One of the things I have been doing lately is finishing up some Facebook ads trainings for the NEXT Step members. Several of the members have been looking for ways to get more attention online and FB ads are a great way of doing that…ASSuming you know what you are doing.
A lot of chiropractors have tried FB ads before and they walk away with the thought, “Facebook ads don’t work!” But I have actually never spoken to a chiropractor who has said that who actually knows HOW they work.
Just like with anything…if you don’t understand HOW they are supposed to work, how can you really determine if it’s working correctly or not? The answer…you can’t.
The mistake that most chiropractors make is that they think the purpose of FB ads is to attract new patients. It’s NOT. FB ads are just the first couple steps in a series of steps that will result in new patients.
So what is the purpose of FB ads? Glad you asked. 2 things: Get attention and get clicks. That’s it!
- Get attention: FB is just a large community of people. A successful FB ad will distract your target patient away from the FB noise and draw their attention to your message. The ad photo is the most important part of getting attention.
- Get clicks: Once you have their attention, the headline and copy of your ad needs to provide enough intrigue/value to get them to take action. Once someone clicks on the ad, the ad has done it’s job.
It’s almost impossible to go from ad directly to new patient appointment. So the purpose of the FB ad is to start the process NOT to complete it. You can have an amazing FB ad and still not get any new patients because of mistakes made after the ad. It happens all the time.
So if you want to start using FB ads, the first step is understanding HOW they work and what you are trying to do with the ad. If you don’t get that part right, you may end up saying “Facebook Ads Don’T Work” when the real problem is you aren’t using them correctly.
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