[Case Study] — How An Expert Sold $80,000 Worth Of Coaching In First 30 Days Using ‘Facebook Customer Ascension System’

If you’re an Expert, an Industry Leader, or a Professional — chances are — you’re spending more than 80% of your overall marketing budget on activities that don’t result in positive return of investment.

Recently, I had a consultation call with an Expert who struggled with setting up a campaign (broad targeting) and this is what happened:

As you can see, it wasn’t good at all. $150 for a webinar registration?

To avoid this happening to you, you’ve got to understand that Facebook Marketing is much more than just setting up campaigns in Power Editor. If you learn to understand essential principles of customer sales cycles — you’ll be able to create winning campaigns and rapidly grow your business. And that’s what I want to share with you today.

In the next couple of paragraphs, I’ll show you exactly what it takes to successfully sell at least one $10,000 coaching program a week to people who never heard of you before.

So, let’s get started.

1. STRATEGY

A few months ago, client came to us asking if we could help him sell his new coaching program. Three weeks later, he made a funnel as I suggested, and we tested it out. After initial tests which proved the funnel works, we started to optimize it and applied the “Facebook Customer Ascension System”.

A simple goal of this system is to ascent people from not knowing anything about you to become your raving fans and buyers.

And here’s how the process looks like:

• AWARENESS — First stage is awareness where we create first contact between you and potential clients. Main goals of this stage is to provide value, build trust and create position in their mind that you’re either a top provider or have a top solution for a problem they have.
• CONSIDERATION — Second stage is consideration. After they’ve seen your ads for four or five times and consumed your content they know that you can provide solution for their problem. Now you need to offer them an irresistible offer in the form of webinar and content. Since they already know who you are and what you do, you will have a lot cheaper webinar registrations and higher webinar attendance rate. At the finish of this stage — you have hot leads.
• PURCHASE — Third stage is conversion. This is what happens after they watch 1–2 hours of your content. They are really hot leads now and you need to get them on the phone to sell as soon as possible. Since most of them won’t take action right away — you have to keep nurturing them. This means segmenting people based on actions they’ve taken after the webinar. Also, you want to get them back to the irresistible offer during the time and improve your numbers.

Now, let’s explain of each of steps separately and connect them with Facebook campaigns.

2. AWARENESS — Promoting Articles & Videos

Start off your marketing campaign by sending people to the content that provides real value to your target audience. That’s all.

Break your webinar presentation into 3 main topics and create a blog post announcing each separately. At this step, our main goal was just to become recognizable so once we start running direct-response campaigns with a goal to get registrations, things are much easier.

As you can see, even if our goal wasn’t collecting leads here, but provide value and reach all the audience — we successfully collected 275 webinar registrations which resulted into 159 show-ups and 18 high-quality applications for a strategy call.

Those people who go through the entire process know exactly WHO you’re, WHAT you provide and HOW MUCH you charge for a product or a service. And best of all — they’re qualifying themselves to you.

As the time went by — all costs dramatically went up (it happens) so we decided to run a video campaign promoting the same blog posts by using a different „market call“.

That strategy resulted in full applications (pixel fired a bit incorrectly here) at even better price — $73.69 per a full appointment.

Also, your personal brand gets a lot of exposure and engagement + you can retarget those video viewers later.

3. CONSIDERATION — Direct Webinar Registration Campaign

People who already saw your valuable content will recall it once you run your direct-response campaigns with a goal to get them to register for a webinar. If you provided good value upfront — they’ll listen what you got to say.

Here’s the proof.

If you’re willing to pay 5–8 USD to get registrations — there’s a big possibility that you’ll get results like this.

1313 webinar registrations in this direct-response campaign resulted into 83 high-quality full applications for a strategy session. Those were full form applications.

Another metrics that were important for us:

• Number of people who attended the webinar — 897
• Number of people who scheduled a call, but didn’t fill out the full form — 91

Don’t forget to retarget all the website visitors, because you’ll literally leave money on the table if you don’t do that correctly.

This retargeting campaign resulted in another 109 webinar registrations, 85 show-ups, and 12 full applications.

4. PURCHASE — Dynamical Behavior Retargeting

And now we’re coming to the most important part of each campaign — dynamical behavior retargeting. Dynamical behavior retargeting requires some technical skills and you should know to work with Website Custom Audiences.

If you segment your leads the right way, you’ll be easily able to treat and approach them differently based on the activities/actions they made in the past. Also, be sure that you defined the reasons why people didn’t buy your product or apply for your strategy session.

Reasons can vary, but most common are:

• They don’t trust you enough
• You didn’t touch them emotionally
• They’re not sure about the benefits
• They’re not sure that your product/service is right for them
• Something „out of your control“ happened and interrupted them

If you can define all possible reasons — use that in your retargeting sequence. You’ll be surprised with the results that you’ll get.

This particular campaign resulted in 89 ScheduleOnce appointments at $15.11 and 49 full registrations at $27.45 each.

Almost 50% of all results we got came through this campaign.

The other thing that you should do here is set up content free sequences to nurture them over the time. Testimonial videos are the best way to achieve it. You’ll also get a lot of phone calls through that campaign with a right call to action in the ads.

FINAL RESULTS?

After 3 months of running this campaign — we successfully generated 1,810 emails, 228 ScheduleOnce Appointments, and 178 high-quality full applications for a strategy session call.

Overall the front-end revenue was $80,000 in first 30 days and ROI was about 2200%, but can’t share all the numbers from the back-end. There are still many on-going deals, so the numbers are not final.

IN SUMMARY…

Running profitable Facebook campaigns for Experts (selling info, coaching, event or a service) can be hard sometimes even for well-established businesses. Stay focused on providing value and ascending people during the entire sales journey. Eventually, you’ll convert your leads into high-paying customers.

What is your unique strategy for getting new clients? Do you know what works and what doesn’t work in your business?

If you have any questions — feel free to write them in the comments! I’d love to hear from you!

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