Pivot Your Practice and BulletProof Your Future - Increase Your Sales and Name Recognition with Facebook Ads

Yikes: It is getting serious about this 'Pivoting lark' time! 

It is time to put some money where your mouth is and get your new-style services out there in front of more people. Social media is an easy way to interact with your audience and to grow your following but sometimes it can seem like a tedious process. Post, post, post. Being consistent can be a big yawn because it takes months to build up momentum. If you want to take control and try to speed up the rate at which you make contact with people who need you try using Facebook Ads to increase your reach. They are not terribly expensive to run and the costs are very easy to control so it isn't a great big scary risk. 

Facebook Ads are created in the Ad Manager and you’ll need to know the demographics of your target market as well as how much you want to spend and how long you want the ad to run. But first, Facebook wants you to identify your ad objective and you have about 12 options to choose from. Do you want to use this to attract more likes, get more leads, increase engagement. etc...

Next is setting up the ad. Choose your Facebook Page you are going to promote and then choose the demographics or characteristics of the ideal person you would like to tell about your service. If you look at the gauge in the right margin, you’ll see a Potential Reach number that probably is in the millions. Who wouldn’t want millions of new leads, right? Don’t be fooled. Of those millions of names, how many would actually be QUALIFIED leads? Do you think you’ll make many sales from a million names if they can’t afford your products, or have never displayed any interest in personal growth, or are in an age bracket that almost never came to your practice? Knowing your target market demographics will whittle down the potential numbers but they will more accurately match your ideal, lovely client's qualifying traits.

How to Target Fans of OTHER Facebook Pages

Yes, this is really a thing! And no, you’re not stealing audience members from other brands; you’re merely introducing yourself to those followers in hopes of offering them a unique twist on their need which will exactly suit what they want now. 

When you are building your audience you can choose to tell Facebook that you would love to get in front of people who are fans of, for instance, Brene Brown, or Anthony Robbins or.... whoever is a big influencer and thought leader in your area of expertise. 

After you enter your own demographic information, click on the Interests field and start to enter the name of the Facebook Page you want to target. If the page has enough fans, it will likely show up in the dropdown box as a match. If a match doesn’t come up as you type in a page name, it’s not available to be targeted.

When it comes to setting a budget, you can start as low as $1 per day but as with anything, you get what you pay for. Smaller budgets will reach fewer people; running an ad for fewer days will also reach fewer people. So determine how much you can realistically afford on this campaign then decide how many days the ad should run. I always prefer to start very conservatively and see what gets traction and then will spend a little more to go out to more people. If the post I am advertising doesn't get noticed I would rather try another one and even another until I find the one that resonates best.

Tips to Designing an Effective Facebook Ad

We all know that Facebook has many, many rules about everything on their platform and how to design an ad is no exception. Your ad should have a pleasing photograph but you are limited to how much text you have as an overlay. Their magic number is less than 20% text on your actual graphic because they say these ads perform better. This 20% rule does NOT include the body text of your ad (which appears above your graphic). Exceptions to the 20% rule are book covers, album covers, etc. which already have text printed on them.

Always be sure you have the rights to use the photo! Your best bet is to use your own photo or a stock image that you have purchased. Grabbing images from Google Images is not proper and very well could be a copyright infringement. I love Unsplash for copyright free photographs. 

If you’re looking to collect new people or selling an event running a Facebook Ad campaign can be a worthwhile investment. Be clear on who your market is and simply follow the steps as Facebook has laid them out. Once your ad is running, log in to your Ad Manager to analyze the performance results.

Dip your toe into this exciting adventure and see what happens. Remember that all of marketing is an experiment. There are no failures in marketing because whatever happens gives you information and you will learn. 

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This is a series for coaches and therapists who are passionate about their work and their clients but struggling to find a way to make things work post-Covid as clients melt away and money becomes an issue for most people.

This is a time when most of us are scared. Nothing is known or predictable and many of us are dithering about what to do. In fact, this indecision is paralysing us and that is something that will derail the success of any practice. Therapists and coaches who are successful are people who have learned to do two things.

One is be flexible enough to pivot their business to what will work now - and the other is to break through enough of the fear barriers to get productive again.

Need More Happiness, Freedom and Success? Join My Free Webinars…

If you want quick and easy steps to setting yourself up for a safe and happy future doing the work you love, join me for my free webinars. I usually give at least 5 tips for moving forward and implementing in ways that will move you forward in all of my webinars. Each is about a certain angle on the issue. They, on their own will have an immediate effect on your mood and your outlook on life with your business. Get off the hamster wheel and take some time for yourself with my webinars, learn and act, learn and act – that’s the way to start flourishing.

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"Just imagine if the next 5 years is like the last 5 years? How are you keeping yourself financially secure, happy and living your life of purpose by helping other people succeed?"

Elizabeth specializes in helping you Get Your Coaching or Therapy Practice Back On Track. Sign up for her highly-acclaimed free challenges and webinars to find out how to Pivot that Practice to FutureProof Yourself.

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