There’s no two ways around it.
Facebook Advertising is the most potent way to effectively market your business online.
It’s said that advertisers spend in excess of $1bn every quarter on the platform, in attempts to reach their target audience, build brand awareness, generate leads and turnover more revenue.
This isn’t surprising considering the number of eyes that are constantly using the app to stay up to date with friends, family, news, trends, memes and so on. With 1.2bn monthly active users, there’s a huge upside for any advertiser who is able to ‘crack the code’ of Facebook Advertising.
However, with such vast amounts of ad spend going into the platform, how can you be sure that your business will see a positive return? How do you prevent wasted cash on ineffective ads? How can you control the system and use it to actively grow your business?
Well, in this blog post, we’re going to break down our top 3 tips for effectively advertising your personal training business on Facebook.
Ready? Let’s get into it!
#1 Identify your objective
With Facebook Advertising, it’s important to begin with the end in mind. You should consider the tangible results you hope to see from running your campaign. What would you consider to be a ‘result’, and how does that tie into your overall sales process / funnel / marketing strategy?
Some examples of this could include:
Result – Generate leads (email addresses)
Reason – To build a list of contacts I can nurture over a period of time and convert to paying customers
Result – Post engagements
Reason – To push a valuable piece of content to a wider audience of people and acquire new, engaged followers
Result – Store conversions
Reason – To push your product to a wider audience of potential buyers and generate more direct sales
Whatever you choose to do, you should always be clear on what an ideal ‘result’ looks like, and why.
A large percentage of all the money that’s spent on Facebook goes directly into wasted ads, that are run by individuals who have no strategy, clear objective or anything else. They simply click the “Boost” button and hope for the best.
If that’s you. Please take a moment to re-assess that!
#2 Click-worthy offer
The next most important thing to consider when setting up your paid advertising campaign is the offer!
If you’re paying to push something to an audience of people, it’d be a shame for it to arrive in their news feed only for them to have zero interest whatsoever and scroll straight past.
Everything about your ad should encourage action. You need people to stop scrolling, read/watch your ad, and click through to find out more.
The core of your offer should be very simple and tie directly into your primary products and services, however, there are a few things you can do to make your offer stand out more in a crowded online space.
Perceived value > Acquisition cost
An offer is made all the more attractive when it’s an obvious bargain for the end customer. Of course, there will always be a cost involved, but if that cost can be made to appear quite insignificant compared to the value someone gets in return, then you’ll be in the best possible position to see sign-ups and sales.
Another great way to make your offer all the more “click-worthy”, is to include social proof. This could be in the form of testimonials, transformations, success stories and so on.
You should ask your previous clients if they’d be happy to record a 60-second video or write a few sentences talking about their experience with you as their coach, and use that to help promote your coaching services.
Another common ingredient in running successful ads is to make the offer somewhat limited in availability. You may see examples of this when coaches say “I have just 2 spaces left for my program!”.
Although this may well be a factual claim, you’ll find that it also creates a much larger sense of urgency amongst those who were perhaps already considering the offer. The FOMO (fear of missing out) is a very real and powerful selling tactic. Use it wisely!
#3 Targeting + audience
Now you’ve got your objective and offer in place, you’ll want to establish your target audience.
It’s important to understand the different types of targeting you can achieve with Facebook, and how you can use this to save yourself money AND see better results at the same time.
Facebook won’t tell you this, but it’s significantly cheaper to target people that have already engaged with you in one way or another, as opposed to those who haven’t. This is called “re-targeting”.
For example, you can re-target people that have visited your website, engaged with your page on social media, watched a certain % of your video and more.
This becomes cheaper because Facebook already knows who these people are and how they can reach them directly, without having to put in as much effort to find them.
The alternative here would be simply “boosting a post” to a broad, unengaged and “cold” audience of people. Of course, you may still see some traction and results, however, the average cost per result will be much higher because Facebook is having to work a lot harder.
So, our advice is to hold onto your cash and create a “custom audience” of people who have already engaged with you.
Another perk of doing this is that you can be sure that those who end up seeing your ad are already familiar with you, your brand and your business – as this will increase the likelihood of them purchasing or signing up even more.
So, to summarise;
There’s an awful lot that goes into effective paid advertising, which is why so many businesses tend to outsource it to companies like ours, to see the best possible results.
However, the key points we’ve shared in this post should hopefully give you a deeper understanding of how Facebook Advertising works and how you can use it to your advantage.
I really hope that you have found this useful and please do feel free to contact myself and the FitMedia team if you have any more specific questions.
Finally, if you are considering outsourcing your paid advertising then we’d love the chance to chat with you and see if we’d be a good fit for your business. To set up a call, you can visit this link: fitmedia.net/discovery
Anyway, that’s all from me for now!