Navigating Facebook Ads: A Journey from Struggle to Success

When we started our dietetic practice back in 2015, money was tight. We’d just moved the family 600km to the coast, had mortgage payments and a young family. Every cent we invested in marketing needed a return, otherwise we may have sunk rather than swam. There were multiple marketing strategies available to us, but all seemed like a gamble. We could do newspaper or radio ads, but was this our market? Tracking return on ad spend was challenging. We could sponsor local events, but this was often the least economical marketing strategy. We did meet regularly with our referring partners, and put on lunches, but this mostly grew our bulk billed caseload. Yes, this paid the bills, but it provided the least return for the amount of effort invested in it. It was the private paying clients we wanted to attract; Enter Facebook ads.

For anyone who has dabbled in social media marketing, you’ll appreciate the effort required to understand the algorithms, campaigns and strategies needed to make it a success. Facebook and Instagram (Meta) ads were still very much a gamble, albeit, a slightly different gamble. Meta marketing was like gambling but you have access to the bookies playbook. The risks you take when investing in Meta Ads are much more calculated. We loved that we could make data-driven decisions and then increase our ad spend, to increase our returns. We were finally betting with the blindfold off.

My business partner and wife, Stacey, emerged herself into the world of Facebook ads. When it come to Facebook Ads, Stace took every course, attended every seminar and joined every group imaginable. All of this learning played a pivotal role in growing our dietetic practice. We were spending big on Facebooks ads and getting amazing results. This caught the attention of Meta who got in touch and gave Stace a contact on the inside. This was back in the day when Facebook support was virtually non-existent. So much so, that Stace has since been to exclusive invite-only events at Meta Headquarters. Since selling our dietetic business, Stace has since established a successful consulting business, Stacey Hughes Co., serving clients worldwide.

In our most recent episode of ‘How to Build a Profitable Nutrition Business’, Stace came on to discuss the essentials of leveraging Facebook ads, especially when operating on a tight budget. Here are some of her key suggestions for businesses on a budget (speaking from lived experience 😀).

Key Strategies for Facebook Ads on a Budget

1. Build Your Email List

One of the first and most crucial steps is growing your email list. As Stacey explains, "If we keep people on Facebook and Instagram, then that way we have to deal with whatever gets thrown at us by Mark Zuckerberg. They can shut down Facebook groups at any time. So best is to get everyone onto our own database where we then own that information."

Creating a lead magnet or freebie that your ideal clients find valuable is essential. For example, if your niche is diabetes management, offering a resource like "Top 10 Foods to Help Control Blood Glucose Levels" can attract the right audience. Collect their name and email in exchange for this valuable content, and nurture these leads through an email sequence.

2. Utilise Lead Campaigns

Focus your ad campaigns on building your list rather than making direct sales. Stacey advises, "Don't do ads for your offer because they're quite expensive ads to run. When you're trying to get money off people, it's very expensive to do that. So I would just focus your ad campaigns on building your list."

There are two primary ways to run lead campaigns:

• Send Leads to Your Website: Direct potential clients to a landing page on your website where they can fill out a form to receive your freebie.
• Use Facebook Forms: Collect lead information directly on Facebook and deliver your freebie via email. This method is beneficial if you don’t have a website or CRM set up yet.

3. Create Compelling Ad Content

Your ad content must attract your ideal customer. This involves crafting engaging ad copy and using eye-catching images or videos. Stacey emphasizes, "Think about who your niche is and what they want. Use ChatGPT to brainstorm freebie or resource ideas and then create that."

Testing and Optimization

4. Test Different Campaigns

It's essential to test various campaigns to see which ones perform best. Stacey notes, "There’s not one campaign that is better than the other when it comes to lead ads. The only way is by testing and running the campaigns, getting that cost per lead, and working out which one costs less than the other."

Run your ad for at least a week and monitor its performance. If you're not getting good results, evaluate your offer and ad copy. Often, the issue lies in the freebie's appeal rather than the audience targeting.

5. Trust the Algorithm

While it might be challenging to trust the algorithm initially, especially if you're not seeing immediate results, it's crucial to give it time. Facebook's algorithm uses numerous data points to show your ad to the right people. "You wouldn’t make that decision in the 48 hours," Stacey advises. "But just say you run your ad for a week. You’ve done $10 a day or $20 a day. And you’re not getting good cost per lead or no one’s downloading your thing. I would look at your freebie. What it is."

Affordable Solutions for New Businesses

For those just starting and on a tight budget, Stacey offers tailored services to help set up your Facebook campaigns correctly. She provides packages where she guides you through the process via Zoom, ensuring everything is set up properly, from your pixel to your ad account. This service is recorded, allowing you to reference the session when setting up future campaigns.

Utilising Facebook ads effectively can significantly boost your nutrition business, even on a budget. By focusing on building your email list, creating valuable freebies, and testing various campaigns, you can attract and nurture leads efficiently. Remember, the key to a profitable nutrition business is continuous learning and adaptation.

Thank you, Stacey, for sharing your expertise and insights. For those interested in more personalized guidance, consider Stacey’s consulting packages or join her Fab Ads Club to get started on the right foot.

Stay tuned for more episodes of "How to Build a Profitable Nutrition Business," where we explore strategies and insights to help you grow and succeed in the nutrition industry.