Increase Members with Facebook Ads - workshop
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Transcript of Increase Members with Facebook Ads - workshop
US Call in #: +1 (646) 307-1001CANADA Call in #: +1 (647) 497-9385 Access Code: 753-877-963
Instructor Shiv Narayanan
Thursday, Sept 3rd, 2015
3:00 – 4:00 PM (ET)
Build. Connect. Grow. Membership & more.
@wildapricot #webinarchat
Farhad ChikhliwalaProfessor Apricot
Marketing Project Manager
Terry IbeleApricot-in-training
Digital Coordinator
Also on the call today
US Call in #: +1 (646) 307-1001CANADA Call in #: +1 (647) 497-9385 Access Code: 753-877-963
Mini-course link: http://goo.gl/jOHpYj
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US Call in #: +1 (646) 307-1001CANADA Call in #: +1 (647) 497-9385 Access Code: 753-877-963
Mini-course link: http://goo.gl/jOHpYj
We are recording this webinar
Yes! We will be sharing the recording of this webinar with you in a follow up email.
US Call in #: +1 (646) 307-1001CANADA Call in #: +1 (647) 497-9385 Access Code: 753-877-963
Mini-course link: http://goo.gl/jOHpYj
Poll
Are you currently using Facebook Ads to grow your membership?
US Call in #: +1 (646) 307-1001CANADA Call in #: +1 (647) 497-9385 Access Code: 753-877-963
Mini-course link: http://goo.gl/jOHpYj
Our Workshop Presenter: Shiv NarayananShiv Narayanan Head of Marketing and Sales at Wild Apricot.
● How can we help you grow your membership?● We’re experts in marketing :)
○ Spend hundreds of thousands of dollars on marketing
○ Core problems you face are marketing problems
US Call in #: +1 (646) 307-1001CANADA Call in #: +1 (647) 497-9385 Access Code: 753-877-963
Mini-course link: http://goo.gl/jOHpYj
Why Facebook Ads?
US Call in #: +1 (646) 307-1001CANADA Call in #: +1 (647) 497-9385 Access Code: 753-877-963
● We wanted to give you 1 actionable, how-to strategy
● It’s something you can execute today● It’s really EASY to figure out and set up...a lot
easier than you think● Ask questions!
Mini-course link: http://goo.gl/jOHpYj
Step-by-step instructions in the mini-course
Increase Members with Facebook Retargeting Campaigns
Learn how to leverage Facebook Ads to convert website visitors into paying members.
Sign Up To Get the Course!
http://trial.wildapricot.com/lp/mini-course-Facebook-Retargeting
Mini-course link: http://goo.gl/jOHpYj
● Targeting existing members to events● Targeting new members● Fundraising● Promoting your content or services
○ Your online shop, Courses, Guides, Workshops, etc.● Promoting your website and blog● Promoting your Social Media
○ Your Facebook Page, LinkedIn, YouTube, Twitter, etc.
What Can You Use this Workshop For?
US Call in #: +1 (646) 307-1001CANADA Call in #: +1 (647) 497-9385 Access Code: 753-877-963
Mini-course link: http://goo.gl/jOHpYj
Problem: Getting event registrations
US Call in #: +1 (646) 307-1001CANADA Call in #: +1 (647) 497-9385 Access Code: 753-877-963
EVENT REGISTRATION PAGE
? ?
Mini-course link: http://goo.gl/jOHpYj
Strategy of an Ad
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ADVERTISEMENT
EVENT REGISTRATION PAGE
MEASURE PERFORMANCE
Mini-course link: http://goo.gl/jOHpYj
How to...
● Create your Facebook ad○ Target new members○ Target existing members
● Analyse your results
What We’ll be Covering Today
US Call in #: +1 (646) 307-1001CANADA Call in #: +1 (647) 497-9385 Access Code: 753-877-963
Mini-course link: http://goo.gl/jOHpYj
CAC is your Customer Acquisition Cost, or how much it costs you to gain one new member
Q: Why is CAC important?A: To know your ROI onall activities
Do you know your CAC?
US Call in #: +1 (646) 307-1001CANADA Call in #: +1 (647) 497-9385 Access Code: 753-877-963
Mini-course link: http://goo.gl/jOHpYj
Cost Per Impression: Your total ad cost divided by the number of people who saw your ad
Cost Per Click: Your total ad cost divided by the number of people who clicked your ad
Understanding the costs of an ad
US Call in #: +1 (646) 307-1001CANADA Call in #: +1 (647) 497-9385 Access Code: 753-877-963
This is the number you need to keep your eye on!
Mini-course link: http://goo.gl/jOHpYj
Math Time! - Customer Acquisition Cost (CAC)
US Call in #: +1 (646) 307-1001CANADA Call in #: +1 (647) 497-9385 Access Code: 753-877-963
Imagine 100 people click on your ad
If Cost Per Click is $2 ÷ clickTotal ad cost: 100 people X $2 = $200
Imagine 5 people become attendees
CAC: $200 / 5 = $40 ÷ attendee
Your Customer Acquisition Cost is $40. So what?
Mini-course link: http://goo.gl/jOHpYj
Math Time! - Customer Acquisition Cost (CAC)
US Call in #: +1 (646) 307-1001CANADA Call in #: +1 (647) 497-9385 Access Code: 753-877-963
Well…
Event Fee: $100
CAC: -$40
Profit: $60
You just made $60 per attendee! Now you have more money for events & other services!
Mini-course link: http://goo.gl/jOHpYj
Once you know your CAC, you can create a model to bring in more money than you spend
Before We Begin, Let’s Talk CAC
US Call in #: +1 (646) 307-1001CANADA Call in #: +1 (647) 497-9385 Access Code: 753-877-963
Mini-course link: http://goo.gl/jOHpYj
Let’s Get Started!
US Call in #: +1 (646) 307-1001CANADA Call in #: +1 (647) 497-9385 Access Code: 753-877-963
Mini-course link: http://goo.gl/jOHpYj
Example Event
US Call in #: +1 (646) 307-1001CANADA Call in #: +1 (647) 497-9385 Access Code: 753-877-963
Mini-course link: http://goo.gl/jOHpYj
https://nursesofchicago.wildapricot.org/event-2034286
https://www.facebook.com/pages/Nurses-of-Chicago/493322897510468?sk=timeline
Tips to Create an Image for your Ad
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● Headline: 60 characters● Body: 90 characters● Size: 1200 x 628 pixels● Limit text on your image
Tools to help you create your Facebook ad:● Canva.com● Photoshop (or Gimp.org, which is like a free Photoshop)
Mini-course link: http://goo.gl/jOHpYj
Math Review
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Mini-course link: http://goo.gl/jOHpYj
Total Ad Cost: $200
Attendees from Facebook: ÷ 5
Customer Acquisition Cost (CAC): $40Event Fee$100
CAC: - $40
Profit: $60
WILD APRICOT ADMIN VIEW
Workshop Summary
US Call in #: +1 (646) 307-1001CANADA Call in #: +1 (647) 497-9385 Access Code: 753-877-963
CAC Calculate your customer acquisition cost to create an ROI modelCPM: Cost per Impression - awareness
CPC: Cost per Click - effectiveness
Create AdTarget Existing Members: Create and upload your Facebook ad using our tips
Target New Members: Instead of uploading your email list, use demographics
Analyse Results Track the results in Wild Apricot
Mini-course link: http://goo.gl/jOHpYj
● Targeting existing members to events● Targeting new members● Fundraising● Promoting your content or services
○ Your online shop, Courses, Guides, Workshops, etc.● Promoting your website and blog● Promoting your Social Media
○ Your Facebook Page, LinkedIn, YouTube, Twitter, etc.
What Can You Use this Workshop For?
US Call in #: +1 (646) 307-1001CANADA Call in #: +1 (647) 497-9385 Access Code: 753-877-963
Mini-course link: http://goo.gl/jOHpYj
What do you want to learn about next?
Examples: ● How to get more members?● How to get more event attendees?● How to get more sponsors?● How to engage members?● How to get more volunteers?
Please enter your ideas in the chat box now
Questions!
Step-by-step instructions in the mini-course
Increase Members with Facebook Retargeting Campaigns
Learn how to leverage Facebook Ads to convert website visitors into paying members.
Sign Up To Get the Course!
http://trial.wildapricot.com/lp/mini-course-Facebook-Retargeting
Mini-course link: http://goo.gl/jOHpYj
Join a live demo with Wild Apricot!
In this demo, you will learn how to: ● add and/or import contacts to your membership
database ● create and modify membership levels, fees and
renewal policies ● manage events using the events module● compose and send out email blasts to different
member groups ● manage your finances ● ...plus get all your questions answered on the
spot.
A Live Demo with Milan MalivukWild Apricot Sales Manager
Next Demo: Friday, September 4 @ 12:00 PM (ET)Register here: wildapricot.com/wild-apricot-demo-registration
Learn How to Use Google Analytics!
Learn Google Analytics to Improve Your Website & Attract More Members!
Thursday, September 17th, 20153:00 PM (Eastern Time)
Presenter: Eric Squair - datahabits.com
In this 1 hour session you will learn:
The basic concepts of Google Analytics
How to track your highest value visitors
How to track your email, online ads and social media and share some dashboards to help you make sense of all the numbers
Build. Connect. Grow. Membership & more.
Thank you for participating in our workshop!
www.wildapricot.com
Try our free 30-day trial – risk free!
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3 years in a row.
We have recorded this webinar and will be sharing it with you.
Build. Connect. Grow. Membership & more.
THANK YOU!
US Call in #: +1 (646) 307-1001CANADA Call in #: +1 (647) 497-9385 Access Code: 753-877-963
@wildapricot #webinarchat