- Posted by Nigel Edelshain
- On January 13, 2016
- Social media
Facebook is a powerful tool for reaching current and prospective patients, but each update to the news feed algorithm makes it a little bit harder to do so organically. Facebook ad spending surged in 2015 as a result, and it’s sure to grow even more in 2016.
If you don’t optimize your ads, you’re going to spend a lot of money showing them to the wrong people. Choosing the right content to promote and carefully selecting an audience is the key to achieving your campaign goals and maximizing the value of your ad dollars.
1. Promote the right content
Healthcare marketing is all about storytelling. Ads in the sidebar can be effective, but promoted posts are the real opportunity for hospitals and health systems.
Whether they take the form of photos, videos, or links, promoted posts let you take your best stories and put them in front of your ideal audience to drive visitors to your website or blog and connect with them so that they sign up for your email list, share your content with their friends, or even make an appointment.
2. Find interests to target for each piece of content
Facebook’s ad targeting is incredibly powerful, letting you select an audience based on everything from gender and location to education and family or relationship status. It even lets you target interests based on the pages people like, the content they read or view, and the links they share.
Targeting interests when you build an audience can help your content connect with readers by ensuring that it’s seen by those who are most likely to engage with it. That could be promoting a blog post about yoga techniques to health and wellness enthusiasts or one about caffeine intake to people who have liked Starbucks.
3. Get creative with demographics
Facebook’s demographic targeting lets you get extremely detailed about your ideal readers. It doesn’t just let you target moms—it lets you target new moms, working moms, stay-at-home moms, fit moms, green moms, and more than a dozen others so that your blog post about healthy school lunches reaches moms of elementary-aged kids and not moms of toddlers or teenagers.
4. Retarget website visitors
No matter how good your conversion rate is, most visitors don’t convert the first time they visit your website. By tracking those who visit without taking action, you can display ads to them in their news feed and bring them back a second, third, or fourth time and make it more likely that they contact someone for more information or make an appointment. You can get creative with these, too—like showing an announcement about cancer screening to people who’ve read relevant pages on your site.
5. Combine retargeting with lookalike audiences
You don’t have to stop with the people who’ve been to your website already. Lookalike audiences let you target users with similar demographics, interests, and behaviors who are likely to engage with the same content. Once you’ve created a lookalike audience, you can use all the above targeting options to perfect it.