Part 1: Lots of unknowns and limited-budgets for event
(the problem and struggle)
The light of Jesus family (Bo's ministry) has decided to launch their first grand-feast, live event here in Toronto, Canada last Sept 2016.
The challenge was it was never done, there was no AI back then to help with marketing campaigns, and because it's a non-profit organization there was very limited budget to use for advertising and promotion.
And this is when they hired us to handle the promotion of this event…
… surpassing our expectations…
Here's what Bambit Bonoan (Kerygma Grand Feast Builder) has to say…
Here's what we've built for them: Step 1: Built a VSL funnel
Because Bro Bo was well-known by his audience, I wanted to showcase his personality and make it very engaging for the audience that we wanted to attract.
This is when I decided that we should launch a VSL (a video sales letter), which is basically a homepage with a video designed to build rapport, trust, and lead people to the next call to action.
But I didn't ask people to jump and buy tickets right away.
That's not going to get people to share and spread the news of this events.
I had to be strategic and make sure that we can leverage social media to "ORGANICALLY" share the news about this event.
And people on Facebook were very skeptic when sharing something promotional back then (especially today).
So we created a FREE lead magnet (a lead magnet is something that we give out for free in exchange of a person's contact email).
That's the only thing that they can in this home page months before the event.
Step 2: Build Lead Magnets and Launched a Giveaway Funnel
Giving away lead magnets for FREE (in exchange of a person's contact name and email address is a great way to start nurturing relationships with your ideal leads and customers.
Since Bo Sanchez is already a published author with several books under his name, we decided to use ebooks (as digital lead magnet).
If you don't have an ebook or a lead magnet, using tools like Designrr (affiliate link) can help you create one quickly.
You an also create worksheets, templates, swipe, for lead magnet ideas.
Finally, we also launched a giveaway funnel to help build awarenesss quickly with social proof.
Step 3: Build a functional Thank you page
Another page that we've built for their event is a thank you page.
This is where people land after they signed up for the "lead magnet".
The goal of the thank you page is to tell people what to do next.
Our goal was simple.
To train people to open up their email inboxes, read the email and hopefully get people to engage on our posts, giveaway or on social media.
This will help improve your campaign's email deliverability because it shows that people are opening (and not ignoring your emails).
Step 4: Launch Facebook Ads
Finally, we needed a way for people to learn about this event.
Relying on "organic" and strategies that if you create great content "they will come" is not a reliable way to create traffic on demand.
We launched Facebook ads and spent less than $1,000 CAD total throughout the entire campaign
We're able to reach a lot of conversions, traffic and sales because we've used viral strategies on Facebook + targeted Facebook ads that supercharges the organic reach of these campaigns.
Step 6: Full Funnel Facebook Ads
Most agencies and mediabuyer only focuses on "facebook ads" that drives sales.
We build a full funnel Facebook ads strategy that builds awareness, increases trust, and gets people to convert at the right time, without blowing up your Facebook ads budgets.
We've launched the following (but not limited to):
- awareness ads
- video ads
- conversion ads
- messenger ads, etc
Step 7: Direct Response Facebook Ads
We're not running Facebook ads just to get likes and impressions. We built an entire funnel with direct response and human behaviour in mind.
The result: Sold out events for their 1st Catholic event held in Canada with less than $1,000 CAD on ads spend.