Market, Scale, Grow: Facebook Ad Marketing Strategy for Teacherpreneurs

177 | Unlocking the Power of Tripwires to Transform Your Marketing Strategy

• Jenzaia • Episode 177

Share episode

Can a simple, low-cost offer transform your marketing strategy? Discover the potential of tripwires in this Saturday strategy session, where I break down this powerful tool that can help offset ad expenses and grow your email list. 

In this episode, we'll cover...
✨   the essentials of tripwire pricing
✨  the inclusion of bumps and one-time offers
✨  how this technique compares to self-liquidating offers (SLOs). 

Whether you're a seasoned marketer or just getting started, this episode is packed with actionable insights that could revolutionize your approach.

__________________

Find me on Instagram → https://www.instagram.com/heyitsjenzaia/
Email Me → support@jenzaiadimartile.com
Join the Facebook community → https://www.facebook.com/groups/marketscalegrow

Speaker 1:

Welcome to Market Scale Grow. I'm your host, inze, and this is a Saturday strategy session. Hello, welcome to the podcast. Let's jump into talking about tripwires. We're going to talk about what tripwires are, when or why I think that they're a good idea, why I think that they're a bad idea, and how to decide if they're right for you, because that's the most important thing is are they right for you and your business? So what is a tripwire? You have a freebie you want people to opt in, so they sign up for some free lead magnet. Whether it is a PDF download of some sort, a checklist, a guide, a video training, doesn't really matter. What it is, though I do feel like tripwires work best when the freebie is something easily downloadable so a PDF of some sort, and very easy to implement as well, that they don't get caught up in the details and there isn't 48 different steps that they need to take. It's just really quick, easy, well outlined. So they sign up for this freebie and then, instead of going to a typical thank you page that says thank you for downloading, go check your input or thank you for signing up. Go check your inbox. It is a signing up. Go check your inbox, it is a sales page and that sales page is the tripwire where they've signed up for your email list and then it trips, if you will, the sale of something. Now, 99 of the time tripwires are very low cost and this is going to depend on your niche. I have seen tripwires anywhere very low cost and this is going to depend on your niche. I've seen tripwires anywhere from $7 all the way up to, I want to say, like $47. Sometimes tripwires will also have a bump. The bump is typically a little bit more expensive. So let's just say it's a $7 tripwire and then there's a $27 bump. You can have one-time offers. Those are typically like a course or a membership, so they're going to be closer to like $100, $200. You can have a downsell, like. There's a lot of different things that you can do in here. What I would recommend if you're first getting started to just have the tripwire the one thing that's for sale on the thank you page, and then potentially adding that bump. You don't need to get into the rest of it.

Speaker 1:

Tripwires are designed to help you make back some of your ad spend. They are not designed to make you a lot of money by themselves. It's the one-time offer and or the sales funnel that comes after the tripwire, that make people money. So if you see advertisements or people telling their story about how they made millions of dollars from a tripwire, it's likely and I can't say for certain, 100% of the time, but it is likely that the money came from that one-time offer or the sales funnel attached to the tripwire. The tripwire itself the thing that is being sold on the thank you page is designed to offset ad costs. It is not designed to make a profit.

Speaker 1:

Now, that being said, I have many clients who have run tripwires and were making two to three times their ad spend. So they are making a profit. What that means is we spend a dollar on ads, they make two to three dollars, which would be a profit of one to two dollars. Right, because we subtract off what we spent on the ads and then the rest. So if we spend a hundred dollars on ads, they make three hundred dollars. Two hundred of that is profit, but that's not always the case. My goal when I'm setting up a tripwire is to get somewhere between 75% to 125% return on your ad spend. So that would be making up for every $100 you spend. That's making back $75, which means you're still in the hole $25 for ads costs, which is great, or you've made $25, right. And so, because tripwires and these lead magnet funnels with a tripwire on the back are really, really great for getting more people onto your email list, and that should be.

Speaker 1:

Your primary goal is getting people onto your email list for the best cost possible. Let's just say you have a thousand dollars to spend and you get a thousand people onto your email list. That's one dollar per person. Now if you add a tripwire in, you spend a thousand dollars, you get a thousand people, but then you make five hundred dollars from your tripwire, which is only a 50% return. It's not even in the goal range that I want, but we make $500 back. So instead of spending $1,000, we've kind of only spent $500 on the ads, and that means those thousand people cost 50 cents each, and that's great, right. The less you have to spend to get someone onto your email list, the better. Tripw's help do that.

Speaker 1:

A very similar strategy would be a slow funnel or an SLO. So those are self-liquidating offers and what that means is, instead of having the freebie, we go right to that tiny offer. So right to that $7 or $27, $47 product. The ad runs there they have the exact same goal is to get people onto your email list without spending as much money. The reason that I like tripwires better than SLOs or self-liquidating offers is because the audience and the niches that I tend to work with love free things, and so my clients are more likely to get someone onto their email list with the freebie and then, consistently, they will get people buying that small ticket offer. But our audience doesn't need to put the money up out front. They can put their email address in, get the free thing, make a decision If it looks like it's good quality, looks like it's going to help them and make a difference in their life, before they spend money.

Speaker 1:

Within SLO, those self-liquidating offer funnels, the person has to spend money first. They're better suited, in my opinion, to entrepreneurs or business-to-business type transactions, where they have a bit more money and less time, whereas the audiences and niches that I work with I tend to work with a lot of people who are targeting teachers who are still in the classroom, or moms. Teachers and moms don't want to spend a ton of money. They would rather put a bit more time in, and so that's part of the reason why I prefer Tripwire over the self-liquidating offer funnels. So I kind of have already talked about why Tripwires are a good thing. But the main benefit that they have is reducing your ad costs so you're able to put more budget into running ads and get more people onto your email list.

Speaker 1:

Consistently growing your email list is one of the best ways to ensure you have long-term stability in your business. There is also a fairly direct correlation to email list growth and business growth. Three to six months down the line, as you're growing your email list, it takes about three to six months sometimes longer, sometimes shorter, not often shorter anymore but about three to six months for people to get to know you, trust you and be ready to buy from you. And so if you are consistently growing your email list, over time you will see those people who come onto your email list start to buy your bigger programs, your signature offer. Three to six months down the road, as long as you are consistently emailing them, nurturing, providing content, and not just like get them on your listing ghost. So tripwires help you to consistently build that email list, create that long-term stability, without the steep price tag that running ads by itself.

Speaker 1:

Now I still am a firm believer that running ads even without a tripwire is highly beneficial and is also recommended for most people's business growth. But adding that tripwire in just reduces the ad costs. The bad side there is definitely more tech involved. With a simple lead magnet that doesn't have a tripwire on it. You need the form, some sort of landing page with the form on, and most email service providers like convert, kit, mailer, light, flowdesk I'm having some blanks here Most of them make it really easy for you to create those landing pages, many of them Flowdesk is not an example of this, but many of the other ones also allow you to create a personalized thank you page. I use Flowdesk in my business and I redirect to a thank you page on my Squarespace website. So that's kind of how I embed Flowdesk forms to landing pages on Squarespace and then I also redirect to Squarespace thank you pages so that they can be pixeled.

Speaker 1:

If you have questions about using Flowdesk and making sure that it's optimized for running ads, I'm happy to chat through that with you because it is a little bit complicated. But with a simple lead magnet funnel without a tripwire, all you need is that landing page and the thank you page and the emails. There's definitely, definitely more tech involved. When you want to set up a tripwire, because you need to create a sales page, you need the landing page as well, like you already needed, but you also need a sales page. You need some sort of checkout payment processor so that you can take payment from people and you need to be able to deliver whatever they've purchased from you.

Speaker 1:

There are some great options out there, like Thrivecart, leadpages. Leadpages would be for, like the landing pages. Samcart is another one, kajabi, you can do it in. There's some really great options that you can create, these tripwires, but tech can be a bit of an issue. Tripwires, but tech can be a bit of an issue. And then there's also keeping it up to date, making sure that people are getting what they came for, and it's just more complicated.

Speaker 1:

And so, as a first time lead magnet generator, first time ads, I don't know if I would recommend it, because it's better to really have a deep understanding of what you're doing than to try and make too many bells and whistles go all at the same time. So the deciding factor for me would be number one do you have a really deep understanding of your funnel and what people are looking for, because you want to make sure that that thing that they're buying is a hell. Yes, that there's no question they've downloaded your freebie and yes, yes, yes, this is exactly what they need, exactly what they were looking for, and it's totally going to fill a gap that they have, because that will get people to convert, right? You also, as a defining factor, are you ready to start running ads? Because unless you have a very, very, very large following on your content or your social platforms, getting consistent traffic through a tripwire, through that lead magnet funnel, it just won't happen, right?

Speaker 1:

Typically, with organic, you put something new out there. Most of the people that are already organically following you are going to go through that funnel fairly quickly in the first couple weeks, but then it'll trickle off, and so, if you're going to be setting up a tripwire, you almost definitely need to be ready to run ads. Have you run ads before? Do you have all of that tech that I was talking about ready to go? If you have a payment processor already, if you feel confident that you know what people want, if you're ready and you've already run ads before or you're ready to dive into it, then a tripwire can be a really, really great option because, like I said like five times on this episode already, their main focus is reducing those ad costs and bringing in just a little bit of revenue to offset the cost of those leads, and that can be hugely transformative for your business. So I hope that this is giving you something to think about.

Speaker 1:

I hope that if you are interested in setting up a tripwire, I'd love to help you reach out on instagram. I'm at hey at shenzaya. If you have any questions about it, let me know. Yeah, I would love to work with you on that. So thank you so much for being here for this Saturday strategy session, and I'll be back next week with another one.

Speaker 1:

Thank you for listening to this episode of market scale grow. Every week on Saturdays, we release a new Saturday strategy session, sometimes with amazing guests, and I'm so thankful that you've taken some time out of your busy schedule to make me part of your journey. If you love this podcast, don't forget to share it with your friends and then head to your favorite podcast app to subscribe, so that you won't miss next week's episode or any of the upcoming ones. And if you loved it, be sure to leave a review on Apple Podcasts so that other people can find this podcast and we can impact teachers and teacher business owners around the world. Thank you so much for listening and I'll be back in your ears next week with another Saturday Strategy Session.