How to use Facebook Ads to Your Advantage

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In this episode, Barbara and Christian will discuss:

*How to use Facebook Ads as an Advantage
*Why new social media platforms are better in lead generation
*Why it’s important to know your target market first before starting a business

Key Takeaways:
“A website is just like a piece of real estate. If nobody drives up to it, and nobody finds it, no one’s going to buy your stuff from you.” – Christian Lovrecich.

Connect with Christian Lovrecich:
Website: https://pixlfeedmedia.com/
LinkedIn: https://www.linkedin.com/in/clovrecich/
YouTube: https://www.youtube.com/channel/UCDgXJpL26EpZsC-OkdrOxiw
Twitter: https://twitter.com/clovrecich
Facebook: https://www.facebook.com/christianlovrecich/
Connect with Barbara Hales:

Twitter:   @DrBarbaraHales
Facebook:   facebook.com/theMedicalStrategist
Business website: www.TheMedicalStrategist.com
Show website:   www.MarketingTipsForDoctors.com
Email:   Barbara@TheMedicalStrategist.com

YouTube: TheMedicalStrategist
LinkedIn: www.linkedin.com/in/barbarahales

Books:
Content Copy Made Easy
14 Tactics to Triple Sales
Power to the Patient: The Medical Strategist

TRANSCRIPTION (097)

Dr. Barbara Hales: Welcome to another episode of Marketing Tips for Doctors. I’m your host, Dr. Barbara Hales. And today we have with us a very interesting person by the name of Christian Lovrecich.

Christian Lovrecich: Hey Barbara! How are you doing? Thank you for having me.

Dr. Barbara Hales:  Good! Thanks. Cristian considers himself a serial entrepreneur and a digital renaissance man. He is a podcast host. And he does advertising and digital media, as well as being a YouTube celebrity. He’s currently on a mission to not only help businesses scale, from six-to-seven-to-eight figures, harnessing the full power of Facebook ads through innovative marketing strategies. In other words, he makes his clients cut through the noise fast and simple, leaving their competitors wondering, “Boy, what just happened?”

And it doesn’t stop there. For those who want an insight into the mind of a brilliant modern advertiser. Every week, he shares his most recent marketing and advertising insights through his YouTube channel, PixlFeed. But Christian is all about pushing the envelope one step further, and that’s why his podcast is a true labor of love. When it comes to truly fleshing out how modern and successful entrepreneurs have built their way to the top, you can watch friendly hour-long interviews with them while sipping down your favorite drink.

Christian Lovrecich: Yes.

Dr. Barbara Hales:  So Christian, what is your favorite drink?

Christian Lovrecich: Oh, it depends. So, are we talking about alcoholic drinks or just regular drinks?

Dr. Barbara Hales:  Just your favorite you choose.

Christian Lovrecich: I drink a little water, believe it or not, a lot of water. On the weekends, I’ll have like the occasional Scotch or something if I go out, but a lot of water, you know, and my HL days, you know?

Utilizing Facebook Ads feature

Dr. Barbara Hales: You can’t be healthier than that. So, what got you started on the road to Facebook ads?

Christian Lovrecich: Basically, long story short, I had a brick-and-mortar business, and when the economy crashed in 2009, I lost my business because I was young and dumb in my early 20s. It was my first “real business,” and I didn’t plan for it, and I thought the money was never going to end. And then the economy hit, you know, the recession hit the housing market, a lot of stuff. And long story short, I didn’t have enough safety, and people weren’t paying me. I had thousands upon thousands of dollars out in invoices that never got paid and how to take care of my employees. Pretty much, I had a little bit of money saved up towards the end. And I was like, what am I going to do now? I don’t know.

I took a break. And then I’ve always been a computer geek, and I’ve been building my own computers since I was a kid. When the Internet became a thing, I always knew I wanted to do something online. But I never really needed it and never really looked into it until that happened.

I decided that I wanted to start an e-commerce website. And it just so happened that I came across this Facebook ads course. I was looking on Facebook, and one of my friends posted it. I bought it, and it was the best $300 I’ve ever spent in my life. And it changed my life. I started with my first brand, turning to two to three, many failures in between. I sold some of them. I still have some of them. I have a small boutique agency, where we do it for clients as well to grow the e-commerce stores. And that’s how I got here. That’s the short version of it.

Innovative Marketing Strategies

Dr. Barbara Hales: Okay. A doctor has his own practice, so he has his own business. He approaches you as a client. What innovative marketing strategies do you set up for him to become more solvent and more successful from a financial standpoint?

Christian Lovrecich: It depends. The marketing strategy will be based on whatever the client needs are. Of course, we all want to make more money, we’ll want more clients, but you know, it depends on the type of practice and the type of clients they’re going after. There are things involved, such as how long your “sales cycle” is as you guys are seeing patients. It’s very different from somebody who needs a procedure for health reasons or somebody who just wants to get plastic surgery. It’s like a different type of client that you’re looking for.

The first question is, what are your goals? Obviously, you want to get more people to your practice, but what is the goal? What type of service are you trying to sell to your patients? What are you trying to offer your patients? And then, based on that, whatever they’re offering, then we can start talking about developing a strategy on how to get those people to the door.

Social Media Marketing

Dr. Barbara Hales: Do you rely heavily on social media marketing?

Christian Lovrecich: Yeah! That’s a part of it. Again, it comes back to what is it that we offer that we need people to come through the door for? Do we need leads? Are we doing lead generation? Or are we bringing people straight through your front door? You can drive traffic using platforms like Facebook, Google, or TikTok depending on the type of service you’re offering. Are you a dentist or a plastic surgeon? Because everybody needs a dentist, but not everybody needs a plastic surgeon.

It really comes down to what you offer, and based on that, the platform you use to get in front of those people will change because they have different demographics. The people using TikTok are not the same people who are on Facebook all day long. It really comes down to which demographic you’re going after. Each platform has its own demographic that works best with.

Dr. Barbara Hales: Who do you find is using TikTok mostly?

Christian Lovrecich: It used to be from 18 to 24 years old. But right now, 24 to 35 years old is the biggest demographic on TikTok. The great thing about TikTok is that they still have a massive organic reach. Meaning, you can create content, and the content will be seen by millions and millions of people. If people like it and share it. You can’t do that anymore with platforms like Facebook or Instagram because it gets to a point where the platform becomes saturated. What these platforms do is they’ll choke their organic reach for you to spend money on ads, and that’s the only way you can get in front of people.

When a platform is new, like TikTok is, TikTok is only a few years old. In social media years, it’s like “dog years.” It’s still very young. Since not everybody has shifted from Facebook and Instagram into TikTok, demographics are still not all there yet. Their organic reach is still massive. So even though your demographic of 45 to 65 years old is not as big as it will be on Facebook, if you take advantage of it now, you will eventually reach all those people for a lot cheaper and quicker.

Dr. Barbara Hales: I see. Do you help your clients create videos?

Christian Lovrecich: Yes and no. It depends on the type of client. We specialize mainly in E-commerce, advertising campaigns. We haven’t done lead generation in a while. We offer services where if you already have made a video that’s already been made on your end, you can just send it over to us, and we can use it for a campaign if it goes with the campaigns that we’re crafting for you. If not, you can send over the footage to us, and we can put it together and make an ad or mini commercial out of it as well.

E-commerce

Dr. Barbara Hales: When you say E-commerce, are you referring to products and services being sold as maybe an adjunct to health service itself?

Christian Lovrecich: No. When I say E-commerce, I’m talking about E-commerce stores, like Nike, Reebok, Macy’s, or JCPenney, where they sell physical products, not just services.

Dr. Barbara Hales: If dermatologists want to put out their own skincare line, would you help them create an E-commerce site to promote their skincare products?

Christian Lovrecich: No. We don’t build the sites. We concentrate only on the advertising and marketing side of things. We already work with already established businesses that already have their line of products. They have proven sales, and they’re getting ready to scale from doing 10 to 30 thousand dollars a month, and they want to start hitting those numbers of 100 thousand dollars a month or more. That’s what we specialize in.

Usually, the clients that we deal with are already established. They’re just looking to scale their business and take it to the next level to multiply their sales as we move forward. And then we set systems in place for it. We work on your email marketing campaigns, “the back end,” to take advantage of those VIP customers that you get. If you’re a doctor, and we have had doctors as one of our biggest clients is in skincare, and want to develop their own line of products. Once the website is built and ready to go, we create marketing campaigns to sell their products online.

Successful Product Launching

Dr. Barbara Hales: Let’s say a doctor would like to launch a new product line. What do you advise for that launch to be successful?

Christian Lovrecich: Well, the first thing you got to do, and you get to test the market. One of the biggest mistakes that I see is that people come up with an idea, and then they go to their friends, and their friends are not going to lie to them and say, “That’s a great idea. Go for it!” And then they spend all this money ahead of time without testing anything about it or asking the public if it’s something that they want to have that they need, and then they buy all this inventory up front, and then they put the product out, and then it doesn’t sell.

Most people think out there, unfortunately, that if you just build a website all of a sudden, everybody will have to buy your stuff. And that’s not the reality of it. A website is just like a piece of real estate. If nobody drives up to it, and nobody finds it, no one’s going to buy your stuff from you. Also, you have to think about, “What’s the pain point that my product will have to solve?” Obviously, with skincare products, the pain point is, “You don’t want wrinkles and want to look younger.” So, it’s an easy pain point to advertise and market to other people. But you still have to make sure that the public wants your product.

One of the great ways if you’re starting out and what I tell people to do is to create a Facebook page, and then you go in there, and you can put your product on there and talk about it. Talk about what it does, the price point, and how great it is. And then you can do what’s called “boosting a post or an engagement post” on Facebook. You can put it for five bucks a day and let it run for a couple of weeks, and people will tell you exactly if they want it or not.

That is how I used to test products when I first started. If I was doing like a couple of T-shirts, I would put two designs and then ask people, “Which one do you like best? Will you buy it?” And then, I will give the details about the product and then create a campaign called “boost” nowadays, but it’s an engagement campaign. I will throw $5 at it and then select my targeting inside Facebook, wherever my targeting is.

If it’s skincare, you target women from age 45 and up because that’s the demographics, and I know for a fact that they are looking for those types of products. And then, they will let you know that it is something they want. So once that’s proven and tested, and they will tell you in the comments, “Yes, I want it.” “Great price point.” or “This is something that I need.” Then, you move forward into building the website and maybe ordering a little bit of inventory. And then getting it out there.

Scaling Businesses

Dr. Barbara Hales: Could you give us two tips for businesses to scale their business higher?

Christian Lovrecich: To scale and get your name out there, the first thing to do is grow your email list. That’s number one. Most people starting out don’t pay attention to their email list. You should always have a pop-up offering a discount or a freebie in exchange for people to give you their information, like their email address. If you can get their phone number, that’s even better because you can add them to your text messaging list.

I say it all the time on my YouTube channel. When I do consultations and all that, your email list is the most important thing that you can own when it comes to your business. The bigger your email list, you can always send an email and make an offer to your email list. And then you can always gain revenue that way. Let’s say you’re using Facebook ads, and one day you violated something because you didn’t follow the rules, and they can shut down your account. Where do you go? Well, you have your email list! So that’s one way to scale your business email list.

Another way to scale your business is called “product seeding with influencers.” You look for influencers with a large following in your niche, and then you send them your products. In exchange, they will post about your products and send traffic to your website. So that’s an easy way to do it. And that’s an easy way to scale your brand, products, practice, etc.

Using Influencers for Advertisement

Dr. Barbara Hales: How do you identify or find influencers in a person’s sphere?

Christian Lovrecich: There are many different ways to do it. There are many services out there that you can use to search for influencers on all platforms, based on demographics, interests, profiles if they have a YouTube channel, and 10,000 to 20,000 followers based on keywords on their bio or based on hashtags used on their posts. One of my favorite services is Favikon, and the plans are pretty reasonable. On there, you can search by hashtags.

So, if you’re in skincare, type in #skincare. For instance, “I want women influencers 45 to 55 in the US, who have a following between 10,000 people to 20,000 people,” and it will show you their profiles and the engagement rate on their accounts. You want to make sure that your audience is engaged with them and their posts. And then, based on the data you get back, you pick those people and send them a message or an email. And then, you ask to send them a free product. And if they’ll say “Yes,” that’s how you get out there. You’ll be amazed! They just post what they feel thankful for, and they’ll post your product all over the place multiple times. It works really well.

Contact Information

Dr. Barbara Hales: If our listeners would like to reach you, how would they go about doing that?

Christian Lovrecich: If you want to learn a bit about digital media, if you’re doing it yourself, whether it’s Facebook ads or digital media in general, conversion rates and websites, and all that good stuff, you can go to my YouTube channel, PixlFeed. The podcast is on there as well. And then on the agency side of things, it’s called pixlfeedmedia.com. We specialize in E-commerce stores and businesses that are already doing six figures in sales a year. We specialize in scaling those businesses taking them to the next level.

Dr. Barbara Hales: Well, thank you so much for being with us today, Christian. This has been another episode of Marketing Tips for Doctors with your host, Dr. Barbara Hales. Til next time.

Christian Lovrecich: Thanks, Barbara. Appreciate it!