Challenge Funnels Optimization Strategies for Course Sales
Here's what we have for you today
Turning Organic Instagram Posts into Profitable Ads
One size does not fit all.
Proof that there is more than one way to skin a cat this week with an interesting approach from Mastin Kipp.
Mastin is a well-known personal development coach. He has a range of online courses, live events, and retreats.
I spotted he is running a 10-day challenge from May 17th – 25th.
I decided to investigate!
Mastin has a large Instagram following of 280k people.
But, I knew from an earlier funnel deep dive that Facebook Ads weren’t his #1 way of promoting his business.
Here’s what I found:
This is clearly an organic Instagram post being run as an ad. Because there is no call to action button, it is likely a boosted post. I strongly advise against this method, but that’s a topic for another day. We can tell the ad is being run solely on Instagram as it doesn’t have a link in the copy, and it directs people to Click the link in the bio for further information.
3 Elements To Inspire Your Ad Campaigns:
- If you spend time and money creating content, why not put some ad spend behind it? One simple strategy is to take your 3 best-performing organic posts every week and put $10 – $20 behind them. It will grow your audience, following, and reach. Social may be free, but creating content isn’t. So if you calculate the cost of creating posts spending an additional $60 per week to get the most return from them just makes sense.
- Engagement can reduce your CPM significantly. If you have a lead generation or sales ad you know will perform well, run it with an engagement objective first to get likes and comments (bonus points if you can target your existing customers). Then, use the ad/post ID in a lead or purchase conversion ad.
- Try different things. I don’t think this ad will directly result in many Challenge registrations. However, I think it will bring many new people into Mastin’s world. If Mastin has a deliberate strategy to convert people from Instagram followers to clients, this is a great strategy. I am a big fan of following best practices…. until I don’t. If you are experimenting, do it with a limited budget and never have a financial outcome dependent on an experiment.
Facebook Ad Swipe Files
- SWIPE FILE – 0048 – Mastin Kipp – Facebook Ad to Challenge
Uncover the Keys to an Effective Challenge Opt-In Page
One of the biggest problems for people in the Personal Development space is making their promise concrete and specific. Healing your past, aligning with your purpose, and unlocking your potential is great, but I don’t really know what that means.
Further, there is no transformation anywhere in the above-the-fold section. This leaves it up to my audience to imagine what life will be like for them once they achieve all these things.
From a positioning and messaging perspective, this message will only resonate with solution or product-aware people. And that is fine if you have a big audience, but if you have a small audience, it’s possible you won’t have enough of those people to make it work.
Mastin is massively successful, and I know he will fill this challenge and get massive results for the people who attend. And I also feel for the people who don’t have Mastin’s audience and struggle to get the results they want.
If Mastin was here, he would argue that to be any more specific would devalue and dilute the magic of what he makes possible for people.
The takeaway for you if you are in the Personal Development space. How can you make your promises as concrete and specific as possible while holding true to your principles and mission?
Oh, and I love this section for the bottom of a free opt-in page where the “Buy Now” block would normally go on a sales page!
Challenge Funnel Swipe Files
- SWIPE FILE – 0048 – Mastin Kipp – Challenge Opt-in Page
- SWIPE FILE – 0048 – Mastin Kipp – Challenge Opt-in Page Pop Up
- SWIPE FILE – 0048 – Mastin Kipp – Challenge Upsell Page
