Funnel Magazine Adcon 2017 by Funnel Magazine™

FUNNEL MAGAZINE KICK ASS

NOT ALL ADS ARE CREATED EQUAL

LIVE EVENTS

06 BIZ KIDZ

FUNNEL BOTS

AD CON 2017

EDITION 2

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Article by HAWK MIKADO

WELCOME FROM OUR PUBLISHER

There are experts in every niche, in every industry, helping people and readers all around the world. Each of these experts have a gift, a vision, an impact that they’re here to make on the world. And that impact is only possible when it’s shared with the masses. Which is why we have these mini editions. They’re short, insightful, targeted information, designed to give you as the reader an experience that is world class.

Dan Henry is a brilliant marketer, he was able to build a multi-million dollar empire in less than a year. He started to create six figures within his first 3 months, over a million dollars within six months and it’s on to creating much larger figures.

Each mini edition helps you understand key information about a specific topic and key related topics around what the author and the subject of our mini edition is. In this case, we’re talking about Dan Henry.

We also have some other speakers and relevant information to give you the best insights so you can start to get results with ads. Specifically, with Facebook Ads.

We also have a couple of key insights on Youtube Ads, using Funnel Bots and multiple other tools that you can put into your tool box, start increasing your income and start increasing your impact. We hope you enjoy this feature and this mini edition.

In this edition, we will be teaching you some really powerful insights, things that we and the other attendees learned at AdCon.

EDITION 2

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THE JOURNEY TO BEING A KICK-ASS LIVE EVENTS SELLER ARTICLE BY James Cluster (aka: The Business Beast)

My boss was ringing me on the phone, just as my wife I have three key tips to share with you and a couple and I were about to go sign the lease on our first home ninja tactics you should implement for a client if you together. “I’m being laid off…” she said through tears. happen to go this route with your own digital marketing agency. Horrible, how could they do that to her? I thought to myself. “…and you are too, today’s your last day,” she TIP #1: Who to Offer Your Marketing Services to cried some more. Well damn. There are base, midrange, and high value clients that Have you ever been kicked in the junk by life? Thinking you can offer your services to and if you can put buts in you were doing all the right things, making all the the seats they will happily pay you. Depending on your right moves? Or maybe you at least figured you were experience though, you may want to try your luck with playing it safe with getting the corporate 9-to-5 gig. the base level client first. It turns out…you’re not safe there either. I managed to pivot that crappy luck and timing, we still got the house; and NOW I play it very safe by being in control my own business and managing things myself. I have found my niche selling out live events for venues and promoters looking to fill houses and get raving fans in the seats for their shows. Enough luck that I have had a number of $10,000 months and brought in more than a quarter of a million dollars in revenue for just THREE clients in the span of about two months. And you can do this too, thanks to Facebook Ads and ClickFunnels. I recently spoke live at Dan Henry’s AdCon, and got to share some ideas and concepts with the crowd there.

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The Base clientele are bars, restaurants, small performance venues & comedy clubs. 300 seat capacity or less that put on shows, hire musicians, or have comedians come in and they charge their patrons $15-$30 a ticket. You can easily pick up a $500/ month client plus ad spend and deliver results to these businesses. Targeted marketing on Facebook enables you to put these shows in front of the people that will definitely want to see them due to their likes and interests and habits while using Facebook. ClickFunnels will make it possible for you to capture their lead information, off them an easy bait (discounted ticket, two-for-one-ticket, free appetizer, free glass of wine) and create an asset for that venue that can be used to remarker to the new customer for years to come.

This is great because they have NO idea how to do this In the poll, you can ask them things like “What would for themselves in most cases, and it should be nearly make you go see [insert show/artist/comedian]?” If impossible for them to say no to your rate and a $300 you’re trying to sell out a concert event for a particular artist, poll your audience about their songs “What are to $500 ad spend every month. the top three songs you love from [the artist]” or “What A mid range client is a larger venue of 500 or more songs can you just not get out of your head when you seats. Think about a local theater, performing arts hear [your artist]”. Then when you get the answers, see center, or even a convention center with smaller rooms where the bulk of the audience is responding and make that host trade shows and things of that nature. This sure you include those IN your ad copy if they’re going client you can charge $1,500 consulting fees, plus a to hear those songs. minimum of $500 ad spend per weekend that a show TIP #3: Text to Win or event is running. Many theaters are stuck in the past of doing radio ads or local mailers to advertise their shows, things that have no way to track the return on their spend of $5,000$10,000 in printing, postage and design. Lastly, you have Speaker-based Events and Distributor Events. These people also do things mostly in the traditional realm in terms of their marketing, but you’re going to need some successes under your belt to convince them you’re the right person for the job. So that’s why I say start with the base venues and get a couple of wins and more importantly testimonials from these clients before you go trying to run with the big dogs. Speakers will pay you multiple thousands in consulting fees to manage an ad campaign for them if you can prove that you will put butts in the seats, as those events are usually have attendees ranging from 50 to 100 to 500 depending on the venue. Tickets often range anywhere from $300-$2000. If you can even get a room half sold for them they’re making a killing…and so can you.

So to wrap up, and to circle back… instead of a tip per se, I am going to give a tactic. This tactic alone helped drive $5,000 in sales to my Animaniacs Live! event that we sold out two performances of back in April. The tactic is simply a text-to-win style ad, targeted at the audience you have determined to be prime buyers for your event, and you structure the ad like this: “Love the Animaniacs? TEXT 1992 to 445445 for your chance to WIN passes to Animaniacs LIVE! at the La Mirada Symphony on April 15th! ———> ticketingurl.com/animaniacslive Or click the link to sign up for your chance to win TAG an Animaniac fan in your life & be sure to share the shot to win tix!”

Boom. Simple. This campaign amounted to 500+ phone numbers that the theater could then market to in the future for other shows, and helped drive TIP #2: Research, Research, Research $5,000 in sales to the event in about 45 days of You need to KNOW the audience for ANY client you promotion. work with, so this will take research on your part. You I will just leave you with a few words about the can easily break open the ol’ Google and find out more business itself. You need to FOCUS your energy on about a particular entertainer, show they were involved ONE niche if you want to get some success under in, style of music, or speaker, and its fan base. That’s the your belt.first step, try to get some of the lingo down, figure out what’s exciting about the subject that may be a selling That’s what I have done, and my business has gone bonkers since I made that choice. Shout out to Dan point to a potential buyer or audience member. Henry for his excellent training on Facebook Ads, and But don’t stop there…because if you REALLY want to Russell Brunson for creating ClickFunnels so that we sell tickets you REALLY need to know this audience. So can all ultimately win. you need to do some research, you must let them tell you what they want to see and hear about this subject. Good luck, and look me up at The Business Beast You can either poll your own friends and family who if you want to connect further or have more may be familiar with the content you are promoting, questions. or you can create a poll and then run a Facebook #PoweredbyFB ads campaign targeting the people you think may be interested in the content to get their responses. EDITION 2

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Biz Kidz

Article by Emily Shai

Kids want money...lots of money. But, many parents The first type of business any kid could start is a product don’t believe it’s possible for their kids to make their business. A product is just something physical that your kidpreneur money dreams come true. kids can sell. …Or they’re afraid the kids will lose their childhood.

An example of something that is a physical product is a dress, shoes, videogames, toys, and more. Wrapping …Or they don’t want their children to be worried about paper and candy bars are products. So are Lego. money like they do. One girl started selling lemonade and went on a However, as a kid, I can tell you that kids will be way show called Shark Tank. Shark Tank is a show viewed more fulfilled by starting a business than they would be by millions of people! She ended up doing an eleven by beating the latest video game. million dollar deal! There is more confidence built in having your own Your kid doesn’t have to do anything that big. They money you earned to spend rather than having the can, but they don’t have to. I sold cookies when I first cutest outfit in the class. started. I myself, went up to my first door with complete I want to show you 5 types of businesses kids all over confidence and excitement. the world are using to start 5, 6, and even 7-figure The point is, kids CAN do it! It’s not impossible! Actually businesses today. it’s a lot easier than it was five years ago! And other kids are doing it too!

Your kids could start by selling something else. They could start by putting up a snack stand over by the baseball fields. They could also sell cookies, or make a clothing line. There are lots of different things your kids can do! And it is possible! APRIL 2017

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The second type of business is an information business. That is where you teach someone something. For example, if someone sold you a series of videos teaching you how to build a bunch of different lego sets, they would be selling you information on how to build a lego set.

For example, kids can sell toys on online sites like eBay. They could buy toys at garage sales and resell them on Amazon or eBay.

For example, if your kids rake leaves or pick up sticks in the yard, that is a service. They don’t have to do that. Maybe they don’t like doing that kind of stuff. They could do something else.

They can sell all these types of things in different ways. They could go to businesses or houses and sell their stuff. They could also call or email friends and family or use the phone book ;) (I don’t think most kids know what that is).

They could also sell clothes, baseball cards, Pokémon, and many other things. I wrote a book and I sell my book on amazon. That’s my product, but if you sell You can sell a book or a course like I do. My course my book, or someone else’s and get a commission, helps kids to start their own businesses. My goal is to you’re an affiliate. The point as an affiliate is, you do help 2,000 kids launch a 5-figure business this year. not need to make your own product. You can just sell someone else’s! I remember when I went to speak at a conference, I was in the back of the room and it was almost my The fifth type of business is the entertainment business. turn to speak on a stage in front of 2,000 people. For example, there was a girl who won America’s Got My palms were sweaty and I had butterflies in my Talent. She was a singer. She was twelve years old and stomach. I looked over to my dad and said “Dad, I’m won 1 million dollars! nervous.” He said, “Good, do it afraid.” That might seem really hard! But you don’t have to You or your kids might have worries about starting a make a million dollars. You can. It IS possible, but business. That’s ok. I was so nervous getting on that you can do other things. Singing, dancing, and other stage but after I was done, people would walk up to things like that are entertainment. You could be in a me and ask if they could get their picture taken with play or have your own YouTube channel. me. People were telling me that I did great and that I People will pay for entertainment. When you watch was their favorite speaker there. a movie, that’s entertainment. If you have ever seen I’m not telling you this to brag, I’m telling you this to someone do a magic trick or sing in the park, that’s help you. Don’t let your fears get in the way of your entertainment. dreams. Do it afraid and you will succeed. People give them money to entertain them too. That’s The third type of business is a service business. A service what makes it a business! Your kids can do so many business is where you do something for someone, when cool things, and it’s completely possible. Do you believe it yet? you serve them.

For example, planning someone’s parties or doing nails is a service business. They could start a salon. A restaurant is a service business too. Did you know there is a 16-year old kid in Florida who owns his own restaurant? Have you ever seen Masterchef Junior?

Age is JUST a number now. Age is just a number that defines how long you have lived. Do not let it define HOW you live. Do you get the idea?

Another way they could sell is by creating their own website or using someone else’s (by using someone else’s I mean selling stuff on places like eBay). As you can tell, you have a lot of options. In conclusion, your kids can start whatever kind of business they want while having fun and making money. I hope this was helpful and I wish your kid(s) all the best in their business. Who knows, maybe they will be putting the down payment on your next car. ;) The point is, it is all possible. There are no limits. Your kid can start a money making business and even change the world!

The fourth type of business is an affiliate or joint venture business. That is where you sell someone else’s product or thing. For more help on having your kids start a business, have them check out the Biz Kidz Show at myfunnel.link/bizkidz

EDITION 2

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ADCON 2017 LIVE

Heading into AdCon, I thought it was going to be the typical event. Learn some new strategies and tactics for Facebook Ads, and connect with other businesses. Come back with knowledge to share with the readers of Funnel Magazine. Then I saw a goat. Okay it wasn’t a real goat, but a guy in a goat suit nonetheless. This was certainly not your typical conference. One of the biggest things I learned at AdCon wasn’t actually about Facebook Ads, but about brand. Dan Henry is crystal clear about his brand and you will not mistake him for someone else. To say he is bold is an understatement. While his methodologies are unconventional they are indeed memorable. One of those memorable teaching moments was when Dan was talking about how people don’t like colonoscopies. That it is a needed procedure but most (men) avoid getting it done. Then he showed the product that solves the problem and makes it convenient to get the health check without the discomfort. He started off his talk jumping around on stage (the dude is light on his feet), only to find out later in the event that he actually had a heart condition and would need to sit down a lot. The event was almost cancelled, yet as they say

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If you weren’t at ADCON this year, you missed out! And if you haven’t gotten your tickets for next year…it’s already on the calendar

“The Show Must Go On”. Don’t worry Dan is fine and What I so appreciate about Dan is his honesty and his surgery went well. This guy is a tough fighter. This is authenticity. In the world of internet marketing it is true in his story of his claim to fame. refreshing to find someone who lays it all out on the table. As AdCon was their first big event they had some At one point things had gotten so bad that he went hiccups. He and his team were up until 4am printing to the store and bought water bottles to resell. Now he the binders and making sure everything was ready is kicking Tony Robbins butt in an affiliate marketing when all the attendees arrived. The team got serious contest. Tony recently spoke at Funnel Hacking Live stage time right from the get go. It is obvious the he and Dan is pursuing speaking at next year’s event as really cares about the people that he is working with. well. That is part of the charisma and charm he brings to the table. He shared that in creating a facebook ad that converts there are 2 factors at play. The first is the charismatic ad. They just convert because the person in the ad is charismatic. Everything else isn’t really going to hurt the ad because the person themselves is the one that is creating the conversions. The other kind of ad is where everybody else is at. If the charisma isn’t there creating the ad is harder. Like a lot harder. Facebook Ads are like dice. If you have ever played craps you know that when you bet with the house your odds are pretty good that you will make money. Well there are people that know how to get the same roll over and over. That’s what you want to happen with your Facebook Ads. Get to the point where the likelihood you will roll a 7 is very high. Control the dice.

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Before Facebook Dan had minor (30K/mo) success with a blog for about 8 months until Google slapped him and he lost all of that income. He then took 3 months to create a course to teach people how to do what he was able to do with blogs. He sold 12 at $200 each. At this point he felt like a one hit wonder.

What Advice Have You Already Tried that Did NOT Work? What is You Short Term Goal Right Now? The Baby Step You Want to Complete?

The big shift happened when he began to ASK. In our 3rd edition we go deep with Ryan Levesque LINK.

This also applies to the webinars that he hosted. The strategy works out for Facebook Ads too. In creating the Facebook all Dan does to be successful is use the same language in as the people that were sharing their Do you want to [TOPIC]? Yes / No answers. It also had to be the #1 pain point in order to have the most success. What do people need help with the most and put that in the ad. What’s the #1 roadblock you run into when trying to The cool thing is that the Ask campaign can work even [TOPIC]? if you don’t have an audience, list or time. Dan took the strategy for building his next course Facebook Ads for Entrepreneurs (FAFE). He had $4k in his pocket before What’s the #1 thing you want to know how to do when it comes to [TOPIC]? making the product, and before building his list. He stressed throughout the entire event that when it comes to Facebook Ads, like anything else, that simple is what works. Most people are not able to get Facebook Ads to work because they overcomplicate the process. While there are key pieces of tech you need to understand in building Facebook Ads, it’s important not to get caught up in the pixels, audience and doing the “ninja” things.

What’s your #1 fear you want to avoid at all costs during this process? Now Dan was not the only person to teach (although it obvious that is his passion). He really wants people to stop sucking. This was very clear in his students presentations. More on that later.

Customer Research

Heather DeSantis shared how being good at the funnels and Facebook Ads was not enough. A key It’s important to ask the right questions when doing reason for Dan’s success was his establishment as the your customer research. These are the questions that expert with the media. Media creates instant credibility Dan has asked and is the “Hidden Secret to My Rapid and if you aren’t using media to help position you, then Growth of $1 Million in 6 Months” the likelihood you will grow is much smaller. While a new industry, it won’t be long before it is saturated with experts and they are a dime a dozen. What’s your #1 Goal for [OFFER]? A great way to start is local TV stations and other media outlets. Local leads to national recognition. It’s What’s your Biggest Challenge When it Comes to the foundation on which to build your platform. The other piece when it comes to pitching to local stations Achieving this Goal? is knowing national days. Such as National Chocolate Chip Day which is May 16th of this year. Mark your How Would You Feel if You Conquered this Challenge/ calendars because National Social Media day is June 30th. That is a prime spot for you to get a spot on the Found a Way Around it? producers calendar.

Action Item: Which Local TV Stations Will You Pitch? List them. APRIL 2017

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The next key piece to your PR strategy is knowing the What do you sell? topics that you want to be known for on a national level. What will you specialize in when it comes to being in the spotlight. In being specific it will help the producer What’s Your Pot Of Gold? decide if it is compelling enough for a story. You really want to bring a good story because that is what the producer is looking for. Think what they need and want Roadblock customer faces? in their programing and give it to them. Make it easy. The thing is it really isn’t hard to get on TV. A friend back in San Diego who is an excellent chef just appeared Free Offer: multiple times on a morning show in San Diego. He built the relationship with the host who was also in Break Even Offer: charge of the content. Let’s say you landed a TV spot tomorrow. Would you be camera ready? I doubt it. Most people end up on set and think that hair and makeup will be provided. That’s a myth. Heather recommends hiring a hair ands makeup person and heading to the studio early to get all the prep done. We have a saying in the production world. “If you are early you are on time, if you are on time you are late, and if you are late you are fired.” Don’t be late or you will likely get bumped. So have an interview outfit ready. Black is not recommended (it’s hard to make that look good on film).

Does the Break Even Offer enhance the Free Offer? Y/N Complete the Break Even Offer Script: Hey thanks for requesting/registering for your free ____________________________, . You WILL get/learn________________________,

If you are looking for help with any of this, wardrobe You can check your inbox for details on how to access, included, you can receive a 30 minute PR Assessment but first let me ask you, do you have trouble with with Heather DeSantis by sending an email to Heather@DeSantisPR.com and mention Funnel ___________________________________? Magazine. Build Your List for Free Dan also taught about how to build your email list, Facebook Group, and Raving Fan Base for FREE using Facebook Ads. The key here is that you sell a break even offer after your free offer before Facebook Ads pulls the money from your account. Timing is everything and it can totally work. Because it takes time for Facebook to pull the money you can get people to optin to the Free offer and then upsell them on the break even offer (which then pays for the Facebook Ads). If you answer the following questions you will have the right script to get people to say yes to your free and break even offer.

EDITION 2

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Facebook Ads for Event

Emails

One of the funniest and educational parts of the event was James Cluster sharing how he was able to successfully fill events with Facebook Ads through the techniques Dan taught in his course. Of course James didn’t get it right at the start which led to a hilarious roast of his Ad.

Dan’s protege JR then spoke on how he was using emails in order to make sales (get people to click a link).

Now James to a leaf from Dan’s book and made the recommended changes. The ad did well and was able to fill the room.

JR does this so well, people ask for the next email even though it goes out the next day.

Affiliate Marketing Dan briefly went into his strategy for how he is able to make so much money with affiliate marketing. You better believe his stuff works because is on the heels of John Lee Dumas in the current promotion of Expert Secrets. That is saying something John Lee Dumas consistently holds #1 in many affiliate marketing circles. Dan is able to keep pace using Facebook Ads and a compelling story for the offer. An important note on affiliate marketing...it is important to love and believe in the product you are selling or it will not be successful. I have seen this time and again with Network Marketing, which when implemented correctly can make you very wealthy. Just as an example sign 200 ClickFunnels users up under your affiliate and ClickFunnels pays up to $1,000/mo on the lease of your Dream Car. 15 additional accounts is enough to afford a mortgage/rental payment in San Diego no less. Again Dan had questions in order to know whether or not the affiliate product and offer would be compelling enough (and the right price) to be a promoter. What is your target desire (what do they want)?

The most important thing with this strategy was telling a good story. Leaving it on a cliffhanger like all the great shows on Netflix that you hit the next button to watch the following episode right away.

Therein lies the power of what email can do today. While it should not be the only thing you rely on by any means, a good and responsive email list can be work hundreds of thousands of dollars. Possibly even millions. However the must be a balance between value and offers. A list get tired very quickly if the only thing you send out is offers and links to products. You also need to send lots of value in between the offer emails. The other piece is you have to find your voice and speak to the one person who is your ideal customer (they buy everything in your funnel). At first JR made his soap opera emails sound too much like Russell. Dan yelled at him to “stop sucking Russell’s dick…” Well JR found his voice with great success and said a lot with his emails with very little to the subject of what he was talking about. Billy Gene Is Marketing The evening ended with the charismatic Billy Gene. While motivational, he stressed that his talk wasn’t about making you feel good but about real strategies that would help when it came to Facebook Ads. With his powerful GENEIUS system (we’re fans) he showed how easy it is to find the right client when you ask the right questions. Of course if they don’t the answer or it is obvious they are just starting out a lot of times that can be a huge red flag.

But Facebook Ads aren’t even his main focus. He is killing it with YouTube Ads. He get’s your attention fast What Vehicle will get them there? and does a cribs style video of his marketing agency in downtown San Diego. Of course it helps that he was featured on an episode of Cribs. Tai Lopez doesn’t What is the Commission? have anything on his ad. Because Billy gets to you and what you want out of a marketing agency right away. He even has a video of a real experiment that he did What Story can you tell about the Vehicle? with a bunch of graduates from various universities, (this is where Russell Brunson’s epiphany including Harvard. bridge comes in)

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Billy also put together a strategy undercover as he would be competing with the kids. Billy has no educational background but has learned everything in the field. After asking questions and having just a few hours of strategy it was obvious that college had not prepared these marketing students for the real world clients they would eventually be working with.

Repeatability is what scalability is broken down to. Most marketers want to scale without mastering what they are doing. People should have been shouting but it was quiet because it was like something never heard before! It was one of the best things that if left to sink in would make a many marketers incredibly profitable. He spent over 45 minutes with these people and when One student came up with a wheel of fortune right they were finished had a full gameplan to go back to outside the location. The owner was baffled. After all their business to jump right in and implement. It will the students presented it was Billy’s turn. Not only was probably change their lives forever. he able to start up his strategy in real time but was able to make money! They had already gotten engagement for the ChillTonic location and leads for the owner. He went on to make probably the most powerful point. Right now the Facebook Ads industry is narrow, not many people even know that it’s a “job”. And soon it will be just as saturated as the billboard market. So get in now and start charging money just to manage using the strategy that Dan is teaching. There really isn’t a lot of work to it once you get it set up. Billy Gene then went on to go through his system with a couple that owns their own agency. He walked them through and asked the really hard questions that most owners don’t want to look in the mirror and ask. He pointed out that you have to do these things to make your business bulletproof and successful and if you don’t the failure is nobody’s fault but your own. The closing results land on the owners. You basically need your aces in their places. He had every aspect of the business rated on a scale. He broke everything down so that what you can measure you can manage even to the point of the asshole scale for clients. This scale saves you the headache of those that you don’t want as a client. Anything above a 3 is not worth trading your happiness and stress for money. Some things are just not worth it. Period. He broke down their business and their ads and closing rates. By the time this couple was done they had essentially gone through a mastermind with every aspect of their business inspected. When you go to an event I have never seen this kind of value dropped. He gave the best tips as far as how to deal with a client so that you don’t look like a fool and they get the best possible value.

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A Family Affair Kidpreneurs and Dadpreneurs Emily Shai and Joe Giglietti a father and daughter duo that cannot be beaten. IF your heartstrings weren’t tugged at when this guy got up to speak you have no heart. Joe spoke to everyone about his story and about what held him back and the things that he had to overcome. When you overcome these obstacles and are able to give your kids Christmas when you couldn’t in the past because you couldn’t get out of your own way, let’s just say there were some tears in the audience. The whole idea behind this guy is that marketing can change lives and it did for him. Then next on the stage is this little dynamo who completely steals the show with her charisma and energy (not that her dad is a slouch by any means). She has presence and charm but she also has the goods. This young lady was able to explain in detail everything about her campaign and how her parents came into play to help when she needed transportation to the car dealership to get the cookie sales DONE! All this and then writing a book so that kids can sell and be profitable. She has a heart for the youth of her generation so that they have a fighting chance to make a difference. I got to meet mom and dad afterwards and this young lady has a tremendous heritage of out of the box thinking as they make things possible by homeschooling her and her two brothers.

This allows for traveling to events like this one and Funnel Hacking Live. Watching them interact was a joy. Emily was completely dad’s biggest cheerleader by far! You could tell he is her superhero and the inspiration for her entrepreneurial spirit. What a legacy and example of diligence and determination to give your kids. It was inspiring to say the least. Let’s Wrap This Up with a Big Red Bow! So at the end of an event you know it’s coming! The pitch. Everyone knows this. You either love this or you hate this. It all depends on how it’s done. So some guys come across as salesy and gross you feel like you need a shower after you bolt out the back door as soon as the music starts. This event was way different. Dan had you rooting for him as he gave the stack of the benefits as the crowd laughed and cheered considering he earlier taught them how to do this exactly. So it was fun to see everyone anticipate the next value in the stack. So then with all that Dan did provide throughout the event was made all the more appreciated knowing that he should have been resting and went on with the show regardless of his own health. So being the master of his brand and his tribe, he effectively worked the stage and the stack and a little mob mentality. By the time that he finished up what he was going to offer and the limited amount of slots that were available the energy in the room was frenzied.

They turned up the music and credit cards started flying. Literally they were being thrown at the stage to claim their spots in the mastermind for next year and all that included. I have never seen anything quite like it in my life. I don’t know that I’ll see that ever again. Needless to say it was quite the cherry on top of a very profitable event.

NOT ALL FACEBOOK FUNNELS

ARE CREATED EQUAL Article by Chad Lio

It’s no secret that Facebook marketing has commanded 90% of marketer’s attention And not just digital marketers. The “traditional” marketers that were/are so accustomed to the primary channels of television, radio, and print is looking to allocate significantly more budget to the social media giant. Quarter after quarter, year after year, Facebook’s advertising revenue continues to outperform projections, and for a good reason. Facebook’s ad platform is one of the most dynamic demographic targeting interfaces ever to hit the advertising and marketing profession. Its ad pricing model is dramatically cheaper than that of TV, radio, As Facebook continues to improve and expand on their ad offerings, marketers need to do a better job at well… marketing. It’s no longer a time to ask “Should we be utilizing Facebook ads,” but “What type of Facebook ad is going to have the greatest ROI.” As businesses and entrepreneurs invest more of their marketing budget into Facebook Ads, there also comes a responsibility to learn all the different options of a Facebook ad and the sales/lead generation funnels that will behave differently. Let’s break down Facebook’s ad technology and the various types of funnels that we may want to test to achieve a higher conversion rate effectively.

” It’s no longer a time to ask “Should we be utilizing Facebook ads”, but

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“What type of Facebook Ad is going to have the greatest ROI.”

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It’s All About the Pixel Before we even begin to break down some of ad/ funnel combinations, I can’t stress enough how important it is to implement the designated Facebook Pixel that is assigned to your ad account. This pixel is crucial to remarketing, lead conversion, and audience building, so be sure it’s implemented across your entire website.While the primary pixel will be applied across your website, Facebook also has several additional modifiers that you can also add to specific pages for better tracking and ROI. To save time and resources, Google Tag Manager is an excellent way to implement these ad modifiers. If you haven’t utilized GTM, make it one of your first priorities. Once your pixel is installed, you will now have access to multiple variations of ad products offered by Facebook.

Here’s where marketers go wrong: They do minimal research to find out who their potential customers or leads are. They cast an extremely wide net to target as many people as possible, and their ad performs poorly.

Top of the Funnel: Quantity Isn’t Always a Good Thing When you’re looking to grow top of the funnel awareness and leads, it’s a no-brainer to utilize Facebook’s massive demographic database to put your ad in front of potential customers or subscribers. Interest targeting is one if not the most popular features used within the ad platform, which allows for continuous variables to target a potential customer. Here’s where marketers go wrong: They do minimal research to find out who their potential customers or leads are. They cast an extremely wide net to target as many people as possible, and their ad performs poorly. They continue to target individuals who like similar brands or products to their product or service, without completing the necessary competitive research to differentiate themselves.

specific fan bases of popular pages and highlight unique demographics that can be beneficial from ad copy to a webinar or lead magnet ideas. To complement audience insights, Buzzsumo (www. buzzsumo.com) is a valuable tool that will highlight the most shared content across social media networks based on your keywords. Seeing what type of content resonates with your potential audience also gives ideas for content upgrades and overall free offerings that you might want to offer as an incentive for lead information. Recommended FaceBook Ad type for Top of Funnel: If you’ve built a custom landing page to assist in conversion rate, a traditional FB ad that sends traffic to your website will suffice. If you’re looking to increase CRO or decrease bounce rate, you may want to a try a Facebook Lead Ad, which captures information without the person leaving Facebook. Recommended Funnel for Top of Funnel: Since this will be your first attempt to collect an MQL (marketing qualified lead), your funnel should reflect that of a typical free offering. Your ad would project some Webinar or free piece of content that addresses a pain point of your potential customer, which would then require submitting their information to obtain this. Once the lead has been acquired, they would be put in some automation sequence that eventually moves them to the middle of the funnel.

Website Custom Audiences: Hyper-Relevance At It’s Finest With a Facebook Pixel implemented on your site, it allows for custom website audiences. Allowing you to target individuals that have visited your site previously, and you would like to advertise purely to that audience. Advertising to website visitors is hyperrelevant because they already have visited your website, so

they understand what your brand is already about.

It’s a common mistake that most marketers make at this stage in the funnel. When you have a highly targeted audience, not only do you increase your amount of conversions, but your CPC or CPM decreases as well. Some valuable tools that you can use to find out more of who your audience is Facebook Audience Insights and Buzzsumo. Audience Insights (https://www.facebook. com/ads/audience-insights) allows you to drill deeper on EDITION 2

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“If current customers have had a positive experience with your product they will likely buy again” With Facebook Website Custom Audiences, the technology allows you to drill down on specific pages of your website they have visited, creating different offers and funnels for specific pages. Example 1: Visitor has landed on your homepage or a general navigation page. Because this is a free visit, you create an ad the potentially offers a free lead magnet that puts them in an email funnel sequence. Visitor lands on website> guest heads over to FaceBook> visitor sees an ad for free ebook or webinar. Example 2: You’ve created a general awareness ad that promotes a piece of valuable content on your website. Because that person lands on that content, you will now enable a webinar ad that offers an upsell after the webinar. FB ad that promotes valuable blog post> visitor reads blog post> visitor returns to FB> visitor sees the ad for a free webinar that offers solutions to pain points> visitor signs up for a free webinar, and now in nurture funnel. Example 3: A visitor has viewed a sales page on your website and has not converted. Allowing for you to offer a bonus upsell once they login into Facebook, ultimately enticing them to become a customer. The visitor comes to a sales page but doesn’t convert (doesn’t reach a Thank You page)> visitor returns to FaceBook> visitor sees the ad for product sales page they left. Whenever you have an opportunity to remarket to a previous website visitor, your opportunity for moving that visitor down your funnel increases significantly from real exposure to your brand or product.

Customer Retention: The Growth We Continue To Forget About As much as I actively participate in growth hacking (where growth is your only metric), I continue to see brands completely bypass their current customers for new ones. While growth is necessary, customer retention is just as critical for sustainable success; and yes you can utilize Facebook ads and funnels for this as well. Facebook Custom Audiences also allows you to upload email lists to their platform as well, which allows for multiple segmentation for customers vs. non-customers. If current customers have had a positive experience with your product/services, they more than likely buy again or upgrade. You can remarket this with a custom Facebook Ad that targets them by email address, and leads them into your highest-price product funnel.

It’s Only Just Begun Just remember, when you selected which Facebook Ads match up with your funnels, it’s only just begun! You may find that you’re having success with a click-through rate of your ads, but conversion rates may be lower than expected. You’ll need to test different funnels with ads by mixing and matching to find the best available combination. When you can fully utilize Facebook’s dynamic ad technology, not only does your remarketing provide a better customer experience, your ROI increases significantly.

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Funnel

Funnel bots are the way of the future. They are truly designed for you to create an experience for your customers, your clients, your prospects and people that need to learn and understand about what you offer as a company. The power of funnel bots is absolutely going to be a game-changer in the marketing world. If you don’t already have a bot set up with your funnel, and set up with your Messenger on Facebook, or on Twitter, or on any of the other platforms that you use to communicate with your prospects and your clients, then you need to get one right now.

Because the fact of the matter is that when you use a funnel bot, you’re going to be able to do a few key things that you can’t do with any other platform. First of all, you can automate the customer experience. You can automate the buying

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experience. You can automate the free opt-in gift experience. You can automate your customer service experience.

You can also use it to send out mass reminders just like you would with email marketing, except for the fact that you can get a 80 to 90 percent conversion rate consistently. The lowest we’ve really seen a conversion rate on a funnel bot, or an open rate on a funnel bot is about 70 percent. And the highest so far has been about 96 percent.

Using funnel bots allows you to truly create and automate that experience for them. It gives them an opportunity to learn with you, to get to understand your business, to really create and design their own experience with your company. And the benefit of that to you is that now you get to understand and learn what your customers are actually saying in real time. Because unfortunately, with email, there’s not a lot that you can do to get that response.

And that is one of the biggest things for you to understand. If you can use a funnel bot to generate business, you can drive traffic to your funnel bot. You can create a customized buying experience where you’re bringing them through a specific customer buying journey, then and only then, will you have it absolutely rock solid to where your customers are experiencing something that they would never have experienced before.

We sent out an email to over 2,000 people, and we sent the same message to about 300 people on a messenger bot, the exact same message. The difference was the messenger bot, we got about 40 responses. It was a request. It was an ask survey. We asked them to respond with a quick email back. We got about 40 responses on the messenger bot from 300 people. And we got about 10 from the email being sent out to 2,000 people.

Bots

The power in that for your company is absolutely a game-changer. My recommendation is to get rid of email marketing. Now, of course, email is still something that’s really important. You don’t want to stop using email, because email gives you the ability to access a lot of data that is connected to their emails. You can use it for Facebook re-targeting. You can use it for sending emails of course, if you want to to get them in. Because you do want to connect with them in multiple avenues.

options to download. You can also use it to segment your lists. So, if somebody’s interested in one thing but not another, you can segment that.

but it’s not going to be as effective as if you’d sent them content, or you’d sent them an offer that was directly related to the actions that they’d taken previously.

There’s a travel company that uses it and says, “So, are you going to the U.S., or do you want to go to New Zealand?” And they can bring you through the buying experience. Are you going there for business, or are you going there for pleasure? And the powerful thing about that is, now that they are catering But the biggest thing is when you that experience to their customers, already have an email, then you’re they’re able to design specific offers getting some powerful data from to them. that, but you’re going to get more They’re able to then send them engagement. You’re going to get messages saying, “Hey, we know more insights. You’re going to get a that you’re looking for x. Would more powerful connection with your you be interested in y?” Versus, “We prospects and your clients by using know that you’re going to travel to the messenger bot. the U.S. for business, but we wanted Some of the things that you can to send you something that has automate with your messenger bot nothing to do with business.” And are downloads. You can give them not to say that they won’t accept it,

So the key insight here is set up your funnel bot to automate, to segment and to truly add massive value to your prospects by giving them an experience that is engaging, is responsive, and understand that this is a learning process. So, when you’re first building these out, don’t be afraid to put some cool, quirky things into your funnel bot that will allow your customers to experience you. You can use it to run events. You can use it to get engagements. You can use it to sell products. You can use it to deliver opt-in gifts. You can use it for just about anything that you want.

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