Published on Tuesday June 14th, 2016 by Afrocks
Facebook Ads for Natural Hair Stylists: Easy Step-by-Step Guide to Reach More Clients
Back in April, I wrote a blogpost about how independent natural hair stylists could get more clients and better promote themselves on the internet. At that time we had a whole section dedicated to Facebook advertising. Well, I guess it is time to write that step-by-step guide that will drive traffic and clients to your website/Facebook page!
As a natural hair stylist, why should I advertise on Facebook?
I am just going to speak for myself: being in the 24 – 35 yrs old range, I spend an indecent amount of time on Facebook (I have to work on reducing time spent on social media to focus on more important things) whether this is on mobile or desktop. So there is a huge probability that your potential clients spend as much time (or even more!) than I am already.
On a more ‘data’ side of things, Facebook has 31 million active users in the UK, with 60% of the population having an account. Wow! Why aren’t you advertising on Facebook yet! You are missing out big time!
How to start advertising on Facebook?
Alright, let’s say that you are an independent mobile loctician living in London. You have a nice little client base but would like to increase your leads and get people to know more about what you do. The first thing to know is that to advertise on Facebook, you should have a website or a Facebook page (not a profile) – ideally you should have both!
1. If you don’t have Business page, set up a page quickly. If you do have a Business page you can skip #1 and go straight to #2
It is essential that you have a Business page in order to advertise on Facebook, as you cannot use your personal profile (ie. Herve Despois) to start with. Afraid not, the process of creating a page is quite simple. Head over to https://www.facebook.com/pages/create/ create your page from scratch.
You will reach the page below. If you are a salon owner, you will select the ‘Local Business or Place’ option. As an independent loctician I would go for ‘Company, Organization or Institution’ and select ‘Health/Beauty’ from the scroll down menu. Once it’s done, just write down your company name.
Follow the rest of the instruction to create your page. We won’t go into too much details here as this is pretty straight forward. Make sure you put a very nice picture up as cover picture for your Business page. Here is the example of Afrocks business page with a profile picture (this should ideally be your logo) and the cover (picture that represents what the business is about).
Please note that you must have a personal Facebook account in order to create a Business Page.
2. Identify why you are advertising on Facebook
Take a bit of time to think about it.
Do I want more fans to like my business page?
Do I want to send people directly to my website, where they will be able to book an appointment?
Do I want people to read my latest blog post?
The answer will determine the type of Facebook ads you will engineer.
3. Getting started
Okay! We are now ready to go!
From your personal Facebook account, click on the right hand side link called ‘Ads Manager’ to be redirected to the Facebook Ads creation page.
You will then reach the Ads Manager interface. You will notice the difference between your personal account and the Facebook Ads by the grey background. Once you are there, click on the ‘Create Ad’ green button on the top right corner
4. Choose an objective for your Ad
The next step directly relates to #2 and when you reach the following page, you should know what you would like to do. Select your advertising campaign by clicking on one of the following cases.
Here is a quick summary of the different options you can choose for your campaign:
Boost Your Posts – This objective will help you increase the engagement of a single Facebook post. The post will gain more likes, shares, comments, and photo views. For example, you could boost a blog post that you posted on your page.
Promote Your Page – Use this objective if you want to get more page likes and connect with people who are interested in your business and products.
Reach People Near Your Business – This objective is a very helpful feature for local organizations, as it allows an advertiser to reach people located close to their business.
Send People to Your Website – Use this objective if you want to increase the number of clicks to a single page of your website. Keep in mind that the website page should be important for your business, such as a a contact us page, product page etc.
Get Installs of Your App – Use this objective if you want people to install your app.
Raise Attendance at Your Event – This objective will help you promote your event.
Get Video Views – This objective is the perfect option if you want to show an interesting video story and increase your brand awareness.
Increase Conversions on Your Website – Use this objective if you want users to take a specific action; for example, filling in a newsletter form or buying one of your products.
Increase Engagement in Your App – Use this objective if you want to boost the activity of your app.
Get People to Claim Your Offer – This objective will advertise your timely deals that you want to be redeemed in your store.
For the purpose of the step-by-step guide, let’s pick ‘Promote Your Page’ objective.
The next steps there are to choose the business page attached to the Facebook campaign (The business page you created/own will automatically appear from the drop down menu – see example below with Afrocks page) and to name your campaign.
5. Choose your target audience
This is a very important step for your campaign and you should spend extra time to select your target audience. To help you narrow your focus, Facebook’s targeting criteria are accompanied by an audience definition gauge. This tool — located to the right of the audience targeting fields — takes all of your selected properties into consideration in order to come up with a potential reach number.
As an independent loctician living in London, you will be interested in targeting (mainly) black women interested in natural hair. On the example below, I selected ‘London’ as a location (this is to avoid advertising to people that are not in your area) and a number of interests in the detailed targeting section. The good thing is that after entering a few interests in the targeting section, Facebook will suggest more ideas to help you narrow your audience.
The key to succeed in targeting the right audience is to think like your target: what do they like? what kind of magazine do they read? Do they read blogs? Are they inspired by public figures?
To help you start with, you can have a look at the screenshots below.
On the right-hand side, you will also notice what Facebook calls the ‘potential reach’. This is the number of people on Facebook that will potentially see your ads following your targeting settings. Here we have a potential reach of 84k.
6. Add budget for your campaign
After selecting your audience, you will have to set a budget for your campaign. If this is your first Facebook ad campaign, I would recommend to set a small budget – £3 per day – and use a time limit by ticking ‘Set a start and end date’
-Clicks vs Impressions: Facebook allows you to decide how you get charged for Facebook ads. It is important to experiment with these two options during your “start small” stage. We typically bid on a cost per click (CPC) basis, but for awareness campaigns impressions may be a better choice.
7. Add your images
Once your are done with setting budget and date, click ‘Continue’ to to directed to the creative part. Select inspiring images that people will want to click on! If you don’t have high resolution pictures I would recommend to buy stock photos on Shutterstock
Here is an example of a nice looking image!
8. Add your Text
The second most important element right after your picture, is your messaging. Facebook allows you to write a short text to describe your activities and communicate with your target audience. Make it short, clear and accurate! See example below:
Note that you have a limited number of characters for your text description. You can see how your text look with the ad on the right-hand side.
9. Place your Order
Once your are satisfied with your pictures and text, just hit the ‘Place Order’ button on the bottom right corner and enter your card details. Facebook will take the money directly from your account.
10. Monitor your Campaign
Facebook will then review your ads and approve them if they follow all the guidelines. Approval process time can be anything between 5 mins to a few hours (for me it usually takes 15-20 mins). You will receive a notification to let you know that your ads are live.
After a few hours of running live, you will see impressions and clicks coming in, and hopefully people ‘liking’ your page.
You can monitor results and cost in the ads Manager section where you will find a very nice dashboard.
You did it! Your ads are now live!
PS: Note that if you want to send traffic to your website, the process is pretty similar!
Don’t get scared, it is easier than it sounds. You will learn a lot as well by trying things and reading online tutorials. What I did in this post was just giving the fundamentals. It is now up to you to get things started!
If you have any questions please send me an email on firstname.lastname@example.org or leave a comment!