If you’re a Facebook user, but not entirely ‘sold’ on the idea of running your business online, and want to work with clients in person, you may be wondering if it would be worthwhile investing in Facebook advertising at all?

Is it possible to use Facebook advertising to convert online ad clickers into offline coaching clients.

The chances are, you will have seen some ‘high profile coaches’ offering a free initial coaching call via a Facebook advert – a strategy that works well for them in attracting new coaching clients.

And having seen the experts use this strategy, you might be considering following their example?

The thing is, social marketing converts best with people who already know you; connections who have gone through their internal meet, like, know, and trust evaluation of you.

So when they see the right offer, they will be eager to be your customer.

As marketers, our job is to give your followers the information they need to conduct their evaluation, regularly and consistently. Through what we post online, we should be demonstrating the traits that will enable them to get to know and like you, recognise you as the expert who can help them, and demonstrate that you can be trusted to deliver on your promise.

You do this by making sure you apply the 8 steps of the Social Marketing Profits Blueprint™ regularly and consistently.

But therein lies the issue with using Facebook ads to immediately convert connections into an offline action taker.

Here’s why…

Depending on the size of your existing Facebook following, and the type of ads you run, the majority of people you get your ad in front of will be cold – as in, they won’t have any past knowledge of you.

They won’t have even begun to evaluate whether they know and like you, let alone trust you.

Now, when you see high profile coaches offering a free call via Facebook ads, they will be targeting their ads to people who are already connected to them, as well as cold traffic.

But the fact that they are already ‘high profile’ means that they will have a decent sized fan base already. So proportionally, more people who see the ad in their newsfeed will know the coach.

Think of it like this; you see an ad in your newsfeed offering you a free coaching or strategy call. You don’t know the person who is offering the call, so you’ve no idea whether they’re going to give value, or pitch at you. Are they even an expert?

You see this ad; it’s got no likes or comments, you click through to the page and they’ve got a few hundred likes.

You might like their Facebook page to give yourself time to evaluate them, but the chances of you booking that free call are slim to none.

They’ve paid for your click, but there was no real way for them to get an ROI on that spend. Remember, Facebook page likes have a value to your business of £0.

Compare the first scenario to seeing an ad in your newsfeed, from someone else that you have never come across before. Yet this ad has 100 comments; most of which are people raving about the person, and talking about how much value they got from their free call.

You click through to their page and they’ve got 50k likes.

The chances you’d book with the 2nd person are high.

Facebook advertising can attract offline coaching clients with the right strategy

So the answer to the question “is it possible to use Facebook advertising to convert online ad clickers into offline coaching clients?” is YES.

But only if you understand that unless you have a large following, Facebook ads should be used to generate a financial ROI in the long term… not immediately.

Begin with a Facebook ads campaign that attracts new opt ins for your Lead Magnet, and new page likers to build your Facebook and email community. Start and participate in conversations with your community to build connections,

Then nurture your new community with great content and value, giving them lots of value packed reasons to visit your website.

Send emails to your opted in leads regularly, at least weekly. Share even more value, but remember the 75%/25% ratio. Part of verifying you’re the expert is letting your community know how they can invest in working with you.

But before you start with Facebook advertising, install the Facebook remarketing pixel on your website. 

Now, later down the line, you can promote your strategy calls to people who have already got to know, like, and trust you (by uploading your email list as a custom audience, and to the people who were tracked by the remarketing pixel as your website visitors)

Who because they already know, like, and trust you, and recognise you’re the expert that they need, will be clamouring to book your free strategy call!

Even though you might see yourself as an offline business, as soon as you start advertising online, you must have a way of converting your ad clickers into committed prospects online.

Then by applying the 8 steps of the Social Marketing Profits Blueprint™, you can gently guide them across the bridge that leads from the online across to the offline.

Veronica Pullen

Veronica Pullen

The Mile-Deep Marketing Queen at Apples to Oranges Ltd
Veronica Pullen, AKA The MIle-Deep Marketing Queen helps coaches, trainers, consultants, mentors, experts, speakers, and therapists to attract your ideal, like-minded clients from your 'Mile-Deep' Facebook marketing, networking, group challenges, and ads.
Veronica Pullen
Veronica Pullen
Veronica Pullen