The Facebook Group Sales Machine That Makes Us $1M Per Year

pleasure to introduce Mel thank you I want to give you a little bit of context around this uh I launched the our fun allytics our software company which is a marketing Analytics tool we launched it through a Facebook group and after two months of launching the Facebook group I made $28,000 in 48 hours from what I'm about to show you and I went on to do about 1.5 million in my first year of the

business uh and it was all through this process that I'm about to show you so we started the group in December of 2017 no members technically one it was me I was all alone and then we launched our first version of funel litics in February literally two months to the day uh we had 3,000 members in the group it was exactly two months later we collected $28,000 in 48 hours during that launch almost all the revenue came from the group we went on to generate $1.5

million over the 12 months now our group has over 27,000 and this Playbook makes us over a million dollars per year all from this simple tactic that I call the Facebook group sales machine so fun analytics uh allowed us to grow this kind of Facebook group when we started it allowed us to kind of grow our user base uh pretty rapidly over the course of the next few years and you can see here q1 2018 I know this only says 185,000 that's because the other 20ish

th000 came from uh PayPal but that was all collected into two dayses and it was pretty incredible so there are three parts to a highly successful Facebook group sales machine so number one we need to get people into our Facebook group automatically now this works for all sorts of places like wherever you're your people congregate it can work but Facebook is a place where most of our buyers and most of our uh users are so

that's where we went okay so we need to grow our our audience automatically and we need to leverage our existing assets to do that number two is we need to have repeatable engagement so we just talked about Community leg growth uh that's very very important right Founders and founder-led growth is kind of the way that you really need to be thinking especially in the early days of your startup uh so what are the first impressions that you get people in there and the five repeatable posts and then

the sales motion to convert these people into actual customers so that's what I'm going to cover uh my my presentation is a little bit different I'm going to literally give you just the entire Playbook at the end I have all the slides that you guys can download this is like a step by-step guide of everything I did so number one how do we automate the growth there's four things that you can do to automate growth for any sort of group first thing you should do everyone should be doing this is on

your login page for your SAS or a thank you page after somebody opts in have a call to action for us we have on the right hand side there join our Facebook group why well it's because it's a high volume place that we don't leverage all we do is have a login right so split the page give a call to action number two when they kind of opt in for your software when they start their trial or

they they sign up have a welcome email right and in your welcome Series in your indoctrination series have a an email that talks about joining the community okay so you can see here we have a pretty big Facebook group I have a little picture tell people that your company is bigger than just your software because the truth is nobody cares about your software people care about themselves and they care about solving their own problems right so talk about the fact that it's bigger than just your so service or your software

and invite them to the community number three use LinkedIn Outreach to get people into your group so this is what I used to send people hey are you on Facebook if so I have a private Facebook group and we talk about all sorts of stuff related to marketing here's the link and then you can see people are like cool let me join the group and number four is send a weekly Roundup email that sends people back to the content that is in your Facebook group so these four tactics is all I did for

few years to grow my group to 27,000 people okay but growing a group is useless if we can't turn them into active engaged people and and people that actually become customers for our business so there there's two things that we want to do to set the right first impression number one is our entry question so when somebody signs up to a Facebook group you have the ability to add questions as to what they're you know what they say and pre-qualify them

so the very first question you should always put a simple yes or no question like the most basic thing why because as soon as somebody starts and they don't have to think they're just going to finish the rest right so make sure that you have a simple answer no question in our case do you have a funel account everybody kind of did so they all hit yes and then they just automatically go to the next question next question is share your email for a free exclusive welcome gift I don't even tell them what

it is I say it's optional but we won't ever spam or sell your info 80% of the people give me their email Sweet let's add that into the CRM let's follow up with them number three this is my favorite one speak directly to your ideal customer and ask them if you can send them a message okay so in my case I said private providers consultants and agency would you like us to send you a private message with details on how you can be featured in our directory of

funnel service providers if approved we'll send you qualified leads to your business straight away so just talk about the value proposition of your product and your service and ask them if they want it most people say yes if you extrapolate well that's just a sales opportunity right so we use a tool called group funnels to automatically add all of these people into our CRM but that's basically the first thing second thing we want to do is have what we call

a Manifesto welcome post so remember nobody cares about your software nobody cares about your product they care about themselves so you don't want to make your group about the software you want to make the group about their problems and what they're what they're trying to solve okay you want to create a common goal for the group you want to create a common enemy for the group and then you want to attach some resources so here's what mindset on behalf of the entire funnel

team we want to say welcome to the funnel momentum Community as marketers it's our job to help businesses convert strangers into loyal customers creating momentum with your digital marketing is the only way to generate consistent predictable Revenue but we have to be smart we have to be data driven we can't let non-measurable tactics win everything must be strategic and deliberate with a measur go measurable goal in mind and that's the only way to create real momentum our job is to Market great products and services by

putting them in front of the Right audience using advertising content funnels data and all that stuff this group is here to help you become a better marketer okay notice how I didn't say funics is a software that helps you analyze your marketing funnels notice how I didn't talk about anything that we do it's all about them and then there's a couple resources that we attach that I'll bring up in a minute so that's the first impression we want to make sure people have that first impression then

we want to create repeatable engagement there's five types of posts that we are going to publish every single day consistently all the time number one is behind the scenes show them behind the scenes of what's happening in your business right you you see it all the time now with kind of the founder Le approach building in public show them what's happening behind the scenes so hey tomorrow will Mark two weeks since fun has been live hey we're working on this feature in the back end you know

just can make them feel like they're behind the scenes of something number two is a or b content post things that create polarity and and get people engaged right um it gets people excited and for example in here I said hey we're thinking of creating a new training here's option A option b which one do you want 205 comments right it gets people engaged number three is leader stories

right here in the bottom so leader stories is just you being that thoughtful leader and sharing stories as to what problems you've been able to solve in relation to what they care about okay and again that just creates them and gets them to know like and trust you as a company number four life trainings this is me interviewing Russell Brunson if if you guys know clickfunnels uh and the reason I was able to interview him is because I had this Facebook group and there's an

audience that we were able to create right I didn't know him uh and you know never met him before but because of this we were able to give value to our audience and then the fifth type of post which is the most important one is our twostep value post so a two-step value post is very simple you say I've got this really really Co thing that you can get just comment down below and I'll send you a DM with it right the way you

do this and the reason this is so important is because it creates engagement but it also opens up an opportunity to DM people which is what's going to move us towards the sale who cares about having an active Facebook group if you don't convert those people into actual customers right we want to make sure that we can turn this into a sales motion and this this is exactly how we do it number one is we use that

welcome post to tag every single new member that joins hey welcome and you can see here Aaron on our team is the one who tags everybody Welcome to the the community and he goes and tags and people reply okay so that starts that engagement Pro process number two every single person who said I'm interested in those Q&A questions or or those um entry gate questions DM them they said they're interested and they want to hear from

you so send them a message right and then number three is those twostep welcome posts they're basically inviting you to DM them that thing so guess what you open up the opportunity to send them a message with the free gift so you can see here hey the onepage funnel Service Agency plan comment below plan 465 comments that's all 100% sales opportunities sales motion how do you

actually turn that into sales well direct messenger sale by chat right so you now send them the thing that they asked for and you open up the conversation this is where your Setter your bdr your basically the person on your team is going to go and set these into opportunities for your closers to take so you can see here these are the conversations and then it moves over to an actual sales calendar now you can

also use your group to do launches okay so the launches themselves are when you actually kind of promote a brand new feature in your in your product or you actually go and and release you know a new version of your product and you can kind of see here I I post as a leader in this group uh and you can see I even wrote that I have a a horrible flu and and all that stuff to make it you know for people to know that

I'm another human and you can see 274 comments from that post I wish I could have expanded it but it would have been too small uh but it talks about the launch of funel litics right so this is all before we even made a single dollar and then when I launched this this is how I was able to make $200,000 in 48 hours right by just going through this motion and all it took me was 60 days 60 days of me following this

exact process is what generated us all of that Revenue and allowed us to really really scale so I kind of blew through that really really quickly I think uh I've got 12 minutes remaining we're we're looking at at a super speed here but I did say I was going to keep you guys from happy hours so here's a recap of the Facebook group sales machine number one you want to automate your growth right so you want to grow your audience automatically and you want to

leverage existing assets number two you want to set repeatable engagement so set that first impression those five repeatable posts and then number three is once you have that engagement you want to move people into a sales pipeline through the setup the close and the launches so here are your step-by-step instructions this is all you need to do and if you follow this or give this Playbook to somebody on your team let them run this Playbook you will make

more money use LinkedIn Outreach thank you page call to actions and email drops to add people to the group number two ask permission to DM them the info as one of those gate questions number three make sure your group has a welcome Manifesto post that is not about your services number four tag every single person that joins into that post number five anybody who said that they want that

DM DM them instantly DM them with um based on on that question number six you want to consistently publish repeatable engagement posts to keep the content fresh and relevant number seven every week publish a two-step value post the one that I showed where you ask them to comment and get people to comment number eight have your Setter DM every single

one of those comments give them the thing that they requested and then continue that conversation with that Prospect based on their pains their goals their desires all of that stuff so that he can go and set them into the calendar number nine use Messenger to convert that conversation in sales calls number 10 repeat continue to generate new clients and 11 use the group to during your launches to ignite your

sales so if you want to see some of my best posts uh go to bit.ly 4fb group sales machine uh I give you access to probably about like 50 60 posts that did really really well that you guys can hack and download I also give you access to all of these slides as well so that you could just give it to somebody on your team to run as a Playbook so you can make more money for those of you who

uh want to know funel litics is a tool that allows you to visualize the performance of your customer acquisition strategies basically it's a digital whiteboard that allows you to Overlay all of your data on top so you can see how people are flowing through where are my drop offs what's working what's not um so that I can make optimization decisions and make more money from my existing marketing spend and we help businesses visualize that entire strategy as a whole so if you want to learn more about that let me know that's

about it though so thank [Applause] you any questions please yeah I got eight minutes so like I feel I feel like I yeah a l page there's a login page and there's a Facebook group um like a button or something yep so I'm just trying to understand are you selling the product first and they get to login page

or like how where does this fit into the whole cycle maybe I missed something so yeah the the yeah that's the one not everyone who signs up to your software will be in your Facebook group right so some people won't be there so how can you get as many opportunities to push people into a community because the community is what drives a lot of that engagement right so some we have a premium model in our business all right that I didn't know that that yeah so

that that's the main difference right so when people create their account then they want to log back in how can I get them into the group so I can create engagement and turn this you know from just a software to an actual community so the so the premium so this Facebook book group is to convert premium to paid customers and that's one strategy it is one leads um basically your ideal Prospect I would also put this on a

let's say you have a white paper um I don't know if people build white papers anymore but let's say you have an ebook or something for for down like a download uh on the thank you page right invite people to the to the community that's the goal any lead what you want to do is you want to make sure that your ideal Prospect is congregating somewhere that you control that's the

idea the beginning would you recommend you put all of your would you recommend you put all of your existing customers into that group as well so over the years um even though the existing customers were in the group we actually started to separate our customer um audience a versus our uh like Prospect and more of the general audience so our Facebook group is more let's talk about

marketing and then we have our funics community where it's let's talk about the software how ideas of how you can Implement that and and how you can you know generate more revenue and all of that stuff those are separate right because we don't want to spend our time talking about fun allytics as a software in that General Community we don't want it to become a support Center cuz then people at the beginning people would be like hey how come my tracking isn't working it's like we don't want that here we want product tutal with a demo

at the same time and people are asking questions about their account person so do you have two separate Facebook groups then for that uh we use Circle for our our private Community uh which is like a you know a private kind of tool that allows for customers yeah it's just for our customers okay great thank you no problem yeah go ahead do they know is

that um I mean it says it in my you know the post is published by fun otics right my welcome post but is it about fun otics not really it kind of says on behalf of the entire fun otics team we want to say welcome to the I don't even call it the fun otics Community it's not about fun otics right it's about it's about having marketers who are my ideal B prospects come together right so so we actually call it the funnel momentum Community has nothing to do with funel

litics so I don't really care whether or not they know because it's it's not relevant as long as we're there and we're giving them value um our solution just kind of becomes a de facto now of course they know me and um it it creates also this really trippy feeling that when you go to a conference people point you out and be like hey I'm in your community and all that stuff so um so they kind of

you become kind of this attractive character in a sense um but no they don't it's not about fins doors yeah I don't care why not as long as they give value so so you always post and not fanalytics uh my my team will post not fun otics we won't post as funatics

because nobody cares about the business like do you interact with posts on LinkedIn from the company or do you normally interact with like the founders and and people who have profiles and faces right it's that it's that concept think of Nike you know if Nike was just a check mark with no Jordan on it it's just another shoe um but then you have Jordan in front of it and now all of a sudden it's it's it's something bigger

uh and same thing in this case right uh so my me and my team post and it's everyone on my well not everybody but the people who post on in the group from my team they all have slightly different personas right so I post a lot more thought leadership stuff like you know confession how I went from 300,000 in sales in four months to almost flat broke three months later right this is me posting as a leader and

and being more vulnerable while um Kevin on my team will be a a little bit more tactical he'll he'll post stuff that's a little bit more how to do this you know and and so he'll kind of be a little bit more of that character in the group now it meshes also with our personalities I

um yeah so it's it can't you can't get your whole team on board you can get one or two characters on board and then you have to assign a Setter that that is their job right so for example um if I go here so Aaron is his job is the community everything he's doing is how can I generate opportunities from this community his

his kpis are based on the community and then really it's me and Kevin who post in the as the kind of of faces um and then of course there's as the as the community starts to build you're always going to have one to five people from the community who end up becoming kind of like hey we want to be like the unsung heroes like we we want to push the community forward so that's that's how we focus it we don't try to

get everybody on the team it doesn't

work say that again sorry oh uh fun otics what what does my product do um this it's a it's a digital whiteboard uh that allows you to look at all of your customer Journey data so basically you can visualize exactly how people flow um across your different pages your different traffic sources uh the the conversions the actions the purchases and we can map it all on a whiteboard and Visually show you the

conversion rates where the drop offs are what's working what's not basically help you optimize your customer Journeys in real time in real time is that pixel on your website yep you install our tracking on on your site and then we connect to your HubSpot your go high level whatever and we pull data in and then we visualize it on this beautiful canvas and uh we show you what's working what's not where those

ball next are do me person personally no like we're not a page builder like we won't build the pages or or like we're not like WordPress or clickfunnels like we will just track all of the stuff that you have and we'll integrate with any page builder or platform and we'll pull in your revenue and all that stuff any other questions I got 30

seconds nice thank you guys