In this quick #AskTaki, I want to share with you the 3 funnels that every coach should use if you want to build an audience, fill a webinar, and get clients NOW.
Pete, a good friend of mine, sent me a very simple yet critical question: “What are the main things I need to focus on with Facebook and funnels?”
We can go all sorts of level of details, but what I want to share with you right now is the funnels that we run every single week, every single month in our business.
These are the same exact funnels we get our Black Belt clients to run…
Because I think, frankly, if you get these 3 pieces right, magic is going to happen for you.
1. Audience-building campaign
I need to tell you upfront. This is the most boring.
The reason I put it first is because the stuff that you probably going to want to hear comes next. And so, you’ll sit through this to get to that.
If you don’t do this, Facebook is going to be more and more and more expensive for you forever.
It’s simple to do. Just like Jim Rhoan used to say, ‘It’s easy to do, easy not to do.’ Right?
So, if you do this, in 6 months’ time —or in 12 months’ time, you’ll be so glad you did it.
Obviously, if you’re going to succeed with advertising on Facebook, one of the big things you need to think about is audiences and targeting. Right?
And the truth is, that there’s not an unlimited supply of different targets; the audience is pretty much set.
Facebook doesn’t have secret stashes of people for you to target — the kind of the audiences of the audiences of the audiences.
Most people, including your competition, is targeting those same audiences.
So here’s the thing…
If the audiences aren’t getting any bigger, they’re fixed.
And if the competition is getting bigger and bigger, and they’ve got more people bidding on the same amount of inventory, then what ends up meaning for you is that the cost goes up and up.
The cost for every time of these groups of people is just going to get higher and higher.
It’s already got significantly higher just in the last 6 to 12 months.
So, what that means is this…
Instead of bidding on the same people that everybody else is bidding on, what we need to do for you is build you an audience that you can run ads to your list.
It’s still going to be on Facebook for sure, but what we want to do is just spend a little bit of money each day —like, 10 bucks a day to build page likes on your Facebook page.
Then we can run ads to those kinds of people just like we can run ads to get video views and build an audience that way, and then we can advertise again to your people. Does that make sense?
So, one of the campaigns we want to run every single month is an audience-building campaign.
It’s not sexy, but it’s super useful. It just got to build up your own asset —so, page likes and a group because advertising to groups is on the very, very kind of close-horizon — something that you can control. Cool? So, that’s first. Let’s get into the other stuff because I know you’re pretty keen.
2. Webinar-filling campaign
The second campaign that we run every single month is a campaign designed to fill webinars. So, you might be doing a live webinar or an automated webinar, plenty of videos up on the blog about how to do both of those 2 things well.
Let’s just talk about the funnel side.
The funnel is almost identical, the only thing that’s going to change is the follow-up piece between registration and the webinar itself. Because if the webinar’s live, it happens once. And we’ve got 3 or 4 days to promote it.
And if it’s automated, people are going to click and land on the registration page, register, and see that the webinar’s starting in the next hour —top of the hour —10 o’clock, 11 o’clock, 12 o’clock, 1, 2, 3, et cetera. Cool?
So, just quickly talk through the funnel. It starts like most things do — with an ad.
So, it starts with an ad. And the ad’s going to be advertising the webinar.
People click through. They land on the registration page. We’ve tested a bunch of different ads and a bunch of different registration pages, but video ads are working really well for our webinars right now and help to kind of keep cost low and drive our numbers up through to a really simple registration page when they register.
The Next page is really important. If the webinar is designed to sell sales appointments —to book calls— then offer the sales appointment right there on the Thank You page. Cool?
And you’ll get more people registering —you’ll probably end up with more people registering for your —booking in for your sales calls from people who never even saw the webinar than from people who did. Weird, but true.
If your webinar is live, then choose a different call-to-action. Again, it might be booking a sales call.
The call-to-actions we often choose are either a sales call or a join-my-group, or a download-this-thing-via-Facebook-messenger. And now we’ve opened up another channel — group and messenger are both great channels for marketing to prospects ongoing.
So, just think ad, registration page, Thank You page, and obviously, we’ve got the post-webinar —a webinar is basically getting people to sign up, to show up, to pay up, and follow up — your 4 campaigns which is giving you a quick overview.
3. Appointment-booking campaign
So, we’ve got build an audience, we’ve got fill a webinar, and 3rd, we’ve got an appointment-booking campaign.
And so, if your product or program is high-priced —5 or 10 or 20 or 40 or 50k —75 like some of my clients, then, that kind of sale is best done either at a live event or on a 1:1 call. So, let’s just talk about the call.
There are lots of different campaigns you can run. The one that I enjoy putting together the most is a case study campaign.
So, we have a Facebook ad with a picture of a screenshot taken from a video of you interviewing one of our clients. There’s some simple copy. They click a link to be able to download or watch the case study, then land on the landing page which is just a headline.
The same screenshot and a button —maybe some credibility in the case, but don’t have to.
So, this page which basically shows an important message, they click a button, they pop in an e-mail address and now we’ve got an e-mail, and then land on the Next page.
Next page has a lot of things including a video, but it’s not the case study video we just talked about.
It’s a quick video which starts like this, “Hey, thank you so much for requesting the case study of me and Bob where we talk about how we helped Bob to get great results. It’ll be in your inbox in the next 5 minutes.”
And that’s really important because you’ve just bought yourself 5 minutes. So, it’s going to be e-mailed to them, be there in 5 minutes.
“While I’ve got your attention, if you want to get the same kind of results and go even faster or see if or how we can help you get the same kind of results, then…” and we just talk about the appointment that’s available below and a long form sales page designed to get people to book an appointment.
And when you do that, it’s really common to get flooded with 10 to 20 or 30 sales call request per day, which is really good.
So, that’s the 3 main funnels that we use on Facebook; an audience-building campaign, a webinar-filling campaign, and an appointment-booking campaign. When you do those 3 things, you get a —you really get 3 things. You get opportunities, and you get sales, and you get clients. And if you summarize all that up, you end up with a scalable sales engine which is really what we’re after.
If you have any more questions, just Facebook message me or e-mail —hit Reply to the end of the e-mails you get from us, or leave us a comment below. Ask them and let’s get you on the next AskTaki.
P.S. Whenever you’re ready… here are 4 ways I can help you grow your coaching business:
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3. Join our Implementation Program and be a Case Study
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