how to increase members with facebook ads.pptx (3)

Membership Growth Online SummitWhere Nonprofit Leaders and Growth Strategies Converge

@wildapricot

April 4th – April 8th, 2016

#WAsummit2016Shiv NarayananCMO, Wild Apricot

How to Increase Members with Facebook Ads

Tuesday, April 5th @ 11:00 AM - 12:00 PM (ET)

Farhad Chikhliwala

consider bringing out the windows calculator to illustrate this.

Meet the Apricots

Terry IbeleLearning Apricot

Content Manager

Lori SmithSmiley Apricot

Community Manager

Yes! You will receive a recording...

We will be sharing the recording of this webinar with you in a follow up email sent out tomorrow.

See past webinars:

www.wildapricot.com/academy

Meet Shiv

Author & Speaker• CMO at Wild Apricot

• Expert in Funnels, Copywriting, & Facebook Ads!

• Launched campaigns worth millions of dollars

Outside of Work• Founder of the How To SaaS podcast on growing cloud

software companies•Hockey & Cricket Fan

Presenter: Shiv Narayanan, @wildapricotCMO at Wild Apricot

We did a survey

9%

30%

37%

11%

7%

6%

Spend less time on admin tasks

Improve WA software

Increase membership

Find alternative revenue sources

Improve event attendance

Recruiting volunteers

61% of problems can be solved by growing membership.

More members equals:More event attendeesMore volunteersMore funding

Our goal for today is to help you grow your membership

Quick Poll

Do you want Wild Apricot to put out more marketing-focused webinars?

Step-by-step instructions in the mini-course

Mini-course link: http://goo.gl/jOHpYj

Common Problem: Getting Event Registrants


Your Options


NEW Option: Facebook Ad


ADVERTISEMENT

EVENT REGISTRATION PAGE

MEASURE PERFORMANCE

The Basics: Customer Acquisition Cost (CAC)


Do you know how much you spend to acquire 1 member?

The Basics: LifeTime Value (LTV)


Do you know how much 1 member is worth to your organization?

It all comes down to ROI


How Advertising Splices The World


Google vs. Facebook Ads


Based on search results

Based on who people are

Understanding Cost-Per-Click


100 clicks at $0.20/click = $20 spent on Facebook ads

Our Workshop: Use Facebook Ads for Events


ADVERTISEMENT

EVENT REGISTRATION PAGE

MEASURE PERFORMANCE

Our Event


Goal: get existing members to sign up Note: this is usually the best place to start

Step 1: Export your database


Step 2: Choose Your Facebook Ad Type


Go to: https://www.facebook.com/business/products/ads

https://www.facebook.com/business/products/ads

Step 3: Create Custom Audience


Step 4: Tweak Your Event Registration Form


Note: This step is critical for tracking!

Step 5: Finalize your Facebook Ad


Step 6: Measure Results


Event Fee $100CAC: - $40Profit: $60

Total Ad Cost: $200Attendees from Facebook: ÷ 5Customer Acquisition Cost (CAC): $40

Step 7: Adjust, Test, Repeat


Step 8: Scale up ad spend


Bonus Tips


Tip 1: Target People in your database


Tiers:1. Existing members (start with your home base)2. Existing contacts (newsletter subscribers, event

guests)3. Previous members4. Website visitors5. Lookalike audiences6. Interest groups

Hot Leads

Warm

Cold

Tip 2: Use Custom Audiences


This is what we just did with our workshop

Tip 3: Retarget People


Note: You will have to add code to your site

Tip 4: Use Lookalike Audiences


Tip 5: Use Demographics and Interests


This is the last thing you should try, but usually where people (incorrectly) start

Tip 6: Call out your audience


Try this ONLY if nothing else works

Tip 7: Build your Facebook Fans


Tip 8: Remember


Want more tips?


Visit: https://www.facebook.com/business/learn/

How does this fit in with the Funnel?


New Visitors

New Contacts

Members

Membership Funnel

Event Awareness

Event Registrants

Event Funnel

Attendees

Convert Event Guests into Paying Members

Mini-course link: http://goo.gl/Oa5Uq6

Summary

● Know your ROI metrics● Track your campaigns using Wild

Apricot/other software● Start with targeting existing

members● Use advanced strategies like

retargeting to get the best resultsPresenter: Shiv Narayanan, @wildapricotCMO at Wild Apricot


Questions?


We have recorded this webinar and will be sharing it with you.

Build. Connect. Grow. Membership & more.

THANK YOU!

Build. Connect. Grow. Membership & more.

Thank you for participating in our workshop!

www.wildapricot.com

Try our free 30-day trial – risk free!

Rated #1 in Capterra’s Top Membership Management Software

3 years in a row.

http://www.capterra.com/infographics/top-membership-management-software

http://www.capterra.com/infographics/top-membership-management-software

how to increase members with facebook ads.pptx (3)

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