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Do you want to know how to use Facebook retargeting ads for your coaching or consulting business?
You’ve probably heard about the power of Facebook Ads and how they are a great way to increase the visibility of your business and attract more clients. However, if you are new to Facebook Ads it can be overwhelming. There are so many different types of adverts you can use and to ensure you are wasting your money you’ll need to be strategic and have a plan in place. Keep on reading to find out 3 different ways to use Facebook retargeting ads for your coaching or consulting business?
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What is a Facebook retargeting ad?
A retargeting (also known as remarketing) advert is an advert that is shown to an individual because they have previously engaged with your business in some form. These people are classed as ‘warm’ rather than ‘cold’ because they are already aware of your business.
Retargeting (or remarketing) is a popular advertising strategy that is used across numerous platforms including Facebook. Please note, that when setting ads up in Facebook you do have the opportunity to also run ads on Instagram too.
Why you should consider running Facebook retargeting ads for your coaching or consulting business?
Facebook ads are a popular advertising choice for coaches and consultants for good reasons. Not so long ago it was unheard of for a small business to have the ability to run such targeted advertising. Facebook has a wealth of information about its users and if you run adverts you are able to tap into that wealth of knowledge and ensure you adverts are put in front of people who are most likely to convert. However, even when you are trying to be targeted there will be wastage and because you are making some assumptions about who the advert will be shown to, you’ll have to keep the adverts fairly generic.
The reason why Facebook retargeting adverts can be so powerful for a coaching or consulting business is you can know that someone has taken a specific action. This means the wastage should be reduced further and most importantly you can be even more specific in the content of the advert. The more specific you can be in an advert the more likely it will convert.
3 ways to use Facebook retargeting ads for your coaching or consulting business
When it comes to running retargeting adverts on Facebook there are three different approaches you can try:
- Retarget based on engagement within Facebook
- Retarget based on engagement on your website
- Retarget your email subscribers
1. Retarget based on engagement within Facebook
Facebook allows you to retarget people who have engaged with your business profile. Facebook is tracking users every move and as a business owner you can take advantage of that. You can set up adverts to be shown based on a wide range of actions within Facebook. At one end of the scale, it can be as simple as showing an advert to anyone who is a fan of your Facebook Page. At the other end of the scale, it can be as defined as users who watched over 75% of a specific video.
How to use retargeting adverts, based on engagement within Facebook, for your coaching or consulting business
1. Run an advert to all of your followers
The days of your Facebook followers seeing all of your Facebook posts are long gone. If you want to ensure that your followers see something then you are best running an advert
2. Run an advert to engaged video viewers
If you are regularly doing Facebook Lives then a great retargeting ad you can run is to target people who have watched over x% of a video. The reason why I love this type of advert is it helps you to identify your really engaged followers. If someone has watched 70%+ of a video then they must have been interested in the content. This means that running an advert that closely aligns with that topic should perform well. You can find out more about using this technique here.
NEED HELP WITH YOUR MARKETING STRATEGY?
Facebook Ads will form just one part of your marketing strategy. It will most likely run alongside organic social media marketing and other marketing channels. It is essential that everything works together and that’s where I can help. To discuss your specific needs fill in my contact form here or book a free discovery call here.
2. Retarget people who have engaged with your website
Another way of running retargeting adverts in Facebook is to target people who have engaged on your website. In order to do this, you’ll need to have the Facebook pixel installed on your website (and even if you aren’t thinking about using Facebook Ads for a while I would highly recommend you get the pixel installed asap). When running this type of advert, you can retarget people who have visited anywhere on your website, as well as getting specific and only serving an advert to people who have visited a specific page.
How to use retargeting adverts, based on engagement on your website, for your coaching or consulting business
1. Retarget your sales pages
If you have ever been followed on the internet by a product (sofa, dress, piece of jewellery) that you previously looked at then you should be familiar with this type of advert. When someone has visited a sales page you know that they were initially interested enough to have checked out your page. Now there are a percentage of people who read a sales page and think it isn’t right for them and disappear. However, there are also people who will have visited your sales page amongst others during their research stage. They may have opened another tab and had originally intended to come back but forgotten. They could have even gone to go get their credit card and then got distracted when in another room. If you have a sales page where people can directly buy from you then it usually worth running a retargeting advert to remind those visitors. This is especially important if you are using launches within your business. If you are running a launch then you can run retargeting ads making it clear that the cart is closing at X and that if they want to buy they’ll need to do so quickly.
You might be a coach or consultant that doesn’t have a service that can be bought immediately. If so, that doesn’t mean you can’t use that strategy. If you have an application process or offer complimentary discovery calls then you can run adverts that remind people where they can apply or how to book a call with you.
2. Retarget your whole website
If you are like me then you might have a lot of visitors who come to your website via search (Google, Pinterest etc). I have numerous blog posts on page 1 of Google and this means constantly new people are visiting my website. They’ll often read a blog post and have no idea that it is me who has written it. Now obviously you can ensure that your website is designed as much as possible to encourage them to consume more of your content and join your mailing list. However, you might decide it is worthwhile to run a retargeting Facebook Ad to get them to consume more of your content and/or join your mailing list.
3. Retarget specific pages
You might be a coach or consultant who has specifically created pages on your website to attract your ideal client. It might be a piece of blog post or video that address a specific problem. You can be fairly confident that if someone has visited that page they have that problem. Now if you run a retargeting advert you can create a specific advert. For example, if you are a health coach that runs a number of programmes across food, fitness and supplements. It may be that you have an e-book called ‘The Ultimate Guide to Improving Your Health Through Supplements’. You could identify all of the pages on your website that are focused on supplements and retarget anyone who visits one of those pages with an advert for your e-book.
3. Retarget people who have subscribed to your mailing list
Facebook also gives you the option to be able to upload your mailing list and if an individual uses that email address to log into Facebook then you can serve them an advert too.
Now it would be heavenly if everyone on our mailing list opened every email. However, the truth is they don’t.
The likelihood is that you’ve worked hard to build your mailing list and it is a valuable asset so why not make the most of it. By uploading your list into Facebook you can have a second opportunity to advertise to those people.
How to run retargeting adverts, using your mailing list, for your coaching or consulting business
1. Retarget previous clients and/or customers
If you have tagged your clients/customers in your emails service provider (and if you’ve haven’t then add that to your to-do list) then you can run adverts to your previous clients or customers. This is particular powerful if you have a range of services and products in your business, and a clear value ladder. Find out more about what a value ladder is here . For example, if you have an intro level product and then a mid-level service then you can run adverts to people who have bought your intro level product for your mid-level service.
2. Use within a launch
If you are running launches in your business then you should definitely considering running Facebook Ads during your launch. There are two ways you can use adverts in a launch. Firstly, you can serve ads to your whole mailing list to ensure they are all aware that you are currently running a launch. Secondly, if you ran a challenge, webinar etc that led into your launch then you can serve ads to everyone on that list (except those who have already bought) to remind them that you cart is closing and if they want to buy they need to do before X.
3. Retarget the unengaged subscribers
If you’ve got some unengaged subscribers on your mailing list then before you run a re-engagement campaign (learn how to run a re-engagement campaign here) or deleting them you could run an advertising campaign to ensure they are aware of your services. The likelihood is they joined your list for a reason, and if you are making the most of your email service provider) you’ll know exactly why. Just because they aren’t opening your emails doesn’t mean they aren’t interested in what you sell. They might just have a highly unorganised inbox but be active on Facebook.
There you have it! 3 ways to use Facebook retargeting ads for your coaching or consulting business.
Facebook retargeting ads can be extremely powerful, but if you aren’t careful you can also spend thousands of pounds for little return. That is why it is essential that you understand the purpose behind why you are running Facebook Ads and also ensure they fit in with your overall customer journey.
Having read this entire blog post you should now be able to see multiple ways that you can use retargetings ads in your coaching or consulting business.
If you are ready and raring to start implementing now I would love in the comments for you to share what type of advert you are going to run.
Want to use Facebook Ads to its full potential for your business?
When running Facebook Ads (prospecting or retargeting) it is vital that you are strategic with their use to ensure you are maximising the return on investment. If you would like 1-to-1 marketing support to ensure your Facebook Ads work well alongside all of your other marketing then let’s talk. If you would like to find out more about working with me 1-to-1 fill in my contact form here or book a free discovery call here.
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