In 31 days, Jabz Boxing Studio has generated 427 unique leads.
It’s not a pipe dream. There are some supporting elements, including:
- Offer
- Ad campaigns
- Targeting
- Budget
- Landing page
In today’s post, we will discuss each element, so you can learn how to create a personally customised Facebook campaign for your business. Let’s start with:
Making an Offer
As a fitness studio, it’s always best to intrigue people and get them through your door with an awesome offer. So, to catch the attention of the target audience when scrolling through their newsfeeds, they promoted two different offers for two different studio locations (Scottsdale, AZ and Tempe, AZ):
- one free week trial
one unlimited month for $34
What’s great about Facebook advertising is that you can constantly optimise your campaign to generate the best results. In this case, they were able to optimise each offer for the location from which it got the highest ROI.
First, they tested both offers at each location to see which would respond to best. Within the first 6 days, the kickboxing studio’s Tempe location generated 47 unique leads with the offer of one month for $34.
However, there were only 8 unique leads to the Tempe location for the one free week. So they adjusted the campaign to spend more marketing dollars on the $34 offer for our client’s Tempe location. The one free week did much better with their Scottsdale location, resulting in 34 unique leads in only 6 days.
So when customers are initially deciding on an offer to invest in for Facebook advertising, choose a promotion that’s already been proven to work for your studio outside of your paid efforts. A free class or free week tend to do really well. Then, once the deal is decided on, it’s time to create the ad campaign.
Let’s first address a question that’s always heavy on local business owners’ minds:
Why not Groupon?
Why is it so beneficial to promote these fitness offers through Facebook rather than any other deal site like Groupon, Living Social, etc? There are three big reasons:
- It’s not financially savvy to advertise on Groupon. They charge a 2.5% fee to the merchant for any Groupons purchased, and get a 50% cut of the revenue from each coupon.
- Groupon and Living Social don’t allow you to target your audience as niche as Facebook does (gender, age, interests, income, and so on).
- Deal sites have such high competition that they actually have started to focus on larger businesses, franchises, and corporations. This has pushed the local companies to the bottom. With Facebook, anyone can advertise and reach their audience.
Building The Facebook Ad
The kickboxing studio’s Facebook ads were built to promote the two different offers in a simple, strategic, and intriguing way. Since the goal was to get more people to join and become members, the IT team used a CTA button that said “Sign Up.” The title of the ads were the actual offers themselves. This way when someone scrolled in their newsfeed and saw the ad, the promotion was clear.
One of the best aspects of these ads is the fact that the photos came directly from the client. Talking about refrain yourself from stock images here. For local businesses, use images directly from the location specifically for the Facebook ads. This gave prospects a taste of what to expect at the studio before they even visited or opted in.
Within the first 31 days, these ads got a total of 4,608 clicks, which resulted in 427 unique leads. The cost per click to generate those leads was $0.25.
What made these ads so “clickable”?
- The deal stands out: it’s in the title of the ad and overlaid on the image as well
- The CTA is simple and asks that people “sign up” in order to redeem the offer
- The image was taken at the local fitness studio’s location and is 100% unique to their brand (not stock)
- The audience targeting was niche, which brings us to…
Set Up Audience Targeting
Local businesses should have a reach of at least 40,000 for their Facebook ads.
Jabz Kickboxing Studio has a potential reach of 130,000 people. Thus, they set the audience location to their physical address with a 12 mile radius. This was to ensure that people who were about 20 minutes away from studio didn’t get shown the ad — because they would be less likely to opt-in.
Since this is a boutique studio specifically for women, they narrowed the gender to include females between 26 – 65+. It’s important to remember that you want your targeting to be niche, but not too niche. That’s why the minimum reach of 40,000 people is crucial.
If a local business sets up targeting that’s too limited or specific, not enough of the right people will see the ad which limits the potential for more conversions.
Set Your Budget
The minimum a company can spend per day on their Facebook ad is $5. But even still, this doesn’t guarantee best results.
To bring high quality leads, they set a minimum of at least $10/day. Keep in mind, the campaign can be paused at any time. So if there’s too much of an influx of leads (which is a great problem to have), the campaign can be stopped.
Same goes with the opposite issue. If there’s not enough being spent, but the right people are seeing the ads and opting in, you can increase the budget to reach more of those ideal clients at any time. Over 31 days, the kickboxing studio spent a total of $52/day for their two locations.
So to break that down, the cost per standard ad for a day was $26 per location, which was $13 per ad set (4 total) to generate the 427 leads over the month, this results in a $2.94 cost per lead.
Create the Landing Page
Once someone clicked on the kickboxing studio’s Facebook ad, they were taken to a landing page for that offer — either the free week or unlimited month.
There were several elements and features on the landing page that encouraged users to convert:
Video
The IT team added a video section, which showcases:
- Their studio
- The offer
- The overall kickboxing experience
CRM
One of the great things about LeadPages is that it syncs with several different Customer Relationship Management systems (CRMs). Depending on the CRM you can also organize all of these leads with tags. This allows local businesses to segment their prospects based on offers they’re interested in, location, etc.
Countdown Timer
On the thank you page (once someone redeemed the one free week or unlimited month), a countdown timer and additional bonus offer are included. However, they had to call within a specific time frame to redeem the bonus offer. This strategy got prospects on the phone with the kickboxing studio twice as fast; countdown timers add a great sense of urgency here.
In order to bring in tons of leads, there’s a lot that goes into a strong Facebook campaign. Facebook has become the #1 place for local businesses to get in front of their audience. When it’s done the right way, companies are looking at hundreds of leads per month.