a rock star ad variation, which Vanessa’s audience adored. This winning ad also resulted in hundreds of applications for Vanessa’s program.
Here’s what an average day looks like for us now…
- Number of Webinar Registrations: 100 – 130
- Cost per Webinar Registration: $5 – $8
- Amount of Strategy Calls per Day: 15-20
- Cost per Application: $100 – $120
These numbers all result in a whopping ROI of 500% and a successful 7-figure business which only keeps growing.
Vanessa Simpkins has been featured on FOX, ABC, NBC and CBS Television for her international bestselling women’s empowerment book, Take Your Power Back Now! The Ultimate Confidence Guide for Women. Vanessa is a confidence and cash flow expert who helps spiritual entrepreneurs transform their passions into wildly successful coaching practices.
She’s personally mentored hundreds of women to break through their inner blocks and limiting beliefs about selling. Vanessa gives her clients the tools and courage to empower themselves and own their value.
In turn, Vanessa’s clients earn hundreds of thousands of dollars coaching others and doing what they love. Vanessa is also a TEDx speaker. She relates her proudest moments to her clients achieving breakthroughs and business clarity!
We decided to use a webinar as the primary conversion tool for Vanessa’s funnel. The most important and challenging part was finding people who would both watch the webinar AND commit to taking action required to build the business of their dreams.
The first time I saw Vanessa’s Facebook ad account, the ad campaigns were structured chaotically, and the audiences were poorly defined.
I see people make this mistake often. They spend too much time “perfecting” their ad images or over-analyzing every line of text. These people neglect the most important part of an ad campaign, which is audience research and targeting.
Immediately, I saw that we needed to find audiences who were highly motivated and craving to start growing their businesses with Vanessa’s programs.
HOW WE HELPED
My first step was to dive into the “Audience Insights” tool. I searched and tested different interests like a mad scientist. (This tool is inside Business Manager, along with Power Editor.)
In addition to working with the Audience Insights tool, Vanessa and I had a series of exploratory calls where we went deep into her “client avatar.”
- What are their goals?
- What her clients are afraid of the most?
- What kind of books and magazines do they read regularly?
- Do they follow any public figures and gurus? If yes, who are they?
- Who is Vanessa’s competition? (this is one of the best ways to get ahead with a good start)
Questions like these are crucial. You, the business owner, need to answer them clearly.
Lastly, my specially customized Facebook audience tool revealed the largest and most profitable audiences for Vanessa’s offering. After a couple of weeks, the first applications started flowing in.
Our primary goal was to disqualify the “bad audiences” quickly. From there we could scale the “good audiences.” This process yielded the most strategy calls at the best price.
Scaling is a chaotic, yet beautiful beast. While complex, here are some things you need to know about increasing your ad spend. (Get this right, and you will grow your business and see huge ROI.)
There are 3 different ways to scale
- Duplicating the winning ad sets at a higher budget
- Slowly increasing ad budget by 20%-25% every 2-3 days
- Discovering more audiences (also known as “horizontal scaling”)
Which ones worked for us? I personally found 2 and 3 work the best.
The secret behind successfully scaling ads is testing a lot and testing fast – no time for doubts and second thoughts.
As a result of all the testing and scaling methods, I managed to define:
- 4 winning audiences of people not only willing to watch the webinar but eager to start with Vanessa’s coaching program
- A winning ad creative and copy which got us over 2000 engagement (on 1 ad only!) and had people asking for more
- A couple of funnel hacks which increased our overall ROI and reduced our cost per application by 60%!
- Now, Vanessa is on the way to achieve her first $2 million year. We are thrilled about what’s yet to come.
BIGGEST TAKEAWAYS FOR YOUR BUSINESS:
Advertising on Facebook is a phenomenal way to grow your business. If you want to give it a try on your own or improve your existing campaigns, here are five things to keep in mind.
Tip #1 – Define your Winning Audiences Fast
Like any other marketing campaign or promotion, running ads on Facebook requires a certain budget, and it’s important that you’re smart about your ad spend. You need to be diligent and quick. Find and pick your winning audiences fast.
Too often I see people waste needless days and hundreds of dollars targeting people who are clearly not worth targeting.
The same “diligent and quick” strategy applies to the right creative and ad copy. Come up with a few options. Then rapidly test and disqualify the losing variations.
Tip #2 – Track your Conversions/Marketing numbers Religiously
Early in Vanessa’s campaign, I realized that the Facebook tracking was off. I quickly resolved this with Facebook’s customer service. However, if the problem had gone undiscovered, it would have cost us a small fortune.
Because to make the right judgment calls with your Facebook ad campaigns, you need to know all of the numbers, at every phase of the funnel. Know them like the back of your hand. That way, when there is a discrepancy, you can quickly fix the problem and get back to the business of making money.
Tip #3 – Stick to What Works and Scale Quickly
It’s easy to get stuck in the phase of perpetual testing; I get it. There are endless combinations of images, videos, logo colors, designs, and ad copy. You’re tempted to find “the one” that best resonates with your brand…
But here’s the truth:
You’re advertising on Facebook to grow your business. To achieve that goal, you need to stick to what works.
So, follow my mantra of “testing lots and testing fast.”
Too many people waste precious hours, days and even weeks spending time and money on things they “hope” will work.
What actually gets results? The process of testing, cutting out what doesn’t work and scaling what does work will get positive ROI.
Tip #4 – Write your Ads Like You have a Coffee Chat
The only goal of your ad is to grab attention, empathy and trigger action.
I talk about this in my training videos. Your ad copy should make the reader nod his head in agreement. A good ad will make people think, “This person gets me,” or “I’m so lucky to have seen this now when I need it the most.”
To achieve this, you need to toss out fancy and un-authentic “branding” language. Formal language kills conversions.
Here’s what you need to do instead:
- Pull out a piece of paper and pen
- Write down your pitch/offer and take your sweet time with it
- Go over what you wrote and remove unnecessary parts
- Add urgency and exclusivity
Congratulations! Your ad is better than 90% of plain ineffective stuff that is currently out there: )
READY TO SCALE YOUR BUSINESS TO 7-FIGURES AND BEYOND?
We have helped dozens of entrepreneurs and business owners to scale to multiple 6 and 7 figures in sales.
We do this by driving Facebook/Youtube ads traffic to Marketing Funnels that convert.