3 Expert Tips to Help You Get Better at Facebook Advertising
Facebook is a monster social media tool that can be used in a variety of ways in order to grow your business and attract more clients. But many gym owners and personal trainers who run an independent business have a tough time managing their Facebook ads or even knowing where to start. But that shouldn’t stop you from using the Facebook ads altogether. There are plenty of people who have never had any experience with Facebook ads before yet they have huge success with them after learning the ins and outs of how to use the platform.
If you don’t know where to start, you can begin with the first installment of this series where we talk about the basics of Facebook ads. This post will be a little more in-depth so you can get more accustomed with the platform and its features. Keep in mind that there’s very little risk in experiment with Facebook ads. You don’t have to worry about wasting your money to get nothing in return because you have full control over how long the ad airs and who sees it. It’s a great platform to experiment with your marketing strategy and grow your brand as you’re hammering out the details of what your brand is all about.
Here are 3 useful tips to help you manage Facebook ads more easily and get the most out of this platform.
There’s a Lot of Power in Remarketing and Retargeting Ads
A remarketing or retargeting ad is when you run ads targeted to past visitors of your site. You can create remarketing lists of people who have visited your page before, engaged with you before, etc. Remarketing ads include a code that’s placed on the page that the user visits. This means your ad will follow that user around the social media site or on other websites online. You know how you see ads on the side of your browser that advertise for protein supplements that are similar to what you were googling the other day? That’s no coincidence! That’s called remarketing.
Remarketing ads hold huge power for brick and mortar locations, especially a smaller number of locations or a single-location studio. This is why Facebook ads are so essential for small business owners. They tend to have more targeted success on Facebook than the larger companies or corporations. For example, you can target an ad to people you know were looking at your auto-pay membership. Now if you released this same ad out to everyone, it wouldn't make much sense. But if you hone in on folks who have already been perusing through your auto-pay membership options, targeting a remarketing ad towards them can generate a lot of engagement and sign ups.
Be Strategic About the Landing Pages of Your Website
You want different intentions for different pages so that you can target who you’re trying to reach with each page. This will also make it easier to figure out who to target in your Facebook ads. The idea is to have each page serve a specific purpose on your site. If you have a new client introductory offer page, you know that people who are visiting that page are probably not members of your gym or they’re trying to sign up a friend. If they’re visiting your pricing page, you know they’re more serious about signing up long term. And if they’re on your teacher training or certification page, you want to get in front of them ASAP in order to sign them up for your next event or workshop. Each page has a target audience, and it’s important that you keep track of these audiences in order to know how to target each of them with your ads.
Don’t Expect Immediate Results
People rarely purchase something after seeing it just once. This is an important thing to understand because there’s a tendency to just run one or two ads and then get disappointed that they don’t generate the results you’re looking for. Just like any good marketing campaign, it’s likely going to take you six months to a year to see full results. So if you’ve never done any advertising on Facebook, you’re not going to see immediate feedback after just one ad. You can see very drastic, strong results within six months if you have a specific strategy. You have to do more than just throw up as many ads as possible. Create a strategy that allows you to map out all your ads over the next several months, as well as who you’re going to be targeting. And this strategy has to be put to the test over and over again; you’ll have to adjust this strategy in real time, depending on the kind of results you’re getting.
This may not sound like music to your ears, but it takes people at least 7 times to take an action on something. That means they have to have heard about and seen it 7 times. So if you run one ad that says, “Buy my intro!” and they don’t buy it, you shouldn’t be surprised. Would you walk up to a random person on the street and say, “Hey, buy my intro!” and expect success? No, of course not, because you don’t have a relationship and you’ve never talked before.
That’s why it’s crucial to tell a story with your ads—a consistent story. Don’t be afraid to put yourself in front of people constantly, with a clear story that gives information about your brand and what you offer. The more you run ads, the more you will get in front of people—and the more likely you are to close the deal.
In the next installment of this Facebook ad series, we’ll talk about how you need to position yourself as an authority so that people will want to listen to you. You have all the goods and services they need—now you just have to show yourself as an expert. See you next time!