Now that your automated fitness challenge is live, it's time to put it to work and get qualified prospects to sign up for it.
The best place to start promoting your challenge is within your own network, including:
- Your followers on social media (Facebook, Instagram, LinkedIn, Twitter, YouTube, etc.)
- Your list of email subscribers
- Your website
- Friends and family
- Local businesses
- A booth at a health fair or convention
Your network is a great place to get qualified prospects. But, unless you have a huge Facebook following and a giant list of email subscribers, it will only get you so far. To continue growing your business with a constant stream of new clients, you need a strategy that can consistently pull in high-quality prospects from outside of your network. Below, we'll show you how to develop one such powerful strategy using Facebook and its ad platform.
A lot of people complain about not getting results with Facebook ads, or that the ROI from Facebook ads is not that great. But, in almost all cases, it's not Facebook's fault. Do you think marketers would spend $69.7 billion dollars in 2019 on a platform that doesn't have a positive ROI? In reality, most marketers fail on Facebook because they:
Try to sell too early and too often, and then become disappointed when things don't work out. That's because – unless your brand is well-known – you need to build the "know, like and trust" factor before prospects will consider buying from you.
Don't have a sound strategy to convert prospects into paying clients once they have their attention.
We've already taken care of the second problem with automated fitness challenges; now, you have a reliable way to convert prospects into paying clients once they sign up for a challenge. And, we've also partly solved the first problem because there is no selling with automated fitness challenges. They're packed with value and are offered for free or at a low price.
What's left now is to find qualified prospects on Facebook and get them to sign up for your challenge. But, before we proceed, let's define what we mean by qualified. Qualified prospects are those who have a problem that you're trying to solve with your challenge and, ultimately, with your paid offering. By focusing on these qualified prospects, you'll ensure that you can serve them better, which will result in higher conversions.
Next, we'll show you, step by step, how to develop a sound strategy to get qualified prospects.
Step 1: Develop 3 or 4 Pieces of High-Quality Content
First, develop a few pieces of high-quality content that align with what you plan to cover in your automated fitness challenge. For example, suppose you're running a seven-day challenge targeted toward helping busy executives sleep better. In this case, you'll want to create content with tips on how to improve sleep quality and remain active during work hours. The quality of the content pieces should be such that your target audience can't help but click on them.
Step 2: Place Content in Front of Your Target Audience
Once your content is ready, it's time to put it into action. Create a Facebook ad for each piece and choose the target audience that most closely matches your ideal prospects. Then, configure your ads to show all of the different pieces of content at set intervals to each person in your target audience; you can do this through the sequential targeting option in Facebook. By doing so, you'll begin to provide value to prospective clients and earn a small bit of trust that you'll need to get them to sign up for the challenge.
Step 3: Filter Qualified Prospects
Then, use Facebook to shortlist audiences that engaged with at least two of the three ads in the previous step. Engagement could mean different things depending upon your ads. For instance, in a video ad, it could be the percentage of the video that they watched. Or, for a blog post, it could be those who clicked through to read it. These shortlisted audiences are your qualified leads. By engaging with your ads, they have informed you that they have the problem that you might be able to solve.
Step 4: Ask Qualified Prospects to Join Your Challenge
Next, run a final ad with the link to sign up for your challenge. Target this ad to the qualified audience that you shortlisted in the previous step. After this ad begins running, you should start seeing new sign-ups for your automatic fitness challenge. Now, it's the job of your challenge to convert them into paying customers.
Step 5: Repeat & Optimize
The most important objective is to get the first version of your automated fitness challenge up and running in a few days time. Once you've set the wheels in motion, analyze the data and fine-tune the system; there are plenty of adjustments you can make to get better results, and having a system in place for quick feedback is the best way to determine what you need to change.
Putting together the whole pipeline does seem like a lot of work, but the rewards will make it well worth your time and effort. You see, once you get this right, you will have created a system that automatically injects paying clients into your business – and who wouldn't want that?