7 cents a fan: Fitness instructor whips his B2B ad campaigns into shape

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Scott Rawcliffe is a personal trainer from the Gold Coast region of Australia. He also trains other fitness professionals, selling bootcamp programs to help them improve their business practices — little of it online. Rawcliffe also utilizes Facebook ads to boost his customer base. We spoke with him to learn more about his strategies — which has led to Facebook fan acquisition at as little as 7 cents per fan.

So how would you reach other fitness instructors and gym owners?

You wouldn’t target people who like fitness, personal training, 24 Hour Fitness, working out, and so forth. That gives you a consumer audience, but not gym owners and trainers themselves.

Similarly, on Google, you wouldn’t buy keywords related to “fitness instructor programs,” since that would still attract a largely B2C crowd.

But if you targeted people who like the Australian Institute of Fitness or other professional organizations, you’re going to hit this B2B crowd.

So he started a Facebook ads campaign at $15 a day

It wasn’t that using ads alone created magical results — he had to also have content interesting to the fitness industry and also be willing to commit to post daily.

This is a long-term commitment to freely share advice and interesting tidbits. The Facebook ads portion is to merely ensure that his messages are getting into the News Feed.

Here is one of his ads — this one to create awareness and generate fans:

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He spent $20.06 and drove 73 fans, which works out to 27 cents a fan. If you include the total impact (adding in organic new fans over the time period, he is down to 7 cents a fan.

Of course, you wouldn’t have fan growth as a primary objective, nor would you want to buy a bunch of cheap or fake fans. It’s about driving engagement with the right people.

That said, he got a 6.9% CTR (Click-Through Rate), which is why his CPC (Cost Per Click) was below 20 cents. He got 115 clicks, of which 73 (63%) became fans. Excellent ratio– that means the combo of his targeting and content is solid.

This ad’s frequency of 1.3 means that the average person saw it once in their newsfeed. We recommend not letting frequency hit 2.0, else you risk News Feed burnout.

Measuring and optimizing ROI

Scott’s business goal is to drive more coaching clients. Facebook is providing a steady flow of high quality inquiries, whether it’s fitness instructors asking right there on the Facebook page, filling out a form, or reaching out to him another way.

It’s not about more fans, silly cat photos, or giving away free iPads.

He set up his content strategy and then corresponding Facebook ad campaigns by Audience, Engagement, and Conversion.  See his full strategy laid out here.
Thank you to Scott Rawcliffe and Alex Houg for sharing their campaign details. If you’re a small business finding success or struggling with Facebook, we’d like to hear your story, too!

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