Paid Online Advertising for a Complementary Practice
Have you been thinking about advertising your health and wellbeing business with paid online advertising? If this is one of your chosen marketing strategies, it needs to be done strategically to make the most of your money. Getting paid advertising wrong can cost you dearly.
With all paid advertising, professional help to get ads set up properly is a good investment. You can pay someone to do them on your behalf or do a course to understand how to set the ads up properly for yourself. You will also have to allow enough of a budget to test out what works and what doesn’t.
Depending on your discipline and the services you offer, Google Ads is often a good option, especially if you work with very personal issues. If you think about it, most people turn to Google first for a solution to their problems, even calling it ‘Dr Google’. Many of my practitioner colleagues have done paid ads in Google very successfully.
You need to understand how keywords work. These are the phrases people type into the search box on Google which you use in your ads.
There will be an amount of trial and error even if you use professional services to create your ads.
If you decide to go solo and set up your own Google ads campaign, there are comprehensive step by step videos and checklists available by Google. Simply search for “Setting up Google Ads” to find the latest version. You definitely want to invest time in understanding them before spending any money.
Social media ads
Social media ads are another popular option for complementary practitioners. You need to be strategic in how you use any ads on social media. People are on there to be sociable rather than searching for solutions to their problems. They may not want people knowing what they are struggling with so are less likely to engage if it could be seen by a friend.
If you work with sensitive issues, it is likely not to be a good fit on social media and Google may be a better option.
There are strict restrictions especially with health and wellbeing on what you can advertise and the claims you can make. Check out the guidelines on the platform before spending any time creating ads and chancing them being blocked.
There are creative ways you can use ads on social media which will work well for complementary practitioners. These ads are designed to build connection and relationships with your audience.
Gone are the days where blasting out messages like “buy my thing” connects with anyone. These types of ads just get lost in the sea of information we are continuously bombarded with. How often do you buy something directly from an ad you see in your newsfeed?
People need to see messages numerous times before they are likely to entertain them. If you are selling a personal service, the number of times grows as people will want to get to know you before they decide you are the right person for them.
You are better off using social media ads to appear on someone’s radar by being helpful. This is building relationships and connection. Potential clients will start to get to know you, what you are about and importantly trust you. When they are ready to take the next step, they are confident you are the right practitioner.
This way of using ads is a longer-term strategy and about building relationships rather than a quick fix.
There is an art to paid ads and you will have to invest time and money to get them right. Ask your network for recommendations for agencies or courses to help you find the right one for you.
As with any marketing, you should have a goal for what you want to achieve. When you are paying for ads, you have to know why you are doing them and what results you are aiming to achieve.
If you need help working out if paid online advertising is right for you, contact me for a chat.
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