My partner is a wellness coach and soon to launch an online service and consultancy to help women with fatigue, burnout and stress. She has identified a number of Youtube channels and Facebook groups that many of her potential clients congregate in, but now wants to try and work out how to target these women with advertising. My own tech founder skills sadly lack when it comes to social advertising, although given some online tools I'll certainly be able to help her navigate and use them. So I would love any tips for her on tools she can use or guides on how to begin her growth planning?

In my experience this is a really tricky brief without getting hyper specific on your partner's niche. Women that are stressed and want to avoid burnout is very broad and hard to find people willing to pay. If you can tie that burnout and stress to a more tangible benefit, for a more targeted ideal client, you will get traction faster. Ie/ I help busy and successful female CEOs and business leaders thrive in their professional life without sacrificing the quality of their family time when they are not in "hustle mode". My clients get their weekends back, can relax with their partners after dinner, sleep well and always bring their A game to their business. It is possible to get the best of both worlds, and our programs show you how! If you're feeling a bit stretched trying to balance running your business and growing your family, struggling to get enough sleep and never have any time for yourself, let's talk...

@Steve Procter On the basis of what you’ve said, perhaps her own Facebook group would prove useful, to discuss some of the topics she can help with. Maybe a 101 on daily tips that can help, but not giving out the deep work that her consultancy offers. Failing that, I imagine ( but don’t know) that women are more likely to search Google for help with those symptoms than Facebook, as people regularly search online for health tips and advice. Maybe putting a small budget for PPC against specific terms would help - but you would have to do keyword research and find out the cost of bidding on those search terms.

Facebook ads, simple funnel with direct offer to learn more about offer / book a call and then go straight to enrolment Focus on sales before marketing. 101 daily tips gets lost as generic noise. People don't want content, they want help. If you're drowning in a river and ask for help, you need someone to save you... Make your offer to go straight towards booking a rescue call.

hey @Josh thank you, I really appreciate this and some great lines to use. But I was keeping it broad, so didn't go in to the fact that Emily actually knows what her messaging is likely to be and the market she's after (better than I can explain it!). So I guess it's more the mechanics of how she figures how to reach these people. Your 2nd post about facebook ads, simple funnel and "sales before marketing", yes this is what we've been discussing. Marketing feels longer term whereas I guess she wants to get some quick wins under her belt to prove the model and market; and some direct ads & sales here would be the way to start. And I love your messaging ideas, I will pass these on, really useful. Jaymie said google ads may work better, but do you tend to think Facebook ads? @Jaymie She doesn't have a facebook group of her own yet, although does know that longer term this will be a must for her. Your thought about Google ads rather than Facebook ads is really interesting. Again though, it's the mechanics. Can you suggest any tools where she (which probably means me 😊 can start to do keyword research? And I suppose on both Facebook and Google so we can compare the opportunities and costs? What about Youtube ads? Emily knows some big channels on there which get a lot of her type of client. But is youtube easy to advertise on and reach these people - it looks a bit more complex to me? Again, I really appreciate this advice, as I am sure does Emily 😊

@Steve Procter Google Keyword Planner will help you identify (for free) keywords that are effective for Emily’s space, as well as what you’re likely to pay for them. There are a bunch of tutorials on YouTube: https://www.youtube.com/results?search_query=google+keyword+planner

Thanks @Jaymie, we'll definitely take a look at the keyword planner. Also, I was wondering if there are any tools that can tell me what keywords another specific website (or facebook group or even youtube channel) is using?

Yeah, there are a couple of industry-leading ones: ahrefs (just pronounced “h-refs”) and Semrush. You can use

ahrefs

on your own site for free, but to look at competitor keywords, content gap etc. is $99/mo. It’s a great tool, though, and the supporting videos and articles are excellent. I haven’t used

Semrush

personally. If you’re focused on the keywords aspect specifically, you could try the Keywords Everywhere Chrome extension, which will add search volume, CPC and competition data to your Google searches.

this is brilliant. looks like I am going to be kept busy!

@Steve Procter If her target clients are 45+ years old FB ads are a great place, if they are 30-45, Instagram ads are a great place (technically the same as FB ads, but pay only for placements on Insta) if they are 20-30 Tik Tok is a great place. Assuming the age-ranges fall into Insta or FB territory, then she is searching through targeting she will likely find lots of targeting parameters that overlap with her ideal client. She won’t find one that targets “women with fatigue and burnout” but she’ll find things like “life coaching” “Wellness” probably some large influencers in the space like “Brenee Brown” etc. Then she can run conversion ads to that targeting (always run conversion ads!) and FB/Insta will be smart enough to realize the types of people from that large targeting pool that are clicking on and taking action from her ads and will start showing the ads to more and more of those people. So the targeting doesnt need to be perfect, but the conversion action after clicking on the ad needs to be something only her target demographic would do so that FB/Insta learns waht type of person is interested in your partner’s offering.

thanks @Scott Cole that is really interesting. I believe it's 45+ and a lot of the stuff she already follows is on FB. she has ever been on Insta (neither have I) as we're both 45+.

@Steve Procter Yeah, I’m referring to inside the FB Ads Manager tool where you select your “Detailed Targeting” (see screenshot). You can search some terms and it will give you suggestions and show the audience size. (You can also exclude terms as well to try and cut out people that may overlap with your targeting but be the wrong customer). Also once you’ve loaded in a handful of terms you can click on “suggestions” and the tool will suggest other terms that it thinks are close to your terms and you can decide to use them if you like. If her main CTA is to schedule the call, then she wants the “Conversion Action” to be clicking that button that takes the person to the Calendly link. At first it should be just that click, later, if she is getting lots of calls booked she can switch to the conversion being actually scheduling the call (many people will click the link/button but not follow through with scheduling). Calendly’s FB Ads integration has changed over time so I’m not 100% sure if right now you can optimize for the actual meeting being scheduled or not, but you don’t need to worry about that right now, right now you just want people CLICKING the “schedule call” button on the website. Also FB Ads now calls a “conversion” campaign a “Sales” campaign, don’t be fooled by the name, your “sale” is clicking that button so you still want to use a Sales Campaign in FB.

wow this is fantastic help. we#ve got our work cut out here 😊 cheers