Can online teachers and tutors find their target audiences by advertising on Facebook? Hi, my name is Francisco, and I am the owner of Planet Marketing, a Digital Marketing agency. My company specializes in Facebook Ads, Google Ads and remarketing. I have been doing this for over a decade. In that time, I have worked with quite a number of online tutors. One of the first questions that I get from people in the field is; "should we even bother doing Facebook ads marketing?" Today, I am going to give a definitive answer to that question. This article is divided into the following sections;
Why do Facebook Ads Marketing for Online Teachers and Tutors?
I have already outlined the question motivating this article. Should online tutors and teachers even bother with Facebook Ads? Behind that question are many other questions.
First, is the implication that Facebook is too big a platform, particularly for small players? Surely, only large businesses can hope to find their way amidst this vastness?
How about the issue of cost? Isn’t it too expensive to advertise on Facebook? Well, I am glad to say every one of the assumptions behind these questions is wrong. Facebook is the place to be for online teachers and tutors for the following reasons;
Find more statistics at Statista
- At the time of writing this article, Facebook had over 1.8 billion daily active users. You can see the current figure in the above graph. These are astounding statistics. In fact, Facebook is probably one of the biggest social networking platforms in the world. It’s this vastness that sometimes intimidates some people. But that needs not be the case. In fact, Facebook is a good platform on which any business, whether large or small, can find the right audience. If you go through this blog, you will notice that I have written quite a lot of Facebook Ads marketing articles. These cover businesses large and small. I have, as an example, written an article on how to do Facebook Ads marketing for Kindle publishers. If a self published writer can find their niche audiences on Facebook, then there is clearly hope for everybody else.
- One major selling point for Facebook is that it’s so easy to zoom in on the right audience. That’s important in marketing. Being able to reach the right people translates into a high CTR rate. It means that much more people are likely to want to click on your ads. Facebook gives advertisers a number of tools that make it possible to be as narrow as is possible in terms of audience targeting. I will discuss these later in this article.
- Most people worry about the cost of doing Facebook Ads marketing. That’s particularly the case for online tutors and teachers. Perhaps you are a stay at home mom or dad who supplements their income by taking on online students. Can you afford to advertise on Facebook in that case? The answer is a massive yes. You will be surprised to know that you can start advertising on Facebook for as little as $5 or even lower! And depending on how well you have laid out your target audience, you will be able to reach quite a number of people for those ridiculous amounts. Indeed, Facebook Ads tend to be cheaper than much of the competition, including Google Ads.
- Another major draw for Facebook Ads is that you can run your own Campaigns. That’s particularly pertinent for those on tight budgets. I mean, I am not trying to run myself out of business here. Facebook Ads are one of my specialties, after all. But the truth of the matter is that you can create and run your own campaigns. Of course, most people prefer to concentrate on other aspects of running their businesses. If that’s what you prefer, then by any means, get in touch with me and I will run high quality Facebook Ads marketing campaigns that bring positive results for your business.
Marketing Options on Facebook for Online Teachers and Tutors
I this article, I mainly focus on the paid aspect of marketing your online teaching business via Facebook. But that's not the only available option. And you can go along a couple of angles even for the paid option. The following are the options for marketing your online teaching business on Facebook;
You can market yourself for free through a Facebook Page
Every business that’s out there ought to have a Facebook Page. But why is that the case? Well, first of all, getting a Facebook Page is absolutely free. You don’t need to pay anything to get started. And a Page can be a really effective tool when it comes to promoting your business.
I have previously written an article on how to best run Facebook business pages. Check that article out to find out what the best approaches to the issue are. But what are the benefits of setting up a Page for your business on Facebook?
- A Facebook Page serves as a representative for your brand on Facebook. Some people make the mistake of neglecting their pages. You should never do that because your page is how people will get first impressions regarding your business. And we all know that first impressions can be very important.
- People looking for businesses similar to yours will be able to find you via your Page. When they carry out a search for “online tutor,” your page can be one of those that pop up. So, this is important.
- You can use your page to answer questions from prospective customers. In many instances, people who are interested in you leave without signing up for your services because they are not quite sure that you are what they are looking for. You can use your page to answer their queries and to reassure them.
- Facebook Pages can also be useful for audience targeting when doing paid Facebook Ads. What do I mean by that? Well, you can use your page to target a custom audience. This will be composed of people who have liked your page. Targeting these people with your ads gives you better chances of success because they are already interested in you. It’s better than targeting a completely new audience.
You can boost your Facebook posts
That’s the second option for those looking to do Facebook Ads Marketing for Online Teachers and Tutors. Boosting Facebook posts is controversial, I do have to say. It’s not something that I would personally do. But why not?
Well, simply because the impact is, based on my experience, rather limited. It’s not the same as doing Facebook ads, despite the fact that the amounts that you spend tend to be about the same. But lots of businesses out there go down this route.
Boosting a Facebook post involves paying to have a post that you have published shown to many more people beyond your circle of friends. This could be for a post that you have published solely on Facebook. It could also be for a post that you published on your site but that you shared to Facebook.
You have the option for paid Facebook Ads
That’s the final option for doing Facebook Ads for online teachers. You can do paid Facebook ads. I have already noted that it’s the option that we are focusing on in this article. Please note that these options for marketing on Facebook are not mutually exclusive.
You can do all of them at once and you will be just fine. In fact, you should be promoting yourself via a Facebook Page. That’s a no-brainer. So, the free option is a must, while you can choose the path down which you wish to go for paid Facebook marketing.
You need to Set up Pixel on your Website
You will notice that much of this article is dedicated to helping you reach the right audience with your Facebook Ads. That’s important. It’s what determines success or failure for your Campaigns. One way of ensuring that you are reaching the right audience is by setting up Pixel on your site. But what is a Facebook Pixel and how does it work?
Pixel is how Facebook handles remarketing
I noted at the top that I also specialize in remarketing. If you are wondering, remarketing is also referred to as retargeting. It involves tracking visitor activity on a website and then showing them relevant ads as they move to other sites across the web.
Most people will be familiar with remarketing via Google. Ever wondered how those ads seemingly follow you across the web? Well, that’s remarketing at play. It’s because when you visited a particular site, your interest was noted. You are then shown relevant ads to try and convince you to buy.
With regards to Facebook, remarketing happens via the Facebook Pixel. You need to install a code on your website. This tracks what people are doing on the site. Let’s say you sell televisions. If a visitor lands on your site and spends some time checking out a particular brand on TV, that interest is noted.
The next time that the person goes to Facebook, which is likely, considering how vast Facebook is, they are shown ads featuring the product in which they were interested on your site. In this case, that’s the TV that we have just been talking about.
Pixel is important. It can be a useful way of boosting your CTR. You may be aware that the average conversion rate for eCommerce is around 2%. You can boost that by about 400% by doing remarketing.
So, this is not a gimmick. It’s a good way of improving your business’ performance. In fact, all businesses that have websites and that do Facebook Ads need to install pixel. If you don’t know how to do it, don’t hesitate to get in touch with me.
Creating your First Facebook Ad
Now we get to the exciting part. In this section, I am going to show you how to create your first Facebook Ad. Please note that Facebook Ads marketing is a vast proposition. Ads can take any of a seemingly endless number of paths. The aim for this article is to give you a bit of familiarization with the subject.
First, Facebook Ads are created in Ads Manager. You need to have a Facebook Business Account to get started. You can sign up for one using your personal Facebook credentials. It shouldn’t take you a long time. Now, when it comes to creating Facebook ads, the process is composed of three steps;
- Choosing a Campaign Objective
- Setting up your Audience in the Ad Set
- Creating your Ad
Choosing a Campaign Objective
The Campaign Objective is a brief expression of your goal for each Facebook Ads marketing Campaign. Facebook provides you with eleven Campaign Objectives. The caveat is that you can only have one per Campaign. The following are the available Facebook Ads marketing Campaign Objectives;
- Store traffic
- Catalog sales
- App installs
- Video views
- Brand awareness
- Lead generation
Which one should I go for?
People sometimes struggle here. They are not quite sure on the best Campaign Objective when doing Facebook Ads Marketing for online teachers and tutors. My advice is that this is not something over which you should crack your head.
Any number of Campaign Objectives will work in this instance. Remember you can have multiple Facebook Ads running at the same time. Each ad can have a different Campaign Objective. It’s a good way of gauging performance.
For this example, we are going to go with Messages as our Campaign Objective. We want to have people who are interested in our services reach us directly via Messenger, WhatsApp or on Instagram.
Setting up your Target Audience in the Ad Set
Audience targeting is where some people fail when it comes to running Facebook Ads Marketing Campaigns for their businesses.
The Ad Set section is, in my view, one of the most important sections when setting up Facebook Ads for online teachers and tutors. It’s where you define who you wish to target with your ads. You have several tools to help you along the way;
Where do you wish to have your ads delivered? The location setting allows you to begin defining your Target Audience. Let’s say you are an English language teacher targeting people in Portugal who are looking to learn English. Maybe you wish to target people in China. Many people over there have been taking online English language lessons.
Whatever the case, you can target people who you wish to reach through the location setting. If you choose Portugal as your target location, it means your ads will be delivered there and nowhere else. You also have the option to target Portugal, China and any number of places.
Of note here is that businesses tend to differ in terms of reach. Online teachers can operate worldwide. Hence they could choose to have their ads delivered globally. However, the same does not apply for other businesses such as restaurants, gyms and bars.
A gym, as an example, can only reach people who are no more than 4 miles around its physical location. Very few people will be willing to go beyond that just to find a gym.
You can also define your target audience using age. To which age ranges do you wish to have your Facebook ads delivered? You understand the levels that you teach best. So, this section will be different depending on that. If you teach a level that’s composed mainly of 18 to 30 year olds, then you can go for that.
It’s also possible to target your Facebook ads for online teachers and tutors at a particular gender. As an example, you can choose to have your ads delivered only to women. For this example, we will target both genders.
The Languages setting can be particularly pertinent in this instance. It’s possible for you to target people who speak a particular language that's uncommon within your target location. Let’s say you are looking to target people in Portugal and or China. You could have ads that target English speakers in both countries. Or you could have an ad targeting Spanish speakers in the United States.
Detailed Targeting: Demographics, Interests and Behaviors
We have already gone a long way towards defining the target audience for the ad that we are creating on Facebook for an online teacher. It’s composed of people in Portugal. These people do not already know English. They should be between the ages of 18 and 30.
That’s a great audience, save for the fact that it’s too wide. There are probably millions of people who fit the bill, most of whom are not remotely interested in learning English. So, we need to narrow down on our target audience.
To do that, you need to go to the Detailed Targeting section. In my view, that’s probably the most useful audience targeting tool in the Ad Set. Here, you can zoom in on your audience using demographics, interests and behaviors. For this example, we will target people who are interested in the following;
- English language
- English as a Second Language podcasts
- English as a foreign language
- English language learning
Budget and Schedule
The Budget and Schedule section can also be found in the Ad Set. It’s where you define how much you are going to spend on your ads. I have already noted that Facebook Ads are not expensive to run. You do need, however, to properly define for how long your ads are going to run.
What happens when you create a Facebook Business Account is that you give Facebook your credit card details. Now, when running ads, Facebook will continue deducting money from your account if you do not take proactive steps to define when you wish to have your ads run and for how long.
It’s easy enough to do, but it’s something that many people overlook. You can retain control of your spending when doing Facebook ads marketing by defining start and end dates for your ads. You can also define a budget for your entire campaign. That way you won’t be in for surprises.
Creating the Ad
We now come to the final step on the way to creating Facebook ads for online teachers and tutors. This step is also important, because it’s what people will see. All the work that we have done previously has been to ensure that your ads are delivered to the right people at the right time.
The next struggle is to make sure that people take the desired action. In this instance we wish to have people reach out to us. You could also be looking to raise brand awareness or to get people to a landing page from your Facebook ads. It all tallies with your Campaign Objectives.
I won’t dwell that much on this section. Each ad is going to be different after all. What I can say is that you need to ensure that your ad has as much of an impact as is possible. The challenge is that you only have a few seconds in which to make your pitch.
People do not normally go to Facebook to buy. They go there to socialize and to watch the latest fail videos. So, you are trying to intrude into that line of thinking, which can be rather difficult.
Facebook Ads allows you to make video, single image and carousel ads. You are free to experiment with all the formats to find the one that works best for you. I usually prefer single image ads, but it’s up to you.
The great thing about doing Facebook Ads marketing is that you can do a lot of A/B testing till you have arrived at the right format.
The primary text appears at the top of your ad. Make sure that it does not take away from the visuals. Facebook ads are all about visuals, after all. I usually make my primary text no more than 2 lines long. In fact, 1 line can be great, if you can manage it. You will see what I am talking about in the ad preview.
Because we have chosen Messages as our Campaign Objective, we have the option to have our ads delivered to Messenger, WhatsApp and Instagram Direct. So, choose the option(s) that work best for you. You can have your messages delivered to all these platforms.
That’s how to do Facebook Ads marketing for online teachers and tutors. Hopefully, I have helped you go down the right path. I noted in this article that Facebook ads marketing is very much for people who do online teaching. If you are one of these people, you can reach the right audience on Facebook for a fraction of what it would cost you elsewhere.
This article has only just skimmed the surface. I noted somewhere in this post that Facebook Ads marketing is a vast subject. The good news is that I have created a Facebook Ads marketing course. You can sign up for the mini course using the form below. Once you have enrolled for the course, I will show you Facebook Ads marketing tips and tricks to help take your business to the next level.