generate leads

How to Generate Virtual Open Day Leads Using Facebook Ads

An open day is the perfect opportunity to proudly showcase your school to prospective parents and pupils. However with the current COVID-19 crisis, it’s unclear as to when open days will become possible again. So, schools are tackling this problem by embracing virtual open days.

While digital open days have been around for a while, particularly favoured by universities, the current challenge schools face is how to actually reach prospective parents and students. In this blog we will explain how to use Facebook to drum up interest for your virtual open day and get real leads.

What is a paid Facebook ad?

According to Facebook, “You can create targeted ads to reach different audiences and meet your marketing goals.” Facebook Paid Ads are a simple and effective strategy for your school to reach the kind of prospective parents you really want. 

The more niche an audience you can target, the better results you can achieve. Facebook targeting allows you to specify your audience’s interests, age, gender, age of child, location, employment status, marital status and more. Once your campaign is set up, you can use the ads to collect data that will help you improve the ads and in turn, increase their effectiveness.

How to build an effective Facebook ad

When you’re building your ad, there are a few important factors to consider:

1.1 Create an audience

Deciding which demographics to target is one of the most important parts of optimising your ad. For some schools, a broad target audience is more effective. For example, if you’re a boarding school, you may want to target families from all across the country, or even the world, as your boarding facilities can accommodate them. 

However if you’re a day school, it would be much more effective to target those who live within a five to ten mile radius of your school. You can even target multiple specific postcodes or areas as shown above.

1.2 Install a Pixel

A Facebook generated pixel is a piece of code that can be installed onto your website or landing page to track any visitors that come to your page. From this you will be able to retarget those visitors with Facebook and Instagram ads and collect vital data to help you analyse and optimise your campaigns.

1.3 Create a Lookalike Audience

You can also create a ‘lookalike audience’ which will allow you to find people who are similar in interest, demographic and behaviour to those that have already visited your website.

 

 

2. Craft a clear message

Your Facebook Ad has limited space, so make sure your messaging aligns with your marketing goal and influences action. Think about what will draw people in to attend your virtual open day. Are you showcasing a virtual tour of your school? Are you one of the leading schools in the area? Will you have the headmaster and other important speakers at your virtual open day? Make your message relevant to your audience and give it a call to action.

Don’t forget to add an image and/or video, too. Ads with video are much more likely to attract attention than those without. Finally, don't forget to make the time and date of your virtual open day clear on your ad. Otherwise, how will people show up?

3. Create multiple ad sets

When crafting your campaign you should try to create multiple ads for A/B testing. Creating more than one ad gives you multiple sets of analytics so you can determine which ads are performing the best. If your ads are working well, you know what to spend the majority of your budget on.

However, it’s still important to switch them up every so often so the message doesn’t stagnate. People get tired of seeing the same thing over and over again, so keep it fresh. If your ads aren’t working, try adjusting the imagery, copy or call to action.

 

Need help setting your Virtual Open Day campaign on Facebook? Get in touch.

A final word

Facebook Ads are a great way to get your school in front of prospective parents and students, and Facebook has some great resources to help you get started.

Although Facebook advertising is extremely important, building and managing ad campaigns can be extremely time consuming and overwhelming. If you need help with your Facebook campaigns, book a discovery call with one of our experts.

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social media marketing strategy

How to Use Paid Ads to Grow Your Facebook Following

There are over 1.56 billion users active on Facebook everyday and over 4 billion active users globally. This means there’s plenty of real estate to cover to help your business grow. This is where  Facebook Paid Ads come into play and we’re going to show you how to get the most out of them.

Facebook Paid Ads are a simple and cost-effective strategy for your business to reach a specific demographic. According to Facebook, “With Facebook Ads, you can create targeted ads to reach different audiences and meet your business goals.” It seems pretty straightforward, but let us elaborate. You can promote your custom ads and content to reach an audience of your choosing. What’s more, you can use the ads to collect data that will help you improve the ads to increase their efficiency.

When building your ad, there are a few important factors to consider:

Your demographic

Deciding what audience you want is one of the most important parts of optimizing your ad and reaching people who will want to follow your page. Choosing a broad range can be effective for some businesses, but you’re much more likely to see results by narrowing your terms.

For example, let’s say you’re selling video games. You will want to target men and women between the ages of 15 and 40 with interests in video games (obviously) and entertainment since that’s where your customers are likely coming from. If you’ve optimized your audience to your business.

A persuasive message

Your Facebook Ad has limited space, so make sure you’re saying exactly what needs to be said and get right to the point. Are you offering a deal? Hosting an event? Showcasing products? Make your message clear to your audience and give it a call to action! Don’t forget to add an image, too.

Ads with photos are much more likely to attract attention than those without and they are more helpful; when people read information, they're likely to remember only 10% of that information three days later. However, if a relevant image is paired with that same information, people retained 65% of the information three days later.

Keep it Fun and Fresh

The more, the better! You should definitely consider making two ads instead of one so you can have multiple sets of analytics. You can then determine which ads work and which don’t. But be aware, even if you find your ads are working well, it is still essential to switch them up every once in a while so the message doesn’t stagnate. People get tired of seeing the same thing over and over again, so keep it fresh!

You’re now all set! Facebook Ads are a great way to get your products and services in front of potential customers. Facebook has some great resources to help you get started. Even a low ad budget each month can help you attract new customers and find new business. Although Facebook advertising is extremely important, creating and running ad campaigns can be a time-consuming project. Consider using our paid advertising service, and with our reporting, you’ll be able to clearly see the ROI and what you’re getting for your money.

More: 5 Reasons You Need Instagram for Your Business

To find out more about paid ads and how they can help grow your business, book a consultation now.