Mike Pisciotta runs a business with his wife concerning everything online marketing- funnel optimization, strategic development, Facebook ads, and more at marketingyourpurpose.com. They also have a couple ecommerce stores in specific niches within sports, cameras, and fishing. Their main focus is creating tight, niche areas with fanatical audiences. One of their ecommerce stores is beastmodepreneur.com where they sell gear for a specific online entrepreneur audience.
A Quick Preview of the Podcast:
- How to use a new Facebook feature to target your audience more effectively
- The specific targeting strategy that will get you better results
- How to successfully makes sales from cold traffic via Facebook Ads
To See These Tactics In Action:
To See The Transcript:
Tim: Facebook ads are a favorite for marketers everywhere for a ton of reasons but one of the best ones is its unique ability to be more targeted than just about any other ad platform, Mike Pisciotta from marketingyourpuropose.com is back today with a really powerful way to use a new Facebook ads feature,
In this talk, he’s going to share how he used it in the ecommerce space to get orders for around 75 bucks for only $12 per order. The cool thing, well there are plenty of cool things, but in this case the cool thing is that this tactic can be used in other businesses as well.
Mike is not only using it for his ecommerce business but he’s also using it to sell his info products with great success. I just really love the ecommerce example because it is so ridiculously simple and it’s a Facebook ad directly to a sales page. “But I thought that couldn’t be done.” Oh, it can be done.
I’m Tim Page the senior conversion educator here at LeadPages and this is ConversionCast.
What’s up Mike? Welcome to ConversionCast. Thanks for coming on the show.
Mike: What’s up Tim? Thanks for having me man.
Tim: Yeah. I’m pumped too. This is time number two for you coming on ConversionCast and today, we’re going to be focused on ecommerce which is fun. What I want to do though is I want to hear the results you were able to get. I know this was over a few different stores but can you share the results you were getting from this tactic?
Mike: Yeah, for sure man. So were doing about $75,000 a month in overall accumulated sales, ecommerce with the strategy we’re going to talk about is getting us to about $12 to $15 per order with the average order value being 75 bucks. So you’re looking at like five times the spend that were generating in sales.
Tim: That’s amazing. Yeah, I love it. That’s why I was excited to talk about this. You know just so people could get a sense of who you are, tell them a little bit about who you are and what you do.
Mike: Cool. So I’m 1 of 2 in the partnership that my wife and I have. Her and I are in business together and our business is marketingyourpurpose.com where all things online marketing. So we’re funnel optimized, strategic development, Facebook ads, all totally online marketing geek out stuff.
Tim: Nice and you have a few different ecommerce stores.
Mike: We do. We have a couple of different brands. One of them is in sports niche. We have one in camera niche. We’re actually getting ready to do one in like the fishing niche and stuff. So our main focus is always these really, really, really tight niched just areas where there’s just fanatical audience.
Our favorite store, the one that I think everybody listen and would really, really like to see the most is called beastmodepreneur.com. It’s all things like for the online entrepreneur, lifestyle stuff, shirts, phone cases, mugs, yoga mats, all kinds of really, really cool stuff with like just like our hustle, get it and grind online kind of mentality stuff.
Tim: Yeah it’s a rad store. Definitely check it out for all things apparel. So, it’s awesome. Now let’s talk a little bit about this. So, there’s a particular facet of Facebook ads that you use, a particular feature but I’d love to hear you describe how you lay this out and give us the lay of the land for basically how you’re getting leads for what, 20% of the cost of their value, right?
Mike: Sales. And the cool thing is, it’s not even just leads. This is like you and I were kind of talking pre-show a little bit about this. I like this so much because it flies in the face of everything we hear when you’re online.
Mike: All of us here all the time, you can’t send cold traffic to buy and this flies in the face that that is not true. Our data and our sales, you know the money shows that that is not true. We literally see sales $100, $200 even as much as $500 from a cold traffic person who’s never been exposed to what we’re selling to just buying from us, right?
So you know my wife and I came up with this strategic direction with Facebook ads when we looked at what was available to us and just the flow of what marketing used to be. You know we talked about this. Like it used to be awareness then you got to get interest and they consider and you educate and all these different things where there was so much involved before you ask some money to buy.
Whereas now we realize a lot of that is happening and being done by our competitor and just the sheer number of information and brands that are marketing to people online. Whereas us who are kind of a smaller player in this space, we said how can we best use our marketing dollars to get the most bang for the buck? We said let’s put our products and offers in front of the people who have already been educated, they’re already aware, they are all already pretty much interested and they want to buy and that’s what we’re doing. This thing that we’re going to talk about in Facebook is allowing us to do that.
Tim: Okay. So how do you do it?
Mike: Cool. So within Facebook after you create a campaign, the next level is what’s called an ad set the ad set is where you control all the targeting, the budget, all that cool stuff.
Well within there, Facebook just recently added this very cool new feature and it’s called narrow audience. What it does is years ago or even up to 6 months ago when you went into Facebook and you wanted to target people based on interests, right? You would type in something like say like LeadPages and InfusionSoft, or whatever. What that would do is Facebook would take that. What it meant was people who like LeadPages or InfusionSoft or whatever else you laid in there.
You didn’t have this ability to take that audience and slice them and really drill it down. Whereas now, they’ve added this thing called narrow audience and you could actually do this several times to get really hyper focused.
So now what we would do, let’s say we were using that same audience. So let’s say we took people who liked LeadPages then we want to narrow and go and add in people who also like InfusionSoft. So it’s now, they have to like LeadPages and InfusionSoft.
So what that tells us is that obviously these are serious online entrepreneurs. They’re using some of the coolest tools that are out there. They’re definitely you know a niche market. So initially that would be and audience of like 1.2 million whereas now it would be something in like 200,000.
So what we’re doing like in the ecommerce space that were talking about in some of the stores we have, like we have a store that does camera stuff, right, all this different camera gear for photographers. So we used to only be able to target people who like Nikon or like Cannon or maybe certain makes and models. Well that doesn’t really tell us a whole lot about that audience because there’s millions and millions of people that maybe just click like or are interested and keen. That doesn’t tell us that these are these fanatical, ready-to-buy people.
Whereas now, we might start with something like Cannon and then we would layer in some really niche photography magazines right? So that’ll take an audience of like 10 million, slice it down to probably about 1 or 2 million then we’ll layer in another level of interests in something like B&H photography.
So what that does and why this works so well, this particular kind of targeting strategy, B&H is competitor of ours. They’re like the biggest resellers of photography gear. So now were getting in front of people that are not only interested in cameras and photography but are also interested in buying photography.
The same thing like we were talking about Beastmode-preneur store, right? What we would do is like we want to get not just in front of entrepreneurs, or entrepreneurial types, or onetrepreneurs because they’re not really going to identify with the brand. They’re not really going to identify with some of the saying. So we’ll start large. We’ll start with Entrepreneur Magazine, Ink Magazine, Success maybe and generate an audience of maybe 10 to 15 million which is so big and it’s not niche, it’s not focused.
Then we would layer in like Gary V, Grant Cordone, folks who share the personality behind a lot of the sayings and things that we’re portraying. And then we’ll layer in like some other retailers that sell similar kinds of gear and stuff. So now we know we’re getting the people that share the mentality. They share the vision of the brand and they’re interested in apparel so these are ready to buy. This will take an audience from 10 million down to the sweet spot that we like which is about 4, 500,000 people max.
Tim: Oh, that’s awesome. That’s a nice sweet spot because it’s not like it’s a hundred people and now your audience is so small and limited you don’t have anybody to buy from you. But it’s not so big that it’s just like you just know you’re shot gunning and your hoping somebody out there is going to buy.
Mike: Exactly and it’s kind of one of those things that we’ve seen it happen so many times, right? Until we developed this, that’s what we’re doing. We were just kind of buck shooting and like hoping hey, out every hundred people maybe one or two of them are people that would be interested. We found out we’re spending so much money just throwing money at Facebook hoping that we’ll get in front of the right people.
Then we started doing this and really, really honing it in and to be honest, I really like to see the audiences 250 even 300,000 and we’ll spend a couple hundred dollars a day to get in front of them and the sales number are incredible man. Like I said, we’re seeing like 5 times our ad spend. So it’s like hey Facebook here’s a dollar and Facebook is like cool here’s $5 back. That’s what we’re saying, right?
Tim: Right. Yeah that’s rad. The ads themselves, are they for just one specific product in your store?
Mike: No, and this is a cool thing, I’m so glad you asked me that. So anything that we’re doing ecommerce, right? And here’s where, you know for people that are listening to this, this is a really good just a tip to really get in your head is that most of the time we have so many products that we’re offering. right?
Like if people go to Beastmode-preneur, they’ll see we have hundreds of shirts, hundreds of designs. Well there’s almost no way that we could guess which one of those people are going to be most interested.
So what we’re doing we’re coupling this narrow audience together with the power of Carousel ads. If anybody listening is not familiar what Carousel ads are, it’s basically where Facebook now gives you the ability to have up to 5 images in 1 ad and each one of those images can link to an individual page.
So for our sake, we’ll start out with a sophisticated, wild guess right? We call it swag, right? So we’ll start out with that. So we’ll think okay cool, here’s what we think people are going to be most interested in and we’ll pick 5 of our hottest products. We send people directly from the ad, directly to that product.
One of the things that we’re doing that mixes this up and I think really adds some cool flare is of the 5 images that we get to use, the first 4 will send directly to that individual product. So if it’s a t-shirt that we think is a hot seller, they go right to that.
The fifth one, we will have more of the generic kind of a thing, that’s around the brain of the store, and it will send people directly to an entire collection.
Mike: So that’s the one that we’re using to get a little bit more data so we could see like wow, like these people are clicking and they’re going and then they’re just buying because were giving them the freedom to browse and shop around and see what we’ve got.
Tim: Nice. Have you seen that tend to convert better than the others?
Mike: Any as far as design?
Tim: In the Carousel.
Mike: Yeah. I mean we do. I mean here’s one the things if anybody’s going to do this, one of the things you want to make sure that you do is when you select a carousel ad, Facebook gives you the option to let them reorder the images based on activity. I would highly recommend doing that because the action that those images are getting in Facebook is, if you’re doing this right, you’re attaching a pixel, you’re telling Facebook you want to optimize for conversion.
So as they’re optimizing and as people have taken these actions, well Facebook is going to reorder those images based on the highest number of action. So definitely make sure that your doing that and that’s I think one of the things that we make sure that we do that allows what we think would work well to then hey, here at Facebook, you take what you’re seeing and you reorder that and make sure it gets in front of the right people.
Tim: Nice. This is rad. If there’s anybody doing ecommerce and wanting to better optimize as their Facebook ads which I know there are out there, definitely give this a shot. Just one closing note is that you’re using this similar idea with your info business, as well correct?
Mike: Yes, absolutely.
Tim: Okay. It does work even if you’re not in ecommerce. Maybe that’s a little bit more requires a couple of different tweaks but in general this idea of using the really narrow audiences in Facebook is brilliant. I love it and Mike thanks again for coming back on the show.
Mike: Sure Tim. Thanks for having me man.