Targeting High Value Clientele Using Facebook
Tim Lyons Friday, March 23, 2018
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In the somewhat daunting world of high profile clients and equally high-value products and services, many business owners are loathed to compete against the crowd using mainstream social media advertising venues currently available. They opt instead for over-the-top marketing and advertising in an attempt to reach their ideal client.
Five times out of ten, their money is spent and not a single lead, let alone an actual paying client, has been converted in the process. They are overlooking an obvious, easily accessible vehicle to capitalize on an audience who is poised to purchase…Facebook Targeting. I work with a lot of clients, including my own personal gym, that cater to the white collar crowd of professionals by offering higher-end products and services.
When I first mention the potential windfall of leads that can be created by a targeted Facebook marketing campaign to the majority of these clients, the response is an emphatic, “but my ideal client is not ON Facebook”. I heartily disagree.
The truth is, Mark Zuckerberg created a social media monster and advertising goldmine for those who are willing and able to tap into its riches. Let’s review some recent Facebook Stats:
- There are 2 billion monthly active users (as of Q3 2017) (1)
- Over 1billion of those are mobile-only users (2)
- There are 1.37 billion daily active users (3)
- Facebook adds 500,000 new users every day; 6 new profiles every second (4)
- 72% of all US online adults visit Facebook at least once a month (5)
Of the 2 billion monthly users on Facebook, I can confidently claim that you can find an audience for your product. You just have to know how to get their attention. That’s where matching the right message with the correct target demographic comes in using Facebook Targeting and look-alike audiences.
Late last year, we were approached by a strategic tax coaching company who was looking for a better way to reach their target demographic: small business owners, ideally high income earners ranging in the mid to high six figures and above. They had tried various types of advertising and marketing campaigns, but felt that they were missing out on a large piece of their potential demographic. During our intake call, we discussed the potential of harnessing the potential of Facebook. While they were intrigued, they were uncertain their clients actually utilized the platform and what’s worse, they had no idea where to start.
Their end goal was to fill up their sales team’s schedules with FREE 15-minute consultations to determine whether it was a good fit for both parties. There are many ways to gain the interest and trust of high value clientele on Facebook, and knowing what your target demographic expects is half the battle. In the past, we have created campaigns for our clients that targeted high value clientele utilizing a combination of specifically targeted Facebook ads sent directly to an exclusive offer that alerted our clients of interested parties in real time using SMS texting or emails. For the products that these clients offer, that was sufficient.
However, we knew that this targeted demographic would require more nurturing and thus decided to take a different approach: a more complex value-based integrated marketing campaign using a combination of Lead Magnet Facebook Ads, ClickFunnels Landing pages and Thank you pages for each of four e-Books. These flow through to a drip line of nurture emails leading from one book to another with the final two emails in each e-Book’s nurture campaign directing a prospect to a ClickFunnels Offer Page, integrated with a Woofoo Form that then led into their own scheduling app, TimeShare.
When it comes to money management and tax advice, most small business owners do an enormous amount of research before turning over their books to anyone. Imagine if you’ve been using the same CPA for a number of years…what would cause you to even entertain the thought of hiring someone new, especially if you’ve never heard of this company before? Trustworthiness and the potential to keep thousands more of your hard-earned money in your own pocket. That said, we decided that we needed to create a strong nurturing campaign, offering prospects value first to forge the initial bond.
To do this, we opted for our go-to: FREE downloadable e-books that lead into an overall value-based marketing drip campaign. After creating four books that would pique the interest of even the most stringent curmudgeon, we set about designing and writing four sets of ads directing potential clients to one of four FREE downloadable e-Books that we created. While the goal of the entire complex campaign was simply to get someone to set up a free call with our client, we needed to gain their trust first.
In this case, we were offering a FREE download of a valuable e-Book, chock full of information the small business owner may not have known about saving money on taxes. But, we needed to get that initial click through to the book for the campaign to be viable. As an aside, for high value clients, it’s imperative to invest in a copywriter who knows Facebook advertising. There are specific words and phrases that get more clicks than others. Recognizing that the vast majority of users access Facebook via mobile, we ensured that all of our ads were mobile-optimized.
When we were satisfied with the copy in the ad, we were ready to set up actual Facebook Targeting. Recognizing the characteristics that make up their ideal client is helpful, but another, equally valuable option available in Facebook is a look-alike audience. We were able to upload a current and past client list into Facebook Audiences and using its data-mining abilities, Facebook created a new target base for that reflected behaviors and preferences from their client list. When doing this, we also included a CLV (Client Lifetime Value) as Facebook now has a weighted scale on look-alike audiences that allows you to "rank" your best clients so that they get a heavier look-alike versus an average of all.
When prospect clicked a link through an ad for a particular book, they were directed to a landing page about the e-Book in ClickFunnels with a “download now” call to action button. Whenever the prospect clicks on the button, they are taken to a new thank you page in ClickFunnels where they are required to fill out a short form including name and email address to access the download and were immediately dropped into a nurture campaign in Infusionsoft. Once in Infusionsoft, we directed each prospect through a series of 4 emails relating to that particular e-Book.
The first email was designed only to thank the prospect for downloading the e-Book they chose and offer another link for download. Each subsequent email spoke more about what was in the e-Book and stressed the fact that, come tax time, they may be leaving money on the table and offered the opportunity to schedule a 15-minute FREE consultation call to see if our client may be able to help. If the prospect did not click on the link to the Woofoo form to schedule a call, they were dropped into the sequence for the next downloadable e-Book and subsequent email nurture sequence. We ensured that no matter where the prospect was in the sequence, they were tagged appropriately so that if they went through all four e-Book sequences and still did not click through for their FREE call, we set them aside for future nurture campaigns.
However, every time that a client did click through to schedule a call, they were directed to a Woofoo form with all of the inputted information sent straight through to the client’s scheduling app called TimeShare where they could schedule their call in real time. When we were getting ready to launch, our client came back to us and said they wanted to create another direct line to scheduling a call with them specifically for Financial Planners based on changes in tax law that went into effect for 2017.
We did not have time to create a new e-Book for this extremely specific group of clients, so we created a separate campaign for them consisting of a targeted ad directed at Financial Planners which led to a landing page form directing them to set up the FREE 15-Minute call. This landing page was integrated with both SMS Text Messaging and their TimeShare scheduling app to alert their internal team of the prospect’s interest and to include updates for upcoming calls on their calendars which was reminiscent of the type of campaigns we have run in the past.
When working with a higher value client, you have to be willing to spend a little extra time and money to get their attention. This type of down-targeting could yield a higher cost per lead (CPL), but you need to determine what your threshold would be to acquire them. Considering the very niche demographic we were targeting for this client, we were unsure what results it would gather. However, to date, we just learned they are getting an average of 50 highly qualified leads per week and have 23 upcoming scheduled calls.
Our client only needs to convert two of these leads into paying clients to break even on the cost of building the campaign and covering advertising costs. The net of it is that no matter what you’re trying to sell, you can find your audience on Facebook. You just need to know where to look and how to get their attention.
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