In this guide, we review Facebook Marketing For Churches, Facebook Marketing For Contractors, Facebook Marketing For Dental Office, Facebook Marketing For Doctors, and Facebook Marketing For Dropshipping.
Facebook Marketing For Churches
For the past few years, Facebook has been a primary way that people communicate and connect with each other. It’s also become an important marketing tool for businesses of all sizes, from small local companies to major corporations like Walmart. If you’re looking for ways to market your church online, then there are some simple steps you can take to get started with a successful Facebook page.
Create A Facebook Page For Your Church
Creating a Facebook page for your church is an easy way to start marketing. This can be done by anyone, even if you don’t have any experience with social media. To create your page, simply go to facebook.com and sign in with your account. On the left side of the screen, you will see three options: profile or business, event and group. Click on ‘Pages’ under businesses and then choose ‘Create Page’ from the dropdown menu.
You will then be prompted to fill out some basic information about your church: name, category (churches), location (if applicable) and cover photo (which should be related to church). All other fields are optional but recommended so that people will recognize who they are following once they begin following your page online! After filling out all required fields click ‘Continue’ at bottom right hand corner of screen where it says Create Your Page Now!
Once created you need to make sure that it looks good so people want follow along with everything happening within their community within our congregation as well!
Optimize Your Church’s Facebook Page
It’s time for you to create a Facebook page for your church. Your first step is to have a profile picture, cover photo, and header image on the page. These are important because they give people an idea of what you’re about and who you are before they even click “like.”
Now it’s time to add some content. Add a description of your church if there isn’t one already there (because remember: descriptions can help people find you). You should also add the link to your church website so that interested parties can learn more about what you offer by clicking through directly from the post itself!
Create Engaging Content For Your Facebook Page
Once you’ve decided on your Facebook Page strategy and are ready to start creating content, it’s important to keep in mind a simple formula: five, six and seven.
The 5-6-7 Formula
The 5-6-7 formula is exactly what it sounds like—a guide for how many posts should be made each week for maximum engagement (and eventually growth). The idea is that if you post five times per week with images, videos and text content of varying lengths, types and timing frequency (we’ll get into these more below), then the majority of your followers will see something they find interesting at least once a week. You can read more about the theory here.
Paying Attention To Analytics
Don’t underestimate the importance of analytics. It’s easy to get caught up in the excitement of launching a new Facebook page and posting content, but you should also take some time to understand what’s working, what isn’t, and how you can improve your efforts moving forward.
The first thing to do is set up Google Analytics on your site so that you can track things like traffic sources and keywords used by visitors who arrive at your site via Facebook (you may have gotten here because of something related to local churches). Then create goals for each campaign so that it’s easy to see whether or not they’re being met by looking at the goal completion rate.
Next up: look at how people are engaging with the content on your page—specifically which posts are getting more likes and shares than others? This is another way for you to understand what types of posts resonate with members of this audience more than others. Based on these insights into user behavior, try creating similar types of posts again in future months (or even weeks!). If nothing else it will help keep things interesting!
Create a church page and optimize it, create engaging content and pay attention to analytics.
Now that you have a general idea of how to set up your church page and optimize it, let’s look at some ways you can create engaging content.
First, start by creating a profile for your business. This will help users find you on Facebook, but if you already have an existing business page or profile, this is unnecessary. Next add a cover photo and banner image to give visitors the feel for what part of your church they should be expecting from their visit (e.g., youth group activities).
Next, write text posts that contain updates from different areas of your ministry: worship services; youth/children’s programs; adult Bible studies; fellowship groups; etcetera! Posting updates several times per day will keep people interested in checking back regularly so they don’t miss anything exciting happening at your church!
Facebook Marketing For Contractors
We’ve seen it first-hand success through the past few years with our contractor business customers, including:
…and everything in between.
All of them are crushing it with Facebook ads.
If you’ve been meaning to kick your marketing efforts into high gear and step into the social media advertising world, but just don’t know where to start…
…then this Facebook advertising for contractors strategy is going to have you looking like Tim Allen on cloud nine.
7 Mistakes Contractors Make With Their Online Advertising
Did you know that home improvement is one of the most competitive industries when it comes to online advertising? Download this free guide to learn how you can get more leads from the same marketing budget.
Step #1: Create A Compelling Offer
Step #1: Create A Compelling Offer
Before you get all excited and dive into the Facebook ads manager, the first thing you need to do with your Facebook advertising for contractors strategy is come up with a compelling offer.
If you have to read the following sentence 10 times for it to sink in, then I suggest you do:
When it comes to Facebook advertising for contractors, nothing is more important than having a compelling offer.
Think of your compelling offer as your foot in the door, and your means to capturing a new lead’s contact information.
The key here is to create an offer so compelling that it gets your ideal prospect to act without really having to think about it.
“Man…this is a no-brainer! I’m going to call them right now.”
So what makes an offer so compelling that it generates new leads for your home improvement services?
A compelling offer should check off these boxes:
Your Offer Must Be High Value
Your Offer Must Be High Value
A compelling offer has to be highly valuable to your intended audience.
If you’re a roofing contractor and want to attract homeowners looking to re-do their roofs, advertising a $100 discount on a new metal roof that costs thousands of dollars isn’t likely to motivate them to make a purchase.
It’s just not compelling enough.
A free inspection, higher discount, or no payments for a certain period of time would work better in this case.
Think outside the box and try to come up with something worthwhile for the customer.
An example of a well-performing high-value offer comes from one of our customers in the carpet cleaning industry: They offer 1 free couch cleaning with any purchase.
Obviously, they lose money on the free couch cleaning.
But this doesn’t matter because the offer lets them literally get their foot in the door of the customers’ house.
Then they can move forward with their pitch and upsell: more couch cleaning, carpet cleaning, duct cleaning, and even recurring cleaning packages.
What starts off as a free couch cleaning visit oftentimes turns into several hundreds of dollars of added revenue per in-house visit.
So as you can see, when it comes to Facebook advertising for contractors, often the best type of offer is something that just gets your foot in the door talking to people.
Your Offer Must Be Low Friction
Your Offer Must Be Low Friction
A compelling offer also has to have low friction.
You know the small asterisks and fine print you see on most ads these days?
The ones that say things like, “only valid with purchases over $500” or “cannot be used on XYZ products?”
Yeah, everybody hates those, and they add a ton of friction to your offers, making them less enjoyable and harder to pull off.
Try to keep your offer as dead simple as possible so that it’s a no-brainer in your prospect’s eyes.
Any kind of barrier will result in lower conversion rates and less successful Facebook advertising campaigns.
Let’s go back to the free couch cleaning offer…
If we had forced people to purchase a complete cleaning package that cost a few hundred bucks in order to get the free couch cleaning, it wouldn’t have done well.
Instead, we offered the free couch cleaning with any purchase.
Most people went with the 1-room cleaning at a few bucks, but then our customer was able to upsell them to a full-house cleaning once they were on site.
Long story short—reduce friction, even if it means losing money up front.
Make Sure Your Offer Attracts the Right Prospect
Make Sure Your Offer Attracts the Right Prospect
Last but not least, you need an offer that attracts the right prospect.
While giving something unrelated away for free—like a T-shirt, a gift card, or even an iPad—can work, it’s usually not the best way to go about attracting the right prospect.
You want to make sure everyone who takes you up on your offer is a potential lifetime customer for your business, and not just someone looking for a quick freebie.
A quick & dirty way to come up with offers that attract the right prospects for your business is to work backward.
For example, in order for someone to get the carpets cleaned in their entire house (your core offering if you’re a carpet cleaning business), they need to agree to get one room cleaned first.
Before agreeing to get one room cleaned, they need to know that your team does a good job. Cleaning a couch is less expensive than cleaning a room, so it’s a great offer to introduce people to your services.
Tip: This work backward strategy works in literally any industry (ex: new roof installation -> roof repair -> gutters/siding -> estimate -> free inspection), so if you’re stuck coming up with an offer that will attract the right prospects, this is a great place to start.v
Step #2: Find The Right Audience
Step #2: Find The Right Audience
Most people think this is the hard part, but when it comes to Facebook advertising for contractors, finding the right audience is actually the easy part.
As a contractor, you’re likely bounded by geography.
In other words, you can only book jobs and complete work within a certain territory—specific boroughs, cities, or maybe a few select states.
That means your targeting is pretty much done for you.
No need to mess around with intricate interest targeting—all you’ve gotta do is use a combination of addresses, zip codes, and radiuses to let
Facebook know which areas you want to target with your ads.
Facebook Advertising for Contractors:A Targeting Example
Facebook Advertising for Contractors:A Targeting Example
If you’re trying to capture new roofing leads in New York and serve the entire state, all you’ve gotta do is type in New York, select New York State, and your location targeting is all set:
If you’re a smaller contractor and want to focus on smaller cities, neighborhoods, and boroughs, then enter the zip codes you want to reach with your ads:
And if you want to target people within a certain distance from your shop or office, then enter your address and select a mile radius that makes sense for you:
Make sure you select “people who live in” so that you make sure you’re targeting people with a foothold in your current city (and not people that are traveling or passing through).
If you’re going after homeowners, there likely aren’t many under 25 or 30 years old, so setting a minimum age can also help:
From there, you can also try the homeownership behavior targeting option:
That’ll make sure your ads are only seen by homeowners, and that your budget isn’t wasted on renters.
It’s not a perfect science (Facebook’s data isn’t 100% accurate), but from our experience, it can help reduce wasted ad spend a little bit,
These targeting options are really all you need in order to get your compelling offer in front of the right prospects.
There’s not much more to it than that, and the next piece of the puzzle is a well-crafted Facebook ad that gets your message across and turns viewers into new contractor leads for your business.
Step #3: Craft an Awesome Facebook Ad
Step #3: Craft an Awesome Facebook Ad
To create an effective Facebook ad, you need to understand which ad types work best, and what kind of ad copy to use in order to turn prospects into new leads for your business.
4 Ad Types
There are 4 ad types that work extremely well in the home improvement space, and those are banner ads, carousel ads, lead ads, and video/slideshow ads. Here’s how each of them works.
Banner ads are the rectangular ads you’re used to seeing in your newsfeed and are the standard when it comes to Facebook advertising.
They’ve been around since the beginning because they just plain work.
All of the Facebook campaigns we manage for contractors include at least a few banner ads, and yours should too:
Lead ads are great for contractors that have old, outdated websites because you can capture contact information right from the Facebook newsfeed.
In other words, the person seeing your ad never has to leave Facebook.
They just click a ‘Sign Up’ or ‘Book Now’ button, and they’re immediately asked to fill in their name, email, phone number, or whatever other information you require for your offer (psst…remember to keep it low friction!).
Another reason we love lead ads is that certain form fields come pre-populated.
Facebook already has the name, email, and sometimes even the phone number of their users.
This means that the site will just fill whatever information they have into the form fields for the user, making it easier for them to sign up to your offer.
This becomes exponentially more awesome for smartphone users—nobody likes filling out forms on their phone.
It takes way too long, and the ‘back’ button is a simple solution to ease the pain.
Tip: If you don’t have a mobile-friendly website, or if you don’t have high-converting landing pages, lead ads may be a great place to start.
Static banner ads can be boring.
And as video and other types of dynamic visuals take the stage, you might want to consider something that offers them a more well-rounded view of your skills and services.
Showing them several images and allowing them to swipe left and right to view them all is a great way to do so.
That’s exactly what carousel ads allow you to do—tell a story across up to 10 different images.
Often these do a good job of explaining the quality of the service they provide, the benefits of the materials they use, or the rave reviews they received from past customers:
This allows us to share much more information than a static banner ad ever could.
It’s a great way for contractors to make a strong first impression with their potential prospects.
Videos & Slideshows
Last but not least, we’ve got video and slideshow ads.
These are the most engaging ad types, for obvious reasons.
If you can put together a short video to show off your work, explain your capabilities, and humanize your business a little bit, you’ll be leagues ahead of your competitors that stick to static image ads.
Your video doesn’t have to be Steven Spielberg-esque either. Just flip open the camera on your smartphone and start talking about the value you bring to your customers.
Once you start to see your Facebook video ads bring in contractor leads, then you can invest in something a little more polished.
It still doesn’t have to be crazy.
And if you’re just too shy to get in front of a camera, then you can use Facebook’s built-in slideshow creator to create a short video made up of images and text.
They aren’t as engaging as full-blown videos, but we’ve still seen awesome results using short slideshows to explain the services our home improvement contractors provide for their customers.
Facebook Marketing For Dental Office
It’s time to dive into one of the most effective and under-utilized opportunities for dentists who want to grow their practice. We’re talking Facebook Ads.While many dentists know that creating quality organic Facebook content is key to any marketing strategy, many are still missing out on the huge opportunities provided by Facebook Ads.The magic of these ads lies in the power they give practices to hyper-target audiences according to demographics, behaviors, and interests.On top of that, the flexibility to easily run A/B tests, edit ad campaigns, and learn about your audience provides unparalleled potential when it comes to connecting with new patients.This guide will take you step-by-step through the process of setting up a Facebook ad with tips to optimize your campaigns and exceed your marketing goals.
The Metrics of Success
Because they are so versatile, Facebook ads are most successful if you clearly define what you want your ad to achieve.Let’s start with a few bigger picture goals. Whether are boosting a post or creating a multi-ad campaign, Facebook ads can:
Depending on your ad, your objective can go from broad (“I want more 20-somethings to know about my practice”) to hyper-specific (“I want mothers of elementary school kids within 20 miles of my practice to use a back-to-school promotion code for a discounted cleaning”).In order to know how effective an ad is, set and track your goal before running it.Now let’s get down to the specifics. How do you actually measure the success of a Facebook ad?Facebook advertising is supported by a massive amount of data and analytics, which is fantastic in that they help you easily track your ad’s impact.Before creating an ad, these are the key metric terms you need to know:
When starting out, these five metrics are good to monitor as you track your ad’s success.Be sure to also keep an eye on industry standards. For example, studies show that the average cost-per-click is $1.72 for Facebook ads, with healthcare ads coming in around $1.32 (great news for dental practitioners!).It’s easy to get lost in the social media jargon, but keeping your metrics in mind and returning to them frequently will help accelerate your progress.
How to set up a Facebook ad for your practice
1. Go to Facebook Ads Manager
In order to access Facebook Ads Manager, log in to your Facebook Business Page.When it comes to running ads on Facebook, you’ll learn to love Ads Manager.This is the tool you will use to create, run, and manage all of your ad campaigns.You can access Ads Manager through the “Promote” button on the left side of your Page, the top “Insights” tab, several other CTAs on your Page, or through Facebook’s direct link.
2. Choose your marketing objective
After clicking to create an ad, you will be sent to a page where you will determine your campaign’s objective.The three categories ads fall under are: Awareness, Consideration, and Conversion. Let’s go over them really quick, so you know exactly the campaign you’re looking for.
Awareness campaigns are at the top of the Facebook advertising funnel.You are generating interest in your practice and becoming more visible patients’ feeds.Think of an awareness campaign as your introduction to new patients. They just learned (or became aware) that your practice is nearby!For local dental practice with smaller budgets, boosting awareness will likely be your best bet for most ad campaigns.
Consideration is the middle ground.You are trying to reach people who might already have an interest in your practice and want to learn more.The consideration phase is where you educate folks on just what makes your practice so incredible!
Conversion is the most specific and direct marketing objective.With this objective, you want people to take a specific action — make an appointment, go to your website, sign up for your newsletter.In other words, the conversion phase tells people exactly what you want them to do. No more being coy!After selecting your objective, you can give your campaign a name.If this is your first ad, click the “Set Up Ad Account” button — in the future the button will simply prompt you to “Continue.”
3. Select your audience
As previously mentioned, knowing your audience is the crux of running a successful Facebook ad campaign.So, who do you want to reach?
The elements of your audience include
At the top of the “Create New” window, there is also an option to choose a “Custom Audience.” With this, you can create a custom audience of people who already have a relationship with your practice.Your custom audience may include a current patient list, email list, phone number list, people who already like or follow you on Facebook, or people who have interacted with your website.Custom audiences are good for running special promotions to current patients, or you can also exclude these audiences to ensure that you only reach new potential patients.Try to keep your audience size around 50,000 to 100,000 people, which you can track on the right side of the page.This will vary depending on the size and location of your practice; however, you generally want the arrow to be pointing right in the middle of the scale to increase your potential reach.
4. Select your placements
The placements section allows you to edit where your ad is shown (Facebook, Instagram, Messenger).Automatic placements are recommended by Facebook, but if you find later that certain ads aren’t performing, you can always edit this section.
5. Set your budget
Now that your audience is ready to go, it’s time to decide how much you want to spend on the ad and how long you want it to run.For this, select between a “daily” or “lifetime” budget.A daily budget is how much money you will allocate to the ad per day that it is running.The lifetime budget is the total amount you would spend if setting your ad on a schedule with a defined start and end time, which you can also set in this section.Once you set your budget, click “Continue” at the bottom right.
6. Create your ad
Time to get creative!This is when you decide the format and content of your ad to submit for approval.One option at your disposal is creating an ad by using a post that has already been published to your Page. Just select the “Use Existing Post” from the dashboard.You can also create ads for existing posts by “boosting” them directly from your Page.If you are creating an ad from scratch, there are five layout options to choose from — carousel, single image, single video, slideshow, or canvas.While compelling single images are the gold standard, more marketing professionals are turning to videos for ad campaigns with over half claiming that videos provide the best ROI.It’s important to note that 85% of Facebook videos are watched with the sound off. So when making a video for your practice, be sure to add captions.No matter which format you choose, Facebook has a set of best practices and rules for running ads.Following these guidelines makes it easier for your ad to get approved quickly. It also impacts the reach of your ad.
Facebook Marketing For Doctors
Why Facebook ads for doctors are important
Anyone who has Facebook will be familiar with the “sponsored” posts which appear on your wall. These have been paid for by companies who are ‘targeting’ you. And when we say ‘target’, we mean exactly that. Facebook advertisers can choose their target audience, including age, gender, location, and even pages or activities users have previously ‘liked’.
In terms of doctors doing the advertising, the same is also possible. You can pretty much select your ‘ideal’ patient, at least in terms of age, gender, and location. This helps to ensure that your advertising budget is not wasted on a target demographic which is unlikely to require your particular type of healthcare services.
What are the advantages of Facebook Advertising for Doctors?
1. Increase your number of patients
Let’s be honest – this is the ultimate goal of any medical advertising: It is to increase your number of patients. Of course, not all Facebook users who see your ads will become patients of yours. In fact, it will be a low percentage. However, even just a few extra patients usually more than covers the cost of a Facebook campaign.
One thing is for sure – if you do not do any marketing or advertising, then less people are likely to hear about you. If less people hear about you, then less people are likely to choose you as their next doctor.
2. Increase your number of Facebook Likes
Many Facebook ads give users the opportunity to ‘like’ your page. This means that from then on, whenever you post something new, it is likely to appear on that user’s wall. This increases ongoing exposure to your practice. The more people who like your page, the more people are being reminded about your practice every time you post something new. In short, building up your online community helps to keep your practice on patients’ radar.
3. Target your ideal patient
As mentioned previously, Facebook advertising allows your ads to be very targeted. You can be very specific for any of the following criteria:
By being specific with your ads, you are able to target your ‘ideal’ patient. Most doctors have their favorite types of patient or conditions which they most like to treat – why not grow this side of your practice?
Here is a sample Facebook Ad by a Pain Management Practice
Are there any reasons doctors should NOT advertise on Facebook?
We do not recommend Facebook advertising for all doctors. Some specialties lend themselves to Facebook advertising better than others. It’s important to remember that Facebook advertising ‘comes to the user’ instead of the user searching for the ads. This creates an important difference: It means that the most relevant Facebook ads will be for services which are NOT URGENT.
Let’s imagine if you just cut your hand and you need to go to an urgent care center. Would you really look for an urgent care center by scrolling down your Facebook wall? No. What would you do? We all know the answer – you would search for one on Google. For this reason, for urgent care doctors we do not recommend Facebook advertising, but instead recommend SEO for doctors or Google Adwords for Doctors.
By contrast, let’s imagine you need a hip replacement. It has been bothering you for months – or even years – but you have been putting it off. This form of non-urgent medical treatment lends itself well to Facebook advertising. You may see a Facebook ad about an improved method of hip replacement, or simply a way to cure your hip pain, so this may prompt you to click and find out more. So for specialties like orthopedics, pain management, plastic surgery, and other specialties which treat ‘non-urgent’ conditions, Facebook advertising for doctors can be a good option.
How much do Facebook Ads for Doctors cost?
The pricing varies depending on the budget you set and the size of your audience. If you like, you can spend as little as $100 / month. Alternatively, you can spend thousands of dollars. It’s literally up to you and how aggressive you want your campaign to be. Our recommendation is to be specific with your target audience, so as to not waste money on demographics which are unlikely to become your patients.