One of the people I’m following on Social Media is Bryan Harris, who is absolutely killing it with online marketing and list building. A few weeks ago, I saw a tweet about how he did a webinar for new people who weren’t on his list.
What would happen if I did a Church Fuel webinar and only promoted it on social media? Could I reach brand new people and not use our mailing list? So I decided to do a similar experiment last week.
Here were the steps and the results.
- I created a simple webinar registration page using Lead Pages.
- I created three Facebook ads to promote the webinar. Two of these ads were targeted to Facebook users in the USA who listed “Pastor” in their job title. The third ad was targeted to people who had already liked our Church Fuel page.
- I spent a total of $343 on Facebook.
- 92 people registered for the webinar.
- I used Webinar Jam to host the webinar and provided about 60 minutes of helpful content. For about ten minutes in the middle, I talked about Church Fuel One.
- I sent out two follow-up emails using InfusionSoft, one was immediate and the other was the next morning.
- Seven people joined the membership program. That’ seven new leaders we can serve.
- $343 in spending equaled $269 in immediate results. That’s a net short-term loss. But when you look at our average customer lifetime value, it’s 5x return on investment.
- We also added about 80 new people to our mailing list.
- I’m doing the same experiment again this week and changing a couple of variables. I believe we can do better and continual improvement is one of our core values.
Here are a few things I learned doing this experiment.
- Email marketing is our most effective form of promotion, but it’s smart not to be locked into one channel. We don’t need to diversify products…we just need to find new ways to keep selling the best one.
- I did 100% of this personally. It wasn’t that hard, and part of that is because I was focused. Something like this could happen every week in our business.
- Facebook is a huge opportunity for any small business, non-profit or church.
I’m looking forward to round two of this experiment this week.