Good morning, good afternoon, good evening. Let’s cut to the chase because I have a lot of great information for you today.
We will be discussing how to grow your Facebook community with the use of a Like Campaign. Yes, we will be using FB Ads! Weeee!
Growing your FB community is so important for obvious reasons. If you don’t, no one will know you’re there, then all the work you’re putting into it will be a big waste of time. And frankly…
Few things to keep in mind before we start:
People are on Facebook to share stuff with their friends and family, read updates while standing in line to buy coffee, and watch cute puppy videos.
Do not get caught in the trap of thinking you need perfectly designed images and a marketing team of 20 people to come up with the “perfect slogan.” All you need to do is:
- Listen. Tap into the mindset of your patients and understand their concerns.
- Respond to your patients’ concerns.
- Provide your followers with the content they want and the information necessary for them to make informed decisions.
- Make sure Facebook is ready to accept real appointments on any device.
Pretty simple, right? Now let’s get to work.
STEP 1: PICK AN IMAGE TO USE IN YOUR AD
Guide to picking the perfect image:
Go for authentic instead of “professional”
We are in a new marketing era, ladies and gents. Originality and personalization are in, and random stock photos are so last season. I could write an entire post about this, but the lovely folks over at NewsCred already did it so well! I highly suggest taking a quick looksie at what they have to say. Bottom line: people are more drawn to images that seem authentic rather than to those that look perfectly staged and technically sound. This is the image we’re using in our ad:
We chose to use a picture of part of our team. Is it a professional quality photo? No. Is it out of focus and cringe-worthy? No, it’s fine. Our team is smiling, friendly, and approachable. The exact image we want to put forward. The most important thing is that it’s relevant. Relevant… that reminds me of something… Oh yeah! My next point!
Relevance = Reach
So we already know that relevance is going to engage more people. But did you know that relevance will help boost your reach, not only organically, but also in the FB algorithm? Oh yes. Facebook gives ads a relevance score. Those scoring higher have a lower delivery cost, meaning more deliveries before hitting your max budget. Thanks, Mark!… Marky-Mark… Mr. Z…