Nathan Latka is the founder and CEO of Heyo — which is a social marketing platform designed to help upper level marketers and solopreneurs to achieve high conversions on Facebook. They’ve got a massive focus on getting results for their customers and have a ton of data surrounding what works on Facebook.
A Quick Preview of the Podcast:
- How to avoid getting your entire Facebook account deleted when posting a contest.
- The exact placement of the best converting elements of a contest landing page.
- Why giving away an iPad could cost you subscribers.
To See This Tactic In Action:
To See The Transcript:
Tim: Hey fellow marketers. Thanks so much for being here today. How are your Facebook marketing campaigns going? Are they generating all the leads and sales you’ve ever dreamed of or like so many other marketers, do they seem to be stale to say the least? If you’d like to see increased returns on your investment in marketing on Facebook then get excited. Because if you stick around to the end of this episode, you’re going to discover the exact structure that Heyo has used to help tons of companies get insane results in a ridiculous number of metrics including — most importantly — leads and sales.
Just wait until you hear the results from one guy who started from scratch and got sick results such as… well actually I’ll let you hear when Nathan and I discuss it. By the way, if you’d like to see the images including the exact layout that we discussed and get a step by step explanation of how to use it, just head over to ConversionCast.com/heyodownload, that’s H-E-Y-O download and you can download it for free. I’m Tim Page the conversion educator here at LeadPages. This is Conversion Cast and here is Nathan Latka from Heyo.
Tim: Hey Nathan, how is it going today?
Nathan: I’m doing well Tim. Thanks for having me on.
Tim: Absolutely. Thanks for being here and I’m really pumped about what we’re going to talk about because we’ve kind of had this theme recently of kind of talking about Facebook promotions that have really worked and it seems like a lot of people are getting amazing results with Facebook. So that’s what we’re going to be discussing today. Can you kind of share some of like the success results that one of your clients has gotten using this?
Nathan: Sure well and just to clarify, it’s actually the opposite. So we’re having a lot from different solopreneurs and upper level marketers that we worked with. They’re actually frustrated with decreased reach that they’ve seen on a lot of their Facebook pages. So many people have started looking for a different kind of campaign layout that they can launch on their Facebook page that will drive them conversion rates. So what we’ve done is over the past two years, we’ve actually launched over 200,000 Facebook campaigns and one of the things that we do is we actually are constantly AB testing those campaigns to then surface the ones that convert the highest across all industries. We started seeing a really interesting pattern pop up of this particular campaign layout with six critical elements built into it that almost guaranteed campaigns would convert at over 10%.
Now I know you have to be careful with saying guaranteed but I can share with you we’re seeing that when people put these six things into practice, their likelihood of converting at 10% are higher drastically increases. I’m excited on this episode to share some of those stories with you.
Tim: Awesome and there was one case study in particular that just kind of blew me away. It was the guy that kind of started from zero. Can you tell us the results he got when he did this?
Nathan: Yeah. So this is amazing. His name is Andrew Medlam and he’s from the UK. He’s a solopreneur actually Tim. I imagine like a lot of listeners are here right now. He launched the Facebook page for one of his clients starting with zero fans, okay. So he didn’t have you know, 10,000 fans or 50,000 fans to start with. He launched from nothing on January 11, 2014 okay so about three months ago. Once the page got to about 62 fans, he launched the Facebook campaign that drove about 1300 at specifically 1362 impressions and captured, now team you’re not going to believe this. It captured 862 emails from the 1362 impressions, which is yielding again about a 60% conversion rate from a view to an email capture directly from this Facebook page that he had started from scratch. So it really was pretty amazing. I can share more about what the – I can kind of go two directions Tim, I can share more about who the client was that Andrew helped or I can share more about why these results are allowing Andrew to grow his business even larger with additional client retainers and things like that.
Tim: Yeah let’s dig into that in a minute. Before we do that, I just want to — I want to give kind of our listener an idea of what Heyo is all about. So can you just kind of share kind of a brief overview of what Heyo is?
Nathan: Sure. So our focus at Heyo is to build the most valuable social marketing platform for solopreneurs and upper level marketers to convert on Facebook. So that’s specifically via campaigns right now but we’re really excited about some things we’ve got coming out in the next two quarters that will allow brand, again upper level marketers and solopreneurs to convert across multiple social channels. Tim we actually just several weeks ago raised $2M from a Forbes billionaire who got a sneak peak at some of these ideas and immediately saw the potential despite the fact that it didn’t even have a Facebook page. So we’re really excited about some of the stuff we’re working on and I’m excited to really put our customers at the forefront and showcase some of the stories here with you today.
Tim: Yeah, that’s awesome. I’m pumped about how we’re actually doing that on this episode. So rather than I guess necessarily featuring something that Heyo is doing. It’s more of something that your customers are doing kind of using Heyo. So that’s cool. So yeah so let’s go ahead and let’s dig into kind of the aspects of this high converting I guess template.
Nathan: There’s six specific pieces to this and let me provide some background. So again Andrew Medlum is a –he runs a social media agency in the UK and one of his clients was brick and mortar location. This brick and mortar location their goal was to launch their business page one and then get it up to a couple thousand likes so it could build authority, add value, showcase its services, build relationships, then most importantly they wanted to build a database with the intention of then remarketing to that database of emails for future products that they’re selling at their brick and mortar location.
So and then again the results. There were 1362 impressions on this campaign and 862 leads captured which is really successful for them. Here’s how they did it. There were six critical pieces to this campaign and you guys will see these in the show notes so you can follow along more clearly later on as you’re relistening.
Tim: By the way those show notes are at ConversionCast.com/heyodownload. That’s HEYO download. Go ahead.
Nathan: Perfect. So the first item, a lot of people Tim get this wrong and it comes down to the incentive. So we see a lot of brands when they are first launching a Facebook campaign with the intent to capture emails or drive sales, they’ll launch an incentive like win a free iPad or something totally unrelated to what emotionally gets their fans charged. So in this particular case, the brick and mortar location, you wanted to focus on a bag, okay. So the brick and mortar location was selling basically custom made purses you can almost call it or kind of like bags for women with interesting patterns and designs. So the campaign was called Share the Love Giveaway and the incentive and the picture that showcased the incentive was a woman kind of in spring gear holding a blue patterned bag that you could get at the brick and mortar location. This was placed in the upper right of the Facebook campaign. Just so you guys are clear when I say Facebook campaign, I’m speaking directly and kind of tactically about a Facebook application. Some of you might call it a Facebook app. Okay.
So it was called a spring giveaway. They got their incentive up. That was the first element. There’s five more elements that help this campaign convert again at over 60%. The second was a countdown timer. So we’ve AB tested this again over several hundred thousand campaigns over the past two years and on almost every case, a campaign that had a countdown in it on Facebook converted to higher than one without. The reason okay now I’m going now into kind of the qualitative world versus the quantitative what I just spoke about but our hypothesis of why is because there’s so many distractions on Facebook. Tim, I’m sure, I saw I think you liked Justin Beiber’s fan page the other day right?
Tim: I don’t think so.
Nathan: Guilty so. [Laughs]
Nathan: So when Justin Bieber posts a new status update and Tim sees a notification come in guess what if your campaign is uninteresting you’re going to lose Tim as potential conversion to that notification that just came in. So putting the countdown in your campaign will help ensure that that viewer takes action right away. So the first item again was get the incentive right. The second was make sure you put the contest countdown timer in your campaign and it works best if it’s in the upper left just under your brand logo.
The third piece here —
Tim: I’m sorry. Let me just really quick interject. The countdown timer thing is such an awesome insight because we’ve actually done a lot of testing of countdown timers on you know, basically any landing page and we’re finding that when you put a countdown timer on a webinar registration page, it’s increasing the conversion rate a ton sometimes by around 30% and the point that you made was huge. It’s like you know it’s people are basically their attention is all over the place. The other thing is I think a lot of the times a date like you know, April 19th or something seems like an abstract concept right. Like Nathan, I seriously have no idea what date is today.
Tim: If I hadn’t looked at that calendar to see that we had this discussion I think I would have been lost. So but if you tell me like three days you know six hours, 17 minutes and 12 seconds I can crystallize what that is and it’s going to drive me into action. So I love that this is actually working on Facebook on a Facebook tab as well. So go ahead.
Nathan: Yeah and I’ll drop just to kind of a bonus insider’s tip here. We’ve seen and we run experiments around how long you should have your campaign run, to maximize conversions. Kind of the tipping point where you start seeing kind of diminishing marginal returns kind of on every extra day you have the campaign go live is about seven days.
Nathan: So if you launch a Facebook campaign today, make sure that in the countdown timer it ends before 7 days. If it’s longer than seven days, you lose the urgency because the viewer thinks oh it will come back later, I have seven more days. If it’s less than seven days it feels urgent enough to have them actually take action then and there in seven days or less.
Tim: And this countdown timer counts down until when the contest is over right?
Nathan: That’s exactly right.
Nathan: Yup. Anything else Tim, thus far that that I may be taken for granted that I should go deeper on?
Tim: No. I think we’re doing great.
Nathan: Okay, great. So again first get the incentive right, second seven day or less countdown timer, third, clarity. So clarity around the email opt-in. Now this is a touchy subject with Facebook because you can very easily get into legal trouble if you require certain social actions in order to enter a contest. If you use the Heyo contest template, we’ve already taken care of all this. We’ve had lawyers look at it, spent way too much money on it but you won’t have to worry about – you don’t have to go to bed worrying if your Facebook page is going to get shut down. So what we’ve done though is we have to strike a balance between kind of inferring or pulling in the viewer to both enter their email and then click like, share and tweet. But letting people enter without doing the social actions.
So here’s what we’ve done. You want to have your first step say in order to win this bag form mixed bag designs before again the countdown ends, before the campaign ends. Enter your email below and right below the enter the email, there will be a submit button. So that email opt-in much like LeadPages Tim, that email opt-in through Heyo can interact with really any email marketing provider. So easily integrate that.
Then what you want to do after that is ensure that you have clear call to actions in steps 2 through 4. Our steps 2, 3, 4 is first to click a like and then there’s a like button built in and that will drive likes to your page. The third step is asking the viewer to click to share. Now when people click to share it generates an open graph action or in simpler terms it generates a Facebook post on the viewer’s wall that says something like I just entered to win a bag form Mixed bag designs. Click here and you can too.
You can customize that message in Heyo and we’ve split tested what works best there ending with click here and you can too is the most powerful “needle mover” when it comes to getting your fans to get their friends to come in and join your campaign as well. That’s why we see a lot of campaigns driving a ton of additional traffic without spending dollars on marketing or Facebook ads then.
Then the last step there Tim in the clear call to action is asking them to tweet. So what happens is again they’re entering their email clicking submit. Technically they’ve entered the contest at that point but then they see steps 2, 3, and 4 and they feel inclined. They have a natural tendency to want to complete those steps, which includes liking, sharing and tweeting to get more exposure for the campaign. Does that part make sense, Tim?
Tim: Yup. So we’re basically being really clear about what the person can do as a part of sharing the contest and are they required to –in this case are they required to like and share and tweet?
Nathan: They are not. That’s what I was articulating at the top of this —
Nathan: — kind of this piece of the strategies.
Nathan: It’s actually illegal to require a Facebook share in order to enter a contest.
Tim: Interesting, okay. All right.
Nathan: Based on Facebook’s terms of service.
Tim: I wasn’t sure if it was just the opt-in that was against their terms of service or if it’s basically requiring them to take any of those actions? Okay.
Nathan: Yup, you’ve got it. It’s the social action.
Tim: Got you. So you kind of not incentivize them but you kind of suggest that they should do that in a really clear way but you don’t require them to do that.
Nathan: That’s exactly right and what we see in fact we just had a – shoot what was the business name? I forgot what the business name was but it’s a handyman.
Nathan: He’s giving away a digital level you know, the level to make sure like wood is straight before you nail it in.
Nathan: He’s given away a digital level. You wouldn’t think people in that market would like tweet something but he’s driven hundreds of tweets via the fourth step in Heyo’s contest template where I ask people click to tweet. So it does work.
Tim: So one part of this that I think if ‘m listening to this episode I’d be struggling with this. Like what do I say? I know you kind of you went into a little bit but what do I say to get people to do that when they know they don’t have to in order to enter the contest?
Nathan: Yeah. So they don’t know they don’t have to.
Nathan: That’s – so that’s kind of the what you have to kind of balance right?
Nathan: So the way it’s laid out and again it’s step 1,2, 3,4. First, is enter your email, second click like, three share, four tweet. When they enter their email, technically they’re entered, right. But they might have a doubt right. They might say well wait do I have to do steps 2, 3, and 4 to be sure I’m entered? People don’t want to miss out so they’re going to take steps 2, 3, and 4 just to be sure if your incentive is appropriate.
Tim: Got you. So it’s inferred but you’re not saying like you’re not saying do the following steps to help us out which obviously would be silly but you’re just kind of listing these as steps in the contest even though they’re not kind of required steps?
Nathan: That’s exactly right and then there’s a – remember we’re going over kind of the six pieces of how to put together a Facebook layout.
Nathan: To convert at 50% and sometimes even 60%. Another piece Tim is below the incentive we put some very specific text in and the texts will say something like follow the steps on the left for your chance to win a free bag from mixed bag designs.
Nathan: So again people then feel inclined to go through step 1, 2, 3, and 4 even though legally with Facebook you can’t require those as elements to enter and this campaign layout does not require that in order for people to enter.
Tim: Right. So people could technically just enter. They could skip all the steps and just enter but they don’t know that. I mean they kind of – if they wanted to dig into it, they could find out but they don’t know that so they’re kind of driven to complete the steps to ensure that they enter the contest.
Nathan: That’s exactly right and if you have fans that are like trying to figure out what’s the least they can do to help your brand because —
Tim: Yeah, right.
Nathan: Because you’ve stocked so bad but they just want win like your incentive is probably wrong anyway right.
Nathan: [Laughs] You have bigger problems.
Nathan: So that’s again just to kind of continue telling the story.
Nathan: So six pieces you need to launch a Facebook campaign that converts close to 50% or 60% like Andrew Medlum, you got the incentive, the countdown timer, make it easy to opt in and integrate with an email marketing platform, give them clear call to action to like, share and tweet, okay that’s four okay. The fifth is you want to build in your brand trust into the campaign. So in the all the way upper left to the campaign, you want to put your logo in there. Better yet if you have a picture of you plus your logo like on top of you or something like that so you get a face in there, that will increase conversions.
Then also as we articulated below the incentive, you can put verbiage that says that in this case they said we’re showing our love for bags all February long. Enter to win the Mix bag designs, share the love giveaway pack with a chance to win the three bags pictured from our spring collection not yet available in our store. Contest runs until February 7th. The winners will be notified by Monday, February 10th right. So you can articulate more about the giveaway and the brand and kind of speak in the brand’s voice in that section where you can edit the text. So that’s the fifth piece right is building that brand trust. Lastly and Tim we see a lot of people miss this and then wonder what happened. Actually Tim, I’m going to put you on the spot if you don’t mind.
Nathan: So Tim the question I have for you, do you know how many minutes the average Facebook user is spending using Facebook on their mobile phone each month?
Tim: I have no idea.
Nathan: So it’s 914 minutes.
Nathan: In fact 62% of and this is based off Facebook’s last earnings call. 62% of Facebook users only, only use Facebook via their mobile device.
Nathan: Which means if you when you launch these Facebook contests you don’t also simultaneously launch a mobile optimized version. You’re missing out literally on 62% minimum missing out on at least 62% of conversions or email opt ins from your fans. So the last and the sixth piece to cracking the code behind generating Facebook campaigns that convert at 50% or 60% is making sure that when you launch you’ve got it mobile optimized as well.
One of the things we’ve built into Heyo to help you do that is when you’re building a social campaign, we’re actually secretly in the background building. We have little ninjas in the background that are building your mobile version at the same time. So when you publish you get a smart URL Tim which I think you guys have at LeadPages as well. If you market with that smart URL, no matter if your viewers click through that URL on a desktop or a mobile device they’ll see the appropriate experience giving you the opportunity to convert any of them.
Tim: So a question that I know a lot of people have right now is you know so it’s great to build this awesome campaign that is going to convert really well and get a lot of people but if I don’t have any kind of a following, how do I build that following? How do I get all these connections if I’m really starting from you know, like nothing or ten fans?
Nathan: So the answer to that question is because the fourth thing I mentioned about the six things you need in the contest is a clear call to action where the viewers of the campaign then go and like, share and tweet the campaign, here’s a little bit how that map works. Let’s say you only have 10 fans but you get five of them to view the campaign and two of them to enter their email and click like, share and tweet. Those two people that click like, share and tweet then expose your campaign to an average of about 1500 new people.
If let’s say ten new people are then drawn into the campaign from the original two okay and then 50% of those ten so 5 go through those same steps, you start to get a snowball effect. That’s how you can take a fan page like Andrew Medlum did that starting from nothing generate 1362 impressions and capture over 850 emails for 60% conversion rate.
Tim: So and that’s awesome but I have to ask how often can somebody with ten Facebook fans make that actually work? Because it sounds beautiful but so many people have struggled with Facebook for so long and so I guess you know if somebody is a little cynical like how often – you have the stats on how often that actually works out that way?
Nathan: Well here’s the problem. Most people don’t have the time or energy to do 200,000 AB tests themselves. Right?
Nathan: We have the beauty because we’re a software platform of doing – actually much like LeadPages Tim.
Nathan: It’s almost the same way that LeadPages does automatic kind of conversion testing on the backend and then you recommend the highest converting campaigns.
Nathan: Same concept here except for Facebook. So I don’t have data as far as you know, how many brands started with Heyo with one fan that then grew to 10,000 fans and captured x amount of emails. But what I can tell you is that by putting these six elements together, it’s the quickest way to increase the likelihood that your campaign is going to generate new fans for you, new email captures and then from those email captures the ability for you to remarket and sell to those emails.
Tim: Yeah. So it’s basically you’ve kind of proven over the course of you know, the time that you’ve been helping people run these campaigns and building them that you know on average it’s actually performing really well even for brand new Facebook pages?
Nathan: That’s exactly right and we have countless case studies, Andrew’s included of ones that started from nothing that grew to say 2000 fans but captured you know, – I mean how many pages Tim do you know that say they have captured 25% of their fan’s emails?
Tim: Right, yeah that’s pretty incredible.
Nathan: Yeah I mean so Andrew’s that page that he launched for his brick and mortar client, they had a total of 1500-ish total fans and they had captured 892 emails. Right?
Nathan: So that’s incredible when you have that asset generated from your Facebook page.
Tim: Absolutely. Absolutely. That’s amazing. All right. So let’s sum this up and kind of bring it to a close because I know that we’ve gone a little bit over but this is so valuable I just didn’t want to miss any of it. So can you kind of just one more time sum up the kind of six aspects of this high converting kind of template for Facebook?
Nathan: Yeah you’ve got it. Guys if you want to launch a Facebook campaign that converts and it’s been tested over and over again, these are the six elements you want to include. The first is an incentive via a picture in the upper right of the campaign. The next is a countdown timer to drive urgency on the left side of the campaign. Then in the bottom left you want to have your email opt-in along with your call to actions for social sharing like like, share and tweet.
Number five, you then want to build trust by putting your logo on the upper left and text that describes the contest in your brand voice in the bottom right. Then lastly you want to make sure you have mobile integration as well. Now we again have put this together as Tim mentioned in the Heyo contest template which anyone listening whether you’re a solopreneur or an upper level marketer is welcome to use. If they have questions Tim, I’ll be pretty active in the Conversion Cast comments section well.
Tim: Awesome and so you get – there are two real big steps that you can take at this point. So if you want, if you have a specific question that you want to ask Nathan or myself, you can head over to ConversionCast.com/heyo. If you want the opportunity to see all of the stuff that we’ve talked about today, you can go to ConversionCast.com/heyodownload and you’re going to have images so you can actually see what these templates look like along with some of the stats that combine with that. Then we also have a transcript of the episode so if we talk too fast or if I interrupted Nathan too much, you can kind of see it in written form. So there’s a couple of options for you to kind of get involved and really start to implement this today. I guess one last thing that I wanted to include here is that you know, we talk about this a lot with LeadPages in terms of you know, if you wanted to implement some of the things we talked about. You know you wouldn’t have to have LeadPages or in the case of today’s discussion, you wouldn’t have to have Heyo but Heyo makes it easier. So you really could – you know, you could hire a developer or hire a designer and have somebody go and make this for you but you have the opportunity to do it much, much more quickly and in a way that’s already been optimized and tested to high heaven. So that would be my recommendation is know that as you’re listening to this, you don’t have to have Heyo to do it but it’s going to make it easier. Did I kind of articulate that properly Nathan?
Nathan: Yeah, Tim but you missed the most exciting point is you can do it for free just by going to Heyo.
Tim: Love it.
Nathan: And that’s obviously important too.
Tim: Yeah, absolutely. Perfect and we’ll link up to that in the show notes as well. So Nathan thank you so much for sharing this really detailed kind of analysis of one way that people can really just crush it in their Facebook marketing. We really appreciate it and thanks for being here.
Nathan: Of course. Thanks Tim. I appreciate it man.
Male Speaker: Before you take off, don’t forget to go download the free audio/visual guide for this episode so you can see exactly what that perfect Facebook contest template looks like and get the steps for implementing it in your business. You can get it right now at ConversionCast.com/HeyoDownload. That’s HEYO download. Check that out and we’ll see you next time on Conversion Cast.
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