Maggie Patterson is a Marketing Consultant and Copywriter in the online space. She is an expert at conversions and loves to dissect data & analytics from online marketing campaigns. Recently, Maggie helped one of her clients, Amber McCue- Founder of NiceOps, market and run a free 5 day challenge to generate leads and sales.
A Quick Preview of the Podcast:
- How to position copy in a relevant way
- How to improve your marketing in Facebook Ads
- The secret to getting people to trust you and your product before buying it
To See These Tactics In Action:
Click Here To See Maggie Patterson’s Strategy That Generously Produced Leads & Sales for NiceOps
To See The Transcript:
Tim: How much free content is too much? I’m asked this question on almost every webinar that I do and today’s guest, Maggie Patterson, has one answer to the question and it’s on the side of offering lots of free content. She was working with the company called NiceOps to promote a nine-month training program and in launching the program, she used one fairly simple strategy to generate 3300 leads and 84 sales all based on lots and lots of quality free content. Maggie, by the way, is a marketing consultant and copywriter who’s continued to use this strategy with her other clients and seen amazing success with it there as well. That being said, let’s get right into the episode. I’m Tim Page, the conversion educator here at LeadPages and this is ConversionCast.
Welcome to ConversionCast, the only podcast that gets to the heart of the metrics. Now here’s another data driven case study.
Hey, fellow marketer. The episode is coming right up but first don’t forget to join me for this Thursday’s LeadPages webinar. This is an all-new webinar for 2015 that’s going to show you how to turn your site into an evergreen lead generation machine without spending all of your time on marketing. It includes our four top list building strategies for the New Year. All you need to do to join is text LeadPages all one word to 38470. Again text LeadPages, that’s L-E-A-D-P-A-G-E-S all in one word to 38470 and you’ll be registered for the webinar. Oh, and if you’re outside the US, don’t worry, you can still join the webinar. Just go to ConversionCast.com/webinar. We’ll see you there and now here’s today’s guest.
Hi Maggie, welcome to CoversionCast. Thanks for being here.
Maggie: I’m thrilled to be here, Tim. Thanks for having me.
Tim: Absolutely. So we’ve got a really fun one to talk about today. The results are pretty astounding. Can you share with us what those results were?
Maggie: So the results were 84 people signing up for our group program after running a free challenge which brought in about 3300 people total into the challenge.
Tim: How long was this?
Maggie: The challenge was a week-long challenge. So five days, Monday to Friday, but what was really interesting is a lot of times in a challenge, we do one lesion. We did five lessons every single day, so 25 lessons total in five days. So insane amount of value delivered which really created that know, like, trust factor for the audience.
Tim: I love that. Five days, 3,000 leads, a whole bunch of signups to the program. That’s awesome. Well, I think before we get into it. For a little bit of clarification, can you tell us kind of who you are and what you do?
Maggie: So I’m Maggie Patterson. I am a marketing consultant and I’m a copywriter. I love focusing on conversions because hey, Math from marketing is really fun and this is something I did with my client Amber McCue over at NiceOps.com and I’m only part of the team, but I am the one who houses all the geeky member information.
Tim: Nice, very good, awesome. Okay, so you did this for them and I think if we can take it kind of from the beginning, walk us through the process of what you did, what the challenge looked like and kind of how it worked? That’d be awesome.
Maggie: So we started off, you know, we kind of deconstruct from how people got to us to getting into the challenge, the end result. We started off with a lot of Facebook ads to a very, very simple short ad that went to a very short lead page and had people signing in. We did our Facebook ads in a way that they were highly segmented and we actually really found out from experimenting with our Facebook ads that our lookalike audience performed extremely poorly so we got rid of that really, really quickly.
Maggie: And then just by targeting other interests, we found some really, really sweet interest groups in a similar niche to Amber and our lowest one ended up being at 72 cents per conversion for a Facebook ad. When I think we got about 1800 leads off that specific segment. So I’m really segmenting upfront, we did a lot of work in terms of making sure we’re getting that lowest cost per conversion.
Tim: Yeah, that’s low. That’s fantastic. So kind of what did the ad say? What was the copy on the ads that got these people to click through to the lead page?
Maggie: It was basically, “Don’t go into 2015 blind” and just the timing of the challenge I think was a big factor on that because we did the challenge in the first couple of weeks in November. So it was just at that point where people’s brains were starting to think about 2015. They’re starting to get a little bit anxious but they haven’t quite got into holiday mode yet where they’re kind of just like, “Whatever, I’ll figure in January.” So I think that timing and just that really powerful messaging together, it created these conditions where people were like, “Yes! Sign me up. Help me!”
Tim: I love it. Okay. Can you kind of just describe what the product was? I think that’ll be helpful.
Maggie: So the challenge itself is called the Planathon and it’s a five-day challenge and it’s not like any other challenge out there. Amber and the team, we’ve created something that is pretty intensive. Every day there was five videos, five lessons, she had guest experts coming in. It was all run out of a Facebook group so in a place where people are already hanging out. The engagement within the group was really, really incredible.
The purpose of the Planathon at the most core level was to build Amber’s list. We also new Amber was going into launching a new round of her group program and she also has a 2015 plan that we wanted to sell. So that was really what we are driving towards at the end of the challenge.
Tim: Okay. The challenge basically was, you know, how much can you get done in this period of time by joining the challenge and going through the lessons.
Maggie: Exactly and every day was a little bit different. It covered literally every like aspect of marketing, creating 90-day plan, setting goals, setting intention, vision. So there really was something I think for pretty much everyone in the audience to put their arms around that they could think, “Hey, this is something my business I really need to work on and start putting some actual action behind to improve upon as I go into the new year.”
Tim: Perfect. Alright. So you’ve got the Facebook ad that’s really simple. That’s well-timed with everything going on, you know, the holidays and the new year. You’re driving them to a simple landing page. You get them to opt‑in. Once they opt-in, they get five lessons a day for five days; is that right?
Maggie: Yeah, and it’s all in the Facebook group so…
Tim: Oh, it’s in the group. Okay.
Maggie: Yeah. Meeting people exactly where they are instead of having them, you know, try to open something in their inbox. They’re hanging out on Facebook. We know that about our audience.
Tim: Awesome. You invited them to join this group in the email once they’ve opted in?
Tim: Okay, great. So now you get in the group, you got them doing the challenge and then where in this challenge did you basically close them to join the nine-month group?
Maggie: So that was really day five. It was like, “Hey, if you want to keep the fun going and really, you know, continue on building on the foundation you built here,” off we go. This is the offer and you can join freshly implemented and then from there, you know, we were able to close some leads immediately that day and really boost enrollment but then there was an email campaign after that, you know, really encouraging people to not go into 2015 and let the momentum die.
Tim: Interesting. So when you say… I know you mentioned the email campaign but prior to that did you close the other folks in the actual Facebook group you just made a post and sent them to a sales page?
Maggie: Oh, absolutely and there were sign-ups that day.
Maggie: We were watching PayPal come in and we were like, “Yay!” You know, this is the thing you’re always testing and correcting and so when it actually all comes together, it’s so exciting to see it happen.
Tim: Especially with something where it didn’t require anything complex. You didn’t put together a webinar and that kind of thing. You literally just had the group. You offered the lessons. You provided a ton of value in those lessons every day and then at the end of the week, you were able to get some of those conversions to sale with basically just, you know, saying, “You got a lot of value here. You need to go into the new year rocking out, here’s the program that you can use do that if you want to keep going” and you were able to get conversions there. The rest of the time, the people that, you know, opted in for the challenge now were on the list and so you could market to them with the follow-up sequence. Can you give us just the basic overview of what that follow-up sequence kind of look like, was it a ton of emails, was it just a couple of emails and then you let it go. What is that sequence looked like?
Maggie: The sequence was pretty robust. So we were in the challenge in November and we actually did not close the cart until I think the very first week of January and that was a very–it goes against everything you’re supposed to do, you know, two weeks cart up and cart close.
Maggie: For this program, it’s a big investment. So if people needed that extra nurture, if they needed to get on the phone with someone that was totally all available to them.
Tim: I love it and that’s awesome. So, you know, this is something that is fairly simple to set up. I mean it’s a little bit content intensive but most folks who have some kind of an online program or training program or coaching course something like that already have the content. It wouldn’t be difficult to take that and, you know, extract some of the lessons from that to guide somebody up and it has kind of a dual benefit. It provides a lot of value and it also shows that if somebody wanted to sign up for the program, you know, the paid program, they’re going to get a lot of value because they got tons from the free program. What would they get out of actually paying for it and how much could that enhance whatever they’re doing. So there are a lot of benefits to it. It’s a quick email list growth. It’s an opportunity to get people engaged and the ones that go through the course, you know, obviously are more likely to buy because they’ve seen some results. So there’s so much I love about this and is there anything that we kind of we didn’t talk about yet that was important that made this worked so well?
Maggie: I think one of the things especially in the online market place, I think a lot of times we don’t have a chance to interact with the leader, the person putting on the course in advance. I know for our audience seeing Amber engaged in the group, answering their questions, interacting with them, they’re really able to get a flavor for her and truly what they would get of it. It wasn’t just like these mechanical lessons. There’s a lot of warmth and engagement and, you know, just real human interaction there so I think that if you are going run a high-touch program, you need to deliver something high-touch at the beginning to get people warmed up.
Tim: Yes. That’s fantastic. That’s a great point and, you know, I love the use of the Facebook group there. It’s so different. You know, we forget that there are opportunities outside of traditional marketing methods. I mean don’t get me wrong, I love email marketing. It is probably–you know, that and webinars are probably my two favorite strategies. However, you know, there are other opportunities for list building and engagement and actually closing. I mean so many people are afraid to close within Facebook but it is such a great opportunity just because of what you mentioned.
This has been awesome, Maggie. Thank you so much for sharing this. I really appreciate you coming on the show.
Maggie: Thank you so much for having me, Tim.
Tim: Thanks for listening to this episode of ConversionCast. If you liked what you heard here today, we have something awesome that we want to send you. Our amazing team has created a free reference guide for you with every single split test and piece of conversion data that we have access to here at ConversionCast. This free booklet is packed with incredible case studies and real metrics from real people to show you what’s really working across multiple industries right now. This is the kind of information you won’t find anywhere else. As one of our listeners, we want to give you a copy of this book absolutely free. You can get your copy right now by going to ConversionCastGift.com. Again that’s ConversionCastGift.com. Go there now and pick up your copy and we’ll see you next time.
Listen To Discover How Maggie Patterson Got 3300 Leads & 84 Sales…in 5 Days