A quick guide to increasing student enrolments using Facebook ads

A quick guide to increasing student enrolments using Facebook ads

by Gavin Howard

So what’s so good about Facebook?

Facebook is an entrepreneur’s dream. It allows you to tap into a network of 1.4 billion people, and place your message in front of your potential student audience. Moreover, their targeting options are the most robust out of any ads network.­(Yes Google Ad words you have some catchingup to do)You are able to target people based on age, gender, educational background, location, Pages they have liked and more. Moreover, Facebook provides a lot of data so you can tell who is responding best to your ads.

Many education providers get burnt when they run Facebook ads. This leads them to the conclusion that it doesn’t work. However, a common issue is they advertise their course straight away instead of nurturing their prospects towards enrolment.

Lead Nurturing your Audience

Lead nurturing online is similar to a romantic relationship in some respects. Placing your offer in front of a “cold audience” (people who have never heard about you) is similar to going in for a kiss because you spotted an attractive person. You wouldn’t do it….. Would you?

People want to buy,but they don’t want to feel sold to. If you have an offer run to a cold audience typically perform badly as compared to those run to a warm one. So your goal here on Facebook is to “Warmup” an audience by sharing compelling quality content such as video and eBooks. When you do this successfully, you can share an offer which you know they are likely to find attractive.

Sharing useful content with Facebook ads helps to establish your RTO and Training business as an authority and puts you top of mind when they are ready to enroll. Fortunately, Facebook allows you to track viewers of your content for remarketing purposes. For example, a potential student who watches 1 minute of your introductory video of a previous student testimonial is likely to be more interested than one who exits after 3 seconds.

Best of all you can create a “Lookalike Audience” from the video watchers.

Facebook will use them as sof data they have on users to select an audience of people similar to your warm audience. So what you should do is import your contacts list of learners and find people who are similar to them.

Can you see how powerful this is?

Ok, so you might be wondering “How do I set all of this up?”. It will get fairly technical at times but stay with me.

I am going to break it down into steps so that you can easily replicate the process.

1) You will need a Facebook page. In order to create one, login to Facebook on a desktop/laptop and click on the arrow in the top right hand corner. If you already have a Facebook page, make sure that you have a compelling cover(use Canva), kind of like your Website Home Page to attract interest, and ensure your descriptions and all the required boxes are complete.

This makes it easier for prospective students to find you.

2) If you have a following, and Fans, but haven’t posted to your page in awhile, you need to create some killer content and promote it on a consistent basis. You can find out more about creating killer contentious free eBook.

Checkout our Content Marketing Ideas

3) One of the most powerful features on Facebook’s advertising platform is their “pixel”. This enables you to install a piece of code on your site which tracks visitor activity. You can then send targeted ads to them as they browse Facebook.

This is incredibly useful in the case of potential students who browse your website but don’t enrol.

Check out this short pixel implementation guide.

 

 

 

Moreover,you can create an audience of video watchers by visiting ads manager and clicking on “Audiences” in the top left hand corner. You can then re-market to your audience of video watchers.

4) Facebook enables you to build a following by using the “Page Likes” ad option. However, quantity doesn’t equal quality. It is an easy way of building a following by paying per page like. However, if promoting your page to a cold audience, the costs can be sky high. Therefore, it is better to invite your warm audience. It is cheaper and the quality of fans is better.

5) As you promote your killer content to fans, Facebook will give you a breakdown of the best performing content. This data can be used to inform your ads strategy. Use your ads budget to promote content which performs well organically.

We have a bumper pack of checklists which will help you to get traffic for free, climb up the ranking sand create irresistible sales pages.

6) It can be tempting to take the “shortcut”and just create ads which directly promote a discount,the sales page to a course, etc. However, remember nurturing prospects is the key to creating profitable campaigns.

If you would like more insight into creating compelling content which gets results, we have a bumper pack of checklists. We have one filled with internet marketing checklists to rank higher, build your potential student audience and create killer sales pages. Get it here.

For all things content,we have a checklist bumper pack filled with ways to create and promote great content.

So what’s so good about Facebook?

Facebook is an entrepreneur’s dream. It allows you to tap into a network of 1.4 billion people, and place your message in front of your potential student audience. Moreover, their targeting options are the most robust out of any ads network.­(Yes Google Ad words you have some catchingup to do)You are able to target people based on age, gender, educational background, location, Pages they have liked and more. Moreover, Facebook provides a lot of data so you can tell who is responding best to your ads.

Many education providers get burnt when they run Facebook ads. This leads them to the conclusion that it doesn’t work. However, a common issue is they advertise their course straight away instead of nurturing their prospects towards enrolment.

Lead Nurturing your Audience

Lead nurturing online is similar to a romantic relationship in some respects. Placing your offer in front of a “cold audience” (people who have never heard about you) is similar to going in for a kiss because you spotted an attractive person. You wouldn’t do it….. Would you?

People want to buy,but they don’t want to feel sold to. If you have an offer run to a cold audience typically perform badly as compared to those run to a warm one. So your goal here on Facebook is to “Warmup” an audience by sharing compelling quality content such as video and eBooks. When you do this successfully, you can share an offer which you know they are likely to find attractive.

Sharing useful content with Facebook ads helps to establish your RTO and Training business as an authority and puts you top of mind when they are ready to enroll. Fortunately, Facebook allows you to track viewers of your content for remarketing purposes. For example, a potential student who watches 1 minute of your introductory video of a previous student testimonial is likely to be more interested than one who exits after 3 seconds.

Best of all you can create a “Lookalike Audience” from the video watchers.

Facebook will use them as sof data they have on users to select an audience of people similar to your warm audience. So what you should do is import your contacts list of learners and find people who are similar to them.

Can you see how powerful this is?

Ok, so you might be wondering “How do I set all of this up?”. It will get fairly technical at times but stay with me.

I am going to break it down into steps so that you can easily replicate the process.

1) You will need a Facebook page. In order to create one, login to Facebook on a desktop/laptop and click on the arrow in the top right hand corner. If you already have a Facebook page, make sure that you have a compelling cover(use Canva), kind of like your Website Home Page to attract interest, and ensure your descriptions and all the required boxes are complete.

This makes it easier for prospective students to find you.

2) If you have a following, and Fans, but haven’t posted to your page in awhile, you need to create some killer content and promote it on a consistent basis. You can find out more about creating killer contentious free eBook.

Checkout our Content Marketing Ideas

3) One of the most powerful features on Facebook’s advertising platform is their “pixel”. This enables you to install a piece of code on your site which tracks visitor activity. You can then send targeted ads to them as they browse Facebook.

This is incredibly useful in the case of potential students who browse your website but don’t enrol.

Check out this short pixel implementation guide.

Moreover,you can create an audience of video watchers by visiting ads manager and clicking on “Audiences” in the top left hand corner. You can then re-market to your audience of video watchers.

4) Facebook enables you to build a following by using the “Page Likes” ad option. However, quantity doesn’t equal quality. It is an easy way of building a following by paying per page like. However, if promoting your page to a cold audience, the costs can be sky high. Therefore, it is better to invite your warm audience. It is cheaper and the quality of fans is better.

5) As you promote your killer content to fans, Facebook will give you a breakdown of the best performing content. This data can be used to inform your ads strategy. Use your ads budget to promote content which performs well organically.

We have a bumper pack of checklists which will help you to get traffic for free, climb up the ranking sand create irresistible sales pages.

6) It can be tempting to take the “shortcut”and just create ads which directly promote a discount,the sales page to a course, etc. However, remember nurturing prospects is the key to creating profitable campaigns.

If you would like more insight into creating compelling content which gets results, we have a bumper pack of checklists. We have one filled with internet marketing checklists to rank higher, build your potential student audience and create killer sales pages. Get it here.

For all things content, we have a checklist bumper pack filled with ways to create and promote great content.

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