Before Your Summit: Paid Ads & Marketing Strategy to Maximize Your Virtual Summit

BYS 12 | Using Retargeting Ads To Boost Your Summit's All-Access Pass Sales

• Jenzaia

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Discover the power of retargeting ads to boost your virtual summit's all-access pass sales and maximize revenue from your event.

While one of the main benefits of a virtual summit is growing your email list with free registrations, there is also an opportunity to make additional revenue by converting those free attendees into all-access pass purchasers. 

Using retargeting ads can be a powerful tool to convert more summit attendees into AAP holders before your summit even starts.

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Summit All-Access Pass Fundamentals

Speaker 1

This is Before your Summit , episode number 12 . I'm your host , tamzaya , and this podcast is all about marketing tips to make your next virtual summit the best one yet . Today , we are going to be talking about using retargeting ads to help you sell more all-access passes . We are going to talk about what exactly retargeting is , why I love retargeting ads for the all-access passes , and we're also going to talk a little bit more about the like setup of it and how you can maximize your results . So first , if you're not really sure what an all access pass is , typically what I recommend for summits is that you host a free event with a tripwire for the all access pass , which means that after somebody is registered , instead of being taken to just a thank you page that says yay , you're in , they're taken to a thank you page that says yay , you're in . Now get the most out of the event with the all access pass . And then they have extended viewing time for the presentations and probably bonuses from your speaker hopefully some amazing extra bonus from you as the host . They might have access to additional live sessions or prizes and giveaways . I've seen vouchers and coupons , I've seen summit trackers tons of different options , but you really want to make this bonus something amazing that people will really , really want , and it needs to be more than just extended access to viewing the presentations . So you're going to grow your email list immensely with your free tickets and then you make revenue with those all access pass sales . This is super , super important .

Speaker 1

The first thing to make your all access pass sales more effective is having a fast action bonus . I really think that making people act quickly can be a great way to get them invested in your event , and that's why I recommend using a timer like deadline funnels on the all access sales page and having

Fast Action Bonuses & Sales Strategy

Speaker 1

something like $19 for 19 minutes and then after that it goes up to $39 or $59 or whatever the full price is , and having that time frame now $19 , 19 minutes might not work , but something I would say like less than an hour for them to make a decision if they want the all access pass at that cheapest price , and that gives you the urgency . Making sure that people know okay , I need to get in now if I really want to Huge . Also , making sure that you have testimonials on your sales page Really really helpful , especially if this isn't your first time running the event and making sure people know exactly what's included . So having visuals and having bullet point lists with values of all of the things that are included so they can really like look through the list and say , yes , I want these things or no .

Speaker 1

I recently signed up for a summit and it is August . Right now it's a summit for Black Friday sales , like making this your best Black Friday ever , something along those lines . And there was one thing on the list that I went yes , I want that , I will pay the money to get that one thing . Uh , so you never know exactly what . And it wasn't it . It absolutely was not one of the things that I think the host would have been like oh , people are gonna buy it for that , right , like it was one of those . Okay , we're just gonna throw it in there . It'll be a great extra bonus thing .

Speaker 1

But , you know , increase the value , the perceived value , of the all access pass . For most people , it wasn't one of the speaker bonuses , it wasn't one of the all access pass . For most people it wasn't one of the speaker bonuses , it wasn't one of the host bonuses , it was literally just like a and then we'll toss this in there and it was the thing that was like I want that , that this is what I want . I want to see this thing , I want to visualize it , I want to understand what it is . I will pay the money for it , so you never know what thing it is that somebody will buy for . So you want to make sure that all of those bonuses that are available to the attendees , to those all-access pass purchasers , they're all available for them to see right away . So that's kind of the basic setup of the all-access pass . I also don't recommend having the all-access pass available on the registration page . I've seen with my clients that it is much more valuable to just have the free pass available , the free ticket , and that the all-access pass isn't really mentioned until the thank you page , maybe in one of the FAQss . But that time and time again with my clients I haven't seen that the entire event is more successful . More free registrations and more all access pass sales happen if it is not visible on that registration page .

Speaker 1

So once you have this all set up and you have people coming in , we start to talk about retargeting ads for that all access pass

Understanding Retargeting Ad Mechanics

Speaker 1

. So what exactly is a retargeting ad ? I think it's really important to talk about that and why it works . So retargeting ads are function off of a trigger action . Someone does a very specific action and then they start seeing the ads . So in this case , that very specific action is going to visit the sales page . Once someone visits the sales page , then , and only then , do they start seeing the retargeting ads which say hey , come , get the all access pass . Purchase the all access pass . Grab your all access pass right .

Speaker 1

The goal of that retargeting ad is to draw back , draw their attention to somebody who didn't purchase right away . So I like to have in the audience , when I'm setting up a retargeting ad , an inclusion factor so visited the sales page and an exclusion factor purchased because we don't need to be showing the ads to people who've already bought it . They're not going to buy again and if they do buy again , you're going to need to refund them . So that's not what we want , right ? This is reminder based marketing , because people get busy , they have other things going on multiple tabs , they're flipping between different things that they need to do . Their kids are hollering the phone's ringing , voxer's buzzes , there's all kinds of things happening . Distraction is real , and so they may have been really interested in grabbing the all-access pass , but they just missed it because of other things that were going on . So retargeting brings them back and reminds them of that thing that they potentially wanted .

Speaker 1

It also helps to build trust and familiarity by showing up retargeting ads . Have you continuing to show up in that person's feed , whether it's on Facebook or Instagram or another platform ? You continue to show up and you become more familiar . The more familiar you are , the more trust that's built , the more trust , the more relevant you become . More familiar . The more familiar you are , the more trust that's built . The more trust , the more relevant you become all of those things . And so by staying in front of people , it really helps and maybe someone goes oh okay , yeah , I'm seeing her everywhere , I really like her content , I'm gonna grab that all access pass . And it is that final chance for you to kind of capture people who didn't convert right away . Maybe they didn't realize they wanted it , maybe they didn't read everything properly , like you never . You never know . And so it just gives you that chance to bring the offer back in front of people and convert more of your , your warm audience and those warm leads .

Speaker 1

So I already kind of said this , but you really want to retarget those people who opted in and signed up for the for the summit but that did not already buy the all access pass . So we're going to be retargeting those sales page visitors . You could also have other trigger events . Maybe you sent out a video and it's for people who watched a certain percentage of the video . Maybe it's people who opted , opted in but didn't even see that that sales page . So you might want to also use an email list of people who signed up as one of the one of the pieces of your audience .

Speaker 1

With the way that the privacy laws are , having both the Metapixel creating the audience of sales page viewers but not purchasers and also updating an email list of people who have registered and then having a purchaser's email list is good because it gives you that two different ways

Setting Up Effective Retargeting Campaigns

Speaker 1

that you can be trying to target people . Again , the laws that are in place . You know how , if on apple devices it pops up and it's like ask app not to track , and we all are going through that and something like 83 percent of people say do not track for all apps , like without even thinking about it . So you know that it's getting a bit harder for the pixel to really , really do a great job and that's why having the dual system can be really beneficial when you're setting these up . This is so we're going to talk about the setup .

Speaker 1

It's a really simple ad . It is going to ideally be a sales objective ad because your goal is to get somebody to purchase . Within the sales objective , you can pick initiate checkout or you can pick purchase If you have a fairly large audience and then you might be able to get away with the purchase . I find that initiate checkout is more effective in most cases . I also find that sometimes we just don't have a large enough audience the retargeting ads we really need at least 100 people minimum and that Facebook really doesn't start doing a great job until there's at least a thousand people in the audience . So until there's at least a thousand people who've signed up for your summit but not register or not purchase the all access pass , then facebook is really going to have a hard time reaching all like having enough information about your audience to really reach them and target them properly . And that's just one of the downfalls of retargeting ads in general they have really really really small audiences 95 of the time .

Speaker 1

Meta ads right now are working absolutely the best when you have audiences of 10 , 20 , 30 , 40 , 50 million people . So we're talking millions and most summits are going to have somewhere between a thousand and ten thousand registrants . So that is significantly smaller than the audience that meta wants to see . So if you're not going to be getting at least that thousand audience quickly , that thousand person audience quickly , you might not even want to use a sales objective and you might want to pick , like a traffic objective where you are just driving traffic to that sales page . They work really well . They're not designed to target quite as specifically as a sales objective . But when you have that smaller audience , instead of meta having to pick and choose people who are more likely to purchase and only showing the ads to them , they're able to show the ad to basically everybody and that's why a traffic ad when you have a smaller audience can work really effectively with the images we've found .

Speaker 1

Number one talking to camera ads work really well . So the summit host records a quick video , usually of them like walking around either outside or in their house and talking about the benefits of the all-access pass the benefits , not the features . We don't need them saying you get six bonuses and this and this and this . That's not what we want . What are the benefits ? How is the attendees life going to change if they get the all access pass ? So , talking to camera video work really really well . Mockup videos also work really well , where you're showing a picture of all of the things that they will get and a simple just text Grab your all access pass , with a white background typically , is what we're seeing does really really well right now .

Speaker 1

Having those three , and then you want short text with a very specific call to action . Make sure that it is benefit focused . If you're doing some sort of video , you want to keep it between 30 seconds to a minute , and that is the basics of how we set up those retargeting ads .

Avoiding Audience Fatigue & Final Tips

Speaker 1

I think that it can be really important to do this and it can really help bring in more people to that all-access sales page . Oh , I forgot two really really important things . The first one is I don't set these ads up until our registration ads have been running for usually about three days . We want there to be at least a hundred people who have registered already but have not purchased the all access pass . Sometimes this will happen in the first day , sometimes it takes a little bit longer . So we really want there to be a sufficient amount of people who meet that criteria before we start the retargeting ads .

Speaker 1

That's number one and number two . I always start with a low budget , anywhere from one to five dollars per day , because we don't want to fatigue the audience . And fatiguing the audience is when the frequency gets above three . If the audience starts to see the ad on average more than three times , then they start to tune it out . And if they see it upwards of 10 three times , then they start to tune it out . And if they see it upwards of 10 or more times , then they start to get angry and annoyed by it . And we really , really don't want to annoy , upset , frustrate people who've signed up for our summit but haven't purchased the past .

Speaker 1

So with retargeting ads it is very , very important that you're watching the frequency and if the frequency starts to creep up , three , four , five swap those images and get fresh , creative in front of people . That's what they're going to remember . They're going to remember the image or the video , less likely to remember the text . So swapping out your videos or images is our number one tip if frequency is increasing and audience is starting to show signs of fatigue . So , okay , I really hope that this episode was helpful . If you are looking for tips and strategies to make your next summit the best one yet , come hang out with me on Instagram . I'm at heyitsjenzea . I would love to connect with you there , so send me a DM and let's do this thing .