This case study will show how a designer used the Facebook Fishing Formula to generate $18,750 in flash sales to a low traffic site in just 48 hours... That's right, a designer not a marketer. And this was on a site with: Relatively Low Traffic Small Social Following Low budget to test Look at the slide show to learn how.... Or get more information at www.inboundascension.com

1. RETARGETING FLASH SALE CASE
STUDY
(Part 2 of 3)
HOW AN E-COMMERCE STORE GENERATED $18,750 IN
SALES FROM $114 FACEBOOK MARKETING, IN 48 HOURS
http://www.inboundascension.com/facebook-retargeting-
flash-sale/

2. Hi again!
So in our last article we showed you a basic
method to increase your conversions using
Facebook Retargeting.
After sharing our results we had a few skeptics
that it could be done again: Challenge accepted!

3. Today…
Today I’m going to show how a designer used the
Facebook Fishing Formula to generate $18,750 in
flash sales to a low traffic site in just 48 hours…
That’s right, a designer not a marketer.
And this was on a site with:
• Relatively Low Traffic
• Small Social Following
• Low budget to test

4. How?!
The Facebook Fishing Formula
The Facebook Fishing Formula focuses on increasing conversions by leveraging the low hanging fruit
(warm leads). This can be used in a number of ways, our favorite is to help educate and move them
through your content funnel towards a purchase, but this can also help with more direct sales methods.
The key is to not worry about more traffic but rather, more sales from the traffic you ALREADY have.
According to Marketing Sherpa only 2% of your site traffic will convert on their first interaction. Life will
get in the way or the customer wont be far enough through the buyers cycle to purchase.
By advertising specific offers ONLY to sections of your audience who have previously shown interest this
reduces your spend by nurturing your ideal readers only, but its PROVEN to increase your websites ROI
Remember, Its far easier and cheaper to convert a previous viewer, than to bring in new cold leads.

5. Facebook Fishing Formula [link]
If you want a full breakdown of how the
Facebook Fishing Formula works check out our
case study here:
Sales Conversion Case Study: How I Created A
7,425% ROI On A Single Campaign, In 24 Hours

6. Recap of part #1 of 3
1. Find your top traffic pages on site that offer products,
content or services and focus on them to test this out
quickly
2. Set up tracking for viewers who have visited those pages
to market to again
3. Create a sequence of campaigns that are relevant to that
product, article or service, and only show it to those who
have previously shown interest to progress them through
the “buyers cycle”
This way you can continue to stay “Front of mind” and bring
them back, or educate and guide the reader closer to purchase

7. And you know what rocks?
This can work on a very low traffic page (like we
demonstrated in our original article) or for high
traffic audiences to help increase sales!
Just ask Mike…
HOW MIKE CHAPMAN USED THE FACEBOOK
FISHING FORMULA TO CREATE APPROX $18,750
IN SALES IN 48 HOURS

8. Meet Mike
Mike is a graphic
designer/social media
handler/athlete manager at
bodyglove.co.nz a company
that creates wetsuits for
surfing, diving and
wakeboarding.
Like many businesses, Mike is
tasked with wearing “many
hats” and has to cover a
number of responsibilities, so
time to implement tasks is
always a factor.

9. Mike & BodyGlove
• Mike’s company is starting to grow their premium
product line, and sales are steadily growing (but they
could always be better!)
• They primarily sell online and wanted to increase their
conversions for a new campaign.
• But its not always that easy…
As popular as surfing is here in New Zealand, there is not
a huge local population so search traffic can be quite
low…

10. Mike & BodyGlove
• Mike isn’t a marketer by any means, but he
knew one thing for sure… His competitors are
not pushing their online marketing. In fact,
other than one major distributor, most have
product pages with just the product image
and a price..
• And that’s when Mike decided to try the
Facebook Fishing Formula (with a twist) for an
upcoming flash sale.

11. Mike:

12. Before the campaign:

13. Results
• Before we reveal “the twist” of what Mike did
differently, lets take a quick look at how he
did.
• We spoke to Mike on May 16th.
• On May the 20th, here are his results…

14. Results [continued]
• $89 in traffic generation for the campaign
• $14 in Facebook retargeting to bring visitors back to the
products
• $18,750 in total sales OR a 9,111% ROI

15. Results [continued]
Not only did Mikes
sales improve and his
traffic grew by
402.67% , but his
traffic after the event
continued to grow!
And then something
else happened…

16. Results [continued]
• The campaign also resulted in a 13% percent
increase of Facebook fans, and more
interaction with their page.

17. Results [continued]
• This also brought in a 55% increase in ongoing
site traffic.Bodyglove.co.nz jumped from 500
sessions to 2,263 sessions during the
campaign

18. Results [continued]
• And then a healthy 1,629 sessions afterwards.

19. Results [continued]
But that’s still not all…
• Not only did this campaign help them sell
through on stock (6 suits left at time of
writing) but it nurtured their traffic and leads,
and increased their ongoing interaction with
their customers.

20. The importance of previous customers
According to Forbes, 80% of all
your businesses sales will come
from previous customers... Why?
Those who purchased once are
more likely to buy from you again.
So Mike now have a list of eager
customers….
 So he used similar methods to
up-sell to previous customers of
specific products…

21. The result?
• 60% amount increase in page views of the
product and 40% of new sales to viewers
• Disclaimer:
This is not a huge volume of sales and the product is seasonal, but this was a
product with very little views before and almost half the cost of the sale product
the customer had previously purchased.

22. How we did it
Now you’ve seen Mike’s results, lets walk you
through the steps he used to explode his sales:

23. Step #1: Decide on a product to target
• We are big fans of taking action so
we recommend starting with any
product that currently has high
traffic. We used Facebook as our
retargeting channel as its simple and
we can have a campaign up and
running in 30 minutes.
• In this situation Mike had 3 products
to sell for end of season sizes and
because of this, the prices were
incredibly good.
• The best offer by far was a $350
premium wetsuit down to $150.

24. Step #1 [continued]
• Product 1 was on offer
for day 1 only, Product 2
for day 2 only etc.
• This allowed Mike to
leverage “scarcity” in the
offer and to also build an
“event”. These are 2
incredibly compelling
“Triggers Of Influence”

25. Step #1 [continued]
By tracking which viewers moved onwards towards further
information, we now had warm leads who had progressed
further into funnel/buyers cycle.
We could now target these leads more aggressively
immediately and also save money by not advertising to the
wrong leads with the wrong offer. That’s not to say we didn’t
target the visitors of the landing page also, we just sequenced
our adverts to show only:
• When key actions had been taken
• When a specific time had passed in the campaign

26. Step #1 [continued]
3 steps to quickly find your top traffic pages to target
• 1: Head over to Google Analytics (reporting section)
https://www.google.com/analytics
• 2: Scroll down to behavior> site content> landing pages
On the right hand side you will now
see a graph of your traffic and below
a list of your
pages in order of traffic.
Scroll down to see your list of
pages in descending order

27. Step #1 [continued]
3 Steps to find topic traffic pages
3: Choose which pages to target
• At this moment ignore the
homepage (seen as a /symbol)
and choose either a top product
or service to market to.
 In this example we have
pointed out 3 key pages where
leads would be cold, warm and hot
i.e closer to sale

28. Example continued…
1. Digital Marketing Services (cold)
In this example someone has landed on our services
overall page. This shows that they are at least
contemplating a service and would be great to
follow up with.
Not surprising that there are more visitors at this
section than at the end and ready to book a
consultation. In this situation we would target them
and call out with an advert relevant to the page.
i.e. “Are you still looking for Digital Marketing
Help?” “Is your site still struggling with XYZ” etc.
With some small effort and reassurance, we could
help move those people closer to sale but there are
still easier options to target…

29. Example continued…
2. SEO Packages (warm)
This visitor has looked at a specific product and
is much closer to sale. They are currently looking
for a specific solution to a problem. In this
Instance, that they don’t have enough traffic to their site.
This is a great lead to follow up on, possibly even better than the next option.
Why? Someone looking at the product page knows the pricing and will have
found it when searching for a specific solution. This person is very close to sale.
At this stage we would target with a number of
adverts specific to the product, but more beneficial
would be to move them closer to interaction with
our team and book a consult.
• “Traffic not what it could be?” “Losing sales to competitors?” etc and
then…
• “Need to improve your SEO still? Book a FREE consultation with 3 clicks!”

30. Example continued
3. Book a Consultation (hot)
• In this situation this is traffic that has
visited our “book to speak with our
team” page. We know that the traffic
that hits this page is not as high as the
number of consults we receive and is
the last step before a reader becomes a
full time client.
• This is a prime example of money left
on the table! This is definitely where we
would start testing and work backwards
to include and ascend all
pages/products
• So lets discuss how to build those
sequences:

31. Step #2: Set up tracking for viewers who have
visited specific pages to market to again
This step is paramount to your success
In step 2 of the Facebook Fishing Formula we
install the tracking pixels to your site but we
also leverage the customer buyers cycle to
recognise actions.
The reason people don’t purchase initially is
that they follow a specific “buyers cycle”
The reader needs to progress through each
section before they become a customer.
• The content on your site should be follow
a tofu/mofu/bofu plan. (Top of
funnel/middle/bottom of funnel)

32. Step #2 [continued]
If the reader comes in cold to a top of funnel content they are usually new and only just recognize a
desire or need. You should then progress them to middle content to educate them and then bottom level
content of advanced or specific solution content.
The breakdown for a wetsuit purchase would be:
• Awareness of problem: If a visitor lands on the site then they may be interested in the brand.
• “Its cold in the water and I want to surf”
• Education:If they land on a product then they are learning how to solve their problem
• “How can I be warmer in the water?”
• Evaluation: Landing on further detail product pages or reviews
• “A wetsuit will help me stay warm-but which?”
• Purchase: Landing on the sales page
• “I’m going to stop being cold with a new wetsuit!”
• I don’t know about you but I would rather have them move through those stages and purchase at
full price
• (Training your customers to only buy at a discount is not a great habit to get into)

33. Step #2 [continued]
The Problem:
• Now this seems quite intuitive. If it was a physical
location your sales associate would be able to judge
where the customer is at and progress them, not push
them…
• Most sites either don’t have a system to progress or
bring back the viewer. And if they do its usually a direct
push to their offer.
• Some people may buy and a reminder is all they
needed to purchase. But for the others who are not at
that stage yet there is no logical progression for the
reader to take.

34. Step #2 [continued] – How to add your
Facebook tracking pixel to your wordpress site
• 1: Log into Facebook with this link here
http://www.facebook.com/ads/audience_
manager
• 2: Click the green “Create Audience”
button in the top right corner and select
“Custom Audience”
• 3: From the pop-up menu select “Website
Traffic”
• 4: You can build custom variations to track
later (And we recommend that you do) but
for now agree to the terms and click
“Create Web Remarketing Pixel”

35. Adding a pixel to Wordpress
[continued]
• 5: Copy the tracking code now to
add to your site
• 6: Now that you have your code,
head over to your WordPress
admin.
• Scroll down the options on the left
hand side until you find
“Appearance” and then “Editor”
7. On the right hand side of the screen
scroll down until you find
“Header.php”
Click this to open up your header file
to edit. Be careful not to delete
anything here…

36. Adding a pixel to Wordpress
[continued]
• 8: Find the <head> section and click enter below it to make a new
empty line.
• Paste the code into the new line and then hit “Update File” below
• Now your pixel is in place, lets discuss how Mike built sequenced
triggers to his previous visitors

37. Step #3: Build a sequence of campaigns to
ascend your visitor through the buyers cycle
• Before we get into the exact sequence that Mike built to make 5
figures in 48 hours, we need to understand why this works:
• We mentioned before that if this was a physical location and not a
website, your sales associate would be able to judge where the
customer is at and help progress them to a sale.
• And it works because the customer is given the correct information
at the correct stage in their buying cycle…
• Wouldn’t it be great to have a digital salesperson for your product?
• Someone who can judge where your customer is in the cycle based
on actions taken and how they need to progress. But all automated
and able to work for you 24/7…
so lets show you how to build one!

38. But first…
• We mentioned earlier triggers of influence and
how they can affect your customers psychology
to purchase or take action. To understand how to
build an automation to ascend you site visitors,
you need to understand the process your visitor
should take.
• We also need to understand that a physical
employee can easily build rapport and trust with
a store visitor. So lets cover how to leverage
certain “Triggers” to help build those feelings
when a visitor interacts with your site..

39. THE 7 TRIGGERS OF INFLUENCE MIKE
USED TO DOMINATE HIS SALES
• 1: HE LEVERAGED HIS ASSETS FOR
AUTHORITY BY ASSOCIATION
• By introducing a video of the product
in action by famous professionals
athletes, he achieved 2 things:
1. If the suits are used by these athletes
who this audience deem as
authorities, then surely the suits
themselves must also be of a high
standard. Authority is transferred
from the athlete to their product.
2. Videos are high visual stimulus. They
stand out from the usual ads, and can
produce a much higher CTR.

40. 7 triggers [continued]
• 2: HE LEVERAGED AUTHORITY BY REPETITION
This is the corner stone of how retargeting works so well. For example, there are at least 9
different email service providers for marketing. But I bet that the email provider you decided on
was the one that you noticed repeatedly over and over again.
Mike ensured that the viewers of his products were treated to a scheduled campaign of
reaffirming ads:
• A run up reminder before the sale to grow anticipation and awareness (Lots of shares!)
• A video of the product in use
• A testimonial series of the product
• Reminders of the offer
• Scarcity of the offer
• Reasoning behind why they should purchase etc

41. 7 triggers [continued]
3: HE USED RECIPROCITY TO BUILD GOODWILL AND ASCEND HIS VISITORS
• As a society we have to work together as a team to succeed. (Winter is
coming)
• When you receive without having anything to offer in return you feel
obliged to repay the favor. (The entire authority site building model works
on this. You provide fantastic content and the readers repay you by
purchasing your recommendations.)
• By giving free content and advice such as “How to purchase a wetsuit”
Mike provided value in advance to the reader. He become their trusted
adviser for knowledge in the field, boosting his authority again, but also
creating a small bond with the reader.
• When they come to buy a suit in the future, chances are high they will
repay the favor and buy from him but this also helped remove any doubt
or questions about the products that may have stopped a reader
becoming a customer.

42. 7 triggers [continued]
• 4: HE BUILT TRUST WITH HIS COMMUNITY
Mike used a number of ways to build up his readers trust.
By building the reciprocity and authority with the content and riders, Mike raised his
readers perception of the brand. He then conditioned a response by having the reader
perform small tasks.
Before the campaign Mike and the team made sure to keep producing social content of the
suits in action that the readers could click on and read or watch. As the entire campaign
was ran on Facebook, he targeted the fans of the page as well as their friends. Mike
managed to get a flood of referrals to friends to take up the offer, links shares and likes. He
also added testimonials and quotes from team riders to help bolster the response.
In the run up to the event he created a landing page giving details of the offer, BUT not
allowing purchase as yet. This took the readers to the offer and showed what was available
but didn’t push the purchase immediately. Normally a link to a page would be a direct sale
offer which can sometimes cause readers to become defensive. This caused the viewers to
trust his intentions and then move to the individual product pages and build interest. The
viewers of the product pages were the ideal targets for his ad campaign and more trusting
when it became available…

43. 7 triggers [continued]
• 5: HE BUILT UP ANTICIPATION FOR THE PRODUCT
If a writer brings up a subject but doesn’t give all the details yet, then you just HAVE to read on to find
out. The same idea applies here, i.e. before Mike’s product was available to purchase at the offer price,
he continued to do 2 things:
• send new visitors to the offer, and then
• show everyone a sequence of reminders for the offer before it was available
The landing page traffic generation caused hype and interest for the upcoming campaign. Viewers could
see the landing page and move to the products but not get the offer at this point in time.

44. 7 triggers [continued]
6: HE CREATED AN “EVENT + RITUAL”
• As we mentioned Mike ran pre-launch traffic to the landing page
offer to build anticipation. He also started to sequence the adverts
displayed.
• 2 days before the sale he started to target visitors of the page with
the original offer. The day before he went into more detail of the
product available the next day. On the day of the event he went full
hog for that specific product only, running multiple time based
campaigns.
• This built up the anticipation further and moved it away from an
offer but to a time limited event for the reader and the community
to be involved with.

45. 7 triggers [continued]
7: HE LEVERAGED SCARCITY FOR THE PRODUCT AND OFFER PERIOD
• Not everyone purchases for the same reason. Some are driven by
greed, some by the need to outdo their contemporaries, and others
by fear of loss or missing out
• When there was 12 hours left of the campaign Mike changed the
offer to show how many units were left, then he had a timer alert
of only 12 hours, 6 hours and 3 hours left of the campaign.
• Each time building up scarcity, each time appealing to a different
potential emotion that the reader might use to buy

46. So lets break down the process…

47. It’s easier to think of this in 3 stages…
• #1. 3 days before launch
• 1. start by adding your tracking pixel to collect info from
visitors
• 2. Think through the actions your visitors will take- or which
you would like them to take. The goal is to move them
through the logical stages to move forward.

48. Basic custom audience creation
• Here’s a simple method to build a “if this then that” sequence for your campaigns using custom
audiences.
• Be sure to make one for each product you’re targeting and track traffic that moves from the landing
page to it
• Head to https://www.facebook.com/ads/audience_manager/
• On the top right click the green “Create Audience” button again and then select “Website Traffic” as
before.
• Rather thank choose “All Site Traffic” again this time choose “People visiting certain pages but not
others”

49. Custom audience [continued]
• Now all you need to do is set the URL’s for the correct pages. Be sure to
choose “URL equals” and then fill it in.
• The top URL would be the product page, the bottom the page we would
like them to visit next:
• Be sure to give the audience a name that helps you remember the
goal. In this case
• “Have they seen the product but not the guide? then show them the
guide!”

50. Custom audience [continued]
• 3: Send traffic to the landing page that features
the products, and attach links to the product
pages for the viewer to learn more
• We ran 2 campaigns here. One to those who
shared interests and another to the group itself.
The FB fans had a MUCH lower cost and
continued to share, like and comment on the
post. We would advise testing both however.
• 4: Remember to retarget viewers of the
products with a buyers guide or content to help
them advance closer to sale. (This is worthwhile
running constantly to help convert and ascend
all year if relevant to your offer)
• 5: Continue driving traffic to your audience and
fans/friends to help build a community
anticipation around this..

51. #2: 1 DAY BEFORE LAUNCH
Start retargeting previous landing page visitors with your followup landing page to create more hype.
Again do this with a custom audience:
• Did they visit the landing page but not the follow up page? (Yes as it wasn’t available yet)
• Send them the next page with more details and info
• 12 hours before the event goes live start promoting with a “It Starts In 12 Hours: Don’t Miss Out!” campaign.
• Only those who saw your previous landing page will see this, helping to move them deeper into your campaign
and costing you very little compared to cold traffic generation
• If day 1 is product specific, start with that product only in the image campaign

52. #3: Day of event
Repetition sequence
This is ongoing throughout the campaign. The
viewer will see 3 different ads all with the same
goal. To build awareness and authority with
repetition:
• A video of the product in action
• An image and message reminder of that
product on sale
• Testimonial images of people who use the
product
We targeted all viewers of the product pages
and landing page with the video: Those who
visited the product page also saw the
testimonial
Like all sequences from here on, if they
progressed to the sales page the ads stopped
and an upsell campaign was then targeted to
them

53. Emotional Trigger Sequence
• People buy for different reasons. Its
difficult to know which trigger will
cause the sale (Usually scarcity or
fear of missing out) so we sequence
different buying reasons and
emotions here based off of your
customer base. Try to appeal to
each of their emotions to ensure a
sale happens…
• Scared of missing out on your
opportunity
• Want the very best and to be better
than your colleagues
• It makes sense to upgrade now and
not later at this deal etc.

54. Scarcity Sequence
As most people never do anything
until the last moment, this
sequence will cover the majority
of your sales:
• X amount of products left
• time frame scarcity sequence
12/6/3 hours remaining etc.

55. Upsell Sequence
• At this point recommend
products that fit in with
what the customer has
bought already. In this
situation people were
buying winter wetsuits
and so were targeted with
wetsuit boots.
• The key here is not to
make the person regret
the initial purchase but to
let them see how this is a
value added offer.

56. Conclusion
• Focusing on converting your current traffic is key
to making more sales. (You don’t need to worry
about waiting until you have some magic amount
of visitors) This is a simple system you can use to
make more sales for your business right now with
the traffic you have.
• But you have to take action to succeed!
• Your site already has visitors and unless your
bounce rate is 0.2 seconds, they are clearly
interested in your products.

57. Remember to follow these steps
1. Track all traffic coming to your site to be able to target with offers and bring back
2. Created a sequence of adverts to show at a certain time based on actions taken.
Those who showed interest are shown stronger pitches, those who hadn’t were
moved along and educated to the next stage and not forced
3. Drive traffic to a landing page to build initial hype and interest
4. Leverage your social community to build trust and interest in the products and
create “An event”
5. Build up further hype by sequencing a series of pre-launch ads to those who
have shown interest. Educate those who haven’t taken action yet.
6. Announce the flash sale is live and campaign for your product
7. Appeal to the different types and reasons that people would buy. Split test your
copy and ad images
8. Send out a final sequence regarding the limited time frame for them to take
action. People suck at taking action in advance so don’t give up at the last
hurdle. You’ll make more sales here than anywhere else
9. Build in an up-sell offer to be shown to those who purchased on the day and
take advantage of “Hyper” buyers

58. Finally…
Don’t forget I’ve packaged up a kick ass set of
bonuses for you below such as:
• A step by step PDF walk-through
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• Video of this being built
• Simplified Funnel Process map
Exclusive: Click Here for more information and
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