hey miles here miles Becker calm and in
this video we're going to look at the
two-step facebook advertising strategy
that's an advanced strategy you can use
if you don't have a large SEO traffic
source going on in a previous video I
just launched I talked about how our SEO
traffic and our organic Google traffic
is actually saving us up to 40% on my
facebook advertising but the big trick
here is the fact that we've spent years
developing and growing our kind of brand
and our reach through organic search
engine optimization what do you do if
you don't have an SEO powerhouse website
that's exactly what we're gonna cover
inside of this video here I'm gonna show
through Facebook and at the end I'm
gonna tell you about an advanced tweak
you can add to the strategy that uses a
free google tool to kind of get some of
the tire kickers out and to really
focusing your average or your
advertising dollars excuse me on those
people who are most interested in what
you're doing okay so what is this
strategy from kind of a 10,000 foot
overview it requires you to set up and
run two separate campaigns the first
campaign is designed to drive traffic
from facebook this is highly targeted
traffic that kind of runs through all of
your interests that you found from the
audience insights tool can you drive
this traffic back to a killer piece of
content on your website now when I say
killer I'm talking like the ultimate
guide to blank write the most compelling
the best the most thoughtful longest
most in-depth Wow inspiring piece of
content you've ever created okay if I
didn't stress that enough with that
random series of expletives that I
linked together seriously you have to
make sure that when you execute this
strategy you are sending them to an
incredible piece of content now this
could be what's called an advertorial
which is kind of like the blend between
an advertisement and an editorial this
could be a case study and now
I didn't say a testimonial right we're
talking about an actual case study that
follows someone who went through kind of
the zero to hero story with what you
teach it could also be a very compelling
piece of content that simply details the
problem in a way or in with clarity that
the users really haven't read before why
does this have to be so compelling
because this is your warmup right in a
two step this is the first step and so
I've used Gary V's analogy of the jab
jab jab right hook give give give
there's another move in boxing it's the
set up and hook move right it's the jab
you stun them with a jab and boom you
CAC them with the the right hook now we
use that analogy and I'd like to kind of
take the the set up and right hook
analogy to this because what you're
doing is you're setting your prospect up
you're positioning the problem and
you're positioning yourself as an
authority this is an obsessive conscious
positioning and your positioning kind of
yourself in a way that you're really
quickly becoming trusted advisor with
this massively valuable piece of content
that you're delivering then the second
campaign that you have to set up after
they've consumed your content and go
back to Facebook which you know they'll
do because that's where you're first
where you first met them then you
promote your free giveaway now can you
have your free giveaway written in text
as a content on upgrade on the post
absolutely right you definitely can but
the goal is to give value to your
audience to your target market to help
them with something right so they
actually just go through they consume a
piece of content there's no sales pitch
at all their defenses are down their
guards are down and they're like wow
this person this brand really just kind
of gave something to me that's some good
food for thought they go on about their
day and maybe 10 o'clock at night when
the kids went to bed they go back to
Facebook and at this point they see your
advertisement for your free opt-in and
this is where you're getting them into
the funnel this works especially well if
you're helping someone who's problem
aware and you really detail the problem
in a way that kind of comforts them that
gives them some value makes them think
that like okay this person gets me and
then when you
we target them with the kind of second
advertisement in the second campaign
that's actually going for the solution
pitch so you help educate them on the
problem and you maybe plant the seeds of
thought around the solution and then the
second ad campaign is able to really
drive home the proposed solution that
you have through your free giveaway and
when they opt in obviously they can go
to your oto they get on your email list
etc etc etc so this kind of mechanism in
this set up isn't without its challenges
one of the big challenges is that you've
got to track your numbers between two
separate campaigns right you have to mix
your ad cost together and your click
cost together in order to measure if it
fits within your KPIs because you're
paying for clicks twice in this kind of
a situation so testing is the ultimate
way to know if this is gonna work for
you or not
and within each ad campaign you can test
different ad types so on the first ad
campaign where you're getting them
simply to click on a piece of content to
go consume that content on your website
you could do a CPM which is a cost per
thousand views and if you have a very
high click-through rate on that and a
very high relevant score which is highly
likely because you have a long copy
piece of content you're sending them to
you may be able to get a very low click
cost in the sub 20 cent or sub 15 cent
per click if you run a CPM based
advertising campaign which is you're
just paying per thousand impressions but
you have to test it right I would start
with a cost per click based advertising
campaign for the first one it will tell
you what your CPM is and if you want to
split test that campaign against itself
and run a CPM based one see if you can
cut your CPM down by 30 percent and get
the same click-through rate it's one way
to kind of tweak the the knobs and the
dials on that first setting because your
goal for the first one is simply to get
the most cost-effective click from the
highest relevance and the most targeted
audience you possibly can
then on the second campaign
you can obviously run a cost-per-click
based campaign but I think you're better
off running and optimized for conversion
based campaign and you're either
optimizing for the lead generation if
you're running a lead gen situation or
you're optimizing for the OTO sale and
again you can run these campaigns kind
of next to each other
you can split test them against each
other and let the data tell you which
one is actually going to be best and in
all honesty I highly recommend on that
first campaign that you send people to
multiple types of content that will kind
of warm them up to different levels of
awareness I would have a problem
awareness kind of like piece of content
I would have a solution awareness piece
of content you can even have a product
awareness piece of content that's
warming them up and I would measure what
is my cost per lead or what does my cost
per click excuse me on this first one
based on those different landing pages
which are again these aren't opt-in
landing pages on that first campaign
these are pieces of content in YouTube
excuse me Facebook is tracking when you
send a click over to your website
Facebook is tracking how long because
they have their pixel on right so they
get all the data they're reading exactly
what that user experience is and they're
measuring things like how long is this
visitor staying on the site is this
visitor engaging with a website is
what's on this website is the content
here similar to what's in the
advertisement is all of that similar to
the audience that you set up or
targeting here if all of those things
are very relevant with each other your
cost per click goes down because
Facebook sees that you're giving their
users a quality experience on your
website so you really need to make sure
that every level of this kind of a plan
and strategy is executed and
well-thought-out again the piece of
content that you have you need to meet
them where they're at with the
conversation they're having in their
mind so in a previous video I was
talking about the golf example and I'll
use that again here and there's the idea
or the example that golf is not actually
good for your back
and most people who are golfers don't
know this right so you're it's really
easy to target people who are interested
in golf on Facebook so that's the easy
part then we send them to a few
different pieces of content number one
is an advertorial right it's an
advertisement editorial that is kind of
like an editorial that reads and it
explains the problem that most people
don't get that golfing is actually bad
for your back and it can be written out
from a doctor it can be written out from
you as a marketer and you're simply
explaining the problem there and it's
put out as a piece of goodwill content
another piece of content you can send
them to would be like some sort of an
actual case study right an individual
who didn't know about this and they play
golf for years and then they injured
their back they had a slipped disc or
whatever it was and then how they were
able to come back from that and to
continue golfing so you can leave it
kind of on an uptick right we don't
necessarily want to or need to leave
them feeling down in the dumps with the
content we're sending them to we want to
show a glimmer of hope and again you can
have a call to action at the bottom of
this piece of content in fact an
advertorial by design is going to offer
something at the bottom and that's
totally cool but the ultimate goal with
this kind of a campaign is simply to
warm up the prospect this is the set up
punch and then we follow up with kind of
the right hook or the ask for the opt-in
hey did you know that this golfing
situation can hurt your back here's the
three stretches you need to be doing
every day to prolong your golf game and
make sure your back is safe for years
and years of happy golfing to come right
and we've really covered that step or
that campaign in depth and then the
beginning is the only add-on so if
you've gone through our other advertise
on Facebook campaigns all of that is
pertinent and focused on that second
piece that second campaign that you're
running that brings them directly from
Facebook to the opt-in page into your
funnel
so the real add-on here is this first
step and testing the different pieces of
content that you're running them through
is key and of course you're able to test
your cost of running cold traffic from
your interests that you
have set up in your Facebook ad campaign
directly to the opt-in versus your warm
traffic that runs through your kind of
setup punch that runs through your your
warm up content on the the two-step
process and you measure what that cost
is obviously you need to add in the
first click to the content plus the
retargeting cost and you would measure
that cost per lead versus just driving
people who are cold directly into your
funnel one of the benefits you're often
going to see with this kind of a funnel
setup where or an advertising setup is
you're gonna notice that people have
been to your site and have consumed your
content before are gonna actually have a
higher likelihood of converting deeper
into your funnel more quickly than cold
target markets then being cold traffic
and this is really because they already
kind of know you they've already been on
your site they're aware of your brand
they've seen your ads a couple of times
and they've had multiple touchpoints
getting closer to that seven touches to
make a sale point so what's the kind of
upgrade to this to really kind of weed
out the tire kickers that's using
something that's called Google's tag
manager to fire your Facebook
retargeting pixel and what you can do
with Google's tag manager which is a
free tool just go to google or go yet go
to google and type in Google tag manager
and you're able to set it up and what it
is it's a container that holds your
pixel and you can put this container on
a time delay and that means when a
visitor clicks on your ad to go read
your advertorial or your case study
right the first set up punch kind of
step in the process you're able to delay
the firing of your Facebook retargeting
pixel for 15 seconds 30 seconds 45
seconds two minutes you have full
control and what you're doing is you're
protecting yourself against people who
clicked on the ad took a two-second look
at your website and click the back
button because if that was a user
experience the odds of them opting in
and wanting more content from you down
the line goes down significantly we're
talking by orders of magnitude here so
you're able to eliminate
them your pixel your Facebook
retargeting pixel will not fire until 30
seconds in on page load so what you're
doing is when they win the Facebook
pixeled audience set up in your second
campaign right this is your retargeting
campaign that brings people into your
funnel you're only gonna show those
retargeting advertisements to people who
have been on your site for at least
fifteen or thirty or forty-five seconds
this means people who actually engaged
or consume your content are the only
people you're going to be paying to
advertise your funnel to meaning you're
targeting your second step in the
process to only the people who have the
highest likelihood of wanting more
content from you because they took the
time to read half or the whole post this
is a really powerful way to set up your
ad campaigns if you're running ads and
you're feeling like your cost per lead
and your cost per customer are simply
too high from Facebook directly right
now with cold traffic this is the
strategy that you want to implement next
the cool part is that funnel right that
you have in that ad campaign that you
have set up that's not giving you the
kpi's you want you leave that in place
and just simply focus that on your
retargeting audience then create one
killer piece of content albeit make it
two or three over the course of the next
week but it all starts with one then set
up another campaign that's simply
driving cold traffic from the first
audience based on all of the interests
send them to your content first then
show your opt-in page ad and your funnel
advertisement to only the retargeting
pixel and in this situation you have
successfully implemented the Facebook
two-step advertising it's the setup
punch and the cross right it gives you a
really high likelihood of warming up the
prospect and then engaging with them and
getting them into your funnel very very
quickly you can start with this campaign
in mind if this is if you feel like your
product has kind of a level of education
that's required with it or if you have
some amazing case studies some before
after kinds of case studies and things
you've helped clients with this is a
super duper powerful way to kind of like
pre position yourself your pre framing
yourself as someone who can deliver
results before you ask them for any
information before you ask them to
engage with your funnel in any way shape
or form positions you as the expert
positions you successfully as someone
who can help gives you to three or four
different touch points with them before
they ever enter your funnel at all so
their guards are down their defenses are
down they're consuming more of your
content they're building the
relationship with you you can automate
this entire process and the end results
are generally a lower cost per lead and
a lower cost per customer and a higher
conversion rate at every step down the
funnel from that point on this my friend
is the Facebook two-step really keep in
mind about that Google tag manager
upgrade to this you don't necessarily
want to retarget people who are only on
your website for two three or four
seconds so even having that pixel fire
after 15 seconds or 10 seconds really
kind of gets you over the hump to where
you're focusing all of your ads spend on
the second campaign in the two-step
process
to people who have consumed and engaged
and have a high likelihood of wanting
more from you there it is laid it out
this is an advanced strategy if you have
any questions about how to implement
this at all feel free to hit me in the
comments I'm happy to answer this I
recommend highly that you give this a
shot even or especially if you haven't
been seeing the KPIs or numbers you want
this is my go-to strategy when just cold
traffic to your funnel is not working
profitably get this implemented that may
be the difference between a cash-flow
negative and a cashflow positive or
breakeven campaign which is the ultimate
goal give me a thumbs up here in
Facebook or I'm sorry YouTube my
goodness I'm a little confused but we
got it dialed here give me a thumbs up
here in YouTube I do appreciate it
talking about Facebook advertising I
thank you for your time and be sure you
subscribe because I've got some more
great videos coming out after this have
a great afternoon and I'll see you on
the next video
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