Everything You Ever Wanted to Know About My Awesome Online Launch

I just finished launching my brand new program, Attract Your Tribe. I opened it for the first time in mid-April and had 6 new members join. Then I promoted for another 10 days in late April and found 10 more members. Currently, we have a total of 16 people.

And I feel pretty awesome about it. Some of the strategies that I used to grow Attract Your Tribe might surprise you, so I wanted to give you a behind-the-scenes look at how I got my program started and began attracting my very own tribe!

By the way, I live journaled this inside a closed Facebook group and all of my posts and videos are still there! 

If you like this post and want even more details about my launch, how I handled the up-and-down emotions and my favorite woo woo tools to stay sane, you can join my group here.

First, a little about the program itself. Attract Your Tribe is a monthly membership program where I give Facebook ads training, support, accountability and some fun magical stuff like meditations and full moon energy clearing.

I explain this because I’m going to share some numbers with you and you’ll want to keep in mind that my members are going to pay me monthly. Which is a win-win for everyone. I get recurring monthly income (as long as they like and want the program) and they have a lower cost to get started.

Can you relate to this scenario?

Starting in April 2018, this was a brand new program. 

I’m still in my first year of business as a Facebook Ads Specialist. 

I don’t have a huge list or Facebook page. In fact, these are both pretty tiny compared to more established marketers. 

I also don’t have a big budget to run my own Facebook ads yet. 

And, I don’t know if you’ve tried, but it’s hard to get many people to join a group program when you don’t have a very big audience! 

Here’s how the numbers typically go:

When you launch a group program, you might expect 2-5% of your email list to join. 

This could be higher if your offer is really great. But if it’s your very first time launching, you might be closer to 2% or even less if you’ve missed the mark with your offer. (I know! It’s happened to me in the past!)

If that were the case, I would only have 4-6 people in my program right now, based on the size of my email list at the time.

So how did I manage to get 16 members?

Let’s talk about Phase 1 of my launch plan. 

To get my first 6 members, I sent 1 email to my list and did 0 Facebook ads. I wanted to get my first members through more personal interactions and then reinvest some of that revenue into some ads in Phase 2 of my launch.

On April 8, I sent an email to my list, which was 251 subscribers at the time.

I teased the new program just a bit and asked people to reply to me to hear more. 

This worked really well! I had 7 replies and 3 of those people ended up joining within a few days.

Then I sent out personal emails to all the people who had been beta testers for my first Facebook ads course. That didn’t work quite as well as I expected. I had 1 member join from almost 50 personal emails that I sent out.

1 more joined from a post in my Facebook group and 1 more joined from a face-to-face conversation (she’s my acupuncturist!).

After my first 6 joined, I took a little break for a little over a week. #selfcareissexy

Phase 2 of my launch plan

Then, I started Phase 2 of my launch plan which was to get the word out on a bigger scale. I wanted to send more emails to my list, run Facebook ads and post in Facebook groups. 

On April 26, I started running some Facebook ads to build awareness of my new program. I targeted my warm audiences with a traffic ad to get people to click through to the sales page.

On the surface, these did well. I spent about $20, had 44 people click through and paid an average of $.45/click. 

However, when I ran my report inside Ads Manager, I didn’t see any purchases attributed to these ads. Which means that no one who clicked to the sales page actually joined Attract Your Tribe. At least not yet.

From April 28 - May 5, I sent a few emails to my list and mentioned the program. 

I also ran another ad to my warm audiences that talked about the full moon energy clearing in Attract Your Tribe. I spent about $12 and didn’t have any new members join directly from those ads.

Then, I had the idea to do a free live workshop called “Are You Ready for Facebook Ads?”

I ran some Facebook ads for the workshop. But only for a couple of days because it was a last-minute inspiration. 6 subscribers came from spending $17. The cost per subscriber was $2.81, which is pretty average.

At first I felt like those ads weren’t worth it. Then I pulled my report and looked closer. It looks like 1 of those 6 subscribers ended up becoming a member a couple of days later. So, spending $17 to get 6 subscribers and 1 new member was totally worth it!

The main place that I got people signed up for the workshop was Facebook groups! I posted about it in a few groups but most of them came from just one group. 

I ended up having 52 people sign up for the workshop! That was huge list growth considering I only had 251 people when I started.

So, then I did the free live workshop and sent out the replay. 

I had 5 people join Attract Your Tribe who joined my list from the workshop promo. 

5 people out of 52 signups is almost a 10% conversion rate! Whoa! I just calculated that and didn’t even realize how effective that was. I’m DEFINITELY doing more of those workshops in the future.

I ran more ads for the last 2 days before I closed enrollment. 

I spent $20 and had 2 people join on the very last day it was open. Finally, my ads worked like I hoped!

In those last few emails before I closed Attract Your Tribe, I had 3 more people join who had been on my list for a few months and decided to jump in while it was still open.

And then, I had 2 more people join who weren’t on my list originally or signed up for the workshop.

These came from a referral from a business coach who I met in a Facebook group.

Ok, so that was an idea of where my 16 came from.

But here's what I haven't told you yet...

My last 10 members came in at the last possible moment!

I did all these ads and ran the workshop and posted in Facebook groups from April 26 - May 4, and I didn’t even get one new member. I started to get worried.

But then, it all turned around! Suddenly, I had 10 new members join from those efforts and it all turned out to be totally worth it!

So, here are the totals from my launch.

16 new members

52 new email subscribers

$68 in Facebook ad spend

$1,282 in revenue + future monthly recurring payments

Many emails, posts and conversations in Facebook groups, my business page, my personal page and messenger

My main takeaways for the future…

Keep connecting in Facebook groups! Most of my new email subscribers and the majority of my new members came through relationships that I developed in Facebook groups over the last 3 years.

Keep doing those live workshops! That workshop was fun, easy and had a great conversion rate. I’m definitely going to do more of those in my next launch.

Keep testing Facebook ads. My ads were worth it in the end, but didn’t convert to buyers until the very last day. I worried that I wasted that money and wouldn’t make anything back! But I just needed to be patient.

I invested $68 and had 3 people join after clicking on an ad for a total of $165 in revenue. My Return On Ad Spend was 2.43, which means I made just over double what I spent. And, that’s ok. I usually try to shoot for a 4+ on ROAS, meaning that I want to earn back 4 times what I spend on my ads.

However, the news gets better when we consider that this is an ongoing program. I’ll make $165 each month as long as those 3 people stick around. So, then my ROAS is pretty phenomenal!

If they all stay for one more month, my ROAS will be 4.85. If they stay for 6 months, my ROAS will be 14.5!

Since this is a new program, I don’t know how long people will stay and remain monthly paying members.

Of course, I hope they’ll stay forever! But I know that life happens and people grow and change so I know that some of them will move on eventually and cancel their subscriptions.

In the coming months, I’ll be tracking my membership renewal rate to figure out the average number of months that a new member stays in the program. Then, I’ll be able to use these numbers to better analyze my results and ROAS from future ad campaigns.

Whew! That was a lot of numbers! Did you follow all of that? I hope so because these are the important numbers to track with your marketing so that you have clarity on what works and what’s worth your time and money.

Besides the numbers, there’s one other important thing I want to share with you about how my launch worked out well.

Remember that live workshop that converted so well for me? That was an inspired idea. It just popped into my mind during that last week of the launch. That came because I’d been doing a TON of meditation, journaling, tapping and listening to hours of Abraham Hicks videos on YouTube.

Also, the ability to focus, keep going and not give up when no one joined for the first 9 days of my Phase 2 promotion. That came from all of the Woo Woo practices that I do on the regular.

Inside my Facebook group, I posted links to many of the YouTube videos and guided meditations that I used during my launch. You can join the group and check them out here. It’s totally free!

I always say this and I’ll say it again. The magical mindset stuff is the X factor. There’s no way I could have had a great launch without it.

Did you like this story?

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The Best Type Facebook Ad Campaign to Grow Your Business

If you’re wanting to try Facebook ads for your business but aren’t sure where to start, I feel ya!

There are SO many options inside of Facebook! Where do you begin?

Do you start advertising to get more views for your videos? Or most post engagement for your best content?

Or do you dive right in with a special promo to get more sales?

Or just do some simple awareness ads to let people know that you exist?

All of these types of ads can help your business if you have a proper strategy in place.

But I think that the best type of ad that you can run as you’re getting started is an email list building campaign.

I’m talking about creating something valuable (like a video series or ebook) and then giving it away for free in exchange for someone’s name and email address.

Then you set up your Facebook ads to promote this freebie and get more sign ups.

Why should you care about growing your email list? So many reasons.

Email helps you build relationships. Once someone opts in and joins your list, you can send them great, helpful content about your topic and deliver a lot of value. I’ll admit, I’ve gone through different phases in my business where I consistently emailed my list and where I didn’t. And I noticed a HUGE difference in my results for flash sales, launches and promotions. Which leads me to my next reason.

People are WAY more likely to buy from a sales email than a social media post. Your peeps are much more in a buying frame of mind while reading their email than while browsing social media. Plus, the algorithms on Facebook and Instagram don’t give promotional posts very much organic reach. Which means, that if you want more of your followers to know about your offer, you’ll have to do ads to reach them. 

When you grow an email list, you own that list and the ability to contact those people. Unless they unsubscribe of course. You don’t have to panic about the latest changes to the Facebook algorithm because you can contact your tribe through email.

You can automate email sequences. This gives your subscribers a great experience. And it gives you the chance to step back from your business and take a break. It’s one of those things where you can set it up and then test, monitor and tweak. When you get it dialed in, you get to sit back and chill while it builds your business on autopilot. Pretty awesome, right?

You’re setting yourself up for long term success. Some people will stay on your list for YEARS! As long as you stay in business. So, investing in some ads today can pay off way down the line in your biz.

Have I convinced you?

Running Facebook ads to build your list is truly a worthy investment for your business. 

So, how do you get started?

Glad you asked!

I’ve got a free checklist for you. It’s got everything you need to prepare to start planning your first email list building ad campaign. You can grab your free List Building Facebook Ads Checklist here.

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The #1 Secret to Writing Killer Facebook Ad Copy

As I talk with more entrepreneurs about their struggles with Facebook ads, I’m discovering that writing the copy for the ad is one of the biggest challenges.

And I can understand why! It’s not easy!

Since I started doing Facebook ads 2 years ago, the rules about how to write the copy for your ads have changed more than any other part of ad creation.

However, I believe that the secret I’m going to share with you here is a foundational principle to writing good Facebook ads. 

Facebook’s specific policies will continue to change and evolve, but if you keep this secret in the front of your mind, you’ll always be successful with your Facebook ads copy.

Ok, so are you ready to know the secret?

Keep your Facebook ad copy positive.

Seems simple, right? But it’s actually counter-intuitive to a lot of marketers and copywriters.

If you’ve studied copywriting for your business, then you’ve probably learned about hitting on customers’ pain points. I’ve heard phrases from marketing experts like “get them into pain” or “make them really aware of their problem so that you can offer a solution.”

So, people dive into writing their Facebook ad copy with this type of strategy in mind.

And this type of “pain point” copy does generally work pretty well! It gets people moving and taking action.

But it doesn't work for Facebook ads! Why?

Most of the time, it’s against Facebook policy. And when you try to advertise, the ad gets disapproved so you're left wondering what went wrong and what to do next.

Let’s look at an example.

Pretend you’re a health coach. And you’ve noticed that most of your clients are hoping to losing weight. You’ve got a free ebook about healthy weight loss that you want to advertise on Facebook to grow your email list. So, you might write some copy like this for your ad:

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Bummer Facebook Ad Copy

Are you struggling to lose weight? 

You’ve tried every diet out there and nothing is working. You’ve tried every exercise regimen you can find but just can’t stick with it.

Well, I know how you feel. I work with clients every day who have had similar struggles.

That’s why I created a free ebook for people just like you. 

Grab your free copy here >>> [link to sign up for ebook]

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This type of ad copy would almost certainly get disapproved by Facebook and you’d be back to the drawing board.

Why?

This copy hits WAY too hard on people’s pain points.

If you were struggling to lose weight and feeling bad about it, how would you like to be reminded of that every time you get on Facebook?

Basically, this ad copy is implying that the reader is fat and out of shape and helpless to do anything about it themselves.

Facebook doesn’t want their users to have this experience of feeling bad about themselves after they read ads. Facebook wants people to have a great experience with all aspects of the platform so they’ll keep coming back and spending time there.

So, they try to build their ad policy around protecting their users from feeling triggered and crappy after they see ads on Facebook.

So, what should you do instead?

Write copy for your ad that is benefit-drive, positive and inspiring.

Something like this would be a much more effective Facebook ad.

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Killer Facebook Ad Copy

Ready to look and feel your best in 2018?

I know how hard it can be to stick with your New Year’s resolutions. I made so many promises to myself over the years and I struggled to follow through.

But then I discovered that it doesn’t have to be this way! When I shifted my mindset, I was finally able to stick with my healthy resolutions and meet my goals.

And I believe that you can learn to do the same.

That’s why I wrote this ebook. I'll tell you my story of struggling to meet my health goals. I'll share with you how I turned things around. And show you how you can too.

Grab your free copy here >>> [link to ebook landing page]

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I like this ad copy because it empathizes with the reader and shares a little bit about you. Instead of harping on the reader’s pain points about their weight, if you share about YOUR journey and struggle in your copy, then you’re building an authentic connection with your reader. And you'll be flying through the Facebook policy filters with no problem at all.

If you set an intention for your ad copy to inspire, encourage and authentically connect with the reader, then you’re going to have a killer Facebook ad.

Now that you’ve got a plan for your Facebook ad copy, what about all the other pieces that you need in place?

Download my free Facebook Ads Strategy Checklist to plan out your entire campaign to build your email list and increase your sales.

Grow your Email List with Facebook Ads!

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