Facebook Advertising Training Class in California Announced By Elyse Tager Consulting

Early registration for the Facebook Ads Training class is now open

Elyse Tager Consulting announced that early registration is now open for the 2017 Facebook Advertising training classes in California. Those who want to learn Facebook Advertising can register for the class which will be held July 12, 2017 the San Francisco Bay Area.

Elyse Tager, founder of Elyse Tager Consulting said, “Anyone can learn Facebook advertising without a technical background, because it’s just a process. Even though Facebook changes the rules all the time, the fundamentals of successful advertising don’t change. We teach all the tools, tactics and strategies in a hands on setting so students are armed with the latest information.”

The class content is designed for coaches, service providers and business owners who want to learn how to master Facebook ads to create an ongoing and cost effective source of leads for their business.

Tager said, “You definitely don’t have to be a web geek to learn this material. It’s a process that anyone can learn and apply easily, and we practice it during class.”

Participants are encouraged to bring a laptop and have their own Facebook Business account already set up to practice the techniques in class, getting feedback from the instructor. By practicing in a real-world scenario, on their own Facebook Ad account, each student learns the techniques by actually applying it to a live site. “Getting live feedback on the spot helps cement it in place so the student doesn’t waste time going down the wrong path,” said Tager.

For more information on the details of the course and to register, go to: http://bit.ly/fb-ads-class.

About the Elyse Tager Consulting

Elyse Tager is the owner and popular public speaker who has taught online marketing techniques to businesses from all over the SF Bay Area. She has specialized in Facebook advertising strategies and offers consulting and done-for-you services in the Bay Area. For more information, visit https://www.elysetager.com.

Lead Magnets that Actually Convert

The Best Way to get Qualified Leads

I’ve said previously that the most cost effective use of Facebook advertising is with a good lead magnet – or three.

A good lead magnet can generate thousands of leads per month for your business. Lead magnets, those ubiquitous free offers attached to a signup form for an email list, are a great opportunity to gain targeted leads. Creating a lead magnet is easy. But creating lead magnet that gets you targeted leads is challenging. Here are some tips that will help you overcome those challenges to create dynamic lead magnets that get great results. But before we start, let’s lay some groundwork.

What is a lead magnet?

A lead magnet is any content that is given away to someone in exchange for his or her email address. Instead of purchasing an ebook, for example, they simply sign up for your email list and then receive a link to download the ebook free.

Know your customer.

All good marketing begins with knowing your customer. Do your research to be sure you have your customer avatar fleshed out. Who are you trying to attract? Where are they online? What do they read? What do they really truly want? What is the transformation they want? Google, YouTube and Amazon are great research tools to get deep into the minds of your ideal customer.

Defining your target customer, the ideal person you’d like to have sign up for your email list, will help you refine your content offer so that your lead magnet attracts not just plenty of leads, but well-qualified leads.

What creates conversion?

You must give customers a reason to provide you with their contact information. Most people today are so inundated with emails, newsletters and offer advertisements that the lead magnet must be truly stellar to get people to add one more email to their inbox. Simply inviting people to sign up for your list no longer generates the results it once did. You must give something of value in order to receive something of value — namely, a customer’s email address.

Nearly every website or business with an email list uses lead magnets to attract customers to their list. The question, however, isn’t whether lead magnets attract prospects, but are they the right prospects that are not only interested in your offer but also willing to spend money with you later on down the road.

The best-performing lead magnets add great value to the customer receiving them while satisfying a need or solving a problem for customers. These lead magnet appeals to the target audience because they provide a much-needed service, important information, and directions to solve a specific problem or some other piece of information that the customer craves.

Another attribute of the best lead magnets is that they are highly specific. They do not provide answers to all of a customer’s questions, but very specific questions. Instead of “Learning How to be a Sought After Speaker” a much better lead magnet might be “The Introvert’s Guide to Becoming a Sought after Speaker,” The latter is specific enough that it will attract a very dedicated prospect who has the challenge of being an introvert. The more general your lead magnet, the less likely it will be to convert. You can’t be all things to all people!

How do you use a lead magnet?

Now where do you actually offer these lead magnets on your site? Remember, you are creating a multi-use asset for your business, so make it available in as many locations online as you can.

  • Feature Box
  • Top of Sidebar
  • Within a blog post
  • The Footer Of Your Site
  • On Your About Page
  • The Banner across The Top Of Your Page
  • A Popup Box on your home page or blog
  • Create a landing page, or opt-in page as a stand-alone area to offer your lead magnet. I’m a big advocate of Leadpages for landing, opt-in and sales pages.

You may also want to take that same lead magnet and produce it in a variety of formats. Create a PDF, record it and create an audio file, do a video with the same information, conduct a Facebook Live. All can be used with the same purpose of collecting an email address.

5 Lead Magnets to get you started

Here are five ideas for lead magnets that are top converters and can be customized for your business Remember, the more value you can add to the lead magnet, the better the results should be. Make it a fairly quick read, with truly actionable material.

NOTE: Want more ideas? Lead magnets should be used at every stage of your prospect’s journey; from simple brand recognition all they through to becoming a customer Click here to download “50 lead magnets for every stage of the Prospect Journey”

  • The “cheat sheet.” Cheat sheets are short tips; lists or worksheets that help customers solve a specific problem. Because they are short, design counts, so you might want to hire a professional design to make your cheat sheet look spectacular. The specific problem-solving nature of the cheat sheet makes it very appealing alone or combined a related blog post, podcast or video post of more depth.

 

  • Free templates for anything are extremely popular and generate lots of leads. Make sure your template supports what you are selling and doesn’t supplant it. For example, if you offer social media consulting services, a free Facebook ad template or graphic generator for a Facebook profile page might be a good lead magnet. Templates can be in Word, Excel or any other common program and should be designed to appeal to the target audience.

 

  • Free training series. Videos, workbooks, a combination of these tools or free training delivered through daily emails make for a great lead magnet. This is especially true if you sell a similar training service and can put a dollar amount on the value of the training. Think about problems that require multiple steps for your customers to solve. These can make ideal step-by-step training products for your lead magnet.

 

  • Swipe files. A swipe file is a file set up to collect good examples of things that you like. For example, a swipe file of article headlines might include the 50 best headlines you’ve ever seen in an email campaign. Swipe files provide valuable ideas in a way that make them unique and useful.

 

  • Tool kits. Tool kits can be a little more complex to create, but because they are filled with resources, they can make excellent lead magnets. You may not need to start completely from scratch with a toolkit. You can use existing resources, blog posts and other content to complete your tool kit. Common tool kits include one or two ebooks and a worksheet, a video or a checklist.

Lead magnets continue to evolve, but one thing remains the same — they work. The greater the value you give your customers, the more they will trust you when they give you their email address to fill your pipeline with leads.

Want more ideas for creating Lead magnet for all stages of your prospects journey?  Click here.

 

Want more ideas for lead magnets to use throughout your business. Click here to download

Facebook Advertising Blueprint

8 Steps to Success

Facebook is currently the biggest social media platform with almost 2 billion members. Half of those are online daily. With very few acceptations, your ideal client is there!

Facebook also has the very best targeting opportunities of any social media platform, which is critical for successful advertising.

I see so many entrepreneurs making the same mistakes over and over again. They are running Facebook ads incorrectly and wasting money. Or they are using Facebook advertising when they shouldn’t – it’s too early in their business to invest. Here are my 8 Steps to get you started the right way!

  1. Start with your offer

If no one wants what you are selling or offering, no Facebook ad can succeed. So if you can, use an offer where you have a proven track record – a course that you have already sold successfully, a coaching package where you have had previous successful clients. This way you know the offer is proven and you can focus on the ads themselves.

If you are starting from scratch, start with a lead generation campaign where you are offering something of value for free.

  1. Know Your Objective

When it comes to running Facebook ads, the first step is to choose your objective. You can run ads to build brand awareness and increase the number of likes on your Facebook page. Or you can promote your Facebook posts to do the same. I don’t typically recommend either of these tactics, as building an email list is more valuable than increasing Facebook liked.

NOTE: For more very valuable information, and more detail on these 8 steps, click here: http://bit.ly/FB-blueprint

3.  Know your Numbers

This is a critical next step.

Before you start running any Facebook ad campaign, you need to know what you can pay for a new customer or lead

For example, if you speak to 10 potential clients, how many can you close into paying clients? Some people can close 1 out of 3, for some it’s 1 out of 5.

Once you know, decide how many clients you want, and calls booked and you can figure out how much you can pay per lead and still be profitable.

  1. Identify a budget you can live with

The number one question that people ask when it comes to Facebook advertising is how much do I need to spend on my Facebook ads?

It just depends on your monthly income and comfort level. With my clients, we usually start with $30 a day and build it up to $200, $500 or more.

The second most frequently asked question is how much should you be paying per lead (or for someone to join your list).

You will pay less for somebody opting in to your lead magnet (your free opt-in offer) and more for a webinar registrant or to get somebody to get on a sales call with you.

  1. Start with the testing phase

Facebook ads are a test and iterate process. You will probably not hit the jackpot with the first campaign you run. The more variables you can test, the more you will learn, and the better and more productive your ads will become.

If you don’t already know, you should know and this testing period will tell you what your business model can support.

  • How much can you pay for a new lead?
  • What is your typical conversion rate from lead to paying customer?
  • How much can you pay for a new customer?

Let me tell you what a true strategic testing approach to FB ads looks like. In the beginning you are testing with a plan, and preparing for the rollout – not throwing a few ads out and watching for the magic. It’s a test and iterate process. The testing phase it for the purpose of learning as much as you can to prepare you for the future growth of your campaigns

Testing as many variables as you can afford to pay for.

  • Test 5-10 ad sets
  • Test 2-4 ads
  • Long copy vs. short copy
  • Split Test of landing pages.

It’s probably going to take $100-500 dollars, for that one week to establish your metrics and figure out how to expand with your successes.

  1. Create a landing page that will convert

Aside from the ad itself, the landing page will highly influence the success of your ad campaign. When you are getting clicks on your ad but people are not opting in, your landing page is the problem. Your landing page should convert at a 20% at minimum for your Facebook ads to work. 
Assuming you are sending traffic to a page prompting people to give you their email address in exchange for a free offer.

Your landing page should be closely aligned to your Facebook ad. Meaning, it should match the colors, fonts and the copy you used in the ad.

  1. Define your target audience or audiences

There are 2 types of audience; warm and cold.

Warm: These are people who are either already doing business with you or are on your email list, or have liked your Facebook page. They are the most likely to do business with you if you have a new offer. Your email list can be uploaded to Facebook so that you can send them your ads. You can create a “look-alike” audience where Facebook will take your email list and find similar people within Facebook for you. You can create a look-alike audience the with your Page likes as well.

Cold: This is everyone else. They don’t know you or your brand and will need “warming up” before you can convert them to any kind of sale.

You always want to start with your warmest audiences first as you build your Facebook ad campaign. If you are first starting out and are building your email list with a lead generation campaign with a free offer you will probably be using cold audiences. Look for interests that are related to your offer, or pages that are similar to what you are offering and certainly define your demographics by age, gender and geography if that is relevant.

  1. Create a compelling ad

Have you ever heard the phrase “thumb-stopping”?

People are browsing on Facebook constantly, rifling through their feed quickly. The goal of a well-crafted ad is to get the viewer to stop the scroll and actually look at the ad.

In your copy, be conversational. Use words that your ideal audience would use themselves. Use interesting images that go well with your ads but also stand out in the newsfeed.

The words and phrases in your ad should be repeated on your landing page to create congruency between the two.

Your copy can be short or it can be long. This is one of the things you will need to test to see which gets the less expensive leads.

BONUS – The secret is in the follow up

Now that you have a system in place to get more leads cost effectively, what are you going to do with them? The success in all online marketing, or any marketing really, is to have a follow up process to continue to warm up that lead to the point where they are willing and WANT to spend money with you. Have a clearly defined process in place before you start your campaign so you are ready for more customers and more revenue!

You now have the 8 basics of what creates a successful Facebook Ad campaign. But this is just the tip of the iceberg.  For much more detail that will assure you of success with your ad campaigns, click below

 

The Biggest Mistake You can Make with Facebook Ads

Don’t make this mistake- You don’t want to be that guy.
This mistake is a success-killer.  I’m always shocked when it is overlooked or done poorly.
What is it?
Not having your groundwork in place.
What do I mean by groundwork?  Everything that should be in place BEFORE you start placing ads and spending money.
It’s not just about the ad. You can have all the screaming, cost-effective, targeted traffic in the world (which is what a Facebook ad is supposed to do!) but if you don’t have your groundwork in place to turn those LEADS into CUSTOMERS, you are wasting your precious time and money.
Your offer  Be sure people want what you are offering or selling. Test your offer, whether it’s a short checklist, a coaching package, or a big multi-module course, organically first.  If your social media connections and email list aren’t interested, neither will your paid traffic be.
The Landing page, or opt-in page. I’m going to share an absolutely awesome ebook from my colleagues at Leadpages.  They are my number one choice for landing page creation and wrote the book on how to make them successful.  Click here to download these mighty ebook!  You are welcome.
Fulfilling on the ad promise  If you say you are going to provide a checklist, or ebook, is it working?  Make sure your back end processes are in place and smoothly operating!
Email or phone call follow up  Once someone has been interested enough in your offer to give you their email address (which is not a small thing these days) follow up with them immediately to cement the relationship, engage, and build more trust and interest.  Have a well-crafted auto-responder email series in place to further deliver on your promise and heighten the interest of your prospect.
More follow up – keep your community engaged and wanting more information from you. Are you sending out a weekly (or daily, or monthly) email newsletter or VLOG or something to keep them interested in you, your brand and your offer?
The last step will be to ask for the sale.  But that’s still part of the groundwork! Have your script or copy ready to help that interested prospect to become a happy new customer.
When people tell me that their ads are not working, the first thing I ask them about is the groundwork! Traffic – even tons of great traffic, can’t make up for a lack of groundwork.
Just a reminder, I’m live on Facebook every Friday at 11 am Pacific with educational topics and tips to help you optimize Facebook Ads for your business.
Join me on my Facebook page at that time – you’ll get some great FB Ads tips in just 10 short minutes.
Cheers,
Elyse
P.S. If you have not already done so, please download my newest ebook – “Facebook Ads Blueprint – 8 Steps to Success” here 

Who should NOT be Advertising on Facebook?

It seems odd that I as a Facebook Advertising Strategist would be talking about who should NOT be doing Facebook ads. But I’m approached by new businesses for help daily and I just want to offer some advice on who should NOT be doing FB ads.

Or put another way, when’s the best time to start doing Facebook Advertising

FB ads, if used strategically, are the cherry on the cake of a strong business model, rather than a secret ninja tactic that will make everything fall into place. 

I’m asked frequently for help running their ads, by people who think FB ads is the sliver bullet. It’s not. See the video where I talk more about this topic and when and how to jump in.

Also, please download my new ebook the “Facebook Ad Blueprint – 8 Steps to Success” See the box on the right and sign up to receive your copy.

 

 

 

How to Get Over the Fear of Creating Videos

Today we are talking about video and specifically how to get over your fear of being on camera. We have been talking in the past few weeks about how important video is not only in Facebook Ads but in your business in general. But many women are not brave about hopping in front of the camera.

Today I’m delighted to be joined by my friend and colleague SaCola Lehr. SaCola is known in the online world as a Video Launch Strategist and creator of “From Introverted to Video Powerhouse”, where she helps coaches, consultants, and other online female entrepreneurs bring their words and visions to life by using video.

 

How Much Should I Spend on my Facebook Ads?

This is the question I get asked every single day

How much should I spend on my Facebook Ads?

In this quick video I’ll give you a long and short answer to that. Stick with me to the end, and I’ll give you the sound bite you are waiting for.

My answer, and I know you are not going to want to hear this, is “it depends”

It depends on:

What is your objective?

  • Listing building?
  • Get people to a webinar?
  • Send people to your blog?
  • Course sign up?
  • Attend an event?
  • Drive people into your retail store?

For any and all these objective you need to know your conversion numbers.

  • How many people will click on your ad (that’s your click thru rate)
  • Once that person gets to the landing page how many take the action you are asking them to take? (Landing page conversion rate)
  • Once they opt in, now many will buy what you are offering?

The first campaign that you are doing should be establishing all of these metrics. You know the price of your offer. Now you can back into what you can afford to spend to get a new customer.

Ok ok, but how much should I spend?

Facebook Advertising is not about throwing ads against the wall and hoping for success.

It’s a test and iterate process.

Especially if you want to grow your business – and I’m assuming that’s why you are here.
Think of all the things you can and should be testing.

  • Audiences
  • Ads
  • Copy
  • Headlines

The more variables you test, the more expensive (but educational) your testing will be.

So let’s lay out a simple strategy.

Test for one week – 7 days. – (It takes Facebook 48 hours for the algorithm to do its job)

Test 5 audiences

Test 2 versions of an ad.

This is already 10 ad-sets, at $5 per day for 7 days. That’s $350.

I rarely test at $5 – it’s too slow and there is not enough data to be reliable. The more data you gather and the faster, the faster can make improvements.

So that initial campaign could be $700.

I usually suggest we start with a budget of $500 at least to establish those important conversion metrics.

If you don’t already know your numbers, this testing period will tell you what your business model can support.

  • How much can you pay for a new lead?
  • What is your typical conversion rate from lead to paying customer?
  • And the most important figure – How much can you pay for a new customer? This is the golden ticket in Paid advertising.

You want to test with a plan, and prepare for the rollout. –

You are NOT throwing a few ads out and watching for the magic. It’s a test and iterate process.

The testing phase it for the purpose of learning as much as you can to prepare you for the rollout process.

What a good strategy should be doing for you

  • Building your email list with qualified prospects at the minimal cost per lead you can afford
  • Knowing that your FB Ads campaigns are going to get you 3x 4x 5x your ad budget or more. If you spend $100 (on your ads) to ultimately make $300, $400 or $500 wouldn’t you do that all day long? If you can 10x your ad budget back, wouldn’t that be the golden ticket to ongoing, reliable, predictable revenue…who doesn’t what that?

So. Can you spend $5 per day on FB ads? Yes, If you want to grow at a snails pace. I don’t. And none of my clients do.

And that magic number “how much do I have to spend”To be in growth mode and strategic, I would say $350-$700 for your first campaign.

So, if you ARE at that stage of your business and are looking for exponential growth, I’d love to help you.

Click here to schedule a call with me here

No pressure, I promise, just a conversation.

The Importance of Video in your Facebook Advertising

Part 1 of a 2 part series

Video is so important for your business, especially on Facebook, that I’m going to be doing a 2-part series. How is it important, you ask?

Facebook is favoring video posts in the newsfeed – so you will get more reach!  A little background: FB wants to be more personal, engaging immediate and in the past year has placed a huge emphasis on video. In fact, Facebook is going after Youtube and will create its own TV channels.

But a few more points that are relevant to your business.  The cost to advertise with video ads is lower because you will get more reach for your dollar of ad spend. More eyeballs! Your responses, click thru’s and conversions will be higher.  I just convinced one of my clients to test a video ad to some of her proven audiences and the click through rates were double and the cost per click were less than half of her controls.  We had a winner!

Here are just a few tips for your video creation:

  • Make it short. Wistia, (a video hosting platform), data showed that on average, people watch more than 80% of a video shorter than 30 seconds. I recommend no more than a minute for max viewing time.
  • Add captions: According to Facebook, captioned video ads increase video viewing times by 12%. Another study showed that 41% of videos were meaning less with out sound. Don’t be that guy.
  • Run videos that have done well elsewhere – your website or blog

So NOW is the time to start using video in your Facebook ads.

Warm Audience – Don’t forget your Tribe!

Once you have someone on your email list, or liking your Facebook page, or in your Facebook group, it’s easy to think you’ve “got them”.  Meaning, they already know about you, and don’t need to hear about your newest offers or see your ads.  Not true!  You warm audience is the most important piece of your marketing strategy.