My First Facebook Campaign for a client

Brief: Client is a NLP trainer. He himself had undergone Facebook marketing training & had experience of running Facebook ads.

He had completed 10 NLP trainings. For his 11th batch he was in look out of new digital marketer.

The way they got lead and how they converted is as below.

A] Conducting 2 FREE seminars.

B] Generating Facebook leads for the FREE Seminar.

C] Calling up those who opt in for Seminar and taking confirmation.

D] Sending automated mails to keep them engaged.

E] Sending SMS to participants 2 to 3 days before seminar and one day before seminar.

F] At the end of FREE seminar pitching them regarding the PAID seminar. Usually they get 10% conversion.

If 40 people turn up for the FREE seminar they were able to convert FOUR out of them into the PAID seminar.

Requirement:

For the FIRST FREE seminar for the 11th batch they had 119 leads through Fb, only 30 out of them confirmed when called & only 7 turned up for the

Seminar. Which lead to 0 conversion [10% conversion ratio].

They need at least 8 to 10 participants to actually conduct PAID seminar and to make profit out of it.

Their main requirement was to have at least 50 to 60 participants for the 2nd FREE seminar. Rest they wanted to get from other sources and from doing remarketing.

What was done by me?

After meet up and detail discussion with the client, I realized that they were getting leads from Facebook but they were not qualitative.

They were using Lead generation ads in Facebook.

The only purpose to use lead generation ad inside of Facebook is when a business doesn’t has its own website or landing page, or when there is no need to say a detailed story about the thing for which lead is generated, that is when Facebook lead ads makes sense. Even in that case too it has to be done in such way that detailed description, FAQ’s to make sure those who opt in know what they are optin in to.

They had just run normal lead ad, where the lead details get populated automatically in the facebook form. The problem they faced when they started calling up was, people used to say no I never opted for the FREE seminar, some said I just clicked the ad, and few even said why you are calling us etc....

I tried convincing them that we can use the same data for remarketing and they were sure that that data would be of no use.

So First thing I did is I decided to go with longer route of capturing leads.

A landing page was created. A Facebook ad with 2 ad groups was created. One for specific interest based targeting & other for broad interest based targeting.

I made changes to the copy like

Instead of "come attend a Free Seminar on NLP" the copy was re written to

"Come and Experience NLP & other life sciences like never before. One day advanced intense NLP training with never before revealed methods"....

Nice graphic was created with proper ad copy.

& finally ad was made to run. The process was once people saw the ad, they had a button to click in the ad which said "SIGN UP". Upon that they were taken to the landing page wherein they had more detailed description of the seminar with a final little signup form with Name, Email & phone number.

Result: Got 176 leads. Out of which 30 participants attended the FREE seminar. I usually don’t like to blame, but here I have to say that only 30 turned up because there was one lady who did sales call and she took many days to contact the leads, because of that most of them who were interested and opted for it, were not nurtured to come for the seminar, otherwise at least 20 more people would have turned up.

Because of the quality of leads, even with 30 people they were able to convert at 30% which resulted in 9 signups for the paid seminar [Seminar cost 40+ thousand rupees]