Caregiver Recruiting Lessons Learned #1: You need to test Facebook ads with higher amounts than you think.

Have you been frustrated with marketing on Facebook? Have you wasted time and thousands of $ trying to figure this out? 

We’ve talked to operators and we’ve gathered the top 10 lessons learned when using Facebook to market to caregivers.

I’ll be posting one lesson a week. Here’s the first one:

“I wanted to try Facebook by boosting a simple job post with $50 ad spend to see if it worked. If it would have worked, I would have invested more in it.”

Ad spend is like putting fuel in your car. It is necessary but you also need to clean your car, make sure your engine runs well and that the tires are functional. It’s just one part in the equation.

Here’s why this does not work. This makes sense from your point of view. Why invest a lot if you don’t know if it will work? Your cash is precious so you want to be cautious.

When marketing to your caregivers, you have to switch your point of view. Think as though you’re in the shoes of your caregivers. Who likes seeing  Facebook ads that don’t relate to you? How many can you bear to see without hating Facebook? This is what Facebook is trying to jungle with. 

In other words, you’re competing with businesses in your area,who may have invested tons in their Facebook presence and are spending more than you on Facebook!

Just because you put ad-spend behind it doesn’t mean it will reach the right people. Facebook needs to learn more about your target audience and Facebook also wants to make sure they are leading their users to a real professional business to ensure a high quality user experience.

Who wants to see ads from a half-baked page? If you’re only willing to spend $50, are you a real business?

1 key point I want you to walk away with: You want to test Facebook with significant ad spend, and you need to put enough investment in your page and posts to make them look attractive.

We’ll cover more of this in our next lesson next week!

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