As a dental clinic you know that in order to stay relevant and to stay at the top of mind of your patient’s and prospective patients, you should at least have a dental clinic social media strategy.

But if you don’t understand what type of content will create engagement to help you get seen by more of your followers, then I get that you may not know what type of dental facebook post ideas to create. 

In this blog post, I am going to help you as the dentist, create your own dental social media campaigns, so you can get some inspiration for your dental Facebook and Instagram post ideas. 

I am also going to show you simple hacks on how to find inspiration for your dental social media campaigns, so you are never at a loss for what type of content to create on your social media, to keep your followers engaged. 

Here’s what you will learn: 

• Why social media is important for dental clinics
• What you should know about Facebook and Instagram before you create your dental clinic social media strategy
• Dental Facebook and Instagram post ideas 
• Dental clinic social media strategy for acquiring patients

Why Social Media is Important for Dental Clinics

Social media are channels that allow you to create and share content and information to users that interact and engage with the platform. Social channels are channels where people come together to network and meet virtually, like Facebook, Instagram, LinkedIn, YouTube, Pinterest, Snapchat. 

These channels are websites and they attract a large number of people to them every month. 

For example, Facebook.com is a website that has over 25 billion visitors to their website each month. 

Pinterest.com is a website that has over 1 billion visitors to their website each month.

Instagram.com is a website that has over 5 billions visitors to their website each month. 

With a website that has so many visitors where they are all interested in specific topics, it’s a haven for any business owner to create content and share it there and this is the reason why dentists as business owners, need to show up on these social media websites too. 

These social media channels, allow business owners to create dedicated pages and profiles for their own business and then engage with the people who spend time on the channel. 

As this is the case, if dental clinics want to have a presence on these social media channels, they should also create their own pages and profiles, so they can engage with people who interact with the social media channels. This is one way that dental clinics can use social media marketing to promote their products and services to the people that frequent these channels. 

If you do not have a social media presence as a dental clinic, then you are missing out on a huge share in the market since this is how most businesses are being found and staying relevant to people that matter to their business. 

What You Should Know About Facebook and Instagram Before You Create Your Dental Clinic Social Media Strategy

If you do already have a social media presence then you’ve taken the right step for your dental practice. 

Maybe you’ve decided to use Facebook and Instagram as the tools for your social media marketing strategy.

Many dental clinics create Facebook business pages and Instagram accounts but don’t quite know how to make the most out of them. 

Before you start posting content to these platforms here are a few things you should know, to help you manage your expectations about the effect they can have on your practice as well as understand how to use them. 

Posting frequency matters little

You might think to yourself that you should be posting as often as you can on Facebook to reach your followers. 

Well after looking at the stats, posting frequency matters very little since posting as many times as you can, actually has very little effect on your engagement. 

According to Buffer, an app for managing social media accounts, posting twice per day at most is best before likes and comments drop off dramatically.

Therefore it’s not so much how often you post that matters if you’re trying to reach as many of your followers, but rather what you post, that can drive the most engagement. 

Content types matter the most 

The type of content you create on Facebook is very important as a dental clinic. 

You should always be thinking about what the follower wants to see and what type of posts will help your followers engage and interact with your posts. 

According to Facebook, when you share content that is meaningful and relevant to people, they are more likely to share it and thus increase engagement on your Facebook page.

In this blog post I have shared some examples of Facebook and Instagram posts you can create for your dental clinic to help you improve your engagement. Before sure to check it out.

Live video is a must for your social media strategy

This might be a difficult one for you to accept since many people are nervous about using video as part of their marketing strategy. 

Whilst video is great for boosting engagement and helping people get to know more about you and your dental practice, Facebook has introduced Live Video which is an excellent way for your followers to interact with you live, helping you create a connection with them. 

You want to be memorable in your follower’s eyes. 

And to create that connection so you as a dental practice can build relationships and a community with your followers, Facebook wants you to use Live video more often. 

It says, “Live videos often lead to discussion among viewers on Facebook – in fact, live videos on average get six times as many interactions as regular videos.” So if you are not using Live video as a dental practice, consider queuing this in your social media strategy and go Live from time to time. 

Facebook and Instagram organic reach is dead

You may be posting as many times as you can on Facebook and you might be losing encouragement to do so, because you’re not getting engagement as you thought you would. 

Don’t worry! It’s not your fault. Well not all of it. 

Facebook and Instagram’s organic reach has been in decline for a long time. In fact, less than 2% of your followers will actually see your posts on Facebook and Instagram which will explain why when you create a post, you get very little engagement (likes, comments or shares).

Many businesses have been feeling this pinch for a very long time and have adapted to this reality by using Facebook Ads instead to increase their visibility.

But if you’re not quite ready to use Facebook Ads, be sure to read my post ideas below, for ideas that you can implement on your dental business page to help you improve engagement. 

Remarketing is important 

If you create a promotional post on Facebook for dental implants or invisalign treatment and you create a single post, don’t expect that you will get a response. 

That’s because it takes someone 5-7 times of seeing something, for them to make up their mind that they want it. 

Which is why as a dental clinic and for anyone who manages your dental social media campaigns, you should adopt remarketing as a strategy for increasing patient enquiries. 

What is remarketing? Remarketing is the idea of putting a piece of content that you created for a promotion, back in front of someone who previously engaged with it. 

So if you created a piece of content for an Invisalign open day and they interacted or engaged with that piece of content, you can use your Facebook targeting criteria to tell Facebook to put another relevant piece of content in front of people who previously engaged with your post. 

This option is only available if you are advertising on Facebook, but it is something you should keep in mind when doing promotional campaigns. 

Analytics is there for a reason

Finally use your analytics. Not many dental practice Facebook business page owners and admins, study their page’s analytics. 

The purpose of your analytics is to help you understand how people engage and interact with your post, so you can create more of the same content that produced the highest engagement. 

Navigate to your business page’s analytics and study it to see what type of content people engaged with the most. Did the content give an instruction for people to take action? Was the content type a video, an image or a written post? Was it a story or an offer?

Your analytics stores important information that you should be using as a dental practice, if you intend to master and become successful with your dental social media campaigns.

Dental Facebook and Instagram Post Ideas

Ok, so let’s get to the good stuff. 

In the next few paragraphs I’m going to share with you some dental facebook post ideas and dental instagram post ideas that you can create and how other dental practices have done this on their own business page. 

Run a contest or giveaway 

These are great for engagement as it gets people involved since people love getting free things. 

When posting, you can be strategic about what you post, for example, you may tell people to invite their friends to take part in order to be part of the contest or you can even ask people questions so they can comment below the post. 

When people comment, like or share your post, it gives signals to Facebook that your post is relevant and the algorithm acts in your favour and makes your post more visible. 

Here is how Jamaica Cosmetic Dental Services uses contests and giveaways to boost their visibility in the Facebook newsfeed. 

You don’t need ads to get more visible. You just need to be a bit creative. 

If you are using contests or giveaways for your dental social media campaign, you should know that Facebook does not encourage business pages that repeatedly use these types of engagement tactics to boost engagement. 

So be careful how often you do it. You can read more about it here.

Pose a question

Encourage conversation by asking a question or creating a poll.

You can ask how your audience feels about the dentist or even about their weekend plans. When your audience relates to your question and you speak to their interests and needs, they feel encouraged to respond to your posts.

When they respond to your posts, that creates engagement causing your post to show up more on your followers’ newsfeed causing it to be seen more and having the potential to be shared more.

Share testimonials

Nothing is more exciting and uplifting when people share kind words about your dental practice. 

But the biggest mistake I see dental clinics make when they share patient testimonials is they do so with unsightly before and after photos. 

I get it, you want your audience to know the great job you do at fixing teeth, but not many people react well to seeing before photos of poor teeth and this is why they get so little engagement. 

Instead get your patients to leave reviews and then either screenshot it or create it as your own post. 

Just like Smiles4Oregon did in the below post and they got many more praise when they shared a bit of education on the dental industry. This is an excellent way at building trust with your audience. 

Plus look at the engagement and how many shares they received. Do you think they got a bit more new people to know about them from all those shares? And they didn’t have to use paid ads. 

Another way you can leave testimonials without the before photos of poor smiles is through live video reviews and recommendations. If you’re wary about asking for patient reviews, you can give an incentive to the patient to encourage them to want to take part. 

Celebrate a holiday

Here’s an opportunity to celebrate with your audience by creating posts that celebrate holidays. Whether it’s a national holiday or a trending holiday like Dentists Day or Happy Smiles Day, they are light-hearted ways to share common interests with your audience which can prompt your audience to celebrate and interact with you.

Announce news

What better way to make your followers feel like part of your community than announcing important news about your practice. 

People love congratulating others for achievements or keeping up to date with dental practice developments since it strikes an emotional chord when they can relate and resonate with the post’s story. 

Here is how Riveredge Cosmetic Dentistry used an announcement that one of their employees had qualified as a dental nurse to boost engagement and interaction with their post. 

Here’s another example of where they used a more personal post to announce the news of the birth of the baby of one of their dental nurses.

Look at the engagement received. This goes to show that dental practices do not only need to share before and after photos of treatment to encourage their followers to engage with them. 

Use posts that draw emotion and help your followers connect with you. When you do that, you create engagement which will give you more visibility in the newsfeed without paid ads. 

Share jokes or entertainment

Yes I get it. You’re a dental practice so you should only share dental posts. Wrong!

People are people. They also want to interact with other human beings and see the human side of you. 

Switch off your dentist cap for a moment and think of entertaining posts that you can share that will help people connect with you.

Show off your personality. 

Here is how Guelph Family Dentistry lightened the mood with a bit of entertainment. 

Share a story

You can also share a story of how you started your practice or the history of your practice. This helps to inform your audience about your background so they can get to know you a little better. 

Other stories you can share are charitable or community stories to share your mission and values with your audience. 

Here is an example community post by Winn Smiles Dental Office who created an excellent post to share their values about charity.

Dental Clinic Social Media Strategy for Acquiring Patients

By now you have a few ideas for your organic social media posts to create engagement and get your dental business page found by more people. 

But that’s not all social media is great for. 

Social media is a marketing tool that allows dental clinics the opportunity to reach more people quickly and actually turn them into patients of yours. 

One thing though. You may not be able to do this on a large scale through organic posts and that’s why you can use Facebook and Instagram’s advertising platform to get in front of new potential patients who may not have heard about you before. 

For dental clinics looking to acquire more patients, here’s what you can do. 

Create an ad using Facebook Ads Manager (do not boost a post) and target people within a mile radius from your practice. 

Next, create an ad that educates that audience on the benefits of the treatment you are seeking to offer (eg. a video on teeth whitening and how to use it safely). 

Once you have created that ad, create a follow up ad that will target people who have engaged with your first ad and this time create a call to action to invite them to a free consultation for the treatment. 

In my free case study I break down this strategy further with examples, so you can see for yourself how to put one together. 

But it’s important that when you create an ad strategy, that you lead with nurturing and valuable education first as opposed to asking for a direct response to booking a consultation. 

Social media ads are completely different from search engine ads like Google and Microsoft, so you must adopt a different angle altogether. 

Wrapping Up

There you have it. Dental social media posts to help you create your dental social media campaign. 

I showed you some examples of how other dental practices were successfully creating engagement by creating the right posts, which means they were getting more visibility to their business page. 

I also shared a strategy for your social media ad campaigns. 

If you would like to know how cosmetic dentists are getting more patients in the chair using Facebook and Instagram ads, you can go here to check it out now or if you’d like to jump on a no-obligation strategy call where I share some ideas with you for your dental practice, click here.

The post Social Media Content for Dentists To Create Your Dental Social Media Campaigns appeared first on I Am Dawn-Marie.

Whilst dental practices use referrals and word of mouth as a method for securing patients, the problems they face is that they are slow and unpredictable, making it difficult for dental practices to scale their patient intake and make more revenue. 

This is why many dental practices use other methods of increasing their patient intake and in my previous blog post, How To Get More Patient Appointments as a Cosmetic Dentist, I outlined several methods for the modern dentists. 

One of the recommended ways that I spoke about is through search engine marketing and Facebook marketing.

But which one is more effective in helping you get your desired results as a dentist – that is more patient enquiries and a better return on your investment? 

In this blog post, I will outline the differences between Facebook Marketing and Google Marketing, how to use each one effectively for patient marketing and which one I recommend you should use for your practice goals. 

Here’s What You Will Learn: 

• What is Google Marketing
• What is Facebook Marketing 
• Understanding the patient journey on both Google and Facebook
• How to use Google Ads for dentists
• How to use Facebook Ads for dentists

What is Google Marketing

Search engine optimisation – free

Google Marketing or search engine marketing is two-fold. There is the free method of search engine marketing, where you rely on the Google algorithm to help your website get found in the search engines when a prospect searches for a keyword.

That keyword might be “dentist near Leeds” or “invisalign treatment near Leeds”, for example. 

So when a prospect goes to Google and types this keyword into the search box, Google may recommend your business. When that happens, you have tapped into the power of search engine optimisation, where your website has been adapted to respond to keywords that are searched for. 

If your website does a good job at optimisation, then you have the possibility of appearing on the first page of Google. 

However the ability for a new website to appear on the first page of Google, when that website has very little authority and age, is difficult. This is why, search engine optimisation experts will tell you that you should give your search engine marketing efforts at least 6 months to a year to see any real growth. 

But if you don’t want to wait for such a long time to pass, before you start getting enquiries from the internet through the free method, you can always use the paid method. 

Search engine marketing – paid ads

The paid method is when you pay Google to show your website on the first page when a keyword is entered in the search box. 

If you have paid a good price for the keyword and you can beat other dental practices who are also targeting the same keyword, then you may appear at the top of the search results.

When you’re using paid Google marketing to show your website to people who are searching for your services, you also need to keep in mind the cost that you are paying and the way your ad is performing. 

These costs and performance metrics will include:

CPC (cost per unique click) – the cost that you are paying for one individual to visit your dental website to check out your services

CTR (click through rate) – the percentage rate per 1000 times that your ad was shown to people that are searching for your services 

CPL (cost per lead) – the cost that you are paying for each person that subscribes to your website or makes a dental enquiry with your website

CR (conversion rate) – the percentage rate at which your website is turning your visitors into dental patient enquiries.

When you know these numbers, it will help you determine whether you’re paying a good price and whether you are actually getting a return on the money that you’re spending on advertising your services.

What is Facebook Marketing 

Just like Google marketing, Facebook marketing is also two-fold. 

As a dental practice, you can use Facebook to promote your practice the free way or the paid way. 

Facebook marketing – free

However there are grave limitations with the free way, unless you really understand how to leverage the Facebook algorithm. 

Sometime before 2017, businesses were able to use Facebook for free to post content and had a good chance that that content would be seen by a good number of their followers. 

However from 2018 onwards, Facebook announced that it would reduce the organic reach of content published on Facebook, which meant that businesses no longer enjoyed the ability to post content to their business page and have that content seen by the majority of their followers. 

Unfortunately, this is one of the problems that dentists now face when they try to promote their services for free on Facebook. 

And it’s no surprise that dentists do not believe that Facebook works for their business. 

Facebook marketing – free content strategy

However, when you understand how the algorithm works, you can optimise your content strategy, so that it works in your favour. 

For example, Facebook loves engagement and when more people engage with your content, more people see it. 

Therefore, create content that will encourage your followers to engage. 

One of the things that dental practices seem to love, but which they don’t realise has very little effect on engagement, is using before and after images.

Whilst showing before and after images to prospective patients, is a great way to show the outcome that a patient may have, and you may think that would encourage them to make an enquiry, dental practices should not use these type of posts frequently in their social media content strategy, since it does not drive engagement. 

The aim of social media posts should be to encourage engagement and when done properly, it means it can reach more people. 

When more people are reached, more people can see it and begin to follow you, which means that you have a better chance at securing new and more patient enquiries. 

Instead of these types of posts, you can create Live video content of a giveaway. Facebook says that live video content often leads to discussions among viewers on Facebook and it often drives 6x as many interactions as regular videos.

As a dental practice, a good piece of content can be a Live video about a giveaway that will encourage people to share. 

You can also do a Live video tutorial or interview of a patient’s results or encourage followers to ask a dentist any question they want. 

All in all, you want to think of publishing content that will be of interest to your followers so they will want to share your content with their own friends.

Facebook marketing – paid

With the reduction in reach to their followers, businesses now found themselves having to pay Facebook to reach more of their followers. 

However paid Facebook ads is also a great way to get in front of new people that may not have yet known that you existed.

The beauty of Facebook ads, is that it allows you to create ads that are targeted to a specific user who may be more likely to be interested in the service you are offering. 

For example, let’s say you’re a dentist that offers dental implants and you know that patients who are between the ages of 50-60 and are women, are your best candidates. 

With Facebook Ads, you are able to create an ad that specifically targets these people.

Here is an example of this criteria being selected in the Facebook Ads Manager. 

If you published a post on your Facebook page but didn’t use the Facebook Ads Manager, there is a slim chance that your post would be seen by the right people who are more likely to take action. 

But with Facebook Ads, you can put that piece of content in front of the right people and get a higher response, because the content is relevant to them.

Understanding The Patient Journey on Both Google and Facebook

Before you use either Google or Facebook, it is also important to understand the patient journey and how their usage of both platforms are important to you as a dentist when thinking about your marketing. 

When prospective dental patients use Google, they are actively searching for something. 

You can therefore reasonably assume that their intention to get the thing they are searching for, is on their mind. 

For example, if someone searches for “dental implants price”, you can assume that they know that implants are the right choice for them and they are considering getting this service but are simply “window shopping” to find the best price or the most affordable price to them. 

So the Google user is in the frame of mind of getting that thing now or relatively quickly. 

When a prospective dental patient uses Facebook, they are not expecting to be served ads. In fact they are there to check out what their friends and family are up to. 

So when they see your ad for dental implants, it may not be what’s on their mind because they are not expecting that ad – they’re not actively searching for it. 

And this is one of the biggest problems with dentists who try to use Facebook Ads but then say it doesn’t work. 

It’s because most of the times, their ads do not meet the prospect where they are. As a dentist you may create an ad that tells a viewer to call you for a consultation on dental implants, however this is not the type of ad you should be creating, since you do not know whether the Facebook user is ready for a consultation. 

Rather, a better ad for Facebook will be a series of ads that can start with a video, quiz or blog post that educates the viewer about dental implants. 

Once the user consumes that content, the dentist can follow up with the viewer and then invite them to get more information about the dental implant consultation. 

If you want to see how this works in action subscribe to my Free Case Study on How Dental Practices Get 30+ Patients In The Chair Using FB Ads.

Is Facebook Ads Or Google Ads Better for Dental Practices?

Now that you have a better understanding of Google and Facebook Ads, you may be wondering, which one is better for your marketing. 

Both Google and Facebook are giants when it comes to serving your content to the people that matter to the growth of your dental practice. 

Over a billion people search Google and use Facebook every month. So your patients are highly likely to be using these platforms.

When deciding which marketing method you should use to get more patients, both are great methods and you want to keep in mind a few things: 

• If you have a dental practice that is national and not regional, meaning that you have several practices all over a country, Google and Facebook give you great targeting options. The difficulty happens when you have a regional practice that is only located in one city. 
  
• In this case, Google may not be the better option since the targeting criteria may yield fewer results, however if you target a specific keyword like “invisalign treatment Leeds”, you may get better, targeted responses.
  
• If your goal is to grow and get patients to your dental practice you can use both Google and Facebook Ads but you need different strategies for both platforms. The behaviours of people on Google are very different on Facebook, so you need a different strategy to get dental patients on Facebook, than you would on Google.
  
• If you want to grow your social media following and want a social media presence, using Facebook Ads is the obvious better choice.

• If you want scalability and want to reach more people in a shorter period of time, Facebook Ads is the better option.

You might be asking which platform is more cost effective? 

Well I like to think about the value you are getting from using online advertising. Cosmetic dentistry, for example, is a very lucrative service and you can get a great return on your investment with a small ad budget. 

Typically dentist leads may cost you $12 – $20 per lead. But let’s say you had 100 leads and spent $1200 – $2000 to acquire those leads and you were then able to convert 2% of those leads into invisalign patients. 

An invisalign patient may be worth $3000 to you on average. That means if you only got 2 dental patients out of those 100 leads immediately, you would have made a 3x return on your investment. 

Not only that, after following up and nurturing the remaining 98 leads, you have the potential to convert even more of them over time.

Would that be worth it to you, to spend less than $2000 and earn over $6000 in revenue? 

This is what online advertising can do for you and both Facebook Ads and Google Ads have the ability to give you this type of return.

How to Use Google Ads for Dentists

Here is a quick overview of how you can use Google Ads for your first dental campaign. 

You will first of all need a Google Ads account which you can get here.

Once there and you have set up your account, you need to do a bit of research to find keywords that prospective patients might be searching for. 

Use Google’s Keyword Planner tool for this process to see the volume of the keywords searched per month and your likely cost for a visitor who is targeted by this keyword.

Here is an example of what an invisalign dental campaign might look like if you were to target the keyword “invisalign treatment”

Pay attention to the fact that you are targeting all over the United Kingdom. Keep in mind that this may not be ideal if you have a regional practice. 

The research shows that throughout the UK, people search for “invisalign treatment” approximately 100 to 1000 times and it may cost you less than £5 for a visitor to visit your website to check out your service.

Once you have a list of desired keywords you would like to target, you can proceed to create your ad campaign to start your ad. 

Here is what a typical Google Ad looks like for Invisalign treatment 

How to Use Facebook Ads for Dentists

To get started with Facebook Ads for your first dental campaign, you should create a Facebook Business Manager here.

Do not create a Facebook dental campaign by boosting a post. This is not the best way to advertise on Facebook.

Once you have set up your Business Manager you can start building your ad campaign through your Ads Manager.

I mentioned before that Facebook Ads require a strategy. Take a look at my Free Case Study on how Dental Practitioners Can Use FB Ads To Get 30+ Patients In The Chair Per Month to see a strategy that you can use.

When setting up your ads, make sure that you use Facebook’s detailed targeting section to target the right people who are likely to want your services. 

For example, for a teeth-whitening campaign, you know that women between the ages of 25 – 55, who are about to get married typically use your services. 

Use the detailed targeting section to target this specific group of people. 

Once you have set up your targeting, go on to create your ad.

Wrapping Up

Modern dental practitioners are no longer relying on word of mouth or referrals as the sole method to grow their practice. 

Of course if you prefer slow growth you can, but the modern ways of marketing your practice is through Facebook or Google ads where you have the oppportunity to have a consistent stream of patient enquiries flow into your practice. 

If you’re ready to invest in the growth of your dental practice through Facebook Ads, let’s jump on a free discovery call where I can share a few ideas as to how you can use Facebook Ads to grow your practice and get 15+ new patient enquiries in less than 30 days. 

You might also want to check out my Free Case Study on how Dental Practitioners Can Use FB Ads To Get 30+ Patients In The Chair per month.

The post The Difference Between Google and Facebook Ads For Dental Practitioners appeared first on I Am Dawn-Marie.

Now what I say in this article is probably everything that goes against what I typically preach and that is – to never sell to a cold audience. 

But I would like to share with you a strategy that helps you sell your low ticket offers to cold audiences using Facebook Ads. 

Squashing the jargon

Before I get started, I want to tackle some of the jargon that I will be using in this post, just in case you have never heard of the words. 

What is low ticket? A low ticket offer is simply an offer that might cost no more than $100 or £100; whatever your currency is. I have seen some low ticket offers stand as eBooks, mini video courses or webinars. Whatever content you want to provide, it is expected that your offer will be under the $100 threshold.  

What is a cold audience? A cold audience is a group of people who have never heard about you before. If they see your ads on Facebook for the first time, or they are seeing your name and brand for the first time, then they are considered cold. 

What is Facebook Ads? This is the ability to put your offer in front of a wider group of people by paying money to be seen. As a business owner, you can create Facebook Ads directly from your Facebook Business Page. You may see this as a “boost post” or you can create an ad from the Facebook Ads Manager. In this article and any content I create, where I speak about Facebook Ads, I am talking about creating ads through your Ads Manager and NOT as a boosted post.

Why low-ticket offers are working right now

A lot of people right now are nervous about running Facebook Ads because they think that with the Corona virus pandemic and a lot of people being laid off, that no one is spending. 

In fact this is further from the truth. 

A lot of people are still looking for solutions to their problems and they would be willing to spend the right amount of money on a product that solves their problem. This is why low ticket offers, without the hefty price tag, are a great exchange. 

Here’s what I’m seeing with Facebook Ads and low ticket offers right now:

• A brand new low ticket offer, selling at $37 with a few upsells that go up to $97 has just hit $20k in a month.
• New members coming into a membership for less than $15. The membership cost is $49 per month and most of the members stay for 6 months or more. 

Can you package what you know into an eBook or 4-part video series and sell it? 

Selling low-ticket offers right now is a great way to get new people to know about you, but not only that. 

When people buy low-ticket offers, they’re saying they trust you enough to buy from you. Plus you’re building your email list for free and you’re building it with BUYERS – every email list builder’s dream. 

Instead of building your email list with people who may not buy from you ever, you can start building your email list with people who are serious enough to take the first step with you. 

And if they’re willing to take that first step with you, then it means that when you do come out with a higher-priced offer later on, once everything goes back to normal, they will be front and centre, ready to take out their credit card, because you’ve already built the trust with them. 

Convinced? Ok let’s talk strategy.

Strategy to sell low-ticket offers using Facebook Ads

So I always go on about not selling to a cold audience. 

In some niches however you can get away with selling to a cold audience. For example, eCommerce products do really well for impulse buyers on Facebook. 

If however you’re a course or workshop creator, the typical rule is to build an email list and then nurture your email list with content so you can build a relationship with them. 

This is still true, but this time, the strategy to selling to a cold audience is to build your funnel on Facebook itself. 

What do I mean by this? If you think of your email sequence, you might have a 5-day or 10-day email sequence, providing valuable content to your subscribers telling them how good you are, how good your offer is and why they should buy. 

Well instead of creating that content off of Facebook and through email, you can create that content and share it by creating an ad funnel using Facebook Ads. 

Now typically advertisers will create an offer, set up a sales page, select their Facebook ad cold audience and drive traffic to the offer to see if it converts. 

Whilst this method can work to bring you sales, what I have found when I implemented this myself, is that I would make sales but I would either experience a break even campaign or a loss. If I made any profits, it would be a small profit margin. 

So what I have done instead is set up an ad funnel that included a brand awareness campaign, a nurturing campaign and then an offer campaign. 

Here is how this might look. 

Ad one will be the ad that starts off at the top of funnel to a cold audience. 

In this campaign, you can either use the video view objective or you can use the conversion objective, if you’d also like to build your email list. 

The aim here, will be to get as many video views of your video. 

Make sure that your video is short and concise. A video that is no more than 5 minutes is a good time frame, since we also need to be conscious of the fact that people do not have time. You want to be able to capture people’s attention in as short a time as possible and help Facebook give you the data you need. 

The data that we need here is video views.

Next you can create a retarget campaign. The audience that you ad to this campaign, will be  those people who watched at least 50% of your first video. 

Why 50%? Because it is expected that if people spent their time watching the majority of a video, means that they were fascinated by it and could potentially be interested in the topic. 

The second ad will follow on from the first ad and would look something like this. 

We then repeat the process for our third ad, which is to retarget people who watched 50% of video 2 and this time we will direct them to a third video to complete the video series. 

That ad might look something like this.

Now that your nurturing content has been delivered, you have delivered some free content to turn your cold audience into a warm audience you can start the selling process here. 

Your next ad will be where you pitch your offer to those who actually completed the video series.

This time, you can send those people to your sales page to buy your offer, which should be very relevant to your free video content. Here’s what your last ad would look like.

Don’t forget to make sure that your sales page is pixelled, so that anyone who does not buy from you, can be retargeted at the bottom of the funnel where perhaps you show them testimonials from people who have purchased your product already or you can show them an ad that answers questions. This way you’re able to overcome any objections that they may have.

So it is possible to sell to a cold audience, but there is still an element of warming them up, if you want to have a better return on your ad spend. 

This is a strategy that has worked for me because it’s important to keep in mind that although you can sell to a cold audience, you have to be smart about it, if you wish to get a return on your advertising dollars. 

So here’s what you can do. You can either test a direct response ad, where you drive traffic directly to your sales page. 

Or you can test the strategy above where you create an ad funnel to funnel people from the brand awareness stage to the selling stage. 

If you have tried this strategy let me know what your results were like in the comments below.

If you’d love to try this strategy with your own low-ticket offer, I’d love to see how I can help. Let’s set up a free strategy call to discuss how this strategy and Facebook Ads can work for you. Click here to get started. Looking forward to it.

The post How To Sell Your Low Ticket Offer to a Cold Audience Using Facebook Ads appeared first on I Am Dawn-Marie.