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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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 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. 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 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. 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.