Hi there fellow subscription box entrepreneur! One of the common questions I get asked is how do I run Facebook Ads for Subscription Boxes? I know they are awesome but I can’t seem to get any traction when I run them.
Well, today is your lucky day because I want to share with you how I have been using Facebook Video Ads to create a super cheap Sales funnel for MY Subscription Box business.
A little bit about me: I run a whisky sample subscription box called The Whisky Order. It’s been my baby for the last 2 years and definitely had its ups and downs. Aside from that I’ve been doing a lot of freelance work running Facebook Ads for clients primarily eCommerce stores.
So it’s on that topic that I wanted to share some knowledge with ya.
So Facebook had been really pushing video content lately. Facebook Live is just amazing and the reach on that is insane. If you are not using that to promote your brand or business you are definitely missing out. I’ve heard along the grapevine that the reach will be scaled back in the coming months as big blue moves to monetize this format.
But, that’s not what I wanted to help you with.
What I want to help you with is how to run Facebook Ads for Subscription Boxes by creating a sales funnel on using Facebook Video Ads. Best of all it’s way cheaper than anything you are doing right now.
This is a bastardized funnel that I have picked up from others, twisted it around and made my own. Can it work for you? Dunno, maybe. You can only try!
I’ve noticed that when someone wants to run Facebook Ads for Subscription Boxes on Facebook it looks like this:
- Facebook Ad sending people Content or a Lead Magnet (or even your homepage **shudder). This gives you a CPC (cost per click) around .20 – $1.50 depending on the audience. You are using broad interest based targeting or Lookalikes. You basically need decent cash at this stage to make it work at scale.
- You then retarget for those who don’t opt in or view your product (CPC is still around $0.50 – $2 minimum)
- Lastly, you then run an ad retargeting people to your box product and your Funnel is teny tiny small at this stage, only a few hundred people unless you have that baller cash – CPC is .50 – $2 AT LEAST)
So on and so forth. If you have tried this before then you know – its quite expensive!
Let’s see if we can get that funnel filled for cheap
Step 1: Use Video to fill the funnel.
This whole Facebook Ads for Subscription Boxes strategy hinges on using video. So go get some video content happening. It doesn’t have to be long. In fact, the shorter the better. I would aim for 15-30 second videos. The video should just be a bit of an overview of your product or service. Nothing salesy, just enough to create some interest.
This is an example of what I am using for The Whisky Order:
Kinda cool hey!
Next: You are going to create an ad in Facebook using the Video Views Objective. This will maximize the number of eyeballs on the video and ensure that Facebook is doing its job effectively by promoting your video towards people more likely to watch.
For this step I would generally start off with $100 per day in spend, but to be honest, that’s just an arbitrary number. Set you budget to the level you feel comfortable with for the first few days, you are going to scale this back in the long run.
Now I want you to jump over to the Audiences tab in Facebook and create this custom audience:
Select Engagement on Facebook
Click in the box marked Engagement and select the bottom one “People who viewed at least 95% of your video”
Select “Choose Videos..”
Now just select all the videos in your list OR the video you want to promote. Don’t worry about how many views it shows.
Even if they say zero. Facebook is drunk.
Now give your audience a really good name. You can be like Steve and just call it:
People who watched 95% of my videos.
If you want, you can even create a few of these audiences based on how long people have been watching your vids: 75%, 50%, 10 Seconds etc. But for our purpose we are just going to focus on the 95% here.
Ok. That’s it. Step one done. Let that video ad go live!
Target your idea customers using Interests or lookalikes. I’m not going deep into Targeting in this post as that is a whole other topic.
What is going to happen is this:
Facebook is going to promote the shit outa your video. At $100 per day you are going to get a LOT of eyeballs watching your stuff. Best of all, it’s really cheap!
In fact, per video view, I would be surprised if you are spending more than .01c.
Here is an example that is live right now for a client, we are getting 3 seconds of screen time with a prospect for .004c.
Even I am impressed!
So what is now happening is instead of paying .20 – $1.50 per click just to remarket or pixel people, you are now getting 10X as many people in the funnel for the same price. Good deal huh.
Step 2: Indoctrination
Now let’s have some fun.
You have just created a massive audience FULL of people who now know about your brand. You haven’t pitched them, but you are now a friendly familiar face.
Let’s start to indoctrinate them into being raving fans.
For this phase what I’ll do is start promoting the content I am posting on my Facebook feed. I usually do a mixture of 2-3 funny/content pieces to every 1 promo piece. Everything I post is going to have a link to my site, so I’m always driving traffic to it, but the primary goal is to get people to like, share and comment on the post.
For this I will create another Facebook Ad.
This ad will use the Page Post Engagement (PPE) objective. This means that Facebook is going to serve this ad to people who are more likely to engage with the ad on some level. For every engagement you get it’s like you get bonus points, because your “organic” reach will then be increased on the ad, showing it to people you haven’t actively targeted (that persons friends).
So what I’ll do is use the posts I have posted on my feed that are performing the best and then run THOSE as ads.
Here is an example:
See the sneaky bit.ly link in there? Oh yeah baby…. guerella link posting = free website traffic
So now I’ll promote that post using the PPE objective, set the budget for about $10-$15 per day and just keep an eye on it. When I say “keep an eye on it” I am looking for a big drop off in engagement. If people are liking, sharing and commenting then I am getting massive exposure for next to nothing, so I’ll just keep it running until it drops off.
I’m targeting the following people with this ad:
- The 95% Audience
- Anyone who is sitting in my remarketing custom audience (in the last 180 days)
So what purpose does this serve?
Well aside from creating massive exposure for your FB page, you will also be picking up more Fans, engaging with the people who are already familiar with your content and generally starting to create some sense of engagement and familiarity with you.
It doesn’t have to be a funny post. This is just my own example. It can be ANY form of content.
The point is to start getting people to trust you, to know you and to understand who you are. All the while sneaking in links to your site and driving traffic to it.
Now. At the same time and also being aimed at the same audiences, I’ll start showing off the products. So for me, I will then also start serving that same audience ads for my upcoming subscriptions. I’m still going to use the PPE objective, because I want to get some of that sweet sweet organic reach. Alternatively, and usually when I forget to promote a post, I’ll use Clicks to Website as the objective.
This ad is really there to start funnelling customers to the site and checking out products. I might even run a few promo’s to them like this:
Hey Whisky Order Fan! This month’s tasting packs are being sent out in the next few days. Don’t miss out. Sign up today and get $10 off.
Or something to that effect.
So lets look at what we have done so far:
- We are funneling customers into a massive custom audience that we can now target just by using short sharp videos that introduce our product.
- Next we have started to entertain this audience, we crack a joke, make them smile, share some really cool content and sneakily send them to the site. This is slowly growing our Fanpage as a bonus.
amongst this we are serving them with some more ads that remind them of
how they got to know us in the first place. These ads are more direct “buy
my shit” style. You can use PPE or Clicks to Website for this ad type.
Step 3: Bend them to your will.
Ok, lucky last. This step is reeeeeaaally easy actually. This is where we follow up with all the people we have been sending to the site (plus anyone who hits the site organically and doesn’t purchase).
For a Subscription Box store, this is where you can start to handle objections.
Using a basic remarketing ad, I would start showing ads that handle the most common objections such as price sensitivity or wanting social proof (showing reviews).
This is an example of what I mean. I just used an existing testimonial and pushed that towards people who had browsed the subscription and not purchased.
Show these ads to your audience EVERYWHERE. Anyone who hits your site you want to be stalking them over the interwebs. This is probably the only time I will every use Audience Network as a placement for Facebook Ads.
To give you an idea of what this process has done for me and my business here is a screenshot of the Total Facebook Ads spend AND the total conversion value (sales value) from the ads.
While this was a little long winded, the process is pretty simple.
- Video gives great reach – use this to your advantage instead of trying to drive people to your website first.
- Stop asking people to marry you on the first date, show off a little, make them like you.
- Handle objections and remind them to purchase your shit.
If you have any questions about this process I’m more than happy to help out.
Hugs and kisses