20 Ways To Use Facebook Live To Grow Your Business

In 2015, You Tube was the go-to platform for Internet video.

It’s a hugely popular medium and although they had been streaming some live events for a few years, it primarily relies on users recording a video before uploading it onto the platform.

Facebook had wanted to compete with YouTube in the Internet video market for some time and in April 2016 they introduced a new service called Facebook Live.

Facebook Live gives the user the ability to stream video live and direct to their Facebook newsfeed.

In less than two years, Facebook Live has managed to overtake You Tube to become the number one Internet video streaming service.

So although You Tube is still popular with the younger generation, the sheer scale of Facebook (it has an audience of over 2 billion users who engage for an average of 35 minutes per day) makes it a substantial advertising platform for any business.

Facebook Live does still reach the younger market, but it is the adults that tend to use Facebook more with 79% of all online US adults being Facebook users.

Spend on social media marketing is forecast to be around $50bn by 2019 putting it level with newspaper advertising demonstrating just how big social media is for businesses today.

Live streaming video gives businesses the ability to not just reach out to their ideal audience but to also engage in live conversations with them.

With Facebook Live and other live streaming video services becoming the trend, there’s no better time to make sure that we get maximum benefit from it.

So How Can It Benefit Your Business?

Properly done, it is a fantastic way to increase engagement with a brand’s Facebook page.

Like any form of communication aimed at your potential customers, you really need to be creating content that is both valuable and will appeal to them; neither of which is easy.

These tips should help increase your exposure, audience engagement and ultimately customer base.

  1. Host A Competition Or Offer A Prize

You’re probably running various offers on other advertising channels so why not Facebook Live? It should be fun and something that people would want but also needs to have some connection to your brand. Free consultations and assessments work well as do discounts or even free treatments.

  1. Stream Live From An Industry Event, Conference Or Seminar

Give people who can’t be there the chance to experience what is happening from the day.

  1. Chat With Influential Industry Figures

Ask the most prominent to be a guest on your live stream. Make sure you plan your questions beforehand so you know what you’re going to talk about

  1. Plan It Well In Advance And Promote It

Put together an image and put it across your Facebook pages, social media accounts, website and any other online platform you can think of to generate interest. Make sure you set a specific date and time.

  1. Build Anticipation By Counting Down To The Event

It’s not enough to announce it once and expect people to remember to tune in. Keeping sending out reminders and when it comes to the actual day, send more as you get closer to the start to increase enthusiasm.

  1. Have Regular Interaction With Your Followers

Live streaming lets you answer questions and get instant feedback. But interaction doesn’t only have to be in the event. Regular engagement gives the appearance of being authentic, easier to approach and people are likely to trust you more.

  1. Insert The Facebook Button Onto Your Website

If you have a lot of traffic to your website then adding a Facebook link is a must and easy to do. Even those with hardly any followers yet, the more places that people are able to find your Facebook page, the easier it is going to be for them to watch the event. A lot of people overlook this tip.

  1. Include Details Of The Event In Your Email Signature

It doesn’t have to be a permanent change but adding details to your current signature for the run-up to your Facebook live video will increase awareness. You’ll probably send hundreds of emails in the lead up to the event so why not use them to help?

  1. Make Your Facebook Header A Promotion For Your Event

It should be attention grabbing, creative and catch a user’s eye. As long as the image can do this it doesn’t need to be a picture of the event itself; it just has to promote it.

  1. Promote Your Facebook Live Event To Your Email List

Mention the event in any newsletter as well as sending out promotional emails specific to the event itself.

  1. Ask People To Follow, Like And Share

Adding the Facebook ‘Like’ thumb to your post or Ad might get some following you but actually asking people in the live stream to follow your Facebook page will help grow your following in time.

  1. Record Podcasts

If you have a podcast channel then record the event via another microphone to cross-reference live events on your podcast.

  1. Get Networking

Not just in the lead up to the event but afterwards as well. Continuing to refer to your live events gets the word out and the more you refer to it, the greater the likelihood others will mention it to their friends. Get colleagues and friends sharing your event on their timelines too.

  1. Develop A Theme

Creating some form of continuity between each live event instead of streaming one-off sessions will generate greater interest and awareness. When something is of interest to your audience, continuing the story into a series will get people tuning into the next session to find out what happens next.

  1. Make Connections With Pages Similar To Yours

Get in touch with about twenty Facebook pages that are similar to yours and inform them of the event that you are about to host. Ask them if they would be willing to promote it to their followers and offer to do the same with any events they might be running.

  1. Start Sharing Details Of Your Event With Facebook Groups

As long as the group allows it, this is a good way to increase awareness.

  1. Promote Across Other Social Media Platforms

Sharing information about the event via Linked In groups will help. Asking friends to tweet updates and a link whilst your event is going on lets people join in once it has started. Share concepts and ideas from the live event in bright and eye-catching Pins to keep your brand at the forefront of customer minds.

  1. Use Your Personal Facebook Page To Promote Your Live Event

Don’t go quite as heavy from your personal page as you might annoy personal contacts that aren’t connected to your business.

  1. Advertise On Facebook

You can target potential customers who might be interested in your live event using Facebook Ads. You can quickly increase your page following and the number of people who watch the live stream using this method.

  1. Analyse The Results

Once you’ve completed the live stream, take a look at the figures to understand how your audience felt about it.

How To Use Facebook Live

Using Facebook Live is easy:

That’s it. From this point onwards, Facebook uses your smartphone camera to stream live video directly onto your newsfeed.

Once the live broadcast has finished, the video will be saved to your timeline. Some other benefits of using Live streaming are:

Before you start live streaming just check a few things first:

When you’re ready to go, please remember that in order to keep people watching (and ultimately increase your audience), share and give a lot more than you ask of your audience. So try not to spend more than 10 per cent of the session ‘selling’ and use the majority of the session for giving value.

It does take some effort to grow your Facebook Live audience and it won’t happen overnight. But it’s fun to do and a great way to engage with people that don’t know you yet and deepen the connection with those that already do.

5 Steps to Create a Sales Funnel That Gets More Customers for Your Practice

When you run your own business, it’s not the day-to-day stuff that’s difficult.

What’s hard is making the move from working in your own business to working on it.

But what if you could develop some kind of automated function that will do all the work for you to actually find leads for your business, and convert them into customers so that your business continues to grow without you needing to do the work at each step of the process?

Sales funnels do exactly that and in this article, I’ll take you through the initial steps so you know how to set this up for your practice and create your own sales funnel.

But What is a Sales Funnel?

First of all, we need to define what a sales funnel is.

A sales funnel is simply a process broken down into the steps that guide prospects towards making a decision to buy.

Using specific marketing tools assists these stages, such as emails and landing pages that automatically do the selling for you.

Even before the Internet, sales funnels existed but businesses had to manually come up with methods that would regularly bring buyers to their business.

So right now, you actually already have a sales funnel, even if you think you don’t.

Since marketing went online, there are a huge number of tools available on the internet that make it so much easier to not only build and run the sales funnels but also measure how effective the buying process is in your business and improve and optimise it automatically.

It’s an amazing tool. It’s out there and available for you to use and all you need to do is understand how you can use it for your business.

I’ll get into the 5 steps soon, but before I do we need to look at the current buying process for your business.

Analysing Your Existing Sales Funnel

Have a go at answering these questions to build up your start-to-finish picture of the sales process:

Start from when they first heard about your business, then to when they make an enquiry, booking the consultation through to the point when they book a procedure.

You might like to draw it out as a flow chart to make it more visual.

To help define the steps, have a think about:

  1. How you attract your customers to book consultations and procedures?
  2. What has to happen before customers reach their decision to buy from you?

There will probably be more steps than you might think. Each one of those stages in the process that you have identified will be one of the stages in your own sales funnel.

This is important because although it is quite basic, it should highlight any ‘gaps’ in your existing process. These gaps are where customers are falling away and not buying.

Plug these gaps and you’ll get more customers.

The biggest gap in most sales funnels is not following up on leads. I’ll address that later but for now we’ll start the 5 steps:

Step #1 Define the Purpose of Your Funnel

Every funnel needs to have an objective. And it isn’t always sales. In fact, in the aesthetics industry, the goal is mostly to get people to book a consultation.

You need to have the end goal clearly defined in order to set up your system so that you will achieve your goal repetitively and predictably.

The goal is important as your destination but without a system to get you there it remains a distant dream.

Step #2 Map Out the Basic Structure of Your Sales Funnel

Just in the same way you laid out the existing sales process, do the same thing for mapping out what the sales funnel of the future should be.

The best place to start here is on your own website to see where gaps might be. Look at:

Next, we need to look at how we ‘on-board’ or acquire customers:

This part is where you define what the customer conversion process looks like. It needs things like building lists, designing follow-up emails, creating ads, writing copy, building out the buttons for your Call To Action (CTA). I’ll be honest – this takes time and isn’t easy to do by yourself.

Which is why the next step is important.

Step #3 – First Work Through the Top Priority Items

If you want fast results, work on the higher priority tasks before the others.

But how do you do that? This should help:

There are many tools that can help you with all of this, from Active Campaign and Mailchimp for your email marketing and automation, Click Funnels to help design the landing pages and funnel process and WordPress for developing a website that you can enhance yourself as you progress using their plug-ins (productivity apps).

Step #4 Tracking and Optimising

There’s little point in setting all this up and advertising for people to visit your site if you don’t know if it’s working or not.

Setting up tracking is essential otherwise you won’t know if the money you’ve spent has been worth it or wasted.

To do this you will need to:

Step #5 Go Live

With your site set up, the follow-up systems and tracking in place, all you need to do is start pushing people to your site. Here are 2 ways you can do this:

Both work. It just depends on how quickly you need results and your budget. But whichever one you choose you must have the tracking set up to measure effectiveness.

Final Point

Keep looking at the numbers to analyse how things are going and make changes as you go.

Any gaps you have in your process will become obvious when you look at your results in Google Analytics.

Don’t worry too much if things look awful to start with. You have to start somewhere and test what works and weed out what doesn’t. So don’t expect miracles overnight – a well-functioning funnel can take several months to work effectively.

But once it is, your only involvement in getting customers is to check the results in Analytics and make tweaks here and there to keep plugging the gaps.

What Are the Options When It Comes to Physically Creating a Sales Funnel?

Google Ads vs. Facebook Ads: Which Is Best For Your Business?

The common view within the advertising community used to be that you either advertised using Google AdWords or Facebook Ads. The rivalry between the two companies was often perpetuated by the media which led businesses into thinking they had to choose one or the other as their advertising platform.

Yes, the companies are competitors in that they are both competing for your advertising budget, but that is where any conflict ends for you as an advertiser.

The reality is that that many businesses are now starting to appreciate the benefits of leveraging the strengths that come through advertising via Facebook Ads and Google AdWords in tandem.

The immediate and obvious main benefit is maximising visibility across two of the world’s largest online platforms with each one giving you the opportunity to find new customers, boost sales and leads.

By adopting the appropriate strategies that work on each platform, businesses are seeing incredible returns for their advertising spend.

I’ve put together a brief guide that looks at what sets Facebook Ads apart from Google AdWords and reasons for including both in your digital marketing strategy.

So What Is The Difference Between Facebook Ads and Google AdWords?

Facebook Ads

This is an example of advertising using social networks or “paid social”. Facebook has over 2 billion users with over 1 billion logging on every day, making it the most popular social media platform in the world.

Facebook Ads connect people with businesses based on things the person is interested in and how they have behaved online, whereas Google AdWords (paid search) will identify customers on what they are searching for.

So the only thing the two have in common is that advertisers are using them to promote their business over the Internet.

Google AdWords

Google AdWords is an example of “paid search” and is the currently the most popular and largest Pay-Per-Click advertising platform in the world and has become almost the definition of “paid search”.

Google AdWords uses mainly text ads that appear when someone searches online (or “Googles”) a keyword or phrase. Advertisers will bid for their ad to be displayed in the search results when someone types in their keyword.

If someone clicks on the ad, the advertiser pays; hence the term “pay-per-click” (PPC) advertising.

Advantages and Strengths of Facebook Ads

Although Facebook Ads have been constantly improving for many years, it is still the newbie compared against AdWords. But it has developed a truly revolutionary approach to digital marketing and here’s why.

Huge Audience

With over 2 billion users – a quarter of the planet – Facebook has significant reach. But that’s not the great bit. People share so much data with Facebook that it has categorised into low-level, granular detail allowing advertisers to target Facebook users based on their shopping behaviour, personal interests, values, beliefs, lifestyle choices etc.

So advertisers can create messages about their product and services and confidently direct it at people they know are going to be interested.

An incredibly powerful function within Facebook is “Lookalike Audiences”. By uploading their own existing customer database into Facebook, advertisers can use Facebook’s data and filters to match the profiles of existing customers with other similar Facebook users.

Facebook finds people who are just like your current customers so you now have a ready-made, new audience for you to target who are all exhibiting the same interests, consumer behaviour and likes as those people who have already bought from you.

So rather than being seen as just randomly posting to as many people as possible, Facebook Ads should be viewed as a means to target ideal customers with more accuracy than could have been dreamed of.

It’s Visual

Google AdWords are mainly text-based so it’s difficult for one Ad to stand out from another. Facebook Ads are powerful because they use images and videos. So they blend in with posts that users see from friends in their News Feed and the power of visuals make Facebook Ads a more attractive, compelling and persuasive proposition. Plus the opportunity to run creative and eye-catching campaigns is far greater.

Google maintains its status by continuously testing ad formats and Facebook is no different. Facebook is constantly reviewing how it can improve its proposition to ensure advertisers continue to see great returns. A recent change has been the relaxation of the rule forbidding more than 20% of the image space being used for text. Despite this amendment, Facebook remains very much a visual platform, which is such a strong selling point for advertisers

Amazing Return On Investment

Facebook Ads are a vey affordable option and great value when you consider the impact they can have and the granularity of detail when targeting audiences. Its competitive pricing means Facebook Ads can be used by small and large businesses. Small budgets can be stretched to offer staggering returns, making Facebook Ads arguably the best value online advertising platform available today

The Advantages and Strengths of Google AdWords

Google is still the most widely used search engine in the world. It handles more than 3.5 billion search enquires per day and is the “Go To” search engine. It’s so well known that to “Google it” is a common phrase and its power gives advertisers a portal to a massive world of users searching for solutions to their problems.

Google AdWords operates over two main networks. The more familiar is the Search network and this uses all of Google (but only Google) as a search engine for advertisers to bid on various keywords that potential customers are typing in.

Google’s Display network allows advertisers to use visual ads and images in banner ads. This operates both on Google and 98% of the Internet and while not so good for PPC advertising, is great for advertisers that are more concerned with getting their name out there for brand awareness.

Choice of Advertising Formats

Back in 2000, Google AdWords launched with 350 advertisers and basic text-based ads. Google is fairly secretive when it comes to revealing their own success in numbers but they now make around $121million per day through advertising revenues.

Despite AdWords remaining text-based, there are many features advertisers can use to increase the appeal of their ads. Enhancements such as sitelinks, user reviews, ad extensions, location targeting and shopping ads now give a greater degree of control.

Google has also started to introduce industry-specific formats for businesses such as hotels that include interactive maps and hi-res images.

Google Makes Things Fair

If you think that to get your Ad shown above someone else’s you just need to have a bigger budget then you’re wrong. Years ago that may have been the case but the days of seeing totally irrelevant ads appear when typing in a phrase are mostly behind us.

Google has increasingly focused on giving page position to ads that are high quality and relevant to the keywords to give what is called a quality score. It’s a complex system but one indication of ad relevance will be its Click-Through Rate (CTR).

This came about because Google wanted people who use its search engine to trust it. If they see relevant ads they are more likely to keep on using Google when searching for goods and services.

Those ads with a better quality score will often cost less and feature more prominently than those that simply bid more.

So Ad quality and relevance now matters more than anything else, meaning if you invest in producing the right type of ads for your message you can outrank your competitors who run poorer ads regardless of how big their budgets may be.

A Huge Audience

Google’s search engines process over 40,000 queries per second. In other words, over 1.2 trillion enquires each year. Google’s own artificial intelligence gives an increasing level of sophistication which is all good news for advertisers as it will mean even greater reach for potential new customers.

Google’s search engines are superior in that it has access to the biggest audience. Whereas you need your potential customer to be a Facebook user to see Facebook Ads, someone only has to search on Google to potentially see your Google AdWords ads.

For sheer size and volume of potential customers alone, Google is superior. Combined with its improving search results accuracy, it is no surprise that Google AdWords is still the most popular Pay Per Click advertising platform on the globe.

So Which Should You Use?

Our experience is that businesses we work sometimes run a campaign on one platform whilst concurrently running a consistent campaign on the other. Sometimes they may use one platform for a main campaign and also use the other platform for retargeting.

Every business can benefit from Facebook Ads and Google AdWords but the key point is the platforms should be seen as complementary rather than either / or as both are incredibly effective advertising strategies.

Ultimately it is essential to be clear on the objective of the campaign and know how to best use these platforms to generate growth and maximise your ROI.

Aesthetic Medicine North 2017 Manchester Central 22 - 23 October 2017

A busy couple of days in Manchester. Thanks to Vicky and Danny at Aesthetic Medicine for inviting Jemma to speak.

In esteemed company!

Jemma taking questions from the audience during her talk "How To Build And Grow Your Business Using Facebook"

BDIA 2017 Birmingham NEC 20th October 2017

10 Reasons You Need To Use Dynamic Retargeting on Facebook

For several years now, online advertising has boosted the e-commerce industry yet despite the ease and convenience it brings, recent research shows that not even 3% of visitors to your website will end up getting to the ‘add to cart’ stage.

For every online business, be it a large retailer or sole trader with dreams of enjoying the laptop lifestyle, the realisation that even those customers that do get so far as to place the goods into the cart still may not complete the purchase is a sobering thought.

Knowing that they had come so close only to seemingly fall at the final hurdle can be frustrating when you know how hard it has been just to get people even to your site.

Many times, it’s not because they have had a last second change of heart and now don’t want to buy the product or service.

More often than not it will be because they have had to momentarily halt their purchase to attend to another matter with the intention of returning to complete the transaction but never get round to doing so.

This is where dynamic retargeting with Facebook can help both you and your prospective customer nudge the sale over the line and make the sale seamless and hassle-free.

So what is Facebook retargeting? You may think that this means starting all over again from scratch. In actual fact, the reverse is true and is a feature that has been created precisely to avoid you having to do that.

Retargeting is the practice of focusing in on those shoppers or site visitors who have demonstrated some interest already on whatever it is that your site is selling. It’s success is based on the premise that rather than attempting to appeal to a cold target audience, it hones in on people that are already warm to your product or service and make them a repeat visitor, who, as everyone knows, is more likely to become an actual customer.

It works by duplicating the price, product description and exact image of the product the customer was interested in (together with any extra wording or irresistible offer just in case they had been looking elsewhere for a better deal) and puts it back in front of them when they use Facebook so they can pick back up from where they left off.

The benefits of Facebook retargeting are very powerful and if this is something that you haven’t heard of or haven’t considered, here are ten good reasons why retargeting has to become part of your online advertising strategy.

1. Boost Awareness of Your Brand

There’s little point sending out one communication to a prospect and expecting them to remember who you are. Studies show that you need around seven interactions with someone before they start to notice your brand and develop sufficient trust to take any sort of positive action let alone make a purchase.

So for those that don’t buy your service or product at the first attempt, retargeting reminds them of your existence, places you at the front of their minds and increases your chances that when they are ready to finish their purchase that it will be you that they go to. Businesses pay huge attention to brand awareness campaigns for this very reason and retargeting is a fantastic tool to help achieve this.

2. Spread Your Message To People You Already Know Are Interested In Your Business

Given the choice between being handed a list of names and phone numbers and calling them one-by-one to see who might be interested in your business or returning a call from someone who called you about your business, which do you call first?

Facebook retargeting is like returning a phone call. You have a customer that has already shown an interest in what you are offering. Now all you need to do is help them finish what they started.

So rather than throw energy into chasing those people within your target audience who might have an interest in your business, Facebook re-targeting reaches those that are genuinely interested prospects.

3. Improving Cost Effectiveness

Advertising is a significant part of any online budget and maximising your ROI is the goal of any campaign. Historically, a lot of faith has been put in using banner ads, however this still relies on the hope that the customer will take some form of action.

When you re-target the online user, you are increasing the likelihood that the person who has already checked out your website will take it that little bit further which will improve your conversion rate and ultimately your advertising investment return.

4. Improved Transaction Insights

Retargeting with Facebook gives you a much better awareness of what happens once a visitor leaves your site, showing you the location of where the greatest proportion of retargeting conversions are being captured

Statistics from all of your retargeting campaigns will help you to shape your advertising in the future to make them more efficient and improve the quality of site traffic resulting in more efficient and effective digital marketing.

5. Achieve Greater Sales

It goes without saying but every business needs sales and a digital marketing strategy that includes retargeting will see a noticeable improvement in revenue. Regardless of the industry they may operate in, all businesses need to generate sales in order to survive and thrive.

6. Maintain Your Digital Marketing Performance

All aspects of digital marketing will continue to change as technology evolves and becomes more advanced and retargeting is no different. By starting with retargeting now, you will evolve with it as it improves and reap the rewards of a deeper understanding as it advances.

What about the numbers?

So how does retargeting stack up numerically? Below are some statistics about how retargeting boosts your business.

7. Retargeting leads increases your conversion rates by 147%

If evidence were needed about how powerful it is to use retargeting as part of your digital marketing strategy to regularly be at the forefront of people’s minds then this is it. It cannot be stressed enough that these leads are people that have already expressed interest in what you have to offer.

So although of course you need to focus on continually finding new prospects and encourage a fresh set of customers, don’t overlook the warmer prospects that are already knocking on your door. Retargeting ads to previous site visitors is an efficient and smart way to get sales.

8. Of all of the visitors to your website, only 2% take action on the first visit

So for every 100 people to your site, 98 click away and are unlikely to ever return. If your site has been one of many that they are looking at just to compare your offer with others they have in mind, what will motivate them to pick your site over your competitor when they come to buy? To set yourself apart from your rivals, retargeting lets you remind your prospects about your offering.

9. Of all of the re-targeted prospects 26% of them will return to your site to complete their checkout online

Straight away you can see how much more likely you are to get a conversion from a retargeted prospect over a first-time visitor. You are missing out if you are just letting those people who clicked away from your site with items still in their shopping cart. They had done their research and were about to make their purchase but for some reason (and it might be they got distracted) they didn’t finish it.

You should be able to find out from your ecommerce site just how many times you had an abandoned shopping cart over the last month. Statistically, you can get a quarter of those as customers by retargeting them. Don’t worry too much about what you might have missed out on in the past as long as you don’t ignore the opportunity to introduce retargeting into your digital marketing strategy.

10. 60% of people will pay attention to adverts for products they checked out on other sites they looked at.

You don’t need me to tell you how true this statistic is. You’re searching for a new pair of running shoes and as you move across different online retailers, the same pair of shoes keeps popping up wherever you go. They’re one of many that you looked at but these ones are your size and your colour. The algorithms used behind retargeting campaigns today are incredibly sophisticated so why not outsmart your competitors and let your product or service be the one that is always in the minds of your target audience? 

So How Do You Set Up A Facebook Retargeting Campaign?

It’s not difficult to get started. The first thing you need to do is connect your own product or service to Facebook to create a product catalogue.

After that, you should add in some events from the Ads Manager which then authenticates you on Facebook before setting up your initial dynamic retargeting campaign and advert and before you know it you’ll be converting those visitors to your website.

The benefits of Facebook retargeting are easy to see and it has been around long enough to have a proven track record. As technology evolves, so will retargeting so the sooner you add Facebook retargeting to your digital marketing strategy the sooner you will turn more of your website visitors into customers.

5 Ways To Use Facebook Ads To Grow Your Clinic

Ten years ago, getting onto a bus or a train meant dead time. Staring out the window, having a conversation, listening to music on your headphones, doing a crossword puzzle or reading a book or newspaper would be how most whiled away their journey.

Today, many don’t even lift their heads up as they idly scroll through the videos, updates and posts from friends, news channels and people hoping to ‘go viral’.

What started out as a social networking site only ten short years ago has grown into arguably the most significant global phenomenon since the invention of the World Wide Web.

Around the turn of the decade, many were confused about Facebook as a business. It was a great tool for keeping in touch with friends but how does it make money and how can it be valued as a company?

This started to become clearer in 2013 when Facebook began partnering with data brokers.

The databases of these data brokers held an average of 1,500 data points for every active consumer throughout the world, which Facebook cross-references with the lifestyle information it holds about its active users.

The Facebook of today knows its audience as individuals and knows so much more about its users than just which apps they use and games they like to play.

This combination of transactional data and personal and lifestyle preferences is an advertiser’s dream and here are 5 incredibly powerful Facebook Ad methods you can use right now that you may not have known about.

1. Targeting People At Certain Events in Their Life

Wedding photographers, funeral services and furniture removal firms exist to assist people at major times in their lives and will be keen to connect with people that have just sold or bought a new home, announced an engagement or recently lost a loved one.

Whether an active Facebook user actually posts about their recent house purchase or not, Facebook will already know and has just about every possible option available to target these life events.

Using Facebook’s mountain of individual data, you can put highly specific messages in front of only those people you know will be not just interested but motivated to become a client.

By selecting the Life Events parameter, you have the choice of targeting those at certain points after the event occurred. So targeting people before they are about to get married or three months after having given birth is a matter of selecting the relevant life events and time period from Facebook’s options menu.

As we know people who are about to get married are more likely to be wanting some sort of procedure before their big day, so targeting these people could have big advantages for you.

2. Use Purchasing Behaviour of Facebook Users

As a clinic owner, you will hold standard, personal data about your customers on your own CRM database. You might even have a section in the freeform notes about something they did or like. But you won’t know what they bought last week.

Information from store loyalty cards is cross-referenced with Facebook user profiles giving Facebook the ability to create thousands of segmented target audiences based on what they have been buying recently.

You can specify the type of buying behaviour categories you want to access; things like Health & Beauty, Clothing, Food & Drink, Buyer Profiles to name a few. If you know the interests or likes of your ideal client you want to attract it’s now much easier for you to target them.

Then from within the Buyer Profiles you can get more specific. For example, you can further segment those that are interested in surgical procedures or cosmetics.

You will then be shown just how many Facebook users are the exact targets that meet the profile of your criteria. Congratulations, you now have an audience that likes to buy what you want to sell.

3. Increase Loyalty & Grow Leads Using Custom Audiences in Facebook

A more advanced feature of Facebook is the ability to create custom audiences that allow you to use the contacts you already have on your own CRM database and email lists to connect with via Facebook.

Being able to transport your relationship with your current leads and business contacts onto a social network site will increase your own brand recognition and build loyalty, which in turn increases orders so improving the value that customer gives your business.

This is also a great way to reduce your advertising spend and improve the efficiency of your campaigns. By removing the customers from your list that you know your message would not be relevant to, you can avoid any wasted clicks on your adverts. So activity aimed at attracting new clients need not incur the cost of showing it to your existing clients.

To create these Custom Audiences, just upload your email subscriber list or phone list into Facebook in either a TXT or CSV format.

Even website visitors can be uploaded, down to which page they visited. So all those people who looked at a page on dermal fillers last week can form the target audience for your next campaign.

You can cross-reference your own list and select or de-select people using other target parameters so that you create an ideal Facebook audience.

As an example, you can now just zoom in on existing clients that earn within a defined salary range, work in a particular industry and live in a specific part of the country to offer them a product that you believe would be of best value to them. So you might decide to only target your more affluent, existing clients with your high value products or send a reminder to those who visited a specific page on your site.

The likelihood of them proceeding with your offer is greatly enhanced because you are able to combine an incredible multitude of demographic points to create an offer that is literally designed for them.

4. Develop the Custom Audience Even More Using Lookalike Audience

When you have developed a Custom Audience strategy, the next logical step would be to use Lookalike Audiences.

This function allows you to reach new people who are similar to the target audience that you have just created. So if you have already created a specific audience for one part of the UK, you might want to create an audience that is a close as possible to your original audience but in another part of the country.

You don’t even need an email subscriber list to do this. You just replicate your own fan base in Facebook to extend your reach beyond your own limits and still connect with the people that share the exact same profile as your targets.

But what if you don’t have much of a Facebook following? You can get around that with tracking pixels to create Website Customer Audiences that will identify targets who display the desired behaviour to mirror.

You can then take this replicated audience and drill it down to get it to the top 1 per cent of those with similar traits as your original audience - but in your new, targeted region.

Similarly, you can enlarge it to go for a broader sweep to focus on the top ten per cent in that region who bear the closest resemblance to your audience.

5. Layer Your Targeting Option To Get Even More Specific

You can layer targeting option upon targeting option to gradually drill down more and more to develop a highly specific audience.

Combine geolocation, behaviours and demographics and you can create an audience of just one person! The reality is that you would be more likely to use this function to combine data to match up small audiences with an offer or advert.

So you could tailor your message to a household composed of ‘Empty Nesters’, who are partners in a law firm, with a net worth of over £2 million, owning cars that are less than 2 years old who have recently booked a luxury holiday.

You can layer your targeting options so that your offer goes only to that audience that has clear needs, intentions and is likely to respond.

To Get The Best Results, Create a Comprehensive and Diverse Targeting Strategy

These are just some of the strategies you could use. The best way to know which is best for you is to pick one, try it and see how they work for all the different segments of your target market.

It is also very useful to develop the profile of who you would want as an ideal client. Spending time defining the sort of client you want will give you a ‘persona’ with which to create your ideal audience. What are their interests and character traits, where do they live, what is their income?

Once you know the ideal person you want to target, it becomes a lot easier to get the most out of your Facebook ads and ensure that you are only in front of the people that you know will be interested in your message and more likely to become a client, saving you money and wasted effort.

How I Used Creativity To Convert Leads into Customers

As a practice owner and before I really knew anything about digital marketing, I paid someone to do something called SEO that supposedly made my website more visible to potential clients. I wasn’t too interested in what was happening or how it worked. I just wanted more people calling my business.

I certainly got more clients, no doubt about that; but I had no idea if my increased popularity was actually because of the SEO work I was paying for or something else.

Once I delved a little deeper into the world of digital marketing, I learned that there were best practices that needed to be followed along with quite a bit of testing. As someone with a passion for enhancing peoples appearance, I see wasn’t naturally drawn towards what seemed such mechanical and technical IT processes.

But if it was such a mechanical process, as it appeared to be to me back then, how could some businesses perform better than others when surely it was just a matter of following a manual?

Now, having done my own marketing and advertising as well as run campaigns for many others for several years, I know only too well that creativity and imagination are vital in any project.

That isn’t to say that the traditional Conversion Rate Optimisation tactics such as clear message, page optimisation with A/B testing and clear Call To Actions should be dropped.

Just that there are some great ways to throw some originality into your campaigns that will capture people’s attention.

Traditional online advertising is getting ignored. How often do you click onto those ‘banner ads’ that slide up the side of your screen? That’s not to say that they don’t have a use because they are good for raising brand awareness, just not so good for getting clients.

Likewise, Pop Ups are regarded as an irritation when you waste time looking for the ‘X’ to close them so you can continue to look at what you actually want to look at. But even they can produce leads if used properly.

Years ago, these tactics were clever and fresh but today they aren’t going to get someone’s attention or be memorable.

This is why leveraging creativity matters now more than ever. Here are 3 ways to make your own promotions more likely to lodge inside your prospects mind.

1. Be Original and Unique

For teenagers, standing out from the crowd is mortifying. But any business that has ambitions of growth and success, being memorable and unique will get them onto the fast track to success.

People make purchasing decisions based on how they respond emotionally. Even an email, TV advert or short video on a smartphone can connect your brand to people in just a few seconds in a way that a rational appreciation of features and benefits cannot.

We remember stories that are compelling and brands that can do this will generate more customers. Here are some ways to create your own:

Facebook canvas ads are a great new way to introduce things that work on mobile phones, such as carousel and video, but without the slow load times that can often occur.

To make sure you stick out to your prospective clients you need to be sure your message leaves an impression that is not only memorable but comes across as personable.

Ask yourself how you would feel as a reader and whether you would trust what you are reading. Trust builds loyalty, which converts leads into clients.

2. Be Authentic When Using Email

Email signups are common goals because of how effective it is as a medium to convert leads to clients.

Yet the problem with email today is people are very aware of what is going to be of interest to them in their inbox.

Good emails that demand attention will be unique but not put the reader off. Subject lines should be inventive, creative - even quirky. They should be relevant, engaging and show some personality.

Even if your more conservative side might be telling you to play it safe, try and have fun testing out different subject lines. Your personality and brand will become recognisable and any association with a brand that is positive leads to more clients.

3. Tap into Emotions When Writing Copy

Most people buy with their heart so any opportunity to sell your services to potential clients that lacks emotional appeal is a wasted chance.

As aesthetics professionals, we can be confronted with people expressing very deep and personal fears and desires. However, we may not always be familiar with the full journey a client goes through before they get to us.

Cosmetic Surgery advertising has some strict guidelines and anyone looking to promote their services needs to ensure that it is not done in an irresponsible, misleading or potentially harmful way.

That said, cosmetic surgery is legally available and as such it is can also be advertised.

From a copywriting perspective this can lead to some lacklustre copy especially considering the responsibility around advertising procedures such as breast surgery.

But don’t be put off. Here are a few places where we can demonstrate our awareness of the client’s problems to help promote our procedures:

Headlines

The main objective of an email is to at least get opened so the subject line needs to be enticing.

Catchy, punchy subject lines that relate to a problem that the reader will be facing work very well.

Asking a question in the subject line engages the reader. It needs to be the right question though, relevant and to the point of the problem.

Although the headline needs to relate to the main message, some copywriters make the mistake of looking at what they’ve written and coming up with a subject line that is a summary of the piece. It might be accurate but will people connect?

Here are a few points to consider when putting your headline together:

So the main takeaway is to develop a memorable message that strikes an emotional chord with a need your customer may have

Calls to action

It’s easy to focus on choosing the right size, colour and place on the page for your ‘buy button’ however this is also another chance to connect with the customer by altering the text.

Anything that relates to that person (Book My Appointment, Arrange My Call) helps to increase leads to conversions.

Your business slogan or motto

Today, the average city dweller will be exposed to around 5,000 adverts per day compared to 2,000 per day thirty years ago.

This means your brand needs to memorable within the split second you have access to that person’s attention. Brands need a catchphrase.

But just coming up with anything won’t be sufficient to compete with all of the memorable mottos that are vying for the same mind-space.

I have a very simple approach to helping clients to develop catchy slogans, which you might find helpful.

Finally, Sometimes A Bit Weird is Good

The Medical Aesthetics industry is a highly professional environment and one where patient safety and adherence to approved procedures is essential. Of course, this needs to be reflected in any advertising messages.

However, there is always room for messages that promote your business that are genuine, can appeal to a person’s emotions and contain personality without being irresponsible.

You can still be memorable, unique and write interesting copy and engaging subject lines that draw people in to get your business noticed.

Trust is as important in sales as it is when developing a message that your customers will remember.

And it is this trust that will have a significant effect on your lead - to - customer conversion rate.

5 Ways To Use Facebook Ads To Grow Your Clinic

Ten years ago, getting onto a bus or a train meant dead time. Staring out the window, having a conversation, listening to music on your headphones, doing a crossword puzzle or reading a book or newspaper would be how most whiled away their journey.

Today, many don’t even lift their heads up as they idly scroll through the videos, updates and posts from friends, news channels and people hoping to ‘go viral’.

What started out as a social networking site only ten short years ago has grown into arguably the most significant global phenomenon since the invention of the World Wide Web.

Around the turn of the decade, many were confused about Facebook as a business. It was a great tool for keeping in touch with friends but how does it make money and how can it be valued as a company?

This started to become clearer in 2013 when Facebook began partnering with data brokers.

The databases of these data brokers held an average of 1,500 data points for every active consumer throughout the world, which Facebook cross-references with the lifestyle information it holds about its active users.

The Facebook of today knows its audience as individuals and knows so much more about its users than just which apps they use and games they like to play.

This combination of transactional data and personal and lifestyle preferences is an advertiser’s dream and here are 5 incredibly powerful Facebook Ad methods you can use right now that you may not have known about.

1. Targeting People At Certain Events in Their Life

Wedding photographers, funeral services and furniture removal firms exist to assist people at major times in their lives and will be keen to connect with people that have just sold or bought a new home, announced an engagement or recently lost a loved one.

Whether an active Facebook user actually posts about their recent house purchase or not, Facebook will already know and has just about every possible option available to target these life events.

Using Facebook’s mountain of individual data, you can put highly specific messages in front of only those people you know will be not just interested but motivated to become a client.

By selecting the Life Events parameter, you have the choice of targeting those at certain points after the event occurred. So targeting people celebrating their one-year wedding anniversary or three months after having given birth is a matter of selecting the relevant life events and time period from Facebook’s options menu.

2. Use Purchasing Behaviour of Facebook Users

As a business, you will hold standard personal data about your customer on your own CRM database. You might even have a section in the freeform notes section about something they did or like. But you won’t know what they bought last week.

Information from store loyalty cards is cross-referenced with Facebook user profiles giving Facebook the ability to create thousands of segmented target audiences based on what they have been buying recently.

You can specify the type of buying behaviour categories you want to access; things like Health & Beauty, Clothing, Food & Drink, Buyer Profiles to name a few.

Then from within the Buyer Profiles you can get more specific. For example, you can further segment those that are interested in home improvement or cosmetics.

You will then be shown just how many Facebook users are the exact targets that meet the profile of your criteria. Congratulations, you now have an audience that likes to buy what you want to sell.

3. Increase Loyalty & Grow Leads Using Custom Audiences in Facebook

A more advanced feature of Facebook is the ability to create custom audiences that allow you to use the contacts you already have on your own CRM database and email lists to connect with via Facebook.

Being able to transport your relationship with your current leads and business contacts onto a social network site will increase your own brand recognition and build loyalty, which in turn increases orders so improving the value that customer gives your business.

This is also a great way to reduce your advertising spend and improve the efficiency of your campagins. By removing the customers from your list that you know your message would not be relevant to, you can avoid any wasted clicks on your adverts. So activity aimed at attracting new clients need not incur the cost of showing it to your existing clients.

To create these Custom Audiences, just upload your email subscriber list or phone list into Facebook in either a TXT or CVS format.

Even website visitors can be uploaded, down to which page they visited. So all those people who looked at page on dermal fillers last week can form the target audience for your next campaign.

You can cross-reference your own list and select or de-select people using other target parameters so that you create an ideal Facebook audience.

As an example, you can now just zoom in on existing clients that earn within a defined salary range, work in a particular industry and live in a specific part of the country to offer them a product that you believe would be of best value to them. So you might decide to only target your more affluent, existing clients with your high value products or send a reminder to those who visited a specific page on your site.

The likelihood of them proceeding with your offer is greatly enhanced because you are able to combine an incredible multitude of demographic points to create an offer that is literally designed for them.

4. Develop the Custom Audience Even More Using Lookalike Audience

When you have developed a Custom Audience strategy, the next logical step would be to use Lookalike Audiences.

This function allows you to reach new people who are similar to the target audience that you have just created. So if you have already created a specific audience for the UK, you might want to create an audience that is a close as possible to your original audience but in the USA.

You don’t even need an email subscriber list to do this. You just replicate your own fan base in Facebook to extend your reach beyond your own limits and still connect with the people that share the exact same profile as your targets.

But what if you don’t have much of a Facebook following? You can get around that with tracking pixels to create Website Customer Audiences that will identify targets who display the desired behaviour to mirror.

You can then take this replicated audience and drill it down to get it to the top 1 per cent of those with similar traits as your original audience - but in your new, targeted country.

Similarly, you can enlarge it to go for a broader sweep to focus on the top ten per cent in that country who bear the closest resemblance to your audience.

5. Layer Your Targeting Option To Get Even More Specific

You can layer targeting option upon targeting option to gradually drill down more and more to develop a highly specific audience.

Combine geolocation, behaviours and demographics and you can create an audience of just one person! The reality is that you would be more likely to use this function to combine data to match up small audiences with an offer or advert.

So you could tailor your message to a household composed of ‘Empty Nesters’, who are partners in a law firm, with a net worth of over £2 million, owning cars that are less than 2 years old who have recently booked a luxury holiday.

You can layer your targeting options so that your offer goes only to that audience that has clear needs, intentions and is likely to respond.

To Get The Best Results, Create a Comprehensive and Diverse Targeting Strategy!

These are just some of the strategies you could use. The best way to know which is best for you is to pick one, try it and see how they work for all the different segments of your target market.

It is also very useful to develop the profile of who you would want as an ideal client. Spending time defining the sort of client you want will give you a ‘persona’ with which to create your ideal audience. What are their interests and character traits, where do they live, what is their income?

Once you know the ideal person you want to target, it becomes a lot easier to get the most out of your Facebook ads and ensure that you are only in front of the people that you know will be interested in your message and more likely to become a client, saving you money and wasted effort.