How Scott Oldford Paid Less Than $1 Per Conversion on Facebook


Quick take: Getting started with multi-tier, intelligent marketing funnels is a lot less intimidating when you have the right game plan. Shortcut your webinar learning curve with today’s conversation with Founder of Infinitus, Scott Oldford.

Each week I sit down with incredible entrepreneurs and marketing minds to bring you inspiring and actionable lessons you can use to start and grow your coaching, consulting, or service-based business. Be sure to subscribe above so you don’t miss an episode.

In today’s episode, Scott Oldford is the Founder of Infinitus shares how his team helps entrepreneurs in the $100,000 – $500,000 revenue per year range implement multi-tier, intelligent marketing funnels. Infinitus addresses three different behaviors in prospects that serve as the foundation of the funnels they implement. Scott is also writing a book titled Relevancy where he speaks on reframing marketing today.

The Lead Generation podcast

Want to get notified about fresh episodes?

Top Takeaways

  • How to identify prospects at different stages of awareness & why it affects your bottom line
  • How to create funnels that are relevant to potential customers
  • How to get a lower cost per leads and higher conversion rates

The Strategic, Yet Simple Tactic That Cost Less Than $1 Per Lead Is Available For Download. Click Here To Download

Resources Mentioned

Tim: How our customers find and engage with us can tell us a lot about where they are in their buying process and consequently how we should engage with them. But it’s not always easy to figure that out or is it? Scott Oldford is our guest today and he’s here to share a really effective way of discovering where our customers are and how to talk to them which allowed him to get conversions from Facebook ads for under a buck.

I’m Tim Paige, the senior conversion educator here at Leadpages and this is ConversionCast.

What’s up Scott, welcome to ConversionCast. Thanks for coming on the show.

Scott: Hey, Tim. Great to be here.

Tim: Yeah man. So let’s start off, kick it off. Tell us what the results were from this particular tactic?

Scott: Well what I’m going to be sharing with you today from what we’ve seen has allowed us to get between 5 to 15-cent clicks off of Facebook, conversion rates between 50 to 70%, and of course those lovely less than $1 conversions directly off of Facebook. So I’m pretty excited about that.

Tim: I do love that. I do love that.  So Scott, tell everybody who you are and what you do.

Scott: I’m Scott Oldford, founds of Infinitus and we help entrepreneurs that are at the 100K to half a million a year range implement a three-tiered intelligent marketing funnel platform into their business. We believe that the best way to implement marketing funnels is not just to push people through and it’s not a one size fits all but there’s actually three different mindsets, behaviors that we need to be thinking about. So we teach entrepreneurs how to implement that into their business.

Tim: Nice and I know that’s a bit part of what we’re going to be talking about today. So why don’t we just do it, spill the beans tell us what you’ve been doing to get those ridiculously low conversions? Cost, low-cost conversions?

Scott: Yeah. Well I mean it’s right across the broad. It all comes back to I’m currently writing a book and it’s called Relevancy. It all comes back to relevancy and I think that marketing really, you know if we were to rebrand marketing in 2016 I think the word relevancy would be the biggest word to reframe it.

Tim: Totally.

Scott: I always think about it from the perspective that I see all day long people online trying to get of course people sign to up for the lead magnets. A lot of people do that and then it doesn’t really work or it doesn’t really have the result which they expect. A lot of the time we’re trying to push people through our marketing funnel instead of trying to pull them through our marketing funnel and it all comes down to this SSF model that we’ve I won’t say invented. It’s not new but the way in which we talk about it is a little bit new. So what it means is that there are three different mindsets, the side walkers, slow lanes, and fast lanes. Every single day regardless of what type of marketing funnel or even if you have a marketing funnel, we have these three different types of people. Side walkers are defined by people that are in a low obligation mindset and they don’t actually understand that they have a specific problem. So they’re in your demographic, geographic behavioral profile but this person doesn’t particularly see the pain that you provide a solution as being a pain that they’re really thinking about. It’s not relevant to them.

Our job here is to just make that pain relevant to them and show them that there may be a better way to do something or there is a lot of money that they’re’ missing off the table. In the slow lane somebody understands that there’s a problem, a pain in their life or their business or their relationship whatever situation maybe. In this stage our job is to actually be able to bring them through our process, our methodology and give them knowledge. Of course content marketing is exactly where this low income is in.

Because they’re looking for this content, they’re actually subconsciously looking for an authority, somebody that they can go to and know that they can know, like and trust that person. So that’s where we build that trust in a relationship to a brand and/or a personal brand.

Finally we have fast laners and fast laners are looking for the outcomes. They’re looking to buy something and they’re looking for some time or someone’s product and in this stage they have bought into the fact that they have a pain. What they’re looking for is a painted picture, a story in their head of what exactly the outcome is going to by purchasing your service or your product or whatever it is that you sell.

And so what ends up happening is that majority markers, and majority of entrepreneurs actually just try to go straight for fast lane, straight go for the kill. The problem is and there’s no –you know, at the end of the day all human beings want to go for what’s hot, what’s going to get results today. But the problem is that over 90% of your leads are in the side walking slowly. If you try to sell them too early, and if you try to go straight for the fast lane, you actually push them not just through your marketing funnel but out and you are no longer relevant to them.

When you lose relevancy with someone, this little indicator in their head it’s so difficult to try to get them back. So what we the is we build a multi-tiered funnel, a sidewalk funnel, slow lane funnel, fast lane funnel. What it allows you to do is it’s a specific experience meaning three lead magnets, three landing pages, three new automations, three sets of Facebook advertising. Essentially what it does it allows different traffic to come in at the side walk, slow lane and fast lane. So we would never go to a cold audience on Facebook and try to get them to go into our webinar in the fast lane. But we would try to get them to go into our sidewalk funnel.

But if someone is searching you on Google, do you want to give them a guide once they’re already in the mindset that they have pain? No. you want to slowly because they already know that they have a pain. If someone is referring you they don’t need to go to the sidewalk or the slow lane. They’re looking for an outcome. So they would go to the fast lane.

But at the same time if someone comes through the sidewalk and be at Facebook we want to give them the opportunity to change on this and go from a sidewalk to the slow lane to the fast lane. What this allows us to do is higher conversion rates on your landing page. It has far better from Facebook advertising or any advertising much much better costs. Because the thing is that you’re not going to have to that low conversion rate. The person is going to see something that’s a low obligation but hits their pain point. They’re going to say yes and then you retarget that person via email as well as online marketing to the slow lane. They say oh, you know what, Scott helped me before and this makes a little bit of sense and brings you into the slow lane and then into the fast lane. In the fast lane, you give them the opportunity to become a customer because they’ve said yes constantly and regained that commitment to the next level, you have a much, much higher conversion rate.

Tim: Can you give me an example of how you might do this maybe with a business that you’ve done this with previously?

Scott: Certainly. I’ll give you an example of ours. So we go on Facebook and we typically market between eight to 16 articles. Our average cost per click to those articles off of Facebook is around 7 cents Canadian. Those articles have no opt-in. There’s absolutely no way that you can get on our email list from there unless you start clicking around the website. A person off of those articles typically looks at our website for two minutes and 40 seconds. The bounce rate is 17% which means that 83% of people that go on that website are looking around, looking at other articles. We actually recouped the cost of that via smaller under $100 products right off of our website. We then go and we know that these people more than likely are our potential customers or people that would like to enter our sidewalk so we then retarget them with our sidewalk lead magnet which is a 7-page business growth guide. It takes less than 4 minutes to consume and talks about this SSF model and showing them that they’re missing out on a lot of their leads. After that, we give them a three-part video series if they want and of course, we introduce them to the concept via email, and then when there is enough engagement in the email we bring into it slowly.

But we’re also retargeting them with those videos. Now there’s three videos and there’s three email streams for those three videos. Because of course if someone has gone through video A we want to talk to them about video B if they have a launch date but we just don’t want to bring them through the videos.  Again push  them to the videos, I see this all day  long. People try to push people through the videos.

So if they’ve gone through these three videos we then bring them to a webinar, an evergreen webinar, and in less than an hour, we show them exactly the methodology that I just spoke about. That then leads into our 12-week lead generation program that sells for $2,000. That allows us to of course ensure that those people that are in that evergreen webinar are the actual people that understand our methodology, and are qualified. But each point for example if somebody goes to video 1 and after 10 days do not proceed on the videos, we will automatically retarget them with the webinar because it’s a different frame. After seven days that they do not opt in to the webinar, we start targeting them with our seven-day marketing funnel product which is again a new guide and a new marketing funnel.

So it then adds in the element of the value adder plus the SSF model.

Tim: so the way you initially figure out who these people are and which lane they’re in as you say is based on the way that they find you or the way that they interact with you?

Scott: You got it, you got it and that’s very, very important. That’s the reason why we have 60%, 70% conversion rates in our sidewalk is because of the fact and the reason we can get people to our webinar for so cheap is because of the fact that we’re not just going out and going through a completely cold audience. I mean if you don’t mind just as an analogy okay if you’re in a networking event, okay now I realize a lot of you that are probably listening maybe don’t go to so many networking events anymore but let’s say you want to a networking event and someone came up to you. Tim, somebody came up to you and said Tim, listen do you ache a lead generation problem? You’re like yeah sure. So then the person says, hey here’s a seminar. It’s two hours long. I’d love for you to go. Now Tim what’s the chance that you’re going to take the time to go to a two –hour seminar when the person has absolutely no social value to you whatsoever? It’s probably going to be maybe 1 or 2%.

Tim: If that.

Scott: If that. Now that if that person came up to you and you were having the conversation and in passing you said you know yeah, I would love to have some more leads and that person introduced themselves, they start talking to you and start talking to – let’s say it was me and I start to say you know, I had this really, really cool model and this is how it works. This really cool methodology. And then you engage with me and then the next step you say okay well you know what and then I keep explaining. I explain more and more and more. I start getting case studies on how this works. Now you’re really interested and now in that room, I’m no authority to you. You go wow, Scott is like this great lead generation person. At the end of that conversation, if I said to you, you know what Tim, Listen, I wasn’t going to talk to you about this but if you want to come to a seminar where I go through absolutely everything, and we may even be able to work together, you might actually say yes, right? There’s probably a better chance of you saying yes. And that’s what we have to bring online. See so many people just going for the kill and totally, totally forgetting about what works in real life. Because whatever works in real life is going to work online as well. You just kind of ask yourself the question is this relevant to the right person at the right time and are they in the mindset that they want this? Because we can’t just people give things that they just don’t see as relevant.

Tim: I love it. I think that that being able to figure out where people are and what’s going to best serve them at that point in their process, in their journey is definitely key to being successful especially now in this time of just absolute saturation in just about every market. So yeah I love it, Scott.

Scott: So much noise out there and this is one way that you can really, really, really kind of breakthrough the noise and we’ve seen this work in, we’ve had over, we’ve helped over 450 people personally implement this into their business and the results in every industry, in every niche again are the same. Lower cost per clicks, higher conversion rates, and of course the ability to put a dollar into an advertising engine and get more than just $2 or $3 back because I’m more I’m all about 10, 15, 20x-ing my money when I’m advertising not just doubling or tripling.

Tim: It’s good stuff man. Thanks for sharing this on the show.

Scott: Of course Tim. Great to be here.

The Lead Generation podcast

Want to get notified about fresh episodes?

Ready to take action?

What are your top takeaways from this week’s episode?

And what’s one lesson you learned that you’ll take action on over the next week?

Tell us in the comments section below!