Want your Facebook funnel to be more profitable? Wondering how Facebook lead ads can help?
To explore how to sell with Facebook lead ads in an unconventional way, I interview Oli Billson.
More About This Show
The Social Media Marketing podcast is designed to help busy marketers, business owners, and creators discover what works with social media marketing.
In this episode, I interview Oli Billson. He’s a business growth expert who specializes in direct response and marketing automation. He’s co-host of Path to Purchase Podcast, and his course is called Next Level Growth.
Oli explains why a mobile-only funnel that collects phone numbers helps you have conversations that improve sales.
You’ll also discover tips for setting up Facebook lead ads, qualifying leads, and texting with prospects.
Welcome to the social media marketing podcast, helping you navigate the social media jungle, and now here is your host, Michael Stelzner.
Speaker 2: (00:13)
Hello. Hello. Hello. Thank you so much for joining me for the social media marketing podcast brought to you by social media examiner.com I'm your host, Michael Stelzner, and this is the podcast for marketers and business owners who want to know what works with social media. Today's show is sponsored by social media marketing world 2019 I'll share a little bit about how you can get some behind the scenes information about how we do all that. A little later in today's show today, I'll be joined by Oli Billson and we're going to explore how to sell with Facebook lead ads in a very unconventional way. You're definitely gonna want to listen and pay attention to this podcast. By the way, if you want to reach me, email [email protected] and now for this week's brand new discovery, helping you stay alive in the social jungle. Here is this week's survival tip.
Speaker 2: (01:10)
Today I'm joined by Eric Fisher with a brand new discovery. What'd you find, Eric?
Speaker 3: (01:14)
I found a really cool tool for all those people searching new sources for content curation. It's called zest. Zest.
Speaker 2: (01:25)
By the way, this is kind of important because you don't find content on Facebook anymore, right?
Speaker 3: (01:30)
No, no, exactly. Yeah. That's one of the things that is almost very hard to find. And in fact because of the algorithms you almost never see like people are sharing content anymore strangely enough. But that's why we need these, these systems. Like we've covered a couple of other tools like this in the past, but this is a new one. It's been around for a little while, but it's called zest Z, E S T and it is content curated in a very cool way where it is upvoted and you know, picked in, submitted by marketers. It is specifically marketing content inter. So tips, tricks, how tos, you know, this stuff, this stuff that you would [email protected] and yet it's categorically sorted. You can sort it by the latest stuff. You can sort it by, the amount of clicks that the content has gotten on zest or the amount of shares that it's gotten on zest. You can even sort it by video or audio content as well.
Speaker 2: (02:29)
Is it almost like dog was in the olden days, but just from architect. That's, that's exactly where I was going to go because I was trying to figure out what it was making me think of. And it's very much like dig but for social media marketing or marketing specifically app or a website or what is it? It's a website. So yeah, you go to zest dot I S and it's easy enough to use. You just go there and you can create an account if you want to, you know, get everything set up and right for you. But you can also kind of tweak it a little bit here and there again, different tags.
Speaker 2: (03:00)
So you can tag things like, I'll just go alphabetically for a second. There's like affiliate marketing, there's B2B, B to C, there's blogging, branding, social media marketing probably isn't. So you just go down the list and you can check or uncheck the tags that you're interested in and kind of curate your own, curated feed. I mean, the content is curated and then, again due to popularity or things like that, different factors like that. But also there's different modes that you can explore it in. There's an explore mode, there's a tile mode, there's a news mode so you can change it up and make it look like just the headlines or make it almost look like you're surfing Pinterest with the way they, it would just come up or explore mode, which is kind of a mixture of both. Presumably it's free, right?
Speaker 2: (03:47)
It is free. Yes. And it's, I mean I'm actually starting to like this a whole lot and, and really focusing in on specific topics. Like this is something where when I'm looking for some marketing information on a specific topic, other than social media examiner, cause I do read our articles. I'll come here and take a look through the different categories. Awesome. Thank you so much Eric. You're welcome. I mentioned a little earlier, there's a way for you to kind of see how we do what we do behind the scenes from a marketing perspective to prepare and get ready for social media marketing world 2019 and the way that you can do that is by watching our video documentary series. And it is really, really good I'm a little biased because I'm the central character, but it's a short about seven minute weekly episodic show that shows the good, the bad, and the ugly and the struggles that we take on as a marketing department on our mission to try to grow our conference.
Speaker 2: (04:52)
And for those of you that are familiar with season one, many tens of thousands of you have watched that and love that show. This is season two of the journey. And trust me, you do not need to go back and watch season one. All you gotta do is catch the latest episodes. And you can do that by simply visiting social media examiner.com/journey again, social media examiner.com/journey there is no selling. This is pure behind the scenes documentary content. I know you'll love it. Social media examiner.com/journey when you're done listening to today's podcast, be sure to check it out or remind you a little bit later in the show. All right now for today's expert interview with Oli Billson, helping you to simplify your social Safari. Here is this week's expert guide. Today I'm excited to be joined by Oli Billson. If you don't know who Oli is, he is a business growth expert who specializes in direct response and marketing automation. He's also co-hosted the path to purchase podcast and founder of a course called next level growth. Oli, welcome to the show.
Speaker 4: (06:01)
Hi Michael. How are you doing?
Speaker 2: (06:02)
I'm doing great. Super excited to have you. So today we're going to talk about how to sell using Facebook lead ads and some unconventional ways that many people probably aren't familiar with. But before we get to all that, I would love to hear your story. Start wherever you want. And you know, the real question is, how in the world did you end up doing Facebook ads?
Speaker 4: (06:26)
Yeah, absolutely. So, I kind of got a bit of an interesting backstory. Well, first of all, for those of you who can't already tell I'm from the UK or be, I spend a lot of time, in the States of course, and, and Canada and other parts of the world I do actually live here in the UK. And my journey began at the tender age of 15 years old that was my first start into running my own business, back then. And I'm probably one of the most unemployable people ever because I've never, ever worked for anybody since that day so I'm not sure if I should be what happened on that day. What happened?
Speaker 4: (07:09)
Well, I did the kind of, the bit of a precursor to starting that business was from an early age. I was a high performance Tammany supplier. I'd kind of played all around the world. I got to quite high standard and kind of did a lot, very, very young, but kind of fell out of love with playing tennis and I needed something to kind of channel my energy TIG. And my dad was kind of in business at that time and I'd always looked up to him and what he was doing and I was like, well, my dad's always been saying, you know, follow your passion and this kind of stuff. And so I was really into computers. And so I got into building custom built computers and not too long into doing that I found myself in a real weird but cool situation of exports and computers to the far East from the U K like 15 years old. So that was quite an interesting experience, that's for sure.
Speaker 2: (08:05)
And then somewhere along the line you kind of fell into Facebook ads. Tell us more.
Speaker 4: (08:09)
Yeah, yeah, absolutely. So from the age of 15, I'd kind of got the bug for, building businesses and doing all of that good stuff. But I kind of built several businesses, up to about 2003, you know, fairly kind of organically and through the main kind of mainstream methods of other kinds of media. And then in 2003, we started getting into doing paid advertising with Google AdWords. And, you know, back then it was a completely kind of, it was like the wild West, I suppose. You know, you really knew, you know, PTC was new and obviously that's how we're monetizing and we just had some amazing results, as did a lot of people back then and they built huge lists and you know, got cheap leads in cheap customers and it was all good. And, and then, you know, as everybody should, they, you know, you shouldn't just rely on one kind of traffic source.
Speaker 4: (09:13)
And so when, you know, some years later when Facebook then brought out that advertising platform, I was like, this is the next big opportunity for us to not stop what we were doing with AdWords or be it, the cost was going of getting higher at that time. But, you know, diversify into another traffic channel that wasn't so intent based. Obviously Google was really intent-based with search, and Facebook was kind of more like display advertising. We were kind of interrupting people and I just saw it as a huge opportunity to, to kind of dial into all the demographic and psychographic stuff that we could target people with. And kind of a, that's how we got into Facebook advertising. Right, right. Oh God it's probably about seven, maybe eight years ago now. They were all about.
Speaker 2: (10:05)
And now what are you doing?
Speaker 4: (10:08)
Yeah, so I spend most of my time now, I'm in, the capacity of a next level business.com, where we, we kind of have an eLearning platform, for helping other entrepreneurs and business owners grow their businesses, beyond sort of seven figures, established business owners that are looking to grow their business. And, for some time, I've been running an agency called all of the bills and we've worked with, you know, lots and lots of different people in the, in the, the kind of guru space. I suppose from like Dan Kennedy and G KIC, to, my cane eggs, Wiki reports plus this infusion soft and actually doing marketing and consulting for those people. So we kind of wrapped everything we were doing up in the agency and put it into an online learning platform with next level business.
Speaker 2: (11:01)
Perfect. Well that's a great set for my next question today marketers are really in the business of selling things, direct selling, if you will. And I'm curious, why are so many marketers from your perspective struggling to sell?
Speaker 4: (11:16)
Well, I think part of that is, if they need, if that process, if that sales process relies upon somebody to actually have a conversation with somebody in order to make a sale, then that can throw people off because they focus their attention on creating a funnel with Facebook that doesn't necessarily begin with the end in mind. Meaning they're not necessarily able to create a funnel where they're collecting contact information, that they can open up those channels to actually have a conversation. People, that's something that usually happens further down the line, further down the funnel. And they focus all the time at the top of the funnel driving activity. They may be generating leads, but kind of get disenchanted with those leads, not really converting into prospects, those prospects not converting into good quality conversations and those conversations not converting into sales.
Speaker 2: (12:16)
I think you hit on something, that I might want to just wax poetic on for a second here, which is that marketers aren't used to talking to people if you think about the true traditional sense of marketing, you don't actually talk to people that sales job, that's the job of the sales department, right? So the job of marketing is to get awareness and to get the brand to be known and put advertisements out there and some sort of a broadcast in medium and even online of course. Right, same thing with Google, right? It's about driving traffic or getting exposure for the brand and so on and so forth. But the idea of getting a marketer to actually talk to a human and get them to actually sell something, well that's that job of the people over there that do sales. And now that almost everything is sold online, I think we are losing a little bit of the human touch. And I dunno, I just think there's something in there that, that, that you're onto something because not every product is an impulse Pryor buy, right. There are plenty of products that require people to talk to people and talk things out.
Speaker 4: (13:19)
Yeah. And we've definitely found that even in instances where people had actually had an automated and to add marketing sales funnel that was working with Facebook ads have actually found that the, the way that we go about doing this and, and I'll be explaining and unraveling this framework a little more here is a lot more profitable. There's a lot more side benefits to doing this in the way that I'm going to explain rather than actually having an automated sales process. And just for some things as you know, just some things just don't dovetail very well without actually having to have those conversations anyway and so when you can and when you can do it affordably, predictably, and profitably, most importantly of all, then you should definitely be leveraging some of the things we're going to talk about.
Speaker 2: (14:13)
Perfect. So zooming in on Facebook ads, how is the best way to sell using Facebook ads?
Speaker 4: (14:23)
Well, we find the, my, where most people are focusing on driving traffic, off site from Facebook. They use NGA in, an advertising objective inside of Facebook called conversions, which is gray. If you're trying to send people to a landing page, offer something of value and then collect their information, capture it and so on and so forth and bring them into your marketing funnel what we find is we use an advertising objective called Facebook lead ads which, you know, most people who are probably listened to as a herd of that, but most people don't actually use it in a way that I will explain here. Cause it kind of defies conventional wisdom and popular belief because we actually want to get their phone number. So we watch, you want to get their mobile phone number. And the reason why Facebook lead ads is so effective for that with Facebook here is because the fact that the platform holds so much user data means the information that you've already provided to Facebook on you as a user. Mobile phone number is one of those things that you've given most people have given as a security mechanism. So, as ever, so, you know, it's legit. It's not a, it's not a bad number.
Speaker 4: (15:39)
Exactly. Yeah. And the thing is the thing that I just want to kind of get clear here with people is, you know, I speak to a lot of people and I always have this term, which is, it's not what you do. It's the way you do it. That counts. And what I mean by that in this particular example is some people might say, but Oli, I've tried Facebook lead ads in the past and it didn't work. Well. That might be because of the fact you were relying upon email being collected and we still do. But how often do people change their email or Karen? A lot more than they change their phone number. And I'm batting that the email that you signed up to with Facebook with probably isn't one you even use anymore. I know. It's definitely not for me. You might have signed up with a Hotmail or Gmail account.
Speaker 4: (16:20)
That's not even your primary thing. So yeah, so if you all kind of like, okay cool, I actually need to sell using Facebook, which is what we're talking about here. Then collecting the email address, he's kind of secondary to getting the phone number and so that's the reason why with Facebook lead ads that provide this situation where we can pre-populate a lot of that data that Facebook already has, that really takes the friction out of the process. It's going to pre-filling give us the ability to collect the phone numbers of friends, which is great for us. And then the next thing we need to start thinking about is, well now we're collecting the right information. How do we like follow on the conversation with them? Because we don't want to just be calling all of these leads from Facebook because we know that's not going to work.
Speaker 2: (17:11)
I'm glad you said that because I'm sure what was going through people's minds is like, okay, not sure why I want the phone number because there's no way I'm going to call those people cause there's no way they're going to necessarily answer the phone. So, so maybe you should talk a little bit about what in the world you can do with that phone number that maybe people aren't thinking about.
Speaker 4: (17:29)
Oh, so I think one of the biggest things with sales, especially when it comes to, you know, direct sales and bringing people through to have a conversation with you, you only want to deal with qualified people I don't know any sales person, sales rep or entrepreneur in it. If you're the person, maybe the business owner who has these conversations, who doesn't want to get on with somebody that doesn't have a propensity to buy, doesn't know what you offer, doesn't know how much it costs and all the other things that are real problem. I'm sure we've all got on those kinds of sales calls before and being like, God, you know, obviously I, my marketing didn't do a very good job here because I'm dealing with somebody who's clearly not ready. What we want to do with this process and the reason why it works so well is because we want to create a situation where we are educating, providing information in advance, and then we're putting some, some hoops forwards for people to jump through.
Speaker 4: (18:29)
So we're only dealing with the most qualified people. So, do you want me to break that kind of process down for your mind? [inaudible] each step. So, so obviously we've kind of discussed the first part, which is, well, what do we, what's the mechanism we're using to get that phone number in the first place and getting the right contact information. And that is of course, Facebook lead ads. Now the question of course comes, well, what does the, what's like where the advert ad is concerned, what they actually see in their newsfeed? What is it that we want to promote? And for this example, one of the things that we find that works really well for this particular type of thing that we're talking about is actually offering some kind of free video. Now, that could be a case study. It could even be a demo.
Speaker 4: (19:16)
We've used this, see even with software companies as well, I'm in the SAS space, but some kind of value added video that you can give a value video of some sorts. That's what you really want to pour a promise in exchange for their contact information. So that's really the first part of this, the ad promising a video. The second part is collecting the information with the lead ad but there is one key thing on the lead ad that I must mention to you and that is we want to ask them what's called a custom question, which is part of a lead ad where you can, you can set this up within facade of Facebook and the question that we want to get them to answer is can we instantly text you a link to the video? Okay, I'll just mention that again.
Speaker 4: (20:02)
Can we instantly text you a link to the video and there's only two. It's like binary. There's only two things that somebody can say to that inside of that lead out form. One is yes or one is no. Now they show up as a button line just for people that have never seen one of these. Kind of describe what it looks like. Yeah, so if you're familiar with a radio button, which is you know, you're either clicking one thing or the other, they will have the, it's actually a drop down. I actually think it's a drop. Can you make it required a required field or is it optional or how's that? It's all required. Yeah. All of these fields are required. So we ask for first name because we want to personalize the followup. We ask for email because we want to collect that as a secondary followup mechanism anyway. It'll be, it might not be as accurate as phone number. We want to click mobile phone number. And then the custom question, which is a drop down in the lead out there, which says can we instantly text you a link to the video?
Speaker 2: (21:01)
Okay. Real quick question, real quick question before you go on. So presumably it's pre-populating whatever it can other than, right, right. It knows your name, it knows your email, it knows your phone number. So it's just going to auto fill that, is that correct?
Speaker 4: (21:15)
That's correct. Yeah. It's a really simple process for it to pre-populate everything for you.
Speaker 2: (21:20)
Okay, cool. Keep going. So we've asked that question. May we, can we text you immediately with whatever the offer is right now? Here's the interesting thing, because Facebook allows us to only target people on certain devices. When you set up an ad, usually with Facebook you've got an option to target people or basically have automatic placements and automatic devices set. So you know you can have it. So the Facebook can just deliver to any device, mobile or desktop. Now for this particular funnel to work very effectively, what we want to do is make sure we're only targeting people on their mobile device. And there's a very good reason why we're doing that. So at the, in the ad itself, at the ad set level, we're only going to target people if they are on that mobile device. Okay. Now the reason why we do that is because we create this congruence between the response mechanism and the delivery mechanism. Meaning if we know that they're on their mobile phone and we're asking them to, can we text you a link to the video through text, then that means we're going to get a much higher rate of people that say, yes, text me a link through, because I wouldn't know I'm on a mobile device and we know we're only targeting people on a mobile device.
Speaker 4: (22:47)
So that's the reason why about 85% of people will say, yes, you can text me a link. Now that then provides a great situation for us to be in because not only have we collected the right information, they, the sign up to that has been very frictionless for them. They are on a mobile device cause we're only talking to them on a mobile. We're getting that phone number, about 85% of people are saying we can text them and now we're like navigating the inbox when now not, you know, spitting them off to their inbox to go and read an email. We're delivering it to them in the most convenient way possible because we already know that they're on their mobile device. And of course, I mean, I've done about what, what you would say, but I mean for me, what's the open rate on a text message?
Speaker 4: (23:38)
It's like neon, like 100%, right? Compared to an email where, you know, you opt in for things all the time out, dead you Michael. But like I opt in for PDFs and videos and webinar registrations and anything that catches my eye, which is cool, but it doesn't necessarily boil things up to sales. Right and so really what we're trying to do here is be, consider all of these things so we can open up channels of communication that we're going to need in the sales process and now we can actually think about how we're actually going to sell to people before we actually go to lead generate, which is one of the biggest problems because most people will figure out how they're going to generate leads instead of worrying about how they're actually going to sell to them. So what we now have is like we've got their phone number, which all of that information gets sinked and passed across into our CRM system. So if you use infusion soft, Ontraport, active campaign, all of that stuff, that will all the contact information will go into the campaign in your CRM and autoresponder system. Then that will then begin, begin delivering the text message to get them to go and watch, the video that you've promised in the ad.
Speaker 2: (24:54)
Now I know some people listening right now are like, why phone number over messenger? What's your, what's your reaction to that?
Speaker 4: (25:01)
Well, I think part of it is, convenience for sure that it, you know, if I want to deliver a video, like a case study video, the way that we have the setup is actually two videos, which I'll just go a little deeper into in a few moments or which kind of may answer part of this but I also want to slow them down in the sales process. Remember, what we want to do here is we want to deal with the most qualified people. So actually where most people and most marketers talk about speeding people up and trying to get people from a to B as fast as possible or a to B to C as past as fast as possible. What we want to try and do here is slow people down in the process, make it convenient for them, but put them through some hoops, hoops so that we can instill some of that commitment and consistency, get them to make some micro commitments towards us. And I think if you were doing that with messenger and I've got a little hack which I'll share with you in a few seconds, but I think that there is, you know, we, we wanted to kind of take them away and take their attention away from Facebook, get them into a text message to then get them onto a page where we can have their full focus and full attention.
Speaker 2: (26:16)
Well, and I think there's another angle here, Oli as well, which is that messenger has rules about how many times you can communicate with them and then eventually they will not allow you to do it anymore. Cause you could break the rules and be out of compliance with Facebook where, and, and I don't know of anybody who cold calls people on messenger. If you really wanted to pick up the phone, having their phone number is something that's ubiquitous, whether they're they end up leaving messenger or not always going to have their phone number. Right?
Speaker 4: (26:45)
Absolutely. But what you have picked upon is something that is is very possible when we're collecting the information from the lead ad and we're collecting that name or collecting email and we're collecting phone number if you do use messenger, you can on the thank you page actually create many chat URL on the although lead ad doesn't go to an off site landing page, it, it stays within side of Facebook. You can actually have a button on the thank you, form inside of Facebook that will then subscribe them to Manny chat. That way then what you can do is say, well, well now we've subscribed them to messenger. We've got their email, we've got their phone number. Now you've got an alternative mechanism and alternative modality to put into your followup process. If you want to use manage out that way or you've got somebody that perhaps like a hyper responder though actually wants to speak to somebody may like what's in your ad, may want that Valley, but maybe they want to speak to somebody immediately. You can then use that Manny chat URL as like a fallback mechanism or a way to capture people into a chat chat process to have that initial conversation with them if necessary. But the focus areas is most certainly for the very reasons you mentioned, to get their focus, get their attention, with their mobile phone through text.
Speaker 2: (28:15)
So, I know you call this the phone funnel framework what I'd like to do is ask you to give an example from one of your customers or one of the things you've done for yourself. And then I also don't want to forget to ask about what tool fuels the actual SMS message stuff, but start wherever you want to start.
Speaker 4: (28:34)
Yeah, sure. So, an example for this would be a business that sells a franchise. Well, a franchise is a high ticket sales. Okay. So we have a client that sells a franchise for $25,000. Now, one thing's for sure is the, you know, most people may think go down the conventional route of looking at other ways to, you know, sell with Facebook we use the phone funnel framework. So what we do in the ad, we promise a case study video, like the example that I mentioned is best practice. They give us their information and we take them when they, when we text them a link to go and watch the video, they click that from the mobile device and, they go to what we call a primer video page. Now what this is, it's a simple web page with a video on, from the, the founder of the franchise.
Speaker 4: (29:36)
What it actually does, again, it slows them down in the process and it does, is pre-frame what it is that they're about to watch. Cause what we don't want to do is we don't want to take people from Facebook and try and, you know, put them through like a 50 minute video, an information video or a video sales letter or almost like a webinar because we're going to lose people we, you need to kind of wet their appetite more to what they're about to watch, and then define to them. Okay, good. So basically say, okay, good. Here's your prior positive action. So thanks so much for clicking through to watch a free case study video and then you've kind of got this. Cool. So what you're about to discover is, and then in that script you're basically in a towel than what's in the video.
Speaker 4: (30:29)
And then if you'll say something like, you know, if you're looking to quit the nine to five, escape the rat race, you know, all the problem pain points and things like that, then, this video is definitely for you. So again, you're reaffirming to them that they're in the right place and what a lot of people do. And a lot of people, I see this all the time online with lots of marketers, they don't put something in front of the value that they're just about to get. So this prime of video is exactly what I call it. You know, it primes them to them. Watch the main video commercials. It's almost a commercial for the what they're about to get. Right, exactly. Yeah, exactly. And you know, the nice thing is with that as well is because we usually use a face to camera video in the prime of video.
Speaker 4: (31:19)
It gives that more connection, to who has just text them as well. Because when we talk about this a little more, we're going to continue that conversation with somebody afterwards. So I like for it to be face to camera. It's only about two to three minutes in length, but it just sets up, they what we call the main event video. So at the end of that video, you just say, Hey, so to go and watch the video now click the button below. And of course they all just click through then into the main event video and, when they get that, the thing, the thing is we've done is we've pre-framed how long it's going to be. So you can even say to people, Hey, so we've put this together, it's about 25 minutes in length so they can fire a wall a bit of that time.
Speaker 4: (32:03)
You know, and then if they don't come and watch it, we know because we track the link from the text message and we know if they watch the prime video or didn't watch the private video and we've got contingencies to get them back on track and that's absolutely okay. But we ultimately want to get them to watch the main event video. And I just want to pause for a second and just mention something that's super important. The problem with webinars, especially automated webinars and things like that, is that when you look at the stats and we've run millions and millions and millions of dollars with just in time webinars and things for clients but the fact is is that people don't buy stuff. People don't make applications. People don't schedule calls or anything like that on a webinar unless they actually consume the webinar. And so the benefit with the phone funnel framework is that where you've got their attention and their engagement all through this process, then when they get to the main event video, they're gonna actually consume it, which is really important and they're going to consume it.
Speaker 4: (33:06)
On a device that's, you know, easy for them to consume. It's on one that's congruent with the path that they came on. Okay. From where they initially responded from the ad. So we're just all the way through bringing them through this process. And that's the reason why the, the consumption of a main event video, if it's done correctly, can be extremely high in comparison to a, you know, a normal, webinar of sorts of that kind of video. So once they've clicked through to the PR, the main event video, we kind of have a, you know, a kind of usual kind of setup of the main event video, which, you know, for the franchise example, if we talk about that, we would really share with them three or four kinds of teaching learning points about what it's all about, why, who this is for, who it's not for, why you should listen to, to us and so on and so forth.
Speaker 4: (34:04)
All the stuff that you would usually put in the [inaudible] presentation. And then at the end of that, we find a good segue to say, you know, you've gone, I've got two choices. You've listened to what we've got to share. Hopefully you found it valuable. Now you can go away and implement it on your own or you can take the next step and make an application to speak to somebody to schedule a call with us. So we can talk about your unique situation. And this could be for any business. It could be for a high ticket coaching company or, or, or your own consulting business. It could be for an agency, it could be a SAS business. It could even be a brick and mortar business. This is really universally applicable, as long as you want them to shadow a time with you at some point in your calendar.
Speaker 4: (34:47)
And what's unique about it is because we know that they're already on their mobile phone. Instead of telling them to type in a website or go to a website address to go and shadow with you or even putting a button on the page, we actually want to slow them down and we actually want to say to them at the end, Hey, if this is for you and you want to take the next step to schedule a strategy session, diagnostic call, any of that stuff, just text the word success or go or whatever you want to make as a trigger keyword. And what that does is that we already know they're on a mobile phone, they just go into their messenger, go to the message that they just got from us to get them there in the first place. You mean like their texts? Yes. Sorry, that tags.
Speaker 4: (35:32)
Yes, the angle sizing. So, they go to their tax, they type in the keyword. And again, that's just another little hurdle cause we want to deal with the most qualified people. Right? They have an automated conversation which then sends them a link to shed your, with us and again slowing them down in that process before them all ultimately then shadier dealing with us. Okay. So is the case of the franchise owner hypothetical or real? No. Absolutely real. So what were the results? Talk to us about what, what little you can tell us. How did that work? So a 2000, these are the results up into the end of 2017 we generated about 12 and a half thousand leads from Facebook, cold Facebook traffic. This is, and this no warm, this is all cold Facebook traffic which they spent $90,000 on ads, which was about $7 per lead, which is about comparable to what they were doing before with an automated webinar by the way.
Speaker 4: (36:36)
So the registration cost was about the same. Cost per lead was $7. That generated 624 phone appointments as a result of the phone funnel framework. Which car, which was at a cost of $144 per appointment, that was the cost of actually getting somebody to schedule in the diary with a wrap. Now the results were that they sold 34 franchises at $25,000, which isn't bad for them so the, the cost of acquisition, was, 2000, $600 so basically the, the, the, the long and short of it was this, they spend 860,000, sorry, they spent $90,000 on ads and they returned 860,000 in revenue, which was a nine and a half times return on cold Facebook ad spend. Wow. Now, using the find funnel framework, do you have to be selling something as expensive as $25,000 for this to work? No the lowest price point that we have right now where this is worked, worked very well as being around a thousand to $1,100.
Speaker 4: (37:47)
That's kind of the lowest point. And really that's surprising for a lot of people because they're like, well, surely we could make an autonomous sale. What we found is that actually by moving people towards this program, people that didn't have sales people before now have got sales people and they're finding that the lead to buy time is a lot, lot shorter than it was when they were trying to do autonomous sales but this works really well for anybody in that range for sure but to be honest, I, I mean I've, I've talked up and kind of given you those results. I mean the fact is as well that that company, when from a very, very complicated webinar setup, you know, all the kind of registered, and, and attended but didn't see offer registered and attended soar offer but didn't buy, you know, didn't make application. All of these different things. A lot of difficulty tracking all of these things. A lot of people falling off afterwards. A lot of them qualified calls, a lot of people not consuming the webinar to the phone funnel framework, which got them a nine times return on Facebook ad spend, much better consumption on the main video. Probably a lot less complicated, a lot less complicated to set up too, I would imagine.
Speaker 4: (39:04)
Right. So, so much less complicated. Yeah. So much less complicated. And for them they actually went from six franchise coordinators okay. To just one so they actually reduce that human interaction in this process as well, that they had before because now they were just dealing with much more qualified people. They didn't need all these are the people dealing with these prospects, which in return by half and the number of outbound calls that they were doing and they reduced their lead to by a time by 21 days in the process as well, which is really, really important because, for any business that needs to have a conversation in order to South to them, especially when they're doing Facebook ads and when you crack the advertising and you're generating loads of leads, the next conversation is how do we move people towards having good quality sales conversations.
Speaker 4: (39:59)
And so with texting people, you can actually now use your sales staff as almost like a customer support mechanism or it's like a live chat. Cause when they reply, which people do, you can actually bubble those conversations up through chat to say, Hey, Hey Michael, does it make sense that we jump on a call to talk about this? And now they're, these, these leads are now communicating in a way which they want to be communicated with it's also seems a lot different than receiving emails. If you get emails every day from a company that's trying to sell to you, it feels very different. It feels like, you know, these people are relentlessly trying to get a hold of me, whereas when you're more casually texting people, it feels totally different and you're more likely to text somebody back, especially if they're asking the right questions and so let me ask you, let me ask you a quick question, Oli first of all, could something like this work for selling, let's say sponsorships at an event like social media marketing world. Could my sales team use this to target people that are wanting to get in front of our audience and ultimately ultimately use this as a way to kind of get a pipeline going for them. They could, couldn't they?
Speaker 4: (41:15)
Yeah, absolutely. You could have an ad which is, you know, promoting exposure at the event and the promise in the app is to, share with them, you know, a case study or even just a video of the experience of exhibiting and what other people were experiences where, and then how to get leads from events or something. Right. From events. Yeah. And yeah, you've got huge bucket there that you could be working with. And then they come through, they learn about it, and then if it makes sense to them, then you boil them up into, you know, scheduling a call with you. It just makes sense and then after the fact, after you generate all these leads, you can have very simple, what we call conversation starters. Now, a conversation starter is something that you typically would say, Hey, it's out, sir from Oli's office.
Speaker 4: (42:11)
I notice you watched the video, what did you think of the concept or for you it would be, Hey, Jamie from Michael's office just wanting to reach out to you. What did you think of the video on how to generate leads from events? Did you have any questions? And it's kind of then they interact and when they do, you know, we don't want to be scared of like over automating things cause a lot of people do that all the time. We want to actually have a human conversation with a human and get good quality conversations balled up for you. Selling salt, sponsorships at your event, for example. You know, what's the tech that allows us to send the SMS message?
Speaker 4: (42:51)
Cool. So, it's a pretty simple, if you use infusion soft, I've got a very specific prescription for that, is fix your funnel so it's infusion soft, it's fix your funnel. If you don't use infusion soft, then you will want to use Yeti text, as your, as your, is that a, that's a third party service. Like we use drip. So somehow I would imagine the information would go into that Yeti thing and then perhaps into drip or something like that. Okay.
Speaker 4: (43:28)
Yeah, exactly. Yeah. So that connects with a lot of other popular autoresponder services, for you to start firing text messages out of that.
Speaker 2: (43:37)
Yeah. I mean, I know my team uses Salesforce too, so I would imagine it works with Salesforce. So, okay. So, so far the process is we create an ad that's a lead Jed gen objective. Right and then, and then if you wanna just go high level through the whole process, go for it.
Speaker 1: (44:00)
Yeah, sure. So we create the ad, we create the a, we target people only on the mobile device. We create a lead gen objective, which is a Facebook lead ad we collect phone number on there and we ask them permission if we can text them the link to the video, the permission at that point also grants you permission in the future to continue the conversation through text messages as well, which is really important we send them a text message to a what we call a prime of video page where we preframe them and future pace what they're about to watch they then click a link on that pay, click a button on that page to go to the main event video, which is going to be about 25 minutes or so in length it could be 25 to 50 minutes depending on what your, your, you're promoting.
Speaker 1: (45:52)
And after they've watched that video, we're going to get them to text those a what we call a trigger keyword so that we can send them a link then to go and shed your with us. If they're actually interested they receive that link through that to their mobile device obviously. And then we get them scheduled with our team and interestingly before the call because we want them to actually show up to the call all the way down that and we're still sending them text messages, which any of these they can reply to if they wanna cancel the call or anything like that and we can reschedule them if necessary. But they're communicating with the device that's in, in your, in the, in their pockets, which makes things a lot easier for you the one thing that is, so that's kind of the high level and then of course, and naturally, and we probably don't have time to go into all of the detail in great detail here, but for every milestone in that process, there are contingencies that are set up so that if somebody, you know, requests the video but they don't click through to the prime video or they click through to the prime of video and they don't watch all of the main event video or they watch all of the main event video and don't text the keyword or they text the keyword but don't schedule, all of those contingencies are automated to send messages back to them through tax that tax to get them back to the milestone that we need them to in the funnel.
Speaker 2: (46:26)
Oli, I can assure you right now, there are some people that are like forwarding this podcast to other people on their team saying, you must listen to this. And there are other people saying, Oh my gosh, I am actually just cold calling people. I don't even do any of this stuff. And they'd be like, wow. And there's other people saying, man, I'm just using Facebook ads all wrong, you know, and what I love about this is this is not completely foreign to some of the other things that we've talked about on the podcast and in the past. But what's different about it is the fact that we have their phone number and that we're texting them. And I think that is the magic to this entire thing because I believe that that is the most important thing because let's be honest, you could be connected with someone on messenger, but the bottom line is that we don't really quote unquote have a messenger phone number.
Speaker 2: (47:22)
You know what I mean and your phone number is the one unique thing. It's like your social security number for people in America. You know, it's you, it's your unique identifier and unlike your email address, it's the one thing you have with you everywhere and you always check. So I think that's the magic to this entire thing. And I know, like you said, Oli, we've just scratched the surface of this concept. But I would love you to tell people if they want to learn more about this or you, where would you send them?
Speaker 1: (47:53)
Yeah. So if you're interested in finding out more and you know specifically about the phone funnel and how you can make it work for you should definitely check out next level, business.com that's next level, business.com and if they want to reach out to you, can they get to you that way as well?
Speaker 1: 48:01)
Yup. They can connect with me through that and I'm happily help you in any way I can. All right, Oli Billson thank you so much for coming on and answering all my questions and really unlocking some new ideas for so many of our listeners. Absolutely. Thanks so much for having me on. It's been awesome.
Speaker 2: (48:31)
Well, I hope you find a lot of value in today's podcast interview. I know I did. If you want to check out all the notes that we took, all you gotta do is visit social media examiner.com/three two one also thinking about social media marketing world. Want to check it out? Well, guess what? We have 15 sessions dedicated just to Facebook advertising. You can check it out and see what it's all about by simply visiting social media world nineteen.com again, social media world nineteen.com and one last reminder, the journey, our video documentary that you want to check out, visit social media examiner.com/journey you'll love the show. And with that, this brings us to the end of yet another episode of the social media marketing podcast. I'm your host, Michael Stelzner. I'll be back with you next week, I promise. I hope you make the absolute best out of your day and may social media continue to change your world. And by the way, if you've never seen what I look like, there's a reason to go check out the journey. See you next week. The social media marketing podcast is a production of social media examiner.