Brief
The client is an NLP trainer. He had undergone Facebook marketing training & had experience running Facebook ads.
He had completed 10 NLP trainings. For his 11th batch, he was looking for a new digital marketer to generate leads.
The way they got the lead and converted it is as follows:
A] Conducting 2 FREE seminars.
B] Generating Facebook leads for the FREE Seminar.
C] Calling those who opted in for the FREE Seminar and taking confirmation.
D] Sending SMS to participants 2 to 3 days before the Seminar and one day before.
E] At the end of the FREE Seminar, pitch them regarding the PAID seminar. Typically, they achieve a 10% conversion rate.
If 40 people attend the free seminar, they could convert four into the paid seminar.
Requirement
For the FIRST FREE Seminar for the 11th batch, they had 119 leads through FB; only 30 out of them confirmed when called & only 7 turned up for the Seminar, which leads to 0 conversions [10% conversion ratio].
They need at least 8 to 10 participants to conduct the PAID Seminar and make a profit from it.
Their main requirement was to have at least 50 to 60 participants for the second free seminar. They wanted to get the rest from other sources and remarketing.
What was done by me?
After meeting with and having a detailed discussion with the client, I realized they were receiving leads from Facebook, but they were not of high quality.
They were using lead-generation ads on Facebook.
The primary purpose of using lead generation ads within Facebook is when a business lacks its own website or landing page, or when there is no need to convey a detailed story about the product for which the lead is generated; that is when Facebook lead ads make sense.
Even in that case, it must be done so that detailed descriptions and FAQs ensure those who opt in know what they are opting in to.
They had just run a regular lead ad, where the lead details get populated automatically in the Facebook form. The problem they faced when they started calling was that people would often say, ‘I never opted for the free seminar.’ Some said they had just clicked the ad, and a few even asked why they were being called. Etc.…
I tried convincing them that we could use the exact data for remarketing, and they were sure it would be useless.
My Approach
So, the first thing I decided to do was to opt for a longer route to capture leads.
A landing page was created using leadpages.net.
A Facebook ad with 2 ad groups was made.
The first ad group was for specific interest-based targeting & second ad group was for broad interest-based targeting.
I changed the copy; instead of “Come attend a Free Seminar on NLP”, the copy was rewritten to “Come and Experience NLP & other life sciences like never before. One day, advanced intense NLP training with never-before-revealed methods”…
A nice graphic was created with proper ad copy. & finally, the ad was made to run.
The process was that once people saw the ad, they had a button to click in the ad, which said “SIGN UP”. Upon that, they were taken to the landing page, which had a more detailed description of the Seminar, along with a final signup form requesting their name, email, and phone number.
Result
Got 176 leads. Out of these, 30 participants attended the FREE Seminar. I usually don’t like to blame, but here I have to say that only 30 turned up because there was one lady who did a sales call, and she took many days to contact the leads; because of that, most of them were interested and opted for it, but were not nurtured to come for the Seminar. Otherwise, at least 20 more people would have turned up.
Because of the quality of leads, even with 30 people, they were able to convert at 30%, which resulted in 9 signups for the paid Seminar [Seminar cost 40+ thousand rupees]
Summary
In summary, for the ad, they spent around 20,000 on the Facebook ad and paid me 5,000 Rs for running it; because of the high number of signups, they could make a profit from it.
It was 2018, and this was my first-ever actual project. It was a win-win situation for both the client and me.