Mostly, webinars are easy. With the right platform and information, creating and hosting isn’t that intimidating. But there are hurdles — like getting enough registrants. If your business is new or you don’t have a big contact list, it can be tough to get butts in the seats.
Fortunately, a good Facebook ad for your webinar can get a lot of those butts for you.
That sounded creepier than I meant it to.
Think what you will of Facebook, its ethics, and its founder (who also tends to sound creepier than he means to). It’s where the action is, even as the Cool Kids flock to other platforms that Facebook will eventually buy or destroy anyway. If you want to get more people to your webinar, look to the ‘book.
To that end, I have three specific tips for creating Facebook ads that get the job done in a cost-effective way. Yes, Facebook advertising can be expensive. But with a little strategy, you can make sure to get every dime back in conversions from your webinar.
Facebook Webinar Ad Pro Tip 1: Use AdEspresso
Oh, bless the sweet hearts of the people who created AdEspresso.
Creating and managing Facebook ads is a Godzilla-sized PITA, and not the adorable little rubber-suit Godzilla from the 50’s. I mean the massive, Hollywood CGI ‘Merican-sized Godzilla that chased the kid from Stranger Things around.
And before you ask, no, I’m not an AdEspresso affiliate, nor is this post sponsored.
It’s just a great solution to a real problem. All you have to do is give AdEspresso the basic ingredients for your ad: images or video, some copy, and a CTA link. Then, they create and manage the ads for you. AdEspresso even split tests different versions of your ad, and doubles down based on performance.
AdEspresso is like the...screw it, I’m saying it. It’s the WebinarNinja of Facebook ad management. It just makes it easy.
Facebook Webinar Ad Pro Tip 2: Use a Facebook Pixel
Put simply, a Facebook pixel is a tiny little piece of code you can add to your website pages, which allows you to track how your Facebook ads are performing. Using the data gathered by your pixel, you can refine your ad, advertise to custom audiences on Facebook, and retarget visitors who almost (but not quite) became customers.
How they work is complicated, and makes you feel like Facebook could be watching you wherever you go, which it totally is.
Facebook for Business has a nice article on their Help Center that explains further, and gives instructions for creating and installing a pixel on your own website. For Webinar Ninjas using Pro, Plus, and Power accounts, you can add a Facebook pixel to your WebinarNinja registration and Thank You pages, too.
Facebook Webinar Ad Pro Tip 3: Automate Your Webinars
If you’ve read this blog lately, you know I’m a sucker for automation. Here’s the latest reason: automated webinars are a massive lead capture tool. You’re more likely to get an email address for something a visitor can enjoy now, or at a more convenient time.
What kind of webinar can people enjoy whenever they want? You guessed it.
Say you run Facebook ads that lead to a registration page for a live webinar. Some people will register, right then and there. Some. A better idea is for the ad to bring people to the registration page for an “on demand” automated webinar. That’ll get you more email addresses.
Now, you may be asking yourself, “Mildred [I’m assuming your name is Mildred], if people are more likely to register for an automated webinar, why run a live one at all?”
Short answer: because live webinars convert better. Automated webinars supplement, not replace, live webinars. Automated webinars can generate leads and sales, but not at the same rate per webinar as the live ones. The advantage of automated webinars is their reach — so why not use that reach to increase live webinar registrations?
Your automated webinar can be something short, simple, and sweet that gives the attendees a little win, and then funnels them to the live webinar. Even if the automated webinar doesn’t get them to register for the live one, you still have their email address. Even if they register for the automated webinar but never actually watch it, you still have their email address.
To get your money’s worth, it’s better to link Facebook ads to something that starts a conversation — even if it doesn’t get registrants right away. If you don’t know how to automate your webinars, learn how. Or, link to a free download, like an e-book or infographic. As long it’s something to which they get instant access.
Get that address, and go from there.
Facebook Webinar Ad Pro Tip 4: Go Lean
Finally, remember the one maxim I teach everyone who starts their own independent business: put profit first.
I don’t mean that in an evil way, like you should cast aside ethics and morality like you’re some kind of..Facebook or something. I mean that you should never spend big until you can afford to. Start with the minimum viable version of everything you do, to make sure that it generates more revenue than it costs.
In the case of Facebook ads, don’t plunk down your life savings hoping that a big spend will result in a flood of webinar registrants. Start with a small ad budget. I recommend $10 to $20 per day, around $100 per week, and see how it goes.
Pay attention to the analytics. Experiment. Reach some concrete conclusions on what works and what doesn’t before you up the ante. Gradually master the art of Facebook advertising, and you can save yourself a ton of money in the long run. You’ll also get way better results.
Always keep the CPA (Cost per Acquisition) front of mind.
There you have it, Mildred. Facebook advertising is a useful tool, but it's not a magic solution. It can be costly and intimidating without the right guidance. Study up, use the helpful resources mentioned in this post, and take it one step at a time. Don't expect too much from social media. Remember, your own email list and your own website are the most powerful marketing assets you have.
Social media is not the key to unlocking your business’s potential: you are.
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