Introduction
Before you run a Facebook boosted post, you must have a few assets in place.
- Website with content and offers
- System on your website to capture leads
- Facebook Page for your business or website
Website with Content and Offers
The goal of a Facebook boosted post is not to generate tons of engagement for your Facebook page.
The goal is to make sales and the best place to do that is on your website with your offers.
An offer can be a link to an affiliate product, a digital product you created (e-book, e-course, audio course), or consulting / coaching services.
I'll use my site as an example.
YOU, INC.
An important principle that I live by is this:
You are your business.
This means that your product, offer, list and even your website is not your business.
It is you. Your personality, voice, unique perspective and expertise. Also remember, expertise doesn't mean PhD, it means you know more than the person you want to serve.
Finally, before people purchase from you (whether through an affiliate link or whether a product you offer) THEY PURCHASE YOU. THEY BUY INTO YOU.
Are you trustworthy? Can people get to know you and relate to you? Do visitors feel like you have a solution to a problem they have?
Don't hide behind a logo. You are your most competitive advantage. There's no one else that thinks like you, that has the same experiences as you, and that has the same knowledge as you.
SIGNATURE PRODUCT OFFERINGS
From the top menu, and scattered throughout the site, a visitor can click over to a sales page where I sell my own video courses: BLUEPRINT E-COURSES.
We have one signature product at the moment, a $19 video course, which has a $49 teacher's version and a $399 live version that will roll out soon.
SIGNATURE PRODUCT PROMOTIONS
The FREE WORKSHOP is a one hour webinar that directly promotes the $19 video course.
The Guide on the website header is a lead magnet which generates e-mail subscribers. Each subscriber receives a 7-day e-mail sequence of training. Each e-mail highlights a different part of our signature course and each e-mail promotes the signature course at the end.
The TOOLS menu item leads to a page that promotes three books on Amazon that we recommend inside of our signature products.
There is a ton of good, useful and free information on this site. But all of it (even the About Page), is somehow tied into our brand philosophy and our signature offer: Bible Study Blueprint.
This kind of focus gives your site coherence and a BIG IDEA that is easier to promote.
Are You Capturing Leads?
The second component on your site has to be a system of capturing leads / subscribers.
While it is nice to build up an audience for Facebook (or YouTube or whatever other platform you might use), that audience belongs to Facebook.
Thus, what we are trying to do is to bring part of that Facebook page audience back to our site so that we can create an audience of subscribers.
We use a classic approach: Lead magnet, e-mail subscriber, e-mail sequence.
The guide in the top header is a PDF summary of our signature course. It's about 25 pages of pictures and words that teaches the principles of our main course. Once a user subscribes (with a double opt-in where they must confirm their subscription via e-mail), they receive the guide and a 7-day e-mail sequence.
Facebook Page
The last piece you need for this campaign is a Facebook Page for your business / website.
Ideally, the page is an extension of your website and the content that you share there SHOULD ALWAYS be leading people back to your site.
When you create a Facebook boosted post, you must have a page that links to that post. This lets the audience AND Facebook know that you are somewhat legit.
WA Resources
Here at Wealthy Affiliate, there is substantial training on every one of these elements that I have described.
Don't despair if you are just starting out.
You acquire knowledge and experience step by step, little by little. And it's the same for building out the components of your site. This includes the site itself, the offers and the lead capture system.
Take your time. Follow the trainings.
A good way to learn is to try to replicate this case study for your own site. This will force you to prioritize certain ideas / skills.
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