The Genius Facebook Sponsored Message Strategy That Generated 5x ROI

If you’re yet to try a Facebook Sponsored Message, which allow you to bypass the 24 hour rule, then here’s a powerful strategy I’ve used that generated 5x ROI.

Many of you may have heard about “botgeddon” or the Facebook Messenger rules change, which limits your contact with your subscribers to just the first 24 hours after they’ve interacted with your chatbot.

(You can read more about these changes in my post here.)

Here, I’ll unpack the exact Facebook Sponsored Message strategy I used just for you. Stick around to the end, where I’ll give you some links to resources to help you improve your conversational copywriting to make bank, too!

 

The Purpose Of My Facebook Sponsored Message

I wanted to use my sponsored message to tell my subscribers about my LinkedIn Strategy blog post, How This Magic LinkedIn Message Strategy Landed 100+ Email Addresses of High-Ticket Prospects (Without Making Me Feel Like a Salesy Slimeball…).

This blog post is super long, and hosted on a landing page, and I have a Facebook pixel installed, as I have an upsell at the bottom of the article.

In ManyChat’s Ads feature, I set the lifetime budget at $100, and bid control at $400. It’s probably not high enough to deliver to the entire audience of 490 subscribers, but Facebook has no recommendations for any of these parameters, so we all play a game of trial and error as people have set their bid controls to $10,000 and still it only delivers to half of their list.

I had created a Custom Audience in Facebook Ads Manager of all my current subscribers. You need to deliver to a Custom Audience because delivering to your existing audience will also send it to those who have unsubscribed (by default).

Facebook Sponsored Message Copy

In the first message, we have character limits, so the button will open up to a flow to deliver more information.

So the first message has to do a few things:

1. Create enough interest for people to open it and click through

2. Clearly tell my subscribers what they’ll be getting once they do click through

As my background is as a journalist, I learned the importance of headlines and conveying as much information in a few words as possible, so I put this in practice with sponsored messages.

Here’s what I wrote:

 

 

So you can see it fits in with my overall tone of voice, it ties into the blog post, and captures attention to make people want to click through.

I’ve also used emojis to add some humour and be friendly. Remember, your message is being sent to someone’s phone, so it’s immediate. It will interrupt their day with a notification, so you want them to click through, but you also want them to understand it will be worthwhile if they do.

When creating your copy, remember to think of what message will get their attention but compel them to open. Think about what you’re offering them in the message, and what benefits they’ll receive if they click on your button.

Speaking of buttons, don’t neglect them! They also provide a valuable way for you to communicate to your subscribers. In this one, I’ve put “No More Slimeballs” which fits in with my blog post copy, but it’s also a fun button for people to click through, as opposed to “Learn More” or “Read Blog”.

The ad appeared to only deliver for 48 hours then stopped.

Here are the stats:

BUT… Here’s the REAL results that you want to see.

From my ad spend of just $6.90 on this message, I received 5 sales of my $7 product, which equals $35 on autopilot.

So here’s my favourite equation:

$6.90 on ads, 5 sales @ $7 each = $35 on autopilot.