Recently I heard about a successful producer who had an incredible month of production. A colleague of mine asked, “What did they do to have a month like that?” Honestly, I expected to hear a number of the same things: seminar tweaks, a successful existing client event, radio campaign, etc. While all of that is exciting news, this time it was different.
This producer knew a lot of people in his area (at a few select employers) were getting laid off. He’d already acquired a couple clients from dinner seminars who needed to make 401(k) rollover decisions. But obvious questions were rolling around his head like, “How do I capitalize on this? How do I find more people who need help right now?”
After a lot of strategic thinking and reaching out to a few local firms, the advisor had it — Facebook advertising.
It was perfect for this situation and he’d found a firm to establish the program for him. Facebook advertising was new to him, but not too difficult. He knew if he could figure out successful seminar marketing (and foot that bill in the process) he could make this work. Working with the local firm (if you’re looking into this, do a Google search on “Facebook advertising _____,” filling in the blank with your city or state), he laid out his parameters. By using the information people supply on themselves via their Facebook profiles, they crafted a campaign with specific age ranges and employers. Isn’t that ingenious? Using Facebook he could accurately target the exact people who worked for the company laying workers off.
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Then he designed the ad and it went live. A couple other items to know are:
- It costs a nominal amount to place the initial ad through Facebook. I want to say $250 up front or something similar.
- Every time someone clicked on the ad it costs $5.
- They were able to establish a maximum budget towards click, which they set at $1,000 per month.
- To see more about Facebook advertising, click this link.
Here is an email the producer sent to me with more feedback:
As far as the impressions go, the ad appeared on someone’s Facebook page over 700,000 times.