Is there a place on Facebook for Life Coaches who wish to market their businesses? Hi, my name is Francisco, and I am the owner of Planet Marketing, a Digital Marketing Agency. My company specialized in Google Ads, Facebook Ads and Remarketing. Over the years I have helped quite a number of businesses navigate their way through the intricacies of Digital Marketing. Today, I will focus on Facebook Ads Marketing and how Life Coaches can use it to achieve growth. This post is divided into the following sections;
Why Life Coaches Need to Start Advertising on Facebook?
Let me get one thing straight right from the onset; Facebook Ads Marketing works for ALL business. Today, there are over 9 million active advertisers on the Facebook. That figure includes life coaches. In fact, any decent business can expect to be able to get decent returns by advertising on Facebook.
It all depends on whether or not you are doing it right. It’s the doing it right that I am going to show you today. That way, you will become a part of the over 38% of Facebook advertisers who make money out of their investments.
And what happens to the other 62%? Well, for them Facebook ads are an unprofitable investment. The following, in any case, are some of the reasons why Facebook is the place to be for businesses large and small around the world;
Facebook is big and continues to grow
Find more statistics at Statista
As of the time of writing this post, Facebook had a monthly active user base of over 2.7 billion. You can see the current stats in the above graph from Statistica.
I included the graph because Facebook continues to grow. Maybe by the time you read this article, they will have achieved an even higher milestone.
You can easily find your target audience on Facebook
Whatever the business you are in, chances are high that your target audience is already present on Facebook. The only challenge for you is to learn how to properly find them. That’s where I come in. In this article, I will give you the basics of creating your first Facebook ad.
That includes essential audience definition tips. Getting things right in terms of audience targeting is essential, not only when doing Facebook Ads, but right across the marketing board. Facebook, as an example, works in almost all countries around the globe.
You, as a brand, need to define the place or places where you wish to have your ads delivered. Otherwise you will be wasting time and money. Anyway, that’s something that I am going to talk about in the next part of this article.
Facebook Ads are affordable
Most Life Coaches worry that trying to advertise on Facebook will break them financially. However, that couldn’t be any further from the truth. Facebook Ads Marketing is comparatively affordable.
In fact, you can get started from as little as $5. It all depends on how you wish to set up your ads. If you are gunning for Brand awareness, as an example, you can reach lots of people for that amount.
You can easily create your own Facebook Ads
Let me be frank with you; I run an agency that specializes in Facebook Ads. Facebook Ads are what I do on a daily basis. However, truth of the matter is that anyone can learn how to create their own Facebook Ads. I am not saying the task is simple. Most people prefer to hire me.
Some prefer to sign up for my Facebook Ads Setup Plan. If you take that route, I will do all the initial hard work on your behalf. From there, you can take over running of your campaigns. The task is not simple. But it’s something that, with a little bit of time, anybody can learn how to do.
The Basics of Marketing on Facebook
In this section, I will show you the basics of marketing on Facebook. The tips that I give here apply for any business. However, they work particularly well for life coaching businesses. There are some things that you need to do and think about before creating your first Facebook ad. The following are some of those things;
You need to create a free Facebook Page for your business
Before you leap into paid Facebook Ads, there is a little bit of good news, particularly for those with limited marketing budgets; you can market your brand on Facebook absolutely free of charge.
All that you need to do is to create a Facebook Page. I have previously written on how to create and properly run Facebook business page. Feel free to consult that I article if you would like to learn more. But why is a Facebook Business Page important?
- A Facebook Page can serve as a platform on which to answer questions from current and prospective customers.
- Many people are looking for life coaches on Facebook. Your Page can serve as the platform on which they can land after making their queries.
- People can leave reviews for your business on your Facebook Page.
- You can use your Facebook Page to generate a target audience for your paid ads. As an example, you can choose to have your ads delivered only to people who have liked your Facebook Page. These people already know about your business. They are, therefore, much more likely to respond positively to your ads.
Be active on Facebook
Some people make the mistake of only creating Facebook Pages before abandoning them afterwards. What you need to do instead is to make sure that you are active on the platform. It’s one way through which your Page can become prominent.
Being active also means you will be responding to customer queries on time, which can have a positive result on your conversion rate. But what does being active mean on Facebook? Does it mean you will be telling people about yourself?
Well, there is nothing wrong with telling people about yourself. However, before you even do that, you need to start by offering people helpful content. You are a life coach. What do people need to know about life coaching? What do they need to know about life? Offer helpful tips and you will notice that your page will rise in prominence.
Join other Facebook Pages
There are Pages on Facebook for every field, including life coaching. You need to start joining these groups as part of the process of marketing yourself on the platform.
In fact, you can create your own groups and try to get as many people to join as is possible. Meanwhile, continue to join other people’s groups and you will be able to form linkages, not only with customers but also with others in the same line of business.
Set up Pixel on your site
If you are serious about your business, then you will already have a vibrant website. That’s another platform on which to market your life coaching business. The moment that you start doing Facebook Ads, you need to set up Pixel on your site. But what is Facebook Pixel?
A Facebook Pixel is the code that you install on your website so that Facebook can track what people are doing on there. The idea is that these people will be shown your ads the next time that they visit Facebook. It’s how Facebook does Remarketing. These ads will be based on a person's interest on your site.
Remarketing is very important. Getting traffic to your website is not easy. You will have done SEO and other promotional activities. It can, therefore, be rather worrying to lose this hard won traffic. In eCommerce, only about 2% of traffic to a site turns into a conversion. Pixel is one way of boosting those figures by as much as 400%.
Creating Facebook Ads for your Life Coaching Business
Now that I have given you the background, it’s time to get on with the process of creating Facebook Ads for Life Coaches. Where do you even start?
Well, to create your first Facebook Ad, you need to have a Facebook Business account. You can sign up for that using your personal Facebook credentials. Facebook Ads are created in Ads Manager. The process of creating them is composed of 3 steps;
- Choosing a Campaign Objective
- Defining your Target Audience
- Creating the Ad
Choosing a Campaign Objective
In Ads Manager, the first thing that you are going to need to do on the way to creating Facebook Ads for Life Coaches is to choose a Campaign Objective.
Please note that this step is important. It defines the path that your ad is going to take. So you need to carefully think about what you wish to achieve. You can only have one Campaign Objective for each Facebook Ad. The follow are the available Campaign Objectives;
- Brand Awareness
- Store traffic
- Lead generation
- Catalog sales
- App installs
- Video views
Which Campaign Objective should I choose?
I often get asked; Francisco, which Campaign Objective should we choose when doing Facebook Ads Marketing for Life Coaches. The answer is; there is no prescribed Campaign Objective for any business.
Some Campaign Objectives will work better for some businesses. However, many of the above Campaign Objectives can be used, depending on what you wish to achieve in a particular instance.
Maybe you wish to have people visit your Life Coaching website to learn more. If that’s the case, you would choose Traffic as your Campaign Objective. Maybe you have just set up in an area and you would like to spread the word to people about your business. In that case, Brand awareness would work very well.
For this example, we are going to go with Messages for our Campaign Objective. We wish to have people who view our Facebook Ad immediately get in touch with us. From there we can get them to sign up to become our clients.
About the Messages Campaign Objective
If you choose Messages as your Campaign Objective, you get several options regarding where you wish to have the messages received. They can be delivered to Facebook or to Instagram or to WhatsApp. You can also choose all these platforms if you have a presence on all.
Creating your Target Audience
Audience definition happens in the Ad Set. It's probably the most important aspect of doing Facebook Ads Marketing for Life Coaches. It determines how well your ads are going to perform.
If you are not careful in your audience definition and refining, then you will have issues of your ads getting delivered to the wrong places. Fortunately, Facebook gives you a lot of tools that you can use to define your target audience;
In which area(s) does your business operate? Do you operate across the United States? Or is your business limited to a small Geographic area? Answers to these questions are important. They determine how Facebook will handle your ad.
Note that the majority of businesses out there are localized in nature. I am talking of restaurants, bars, cafes and other businesses here. They operate within a limited Georgraphic scope. Nobody, as an example, is going to drive across the country just to visit a hair salon. Such businesses only get customers from so many miles around their physical locations.
You can use the Location setting when doing Facebook Ads Marketing to define the precise location(s) where you wish to have your ads shown. There is no point is going beyond the scope of your operations. If your business only operates in Chula Vista, then you should advertise there.
However, the nature of today’s world is such that there are many businesses that now operate online. Conceivably, a Life Coach can operate this way. You can have clients across the United States and even across the world and you will be able to talk to them on Skype or on Zoom. Anywhere, it all depends on the nature of your business.
Age is another tool that you can use to define your Target Audience. You know best what works for your business. Which Age ranges currently constitute your customer base?
For this example, we are going to go with people who are between the ages of 18 and 55. They are likely to be the people still in need of life coaching services. Above 55 and people will now be looking at retiring.
You can also define your target audience using Gender. That’s probably not applicable in this instances. Life Coaches will be better off targeting both men and women. However, there are some businesses where targeting can be made gender specific.
Some businesses may also wish to define their target audiences based on language. If that’s the case for you, you can use the languages setting to further define your target audience. However, for this example, we are going to leave things on the default setting.
Detailed Targeting: Demographics, Interests and Behaviors
The above tools have helped us define our Target Audience. However, that’s clearly not enough. Our audience is still rather general. We wish to have our ads delivered to both men and women living in the United States.
That’s a rather large pool. It's probably full of people who do not want to have anything to do with us. The good news is that you can refine your target audience using the Detailed Targeting section in the Ad Set.
This particular section uses Demographics, Interests and Behaviors to zoom in on a business’ target audience. For this example, we are going to target people who have expressed an interest in the following;
- Life Coach
- Life Coaching
- Life Coaching Center
- Lynda Field Life Coach
Budget and Schedule
The Budget and Schedule section is actually the first one that pops up in the ad Set when creating Facebook Ads for Life Coaches. How much are you willing to spend per day on your Facebook Ads? How much SHOULD you spend? Most people ask me those questions.
The answer is, it’s not easy to precisely come up with an amount that’s the best for any business. You are going to need to do a lot of testing to find out what works best for you. To the left of your screen, you can see the results that you can expect based on your current settings.
That should give you an idea of what to expect. If you are a life coach, you can only handle so many clients per day. So, you should not worry too much if you get only 5 or 10 messages per day. If you convert only a third of that figure per day, you will still be inundated with clients!
One thing to note is that you need to retain a handle on your spending. Otherwise, you will end up overshooting your budget. You can retain control of your spending by setting a start and end date for your Campaigns. That way, you will know precisely how much you are going to have spent by the end of the Campaign.
Creating Facebook Ads for Life Coaches
This is the final stage when doing Facebook Ads Marketing for Life Coaches. All the steps that we have taken this far have been leading up to this moment. There are a number of things that I need to mention here. First, you only have a few moments in which to convince people that you are the real deal.
People do not go to Facebook to look at your ads. They go there to socialize with friends and strangers and to read the latest bout of fake news. So, your ad is far from their minds. Businesses that advertise on the platform have their work cut out for them?
The people to whom you will be doing your selling probably will not have what you have to offer in mind at that particular point in time. So, you need to be in your element to woe them. There are several ways in which you can catch their attention;
- Humor such as funny videos and fails
- Controversy in the positive sense
- Have eye catching headlines
- Helpful how-to-content
Facebook allows video, single image and carousel ads. So, which one should you go for when creating Facebook Ads for life coaches? I personally like single image ads, unless I have a really eye catching video.
With a video, you only have about 15 seconds in which to capture somebody’s attention. The good thing is that you can play around till you get to the format that works best for your particular brand.
The Primary Text appears above your Facebook Ads. You need to make it brief but good. Nobody is going to want to read a lot of text on an ad.
If you have to use many words to explain yourself, then you have already failed in your goals. I personally like to make my Primary Text only one line long. Two at most. Make it brief. Let the picture or video do most of the talking. People love visuals. They are much more likely to respond positively to those.
In this article, I showed you how to create Facebook Ads for Life Coaches. I pointed out that this particular line of business very much has a place on Facebook when it comes to marketing. I also showed you how to create your own Facebook ads.
Feel free to sign up for my Free Facebook Mini Course if you wish to learn more about the subject. You can also check up my DIY Facebook Ads Marketing Course. You will get lots of videos explaining the best practices of advertisng on Facebook.