Are you looking to get coaching clients from Facebook Ads?
But not just any coaching clients, I`m assuming… high paying clients!
Then you`re in the right place because I created this post, precisely to help you attract high quality coaching clients with Facebook Ads in the simplest, most effective way possible.
You`re probably already familiar with how Facebook Ads work so what you`ll find here is specific strategies and tactics you can take with you and implement in your marketing efforts.
I`m talking about actionable steps to help you find the perfect coaching clients.
You`ll learn the exact strategies that top Facebook marketers use to generate leads and make sales.
Getting high paying coaching clients on Facebook isn`t as hard as you might think.
If you understand the fundamentals, which is what I`m going to show you, I promise you that you`ll have no problems getting booked and fast.
If you`re ready for some amazing insights, then dive in.
#1 – Know Your Prospect
Oftentimes marketing campaigns fail, not because the targeting is off or the offer isn`t good enough but because coaches like yourself fail to really understand their prospects.
In order to attract the kind of coaching clients you`re looking for you must know them better than you know your best friend. I mean it!
The problem is that if you can`t connect with your prospects, there`s no way you`re going to sell them.
If you don`t know their pains, frustrations, desires, the way they like to consume content, there`s no way you`re going to connect with them.
I mean, connect on an emotional level.
Get Inside Your Ideal Coaching Clients` Mind
At the end of the day, marketing is about making connections with human beings, touching their emotions and solving problems for them.
Before attempting to solve any problem in the marketplace, there are a few questions you can ask to really dial in your ideal customer profile. The questions are the following:
- What does their average day look like?
- How do they usually make decisions?
- What are their pains and desires?
- Who else could be involved in the decision-making process?
- What could stop them from buying your coaching programs?
- How do they like to consume content?
If you already have answers to these questions, congratulations. If not, you`re in serious trouble and you need to do some work.
These are some profound questions you should ponder about your prospects. Do not start a single campaign on Facebook or anywhere else without having an answer to those questions.
Failing to understand your ideal customer will get you in trouble, I promise you! Sit down and take the time to get inside your prospects` mind. It`s vital to your success in the marketplace.
Where To Find Your Ideal Coaching Client
It takes time and energy to craft compelling ads, so make sure you know your prospects before even thinking about placing a single ad. The next question would be: “where can I find information about my target market?”
It might surprise you how easy it is to find valuable information about your prospects, you probably already have it.
Because I don`t want to just reveal one part of the secret, I`m gonna show you exactly where to learn more about your audience:
- Facebook groups related to your niche.
- Questions people ask on Quora about the problems you solve. Every day people post questions there about pretty much any topic you can think of.
- Surveying your email list. Make sure to ask very specific and emotional questions that get to the core of their problems and pay attention to repeated answers.
- Listening to recordings of phone calls you or your team had with your prospects. This can be a gold mine of information because people tend to open up on the phone.
- Look for reviews of books on Amazon that your audience might be interested in. Don`t ignore the negative ones, where there are problems there are always opportunities.
- Talk to your best customers in person or on calls. These tend to give you the best feedback.
Putting All Together
As you can see, there`s really no excuses for not knowing your prospects. There`s so much information out there, all you have to do is a little bit of research and take the time to understand their world.
If you don`t understand their world they will pull away from yours.
Every once and while make sure go back and do a little bit more research on your audience because sometimes trends in your industry occur that can affect your overall marketing strategy. So keep that in mind.
Once you have your ideal customer profile ready, you`ll be able to start thinking about how to hook them into your offers. That`s exactly what we`re gonna cover next.
#2 – Brainstorm The Hook
Is this fishing? It is. Fishing for prospects. You might be thinking: “what the hell is a hook?”
In marketing, hooks are central messages or statements that have the goal of driving someone to take the specific action you want them to take.
Whether it`s signing up for your webinar, downloading your ebook, opting-in to your video series or signing up to your messenger bot to be given some additional value.
The idea behind the hook is to make a smooth transition between your ad and the offer. Otherwise, the prospect will get confused and we both know that when people get confused they don`t take action.
This is one of the trickiest things you`ll ever do before launching your Facebook campaigns so stay with me here.
For you to fully understand this, let`s see an example of how this “hook thing” works.
Imagine that you`re offering a webinar.
There you show people how to eliminate 7 common money beliefs that are preventing them from having the financial success they want.
This is an offer to people that don`t know they have these beliefs, they`re unaware of the problem. You`re targeting cold audiences that don`t even know who you are.
Throwing The Hook To Catch Coaching Clients
One of your ads could start like this: “Is money really the root of all evil?”
And then you go on to explain the offer, which is a webinar and talk about the 7 money beliefs that are preventing them from achieving financial success.
You can even add a mini Q&A inside the ad with common questions about the webinar. Q&As work really well because they build trust.
The reason why this is a great hook is that it challenges the belief that most people have when it comes to money, that it is the root of all evil.
Not only you challenge that belief but you`re also saying to your audience that there`s seven of them, generating curiosity. When you can combine a hook that`s specific and generates curiosity, chances are you have a pretty good one.
As I said in the beginning, hooks can be both negative or positive, going towards desire or pain, depending on your offer and the outcome you provide with it.
The images in your ad must also reflect the hook. If they don`t, your marketing message will lack consistency, which is so important in Facebook advertising.
Keep It Consistent
It wouldn`t make sense to talk about eliminating money beliefs and then have someone walking a dog as the image of your ad. Unless you`re targeting dog lovers!
Anyway, there will be no congruency between the hook and the ad creative if this happens.
Again, you want to keep your advertising as consistent and congruent as possible. This is how you maximize your efforts, both in time and money.
Remember that people buy consistency more than anything else!
It can have a tremendous impact on the success of your Facebook ad campaigns and consequently, in the number of coaching clients you attract.
Don`t forget to test only one hook in each ad. If you throw a bunch of hooks out there all in the same ad it can get messy.
Besides, you`ll have no clue as to what`s working or not.
#3 – Strategize Your Facebook Campaigns
After you know who to target with your Facebook ads, the next step is to think about the strategy you want to implement.
This step is another crucial part of your Facebook marketing and one that most advertisers often miss. They miss because of this… laziness!
These advertisers go out there, get some campaigns started but the strategy component is missing. They don`t take the time to think about the big picture.
As a business owner, every decision you make counts and has an impact on your business. So it`s important for you to really take the time to think through your strategy before start paying Facebook for traffic.
When it comes to marketing, in general, you need to have a plan because if you don`t you`re going to put your energy and money into the wrong campaigns.
Start With The End In Mind
You`ve heard this before… “start with the end in mind.”
Attracting coaching clients with Facebook ads is no different.
You want to be thinking about what types of campaign objectives and ads you`re going to run. Not only that but also think about other important aspects:
- Is your goal to get some leads quick?
- Warm up the audience and offer them a strategy session or a video series later?
- Just get visits to your blog to retarget them with a relevant offer?
This is a checklist you can use every time you`re thinking about creating new campaigns:
- My goal is ___________.
- What`s the campaign objective best suited for my goal?
- What`s my marketing budget?
- What type of ads am I going to be running?
- What are my offers?
- Do I want to scale in the future or just get some momentum?
Once you have this checklist ready, you`ll be able to have a clear picture of your Facebook marketing strategy. It will, most of all, give you clarity and that`s exactly what we`re looking for.
If you don`t know what you`re doing, it`s gonna be hard to stay on track with the goals you have for those campaigns. Always start with your goal in mind, as it will carry everything else forward.
#4 – Nail Your Targeting
Did you notice? We still haven`t placed a single ad.
The way most coaches and entrepreneurs approach their marketing is totally irresponsible.
They start their ads with no audience research, zero strategies, almost no time invested in refining their campaigns` targeting. Then they wonder why their ads are not working. How could they? It`s like they`re playing the lottery.Well, let me tell you, advertising is not the lottery, you really need to know what you`re doing.
If you don`t, Facebook will dry up your bank account faster than you can make it back.
In step four, your goal is to invest time in finding the best interests to target on Facebook by doing some research inside the detailed targeting box, using Audience Insights and our friend, the good old Google.
Nailing Down Your Facebook Targeting
Let`s take the previous example of the money beliefs coaching program.
Imagine that you`re targeting real estate agents. What you could start doing initially is typing anything you can remember about real estate agents, even using the word “real estate” in the search box.
Suggestions will pop up as you start typing. Take note of all the interests related to real estate and put them in a notebook or spreadsheet, whatever works for you, with the respective audience size.
Taking note of the audience size will be helpful later when creating new adsets.
Look For Page Likes
Once you have a good-sized list, go to Facebook`s Audience Insights tool, insert these interests one by one and look for page likes. What you`re doing here is identifying related interests to the ones you already have.
The more you have, the better, it will give you enough variety to play with.
As you start finding related pages and interests to the ones you`ve written down previously, see if they show up on the detailed targeting search.
Sometimes, you can find that there`s a lot of pages with a big following but when you put them in the detailed targeting box, they don`t show up, so keep that in mind.
Don`t forget to also take note of the related interests you found on Audience Insights that also show up on the detailed targeting search.
The last step is to go on Google and see if you can find some additional information about your audience, such as books they read, conferences they use to attend and gurus or influencers they follow.
You want to have as much information about your target market as you possibly can.
Take note of those as well and check to see if they show up in the detailed targeting search. If they do, great, you have an interest you can later target when creating your adsets.
Now you have all the information you need to finally start your campaign.
I like, if possible, to use adsets with audiences between 500 000 and 1 million, this will give the Facebook algorithm enough space to play with and show the ads to people most likely to engage with them or take a certain action.
Once you launch your campaigns, make sure to leave them alone for three days, without tinkering or changing anything because Facebook tends to spit out false positives or false negatives.
#5 – “Listen” To The Data
Your campaigns are running for three days now, you log into Ads Manager and you get overwhelmed by a sea of data. It`s time to make some decisions in regards to your campaigns.
Some are doing ok, most of them completely bombed and you`ve got one that`s absolutely crushing it, running the show and driving up the revenue.
Don`t be surprised… this is a totally normal scenario. In fact, most of your campaigns will fail! If three out of ten are performing well, you`re in the hall of fame, no kidding.
I wanted to share with you a very important aspect when it comes to analyzing data: do not get emotional!
Sometimes, it`s really easy to get carried away by your feelings because your cost per lead is way up there, or people are not booking calls or you`re spending a ton of money without seeing an immediate return.
I know, I`ve been there, that`s why I`m warning you that getting all touchy-feely is not a healthy approach to your Facebook marketing or any marketing for that matter.
Data never lies, if you analyze your results in a logical way like you should and take the conclusions you need out of those numbers, you`re already ahead of most entrepreneurs out there.
Troubleshooting Your Facebook Ad Campaigns
With this in mind, I wanted to give you some tactical information about troubleshooting your campaigns when things are not working that well.
I already assume that you have a Facebook Pixel installed on your website.
If you don`t and you`re running ads, you`re throwing money out the window. Let`s take a look at some of the most common scenarios:
- Ads not getting impressions: see if they were approved and check if your audience isn`t too small. If the frequency of your ads is too high, say at 8, chances are your audience is too small for the budget you have.
- Getting impressions but almost no clicks: if the click-through-rate in your ads is like 0.30%, then probably your message is not resonating with the audience. You should aim for a click-through-rate of 1% or more.
- A lot of clicks but very few leads: check if your landing page is congruent with the ad, if it has the same messaging and the design is appealing. Today`s buyers expect a certain level of design when it comes to websites.
- Click-through rate is high and the cost-per-click is high: evaluate your hook and do some more market research.
- A lot of post engagements but very few conversions: revise your call to action and look for new campaign objectives.
By now, you have the right information to analyze your Facebook campaigns and you`re ready to optimize those.
Shut down any campaigns that don`t meet your requirements in terms of the metric you find relevant to your business. The ones that do, leave them alone of scale them, depending on your goals.
Finding Coaching Clients With Facebook Ads
As you can see, selling your coaching services on Facebook is simple but requires you to understand a few fundamentals.
I always say this, advertising platforms come and go but if you understand the fundamentals of client attraction, you`re on your way to bulletproof your business and income because the skill of marketing is transferable.We`ve talked about:
- Knowing your prospects better than your best friend
- Using the right hook to attract the kind of coaching clients you want
- Strategizing your Facebook campaigns so you can maximize your time and effort
- Nailing your targeting using tools like Audience Insights
- Importance of analyzing your data and making logical decisions
We`ve covered a lot, indeed and if you`re a little bit overwhelmed, it`s ok. But I hope I could shed some light on your Facebook marketing and get you to think like a top marketer.
Take this article as a road map to use every time you think about creating a new campaign on Facebook.
I`m pretty sure this will serve you well and will help you find the perfect coaching clients for your business.
It was my honor to give you these insights and please let me know in the comments how this was valuable to you.
I`d love to hear your thoughts.
Pedro is a former army soldier originally born in Portugal with the entrepreneurial bug and a passion for online advertising.
He`s the author of “All Leads Convert” and founder of PedroConverts, a global Facebook marketing agency that specializes in helping impact-driven coaches grow and scale faster.