Strategy Three: Ad To Chat


Build a Social Media Plan That Actually Makes Money


Lesson Info

Strategy Three: Ad To Chat

The first way that you can do this is you can generate, there's a product inside of Facebook, Facebook's ad platform called lead ads. Anybody in here use lead ads? Lead ads, the way that lead ads work. Great, everybody probably should especially if you're in service placements. There's a normal ad but instead of when people clicking on the ad and taking you over to a website it typically pops open a lead form. When people fill out that form, when you see that lead come through respond immediately via email, respond immediately if you ask for it. If you ask for the cell phone respond immediately with a text message. Respond immediately. That's the key. Get that response in within a couple of minutes. So leveraging lead ads in Facebook. Great, they clicked on a thing, they filled it out, you captured their information, now follow up right away. And you can have it be the initial and get automated but drive that conversation, get it goin'. Don't just catch a lead and drop 'em into your ne...

ws letter, drop 'em onto your email list. Catch a lead and immediately start the conversation. Lead ads are a phenomenal way to go from an ad to a conversation. A far better way to do it, a far more efficient way to do it is through Messenger ads. Is anyone in this room yet testing or utilizing Messenger ads? We got one in the back. And I bet if we could see the hands of all the people watching online it would be a similar proportion. Tragically few businesses are running Messenger ads because most businesses don't want to talk, they don't want to deal with the scale. Now that you know you can, this is an ad that you can run. So we did this, have a question about how we can double the size of your business, have a question about digital marketer lab or any of our products, click here to chat. Now that's really broad. And we're saying hey, we want to talk to you. We only ran this to a segment of our audience that had paid us a minimum of $2,000 in the last 12 months. We had, we were able to extract that data from our CRM. We were able to pull out the email address and the phone number, upload that into Facebook as a custom audience, and we created a messenger campaign because we wanted to talk to those people. If they paid us more than $2,000, we know that somebody who pays us $2, is pretty quickly able to go to five. So we wanna talk to 'em. We wanted to have that conversation. This allowed us to have over 300 conversations for under $800. To give you a sense, the average conversation for us, and this is a metric that everyone should and I believe will be tracking, cost per conversation and value per conversation, how much does it cost you to generate a conversation, and what is the value of the average conversation once you have it. I mean, you could the math on in terms of how much it costs, 300 plus conversations for around 800 bucks, that's pretty low in the cost per conversation. Each conversation was worth on average $110, pretty good, pretty good ROI because we were willing to talk to people. And the great thing is is Messenger, they have tagging now inside of Messenger that allows you to stay organized. So you can actually go into Messenger, if you have multiple people in there you can have somebody on your team say yep, completed, I talked to this person, tag it complete. This one is in progress and it sales, in progress in sales mean if anybody else starts talkin' to this person I will kill you. (audience chuckles) Okay? In process sales, so you can go an create your own tagging system. It's really, really, really effective, really, really, really cool. Alright, so you have a conversation, right, yay. We got somebody talking to us, now what, right? We have a conversation, that's what we were looking to do, how do we get, what do we do now that we have that conversation going?

Class Description

We’re constantly being told how social media marketing is essential to reaching customers and driving sales. And there’s no shortage of advice on how to create a presence on social. What’s sorely missing is a clear guide about how to ensure your social media marketing efforts aren’t just wasting time but advancing your business objectives.

Ryan Deiss is the cofounder and CEO of, which trains small and mid-sized businesses on how to create social media campaigns that work. He will break down the step-by-step process of how to build, execute and scale a social strategy that capitalizes on the vast potential of social media marketing and yields impressive results.

In this class, you’ll learn how to:

  • Identify the real goals of social media marketing.
  • Cut through the clutter and engage with your ideal customer.
  • Figure out which channels are worth your time and which ones you can ignore.
  • Audit your profiles and those of your competition.
  • Create content that’s unique and catchy.
  • Craft a perfect post that gets noticed, read and clicked.
  • Establish a posting schedule.
  • Decide whether to pay to amplify your message and reach.
  • Understand which metrics matter.
  • Set up a simple, automated dashboard.