This is where we give an overview of the marketing system. A system diagram showing funnels would be a good way to explain the system.
The first step is to get in front of people. There are two ways to do that:
- reach out to an existing network of people through a direct invitation
- use an advertising system, in this case, Meta products (Facebook and Instagram)
The system uses surveys to entice the person to enter the marketing funnel. This is used because people love to take surveys (assessments), especially if they think they may have an issue with their health. To get their results from the survey, they must provide their email address. This allows us to drip emails to them about the benefits of Braincore.
The final part of the system is the Call To Action (CTA). This is what you want them to do if they are interested in starting Braincore with your practice. The call to action may take whatever form you wish:
- call to learn more or schedule an appointment
- go to your website to learn more about your practice
- go to your contact page where you can get the information you need to start the conversation
- go to your online scheduling system to schedule an appointment.
Marketing Summary
This is where we can put some high level stats about the marketing program such as:
- How many people have taken the surveys
- How many were invited vs. how many found the survey
- How many became clients (if we can figure out a good way to track that)
Email & Contact
Brand your emails within the signature and decide how survey participants will contact you.
The system sends several different emails during the marketing campaign. You should personalize the bottom (signature) of those emails. This may include your logo, office hours, contact information, and all the services you provide.
configure your email signature
After a person takes the survey, the system will present a Call-To-Action (CTA) to the user. This is a button they can click to take the next step with your practice. What is the desired outcome if someone is interested in BrainCore? Would you like them to call you, go to your website to learn about your practice, fill out a form on your website, schedule an appointment with your online scheduler. This is where you can configure your CTA.
Configure your Meta Pixel
Facebook Marketing with Ad Spend
Advertising on Facebook & Instagram is a great way to reach a larger audience and grow your business. The two ways that ads can be created within Facebook are boosting posts and creating ads in the ads manager. Both options utilize an ad budget.
Difference Between Boosting A Post & Facebook Ads
Boosting a Post
A boosted post refers to a post that already exists on your Facebook page. By using the “boost” feature, you are able to turn that post into an ad.
Pros
- Helps your posts reach more people
- Makes it easier for you to reach your audience
- Fast and easy to set-up
- Simple learning curve
- Can place ad on both Facebook & Instagram from a Facebook boosted post, as well as Messenger
- Options provided for varying order of images for best deliverability
- Post content cannot be edited after the ad is created
- Cannot include additional text options for ad – what is in the post content is what it will be
- Not as many goal options
Facebook Ads
Facebook ads are built within the Ads Manager and provide a variety of options for creating content, ad placements, strategies for when & where ads will be triggered, A/B ads, and more.
Pros
- Robust interface for ad creation & strategies
- Thorough analtyics
- Various options for ad content, utms and more
- Various placements for ads
- Various options for deliverability, targeting and more
- Steep learning curve
- Time-consuming setup
Facebook ads keep advertising costs low while still reaching more people who haven’t seen your page before, making them the best option for business owners who want to see their money going toward posts with better performance rates.
Do you have a personal Facebook account?
Does your business have a Facebook page?
Does your business have a business manager account?
Does your business have an ad account?
Does your business have an Instagram account?
Does your business have a Facebook Pixel?
What should I do next?
Configure the Email Footer
Configure your Call To Action (CTA)
