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Apple PodcastsOn this episode of the podcast, Dean Denny shares valuable insights on maximizing ROI from Facebook ad campaigns. They discuss the importance of understanding the customer journey, creating compelling messaging, and utilizing the right assets for successful digital advertising. The episode also explores the significance of lead magnets, personalized calls, and presentations in attracting and nurturing potential clients. Additionally, they touch on the use of AI tools like ChatGPT for content creation and optimizing messaging in advertising campaigns. Overall, this episode provides strategies for lead generation, nurturing leads, and enhancing sales processes through strategic marketing efforts.
Timestamps
[00:02:54] Generate $27 for every $1 invested.
[00:15:54] Effective marketing podcast with growth strategies.
[00:19:56] Use Facebook lead forms for better data.
[00:22:50] Use lead forms, Calendly, thank you page.
[00:26:50] Increase show up rate on calls. Use Facebook cards, email marketing, automations. Build trust with audience.
Lessons Learned from the Podcast
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- Understand and Segment Your Target Market:
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- One of the most crucial steps in achieving high ROI in Facebook ads is to thoroughly understand and segment your target market. By profiling customers into sub-markets or sub-avatars, such as startups, scale-ups, and enterprises, you can tailor your messaging, voice, and communication style to resonate with specific customer needs and pain points.
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Develop Effective Marketing and Sales Qualified Lead Offers:
- Create compelling Marketing Qualified Lead (MQL) offers like guides, checklists, or reports to capture contact information. Follow this with Sales Qualified Lead (SQL) offers that provide immediate value and a positive transformation, encouraging potential clients to book a call. Avoid negative messaging and ensure the offer is uplifting and motivational
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Optimize Ad Copy and Creatives:
- Use direct, succinct, and conversion-focused ad copy. High-quality video and static creatives should clearly communicate your message and attract your target audience. You can review successful examples in the Facebook ads library to understand what works well.
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Use Facebook Lead Forms and Automations:
- Instead of relying solely on landing pages, leverage Facebook lead forms to capture leads efficiently. Ensure that your thank-you pages and follow-up emails drive leads to book calls. Automate your email sequences to nurture leads over time, helping build familiarity and trust with your brand.
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Patience and Understanding Sales Cycles:
- Recognize that achieving significant ROI takes time. Understand your sales cycle and don’t expect immediate results.
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This is Open Source Growth, Australia’s number one SaaS marketing podcast hosted by me, Dean Denny, founder and director of Owendenny Digital. Get ready to deep dive into a world of direct response advertising. Unlock the mysteries of digital marketing, master the art of copywriting and drive massive revenue growth with cutting edge customer acquisition strategies, from product led growth to sales led growth. We’ve got it all covered, and that’s not all.
Join us as we sit down with some of the brightest minds in our industries, founders, CMOs who’ve been where you are and have made it to the other side with stories to tell and wisdom to share.
We’re not just about the strategies in the how to’s, we’re here to fuel your drive with a heavy dose of motivation because in the world of SaaS, it’s not about knowing the path. It’s about charging down with all you’ve got. Whether you’re looking to double, triple, or even 10X your SaaS company this year, Open Source Growth is your ticket to the big leagues.
So plug in, turn up the volume, and let’s get your SaaS rocketing to new heights. Because here it’s not just growth. It’s exponential growth served with a side of fun and a sprinkle of the extraordinary.
Welcome to Open Source Growth. Let the adventure begin.
Hello and welcome to another episode of Open Source Growth. You’re here with Dean, Founder and Director of Owendenny Digital. And in today’s episode, I want to go about how we are getting an insane return on investment from our Facebook ads campaigns. Now, at the time of this recording, for every dollar we have invested this year in Facebook ads, we have generated an overwhelming 15 dollars back.
But this could improve. And based on our current projections, looking at our HubSpot, CRM, and seeing where things are going, it’s more than likely that for every single dollar we invest in Facebook ads in 2024, we are likely to generate over 27 dollars. So, imagine if you built out a system in your business where you could spend 1 dollar and you would receive 27 dollars of revenue back, what would you do? How would you feel? And how would that change the way you do business? How would you show up every single day? What would you be believing about you and yourself? And your naysayers in your life that say you’re not great at business or you’re not great at marketing or whatever. How would that make you feel? If you’re like any of us it would make you feel incredible. Having a machine which generates 27 dollars for every dollar you invest in your Facebook ads right here and right now that would be life altering for most of you who listen to this podcast.
Now, in today’s episode, I’m going to reveal to you everything that we are doing inside of our agency, which is a B2B sales led growth company that sells digital advertising services, direct response copywriting, go to market strategy, and digital advertising for the B2B SaaS space, the info product space and also the direct to consumer SaaS space as well. And I’m going to show you how you can do exactly the same thing inside of your marketing agency, inside of your Accounting practice, inside of your product, inside of your sales led SaaS company. Because at the end of the day these processes do work. They’re proven to work and I’m going to give you absolutely everything away for free that you can go about implementing into you and your own business so you can go about spitting out dollar bills for every dollar you faithfully invest into digital ads. So, let’s get into it.
Now before we get in there, I just want to reveal a few of the main mistakes that people make when they go about building out a Facebook ads machine. The first mistake that people make is everyone’s just going to buy my product for what it is and that’s the wrong way to look at it. You need to go about selling the transformation of your services and you need to be a little creative with how you package your services. In fact, you need to go about reverse engineering your services into three key steps.
Number one, how you present your core offer and your services. Then take a step back. How do you get a person onto a sales call through the form of a sales qualified lead offer or an SQL? Then how do you get someone to sign up for your email list or your database, which we call a marketing qualified lead or a marketing qualified offer? And these are the three steps you need to consider when it comes to building out your Facebook ads machine. Now, in our ads machine, and you can check this out on Facebook ads library, like this is all very easy for you to see with what we’re doing inside of our agency. This is what we’ve done because we understand our target market. If you have a really strong target market and you understand their pain points, their desires, the language they speak, you can essentially blow your own equivalent of a marketing dog result to get them to stand up, look around. And then reach for the nearest possible means of getting them to do business with you. And it’s really, really powerful.
So, number one, understand your customer journey and assume that you cannot just simply sell your core offer as your core offer, as your first touch point to work with you and your business. So that’s, that’s really, really important.
The second thing you need to consider when you build these things out is that if you’re not writing correctly to your target market and your customer avatar and understanding those desires, pain points, challenges, fears, what they’ve tried before, what keeps them up at night, you know that whole rigmarole. If you don’t understand that, your messaging is going to be wildly off throughout the entire customer journey, so you need to ensure that is well hard baked into every single campaign that you do deploy. Then the third thing, and this is truly vital, is that you need to have the right assets in play to make this system work. This system literally works with every single sales led growth business. So that could be anything from like bookkeeping, to accounting, to a law firm, to a, um, you know, a marketing agency, or a graphic design agency, or a video agency. Like this could work for any services business. In fact, you could probably do this for tradies as well and it would work fine in a painting or an electrical or whatever business. This all just works, right guys? And it’s really, really, simple if you do this correctly, but you need to have the right assets in place. You need to have an ability to create value for your customer that is free and it’s digestible, which enables them to exchange with some part of them, whether it be their time, their energy, their contact details, and eventually their money to go about working with you and turning into long term clients. So, this is really, really important. Let me just quickly sip my tea. Give me a second. Mmm. It’s different.
Now guys, if I’m sounding a little different today, it’s purely because of the fact that I’m sitting on my beautiful couch here in my living room and I’m using a Rode Wireless Me microphone. Let me know what you think of the audio quality at the end of the call today. I think that would be really, really insane. I mean podcast, what am I even speaking about?
But anyway, you need to ensure that you can create websites or landing pages. You need to be able to create reports or free trainings or free guides. You need to go about having a consistent means of booking calls and having people show up to your calls as well. So, there’s a lot of moving parts here. But again, I’m giving it all away for free. So again, stop this podcast, listen, take notes. It’s all going to be revealed today. So, they’re the three key things you need to know before you go into getting this out and knocking it out and making it right for you and your business.
See, let’s start from the very start. How we did it in our agency was very simple. We have a very narrow focus of working with B2B software founders, direct to consumer software founders who essentially have very, very similar pain points and also info product marketers. So essentially platform owners on membership site owners, et cetera, et cetera.
But in this case, we purely targeted software company founders. Now, what’s interesting about what we have done is that we’ve actually effectively segmented out our customers, the startups, the scale ups and the enterprises. And by segmenting out the sub -markets or the sub- avatars within our target market, we’re able to get really, really clear in regards to the messaging and the voice and the communication style that these types of customers really, really resonate within order to get them onto a call to communicate with us and essentially get into the fold of becoming an Owendenny agency client, right?
So, the first things first is you really need to profile out those target customers. And once you have that, that can then form the backbones of your messaging and the products and the offers you need to develop. The second thing you must do is then create what we call a marketing qualified lead offer an MQL or a lead magnet.
Like it’s very, very simple. Now, when it comes to the lead magnets, we’ve tested and tried so many of these over the years. We’ve tried checklists, we’ve tried guides, we’ve tried, um, different names and titles and things like that. And what we found to work inside of our agency was amazing. A title for a lead magnet, which I developed, which reveals literally everything you need to do to grow your SaaS company, whether it be product led or sales led growth called SaaS scaling secrets.
And it was a document that I created on Google docs, which the company, which the target market can consume instantly and they can go about making their own copy and reviewing it and et cetera, et cetera. It’s a really amazing guide. Again, go to our website and you can go about downloading that. But basically, that has been a workhorse and driven marketing qualified leads into our funnel for ages and ages and ages.
Now, what’s really interesting here is that you’re probably wondering why we’re generating marketing qualified leads when the end result is “Hey, I just want to get clients quickly”. Well, I’ll tell you why. Only 3 percent of your total addressable market or your TAM at any given time is ready to do business with you.
And if they’re not particularly ready to do your business, do business with you, you still have an opportunity to build out a relationship with these people over email, through remarketing ads, through Facebook ads, etc, etc. So it’s really, really crucial here that you factor in the 97 percent of people who aren’t going to be quite ready today.
Because with a little bit of love and a little bit of nurturing, you can go about turning these people into some really exquisite clients in the long term. And we’re in the process of doing that. So, I can’t really say that it’s just a 15X return on investment. We’re talking close to the 27X return on investment like previously.
So anyway, let’s get back to that. So, once you’ve determined your marketing qualified lead offer, whether it be a checklist or a guide or a free training or a webinar or a report, you need to look at the different types of content that you can offer your customer and think about what can give me the fastest transformation for a customer through no involvement with me.
And that’s the information product you need to go about building for your customers. It can take very little time with the power of AI. So, I do want to remind you that. If you need to use AI to build these things out, you’ve got things like chat GPT, you can build out checklists or you can give away some of your IP, which is low risk to you and your business.
That’s a really amazing way to get things started here. Once you build out your marketing qualified lead offer, you then need to consider your sales qualified lead offer. Now, the marketing qualified lead offer was designed to capture people’s email addresses or capture their contact number or capture their first name and a little bit about their business.
Whereas a sales qualified lead offer is to capture them inside of your sales ecosystem or your sales process. Now, in our case, we jazzed up our sales call. We don’t call them book a sales call with us because that’s not going to get people over the line, nor do we call it a strategy call because the educated B2B customer simply will not book this call.
Who will though? Well, that’s a different story for another day. But what I would really want to emphasize here is if you’re going to go about booking sales calls, you need to offer a transformation. Now, if you’ve profiled your customers effectively, all you need to do is determine what the most important transformation your customers want that you can offer, and then turn it into some form of growth mapping call or some form of diagnostic call, but don’t keep it all negative.
When you offer these calls, you want to give people a positive transformation, like my experience with this situation and offering these sales qualified lead offers and creating them is that whenever we’ve tested, say, a LinkedIn ads audit or a Facebook ads audit or Google ads audit. These have rarely worked when we’ve done some form of social advertising to get it to scale.
When it’s inbound SEO, it’s a different story. But what we’ve found with our Facebook ads campaigns for our B2B agency is that the best thing that you can do is to ensure that your sales qualified lead is uplifting, it’s motivational, and it transforms their business from where they are to where they truly aspire to be.
Now one of the major mistakes we’ve made recently in our ad campaigns, which you may see or you may not see, is in fact the fact that we’ve gone down a messaging, a negative messaging rabbit hole. In fact, I believe our ROI would have been far, far, far greater than what it is today. We didn’t go down a negative messaging rabbit hole.
We’ve made a fundamental mistake and that’s probably costed us in terms of the ROI from our campaign. Instead of being 1 dollar in, 27 dollars out, this could have been a campaign of 1 dollar in and say 37 or even 47 dollars out if we just kept our messaging positive. So again, we’re going to be changing that in our future campaigns.
Hey, it’s Dean here. If you’re enjoying the podcast so far, hit subscribe on your favorite platform as this is the best way to keep yourself informed with the latest, most effective marketing sales and life tactics published here weekly on Open Source Growth. This podcast is entirely self-funded. We run no ads and every podcast is designed to give you everything. You need to create a business and a life that you simply love. Show yourself some love, hit subscribe and let’s make this year your biggest year of growth together. Alright let’s get back to the podcast.
But and what’s really, really key here is that when you’re offering this sales qualified lead offer and developing this sales qualified lead offer, you need to be able to give your customer a transformation in person on a booked call where you can take them from where they are to where they want to be and develop a growth roadmap.
And potential next steps to go about pitching your product and service. And that’s what comes down to the final part of this puzzle here is that you need to develop a means of presenting your services in the form of a transformation, whether it be through a pitch deck or whether it be through a report or a proposal, which you go through with them on a call, and that enables you to be successful here.
Now, that’s basically an overview of the process. Have a lead magnet style, marketing qualified lead offer, which enables you to capture their emails. You need a sales qualified lead offer, which enables you to capture their phone numbers and books them into a call. And then finally, you need to have a means of presenting your services, your products and services, whether it be through visual aids pitch decks, a written proposal, which you then walk through with your customers. That’s essentially how you would go about making this work and be truly, truly successful. Now, what about the mechanics here of the Facebook media buying? Because I know you’re probably all thinking, Oh, well, that’s great in theory, but how difficult is this really to set up?
Well, it’s pretty simple. First things first, you need ad copy and you need ad creatives to make these campaigns work. Now, I can’t give you all of the creatives that we’re running right here right now, but you can simply just go to the Facebook ads library, look up our business, and then you can review each of the ad copies that we’re using for our target market.
In fact, you could even look at the videos that we’re using for our target market. You’ll notice that our product, our production quality on our videos isn’t even that great. But the key thing here is, is the message that we’re communicating through the video creatives and the static creatives, which immediately Signal to the target market what we are and who we are and what we do and that’s really, really, really crucial here guys. So, the first things first is you need great ad copy, you need a great video creatives, and you need an incredible headline and with those ad copy creatives.
Remember it needs to be direct. It needs to be direct succinct. It can be long, but as long as there’s an extreme word economy and they’ve got a really strong direct response copywriting style, which is built for conversions. That’s what’s key here. Now that’s essentially part one, part two, your landing pages.
Now here’s a little bit of a sneaky tip. You don’t really need to use landing pages to be successful here. You can use Facebook lead forms as long as you’ve got your auto responders properly hooked up. Now, in our case, we’ve often had better success using Facebook lead forms than we have from using our landing pages, and we personally believe there’s a reason behind this, and the reason behind this is that Facebook’s able to deliver you better data when they’re getting fed this type of customers that you’re acquiring through the Facebook lead forms.
So that’s what we believe is working right here, right now. Due to the fact that there’s many different issues happening with Facebook’s conversion, API, et cetera, et cetera. So when it comes to your, whether it be your top of funnel campaign or your middle funnel campaign, or what we would consider your MQL campaign or your sales qualified lead campaign, our belief here guys, is that you don’t really need to be doing anything crazy. You just need to use Facebook lead forms. Ensure that the content can be consumed through the Facebook lead forms or after the submission of the Facebook lead form ad campaign. And then, voila, you should be pretty okay. So, that’s the first thing that you need to hook up. You need your great ad copy, which directly calls out the audience, hits on the pain points, and then heroes your marketing qualified lead offer or your sales qualified lead offer as the transformation agent.
For them to achieve their dreams. So that’s pretty simple. That’s direct response copywriting in a nutshell. And then again, you’ve got to create the creatives that support that. The next thing you need to ensure that you’ve got is the landing pages. Get the lead forms going for both your marketing qualified lead and also your sales qualified lead.
Now, with the lead form on your Marketing Qualified Lead campaign here guys, what’s really really crucial here is that when you’ve got the thank you opportunity on your Marketing Qualified Lead campaign always send this through to the booking link for your sales qualified lead opportunity or your sales qualified lead booking calendar page.
Now we use Calendly in our agency. A lot of other agencies use HubSpot, um, calendar links, but either way, it’s perfectly fine. If you do that and you drive that content through to your calendar link, more often than not, a lot of your target customers will claim the marketing qualified lead offer, which is, you know, the free guide or whatever it is.
And then they’ll book the growth call with you or the sales call, which we call in our case, the T2 D3 strategy session. And then basically at that point you would have gotten two for the price of one. You would have had someone sign up for a lead magnet and then go into a strategy session all in the same session.
How great’s that? Now that’s everything you must do. Now when it comes to the sales qualified lead, lead form, basically use the first step to capture the contact information, the name, the email address, and the phone number, and then drive them immediately to your Calendly link. Believe it or not, this has been the lowest friction way for us to book, using our systems.
And it has outperformed our landing pages for our T2D3 growth landing pages. So, we do test both of them. And sometimes we do get better results with our landing page versus our lead form. But again, if you want to keep things simple and not have to spend and outlay huge, huge, huge expenses on your Facebook ad campaign or setting up this funnel, just use Facebook lead forms and you’re going to be okay.
As long as you can drive people on the thank you page of your lead forms to a Calendly or a HubSpot calendar link. You should be cool if you do this. The next thing I want to talk to you about guys, is now that you’ve got this set up, now you’ve got your Calendly link set up. Um, actually no, I probably should talk a little bit about that.
The next thing you need to do is set up a Calendly account or a calendar booking account. And the reason why I want you to do this over just sending to a typical contact form is that you want to see a micro commitment from your customer to then go into the next step of their customer journey with you.
And that’s by booking a call and showing a commitment to you that they really want to go about changing and transforming the way they do business. So again, set up a Calendly account. Create an event which is based on your sales qualified lead offer, which, whether it be like a T2D3 growth call, like we do for our agency, because again, our market is the SaaS vertical or whatever you choose to do. That’s basically what you need to go about doing and setting up for you and your business.
Now, the next piece of infrastructure you need to set up once people submit that form is driving your customers to a thank you page. Now, a thank you page is the ultimate opportunity to nurture your customers, to tell them what you do, what you can offer them and how you can help them grow their business. And you can go about showing more about you and all the things that are happening inside of your business and make them feel better about themselves as well. So again, establish a really solid thank you page in your business. And this is something you will need to spend some time and energy into doing.
So on our thank you page at Owendenny Digital, we give people additional resources, additional training, case studies, testimonials. We smash them with as much proof as possible about what we are, who we are, and what we do, so people feel immediately safe after scheduling that call that they’re in the hands of a true professional.
And by having a really solid landing page, it’s really increased our ability to improve our show up rate for those booked sales calls. So this is an absolute game changer. Go to town and creating an incredible thank you page it will immediately reduce your no show rate. And you know, it’ll improve your sales process because at the end of the day, the more people you get into your funnel, the more sales you’re more likely to make happen.
Therefore, you get a better ROI on your entire campaign experience. So they’re the types of the assets that you need from an advertising perspective. Now, when you’re delivering your Facebook ads campaign, not only will you need to be communicating with your customers on Facebook ads. You’ll need to be also nurturing these people via SMS and also via email throughout this period.
Now, when it comes to nurturing customers via SMS we use Calendly’s features and that enables us to increase the show up rate on our calls when it comes to getting the sales qualified lead into the funnel and you know, we nurture them, et cetera, et cetera, and they do show up for the call and it works really, really well.
But when it comes to delivering the rest of the content and telling more of a compelling narrative about you and your brand, not only do you need to use the Facebook ads to nurture them, et cetera, but you also need to use email marketing. So when they signed up for that marketing qualified lead, you need to go about delivering that lead magnets to them.
Now set up automations here because it’s going to be your best friend. And with that marketing qualified lead, you need to set up a first an email to deliver the lead to them. And then you need to set up a consequential four emails after that in a string of automations spaced at roughly, you know, anywhere between two, every anywhere between one per day for the next five days or if you really want to stretch it out and you don’t feel so comfortable smashing your prospects with that. My belief would be at the very least one every three days so you can then really nurture that customer over a longer period of time and the reason why you want to go about doing this is that, again, people build familiarity when they get in contact with you, and they touch you, and they, they see your ads, and they see you in different places.
In fact, it’s actually a technique called tapping, which was a, this is a fun fact for you guys, in case you’re wondering. This strategy about being seen in many different places, was used by the pickup artistry community, which are a bunch of dudes who literally crack on to girls and try to get dates quickly and try to seduce them.
Like, it’s a real sleazy community, but one thing that they did find out was that if you take a girl to many different locations on a singular date, they’re more likely to trust you because they’ve seen you in many settings. And you need to go about applying that in your own marketing by ensuring that they see you on Facebook ads, they get tapped by an SMS, they see you in your email inbox, you remarket to them on say Instagram, you’re on LinkedIn, you can cookie them and remarket to them on LinkedIn, et cetera, et cetera.
That’s a really compelling way of building massive trust with you and your audience and getting them to opt in for your products when they are ready. So that’s legitimately everything that we’re doing. And as I said here, at this point of recording this video, we have generated at least, bare minimum, a 15X return on our money at this point. What’s really interesting here, and these are my final remarks in today’s podcast guys, is that
I want to let you know that when you’re building out these funnels and things don’t work in the first week, it’s probably because of the fact that you’re not really factoring in your sales cycle. See, most people get this so unexpectedly believably wrong when it comes to building out funnels is that they often want to be running a campaign for like a week and they expect literally to be a Dotcom millionaire the next week.
This has taken us some time to refine in our business but what’s also taken us some a massive amount of time and energy here is understanding that if your sales cycle is say four weeks. And you’re not seeing results in week one, you’ll never see results in week one of advertising. So if you really want to go about, really crushing it with your Facebook ads in your business, in your B2B business, or your high ticket consumer, business or your software company or whatever it is, you just need to be in the game for long enough. You simply cannot run a campaign for two weeks and believe that Facebook ads would never work for your business. It’s really shooting yourself in the foot. If you understand the length of your sales process, if you understand how long it takes to prospectively nurture someone from a marketing qualified lead to jumping on a sales call, if you understand these time steps, you really need to add a lot of these numbers together to figure out, Oh, okay, cool.
Well, we need to be running ads for probably the best part of six weeks before we start to see things really working for us and our business. Otherwise, if you don’t, you’re going to be left, um, stranded with no means and no belief in your ability to grow. But more importantly, you just need to back yourself.
If you don’t back yourself here, and if you don’t have faith, and if you’re not willing to test, and try, and, you know, experience the hits, and experience the wins. This podcast simply is not for you. Now guys, thank you so much for tuning in today. Um, I hope this has been a hoot. If you need some assistance with your digital advertising, and if you’re wanting to get, you know, one for every dollar you put in, at least 15 dollars, or in our case, probably closer to 27 back. And if you want to have that belief and that faith that for every dollar you invest in advertising, you’re going to be getting massive, massive long term returns in terms of customer lifetime value, but you don’t have the confidence to do it yourself, all you need to do is jump into the show notes on this podcast and click on the link to book a 10 minute discovery call with me if you think we can help you grow your business and take it from six figures to seven figures and from seven figures to eight and so on, and so on, and so on with the people for you. So again, if you want some assistance with your digital advertising and your customer acquisition strategies . Hit that link.
Let’s see how we can go from there. But I just want to say once more. Thank you for tuning in today I’m your host, Dean, Founder and Director of Owendenny Digital and I’ll see you when I see you .
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