SFB Member: I just wanted to share an experience and just get some feedback from you about what might be a good thing to do next. We set up a webinar for a relationship course and it was targeted towards Hari Krishna devotees. And we ran some ads on Facebook. Some were to an opt-in page in and some were using lead ads. And we got about 1500 leads for about 29 cents each. And then we pointed people to this automated webinar and got zero sales. It was kind of frustrating.
So of course, there may be a lot of different reasons why it didn’t work. The price was $197 with an offer to give $100 back if they complete the course. In essence, that’s what the offer was. My gut feeling is that a lot of our leads came from South Africa and the Middle East, which I thought might have been reasonable countries. But yeah, just any thoughts about when you do a campaign and it just totally flops. My gut feeling is that the audience is just not a good audience. But have you got any further insight or ideas that I could be looking at?
James: Absolutely. So every campaign’s got lots of checkpoints. So there’s a lot of things you can test here. Always the first thing I do is go back and look at the research and then the hypothesis around that. So the research is critical, really knowing your audience. Like, if you had several clients who you’ve already given this advice to, who’ve paid you for it, that’s good research because they’re like real serious, actual data. So a lot of campaigns that flop have no data, they just made up some avatar and put it out there.
So real customers, real data is good. Almost everything that I do is based on an actual need that was filled and paid for, that I then leverage into a broader scale. So look in at your core research and see, did you make any assumptions or serious flaws there? Secondly, in terms of the leads, like generally when you start a campaign, it’s good to just go for good solid markets. I would have to think an optimistic positive market like Australia would be a pretty good sample. What a lot of people don’t realize is Australia is more or less the proving ground for a lot of big companies who then want to go to America and dominate.
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