Sirius Black Marketing

Want to Grow Your Medical Practice? Here’s 4 Ways Facebook Ads Can Help

Use Facebook Display Ads to portray real people and satisfied patients in your ads.

Facebook Display Ads can be the perfect way to send your audience to important areas of your website using striking images and creative calls to action. When using these types of ads, appealing to more potential patients is key. Using photos of real people and happy patients not only shows the success of your practice but makes ads more relatable to the audience. Finally, Facebook allows you to utilize their call-to-action buttons to tell users exactly what you want them to do when they see your ad. Consider using “Contact Us” or “Learn More” to drive potential patients to convert to actual patients!

2. Use Facebook’s ‘Detailed Targeting’ to your benefit.

Facebook comes equipped with a number of targeting options that can be extremely helpful in identifying individuals that fit your target demographic. Everyone needs to see a doctor at some point, right? How about targeting people who have recently moved into your geographic area who might be looking for a new physician? You could also try targeting women who have recently become pregnant or seniors who might make more regular trips to the doctor.

3. Referrals are your friend.

Targeting other healthcare practitioners might not seem like the most effective idea at first, but using Facebook’s ‘Detailed Targeting’ to show your ads to other physicians or important referral sources always helps to keep your name at the tip of their tongue when talking to their staff and patients. Likewise, we all know that people seek advice on health care providers from their friends and family. It might be beneficial to target the connections of people who currently follow or Like your page. These tactics can only help drive more business!

4. Don’t forget about HIPAA!

It is always important to remember to follow HIPAA rules and regulations. When writing Facebook ad copy, never imply that you have knowledge about a sensitive health condition. Also, never collect or share personal information such as phone numbers or addresses. There are many successful ways to use Facebook ads to grow your practice that still align with HIPAA’s guidelines.

Every Lawyer Should Be Advertising on Facebook – A Step By Step Guide

Step 1: Creating Engaging Content

Obviously, you need content, preferably a blog post.

You want to make this content as engaging as possible.

There are a few things that you can do to make your content more interesting and appealing to your audience:

Use lists. People love lists. They’re easy to scan, so readers can get the information they need quickly.
Use an intriguing title. More often than not, it’s the title of your content that grabs a reader’s attention and makes them curious to learn more. For example, “13 Ways Children Benefit From Divorce” would be a perfect way to grab the attention of a family law attorney’s audience.
Keep it as short as possible. Remember, you’re trying to engage and entertain. Long articles that require a lot of scrolling to read tend to kill engagement.
Use text spacing. Many lawyers make the mistake of writing a 400 or 500 word article using two or three mammoth paragraphs. Nobody is going to read that. You have to break up your text if you want people to read it. For instance, take a look at the spacing of this blog post.

Perhaps one of the most important decisions you can make is the topic of the content.

In the example above, we chose “13 Ways Children Benefit From Divorce.”

The reason the “13 Ways…” topic is good is because it is appealing to the exact audience that we’re attempting to target: parents considering a divorce.

Initially, we used a piece of content entitled “11 Ways to Help Your Children Cope With Divorce,” but it fell flat.

The reason “11 Ways…” didn’t work as well was because it appealed to too wide of an audience.

Your divorce could have been finalized six months ago and the “11 Ways…” blog post would still be applicable to you, but the “13 Ways…” post captures people when they are still weighing the pros and cons of the divorce.

These people are much more likely to need a lawyer in the future.

Step 2 – Creating a Custom Landing Page

Once you’ve created your content, you want to create a custom landing page for that content.

We use Click Funnels to build landing pages for our clients because it’s fast and easy to setup.

Whatever you use, you want to make the landing page look very similar to a blog page as opposed to a marketing squeeze page.

Besides the article, make sure that the page contains high-quality images that relate to the content, as well as attorney bio information, social proof and calls to action.

You’ll also want to customize the landing page so that it matches your firm’s logo and branding.

Make sure that your page contains the code for the Facebook Pixel, which allows Facebook to log and track the individual Facebook users that clicked on your page so that you can continue to market to them.

Finally, and most importantly, you want to make sure that the page loads quickly once people click on it.

A large portion of traffic on Facebook is mainly mobile traffic, so if your page lags and doesn’t load quickly, people will hit the back button and be gone forever.

You can check your page’s loading speed here: https://testmysite.thinkwithgoogle.com

If your page is in the red, you need to speed it up.

Step 3 – Create and Test Facebook Ads

Once you’ve got your content set up on your landing page, it’s time to create the ad that you’ll run on Facebook to generate traffic.

First of all, your ad should have an eye-catching title that will grab the attention of your target audience.

For example, a personal injury attorney from San Diego promoting a blog post entitled “You’ve Been in a Car Accident – Now What?” might want to use the title “7 Ways The Insurance Company Will Try to Trick You After a Car Accident” in his Facebook ad.

That title is catchy and it calls out to the exact audience that the PI attorney is trying to reach – accident victims in San Diego – and creates a sense of urgency.

Follow the title with a short descriptive sentence that tells a viewer what the blog post is about.

Our PI attorney might follow his title by saying “After a car accident, you’ll likely be contacted by an insurance company representative.

Remember, insurance companies don’t make money by paying premiums, and they have several methods designed to trick you.”

Finally, you want to use a high-quality, colorful image in your ad that relates to the subject of the blog post that you’re promoting.

Lastly, it is important to create several ads, each with a different image.

Make sure the images are very different and contrast one another.

Facebook will automatically optimize the ad that users respond to the most.

When this happens, you’ll notice the “reach” of one ad will be much higher than the others.

At this point, pause the other ads and only run the ad that Facebook has determined to be the winner.

Step 4 – Targeting the Correct Audience

Let me start by saying that Facebook knows a lot about you.

They know how much money you make, how many kids you have, where you shop for groceries and much, MUCH more.

Facebook also uses your website browsing data, and every time you visit a website that has either a Facebook pixel installed, or a Facebook “Like” button, you’re being tracked.

As creepy as this may be, it also means that Facebook allows you to target the exact niche audience that you want to target.

When combining a narrow audience with content marketing, the results are awesome.

Going back to our example, the audience that the lawyer in question is targeting are car accident victims in San Diego.

I would start by targeting:

Men or women;
21+ years old
In the city of San Diego, CA +30 miles

I would also split test audiences using behavior and interest targeting, including:

Traffic collision
Personal injury lawyers
injury

As you continue to test your audiences, you’ll start to identify which audiences provide the most clicks and leads.

Testing tips:

Test with a budget of $5 per day
Schedule ads to start at midnight the following day so Facebook optimizes the ad to accurately spend your entire daily budget.
Allow ads to run for 48-72 hours to determine winners and losers.

Honing In Your Audience Using the Facebook Pixel

The Facebook Pixel is extremely powerful, and it allows you to track every user that has been to your website and landing page.

Using this data, you can tell Facebook to optimize your audience so that your ads only display to people that are likely to click on your ad.

This conversion optimization is based on past data, so it gets stronger the longer the campaign runs, which means that as the campaign progresses, it becomes more efficient.

7 Reasons to Hire an Agency to Handle Your Facebook Advertising

1. Diversity in our clients

Smart agencies take the learnings from various clients and industries and leverage those best practices across other client campaigns. This brings greater value, creativity, and innovative testing to the companies they serve.

Best practices should always be challenged to make sure you’re truly optimizing your campaigns.

One of the best ways to do that is to have broad visibility into the Facebook ecosystem and the many verticals it serves – which is tough to do if you’re an in-house advertiser representing one point of view.

2. We got skills

Agency team members have varied backgrounds and skill sets – the result of being exposed to a broad spectrum of projects and client needs.

In our case, our team not only has expertise with the Facebook advertising platform since the the first API was developed, but we also do ongoing training to stay ahead of the many changes and new tools that are available.

A solid Facebook advertising agency should have access to unlimited learning opportunities through strong relationships with software platforms and Facebook themselves.

How many times has your in-house team been to Facebook for training?

3. No learning curve for software

We’re intimately familiar with the tools needed to get the job done.

And while we use the best ad automation software in the market, we also know the ins and outs of Facebook’s Ads Manager and Power Editor capabilities as well.

It’s literally our job to stay up-to-date on the tools that can be woven into your Facebook advertising programs.

As a result, you benefit from a team that’s deeply immersed not only in ad software, but also in 3rd party data sources and creative testing tools that can be exercised on your behalf.

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4. Agility

Sure, we can have your campaign up and running in days, and if you need to diverge from the original plan, we can expertly analyze how your campaign results will be affected.

But what this really means is that it is our business to adapt to the constantly evolving ad ecosystem.

To do good work, to produce amazing results for our clients, we must always assume that changes are in the works and we must hustle to understand the right way to stay ahead of the curve.

For example, when Facebook moved to the Facebook pixel away from the Conversion Pixel, we knew ahead of time that this was happening and planned a seamless transition so that tracking was unaffected for our clients.

5. Risk taking

The right agency is open to risk taking and loves getting their hands dirty by pushing tools and budgets to the limit to reach and exceed campaign goals.

When the right client comes along and has an appetite for testing and trying new things, it gets us excited.

Not to mention that some moves that might seem risky actually aren’t at all. And an agency will know this because they’ve experimented with various approaches in the past.

Likewise, we know that some risks aren’t worth taking because past experiences have proven that the results aren’t worth the cost.

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6. Quick results.

We can’t underscore this enough. Agencies know what works and what doesn’t.

For your industry, for your target audience, for your product, for your value proposition – whatever it is that’s important to you, agency expertise runs wide and deep and knows the combination of ad factors that will help you reach your goals quickly.

7. The turnover situation.

Ok, we’re not saying that there’s less turnover within an agency than an internal marketing team, but the point is that putting your Facebook ad media buying in the hands of single in-house employee is risky and not necessarily cost effective.

What if that person leaves? And goes to a competitor? They’ll take all of their expertise with them.

This type of talent is not only hard to retain but also often hard to find.

Agency models allow for full teams of people to be pouring over your campaigns on your behalf. Think of us as an extension of your team. Should someone depart, your campaigns and results are unaffected.

Think of us as an extension of your team. Even if someone should depart, your campaigns and results will be unaffected.

Even better, you’re not spun into the time suck that is replacing an employee on top of everything else.

Have we convinced you yet?

Despite what we champion, you might argue that one of the most compelling reasons to take your advertising solely in-house is so that your team can maintain control over the performance of your campaign.

No agency should be making major decisions with minimal client input and then wash their hands of the job once a campaign is over.

Agencies should be accountable for delivering results.

Any firm worth hiring should be an active and knowledgeable partner in running Facebook advertising solutions, and not just executing on hired work.

A worthy Facebook advertising agency will also not shy away from campaign performance and will be eager to analyze the data to better understand the outcomes, figure out how to improve them, ain insights about new audience segments, and identify ways to take your program to the next level.

But we can’t do it alone.

Agencies are most successful at delivering on your objectives when you, the client, have a strong, engaged in-house team partnering with us.

We advocate for a hybrid approach:

There is nothing more powerful than a Facebook advertising strategy manned by a stellar in-house talent that has an unmatched knowledge of their customers, products, and industry combined with an agency that has the depth and breadth of experience that comes with spending millions of dollars in advertising on Facebook.