When growing your wellness business, you have probably thought about starting a Facebook ad campaign, or you already have one. If you have given Facebook Ads a shot, you probably know targeting a good Facebook ad audience is crucial to a Facebook campaign’s success. With all of the options, it can be overwhelming to find the best combination to create the best audiences.
One thing I have learned while using Facebook ads is it’s no different than anything else in marketing when it comes to testing. You have to try out different audiences until you find the one that works the best.
Every campaign needs specific targeting. (Not too specific, as we don’t want our audience to be too small.) While even every campaign is different, I think we can all agree every industry has its differences as well.
Marketing wellness businesses are different than many other industries. We want to find people that will be interested in your product or services. If your product or service is wellness-related, we have to make sure we aren’t spending valuable ad dollars on people that aren’t interested in health and wellness at all.
There is a good chance if you cast a wide enough net, you will find who you are looking for. This can cost a lot of money though. While in some marketing campaigns, you don’t have a choice, Facebook is not one of them.
With Facebook, we can get really personal and very specific. This is a great opportunity that we shouldn’t take for granted! In the wellness industry, we are looking for a certain kind of person. Luckily, Facebook has some really great targeting options for our industry. Check out the top ones below and keep scrolling for extra audience tips!
This may be the most obvious one. Facebook has created a category of people that like pages that are related to fitness and wellness. This is great if your product or service is in the niche.
Who this could be especially good for:
While this audience is smaller, this is a great one. These people are more likely to be open-minded and are more likely to really care about their health and longevity. I feel depending on culture, alternative medicine can often be a very advanced level of a health and wellness journey, making this audience very responsive to health and wellness. This targeting can be beneficial for products and services that provide value to someone on any part of their health and wellness journey.
Who this could be good for:
This audience is great for everyone in this industry, and possibly my favorite. These are the people that are making purchases that are related to the health and wellness industry. They are no longer just reading blogs and thinking about joining this health and wellness movement, they are now putting their money into it. Which.. I’m assuming is what you want them to do for you.
The good news is you have found them! These people are potentially most likely to put some money down to try your product or service. All you have to do once you are in front of them is showcase the value you could bring to their lives and they will take action if it fits their needs.
This audience is great for:
As you can see, this audience is huge. There is a great market out there for weight loss. Many people are interested, as it has been a hot topic for many years. While there is a huge market for it, there is also a lot of competition. Luckily, the competition is just fine because there is plenty to go around.
A lot of wellness professionals don’t consider themselves in the weight loss industry. Even though you may be in the fitness industry and your clients do lose weight, the weight loss industry tends to be viewed as diet pills, magic cures and silly exercised that don’t get results. While you might not consider yourself in the weight loss industry, this audience can still be a great one to get in front of.
I’m sure as a wellness professional, you have noticed the shift to a more natural world. People are becoming more open to the idea of doing things the natural way. This is a great opportunity to show them what you have to offer and get the chance to serve them.
This audience is best for:
This audience is fairly broad compared to some of the others. There is no way to tell how committed this group of people are to their wellness journey, but we are pretty certain they are interested, and that could be a great start.
This is an audience that has everyone from people just interested in health and wellness to people that are full invested in it. This is a great audience for an educational ad for our top-of-funnel prospects.
This audience is good for:
While these health and wellness audience hacks are a great idea for most ads you are wanting to circulate, we can’t ignore the basic practices and other great ideas for targeting. There are plenty of these that all industries use, and you can dig deeper into crafting the best Facebook ad audience in my post specifically about that. But for now, I thought I would just add in a couple that I feel is often ignored when creating a targeting strategy.
Facebook gives you the ability to create audiences using various sources of data. This one, in particular, is a very hot audience for you. These people have given you their contact information and permission to reach out to them and give them more information. These people are interested in you and what you have to offer.
Combined with an email marketing campaign, the consistency and repetition can really work in your favor here.
To create this audience, you will need to upload an excel sheet of your email list and allow Facebook to match the addresses with Facebook users.
This is also the same idea. While your email list is a hot list, this one is a warm one. These people have visited your site meaning they are familiar with you and very possibly interested in you. You can set this up by installing a Facebook pixel to your website. This is simply done by adding code to the header of your website.
Facebook Ad help
Use these hacks to give you a great start on your Facebook Ad campaigns. If you still feel like you are struggling, don’t hesitate to reach out to see if I can help! Just stay patient and always remember that Facebook ads can sometimes take some practice to get good at!
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