What’s going on, guys? Today I’m bringing you Matt Malby to teach you guys how to target and work with local clients using Facebook.
Alright guys, now we’re gonna dive into Facebook, and we’re gonna see one, how to find local clients using Facebook ads and two, how to then market for those clients once you get them in using the same exact process.
Now, for this demonstration, I’m going to target local dentists and we’re going todo it in the Orlando area because that’s where I’m at.
So let’s go into Facebook and check out an ad account.
Alright, so when you go to your Facebook profile, you’re going to go to this top right corner, click the down arrow, and hit “manage ads,” and it’s going to take you to an ad account like this one.
Now when you get into your ads manager to actually run your ads on Facebook, this is what you’re gonna see: a nice blank ad account. All we’re gonna do here is we’re going to create a campaign that’s going to be targeting local dentists to show them that we can get them more clients, and then we’re going to use that same process to find clients for them once they are our clients.
So let’s go over and hit the create button, and we’ll name this campaign local marketing, I’m gonna say dash dentist. For the ad set name I’ll just put Orlando and we’ll go from there.
Alright, so we’re gonna keep the setup the way that it was, with conversion, and then when we go down we are going to hit edit, and we’re going to tell Facebook that we want leads.
So you’ll have a Facebook pixel set up. If you don’t have one, you can just create it. I’m just gonna grab any of these. It’s not really relevant for this. I’m just gonna type in “lead.”
So, what we’re doing here, is we’re telling Facebook that we want, let me get one that’s actually green. Alright. So we’re telling Facebook here that we want it to go out and find people that are going to become a lead, people that are going to put in their email, to call you, to complete some kind of registration form, something along those lines, and so, when you’re sending traffic to people’s websites, they are usually either going to want leads, people’s emails and stuff to contact them later and sell them something, or they want a purchase, and that would be the same process.
You just select purchase right here if they’re selling something. But for this, we’re trying to get people to get on the phone to call you, so we want ’em to be a lead. Alright, now, let’s go down to the daily budget. I’m going to go ahead and put this at 10 bucks because we’re going to be targeting a really small area, so you don’t need a lot of money to really start off with this.
Alright, so now let’s go down, and this is where we’re actually going to do our targeting. So right now I have it set to United States, male, female, 18+, but I want to target the Orlando area, and I’m gonna look for people that are business owners, that have to do with dentists.
I’m gonna go ahead and just type in Orlando. Alright, and it has a 50 mile, or it’s set to 25 mile radius, we can go all the way up to 50, and you can do this with whatever area you’re in.
Also, if you wanted to just do the zip code, let’s say you’re targeting a much smaller area, we can get rid of Orlando and just target this zip code. That’s really beneficial if you have a small area that you want to get a certain kind of clients in that are in that particular area, you can just use the zip code, or you can, you know, use the full, the city radius like we just saw.
Then if you want to be super sneaky, you can do stuff like, let’s say you know that there’s a dentist shop or whatever, office, in that area, you want to run them ads, you can just target that area, so you know that they’re seeing it all the time. These are the kind of cool little quirky things that you can do to really make sure that your ads get seen, and they are shown to the right people.
I’m gonna go back and just do the Orlando, 25 mile radius. Alright, cool. And now for the ages, 18 is too low, so I’m gonna go ahead and do like, we’ll just do 25+ because we are targeting, you know, the business owners and possibly the people that work there, so they could see it and talk to their boss about it, so there’s no need to go to 18+. It’s a bit too low.
Now also down here, for the targeting, we’re going to type in “small business owner.” Now even if the person hasn’t said that they’re a small business owner, Facebook still knows that they’re a small business owner just because of the way that they behave and they really live in their daily life because Facebook is so smart it just has that kind of data on people.
So we’re gonna go down to this one, the behaviors, and so, like I was just saying, these people didn’t say anywhere, or they probably did in some places, but it’s a behavior, so Facebook knows, based on their actions, that they are small business owners, and you can see that there’s 39,000,000 people in this audience in the whole United States, so we’re gonna use this as our basis and then we’re gonna put things on top of that.
Actually, let’s do it the other way. So I’m gonna put small business owners down here. Whoops. Yeah, okay, same one. Alright, so. What I’m doing here is I’m going to put all the dentist stuff up top and then I’m gonna put small business owner down at the bottom.
So it’s saying that anyone that’s interested in any kind of dentist stuff, but is also interested in, or is, a small business owner, then they’re gonna see these ads, and this’ll make sure that we only show them to the right people all the time.
Let’s just type in dentist, and we’ll see what we come up with. So dentist is a big one; 28,000,000 people that interest. We’ll do that. Now, since I have that in there, I’m gonna hit suggestions and it’s going to give me similar interests to dentists and dentistry.
So dentistry, perfect. We see that one was a job title, so dentist, job title, we can see it over here to the side, if it would stop moving on me. Alright, job title: dentist, 21,000. General dentist, we’re just gonna throw ’em all in there because we’re looking for dentists.
So let’s go dentists, orthodontists, white teeth, pediatric dentists, smile, toothbrushing, okay, associate dentists, so all these other things are kind of interests that we see that people could be related to or like that, you know, have to do with dentistry but we already really covered all the job titles and stuff like that, so this is perfect for what we’re doing.
This would be the same exact process if you’re looking for people that are lawyers, that own a coffee shop, that are gym owners, whatever it is, we’re looking for the kind of industry they’re in: dentistry, and then we’re layering it with the other interests of small business owners.
So that’s all we have set up for targeting, and now we’re gonna go down to placements, and we’re gonna go ahead and just leave this on auto.
Placements is when you tell Facebook where you want the ads to show up, so you either want it on desktop and mobile, if you just want it on Instagram feeds, or Instagram feeds, Facebook feeds, Instagram stories, stuff like that, but because we’re targeting the business owners, there is a good chance they’re probably gonna be on their computer, working throughout the day, so we’re actually gonna leave this on auto because we wanna hit both mobile and desktop users.
Now we’re gonna go and change this from value to conversions and we’ll go ahead and leave this at a seven day click or a one day view. So if anybody clicks your ad in seven days or views it in the last one day, and then they go and they fill out your lead form and they go and give your email and everything and they try to call you, then the ad is gonna show up that that person did that thing, so just go ahead and leave that at seven day click or one day view.
I should have mentioned this earlier, but going back up to the targeting, we can see that with all the dentists we’re targeting, all the people that are involved in that kind of stuff that are small business owners, there’s 1,900 in Orlando. That’s a lot.
Calm down. Alright. That’s multiple dentists’ offices, that’s probably the person that works at the front desk, the person that owns the business, all this kind of stuff, so those people are great to target and it’s good that we have 19 people, 1,900 people to go through, because you never know who’s gonna be seeing the ad, and it might not be the business owner; it might be the chick that’s working at the front desk but then she sees the ad and is like, “Hey, we need “help with marketing,” and then goes and talks to the owner, so it’s great that we have all of these different kind of interests in here to target those kinds of people.
So let’s keep scrolling down. That really is the full setup we have for this, so let’s go ahead and run back through it real quick.
We’ve got the ad set name. We’ll just do Orlando Dentists, and we have a lead pixel that’s gonna be firing whenever someone signs up to give us a call. We’re gonna set it to $10 a day and it’s gonna start today and it’s just gonna run forever.
Then, we’re gonna go down to the audiences and we’re targeting Orlando in a 25-mile radius around the city, then we’re doing male, female, ages 25+, and then of course we have all our dentists and small business owners, and then auto placements for desktop and mobile, and then this thing is looking for people that are going to click and, you know, get that thing done.
So that’s all we have set up for targeting, and that’s really it for that, and then this is the, you know, side of targeting, the actual person to get as a client, but you would do the same thing when you’re targeting people to actually get them clients, and so, you would really just remove all of these things, and you could just keep it in a 50 mile radius because realistically, everybody needs help, you know, with their teeth and stuff, so it’s a very general thing, so if you’re not targeting the business owners, when you go to phase two, and you’re targeting customers for them, we would just remove all this stuff and just target Orlando or zip codes in a certain area or radius to find those kinds of people.
We have all of our targeting set up. Let’s go down to the ad level. Hit this tab over here. Now we have the ad. So we’ll call this Dentist Ad One, and I’m gonna go and grab my page that I rarely use and so to run this stuff, you do need to have a business page made.
It takes, you know, 30 seconds to make one. This one’s a personal page that I run ads off or whatever, but whatever you want to name this, just name it your business name, or if you want to be extra extra sneaky, name it something like, you know, Orlando Dentist Solutions.
Whatever kind of person you’re targeting, you can make an actual Facebook page for that, so when they see it, it’s not just like you’re a local agency that is targeting anybody and is gonna work with anybody.
With this, you could actually make a page that’s specific to dentists in your area, so when they see it, they know that you specialize in dentists and you can be the one that really help them out because you’re not just, you know, looking for anybody, but in reality, you kind of are, but you could just make multiple pages and stuff if you want to get super granular with it.
You don’t have to; you could just have Orlando Marketing Solutions as your page and try to target everybody, but it is cool to make a page that actually is specific to the industry you’re targeting so that the people think that you are the real deal.
Let’s go down to our ad, and for this, all we’re gonna do is we’re gonna go find an image on Google, we’re gonna write some stuff about it, and we’re gonna get the people to read the text, and they’re gonna wanna call us based on that copy, the area that is in the text, and then we’re gonna put our website URL for them to actually contact us. So let’s go and find a image.
I’m just gonna click Google, and we’ll just type in “dentist.” Go to images, and so all of these are great images, but I want to go and, just to kind of be safe, I’m going to only look for images that are not copyrighted, that I can run as ads and not get sued for. Realistically, like, you can run any of these, and you’re probably not going to run into any issues, especially on a local level. I’ve kind of done this on like a national level, and run ads that were copyrighted and stuff.
I can’t recommend that, and I probably shouldn’t have been doing it, but if you do it, it’s kind of whatever. So, lets go to the setting, and if we want to make it so that we are only seeing ads that can be used anywhere, we’ll go to, okay, tools, usage rights, and then labeled for reuse, and so now any of the images we see, they have been labeled that they are not copyrighted, that you can go and use these images for whatever you’d like. So this one is looking good. I like that. Right now I’m looking for happy people at a dentist’s.
That could be a good one. Keep in mind that people go on social media to be, you know, happy and uplifted, so if you show something like that, that’s gross and dark and nasty, it’s probably one, not going to get approved by Facebook, and two, it’s not gonna get you the results you want, but stuff like this that’s, you know, nice and happy and clean, they’re both smiling, you feel happy just by looking at it, this is the kind of stuff you want to go for.
So this image is a winner for sure, and then looking back at the ones that weren’t copy, or that are copyrighted, that I probably shouldn’t be using, I really wanna use these two images too, so we’re just gonna do it. So let’s go grab those and I’m not gonna worry about this girl. We’ll grab this. Just gonna save it to my desktop. One. Ooh, that’s not the file type that I want.
Usually, when you’re uploading images and stuff, you’re going to want to change the dimensions on them, the image size and everything, but Facebook will do it automatically for you.
Okay, here we go. So I was looking for the JPEG of this, because it does have to be a JPEG file, and when I was trying to save this, this is their way of making it so you can’t do it. It was trying to save it as some kind of web file, but I know how to get around this kind of stuff, so I now have the image here. So here’s the actual JPEG, and I can upload this as an ad, no problem. Ooh, or can I? It’s hitting me with that file again. Let’s see. So I’m gonna save it as that.
Alright, so I just right clicked it and saved it, and instead of that webip whatever file, I did all files, and just typed in .jpg, and it saved it as a JPEG so that now I can actually use it, and we see this one had an issue as well. Where’s that?
Let’s go to rename this. So I can see at the end, I was looking for that .jpg, and they have an exclamation point and a d in there, so get rid of those. Yes. Alright, cool. Now that one works. And then let’s get one more image. This one.
This one looks really cool. It’s a JPEG, cool. Good to go. Alright, so now we have three images we’re gonna use as ads. We’re gonna write the same copy and stuff for them. We’re just gonna see which image gets the most clicks, because when people look at ads, the first thing they do is see the image, and then the read the headline, and then the read the copy up top.
So you wanna have an image that is captivating, like this, that looks really good, that makes them stop and read, that is also relevant to the topic, and this is as relevant as it gets.
Let’s go back to the ad account, and I’ll select image, upload, go to my desktop, and we’ll grab this one. Alright, now let’s make up some copy. Let’s see, what do I want to say for this? “Having trouble filling your waiting room?” Let’s see, what do I want to say here?
I want to call out the fact that, you know, they need traffic, they need help getting people in the front door, and I want to start off with a question, and so that’s why I have this saying, “Having trouble filling your waiting room?” You may think… Let’s see, hmm. Alright, let’s see. So, “Having trouble filling your waiting room?” Let’s see. “Finding local…” We’ll say “New local business…” “Business can often be difficult.” Alright, so, I’m going to say, “Having trouble filling your waiting room? “Finding new local business can be difficult without “the right tools. “We often think that the problem lies with our location…” I wanna say something and then our services. “We often think that the problem lies with our location, “or maybe even the services that we offer, “when in reality, the problem lies “with our lack of marketing. “In today’s world, it is very difficult for businesses “to survive by simply using the marketing tactics “that we all grew up on. “In today’s world, it is very difficult for businesses “to survive by simply using the marketing tactics “that we all grew up on.” “Without using social media marketing to our advantage, “we can quickly be replaced by those who are willing “to capitalize on these new channels.” Let’s see. “Without using social media marketing to our advantage, “we can quickly be replaced by those who are willing “to capitalize on these new channels.” Now, a point that I wanna make here with this copy is that if you are aggressively talking about you, if you’re like, “Hey, is your business failing, do you need help, “you can’t make any more money,” blah, blah, blah, Facebook doesn’t like that, and they don’t like it if you call out someone’s characteristics and you make it seem too personalized, so that’s why I’m using a lot of “we”s and “our”s in here, so that I’m essentially talking about myself or businesses as a whole, and I’m not singling that person out, and so these are, you know, tiny little things that you don’t think about, but this is stuff that Facebook definitely thinks about, and so, try to, you know, tell a story, and address the issue but don’t do it in a way that you’re directly attacking the person. Like, the line that I have on top, “Having trouble filling “your waiting room?” It’s a soft ask, and also it’s kind of vague on purpose because I don’t want to directly call the people out too much because of Facebook. So, alright, let’s back into this. So, “Without using social media marketing to our advantage, “we can quickly be replaced by those who are willing “to capitalize on these new channels.” So, what I’m saying here is that either they should start advertising through social media or they’re going to get left in the dust, and a lot of the people that you’re going to be talking to that are business owners are going to be older, and they are like, kind of, you know, scared of the internet and stuff, and as silly as that sounds, I actually, I went to a dentist like last year, and I almost ended up doing his Facebook ads to, in exchange for him removing my wisdom teeth, and it was gonna be like a couple grand to get it removed, and I was like, “What if I just run your “ads for you?” He’s like, “Yeah, that’s fine,” and everything, you know, was gonna go great, and then he decided that he didn’t trust that he had to put his credit card on Facebook to pay for the ads and he backed out of the whole thing, and this guy’s a, you know, he owns a business that at least does, you know, maybe 500,000 a year, and this guy was literally scared to use Facebook to advertise, so keep that in mind who you’re talking to.
You are going to be talking to an older demographic when you’re trying to sell these people, and, you know, they kind of need to be coddled a little bit because they are so scared of the internet, and you know, technology and stuff.
So, this is a good way, in this line, that we’re, you know, addressing the fact that they are going to be left behind if they don’t use social media marketing, and now here’s where we come in and say, “Don’t worry, we’re gonna do it “for you.” Alright, so, “Without using social media marketing “to our advantage, we can quickly be replaced by those “who are willing to capitalize on those new channels.”
I’ll say “This is exactly why we specialize “in social… “In providing high-quality social media marketing “for local businesses.” “This is exactly why we specialize in providing high-quality “social media marketing for local businesses. “We know that your time is better spent servicing “your customers and growing your business.” Let’s see. “This is exactly why we specialize in providing “high-quality social media marketing for local businesses. “We know that your time is better spent servicing “your customers and growing your business “than learning the new way…” Make sure to really.. “New way to advertise. “We know that your time is better spent servicing “your customers and growing your business “than learning the new ways to advertise.” “Let us find you new… “let us find you… “those new customers so that you can focus on doing “the important things. “The important things that you love.” Bam! Alright. “Let us find you those new customers so that you can focus “on doing the important things that you love. “If you would like help advertising on the world’s largest “social media platforms without having to lift a finger… “finger, we’d love to chat. “Simply click the link below to schedule… “consultation?” “Consultation. “Consultation. “See how much more your business can grow “with new customers.”
Then I would drop the link right here. Insert link here, and that link would, of course, be your website, and now, keep in mind that when you are doing these ads, you’re going to have to send them somewhere so you’re gonna wanna send them to your website, and if you don’t have a website, I would suggest just getting like Wix or something like that that you can just go and get a template and just slap it up really easily, swap some images out, do that whole thing, and on top of that, you could actually do that as a service, and it’s pretty crazy, but my mom actually does this, and she taught herself how to do it, and just makes, you know, $10 a month of Wix websites and then charges someone a couple hundred dollars a month to make the website for them and to run it, when in reality, it is just a pretty theme that was set up in like 10 minutes.
So, if you don’t have a website, I highly recommend using something like Wix that’s really easy to build, and then if you also want to take it to the next level, offer that as a service.
If there’s a local business that you see that you wanna run their ads, and they have a terrible website, you can be like, “Hey, do you guys also, you know, “we have a full website package that we do your website “and your marketing,” add a couple hundred bucks or a thousand dollars on there, and, you know, be their I.T. department, when in reality you’re just using a website template because no one really knows anything, and even at a high level, I see companies that do a couple million a year, that they, they’ll pay someone 20 grand for a website, and they don’t realize it’s a freaking template that the person bought for a hundred bucks, and it doesn’t matter what level you’re at when it comes to this kind of business stuff, there’s always going to be services that you can provide that they are more than happy to purchase, that they have no idea they wanted in the first place, and they may seem crazy to the person you’re offering it to, but to you it’s just a couple clicks, like this.
So it’s cool to keep all these things in mind, because you can really do a lot of stuff with this. You could figure out how to do this well for dentists, and then move on to chiropractors, and then, you know, coffee shops, gyms, whatever local businesses. All of this is just a system and a framework that you can use, and I noticed this copy, that I didn’t say anything about dentists.
Yeah, maybe “waiting room,” but all of this, you can swap out, and you could use this copy as an actual template to just apply to whatever business you want to apply it to, and any niche. So, that’s it for that. We’ll just put a, we’ll just say whatever, google.com. So this is where your website URL would go, and then for the headline, it’s the last thing we’re gonna do. We’ll say, “Get New Local Customers With Social Media Marketing.” Notice I keep saying “social media marketing,” because I feel like it has a nicer ring to it to older folk than just saying, you know, “We’ll run your ads for you,” ’cause they’re like, “Pfft, run an ad? “What does that mean?” So, social media marketing is a bit nicer of a term for these kinds of people. So we have that, “Get New Local Customers With Social Media Marketing,” we could even say, um… “Let us get you…” Cool.
Alright, let’s do that, and then for the newsfeed link description, you don’t have to put something in here, but if you’re viewing this on like a desktop, it will show up in little text at the bottom. You don’t really see it on mobile, but I could just say, “Call us today for a free consultation.” I like putting periods after, or, exclamation points after everything as you can see. Alright, “Call us for a free consultation,” and then if I wanted to, I could change this button down here in the bottom right. I could either remove it, so that this fills up more of the screen, but the button actually does work, so I’ll change it to a “Contact Us,” so that they know that they’re going to contact you, and yeah, so we have, ooh, I just noticed that “you” is messed up. Bam. Alright, so here we have, this is our first ad, we have our base copy set up, and then all we would have to do, is you would just put in your custom link here, and your link here, and you’re good to go, and now let’s go ahead and just get those other two ads made as well, so I’m just going to duplicate, just go up to here, actually, I’ll hit the duplicate button, and I’m gonna leave all these the same. It’s asking where I want this thing to be duplicated. Same place, I just want two of them. Alright. Now we’ll go up here, I’ll change its name to Dentist Ad 2. Change image. And I’ll grab this crazy one. Done.
And now, number three. Bam. That one’s done, so, cool, that’s it. We have all of our ads created. Got our ad number one here, number two, and number three. So because these were exact duplicates, it’s an exact duplicate, so everything stays exactly the same, as long as our links and stuff work, these are good to go, and as long as we have a credit card on file, and, you know, on the ad account, and all this stuff, I just hit publish, and they’re good to go. That’s it.
So guys, we just went and made our ads to target local clients, and like I said earlier in the video, if we were now targeting on behalf of those clients, it would be the same exact process, we’re just not going to be targeting any kind of actual interests, or real targeting.
We’re just gonna say, whatever city, your zip code you’re in, with that mile radius around it, and you’re just gonna find people, and this really works well for all kind of local businesses. I know tons of guys that have local gyms that do really well and all of their advertising is just a couple miles around their gym location, and so, when you’re actually finding clients for these people, it’s even easier than actually finding the clients in the first place, but as you saw, that’s not really difficult anyway. You saw that it was just a few clicks to set that stuff up.
It took me longer to write the copy than it did to make anything else, and all you would do is run these ads, see if people are clicking on them, if people are calling you, if they’re not, there’s just something you’ve gotta change about the ad. Maybe it’s the image, maybe it’s the copy that I wrote, wasn’t convincing enough, but that’s all you’re doing, is making new ads, trying stuff out, until people call you, and then you actually get on the phone and close them.
That is it. I wish you the best of luck in trying this stuff out, and it is really a huge, huge potential here if you could figure this stuff out and do it, because there is a load of local businesses out there that really do need social media marketing, and they just don’t know how to do it.
They don’t know who to ask, and you now are going to be that person that they come to for guidance, and of course, they’re going to pay you handsomely to do it.
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