Recently we had the privilege of working with a business coach who focuses on the health & wellness industry. She works with wellness entrepreneurs helping them get & retain clients as well as streamline their operations.
To generate leads, the client was running a webinar that produced booked calls at around $250 each. However, since she only did 1-on-1 coaching, she was limited to taking on a few clients at a time.
She also had a conversion rate of 20% on her calls, meaning that to generate a new client, she was paying on average about $1,250.
The lead generation campaign was still profitable, but the high cost of generating strategy sessions had led her to take on less than ideal clients, so she could get a return on her ad spend.
Our first step was to assess the client’s marketing assets, offer & target market.
First, we needed to confirm that her target audience was indeed active on Facebook. Sometimes, you’ll find that even though a target audience exists on Facebook, they are not ACTIVE there, meaning they rarely spend time on the platform.
If that’s the case, it’s always best to focus your efforts on another platform like LinkedIn, because it will produce better results than Facebook.
With wellness entrepreneurs, this was not an issue since they spent time on Facebook doing customer acquisition for their respective businesses.
Next, we looked at her offer. It was a little too general, only stating the services she provides instead of clearly expressing the transformation that her potential clients would get from working with her.
She also didn’t have an effective “hook” or point of difference to separate her coaching business from the countless other service providers targeting that niche.
We spent time re-working the offer and also gaining a more in-depth understanding of her potential client’s needs, problems and fears, as well as her unique background so we could craft several different hooks and offers to test.
On the marketing assets front, she had already created several videos, and some of those videos showed above-average engagement, this helped us gauge which topics her audience found valuable.
One of the most exciting marketing assets was a book she self-published that covered her story and methodology. The book included worksheets & checklists to help the reader implement some of her strategies.
We decide to scrap the entire webinar funnel. Webinars are great if you can get them to work; however a lot of things have to go right for that type of funnel to be profitable, and only one thing has to go wrong for the whole funnel to fall apart.
There are a lot of moving parts in a webinar funnel and a lot of potential bottlenecks.
The other reason we decided against a webinar funnel was that the client only worked one-on-one with her clients, this means she has limited time and capacity, so adding more complexity to her business didn’t make sense.
A better approach was to simplify the client acquisition side of her business so that she had a way to build authority, nurture the leads that came in and build a waiting list of clients.
To achieve this objective, we used our internal A/N/C Method. A/N/C stands for Acquire, Nature and Convert.
This strategy works well for coaches who work 1-on-1 with clients (or in small group coaching), are not in the “scale phase” of their business, don’t want to “sell hard” on the strategy calls and want a natural way to build a waiting list of clients.
On the Acquisition part of the strategy, we got the client to create several value videos covering the common pain points and frustrations of her ideal client avatar, the engagement data from her fan page gave us clues as to what was of interest to her audience.
We also made sure that each pain point or frustration we selected had a corresponding solution or strategy covered in her book. Then we offered the book as a free download.
We removed the worksheet sections and only offered the book only as a lead magnet.
All those videos lead to a Facebook Messenger automation powered by ManyChat. Here’s the entire funnel.
The videos were between two to ten minutes long, and the viewer had to write a comment using a trigger word to initiate the ManyChat automation. Once on Facebook Messenger, the prospect had to confirm their subscription by typing “Get Started,” after which the book was delivered in PDF format as a download.
Immediately after (2 minutes), we sent a second message offering the worksheets and checklists that we designed to help the prospect implement the strategies discussed in the book.
The worksheets and checklist were only available inside a free Facebook group created to nurture any leads that came through.
Two things happened with this flow.
1. When the user responded to the chatbot using the trigger word – “Get Started,” they were subscribed to the ManyChat subscriber list.
2. The prospect had to join the free Facebook group if they wanted the worksheets, which were available in the file section of that group.
One of the major bottlenecks with webinar funnels is that once a prospect opts-in, they may not even see the emails reminding them to attend the webinar.
So, not only are you losing people at the opt-in page but of those people who have already signed up, only 25% will open their emails to attend the webinar or watch the replay. Facebook Messenger solves that to a large extent.
The second significant change was getting *everyone* to sign up for the Facebook group; this is key if a coach wants to build a waiting list of clients.
Not every prospect will be ready to buy immediately; in fact, only a small percentage of your leads are ready to get on a call at any one time; the majority are not.
By ignoring the majority of leads who are not ready to take action immediately means the coach needs to continually chase a small percentage of candidates. This is part of the reason most coaches spend a tremendous amount of time “marketing themselves.”
By directing all our marketing efforts to getting prospects into the Facebook Group, the client was able to build an active community.
She was then able to nurture all those leads that were still in the Awareness, Interest and Consideration stages and let those prospects who were ready to take action and book a call with her, convert naturally.
We help the client create a content calendar & standard operating procedures for group management. This way, she was able to hire help to manage the group so she can focus on her other responsibilities.
The client saved most of her best content for the Facebook group and spent a portion of her day, genuinely helping the growing members of that group, moderating and encouraging discussion.
She shared testimonials, case studies and naturally became an authority to her group audience.
The conversion rate of prospects that came from the group was close to 80%, and in most cases, the strategy calls were to answer specific questions around her offerings since most prospects had already decided to engage her.
Once a month we held a Facebook Live which we announced inside the Facebook Group as well as the ManyChat subscriber list.
The Facebook Live was broadcast both within the Facebook group and also on the client’s business fan page (so we could retarget).
The goal of the Facebook Live event was purely training and support to her community. She presented some of the strategies she used to cover on the webinar but also took time to answer questions from her audience.
Since the audience included the ManyChat subscriber list, we made sure she mentioned the Facebook group for additional resources and were to find the link to join the group. However, the main call to action was to book a call with her.
The average cost per booked call from those Facebook Lives was approximately $35, but that number doesn’t take into account the cost of getting people into the Facebook groups.
Since this is not a direct funnel, it’s difficult to attribute the exact cost per book call accurately. We spent money on getting people into the Facebook group, and there was organic growth as well, so the $35 metric is based on the last leg of the funnel (as shown above).
We also haven’t assigned a value to the booked calls that came from within the group. That cost is not “zero” since we spent money to build that community.
The coaching industry is currently inundated with scaling, complex funnels and Facebook ads. I believe there is a place for that, especially for a coach who has a program that can handle a large volume of clients, like an online course or large group coaching program.
For every other coach, especially ones who work 1-on-1 with clients or in smaller group coaching, the focus should be on building a community around you, of people you’d like to work with and focusing on delivering value to them. Facebook groups are a godsend when it comes to that. LinkedIn groups can work, as well.
The critical thing to remember is that not every prospect is at the “decision” phase of the buying cycle; some are just curious. Pooling all these people into a Facebook group, is more effective, in my opinion, that a simple email list. You can still collect emails (from within the group) but get them into a group first.
The other advantage is that as your current clients start getting results, they will rave about you within the group and that will naturally create a waiting list of clients that want to work with you.
Most importantly, you spend more time coaching instead of “doing marketing.”