In today’s ClickFix, we’re going over how to set up your Upsell Abandonment with Facebook Retargeting campaign.
I’m going to assume that you’ve already connected your Facebook account to Ontraport. I you haven’t you’ll definitely want to check out the official knowledgebase article on Facebook Custom Audiences for the step by step instructions.
By the way, if you haven’t connected your Facebook account, that means you haven’t deployed our “ClickFix – Facebook Custom Audiences” campaign either! You’ll definitely want to check that out as soon as your finished with the set up here.
The idea behind the “Upsell Abandon with Facebook Retargeting campaign” is to allow you to target people who have taken one step in a funnel, but haven’t made it all the way through to the end goal. In our case, we’re looking at a snapshot of a top of the funnel or TOFU series of steps which starts with opting in for a lead magnet and then finishes with someone purchasing the self liquidating offer.
This is a very basic funnel used by many marketers to help offset their marketing costs. A prospect is normally driven to an opt-in page where they are enticed to join your list in exchange for access to some desirable piece of information or even a product which is often referred to as a lead magnet because it “attracts” people to join your list.
Immediately after opt-in, those people are then offered the chance to make a purchase, normally something under $100, sometimes called a tripwire. If the person makes the purchase, then the profit helps bring down the acquisition costs. In some cases, a great lead magnet and tripwire combination can get you the leads for free or even at a small profit.
When that happens, you’ve got yourself a “self-liquidating” offer because now you don’t have to spend any money out of pocket to grow a list of buyers who you can then market backend offers to.
The campaign we’ll look at in a second is based on this type of front-end lead generation funnel. However, you could very easily extend this all the way through a longer funnel with multiple upsells or use a different initial trigger step based on which part of the funnel you want to target. It can of course also be duplicated for each of your lead magnets or other entry points as desired.
Hopefully that will all make more sense once we’ve gone through this basic use case.
Let’s jump into Ontraport and take a look.
After clicking on the import link located in the member’s area of our website below this video, follow the steps to add the custom campaign to your Ontraport account. Once that’s done, head over to the Campaigns tab and open the one called “ClickFix – Upsell Abandon With FB Retargeting.”
At the top we see that the campaign is triggered when someone either submits a form for our lead magnet or is added to a tag that represents that same lead magnet. You don’t necessarily need both, but we like redundancy.
Be sure to change the submits form to your desired OntraForm and the tag to the one you use to tell you someone has expressed interest in that lead magnet. If you’re not using an OntraForm for your lead magnet, you’ll want to delete the “Contact submits” option and just use the tag and/or whatever other means you can tell Ontraport someone has opted-in for that specific asset.
Once your contact has opted-in, they proceed to a wait element which pauses their flow for at least 24 hours to give them a chance to have achieved the goal for this downstream. In our case, that’s purchasing our self liquidating offer.
Because we’re using a Goal element, if a purchase is made at any time during the process, the contact will automatically skip the other steps so they aren’t receiving marketing messages for something they’ve already purchased. This will give them a better customer experience and, because we’ve linked this to your Facebook custom audiences, save you marketing dollars by only showing ads to the right people.
If the contact hasn’t completed the goal by the time the wait element’s limit has been reached, they’ll be added to a special custom audience which tells Facebook to begin showing them ads for the self-liquidating offer. They’ll also get the first in a series of emails designed to convince them that if they are serious about getting the results they were after when they requested the lead magnet, getting the self-liquidating offer is the next logical step. We’ll take a closer look at the emails a bit later.
This process is repeated until the third day after opting-in for the lead magnet. At that point, we’ve included a split-test so you can see if scarcity boosts your conversion rate with a variation on the email body copy. Ontraport will then wait an additional 8 hours to see if the prospect completes the desired action. Either way, they’ll be removed from the Facebook custom audience so you can stop showing ads to them. If they purchased, a tag will be added to say that they purchased the offer so you can use that information down the road.
We’ve set the flow to run between 3-5 days depending on the time of the initial opt-in. But you can adjust those times as you see fit depending on how aggressive you want to be.
Now, let’s go take a look at those email templates we included for you.
Head over to the “Messages” page and locate the ones called “ClickFix – Upsell Abandon #1-3”. You should see 4 emails since the last one has to variations; one with scarcity and one without.
Click on the first one to open it.
This entire email series is based on the Gain > Logic > Fear sequence invented by Digital Marketer back in 2014 and it’s literally made millions for businesses all over the world selling everything from music lessons to gun oil. So, we thought it would be a great addition to your arsenal if you don’t have it already.
All you need to do is go through and change the information in brackets to match your lead magnet and the self-liquidating offer. If you’d prefer to use your own layout, feel free to copy and paste the text wherever you’d like. But, if you do, you’ll need to go back to the campaign and change the emails being used or your contacts will receive this template instead of what you really want them to get.
Once you’ve customized the email to your liking, click the Settings button. Here you’ll need to click the “Copy From HTML” button to make sure your plain text version matches the changes you just made. You do have the option of also changing the subject line of course, but if you’re going to do that I’d suggest you consider doing a split-test to make sure you’re not lowering open rates.
Speaking of open rates, if you haven’t already set up our dynamic Welcome & Whitelist Email, you’ll definitely want to do that now to help keep your emails out of the SPAM folder and give yourself the best shot at maximizing your chances of successful email marketing.
Once you’re happy with everything, click the “Save” button in the top right. Repeat the same steps for each of the 3 remaining emails and your campaign is ready to start sending profits your way.
At the beginning, I mentioned that you could use this campaign to branch out in several different ways. Take one more look at the campaign map again. Perhaps you’ll be able to see some of the possibilities now that you understand how all the pieces fit together.
Let’s take a real world example of a situation where you’re running a membership site. Depending on what you offer, not everyone will join for the same reason. That means that you’ll want to produce different lead magnets for the top of your funnel, but you can quite easily duplicate the downstream and the emails to always lead people to the same self-liquidating offer.
In fact, that’s exactly how successful membership sites like Digital Marketer Labs grew to over 10,000 members.
Top of funnel (lead magnet) offer > self-liquidating offer (tripwire) > $1 30-day trial to DM Labs (core offer).
They used a process called splintering to reach out to people in need of solutions to specific problems like how to write good blog posts, then sold them a product on how to get blog subscribers and then offered to teach them more about blogging and everything else they needed to run a successful online business in the form of a monthly membership.
So, now it’s your turn. How are you going to use this model to increase your bottom line without breaking the bank?