10 Ways to Boost Chiropractic Facebook Ads
Facebook is a phenomenal channel for chiropractor marketing. Social media marketing for chiropractors should be a top priority in practice. In this blog, we'll give you 10 ways to boost your practices Facebook marketing.
1. Facebook Giveaways
Everyone loves something free. Giveaways allow chiropractors the opportunity to get in front of an exponential amount of patients, especially when the giveaway takes place on Facebook where you can reach an astounding 2.41 billion people. Here is a bulleted list of how we have ran successful giveaways for chiropractors producing a significant ROI on their investment.
- Everyone loves giveaways and free food. We will typically run our giveaways based on a free catered lunch to the winner's office. If they win, they will be a hero for their office!
- Contest rules: Likes and comments are worth 1 entry, tagging a friend is worth two entries, and sharing the post is worth three entries. Entries are unlimited.
- Typically we will work in a cross-promotion and select a restaurant to cater before we announce the winner. It's a great opportunity to leverage the business we are bringing to the restaurant to promote the giveaway through their channels.
- The catered lunch allows your team members to come into the office and offer critical education to the companies employees.
- You also get the opportunity to sign up new patients on the spot.
- Also, let's not forget, you probably got hundreds of shares and thousands of likes on your post and Facebook page.
2. Facebook Calendar
The relatively new Facebook calendar integration can be a revelation to your chiropractic practice. We've talked about this in a previous blog post, but I'll go into more detail here. Check out our Facebook Calendar here, I've also provided a picture for you below. We run Facebook Ads for Chiropractors that allow patients to seamlessly book appointments the practices Facebook page. This increases conversions by over 300%. Why? The patient never has to leave the Facebook interface to book with your practice. This is a powerful tool that not many practices are using. For the first movers this will pay huge dividends for many years to come.
3. Facebook Re-Targeting
Re-marketing is frequently described as “easy money.” Its a key part of any dental marketing strategy as you can re-target anyone who has visited your website, or practice, by serving specific ads focused on re-capturing those potential customers. At your chiropractic practice, if you collect email addresses, you can leverage these through Customer Match on Google Ads and Facebook! I recommend implementing HubSpot and installing their tracking code to automate the entire process. You can collect leads, set sequenced follow up emails, book appointments, run your blog, website, landing pages, lead forms, etc.
4. Lookalike Audiences
Lookalike audiences are a Facebook segmentation tool that finds users whose demographics and interests are similar to those of your existing followers. These are easy to create and implement, making them an extremely powerful marketing tool for efficiently finding high-converting users.
Why are lookalike audiences important?
While you might have a good idea of who your ideal customer is, lookalike audiences dissect your existing followers and user base to find their commonalities. Facebook leverages its massive trove of customer data to connect the dots between your target audience, helping you find highly-qualified users you previously wouldn't have been able to reach. Most importantly, this informed targeting optimizes your media spend and lowers the cost of acquisition in the process.How to build a lookalike audience
- Choose the group to build a lookalike audience from. You can choose between page fans, visitors to your website, and customer lists. You'll need at least 100 people in your customer group in order for Facebook to create a lookalike audience, but Facebook recommends including more than 100 people. A larger sample size with more data points provides the most accurate picture of your audience, which equates to more efficient spend.
- Select audience size. Larger audiences give you more reach but the matching will be less precise. This can be helpful if you're looking to reach the most people with a broad sweep but are less concerned about how closely they share similarities with your current customers or fans. A smaller lookalike audience is more targeted. Your ad will be seen by fewer people, but they'll also be more closely aligned to the characteristics of your current customers or fans.
- Target specific demographics. If you want to only reach Facebook users who resemble your current customers—and are also age 30 and older and live in Chicago, for example—you can add those parameters using the drop-down menus of the Power Editor tool. In addition to age and geographic location, you can also add parameters that target a specific gender.
- Create your ad. Use power editor to input the text and image for your advertisement. Keep standard Facebook best practices in mind - use engaging language and eye-catching images to draw customers to your posts.
5. Use Facebook Custom Audiences
You can create different types of audiences, including:
- Web custom audience
- Offline custom audience
- Customer List (a.k.a. Standard) Custom Audiences
- Facebook Sources – Engagement Custom Audiences
Facebook custom audiences are really useful when creating campaigns and will help you generate more leads.
6. Use More Video
Facebook marketing for chiropractors is not an easy thing to master. However, one of the most effective ways you can grab your audiences attention is through video ads. We use a combination of serious educational videos, staff introduction videos, and funny videos to grab our clients attention from their audience. Engagement is much higher, as well as ROI for our chiropractor practices.
Viewers retain 95% of a message when they watch it in a video compared to 10% when reading it in text.
Internet video traffic made up 69% of all global consumer Internet traffic in 2017.
By 2019, internet video traffic will account for 80% of all consumer Internet traffic.
The average user spends 88% more time on a website with video.
The average CVR for websites using video is 4.8%, compared to 2.9% for those that don’t use video.
Having a video on a landing page makes it 53% more likely to show up on page 1 of the SERP.
46% of users act after viewing an ad.
An initial email with a video receives an increase click-through rate by 96%.
Cisco states that Live internet video will account for 13 percent of the total video traffic in 2018 (via Forbes).
Video attracts two to three times as many monthly visitors.
Blog posts incorporating video attract 3x as many inbound links as blog posts without video.
Combining video with full-page ads boosts engagement by 22 percent.
7. Research Your Competitors on Facebook Ads Library
Providing full ad transparency, the Ad Library offers a comprehensive, searchable collection of all ads currently running from across Facebook Products. Anyone can explore the Library, with or without a Facebook account.
You can access all active ads, even ones that may not have been shown to you because you weren't part of an advertiser's intended audience.
To do some competitive research, go to your competitor's Facebook page and hit ‘Page Transparency' on the right-hand column, then ‘See More'.
The last thing you want to do is create a Facebook ad from scratch when you have this treasure trove of information at your fingertips. Most people fail with the first few ads they create because they start from scratch and have no idea what works. You can start with knowing, at least in part, what works for your industry and your target customers.
Do this for every competitor you can think of. Take notes on their creative and copy. Also, see how long ads have been running – the ones that have run for longer are the ones that worked or are working.
Most people who run ads, especially if they're new and inexperienced like a mom-and-pop business, will lose money on a system like Facebook Ads or Google Ads (formerly AdWords). I hear it all the time: “I spent $500 on ads this month but didn't even make $1.”
Too many people, even you guys reading this article, are running ads on Facebook or have run ads and can't make it work. Take these “hacks” to heart and use them. This type of research on your competitors and what is or isn't working should be standard; it gives you an advantage.
8. Run Facebook Messenger Ads
Facebook Messenger ads show up on the Messenger home screen. If you're already using Facebook ads and their ad manager, then setting up ad placements on Messenger is pretty simple and you can use some of the existing advertisement material to do so. With Messenger ads, you can send people who click on the ad to your website or start a conversation in order to connect with them, get additional details and allow them to see more of your product:
These conversations can easily be managed with bots. The bot we use can collect quite a few different types of customer data, including email addresses. Bots can also help direct customers to the best offer or landing page for them. Once a customer starts a conversation with you, you're also on their Messenger contacts as they are on your list. That means if they choose not to interact right away, you can always use this channel later.
We recently set up our Messenger ads to collect messages and store them inside of our bot. The bot we use is ManyChat to collect Messenger messages and email addresses (and, ideally, they've clicked on a link that gets them to a page that allows them to be re-targeted):
Also, if you have a Facebook ad that's performing well (and may do even better after you read this article and implement a few of these hacks!), you can use that within Messenger. Again, this will make you stand out more as there are currently few Messenger-focused ads.
In order to set this up, you simply need to opt in to using “edit placements” in Facebook's ad manager. One thing we haven't used much is the ability for Messenger to send the potential customer to your business' app. If that's something you're interested in, it's also an option. However, sending them to a bot-driven conversation, collecting their data, and then sending them to a landing page in order to set up a pixel is our recommended set-up.
We can get them on our Messenger list, get their email addresses, and set up a pixel. That entire trifecta can be set up with Facebook Messenger and Messenger ads. This is something not everyone is doing yet or is even aware that they can do. Now that you know, Messenger ads are something to start using and paying attention to.
9. Target the Right Audience
They think if they simply optimize their Facebook ads, they'll get their desired results.
But they're only half right!
You must develop a strategy before you even think about optimizing your Facebook ads -- a strategy based on a deep understanding of your target audience: what they like & what they'll likely respond to.
For example, take the typical ad setup process:
- First define your target audience
- List the9 Facebook targeting options that match the above description
- Create ad sets based on targeting options & run Facebook ads
But there's still no guarantee that Facebook will help you reach your target audience.
It's on you to follow up & make sure that ad targeting is working!
To view a report, go to the ad manager & click "Reports" on the left sidebar.
Next, click “Breakdown: None” and select a category from the list.
You can break the audience down by:
- Delivery -- age and/or gender
- Actions -- conversion device and/or destination
- Time -- daily or weekly
If you were running an e-commerce store, you could see whether your ads were shown to people who are in the same age group as most of your existing customers -- or if they fit the new market that you’re trying to sell to.
You can also see if people are converting via mobile or desktop.
If you’re targeting youth who spend most of their time on smartphones, then you should see if the people viewing your ads do so via mobile or desktop.
10. Not Including a CTA
There has been so much written about which CTA button you to choose for Facebook Ads.
“Never use the Sign Up button,” say some. Others claim that “Learn More has the highest click-through rate”.
But, did you know that you can simply choose NO call to action button on your Facebook Ads? Yeah, you don’t have to have one!
Why does it work? Well, it makes your ad look like the native content it’s supposed to be.
It seems that the key to successful Facebook ads is to make them look as little like an ad as possible. Groundbreaking.
Chiropractic Marketing Companies
Running Facebook Ads for your Chiropractic practice can seem simple. The truth is there are thousands of rules you need to master to deliver ROI on your investment. This takes a specialized and very highly trained person. This is why more than 90% of people I have talked to have hired and fired at-least three different people or agencies. When hiring someone for your chiropractic office be sure to do your research by reading blogs such as ours and testing prospective chiropractic marketing companies with questions about the various topics above.