FUNNEL MAGAZINE TRAFFIC & LEAD GEN
EXCLUSIVE CONTENT
HOW TO INCREASE YOUR ORGANIC REACH ON SOCIAL MEDIA
6 FUNNELS
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THE INTERVIEW
48 METRICS
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STRATEGY & TACTICS
LEADERSHIP
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70 SOCIAL MEDIA
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VOLUME 2
FUNNEL MAGAZINE
LETTER
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5 WAYS TO DECREASE YOUR COST PER LEAD
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FROM THE EDITOR
CHALENE JOHNSON
YOU HAVE TO SLOW DOWN TO SPEED UP
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3 FUNNEL HACKS TO DOUBLE CONVERSIONS OVERNIGHT 5 WAYS TO CREATE SCARCITY IN YOUR FUNNEL
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WRITE AUTOMATED EMAIL THAT SOUNDS LIKE A REAL PERSON
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HOW SPLIT TESTING CAN DOUBLE YOUR LIST GROWTH
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HOW TO INCREASE YOUR ORGANIC REACH ON SOCIAL MEDIA
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THE MARKETER’S CRYSTAL BALL
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5 FREE & EASY TECH HACKS THAT CAN SAVE YOUR FUNNEL
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LETTER FROM THE EDITOR OF
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Dear Funnel Hackers, We have a gotta get up and get moving edition for you this month, featuring celebrity fitness trainer Chalene Johnson. I guarantee she will get you up and moving whether it’s in physical activity or in launching your marketing initiatives for the new year. Chalene talks about the work out she developed in the interview with hawk she describes it as “This work out that was kind of goofy. And it was a mix of like hiphop and kickboxing and athletic drills and a lot of stuff at that time that didn’t go together. But I fused it together and added some sound effects and music, and it just has this killer soundtrack!” My husband and I before our little funnel hacker was born, we used to do a form of martial arts that involved a lot of kickboxing and circuit drills, that really got us pumped up and made us feel like we were ready to achieve anything and everything. It’s vital to have the confidence and energy of being able to conquer anything whether it’s in business or fitness. So during the holiday meals and festivities in the next few months, Don’t Forget to get and keep moving! Have A Happy Thanksgiving and Holiday Season! - Tricia Wilkes, Editor-In-Chief
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TRAFFIC & LEAD GEN
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VOLUME 2
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5 Ways To Decrease Your Cost Per Lead ARTICLE BY Karen Sahetya
The question that gets asked over and over again in the So how do you get a bunch of people to interact with Facebook™ ads space is: how can I lower my cost per your ad? Once you find your winning combination of copy and image (which we’ll talk more about in lead WITHOUT sacrificing lead quality? a minute), run a Page Post Engagement campaign It’s become the million dollar question...literally. to get more interaction on it. The objective here isn’t Figuring this out can cost you or make you an extra conversions, it’s social proof. Once you have some love million dollars. Especially as we head into Q4 and on your ad, run your Conversions campaign using the holiday ad spends, it’s more important now than ever same ad. You can even run your ad to an audience of to make sure you’re doing these five things to reduce existing happy customers who are more likely to share your cost per lead. their experience when they see your ad. 1. Social proof your ads Important tip: you have to use the same page post ID Why do people wait hours in line for a slice of pizza? to keep the social proof on the ad you’re running. How different can that pizza really be? The answer is If you do this, you’ll find that it’s often cheaper to simple. If that many other people are waiting in line get your ad in front of more people because your then it must be worth waiting for. Facebook ads are no cost per impressions goes down AND because of the different. When someone sees an ad that 100+ other psychological element of social proof. You’ll also get people have liked or commented on, they can’t help cheaper leads. but see what the hype is all about. An ad with no interaction on it is a lot less appealing. 2. Use exclusions
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If you’ve already asked someone out on a date once and they turned you down, you either don’t ask the same person again or you at least ask a different way.
a lower cost per lead or purchase. 4. Test your creative We’ve all been guilty of it before. Throwing together an offer, picking the first attractive stock image we see, and getting it out in front of an audience we assume may be interested in it. This is a great way to completely miss the mark and never find out if it was your offer, your image, or your audience. If you have a solid grasp on your audience, and you have an offer you know works, don’t skip the part where you should test multiple images with the same audience and offer. Why in the world would you do that? Because the higher your click-through rate for link clicks Maybe they don’t want to go to a movie with you, but are, the more people are seeing your landing page for going to get ice cream is a whole different story. less cost. Test at least two or three completely different Similarly, when you serve an ad up and someone styles of photos, color palettes, and subject matters to doesn’t bite, don’t bombard the same person with the see what resonates the most with your audience. same message over and over again. This usually drives 5. Add authority to your funnel them to hide your ad or leave a nasty comment. There are a variety of ways you can get people to know, Instead, use your pixel events to create a custom like, and trust you as they get to know you through your audience of people who have already clicked on your funnel. If you have credibility from third party sources, ad and hit your landing page, but didn’t opt in. Then put it in your sequence of ads and on your landing exclude that audience from your ad and retarget them pages. Do the same with testimonials and case studies. (more on that below) with another ad. We’re all more willing to hand money over to people 3. Retarget your top of funnel we trust will do what they say they’re going to do. Use Keep your messaging fresh and consistent with where apps that show pop-ups in the corner of your landing your potential customer is in their process with you. The pages so people see that others are actively viewing first ad might introduce them to your product or service and purchasing your product. and help them self-segment by interacting or clicking With just a little bit of preparation and effort, lower costs your ad. This is a great place to add pure value with no and higher quality leads are within your reach. Through major commitment on their part. social proof, smart use of exclusions, a clean retargeting The second ad that person should see is not the same strategy, data-proven creative, and credibility, you can ad again, but a different one. Perhaps at this stage, reach and develop the audience most likely to respond they need to build a level of trust or familiarity with you. positively to your product or service. So show them a testimonial, a case study, or where you were just recognized in an article or with an award.
Next, now that they’re good and warmed up to you, create irresistible value. If you’re running ads for an e-commerce store, this might be where you offer a great bundle, free shipping, or an exclusive discount on exactly the product they were perusing in your store. When you ask a cold audience for the sale right away at the top of the funnel, you may have some conversions, but they’ll be higher cost conversions than when you ask a warmer audience for the sale in the middle of the funnel. When you retarget people who show interest, you’re building a relationship and ultimately selling at EDITION 11
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