In this article, we’re going to tell you about some really cool campaigns. There is one specific campaign that doctors must run. This works for any type of doctors, surgeons, chiropractors, dentists, orthodontist, orthopedic surgeons, etc. We will focus on Facebook campaigns and help you design the correct method of reaching to your patients. Here we go –
Facebook Marketing Campaigns
The important thing to understand when you’re a doctor or a chiropractor or a surgeon is that when you’re trying to appeal to clients, you have to understand what their needs and their issues are. You should learn to pull at their emotions. Emotional triggers are what get people to take advantage of an offer or a deal. It doesn’t even have to necessarily be a deal that could just be a free consultation for thirty minutes or whatsoever.
But we have to build them up to get to that consultation part or to get to that period where they feel like they need you unless it’s something that is decided last minute where it’s not really planned. For example, plastic surgery is definitely planned that’s something that your prospective patients look around for and try to decide if they even want to go for it. A chiropractor is definitely something needed over time as their pain gets worse and worse. So you can walk them through a content series based on that. But if you’re talking about someone who gets a cold and you’re trying to get people to sign up for like flu shots or something like that. It’s a little bit different so you need to be aware of the type of approach or the type of service or product that you’re offering.
How do you plan to drag those people in
We split the plan into four small parts. The first part is a 2-3 minute video.
And what this video contains is the important thing because this is going to get that cold audience to engage. This is where you want to build awareness about your practice. For example, back pain causes more problems later in life, if you’re targeting people who have joint pain or back pain on Facebook; you’re targeting people who have those issues already. By educating them and letting them know by building awareness around a specific pain or a thing, that could lower their pain in the future would be a great way to start a campaign to build engagement and get them engaged followed by other content later on. And another thing is to try and trigger an emotion.
This is where most people kind of say and believe, that it is unethical for you to try and go after. But in case you’re dealing a plastic surgeon, many times they’re doing things to correct the way people look, so you’re trying to appeal to them by the way they look, as everyone wants to look good. What you could do is build a campaign in 2-3 minutes video and talk about maybe how much more confidence some of your clients received when they went through this process.
And how they instantly started feeling better about themselves, they were able to wake up in the morning and feel happy and all, this is what attracts people into this ad. Although it may seem unethical, you’re appealing to their strong emotions. You have a very high chance of success as long as you build the campaign properly and get things out of their self-image issues for example, again with the chiropractor making you feel better, or living a better lifestyle with the help of an orthopedic surgeon, or orthodontist again looking better with straight, pretty teeth.
All dentists have a great chance for starting these campaigns off with that emotional trigger. And again with any type of Facebook ads. Whatever you’re running you should be running that has some emotional trigger or just a trigger in general that gets them to click on that. That’s the most important thing.
How To Target The Audience
After this first small video, what we’re going to do is reach the target people who watched about 50% of that video. Why 50% why not 25%? Well, because we don’t want the people who are not really interested in the service, we’re targeting a cold audience here by showing them the things they’ve never seen before. If they have only watched 25% which shows that they are not that interested. But if you get 50%, that’s pretty interested in someone who is in cold traffic and never seen your work before. We’re going to take that 50% audience and now we will show them a second video.
In the second video, we’re going to provide more value. We can relate back to the message, you sent in the first video or it can go into another tip or another type of emotional poll that says “hey did this about this specific topic” or “did that if you didn’t brush your teeth 20 times a day or you would lose all of your teeth by the time you’re 12” whatever it is. But make it interesting, make it something that pulls at their emotional triggers. In case you didn’t know there are seven different kinds of emotional triggers or emotional pulls that you can use to get people to engage with a brain.
After we send this second video there, which is 1-2 minutes long. We’re actually going to move down and are going to send them a third video. This video is more valued, we will get into more video, we will send them another one to two-minute video. Now, this video will be a little different, most probably it’s going to be a customer review. If you start it off with customers saying “how it made them feel better” that would be more focused on the brand.
This video is more of the straight-up, sit down with a customer, making them do a testimonial, having them talk with the business owner, some more formals of a testimonial which they could do it on their phones. But we’re sending the customers testimonials, you do it in a carousel type and that’s what we recommend or a slideshow type ad. But you’re gonna do customer testimonials in this ad to give them a reason to trust you.
We’re going to give them even more reason to trust you because you have customers that love your product or service by moving them down and again from the second ad. Sending them the third item to the people who watched at least 25% of the second video. The reason being, we’ve already qualified them a little more upfront by making them watch 50% to move on to make them watch this video. We don’t have to go as narrow, because we know they’re still generally interested.
Or you could reach the target at least two, maybe three times with that same video to see, if they do eventually pick up into the 50% range. Because someone goes past a video once, and they only watch 10%. That means, that if they don’t, the second time they’re not going to watch it up to 50%. You should be retargeting and getting audiences based on people, who have engaged with you in lesser number and retargeting the ad again to them that makes sense. Now that we’ve done the review ads down, what’s the next step, what we’re going to move on to lead our ad number four, which is a lead generation ad.
Starting off basically with the people who watched 25% of this third video. We’re going to move into this video where it is going to be more about sales, more call to action messages focus like, stop waiting you don’t need to be in pain, you don’t need to feel that way about yourself anymore everyone deserves to live a happy life all you need to do is to click on the link below. It’ll send us a message to our Facebook page and we can set up your free consultation.
We send them to a landing page where you collect their information there and then you shoot them off an email with a promo code for that consultation to get some kind of engagement and involvement with our brand. Another thing that we do as a lead generation ad if you haven’t seen the Facebook lead gen ads, they’re very great for getting engagements and conversion. Because it stays on Facebook doesn’t migrate it anywhere else. Then we pop up a legion ad – for them to submit their information. Facebook will also automatically populate their information as you know that person’s information already because they’re logged into Facebook.