Jessica Nazarali is the Host of a podcast titled It Girl Radio and the Founder of It Girl Academy. She uses It Girl Academy to empower women by providing training programs for success online.
A Quick Preview of the Podcast:
- How to create the perfect Facebook posts to boost via Facebook Ads
- How to make your Facebook Ads more effective
- Jessica’s successful Facebook targeting strategy
Tim: Sometimes, the best way to get around rising ad costs is to think a little bit outside the box. It’s one of the reasons why I’m so excited about today’s case study because being creative and understanding the platform allow Jessica Nazarali to get new leads for a measly $2 each. In an era of increasing ad costs, that’s a heck of a fee.
By the way, before we kick into this talk, something really cool is coming to ConversionCast in the very near future. I would really encourage you if you enjoy this show, to subscribe in iTunes or Stitcher so you don’t miss what’s coming soon. Because I have to tell you, it’s gonna be big.
I’m Tim Paige, the senior conversion educator here at LeadPages and this is ConversionCast.
All right, Jess. So I’m excited. This is one where we were just talking about it. I don’t know what today’s topic is but I just trust you implicitly. So with that said, share with us the results that you were able to get with today’s case study.
Jessica: Sure. So the results I’ve been able to get is to keep our Facebook lead costs, you know, around like the lowest it’s gone. It’s, you know, 80 cents per lead. We’re keeping it, you know, on average around $2 a lead which I don’t know if you found this team, but you know, so many of my colleagues and clients at the moment have been complaining about the cost per lead on Facebook ads.
Jessica: Which has been increasing, increasing, increasing. And I think especially if you’re in the business space, I mean it’s not unheard to hear of six, seven, even $8 a lead sometimes.
Jessica: And so we’ve just implemented. Well we’ve been testing on this strategy for a few months and have been tweaking it and yeah, we’re getting really great results so I’m excited to share it.
Tim: Oh, I can’t wait to hear it and this is take two for us. We had an episode that it’s magically found its way off of my computer. I don’t know how but I think that it might be fate because we have something even cooler to share. So why don’t you tell everybody a little bit about who you are and what you do?
Jessica: So my name is Jessica Nazarali and I’m the host of a podcast called It Girl Radio and I’m the founder of It Girl Academy where we design really cool training programs that empower women to fast track their success online. So, yeah that’s what I do.
Tim: Perfect. All right. So go ahead and dive in. How the heck are you getting such inexpensive cost per leads?
Jessica: Sure. So what we’re doing is well you know you’ll like on Facebook I think what a lot of people tend to do is they’ll just put up an ad and it will be going to an opt-in. So they’ll be running cold traffic to an opt-in which can be, you know, a lead magnet or a video series or whatever it is. What we’re doing which is really working well for us is first of all like we’re posting content in our Facebook page. So it could be a long form text post. It could be a video post or it could be we’re sending them traffic to a blogpost on my site. And then everyone who engages in that post we’re than retargeting them to an opt-in to get their email address.
Jessica: So I mean yeah. So if you think about it, you know, people are… Facebook is almost like a party at the end of the day. Like people are going in now like they’re looking at photos from you know, their cousin’s wedding, they’re looking at baby photos. They’re kind of on there have a good time. And the way I see it is you know, if you’re meeting somebody for the first time, and you’re like hey I wanna tell you this really cool thing. But I’m only doing that if you give me your email address. I don’t know it’s kind of I mean it works, don’t get me wrong. I don’t know. It’s like not as smooth of a transition if you give them value upfront like you show them a great video a blogpost or like a long form sale text on Facebook and you’re like wow, that’s really interesting. And they read that, they engage with that and then they’re seeing something when you’re asking them to take a certain action. We’re just wondering, it’s getting much better results. And a really, really cool thing that Facebook actually just released is that you can target long form text posts on Facebook. So you weren’t able to do that up until last week. And so, you know, we’re recording this on the 21st of October 2016. You weren’t able to do that up until, you know, about a week ago. So everyone who clicks read more in a long form text post. You can retarget them which is super cool.
Tim: Yeah that’s awesome. You know I know there’s gonna be two questions that people will wanna know. So one thing is you know how are you getting people to that content you’re posting on Facebook in the first place. I mean are you sending Facebook ad traffic to that?
Jessica: Yes. Mm-hmm. Yes. We’re boosting posts, yes.
Tim: Okay. Great.
Tim: So you’re boosting post and then once you’re retargeting them what are you trying to get them to go to? Are you then sending them to a landing page. Are you sending them somewhere else?
Jessica: Yes. When we’re retargeting them, we’re sending them to a landing page. So we have a variety of different opt-ins. We have an audio, we have a video series and we have like PDF tools worksheet. Depending on the ad, yeah, we’re sending them to multiple different opt-ins.
Tim: That’s great and are you making sure that there’s I assume you are, making sure there’s a sense of congruency where if somebody read a Facebook post that you did the ad that you’re retargeting them with and the offer are consistent with whatever was talked about in that post at least relatively close?
Jessica: Yes. Yes, yes, yes. That’s really important that you do have that consistency for whatever the I feel like brand building content. So whatever the free content was. So it’s you know, the next well is like the next step that makes sense will be then opting in to get something that expands further on the topic. Because yeah like you said, obviously if it’s two different worlds apart they may not be that interested in it. So then you’re not gonna be able to get leads for you know, the lower amount like that we’re sharing that.
Tim: I love that. That’s awesome. And so, if somebody wants to go and check out, you know, the strategy that you’re seeing here, if they wanna see it in action, where can they find your site and your Facebook page?
Jessica: Yeah sure. So it’s Facebook.com/jessicanazarali.
Tim: Awesome. Fantastic. Well thank you so much for sharing this. I think this was an even cooler case study. So everything worked out in the end. And again just thank you so much for coming back on the show.
Jessica: You’re so welcome. Thank you.