The Genius Facebook Sponsored Message Strategy That Generated 5x ROI
BY ANGELA ALLAN
Many of you may have heard about “botgeddon” or the Facebook Messenger rules change, which limits your contact with your subscribers to just the first 24 hours after they’ve interacted with your chatbot.
(You can read more about these changes in my post here.)
If you’re yet to test out the Facebook Sponsored Messages, which allow you to bypass the 24 hour rule, then here’s a powerful strategy I’ve used that generated 5x ROI.
Here, I'll unpack the exact strategy I used just for you. Stick around to the end, where I'll give you some links to resources to help you improve your conversational copywriting to make bank, too!
I wanted to use my sponsored message to tell my subscribers about my LinkedIn Strategy blog post, How This Magic LinkedIn Message Strategy Landed 100+ Email Addresses of High-Ticket Prospects (Without Making Me Feel Like a Salesy Slimeball...).
The Purpose Of My Sponsored Message
This blog post is super long, and hosted on a landing page, and I have a Facebook pixel installed, as I have an upsell at the bottom of the article.
Setting Up The Ad
In ManyChat's Ads feature, I set the lifetime budget at $100, and bid control at $400. It’s probably not high enough to deliver to the entire audience of 490 subscribers, but Facebook has no recommendations for any of these parameters, so we all play a game of trial and error as people have set their bid controls to $10,000 and still it only delivers to half of their list.
I had created a Custom Audience in Facebook Ads Manager of all my current subscribers. You need to deliver to a Custom Audience because delivering to your existing audience will also send it to those who have unsubscribed (by default).
The Sponsored Message Copy
In the first message, we have character limits, so the button will open up to a flow to deliver more information.
So the first message has to do a few things:
1. Create enough interest for people to open it and click through
2. Clearly tell my subscribers what they’ll be getting once they do click through
As my background is as a journalist, I learned the importance of headlines and conveying as much information in a few words as possible, so I put this in practice with sponsored messages.
Here’s what I wrote:
So you can see it fits in with my overall tone of voice, it ties into the blog post, and captures attention to make people want to click through.
I’ve also used emojis to add some humour and be friendly. Remember, your message is being sent to someone’s phone, so it’s immediate. It will interrupt their day with a notification, so you want them to click through, but you also want them to understand it will be worthwhile if they do.
When creating your copy, remember to think of what message will get their attention but compel them to open. Think about what you’re offering them in the message, and what benefits they’ll receive if they click on your button.
Speaking of buttons, don’t neglect them! They also provide a valuable way for you to communicate to your subscribers. In this one, I’ve put “No More Slimeballs” which fits in with my blog post copy, but it’s also a fun button for people to click through, as opposed to “Learn More” or “Read Blog”.
And it was 98.2% open rate, and a 76.8% click-through rate.
My Sponsored Message had 287 impressions, with 29 clicks and 54 optins, at a cost of a tiny 11 cents per message.
The ad appeared to only deliver for 48 hours then stopped.
Here are the stats:
BUT… Here’s the REAL results that you want to see.
From my ad spend of just $6.90 on this message, I received 5 sales of my $7 product, which equals $35 on autopilot.
So here’s my favourite equation:
$6.90 on ads, 5 sales @ $7 each = $35 on autopilot.
The Difference Between Facebook Ads (Traffic Ads) & Sponsored Messages
Next, I wanted to test the same post to cold traffic (not my bot subscribers) using a newsfeed ad with a traffic objective to get it in front of as many people as possible to see what the difference would be to my sponsored message.
Here’s the ad I created:
I ran it to a cold audience of business owners and business-related interests in high-income areas of Melbourne and Sydney for 48 hours. (I understand I’m not optimising for conversions so tracking purchases will be challenging.)
And here are the results:
I spent $46.86 over 48 hours, with 53 link clicks, 24 landing page views, and a cost of $1.95 per landing page view, and I made ZERO sales.
I do understand that this is to COLD traffic not to my bot audience, which is warm or hot, as they are already familiar with me; however, I didn’t even get a single curious optin to my free LinkedIn guide pop-up from that ad.
Zip. Zilch. Nada.
So that’s why I prefer sponsored messages. 🙌🏻
The Reasons My Sponsored Message Generated 5x ROI
I gave my audience something they truly longed for
I noticed a lot of my Facebook friends thought LinkedIn was a cesspool and really didn’t offer any value to their business. My blog post answered a need, and also outlined how to use a messaging strategy on LinkedIn that really worked to bypass all of the icky sales pitches. So make sure you offer for your sponsored message is truly irresistible!
The message was compelling enough for them to want to learn more
The first message was exciting enough with the copy and a dash of humour, so they wanted to click through to find out more.
Remember: copywriting can generate millions of dollars of new business, so don’t ever ignore your copywriting!
The upsell was affordable at $7
The upsell was a “tripwire” price of $7, and something that gave my subscribers back their time and a shortcut to better leads. They also had instructions on how to use it right away with my blog post, and I already could prove the results as I had trialled the strategy for a year.
So there you have it!
Now, you can go and try this for yourself, but if you would like my 7 powerful tactics that master copywriters use to help make your dreaded cashflow problems DISAPPEAR... 👻
👉 Click here to read my blog post to unlock the 7 tactics you can use to generate results starting today!
Or if you want to take a deep dive...
Give me 30 minutes, and I’ll talk you through, step by step, the powerful copywriting techniques that I use daily that generated 5x ROI in my masterclass. 💸
👉 Click here to get lifetime access to my masterclass, The 3 C’s - Copywriting, Chatbots & Cash.
Time to try it out...
About the Author
Angela Allan is the founder of her award-winning chat marketing agency based in Melbourne, Australia, which helps businesses win more clients and outsmart their competition. She's the co-founder of Bot Blondes, an online resource dedicated to helping entrepreneurs create a business that supports their wildest dreams (and fantasies).
Angela has written for Fairfax Media, Rolling Stone, FHM, and Australian Penthouse. In 2012, Angela started her own online publication, Soot Magazine. Soon, she was approached by ad agencies to fact-check and create content for big brands, and that’s where she started to implement the magic of branding, copywriting and digital marketing.
Since the inception of chat marketing about two and a half years ago, she has been working tirelessly to help businesses across the globe harness the power of Facebook Messenger to generate more leads and more sales.
She loves strong coffee, Alice Cooper, donuts, and believes Dolly Parton is her spirit animal.
You can join Angela's VIP Facebook Messenger community here.
Or you can buy her a virtual coffee here. ☕️