Laura Munkholm:
Alright. Hello. Hello, everyone. I am so happy to see you all. Uh, we've got about a minute before we'll get going, but thank you for being early. Grab your tea, grab your coffee, close as many tabs as you can on your computers right now because I know it is easy to get distracted. Um, but thank you so much for joining us. We'll get going in just a second.

Tim Tullis:
Alright.

Laura Munkholm:
Um, for those of you who are new to SQL, you won't or our webinar platform, you will not see yourself on screen. So don't be alarmed if you're not seeing yourself. It's not like Zoom. It's a little different. So, um, I can see that you're here. You've got a list of all the folks that are here in the room with us on your right side. And at the very top, there is a chat feature. So if you wouldn't mind, please pop into the chat now and just introduce yourselves, um, where you're coming from and what kind of studio business you have. And then we can all get to know each other a little better. Awesome. Hello. Hello. Oh my gosh. What a great group of people we have here. We even have some of our other, um, industry consultants here. Yeah. Oh, that's awesome. Um, okay. Thank you for those of you popping in. Welcome, Ashley, Taylor. Hi. Nicole, great to see you. Okay. So we've got all kinds of studios in the house today, which is fantastic. This is gonna be good to have some questions from different types of businesses. Um, alright. Let's formally kick this off. Welcome, everyone. This is our Walla webinar series. Today is all about Meta and how we can work with Meta as a business using Walla. And, um, we've brought in one of our in house experts, Tim Tullis, who is with StudioScale. He and his sister, Jen, if you haven't connected with them yet, are just a wealth of information when it comes to marketing, driving leads, and really nurturing those folks to build a long term member community at your studio. Um, Tim and Jen actually own excuse me. Tim and Jen actually own a four location, uh, aerial yoga business, uh, Tacoma, Seattle area. Is that

Tim Tullis:
Yep. Yep. Seattle.

Laura Munkholm:
Seattle? Okay. And have recently moved over to Wallace. So he's actually using our platform. He can speak really, um, knowledgeably about the day to day details. And Tim has also been one of our expert marketers that we've partnered with to help build, uh, marketing automations for all of you guys. So some of you may already know him. Um, Tim, I'll turn it over to you to just share a little bit more about yourself, and we can start diving into the content.

Tim Tullis:
Great. Awesome. Well, thank you so much for the introduction, Laura. And, yeah, it's super cool seeing all the people in here. I see a bunch of people that I've worked with, help you all onboard on to Wallace. So I'm super excited to really show you all how we are going to be building ads together today and really, uh, helping out bringing new leads, uh, to your business. And I think before, uh, I start, I just wanna briefly introduce myself. Like Laura said, my name is Tim Tallis. I'm out here in Seattle, Washington. My sister and I, uh, run Flight Room Seattle for aerial yoga studios, and then we also do, uh, this consulting business as well for studios across the country. And the real reason that we've done the consulting business is we noticed that there's a huge need and a gap for studios of, like, hey. How do we really expand our business? How do we bring in new leads? How do we decrease churn? How do we expand all of our revenue generating programs? So it was really taking all of my corporate experience prior to this. I worked about eighteen years in the digital marketing and advertising world. I worked for companies such as, like, Nordstrom, Microsoft, T Mobile, uh, Rover. So, uh, I have this vast experience of working with, uh, these platforms, understanding the targeting, understanding kind of the overall sales process, and how we can really, uh, increase your revenue. Because I think, like, one of the main things I'm sure a reason a ton of people are here is, as studio owners like myself, like, what we're really looking for is, like, how can we create consistent month over month revenue? How do we keep a constant sales channel and sales funnel leading in so we're consistently bringing in new leads? Because no matter how amazing, no matter how incredible our business is, there will be churn. People will move. People will age out of things. Um, different life events may happen for for different people. And so that's why it's always important that we're setting up these sales channels to make sure that we're able to sustain a really healthy and profitable business that we can have this great month over month revenue that we're not, you know, hopefully dealing with the issue that a lot of us have, uh, the challenge of, like, oh, one month. I feel amazing. We're gonna be the richest people ever. And the next month, you're like, oh my god. We're we're going out of business. So it it it's trying to also, like, really reduce the peaks and valleys of running a business to make sure, like, hey. How can we really create this sustainable long term model, uh, for our company using our wonderful tools like Wuala and using these great, uh, advertising tools that Meta, uh, provides. So with that, like, brief introduction there, what what I really encourage everyone here to do, because this will be a work alongside session here, because I really wanna empower you all, um, to be able to also build some of your own basic ads as well. Because one of the great things about this about Walla and Facebook with this technology is it's a great democratization for small businesses. It allows us to reach and target customers like never before and really, um, compete with larger scale companies. Because as Laura and I were actually talking before this call, uh, studios have been very used to competition in bigger cities, but we're seeing a larger brand starting to move more into suburbs and things like that. So we're having studios and maybe more rural areas seeing a little bit more competition lately, and this is where using this technology, using these advertising programs can really help you compete, can really help bring in a consistent amount of customers and really keep your business, um, healthy. And one of the things that I just wanted to say before we get in is you can do this. Everyone can do this. Everyone has the budget to do this. You'll see on Facebook and Google, they'll be like, hey. I think you should actually spend a $100 a day with us. And that like, ignore that. They are that's their own sales process. It's very good for them if you spend as much money with them as possible. But what I'm here to show you today is that you can do this under a reasonable budget that you can automate these things so it's scalable as your business grows and, um, really show you the value of what these advertising programs can do. So like I said, I would go ahead and log in to Walla and log in to your Facebook account if you have so you can follow along, and we'll be following up after this call with this video. So if you get lost or whatever, no worries. I'm also always here. You can schedule a strategy session with me. We can discuss, um, more about in-depth of your, um, programs as well. Uh, and then one last note before I get in is, uh, please, since this is a working session, please type your questions into the chat. Laura will be managing the chat, and she will interject and stop me, uh, to really show so we can answer, uh, any questions that that you might have.

Laura Munkholm:
Yeah. So Let me just quickly say Right. For those of you who have been on our webinars before, they're all about getting something done in your business. So we're trying not to sit here and just preach at you and then put something else that's overwhelming on your list. We'd love for you to get something done. So you know if you need to have that separate tab open with Wuala and Meta please do it. But also there are no stupid questions. Like I will tell you right now I have like 5% knowledge of meta advertising so I will be learning alongside you guys and I may have the dumbest questions.

Tim Tullis:
Yeah.

Laura Munkholm:
I know how to do it and wallow really well but truly don't, don't be shy. This is where you can feel safe asking these questions because this is the group that you know, these are your peers right alongside you right now, and I promise you a lot of them are sitting there with the same questions.

Tim Tullis:
Exactly. And one of the thing I tell all my clients is marketing and advertising is, um, a fluid and evolving practice. You're always learning new things. I think that's the other thing to just remind yourself is you're not gonna hit a home run on your first ad ever necessarily. The importance, and we'll get into this as we do this, is building the ad, understanding how the ad's performing, and then making modifications to create messaging and offers that maybe resonate even better with your clients. So I will stop introducing myself, and we can actually get in so you guys can have a productive morning and, uh, get an ad built for yourself. So I'm gonna go ahead and share my screen. So the first thing here and Laura and I were joking. This is a live Facebook account, so, hopefully, nobody nothing crazy pops up into this feed from Facebook at any point.

Laura Munkholm:
No judgment. We don't know if that is gonna serve Tim at this moment.

Tim Tullis:
Yeah. Exactly. So, um, and then as you can see, my sister is actually the admin for our account, so I'm under her account here. And what you're gonna wanna do first on the left is you'll see your name over here. And what you're gonna wanna do is you're gonna want to find, uh, ads manager on yours. This is typically organized by how often you use each one. So ads manager, if you've never used it, might be buried at the bottom. But, uh, once you do that, you'll click on ads manager, and it will take you to the Facebook ads manager. So one second here. And so when it takes it to here, by default, it's going to serve it to your personal account. So what you're probably going to have to do is, like, one, you wanna make sure your personal account is attached to your business account. And once your personal account is attached to your business account, you can, uh, click here. And you can see here, I have some other clients that I've worked with creating their ads and managing their ads as well for them. But you can see here for Flight Room, I just click my Flight Room account, and this is our ad account. And, typically, at this point, when new people come in and they go in the ads manager and they see all this stuff, the first thing they're doing is like, oh my god. This looks crazy. I don't know what's going on. How do I even get started? And that's really, uh, what I'm here for. So as you could see here, what what you're really looking at here is, initially, um, Facebook ads are broken up into basically three sections. You have the campaign, and the best way of kind of thinking about the campaign is that's, like, the overall objective of the campaign of the ad. Then you have your ad set, and your ad set is really more about targeting. Who do we wanna who do we want to see this ad? And then the ad itself where we have the creative, the copy, the call to action, etcetera, all that stuff. So to get started, the first thing, all you need to do is under campaigns, you hit create here. And so this is going to be a very, uh, important step. So when we're creating a new ad, this is going to define what type of ad that we are going to do. So the first thing you're gonna see here is buying type. Always keep it at auction. Meta has basically a way where they're bidding on people to make sure that they're displaying their ad to the absolute best customers for you. It learns as it goes on, so please keep your bidding type to auction. Uh, other things, just so you know, you can see this is awareness. I would not worry about awareness as the studios. This is typically for really large businesses. Uh, you can run a traffic ad, and you can see here that Facebook will tell you, like, hey. This is what it's good for. A traffic ad, like, might be good maybe if you're doing, like, a teacher training or a retreat or something like that where you're just trying to get people to your site to maybe read more, get more information, etcetera. At promotion, I wouldn't worry worry about and, actually, sales, I this is more for direct retail, so I won't worry about that as well. The primary one we're gonna use today is the leads, And you can see here, you can do Messenger, instant forms, conversions of calls. The reason leads we're using leads is this is how it really connects to wallet, and this is how we can use wallet in conjunction with this to really help convert these new leads into actual paying customers because that's what's really important. By selecting leads, we are going to be able to actually capture people's information, like their name, email, phone number, etcetera, when they see and they express interest in our ads. And as we get deeper into this, I'll show you how that will automatically get transported into your wallet account, um, so you'll be able to communicate to them ongoing to make sure you can have follow-up conversations with them, making sure their experience is going well, etcetera. So let's go ahead and select the lead format here, and then we are going to hit continue. And then it'll say, do you want tailored? I prefer doing manual. This allows, uh, complete customization over all of the settings. And I just recommend that because you're really gonna want, um, to be able to see and change anything you wanna do. This is much more, like, constrained and just trying to get people to set up an ad. So we select manual leads ad, and then we, uh, hit create. And then as you can see here, it's created a new campaign, a new ad set, and a new lead ad. So the first thing we're just gonna do is we're gonna be, like, wallow webinar ad. So that is so we can see hey. You can see already over here, my wallow webinar ad is being created. You can select certain categories if you, um, really want to. For our instance, we don't really need to categorize our ad, uh, because we are going to be doing a very specific targeting when we get to the new leads ad set. When you go down to campaign details, uh, you can say, hey. You know, our objective, like we said, is leads. Our bid type is auction, all that. And then you can also add, in general, uh, you can add a campaign spending limit. So let's say you're like, hey. I wanna make sure I don't spend anything more than $300. And and so once the campaign, let's say, over a month or two months, if you're like, I wanna run this until my ad budget is out, you can add a budget there, and Facebook will automatically shut down the campaign once you've hit that. And you could see, obviously, right now, zero out of three 100 spent. But for this, we tend to, like, uh, really managing our ads ourselves and our budgets ourselves. The other thing too, and I won't do this today, but here, you can also create AB test. This is really good if you are wanting to create, um, you can say, like, hey. Do we wanna test different offers? Like, maybe we do two weeks for unlimited for $30, and maybe another one we just advertise a monthly membership, and we wanna see which one performs better. So if you wanna do an AB test, you can go in here and you can check, like, hey. Do we wanna test different creative, which would be different offers? Do we wanna test maybe different audiences? Do we wanna see how younger people versus older people? Maybe we wanna see, like, people who are in different areas, like, how they respond to these ads. There's a bunch of different ways that we can test, and this is something a little bit more advanced. I would offer your first ad. Do not worry about the AB test. I'm just more talking about this. Like, as you get more advanced and more comfortable with these things, Facebook has some great built in tools to really get you the analytics to really understand and see how you can really improve your ad set. So go ahead now and click next. And then so we'll say new lead ad set, and we'll say wallow whoops. Wallow webinar lead set. And as you can see here, uh, it says conversion. Choose, uh, where you want to generate leads. And by default, it'll say, uh, Instagram, but what we're actually gonna want to, uh, select is instant forms. The reason we want to select, uh, an instant form is the great thing about this is since Meta has everybody's information already, when they go in, uh, they will be able to, uh, hit, yeah, like, I'm interested in this, and then it'll automatically fill out the form for them. They don't have to enter their name, email, phone number. It'll do that all for them. So it's a really great way of capturing their information. The next part here is you're gonna need to send that select your Facebook business page. So like I like I said before, it's important to connect your personal account to your actual Facebook, uh, business account because this is where it'll be located, and you have to be select your business page to be able to run an ad. So you can see here we have a a bunch of different, um, pages based off of, like, you know, clients that, uh, I'm working with, but we're gonna select flight room here. And then the other thing too you'll see is you can see here it says you've accepted meta lead ad terms for this page. If you haven't accepted the terms, it'll say that right here. You can just hit view terms and accept it. It's basically saying, like, hey. When you are collecting people's information, you're not gonna do anything nefarious, and you are going to use the information like you said and that you're gonna respect people's privacy. Uh, so here for performance goals, we wanna maximize the number of leads. Uh, in more advance, and this is something, you know, we could talk about on a future strategy call, things like that, is you can also eventually attach pixels and things like that also to your site to really, uh, uh, connect the entire ad end to end so we can see, like, hey. People came from here, then they actually purchase it, and we could tie that, um, completely in there just to get more in-depth reporting. For dynamic creative for this, I really wouldn't worry about this right now. So we can move on to the next session. This is probably one of the most important sections, and this is one where most people get really scared because they'll say, like, hey. You know, you need to spend x amount of money each day, and, you know, maybe you're, like, a small business. You you you know, you're a single studio, and you're like, I don't have, like, a ton of money and a ton of, like, legroom to just be able to be spending hundreds of dollars a day or whatever on an ad. What I recommend for people, especially at the beginning, is just do $10 a day. Uh, you will reach a very good audience. You'll see how your ad's performing. It will allow you to learn at a at a way when so you can see, like, hey. Is the ad that I've created really resonating? Are we getting a lot of value out of it? Because at the end of the day, when we're building ads, every dollar we're putting into the ad, we should be getting, like, threefold back. Like so the thing I always tell people, we can always increase the ad budget. Like, if the ad's just going gangbusters and doing amazing, and we can be like, oh, man. I'm gonna switch it to $30 a day. Because, you know, if you told anyone, if I give you $30 and you give me a 120 back, you'd be like, yes. I'll do that deal every time. So the the real reason I say this is just start out small, try to learn what's resonating with your specific audience, what's not, how can we, uh, adjust that. And then as the ad isn't is really locked in improving and, you know, maybe we have some, uh, open attendance, we can really increase the ad budget to, uh, really, uh, help, uh, increase the the leads at that point. The next thing here is just the schedule. You can either, uh, by default, it will the start date will be right right now. If you wanted to be like, hey. I don't want the ad. You know, maybe you have, like you're building an ad, but you have, like, a fall seasonal program that doesn't start until November 1. You can always select, like, hey. You know, I actually whoops. I actually don't want to start until that day because it's actually not even gonna be available on our site there. And then if you're also like, hey. I only want it to run for a a month. I could be like, hey. Facebook, turn the ad off on December 1. For what I personally like doing is because, like, I'm checking the ads, you know, each day is I don't set an end date because it's very, very simple to just shut off an ad manually yourself, which I'll show you at the end of this as well. But for some people that aren't checking it so regularly, it's really good to select an end date because that way, if you forget about it or whatever, you you're creating these essentially, um, bumpers for you and allowing the and really leveraging the tool to help, uh, increase that stuff. So, um, ad scheduling, you can say ads running all the time, which is what we want. Um, and then here is where we are going to get into one of the most important parts of, excuse me, of, uh, the of the targeting here. So as you can see, uh, by default right now, my current, um, size of my audience is almost a 167,000,000 people, which, obviously, it's everyone with a meta account in The United States, which, you know, we do not want that. So the first thing that we're gonna wanna do is really look at the locations. So you can see here, um, I'm gonna close out The United States here. And then, you know, I'm in Seattle, so my first thought might be like, hey. I wanna target everyone in Seattle, Washington. But when we look at that map, that is a big map. That is people across the Puget Sound. Those people are never gonna come to my studio, and I really don't wanna be spending money on people that aren't gonna be coming that have really no chance of becoming a member. And you and so that's where understanding your local geography can really help. And you could see here, you know, I could even go like, hey. It's it's right now saying anyone within 25 miles of Seattle, Washington. I could take it all the way down to, like, hey, 10. But it's still not perfect. It's still very general. And and so what I really recommend is ZIP code targeting. So what we can see here is if we're like, hey. You know, I wanna target this neighborhood in Seattle. It's on Capitol Hill where I used to live. And then you can see here, look. I am now targeting everyone in this specific geographic area. And you know what? I also wanna target another neighborhood. And and because and you can see here. And now I am capturing these people here. And so, basically, what I would look at is, like, look at your local market, and this goes for whether you're in a big city or you're in a rural area. Think about, hey. How far is it reasonable to come to my studio? What ZIP codes are around me that I think would be most effective to target? And then we can really, really nail down the people. So you can see, like, right now, it's it's gone down to, like, hey. There's now 46,000 people just in these two neighborhoods. Obviously, I would in an actual ad that I'm building, I'd add a ton more ZIP codes around there to really capture, uh, everyone that we want. But for just the sake of simplicity, I'm just gonna keep it at these two right now. Uh, the you could see here right now, it has a minimum age, 18. For us, I'm gonna say 22. I'm gonna say, hey. We actually wanna be 22. We wanna target people that are, uh, coming out in out of college. Like, we want working professionals. The next part here is, uh, advantage audience. This is basically advanced targeting for it. Always use this. This, even if we're just doing, uh, even if we're doing a great job and targeting very specific ZIP codes and everything in here, uh, we really want to make sure we're doing more than just geotargeting. So when we go down to the advantage audience, the first thing we'll see here is age. And and this is where it's really good when you're looking because everybody has a different type of practice. Some people have, you know, like, a recovery practice that might be targeting people that are more older, like, with Pilates, things like that. Some people, you know, are running, um, hot yoga studios. So maybe their, uh, clientele skews very young. Some people might have a great mix. So when you're thinking about your clientele, who really resonates with your type of studio, really think about who you are and what is your competitive advantage and who do you really attract in there. So this is where you can then select, hey. You know, I like, for us, it's like we get young people, and we get, uh, older people as well. So we're gonna start, though, at age 25. For us, it's like I think some of the challenges when you skew a little bit younger in ads is, you know, they're looking for free things. They don't have a lot of money. They might not necessarily be great customers for you, and they might not convert into long term things. So we're when we're spending our ads, we're trying to get the highest value customers, not just anyone. Um, one other note that I think is very important for people to see here is you can see here 65 plus. 65 plus is literally if you select this, this means if you're 65 years old to, like, a 120, you fall into that single button. So for a lot of people, it might make sense more to target 64 and be like, hey. We're trying to target people who are from these ages. Because the second you grab this, you're gonna grab a huge swath of people above that. And depending on your um, type of business, maybe that's not the people that you specifically wanna target. So for this example, I'll keep it at 64. Then the next is gender. And this is where, again, when we're talking about effective ad spend, like, you know, we'll have men and women and and everyone else, like, welcome into our studio no matter what gender they are. But when we're talking about effective ad spend, we need to think about who is our primary customer, who's most likely to come. So for this, let's say we wanna target women because we're like, hey. You know what? Women are are are real bread and butter here. We don't have a lot of ad money to spend, so we really wanna focus on our highest paying, most reliable customers. And then the other thing you can do is you can always save your audience that you can use for, um, other, uh, future, uh, advertising programs that you might, um, wanna do as well. And then as you can see here, as I'm building it, you can see it's saying, like, hey. Your audience is defined. Obviously, my audience right now is pretty small because I've because of the ZIP codes. It would be much larger if I added all the ZIP codes around me, but this is good. You wanna you tend to wanna be in the green area where it's not too broad. It's not too specific. We're gonna get a good amount of people here. So, um, so that is basically the general targeting there. Uh, here, this is about, uh, placements. This is more advanced, um, kind of advertising that we won't get into today, so you don't really need, uh, to worry about that. For right now, we're gonna really focus now on building, uh, the next, uh, section, which is the ad itself, actually. So as you can see here, I am now into the ad itself. So we're gonna say, voila webinar ad. And you can create this template here. Um, I would not worry about a partnership ad. This is typically for bigger businesses that are running conjunctions. Maybe but maybe in certain communities, you might be like, hey. I'm a hot yoga studio, and I'm running in a partnership with a Pilates studio. You can definitely go through that, um, and we can talk about more of that in individual strategy sessions. But for this call, I won't worry about that. The next, like I said, uh, you wanna select, uh, flight room here, and you can see any form submitted from your ad will go to flight room, which is perfect what we want. And then the next thing, you're also gonna wanna select your, uh, company's, uh, or your studio's Instagram account. It should be selected by default, but if it's not, you can just collect there. And if you have multiple Instagram accounts, they'll show right there, and you can select that. So, uh, the next, uh, section here is we wanna create the ad, and now it's asking, hey. What's the format of your ad? Do you want a single image or video or carousel? Carousel is basically, like, it's rotating images, things like that. For this, we're gonna go with a single image or video. So

Laura Munkholm:
Hey. Can you just quickly on that? Is is one more expensive than the other?

Tim Tullis:
No. There there is no cost difference at all, and this is really and this is, again, where I'd recommend more, like, if you're gonna do a carousel test to see, uh, uh, how that works. And just Mhmm. In general, it's always good to refresh your creative every, like, month or two months with just maybe a different image, things like that. So in case people are getting served the ad again, it's not just looking like the same thing.

Laura Munkholm:
Thing. Okay.

Tim Tullis:
Cool. Because you will see a lot of times, like, people might not click on the first couple times to get served, but the third or fourth, they click. And and so just always trying to keep things fresh. And then excuse me. The next year is you can see the ad creative. This is where it's really important to then add your actual images and video. And for this, you can see I have, uh, three images here. Uh, these are just basically generic ad images that I've created in Canva. And, uh, so one thing that I recommend, Canva, it's an amazing graphic design tool for people that are not graphic designers. They're small business owners that are looking to build their own ads because maybe they can't afford, you know, like, to hire a whole creative agency, obviously. And the one thing that you'll see here, and I'll follow-up after the call, is you're actually gonna want ads in three different, uh, dimensions. One's wide screen, one is square, and then one is vertical, like, on your phone. And the reason is, and you'll see here, is when we go to add the media. So we're gonna go ahead and add our images. And then when we go here, you just click upload, and then I am going to, uh, go to my Facebook ad images. I'm gonna be like, okay. I'm gonna upload I'm gonna upload my ad here. Okay. Great. I hit next. And now you can see why we need to upload different, uh, different image sizes. Because depending on where the ad is served, Facebook will be serving your ad in various different formats. So if you only have a single image, you'll see like, somebody would see an ad like this with all this gray space, which isn't super great. So you can see for the ratio, this one looks great. Okay. We're gonna keep that. But for this one, we're gonna replace this ad. We're gonna upload now the vertical one here, and we're gonna select this. And then we're also going to replace, uh, this one with our widescreen ad here. And then now you can see we have, uh, and then we're actually gonna wanna go that to just zoom in a little bit to cut out, uh, the gray space. And then now you can see we have three well formatted ads where we're promoting a free week at Flight Room as, like, our incredible intro offer. Uh, and then so we now hit next here, and then this is where it'll say, hey. Do you wanna use basically, uh, Facebook's automated ad enhancements? A lot of these are great. Please turn off the music, though. It is crazy, the type of music Facebook will try to play. I've had we tried one time, um, um, with some ads for us, and it started playing heavy metal, which is not very aerial yoga and very, uh, very basically, it just does not work for

Laura Munkholm:
us. So

Tim Tullis:
on brands. Yeah. It's not on brand. Thank you. That's what I was looking for. So by these, I really like. These help just make, um, the images pop better there. But, basically, when you get to this, just disable the music, and then you can hit done. And then you can see now, um, some of these ads are starting to get populated over here, and this is gonna show you, like, hey. This is how it will look on different areas. Like, hey. Look. This is how the ad will look on Instagram. This is when somebody's in their role on there. But you could see right now, it's still just using the image and then a generic sign up. So this is where we're gonna create our primary text. And then we're gonna say, like, come fly with oh, whoops. Come fly with with us. And then you can see here at the very beginning, it says you you can see it's added that, and this is essentially your headline. Really, in the primary text, you're gonna wanna say, like, what the offer is. Like, hey. Like, really, we'd probably be, like, get one week of unlimited classes, you know, and to really try to entice them into the studio. Obviously, uh, right now, this is just generic copy for, uh, the sake of an example. But what you can see here too is you can add additional options. So what you can do here is you can add it up to five, and we can say, like, come fly with us and, uh, join our community. Whoops. Sorry.

Laura Munkholm:
This is good for everybody who hasn't watched. Go back and watch the webinar we did with Barry from, um, Fitness Career Mastery because he talks a lot about copy and calls to action and how to do that, you know, very specifically for your brand. So you can watch that, play around with it, and then come back to your ad.

Tim Tullis:
Yeah. Perfect. And the reason that you might want that you wanna add additional ones is Facebook will start placing these differently to different people. So for one person, it might show this. For another person, it might show this. The reason you wanna add multiple is depending on performance. If people are more clicking a lot more on this title versus this, Facebook will dynamically start serving this ad more. So the more data you give Facebook, the more it's able to learn, the more it's able to really help you. The the next thing here, you can also see that they will add, uh, you could be they will have their AI here to be like, hey. I've got some additional options for you. And you're like, like, oh, hey. I really like that, what they wrote here, and you can obviously modify the AI, recommend that. Uh, but a lot of times, it's a good starting point, so they're just like, oh, that's really good. Unlock your potential. I didn't think of that. And I'm like, yep. I want that. And you can just hit check, and then it'll apply that also to the other text variations. Uh, the next one here, this is a headline. This will show up down here. Join flight room now. Whoops. Now. And, uh, so now you can see here on the ad, it says join flight room now. Sign up. And then this is also where it'll give you, again, like, multiple variations. We're like, hey. I like this, one week fitness, and it'll scan, like, your copy and your other things too to try to provide you with additional, um, options for your headlines if you're struggling. The next here is a description. It's like flight room is an aerial yoga studio where you can experience the fun of flight. And so as you can see, the description here is now at the bottom. It'll, uh, use the three dots. Obviously, you can I I recommend giving a very detailed, uh, description of the services, your studio, etcetera, because people can always click and get that information there for this? I'm gonna try to keep it kinda short. Um, for the call to action, right now it's a sign up, but you could say, like, whatever you want. Get off or learn more. But for this, we're trying to get people to sign up for a free week at Flight Room. Uh, this was what we went over where the music, you can see music's turned off, turned on, add overlays. And then this is where it's also going to be really important. This is where we're going to want to create our form to capture people's information. So when we hit create form, we will say, uh, the first thing we want to do is we wanna get their contact information. So we're saying, hey. Get your email, your first name, your last name by default. And I'll say test form here, uh, for the form name. And then the the form type, what we're really gonna wanna do is more volume. Like I said before, that makes it as easy as possible for for people to actually submit the ad. And then, uh, for the intro, you're gonna wanna choose a background image. This would be, uh, your logo. So for us, you can see it'll be up here, and you can upload, uh, an image there for this just for time's sake. I won't do that, but you can add it to really brand. Uh, greeting, I also recommend, like, thank, you know, thank you for showing interest in flight room. Just as a man, I am also making a lot of typos.

Laura Munkholm:
Public typing is awful. I it's like doing public math and public typing are two of the worst things ever.

Tim Tullis:
Exactly. Yeah. And so this is just, like, a nice way of greeting people. You're and then you can be like, thank you. And you can write as much as you want here in terms of that or provide, like, a list like, hey. This is what you get.

Laura Munkholm:
Yep.

Tim Tullis:
Um, for questions, like I said, uh, we have their first name, uh, last name, and email. You can reorganize it here, especially with Walla because Walla has this awesome texting option as well. What we're really gonna want to do is also ask for their phone number here. Uh, so now you can see, hey. First name, last name, email, phone number. Perfect. The next section here is your privacy policy. Uh, I recommend like, you need a privacy policy. It can be very generic. Essentially, again, what this is is this is a very generic privacy policy that you can find on the Internet and use yourself. But, essentially, it's just saying, we respect your data. We're not gonna share it with people. We're not gonna use it, etcetera.

Laura Munkholm:
You have to have that to be approved for your wall of text phone number anyway, so it's probably on all of your sites. Just copy copy that in.

Tim Tullis:
Yep. Exactly. And and it really just, like, helps cover you Mhmm. Legal legally. And then and then here, once they submit it, the message for the leads, it's like you can say, hey. Thanks. Like, you're all set. And then you can say, you can visit our website to claim your membership now or, yeah, or we will be in touch soon. So the next thing too that you're gonna wanna do here after they submit their information is you're gonna wanna send them to your website. Here, we're not gonna wanna send them to a privacy policy because this is where they're gonna purchase. So for us, we wanna send them to where our new students are gonna go. So we're gonna send them over here to the new students. And then instead of you, you can say view website or say claim your free week now. So, you know, even though we're capturing their information and we'll be able to create these great follow-up messages in Walla, what we're really gonna wanna do is if somebody's, like, super excited and they're ready to go buy right now, we wanna make sure we offer them that, that they can go through the website. But a lot of times, people might be on a bus or something. They're like, oh, this is cool, but I don't have time to enter my credit card information and stuff. So may I'll get to that when we get home. So for those people, and this is where it's important, and this is where we're gonna come full circle all the way back to to Walla and really show you how this all works is, you know, we've created the ad. We've created, uh, the forms. You can see here that our form right now, this is what our form looks like. The privacy policy, thanks. All set. All these things, we've done a great job creating it. But now, you know, what happens if people say, hey. I'm interested, but they never actually go to the website and, uh, buy anything? This is where Wuala is key. So

Laura Munkholm:
Tim Tim, before we jump into Wuala, really quickly, Susan was asking, and we had a conversation in the Slack about excluding your current clients. So I know when we were building that ad set initially it had an exclude section in it.

Tim Tullis:
Yep.

Laura Munkholm:
We can I'll we can show you guys how you build an audience in Walla of your current members. But would you upload like an exported list of email addresses in there?

Tim Tullis:
Exactly. Okay. So so you can upload, like, a CSV or a spreadsheet

Laura Munkholm:
Mhmm.

Tim Tullis:
And use that as an exclusion so it doesn't serve for those people. The only note is is, like, if they have, like, a different email address with their wallet versus their Facebook, it won't be able to resolve that. Right. But as long as they're the same email address and contact information, you will be able to exclude that one.

Laura Munkholm:
Cool. We'll we'll walk through I I mean, it's part of the audiences that we're looking at anyway, Susan. So we'll we'll dive into

Tim Tullis:
that. Great. Mhmm. Um, Yeah. So if I go now over to Walla and we go to the sales and marketing center, the the first really important thing to do is you're gonna wanna scroll down and you're gonna see meta here, and you're gonna see business suite. Right now you can see mine. It says manage. Yours, if you haven't set this up, is gonna say log in. You'll click log in here, and you will just it'll show you a Facebook prompt, and you will log in with your Facebook business account. So you can see here I have already connected, um, all our account to all four of our locations. And just so you know, your Facebook login in Walla stays active for ninety days. So each ninety days, you'll need to come in and hit, you know, refresh and say, hey. Yes. I wanna reconnect these leads. Um, because Facebook, for security reasons, just won't let you have it, you know, working forever. But now you can see, oh, look. Back up to ninety days. And you can do that at any point just to refresh it. So we now have our, uh, Facebook account selected. So one thing just to note, when we're going through and we're creating forms and things like this, it'll take about an hour or so for the forms to get loaded into Walla for targeting. But since we've already built a bunch of ads and targeting for our programs, we already have some forms loaded in. So the next thing we're we're really gonna do is, like I said, the the use case of somebody submitted for the ad, but they didn't purchase anything. We they're still a great lead. We can still convert them to a membership. So the next thing we're gonna wanna do here in our journey is create journey. We're gonna just say, voila, test for this. Test. Name your journey, uh, you know, Facebook or meta ads, and then you're gonna hit save journey. Then we're gonna add our first automation, and we're gonna say follow-up text day zero. Uh, a lot of times, I really recommend adding descriptions because in a year, you may forget what Mhmm. The purpose of a campaign is. So telling people, like, this is what we're doing. Add detailed descriptions, highly recommended. I also recommend, in general, adding some kind of date. So it could be, like, 10/2024. You know, just so you have some reference of when it was created.

Laura Munkholm:
Also, just quickly there, that description on any automation is what's pulled into the AI text generator. So if you're using our AI text generator, like, essentially having chat gbt and Walla, when you go to use that, it's gonna pull the description as the initial prompt. So if you wanna save yourself time prompting, um, that's gonna be really helpful there. Um, quickly before you go into this, Tim.

Tim Tullis:
Yep.

Laura Munkholm:
Do businesses need to have a Facebook business account for each location?

Tim Tullis:
No. Like, we have one Facebook Yeah. Account that manages all of our locations. It's just in Walla. If you have multiple locations, it'll just show them individually. But, yeah, you just need a single account. That's it.

Laura Munkholm:
Some businesses choose, like, Mauricio, we have um, we have some businesses that have very distinct like owners or different kind of models where they do have separate location or Facebook business accounts for each location. A lot of franchises have different Facebook accounts for each location but it's definitely not needed.

Tim Tullis:
Perfect. Yep. Uh, and then so so now what we're trying to do is, like, now we wanna follow-up with someone as quickly as possible after they've submitted and they haven't purchased something. So, um, so what we do here is we then go, uh, we wanna build a custom audience. And then we go create custom audience here, and then we go add condition. So to target those people so just so you know, once you have your Facebook account connected to this, every single time somebody submits a lead form in Meta, it'll now automatically send that record to Walla. You don't have to worry about that at all. It'll be in your database. All their first name, last name, email address, and phone number, and it essentially creates, like, a base account for them, which is great. Uh, so what we're gonna wanna do then is we're gonna wanna look and say, hey. How do I target those people that came on that form? So So you're gonna go down here to lead form completed, and we're gonna wanna look at a specific form. So you can see here, we're gonna click specific form. Whoops. And then you could see here, we have run quite a few ads. Ads. But, uh, you you could see, like, every, uh, form here that we have created is in here. And like I said, if you've created a form and you come in here and it's not here, just give it about an hour or two. It takes a little bit just for Facebook to send that information over, um, to Walla. But, you know, we're gonna say, hey. We're gonna use the two weeks for 39. So it's like, hey. Anyone that submitted this form and then the other thing we're gonna wanna do is relative to today, and we're gonna say exactly, and we're gonna say zero days. Zero days means today. So what we're trying to do is we're trying to hit them as quickly as possible after they submit the ad. It's really important that we do that because relevancy is so key to conversion in the sales process. It's the same reason companies have abandoned cart emails and things like that. So if you're shopping on a site and you leave, they know you had interest in this, and they're trying to target you within a few hours to make sure that they're trying to capitalize on that. So what we wanna do is when somebody submits the form, we really wanna capitalize on that. So you can see right now it's saying, hey. Anyone that submit this form, um, today, uh, we want them there. But the other thing we also wanna do as an additional condition is we wanna check with contracts without a plan. Because we don't wanna we don't want to target people who have purchased something already. We don't wanna, like, annoy our customers. We wanna make sure that our audience is only targeting people we want to target. So we really wanna be communicating with people who've submitted but haven't purchased. So you can see there that we got that. And then the next thing, we're gonna configure text, and we're just gonna say, you know, like, hi. Client first name. Always use personalization. It's shocking when you look at the metrics how much your performance will improve if you call somebody by their name. Hi, first name. Thank you for thank you for showing interest in flight room. You can redeem your free week here, and then I would add the link. I'm not going to do that right now for the sake of time here. Or and I always recommend to or just respond to this text if you need any help setting up your membership. I always say, especially in text, when we're trying to convert leads, offer them, like, hey. We'll take care of it you for you. The amount of leads that that has converted would shock you. Like, just taking that tiny little step off their hands is huge, and it allows you to use the inbox SMS feature there Yeah. To quickly to quickly help them.

Laura Munkholm:
Uh, we hear all the time that people are like, you know, would you like us to purchase this for you? And they say yes. Like, people just don't wanna have to deal with it themselves. Yep. So it's, okay. Can I give you a quick call right now, and I'll snag your credit card info or, you know, feel free to follow this link and create your account? Most people are gonna want you to call them right then, get the credit card, be done with it.

Tim Tullis:
Exactly. And then so for this then we can just save the message here. Boom we have this message. And then the next thing that we're gonna wanna do here

Laura Munkholm:
I'm putting sorry quickly, Susan. Putting a link in the text. So there's no link select or link substitute there. Right? So you can have see the personalization? Mhmm. Um, you can either send them to either your plan URL Yep. And that will put that will put it right in there and it will have a specific plan.

Tim Tullis:
Yep. Exactly. So you could select the plan and be like, for this, I'll just select this and say, hey. I wanna select this. This is the link. You can just copy the link, and then you can paste it here, uh, for them. And so I'll just keep that in there for this point. Yeah. And then you hit save and exit. And then the next important part of this is to really leverage Wallace, um, lead, uh, tracker, which is great. Something we use very regularly. So one of the things you can do is when, you know hey. When somebody submits a form, I want them to be added to the new lead stage. So when somebody comes in, make sure that they're also added to this. And then if for some and as you get forward, you know, like, let's say we have another automation where it's like, oh, hey. They've attended, and we wanna remove them from a stage. You can always say, hey. If they enter a certain stage, remove them from this tag. But this will really help you manage, uh, your leads and help you also be able if you wanna follow-up with phone calls on them, etcetera. Uh, real quick, I'm just gonna create, like, an email day four. Because the thing that you're gonna wanna do is you're gonna wanna create, like, a multistep conversion program here over a couple weeks because life gets in the way. Sometimes you submit, you wanna join this yoga studio, but you can't. You forget about it. We wanna make sure we we, um, continually reach out to them for a couple weeks. We don't wanna inundate them with messages. We wanna be very respectful of them. So try to, like, think about your cadence. And, again, like I said, marketing is a learning process. Try to see how things are responding there. But for email, like, I typically like to follow-up with a text first. It's very personal. Then in subsequent ones, I like to do a combination of an email and a text. And, again, you know, if we're doing day four, like I said, we go down to lead form, um, completed. We say, hey. They completed that lead form that we talked about, but this time, they completed it exactly four days ago. But we also wanna make sure that between day zero and day four that they didn't purchase anything. Because if they purchase anything, we don't wanna send them this message. So we have that condition again, contracts without a plan. Um, so this is now quickly our day four email. And then just for people that are less familiar with, uh, the, uh, marketing center here, I really recommend for emails that you use we're just gonna put, uh, a test for a subject line. I really recommend that you use the advanced template builder. Uh, that's something I'm sure Laura can send more information on for you all, but you select advanced there. You hit start building. And then I recommend you also create a generic template that you can just modify quickly so you can see, hey. Look. I've created this template. I'm gonna go build my email, and it's gonna load my template. Hopefully, sometimes it doesn't when I share my screen. And you could see, like, hey. We have, hi, client first name, your flight crew, empty copy box, image. You can just quickly swap swap out images. I also recommend, just really quick, creating links at the top there for your new leads in case that they are interested in any other services you might provide. But for this, we're not gonna worry about this because we're not actually sending this. But you also also when you leave, always make sure to save and send a test email so you have that preview before you turn it on. And so right now, what we've done, which is pretty great already, is we've created an ad over here. Everyone that's coming in through this, uh, ad will, uh, automatically be loaded into wallet, and then we're gonna have these awesome follow-up communications to help convert them. And like I said before, to turn them on, you would click each of these buttons here, and then you would also click down here and make sure it's active on this level as well, and then people will start receiving those messages. Same thing with Facebook. When you're done creating your ad and you feel comfortable with all this stuff, you just hit publish, and it'll publish all three. Facebook will review your ad through its system. It typically takes about twelve to twenty four hours for it to get approved. Um, but let's say you're not ready for that. You can always close out Facebook. You don't need to publish Facebook. It's automatically saving everything you're creating. So you can see that my webinar ad is still there, and I'm gonna deselect this. So if I ever wanna come in and I'm like, hey. I'm ready to turn this ad on or off. You can just click here. The ad is on. I'm turning it off. And this is as easy as it is to turn the ads on and off. You just click through those things. And the one other uh, note I really wanted to show to you in terms of really helping your overall sales process here and really bringing in these new customers is you go back to the sales and marketing center. If you remember, I added that when they come in, like, add them to a specific stage, And this is where the lead tracker is super great. So you click the lead tracker here. And this is by default, it's gonna show every single person that you've been here. It'll show the source that they came in, what lead stage they're in, etcetera. As you can see, we've created various lead stages so we know where these people are. Um, but let's say you're like, hey. I I need to make some follow-up phone calls. So what you're gonna wanna do then is you're gonna wanna click lead stage, and then you can see, hey. Look. Boom. All the lead stages that we have here, and I wanna look at all my new leads. I hit that.

Laura Munkholm:
So good. Guys, I actually just recorded a webinar on how to use the lead tracker that we'll be sharing out with everyone, but it is really, really robust how to build these.

Tim Tullis:
Yeah. Let me see. Sometimes, it's just always annoying when you're sharing. Uh, let's

Laura Munkholm:
see. Screen.

Tim Tullis:
Oh, there we go. There we go. Okay. So you can see it's brought in everybody with a new lead tag. Some people have other tags as well. I also recommend organizing by stage update. This will tell you, like, hey. When they did this, it'll show you your last activity. But for this, let's say, oh, hey. Andrea, she hasn't purchased anything yet. Uh, so I wanna click on her. And you can see here, okay, we're now in Andrea Singh. We have all this great information, latest activities. She came in through one of our our lead ads. We sent a text, um, but she hasn't converted yet. So I'm gonna give her a call. I go down here. Here's her information. I give her a call. The nice thing about the amazing thing about Wallah here is you have these different actions. So if you make a call, you can say, hey. Uh, I had a good conversation with her. We talked about intro offer, but she wants me to follow-up tomorrow. So I add that note. I then can say, hey. I'm gonna follow-up with her on the, sorry, on Friday, the eighteenth. And then you can also decide, hey. I don't if you were like, she's not a lead anymore, you can cancel out the stages. You can manually add any new stages here. And then it's super great here because you then can hit save, and everybody else in your business will now know Yeah. Will see that. They'll say, like, hey. This is a good conversation. Or sometimes, you know, you somebody might be antagonistic. You wanna make sure you flag that so other people are hearing that. You can also email people directly from here. Um, with this, this sends a very, um, it'll send an email just with your, uh, whoops. It it'll send an email just with your, uh, logo on it, and I'll just open this.

Laura Munkholm:
That's the the standard email.

Tim Tullis:
Yep.

Laura Munkholm:
Yeah. For those of you that haven't played around with the this yet, this new panel, this kind of right side panel is our it's really kind of the updated version of, quote, working a lead or working a client where you basically can kind of pop in there at any time when you click this now from the, you know, the roster, from the lead tracker, from most places in the software. Rather than take you into the full client profile it's going to pop up this thing on the side where you can work it really, really quickly. Like it Tim, will you click on text there? Like you can build your text snippets. So see the little scissors underneath if you wanna create snippets. Oh, you haven't built any yet.

Tim Tullis:
Yeah. We haven't built any snippets.

Laura Munkholm:
Okay. So you can where you see click see snippet settings. You can create snippets that are like first follow-up for, uh, new leads. So you don't have to type anything. You can literally write it once. Um, it's so fast. So you can go through a list of those or maybe the audience is on your dashboard. I mean, this will go into the next webinar that we do on the lead tracker, which I'll I'll send out soon. But, um, it's really gonna help you from a time perspective working those new leads.

Tim Tullis:
For sure. And, um, and I know it may be feeling like you're drinking a little bit from a fire hose here as I'm trying go through all this stuff as quickly as possible. I know I'm already fifteen, seventeen minutes over. But this stuff is really important for your business. And, like, the thing I really hope I leave you here with is that you can do this and that you have the budget no matter what the size is. Because like I said before, if we're creating effective ads, this isn't money we're that's going away. This is an investment. This is like we're putting in this money, and we're expecting a return. Because if we're not getting a return on the advertising, then it doesn't really make sense to advertise. Right. And so and and like I said too, it's an ongoing process where you're really gonna wanna be continually learning, continually iterating. And that's really where, uh, our, uh, consulting company really works with our clients, and we'd be really excited to work with any of you helping build out, you know, your lead programs where we can really help define the strategy, help create these programs, help you iterate, and really help create that sustainable long term, uh, revenue for your company. And and like Laura said earlier, we'll probably have additional follow-up webinars and things like that on this because this is a lot of information. Uh, I really encourage you all to set up strategy sessions with us. It's a free thirty minutes where we can review your business, really give you some recommendations, and figure out, you know, if maybe it makes sense, uh, to really work together, uh, long term. But I wanna hand it back over, you know, to you now, Laura, to see if there is any other, uh, questions or things that anybody else wants to ask before we have to jump off.

Laura Munkholm:
Yeah. I mean, I think thank you guys all for popping in with your questions and feedback. It's, um, it's a lot of new that we've built in the software over the last few months. And And if you think about it there are people that take months taking marketing courses and

Tim Tullis:
Yeah, sorry.

Laura Munkholm:
Hi Tim's friend. People take months to do marketing courses or go to school for this so don't expect that you know how to do everything on day one. Um, start with small bites. It might be building one ad and then building that one audience that Tim just showed you. Like how to have a text go out to those people, you know, within an hour of them creating it or filling out the lead form. And that's where you start and that's great. Um, and then set up your strategy session with Tim if you'd like and really just dive into how you can make this a sustainable practice that's consistent in your business. Because the the big thing Tim talked about at the very beginning is consistency with marketing is the most important part of it. If you just come in and say, oh, it's Black Friday I'm gonna run a bunch of ads. Or it's the new year I'm gonna run a bunch of ads. And then you do nothing else the rest of the year. That's not a consistent marketing practice that's going to lead to consistent revenue month over month.

Tim Tullis:
Yeah. And, yeah, and the one thing I was gonna leave you with that is also key with that is when you're thinking about your sales process and you're thinking about all that constantly think about how easy is it for my customers to purchase something from me. How easy is it to navigate? Because the best way of looking at this stuff is every, basically, action you ask somebody to take, it's going to be you're gonna lose about 20 to 30% of your customers. So, for example, you are going to you send an email. How many people open an email? If it's an amazing email, it's 40%. So you've already lost 60%. And then from there, they have to click, and then they have to purchase something. So just always think, and that's why I send the text. Always offer to take care of things for people if you can. Making it as easy as possible on people will really help you convert those leads.

Laura Munkholm:
Yeah. Awesome. Alright. For everybody that's asked, anytime you register for a Walla webinar, you get a recording of it so you don't have to worry about it. That's part of the brilliance of this awesome platform we have on our website. Um, and they will also always live on our website so you can go back anytime if you lose the email and you can rewatch. Um, Thank you very much for spending your morning with us and, uh, let us know if you have questions afterwards. Thank you.

Tim Tullis:
Alright. Thanks so much. Talk to you all soon.

Laura Munkholm:
Bye, everyone.

Tim Tullis:
Bye.

‍