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How To Reduce Facebook Ads Costs By 15% Overnight With Mary Van Doorn | FSS06

Welcome to the Facebook Sales Secrets podcast with me, your host, Steven MacDonald, CEO of LeadKlozer. This podcast is dedicated to helping individuals or businesses achieve greater success through the power of Facebook. Listen in as we discuss everything about Facebook marketing, from ad campaigns to lead generation.

In today’s episode, I interviewed Mary Van Doorn, owner of Sugar Mama Strong, a health and fitness support system for the diabetic community. Mary created all her success through her unique strategies and amazing personality. With a little help from LeadKlozer, she has not only doubled her audience but also lowered her ad costs by 15%. This is an incredibly value-filled episode that shares secrets on How to Reduce Facebook Ads Costs By 15% Overnight.

Show Notes:

 

[1:35] How Mary started Sugar Mama Strong.

 

[3:53] Her 3-step Facebook marketing strategy.

 

[11:46] The evolution of her Facebook audience and the creation of her “Super Fans.”

 

[18:45] Her follow-up strategy.

 

[24:18] Her number one tip to those who want to replicate her success.

 

Transcript:

Intro

What you’re going to be able to learn today is amazing. It’s a three-part strategy for reducing ad cost, warming up audiences extremely quickly, and a whole new twist on your offer.

 

As a small reminder to my incredible audience, please leave me a review and hit that subscribe button. Your support helps this podcast get into more ears. Thanks in advance.

 

You’re listening to the Facebook Sales Secrets podcast hosted by Steve MacDonald from LeadKlozer, where we interview digital agency owners on their insider secrets to the successes they create for their clients through the Facebook marketing ecosystem. Tune in for the cutting edge tips, tricks, nuances, and tools that will take your Facebook campaigns to the next level. Now, here’s your host, Steve MacDonald.

 

Steven

Welcome, everyone. I’m Steve McDonald, CEO and founder of LeadKlozer and welcome to the Facebook Sales Secrets podcast. We have a very special guest today, a first time entrepreneur that has created, basically, all of her success, and tremendous success with her Facebook ad campaigns for her business. This is Mary Van Doorn, her business is Sugar Mama Strong, and she is an online, online health and fitness support system for the diabetic community. And Mary, just before we kind of get into your story and what you’ve been doing with your Facebook ads, maybe just tell us a little bit about your background, the business, and how you got started.

 

Mary

So it all started, I don’t know, maybe five years ago, I started a support group for women, like me, with diabetes. And over the years, I saw the challenges that our members faced with fitness, with nutrition, with complications. And outside of the group, I was teaching fitness classes at a local gym, I was a personal trainer. And as the group grew and my relationships grew with the members, I realized there was a disconnect between traditional fitness and the community that I wanted to serve. And so I decided to launch my own program to fill that gap.

 

Steven

Fantastic. So basically, you kind of saw the opportunity, locally, where you were. And that support group, you saw the opportunity to take it online, right? And, so today, by the way, Mary is, I said a nationally-recognized influencer in the diabetic community, you’ve done work with the American Diabetes Association, Diabetes Today magazine, you’ve been in Parents magazine, you’ve been featured on the Facebook blog itself a number of times. So all of that recognition has come from what you’ve done with your business. And people have found you based on the marketing and the word of mouth marketing you’ve done. But it’s all been fueled through your Facebook ad strategy. Would you agree with that?

 

Mary

100%.

 

Steven

Well, fantastic. Because that’s what we want to get in and talk about today. Mary’s got a very specific way that she goes about marketing on Facebook. And well, there’s three different ways and we’re going to talk about each, we’re going to talk about how you message, how you create that message, how you work with the audience, because who you’re saying that message to is so important. And you’ve got some pretty unique ways that you do that, and then also the offer. And the offer has a number of different components to it, but let’s start right at the beginning. And you talk about, in your Facebook advertising, speaking like an insider. What does that mean?

 

Mary

To me, it means setting myself apart from every other fitness program or trainer out there. So when I’m talking to my audience, they say, “Oh, that is the person that I want to work with because she gets me.” And so when I compose my ad campaign, or my ad texts, or my copy, whatever you want to call it, I make sure that they know right from the beginning, that I’m living it with them, and that I understand what it means to be living with diabetes, what it means to take control, and I use the buzzwords of our community, so that they know that I’m in their circle.

 

Steven

And that is really important. Because when you advertise, obviously, is any of us in our businesses, that we advertise to a large market, we’re advertising to a cold market, we’re advertising at the beginning to people before they warm up, that don’t know us. And your ads from the very beginning, have literally created trust and credibility, right from the beginning because speaking like an insider is exactly what you do. And you you put people at ease ,you use insider language, like your AC1s, and different things that only diabetic women would understand and know. And so they know that you get it, that your one of them, and I think that’s really, really important. And any of our businesses that, when we advertise, we want to make sure that people understand, we get, we get them, and that we’re one of them. So you also made a shift, I don’t know a year or two ago, and kind of defining the problem that you were solving for them. Tell us a little bit about that evolution in the message.

 

Mary

So I use to talk about diabetes in general, and how it was hard, you know, people don’t understand, we’re riding the roller coaster with our numbers, they are always up and down, we have to take all these medications, or side effects. And I used to focus on the disease itself. And the shift that I made was not to talk about the general disease, but the difficulty in doing something about it. And so I had to, instead of the realizations of living with diabetes, it was the realization of dealing with diabetes. And so that was the biggest shift because I went from, you know, people who just wanted to talk about diabetes and how hard it was, to people who wanted to do something about it. And so that was paramount for the growth of my business over the last year or two.

 

Steven

They already had the mindset of like, yes, sucks having diabetes, but I’m ready. I want to do something about it, versus a lot of people just wanted to talk and lament.

 

Mary

Right.

 

Steven

Huge. Huge, right? Because we talk about solving the problem, you shifted to actually solving the problem is taking action.

 

Mary

Right.

 

Steven

All right. There’s a third part to your message, and this is all within your existing ads, right?

 

Mary

Yeah.

 

Steven

You talk about your journey, and you talk about yourself as an expert. Tell us a little bit about that.

 

Mary

So it’s important that, not only do they know that I’m an insider, and that I get it, but also that I’ve come to the other side of things. And so I share about my success. Look what I’ve done, look at the education that I have. So not only am I living it with you, but I can also help you do what I did. And so it’s important for that audience to have that hope, like they see, well, she did it, that means I can do it, too. And so I think it’s critical that we share with our audience what can happen when they trust, when they believe, when they have that hope, you know, they can come out the other side, too.

 

Steven

And that all ties into like speaking like an insider. They see you, they see you’ve taken action, they see that you’ve made a transformation, and they see that you have the action steps that can help them. There’s a pretty complete story there. And when you were first starting out, you weren’t a nationally-recognized influencer, right? But you were somebody that had just, had done this, and you’re an instructor. And so there is, there is a way to create legitimacy, and an expert, and just build upon that over the years, and that’s what you’ve done.

 

Mary

Right.

 

Steven

So it seems like a lot, what you’ve done is you just packaged it all into a story, really, your ads are a story. And they talk about the reality of, you know, being a diabetic woman and going through that journey. So I’m going to skip to the part about the offer, okay? So obviously, you have a very specific offer, you have a free trial that people can come in, and they can try out your service. And you’ve got online programs, you’ve got live programs, and workouts that are designed specifically for diabetic women. But you don’t talk about that as your real offer,b ecause if your ads just said, click here, sign up for the free trial. Your opinion is, what, how many people would sign up?

 

Mary

Zero.

 

Steven

Okay. So you talk about your offer is what?

 

Mary

“Message me,” all of my offers, say something like, “message me to get started” or “message me to learn more.” And I think that is, it’s like a teaser, like, let’s talk and then we go back and forth. We share stories. “Oh, I’m on that medicine too.” “Oh, that I love sweets too,” you know, things like that, because I ask them, you know, what’s the most challenging part for you? Because we’re all, we all have similar experiences. And so that kind of gets the ball rolling in terms of meaningful conversation instead of small talk.

 

Steven

And that, you know, in the, in the industry, we talk about warm, or cold, warm, and hot audiences, and moving them through the funnel. So, you prove up front, to a cold audience, you’re one of them, right? You know what the problem is, that you’re somebody that’s an expert, but then they get to have a conversation with you, and you’re not on the phone, you’re, you’re you’re going back and forth on Facebook Messenger, right? So you can do it very efficiently. And you’ve got scripts and different things that you use. So you can manage those conversations really, really easily. But what happens is that you actually warm that audience up in that conversation where they’re ready to take the next step. Instead of seeing your ad, take the next step, right? The middle ground there is warming them up. And that’s the conversation.

 

Mary

Right.

 

Steven

And that, so that right there, I mean, I went to a conference from Digital Marketer that 6000 people at it, and they said the number, the conversation is the lead, right? And you’ve really taken that to heart. So that leads me to the third area of your Facebook ads strategy. And obviously, all of this, the message, the offer, to the conversations, everything has to go to the right people.

 

Mary

Right.

 

Steven

And so for years, you’ve used, what are, really good tools inside of Facebook, their audience creation process, and you picked interest categories for American Diabetes Association, things like that. And you built your whole business that way. You have recently shifted your audience and you’re now addressing your super fans.

 

Mary

Right.

 

Steven

Tell me a little bit about that, what you’ve done, and you did an A-B test, and you tested this, just tell us a little bit about this audience evolution of yours.

 

Mary

So I used to use the same audience for every ad. I just, you know, I knew it worked. And so that’s the one I would choose. And then with the tools that I have with, can I, is it okay to talk about LeadKlozer?

 

Steven

Absolutely.

 

Mary

Yeah okay. So I used to pick the same audience every time, and now that I have LeadKlozer as a tool, I can see in rank order, who is engaging with my page, with my business every day. And so I was able to create this audience of super-engaged leads. So my super fans, so to speak. And I use that audience to create a second audience of what Facebook calls a look-alike audience. So I’ve been testing these out, and it’s blowing my mind because my normal audience was only I think, 710,000 people, according to Facebook, and the look-alike audience is over 2 million. And so I’ve gone from this small audience to this huge audience, and the return has been amazing. You know, we’ve dropped ad cost by 15% per message. And it’s all new people that haven’t seen my stuff before. And I just think that is priceless.

 

Steven

So in your ad campaign on Facebook, you have a messenger objective, right? So the objective that Facebook is optimizing the campaigns for is, new messenger conversations started. And moving from the traditional interest based audience to this super fan audience, you’ve lowered ad costs. So your cost per message conversation started is down to 15%.

 

Mary

Right.

 

Steven

This isn’t an error, right? We’re, we all complain about increasing Facebook ad costs, and overnight, you brought it down 15%.

 

Right.

 

You more than tripled the size of your audience. So you can now scale at a much greater capacity. And all of this came because to be clear on this, what a super fan is the the idea of super fans inside of LeadKlozer is the same thing that we’ve all heard in marketing 101 language all the time, the more engaged a lead is the higher quality that lead is. So what LeadKlozer does is it ranks in priority order based on total engagements. And you know, engagements, like comments, and messages are more important than reactions, but we rank all of your fans, and we took the top 2000 of your fans and create a custom audience and then a look-alike audience out of that. So it makes good sense, right? Facebook now has a look-alike audience of people that look a lot like the ones that are engaging with you the most, because those are the people that are raising their hand. Not only do they see your messages, but they’re engaging with those messages. So those magic messages have resonated with them. So those are the people that are now the super fans. So between the way you structure your message, the way that your offer really isn’t, “Come join my business,” it’s “Let’s start a conversation,” right? And that’s a lot less scary. And then the cost of those conversations have just plummeted as you’re able to scale them at the same time. So tell me, that’s pretty exciting, this whole superfan strategy has happened over the last couple of weeks.

 

Mary

Right.

 

Steven

What does that mean for your business?

 

Mary

In terms of results, as of right now, you know, in the month of April, I’ve doubled the amount of new membership that I would have at this time in previous months, which is very exciting for me. And I think also, my goal is to help as many women as possible, on a personal, you know, business goal with my passion and my vision of what Sugar Mama Strong can be. And so this look-alike audience has given me millions of people to reach when, you know, I didn’t think that was possible the way that I was doing it before, so.

 

Steven

So you have a mission? Because you talk to 1000s and 1000s of these diabetic women, and you know, how they struggle, and you know, that they don’t, they don’t have a solution, right?

 

Mary

Right.

 

Steven

And, and you and I’ve had conversations before, where these women, actually they, they fear for their lives, right?

 

Mary

Yeah.

 

Steven

And so your mission is not only to, to change their lives, save their lives. And so that’s fantastic. And that’s why I think you’ve gotten somewhat involved with these national organizations in different things. How many more, when you, when a traditional business thinks about scaling their business, right? They think about revenue and profits. And what you’re saying is, I want to scale because there’s millions of women out there that need this help. And do you see a path for scaling your, your help, and therefore your business that you just didn’t have before?

 

Mary

There was no way for me, before, to keep up with everything. So I would get these engagements, and these messages, and ads, and likes, and reactions, and all of these things, and I don’t have a staff, this is just me. And so before, you know, we’ve talked where, you know, I was with my notebook and my paper and pencil, and trying to keep up with 1000s of people, it’s just not efficient, it’s not scalable. I can’t write down 5000 names in my notebook. And, you know, LeadKlozer has provided me an incredible tool where I can work smarter, not harder. I’m not wasting all this time trying to figure out who I should be talking to, or how I should proceed, you know, where they are in my system. It’s all there for me. And it’s been, completely, a game changer in my business.

 

Steven

Well, you actually have two different follow-up strategies. So you have a follow-up strategy with your existing customers.

 

Mary

Right.

 

Steven

And existing customers are the best way to increase revenue because of cross-sell-upsell opportunities, that’s true for every business across every, every industry. But you also have a follow-up strategy because of all of these conversations that you’re having. Not every single one of them turns into a woman coming in doing a trial on your business.

 

Mary

Right.

 

Steven

So that was what you do with customers to follow-up. Tell us what you do with these leads to follow-up, and how LeadKlozer helps reduce the time that helps you stay organized in that whole follow-up process.

 

Mary

So from the beginning, with my private group, I started assigning a day of the week to each customer so that way, I was not going, “Oh my gosh, how am I going to message 100 plus women?” I had to have some sort of system. And so every woman, when they join, they get a day of the week tag in LeadKlozer. And so on Monday, I pull up all the Mondays, message them, Tuesday, message all the Tuesdays. And that really helps to number one, keep my promise, which was I’m going to be there. And so nobody falls through the cracks because I have this system of follow ups whether you know that way. I’m not liket keeps me on track with that. And in terms of the women who aren’t joining yet, yet. I make over reminder in LeadKlozer for the last day of the month, you know? I do respond or follow up “Oh, did I message this person?” Then I have to look at everybody’s message. I have a system tha three times before I abandon ship. And then I set a schedule in LeadKlozer for the last day of the month to invite them to a webinar that I’m doing the following week. So I’m, I started doing a webinar the first Wednesday of every month, so that way, the last day of the month before I invite them personally to and, you know, register for the webinar.

 

Steven

And that’s all organized. So you don’t have to think about it, you just get the reminders. And then you have scripts inside of LeadKlozer that you use.

 

Mary

Copy, Paste. Yep.

 

Steven

So I think you messaged me last week, and you were just sent over sixty messages in a half an hour.

 

Mary

I think it was 100 and something, 160. Or I don’t know, something crazy,

 

Steven

It took like a half an hour to do. So the idea when you’re organized is follow-up is where everything is, right? 70 plus percent of leads never get followed up. And what you’ve done is you’ve created a system now where you’re saying, “Okay, no, here’s, here’s my follow up strategy. And here’s all my scripts. And now I don’t have to worry about it, I don’t have to think about it, because LeadKlozer reminds me, and then it’s not hard to do.” So this isn’t a major new task or something you have to like all of a sudden, like burden on your business is like, this is what I should be doing. And with notebook, and pen, and paper, you could just never do it.

 

Mary

Never.

 

Steven

Okay. I have one last question.

 

Mary

Okay.

 

Steven

Because I love the idea. You’ve got the messaging campaign going, right? For the people who don’t buy, you’ve got a follow-up strategy. You’ve also got a webinar that you invite them to, when you did the webinar, you also just did an ad, that promoted the webinar.

 

Mary

Right.

 

Steven

On that ad, which I only think ran like three days or something, right? You had over 1700 reactions on that end. Now, the industry doesn’t look at reactions as very important, other than social proof. But here’s if I can articulate right what you did, you created a custom audience out of just those people that reacted to your ad.

 

Mary

Right.

 

Steven

And these were new people. And you knew they were new people, because inside of LeadKlozer when you ran their profile, it was, there’s a little blue dot that signifies it’s the first time. And so you know, this is all new people that liked your ad, about your webinar about conquering diabetes. Now, inside of Facebook, you can’t create a custom audience around an ad, right? It has to be total posts and total ads. So now something very specific, you created custom audience around. And now you can remarket to those, that new audience and warm them up.

 

Mary

Right.

 

Steven

So it’s kind of like you’ve got an opportunity here to kind of keep the follow up, and the remarketing strategies, and scaling your business going, and going, and going. Now your service and, I have to tell everybody, Mary, you’ve probably understood on this call, it’s just very genuine, and just really, really wants to help. And I think the success that you’ve created, bar none couldn’t happen if you weren’t the product, right? And you weren’t somebody that somebody really wanted to believe in, to help believe in themselves to make a change in their lives. So that underscores all of the success. But you’ve done a phenomenal job with your Facebook ad campaign, and then using custom audiences, and look-alike audiences, and offers on conversations to extend and warm people up and retarget and remarket them. I’m hoping that everybody here that’s listening has had a phenomenal opportunity to really take a lot of good notes and understand that there, there’s opportunities on the table that they’re leaving. If they’re just running the traditional ad campaigns on Facebook. What would you suggest to them? What would be your number one tip for somebody that wanted to try to recreate the kind of success that you have, and have now with your Facebook ad campaigns?

 

Mary

My first piece of advice would be, to get out of your own way. I think you and I have talked a lot about my holding back, just out of, the unknown is scary. I would say just go for it. If you really believe in what you’re doing, that’s going to come through in your marketing, and people are gonna want to be part of it. I think for me, it was setting myself apart like I mentioned earlier, you know, what makes me special. There’s millions of gyms, millions of trainers, millions of weight loss programs, why me? And so that has to be part of the message.

 

Steven

Fantastic. Well, it’s Sugar Mama Strong.com.

 

Mary

Yes.

 

Steven

You want to see what Mary’s doing. And, Mary, thank you so much for being on the Facebook Sales Secrets podcast. Your story is inspiring to all of us. Thank you.

 

Mary

Thanks for having me.

 

Outro

What an amazing story that Mary Van Doorn has in her Sugar Mama Strong business. It’s an inspiration. And what she’s done is she’s thought through a whole new way of how to warm up a cold audience; from what she’s messaging in the ads themselves to her offer, and she’s not asking people to buy right away, she’s asking them to get into a conversation. And then on top of that, she’s using LeadKlozer, and creating custom audiences from her superfans and reduce her ad costs by 15%. So if you take that 15% and just apply it right back into the ad campaign, she’s getting more leads and getting more sales. So it’s an inspiration. It’s a blueprint that we can all follow. And hopefully, this has been another great Facebook Sales Secrets podcast. I hope you enjoyed it. And I hope to see you again soon.

 

As a small reminder to my incredible audience, please leave me a review and hit that subscribe button. Your support helps this podcast get into more ears. Thanks in advance.

 

Thanks for tuning in to the Facebook Sales Secrets podcast where we have the industry’s brightest Facebook heroes bring you their latest ideas that you can use to skyrocket your Facebook marketing success. Please remember to subscribe and share this podcast with your friends. For more tips, please visit us LeadKlozer.com/podcast that’s Lead Closer with a K. See you next week.

 

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