Hi there, in this video I am going to be talking about what you can expect when advertising on Facebook.
Soon, you will begin your advertising journey with us, so I am making this video to prepare you for this journey. I want to share with you some lessons, and expectations so that you can be successful with your advertising efforts.
The first concept I'd like to talk about is how advertising works.
Here's how the process of advertising works (explained in simple terms):
You publish an ad on Facebook
People who see your ad can inquire about your classes by filling out their contact details on a form
The people who fill out this form are called leads. The goal of advertising is to help you generate leads. So with that in mind, let's talk about what a normal flow of leads look like.
When it comes to advertising, there will be days when you generate more leads than others, and there will be days when you don't generate any leads at all. When this happens, people usually wonder if the ads stopped working, or if something is broken.
This is actually normal. The amount of leads that come in will change on a day-to-day basis.
It's even normal to not generate leads for a day or two. When it comes to advertising, there are ups and downs and ebbs and flows. When this happens there is no need to worry!
The second concept I want to introduce you to is called "speed-to-lead"
We live in a super fast-paced world where people want things now. Because people have such short attention spans, if someone inquires about your classes, the faster you follow up with them, the better your chances are of connecting with them. This is what we call "speed-to-lead".
Think about it this way: When are people more excited, 1 minute after inquiring about your classes, 1 hour after inquiring, or 1 day after inquiring?
Right. They are probably more excited about your classes 1 minute after they inquire than 1 day after they inquire.
What this means is that the faster you follow up with someone who inquired about your classes, the more excited they will be, which means they are more likely to respond to you.
We've noticed that our most successful clients are usually the ones that respond the fastest.
Ideally, you want to respond to anyone who writes to your business within 5 minutes.
If this isn't possible for you right now because you don't have the staff to answer this quickly, it's totally fine. This is something that you can work towards.
If all you can do right now is respond in one hour, it's better than taking five hours.
If the best you can currently do is respond in five hours, it's better than taking 5 days.
The goal is to constantly improve your response time.
The faster you respond to people, the better the results that you're going to achieve. The more students you're going to enroll.
The third concept I want to discuss here is lead quality.
What I mean by lead quality is "How ready is someone to sign up?"
For example, a high-quality lead would be someone more likely to sign up now. Usually, high-quality leads, are more responsive, and it's usually pretty easy to enroll them without much effort.
On the other hand, a low-quality lead would be someone who is not ready to sign up. These leads may not be as responsive and usually takes more effort to enroll them.
Usually, the types of leads that you get from word of mouth are higher quality leads. These are people who have already heard good things about you from their friends so their level of interest is high. These leads are usually more responsive, and ready to sign up.
Now, let's talk about the leads that you get from advertising. The biggest thing to understand here is that these people were not looking for you, you showed up. They saw an ad about your classes that they were not looking for.
Because these leads don't know anything about you, their level of interest is much lower. Think about it this way: this is the first time they are learning about you. These people don't know you, they don't like you, and they don't trust you, yet.
As you start your advertising journey, it's important to keep in mind that not every lead that you get is going to be super responsive. Not every lead that you get is going to be a great fit for your programs. It is normal, and to be expected.
In fact, you can expect that some people are not going to respond at all. Some people that show up to try your classes are just going to take the trial class, and not sign up. At the same time, you will also have really great leads, who will end up sign up, and staying with you for a long time.
The point here is that when it comes to advertising, you get a mixture of leads. Some leads will be great, and some not so great. This is the nature of advertising, and there is no way to avoid it.
As a side note, the great thing about StudioHub is that you have automated follow-up so that you don't have to waste your time chasing leads that are not responsive. You'll have a machine doing the work for you!
The last thing I want to talk about is how Facebook ad's local targeting works.
In the past, Facebook had a feature where it would allow you to target only the people living in a specific area. Because of privacy issues, they have changed this feature, to make it a bit broader. Instead of allowing you to target only the people who live in a specific area, they have now added, people who have recently been in this area.
To explain it in simpler terms, what this means is that if you are targeting a specific radius or zip codes, your ads will not only be showed to the people who live there, but anyone who was recently in that location.
For example, if you're in a town where people go visit to get groceries or travel there for work, your ads can get shown to them, even if they don't live in the area.
What this means for you is that every once in a while, you'll probably notice that some leads that you get are from out of town. Again, this is normal, and it happens from time to time.
We try to avoid this by putting the name of your city or area in the ad copy so that people can see, and know where your studio is located, but unfortunately, there is no way to completely avoid this.
To conclude this video, I just wanted to set these expectations so that you can know when these things happen that they're normal, and they don't catch you by surprise. Understanding these concepts will set you up for success on your advertising journey with us.