You’re not running Facebook Ads for your studio?
Ah, you must own an art studio then. You can’t possibly own a karate dojo. Or Taekwondo studio. You’re definitely not a Kru. Guess you’re not a shihan, sensei, or professor.
Let’s get into the facts quickly here. If you’ve got the entrepreneurial spirit and you’re a millennial, then you know who Gary Vaynerchuk is; he was making millions and growing his business with Pay-Per-Click ads when dial up was still around. Let’s move up a decade or so: have you heard of Dollar Shave Club? Their digital marketing earned them a spot in the triple comma club (the company was purchased for a billion dollars by Unilever). Alright, we’ll strike from one more angle here: two-thirds of Americans are on Facebook. Have you ever had a two-thirds chance of all your students winning their competitions?
That’s how impactful this statistic needs to be treated. With paper flyers, all business owners know there’s a rule in ten. One out of every ten people will read your flyer, and one out of ten of those people will actually take action on it. Now that we’ve established that San Andreas of a fault-line contrasting the difference between Facebook and paper flyers, here is where things get crazy.
When you open up the Facebook Business Manager dashboard, with all of its columns, buttons, pixel analytics, and so on, you can create an ad campaign with an infinite amount of versions of ads, ad targeting, minor copy (the text that “sells”) variables. Plus, you can even use different pictures or videos to serve as the ad. Why? Because advertising is a science. The most successful ad agencies out there are using best practices, talent, but most importantly, experimentation to create the best ads you’ll see in the universe. It’s like testing out a 1 – 2, leg kick against a 1 – 2 rib kick, oh, and throwing in a guillotine choke, to lift up, to shoot in for a double-leg too. There’s a time and place. You’re only ever going to learn by testing out combos in the martial arts school.
Back in the Don Draper days (AMC’s “Mad Men”), a lot of research was done in the office. In the end, what was hung up on billboards was there to stay. What was broadcasted on TV was there to stay.
So the question now is: why would you advertise with a guess and just throw it out there into the universe, hoping that your cool logo and your offer are enough to sell itself?
Recall back to 5th grade: the difference between nonsense and science is guessing and a hypothesis.
Facebook ads for your martial arts school allows you to test your hypothesis by experimenting with that infinite amount of combinations of the parts that make up your ad.
That’s your 16-year-old niece who took a $15 Udemy course are failing at Facebook ads for your martial arts studio. That’s also why the do-it-yourselfer’s using YouTube as their master are failing.
Yes, there is skill involved in picking the right photo to grab your (prospective) customer’s attention. And there’s skill in targeting the exact person using Facebook’s demographics and interests targeting options. You can test those, though, and find what’s working and what’s not. The part of FB ads that you’re already a master of is knowing the vernacular to use. You’re not going to speak eloquently yet sesquipedalian, whilst retaining your authoritative persona as the keen martial arts master… just like I won’t use those words in this article again.
So, you can do this. Get comfortable with the platform by sprinkling some posts onto your regule ‘ole Facebook Page for your dojo with some interesting information, wisdom that relates to real-life, and things that you as a martial arts aficionado can talk to non-martial arts practitioners about. However, let me stop you there; make a promise right now to your students, your husband, wife, or me, that you will not press the boost post button. Have you heard of how some businesses donate a dollar for every particular amount you spend with them to fight world hunger? Or plant a tree for every computer you buy? That boost post button makes a Margarita magically appear at Zuckerberg’s $100 million house in Hawaii. If you have a “marketer” doing that for you, it’s time to re-evaluate what they are actually accomplishing, and reference the anecdotes about Dollar Shave Club and Gary Vee from the beginning of this article.