Brief Summary
This video is about how a physiotherapy business turned around its failing Facebook ad strategy and achieved full booking within two months. The key changes involved shifting from direct offers and lead magnets to a discounted discovery session, leveraging urgency and scarcity, and using compelling customer reaction videos as ad creatives.
- Local businesses can easily dominate local ad markets with the right offer.
- Tripwire strategies with urgency and scarcity can convert cold audiences.
- Customer reaction videos can be highly effective ad creatives.
Intro: Turning Around Facebook Ads for a Physio Business
The video introduces a case study of a physiotherapy business that was struggling with Facebook ads. The business, a family-owned regional chain with 11 locations in southwest England, had primarily grown through word-of-mouth. When they tried to expand into a new city, their traditional methods didn't work, and their attempts at running Facebook ads themselves for about nine months were unsuccessful. They tried direct offers and lead magnets (like free guides), but neither strategy effectively converted leads into paying clients. They then joined the Ben Heath's mentorship program to improve their Facebook ad results.
Understanding the Business Dynamics
It's important to understand the dynamics of a local business when crafting an advertising strategy. Local businesses face less competition compared to national or international e-commerce businesses. This makes it easier to create effective ads and dominate the local market. The offer is very important for local businesses. Unlike the crazy, unrealistic offers often seen in the broader marketing space, local businesses can benefit from simple, compelling offers that resonate with their target audience.
The New Strategy: Discounted Discovery Session
The recommended strategy was to advertise a discovery session with a significant discount, essentially a tripwire strategy. Instead of directly selling full-priced services or using lead magnets, they offered an 80% discount on their existing assessment and treatment plan, reducing the price from £85 to £17. The offer was framed with urgency (available only until the end of the month) and scarcity (only 40 discounted sessions available). This approach aimed to attract customers who had been experiencing chronic issues but hadn't yet sought treatment.
Addressing Concerns About Urgency and Scarcity
The client was initially concerned that an urgent and scarce offer might not align with their brand or have longevity. However, urgency and scarcity are commonly used by luxury brands to create demand. The idea that running frequent sales would be a problem is also addressed, noting that most prospects don't pay close attention to ads. You can tie sales into different events or seasons to keep them fresh and relevant.
Why the Tripwire Strategy Worked
Selling full-price services to cold audiences was too difficult, and fully free assessments attracted low-quality leads. The tripwire strategy hit a sweet spot, targeting individuals with chronic issues who were on the fence about seeking treatment. This offer wasn't as effective for acute issues, but the focus was on attracting those with ongoing problems. Understanding the customer's mindset and tailoring the marketing to their needs was crucial.
Ad Creative: Customer Reaction Videos
The most successful ad creative was post-treatment customer reaction video compilations. These videos captured the visceral reactions of customers experiencing relief and improved mobility after a session. The videos were so compelling that they didn't even need to explicitly mention the 80% off offer; that information was included in the ad copy and landing page. Getting permission to record and use these videos involved asking customers if they minded being recorded for training purposes and then requesting permission to use the footage in marketing materials, sometimes offering a discount on their next session in return.
The Results: Fully Booked in 60 Days
The cost per sale for the initial assessment was £29, but one in three clients went on to become longer-term customers with an average of a 12-session treatment plan. This resulted in a cost to acquire a customer (CAC) of £36, while the average customer value was £780. Even after factoring in the time of the therapists, the sales funnel was highly profitable, with a return on ad spend exceeding 15x. As a result, both physiotherapy locations were fully booked within 60 days. The budget requirement is front-loaded; once the customer base is built, the need for advertising decreases.
Services Offered: Agency and Mentorship Program
Ben Heath offers two options for those seeking help with Facebook and Instagram ads: his agency, Heath Media, which manages ad campaigns for clients with a minimum budget of £5,000 per month, and his Facebook ads mentorship program, which provides coaching, consulting, educational material, and feedback. The mentorship program includes access to exclusive course material, daily live calls with Ben or his team, specific trainings, Q&A sessions, and a community of 800 business owners. There is no minimum budget requirement for the mentorship program.
