Podcast #29: 5 Lessons Learned from $21,572 in Facebook Advertising

Podcast #14: Facebook Q & A with Jennifer

Several times a year, I do a Q & A podcast edition, where I get to answer your most pressing practice-building questions. This episode is all about Facebook marketing for private practice, and in it, I even reveal “the other man” in my life!)

This podcast came together as the result of a quick survey that I sent out a few weeks ago. In it, I asked you:

“If you could sit down with me for a cup of coffee, what is the one burning question that you would ask me about Facebook marketing for your private practice?”

And holy cow did I get some great questions! So, in this podcast, I answer four of the biggies!
On the podcast, you’ll hear me mention a cool freebie I created based on all your questions. It’s called, “9 Tips to Boost Engagement on Facebook”, and you can download it here.

Here are the questions I answer in this podcast:

“How can Facebook marketing be an easier, less time-consuming process with better results?”

Facebook needs to be easy and it cannot be time consuming. To make it less time consuming you have to schedule your content. You have to decide the amount of time to spend on Facebook today, this week, this month, and you’ve got to put it in your calendar and stick with it.

Plan all of your content for the entire month, and then get it scheduled. You can schedule it through Facebook directly, an application like Hootsuite, or my favorite, MeetEdgar.

I’ve just read some recent statistics that the average Facebook user spends forty-two minutes a day on Facebook. That is a major time suck. Don’t let yourself get caught in that, and you don’t need it for marketing purposes. And then, the second tip: automate your scheduling. Do it once a month, get the creative juices flowing, get lots of great content, and then never worry about it again until the following month.

My best tip for getting better results is to make sure that your content is aligned with the content that your potential clients are already engaging with. What are they interested in reading? And if your content is not something they’re interested in reading, chances are it’s not gonna get noticed by them.

If you want to get better at creating content your ideal clients are interested in seeing, click here to download my FREE guide, “9 Tips to Boost Facebook Engagement”.


“Is it really worth the effort to consistently market on Facebook, or should I be adding additional social media outlets to my online marketing?”

The first thing I thought when I read this question is “something’s not working in your Facebook marketing“. If it feels like a lot of effort and you’re thinking about jumping ship, or you’re thinking about adding additional social media outlets, you probably have not yet cracked the code with Facebook.

This is a big deal because Facebook is becoming more and more dominant in the social media space. The last statistics I saw were that Facebook accounts for 79% of all social media traffic. If your clients are on Facebook, which they probably are, it is absolutely  worth the effort. But what I hear in this question, and what I hear so very often, is it’s not working and am I just wasting my time?

It’s really important that you figure out Facebook before you add any other social media outlets. If you can’t get clients through Facebook, what is the point in going to Instagram or Periscope or LinkedIn? You first need to figure out how to make social media a source of clients, THEN apply it on other social media channels.

I teach a five-step process for getting clients from social media, and I talk primarily about Facebook because that is the ideal starting point for most psychotherapists. Once you figure out this five-step formula, it works in any social media platform.

So stick with Facebook, figure it out. You will know that you have it figured out because you’ll be getting clients from it, and then you probably won’t even care about adding on other sites.

How long will I need to advertise on Facebook to start attracting my ideal, cash-paying client?

This is such a good question, and for those of you that are a little bit more advanced and you’re either already experimenting with Facebook ads, or you’re getting ready to experiment, or you’ve already got it as part of your mix, this is an important question to ask.

There are two types of advertising, two types of marketing: first is brand building. The second is direct marketing. Every single penny that you spend on marketing and advertising in private practice needs to be direct response advertisement. That means, you get immediate results. You should know within hours whether your advertising is working or not.

This is the real power of Facebook. You can create different ads, targeted at different audiences and watch, real-time, what’s working. If you’re not getting results within a couple of hours, something is broken either in the ad or in the back-end process. (The back-end process is everything that happens after somebody clicks on the link on Facebook.) If you have great ads and horrible back-end processes, that ad is not going to get results.

How can I get my practice more visible on Facebook?

Facebook is all about engagement, and if there’s one word you need to know with Facebook, it’s engagement. Engagement in Facebook terms is a like, a click, a share, or a comment. Your ultimate goal is to get people to like, click, share, and comment, on your posts. When they do that, Facebook says oh this must be an interesting post. Let me show it to more people. If nobody is liking, clicking, commenting, or sharing on your posts, Facebook says this must not be a very exciting post. Let me show it to fewer people.

Over time, if you are getting more and more engagement on your posts, Facebook says, “Wow, this must be an exciting page. Let me keep it in people’s newsfeeds.” However, the reverse is also true. If over time you have not been posting really engaging content, Facebook dings you for this. And they say: “This must not be a very exciting page. I’m not going to put it out and clutter up people’s newsfeeds.”

This is what makes engagement essential to your success with Facebook marketing. The more highly engaging your content, the more Facebook is going to promote it. That’s the key to getting your private practice more visible on Facebook.

If you haven’t had highly-engaging posts, and you aren’t getting seen by your audience, start with this free guide, so you can boost your engagement. Once you do that, you’ll see that your content is showing up to more and more of your audience.