Do you want your Facebook funnel to be more profitable? Do you wonder how the Facebook guide ads can help you?
To explore how to sell with Facebook to advertise ads in an unconventional way, I interview Oli Billson.
More information about this show
The Social Media Marketing podcast is designed to help marketing experts, business owners, and creators discover what works with social media marketing.
In this episode I interview Oli Billson. He is an expert in business growth specializing in direct response and marketing automation. He is co-host of Path to Purchase Podcast and his course is called Next Level Growth.
Oli explains why a mobile-only channeling that collects phone numbers allows conversations that improve sales.
You'll also find tips for creating Facebook lead ads, qualifying leads, and text messages with potential customers.
Share your feedback, read the show notes and get the links mentioned in this episode below.
Here are some of the things you will discover in this show:
Channeling of Facebook with lead announcements
The history of Oli
Oli grew up in the UK and at a young age he became a high-performance tennis player who played all over the world. After losing his love for tennis, he needed another way to channel his energy. He had always admired his father, who was in business, so when Oli was 15, he started his first business building custom computers.
The business grew rapidly and was soon exporting computers to Asia. Oli has continued to build various activities fairly organically and through mainstream media advertising. Then, in 2003, he started advertising with Google AdWords. At that time, the pay per click was new and the ads had surprising results with cheap leads and quality customers.
Since Oli believes that no one should rely on a single source of traffic, it was quick to post advertisements when Facebook introduced its advertising platform. Google AdWords was intent-based, while Facebook ads worked more as display ads. Oli viewed Facebook ads as a huge opportunity to compose all the demographic and psychographic details for audience targeting.
Today, Oli spends most of the time managing Next Level Business, an eLearning platform that helps entrepreneurs and entrepreneurs grow their business over seven digits. It also operates an agency called Oliver Billson that makes marketing and consulting for thought leaders.
Listen to the show to learn more about Oli's experience with Google AdWords.
Common Facebook channeling errors
When your sales process relies on someone having a conversation with a potential customer to make the sale, the funnel needs to gather information that helps you make that conversation. Often, the funnels that do not work are not designed with this final conversation in mind. Instead, these funnels focus on the activity at the top of the funnel.
For example, a funnel could generate leads, but these leads do not turn into potential customers with whom you can have a quality conversation and make a sale.
Traditionally, marketers generate brand awareness through advertising on various broadcast media or online, and therefore the sales team actually speaks to people. Now that almost everything is sold online, the sales process has lost a little human touch. There are still many products, however, that require the seller to talk about sales with potential customers.
Oli has discovered that even when an end-to-end automated marketing sale with Facebook Ads works, it's not as profitable as it could be. So reorganizing your funnel to focus on conversations has many collateral benefits compared to an automated sales process.
Listen to the show to hear Oli share more about who can use the marketing and sales tactics focused on conversations.
The best way to sell with Facebook's lead ads
Oli believes that most people focus on driving off-site Facebook traffic using the Conversions goal. This approach is great if you want to send people to a landing page, offer value, gather information and bring it into a funnel. However, in a funnel focused on having a conversation, Oli recommends using lead ads, which provide a form that users fill out so that they can collect phone numbers.
Although you may have used lead ads in the past without success, most people use them to collect an email address instead of a phone number. Many people access Facebook with an e-mail they rarely use every day, while the phone numbers they provide often do not change and are more likely to be valid.
In addition, many people provide their phone number to Facebook for security reasons. Guide ads can pre-compile with this information, which eliminates the friction from the process.
For the main ad that your audience sees in their news feed, a video that offers value works well. To illustrate, the video could share a case study or a demo.
When you set up the form for a primary ad, Oli makes all fields mandatory. First, ask for the user's name so that he can customize follow-up. He then asks for a phone number and an email. Email is a secondary follow-up option. Finally, he asks a personalized question: "Can we immediately send an SMS to the video?" In the form, the user can select Yes or No from a drop-down menu.
In order for this funnel to work effectively, you also need to target people only on mobile devices. With this targeting, the ad and ad response are congruent. Because the ad asks you to send a link to the video to the user, users who use a smartphone are more likely to accept and receive the text immediately, as conveniently as possible. Oli finds that about 85% of people say "Yes, send a message to a link".
With this ad-driving approach, you provide a message that is likely to be almost 100% open because the open rates on text messages are so high. Also, open the communication channels needed in the sales process. And you can pass all contact information from the main ad module to your CRM system and autoresponder (Infusionsoft, Ontraport or ActiveCampaign, to name a few).
After the primary ad has gathered the desired information, you need to qualify the leads. You want leads that are inclined to buy and know what you offer, how much it costs and all the other things that go beyond the real barriers to selling. When you qualify leads, you educate them on your product and create obstacles so people can jump so they can talk only to the most qualified people.
Listen to the show to hear my opinions on the email address that users provide to Facebook.
Phone numbers against Facebook Messenger
Although Messenger bots are popular, Oli focuses on phone numbers on Messenger because text messages are cheaper. He also wants the leads to complete the steps in which they make micro-commitments to his company. Most marketers want people to quickly pass through a funnel, but Oli wants to slow down the process to find the most qualified leads.
With text messages, Oli is also able to move people's attention from Facebook and on a page where he has his attention and attention.
If you use Messenger, you can create a ManyChat URL in the main ad's thank-you screen. Like a ManyChat button on your website, the URL can subscribe to ManyChat after completing the main announcement form. ManyChat may therefore be another way to follow people who respond to your main ad. The ManyChat URL can also help you answer if people want to speak immediately.
Listen to the show to hear my views on Messenger's limitations over phone numbers.
An example of the Phone Funnel Framework
To explain the structure of the telephone channeling more in detail, Oli shares an example of a business that sells franchises. These deductibles are high ticket sales of $ 25,000. For this example, Facebook's main ad offers a case study video. Anyone who completes the main advertising module receives text with a link to the video. When they open that link on their mobile device, they see a primer video page.
A primer video page is a simple web page with a video of the franchise founder. The purpose of the page is to slow down the process and frame the video that people are going to see. The page also creates a transition from Facebook to a long informative video, which is like a webinar. Without the primer page, the funnel would lose people.
The content of the primer page thanks people for opening the link and stimulates people's appetite for the video by explaining what's inside. In the end, the page recognizes the sore spots of people saying something like: "If you're trying to leave 9 to 5 and escape the rush to success, then this video is definitely for you." Basically, the text reiterates that people are in the right place.
So people see a primer video. This face-to-face video creates a connection and the feeling of a conversation, just like the conversation the company hopes to have with very qualified leads later on. The primer video only lasts 2-3 minutes and sets the main video. At the end of the primer video, the speaker asks the viewer to click on a button to watch the main video.
When the leads reach the main video, they understand that the video is about 25 minutes so they can spend some time looking at it. If they do not watch it, Oli and his team know this because they track the link from the text message and if the recipients watch the primer video. If someone does not watch a video, the unforeseen puts them back on track.
The ultimate goal is for people to watch the video of the main event. Oli has run millions of dollars of just-in-time webinars for customers. Metrics show that people make a purchase, plan a call or take another action only if they use the webinar. Therefore, the structure of the telephone channeling is useful because people engage in the whole process. People who reach the video of the main event watch it.
In the video of the main event for the franchise, the video shares three or four points that explain what the franchise is, to whom the franchise is, to those who are not interested, because the speaker is well informed about the topic and so on. The end of the video follows the idea that the viewer has two choices: implement their idea or plan a call to discuss their unique situation.
Since the perspective is on a cell phone, Oli asks them to send a message success (or another trigger keyword). This tactic is also convenient, but presents a small obstacle that allows you to speak with qualified people. After someone has written the keyword, they receive a link to schedule a conversation automatically, which is another way to slow down the process and display highly qualified leads.
When you have a conversation with a potential customer, video can be a conversation start. You can ask what people think of the concepts or tactics introduced by the video and if the potential client has any questions about what they have learned.
For this franchisor, by the end of 2017, Oli's Facebook ads have generated about 12,500 leads from the cold Facebook traffic. The franchiser has spent $ 90,000 on ads, so each lead costs about $ 7. (This cost per lead was the same as what the franchiser was spending first with an automatic webinar.)
So the telephone channeling framework generated 624 telephone appointments, which cost $ 144 per appointment. From telephone appointments, Oli's client sold 34 franchises for $ 25,000, which is not bad for them and has totaled $ 850,000 in revenue. Therefore, considering the advertising spending on Facebook, the acquisition cost was $ 2,600 and the franchise owner got a return on advertising expenditure of 9.5 times.
The telephone channeling framework has also simplified the technical setup and improved the sales process in other ways. Consumption of the main video has increased significantly, resulting in high quality conversations. As inbound leads were more qualified, the company reduced the number of franchise coordinators (six to one), outgoing calls, and lead-to-buy time (within 21 days).
Oli says that you can use this approach for any business such as a high-ticket coaching company, a consulting company, an agency, a SaaS company or even a brick-and-mortar company. The framework is applicable whenever you want people to schedule an hour on your calendar to talk to you. Oli has used this tactic successfully for price points starting at $ 1,000.
Many companies are surprised by the idea of using sellers instead of an automated process for a price of $ 1,000. However, what Oli has discovered is that sales conversations significantly shorten lead-to-buy time over stand-alone sales.
For any company that needs to converse to sell their product, it's important to reduce lead-to-buy time. You want to move the leads that your Facebook ads generate to quality sales conversations, and by sending text messages to these leads, you can use sales staff as a customer support mechanism like live chat. Those text conversations can therefore become bubbles to phone calls.
By sending text messages, leads can also communicate in the way they want to communicate. When sending emails every day, the recipient feels like the company is relentless in its attempts to sell something. However, when you're casually sending text messages to people, the experience seems totally different, and people are more likely to send you a message if you ask the right questions.
Listen to the show to hear Oli and me discuss how Social Media Examiner could use its framework to sell sponsorships for Social Media Marketing World.
As text with perspectives
Oli says that the automation and tracking of an SMS message is quite simple. If you use Infusionsoft, you can send messages with Fix Your Funnel. If you do not use Infusionsoft, we recommend using YetiText, which connects with many popular autoresponder services.
Although text messages are mostly automated, the recipient can reply to some of them. To illustrate, for each milestone in that process, contingencies are automated to bring people back to the appropriate milestone in the channel. However, if someone needs to cancel the call, he can simply send you a text message and you can reprogram them if necessary.
Oli then explains what the automated contingencies are: if someone requests the video but does not click to watch the primer video, if someone watches the primer video but not all the main video of the event, if someone watches the video of the 39; main event but it does not t text the keyword and if someone reads the keyword but does not plan. When such situations occur, the lead receives an automatic text.
Listen to the show to hear my thoughts on the benefits of communication through text messages.
Discovery of the week
Zest is a tool for anyone looking for new sources to take care of the contents.
Websites like Zest are important because Facebook's algorithms rarely show more people sharing Facebook content. Zest is specific to marketing content and users can choose, send and revoke anything they want. You can sort the content by category, more recent, the number of clicks received or the number of shares. You can also sort by video or audio content.
The Zest website is easy to use. When you create an account, you can customize the configuration. For example, you can check the tags that interest you to take care of your feed. You can also view content in different modes, including tile (which is a bit like Pinterest), news (which only shows titles), or explore (which is a mix of both).
Zest is a great place to look for marketing information on a specific topic and it's free.
Listen to the show to learn more and let us know how Zest works for you.
Key take away from this episode:
What do you think about it? What are your thoughts on using Facebook lead ads to collect phone numbers? Please share your comments below.