066: Boosting Summit Results Using Facebook Ads with Destini Copp

May 05, 2020

There's a lot that goes into hosting a profitable and engaging summit and the learning curve is huge if it's your first time. In this episode, we're chatting with first-time host, Destini Copp about her summit and powerful Facebook ad strategy. 

We break down everything from how to determine your ad budget, how to boost your ad results before your summit begins, and how to increase engagement throughout your summit with some simple, low-budget ad campaigns.

Transcript

Krista:
Hey! Hey! Welcome to the Summit Host Hangout Podcast where you'll learn how to plan, strategize, and launch your profitable online summit, no influencer status necessary. I'm your host, Krista from Summit In A Box, and before we kick-off a fun new series next week, we've got a special guest here with us to talk about what it was like to host her first summit and give us some good little insights on Instagram and Facebook ads.

Krista:
To give you some background information on our guest, she's a Facebook ad and marketing consultant with more than 25 years of experience in marketing sales funnels and online education. She makes it her mission to help coaches, consultants, and experts succeed in online marketing and growing their online course business, which I am all about. So without further ado, let's dive in and talk with Destini Copp. Welcome, Destini. I am so excited to have you here today.

Destini Copp:
Oh, thank you so much for having me. I'm very excited to chat with you today and talk about summits with you.

Krista:
Heck, yes. I can't wait to dive into this. Before we get into all the summit goodness, tell us a little bit about you and your business so we have a little context going in.

Destini's Background

Destini Copp:
I'll be happy to. So as you mentioned, I'm a Facebook and Instagram ads consultant and a sales funnel strategist. So basically what I do, and I really focus on in helping online course creators. So I work with them in selling their online course and that's just as simple as I can make it. So anything related to helping them set up their sales funnels to driving traffic into that sales funnel and maybe even looking at that sales funnel, looking at landing pages, sales pages, what's going on with the Facebook and Instagram ads, is everything working there and really digging into them and figuring out what's working, what's not working and where we might need to make some tweaks.

Krista:
I love that. It's so easy... As someone who maybe doesn't have experience with that kind of thing to launch something new and maybe put it on evergreen and if sales aren't coming in, just blame it on the product itself or something like that. And you're there to be like, "Oh no, it's probably not that. Let's look at your funnel." And that is so needed and we can talk a bit about how your summit fit into your funnel as well. But I just love that that's what you're all about because it is something that so many of us need help with.

Destini Copp:
I mean, to your point, most of the time it's not the product or it's not the service. It's how we're talking to the customers or bringing out those benefits of what we're trying to sell. Or a lot of times, quite frankly, we just don't have enough traffic coming into that funnel.

Krista:
Yes, yes. And then can the Facebook ads, right?

Destini Copp:
Yes. That's one of the reasons why I did originally start in this and that particular niche. But as I started working with so many clients and also just working on my own business, I noticed that that was really where one of the main issues was, is driving traffic in there, whether it's through Facebook and Instagram ads, whether it's through affiliates, which I'm sure we'll talk about that today. Or maybe even some free PR strategy. So it's really a combination of a couple of different things to drive traffic into that funnel so you can be successful.

Krista:
Totally. Totally. I love that so much. So let's dive into... Oh, talking about your summit, can you start by giving us an overview of what your summit was all about and who it was for?

About Destini's Summit

Destini Copp:
Sure. So the title of my summit was The Funnel Cure and who I helped in this particular summit or who it was designed for was online course creators. And it was just designed to help them sell their online course. So in the summit, we didn't focus on creating a course. It was really designed for people who already had an online course or who were launching one, of course, soon. And that was the focus of it. So in terms of the speakers for the summit, I had a wide variety of speakers but they were all focused on helping people sell their online course. So we basically touched every aspect of an online course funnel from email marketing, content marketing, PR strategies, webinars, deadlines, Pinterest. You were one of the speakers to talk about how we could use summits to drive that traffic and to sell our online course. So I really covered every piece of the online course funnel.

Krista:
I love the name by the way, Funnel Cure. It's just genius. Do you feel like it paid off for you to get that specific? So that's something I'm always preaching about, get as specific as you can and here you narrowed down for... You could have done all online business owners who might want to make a course someday to people who already have a course and you took that a step further and your topic was selling that course. Are you glad you got that specific? Do you feel like it made the process easier on you?

Destini Copp:
I've been in marketing for 25 years. I'm really kind of telling you what my age is here. But I've been in marketing for a long, long time and one of the things that I have learned over the years is that you have to design products and services for specific people. Because if you are talking to everybody out there, then you're really talking to no one. And I don't know if you know this about me, but I'm also a college marketing professor. So I teach MBA students and sometimes juniors and seniors at the bachelor's level marketing type concepts. In all their papers they come back and I see this with my clients too, they all come back and said, "Well, I'm going to be selling this to all online entrepreneurs."

Destini Copp:
Well, we really have to have a conversation there, because when you are directing your marketing, the voice and when you copy and you're trying to speak to everybody, nobody's going to hear your message. And that's the same thing I think for summits is that you have to be very specific and you have to be talking to a certain niche.

Krista:
Yep. Thank you so much. Thank you so much for saying that in a different way too. And I feel like it does take... Sometimes people need to hear it from a couple of different people and I just love the way you stated that. And when you said if you're talking to everyone, you're talking to no one. It's so true. If we scrolled past a Facebook ad that was for a summit for all online business owners to help us grow our business, we'd be like, "I don't care." We'd probably not even process the fact that we saw it. And yours, which got so much more specific, heck yes, that's going to catch the attention of people who have a course and just need to make more sales. So that all comes together so much. I love that you did that. Yeah, I'm glad to hear that. That was just kind of another case study, that it's worth doing something like that.

Krista:
All right, so on something really cool that I know you did was that you set up this summit to lead into a launch. So I'd love to talk through what your overall strategy was behind that and what that transition looked like. Before we hear about that, can you tell us a little bit about what it was that you did launch after the summit?

Destini's Launch After Her Summit

Destini Copp:
Sure. So it was a three-day summit that I had set up and I had it going from Tuesday, Wednesday, and Thursday of one week. And then the next week I transitioned into launching one of my programs, which is my Facebook and Instagram Ads Course. And really the goal was, they've been in the summit, they've learned all of these things, they've learned all of these strategies, but I really wanted to keep the momentum and really keep everybody moving forward with the launch. And to be honest with you, I really went back and forth on this. At first, I wasn't going to launch immediately. I was going to wait a few weeks. But after talking with my business coach and some of my peers, I'm like, "You know what, I need to keep the momentum going and go ahead and launch my program."

Destini Copp:
So what I did to actually launch my own program is I offered webinars. So I basically had a webinar that went through the topic of my webinar... I'm talking off the top of my head now and I can't even remember what the title of the webinar is. That's really bad. But I went in and offered my webinars and then I had my cart close a week later.

Krista:
Okay, cool. So you said you left like, what was it, maybe four-ish days between the summit and the launch?

Destini Copp:
Yeah, so the summit ended on a Thursday and I had my webinars the next Wednesday, so it was a little bit less than a week. I did do some things to keep people engaged between the time the summit launched and my own webinar started. So we can talk about that too in just a second when we talk about the Facebook and Instagram ads. Yeah, so it was almost a week.

Krista:
Okay. And I like that you didn't wait longer than that. Did you feel like that was a good amount of time or do you wish you would've done it a little sooner when there was still a lot of engagement? Or maybe we should talk through the strategies you used to keep them engaged if you feel like that worked really well.

Destini Copp:
I don't know that there's a right or a wrong way to do this. Sometimes I feel like it may depend on your audience, it may depend on what you're teaching. I think if I was going to do it again, I would still launch the same way I did, giving them about a week and doing my own launch. But I'm not sure that that's right for everybody. So people have to kind of weigh that and maybe test it out. So you had asked me a little bit about the ads. I can walk you through the ad strategy that I had for my entire launch.

Destini Copp:
And one of the things that I did that definitely helped me out and it's something that I recommend for clients too, is before the summit, before I even started running ads for my summit, I did quite a bit, quite frankly, of list building strategies before that. One of the primary reasons for that was to test audiences and also build kind of that warm audience if you would on Facebook with the video views. So when it came time for me to run my ads for my summit, I already had some audiences that were locked and loaded and these were saved audiences, cold audiences, I should say that I knew were going to be primed for this particular offer.

Destini Copp:
So when I ran my webinar ads, not only did I have some warm audience to target, and those were a lot less, quite frankly, in terms of a cost per lead than my cold audiences, but I also has some cold audiences. When I say cold, people who didn't know me. I should probably clarify that. Also, had some cold audiences that I knew were going to respond well to this particular offer. So that's kind of the strategies that I used to drive people to sign up for the summit.

Krista:
I love that. You said that you did some list building before you started promoting the summit. Was that all through ads?

Destini Copp:
Some of it was through ads, some of it was through some affiliate promotions that I was doing with some of my peers. So I had a really, really seasoned Facebook pixel when I went to do my own ads for my launch.

Krista:
Yeah. So then when you were setting up the audiences for your summit, if you were re-targeting your website traffic and stuff like that, you had bigger audiences to start with?

Destini Copp:
Yes, yes. It was almost 28,000 views on my Facebook pixel, so I had a really big audience there to target from a warm audience. So yes.

Krista:
Yeah, I love that. That's really smart. About your cold audiences, you said you had some that you were really confident about. Could you tell us a little bit more about maybe what those audiences were and what made you so sure that they would respond well for people who maybe aren't sure how to do that?

The Facebook Ad Strategy Destini Used

Destini Copp:
So I've been running ads for my business for some time. In the cold audiences that I went after were some of the ones that some people might know from listening here. The people that I knew would be interested in selling an online course, Pat Flynn type audience, Amy Porterfield, and there was a lot more in there. I'm just giving you some highlights. And those were some audiences that I've tested in the past that I knew would be interested in this type of summit.

Krista:
Would you recommend that people go ahead and test some audiences before they kick-off their summit with a freebie or something like that?

Destini Copp:
I highly, highly recommend it because if you don't test beforehand, you're going to be testing when you do your ads for your summit. And if you don't do that testing, it could take some time to do that testing, a week or two, and you don't have that type of time when you're trying to get people to register for a summit.

Krista:
I love that point because yeah, for a summit, you don't want to be running ads for, I don't know, maybe 14 days max. Right? That's tough, if you're trying to do your testing in that time. And for my summit, that's what I did. I did 14 days and my creative was a little bit off at the beginning and I have an ads coach that I was working with who was able to identify that. But still that was two days that I missed out of 14 days, because I wasn't able to test that kind of thing. So I love that you're bringing this up. Test what you can before you go ahead and launch your summit campaign. That's really smart.

Destini Copp:
Yeah. As much as you can test beforehand, so when it comes to doing your ads for your summit, you'll be locked and loaded and ready to go.

Krista:
Totally. Do you have a recommendation or a process you like to use to help people decide what to spend on Facebook ads for their summit? Because that's a question I get all the time and I feel like the range is never-ending.

Destini Copp:
Yeah. So that's a very good question and I think it's a valid question and people need to be asking this question. And this is why testing is so important because if you test beforehand, you're going to have an idea of what your cost per lead is going to be. Okay, so I know that for my business, because I've done tons of testing, I know that my cost per lead for a cold audience, somebody who doesn't know me, it's going to be around $7 or so. Okay? I know for my warm audiences it's going to be somewhere between four and five. So with that information I can back into how much I need to be spending. So I'm going to try to do some math here. I know we're talking virtually over a podcast, but I'll try to do some math here.

Destini Copp:
So let's just say that you want to get 1,000 people from your ads into your summit. Now, depending on what your cost per lead is, let's just say that my cost per lead is very high, because I'm targeting high end entrepreneurs. Your cost per lead, not you specifically, but the people listening, their costs per lead may be a little bit less. So let's just say their cost per lead for sake of argument here is $3 on average. And they want to get 1,000 people into their summit. That means you'll take the $3 cost per lead, times $1,000. That will be $3,000 that they need to spend on their ad campaign. And if you could break that up by how many days.

Krista:
That's so easy when you put it that way.

Destini Copp:
Yeah. So those are the numbers that you need to know and if you're not testing beforehand, you aren't going to know those numbers.

Krista:
That's so easy when you put it that way. That's easy math we can do.

Destini Copp:
Yeah. And that's why testing is so important because if you don't do the testing beforehand to know what your cost per lead is, you're not going to know how much you need to spend to get to the number of people that you want in your summit.

Krista:
Do you have like... I know you could probably go on for forever about this, but do you have a quick three-step method or whatever people can use to do that testing? How do you recommend someone does that?

Method for Testing Your Ads Before Your Summit

Destini Copp:
I would do just a list-building type ad. I do have a workshop, a five-day workshop that people can go through to set up their first list-building ad campaign. It is super, super easy. Honestly, it's really easy to set up your list-building ad campaign. That's where I would start. To start testing things out, testing your audiences, get some ideas of your numbers and your costs per lead so that when it comes time to filling up your summit, you know exactly what you're going to need to do.

Krista:
Heck, yes. Okay, I'm going to link to that in the show notes for you guys because she's making it easy for us here. This just made Facebook ads for your summit just seem so much easier, so thank you so much for that. Okay, so let's say you have your ads running to the audiences that you had planned out and you'd tested, you know what your cost per lead should be. What do you look at then when your ads are running, you go into ads manager to decide, yes, this is working, no, it's not?

Destini Copp:
So a couple of things that you'll need to look at, and we don't have one of the reports in front of us, but you need to know how your landing page is converting. So the people that are actually coming from your Facebook ad and clicking on your summit registration page, how many of those are actually signing up for your summit? And this would apply for webinars too, same concept here. So they go from your Facebook ad, they click on the summit registration page. What is that percentage? Now at a minimum, I like to see 30%. I know some people out there say 20% is fine. I really like to see 30%. Mine was converting at around 47% and I can generally get my clients up to that range also. And just keep in mind the higher the percentage of the conversion on that landing page, the lower the cost per lead you're going to have.

Destini Copp:
So that's one of the things that I look at. The other things that I look at are just the click through rate. So people that are actually seeing the ad or is it resonating with them? If it's not, it could be something wrong with the image, just is it catching their eye? So there's a lot of different things that you can look at in your Facebook ads and figure out, do I need to tweak these or are they working just fine?

Krista:
Yeah, I love that. It's easy, I guess for maybe someone who's not super familiar with ads to go in, maybe see that cost per lead is way higher than they want it to be and just be like, "Oh, this isn't working. I'm going to turn it off." But really there's so much you can see by doing what you've said and looking at your landing page conversion rate. Is that the problem? Looking at your CTR or your click through rate and seeing if that's... I usually like to see 1%. Does that sound right to you?

Destini Copp:
Yeah. So one to 2% is generally what I would look for there.

Krista:
Yeah. And there's little different things you can look at with your numbers to know what is the actual problem. It's not just that it's not working completely, but there's something you can tweak to make it better. So thank you for pointing that out. Do you also run your ads to Instagram as well or do you just target them on Facebook?

Ads on Instagram

Destini Copp:
So I generally do both and for the majority of the people out there, that's probably going to work for them also. What I like to do is, and I don't do this all the time, but sometimes I'll set up what we call dynamic creative type ads and then run it to any of the spots. And kind of like Facebook, figure out what's working, what's not working. For the majority of the ads that I run and for the majority of the clients that I work with, Facebook's doing a really good job figuring out what audiences are responding, what creative they're responding to, where you might need to... And just making some of those tweaks for you. Whether it's, is it working better on Facebook or is it working better on Instagram? I would generally recommend doing both.

Krista:
Yeah, I totally agree. I've been really impressed with their dynamic creative and the campaign budget optimization. They do a very good job at finding who responds well and where they respond best. It's really cool.

Destini Copp:
I agree with you and I highly, highly recommend it. I think that those, especially now after they've had some time to figure out and work out some of the kinks, they're working pretty well for everybody.

Krista:
Yep. For sure. Okay, cool. So we talked over your ad strategy for getting people signed up for the summit. Can you talk us through the engagement, how you kept that engagement up between the summit and your webinars?

How she kept engagement between her summit and her launch

Destini Copp:
Yeah, so one of the things, and this will be very good for the folks listening here. One of the things that I did that I really liked and I think it worked very well, was just putting out what I call a reminder ad. And this was just two to three days before the summit and this was sent out to everybody who had registered, basically saying, "Hey, your seat is saved. Just want to let you know that The Funnel Cure Summit is right around the corner and if you want to go ahead and start planning your schedule..." I had a link in there to the schedule of the summit, so if they wanted to go ahead and look at the schedule and figure out which sessions that they wanted to attend, they can go ahead and put those on the calendar.

Destini Copp:
But what I also liked about this, it was a carousel ad, so I had pictures of, not every single one of the speakers because that would have been overkill, but a picture of a lot of the speakers in a little overlay of what they were going to be speaking about where people could flip through. And every one of the little carousel pictures took them to the schedule.

Krista:
That's really cool. I like that. Oh, interesting. How did you decide how much you wanted to spend on that since I'm guessing it didn't give you a direct monetary return?

Destini Copp:
No, it doesn't give you any return. I think I just did like $10 a day. It wasn't much. I think it totaled maybe three days, $10 a day for 30 bucks.

Krista:
Yeah. I like that. Nice and easy way to make sure people don't forget about the summit coming up. Cool. Did you do something similar before your webinar then?

Destini Copp:
A couple of things, and I kind of ran out of time to be honest with you, and I had some other things that were going on personally in my life at this time. But my goal was is to also run ads for my webinar even for people who maybe didn't attend the summit and that is something that I didn't do. But if I was going to do this again, I would do that just to get more people in there because anybody could have benefited from that webinar. It wasn't just for the people, if that makes sense, that went to the summit. So that was one of the things I was going to do that I didn't get to do.

Destini Copp:
The other thing that I had lined up that fell through the cracks with everything else going on was just some, what I call engagement type ads. And it's really just to keep people interested, to keep them engaged with the summit material and it was just video type ads. And this is something I generally recommend. I would recommend for folks, any clients that I work with on this, do them over the weekend, do them up until your webinar. Just talk about stuff that you covered in the summit just to keep them engaged and continually remind them, "I have this webinar coming up. Make sure you register for it. Make sure you attend it." That sort of thing.

Krista:
Cool. I like that. Again, nice and simple, but your goal here is to just make sure they stay interested and stay excited and that is a nice and easy way to do it. I love that.

Destini Copp:
And I like doing videos for those, Krista, because you can really get cheap video views. You could just spend $10 a day on those and you'll be perfectly fine. It's not expensive, like some of the conversion ads are to get people to sign up for a webinar or to sign up for your summit. They're really just cheap engagement type ads that you're doing.

Krista:
Yeah, I love that. Cool. Thank you so much for letting me pick your brain about all of this stuff. It's been really cool to hear the process from a marketing and Facebook ad expert's standpoint. It's been really, really cool. Changing gears a little bit, if you do another summit, what do you think you'd do differently next time?

Destini Copp:
This was the first summit I had ever done. I've done webinars, lots of webinars, I've done challenges in the past, but this was the first summit that I had ever done. And one of the things that I didn't do that I would make sure that I did next time was to implement a speaker agreement. And I just want to say that I had a ton of awesome speakers. I mean just really had a really good group of speakers, but not everybody promoted and they didn't tell me up front that they wouldn't be doing that. Now some of the... I had a couple of larger type businesses in there and I knew that they weren't going to be promoting some of the software type companies. But in terms of the other speakers, I didn't get as much promotion as what I would have liked to have. So a lot of the people that came to the summit, they found out about it through my Facebook ads more so than the speakers, if that makes sense.

Krista:
Yeah, for sure. That's always disappointing when you feel you can count on the people that you reached out to and then they just disappear. That does stink in a speaker agreement. Actually, I just ran a summit as a recording this last week and it was the first year I did a speaker agreement. And I was worried about the reception it was going to get. Like, am I going to sign this agreement and someone's going to be like, "Nevermind, I'm not interested." But if you do it right, they don't have a problem with it. I positioned it as, "I want to make sure that we both understand who has rights to your material and so you feel comfortable providing it to me." And they didn't care what else was in it because I wasn't saying like, "Sign this contract that says you have to promote this many times."

Krista:
So yeah, if anyone else listening is hesitant to do it like I was, just know that it doesn't have to be a scary thing and I do think it's worth it. It just makes it feel more official to them and I feel like it would weed out people who might feel a little more wishy-washy about participating and help you get those more dedicated speakers. But yeah, thank you for sharing that.

Destini Copp:
Yeah, and I do feel like it's a mistake that I made that I would encourage people to not make this mistake in theirs.

Krista:
What would be your biggest piece of advice, maybe besides the contract for someone looking to run their first summit? What's the biggest takeaway you'd want them to get?

Your biggest takeaway

Destini Copp:
Yeah, so for me personally, like I mentioned, this was the first summit that I had done. I'm extremely experienced in launches. I've done many, many different launches. I've helped a ton of clients with their launches, but this was the first summit I'd ever done. And I would encourage folks to make sure that they have access to a system. Some type of system out there, whether it's your system or some other type of system that they're following. I'm not saying that I was perfect in this by any means, but I think I would have made a ton of more mistakes had I not had your step by step, by step, by step process in your Summit In A Box to kind of walk me through exactly what I needed to do.

Destini Copp:
The other thing that helped me out tremendously, because I'm extremely busy in my business. I've already booked around $90,000 worth of payments this year, contracts that I'm trying to work through. So I'm so busy in my business, I didn't have time to pull all these pieces together. And having those templates and all those swipe files and everything that you had, it was a lifesaver for me. I really don't think I could have done it.

Krista:
Ah, see this is me trying not to tear up. That's so fun to hear. Thank you so much.

Destini Copp:
I know I haven't told you that yet, but this is probably the first time you're hearing that from me. But yeah, it was such a lifesaver.

Krista:
Well, that is so good to hear. That's why I do this. So thank you for sharing that with me. But also, I do want to encourage everybody, whether it's my system and my templates or not, get something. Don't make this up, because I feel like just even what we've talked about today is a tiny part of it, but there's so much to think about. There's no reason for someone to reinvent the wheel and start everything from scratch when they don't have to. So I'm really glad that my resources were able to help you manage a great summit in a business that is very busy. So thank you so much for sharing that. Where can everybody go to learn more about you and what you offer?

Destini Copp:
Oh, thank you. So my website is probably the best place to go. It is destinicopp.com. And I'm sure you'll have that link in there so everybody knows how to spell it. The other thing that I do want to point out, and it is on the main page of my website, is the five-day workshop that I have. So it's a really easy free workshop that you can go through to set up your first list-building ad campaign. So if you want to go out and test some of this, your audiences or really get an understanding of your numbers and your cost per lead, that will walk you through everything you need to do to set that up.

Krista:
That sounds awesome. I really encourage you guys to go get in on that workshop and thank you so much for being here, Destini.

Destini Copp:
Thank you. Thanks so much for having me.

Krista:
Thank you so much for tuning into this episode. Be sure to get in on that workshop from Destini. It's going to be so worth your time to figure out those audiences, figure out your cost per lead before you start running ads to your summit.

Krista:
In the next episode, we're kicking off a new series all about getting your speakers to participate and cooperate throughout the process, so be sure to tune in for that. Now go out and take action to plan, strategize, and launch your profitable online summit.

 

About Destini

Dr. Destini Copp is a Facebook ad and marketing consultant with more than 25 years of experience in marketing, sales funnels, and online education. A multi-passionate entrepreneur, she makes it her mission to help coaches, consultants and experts succeed in online marketing and growing their online course business.

Website | LinkedIn | Free Facebook and Instagram Ads Mini-Workshop Series

 

 

 

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