Targeted Facebook Audience - What Is It & Why Do You Need It?

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Targeted Facebook Audience. You Need To Know This For 2017.

This is the first of two blogs on Facebook Targeted Audiences. We will focus on targeting your clinic’s patient base. The next blog will discuss using Targeted Audiences to talk to your ideal prospective patients.

Did you know that you can target specific groups of people on Facebook? I’m sure you did, you know that you can focus your audience on a specific location and then choose certain demographic information such as age and interests & Facebook will tell you how many people you will reach with your parameters for a chosen budget.

Thats fine for most marketers, but you are likely sitting on an asset that you are not utilising. How many patients do you have on your books? Do you have all of their email addresses loaded into your practice management software? If not, then you will have to add this laborious step to make this work for you, but its something everyone in 2016 going into 2017 should have as a matter of course.

The next step is to ask your practice management software to separate your patient base into THREE categories. Filter out all of the information that it can produce to just include:

First Name
Email address.

You want three categories:

1. The Entire Database from day 1.

2. The Active Patients (that have had an appointment in the last X weeks) You decide how you define this.

3. The Inactive Patients - which is basically everyone in the entire database minus the active patients.

Once the report is generated do the maths to make sure that:

The Entire Database has the MOST names
The sum of the active & inactive databases match the entire database

I know this is obvious, but you will be surprised how often software messes this up so check before you progress.

You can now upload each database to Facebook.

Facebook will search for everyone in your database and create an ‘Audience’

Now you can send educational messages to your active patients, asking them to like your Facebook page, requesting a testimonial or Facebook review or generally improving their educational experience.

You can also target your inactive patients with specific messages for reactivation purposes… a VERY effective form of marketing when you consider each click on your advert/video etc could cost as little as a few pence.

Lastly you can take your ENTIRE database and create a special audience called a LOOALIKE audience, and this is our nuclear weapon that we use with each and every client at our Digital Marketing Agency who ONLY works with healthcare practices, just like yours.

More on LOOKALIKE audiences in our next post HERE.

If this all sounds like too much effort, then set aside the funds for a couple of treatment visits a week and let us take care of EVERYTHING for you.

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