We’re delighted to bring you this guest post from Yomassage’s Katherine Parker. Be sure to listen along to her podcast episode about Facebook ads here.
Why should I be using Facebook ads?
Facebook ads are an extremely effective and inexpensive form of advertising. They aren’t just shown to Facebook users, you can also show your ads on Instagram and the Facebook Audience Network (apps and websites of Facebook’s publisher partners).
Why are Facebook ads so awesome for local traffic?
Because you have so much control over your audiences! You can show your ads to moms with children ages 3-8 who are interested in gardening and live within a 1 mile radius of your business. Or young adults how just purchased a house in your neighborhood. Super creepy, but super cool.
Let’s get started.
You need to have a Facebook business account. Create one here.
I highly recommend having a website too so you can track people coming to your website and retarget them (more on that later).
Set up your Facebook pixel. What is a pixel?
It’s a little bit of code that you put into your website so you can track users who visit your website. When someone visits your website and takes an action (like completing a purchase), the Facebook pixel is triggered and reports this action. This way, you’ll know when a customer takes an action, and will be able to reach that customer again through future Facebook ads.
Now that you’re all set up, let’s brainstorm some ad ideas.
Start with a goal.
Do you want more clients NOW? Do you have a special offer? Do you want to be known as the best massage therapist in town? It’s important to have clear goals for most effective ads.
Let’s go through a couple of different scenarios.
You are looking for new clients ASAP. You want to keep these clients long term. So let’s try to find clients that will invest in more than just one session. Let’s try a bundle of three 60 minute massages for between $170-$220. Adjust a price that would work best in your area.
Okay so before we create the ad, let’s make sure we have a place for these potential new clients to go. Create that pricing option or a discount code in your scheduling software or whatever it is you use to book appointments. You need to have a way for them to take action and purchase immediately. I prefer to make a landing page for this offer. A landing page is a page on your website that they will be taken to when they click on the ad. This page should be really simple, describe the offer and have a call to action (place for them to register or purchase). The more complex and busy the page is, the less likely the potential new client will be to purchase. Make it simple and easy. If you don’t know how to make a new page on our website, that’s okay, just make sure you have an easy way for these client to redeem your offer.
Alright now we are ready to create the ad! WooHoo!
Open up your FB ads manager.
Select “create ad”
Let’s optimize for traffic so we can see how many clicks we are getting. Select “traffic” for your goal.
Let’s name the ad “Massage Client Traffic | 3 Session Bundle”
Okay now we need to make our audience.
This is by FAR the most important part of the ad. If you already know your niche, this should be really easy for you. If not, let’s think about this for a second. If you have been thinking about a specific demographic you would like to work with, but don’t know how to reach them – here is your opportunity! If you haven’t thought about going after a specific demo, I highly recommend trying to specialize. Here are some options:
- Massage therapist who works with others in the healing profession (doctors, chiropractors, yoga instructors, body workers)
- Massage therapist who works with dancers
- Massage therapist who works with athletes
- Massage therapist who specializes in depression and anxiety
- Massage therapist who helps people struggling with sleep
Having a specific target demographic will not only help improve your ads, it will help grow your business. I know it might seem scary if you are just starting out and you want anyone and everyone to come to your practice. But this will actually make it easier for you to find clients! Especially clients that will stick with you long term.
Okay now let’s create that audience. Let’s pretend you are a massage therapist in Portland, OR and your target demographic is runners and hikers.
The first thing to consider is your location. Type in your business address in the location. How far are your clients and people in general willing to travel for massage services? In Portland, I would say 3-5 miles. In a smaller city, you might widen this audience. So let’s put a 5 mile radius on this ad. This means this ad will only be shown to people who live or work within 5 miles of your business.
Now let’s get even more specific. Age. We are working with dancers and athletes, so let’s go with 18-55 for now, and see if our reports help us narrow it a little bit after our first round of ads.
Now the fun stuff…interests. Let’s select running, hiking, outdoor activities, and speed walking. Okay that should be good.
Yay! We have created our first audience. Let’s save it so we can use it later if we want. Save the audience and title it “Runners in Portland 18-55”
Let’s just have Facebook choose what’s best for the ad and go with “recommended placements.”
I recommend running this ad for 5-7 days and spending $5 a day. This will give us enough time to test the add and see what the response is. If the ad is doing really well we will up the spending!
Almost done! Now we have to work on the copy and pick out the photos we are going to use. Let’s start with the copy.
Use this template: Grab the audience. State the pain point. State your solution. Sell your offer. Put a limit on it (time or amount). Call to action. Here’s in example:
Attention Portland runners! Are you in search of a way to decrease your recovery time and prevent injuries? Massage helps the body pump more oxygen and nutrients into tissues and vital organs helping your body to heal and prevent future injuries! (Massage Company) is offering 3 massages for only $180 to the first 20 people to sign up! Click here to learn more.
It’s short and sweet and actionable.
Now the photos. This part is probably the most difficult. Most massage therapists don’t have photos of them in their practice. And it’s BEST to avoid stock photos when you can. Why? Because people can tell that it is a stock photo, immediately recognize it as an ad, and just glaze right over it. However, if that’s your only option, no worries. Let’s test it out. I would try 3-5 images. You will be able to see which images are performing the best.
Let’s try an image of someone getting a nice relaxing massage, an image of someone running, and a headshot of you or any images you have of yourself in your practice.
Use a free stock photo website like Pixabay.
Alright now let’s send these potential new clients to your landing page or scheduling page. Put that correct URL in and select the button that says “learn more.”
Okay! We did it! Let’s review and then confirm.
Now we just wait. Check on your ad about once a day and see how it’s doing. How many clicks? Which images are performing best?
Some things to consider. Are you getting a lot of clicks but no one is actually purchasing? There might be something wrong with your landing page. Check the links and make sure everything is working properly.
If you’re not getting a lot of clicks or sign ups that’s okay. You can adjust your copy or audience next time!
There is no perfect formula for FB ads. It’s all about testing and refining until you see results. When you start to see results, you can up your ad spend. Maybe run an ad for 7 days and spend $50-$100 on the ad if it’s doing really well.
You don’t need to spend a lot of money to see really great results.
When in doubt, Google it out. If you get stuck, try Googling the questions. 9.5/10 times there will be hundreds of people online who have already answered this for you.
Check out my other blog posts on www.yomassage.co/facebook-ads-for-massage-therapists to find ad templates to help you with brand recognition, and retargeting!
If you have any questions, please join the Yomassage Therapists FB Group here and comment on the post about FB Ads. I will be answering questions there!