Market, Scale, Grow: Facebook Ad Marketing Strategy for Teacherpreneurs

199 | Summit Success Series: 10 Essential Facebook Ads for Your Summit

• Jenzaia • Episode 199

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Are you looking to fill your virtual summit with eager participants?  In this third episode of the Summit Success Series, we'll explore 10 essential ad types (plus a few bonus strategies) that drive registrations, VIP upgrades and more.

Part 1: The three facets of a success marketing plan for your summit

Part 2: Backwards planning for summit marketing success 

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Speaker 1:

Hello, welcome to today's Saturday Strategy Session. I'm your host, jen Zaya. I am a Facebook ad strategist and I work with teacher business owners, as well as mompreneurs and others who have online courses or amazing businesses that they want to promote. Primarily, I do it through lead generation ads, where we are growing your email list. And, yeah, I love running ads for summits.

Speaker 1:

I one of my very first clients, asked me to run ads for her summit about four years ago now. Yeah, it would have been four years ago now, and I've been running ads for her summit every single summer since then and other summits. It's just one of my absolute favorite things to do. I just think it's a really great way to grow your business, and ads can be such a wonderful addition to that, and that's why, two weeks ago, I did the first part of kind of a series that I didn't even realize was going to be a series, but here we are. So the first part was the different facets of your marketing plan, and we talked about organic marketing for a summit, affiliate marketing for a summit and also ads for your summit, and then last week, we talked about backwards planning. So, starting from the date of your summit, working backwards for all three of those facets, how you can figure out what organic marketing you need to be doing as you're going through affiliate marketing, and then also add at like 12 weeks and 10 weeks and eight weeks and six weeks and four, three, two, one the day before, like all of those different pieces, and then this week I'm going to tell you 10 ads that I recommend you run for your summit. Plus I have some bonuses. So we're going to start off with some bonuses. These are like my pre 10 ads bonuses because these are ongoing lead generation ads and nurture ads.

Speaker 1:

So, whether or not you're planning on running a summit or any other live event, I think that there is a huge amount of value that can come from ongoing lead generation, where you are continuously growing your email list by running ads to a free opt-in or a low cost opt-in whether it's a self-liquidating offer or a low ticket membership, something that's low cost. So you are growing your email list primarily, but that there is a bit of a kickback and you are able to recoup some of the costs of running ads, getting new people on your email list, and it's kind of like a win-win all around if you decide to do a paid option. The three that I would recommend are self-liquiding offers, where you are promoting the small ticket, tripwires, where you promote the freebie, but then on the thank you page, instead of it just saying thanks, go look in your inbox. It says thanks, if you're interested in this freebie, you might be also interested in this paid thing, and so there's a sales page instead of a thank you page. And then the last one is a low ticket membership, which is very similar to the first one, the self-liciting offer but a membership has an ongoing commitment. People are typically either gonna sign up for a monthly or annual. Each month, you, as the membership host, are going to be releasing new content, whereas the self-liquiding offer is often a training or a resource or like a one-time thing. There isn't an ongoing commitment. So growing your email list in some way is my first bonus ad that I think you should be running and that can benefit a summit.

Speaker 1:

The second one, again non-summit, related long form content. You can be sending out ads that drive people to your blog posts or to your podcast episodes or to video content and or to video content and getting people to just engage with your content. You don't need to spend a lot of money on this. As little as like $1 a day can be sufficient, and there's two different goals that you can have, depending on which audience you select. So one is reaching new people with low, low, low barrier content. Just engage with the content, hopefully learn something new and take it away. The second one is if you're promoting to warm audiences, and this is to keep people more engaged, get pieces of content in front of them that they may not have consumed or that they previously consumed, but maybe it wasn't the right time or was just long ago and they've forgotten about it, or whatever it might be. So you can either be touching new people and reaching out to new people who've never heard of you before, or to people who are already part of your world, already on your email list, and just keeping them engaged. So that's my second pre bonus, or, yeah, pre bonus, uh, for the content. Just a word of wisdom there If you are doing content at like engagement ads for your content, your goal is to get people to uh your website or content that is hosted on Facebook or Instagram, so you can be promoting a post that's on your Facebook business page or a social media post on Instagram.

Speaker 1:

You can also be sending people to a blog post that's hosted on your website. It needs to be pixeled so that you can create an audience from these people and retarget them. If you have a podcast, you want to be directing people to your podcast show notes on your own personal website, again so that you can capture them with your pixel and also because you don't know how they're listening. Most people are probably listening through Apple podcasts. I would say 80% of my listeners last time I checked it was about 82% are listening through Apple, but that's still a good chunk of people almost 20% of people who are listening on other platforms. So by sending them to your website, it allows them to then select the platform that's best for them, or they can just listen straight through your on your your show notes.

Speaker 1:

If you are hosting video content, same thing. You want to direct them to a page on your website where either the video is embedded, like if it's hosted on YouTube, you can embed the video onto your website, or, um, if you are, the video is hosted on Facebook or Instagram, you can direct them directly to that video. But you want to direct them either within the platform or somewhere that you can pixel and you cannot pixel. To my knowledge, you cannot pixel pixel your YouTube channel, you cannot pixel Apple music or Spotify or any of those platforms. You can't pixel Buzzsprout or Libsyn or any of the podcast hosts, so you really do need to get people onto your website. Okay, so those are my two pre-bonuses, and now let's actually talk about the 10 ads you're going to run for a summit.

Speaker 1:

The first kind of subcategory that I have is for registration ads. These are going to go out to both your warm audience people who are already in your circle and cold audiences. Yes, you're going to be promoting your summit on your email and social media, but I highly recommend that your ads still go out to warm audiences, because it will capture people who maybe aren't reading emails right now, or aren't seeing your social posts for whatever reason, or maybe just aren't seeing it often enough organically that the ads will kind of bring it into their attention more frequently, and so they'll actually start to register the message. You also want to be putting it in front of warm audiences, because not everyone is on your email list. They may have engaged with you in another way. They may have gone to your website or they may have gone to your facebook page or they may have gone to your instagram, and so they're part of what meta considers your warm audience, but they aren't actually officially like subscribed and so they may not see your content, and so ads can get that in front of them. The reason you want to be promoting your registration ads to cold audiences is to reach new people, and especially if it's a free summit, which is my recommendation that you host a free summit with a vip upgrade on the back end. So, especially if it's a free summit with a VIP upgrade on the back end, so especially if it's a free summit, putting it out to cold audiences is a really good way to grow your email list. People love free content, they love to be nurtured, so that's a really good option.

Speaker 1:

So within the registration ads, I have four different types of ads that I love running. The first one is just a simple free ticket. This can be with or without your face on it. I love when it's just like free in big words or big letters, I guess free ticket. So you know exactly what you're getting and people are drawn in by the free. Putting your face onto ads can be a really great way to personalize and humanize the experience. You're not just another summit, you are a person that people can relate with, so adding your face onto these ads is a really great way to draw that connection in with these new people.

Speaker 1:

The second ad is your video invitation. So this is a face-to-camera ad. You're gonna record the video, maybe walking through your house, walking outside, movement in the background, I find, for whatever reason, is really helpful. So walking somewhere and basically just saying, hey, I'm Jenzea, I'm hosting the I don't know. I'm looking at my laundry basket and all I can think is like laundry doers, okay. So hey, I'm Jen Zaya, I'm the host of the we do our laundry every week summit and I think you would really love to participate. We're going to have people talking about how to sort your colors If you even need to sort your colors, which laundry detergent is best, which basket is best. So if you are someone who does your laundry every single week or every other week, I don't know then you should come join us. That's going to be basically your script who you are, what your summit is, some of the like catchphrase, um, highlight speakers and who exactly would be the best fit for your summit.

Speaker 1:

You want this video clip to be like 30 seconds to a minute long and, again, your face very organic. There doesn't need to be a lot of editing. The one piece of editing I would suggest is captions, because, as we know, many, many people are watching or scrolling through social media with their sound off, so you want to make sure you have captions. Ad number three that I recommend you run is a speaker highlight or spotlight of some sort. So I like to do a highlight reel where we pull out snippets of different presentations about snippets of different present presentations. It's only going to be like two or three seconds but you get to see many of the faces that are going to be at the summit and do a longer clip of the host, and this again just like personalizes and humanizes the summit. Also, if people recognize the presenters, they're more likely to be like oh, hey, yeah, I want to go to this thing. So I love doing the speaker highlight reel where you're getting all of those faces on to a video, again with movement. Now, in this case you're not going to have people walking places, but the videos, kind of like scrolling through or some like transition pieces, really help to just keep people's attention like the viewer's attention on it and then the last one is snippets of the actual presentation. So these are going to be longer clips of the presentations that are of interest and can really intrigue and engage your possible participants so that they might want to come and watch the full presentation. Sometimes we'll do one specific presentation, with the presenter speaking and clips of their presentation intermixed with like testimonial kind of clips, and then other times we'll do longer, 10 to 15 second clips of a variety of different presentations so again people can see the variety and what they're actually going to be getting at the summit. So all of those.

Speaker 1:

The goal of your registration ads is to get people signed up for that free ticket. The next subcategory that I have is the VIP upgrade ads. Many people are going to immediately upgrade. My recommendation is, on that thank you page you have the VIP sales page and there's some sort of fast action bonus whether they save $ dollars or ten dollars or fifty percent some sort of financial incentive to sign up basically immediately. That um first summit that I ran, that I've been running her summit or the ads for her summit for the last four years. Hers is 17 minutes at 17 dollars or 17 dollars within 17 minutes like that and then, after the 17 minute timer runs out, it goes up to $27. So there's a huge incentive to make your decision really quickly so that you can save $10, which is a third of the price. Right so? But you're going to have people who don't sign up. But you're going to have people who don't sign up. Our goal is 20 to 30% of people sign up for the VIP pass on the thank you page immediately, which still leaves 70 to 80% of people who have not signed up.

Speaker 1:

So VIP upgrade ads were retargeting people who have been to the sales page the VIP sales page but have not purchased. So these are warm, warm, warm audiences. They already did a very specific trigger action, which was sign up for the summit, but they didn't take another trigger action purchase. So we're it's going to be a smaller group of people and if you listen to last week's episode episode, this is why I like to start these ads about two or three days after the registration ads, so that the that audience can start to build. The number of people who have registered but not purchased needs to be not like I don't want to say substantial, but there needs to be enough people that Facebook recognizes it as an audience, which means there needs to be at least 100 people. Last I heard that's not true. It's 100 people to make a lookalike audience, but there still needs to be a good number of people, or there's just nobody to show the ad to, or else like there's no, yeah, there's no one to show the ad to.

Speaker 1:

So for your vip upgrade ads, my first suggestion so this is ad number five is a mock-up. Often you're going to be, one of the perks of the vip upgrade is that people are going to um, they're going to have um to offer something for free, so some sort of resource that you only get if you buy the upgrade. And so using that mock-up to show a picture of hey, you're going to get all of these things If you purchase the upgrade pass is a very great, good incentive. Uh, depending on what they are, you might want to actually show snippets of the resources, or you could just do a straight mock-up and making sure in that image or somewhere in there, you're giving a worth $1,500 or valued at $600, like whatever it is that you would value this bundle at, so that people see what a great, great value it is for only $15, only $27, whatever it might be.

Speaker 1:

Number six kind of a repeat, but an important repeat is a video invitation Again. So I said this as part of the registration ads is an invitation from the host to register for the VIP ads. We also really like to do a very similar video that it's the host inviting directly, inviting like hey you, I saw you registered for the Laundry Doers Summit. Are you like? Have you already upgraded? Go ahead and upgrade now. Here are some of the benefits If you upgrade, you're going to get extended access to the presentations are calling them out in again a 30 to 60 second video so that people will be more inclined of like okay, these are the things that I'm getting. These are the benefits, and it's not just the things I'm gonna get, but like what are the benefits? Get all of your questions answered at a small intimate q a with with Gen Z and other pass holders. Right, Like only available to other pass holders. Get exclusive content to help your laundry process improve within the next 90 days with our VIP resource bundle.

Speaker 1:

Like whatever it is, always lead with the benefit for the audience and then, if it's appropriate, adding in exactly what it is. Like, people don't care. If it's appropriate, adding in exactly what it is like. People don't care if it's a 10 page booklet. They don't care if it's a 400 hour long video. I mean, people probably do care if it's a 400 hour long video. That's a really long video. John say oh, why did you say that? So in that video invitation saying hey, I saw you registered for the summit, love to have you as part of our VIP pass holders, did you know that you'll be getting an intimate small group chance to have all of your questions answered? So if there's anything you're unsure of or that you really want to like personalize your situation, gen Z will be there to answer those questions. Like whatever it is right.

Speaker 1:

The last one is testimonial video, and this can be video in two ways. Number one you might have actual video testimonials of past participants. Highly recommend that you give this as an option when you're sending out post-summit wrap-up emails is giving your participants a chance to provide a summit or not a summit, to provide a testimonial or review or some kind of feedback, and allowing them to do it in written form or video form so that you have the option to use Like. Hopefully you'll get a couple of each so you can have that the option to use, like hopefully you'll get a couple of each, so you can have that. You can create a video of written testimonials so there's a bunch of them just like flashing through or you can create some sort of video, either clips of testimonials that are video testimonials people have recorded of themselves speaking, or you can have, like that, a longer one if that makes sense. But having some sort of video with testimonials on it is one of the best ads that I think we run every time, because it just I don't think it's really pushes, or like pushes the needle of registrations or VIP sales by itself, but when combined with the other parts of the puzzle, the testimonial ad just builds the social proof, builds the trust and makes it more likely that someone is going to register and then later, or hopefully right away, buy that VIP pass. So highly recommend including testimonials in your creative, so the images and videos, and if not there, then putting it into the ad copy.

Speaker 1:

Next subcategory is engagement ads. So number eight is running summit related engagement ads. So we talked about this in one of the pre bonuses when we talked about long in one of the pre-bonuses, when we talked about long-form content. That was stuff that isn't related to the summit, just content in general, maybe related to the summit topic, maybe just some really good organic like content that performed really well organically. Now we're talking specific summit related engagement ads, where you are summit related engagement ads, where you are basically keeping the summit forefront in people's minds. You can put this out to cold audiences who have never heard of you before, or you can put it out to people who've already registered for the summit just to keep the summit front of mind so that they don't forget about it. These are going to be things like testimonials Again, great for the engagement ads keeping people present. Faqs so if there's frequently asked questions that people might have about your summit, who is it right for? When is it happening? That's another really great one. So, again, keeps the summit forefront in people's minds. Answers, questions makes them feel more comfortable, trusting, so that they're more likely to go ahead and sign up by that VIP pass.

Speaker 1:

You can do schedule reminders, presenter reminders, speako speakos you can do like speako, speaker bios or speaker introductions, speaker announcements. You can be like promoting speakers and, again, just keeping it forefront. Anything that you're posting on instagram or facebook to promote the summit. You can either boost that. Or you can pull it into an ad, just again to keep the summit front of mind, so that people who have already registered are more likely to remember it and actually show up, because the best thing that they can do for both themselves their own growth is to show up, but also for you. If they don't show up, they're not getting the content, they're not being nurtured. So you want them to show up, you want them to remember, and engagement ads are a really, really great way to help that happen.

Speaker 1:

And then the last subcategory is our 24 hour reminder, last chance ads. First option is to put a timer or a clock or some sort of urgency signal in the visual so that they know, hey, time is running out. 24 hours to sign up before this conference or the summit starts. Last chance to grab that VIP pass. Really great if it is expiring or if price is going up. Putting that in like big letters, changing out the hook so that the first line of ad copy can really help. Like 24 hours, it's almost time be can really help. Like 24 hours, it's almost time. Anything that's going to add that sense of urgency the time is running out, fomo, right, we're going for fear of missing out here.

Speaker 1:

And then the last one that I have again under that like reminder, last chance, is schedule of events, and I kind of mentioned this in the engagement ads before, but I wanted to put it here because putting out that schedule of events with speakers names, exactly who's presenting when, can be a huge grab, especially if someone sees like, oh hey, I really want to see her talk, like she's in my world, I'm very aware of her, whatever it might be. So definitely recommend putting out that schedule of events just to keep people again that, that urgency, that inclusivity, exclusivity sorry, exclusivity of like, if you're not at the summit, if you're not watching it, then you won't be able to see this amazing lineup of people. And then, of course, I have a bonus, a post bonus. I have my pre bonuses and then I have a post bonus. So this, I guess, is ad number 11, is what it has here, but with the post bonuses that was two more.

Speaker 1:

So this is actually technically number 13, but whatever, if you have an event that you've created on your Facebook business page, then you can actually run engagement ads using the objective event response and this is going to promote the event within the Facebook meta platform with the goal of people responding to the event, whether they can or cannot attend. So if you are using Facebook, a Facebook group, as the place, like the community, for your summit, I highly recommend that you create a Facebook event and I think you have to put it on your Facebook business page. But you create an event and then you can actually run ads to that event and get people to respond yes or no Just one more place that they are committing to showing up. You can run these to warm or cold audiences, though if you're running them to cold audiences, likely there's that additional step of getting them onto your email list that you would need to make sure that that happens and that's a very important part of this whole process of getting them onto your email list, that you would need to make sure that that happens and that's a very important part of this whole process. Like one of the big goals for a summit is to grow your email list.

Speaker 1:

But I think that if you are using the Facebook page already, that this is a really great strategy, but I put it as a bonus because not everyone is using Facebook specifically creating Facebook events, so maybe, maybe not something that would work with you and like how your business is set up. So hope this was really helpful. I hope that if you are running a summit this summer, that you've found at least one or two ads in this list that you can add to your marketing plan. If you need help marketing your summit and you're looking for someone who has been on the back end of both free and paid summits I've been a presenter and I've been a marketing expert for these I would love to chat with you, I'd love to support, so reach out either on Instagram I'm at heyitsjenzea or you can find my email in the show notes and reach out that way. Otherwise, I will be back next Saturday with a brand new Saturday strategy session and thank you so so, so very much for being part of this journey.