With more than 1.71 billion active users on Facebook, the platform has become the most effective for aesthetic practice to invest in social ads. Social media ads have emerged as an affordable way to reach local consumers online.
Hopefully, by 2017, most practices and medspas have a business page and are using a series of paid boosted posts to promote their best content starting at as little as $20. This works to get more eyes on your content to increase engagement. To put it in perspective, if you don’t spend anything on ads to promote your posts, Facebook’s algorithm will only allow about 2% of your entire fan base to.
Another effective strategy is Facebook Lead Ads. Lead ads allow advertisers to collect information from prospects directly from mobile ads. This compelling ad solution lets users, who are viewing Facebook from their mobile phones, to sign up to receive information from your business. Once users click on the ad, they’re prompted to fill out the form within the Facebook app. From the form that gets pre-populated with information from the user’s Facebook profile, they can share their information with your practice, so you can store the lead and follow up with email blasts, newsletters or special offers.
Lead Ads and the information gathered through them allow aesthetic practices to create targeted marketing campaigns based on specific demographics (like gender, age), interests, and location. Because these users have chosen to share their information, they are already interested in the products and services you offer. Once the ads are posted and shared, you can log in to Facebook to pull their new leads and add them to their database. In addition, there are third-party apps that can be used to deliver these new leads to you via email. It’s a win-win.
Since Lead Ads enable a consumer to directly interact with an ad to contact your business, it’s critical to create a captivating CTA (call to action) to give them a reason to engage within the ad itself. The more targeted the message, the better conversion you can expect. For example, “Want to get smoother skin in time for summer?”
Keep the lead form short so consumers are more likely to complete it. Too many questions may backfire with users clicking off before finishing it. Consider adding some custom questions that may provide additional useful insights into that potential customer needs and wants.
Following up on the leads in a timely manner is also important to be successful. Consumers expect a rapid response time (within one hour or less). If you wait too long, their excitement and momentum may be lost.
For more information on how Facebook Lead Ads can benefit your brand or practice, reach out at Anne@wendylewisco.com.
