Omnichannel - Dominika Legrand -Follow This Marketing Strategy For your Facebook Ads in 2022

Episode Date: June 28, 2022

Send us a text Running ads on Facebook in 2022? What are the best and most cost effective ways to go about it in 2022. In this episode you will learn about why the old ways aren’t the most cost effective and why the new ways are the most cutting edge in costs and in client acquisition! podcast RSSGet a FREE Copy of the High Converting Online Events Book: https://book.dominikalegrand.com/

All right, you guys, I hope everyone is doing wonderfully. I wanted to jump in quickly and do a live for today to talk to you about the latest Facebook ads marketing trends. If you are, first of all, a marketer, this could be a very interesting one for you. And if you're a business owner and you try to do your own ads for yourself, that's also a very interesting session for you and if you're a business owner and you try to do your own ads for yourself that's also a very interesting session for you so stay tuned welcome everybody you are listening to the only channel podcast a podcast from digital marketers to digital marketers i'm your host dominique calderon and my mission is to help fellow marketers and entrepreneurs to grow their

businesses online so buckle up and let's get started. So I want to give you a bit of a context of today's episode and explain to you why I felt like this is very much needed to be said and in a live session as well, because what ended up happening yesterday is that I was scrolling inside of one of the Facebook ads groups, and I like to help out there, you know, sometimes go comment, just give some value to people, just like in this session um so i like to go and comment and just try to help people on the spot if i can and what happened was is that someone was asking about like if they need to set up separate campaigns for their warm cold and hot

audiences and do they need to do a separate one and the idea was to run ads to a landing page that was a video sales letter and then that was actually you know giving them some value it seemed to me like a webinar funnel and then that was leading down into book a call and then essentially a sale okay so if i was you know getting ready to comment that you should not be actually um you know you should be segmenting your audiences but um if you're leading the audience is the same part you know if you're leading a cold audience that might not be a good idea or you know just like trying to get into all the strategic all the strategic things that I see all the other people that are commenting we're doing um I I

was thinking about it that it's just not something I like to do anymore and I don't do it for my clients either and then got me thinking that maybe I should talk about this more. Okay. So just to give you a brief, you know, overview of how things were in the past. I can tell you that what ended up happening, I was actually creating a nice slide for you. I might show that to you if you're listening to this over the podcast that's cool too you might want to come and check um or come to omni channels podcast page as well you can find it there too but essentially got me thinking to like how do i explain this process of what happened before and then i'll just give you like what's the biggest trend and why it's

working like magic when it comes to you generating leads in your business okay so old way okay in the old way essentially what happened and that was kind of like this guy right so what we had going on is that was an advertisement that was leading people to a video sales letter page or an opt-in page where they drop their emails to view a content it was a video it was webinar whatever and then that was like in signing down to book a call to then be sold after okay that was the intent of it and the way it was organized um technically it was organized as a conversion campaign so that was the objective of these campaigns and um there has to be a segmentation going on right and there has to be a retargeting going on because at each stage of whether or not you land on you click on the ad okay that's the

first intent the second intent you land on the page and you opt in you you put your emails or your customers put their emails and then from then on that they put their emails they view a content okay and then they book a call okay and that lands content, okay? And then they book a call, okay? And that lends to a thank you so much for booking a call. So essentially, in each stage, there has to be an optimization happening, okay? So you optimize first for clicking on the page, landing on the page. You optimize second for me submitting my emails and landing on the video page. And then if I didn't book a call, then you retarget and optimize for the thank you page.

And that is like three different optimizations, right, at that point. And the bad thing about it is that it costs a lot of money. And a lot of the times what marketers like to do is that once they get your emails they are going to spam the living shit out of you until you buy okay so sometimes the fact that you have given your email and you haven't even watched a video webinar or whatever like that was already for them a signal that you are somewhat a lead and then they would harass the shit out of you by email which is I'm sure at some point it works and I'm sure it's uh it's something that could work still to this day but it was kind of lost in like translation, okay?

The other thing that marketers started doing after is that, okay, cool. So we have an email that didn't book a call, but you know, we have an email, right? And then they were just emailing them, just like I said before, or if they were submitting phone numbers at the beginning, they were just calling them on the phone, okay?

Which is, again, it still can work. But first of all, I personally don't like to give my phone numbers on these pages because I know they're going to call me. Like, oh my God, like every time I was giving, even if to order my book, right? And the salesperson was like five minutes later coming me calling me from the u.s the u.s oh my god i can't speak anymore but the salesperson was calling me from the u.s it was like a texas number it was like the fuck you know and um and emailing me like hey i tried

to catch you on the call like dude like hello i just i just ordered a book, you know, and I know, I'm sure it works, right? Like, there was an intent to, I mean, I did order a book for myself, but then I didn't want to buy or be sold something else. And even that was an unsolicited, you know, I didn't book myself and they have my number and they, you know, they run with it. So so for me that was not something especially in this like online where if you are selling products online you might not want to be emailed or I mean email is fine but called on your phone on your personal phone number right so maybe if it's like a local brick and mortar and you give your phone number. Everything is happening over the phone. But like if you're getting an ad and you want to get yourself a book, for example,

and you're being called by a salesperson like five minutes after, it's just, I don't know, it's just not cool in my book, okay? So that was the second step. They took a step further. They started calling people before they viewed a webinar and before they viewed a webinar and before they viewed a video, whatever, to book them right away, right? But then we don't trust that process per se. I wasn't giving a real phone number after all, like I learned my lesson. So then we'll still

end up the harassment cycle, you know, emails, more emails, more emails, right? So that didn't work, obviously. Now, in 2022, what I see like the top, top, top marketers do, and that's what I did for my clients as well. And that's what I'm doing for myself as well. Thank you so much for putting myself in the top marketers um but what we do now is a bit different and fully um funnel people to a group okay so that's the secret so what we do is I'm going to explain to you why it works but what we do is that we give them a reason to to join to the group sometimes it's literally hey here's my cool group i'm going to show you in a second but you have an advertisement

that leads to an opt-in page it's a very simple legion page where you put an email in and then thank you so much here's my cool group join and that's it and with that you know with those new types of ways we managed to cut back our ad costs like significantly and i do have some slides here um to support my claims i want to show you one second but um the thing is with this one is um if I was to do and I'm going to show you this if you're watching this live um if I was to do like a very simple webinar lead magnet stuff um it would be quite costly like I would be paying about a hundred for a strategy call and about one dollar on average for a cost per click right um i don't want to go into the numbers and details because that might be boring for you but basically with with the group funnels you know those group funnels we can get cheap leads very very cheap leads right and it's not

even about just building your email list but also putting a face behind those emails and then filtering them further okay let me show you this just very quickly this is something that was happening in May just for one of my clients. We had 146 leads. We paid about $1. Our cost per click was 0.11, which is with the webinars, or even higher, actually. So we had nine times less cost per click with this one. And the cool thing about it is that we don't have to retarget. Like once you opt in, you come to the group.

And we incentivize for people to come to the group, okay? So I wanted to show you what happens, okay? So you have an ad that leads to a landing page that is incentivizing that's giving you something right either it's like here's my cool group you know that's a cool community if you join it you get some you know templates freebies whatever that could be the intent or it could just be the workshop funnel right or the or not webinar, but some live event, okay? Workshops, masterclass, bootcamps, challenge, whatever you want to call them. And that would lead to do a group, okay? But both of these times, the only thing we're doing is like a simple lead generation,

lead conversion campaign, and we're optimizing for, oh, that one thank you page okay and that's where we full stop here that's where we stop because if the incentive and your incentive is good enough then people really really really want to come to the group to be a part of it okay and and if in the event then they opt in with their emails and they didn't end up in the group because they just missed the button, you can still send them your harassment email. In fact, we did a separate list for the dumbos who didn't make it to the group. It was like 100 of them out of 300 for this campaign. But we did a separate list for those people and just like send them some reminders like hey come to the cool group if you want to watch the cool training right

or the cool live event whatever we you know figured out there but um it was more likely for them to come because there was some incentives okay i want to show you another cool thing about it so first of all with this method we can save a lot of money okay we don't have to retarget in every fucking way and segment but at the same time i'm able to give them an incentive get away with my very simple legion campaign it doesn't have to be a landing page guys it can just be um a freaking lead form with facebook you know here's a lead form sign up for this cool thing and then just lead them to the group thank you page and then to the group okay you don't have to even send people away from your page but in this case we just created a landing

page because we wanted to make it cool right um so you can get away with that just simply join campaign optimize for the thank you page it's very very easy and it's very very cost effective okay the other thing which is cool which is gonna're going to get the emails for sure. That is something that you're going to get. And if whatever you're leading them is good, and if your incentive is good enough, so people want to join, then I don't even have to think about retargeting because we have more than enough cool people in the group right but you could if you wanted to just run a very simple traffic and retarget those people that are listed to the landing page but they didn't opt in of course it's doable it's possible right but we have an email and we have a face because once they join in our group for that specific purpose, we give a purpose to the group,

either it's a community that we are building, but from then on, they fill in the intake forms, the questions of the group, and we already know their biggest challenges, struggles, and that's, you know, the beauty of it. And they literally become a face, okay? So from not knowing anything, just an email with all those webinar files now we know who the person is we see their photos their profiles and we also know their

biggest issue and on top of that we can also check like the quality lead right like you can click on your profile just check out like who are we? Is this our type of customer or not? Or we can just send them straight a message on Messenger and say, hey, what's going on, you know? So that's how you move someone from just the email harassment campaign, spending a ton of money for no reason into making them an actual phase and then keeping that connection going like you have your tribe you have your group you can keep feeding that beast over and over until you build that community that you're looking for and you can literally turn that that could be your go-to page and you can still do the email marketing like don't get me wrong that still can work i'm not saying it's not you

can maintain relationship with the group you can maintain relationship with emails and you can maintain relationship by reaching out directly with dms if you wanted to okay and that's how most of our marketers are proceeding i'm going to show you a funnel and how it looks like and this is the last thing we're going to talk about today but this is a freelance growth group facebook like fuck i can't even say freelance growth tools facebook group and this is a very simple funnel and if you're watching it um on the video you can see it literally says sign my group invitation and then you are redirected to the group that's all it happens um i mean you submit your email and then you go to your group and it's literally um showing the community and telling you the benefits like this is like very

much so a very purpose purposefully designed group for a specific group of people and that's where the ad is leading okay so i just showed you here the landing page so the incentive here is the community and i'm i'm telling you the group is already designed to sell like the first pin post to the claim your freebie it's already designed to sell okay what happens inside of this community and i and i went in i went in because i wanted to just snoop myself so what happens you go in use a pin post you can you can get some marketing templates or something like some facebook ads i don't even know what was. But you have to watch like a 15 minutes video for that one. And you have to book a call with them to receive your free templates.

So that's how they do it. So you watch it and then you can book a call, which is not a sales call, of course. And then you get your freebies. But in our case, we just do workshop funnels and we give them a cool workshop and we sell them after the workshop so that's the first thing that they're already getting sold but they stay within the community and that's you know another workshop another engagement it can go on perpetuity okay so that's how we cut our coasts in 2022. We put a face behind the lead.

We put their desires next to their face. And from then on, we are much more targeted with our approach to then keep that relationship going. Okay. We're not losing those leads we're not they're not going anywhere they stick with us in our community in our circle and um that's so much more effective by the way than any other you know lead gen techniques that i've been seeing so if you are selling something online okay or you have a product that you're selling online or you just want to build your authority and and have a tribe and then sell after you don't even know what you want to sell but you just have you want to create a tribe okay and you want to create a tribe that would actually be engaged with what you have to uh let me exit from here what you have to say then go with this approach okay me and my team

can help you to execute this flawlessly um either it's coming up with a workshop idea for you if that's what you want to do to incentivize and build your group or just having to build a very simple just like you saw or you have to come see if you haven't but a very simple opening page where we tell them why they should join your awesome tribe and then building that tribe and helping you monetize it okay so super super super important to understand that for you and if you need help help with that, do reach out to me. Drop me a message. You can drop me a message if you're listening at contact at dominicalagrand.com. That is Dominica with K-A.

Lagrand is Lagrand. Okay. So check that one out if you want to message me personally and now we can take it from there and see what we can do for you okay thank you so much for being here i'll see you tomorrow hopefully bye Thank you.