Ah, Facebook ads - you either love them or you hate them. Chances are if you hate them it’s because you just don’t know all the essentials yet. So, if you’ve ever wondered…
Do they work?
Can you actually book appointments from them?
How do I even get started creating a Facebook ad let alone making them work?
…you’re most certainly not alone. I hear a lot of these great questions over in the Aestheticians Connect Facebook Group, so I thought I’d share some of my story using Facebook ads and the impact they’ve made on my business.
As you can probably guess at this point, I fall into the category of the people who love Facebook ads because using targeted ads has been a huge driver of traffic in the form of new readers, subscribers, and customers for my business.
At first, I started off with boosting posts for $50 to grow my audience on social media and drive more traffic to my blog posts.
Then, as I began to learn more about Facebook ads and my audience, I got a little more daring and created an ad to invite my target audience to my webinars. To say the Facebook ads made a difference in the number of people who registered would be an understatement.
The ads more than tripled my registration rate.
I know it can be scary to put money into something that you’re not entirely confident will pay off, but you can’t argue with that kind of return on investment. Facebook ads work, but of course, you have to know what you’re doing, and you have to have a plan.
In the past two years, I’ve learned a lot about what works and what doesn’t when it comes to ads specifically in the aesthetic industry, but before I tell you a little bit more about my experience let me give you some numbers to ponder.
As of the second quarter in 2016, Facebook had 1.71 billion active users making it the largest social network in the world. And Mark Zuckerberg, the CEO of Facebook, recently disclosed that the average user spends 50 minutes per day on the company’s Facebook, Instagram, and Messenger platforms.
With that many active users spending that much time online, you are bound to be able to connect with your ideal client, and one of the best ways for businesses to do that is with Facebook ads.
So why do so many struggle with Facebook ads or feel that they simply don’t work? It all comes back to having a plan, or in business speak, a strategy.
You can’t just throw an ad up on Facebook and expect people to come flooding through your spa doors.
You have to get specific and create your ad with a single person in mind, your ideal client. Aim to attract this person in both the creative aspects of your ad as well as how you target your ads.
And let me tell you, one of the single best things about Facebook ads (although I’ll admit, it’s hard to pick just one thing) is that you can get incredibly detailed in targeting your ad to your ideal client.
From only advertising to those within a 10-mile radius of your location to choosing age, income, and other demographic traits, to creating mirrored, or “lookalike” audiences of the audience of your competitors, the ability to narrow in on the people who are most likely to become your clients is incredible.
Once you’ve gone about creating your ad and targeting it so it gets in front of the right people, you also have to make sure that the people who click on your ad don’t click away never to return again. That’s why you also need to think about your email marketing and how you’re going to capture your ideal client’s email address and begin to build the know, like and trust factor with them.
And once you’ve built that relationship, you’ll have developed the foundation you need to have a loyal client who continues to come back and see you time and time again and not someone who’s merely shopping around for the best deal.
So, as you can see, Facebook ads can indeed be very involved. You have to be crystal clear on who your ideal client is. You need to have a handle on your email marketing, and you have to understand the technical side of things to connect the dots from ad creation all the way to booking their appointment.
The good news is that it is a lot easier than you think. Over in the Aesthetic Experts Club, we have bundles on all these topics: the Ideal Client Bundle, an Email Marketing Bundle, and a Facebook Ads Bundle, and they all walk you through in detail the how to’s and strategy behind each of these areas of your business.
If it sounds like the Aesthetic Experts Club might be a good fit for you, click here to join and access the bundles I mentioned above, plus so much more, for only $29 a month. Doors are closing on October 31, so if you want in now is the time to take action!
Now I want to know, what’s your experience been with Facebook ads? Do you have a success story to share? Questions about the Aesthetic Experts Club? Let me know in the comments section below.