Back in 2013, the rules were pretty slack.
You could literally put up ‘before and after’ photos in your ad, collect the contact details and book people in.
I guess the biggest challenge that everyone faces right now are the constant rule changes facebook make without letting us know.
The flip side of this though is that when it comes to marketing, they’re one of the most innovative platforms to work with.
Even though the ad copy is watered down and the images are not as enticing as they used to be in 2013, my personal results (measured by ad spend to sales) is significantly better now.
Retargeting:
How cool is it to be able to send your targeted audience to a specific landing page (via an ad or page post) for facebook to then capture their profile so that we can market to them later?
Let’s bring that example to life a little bit:
You write a blog post (similar to this one, but for your specific target market).
You then set up your retargeting pixel on your blog page (if you’re not sure how to do this then watch the video below)
You then put a post on your FB page saying check out my latest post – it’s all about how to hit your health and fitness goals without having to eat eggs every day!!…..- topic of your choice.
Then set up an ad to ‘promote your post’ and make sure you get your targeting right. If your target market is women between 25 and 45 then set this up in the targeting area so the ad is only shown to them.
Now every time someone lands on that blog post page, facebook will capture their details.
This will build up a specific audience for you in your Website Custom Audiences section and you can set up another blog post in 7 days time that is only shown to them – for example…..”If you liked my article about eggs last week, then check this one out about getting bikini ready for the Summer”
and so on….
By going through this process, you are genuinely building a great relationship with your audience and so when you then ‘make an offer’, they are more likely to be receptive to it.
Lookalike Audience
Did you know that you can upload your email list to your facebook ads manager and create a custom audience?
That in itself is pretty cool as it means you can then start to generate ads that are only shown to people that are already on your email list. For example……”As you’re already on my email list I thought you might like this exclusive offer…..”
Wit
You can take this one step further though and create a ‘lookalike audience’ (as long as you have at least 100 email addresses in your custom audience). It’s super easy:
Just click on create audience (in the audience section) >> lookalike audience >> then select the custom audience name (your email list) >> then your country >> facebook will then look at the profile of those people on your list and generate a similar looking list for you of anything between 300,000 – 3m!!
If you’re only marketing locally then you should select this lookalike audience first, then your location, then the sex, age range and then any interests that you think might help. By applying these filters to a lookalike audience your ad campaign will have a much higher rate of success. Better targeting = better enquiries = more sales.
Oh, and also, you can create a lookalike audience from those that have already liked your page as well – so if you have over 100 likes on your page you’re good to go.
Honestly there is so much to the targeting section in Facebook that doesn’t get used. I have recently agreed to manage my son’s under 10’s football team next season. This is a brand new team and I need players. So I have put an ad together on FB, targeting those within the 28 – 48 age range that have got kids aged between 4 and 12!! The ad is doing well and I’m getting enquiries.
Without using the targeting though this ad would flop.
Multiple Ads:
This is just good business practice.
Once you have an ad put together, you should then set up different targeting in the ads manager.
So, same ad shown to the following:
- Those that have liked your page
- Lookalike audience in your town with age, sex and 1 interest applied such as ‘fitness and wellness’
- Lookalike audience in your town with age, sex and 1 interest applied such as ‘physical exercise’
- Custom audience – those on your email list and those that have read your blog posts
Put around £3-£5 daily spend on each.
Then after 48-72 hours look at the results.
Turn off whatever isn’t working and scale up whatever is.
So, hopefully there are some pretty cool tips there for you to be getting on with and applying to your biz.
Here are some things to be aware of specifically for personal trainers:
Don’t s
Don’t use any of the following phrases in your ad: lose fat, lose weight, make you feel better, do you feel like a failure, are you fed up with trying and failing, drop a dress size, lose (x)lbs in 7 days, – and anything like this.
Don’t use any of the above phrases on your landing page.
Don’t use before and after photos or ideal body images in your ad or your landing page (subjective)
Don’t leave ads that you used months ago sitting on your ads manager. As the rules change, get rid of the ads.
Don’t say anything in a video that you wouldn’t write on an advert
Do’s
Make sure that you have ‘privacy’, ‘terms’ and ‘home’ page links on your landing page. This is really important.
If you use leadpages for your professional looking landing page then make sure it’s directed through your website and you’re not using the leadpages domain provided.
As much as possible try to send facebook traffic to a blog article first and build up your retargeting audience.
Use video. Facebook love video right now, especially if you upload it straight to them rather than via youtube or vimeo.
I love it right now as there are loads of trainers that are running scared of FB. Word gets around quickly of accounts getting disabled, and so out of fear and a lack of understanding they stop altogether.
There are also a load that are just blatantly stating that “FB Ads Don’t Work!”
….this is awesome news to me personally as it just means that there is less competition and so less demand and so ads cost less.
On the flip side though in my role as a PT mentor, it’s not good as I want to help out…….hence the reason for this post.
In a nutshell FB Marketing works really, really well, and is constantly changing and being improved. You need to keep up with the rule changes though.
If you’ve been left feeling frustrated or lost with what FB have been doing recently then I recommend you give my PT100K Club a go for 1 month. Just try it out and see how you get on.
At least you will be kept in the loop of any changes, but more importantly you will learn very quickly how to set things up in a way that will have you generating quality leads and making more sales within your first few days.
Either way, I hope you’ve found this article useful. Please feel free to share it with anyone else that may benefit.
Ricky
ps. it’s not uncommon to double your turnover within your first month with PT100K Club membership. CLICK HERE to apply
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