STRATEGIES AND TIPS FROM TRUE NORTH CUSTOM
Facebook is one of the most targeted and cost-effective tools you can use to reach your audience. It is heavily used by healthcare marketers, even though measuring its effectiveness can be challenging.
To help you use Facebook advertising more effectively, this e-book outlines five types of Facebook campaigns that are proven to nurture Facebook users from prospects to satisfied patients and boost your bottom line.
But first, let’s take a look at how those targeting tools work—how Facebook targets users and how you can use it to reach your audiences—then break down the anatomy of a Facebook ad.
You can reach customers based on where they live or do business with you. Target ads by country, state, zip code, or even the area around your business.
This is how you reach the people who like your page—and their friends. It’s an easy way to find a broader audience that might be interested in your business.
You can choose the audiences that should see your ads by age, gender, interests, or the languages they speak.
Through targeting options provided by third-party data partners, you can reach users based on offline behaviors, such as owning a home, being in the market for a new car or being a loyal purchaser of a specific brand or product.
When people are interested in what your business does, they’re more likely to take action on your ad. Hundreds of categories like music, movies, sports, games, shopping, and many more help you find just the right people.
Facebook’s targeting tools also help you find your existing customers among all the people who are on Facebook. You can create a custom audience using a customer contact list, your website traffic, or activity in your app.
This option lets you create a targeting category on Facebook based on a profile of your current customers. It’s a great way to use the insights you’ve gained from your Facebook marketing to find more people who will benefit from your products and services.
Customers can be identified based on the things they do online—such as shopping behavior, the type of phone they use, or if they’re looking to buy a car or house.
One more thing before we get to the secret sauce. A Facebook ad’s format can vary depending on the ad type and the media you place within the ad. The example below is an ad intended to drive the user to a landing page. This sample has only one image, but Facebook ads also allow for a carousel of panels on the ad, a slideshow of photos, or video.
A snippet of text that appears beneath your page’s name and logo. An effective description should clearly and concisely state your offer and what you want the user to do. Ad creators provide their own description.
You can upload custom images or choose from Facebook’s Shutterstock library. If you use a custom image, make sure you have the license or permission to distribute. Images cannot include more than 20 percent text. If you choose to use an image with readable text, such as a sign, you can test it in the overlay tool.
The headline is automatically pulled from your landing page’s title tag but can be customized. We recommend reiterating the offer your ad is selling to the user, as in this example.
Facebook has a set list of CTA buttons but enough choices to select something relevant to your offer. Other options include “Download,” “Sign Up,” “Contact Us,” and more.
The link description is automatically pulled from your landing page’s meta description but can be customized to best engage the reader to click the CTA button. This example directly addresses the user with questions about joint health and addresses the benefits of taking the joint assessment.
This is automatically pulled from your landing page’s URL but can be customized. For example, you could change the URL in this ad to read Sceniccityhealthare.com/joint-assessment
The Facebook ad editor has an optional section you can use to create your own UTM parameters—bits of code used to track the effectiveness of online marketing campaigns across traffic sources and publishing media. UTM parameters allow you to segment the specific campaign, source, medium, and content of your website’s traffic.
The Link You See The Embedded UTM Code
You can create UTM parameters using Facebook’s UTM tool built into the ad editor, or another tool like Google’s URL Builder, which can help you connect your website’s traffic to paid media such as Facebook ads. If you use a URL builder, paste the full URL (including UTM parameters) into the Facebook ad editor, rather than using Facebook’s UTM tool.
How do prospects become patients? It doesn’t just happen—prospects move through five stages of awareness. (The idea that prospects go through a process on the way to becoming customers can be found in many forms and from a variety of sources. We like this formulation, from copyhackers.com.)
Scheduling a procedure, such as a joint replacement, is not as simple as adding a product to your online cart and clicking “Checkout.” Healthcare decisions are emotional, potentially risky, and require a lot of research before your prospective patients are ready to make a decision. Healthcare consumers have more options than ever, and many insurance plans incentivize them to shop around for the best care at the best price.
Rather than using ads only to book appointments, you can use ads to nurture your prospective patients from one stage of awareness to the next. This way, you can be with them through the whole decision process, rather than showing up at the very end after they have engaged with competing hospitals and started building relationships with them.