BeautyLink - Volume 8, Issue 4 - 25


that has a low-barrier, meaning little
focus on requesting their information,
you should always have a call to action
at every level of this funnel!

Reach a larger, automatically refreshing
audience. Create specific ads/content for
Facebook to put in front of people based
on their place in your funnel. Nurture your
audience and keep them engaged while
they flow down to the bottom of the conversion funnel. Get as close to set-andforget as possible with your campaigns.
Show non-converting prospects new content later on and for a minuscule cost. But
ultimately, the main goal should be to avoid
wasting your money and your prospective
student's time. There are four areas that
we will look at to help make this possible.

Without good, useful content, this marketing strategy will fall short. Videos, blogs,
and how-to guides are all reliable tools to
use throughout this funnel. At the top of
the funnel, the content you use should be
strictly introductory. You're asking prospects to get to know you. Toward the middle
of the funnel, the content should be relevant
and useful in some way to your audience.
Pay attention to what they need. Toward the
bottom of the funnel, you want to help the
prospects envision attending your school.
Content at this lower level needs to have a
strong call to action. Once the prospects
are down at this level, you have already
shown them why your school is the best
choice. Now, you have earned the right to
ask for the sale.

Facebook offers a large number of tools to
get the most out of your ads. The Facebook
Pixel can be placed on your website, allowing you to track all website visitors and
connect to their Facebook accounts. You

can take any email lists you have and
upload them to Facebook, and Facebook
will go and find any accounts they can
with the provided information. Instead of
using interest-based targeting, Facebook
Lookalike Audiences are a great tool to get
things started, particularly in the top of
the funnel. You can take a group of people
(page fans, email lists, website audiences,
video views, etc.) and tell Facebook to create a Lookalike. They will scrub that audience and find the common psychographics
and demographics of the group; then they'll
find the top 1 percent of prospects in your
area that looks just like them.

Facebook takes pride in the strength of
their targeting capabilities. If you know
how to use them, it can be a powerful tool.
Near the top of the funnel, you should keep
the age range & geo-radius wide, stretch as
far as you can, but still within your target
area. The top portion of the funnel should
target those who have never been exposed
to your brand but fit the profile of your
target market (Lookalike Audience). Near
the middle of the funnel, you should be
re-targeting based on web traffic to a particular page on your website, or if there is
not a sufficient number to do so (minimum
is over 1,000 in at least six months), video
retargeting is a very reliable tool. Using a
video as an ad is a great tool. The cost per
view is typically within $0.01-$0.03.

The same way you can target specific audiences, you can exclude them as well. If you
set up exclusions correctly, it will cause
people to feed automatically through your
funnel and to the close. Near the top of the
funnel, you'll want to exclude those who
have had recent exposure to your brand.
If they have recently visited your site, they
don't need a brand intro, but it is time to
feed them relevant content. Near the middle of the funnel, you'll want to exclude

Q4 2015

Q1 2016

Q2 2016

$7,358.58

$15,385.97

$20,608.75

8.17%

6.31%

34.85%

407

643

1073

Cost Per Lead

$18.08

$23.97

$19.93

Conversion Rate

9.94%

10.7%

12.3%

Ad Spend
Engagement Rate
Leads

any conversions, students, graduates and
staff to avoid wasting money. At the bottom of the funnel, your focus is on people
who have read certain articles or viewed
specific videos, so you'll want to exclude
those who don't meet that requirement,
along with the same exclusions from the
middle of the funnel.
When one of our clients gave us the
green light to set this full funnel up at
the beginning of 2016, they saw amazing
results. They utilized video content to build
their funnel. At the top, the videos are fast
paced, short, and strictly introductory.
Toward the middle, the videos explain why
their school is the best choice for their
prospects. In the end, they have a video
that helps prospects envision attending
and graduating from the school. It's paired
with a simple clicks-to-site ad with a strong
call to action. This drives traffic to a specific landing page, not just the homepage
of their website! In the chart on this page,
here are some of their results. Your school
does not need to spend as much to guarantee the same results. There are a large
number of factors that can play into how
much you should spend on social media.
When you take the time to provide relevant
content, the results can be great. If you
waste people's time, it will get expensive,
and cheapen your brand.
Derik Parkinson is the
Social Ads Manager at
Oozle Media.

BE AUT YLIN K | T AL K I NG T ECH NO LO G Y | 20 1 6 |

25



Table of Contents for the Digital Edition of BeautyLink - Volume 8, Issue 4

Event Recap: CEA Annual Convention
Jim Cox: A Tribute and Toast
Getting to Know Adam P. Nelson
Best Tech Tools for Educators
Stop Wasting Money on Facebook
The Evolution of Beauty Education
Four Ways to Boost Your Brand Across Social Media
Is Your Business the Next Blockbuster?
Workings of Washington
And Then There's Compliance
Superstar Graduate
Beauty Changes Lives
Manlink
Step by Step
Message From The AACS President and CEA Chair
People & Places
New Product & Services
Associate Member Profiles: School & clinic Management Software
New School Members
Upcoming 2016/2017 Events
Index to Advertiser
BeautyLink - Volume 8, Issue 4 - cover1
BeautyLink - Volume 8, Issue 4 - cover2
BeautyLink - Volume 8, Issue 4 - 3
BeautyLink - Volume 8, Issue 4 - 4
BeautyLink - Volume 8, Issue 4 - 5
BeautyLink - Volume 8, Issue 4 - 6
BeautyLink - Volume 8, Issue 4 - 7
BeautyLink - Volume 8, Issue 4 - 8
BeautyLink - Volume 8, Issue 4 - 9
BeautyLink - Volume 8, Issue 4 - Message From The AACS President and CEA Chair
BeautyLink - Volume 8, Issue 4 - 11
BeautyLink - Volume 8, Issue 4 - Event Recap: CEA Annual Convention
BeautyLink - Volume 8, Issue 4 - 13
BeautyLink - Volume 8, Issue 4 - Jim Cox: A Tribute and Toast
BeautyLink - Volume 8, Issue 4 - 15
BeautyLink - Volume 8, Issue 4 - Workings of Washington
BeautyLink - Volume 8, Issue 4 - 17
BeautyLink - Volume 8, Issue 4 - Getting to Know Adam P. Nelson
BeautyLink - Volume 8, Issue 4 - 19
BeautyLink - Volume 8, Issue 4 - Best Tech Tools for Educators
BeautyLink - Volume 8, Issue 4 - 21
BeautyLink - Volume 8, Issue 4 - 22
BeautyLink - Volume 8, Issue 4 - 23
BeautyLink - Volume 8, Issue 4 - Stop Wasting Money on Facebook
BeautyLink - Volume 8, Issue 4 - 25
BeautyLink - Volume 8, Issue 4 - And Then There's Compliance
BeautyLink - Volume 8, Issue 4 - 27
BeautyLink - Volume 8, Issue 4 - Superstar Graduate
BeautyLink - Volume 8, Issue 4 - 29
BeautyLink - Volume 8, Issue 4 - The Evolution of Beauty Education
BeautyLink - Volume 8, Issue 4 - 31
BeautyLink - Volume 8, Issue 4 - 32
BeautyLink - Volume 8, Issue 4 - 33
BeautyLink - Volume 8, Issue 4 - Four Ways to Boost Your Brand Across Social Media
BeautyLink - Volume 8, Issue 4 - 35
BeautyLink - Volume 8, Issue 4 - Is Your Business the Next Blockbuster?
BeautyLink - Volume 8, Issue 4 - 37
BeautyLink - Volume 8, Issue 4 - Beauty Changes Lives
BeautyLink - Volume 8, Issue 4 - 39
BeautyLink - Volume 8, Issue 4 - Manlink
BeautyLink - Volume 8, Issue 4 - 41
BeautyLink - Volume 8, Issue 4 - Step by Step
BeautyLink - Volume 8, Issue 4 - 43
BeautyLink - Volume 8, Issue 4 - 44
BeautyLink - Volume 8, Issue 4 - People & Places
BeautyLink - Volume 8, Issue 4 - 46
BeautyLink - Volume 8, Issue 4 - New Product & Services
BeautyLink - Volume 8, Issue 4 - Associate Member Profiles: School & clinic Management Software
BeautyLink - Volume 8, Issue 4 - 49
BeautyLink - Volume 8, Issue 4 - 50
BeautyLink - Volume 8, Issue 4 - Upcoming 2016/2017 Events
BeautyLink - Volume 8, Issue 4 - 52
BeautyLink - Volume 8, Issue 4 - Index to Advertiser
BeautyLink - Volume 8, Issue 4 - 54
BeautyLink - Volume 8, Issue 4 - cover3
BeautyLink - Volume 8, Issue 4 - cover4
BeautyLink - Volume 8, Issue 4 - outserts1
BeautyLink - Volume 8, Issue 4 - outserts2
BeautyLink - Volume 8, Issue 4 - outserts3
BeautyLink - Volume 8, Issue 4 - outserts4
BeautyLink - Volume 8, Issue 4 - outserts5
BeautyLink - Volume 8, Issue 4 - outserts6
BeautyLink - Volume 8, Issue 4 - outserts7
BeautyLink - Volume 8, Issue 4 - outserts8
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