I’ve been running Facebook ads for myself and clients for over 3 years now. And here’s a classic mistake that I see over and over again. This mistake can cost you a lot of money. This mistake might make you say, “Facebook ads don’t work.” This mistake is HUGE. And it’s totally avoidable. Ready to hear what it is?
A fantastic landing page is so important to growing your email list and business.
And, if you’re going to be running Facebook ads, your landing page can either cost or earn you a lot of money.
I see sooooo many landing pages that are just disasters. And people can’t understand why they’re not getting more signups for their lists.
Fortunately, many of these problems are easily fixed by a fantastic tool. I’ve included a recommendation + affiliate link in this post because I really believe that using this tool will take care of all 5 tips for you at once.
Let’s dive into the 5 tips and take your landing pages to the next level!
Tip #1: Hide the navigation.
I’m talking about the links at the top of your page that probably say something like “Home”, “About”, “Services”, etc. You do NOT want those links on your landing page.
Why? Because you don’t want your potential new subscriber to get distracted and click into some other part of your website without signing up.
So, hide that navigation. If you’re not sure how, then keep reading because I’ve got a tool for you that makes everything easier.
Tip #2: NO pop ups!
Using FB ads to send users to a page with a pop up is actually against Facebook ad policy! It could get your account shut down!
There’s a time and a place for pop-ups (like on your blog), but your landing page is not that place.
I actually had a client book a coaching session with me to get feedback on her ads. And she had a pop up on her landing page. The pop up was installed on her entire site and she didn’t know how to take it down.
So, she signed up for LeadPages (more on that in a minute) and now she’s seriously growing her list!
Tip #4: Keep it simple and clear.
I see a lot of entrepreneurs who create landing pages that read more like a long-form sales page than a page that is meant to have a visitor sign up for a freebie.
You don’t have to work that hard to sell a freebie.
The landing pages that I see working well are simple and get straight to the point.
If you’re running ads or sharing your landing page on social media, then remember that the people who visit the page are highly distracted.
Be clear. Make it really easy and obvious what people get when they sign up and where they should click to do it.
And please, for the love of goddess, use a font that’s easy to read! ;)
Tip #5: Know your conversion rate.
Conversion rate is the number of people who sign up divided by the number of people who visit the page.
A decent landing page should get you at least a 25% conversion rate. Of course, it’s possible to do much better!
But if your landing page is converting under 25%, then you better do some testing and find a better page.
If you run ads to a low-converting landing page, you’re throwing away money! So, make some changes to your page and test different versions until you find a winning combination.
Ok, so those are my best practices for creating an awesome landing page.
If your head is starting to spin and you’re wondering how in the world you’re going to create a page with all of these elements, never fear!
I’ve got a recommendation.
This is a tool that already integrates ALL of these best practices for you! They have beautiful templates that you can customize to your colors and style.
With LeadPages, it’s super easy to track your conversions and know exactly how well your page is doing.
And they even have a super cool split testing feature to help you figure out which page is going to convert the best!
I went through a phase where I didn’t use LeadPages, I just built my landing pages on my main website. But I’ve come back to it because it’s just so easy to implement all 5 of these tips!
And the pages that I’ve created have converted SO well.
I just made a new one for my art business last month. So far 648 people have visited and 272 have signed up. That’s a 42% conversion rate! Woot!
So, if you’d like a free trial of LeadPages to see if it’s a good fit for your business, you can check it out here.
Once you get your landing page rocking, you’ll want to think about running Facebook ads to grow your list even faster! Grab a free copy of my List Building Ads Checklist below.
When you're first learning Facebook ads, you might feel like you have to learn a whole new language to understand what's going on!
Don't worry. I've got you covered.
Here are 6 of the most important terms that you need to know, use and understand as you set up your Facebook ads.
Understanding these terms and using these components in your ads will help you to grow your audience and make more sales!
I just finished launching my brand new program, Attract Your Tribe. I opened it for the first time in mid-April and had 6 new members join. Then I promoted for another 10 days in late April and found 10 more members. Currently, we have a total of 16 people.
And I feel pretty awesome about it. Some of the strategies that I used to grow Attract Your Tribe might surprise you, so I wanted to give you a behind-the-scenes look at how I got my program started and began attracting my very own tribe!
By the way, I live journaled this inside a closed Facebook group and all of my posts and videos are still there!
If you like this post and want even more details about my launch, how I handled the up-and-down emotions and my favorite woo woo tools to stay sane, you can join my group here.
First, a little about the program itself. Attract Your Tribe is a monthly membership program where I give Facebook ads training, support, accountability and some fun magical stuff like meditations and full moon energy clearing.
I explain this because I’m going to share some numbers with you and you’ll want to keep in mind that my members are going to pay me monthly. Which is a win-win for everyone. I get recurring monthly income (as long as they like and want the program) and they have a lower cost to get started.
Can you relate to this scenario?
Starting in April 2018, this was a brand new program.
I’m still in my first year of business as a Facebook Ads Specialist.
I don’t have a huge list or Facebook page. In fact, these are both pretty tiny compared to more established marketers.
I also don’t have a big budget to run my own Facebook ads yet.
And, I don’t know if you’ve tried, but it’s hard to get many people to join a group program when you don’t have a very big audience!
Here’s how the numbers typically go:
When you launch a group program, you might expect 2-5% of your email list to join.
This could be higher if your offer is really great. But if it’s your very first time launching, you might be closer to 2% or even less if you’ve missed the mark with your offer. (I know! It’s happened to me in the past!)
If that were the case, I would only have 4-6 people in my program right now, based on the size of my email list at the time.
So how did I manage to get 16 members?
Let’s talk about Phase 1 of my launch plan.
To get my first 6 members, I sent 1 email to my list and did 0 Facebook ads. I wanted to get my first members through more personal interactions and then reinvest some of that revenue into some ads in Phase 2 of my launch.
On April 8, I sent an email to my list, which was 251 subscribers at the time.
I teased the new program just a bit and asked people to reply to me to hear more.
This worked really well! I had 7 replies and 3 of those people ended up joining within a few days.
Then I sent out personal emails to all the people who had been beta testers for my first Facebook ads course. That didn’t work quite as well as I expected. I had 1 member join from almost 50 personal emails that I sent out.
1 more joined from a post in my Facebook group and 1 more joined from a face-to-face conversation (she’s my acupuncturist!).
After my first 6 joined, I took a little break for a little over a week. #selfcareissexy
Phase 2 of my launch plan
Then, I started Phase 2 of my launch plan which was to get the word out on a bigger scale. I wanted to send more emails to my list, run Facebook ads and post in Facebook groups.
On April 26, I started running some Facebook ads to build awareness of my new program. I targeted my warm audiences with a traffic ad to get people to click through to the sales page.
On the surface, these did well. I spent about $20, had 44 people click through and paid an average of $.45/click.
However, when I ran my report inside Ads Manager, I didn’t see any purchases attributed to these ads. Which means that no one who clicked to the sales page actually joined Attract Your Tribe. At least not yet.
From April 28 - May 5, I sent a few emails to my list and mentioned the program.
I also ran another ad to my warm audiences that talked about the full moon energy clearing in Attract Your Tribe. I spent about $12 and didn’t have any new members join directly from those ads.
Then, I had the idea to do a free live workshop called “Are You Ready for Facebook Ads?”
I ran some Facebook ads for the workshop. But only for a couple of days because it was a last-minute inspiration. 6 subscribers came from spending $17. The cost per subscriber was $2.81, which is pretty average.
At first I felt like those ads weren’t worth it. Then I pulled my report and looked closer. It looks like 1 of those 6 subscribers ended up becoming a member a couple of days later. So, spending $17 to get 6 subscribers and 1 new member was totally worth it!
The main place that I got people signed up for the workshop was Facebook groups! I posted about it in a few groups but most of them came from just one group.
I ended up having 52 people sign up for the workshop! That was huge list growth considering I only had 251 people when I started.
So, then I did the free live workshop and sent out the replay.
I had 5 people join Attract Your Tribe who joined my list from the workshop promo.
5 people out of 52 signups is almost a 10% conversion rate! Whoa! I just calculated that and didn’t even realize how effective that was. I’m DEFINITELY doing more of those workshops in the future.
I ran more ads for the last 2 days before I closed enrollment.
I spent $20 and had 2 people join on the very last day it was open. Finally, my ads worked like I hoped!
In those last few emails before I closed Attract Your Tribe, I had 3 more people join who had been on my list for a few months and decided to jump in while it was still open.
And then, I had 2 more people join who weren’t on my list originally or signed up for the workshop.
These came from a referral from a business coach who I met in a Facebook group.
Ok, so that was an idea of where my 16 came from.
But here's what I haven't told you yet...
My last 10 members came in at the last possible moment!
I did all these ads and ran the workshop and posted in Facebook groups from April 26 - May 4, and I didn’t even get one new member. I started to get worried.
But then, it all turned around! Suddenly, I had 10 new members join from those efforts and it all turned out to be totally worth it!
So, here are the totals from my launch.
16 new members
52 new email subscribers
$68 in Facebook ad spend
$1,282 in revenue + future monthly recurring payments
Many emails, posts and conversations in Facebook groups, my business page, my personal page and messenger
My main takeaways for the future…
Keep connecting in Facebook groups! Most of my new email subscribers and the majority of my new members came through relationships that I developed in Facebook groups over the last 3 years.
Keep doing those live workshops! That workshop was fun, easy and had a great conversion rate. I’m definitely going to do more of those in my next launch.
Keep testing Facebook ads. My ads were worth it in the end, but didn’t convert to buyers until the very last day. I worried that I wasted that money and wouldn’t make anything back! But I just needed to be patient.
I invested $68 and had 3 people join after clicking on an ad for a total of $165 in revenue. My Return On Ad Spend was 2.43, which means I made just over double what I spent. And, that’s ok. I usually try to shoot for a 4+ on ROAS, meaning that I want to earn back 4 times what I spend on my ads.
However, the news gets better when we consider that this is an ongoing program. I’ll make $165 each month as long as those 3 people stick around. So, then my ROAS is pretty phenomenal!
If they all stay for one more month, my ROAS will be 4.85. If they stay for 6 months, my ROAS will be 14.5!
Since this is a new program, I don’t know how long people will stay and remain monthly paying members.
Of course, I hope they’ll stay forever! But I know that life happens and people grow and change so I know that some of them will move on eventually and cancel their subscriptions.
In the coming months, I’ll be tracking my membership renewal rate to figure out the average number of months that a new member stays in the program. Then, I’ll be able to use these numbers to better analyze my results and ROAS from future ad campaigns.
Whew! That was a lot of numbers! Did you follow all of that? I hope so because these are the important numbers to track with your marketing so that you have clarity on what works and what’s worth your time and money.
Besides the numbers, there’s one other important thing I want to share with you about how my launch worked out well.
Remember that live workshop that converted so well for me? That was an inspired idea. It just popped into my mind during that last week of the launch. That came because I’d been doing a TON of meditation, journaling, tapping and listening to hours of Abraham Hicks videos on YouTube.
Also, the ability to focus, keep going and not give up when no one joined for the first 9 days of my Phase 2 promotion. That came from all of the Woo Woo practices that I do on the regular.
Inside my Facebook group, I posted links to many of the YouTube videos and guided meditations that I used during my launch. You can join the group and check them out here. It’s totally free!
I always say this and I’ll say it again. The magical mindset stuff is the X factor. There’s no way I could have had a great launch without it.
I've done promos for one of my clients for the last 2 weeks with a similar strategy and we've gotten really good results both times! So, I wanted to share in case you'd like to try something similar or get my help to set something like this up!
First, a little background. This client is Gael from Massage and Spa Success. She helps massage therapists grow their businesses. She's been around for awhile and has like 11,000 people on her list and almost 30,000 likes on her FB page. She also makes a lot of Facebook Lives to connect with her audience.
Mindset Note: Don't think that this strategy won't work for you if you don't have as many followers or as big a list as Gael. This could work for you with a very small audience!
We've been doing 4-day promos for different events or flash sales. We spent about $125 over the 4 days for each promo ($35/day).
These ads are targeted to her WARM audiences. Her email list, video viewers, Facebook page engagement, and website traffic. There's no way she would get results like this from targeting cold, random people with her ads.
A special, live online workshop for her tribe about how to set up a Mother's Day special to book more clients. Cost for the event = $67
We started out the promotion with this ad. 3 purchases came through in the first 2 days. But I noticed that the link click through rate (CTR) was only .75%. I strive for at least 1% or more CTR, so I decided to change it up for the last 2 days of the promo to see if we could get more clicks.
So I switched up the copy a little bit and tested out two different images for the remaining 2 days.
I chose this image because I thought it was a brighter and more fun mother/daughter picture and it would draw more attention than the first. I was right! The CTR for this was 1.36% and 4 sales came through this ad.
I also tested this image and I was surprised to find that it was the winner overall! Usually, images with people tend to do better, but apparently, flowers are nice too! For this ad, the CTR was 1.4% and it made 6 sales.
Also, you can notice that these last 2 ads have way more likes, shares and comments than the first version. That's another indication that this combination of copy and image are better than our first attempt.
13 purchases for a total of $871 in revenue.
She only spent $123 and made back $871! This means her Return on Ad Spend (ROAS) was over 6 times what she spent.
Would you pay $123 to make $871 in your business? I bet you would! And I would too.
The second was a 50% off flash sale for her monthly content club membership for the first month. Cost for the first month = $10. People could also join the membership for an entire year for $157 and several did!
Since we were doing another Mother's Day promo, I decided to use the winning image from the testing in the first promo. I didn't split test any other images or versions for this ad.
11 purchases for a total of $717 in revenue. 4 people bought the yearly subscription and 7 people bought monthly.
She spent $135 and made back $717 so her Return on Ad Spend (ROAS) was over 5.
Comparing the 2 Promos
The ad for Promo 2 had way more likes comments and shares than the ads for Promo 1. But the ads for Promo 1 had more sales and made more revenue, so that's what's most important! Make sure you are tracking the MOST important numbers to determine the success of your ad.
Here's something I love about this...she made MORE sales on Promo 1, which was a MUCH higher priced offer! Almost 7 times as much as the Promo 2 offer! And, of course, she also made more money. It's a great reminder for those of us who struggle with under-pricing our stuff out of fear that it won't sell at a higher price. (This is me! I'm reminding myself! Lol.)
I'm loving helping her get these sales and help her clients build their businesses! I think this is a really good strategy if you have some warm audiences. Even if they're not quite as big as hers.
Keys to Success
These ads are doing well for Gael because...
I tested out different images and copy to find the best combinations
She has her pixel installed on her website so that we can see exactly how much revenue comes in through the ads
The promos were 4 days each, which gives people the urgency to take action and buy
I targeted her warm audiences to sell to people who already know her
Which brings me to... my free guide — Facebook Ads Targeting Goldmine! If you'd like to learn how to set up all of your warm audiences and create some killer promos like I did here with Gael, just click below to grab your free guide.
I’m always asking people about their goals for their Facebook ads.
But I know what the ultimate goal is.
You want more clients! Or customers or students.
However, I’m constantly warning people NOT to start their Facebook ads by blasting random audiences with ads to buy their products and services.
So what to do instead?
If you’ve got a product or service ready to sell, start advertising it to your WARM audiences.
A warm audience is made of people who are already familiar with you and your business.
Once you’ve started to build a relationship, then you can start telling them about your awesome paid offerings and start to really serve them
Here are 5 warm audiences that you can target in Facebook to start making more sales and building deeper relationships.
Warm Audience 1: Your email list
Why would you want to bother to advertise to your email list? They’re already on your list so why don’t you just email them?
Of course you’re going to email your list. But you may also want to send out a strategic ad to your list occasionally.
I definitely don’t read every email in my inbox and I’d guess you don’t either. The same is true for your tribe.
So, if you’re doing something special like a webinar, a flash sale or a bonus for your online course, it’s very worthwhile to target an ad to your email list to make sure they know about it.
Warm Audience 2: Your website visitors
People who have already visited your website are hot prospects! Maybe they found you through Google or social media. And if they cruise through your site without signing up for your list or buying, then you want the opportunity to reconnect with them and continue building a relationship.
When you install your ad account’s Facebook pixel, you can create audiences of people who have visited your website and retarget them with Facebook ads.
Some of my friends think this is stalker behavior. Lol. I feel like this is a solid strategy to build relationships with people who have already show interest in your expertise. Help them keep it going and take it to the next level.
Warm Audience 3: Your video viewers
This is one of my favorite audiences to use. People who have viewed your videos are already warming up to you quickly. Video is such a great way for your future dream clients to get a sense of your energy, vibe and approach to your topic.
When you retarget video viewers with your ads, you often get great results because this audience is quickly willing to take the next step with you.
Warm Audience 4: Your Facebook page engagement
Someone lands in your Facebook page engagement audience after they have liked, shared, or commented on one of your posts or ads. Or if they have visited your Facebook page. Or if they have messaged your page.
I prefer to target the engagement audience instead of targeting the Facebook fans.
Why? Because these people are already engaging! And lots of them aren’t fans of your page yet. They haven’t clicked the like button yet. But they might if they see an ad from you. They also might sign up from your list or buy from you.
Warm Audience 5: Your Instagram page engagement
If you have a business Instagram profile that’s connected to your business Facebook page, then you can build an Instagram engagement audience for your Facebook ads.
This is an awesome opportunity to meet someone on Instagram and then connect with them on Facebook too. Having multiple touch points to connect really helps people to start recognizing and remembering you.
So how do you create these audiences and then set up your ads to target them?
Glad you asked.
I just created a brand new cheat sheet to take you through the audience-creation process step-by-step! Download your Warm Audiences Cheat Sheet here.
This cheat sheet will take show you, step-by-step, how to set up each of these warm audiences inside the Facebook ads asset library. These are some of the MOST important actions to take to start making money with your ads.
As you know, I love me some Facebook ads.
But just because I know a lot about ads doesn’t mean that I’m constantly running them for my own business.
In November 2017, I was in a place where I wanted to launch a Facebook ads training course, but I wasn’t ready to spend any money on advertising.
I didn’t have much of a budget to spend because I’d had a couple of rocky months previously. And I didn’t want to advertise and do a huge launch for a course that was so new.
I wanted to test out my course first and make sure that people liked it. And then I could use their feedback and testimonials (and the income I earned from a small launch) to do a bigger launch later that included Facebook ads.
Here’s a little back story…
I created a Facebook ads program as a part of a collaboration with another entrepreneur in August. And I was just sitting on this course for a couple of months. I was not sure how I wanted to launch it and start getting more students to join.
When I sat down to create a sales page, I realized that I wanted to rework the whole course!
I spun my wheels for a few weeks (can you relate?) and then I decided that I needed to launch the course and THEN fix the issues that I wanted to change.
Which leads me to…
Tip #1: Start launching and selling the program BEFORE you have all the content ready.
I called this a beta test phase. I offered the course at a lower price to have students go through and give me feedback.
I made a sales page for the course, even though I hadn’t recorded all of the videos yet. And I started getting students enrolled. The students knew that they the course was still in creation mode and they wouldn’t have access to everything from day one.
This was extremely motivating for me to finally make the changes and re-record some of the videos in order to get the new course finalized and deliver what I promised.
Tip #2: Start with your personal network.
After I made a sales page, I thought about all the people who I’ve met in person and on social media who might be interested in my offer.
I made 2 lists:
List 1 = People who I thought would be interested in joining the course.
This was really easy to get started. I’d had a lot of people talk with me about Facebook ads in some capacity. So, I added their names to my list. I also thought about other people who I was friends with or knew through Facebook groups and put them on my list too.
List 2 = People who I thought would be good referral partners.
These people were my ad management clients or ad coaching clients. I knew that they weren’t beginners and wouldn’t really benefit from or be interested in my course. But I also knew that they were well-connected and might have people in their networks who would be interested.
I wrote personal emails to all the people on these two lists.
For list 1, I told them about my new course and invited them to join.
For list 2, I asked them to share my new course with anyone in their network who might benefit.
Tip #3: Post on social media.
I mostly focused on posting on my personal page and in a Facebook group where I’ve been an active member for 3 years. Both of these Facebook areas were places where a lot of my ideal students were hanging out.
I’m not going to give you too many details about what I posted and when. Because Facebook has rolled out some big algorithm changes since I did the launch. And I don’t know how effective the types of posts that I did then would be now.
My overall advice here is to deliver value first. Don’t go spam a bunch of groups and your own friends with salesy, “Buy Now” posts.
Tell the story of why you created your new offer. Talk about how it’s different than your other offers. Give some tips about your topic and invite them to join your program if they want more information.
As you already know, I got 30 people enrolled in my brand new FB ads course. I’ll break it down a little more.
I sat down on a Sunday afternoon and started reaching out to people on my lists. I didn’t hear much back for the first day or two.
I did have one friend sign up early on. She’s a friend who I have known for years and I had talked to multiple times about Facebook ads. When she joined, I felt happy but I didn’t know if that meant that I had a winning offer. [Big time limiting belief = This is a fluke. No one else will want this. Just because she signed up doesn’t mean that anyone else will, etc.]
Then, on Wednesday of that week, my phone started to go off with alerts from Paypal! Every entrepreneur’s dream!
I discovered that one of my former coaching clients (someone from List 2) had posted my offer and a link to my sales page inside her Facebook groups.
And people were running over to sign up! I couldn’t believe it!
I actually didn’t expect people who didn’t know me at all to want to join this thing! But there they were.
I ended up getting 10 of my first 30 students from my client sharing my program with her community.
Then, in the next few days, my personal contacts started joining as well. I’m not sure of the breakdown of who I contacted personally vs. who joined from seeing my posts on social media, but the other 20 students came from both of those places.
So, I got my first 30 students enrolled in my course. I got feedback and then when I decided to invest in some ads, I got 15 more students by spending less than $40! But that story is a whole different blog post.
All of these students enrolled in the span of about a week. I didn’t have any deadlines or special prices or anything fancy like that. And I didn’t spend ANY money on advertising!
Do you feel like a launch like this is something that you could do to increase momentum and buzz for your business?
I bet you could!
And that’s why I have a 60 minute workshop inside my marketing program, Attract Your Tribe - How to Launch…for Free!
In this training, I’ll take a deep dive into this strategy. You’ll get…
Inspiration for writing personal emails to your contacts.
I’m NOT going to give you scripts or templates to use for this. Unlike some marketers out there, I don’t believe that you’re going to get the results that I got just by copying my words. So, I’ll show you some real examples of the emails that I sent, but I won’t encourage you to use them as a script for your own emails.
Instead, I’ll help you focus on taking my inspiration and then executing the emails in a way that feels authentically you. That’s the only way to get great results.
Strategies + examples of social media posts that get people interested in your offer.
There’s no perfect formula for this. But I can give you some ideas, examples and strategies for you to test to see what works best for you and your social connections. I’ll even include an example of how I got results from doing an Instagram story!
Energy clearing + alignment.
Instead of obsessing over the perfect words for your emails and social media posts, it’s more important to get your emotions in alignment with your goals. From there, you’ll write effective copy for your launch.
During the training, we’ll work through some limiting beliefs that are holding you back from taking action and get you moving forward. And we’ll clear them away so that you can move forward to bigger and better!
How to Launch...for free! shows you how to do all of this and more.
When you join Attract Your Tribe Marketing Membership, you'll not only get this in-depth training on how to launch for free, you'll also get awesome Facebook ads training to help you get even more results!
And lots of magical mindset resources that you won't hear from any other marketing expert.
Pssst...if read this post and you noticed yourself thinking thoughts like -- "Well that worked for her but it could never work for me" or "My offer isn't good enough to get those kind of results" or "I'm too shy to reach out to people over email" -- then, you'll definitely want to join me for this live training so we can clear those limiting beliefs out for good!
This week I did a Facebook Live interview with my friend Gael Wood.
Gael is a very successful massage therapist who now teaches other wellness professionals how to be awesome through her business, Massage and Spa Success.
And, she's also one of my Facebook ads management clients!
In this video, she talks about common Facebook ad mistakes that she hears from wellness professionals in her community. And I give all the answers on how to fix those mistakes.
You'll learn why...
- Facebook advertising is so different from the ads that you're used to seeing on TV
- You MUST get that pixel installed on your website!
- It's worth having a Facebook page for your business, even if you don't intend to advertise
- We're using Instagram even more right now
- We love paying for advertising!
Did you like these tips?
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