People sometimes get hung up on the content part of their book and what to write about. Once written, it can then be a challenge to know how to get your book out there, so in this post,
we run through the Facebook campaign we used to generate almost 600 leads in about 2 weeks. Then, regardless of the traffic source, or the content, we finish by mentioning the Short, Personal, Expecting A Reply (spear) email we send to start the conversation with people. to follow the full podcast, click here.
The Road To 600 Leads
Over the Christmas break of 2018, we wrote the Listing Agent lifestyle(LAL) book. Which we based on a podcast of the same name. LAL is a great example for referencing an end-to-end successful campaign.
Those leads then have a way of driving them to a destination where you can collect their names and email addresses and start a conversation with them.
The end goal of the book was to market the realtor marketing tool called Gogoagent. Gogoagent is a space for realtors to create their marketing tools and create successful campaigns in their light.
The initial idea was to find a way to engage with realtors. While the material might have interesting information for related industries like mortgage brokers, the main target market is realtors.
The content for the book was already there to a certain extent. A chunk of the material had been discussed on the podcast. It was recorded in a way that we knew would get turned into a book.
We had this structure to it. It was taken; we had it finished just after Christmas. The design was relatively straightforward. The call to action on the back, because this is very targeted at realtors, is talking about the Listing Agent Lifestyle and pointing people towards Gogoagent.com.
The Facebook ads we ran were designed to target realtors interested in The Listing Agent Lifestyle, and by extension, in GoGo Agent as a platform. We created a set of Facebook ads that targeted those people directly.
For those who don’t know, a Facebook lead ad on Facebook’s platform allows an advertiser to eliminate a third-party landing page.
so rather than sending clients out to a landing page and asking them to enter their name and email address, they click to download and then confirm, and the Facebook details already in the system are passed through as a lead. It removes a bit of friction and saves the client time.
We ran these ads through 2 primary groups. We set the parameters around people employed by real estate companies or whose job titles were listed as realtors or associated with that.
In the space of about 2 weeks, we managed to collect just under 600 leads. with the average cost per lead being $2.00
The whole point of counting leads, from our perspective, is to start the conversation. once the book has been sent, we can follow up with them the following day with an email saying, “Have you tried GoGo Clients yet?” A short, personal-looking email that expects a reply.
In addition to that, they also go onto the main broadcast sequence and then weekly, we send them a copy of the Listing Agent Lifestyle Podcast.
So, separate from any other interaction we’re having individually or any other specific broadcast we send out, that’s someone who’s a targeted client, specifically interested in the thing we’re talking about. Has raised their hand and got something of value straight away.
Key Takeaway
the key takeaway of this campaign is the speed at which the leads were generated with a relatively simple method. Because running Facebook ads is intimidating for people, it doesn’t matter which traffic source you use, from google AdWords to your local newspaper; the drive is to take the leap and get it done before you overthink it.
