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3 Facebook and Instagram Marketing Strategies That Convert

Published on: December 5 2022 by Social Media Examiner

3 Facebook and Instagram Marketing Strategies That Convert

3 Facebook and Instagram Marketing Strategies That Convert

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00:00:00 00:00:02 - Because it is something that will allow
00:00:03 00:00:05 you to generate higher quality leads.
00:00:05 00:00:08 They're actually buyers, not just leads.
00:00:08 00:00:12 And, people who, if you are really presenting
00:00:12 00:00:13 them with the right thing to purchase
00:00:13 00:00:17 on the front end could be the perfect fit
00:00:17 00:00:19 for what you sell on the back end.
00:00:21 00:00:24 - Today. I am very excited to be joined by Allie Bloyd.
00:00:24 00:00:25 If you don't know who Allie is,
00:00:25 00:00:27 she's the founder of Allie Bloyd Media,
00:00:27 00:00:30 a company that specializes in training
00:00:30 00:00:33 local business owners and small business marketers.
00:00:33 00:00:35 She's also host of the Marketing Inc Podcast,
00:00:35 00:00:37 and her mentorship program is called
00:00:37 00:00:40 Local Marketing Mastery.
00:00:40 00:00:41 Allie, welcome back to the show.
00:00:41 00:00:43 - Thank you so much for having me.
00:00:43 00:00:45 Excited to be here as always.
00:00:45 00:00:48 - So today, Allie and I are gonna explore
00:00:48 00:00:51 ad strategies to successfully use Facebook and Instagram
00:00:51 00:00:54 that convert, that get you more sales.
00:00:54 00:00:58 So, Allie, I guess my first question is
00:00:58 00:01:02 there are a lot of marketers listening right now
00:01:02 00:01:05 who are maybe not sure
00:01:05 00:01:08 whether Facebook and Instagram ads work anymore,
00:01:08 00:01:10 because there's been all these challenges
00:01:10 00:01:12 that we've toked about on the tok show.
00:01:12 00:01:16 Things like iOS updates and privacy blockers
00:01:16 00:01:17 and all this kind of stuff.
00:01:17 00:01:19 And, maybe some of them are like,
00:01:19 00:01:21 "Eh, I've given up on ads."
00:01:21 00:01:23 So, why should they maybe still consider utilizing
00:01:23 00:01:25 Facebook and Instagram ads?
00:01:25 00:01:27 - Well, I would say number one,
00:01:27 00:01:30 because they absolutely still work.
00:01:30 00:01:33 There have definitely been some changes
00:01:33 00:01:35 that have taken place over the last few years
00:01:35 00:01:37 from a tiknical standpoint
00:01:37 00:01:40 that have confused people, I think more than anything,
00:01:40 00:01:44 but there are solutions for those things.
00:01:44 00:01:47 But, I think the benefit of that is
00:01:47 00:01:50 that a lot of advertisers have actually pulled out
00:01:50 00:01:54 of the platforms because they either don't have
00:01:54 00:01:57 the knowledge or the ability to implement
00:01:57 00:02:00 some of those changes or at least think that they don't.
00:02:00 00:02:02 And so, they've just kind of thrown in the towel.
00:02:02 00:02:05 That leaves a huge opportunity for the businesses
00:02:05 00:02:08 who are still advertising on these platforms.
00:02:08 00:02:10 Ultimately, there are nearly 2 billion
00:02:10 00:02:13 active daily users on Facebook
00:02:13 00:02:15 and we cannot ignore that.
00:02:15 00:02:17 So, it definitely isn't the only place
00:02:17 00:02:18 you could be advertising,
00:02:18 00:02:22 but I would think that it's foolish to ignore
00:02:22 00:02:25 these platforms as some of the main places
00:02:25 00:02:28 that businesses today are still marketing.
00:02:28 00:02:31 - Okay. So what I'm hearing you say is,
00:02:31 00:02:32 "Hey, there have been, it's true.
00:02:32 00:02:36 There have been some advertising advertisers
00:02:36 00:02:36 that have left the platform."
00:02:36 00:02:39 Does this mean the cost have gone down
00:02:39 00:02:41 or is there still more than enough demand
00:02:41 00:02:43 for ad space on the platform
00:02:43 00:02:45 that the costs have not gone down?
00:02:45 00:02:47 I'm just curious what your thoughts are on that.
00:02:47 00:02:50 - I think it ultimately depends.
00:02:50 00:02:52 Costs haven't gone down across the board,
00:02:52 00:02:56 but if you're advertising well,
00:02:56 00:02:57 if you're doing it the right way,
00:02:57 00:03:02 you can still see very low, very, very doable cost
00:03:03 00:03:05 for leads and purchases.
00:03:05 00:03:07 Your customer acquisition costs can still be
00:03:07 00:03:08 really, really strong.
00:03:08 00:03:10 But again, it's not something
00:03:10 00:03:12 where you can just throw up an ad
00:03:12 00:03:13 and expect lower costs
00:03:13 00:03:15 because some people have pulled out.
00:03:15 00:03:18 There's still a tremendous number of businesses
00:03:18 00:03:20 that are advertising on these platforms.
00:03:20 00:03:22 So, you've still gotta be approaching it the right way,
00:03:22 00:03:23 doing it strategically.
00:03:23 00:03:26 You absolutely have to have
00:03:26 00:03:29 those tiknical steps implemented correctly
00:03:29 00:03:32 to be able to see results,
00:03:32 00:03:34 because that is probably the number one thing
00:03:34 00:03:36 that is holding people back right now.
00:03:36 00:03:38 If you don't have some of
00:03:38 00:03:41 the Pixel related steps implemented in the right way,
00:03:41 00:03:43 your Pixel will not be getting smarter.
00:03:43 00:03:47 You will not be able to find people to convert on your ads,
00:03:47 00:03:49 which is gonna drive your cost up.
00:03:49 00:03:51 It's gonna make you feel like you're losing money.
00:03:51 00:03:53 So again, if you do it the right way,
00:03:53 00:03:55 cost can be very, very good.
00:03:55 00:03:57 Ads still work extremely well.
00:03:57 00:03:58 It's still the number one way
00:03:58 00:04:00 that I'm growing my business.
00:04:00 00:04:01 And, all of the businesses
00:04:01 00:04:03 that I'm working with are still using this
00:04:03 00:04:04 as a primary marketing tool.
00:04:04 00:04:06 So, plenty of opportunity,
00:04:06 00:04:09 you just have to be a little bit more methodical
00:04:09 00:04:10 in the way that you approach it.
00:04:12 00:04:13 - Thank you for that.
00:04:13 00:04:15 When we were preparing for this interview,
00:04:15 00:04:19 we came up with three different strategies that convert.
00:04:19 00:04:21 And, we're gonna go through them one at a time.
00:04:21 00:04:24 I wanna start with this five day challenge.
00:04:24 00:04:29 At a macro level, describe, introduce it.
00:04:29 00:04:31 You know, what is a five day challenge?
00:04:31 00:04:33 And then, I'll have some more questions
00:04:33 00:04:34 about like how it works,
00:04:34 00:04:36 and who ought to use it and all that fun stuff.
00:04:36 00:04:37 - Yeah, absolutely.
00:04:37 00:04:39 So five day challenges are
00:04:39 00:04:41 one of my favorite marketing strategies.
00:04:41 00:04:43 And, this is something that can be used
00:04:43 00:04:46 by so many different types of businesses.
00:04:46 00:04:51 I started using this strategy in 2019, maybe even 2018.
00:04:52 00:04:54 And, I still use it to this day.
00:04:54 00:04:56 I've been able to help dozens
00:04:56 00:05:00 of other industries introduce this strategy as well.
00:05:00 00:05:03 So, this is something that can be widely applicable.
00:05:03 00:05:06 You just maybe have to think a little bit outside of the box
00:05:06 00:05:07 if you've never used it before.
00:05:07 00:05:10 The types of businesses that can benefit
00:05:10 00:05:11 the most from a five day-
00:05:12 00:05:13 - Real quick, real quick.
00:05:13 00:05:14 Before we tok about the types of businesses,
00:05:14 00:05:15 let's tok about what the heck it is,
00:05:15 00:05:17 like define what heck it is.
00:05:17 00:05:18 Let's back that up a little bit if you could.
00:05:18 00:05:20 - So, a five day challenge is simply going to be
00:05:20 00:05:23 five days of content
00:05:23 00:05:25 that you are presenting to your audience,
00:05:25 00:05:28 and you are not just teaching them.
00:05:28 00:05:30 You are giving them tasks to accomplish.
00:05:30 00:05:32 You're giving them homework.
00:05:32 00:05:35 You're trying to move them from point A to point B
00:05:35 00:05:38 wherever that point may actually be for them.
00:05:38 00:05:41 So, it's not something that you wanna overwhelm them
00:05:41 00:05:42 with actions to take,
00:05:42 00:05:45 but you do wanna be able to provide them
00:05:45 00:05:49 a quick win with whatever the ultimate outcome is
00:05:49 00:05:52 that you are hoping to provide to your audience.
00:05:52 00:05:56 So, for example, I help businesses with their marketing.
00:05:56 00:05:59 And, I've done five day content creation challenges
00:05:59 00:06:02 where I'm helping businesses put together
00:06:02 00:06:04 a content strategy in five days.
00:06:04 00:06:07 I've done lead generation challenges
00:06:07 00:06:10 where I'm going through each of the individual aspects
00:06:10 00:06:12 of their lead generation strategy
00:06:12 00:06:13 that they need to have in place.
00:06:13 00:06:16 So, I've done a lot of different styles of challenges,
00:06:16 00:06:20 but it all centers around helping them better understand
00:06:20 00:06:22 and plan for their marketing.
00:06:22 00:06:24 So, that by the end of the five days,
00:06:24 00:06:26 they're in the right mindset to take
00:06:26 00:06:29 that next step on that bigger thing
00:06:29 00:06:32 that I can ultimately help them with.
00:06:32 00:06:34 So does that make sense?
00:06:34 00:06:35 - It does,
00:06:35 00:06:36 but I have a little bit of a tiknical question
00:06:36 00:06:37 that maybe isn't super tiknical,
00:06:37 00:06:39 but are these five day challenges
00:06:39 00:06:41 without getting too much into the weeds,
00:06:41 00:06:43 'cause we'll get into the weeds in a little bit.
00:06:43 00:06:46 But, are these five day challenges exclusively delivered
00:06:46 00:06:48 via ads or is this an organic strategy
00:06:48 00:06:50 that's enhanced by ads?
00:06:50 00:06:52 Do you understand what I'm asking?
00:06:52 00:06:54 - Yes. This is definitely something
00:06:54 00:06:57 that can be promoted organically
00:06:57 00:06:59 if you have the audience for it.
00:06:59 00:07:01 I did my very first five day challenge
00:07:01 00:07:04 without running any ads,
00:07:04 00:07:07 but I worked really, really hard to promote this
00:07:07 00:07:10 from an organic standpoint.
00:07:10 00:07:13 Today, I do a little bit of organic promotion,
00:07:13 00:07:15 but almost everything that I do for them,
00:07:15 00:07:17 at least in terms of getting people to register
00:07:17 00:07:21 for these challenges is done through paid ads.
00:07:21 00:07:23 So, just like with everything else,
00:07:23 00:07:26 you're gonna be able to really maximize the results.
00:07:26 00:07:27 If you're utilizing paid ads,
00:07:27 00:07:28 you're gonna be able to get
00:07:28 00:07:30 a lot more people to register for this
00:07:30 00:07:34 so that the impacts financially for your business,
00:07:34 00:07:36 when you hold that actual five day challenge is going to be
00:07:36 00:07:39 much, much greater because there's gonna be
00:07:39 00:07:40 a lot more prospects that are
00:07:40 00:07:43 in that challenge partikipating.
00:07:43 00:07:44 - Okay. So this is an important distinction.
00:07:44 00:07:47 So, what I'm hearing you say is the five day challenge is
00:07:47 00:07:50 essentially something that you probably don't do
00:07:50 00:07:51 on Facebook.
00:07:51 00:07:52 You do off of Facebook,
00:07:52 00:07:55 but you use Facebook to drive people there to be part
00:07:55 00:07:56 of the challenge.
00:07:56 00:07:57 Is that what I'm hearing you say?
00:07:57 00:08:01 - I actually do my five day challenges in a Facebook group.
00:08:01 00:08:03 You don't have to do them in a Facebook group,
00:08:03 00:08:07 but I think there is 100% a benefit to doing it there,
00:08:07 00:08:09 because this is one more place
00:08:10 00:08:13 that you can communicate with your prospects
00:08:13 00:08:17 and your leads without having to continue to pay for it.
00:08:17 00:08:19 So, once someone registers,
00:08:19 00:08:20 I do have their name and their email
00:08:20 00:08:22 and their phone number typically,
00:08:22 00:08:25 but then I also wanna drive them into that group,
00:08:25 00:08:27 because that's where I'm going to be putting on
00:08:27 00:08:28 each day of content.
00:08:28 00:08:31 That's where I want them to engage with one another,
00:08:31 00:08:33 and where I can engage with them
00:08:33 00:08:36 during that five days of content
00:08:36 00:08:38 where they can actually post the homework
00:08:38 00:08:40 that they're doing and I can review that for them.
00:08:40 00:08:43 So, it really becomes this two way communication channel,
00:08:43 00:08:47 which I think makes this strategy pretty special and unique,
00:08:47 00:08:50 because there are not a ton of other marketing strategies
00:08:50 00:08:53 that allow your prospects to communicate
00:08:53 00:08:55 so closely with you
00:08:55 00:08:57 before they actually begin working with you.
00:08:57 00:09:00 So, I do know other people who have done them
00:09:00 00:09:01 off of the platform,
00:09:01 00:09:03 but after those challenges have taken place,
00:09:03 00:09:06 I still have people in that group.
00:09:06 00:09:09 They're not leaving after the challenge is done.
00:09:09 00:09:13 I can continue to provide them with free, helpful content,
00:09:13 00:09:14 live trainings,
00:09:14 00:09:16 things that will deepen my connection with them,
00:09:16 00:09:19 and then ultimately drive a lot of sales in the long term.
00:09:20 00:09:21 - Okay.
00:09:21 00:09:22 So, what I'm hearing you say at a macro level is
00:09:22 00:09:24 the five day challenge is you pick a topic,
00:09:24 00:09:26 whatever it is in your domain expertise,
00:09:26 00:09:30 and you somehow challenge the audience to partikipate
00:09:30 00:09:32 in the process over a period of five days.
00:09:32 00:09:34 And, in an ideal world,
00:09:34 00:09:37 you utilize all that Facebook has to offer
00:09:37 00:09:39 to kind of keep it on platform,
00:09:39 00:09:41 ads, groups, so on and so forth, right?
00:09:41 00:09:43 So, you were about to say
00:09:43 00:09:44 before I asked for all this clarity,
00:09:44 00:09:47 what types of businesses should use this.
00:09:47 00:09:49 So, go ahead and answer that, please.
00:09:49 00:09:50 - For sure.
00:09:51 00:09:52 Any business that has an educational component
00:09:52 00:09:57 to their business is someone that could use this strategy.
00:09:57 00:09:59 I do think that traditionally,
00:09:59 00:10:03 people who are in the coaching space have used
00:10:03 00:10:05 this strategy a little bit more heavily,
00:10:05 00:10:09 but it's absolutely not limited to coaching whatsoever.
00:10:09 00:10:11 Coaching becomes a natural fit for this,
00:10:11 00:10:16 because the audience has to actually be willing to take
00:10:16 00:10:18 action themselves.
00:10:18 00:10:22 And, in services that are 100% done for you,
00:10:22 00:10:25 I think a lot of people think, well, you know my audience,
00:10:25 00:10:28 isn't going to want to do any of this themselves.
00:10:28 00:10:31 They want to hire someone to do it for them,
00:10:31 00:10:34 or product based businesses may not really think
00:10:34 00:10:36 that this is a fit,
00:10:36 00:10:38 but that's definitely not the case.
00:10:38 00:10:39 There are a lot of product
00:10:39 00:10:42 or done for you service based industries
00:10:42 00:10:44 that can in fact use the strategy.
00:10:44 00:10:46 This is where you really need to be thinking
00:10:46 00:10:48 outside of the box a little bit.
00:10:48 00:10:50 So, if you were a business that is not
00:10:50 00:10:54 a done with you service provider,
00:10:54 00:10:56 you really need to be thinking about
00:10:56 00:10:59 what are the steps that my audience would want to take
00:10:59 00:11:02 that simply show me that they have this need or this desire.
00:11:02 00:11:04 And, maybe it's the planning stages
00:11:04 00:11:08 of something that you actually help them implement.
00:11:08 00:11:12 Or maybe it is something related to your business
00:11:12 00:11:15 that isn't actually about your product.
00:11:15 00:11:16 So, maybe if you sell something
00:11:16 00:11:18 like vitamins and supplements,
00:11:18 00:11:19 you're not going to be doing
00:11:19 00:11:22 a challenge focused around vitamins and supplements,
00:11:22 00:11:24 but you might be doing a challenge
00:11:24 00:11:27 that's focused on helping them improve their health.
00:11:27 00:11:30 So, people who are committed to improving
00:11:30 00:11:32 their health are likely going to be
00:11:32 00:11:35 the right type of person to be open to buying
00:11:35 00:11:39 health related products, such as vitamins and supplements.
00:11:39 00:11:42 So, you really just need to find that right fit
00:11:42 00:11:44 in terms of the content.
00:11:44 00:11:47 But, if you are someone who does work
00:11:47 00:11:50 with your audience to actually help them achieve
00:11:50 00:11:53 that outcome, it becomes very, very easy to see
00:11:53 00:11:57 who would in fact be a good fit for what you offer,
00:11:57 00:12:00 because they do have to be willing to show up
00:12:00 00:12:02 and take some sort of action.
00:12:02 00:12:03 So, you will find that
00:12:03 00:12:05 the people who are in these challenges are
00:12:05 00:12:08 often a lot more committed to making a change,
00:12:08 00:12:10 whatever that change may be.
00:12:10 00:12:12 And, ultimately it should be the thing that,
00:12:12 00:12:13 you help them with.
00:12:13 00:12:15 And, because of that,
00:12:15 00:12:17 you're really able to show them
00:12:17 00:12:19 through the course of those five days
00:12:19 00:12:22 that you have this strong expertise,
00:12:22 00:12:24 that you are the right person to work
00:12:24 00:12:27 with them through whatever their challenges may be.
00:12:27 00:12:31 And, they're gonna have this really strong sense of trust
00:12:31 00:12:33 by the time that challenge is over.
00:12:33 00:12:35 So, it makes the decision to take the next step pretty easy.
00:12:35 00:12:40 - From an ads perspective, are we advertising
00:12:40 00:12:42 directly to a Facebook group or what are we doing?
00:12:42 00:12:44 Like help everybody understand
00:12:44 00:12:45 how they can use an ad to get
00:12:45 00:12:47 someone into a five day challenge?
00:12:47 00:12:48 - Yeah.
00:12:48 00:12:50 So, the way that I typically run these is
00:12:50 00:12:53 I'm going to be promoting this challenge through my ad.
00:12:53 00:12:57 These are usually going to be conversion focused ads.
00:12:57 00:12:59 So, I want someone to register
00:12:59 00:13:02 for this free five day challenge.
00:13:02 00:13:04 I have seen people do paid five day challenges,
00:13:04 00:13:07 and it would ultimately work exactly the same.
00:13:07 00:13:08 I choose free
00:13:08 00:13:10 because I can get a lot more people to register,
00:13:10 00:13:12 and a lot more people in those groups.
00:13:12 00:13:14 And, they convert at a really high rate as is.
00:13:14 00:13:17 So, I don't need to necessarily charge up front for that.
00:13:17 00:13:19 So, I'm doing a conversion focused ad to get
00:13:19 00:13:22 someone to register for this five day challenge.
00:13:22 00:13:25 Once they are clicking on that ad,
00:13:25 00:13:27 they're taken to a landing page,
00:13:27 00:13:29 and I am gonna ask them for their name,
00:13:29 00:13:32 their email and their phone number, which is optional,
00:13:32 00:13:36 but I do get a ton of phone numbers
00:13:36 00:13:38 through those landing pages.
00:13:38 00:13:40 And, that is to remind them
00:13:40 00:13:42 when we're going live each day
00:13:42 00:13:44 and I'm doing that through text message.
00:13:44 00:13:46 So, that's actually a really, really important part
00:13:46 00:13:50 of executing this as effectively as possible.
00:13:50 00:13:51 After they register-
00:13:51 00:13:52 - Real quick. Real quick.
00:13:52 00:13:54 What service do you use for the landing page,
00:13:54 00:13:55 and what service do you use
00:13:55 00:13:58 for the text messaging communication?
00:13:58 00:14:00 - So, I use a system called High Level.
00:14:00 00:14:01 And, this does my landing pages,
00:14:01 00:14:03 my email, my text message.
00:14:03 00:14:05 Really, almost everything I need to execute
00:14:05 00:14:08 the back end of this system.
00:14:08 00:14:09 - Okay, cool.
00:14:09 00:14:11 - So, on the second page of my funnel,
00:14:11 00:14:14 I'm then going to present them
00:14:14 00:14:17 with the opportunity to take the next step.
00:14:17 00:14:20 And for me, that's scheduling a call to see
00:14:20 00:14:22 how I can help them with their marketing.
00:14:22 00:14:24 I usually have a video on that page
00:14:24 00:14:26 that's gonna say something like,
00:14:26 00:14:29 "Hey, obviously you are really excited to learn
00:14:29 00:14:31 about X, Y, and Z.
00:14:31 00:14:33 I'm so excited that you signed up for this challenge.
00:14:33 00:14:36 You're gonna get some information to your inbox
00:14:36 00:14:37 in just a second.
00:14:37 00:14:38 You're gonna need to check that and
00:14:38 00:14:40 join the group where the challenge will take place.
00:14:40 00:14:44 But, if you've already tried to do some of this on your own,
00:14:44 00:14:46 and you know that you need a little bit of extra help,
00:14:46 00:14:47 love to tok to you about it,
00:14:47 00:14:49 you can go ahead and schedule
00:14:49 00:14:50 a call with somebody on our team
00:14:50 00:14:52 so we can see, you know,
00:14:52 00:14:53 what the best option is for you."
00:14:53 00:14:56 So, we get a ton of people to go ahead
00:14:56 00:14:59 and schedule calls before that challenge even begins.
00:14:59 00:15:01 And, we make a lot of the revenue
00:15:01 00:15:05 from that challenge before the challenge even starts.
00:15:05 00:15:06 So, that's something
00:15:06 00:15:09 that a lot of people have a misconception about.
00:15:10 00:15:11 They think they have to wait
00:15:11 00:15:13 until that challenge begins to start promoting
00:15:13 00:15:15 whatever their core offer is.
00:15:15 00:15:17 But, you wanna go ahead and do that right away,
00:15:17 00:15:20 while they're in the frame of mind to be thinking
00:15:20 00:15:23 about the challenges that they're dealing with
00:15:23 00:15:25 and the ways in which they need help.
00:15:25 00:15:26 So, once they sign up,
00:15:26 00:15:29 I am going to give them the link to that Facebook group.
00:15:29 00:15:31 I'm gonna make it really, really clear
00:15:31 00:15:35 that this is where that challenge will be taking place,
00:15:35 00:15:37 that they're going to need to request to join
00:15:37 00:15:39 that group before the challenge starts.
00:15:39 00:15:41 Otherwise, they're not gonna have access
00:15:41 00:15:42 to that challenge content.
00:15:42 00:15:44 And then, I'm gonna continue to send them
00:15:44 00:15:48 reminders leading up to that challenge start date,
00:15:48 00:15:49 making sure that number one,
00:15:49 00:15:51 they just stay engaged with me.
00:15:51 00:15:53 And number two, making sure
00:15:53 00:15:55 that they absolutely do know that the group is
00:15:55 00:15:57 where they need to join to partikipate.
00:15:57 00:16:00 And also, I can send them additional resources
00:16:00 00:16:04 or links to worksheets that they can use
00:16:04 00:16:06 as they go through this challenge.
00:16:06 00:16:08 - Wow. I mean. Yeah.
00:16:08 00:16:12 - It sounds a little bit involved, I guess,
00:16:12 00:16:15 but it's really not super complicated,
00:16:15 00:16:17 especially once you run the first challenge,
00:16:17 00:16:20 because you're gonna just rinse and repeat
00:16:20 00:16:22 the same system over and over again.
00:16:22 00:16:25 The one thing that you do have to be willing to do
00:16:25 00:16:28 for this type of strategy is show up live
00:16:28 00:16:30 once a day for five days.
00:16:30 00:16:33 And, some people are not willing to do that,
00:16:33 00:16:37 but truthfully I think that it is very well worth it.
00:16:37 00:16:39 That's the reason I've continued to utilize
00:16:39 00:16:42 this strategy for the last four years.
00:16:42 00:16:44 And, it's actually been a really big part
00:16:44 00:16:46 of growing my business over time.
00:16:46 00:16:48 You know, the only downside is that
00:16:48 00:16:50 it is more of a live strategy.
00:16:50 00:16:52 And so, you just have to be willing to do that,
00:16:52 00:16:55 whether it's once a month, once a quarter,
00:16:55 00:16:56 a couple of times a year,
00:16:56 00:16:59 however frequently you want to do it.
00:16:59 00:17:01 But, I do think that once you see those results,
00:17:01 00:17:03 you're going to want to do it
00:17:03 00:17:04 as often as you can,
00:17:04 00:17:08 because it really works and it continues to work.
00:17:08 00:17:09 - Well, and what I like about this is
00:17:09 00:17:11 obviously with the Facebook and Instagram ads,
00:17:11 00:17:13 you can totally target this to the right audience, right?
00:17:13 00:17:15 I mean, that's-
00:17:15 00:17:15 - Absolutely.
00:17:15 00:17:17 - Because, you could try to just post this
00:17:17 00:17:18 and hope people go in there,
00:17:18 00:17:20 or you could pay to advertise to
00:17:20 00:17:22 get people really into there.
00:17:22 00:17:22 I love this.
00:17:22 00:17:24 So, this is the first folks.
00:17:24 00:17:26 We got two more. Okay.
00:17:26 00:17:29 Our second one is a low tiket trip wire.
00:17:29 00:17:31 Define what the heck that is first.
00:17:31 00:17:33 And, then we'll tok about like,
00:17:34 00:17:35 what kind of businesses can use something like this.
00:17:35 00:17:37 - Yeah.
00:17:37 00:17:38 So a trip wire is something
00:17:38 00:17:41 that is designed to get someone to make
00:17:41 00:17:43 a small initial purchase,
00:17:43 00:17:45 which will then lead them
00:17:45 00:17:48 through your funnel and allow them to make
00:17:48 00:17:50 additional purchases or upsells,
00:17:50 00:17:54 but also just kind of open their wallet to you,
00:17:54 00:17:55 which makes them far more likely to buy
00:17:55 00:17:59 from you either then, or in the future.
00:17:59 00:18:01 This is something that has been used
00:18:01 00:18:01 for quite a while,
00:18:01 00:18:03 but we have found that it is working very, very well,
00:18:03 00:18:07 right now, especially.
00:18:07 00:18:11 And, that could be with lower tiket businesses
00:18:11 00:18:14 that are selling, you know, not super expensive products,
00:18:14 00:18:17 but also with businesses that are selling high tiket.
00:18:17 00:18:18 In the past,
00:18:18 00:18:20 it was a little bit easier to go direct
00:18:20 00:18:25 to higher tiket offers through Facebook and Instagram ads.
00:18:25 00:18:27 It was fairly common for people to do that.
00:18:27 00:18:30 And, a lot of people had pretty good success with it,
00:18:30 00:18:34 but I feel that this is definitely
00:18:34 00:18:36 something that high tiket service providers
00:18:36 00:18:40 or coaches or consultants really need to be considering
00:18:40 00:18:43 these days with their Facebook and Instagram ads,
00:18:43 00:18:47 because it is something that will allow you to generate
00:18:47 00:18:50 higher quality leads that are actually buyers,
00:18:50 00:18:51 not just leads.
00:18:51 00:18:55 And, people who, if you are really presenting them
00:18:55 00:18:58 with the right thing to purchase on the front end could be
00:18:58 00:19:02 the perfect fit for what you sell on the back end.
00:19:02 00:19:03 It's also gonna show you
00:19:03 00:19:07 that this person is committed enough to getting help
00:19:07 00:19:11 with this problem, to actually spend some money to solve it.
00:19:11 00:19:15 So, you find that there are a lot less tire kickers,
00:19:15 00:19:18 so to speak, when it comes to your lead generation efforts.
00:19:18 00:19:21 You're also able to make a lot of your money,
00:19:21 00:19:25 if not all of your money back on your ad spend right away,
00:19:25 00:19:30 meaning that you can spend a lot more on your advertising,
00:19:30 00:19:32 then you would probably be able to otherwise,
00:19:32 00:19:36 because you're making it back much, much quicker.
00:19:36 00:19:38 So, this is an offer that I've been running personally
00:19:38 00:19:40 for, you know, I'd say maybe
00:19:40 00:19:44 the last eight months really, really effectively,
00:19:44 00:19:45 I've been able to help a lot of other people get
00:19:45 00:19:47 this type of offer up as well,
00:19:47 00:19:49 but this can be really anything that you're selling.
00:19:49 00:19:51 It could be some sort of template.
00:19:51 00:19:56 It could be a low dollar course or masterclass.
00:19:56 00:19:59 It could be a very small product,
00:19:59 00:20:03 but it needs to have something bigger
00:20:03 00:20:07 on the back end in order to make this worth it.
00:20:07 00:20:08 If you're just selling something
00:20:08 00:20:12 that's between $7 and $97 on the front end,
00:20:12 00:20:17 without anything on the back end to upsell to,
00:20:18 00:20:20 you may not have amazing success.
00:20:20 00:20:22 You still could have some success,
00:20:22 00:20:25 but it's going to be a much more uphill battle.
00:20:25 00:20:28 So, the goal is get them in with something smaller,
00:20:28 00:20:30 something that's a very targeted towards
00:20:30 00:20:34 what your ideal customer would be interested in
00:20:34 00:20:37 if that larger purchase could be a good fit.
00:20:37 00:20:39 And then, you're going to present them
00:20:39 00:20:41 other opportunities to purchase through the funnel.
00:20:41 00:20:44 And, you're also going to continue to present
00:20:44 00:20:46 them with those opportunities on the back end
00:20:46 00:20:49 once you have them in your ecosystem as a buyer.
00:20:49 00:20:51 - Okay, you gotta tell me
00:20:51 00:20:54 what the heck the story is behind the word trip wire,
00:20:54 00:20:56 because it sounds like an animal crossing
00:20:56 00:20:58 into a cage and then the getting stuck.
00:20:58 00:21:01 Like why do they call it trip wire?
00:21:01 00:21:03 What's the story with that?
00:21:03 00:21:04 - You know, honestly,
00:21:04 00:21:07 I don't know how the word actually came into existence.
00:21:07 00:21:09 I know this is something that has been used
00:21:09 00:21:11 kind of in the ClickFunnel community for a while.
00:21:11 00:21:14 A trip wire funnel is just this lower tiket purchase
00:21:14 00:21:19 that basically get somebody to, you know,
00:21:19 00:21:20 trip into your system essentially.
00:21:20 00:21:23 And then, they're presented
00:21:23 00:21:26 with all of these other things that they could purchase,
00:21:26 00:21:27 whereas they may not have taken
00:21:27 00:21:30 any action on that larger purchase
00:21:30 00:21:32 if it had been presented to them
00:21:32 00:21:35 as that very first thing that they saw.
00:21:35 00:21:36 - You know, I used to work in retail.
00:21:36 00:21:38 I worked at a company called Sharper Image,
00:21:38 00:21:41 which only some of the gray hairs would know what that is.
00:21:41 00:21:45 But they, and I even worked at Sears,
00:21:45 00:21:48 which I don't think is around anymore.
00:21:48 00:21:49 And, they would have these things called loss leaders,
00:21:49 00:21:51 which would mean that they would advertise
00:21:51 00:21:54 really inexpensive, for example, refrigerators,
00:21:54 00:21:56 that they're not gonna make any money on
00:21:56 00:21:58 with the goal to get people into the store.
00:21:58 00:21:59 And, once they got into the store
00:21:59 00:22:00 and started toking to a salesperson,
00:22:00 00:22:02 the hope would be that you would upsell them
00:22:02 00:22:04 to one of the more expensive refrigerators.
00:22:04 00:22:06 It sounds like a similar concept, except in this case,
00:22:06 00:22:08 they're buying something
00:22:08 00:22:12 that is more of a sample or a small piece
00:22:12 00:22:14 of a bigger puzzle that's being solved.
00:22:14 00:22:16 Is that kind of accurate?
00:22:16 00:22:17 - It is, but you're right.
00:22:17 00:22:21 This is a perfect example of a loss leader offer.
00:22:21 00:22:24 And loss leaders are incredibly powerful.
00:22:24 00:22:26 There are different ways to execute them
00:22:26 00:22:29 in terms of the type of funnel that you're using.
00:22:29 00:22:32 Some of them will be more of an opt-in style funnel,
00:22:32 00:22:34 and some of them will be more of a purchase style funnel.
00:22:34 00:22:36 So, this is an example of something
00:22:36 00:22:38 where they are making that initial purchase.
00:22:38 00:22:41 So, for instance, I have two master classes
00:22:41 00:22:44 that are running right now with this strategy.
00:22:44 00:22:46 They're $47.
00:22:46 00:22:50 They are extremely valuable in their own right.
00:22:50 00:22:53 Somebody does not have to buy anything else to get
00:22:53 00:22:55 great value from them.
00:22:55 00:22:57 But, I also have order bumps
00:22:57 00:22:59 when they check out for templates.
00:22:59 00:23:01 So, social media graphic templates,
00:23:01 00:23:04 and ad copy templates and content creation resources.
00:23:04 00:23:08 And then, I also have upsells after the fact.
00:23:08 00:23:11 So, one of them is my local lead generation master class.
00:23:11 00:23:13 So, I've got a Facebook ads
00:23:14 00:23:15 for small business course that is at a discounted price
00:23:15 00:23:19 if they go ahead and buy it right then.
00:23:19 00:23:24 So, people will go into that funnel just for the $47
00:23:25 00:23:28 local lead generation master class.
00:23:28 00:23:31 But, I have a huge percentage of buyers
00:23:31 00:23:33 who end up spending $158
00:23:33 00:23:35 on that initial purchase,
00:23:35 00:23:37 because they take those order bumps.
00:23:37 00:23:40 And then, they spend 297 after that.
00:23:40 00:23:42 So, I have a lot of people who end up spending $500
00:23:42 00:23:44 right then and there
00:23:44 00:23:47 without ever initially intending to,
00:23:47 00:23:49 but it's because I have
00:23:49 00:23:51 the right offers being presented to them
00:23:51 00:23:54 that are the right match for what they need.
00:23:54 00:23:58 And, otherwise they probably would not have taken action
00:23:58 00:24:00 on a $500 package
00:24:00 00:24:04 if it was presented to them in the newsfeed.
00:24:04 00:24:05 So, on top of that,
00:24:05 00:24:09 a ton of these buyers go on to join
00:24:09 00:24:13 my mentorship program or to work with me in a larger way.
00:24:13 00:24:15 So, I recently ran the numbers
00:24:15 00:24:17 on both of these master classes.
00:24:17 00:24:22 The ROI on them on the back end was enormous.
00:24:22 00:24:25 So, one of them is breaking even on the front end,
00:24:25 00:24:26 which is great.
00:24:26 00:24:27 That means I can really spend
00:24:27 00:24:30 as much money as I need to on advertising.
00:24:30 00:24:32 I know I'm not going to lose any money.
00:24:32 00:24:34 Even still, I'd be willing to,
00:24:34 00:24:36 because typically with lead generation,
00:24:36 00:24:39 I'd be spending money on my advertising,
00:24:39 00:24:41 generating my leads, ultimately realizing
00:24:41 00:24:44 that they are not going to convert immediately.
00:24:44 00:24:46 There is going to be a period of time
00:24:46 00:24:49 that I'm out money, essentially,
00:24:49 00:24:51 before those conversions take place.
00:24:51 00:24:54 But with this, you are getting that money back right away,
00:24:54 00:24:56 and then you can expect huge returns on the back end.
00:24:56 00:25:01 The other one isn't quite breaking even on the front end,
00:25:01 00:25:04 but it actually has a far more significant ROI
00:25:04 00:25:06 on the back end.
00:25:06 00:25:08 So, they've both been doing really, really well for me.
00:25:08 00:25:11 I think what typically scares people
00:25:11 00:25:14 a little bit is they're not always used to selling
00:25:14 00:25:16 something directly through their ad,
00:25:16 00:25:18 especially people who've been used
00:25:18 00:25:20 to more traditional lead generation.
00:25:20 00:25:22 So, it just feels a little bit different to them.
00:25:22 00:25:26 I think the other thing that most people have to realize
00:25:26 00:25:29 about this strategy is once you launch it,
00:25:29 00:25:31 you definitely have to go through
00:25:31 00:25:34 the testing period that you would with any ad campaign.
00:25:34 00:25:37 You can't expect to just launch your ads
00:25:37 00:25:39 and have everything working perfectly.
00:25:39 00:25:42 You've gotta test the audiences, the copy and the creative,
00:25:42 00:25:46 but once you find some of those winning combinations,
00:25:46 00:25:48 you still are going to probably have to wait
00:25:48 00:25:49 a couple of weeks
00:25:49 00:25:52 before you see that big ROI on the back end
00:25:52 00:25:54 if you are selling something that's
00:25:54 00:25:59 more of a done for you or a done with you type of service.
00:25:59 00:26:01 If you're willing to be a little bit patient,
00:26:01 00:26:03 which I don't think a couple of weeks is very long,
00:26:03 00:26:04 I think it's actually really fast.
00:26:04 00:26:09 You will be very, very, very surprised
00:26:09 00:26:11 at the results with something like this.
00:26:11 00:26:13 So, this is one of the strategies
00:26:13 00:26:16 that I highly, highly recommend right now.
00:26:16 00:26:18 It's a little bit more involved
00:26:18 00:26:19 on the tiknical side
00:26:19 00:26:21 because of the purchase aspect.
00:26:21 00:26:23 Also, if you are dealing with something like
00:26:23 00:26:26 login access for a masterclass,
00:26:26 00:26:29 and maybe you haven't done something like that before,
00:26:29 00:26:32 the customer service side is definitely gonna be
00:26:32 00:26:36 a little bit greater than you may have seen in the past.
00:26:36 00:26:41 But again, very, very well worth it in terms of revenue.
00:26:41 00:26:46 And, you will build a really solid group of buyers
00:26:46 00:26:49 that will convert very well in the short term,
00:26:49 00:26:52 but will continue to convert in the long term.
00:26:52 00:26:53 And, even those that don't,
00:26:53 00:26:55 they're still paying for themselves.
00:26:55 00:26:58 And, they're paying for your advertising in the process.
00:26:58 00:27:01 - On the creative, on the ad creative,
00:27:01 00:27:04 are we actually promoting the fact
00:27:04 00:27:06 that it's a paid product
00:27:06 00:27:08 or are we just promoting the fact that,
00:27:08 00:27:10 Hey, there's this course that you can get
00:27:10 00:27:12 that will help you. Click here,"
00:27:12 00:27:14 and then when they click,
00:27:14 00:27:15 they learn it's only $49?
00:27:15 00:27:16 Or, do we actually say,
00:27:16 00:27:18 "Get this great training,"
00:27:18 00:27:19 and put the price in the ad?
00:27:19 00:27:20 What's your thoughts on that?
00:27:20 00:27:21 - I think you can do it both ways.
00:27:21 00:27:23 I have been up front
00:27:23 00:27:26 that it is a paid product and what the price is.
00:27:26 00:27:30 I feel like being transparent is just gonna allow me to get
00:27:30 00:27:32 more people to the landing page
00:27:32 00:27:34 that are already going to be aware of the fact
00:27:34 00:27:36 that they're gonna have to spend some money.
00:27:36 00:27:38 And again, it's really showing me
00:27:38 00:27:40 who's willing to pony up to solve this problem.
00:27:40 00:27:44 You're not willing to pay $47 to, you know,
00:27:44 00:27:48 honestly, I way over-deliver in these products,
00:27:48 00:27:50 which I also think is very important
00:27:50 00:27:52 if you're gonna do something like this.
00:27:52 00:27:54 If somebody's not willing to spend $47,
00:27:54 00:27:58 they're definitely not my ideal customer,
00:27:58 00:28:01 because what I sell is my core offering is
00:28:01 00:28:02 a lot more than $47.
00:28:02 00:28:04 So, I'm upfront about it.
00:28:04 00:28:06 I do think you could definitely do it
00:28:06 00:28:09 without mentioning the price up front,
00:28:09 00:28:11 but I think you could, you know, opt either way.
00:28:11 00:28:13 - Okay. Very interesting.
00:28:13 00:28:15 Okay. So, so far we've toked about
00:28:15 00:28:16 five day challenges
00:28:16 00:28:19 and we've toked about low tiket trip wires.
00:28:19 00:28:21 The third one that we wanna tok about is
00:28:21 00:28:23 contests and giveaways.
00:28:23 00:28:27 So, tok to me about what this looks like
00:28:27 00:28:30 in an ad-focused centric kind of way.
00:28:30 00:28:33 First thing that comes to my mind is
00:28:33 00:28:35 isn't there legalities with contests and giveaways?
00:28:35 00:28:37 I mean, like, you know,
00:28:37 00:28:39 what are your thoughts on that?
00:28:39 00:28:41 - A lot of people think that, and honestly,
00:28:41 00:28:44 I've never run into really any issues.
00:28:44 00:28:47 The only legalities or things
00:28:47 00:28:52 that Facebook was very cognizant of in the past is
00:28:52 00:28:56 if you were doing giveaway posts or contest posts
00:28:56 00:29:00 that were forcing people to engage
00:29:00 00:29:02 on your actual post content.
00:29:02 00:29:04 So, that would be, if you're saying,
00:29:04 00:29:07 you know, "Tag three friends. Share this. Like this."
00:29:07 00:29:10 So, they're considering that more click bait,
00:29:10 00:29:11 which I can understand.
00:29:11 00:29:14 I have never run contest or giveaways like that.
00:29:14 00:29:17 I do think there is a benefit
00:29:17 00:29:20 in that in growing an organic following, I suppose,
00:29:20 00:29:22 but I've always been far more interested
00:29:22 00:29:24 in actual lead generation, collecting
00:29:24 00:29:27 contact information to be able to further communicate
00:29:27 00:29:29 with people on the back end.
00:29:29 00:29:31 I can always get those people to subscribe
00:29:31 00:29:33 to my social media channels through email
00:29:33 00:29:37 once I have their email address, if I need to.
00:29:37 00:29:40 So, if you are sending people to a landing page to register
00:29:40 00:29:43 for a contest or a giveaway,
00:29:43 00:29:45 I haven't really seen any legalities whatsoever.
00:29:45 00:29:48 So, this is something
00:29:48 00:29:50 where really any business could use it.
00:29:50 00:29:52 It could be a service based business.
00:29:52 00:29:54 It could be a product based business.
00:29:54 00:29:57 You could do a free or a paid giveaway.
00:29:57 00:30:01 So, I have done them and seen them done both ways.
00:30:01 00:30:03 So, we'll tok a little bit about both formats
00:30:03 00:30:06 and what the differences are there.
00:30:06 00:30:08 So, the concept of this is
00:30:08 00:30:12 kind of a mix between a gated content offer
00:30:12 00:30:13 and a loss leader.
00:30:13 00:30:14 So, it's a gated content offer,
00:30:14 00:30:19 because you are collecting that contact information,
00:30:19 00:30:23 and they're not necessarily getting anything for it.
00:30:23 00:30:26 But, somebody we're a small group of people,
00:30:26 00:30:27 they will.
00:30:27 00:30:29 So, you are gonna be spending some money
00:30:29 00:30:31 on this type of strategy.
00:30:31 00:30:34 It could be something kind of small that you're giving away,
00:30:34 00:30:36 or it could be something really big.
00:30:36 00:30:39 It just depends on, number one, what it is you sell.
00:30:39 00:30:42 And number two, what you're willing to offer.
00:30:42 00:30:43 - Real quick question,
00:30:43 00:30:46 isn't there a way you could give away
00:30:46 00:30:47 something and do a contest,
00:30:47 00:30:50 like everyone who, everyone who submits
00:30:50 00:30:52 their information will automatikally get
00:30:52 00:30:53 this free PDF or whatever,
00:30:53 00:30:56 and then we'll be drawing for the big prize?
00:30:56 00:30:57 Do you understand where I'm going with that?
00:30:57 00:30:58 What are your thoughts on that?
00:30:58 00:31:00 - You definitely could do that.
00:31:00 00:31:02 And, we incorporate what we call
00:31:02 00:31:05 a consolation prize in this strategy
00:31:05 00:31:08 so that everybody who doesn't win,
00:31:08 00:31:09 which is most people,
00:31:09 00:31:12 they do still get a special offer
00:31:12 00:31:15 just for partikipating in this contest.
00:31:15 00:31:16 That ends up being a really big part
00:31:16 00:31:20 of the overall results at the end of the day.
00:31:20 00:31:23 So, I encourage people to give away something
00:31:23 00:31:26 that is either what they sell
00:31:26 00:31:29 or very directly related to what they sell.
00:31:29 00:31:31 People who have said,
00:31:31 00:31:33 "Oh, well, I've tried contests and giveaways in the past.
00:31:33 00:31:35 And, yeah, we got a lot of engagement,
00:31:35 00:31:38 but we never really saw any financial results."
00:31:38 00:31:40 That was something that I heard over and over again.
00:31:40 00:31:42 And, I'd say, "Well, what were you giving away?"
00:31:42 00:31:46 "Oh, we were giving away an iPad or some AirPods."
00:31:46 00:31:48 It's like, "Well, of course.
00:31:48 00:31:50 That has nothing to do with what you sell.
00:31:50 00:31:54 Everybody's gonna want a free iPad or AirPods.
00:31:54 00:31:55 So, of course, you're gonna get
00:31:55 00:31:58 a lot of people to register for this.
00:31:58 00:32:00 But the question is, are those people,
00:32:00 00:32:02 your ideal clients?
00:32:02 00:32:05 Are they potential buyers for you?"
00:32:05 00:32:07 That is the most important thing
00:32:07 00:32:09 when thinking about your prize.
00:32:09 00:32:14 So, if your prize does not show you
00:32:14 00:32:18 that someone signing up for this would potentially be
00:32:18 00:32:20 your client or customer,
00:32:20 00:32:22 or at least have the need
00:32:22 00:32:23 for what it is that you sell,
00:32:23 00:32:27 you shouldn't be using that as your giveaway item.
00:32:27 00:32:29 - I got a crazy question. Okay.
00:32:29 00:32:31 Social media, marketing world, you've been there.
00:32:31 00:32:32 You spoke there.
00:32:33 00:32:35 Could that be something we could give away?
00:32:35 00:32:37 You know, 'cause that's to our desirable audience, right?
00:32:37 00:32:38 - Absolutely. 100%.
00:32:38 00:32:42 And, if somebody is registering for that,
00:32:42 00:32:44 you obviously know they have an interest
00:32:44 00:32:45 in social media marketing
00:32:46 00:32:47 and going to marketing conferences.
00:32:47 00:32:50 Otherwise, there's no reason for them to register.
00:32:50 00:32:53 You're gonna get so many registrations
00:32:53 00:32:54 for something like that.
00:32:54 00:32:56 And, guess what, "Hey, this person won,
00:32:56 00:32:58 but if you didn't win,
00:32:58 00:33:00 we wanna give everybody else
00:33:00 00:33:02 the very best price ever
00:33:02 00:33:05 on your Social Media Marketing World tiket."
00:33:05 00:33:08 So then, they do get something special for it.
00:33:08 00:33:11 You have their contact information on your email list,
00:33:11 00:33:12 so you can continue to market to them.
00:33:12 00:33:14 And, you're going to end up
00:33:14 00:33:17 with a lot of buyers for the conference
00:33:17 00:33:21 if you execute it the right way on the back end.
00:33:21 00:33:23 So, that's a perfect example of something
00:33:23 00:33:25 that could work tremendously well.
00:33:26 00:33:28 - What are some other examples,
00:33:28 00:33:30 different kinds of industries or whatever that could use?
00:33:30 00:33:32 I mean, is there any limit to what could be done with this?
00:33:32 00:33:34 - I don't think so, honestly.
00:33:34 00:33:36 I think it's a really great one.
00:33:36 00:33:40 The limit is only what someone is willing to do.
00:33:40 00:33:43 I think fear holds people back in so many different ways.
00:33:43 00:33:45 They're too scared to give away
00:33:45 00:33:47 a big prize or a really great prize,
00:33:47 00:33:51 or they're too scared to spend money advertising
00:33:51 00:33:54 a free contest without someone saying,
00:33:54 00:33:57 "I can guarantee that you are going to make three times
00:33:57 00:33:59 return on investment on this."
00:33:59 00:34:01 And the truth is, just like with anything else,
00:34:01 00:34:03 you're not gonna know until you try.
00:34:03 00:34:06 And, your ROI is only as good
00:34:06 00:34:09 as the way that you are executing the strategy.
00:34:09 00:34:11 So, you do need to do it correctly,
00:34:11 00:34:13 but I've used it for orthodontists.
00:34:13 00:34:16 I had one of my students actually won
00:34:16 00:34:17 a ClickFunnels 2 Comma Club Award
00:34:17 00:34:18 with this strategy.
00:34:18 00:34:20 He sells horse fencing.
00:34:20 00:34:22 And, this was an example
00:34:22 00:34:26 of him incorporating the paid giveaway option
00:34:26 00:34:27 in here as well.
00:34:27 00:34:28 So, it's kind of a mix of
00:34:28 00:34:31 that low tiket trip wire that we just toked about
00:34:31 00:34:33 with this contest and giveaway.
00:34:33 00:34:35 So, he had his giveaway
00:34:35 00:34:38 where he's giving away a lot of horse fencing
00:34:38 00:34:40 or maybe a horse trailer,
00:34:40 00:34:42 like a really amazing prize.
00:34:42 00:34:45 It's something that only people who have horses care about,
00:34:45 00:34:46 and that's his goal.
00:34:46 00:34:47 If you don't have horses,
00:34:47 00:34:49 you're not his customer.
00:34:50 00:34:53 He then has a store of swag for his business.
00:34:53 00:34:56 It's hats, T-shirts, you know,
00:34:56 00:34:59 very basic stuff that any business could have
00:34:59 00:35:00 that just has their logo on it.
00:35:00 00:35:02 And, some sayings, things like that.
00:35:02 00:35:05 So, every dollar that somebody spends
00:35:05 00:35:10 in their store is one entry into the contest.
00:35:10 00:35:11 So, the more you spend,
00:35:11 00:35:13 the more entries that you have.
00:35:13 00:35:16 In order to make that work, you obviously have to have
00:35:16 00:35:19 a really appealing prize, which he had.
00:35:19 00:35:23 So, he was able to make his money back
00:35:23 00:35:24 on the front end of his advertising.
00:35:24 00:35:29 Also, get apparel with his brand all over it,
00:35:29 00:35:31 out into the hands of these people.
00:35:31 00:35:33 So again, even the people that don't win,
00:35:33 00:35:36 they're still going to be putting on this hat
00:35:36 00:35:37 or putting on this shirt,
00:35:37 00:35:39 thinking about his brand and business.
00:35:39 00:35:42 And then, when you have this live announcement,
00:35:42 00:35:44 which is how you wanna do it,
00:35:44 00:35:47 you don't just want to draw somebody
00:35:47 00:35:48 and send it out in an email.
00:35:48 00:35:51 You wanna make a big deal about the winner.
00:35:51 00:35:55 So, we have people going into countdown campaign.
00:35:55 00:35:58 It's reminding them when the contest is ending,
00:35:58 00:36:01 and when you're gonna do that live drawing.
00:36:01 00:36:04 He actually had a third party sweepstakes company,
00:36:04 00:36:06 you know, do the drawings to make sure
00:36:06 00:36:08 that everyone knew it was fair.
00:36:08 00:36:09 I don't think you have to do that.
00:36:09 00:36:11 I think it's great if you want to,
00:36:11 00:36:13 but that's what he chose to do.
00:36:13 00:36:14 But, I encourage everyone to do
00:36:14 00:36:16 a Facebook Live or an Instagram Live,
00:36:16 00:36:19 however you wanna do that for this drawing.
00:36:19 00:36:22 And, you're actually turning it into a little mini webinar.
00:36:22 00:36:24 People will show up to that live,
00:36:24 00:36:28 because they will want to see if they won,
00:36:28 00:36:31 especially if the prize is good.
00:36:31 00:36:34 And, you don't wanna come right out and do the drawing.
00:36:34 00:36:38 You really want to build this up first.
00:36:38 00:36:40 So, you wanna start by making sure
00:36:40 00:36:43 that you kind of go into your origin story.
00:36:43 00:36:44 And, you tok about how passionate you are
00:36:44 00:36:46 about what you do.
00:36:46 00:36:48 You really play on the pain points
00:36:48 00:36:52 or the desires that your audience is experiencing related to
00:36:52 00:36:56 what it is they want or you do or sell.
00:36:56 00:36:59 Then, you wanna tok about the consolation prize
00:36:59 00:37:01 before you do the drawing,
00:37:01 00:37:02 because you wanna make sure
00:37:02 00:37:05 that everybody who's on there hears it
00:37:05 00:37:06 while they're still on.
00:37:08 00:37:09 And, if you go ahead and announce the winner,
00:37:09 00:37:11 anybody who didn't win, they're gonna be gone.
00:37:11 00:37:14 So, I've actually stayed on one of these
00:37:14 00:37:17 for about an hour because I wanted to see if I won.
00:37:17 00:37:20 I actually signed up for my students' contest,
00:37:20 00:37:22 'cause I wanted to win the horse fencing.
00:37:22 00:37:27 And, I stayed on partially to listen to how great he did,
00:37:27 00:37:30 but you do wanna hear if you win.
00:37:30 00:37:33 So, you're very unlikely to just bounce and leave.
00:37:33 00:37:36 So, you say, "Hey, we know that everybody
00:37:36 00:37:38 who signed up for this obviously has
00:37:38 00:37:42 a really important reason for wanting to do this.
00:37:42 00:37:44 So, why don't you drop a comment
00:37:44 00:37:47 and tell us how much this means to you?"
00:37:47 00:37:50 And so I've done this with orthodontik treatment
00:37:50 00:37:52 as well, too.
00:37:52 00:37:54 Like, people will pour their heart and soul out
00:37:54 00:37:57 and tell you how much this means to them.
00:37:57 00:38:00 Same thing with my student, with the horse fencing.
00:38:00 00:38:02 People were opening up about, you know,
00:38:02 00:38:05 how their horse has been boarded for years,
00:38:05 00:38:09 and this would allow them to bring their horse
00:38:09 00:38:10 to their own property and get to see it
00:38:10 00:38:11 and care for it every day.
00:38:11 00:38:13 And, you know, it was very emotional.
00:38:13 00:38:15 So part of that you can use for your copywriting.
00:38:15 00:38:19 I mean, that is just great copy to be able to pull from,
00:38:19 00:38:22 but people are really like toking themselves
00:38:22 00:38:27 into how much they want this, even if they don't win.
00:38:27 00:38:30 And, then you're gonna let them know,
00:38:30 00:38:33 "We know that not everybody's gonna be able to win
00:38:33 00:38:35 this today, so we wanted to do something really special
00:38:36 00:38:39 for everybody who is not able to do it.
00:38:39 00:38:41 So, right here today, you know,
00:38:41 00:38:43 for the next 48 hours
00:38:43 00:38:45 or however long you wanna make that deadline.
00:38:45 00:38:48 If you go ahead and take action on this,
00:38:48 00:38:50 this is the very special offer
00:38:50 00:38:51 that we put together for you
00:38:51 00:38:53 in case you were not
00:38:53 00:38:56 that lucky person who did win."
00:38:56 00:38:59 People will take advantage of that offer.
00:38:59 00:39:02 You will also have a ton of opportunities
00:39:02 00:39:05 just in the comments section to sell to people,
00:39:05 00:39:06 to book appointments,
00:39:06 00:39:10 or to get people, to make those purchases.
00:39:10 00:39:12 You'll also get a lot of people
00:39:12 00:39:15 who didn't sign up for the contest to watch that.
00:39:15 00:39:17 They're just seeing it in their feed.
00:39:17 00:39:20 And, you can boost that live video from your phone,
00:39:20 00:39:23 even after you start it
00:39:23 00:39:25 so that it goes out as far as possible
00:39:25 00:39:27 while you're actually on.
00:39:27 00:39:29 And, you know, it also really can deepen
00:39:29 00:39:30 ties within your community.
00:39:30 00:39:33 People love when others give back.
00:39:33 00:39:37 So, the orthodontist that runs this strategy,
00:39:37 00:39:40 people were just so complimentary
00:39:40 00:39:42 of the fact that he was willing to give
00:39:42 00:39:45 somebody free orthodontik treatment.
00:39:45 00:39:48 Anytime you're giving away something of value,
00:39:48 00:39:50 people feel really good
00:39:50 00:39:52 about that in relation to your business.
00:39:52 00:39:54 So, it's got a lot of positive benefits,
00:39:54 00:39:56 but then you're gonna go ahead
00:39:56 00:39:58 and you're gonna announce that winner.
00:39:58 00:40:00 The people who don't win,
00:40:00 00:40:01 you're gonna make sure you reiterate
00:40:01 00:40:04 how they can take advantage of that special offer.
00:40:04 00:40:06 Then, in your follow up,
00:40:06 00:40:08 you're going to link to that live video.
00:40:08 00:40:10 So, you're still not going to blast out
00:40:10 00:40:11 the name of the person who won
00:40:11 00:40:14 because not everybody is going to be
00:40:14 00:40:16 on that live video.
00:40:16 00:40:17 You wanna make sure that everybody watches that
00:40:17 00:40:20 and sees that consolation prize offer,
00:40:20 00:40:22 but then you're gonna put them into a drip campaign
00:40:22 00:40:24 that goes through the consolation prize,
00:40:24 00:40:25 has a countdown timer on it,
00:40:25 00:40:27 all that good stuff and leads them back to
00:40:27 00:40:29 that special offer.
00:40:29 00:40:31 And then, you can really just rinse and repeat
00:40:31 00:40:32 on that as well.
00:40:32 00:40:35 This is something you can do every month if you want to.
00:40:35 00:40:37 I've had people that this is the core
00:40:37 00:40:39 of their marketing strategy.
00:40:39 00:40:41 Or, you can do it once or twice a year,
00:40:41 00:40:44 however frequently it makes sense for your business.
00:40:44 00:40:45 So, I really think this is probably
00:40:45 00:40:47 the most applicable of any of them
00:40:47 00:40:50 for product based businesses,
00:40:50 00:40:53 service based businesses, coaches, consultants,
00:40:53 00:40:54 marketing agencies.
00:40:54 00:40:55 It doesn't matter what it is.
00:40:56 00:40:57 You can find a way to use this strategy.
00:40:57 00:40:59 And, if you do it the right way,
00:40:59 00:41:02 you will not only build an enormous list.
00:41:02 00:41:05 You will have a lot of buyers,
00:41:05 00:41:09 and it won't take very long for you to be able to
00:41:09 00:41:12 not only get that money back from your advertising,
00:41:12 00:41:13 but make a really solid ROI.
00:41:14 00:41:17 - Allie, I can tell you right now,
00:41:17 00:41:20 there are people that are saying, "Holy crap.
00:41:20 00:41:22 I need to show this to my boss.
00:41:22 00:41:24 I need to show this to my clients.
00:41:24 00:41:26 I need to listen to this again.
00:41:26 00:41:28 Wow. Wow. Wow."
00:41:28 00:41:30 That was fricking amazing.
00:41:30 00:41:33 If people wanna reach out to you on the socials,
00:41:33 00:41:34 do you have a preferred platform?
00:41:34 00:41:36 And then, also if they wanna check out your website,
00:41:36 00:41:37 where do you wanna send them?
00:41:37 00:41:38 - Yeah, absolutely.
00:41:38 00:41:42 So, my website is AllieBloydMedia.com.
00:41:42 00:41:46 And, you can find me on Facebook, Instagram, YouTube,
00:41:46 00:41:47 or you can check out my podcast,
00:41:47 00:41:51 Marketing Inc, Big Ideas for Local Business.
00:41:51 00:41:52 I would love to connect with you
00:41:52 00:41:53 anywhere that is the best fit.
00:41:53 00:41:55 And, I really hope
00:41:55 00:41:57 that everybody listening found value
00:41:57 00:42:00 in one of these strategies and that you don't just listen,
00:42:00 00:42:03 you actually implement and you take action,
00:42:03 00:42:05 and you see what a huge difference
00:42:05 00:42:07 even just one of these strategies could have
00:42:07 00:42:09 in your business, because I've used them all.
00:42:09 00:42:11 I've helped people use all of them
00:42:11 00:42:13 in a ton of different industries.
00:42:13 00:42:16 And, I promise you they can work so very well,
00:42:16 00:42:18 and not just on these platforms,
00:42:18 00:42:22 but you can utilize them in a lot of different ways.
00:42:22 00:42:23 - And for folks that are listening only,
00:42:23 00:42:26 Allie is spelled A-L-L-I-E,
00:42:26 00:42:28 because there's other ways to spell Allie, right?
00:42:28 00:42:29 - Yep.
00:42:29 00:42:32 Allie, A-L-L-I-E-B-L-O-Y-D.
00:42:32 00:42:34 Allie Bloyd, thank you so much for coming on
00:42:34 00:42:35 and sharing your thoughts with us.
00:42:35 00:42:38 - Yes. Thank you so much for having me, Mike, as always.

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