[Webinar] Using Social Media to Bring in New Students

Webinar Overview

If you attended David Walmsley's webinar last year on Facebook marketing, you'll know that he's an expert when it comes to digital content. David is back with another round of social media tips, and this time, he will answer some of the burning questions our customer experience teams have been receiving about lead generation - how can you use Facebook and other social media channels to attract new students?

David is here to simplify things for you. In this webinar, you will learn:

  • How to use Facebook Ad targeting to get the biggest bang for your buck
  • What the Facebook 20% rule is and how to stay within it
  • Why you should be creating landing pages for your ads to maximize results
  • How and when to use Twitter, Google+ and other platforms to capture your audience

PerfectMind Inc | 4333 Still Creek Drive 2nd Floor Burnaby, BC V5C 6S6 | www.perfectmind.com

About the Speaker

David Walmsley
David Walmsley is Principal and lead strategist at Social Victory, working with businesses to grow and maintain their social media and online communities. Nominated for multiple national awards, his work with publicly traded companies, charities like the Heart and Stroke Foundation, real estate developers, software conglomerates and many small to medium business had given him a well-rounded approach to social media and online marketing.

Video Transcript

David: David. I'm the Principal and Founder of Social Victory Marketing. We work predominantly in social media, as well as other online marketing avenues, helping businesses from larger corporations to smaller independently run companies work on their social media and online platforms.

Today the focus is going to be using social media to bring in new students. We are going to be concentrating on martial arts companies. However a lot of what we're talking about can actually apply to other member-based businesses as well. So we're going to be focusing predominantly on Facebook as well but we will be making / of some other social media platforms, and where they're going to fit in best or what they are used for in an optimized sense or where you'd find your best value on these platforms. If you are interested in getting more information on how to use specific platform, drop us a note. You can email marketing, the marketing email mentioned earlier if you are interested in other social media related topics, so the next webinar surrounding social media we may be able to take in some of those considerations and build up the text we're going to share in the next webinar.

So let's jump in here. Facebook - still the biggest social media platform, despite people spreading rumours that it's kind of on its way down. It's still in fact leading the way by a very large margin.

Biggest reason why Facebook by far the largest audience. The audience on Facebook is so large, it can be calculated as a percentage of the entire population of the planet. I don't remember what that is but it is something in the realm of over 10% of the entire world is on there. So when it comes to the largest audience, Facebook by far is going to be the largest bet.

Another very big, important factor is that it is still the most engaging platform. You're going to be able to get the best conversations out of it, you're going to be able to relay the most important information to potential students, existing students, your instructors, anybody in the community, or outside the community, based on the advanced targeting.

Advanced targeting and Facebook - we're mostly talking about ads here, but you can target non-ad post if you need to do that for a number of reasons. The Facebook Ad platform is very advanced in terms of who you can target - from age ranges to very specific geolocations, to people visiting a spot, to some other we're getting in later which is a really good addition, targeting the parents of students within a certain age range. They do have some very smart targeting methods which we're going to definitely making use of.

Strong community element - it's now a very important factor. So we're in the more snappy, quicker platforms like Twitter, you can have strong following and you can get a very good amount of engagement on the post you're making. There isn't so much community element, they aren't bringing together groups of people developing discussions. Whereas in Facebook, you can post a question and have many people get in our conversation that can last hours, last days, depends on the quality of the content and who you're sharing with.

It's also very easy to showcase companies in comparison to other platforms like Twitter or Snapchat, Instagram or others, because you can have a wealth of information on your page, from direct contact details, to things that really work well with your brand in terms of images and video, you can have maps to your location, you can specify other pages that you are in good relationships with, you can have your reviews. There are very large number of important details about your company and your school that you can have there in one very easily accessible place.


In terms of those other platforms, here's a breakdown just five others. There's always more on the go at certain areas or places around North America and the world itself are going to have differing amount of people on these platforms. While Twitter maybe very popular in one community, Snapchat maybe more popular than other. You will find that is a commonality between what we're going to be talking about today is that what will work in one place may not necessarily pan out the exact same way in another.

So Twitter - probably the best use of it local outreach, not necessarily local but because we're talking about member-based businesses and martial arts school, the local side is going to be kind of your focal point. The reason for this is in terms of comparison to Facebook per se. Facebook having a business page, you can directly reach out to inpidual profiles. Whereas on Twitter, outside of private profiles, you can directly reach out to anybody. On / given a day ChampionsWay is reaching out to people like the Gracies, Pit Master, other martial arts professionals around the world, on Facebook it's not something you can do directly with people's inpidual profiles. So you can create kind of that feeling of almost a face-to-face engagement there, which can come in really handy when you're trying to create brand ambassadors or trying to create those very organic conversations about your business.

Instagram is excellent for capturing events and accomplishments. Say you are having your junior black belt program, you have 2 - 3 new students that just made this designation and you want to celebrate that. Having those accomplishments there, 1) it's great for them, it makes them feel very appreciated and very humbled by the fact that the school they're attending would go out of the way to do this on events, whether it's through photos or short videos, showcasing those pieces on Instagram. So it's a very visual medium and a very good way to bring in potential students and to increase engagement with your events, whether those are birthday parties, rentals, competitions, or your regular class schedule.

Now for LinkedIn, you won't usually find a very large number of martial arts professionals on there, but where it can come in very handy for local businesses are would be in your professional groups. Many cities will have independent professional groups that will range from local business owners to professionals in your area who have children, to educators, and other groups. So play around with the professional groups on there and see if there any local ones that you may be able to partner with or otherwise engage with.

Google+ still the biggest thing about is the use for SEO and local search, because it is plugged directly into the back-end of your site if you run Google Analytics. You will get a bit of a boost in terms of local search when Google+ is used. That's not something that I would spend a very large amount of your time when you're a small business owner, but it is good to have some of those big content pieces that you're using live there if it's set up properly.

Snapchat which is something that is very popular with younger demographics across North America. Short lessons and instructions are a great way to engage on there. So say you're giving public demonstrations or even if you're an instructor that wants to just teach very quick philosophical lessons or a specific move set that you can kind of lay out in a very short 15-second video, and then again showcasing your events, something like Instagram.


General setup - we're mostly Facebook here, but the biggest thing say you're just starting your social media program at your school. You're just jumping into social media platforms and so what do you do - you have a blank page. It is very important to fill out as much of your business information as possible because this will directly feed into how easily it is to find you in search and how often your page is going to show up in terms of suggested pages. So fill in all that information from your location to the type of business you're running, to your business' mantra or how you run your school. Make sure you have as much of that information on there as possible.

That listed location will drive that local traffic which will be big boost especially when you do start running ads that will help --not bring down the budget-- but you will start to have a little bit more extra results that you wouldn't see otherwise.

Making sure you're discoverable as a local business is something we definitely need to drive home because that's where you're going to be getting a lot of that traffic.

Defining your genre - making sure that you are listed under martial arts and as a local business. That will impact whether or not you can take in reviews because reviews on Facebook actually are only on pages that has specific type of listings so they're not always there. You may find changing that business type that you will activate or deactivate your reviews, so that is something important to remember.

As a small business owner with a local business you can also verify your page. From time to time you may see a little message on your company page that says that you can verify. Outside of that you can go into your settings and set it to verify on us now. What those would do is you'll get an automated message from Facebook to your listed business phone number and this will give you a code. Go back to Facebook, punch in the code, and you will become a verified business on Facebook. What those would do in an obvious sense is you'll get this little check mark next to your business' name on your page. Now it doesn't seem like much, however by verifying as local business, it will give you access to the Suggested Pages listing. So when people are searching for different activities in your area or they're looking at something that maybe a similar business, your name and your business page can be shown. So that can be very big advantage when you're trying to find very budget-wise ways of bring in those students through social media.

I've said this to every organization that we work with, big and small, is that content is extremely important for myriad of different reasons. As a small business owner it can be a bit of a struggle starting out, juggling that content based on the quality of the content, the type, knowing your audience, and how often realistically you can do post.

The proper use of images is a big one no matter the platform. Having higher quality images is always a plus, whether this is Facebook, whether it's what you're capturing on Snapchat, or what you're posting to Instagram. The quality and the proper use of those images is key. Each one of those platforms are going to have a group of different suggested image sizes. So Facebook being the most obvious platform, many people will find that when they're posting content to Facebook, you're going to get weird image sizes. Maybe you're putting in a link and that is a link image out of it. But you go to post it and it shows up as a thumbnail view, which is not ideal, it's not as obvious, people don't find it as eye catching in the news feed, it's much smaller. The reason for that is the image size itself. There are a list of proper image sizes that you can find.

On Facebook they do make it kind of handy where if you're creating an ad, it will show you directly the recommended image size based on that type of that. It's very handy.

Twitter is probably the easiest one because the images are scaled quite easily and the formatting on Twitter itself is fairly loose.


So that one isn't as important terms of emphasize. You really want to watch that image quality. If you are using other people's images, be sure to cite those when and where you can. It's good to give credit to photographers or the inpiduals that your school might be taking photos. So say you have students that are taking photos during an event, or after class with a big group, citing who is taking those photos is 1) a good way to recognize people. Now you should be doing that with photographers anyway. And 2) it adds to that very community focused aspect of your school, which then works great for your brand and it's something that makes students want to be associated with your business.

The 20% text rule is a bit of a strange rule. With Facebook if you are familiar with launching ads on there, almost everyone will run in to this at some point. You will find sometimes when you're running an ad, it's focused on an image that has text on it, that before you launch it you may see a little warning at the bottom that'll say that this may go about 20% text, it may not be used. Or once you've launched an ad, you may see that the ad itself gets stopped or doesn't actually get approved.

All the time the reason for that is 20% rule. So the basic idea of Facebook's 20% rule is that no image that is being used in an ad or used in post of any kind can have more than 20% text. While that sounds ambiguous, it gets a little bit more tricky. It's not based on the amount of space on the image that's covered in text, it's based on an algorithm that Facebook uses called the Grid Tool. Now the Grid Tool is something that if you're familiar with Photoshop or other image processing software, you may be used to. What I recommend to make sure that your ads meet the standard is Facebook itself gives access to user version of the Grid Tool. Quickest way to get to it is Google 'facebook grid tool'. It will bring you to a Help section file that has access to it. What it allows you to do is place the image you want to use inside of the Grid Tool and then you can see how much of that is then actually covered by text based on Facebook's rule. So you can see in advance if it's going to meet those requirements or not, which can be very handy and very time saving.

Another big thing with content as mentioned at the beginning is staying active. Facebook will actually penalise you for not being active enough. They don't really release how often you should be posting or how much space you should have in between posts. As a small business owner let's say if you can at least three or more pieces of content a week, ideally five, which I know for some that's going to be very easy, others a little bit less so, but keep in mind that is sort of a good threshold to be working with.

If you're on Instagram, let's say 1 - 2 posts a day if you can.

Twitter something that is very active, it's almost stream of consciousness. Once something goes up, it's tweeted out, it does kind of gets pushed down in people's feed very quickly. So that one realistically if you want to create more than five pieces of content a day, they can go out there. On top of that you can be engaging with people, you can reach reading things, so that one is much more active in terms of content.

Another thing that I blew the mind of people often and it's a very important aspect is that social media is social. It's one of, if not, the largest part of it. That's what separates it from basic present publicity, it's what separate it from newspapers, articles, blogs, and things like that, is that the central tenet of social media is that it's interactive, it's a two-way or more conversation. So while it's awesome to share things about your school, about the philosophy that you work with, or about campaigns that you're running, whether they'd be an upcoming Father's Day campaign, your summer camps, your black belt program, it needs to be social.


Part of that means is that 1) you're open to discussions. So if somebody mentions you, you will then engage with that. If you are posting a lot of content, it's not always about the school. Say as a small business owner you have other companies nearby who you have very positive relationships with. So make sure you post about some of those relationships. Champion the people who are involved in your business on day-to-day basis. Talk about the students who are coming in enjoying classes, getting some of their feedback. So sharing things that are around your business and what it does as opposed simply marketing and sales pieces. Because those need to be mixed in with different types of content, or they get very stale very fast, and people don't want to always be seeing those sales pieces. Then maybe mixed in with different types of content that speak really well with your school, of your school, and in terms of your brand.

So that leads directly into the community management side. Big advantage that you're going to have when you're trying to bring in new students is the strength of your community. Getting your instructors involved on your social media platforms, whether that's commenting on things that you're doing, posting things from their personal platforms, if they have business platforms and they're kind of a partner business, that can also be a great start on that side, but being sure to create that sense of community, as opposed to simply another sales channel. So this is going to be having people who are actually engaged with what you're doing. It'll be students that are writing positive reviews or sharing pieces with their friends. It'll be mentioning people that are in images, or other people in your industry that you want to talk about as having very positive impact on what you do. Always make sure to be actively replying to people. It can be easy to kind of treat social media as a fire-and-forget marketing tool where you're just putting content there actively thinking that's enough. That's only one side of it. When people interact with your content, say they're sharing some of the pieces, reach out to them, thank them for sharing. That is a great way to build community and to build up those brand ambassadors, where really going to help bring in those new students, as well as / in your retention. And that'll be kind of the core of your engagement.

Something that a lot of people don't do is reacting to critique and reviews that aren't necessarily positive. It can be a really good way to turn around a negative situation. So say you have a student that has a negative experience, let's say one of your instructors, something bad just happen in their life, they're not themselves that day, they have a (inaudible) with the student and that student decides to stop coming to the school, writing a negative review. As opposed to simply trying to brush it under the rug, thinking 'Oh well we lost a student, let's try to get rid of this review, sweep it under the carpet and move on,' - try to address it in a positive manner instead. Reach out to them or reply the review saying 'We're sorry that you have this experience,' give a little bit of explanation, say that you'd love to touch base of what you could do about it. But being engaging on that side, 1) will drastically help in your retention. While it will also look very good on potential students coming in. They come in and they see reviews, and they're just like, say it's a bunch of 5-star reviews, no comments, no stories, it is great to have those reviews. However a lot of times they're looking for a bit more information. They want to see that you are an active community. So they go to a review that's not necessarily positive, some people would look at those first on purpose because they want to see the critique, and they see you there always being positive, trying to maintain growing relationships, it's going to be a huge boost in the chance of those people that are coming across your business. Your school and your online properties are going to become students and become a long time students.


Using your event pages is another really good way to bring in students while also activating those people that are already there. They're a great way to organize your team in terms of getting all the information it needs. You're going to list your time, your locations, have images. You can create event sets on your page. You can drive students to also sign up for event notifications so that anytime you post an event, they'll automatically get a notification which is very handy. It's really enticing to the community to be able to see that you're doing these events. On top of knowing that your school is there and that it's taking new students, having people be aware that you're running community events, whether they're local demonstrations, open house, anything really - having those listed there in events is a great way to show that you're involved and that you'll want to be an open facing business. And those open facing businesses, the social community driven ones are the ones that new students want to come to first.

They are also shareable so all of your instructors, all of your staff, your management, and any of your students, as well as the parents, can easily share events. 1) They can show that they're attending. Somebody clicks that they're attending an event on Facebook, a lot of the people who are friends of them are going to see they're attending that event on their news feed. They're going to ask questions about it, they're like 'Oh I didn't know that Max took Jiu-jitsu, this is awesome. I wonder how to get in on this. I wonder if I can join too.' You will find that people will share the events that they're going to in that way, so that's a great way to capture new students, especially friends and acquaintances of current students.

You are also able to directly promote events through ads which is very handy. It will allow you to boost the event itself in your community, directly related to the targeting and matrix you give it. Say you're doing an event specifically for children. You can optimize your ads to be within that group. Say you are trying to increase the enrolment in black belt or a higher belts program. We can do things like that as well. So targeting people who are already in martial arts who are within a certain age range.

Best times - it's something that is perpetually asked and has been since the beginning. The big problem here is that many people treat the idea of the best times as kind of like a magic bullet. The basic question will be what's the best time to post on Facebook, what's the best to tweet. The short answer is there isn't one for everybody. What I mean by that is that the best time to post content for a school in New York is not necessarily going to be the best time for somebody to post in a school in Michigan. The best time is going to be based on the community that you have. There are ways that you can find out about this, what your ideal time would be. For Facebook you can go to your company page, go to Insights and then Posts, and you will get a chart that will show when people in your community are active. That'll show like a little wave and at that peak will be the time that the most number of people in your community are online, and around that bit beforehand will be what you can see as your best time if you want to have that sort of that people engagement.

For Twitter, kind of similar. Twitter itself doesn't offer the best time to tweet really. A lot of third party platforms do. Whotweet offers this. Another tool called Eudiense is good for that - E-U-D-I-E-N-S-E, I believe.


It used to be Social Girl but they changed their name and update the platform a little bit.

Those best times can have a good impact especially if you're only going to be posting fewer amount of content. If you're very active, it's not going to be as much of an issue because you're going to be covering all of your bases. You're going to have things before the best time, during the best time, and after. But if you're only doing those couple content pieces every so often, having those best times for your community nailed down is really going to be a benefit.

Let's get into the ads on Facebook. This is going to be very big and very proactive way that your school can start bringing in new students.

What makes a good ad? A good ad is going to be something that is engaging, something that is going to have a call to action on it, and it's going to be something that is properly formatted for the platform. So take some of those image considerations we're talking about early on, get those proper image sizes, good image quality. And for your links, make sure you got the quality ones where somebody's going to be landing on a piece that makes sense which is going to be another thing that we're going to be talking about momentarily.

There is a difference between creating a Facebook ad through the ad manager and just boosting a post. What people will often rely on for creating ads on Facebook is boosting a post that's already on your page. It's easily done by just clicking that little blue Boost Post button. However the Boost Post button is meant to be used for very quick set up ads. You're given instead of a range time for how long the ad's running, it’s kind of like a quick you want this for a day, you want this for a week, it's not as precise. Same with the Eudiense is. That's sort of geared to a very broad audience or an audience that you have saved. We're going to be talking about how to create saved audience momentarily as well.

But best way to think about it - if you're boosting a post, it's going to be something that's very quick. You can set that up in seconds really if you want to and it's going to be more broad or less focused. Whereas going into your ad manager's going to be a lot more time consuming but you can be very precise through your targeting.

Another huge question for small business owners, people who run martial arts schools, and other member-based businesses - what should my budget be? The thing to remember here is that a budget is going to be very different for every school. Whereas some might want to just $10 on a piece of content, others may be able to spend $1,000. There is no cap as to what a budget is, the sky's the limit realistically. But there are a couple things to remember in terms of your starting budget.

So there is kind of a minimum spend. Facebook wants all ads to be running at at least $10 a day, local currency. What will happen if your ad is below that - you will actually get a warning saying that it will drastically reduce your potential reach. What it doesn't list usually is that your ad may not end up being seen as actively as it should because it's always being outed by other people that are looking for similar audience. So if you are going to be creating Facebook ads, make sure that they're running at least $10 a day.

In terms of starting a campaign, if you are budget conscious, if you have a very specific budget in mind, one thing that I like to do is start with that $10 budget. Let's say that we're going to be running an ad campaign for your new kids program. It'll be a start-up campaign, it'll have a fully functional landing page, you're going to be signing up for say a couple of free lessons in a month and a month / discount. Say your full budget you're not completely sure of. You don't want to spend too much because you're just starting out.


Try that minimum spend at the beginning. If you do that just start your first day with the $10 spend and see what the return on it is, see how many people are clicking through, see what the engagement is on that $10, and then increase it from there. If an ad ends you can always restart it by increasing that budget a little bit. Some campaigns are not going to be as popular as others, so keep in mind that you can always add a budget or tweak some of those campaigns that you're running that have been really successful in bringing in new students.

The targeting itself can be very in depth. Actually before we touch on that one thing that we should address here will be exactly where your clicking end to - that call-to -ction side that I mentioned. Big thing to remember is that if you're creating an ad that is going to be going back to your website or elsewhere, try to always use a landing page that is directly related to that campaign that you're running. We've heard many times, in martial arts especially, where you're running a campaign that is related to bringing in new students, or a specific event, or a campaign around the holiday, always make sure that they are going to be clicking through a proper landing page. So having a page that is dedicated to that campaign or has it front-center as opposed simply the homepage of your website. Because if somebody comes in looking for a specific campaign or a certain promotion that you're running and they go to your homepage and it's just like 'Welcome to So and so Martial Arts School'. It's not the information they're looking for and there's a good chance they're going to click away. So a very smart way to optimize your ads is to use those landing pages as much as possible.

Alright, so the targeting side. Creating the proper targets for your Facebook ads can take a lot of time especially upfront and you can be as detailed as you really want to be. Let's go through some of these targets so then you get a sense of where you can go with this. Some of your basic demographics are going to be an age range. Remember that the age range on Facebook starts at 13. So in terms of creating ads that are going to be targeted at households with people below that, we're going to have to get a little bit more creative which will get to the interests section. But your demographics are going to include the basic one's but mostly age in terms of like a top section. The location - you can play around wih lots of specifics. What I like to do with that for local businesses is use a pin drop.

When you pick your central location, you will get a little map. You can do a pin drop on that map to be a very specific precise location and then you can tick the amount of space outside of that area that you want to be targeting. Say you are in Zulu, Montana. You want to target within city limits only. You can do that. You can set it to be that city only, not including the outside area; or you can drop the pin and say plus 10 miles outside. So you can have a very / targeted way of doing that. If you're running events, you can make it so that you're targeting people who live in that area and not visiting, you can target people who just left an area. So say you run an event, you want to touch base with people who are visiting at that time. More or so if it's something larger you can manage to target people specifically who were just there but live further away.

With the interests, they relatively recently, I believe it was the middle of last year, changed it so that interests actually incorporate a lot of different aspects. They've lumped in some of the employers, the field of study, and a lot of other things into the interest category.


So this can be targeting people with specific job titles, it can be people who are studying certain thing, it can be people who like a certain big martial arts page, it can also be people who like martial arts in general, have a fair / that is martial arts oriented. Or here's a regard to those targeting youth - you can now target parents of people within a certain age range. So it is possible in this section to target parents who have kids who are very young between the ages of 3 and 6, 6 - 8, 9 - 12, and other very precise groups like that.

So if you're trying to do summer camps, after school programs for kids, things like the Little Dragons program or other kids program like that, that's a very good way to target the parents of those children. And you can also match them with ones that have an interest in martial arts already or something else that is going to be a bit of an indicator that they maybe more interested in your school.

What you can do in order to do that is set it up so that say the age range is 9 - 12 - the program you're trying to bring in new students for. You can set the first demographic as that. And then there is an option to set it up so that you need to also have another interest. Usually if you just keep adding them, it'll be (inaudible). Say it'll have people who like martial arts and also people who have an interest specifically in Jiujitsu, or who like this other local company. You're going to get all of those people lumped in together. In this method, you can have it so that the parents of the people who are in that age demographic must also have this interest. You can set it so that it's parents of kids who are age 9 - 12 but who also themselves have an interest in martial arts. That can be a very good way to very specifically target people is making it so that your stacking those interest instead of just adding to them. You will find that can get down to a very small number of people if you are in a smaller community, so always remember that the way that you target sometimes is going to be more effective in larger cities, sometimes it's going to be more effective in smaller cities.

Another thing to remember is the connections. Using the connections targeting, you can target people who are specifically involved with your page already. So say you want to just get a notice out to instructors, students, parents, or people that are already involved with your school. A great way to do it as well if you want to start creating better relationships with the friends of students, which is one of the best ways to bring in new students. Ones who are already one degree of separation away from the school is to set that to targeting friends of the people who like your page. Outside of that you can make it so that you are only targeting people who aren't associated with your page already. Say you're running a page that has a fair amount of people on already or you're in a smaller community. Setting it so that you are not targeting people who already like your page when you're creating an ad campaign can save a lot of budget, make sure that you're not adding people that are already involved with what you do, and making sure that those people who are already there, already know you on a daily basis, aren't receiving marketing messages.

Here is a basic review of what you usually see, depends on the area, because Facebook does run beta version of their ad platform in different areas at different times, but for the most part this is what you're going to see when you are setting up the audience for your ads. New audience and custom audience - we will get to in a second, but there you see the locations, how you can switch that up.


You can do multiple locations. Say your school is in three different cities, you can set for one ad to target specifically those three different cities at the same time.

Languages - a good way to cut out some spam account is to go to those languages and make sure they're only targeting English specific pages, or the first spoken language of the area that you are in.

Detailed Targeting - it's what we're talking about earlier when we're going through interests. They all kind of got lumped in here. That Exclude People can be a good way to also chop down the target for these ads, making it so that you are not including people that are associated with a certain thing or page.

Connection types down at the bottom are what we're talking about with the people who like your page, friends of those who like your page, or making it so that people who do like your page aren't being targeted with these ads.

For the audience, it is a smart to create specifically an audience of school members. The easiest way to do this is with email. So depending on your CRM, you can create an Excel file or otherwise where you can have a large email list. You can then plug that into your Facebook audiences and that will be saved for later, so you can use it anytime.

You can also do that with email leads. Say you have your lead system set up, for capturing those lead emails from your web, social, from events that you're running, or from any other avenue. You can create unique audiences based on those emails and you can add them to Facebook.

How that works is when you put that into the ad platform, it will take all those emails and see which ones are associated with a Facebook profile, and then it will come back with a number. Say you just added 500 emails. Depending on if these are inpiduals in your community or you're at a business event, maybe close to 500 of them have Facebook accounts with that email. Maybe some are going to be smaller, maybe it's only 100 because you're at professional event, a lot of people use their personal email for Facebook instead of the professional, but that is something to play around. Facebook will tell you a range of how many of those emails are active on Facebook as profile and then you can specifically target people with lead generating ads for new students based on that audience.

You also can create Saved Audience based on the successful target you've done before. Say you just took an hour to create an awesome Facebook ad, a lot of really insightful targeting, works that really well. You bring in 50 new students for a trial, 20 of them become ongoing students. Awesome ad, works very well. However not that easy to go back do that exact same thing again without having a window open trying to clone the ad that way step by step. To expedite this you can create a saved ad. You can go back into an old ad, go to Edit. You will be able to see that successful targeting map was. You click on Save Audience, / it, and save it for later so that --you can see here-- you'll have New Audience and Custom Audiences, which are two different things. So will show up in one of these sections depending on the type of audience you are saving. If an audience is email or is coming from CRM, from your website, what's another thing you can set up with a tracking pixel, that will show up in the New Audience. Whereas if you save the audience created in an ad, that will show up in your custom audiences.

This is kind of the last thing we're going to talk in terms of targeting and it's really only going to apply to larger martial arts school.


Ones with multiple locations or maybe ones that are trying to have larger competition. If you are running tournaments that are national, or say you are running 10, 20, maybe even more schools across the country. A lookalike audience is an excellent to take the people that you already know have an interest in what you're doing at your martial arts school or your member-based business, and create a lookalike audience at that which will allow you to bring in a lot of people that are similar to those.

In order to do this you'll choose a custom audience, a tracking pixel from your website or another ad where people who like your page as a source. You pick your country and then your number of audiences. The way that this works is the larger the audience size, the less similar they're going to be. So if you're just starting doing this, start with the one audience at the smallest size, and those will be people who are very similar to this source audience that you add. This is really good if you're doing brand awareness, if you are changing up larger company, if you are running some kind of an online program, if you're running a tournament trying to bring in martial arts professionals from other areas, or if you're going to be attending larger conferences or conventions, and you want to be bringing people in the martial arts industry to you at those events. This can be a great way to do that.

That will end this portion of the webinar. Up next is the Q&A and if you haven't entered your question so far do that now. I would love to dig in into a little bit more detail in terms of what you can do to bring in new students to your school.

Pei En: Alright, thank you so much, David! That was fantastic presentation. The content was so relevant and I hope those of you who are listening today took away some valuable insight that could help you better your social media platforms to grow your businesses. We did get a few questions come in so we're going to jump into that real soon, but because we're kind of short on time, don't worry for those of you who have questions but we don't manage to get to them today because you can always send an email to marketing@perfectmind.com and we'll get back to you. Alright so let's pe into the first question.