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Laura Betterly is the go-to web marketing specialist for “gurus”!

Famous Internet Marketers she’s worked with include Frank Kern, Ryan Deiss, Andy Jenkins, and Mike Filsaime, to name a few.

Laura’s marketing escapades have landed her in The Wall Street Journal, The Washington Post, Newsday, and CNN.

Laura is a former punk musician who has taken her firm public and has two boys in their twenties.

Laura offers some amazing anecdotes from the early days of Internet marketing, as well as what’s working now – great tools and best practices for expanding your business quickly – on this program.

How to Get in Touch with Laura

Laura’s website is jam-packed with useful information and connections, including one to Traffic Genesis, the mega-popular course Laura co-created with Mike Filsaime and Andy Jenkins. Laura’s website may be found at LauraBetterly.com.
If you want to connect with Laura on Facebook, go to Facebook.com/LauraBetterlyLive.
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MIKE FILSAIMERYANLAURA BETTERLY SOCIAL MEDIA MARKETING AT DEISS TRAFFICGENESIS 7: VALERIE SHOOPMAN: 1,250% RETURN ON INVESTMENT WITH FACEBOOK MARKETING
20 AUGUST 2014
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Valerie Shoopman is a business strategist and Facebook marketing specialist who has assisted hundreds of entrepreneurs and small companies in using Facebook marketing to attract clients and create sales. Nick Unsworth and John Lee Dumas are two of her customers for whom she recently managed incredibly successful Facebook ad campaigns with ROIs of 500% and 1,250%, respectively! Valerie describes how she does it in this episode.

Using Facebook to generate leads

Valerie specializes in Facebook marketing, specifically using Facebook advertisements to create leads and drive traffic to webinars, during which customers provide valuable free material and then sell a product or service at the end of the webinar.

Valerie assists them in attracting highly targeted visitors to the webinar as well as ensuring that their landing pages, funnel, and offer are all correctly set up. Valerie, in addition to developing the Facebook advertisements, inserts monitoring pixels (see below) so that customers can see which ads are leading to converted purchases and, as a result, which ads to keep running and fine-tuning. In other words, Valerie boosts sales while optimizing the ROI (return on investment) on the client’s marketing budget.

A decade of experience in web marketing

Valerie conducted a lot of Google PPC advertising from 2003 to 2007. Valerie worked for a non-profit school and received a $10,000 Google grant to spend on advertisements in addition to running her own affiliate ads. This enabled her to do extensive testing to determine which kind of advertising and headlines were most effective — information she has used to her Facebook marketing firm.

What is the difference between Facebook advertisements and Google ads?

Valerie began utilizing Facebook advertisements in 2007 and now focuses solely on them. As she says, Google advertisements become too pricey. In comparison to Google advertisements, Facebook ads

Facebook advertising are less expensive – considerably lower cost per lead.
Facebook advertising are far more targeted – “laser focused,” as Valerie describes them – but Google ads need more study to get properly.
Facebook allows you to establish relationships.

One significant distinction between the two platforms is that Google only allows you to aim for keywords. This implies you must be very skilled at finding the proper purchase terms (which means more time spent researching) or you will squander a lot of money. Even if you get things correctly, there are so many bidders that it’s still pricey.

On the other side, Facebook lets you to “laser focus” on highly particular groups or audiences. It is also possible to establish “custom audiences,” which are audiences derived from specific Facebook groups or pages, as well as email lists. And, while Facebook advertisements are becoming more expensive as more people use them, they are still far less expensive than Google.

Because Facebook is social, it is also much better for maintaining connections with new prospects that enter your marketing funnel via Facebook advertisements – something that Google PPC ads do not provide.

Valerie’s struggle tale

Valerie assumed that because she had so many abilities, she could “do it all” – not just all the numerous social media platforms, but also website construction, sales pages, autoresponder setup, and so on. The firm name, Meta Social Media, reflects this approach.

The difficulty was that no one knew what she did since it was too perplexing. People would say things like “Oh, I know Valerie, she does stuff online” since it was difficult to describe what Valerie did. Because this was so ambiguous, not only were people avoiding Valerie in the first place, but she was also not receiving referrals. To make matters worse, many consumers couldn’t even recall the company’s name!

Meanwhile, Valerie’s day-to-day work life was a blur in which she hopped from one sort of activity to the next. She felt “stretched thin” and was unable to “go deep” and become an expert in any one topic.

A “terrific metamorphosis”

Valerie’s business mentor, Nick Unsworth, ultimately encouraged her to focus on the one topic she liked the most. Valerie chose Facebook, which resulted in a “tremendous shift.” Valerie soon rose to the position of actual Facebook marketing and Facebook ad specialist.

Everyone began to associate Valerie with Facebook marketing and Facebook advertisements in terms of her own brand. People suddenly recognized what she stood for, which resulted in increased business and recommendations.

Valerie is now known as the “Facebook advertisements specialist,” and she considers narrowing her focus to be one of the finest things she’s ever done. This despite being terrified for a long time since she didn’t want to “forego” the many other things she could accomplish.

The key takeaway is that just because you can do something does not imply you should!

If you provide too many services, customers will 1) have difficulty remembering or explaining what you do, and 2) will never see you as an expert – you will always be regarded as a “jack of all crafts.” By narrowing your focus, you eliminate these issues, making it not only simpler to get clients, but also allowing you to charge more for your services. This is a critical component of properly establishing oneself.

Errors in advertising

Valerie observes a lot of individuals make the same error while running ad campaigns: they “attempt to appeal to everyone” instead of niching down. As a result, they wind up appealing to no one and either lose money or provide subpar outcomes.

The significance of consistency

All parts of your campaign must be consistent, including the ad, landing page, and webinar or sales page. For optimal impact, each campaign should target a specific audience, and the branding, language, and “look and feel” should be consistent throughout the process. This may need running numerous campaigns, one for each group you are attempting to target. The more you understand your target audiences, the more you will be able to employ language that they will comprehend.

Taking part in the lifestyle

Valerie comes from a business background where her boss dictated everything. She is now excited about the potential that technology provides, allowing us to achieve time freedom, financial freedom, and flexibility while also making a significant impact in people’s lives. Valerie doesn’t take on many customers these days, but those she does must be 1) someone Valerie loves and 2) doing something that resonates with her principles.

Providing direction

Valerie has been missing “the confidence piece” for a long time. To put it another way, she wondered why anybody would look to her. Valerie has been working hard on this for the past year, focusing on the emotional, physical, and health aspects. Valerie’s confidence has “skyrocketed” as a result of this comprehensive approach. “I don’t know how else to express it other that I am a completely different person than I was 12 months ago,” she says.

I am certain that the “inside game” is more significant than the “outside game.” You can have all the tools (knowledge) in the world and yet fail if you lack the courage to push through and make things happen (being in business can be difficult!). On the other side, if you have the appropriate perspective, you will be able to conquer any hurdles that come your way. Valerie’s experience exemplifies how taking a comprehensive approach may boost your confidence.

An extra benefit is that when you gain confidence, others will pick up on it and be much more likely to listen to you. In other words, as you gain confidence, you become more of a leader, creating a positive feedback cycle.

A Facebook ad campaign has three components:

(To hear Valerie explain how to set up your campaign correctly, go forward to 22’42”).

Your proposal
Your website’s landing page
Your Facebook advertisement

These are the three primary components of a Facebook advertising campaign. If any of those components is incorrect or incongruent, your conversion will suffer. As a result, Valerie prefers to begin with the offer itself and perfect it first. Then she works backwards, concluding with the advertisement.

When developing your offer, consider what the offer is, what problem it will answer, and who your target audience is. Always keep your target audience in mind and ask yourself, “What’s in it for them?”

Remember that visuals are important when making your ad; if you can use an image that conveys the proper feelings, your campaign will be lot more effective.
Ads on mobile compared. desktop

If you do not select, Facebook will send you advertising to both mobile and desktop, but there may be significant disparities in how well the two convert. Unfortunately, there is no hard and fast rule as to which will work better, so the only way to be certain is to monitor.

Pixel tracking

(To learn more about tracking pixels, why they’re important, and how to use them, watch 31’37”).

To monitor effectively, you must first define your goals. For example, is your campaign focused on list development, or are your primary sales done through a webinar? Once you’ve determined this, you can utilize tracking pixels to determine which traffic converts the best and what ROI it provides.

BTW, adding tracking pixels may appear difficult, but if you can copy and paste, you can do it! (It will also drastically improve the success of your Facebook ad efforts.) Valerie discusses how and where you should place them while creating your campaign. LeadPages (affiliate link), which Valerie and I both use, even includes a small area where you can just put in the code – incredibly simple!

Wow! 1,250% ROI for John Lee Dumas and 500% ROI for Nick Unsworth!!!

(Beginning at 38’30”) When John started Podcasters’ Paradise, Valerie sponsored his Facebook advertisements. Valerie assisted John in generating 27 sales of a $997 product for $1,600 in marketing expenditure divided across two webinars. Twenty of the 27 transactions could undoubtedly be traced back to Facebook ad spend.

Who wouldn’t pay $1,600 to make $20,000?

Valerie manages the Facebook advertisements for Nick Unsworth, the host of the video podcast “Life on Fire.” They just closed 25 purchases (every one of the available) with a $5,000 marketing cost.