¶ Testing and Data-Driven Marketing Success
Last year I was really really engaged in testing . Even though I had , as that , worked really well , i was still really engaged in testing . What I have found is the winning combinations that work for us .
Knowing that feels so empowering because , even though this is a brand new campaign it's not the same campaign that I used before because it's a different landing page , it's different assets I felt pretty confident that we would have a high converting campaign because I know the creative that works . I know the creative down to words that work really well for us .
I know the ad copy hooks that work really well for us . I know the headlines that work really well for us . In fact , we just gathered all of our ads data from the entire last year before we did this campaign .
I was like we're going to pull out the highest performing of all of this and I'm just going to take this and we're going to use this as the basis for this new campaign . I think that's why I have so much success is that willingness to test but also look at the data from those tasks .
What's up my friends ? Welcome back to the podcast , rick , already here . Thanks so much for tuning in today , as always . This is episode number 710 here on the show and got a returning guest here on the podcast . She's been on more times than anybody else in the history of the podcast here , neil Williams .
She's one of our coaches inside of Accelerator and she has her own business , neilwilliamscom , and Neil helps coaches automate leads and new customers coming into your coaching business so that you can sell out your coaching program . That's what she specializes in .
I did an episode with her a couple of episodes ago where we went through her sales funnel selling her $2,000 program . It was just an email funnel and she sells the crap out of it . I got so many messages from people like I want a funnel , like Neil , i want to do what Neil's doing , et cetera . For this episode .
She's been doing live launches for that same program . She's been doing some things , not only during the launch , that are different than what a lot of people do and I think are super smart , but she's also getting ridiculously good lead costs from her Facebook ads . I asked her . I want her to come on and break this down for you .
Number one what does she do during the launch in terms of ? she doesn't do a Facebook group , but she does a Slack channel , which is extremely effective for the launch . She does giveaways and all kinds of other things . We break those things down for you on the episode here today . Also , how she maps out her timeline for her launch .
Then in the second half of the interview here , we get into ads and we break down how is she getting such amazing lead costs for her live launches ? She gets the same lead costs for her live launches that she does for her free lead magnets . I don't know too many people , myself included , who are getting those types of costs .
I want her to break all that down for you here today .
If you are a coach and you're just getting started and you want to automate those leads and sales coming into your coaching business so that you can sell out your coaching business , or you're a more established online coach and you still want to automate your ads and a funnel for leads and new coaching clients selling out your program , i invite you to check out
her 100K funnel course . Just go to neililliamscom . It's N-E-I-L-L-W-I-L-L-I-A-M-S At neililliamscom . You can click right there . You can see her page for the 100K funnel course . Without further ado , let's go break down what she's doing for live launches . Here's Neal Williams .
Neal , i've heard from so many people about not the last episode we did , but the previous one when you were on talking about your funnel for selling your $2,000 program . I keep hearing like I want to do what Neal does . That is the common sentiment after people listen to that episode . They're like wait a second , i want to do that .
I love how she's doing it , meaning she's selling a $2,000 offer without a webinar or just over email . I've heard that so many times , Yeah .
I hear that too . Someone said to me the other day can I just have your funnel ? I was like no , that was hard fought , that funnel Yeah exactly Lots of iterations . That's right .
And that's really what I want to talk to you about . Welcome back to the show , by the way , thank
¶ Effective Ads and Live Launch Strategy
you .
That's what I want to talk to you about today , not that specific funnel , but you have been live launching and you've been live launching for a while and tried , just like that funnel , testing different iterations and so forth , and you really found something that you really like , based on the things that you didn't like from all the tests that you've been doing .
And I want to have a discussion about your Facebook and Instagram ads , because you do really well with your ads .
From a lead cost perspective , and I think earlier this week I mean when we're recording this earlier this week we were talking about , and I said , most people are getting lead costs for a live event , whether it's a webinar or a challenge or workshop or what have you , somewhere in like the 12 to , you know , $16 , $17 , $18 range .
Yeah .
And you're like what I know . I was like wow , i don't know , i know not numbers that large for my fund house .
I know , made me feel really good about my ads .
Yeah , as you should . So you made some changes to this workshop .
Yes .
And I'd love to know , like okay , what's the format of the workshop And what were some of the changes that you made to it ? Why did you make the changes ? And then I really want to start to break down your ads .
Yeah , so this will be the third or fourth live launch that we've done . I think I started this in the fall of last year And with any marketing strategy that I do , i think it's important for everybody to understand the reason why I do .
It is a selfish reason , and what I mean by that is I always included my marketing strategy , the skills that I really want to be building . So , for instance , like the first of last year , i wanted to get really good at creating sales calls .
So I did that and I created a really amazing sales call that people had to pay for And they wanted to show up for it at a 99% show up rate , and I did like 150 of those And I was like , okay , i'm good with that skill now .
Now I want to do something else , and so this live launching thing is just another iteration of that , of my own want and desire to build these skills for myself . So I started as a five day workshop And I really , really love to teach .
That's one of my things , that I just it's just one of my favorite things , and I get a lot of feedback from people that I am a really great teacher , that I can take complicated concepts and really kind of like drill them down and make them simple and easy to understand .
And so I was like it'd be really cool just to do a five day workshop where I can just like , totally just like love on all these coaches and help them with their ads and their funnels . And so we started that . Last fall we called it a 100K Funnel Planning Week . It was really great I think three times and it was a success every single time .
But the five days felt like a lot for me , so it wasn't just like five days of me delivering content , it was . I also have my marketing team available . We have a private Slack now that we put everybody in . We have additional calls that we do as Q and A's to make sure that everybody gets their questions answered during the week .
It's just like so much free marketing help for a whole week , and it takes a lot from me . And so after this last one you were the one that asked me you were like well , are you sure you want to do it this way , going forward , it's just like you're tired . I really am tired .
And then I got a health diagnosis which has made me rethink my entire business , my business model , and so this has been part of kind of the evolution of how these live events have changed for me . I still like the live event , i still want to build skill in it , but it's going to look a little bit different .
So this one that I'm doing this go around is three days And we're going to do that , and then after that we're going to go to a slightly different model where we're just going to do one live webinar , workshop , whatever you want to call it every single week .
So I'm just letting myself have more and more practice with that skill by blushing for , and the goal is to do it for maybe like the next six months . And so all those reasons why I've changed it .
But also one of the things that you and I were talking about , and , as you just mentioned , my ads do really well , so I get the same lead cost basically in a live for a live webinar or workshop as I do with my lead magnet . So it's just around five bucks a lead or less , and so you were like we should just keep those ads going all the time .
So I can do that with this new live launching strategy , which is one live workshop or webinar every single week . So that's kind of been the progression of the way that it's happened .
First of all , people everywhere who are listening right now are throwing up saying wait , she gets lead costs . The same lead costs , whether it's a live webinar or a workshop . That same as a lead magnet , which is very unheard of . So we're going to break that down .
Yeah .
What types of changes are you needing to make to the workshop to go from a five day to a three day ? And I think it's also important to explain , like , when you say workshop , everybody has a different definition of that . What does that mean to you in this instance here ?
Yeah , in my definition of workshop , this is not just a webinar where you sit and you listen to me .
Yeah .
Got you . We have workbooks , we have worksheets , we have things that we're actually doing together in the live classes And in this particular case , what we're doing is we're helping busy coaches create their marketing plan that they can grow their business to six figures within working 10 hours per week .
So it's literally a marketing plan that they're going to walk away with . So it's not just me teaching like talking at them . I am , but I'm helping them complete this plan and that's what they're going to take away with them at the end of the workshop . So in my opinion , it is interactive where you're actually doing work .
That's what the workshop to me means .
Is it a challenge ?
I don't necessarily call it a challenge , but I don't know what my definition of a challenge would be necessarily .
Yeah .
It's really to help coaches kind of get a boost , a jumpstart in their marketing efforts .
I love it , and the reason I bring that up is because you can really call it whatever you want it , whatever you want to call it . But that needs to come from the clarity of what the promise is Like . All right , i'm going to do this workshop , i'm going to just launch , or what have you ? What's the promise of it ?
What do I want people to walk away with ? Yeah , and you're like they're going to walk away with a marketing blueprint to that they could literally take and go start working on themselves . Yeah , and then you have an offer to join a 100K funnel , which is your course .
Yeah , of course .
But it's that clarity on the promise of this workshop .
Yeah , and I think that's something that has evolved over these different live launches that I've done .
That's where I was really struggling at the beginning was to figure out like what is the thing , like what's the juicy thing that they get to have at the end of this And the marketing plan , at least right now , based on our ads , and all of that seems to be converting very well .
I would say it's converting better than any of the other launches that we have done , so yeah .
What's so Simplified ?
message .
Simplified . Talk more about that Cause that is something that we talked about , i want to say maybe when we did talk about that funnel in the two episodes ago here where it was . It really is all about that message I just posted in the accelerator Facebook group recently where I said you know , when it comes down to it , business is at the core .
Of business is really simple .
Yes .
And it's like you have some form of expertise that you can help people with Right . What is the problem that you solve for people ? Where are those people that you can help ? Where are they hanging out so that you can be in front of them ? And then the next one I think it was number four .
It's you need to be clear on your messaging to be able to communicate very , very clearly and concisely what it is that you do and how you can help them specifically And I think this is a really good example of you continue to evolve that message of the promise of what you're doing for them so that it is so clear and so compelling , because you know your
target audience so well .
Totally And moving from the five data to three day .
¶ Condensing Content and Workshop Enhancements
What why that was really helpful for me is I had to get even more clear and more simple , simplified on my message and when I was delivering , because now I have to structure the content in that way to make sure that that's what gets delivered . So in my mind , it was like a really great mental exercise to have to do that .
You start to like when you have to simplify something down into smaller and smaller timeframes . You have to just figure out what are the main levers here , like what are the most important pieces ? What's the one thing ?
And that really really helped me in going from the five down to the three and I'm gonna do that again as I go from the three down to just like a one hour webinar in delivering this .
So I know people listening right now are like wait a minute . What is your process for doing that ? Because you're basically you're condensing it .
Yeah exactly ?
Are you removing anything or is it just a matter of simplifying it ? And I'm not trying to oversimplify what you're doing , but , like , how are you getting it from down from five days to three days to eventually one day , or , yeah , one webinar ?
I think it's a combination of all . I think I've done all three . So , for instance , there's like day one I always start with niche , because if you're gonna do advertising , if you're gonna do paid ads , you have to have a niche . Like you just can't be doing general stuff and expect ads to work . So niche is number one , and I had .
So I had to figure out how do I make the delivery of that easier and faster . This is , i think , a great exercise for all of us as entrepreneurs . So I looked at my process and I figured out how to make it even easier . I just did a lot of the work on the backend and simplified the process .
So now when I deliver it , it's a lot faster and we can get through it a lot easier , which means I have the opportunity to teach a little bit more in that one day than I did , where before It was just the one day , was just about niche . So now I get to talk about another topic in that day because I've simplified that down so much .
So I think I've done both . I think I've removed some things that I think just don't necessarily need to apply And I've looked at the main really big things , and then I've simplified how I deliver it and how people can digest it and implement it .
Yeah , in addition to that , as you get down to like the three day , yeah , you do some really cool things as part of the live workshop .
Yeah , we do .
Some things that you know some people do , but I feel like the way that you do it and also how you are communicating with the people in the launch is also quite different . What are some of those things that you're doing ?
Yeah , so again , this has all just been like an experiment and we've learned some things that worked really well and we've added some new things and taken some things out . But some of the things that we have kept consistently because they've worked really well is we add a private Slack channel for everybody who registers .
And the reason why I like that is because this is a workshop where it's again like my expectations and it's not just me like delivering content and teaching at you , but you're actually like doing the marketing work that we're doing it together in class . And if you don't get it done during class , we have the Slack channel for you to go to and ask questions .
And I'm in there , my whole marketing team is in there , and so the idea is you get your questions answered to make sure you get that marketing work done over the course of those days . So that's been super popular .
People have like that's a heavy lift for me , quite honestly , because I have hundreds of Slack messages to answer , but I think it's been wildly valuable for everybody who has registered , and so we're just going to continue that piece as well .
Did you ever try a Facebook group ?
I never did a Facebook group because I don't like Facebook groups .
Okay , is that why you chose a Slack channel ?
It is because I knew it . I already had it , It seemed easy for me to do And it's worked out really well .
Did you ever get any feedback or pushback from people who are like I don't know Slack or I don't have Slack ?
There's been a few people , but if you know my director of operations , kelly she's so amazing She'll just like she records this little video . we pin it to the Slack top of the Slack channel . Here's how to use Slack if you're new to it .
Yeah .
Like you know so , and most people , most , i mean . we've had maybe a couple of handful who haven't known how to use Slack . The majority of people do know how to use it .
What I love about I mean , we use Slack in our business every single day , like I'm a huge fan of Slack And I . what I love about the fact that you're holding the community in the Slack channel is , i don't know .
there's something about the simplicity of it where , when people are in Slack unlike Facebook group Facebook group you got all the noise coming in their feed and stuff like that , and so if they see a message , if you're doing a community in the group , then you're lucky , whereas , yeah , somebody who uses Slack a lot , if it's still gonna be like they'll still get
the announcements within a different workspace in there . However , it's its own dedicated workspace . You can see it right there . You go to it and it is like I know why I'm here and the discussion in this tool that I'm focused on right now is only for this workshop . Right right And I like it .
And you can obviously communicate to everybody Yep All at once , all at one time , really easily , and you're not limited to that , you're not limited to like how many times you can do that .
Yeah .
Yeah .
Yeah , so for that reason and also the other thing is I I really want them to see , like , the experience of working with me and with my team and what that's like .
And when they join , my course we put them in a private Slack channel And so they already have the experience of what it's like during the workshop to have that high touch and get people answering their questions Smart , And so to me it just seemed like a natural place to put them .
I like it , you also do it So .
Slack has been amazing .
Yeah , do giveaways , we do giveaways .
So we do something called a rafflecopter . So this was new . Our last launch I didn't even know what this was , but Kelly , my director of operations , was like let's try this out . And I was like , okay , and so the way that we do it is every single day we'll have them .
We like give them a link and it's on the that workshop assets page which has all the replays , it has the workbooks , it has all the things . And we post the link to the rafflecopter and they go in and they just answer some questions And it's really kind of like a checking off . Like checking off the to view is like did you finish your niche worksheet ?
Did you finish your offer worksheet ? Did you watch ? did you attend live , did you watch the replay ? And they get points for every single thing that they checked off . They submit their entry And then we have daily drawings , so giveaways for things .
So we just go in , i go in the morning before the next live content day and I pick a winner and then I announce it on the workshop And it's super fun I had , i enjoyed it , we had a ton of engagement with those . People loved it last time . So we're definitely going to include that again .
What are examples of things that you give away ?
So we gave away first , when we were like we do like a pre workshop giveaway , so everybody who's in in Slack , we it was like the like 24 hours in advance or 48 hours in advance , something like that . We post in Slack the rafflecopter link and we're like enter this drawing and we ask them do some things in advance .
And then they got like a $50 Amazon gift card . So it was like before we even started the event you get excited and to get them knowing how to use rafflecopter and used to using that and seeing messages in Slack and you know kind of like treating them how we're going to be doing this .
And then , throughout the the days , we give away like I gave away a Samsung PXD one headset , which is the headset I use for all of my coaching calls . We've given away ads , graphics , we've given away subscriptions to some AI tools . We've given away all like just all kinds of different things And it's really popular . People love it .
You get hundreds of like entries for different things .
We had , yeah , we had like 800 entries on one of them And like , yeah , it was very like I'm saying , there was a lot of engagement with these .
So when this is an external link that they have to go to in order to do like their checkmarks and stuff like that , it's not easy to do to get them to go over to another site to do this . How do you get such high engagement on that ?
I don't know . I mean , it was just like the first time that we did it . I think what we tried to do is make it really simple , right ? So as soon as they opt in , even in the confirmation email , we're like bookmark this page , this page has everything on it , and so we put the links for everything there .
We also like post it in Slack and we give them , like we pin it in Slack So it's easy for them to find . And I will also mention it during the live content portion as well . Like I saw a , we reminded them and then I sent out a reminder email . I'm like don't forget to enter your RaffleCopter to win them , whatever . So there's multiple touch points .
I think that if they don't see an email , then they might see the Slack or they might be on live . So I think that we have come at it from multiple places . The other thing that we do is SMS .
So I did that last go around and I think that contributed to the higher show up rates and the higher engagement rates , and so we'll just send out a text that says Hey , did you fill out your RaffleCopter ? Here's the link in case you didn't .
So Oh , okay , yeah , I like that . So , yeah , i was just going to say so what ? how else are you using the SMS text messaging in terms of outside of like , reminder of like of today's workshop , or what have you ?
Yeah , so we're not really , we were really mostly just using it for reminders that we're going live , what we're going to cover . Catch the replay , do your RaffleCopter . We did do during the last launch .
I did take the group of people who was , like , the most engaged in Slack And , if I could , if I had their text number , i just texted them a little message .
Okay .
Just to check in on them and just to see , like you know , if they had any questions about 100K funnel course , which is what I was promoting at the end of that , just for another touch point with them . What ? That was the only other way that we did that .
What SMS tool are you using ?
We are using something called ClickSend .
Okay , easy to set up .
Really easy to set up . Yeah , super easy to use . You can just do a quick broadcast , you can schedule things . It's kind of like in my mind . It's like the way email CRM works , like similar functionality , and so for me it was pretty easy just to set up .
So you're doing the Slack channel Rafflecopter , which I love the name . They're not a sponsor of the show Giveaways . You're doing SMS . Anything else that you're doing .
I think that's it , besides , just the live content portion . Yeah , and of course we're emailing or emailing reminders and things like that .
And everyone always loves to know when they hear other people's timeline during a live launch , what's the timeline that you've been working off of ?
So from , like we try to do , pre-launch content on the podcast about six weeks in advance .
What's the name of the podcast ?
The Six Figure Coach podcast . So we try to talk about topics that we're going to be covering inside of the workshop and maybe feature some student testimonials and things like that . And then , two weeks in advance , we start our ads . So we give ourselves a good And this time we actually started them 16 days in advance Because it was a brand new .
We changed up our landing page . This time around It was different messaging , so I just wanted to give myself a little extra time in case I needed to swap some stuff out and do some testing . But it's running amazing .
So , two weeks-ish for ads , and then we also do an email promotion to our entire list , starting 10 days prior to the first day of live content . And then of course I have email nurture sequences going to everybody who registered , because if somebody registered two weeks in advance , i want them to have it top of mind still before .
I don't want them to drop off .
So this sounds like a lot of work to set all this up , which it is , but I also want to point out to people that , since you're iterating and you're testing this different elements you do all that work upfront once And then it's not .
As I mean , it's still a lot of work , but not as much work on the subsequent times that you're launching , because you've done the majority of all that Setting up in the emails and so forth the first time .
Yeah , you're just copying what you did before mostly . I mean maybe you'll swap out a headline or swap out some content or something . But yeah , this time it's been the easiest so far because we've done enough times that now I have all of the assets and I just copy in . Yeah , reuse them mostly .
¶ Optimizing Ad Campaign Setup and Targeting
Okay , so we have to talk about the ads .
One of my favorite topics .
I know That's why I'm kind of laughing right now , because it's like we can geek out on this stuff . So you just mentioned that you changed the landing page and stuff like that Let's first start out with . Let's get super basic , like how do you set up , what's the setup of the campaign ? look like Like super tactical .
Right now You've got a campaign how many ad sets , how many ads ?
Yeah . So I will tell you about this campaign . It's a little different . Of course it's involved because we've learned as we've gone through , so it's just at the campaign level . Obviously I'm doing a lead campaign , lead generation campaign . That's how we're setting it up , and we have one ad set that we typically start with .
It's a really good , it's our good kind of like test audience that we know we can usually get pretty good results with . And then we typically have five to six different ads that we start with .
So we let that run for a few days , we look for the winners and then we turn off some that are performing very well And then , after we have I think I mentioned this on one of the other shows that we did After we have like a few days and again , like with a webinar registration . It's a little bit different because you have a shortened time frame here .
It's not like we're just running forever , but after about four days , maybe five days worth of data , if it's converting really well , then we duplicate the ad set and we add a wide , open , cold audience And then those ad sets are kind of like running in tandem in that campaign , kind of driving that open . One is driving down the cost of the other one .
So I know people are reaching down on their phone to click rewind that 15 seconds or whatever , or they're hitting it on the screen in their car . So if , when you find the winners after say , four days or so , you duplicate it , into which kind of ad set ?
So I duplicate the at the ad set level . I duplicate bring over those ads because I don't want anything to change there .
And .
I just have a wide open , cold audience like literally wide open . It's like certain locations like the US , canada , australia , maybe Europe , and then I mean I don't even really do anything with age , i don't do anything with gender . The only other thing I do is I put English in the speaking part and that is literally it .
So you put all the countries in there . I mean not all the countries , but like the big five basically .
I picked the big five , yeah .
And how does that do for you ?
It does really well .
So this is something I was leading Neil there for a while listening Like this is something I've talked about here on the show . The reason that that works so well .
Number one is , you know , facebook's AI , facebook's algorithm , is so smart to like you know you've heard me here on this talk about in the show before The creative is the new targeting And it's not even new .
I mean , this has been this way for the past couple of years , but it's have really good creative , be testing creative and let the creative , let the algorithm , using the creative , i should say , find you the people that you want to be reaching . And so that's number one .
Number two is when you have one in the same campaign you have , like , like Neil mentioned , she's got one ad set that she knows works pretty well , like the audience is there , and so now , once you get some traction , there starts and you know , duplicates the ad set , wide open audience .
Now that wide open audience ad set is learning from the other ad set that's performing really well . And so that's the second element to this of why this works so well .
Totally . And now we do this . We pretty much do this process with every single campaign that we do . Yeah , because it's worked so well for us .
How long did it take you to find that you know the ad set where you have the target audiences in there that you know work pretty well ? Like , how long did it take you to find that Not very long .
I mean I was testing audiences last year a lot more And we have basically two primary ones that we know for sure work really well . So I would say we tested those , you know , maybe in a couple of different campaigns that didn't take us very long to find ones that worked . I mean , i kind of knew what ones would work .
Yeah , yeah , just confirm me out with those campaigns . And the other thing that I want everyone to hear is you have to understand , like I've been doing ads for a long time right now , like I've done lots of testing , and so I would even say last year I was , i was really really engaged in testing .
Even though I had ads that worked really well , i was still really engaged in testing And what I have found is kind of like the winning combinations that work for us . So , and knowing that feels so empowering because even though this is a brand new campaign , it's not it's not the same campaign that I use with work , because it's a different landing page .
Yep .
It's different assets right .
¶ Achieving High Conversions Through Data Analysis
I felt pretty confident that we would have a high converting campaign because I know the creative that works . I know the creative down to like words that work really well for us . I know the ad copy hooks that work really well for us . I know the headlines that work really well for us .
In fact , we just gathered all of our ads data from the entire last year before we do this campaign And I was like we're gonna pull out the highest performing of all of this and I'm just going to take this and we're going to use this as the basis for this new campaign .
Yeah .
And I think that's why I have so much success is that willingness to test , but also look at the data from those tests .
I feel like we should be . we could literally stop the episode right there , because it's like . that is like to my ears . And here's the thing is like starting two weeks out for a launch , starting two weeks out from .
you know , day one of the launch to get registrations with ads is not the same as it used to be , where you could go from like not running ads at all And then okay , cool I am .
you know , it used to be like nine days out , maybe 10 days out , and then you would start your testing for three days and then you would start to scale and then you are hitting your , your , your spiking your spend , as you know in the past , or the last three days or so , and then you're good .
Then you have all the people like it's not , that doesn't work anymore .
Yeah .
And just to kind of reiterate what you just said , neil , is like this works for you and you're able to start it two weeks out because you run ads regularly and you do testing And so you know generally what work . like you just mentioned , you know words that work , the headlines and all that different type of stuff Totally .
It's so key , and so I just want to point that out , because this is not like Neil just starting out with ads and seeing amazing results . It's possible , but you've been , you know , like you said , like you spent all last year basically testing all these different types of things .
And I also want to point out and I want you to share , if you're cool with it , like your lead cost here in just a minute .
Oh yeah , of course , the reason that you and this is so important when you say looking at the data the reason that you switched out your or changed up your landing page , is that the last time you launched , you said all my numbers were really good .
However , if I brought up the landing page conversion rate , my overall launch numbers would have been way higher .
They would have doubled .
That's amazing . That's such great information , because it's now like I don't have to fix seven things I can focus on . all right , let's try to bring up the landing page conversion rate , because I know that if I do that , then my overall results from the launch are going to be double , as you just mentioned in this case here .
The truth is , i had set a very big goal for last launch , which is my new goal for this launch , which won't be my goal until I hit it . Our ads did not convert as well as we wanted . It wasn't necessarily ads , but it was the landing page conversion rate . that was the one thing that was like the sticky point .
We just didn't get it to work the way that we wanted to . We didn't have the number of registrations that I had expected to have where I was planning my money goal around , so it was totally fine . It was still wildly successful for us . I think we had almost a 10 times row as Our lead to sale conversion .
our earnings per lead was somewhere around $75 , $78 , so still no complaints whatsoever . But , it's really interesting when we went back and we reflected on all the stats and we're like , oh my gosh , if this landing page conversion rate would have been at your normal landing page conversion rate , all of this would have doubled , would have been huge .
I would have easily hit that goal . Again , it's all just learning and I was never upset about that . It's just oh , i guess I need a different landing page .
It's time . How is it converting now ?
So before I was really struggling to get it to convert at 20 percent , My landing page is typically convert like 40 plus . Sometimes I even had one that was converting at like 90 , some percent , which is bananas and we haven't been able to recreate that . But now this one's converting between 30 and 35 percent .
Cold traffic No cold traffic , so way closer to what my typical conversion rate is .
And what's your lead cost ?
My lead cost is under $5 .
It's under $5 now For a live workshop . Yes , that is like people are rolling their eyes right now Like I would love to see that for my free lead magnet . So with lead costs , that well , like
¶ Ads and Profitable Funnel Creation
that great . You mentioned before that you're running like five . You start off running five to six ads in one ad set . Now a lot of people listening right now might be like wait a minute , Rick , you always say that's too many . Yeah , However , all perspective here , right , Depends a lot on your daily budget . Yes , What you're spending .
So what kind of daily budget are you looking at ?
So again , I don't necessarily say that this is right for everybody , But again I'm pretty confident in my ads at this point . So , I started off with like a $250 per day budget , so to have five to six ads is totally fine .
Yeah , and it wasn't too much And I wouldn't go over six . Yeah .
But a mistake I see people making is that they're running ads for like $50 a day But they have four to five ads in there , which I would bring that down a little bit , because we have to remember that when we're running ad campaigns at an ad set budget meaning we're setting the budget at the ad set level And let's just say it's $50 and you have four ads
in there , well , that $50 is going to be broken up , let's just say roughly evenly between four ads getting . Say , well , it was a $12-ish per ad , right , which isn't a lot of data , Exactly , Exactly . We're not giving the algorithm substantial opportunity to gather that data and get some results so that we know whether this is actually working or not .
So why do you think , outside of all the testing and stuff if someone's like just boil this down for me , Neil how you get such great results on your ads running to a live lunch ? Yeah .
Well , i think it comes back to the fundamentals of marketing is you have to understand your niche and you have to create an offer that they want . So everything that we're doing with our ads I see people make this mistake all the time .
They're like ads don't work for me And when I dig into it I'm like I actually don't think it's the ad , i think it's the offer in the ad that's not working Right . So 50-50 , whether it's the offer or the ads . You know the problem there .
Yep .
So I always say make sure that you have something that people really want if you're going to drive ads to it , because if it's not something people want , it's going to be very like I don't even know that it's possible to spend enough money to try and make it work , even a little bit Like it's just not going to work .
Yeah .
And so I think that it goes back to being very targeted with your niche and having an offer that is really juicy and compelling to that niche , and then when you stack the ads on top of it and you've done the testing and you know what works for your people , it's just a winning combination .
Yeah , fundamentals of marketing . It's not necessarily pressing specific buttons or what have you in ads manager ? No , fundamentals of marketing that will make your ad campaign work much better .
Totally And testing and really figuring out what are those components , What are the creative types that really work for yours , For whatever odd reason . for me it's static or GIFs .
Yeah .
Videos just don't work very well . I'll keep testing them , but we just don't find success . And then it's understanding , like , within that creative type , is there certain images that work ? Are there colors that work ?
Are there certain words that are like key words , you know , like those sound bites that really , like your people , are compelled to take action from ?
Yeah .
And then it's the ad copy . Like those are the main components .
Yeah .
Yeah .
I love it . So what is what you mentioned it before you , all of this you're doing to sell your 100K funnel program , right ? Tell us a little bit more about that .
Yeah , So my 100K funnel course is really a course that teaches all of this that I'm doing right . The reason why I'm able to do this is because I figured all these things out and I teach all of that inside 100K funnel . So that course is really designed to help someone build and launch profitable ads and an automated marketing funnel in 30 days .
For their coaching business .
For their coaching business . That's right .
Yeah .
So I want to make sure that I'm clear about this , because my CFO pointed this out to me at the day I'm actually my marketing is really spot on . This is not for someone a coach who's like I just want to do general coaching and have like just general life coaching . I just don't think ads in a funnel work for that type of business model .
But if you're a coach who wants to create a program and is ready to niche down and really start diving into the marketing part of business , then this is a course that would benefit you Yeah .
So what are you teaching them exactly ? in the course You mentioned ads in a funnel .
Yeah .
This is the missing piece for so many people . I would say this course is not knowing what knowing what to know about the course . This is not for people who don't want to do ads Like I , just want to do this organically and build social media . Amazing , go for it , but it's not for that person .
No , it is not .
Yeah , and this is what's worked for you , like you're sharing what's worked for you and you're breaking it , that you're teaching people how to do this for their coaching business .
Yeah , totally Yeah . So we start , like we start at the very beginning from niche again , making sure that you have a niche , because it's very hard to make ads and funnels work without a marketing niche . And then we build your offer , your program offer , and then from there we build up the assets of your funnel .
So that's your lead magnets And we look at your , we create your email sequences , your nurture sequence , your pitch sequence , we look at your landing pages and your ad copy and your sales pages , like literally all the assets inside of the marketing funnel itself , and we help you put them all together .
And then , once that's built and launched , then you're in phase two , like the law , the bill is what we call phase one And then phase two .
People are always like I got it , i'm done , and I'm like , yeah , it's amazing , like we should totally celebrate that you have that live And we have a whole lot of work left ahead of us , which is the same phase , and so we support you in that understanding what metrics to look at and troubleshooting like okay , this is what's happening with my ads , what do
you think I should do ? This is what's happening with my email open rates or my click rates , or whatever , and this is what . What do you think I should do here ? So there's that whole process there as well .
Would you say this is also for coaches , who maybe they have an established coaching business now but they're not . They don't have that sort of steady stream of leads and coaching clients coming in on a consistent basis .
Totally , and I would say that's probably like the sweet spot of our market is . I mean , we have a lot of people who come in who don't have a program yet , which is fine . We have the resources to help them build that .
But I think the people who find the faster success with the course are those who are already like they know who their people are , they have some some program . almost everybody that comes in is like I had a program and I thought it was amazing .
but then I watched this module on this thing and I have like a million new ideas And so they do end up like refining it or changing it a bit which is great , so fun . But then if you have that , it's just a matter of getting traffic to it Right .
And that's the ads job is getting the traffic into your funnel and walking your person through that journey from not even knowing who you are to knowing you , liking you , trusting you and being ready to buy , whatever the thing is that you have to sell on the backend . So that whole process .
We were talking the other day and you said something , or I don't know . One of us said something . It's like you can't help people if people don't know about you . That's right . It sounds so obvious . But , like , can you break it ?
Like , if you think about like that , it's like Oh yeah , it's true , i need to let people know about me and what I do and who I am and how I help people .
Yeah , like we don't want you to be the best kept secret on the internet . Yeah , actually , we want people to know who you are and what you do .
Just reminds her real quick . My wife went over to it to tour a gym right near our house this morning because she'd never been there before And it was one of those like it's really , really nice , but it's a like there's no one at the front desk . It's like a you have a card to get into it . It's like 24 hour access to it .
And she mentioned like the person that gave the tour couldn't have cared less , like it was almost . She said to me she's like I almost felt like they're trying to keep it the best kept secret And I was like well , i hope this person isn't in sales because that's not a great , you know it's not a really good sale strategy here .
Hopefully that's not their marketing or sales person . Yeah , exactly .
So where can coaches go to get the program ?
So if they want a hundred K funnel course , they can go to my website at Neil Williams dot com , And if they're not ready to buy a course , they want to listen and get some free help . Of course I have my podcast It's called the six figure coach that they could listen to as well .
Awesome . I will link those links in the show notes for today's episode . Always fun , neil . We can talk about this stuff forever , so thank you for coming back on the show . I appreciate it .
Thanks so much for having me .
All right , If you're a coach , as I mentioned , as we were just talking about definitely check out her program 100 K funnel . Go to her website , Neil Williams dot com . Click on the hundred K funnel . Also , check out her podcast , which is weekly with great content . It's the six figure , six figure coach podcast Always good stuff .
And , as you can tell , Neil is just , she is a student of mastering different things And she's been working really hard on mastering the skill of ads And I really think that she's tracked the code here And she teaches all that stuff for coaches inside of the hundred K funnel course . So really good stuff . Thank you for listening , As always . I appreciate you .
Until next time , my friend . Be well and I'll talk to you soon .