How to Choose Your Target Market and Then Find it on Facebook
To build a solid foundation for your practice, you must identify your target market. Do not worry about leaving someone out. Mandy Porta for Inc Magazine says it well: “Targeting a specific market does not mean that you are excluding people who do not fit your criteria. Rather, target marketing allows you to focus your marketing dollars and brand message on a specific market… This is a much more affordable, efficient, and effective way to reach potential clients and generate business.”
Identify your target market
- Explore your existing patient base – who are they and why do they come to see you?
- Check out your competition – who are their customers? Try not to go after the same group.
- Analyze your service offerings – create a list of your services and the benefits of each. Then make a list of the people who have a need for those services
- Choose specific demographics – consider age, location, gender, income level, education level, marital or family status, and occupation
- Consider psychographics – include personality traits, attitudes, values, interests, and hobbies
Once you have gone through the 5 items above and identified your target market, it is time for reflection. As you reflect on your choice, ask yourself these questions:
- Are there enough people who fit my criteria?
- Will my target market really benefit from my services?
- Will they see a need for them?
- Do I understand what drives my target market to make decisions?
- Will they pay for my services?
- Can I reach them with my message?
- Do I like them?
To further refine your target market selection and to make sure it is correct for you, reach out to groups of potential patients to get a more realistic picture of them. You can conduct surveys, do person-on-the-street type interviews, or organize small focus groups. And while it may seem odd to determine whether or not you LIKE the target market you have chosen, it is important. In general, if you like those you serve, you’ll serve them well. And the better you serve them, the better your chance for referrals!
Find them on Facebook
Getting started with Facebook ad campaigns is all about understanding the platform and utilizing the features. This example will take you through setting up an ad campaign to find potential patients near your practice.
First you’ll need to create a Facebook page for your practice. This can be a useful tool to help you keep in touch and develop a relationship with your existing patients.
Next, click the Facebook logo in the upper left corner and locate “Create Ad” in the menu on the left.
Choose an objective for your ad. The options are grouped into Awareness, Consideration, and Conversion. To get people to come to your practice, you might consider Awareness and the objective of “reach people near your business” or Conversion and “Get people to claim your offer”. The following steps will be for the objective of reaching people near your business.
Next, name your campaign. Then you will select Create an Ad Account. Select Continue to confirm the time zone information.
Once your account is created you will set the ad to link to the page you created for your practice and then set your audience. You will see a map on the screen with a shaded circle. You have the option to drag the map around to set your target, or you can type an address and set the radius you would like to cover. Next, choose the age range of your target audience and the gender. If you want to reach men and women, you can set the field to “All.”
The next section is Placements. Both Mobile News Feed and Desktop News Feed will automatically be checked. Under Mobile Devices, it should show All Mobile Devices. Leave these options as is.
Now it is time to set your Budget & Schedule. There are two budget options: daily and lifetime. The daily budget is the maximum amount you will spend per day in a given time period. If you choose lifetime, it will be the total amount you spend during the length of time you are running the ad. After you set your budget, you can set your schedule. The ad can run continuously or you can set dates. You can further customize this by specific hours and days of the week. There is also a spot where you can name your ad.
It’s time to format your ad. You can choose to have a single image or video in your ad, or up to five images in one ad. Besides a single image or video, you will also have the option to choose between 3 and 7 images to create a slideshow that will play as a video.
The Text section is up next and there are 5 basic parts: Facebook business page link, tagline, headline for the ad, a link to direct viewer of the ad, and call to action. Need help coming up with a headline? Here are 55 ways to write one http://coschedule.com/blog/write-a-headline/. There are five calls to action to choose from: Like Page (your Facebook business page), Call Now, Get Directions, Learn More, and Send a Message. After you choose what you want viewers of your ad to do, it is time to pay.
Choosing a target market and finding them using Facebook ads can be a great way to build your practice. It’s not only cost-effective, the process is fairly simple. So, grab a pen and paper and get started!