If you own or manage a local business, then one of your most pressing concerns is getting a consistent flow of new clients every month. This is no small task and you better have a thorough marketing strategy in place, one that helps you stand out from your competition and attract a steady stream of new leads to your business.
Although there are many marketing tactics that you must incorporate in your plan to drive prospective patients to your business, none is as effective and swift as Facebook Ads. It works wonders without draining your marketing budget and helps to increase your business' brand awareness.
If you are not familiar with Facebook Ads or haven’t tried them yet because you don't know how to properly set them up, are not sure whether you can actually reach your ideal clients and generate leads, or simply are afraid your costs will far outweigh your revenue, then read on, because in this article you will learn what you need to do to set up a winning facebook ad campaign that can generate more leads for you.
Why Should You Use Facebook Ads?
There are a host of reasons you should consider using Facebook Ads in your marketing arsenal, but here we’ll just mention a couple of them.
It will be easier for you to find your target audience on Facebook. Around 80% of the adult population in the US and Canada are Facebook users who spend on average 40 minutes a day on the platform. This means your message has the best chance of reaching your target audience on Facebook than anywhere else.
Facebook Ads work like a charm. Since you have the ability to laser target your ideal customer, reaching out to them with an offer they can’t resist, your chances of converting prospects into highly qualified leads are magnified. To top if off, your ROI will be significant, when you factor in the lifetime value of the customer.
The key to start generating a steady stream of new leads almost immediately with Facebook ads involves two basic components: an irresistible offer, and a marketing funnel. So let’s go through what you need to get started.
An Irresistible Offer To Generate Leads
Catching your prospective client’s attention is easier when you can offer them something of value, something that will prompt them to take action the moment they see your ad. However, people have all sorts of interests and not everyone will act to a generic offer that’s meant to appeal to all.
This is why the first thing you need to do is define who your ideal client is. Once you know who you are targeting, you can build an offer that is attractive to them. The best alternative you have to entice your target audience to come to your office is to offer something for free. This is the first step your clients take to develop trust in you and it opens the door for you to start a relationship with them and upsell them into paid services later on.
Now, what kind of an audience would be most likely to be attracted to this type of offer? You have to narrow it down to one specific type of customer, just so you have a better chance of catching their attention. Your best bet is to use your ideal customer avatar.
Facebook allows you to target your ads based on events like these and more. And while a freebie is something that could attract other types of potential customers, it is best to focus on one demographic at a time. Remember, the offer might be the same, but the message will differ.
Your Marketing Funnel
Now that you have defined the irresistible offer you’ll place in front of your target audience, all you have to do is set up your marketing funnel. A funnel is any series of steps designed to guide potential customers toward a buying decision.
Going back to the offer we mentioned earlier, it could erroneously be interpreted as the buying decision. It’s really another step in the marketing funnel you’ve put up, leading to the buying decision which will likely be one that will have your new found lead become a regular client, ideally requiring several services over the long term.
This particular dental funnel of yours needs four elements:
- 1Facebook Ad
- 2Landing Page
- 3Thank You Page
- 4Follow Up
Each step must lead seamlessly into the next, making it easy to go from beginning to end, so that the prospect experiences no disconnect, feels well taken care of, and increases their trust in you, the advertiser.
Let’s dive in and see what each step entails.
1. Your Facebook Ad
This is where it all begins and that probably makes it the most important step in the funnel. Not only does it have to catch the attention of your target audience but also has to prompt them to click on it. Thus, the offer and the message that you use in your ad are of paramount importance.
The best ad type available to set up a lead generation funnel for your business is a Consideration ad that will send Traffic to your website.
After you choose your ad objective, you must define your targeting. This is where you tell Facebook what segment of the audience you want your ad to be shown to. You will be able to target based on several criteria such as: life events, behaviors, and interests.
The following four targeting options are what we recommend for dentists to start with, to attract local prospects with the free teeth whitening offer. Your targeting options will differ depending on your service.
There are other targeting options that you can test, but only until after you feel comfortable with the initial setup suggested here, and you have seen a constant flux of leads coming to your business. These four targeting options are definitely a solid foundation for you to work on.
The next step entails creating the ad itself. At this point, you’re not selling them anything, just enticing them to click on the offer, so that they enter your marketing funnel, sign up on your offer and opt in to your email list. This will allow you to follow up with them to schedule appointments and offer them your main services.
Right after they click on the ad, they must be taken to a landing page, also known as an opt-in page, where they will enter their contact details (name, mobile phone number, and email) to be a part of your email list.
2. Your Landing Page
This has to be a page created specifically to receive all incoming traffic generated by the ad. It can be a page on your website or on a third-party service provider. Just keep in mind that for analytical purposes it is best to have access to tools that allow you to test your landing page and show you key performance indicators such as traffic sent, click-through-rate and conversion rate, to name a few.
To successfully collect leads, your landing page must be congruent with the ad. You achieve this by presenting them with the same information that they saw in the ad, so as not to modify or suppress their expectations, and avoiding to put any information that may distract them from the objective at hand, which is to get access to the offer they were promised in the ad.
So they arrived at your landing page and submitted their details. What’s next?
3. Your Thank You Page
Now that they’ve entered their contact info and clicked on the Yes! button, they get added to your email list and are instantly redirected to the Thank You Page.
This is the page where they are given further details about how to claim their offer. It should also be consistent with the previous steps in the funnel, the ad and the landing page, so as to increase trust in your lead.
There are a few things you should keep in mind when creating your thank you page:
4. The Follow Up
As crucial as the ad, which is where your marketing funnel began, is the follow up, which is where it ends. It’s strange, but some people don’t bother calling to claim the offer, even after they’ve shown interest by submitting their contact info. Which is why it is of utmost importance that you touch base with them both by email and by phone.
First of all, you should set up a welcome email in your autoresponder service that is sent immediately after they sign up for your offer. This is a simple message, very similar to what they found on the thank you page, where you thank them for signing up on your offer and encourage them to call your office asap.
Second, you should contact them on their phones. This is something that should be incorporated into your office’s daily routine. You know the drill. You call them to remind them about the offer they signed up for and invite them to come to your office. If someone is not easy to get a hold of, keep trying until you do. Remember. They want to be contacted. They filled out the form.
There are quite a few marketing strategies that you can implement to grow your business. Facebook Ads stands out among them for many reasons. It doesn’t take long to set up and produces results right away.
If you want to implement what you just learned after reading this article, you should expect a learning curve. After all, you have dedicated your life to mastering your business skills. Taking on a new challenge will require focus and time away from your business.
If Facebook Ads is something that you are seriously considering, but are afraid you might not have enough time to run them properly, then we might come in handy. At Evoluxio Marketing, we are a boutique digital marketing agency for small and medium sized businesses and we are the best at generating leads to your business.