Today I’d like to talk to you about a brand new strategy I’ve been employing with my clients.
It is to build a funnel of new prospective patients on Facebook that doesn’t require going straight for the Complimentary Consultation offer right off the bat.
Technically, it doesn’t even require an email marketing system, although that will compliment it well.
This is a relatively new strategy that I’ve been testing the past three months that can be used with Facebook™ ads.
The idea is that you can simplify things and keep the entire interaction on Facebook.
And in doing so, have great control over your ad costs.
This is very much in line with Facebook’s goals of keeping users on their platform.
And so in many ways you are rewarded for this with cheaper ad costs. As opposed as directing your potential patients to your website right away.
This can be a particularly powerful way to market if you don’t have a great website. (or any website for that matter) As it doesn’t rely on one at all.
It’s simply a series of videos that are meant to inform, inspire and educate. It will ultimately lead your potential patients to schedule. (you only send people off of Facebook for the very last step)
There’s many ways you could do this, but here is a model that I’m currently working with.
There are 4 Types of videos:
These are videos that highlight the typical challenges and problems your potential patients might face.
They are geared toward establishing awareness of the problem of hearing loss and general interest in exploring the topic of treatment
You would set these videos as video view campaigns, targeted at a “cold audience”.
If you don’t know what audience temperature means, let me know. I’m happy to offer a more detailed explanation.
An example of a problem video might be “Misconception that hearing aids are bulky”.
I would then include a short video that explains this problem people experience in their thinking and my perspective on it.
The entire goal here is to hook people’s attention while also segmenting down the audience to only people who are interested in hearing loss treatment.
Since these are the folks that will likely be interested in visiting your office once more trust and understanding has been developed.
The next step is to continue to engage ONLY the individuals who watched your original problem videos.
Fortunately, this is something that can be tracked with Facebook custom audiences. I like to use 50% video views as the measure of engagement.
In these videos, instead of explaining problems, you want to share your personal philosophies regarding hearing healthcare.
- What is it about you that makes the care you provide unique?
- What are the important things patients need to know when selecting their provider?
You want your potential patient to start to be bought in to your approach.
This is an another example of “pre-selling”. Which I’ve covered in past emails I’ve written.
If someone is bought into the idea that they have a problem. And feel aligned to your philosophy of care, then they will likely be interested in working with you. But we don’t stop there.
A “Day in the Life” Videos
At this point, we want our potential patients to see our “human” side. That intangible thing that makes you you.
It’s the secret sauce that allows a practice owner to stand out in a sea of noise and against a backdrop of larger competitive threats. That due to scale can no longer operate effectively in this way.
You’ll want to use a “Reach” Campaign goal here, as the costs will be EXTREMELY low.
And we no longer need to track engagement percentage.
These are the types of ads that “follow you around” the internet. And will actually be shown in other places beyond the Facebook platform itself.
Often times you can recycle content at this level and your views are so cheap.
You can pretty much run these ads 24/7. You can also sprinkle in social proof/testimonial videos as part of this ad layer.
This is the final step of the ad funnel. You will want to set up these videos as either:
- a: lead ads
- b: conversion campaigns with a call-to-action to your scheduling page
(ideally online scheduling, but can also be a phone number).
You will target individuals who have viewed videos at each level to a certain percentage.
And continue to be engaged with you “day in the life” videos.
At this point, we have captured their attention, engaged them in a conversation.
And indoctrinated them with a set of beliefs about hearing healthcare and what a process of success looks like.
We are saving money because
- A: the people now seeing your “schedule” ad are only the most highly engaged AND
- B: when they come into your office, they are more likely to proceed because they see you as an expert in the field and the authority for their care.
This can be a real game changer when executed correctly.
So the pro’s to this approach are pretty amazing.
High bang for your buck and high ability to target the right people with the right message at the right time.
Things that can make all the difference in your results.
The downside to this approach versus other ones that I employ in our practice and with clients?
Without an email address and phone number:
- You don’t have the ability to contact potential patients off of Facebook.
- You truly are 100% dependent on Facebook.
So while this is an innovative approach, I don’t actually recommend this as your first funnel. Or you are just testing the water of Facebook advertising.
This is a great secondary funnel for the practice who already feels they know how to get an ROI out of the Facebook platform.
AND probably already has generated 1,000+ leads so that this can be layered on to existing ad and email strategies.
If you want more training or support on testing online ad strategy for your hearing practice, simply reply to this email and let me know where you feel you could use the help.
I’d love to offer you additional support if it’s a good fit for us to work together.