How can Language Schools Recruit More Students with Facebook Ads?
Many language schools new to social media marketing doubt the power of Facebook Ads.
The problem is that more than 1 in 4 marketers fail to even define the difference between paid search and paid social campaigns.
Now, that’s a big number.
But it’s really quite simple: paid search helps your target market find your business and paid social campaigns help your business find potential customers.
And Facebook advertising does exactly the latter.
It lets you reach out to targeted prospects and customers.
It helps you target specific user segments that are more likely to be interested in the products and services offered by your language school.
In the process, you get more sales. 📈
With immense user data about their day-to-day activities, interests, hobbies and preferences, the level of targeting offered by Facebook rivals no other platform.
For language schools, posting vocabulary or photos of students on Facebook just isn’t enough – especially for ones just starting out.
Sure, you can throw money to try and drive people to your Facebook Page and send them to your website, but that only works if you’re smart about it.
One way to do just that is to create highly-optimized Facebook Ads targeted at the right audience. 👋🏼
Optimized ads can help you spend your budget wisely and see a positive return on your investment.
If you want to launch Facebook Ads that work, there are four crucial elements you have to keep in mind:
1. Make it visual 👀
Visual content is not only treated more favorably by the Facebook algorithm, but it’s also more likely to be shared and remembered than written content.
No matter what type of ad you create, your image needs to be visually appealing.
2. Make it relevant 🔗
Relevance is crucial for running successful Facebook ads.
When someone views or clicks on your ad, you are spending money.
And if you’re showing ads that aren’t relevant to your target audience, you’re wasting time and money and you probably won’t see success with any kind of advertising.
In February 2015, Facebook introduced a feature in the Facebook advertising platform that rates your ads and gives you a relevance score, similar to Ad Rank with Google AdWords.
The more relevant your ad image, ad copy, and destination page is to your audience, the higher your score is – and the more favorably Facebook will handle your ads.
3. Have a compelling value proposition 😍
A value proposition tells the prospect why they should click on your ad to learn more about your service.
How are your language programs different from any other?
Why should the prospect click on your ad to see your website?
Your value proposition needs to be believable.
Saying you offer the best Spanish classes in the world will not make people come to your website, but maybe offering 10% off will.
Or, perhaps having social proof will help — something like, “Join over 10,000 happy students and learn Spanish with us today. Book a class now and get 10% off with this coupon.”
4. Have a clear call-to-action 📩
An eye-catching and relevant ad is all well and good, but without a call-to-action (CTA), your prospect might not know what to do next.
Adding a CTA like “Book now and save X%,” or “Limited spaces!” adds a sense of urgency to your potential customer. Your CTA should encourage people to click on your ad now.
So, do Facebook Ads for language schools work?
Yes. Absolutely. Without a doubt. 👍🏼
If your campaigns have been getting you mediocre results, then it’s time to go back to the drawing board and reassess your advertising strategy.
From your objectives to who you’re targeting to the approach you’re using – you’ll need to dig deeper into understanding your target customer’s psychology.
But as a rule of thumb: Keep. It. Simple. Stupid. 😎
Be consistent in your messaging and make it easy for people to convert.
The longer the conversion process, the more likely people will drop off between Facebook and your landing page.
Last but not least, remember to be creative.
Boredom kills conversions. And that’s not the result you want.
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