Confused about Facebook ads? You’re not the only one.
Back in 2010, I began using Facebook ads to get likes on one of my Facebook business pages.
I went in determined to get results, but as a direct marketing student and practitioner, I also knew I wouldn’t keep doing it if it didn’t work. I read through numerous Facebook help sections and did my due diligence, but I was still a little arrogant and impatient. I thought: I’ve been marketing my martial arts schools and other businesses since 1998. I’ve been using internet marketing and selling online for almost five years. Running a Facebook d will be a piece of cake.
I quickly learned that running a Facebook ad is not like search marketing. Being big on the call-to-action or CTA (words that prompt your readers to take immediate action), I thought my same CTAs would work with Facebook Ads. However, I was wrong.
Facebook ads are more strategic. They require more patience. The Facebook user is not looking for you as in search when someone types martial arts program in Chicago into Google. You have to get their attention, but you have to get their attention in a way that doesn’t make Facebook mad at you. Before I truly understand Facebook ads, at least one out three of my ads were rejected.
Then, I turned the corner and got serious. I dove in to learn everything I could (and I’m still learning). Most importantly, I quickly implemented what I learned. As test results came in, I made adjustments to my ads.
The truth is the adjustments will never, and should never, stop. That’s the real fun of Facebook advertising: you always can make adjustments to the text, to images, and to the web pages to which you drive prospects in efforts to improve ad performance.
After two years of testing, tweaking, and writing my own book on Facebook advertising, I”m still learning. While none of this Facebook ads marketing is “cookie-cutter”, the initial approach when first launching Facebook ads is relatively the same.
Let’s explore the first step a martial arts business needs to take when marketing with Facebook ads.
After your network of friends, colleagues, and students “like” your page, you will likely end up stuck at a certain number of likes. I call this the “Like Barrier.” Fortunately, there are a couple ways to beat it.
The fact is your Facebook page really must be used for more than just telling your students that you are closed due to the weather. Your school’s Facebook page must be a mix of students – those who will cheer you on while being your core audience in addition to non-students who will become students.
If your current students don’t already follow you on Facebook, make sure you frequently encourage it. One way is to communicate that you have a Facebook page. Add a notice to your student eNewsletter, mention it before and after class, and hand out flyers to students.
To reach prospects, you first need to determine if your goal is to increase your likes or if it is generate leads for your services and programs. You could run a Facebook ad to promote your introductory programs or seasonal offers, such as a Back to School promotion or a New Years’ Get in Shape special.
Alternatively, you can run Facebook ads to increase your likes. What’s the benefit of increasing likes? The more likes you have, the more interaction you will have on your Facebook page. The more interaction you have, the more social proof you build for prospective students who are considering joining your school.
Be warned: Increasing page likes – whether with current students or with prospective students – comes with the added duty of consistently updating your Facebook business page. A Facebook ad strategy must have a content strategy behind it.
Once you’ve determined your goal (to promote your business offerings or to increase likes), identify who you want to target with your ad. Do you want parents? Good. Determine your geographic radius and age group. Think about the interests of your best target market and act.
Remember your ad text must have a simple message. Avoid "salesy" phrasing.
Every ad must lead to a landing page (also called a lead capture page). It’s a web page that includes persuasive sales copy and an embedded form to “capture” the lead’s contact information.
About the author: Mike Dolpies has been helping martial arts school owners with Marketing and Internet Marketing since 2006. He started his first school in 1998 when he was just 18 years-old. He's the author of 5 books and operates Martial Arts Business System. His latest book, Don’t Suck @Facebook Ads! is available on Amazon.com. For complimentary ads rraining, visit http://www.cyberspacetoyourplace.com/fb/