As a force of healing for various individuals and their families, you understand how important your company’s mission is. Unfortunately, your worthy intent isn’t enough to draw people in—you need rock solid marketing, too.
Although a marketing plan can take countless hours of work and a big toll on your bottom line, it doesn’t have to. In fact, with the help of the right social platforms, you can boost your conversation rates and secure a better future for you and your clients.
Now, if you feel overwhelmed by advertising on social networks, you’re not alone.
It’s difficult to know exactly where you should concentrate your efforts. Luckily, we have some insider knowledge: Facebook should be the first place you turn.
Facebook not only gives you access to billions of active monthly users, it also has tools that allow you to zero in on your target audience.
Sounds Easy Enough, Right?
Although Facebook is user-friendly, it takes an expert to understand how to leverage its simplicity to reap the greatest rewards. You need to understand the ins and outs of the platform to succeed in this arena, but you don’t have to do it alone.
Read on to learn how to run a Facebook ad campaign that will ultimately help more individuals and their families find your treatment facility to receive the help they deserve.
First Thing’s First
If you already understand how to access and create lead ads, you can skip to point one. If you’ve yet to create this type of ad, though, finish reading this section to learn how.
After signing into your Facebook account, navigate to your business manager account. From here, click the power editor button followed by the + create campaign button (found under the campaigns folder). After selecting this button, a myriad of options will display, but don’t freak out—this isn’t rocket science. All you need to do is select “collect leads for your business” (option #12 or so on the list).
Are you still with me? Good.
The next step is to fill out some information, such as your desired audience and budget—hopefully things you already have in mind. If not, take a minute to discuss what your goals and needs are, and then fill out this information to proceed.
Now you’ll create a lead form. Assuming this is your first lead generation advertisement, you’ll need to select the “new form” option, as you don’t have an existing form to duplicate.
Phew! We’re Almost There.
With the nitty-gritty out of the way, it’s time for the fun stuff; you’re ready to craft a context card. Essentially, this card will tell your user what you’re offering and why they should connect with you. They’ll then have the option to provide you with the information you ask for—such as their email, full name and/or state of residence.
Now, I know that took some time to set up, but stick with me. The following tips will be to the point and will produce big rewards, if implemented correctly.
If you’re the note-taking type, you might want to get out your notepad and pen for the following section. If you’re not, well, you might want to start:
1) Interests Matter
Remember the 2 billion or so monthly users we mentioned earlier? Here’s where they come in again. Facebook is unrivaled when it comes to users, which can be big trouble for companies that don’t have a clearly defined target.
If you try to market to everyone, your message will become so watered down that it’ll appeal to no one. If you really want to stand out from the crowd, it’s all about finding your niche.
There are a few ways to narrow in on your target message and audience, but one of the most useful ways to do so on Facebook is to filter users based off user interests.
If you’re interested in getting more people connected with your treatment facility, you might target individuals with interests like “12 Step Recovery,” “Sobriety” or “Addiction Recovery.”
Once you define your target group and cater to their interests, the next step is to entice them to provide you with the information you want.
How exactly should you entice them, though?
So happy you asked! The answer is in the next section:
2) How To Draw Them In
Simply put, an email address is one of the most high-value pieces of information you can ask for. With an email, you have the opportunity to nurture a lead and turn it into money for your company.
Due to this reason, many companies develop an undying thirst for email addresses—and their hunger shows. How many times have you been on a new website and been asked to give your email address before you’ve even found the content you’re looking for? Chances are, the answer is too many to count.
Top companies understand that the lifeblood of good leads is an emailing list, so they ask for this information at every turn. The issue, though, is that people hate giving up their coveted email for little—or nothing—in return.
So, how do you successfully secure email leads and keep users happy?
Give them something in return. Whether you ask for their email in exchange for a discount or you promise that they’ll receive information that’s actually helpful, ensure you provide some type of payoff for their investment.
3) Consistency Is Key
At this point, you should have an understanding of how to run a Facebook ad that will provide you with invaluable information, such as emails, but you shouldn’t stop here!
One of the key issues treatment facilities make when running a lead ad is viewing the transfer of information as the final step—and this makes sense … If you’ve spent time and effort constructing a great campaign that seeks to gain information, of course you think that receiving this information is the final step; however, stopping the line of communication here can be a fatal flaw.
Once a viewer engages with your advertisement and provides the information you need, they should have an opportunity to proceed to more information. Specifically, they should clearly understand how they can navigate to your landing page—the powerhouse of conversions.
Crafting a nearly perfect Facebook advertisement and landing page might seem like a chore, but it’ll pay off—unlike cleaning the oven or fridge.
How are those tasks seemingly endless, anyway …
No matter, back to the important stuff: a Facebook landing page can provide the visitor action you need to secure sales. For example, you might receive an email from your Facebook, but the landing page can provide the final information a user needs to actually sign up for your treatment facility.
Let’s Wrap It Up
So, clearly Facebook marketing is a bit more difficult than meets the eye, which is why we wanted to break it down for you. After years of studying and learning the best ways treatment facilities can utilize Facebook advertising, we could even break it down in a rhyme for you: Advertising can give you a headache; though, it shouldn’t ruin your life, for goodness sake. Just kidding. We’re not going to rap for you, it’s pandering, and it’s been done before.
What we will say, however, is that Facebook advertising can seem overwhelming, but the tips and tricks above can help you drive more traffic to your website and secure more sales.
If you’re ready to take your facility’s success to the next level, consider implementing the techniques above in your next campaign.