If you are tuning in today because you read our previous post Getting Started With Facebook Marketing Ads, you learned that the first step is to establish your objective for running a Facebook ad, and then second, coming up with the type of campaign you want to run.
Today we will discuss how to set up that campaign and use it to target a specific audience in order to accomplish your objective, whether it be to advertise an event you are having that you’d like patients to attend, promote a monthly special you will be running, or to reach a new demographic of patients to increase your patient base.
Before I explain how to set up a campaign, I want to talk more in detail about the most effective type of Facebook ad and then explain the why and how of it in a minute.
As you scroll through your Facebook feed, you’ve probably come across quite a few still ads for clothing, accessory, or cosmetic companies, health and wellness products, books, and other media. Still means it’s just a picture or snapshot of such products and services. But you may be surprised to learn that video ads are actually the most effective type of Facebook ad, and that they are gaining popularity as the success of them has become indisputable. This is the space your practice should be in.
Think about this for a moment…back when people were actually watching TV on their televisions (and before Tevo where you can skip all the commercials), how did companies advertise their products and services? Commercials, right? So doesn’t it make sense that now that almost all eyes–91 per cent to be exact–are on their cell phones, that businesses would start running commercial-type ads where the eyes actually are? People today are even watching their favorite TV shows and movies on their phones. Don’t overlook this opportunity. So let’s move on to the why:
- First and foremost is the obvious–Facebook is one of the most powerful platforms for marketing and connecting with people. You know this, so capitalize on it.
- You get the biggest bang for your buck here and are able to customize the cost of this type of advertising to fit your budget.
- With the ability to create custom audiences for your ads, this is a great way to retarget people who have visited your site looking for a new provider and did not end up joining your email list or calling to schedule an appointment. Reinvite them with an enticing offer.
- As mentioned in the previous point, Facebook ads are a good way to grow your email list so you can add patients to email drip campaigns and remarket to them or send them monthly newsletters.
The Why and How of Video Ads
Now that we are clear on the why, let’s move on to the how. As you create content for your ad, there are some key points you must include in your strategy in order to convince potential patients to engage by clicking on your video.
- 1. Start out with an obvious “yes” question for the audience you are targeting, whether they be current or prospective patients. The purpose of this is to instantly engage your audience. Something like, “Are you looking for a provider you can trust?” Or, “Do you want to improve your (health, smile, fine lines and wrinkles, etc.) but think you can’t afford it?” You want to bring to light the pain point and then balance it with the possibility you want to offer.
- 2. Tell them who you are and why they should care right off the bat.
- 3. Tell them what you are going to reveal to them of value–what your product or service is and how it will benefit them.
- 4. Make them a promise and then tell them how it will improve their life, health etc. if they take advantage of the service or procedure you can provide.
- 5. Call them to action! At the end of your video, invite them to call for an appointment, click on link that will take them to a “Find out More” page where you can find out their interest level and capture their information to follow up or add to an email campaign to further educate them.
Be sure to include all of these aspects within your video and keep in mind, as they scroll through their feed, the videos are silent until they are clicked on. So it is very important to make sure your thumbnail and beginning of your video is interesting or unique enough to grab their attention and make them want to click on it to find out more or hear what you are saying.
Understand, your video does not have to be professionally done to be worthwhile or effective. In fact, it is usually better if it isn’t because it feels more personable, and genuine– more like they are talking person to person instead of business owner to customer, which will create an instant level of trust or openness.
Setting up and Customizing Your Campaign
You can get pretty specific with the types of users you want to market to within your Facebook settings. They can be customized by location, connections, interests, age, language or even other custom audiences.
To set up your campaign, and upload your video, go to the upper right hand corner of your page and click on the little triangle button to view the action drop-down menu. Go down to “Create Ads”. Click on it and it will walk you through step-by-step how to set up your ad.
If you are on a tight budget, you will want to be sure to only place your ad in the Mobile News Feed. (This will be an option as you are setting your campaign up. Running your ad in the mobile news feed is a smart idea because the majority of Facebook ads are viewed through a mobile device, and when the video is tapped, the entire screen is taken up by the video. Because of this, your audience is less likely to be distracted and likely to watch more, or hopefully all, of your video.
To track the success of your video ad campaigns:
- Click Insights at the top of your Page
- Click Posts
- Scroll down to All Posts Published
- Click the post you want to see metrics about
- From the Post Details window, click Video
Evaluate the metrics of your ads within your Videos section, so you can decide what types of campaigns are successfully engaging your patients and which could use tweaking or improvement. If you don’t nail it the first time, don’t give up! Learning new marketing techniques and strategies are always a trial and error experience.
It may take some time to get the feel for what works and what doesn’t. Just remember to be real and genuine with your content. You will be more successful in connecting with your patients and establishing their trust in what you are sharing with them.
Now that you have a new and very powerful marketing tool, don’t wait to utilize it. Once you get it down, it will likely help you to accomplish some objectives you have been aiming for in your practice, but just haven’t found the right avenue for reaching them. Get creative and have fun while you give this a try!