No matter what niche you choose, health professionals are always wondering where and how they can promote themselves once they have their Lead Magnet and Signature Program in place.
Most of us know about advertising on Facebook at this point, but many don’t know what to do or how to get started. This article provides some useful and actionable insights that will help you create a solid foundation to begin advertising your Lead Magnet and Signature Program using the Facebook ads platform.
While we won’t get super technical in this piece, our purpose here is to set you up conceptually so that your approach to your advertising is targeted appropriately from the beginning [HINT: boosting random posts is NOT the way to advertise online!]
This article will address 4 different ways to target on Facebook so that you can effectively get your brand in front of your Ideal Client Avatar (ICA). You see, Facebook knows a lot about its users, and with a little insight you can start to leverage that knowledge to get the most out of your advertising dollars.
Once you have your Lead Magnet and your Signature Program sales pages created, it’s time to think about getting ready for launch. If you’re going to be using Facebook advertising to promote your program, it’s important that you have a basic understanding of the types of audiences you can set up within Facebook to ensure your opt-in and sales pages can be viewed as much as possible by your most probable Ideal Client Avatar (ICA).
1 – Start With Your List
It’s always a good strategy to start with people who are familiar with you and your brand, those who already like you. These are your email subscribers — people you’re fairly certain will be interested in your offer.
Using your email list serves 3 purposes:
- 1) It trains Facebook on the type of person that will be most likely to visit and engage with your page.
- 2) It lets your biggest fans self-identify and claim the offer. (Uplevelling their value to you as a client and a potential raving fan)
- 3) It allows you to create look-alike audiences from your email list.
When you use the Facebook advertising pixel, Facebook is able to learn about the traits and qualities of the people who visit your page. Using its complex algorithm, Facebook is able to create a profile of people who visit your pages. Some of the things it’s looking for is common demographics, interests, “page likes”, and behaviours amongst your page visitors. By targeting your list, Facebook is reliably able to figure out your ICA for you and serve your ads to them.
As you know, not everyone on your email list is your ICA. Running ads for your lead magnet to your list allows the people on your list to raise a virtual hand and self-identify as one of your biggest fans. This knowledge is super valuable to you in the future, as you know that these people are the most likely to buy your offer down the road.
Did you know that if given a sizeable sample of people, Facebook is able to create a “look-alike audience” based on the data it has? It profiles the list you provide and seeks similar profiles to show your ads to. What this means is you can show them your email list of 1000 people and ask the platform to target 1 million (or more) similar profiles. This type of targeting, when implemented effectively, has a significant impact on increasing your conversions.
It’s important to note that the more people you have on your list, the more accurate your look-alike audiences will be. Also, it is very important to monitor the performance of the audiences, as sometimes Facebook requires more data to provide the best results.
Don’t consider using your email list as a viable targeting option if your list is currently under 1000. If this is you – Don’t worry — there are other strategies you can use to target your ICA.
2 – Use Value Videos
One strategy that works really well is to create a “value video” or a previously recorded Facebook Live and use it as your ad for the initial audience targeting. The purpose of this is to figure out who on Facebook is actually going to be interested in the content you are putting out.
You can run cold traffic to the video with the goal for the ad as a “Video View” to identify who on Facebook is interacting with your content. It’s important to try to build an audience of people who viewed your video for more than 10 seconds. These people are self-identifying as your ICA and will likely be more responsive when you target them with your Lead Magnet ads and Signature Program ads in the future.
In addition, you can create look-alike audiences from these people as well. While this doesn’t serve as a replacement for your email list, it can be used instead of, or in conjunction with, targeting your email list when you are just getting started with your list building. It’s helpful to target lookalikes from both your list and people who view your videos and compare the performance of these audiences.
Make sure the content of your video is incredibly valuable to your ICA, so that it helps you the most with targeting. Remember this is a value video and there is no need to pitch anything in the video. Put out great content that will appeal to your target audience so you can use the data you get back for your list building and ultimately sales campaigns down the road.
Are you wondering – “But how do I target my video view ad properly?” Use a cold audience or select group of cold audiences (read #3).
3 – Cold Targeting Strategy
When you think about your ICA, what brands or products do they use? What pages do they “Like” on Facebook? If they have children, maybe Toys “R” Us. If they have little ones, the diaper companies are always good to think about. Maybe they have tried to lose weight in the past put failed, if this is the case a good target might be Weight Watchers or Beach Body. Maybe they only eat whole foods (Whole Foods).
By the above logic, you can easily run an ad to age/gender of your ICA, their specific interests in other brands/products to create an amazing performing ad campaign.
Use the tools that Facebook gives you to better understand your audience. The tool for this is Audience Insights and it lets you know exactly what pages, behaviours and attributes the people in your audiences or your most likely audiences tend to all share.
Audience Insights allows you to input your email list, the attributes of your ICA, website visitors and people who engaged with your pages on Facebook, and provides instant feedback on the typical behaviours of these people on Facebook. It provides demographic, psychographic, and behavioural data that you can use to better inform your targeting.
If you try to create ads that target all of these interests at once, you muddle your targeting. You won’t know which part of the audience is engaging and which targets you are wasting money on. It is usually best to break your targets out to isolate the best opportunities.
At Zigimedia, we use a strategy called interest intersection targeting. This is where we look for 2 different, but related, interests to target where they intersect. For example, a holistic minded mama would shop at both Whole Foods and Toys “R” Us, so that might be a good intersection for you if your ICA is a health aware mother with children 2–10 years old. We usually start to implement this once we have settled on the age range and gender of the ICA.
The best advice is to test each of your audiences with a small budget of, say $15–$25, and see which targets or target intersections come back with the lowest Cost per Result for your offer. There are tons of ways to intersect your targets, so we suggest starting out with multiple targets and pairing them down based on their performance.
4 – Facebook Page Engaged: Fans
The fourth and final way to target using Facebook ads that we will discuss here is using people who have engaged with you on your Facebook Page or Group. This should be your most reliable engaged prospect, so the advice for this is very similar to using your email list as outlined above.
There are 2 major differences that we will warn you about:
- 1) Only use this form of targeting for your look-alike audience creation. If you do a great job promoting to these people on your page or in your group, you don’t want to spend advertising money to directly advertise to them. Promote your programs on these pages and know that this group will be the easiest to get to opt in or buy your programs.
2) If you have invited all of your family and friends and other business friends and colleagues to like your page or join your group, then this strategy will be diluted. While these people support you and give you some authority to strangers, they are not your ICA and as a result will hurt the overall targeting Facebook does when creating lookalikes from this audience.
There is a relatively steep learning curve when it comes to running your own Facebook advertising campaign. Using the 4 different techniques outlined above as your conceptual base is a great way to make sure you get off on the right foot.
Use this advice to lay a solid foundation to think about which of the targeting strategies makes the most sense for you and your business. None of the above strategies are exclusively independent of the other, so it is always best to test them against each other when you have the opportunity to do so.
Do small tests across many audiences to ensure you are getting the lowest costs for your ads. A lot of it is trial and error so be prepared to not hit the mark right away — rather, see it as an evolutionary approach. Always fail forward and learn lessons provided by each test you create.
Over time you will develop the targeting strategy that works best for you so you can fully take advantage of the data Facebook gives you for your ad creation.
About the Author
ZigiMedia changes the way you strategize and implement digital marketing for your offline or online business. We create Impactful Marketing Technology Solutions For Your Health & Wellness Business while taking the burden of marketing and technology off your plate so you can focus on what you do best. Connect with us today to bring your online vision to reality on your next project and find out how we can help your business grow.