Kim Walsh-Phillips: Three Behaviors Of The Top 1% Of Successful Marketers On Facebook

FACT:  There are more than 28 million advertisers on Facebook. The reality is most are wasting their time and money.

Case in point…I recently attended #ICON, a conference about Infusionsoft, a Marketing and Sales Automation software.  One of the sessions I attended was put on by someone at Facebook.

So, we are 1,000 pretty geeky marketers in a room and when the presenter asked how many have used the Facebook Ads Manager or Power Editor, only five or so people raised their hand.

The other 995 of them had only hit “Boost Post” — haphazardly throwing their money at the network.

There is Good News

The 1% of marketers are getting a return on investment and they continue to scale their spend to find more ways to reach their target market.

So what are they doing differently?

1. They start by giving, not selling.  Facebook wants you to lead off with content first, sales second. Thankfully, this translates into cheaper clicks and more qualified leads.  Some of our best performing client campaigns follow this funnel:

 Blog -> Opt-in -> Monetization

2. They Measure EVERYTHING. How do we separate the winners from the losers? Dollar-measured results, that’s how.

From our client Justin Yule and his wife Janelle of Fitness Revolution in Chanhassen, MN www.ChanhassenFitnessRevolution.com.

Knowing the average monthly membership for our group personal training program is $175/month for a 12-month agreement, I knew each new Member would be worth AT LEAST $2,100 — that number goes up with back-end offers throughout the year.  Of course, the majority of our Members renew at the end of the year, but I purposely chose not to focus on the lifetime value for this experiment. 

The results:

●     $2,979 spent on Facebook ads

●     $2,139 brought in on the Front End Offer

●     $15,719 sold in Memberships

●     $17,858 total Revenue

●     $14,879 in Profit for a 500% ROI

(This number will continue to increase as back-end sales and referrals are made, both of which have already started as I report this…)

3. RESULTS RULE. Period.

There is an endless supply of conjecture by social media “experts.”  Be very cautious whenever you hear a universal truth about any type of social media marketing.  My IO Creative Group team places thousands of advertising dollars each day for clients across industries, geography, and products and what we have found is that NOTHING can be deemed a universal truth, not even within the same industry.  Results are the only thing you should use to determine your spend and marketing direction. This is why EVERYTHING needs to be tracked and checked EVERY DAY. Our client reporting tells them exactly what they spent for ads, for our fee, and how many qualified leads or customers resulted – so they always get an exact ROI on their spend. We then use this data to make their ad campaign more effective.  Any other information is fluff and should be ignored.