August 8th, 2018
This week I wanted to talk to you about the importance of Facebook advertising and the 6 steps for creating a great Facebook ad.
I’ve talked a little bit before about using Facebook to market your massage practice, but let’s get specific here and talk about ads. Now some people would say Facebook is dead, but I seriously disagree. While organic reach, you know, the kind you don’t have to pay for, those numbers have declined dramatically over the last couple years, paid ads are working great.
I’ve heard people argue that Facebook ads don’t work, or they’re not worth the money, or whatever, but I think in all honesty, a big part of why they don’t work for some people is because they’re not doing them well. They throw out one, or maybe even a few random ads, target everyone within a 50-mile radius and wonder why they didn’t get much, if any return. But when done correctly, when thoroughly thought out, planned, and implemented, very rarely do Facebook ads NOT work. But there is a learning curve to it, and it’s important, just like with any other marketing tactic you might try for your business, to give it time. There is a lot of trial and error to this. It’s not something you just throw together and BAM have clients knocking down your door. You’ll need to try different tactics. Test and retest. I can’t give you the exact photo and copy you should use or any of that stuff to guarantee you get clients. It’s going to greatly depend on a number of factors including your niche, your target audience, your brand, your offer, and so much more. But what I can do in this short video is give you the 6 steps to putting together a great ad. And remember, these are in this order for a reason. People often start putting together an ad and skip around, so to speak, so be sure you’re following this order.
Let’s get to it…
#1: IDENTIFY YOUR GOAL
This may seem obvious, but all-too-often businesses owners are just randomly throwing out ads and hoping something sticks. You have to start with a specific goal in mind or the ad you put your hard-earned money into will just be a hodge-podge of randomness that doesn’t really speak to your audience, and doesn’t actually deliver the results you want. So before you do anything else…before you start thinking about what kind of pretty graphic you’re going to use, or what catchy phrasing you think will work, first and foremost think of the goal. Is it to get a few clients just to fill some empty space in your schedule this week? Is it to educate and capture the attention of people who have never heard of your business so they’ll follow your page and you can continue to offer value to one-day move them into paying clients? Is it to get in front of your email list on a different platform so those who don’t open your emails will still see your offer and book an appointment? Sit down and really think about this. What’s the goal of this ad?
#2: IDENTIFY YOUR AUDIENCE
Once you figure out what your goal is, you can then identify who it is that will help you reach that goal. One of the cornerstones of this concept is determining if you want to reach out to a cold, warm, or hot audience. So let’s break that down first. A cold audience includes anyone who has not heard of your business before. A warm audience includes those who have heard of and are somewhat familiar with your business, but haven’t yet booked with you. Maybe they’ve checked out your website before, downloaded something you offer, or signed up for your email list, but they haven’t quite converted into a paying client just yet. A hot audience includes those who have come in for an appointment at some point. It’s really hard to immediately sell to a cold audience. They don’t know you or trust you, and the idea that they would immediately hand over their hard earned money because you threw a pretty picture in front of them is, well, pretty naïve. Cold audiences do best when you have a plan in place to warm them up. So you’d usually send that type of audience to a blog post, a video, any sort of educational material, things like that. Warm audiences can be pitched to, but offering value at the same time, or as a single in-between, reminding them how much you can help, is also crucial. Those that are part of a hot audience, those who’ve been clients before, pitch away. Those are the ones you can far more easily sell to and see a great return. When it comes to picking the audience you want to get your ad in front of, Facebook lets you get really detailed. You can upload your own email list, target your latest website visitors, choose interests and other businesses they would like – which is especially helpful for those who are targeting a niche…there’s really a ton you can do with this. And I also think that’s why this is where a lot of people mess up. You can’t just look at throwing your ad in front of every single person in a 20 mile radius, or whatever. You need to fine tune your target audience to be very specific so that you’re spending your money wisely.
#3: CHOOSE THE OFFER
So based on your goal and your audience, what would they be looking for? This is often where people start, and I think that’s often why their ads don’t work. Now that you have your goal in mind and you know who you need to get your ad in front of, now you can think about things from their perspective and see what they would actually want to see from you. Again, think about the type of audience you’re getting in front of. Let’s say your goal is to transform a cold audience to a warm audience so you can eventually get them to book, and you want to focus on those who experience frequent headaches, because maybe that’s something you treat regularly. You could run an ad that’s a video educating them on 4 stretches to get rid of a headache, that then directs them to book a free consultation with you. Make sense?
#4: DEVELOP A GRAPHIC OR VIDEO
So based on this offer, NOW you can piece together and design that beautiful graphic or develop that promotional video that’s going to serve as the highlight of your ad. The key here is that whatever image they see when they’re scrolling through the vastness that is Facebook’s newsfeed, it needs to grab their attention and make them stop! Some cheesy stock photo isn’t going to do it. A great photo with some large print that speaks to them, that sums up their problem or the solution that you offer…that’s what’s going to grab their attention enough to stop and look further. So that graphic or video needs to be amazing! It’s their first impression on this ad and greatly influences how effective it’s going to be, because if you can’t get them to stop and read your offer, they sure aren’t going to convert in any way. But remember, even though this is a crucial part, if you don’t center this around the goal, your audience, and your offer, it’s useless.
The copy you use (the text within the post) is something a lot of people struggle with. First and foremost, it has to tie right into that graphic, speak to the exact audience you’re targeting, and then lead right into the offer, ultimately helping you achieve your goal. A video I did recently on copywriting will help, so you’ll definitely want to check it out. I’ll link to it in the description. Remember, once you grab their attention with the graphic or video, you still have to follow that up with a great pitch for whatever the offer is, and you do that by using your words effectively.
#6: DECIDE THE COST
You do NOT have to spend a ton of money on Facebook ads. I’ve never spent more than $10 a day and usually run an ad for no more than 2 weeks at a time. Some people might argue with that strategy, but it works for me. You can go as little as $5 a day and it could be for just a few days or a few weeks, or something that goes on and on indefinitely. You have completely control. I usually recommend starting at just $5 a day for about a week. You’ll do this, check all your analytics and results, tweak a few things, and run it again to see if those tweaks helped or hurt your results. Again, there’s not black and white formula because every business is different, so you’re going to have to spend a little to test this out. It will pay off. It still beats the heck out of most forms of advertising when you consider cost versus return.
Now a lot of people, once their ad is published, will watch the results like a hawk. But don’t stress yourself out. Keep in mind that it seems to take 24-48 hours for Facebook’s ad algorithms to really get going at their peak and to report back accurate numbers. So give it time. Also, your return on your investment might not be immediate – don’t get discouraged. Remember, you may be using this to get a cold audience to become a warm audience. I do that all the time and it works great. It takes a bit longer to see the monetary results, but when done correctly, can do wonders for your business in the long run.
Now, get out there and start making some Facebook ads. It really is a fantastic way to advertise! Just use these 6 steps to make sure you’re building an effective ad.
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