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Bowen Technique Linkedin Ads: 17 Ways To Grow Your Practice Professionally

Bowen Technique Linkedin Ads: 17 Ways To Grow Your Practice Professionally In 2021!

 

I get it – LinkedIn is a professional network filled with professional looking professionals – it can feel pretty intimidating right? 

 

Relax, remember that they’re all just people okay? You got this. 

 

But for any Bowen Practitioner who’s been looking to grow their practice through LinkedIn Advertising, the platform can feel overwhelming and confusing. 

 

With so many buttons and options and things to do – how are you supposed to know what to do??

 

I got you. I’ve created this ultimate and shockingly comprehensive guide to setting up and running your own successful LinkedIn ads, and launching your professional business.

 

My goal is to put you in the driver’s seat, so you’re able run your own show. I want you to be the boss. 

 

I have painstakingly gone through and compiled every essential piece of knowledge here, to create a complete guide to show you step-by-step exactly how to run your own Bowen Therapy LinkedIn Ads.

 

We will cover over 17 unique aspects of running LinkedIn ads, making you the expert at running your own marketing campaigns. I want you to be the master of your domain, and fully in control with the tools and techniques needed to grow your business! 

 

Can we be honest for a second?

 

There are many ‘gurus’ who try hard to sell you on how ‘easy’ and ‘effortless’ digital marketing is to build your holistic therapy practice – but for anyone who’s tried before, you may have already been burned, and found out the hard way that it’s not nearly as easy as they claim it to be.  

 

My goal here is to be different. 

 

My goal is to cut out all the noise, the fakeness and the BS, and tell it to you straight – being as real and authentic as I can. I want you to know the hard facts, and also the methods to overcome known obstacles.  

 

I’m going to lay out a simple, easy to follow road map, that takes you by the hand, and guides you step by step on exactly how to grow your Bowen Practice using LinkedIn Ads

 

Yes it will take some diligence and hard work on your part, I won’t lie to you about that – but you will have the tools you need to successfully build your holistic therapy clinic

 

And, this guide is fully updated for 2021!   

 

And for the complete Bowen Therapy Marketing guide – jump to my recommended related posts here!

Bowen Therapy Instagram Ads

Bowen Therapy Facebook Ads

Bowen Therapy YouTube Ads

Bowen Therapy SEO

 

In This Post We’re Going To Cover How To:

 

  1. What Are Bowen Technique LinkedIn Ads?
  2. Why Use LinkedIn Ads To Grow Your Bowen Practice?
  3. Shocking LinkedIn Stats You Need To Know
  4. Setting Expectations Around Bowen LinkedIn Ads
  5. The Best Marketing Advice That No One Will Tell You
  6. The 7 Sins Most Bowen Practitioners Do Wrong With Their LinkedIn Ads:
    1. Worrying Too Much About Their Professional Image
    2. Not Publishing Enough
    3. Not Responding To Comments Fast Enough
    4. Sending Users To Their Homepage
    5. Having A Slow Website
    6. Not Spending Enough Budget
    7. Not Collecting User Emails
  7. Starting To Express Your Unique Bowen Voice
  8. Finding Your Community That Already Loves You
  9. Your Bowen Therapy LinkedIn Marketing Strategy
  10. Setting Up Your LinkedIn Ads Account
  11. Setting Up Your LinkedIn Insights Tag
  12. Setting Up Your First Campaign
  13. LinkedIn Ad Campaign Targeting
    1. Location
    2. Language
    3. Seniority
    4. Skills
    5. Industry
    6. Job Title
    7. Groups
    8. Education
    9. Company
  14. Setting Budgets
  15. Producing Photo & Video
  16. Your Bowen Technique LinkedIn Ad Copy Cheat Sheet
  17. Using Testimonials
  18. BONUS: Building Your Customer Email List
  19. BONUS Advanced Techniques: Remarketing
  20. BONUS Super Advanced Techniques: Multichannel Marketing
  21. BONUS: Advanced Techniques: Getting Users To Convert
  22. Bowen Technique LinkedIn Ads Guide: Conclusion

 

Alright – let’s get into it!

 

  • What Are Bowen Technique LinkedIn Ads?

 

Quite simply, Bowen Technique LinkedIn Ads are a marketing strategy to feature your Bowen Practice on LinkedIn. 

 

LinkedIn is a bustling platform where professionals from all over the world come to congregate. 

 

In the next section we’ll get into why LinkedIn is the place for you to be, but for now just to understand that LinkedIn allows you to feature photos and videos of your Bowen Practice in a way to attract new patients and clientele. 

 

LinkedIn has a free social media component, and a paid advertising component. In this article we’re going to be covering the paid ad component, but see this article here for a comprehensive overview of Free Bowen Social Media Marketing

 

This quick intro by LinkedIn, shares some deeper insights into how exactly LinkedIn can work to help build your professional network

 

 

This detailed tutorial by Ivan Mana takes you through what exactly LinkedIn Ads are and shows you step by step exactly how to get them set up with the new interface in 2021:

 

 

  • Why Use LinkedIn Ads To Grow Your Bowen Practice?

 

So this is a great question – why use LinkedIn Ads to grow your Bowen Therapy Practice? 

 

Now that it is 2021, there are more social media and marketing platforms out there than you can shake a stick at. Frankly, as someone who works in the digital marketing space, even I find it very overwhelming with keeping up with all the new platforms and all the updates (so, I hope that makes you feel better). 

 

But why use LinkedIn over all the other platforms? What is it that makes LinkedIn so unique? 

 

First of all, I promised at the beginning of this article full honesty, so I do need to acknowledge that advertising on LinkedIn is generally more expensive than on other platforms, so I don’t recommend starting on LinkedIn unless you have more flexibility with your budgets (say, can easily spend $30/day). 

 

For those who are just starting out with their marketing journey, and are looking for a smoother (read: less expensive) start to their marketing, then I recommend starting with Facebook Lead Ads

 

However, with that said, the reason to use LinkedIn Ads to grow your Bowen Practice, is to better connect with professionals. 

 

Think about this for a second, who generally has the disposable income required to hire your services? Professionals, executives, essentially people with jobs. And LinkedIn is a smorgasborg of professionals. 

 

And by being able to tap into that, you can start filling your practice, and even potentially start niching and serving an executive market exclusively. 

 

Afterall, everyone gets sore backs and joint pain, right? 

 

  • Shocking LinkedIn Stats You Need To Know

LinkedIn is an enigma. People know it as ‘the professional’ network, and as a place to dump their resumes. But there is so much more to this platform than initially meets the eye. 

 

Despite LinkedIn being small potatoes compared to behemoths like Facebook and YouTube, LinkedIn is still a big deal. And what LinkedIn lacks in size, it more than makes up for in terms of a concentrated community (ie it has never been easier before in the history of humanity to reach high-ranking executives). 

 

 

Now this shocks people, but LinkedIn actually pre-dates Facebook by a whole year. I certainly never of heard of LinkedIn until several years after Facebook (but then again I was in highschool then, so professional networks may not have been my bag yet anyway). 

 

But here’s the punchline: LinkedIn is big, and it isn’t going anywhere. 

 

If you have any interest in connecting more with a professional network, who have the disposable income to afford your services, then LinkedIn represents a veritable goldmine for growing your Professional Bowen Therapy Practice. 

 

  • Setting Expectations Around Bowen LinkedIn Ads

 

As with everything, I want to set clear expectations here so you have a good idea what you’re actually getting yourself in. 

 

I truly do not like all those ‘gurus’ out there who bang on about how easy and quick something is, and then you get into and start to realise it was not nearly as quick or easy as you’d been misled to believe, and now you’re just going down a rabbit hole and spending money at an alarming rate. 

 

Yuck. I hate that. 

 

So at the risk of being a buzzkill, I want to set some realistic expectations here. 

 

The first expectation is as I mentioned in the intro, LinkedIn does tend to have higher costs than platforms like Facebook or Instagram, so I don’t recommend starting with LinkedIn as your first platform. Facebook is much more beginner friendly. So I wouldn’t start here until you’re at least comfortable with the first. 

 

Second, mentally prepare yourself that it will take 3-6 months for you campaign to be fully dialed in. Yes it is possible to have success quicker than that (and using Lead Ads we should have you up and running within a few weeks), however it is best to be ready that this may take some time. 

 

Why does it take time to get going? 

 

Because even as experienced marketers, there is always some level of experimentation. Remember, marketing is a complex ecosystem, and there are a lot of variables at play here. We have to set up your photos, videos, ad copy, headlines, offer, and your landing page – and they all need to work in concert with each other. 

 

It just takes time to make sure they’re all humming along properly. 

 

Thirdly, mentally prepare yourself to invest $3k. I’d generally recommend spending $30/day for about 3 months, which works out to be just under a $3k investment (and I do say investment, as this is designed to grow your business). 

 

As long as you’re mentally prepared on those three areas: you’re already mastered profitable Facebook ads, and you’re mentally prepared to invest 3-6 months and $3k into this, then the stage has set for you to be successful. 

 

My goal of course is to make you successful in less time and with less money, but I sleep better at night knowing that your head is in the right place with expectations here. 

 

  • The Best Marketing Advice That No One Will Tell You

 

As I alluded to earlier, many ‘gurus’ try to fill your heads with all sorts of lies. They make everything so complicated to the point of being incomprehensible, and you’re left there with your head spinning, wondering what the heck is going on. 

 

My goal here is to keep things simple for you. Not in any way to be condescending, but because I personally love simple answers that are just easy to grasp. 

 

So in my mind, the best Marketing advice that no one will tell you is: Just. Publish. 

 

We get so caught up in our heads with trying to make things perfect. We want the perfect video, the perfect lighting, the perfect script, the perfect landing page, the perfect ad, the perfect imaage – typos and grammar mistakes are akin to a death sentance. 

 

We just get so caught up with the minutia 

 

For some inspiration on this, here are some videos by the Legendary Gary Vee, giving advice on how to get over fears of perfectionism, and to actually get the work done:

 

“Perfectionism is insecurity with lipstick on”:

 

 

Why intent matters more than perfection:

 

 

4 Keys to make decisions faster:

 

 

Why speed matters:

 

 

How to eat dirt and get the work done you need to get done:

 

https://www.youtube.com/watch?v=yubzmkY25qI

 

And here is the key point: most small business owners when they go to Social Media or when they go to post any content online, they tend to get caught up with perfectionism. They need everything to be perfect before they can move forward with it. 

 

They’re afraid of looking bad. They’re afraid of making mistakes. They’re afraid of being judged. They’re afraid of being laughed at. 

 

But that’s all highschool stuff. In highschool we were terrified of being judged and made fun of, and yet we all carry that into our adult and professional lives. 

 

So why is perfectionism so destructive? Because it stops you from actually doing the things you need to be doing. 

 

And what do you need to be doing? You need to be be: Just. Posting. 

 

Honestly, if there was one single thing that was holding you back in life and preventing you from being successul, I would bet a lot of money that it is in some way related to perfectionism. 

 

You’re likely not posting enough and you’re likely holding yourself back for fear of being judged. In a few sections further down we’re going to talk about connecting with your community that already loves you – so we should be able to eliminate much of that fear or strangers. 

 

Ps – I’m sure you’ve noticed this guide is filled with typos. It’s not because I don’t care, I do care, more than you can possibly realise, but I also practice what I preach. My goal is speed, and the faster I can produce this article for you, the faster I can produce the next article that helps you along on the next phase of your journey. 

 

People don’t see the opportunity costs of their actions. They assume that correcting typos is the best use of their name. Nope – if I wasted all my time correcting typos I wouldn’t be able to produce nearly as many high-quality and helpful articles for you. 

 

Food for thought. But at least you know I do as I say.  

 

  • The 7 Sins Most Bowen Practitioners Do Wrong With Their LinkedIn Ads:

 

Now before we start getting into all the details of what you should be doing with your LinkedIn Ads, let’s talk about some of the biggest mistakes that I see small business owners making when it comes to their LinkedIn Ads. 

 

These are in no way meant to name and shame, but rather just to highlight some of the key trends that I see. By learning from others mistakes, you’ll be that much more well equipped to getting your ads set up on the right foot, right from the beginning. 

 

It is shocking how a few simple mistakes, can dramatically derail entire ad campaigns. So let’s get into the specifics:

 

  • Worrying Too Much About Their Professional Image

 

This feeds off the last section about worrying too much about perfectionism, but this goes a level deeper. 

 

See the thing that makes LinkedIn unique from other advertising platforms, is the heavy focus on professional networking. Everyone has their business face on. 

 

This is a professional network afterall right, and it is super important to put on a professional image, and say the right professional things, and be all professional-y, right? 

 

No. 

 

I mean basic rules of decency apply, don’t post anything that is vulgar or inappropriate. But people get way too concerned about maintaining their professional ‘image’. 

 

And I put image in quotes for a reason – this is an image we all portray. 

 

The point that I’m trying to make here, is that when Bowen Practitioners get too caught up in maintaining their professional image, it actually impedes their growth. Suddenly they become afraid, they have something to lose, they might make a mistake, someone might think badly of them. 

 

But by becoming paralyzed by fear it stops you from publishing, and anything that stops you from publishing, ultimately destroys your business flat on it’s face. 

 

So what is the antidote to perfectionism?

 

Start getting comfortable just putting yourself out there in small ways. Put up posts, they can be simple posts, maybe even use stock images if you’re not ready yet to show your face. But just get used to the process of publishing. 

 

What you will start to find, is that people won’t notice you nearly as much as you fear they will. Meaning, that your tiny blunders and mistakes that seem so huge and pronounced to you, will go completely unnoticed by most people. 

 

Here’s the good news: most people don’t really care about you all that much. 

 

I know that sounds harsh, but I’m actually trying to be super positive and liberate you here. 

 

When you realise that nobody really cares about you all that much, then you realise that your teeny tiny mistakes, don’t really matter nearly as much as you think they do. 

 

So don’t let the fear of maintaining your professional ‘image’ stop you from putting yourself out there. 

 

We only have one life to live, remember? 

 

  • Not Publishing Enough

 

This continues off the last point and is usually related to fears of maintaining a professional image, but too often I see small business owners just not publishing nearly enough content. 

 

I don’t think people realise what a noisy and busy world it is out there. They think that if they publish 2 posts in a day, that they’ll annoy people or something. 

 

It doesnt’ work that way. 

 

In fact, for the most part, nobody will ever see your content and your posts anyway, it will just get buried in the endlessly flowing river of the newsfeed. 

 

And I know that makes me sound like I’m being harsh, but I’m actually being super optimistic. 

 

Nobody will see your content, which means there is no harm in posting more. 

 

Now, before I go any further, it is probably important to answer the question of why you should post more content. 

 

Is this strictly just to check a box so you can say ‘great! Posted 3700 hundred times today!’. 

 

No. 

 

We are here to conduct market research. We are here to learn what people respond to, what they like and what resonates with them. 

 

Too many business owners go out there into the market with a certain level of arrogance to think “I know what the market wants!”. But they don’t. So they just start telling the market what they should want, but the market just shrugs it’s shoulders and says ‘ya…we don’t really care what you have to say’. 

 

And that is the truth here – the market always corrects, and the market always wins. 

 

So by publishing regularly and publishing a lot, what you’re doing is you’re putting little feelers out there into the world and into the market to understand what people really want and what they’re really looking for. 

 

And that’s how you start growing your practice. And that’s how you win. 

 

  • Not Responding To Comments Fast Enough

 

Look I get it, we’re all busy, we all have a lot going on in our lives. And probably the last thing you want to do at the end of a long day is respond to a bunch of comments from a bunch of people you don’t know and possibly don’t like. 

 

And to add insult to injury, they’re probably not the happiest or most positive comments, and are likely to get you down with their negativity. 

 

What a buzzkill right? 

 

But one of the ‘fun’ aspects of living in a digital online world, is that people communicate through comments. Some people just to be nasty, but some people are genuinely curious about your Bowen Practice, and would like to know more. 

 

Responding to comments is a small way for you to show the world you care. 

 

In fact, I’d argue that responding to negative comments is even more important than responding to positive comments. 

 

Why? Because it demonstrates to the world how you respond to adversity. 

 

Picture this – someone leaves you a nasty comment, and you respond back by equally nasty and defensive. You blame the other person for being the cause of the problem. You feel vindicated by ‘putting them in their place’. 

 

But was it effective? 

 

You’ve just demonstrated to the world your darkside. You’ve shown that you’re willing to be nasty. But more importantly, if you were willing to be nasty to that person, then what is stopping you from being nasty to the next person? 

 

This puts a taint on your business, and makes people not thrilled about doing business with you. Not a good image. 

 

What if instead, you responded with generosity and compassion? 

 

You took ownership of the problem, even if it wasn’t at all your fault. You’ve demonstrated that you care and that you’re willing to make it better. 

 

Now guess what, now the next person who’s reading through those comments will see that and think “wow, this Bowen Practitioner really has a good head on their shoulders, and handles difficult situations well. You know what, I kinda like them!”. 

 

By showing your compassion and humility, you’re allowing the world an opportunity to start to like you, because it shows that you’re generous and you’re overflowing with abundance, instead of stilted and defensive.

 

See how important this is?

 

I’d recommend setting aside some time, even if its 15 minutes per day to go through and respond to all your comments. Show your people you care. 

 

  • Sending Users To The Homepage

 

This is such a big sin in the digital advertising space, I’m not even sure where to begin here. But take some comfort in knowing that most small business owners that are just learning digital marketing for the first time, will default to sending users to their websites homepage.

 

Why is this such a digital marketing sin? 

 

Firstly because your homepage probably loads slowly. 

 

But more sinister is the fact that your homepage probably is messy and confusing. 

 

Think about it, your homepage is a general welcome screen to your entire website. It likely does not have any clear CTA (call to action). 

 

Okay, let me be more clear here so you understand this better: when you run a marketing campaign, is your goal is to get users to take a very specific action. In the case of a Bowen Practitioner, that would likely be to get users to sign up and book a Bowen Session. 

 

1 goal, 1 objective. 

 

That is where the power of a dedicated landing page comes in. 

 

A dedicated landing page is simply a page where you send users from your marketing campaigns, that has one clear intention: to get users to make a booking with you. 

 

By having one singular intention, you are massively increasing the odds that they actually follow through and complete that action. 

 

Dedicated landing pages should be structured and organized so that all of the words (the copy) and all of the photos and images (the creative), speaks directly to that one singular goal. 

 

By having that clear goal, users will sign up and making bookings with you. 

 

The problem with sending users to a generic homepage is that they will invariably get lost and confuse, and they will bounce before completing the actions that you want them to take. 

 

As always, let’s just keep this as simple as we can. 

 

  • Having A Slow Website

 

Now I wish I didn’t have to say this in 2021, but I still do: make sure you’ve got a fast website. 

 

A slow website will kill your business. Straight up. 

 

Why are slow websites so bad? 

 

Here is something important to remember: that since 2017 mobile traffic now makes up more than 50% of all overall internet usage. 

 

Mobile is over FIFTY PERCENT. 

 

This means we are now living in a mobile-first digital world. 

 

Why is mobile-first significant?

 

Because despite all the amazing advances in mobile technology, mobile phones will still always load websites slower than desktop computers with a strong wifi connection. That is just the reality. 

 

So knowing that most people will be accessing your site by mobile, and that mobile loads websites slowly, are you starting to see why fast websites are so important?

 

One more point on this: users on mobile phones are not patient. They’re in the office between meetings, they’re running for the bus, they’re in the middle of an argument with their spouse, users are mobile phones are busy and impatient. Which means that if your website is slow, you’ve just added insult to injury. 

 

The result? 

 

They are going to immediately bounce. They won’t be sticking around to see what an amazing website you have – they are already gone. Bye bye!

 

So how do you know if you have a fast website? 

 

I recommend using Page Speed Insights, a free tool provided by Google. 

 

Remember that Page Speed is actually a Google ranking factor, meaning that you’ll get more free organic traffic simply by having a fast website – so if Google says your website is fast, then you can rest easy at night knowing that your website is fast. 

 

I would aim to have a score of 80+. Obviously 90+ would be ideal but can be difficult to achieve. And at the very minimum you need to achieve a score of 50+ on mobile. 

 

Anything less than a 50 requires serious review. 

 

I’m not trying to be hyperbolic here, but if your site is less than a 50, you are literally just flushing money down the toilet. 

 

The good news is there are simple fixes. Here are a few videos on page speed I recommend:

 

Ahrefs diagnosis of increasing page speed:

 

 

And this video by Miles Beckler on understanding and improving page speed on your site:

 

 

The silverlinging of having slow page speed is that it is relatively easy to fix, and honestly is one of those low hanging fruits. If you spend an hour or two on this, I believe there is no good reason why you couldn’t have your website humming along at least a 70. 

 

By simply improving page speed, you’ll be improving your overall site and user experience, and effectively you’ll be giving yourself a nice salary increase, just based on the increased traffic and user responses you see. 

 

One last point – don’t go overboard with this stuff. My intention here isn’t to get you to obsess to much about your page speed. You shouldn’t spend days and weeks trying to squeeze every last drop of page speed out fo your site (unless it’s real bad). 

 

There is always a point of diminishing returns. I recommend getting your site to at least a 70, and being content with that for now.

 

We’ve got bigger fish to fry here. 

 

  • Not Spending Enough Budget

 

If there’s one thing I’ve observed about human beings is that they’re (rightly) very protective of their money. This is a great instinct and it has helped us to survive and thrive all these many years. 

 

However, that’s not to say that it’s not without its problems. 

 

One of the things that you will discover with online advertising, is that no matter how good you are, there is always some level of experimentation and trial and error. 

 

Why? 

 

Because the world is always in flux. Whenever you run a marketing campaign, I’m sure you can appreciate there are a zillion factors at play. There’s the ad, the copy, the creative, the headline, the offer, the landing page, the page speed, but on top of that, and we as marketers tend to forget this, there is also the other person on the other side of the screen. 

 

And they have their own thoughts, values, preferences, beliefs and moods – and these are constantly in flux as times change, culture happens and users learn lessons from experience. 

 

What does this all mean? 

 

It means that no matter how good a marketer you are, you are never stepping into the same river twice, it is literally always different. 

 

Therefore, there is always some level of experimentation that is necessary to understand how the market is feeling in that moment. 

 

Market research is having a mainline into the heart and mind of the market, to understand what it is thinking and feeling and desiring in that  moment. 

 

But I feel I’m digressing here. The point I’m trying to make is that business owners are highly protective of their money. 

 

But this can come at the cost of not properly understanding what the market needs and wants. 

 

So what’s the solution? 

 

The solution is to ensure that you’re spending a minimum amount of money on your advertising. There is no exact amount, but my recommendation when it comes to LinkedIn Ads is at least $30/day, or $900 for the month. 

 

The problem that I often see is that business owners aren’t feeling particularly confident, so they hold back on their spend, but by holding back on their spend, they don’t test enough variations of their ads or enough target audiences. 

 

The result? 

 

Their ads flop. 

 

They blame the platform and say “I guess LinkedIn ads just don’t work”, not realising that it was on them for not investing enough money. 

 

Look, I understand how challenging this can be. As an alternative holistic therapist and small business owner, you likely don’t have piles of cash just sitting around waiting to be burned, and the last thing I want is for you to just keep dumping money into a problem that isn’t getting fixed. 

 

When of the most depressing things is watching someone spend money, not succeed, spend more money, not succeed, and keep dumping money into an endless void. It’s thoughts like that that keep me up at night. 

 

I personally am a big advocate for the MVP model (minimum viable product), which states that you find the simplest, smallest version of what you need to test whether it works or not. 

 

This is why I recommend investing $900 your first month in LinkedIn Ads – because this will give you enough to get a  taste of success and prove to yourself that it works. 

 

Once you’ve proven that the concept works, then it is just a matter of continually optimizing the process over and over again until you’ve dialed things in to an extreme level.

 

Once you’ve optimized, then you’re rolling. 

 

Now, I feel like this whole topic has turned in to a slight rant, so I am going to end things here, but as I said, my recommendation is to mentally prepare yourself to spend at least $30/day for a month. 

 

  • Not Collecting User Emails

 

The final sin (and it’s a big one!) that I see small business owners making with their digital marketing and LinkedIn Ads is not collecting user emails. 

 

This is one of those important details that just conveniently gets forgotten much of the time. 

 

But to back up for a second – why is collecting user emails so important any way?

 

There are a number of reasons why having a customer database is absolutely essential for the health and growth of your business, however the biggest one is the risk of losing your entire business. 

 

Think I’m being dramatic? 

 

Imagine for a second that you built your entire business using Facebook. All of your marketing, all of your paid advertising, all of your groups, all of your contacts – everything is in Facebook, and then you wake up one morning and discover that Facebook has kicked you off the platform. 

 

How happy are you feeling in that moment? I bet not very. 

 

In fact I bet you’re about ready to rip out your hair and scream bloody murder at facebook – in fact you could argue that Facebook singlehandedly destroyed your business. 

 

Of course, it is not really Facebook’s fault that your business has collapsed, it is really your fault (not you you, but the proverbial business owner I’m speaking about right now). 

 

Why is it your fault? Because you didn’t diversify your business, and you didn’t appreciate how much leverage Facebook had over you. In fact, I would go so far as to argue that if your entire business is dependant on one single platform, that you don’t really have a business, but rather you have a hack of a business, or a house of cards, that one foul blow of the wind could knock the entire thing over. 

 

So what is the solution? 

 

Building your customer database or email list. 

 

Emails don’t belong to a platform. No one can kick you off the ‘email platform’. When you own someones email, you own that client. 

 

Now of course, individual users can always unsubscribe from your email lists, but there is no overriding platform that can kick you off. 

 

And for the record, yes email management systems like Mailchimp can kick you off their platforms, but if you maintain a .xlsx spreadsheet backup of all your email contacts, that is your list forever. 

 

You own your emails 100%, and those emails are worth their weight in gold to you. 

 

  • Starting To Express Your Unique Bowen Voice

 

Now we start getting into the good stuff here with setting up your Bowen Therapy LinkedIn Ad Campaign – but before we get into the technical details, I wanted to start with an important point here: learning to express your Unique Bowen Voice. 

 

But firstly – what does that even mean??

 

Let’s just step back for a second. Bowen is a rare therapy. In the grand scheme of the overall medical profession, Bowen Therapy is a tiny blip. But I believe that is great news. Why? 

 

Because that alone means that you’re pretty unique. 

 

Think about it, there are not very many people in the world who get into Bowen Therapy, but you did – why? 

 

I’m be willing to wager some serious money that it’s because you believe in thinking differently. 

 

You have unique values, opinions, thoughts of the medical establishment, thoughts of how best to heal people, beliefs around holistic health. 

 

There is no one else out there who thinks like you. 

 

And why is that so powerful? 

 

Look the reason that people are tired of corporate advertising is simply because it is soulless and devoid of any real personality or character. Anything that makes it stand out or feel unique has been completely squeeze out, all in the name of uniformity and pleasing bureaucratic regulators. 

 

The end result? Most corporate advertising is completely boring. 

 

But you have the opportunity to be different. You have the opportunity to be a real person, to share a real message, to stand up for your community, to be a local person, the underdog, you have the capability to have your community rally around you in support that big corporations cannot eve come close to. 

 

And all of this starts with you expressing your Unique Bowen Voice. Of being as real and authentic as you possibly can. 

 

Stop being afraid to be yourself. The world is waiting for you to step into your power and to be all that you can be. What makes you powerful, is your uniqueness and the specific decisions that you’ve made in your life. 

 

The world is yours. 

 

Last thought on this point – the thing that stops most small business owners from expressing their truth, is the fear of either being judged or being misunderstood. So they stay small, and the play it safe. 

 

The end result? Uninspiring marketing that nobody really connects with or feels. 

 

Marketing is emotional. People need to connect with it on an emotional connection to feel like they’re really connecting with a real human being. Otherwise, it is just words. 

 

  • Finding Your Community That Already Loves You

 

One of the most daunting things about starting to advertise online is the feeling like you’re reaching out into some cold void. 

 

I get it, digital marketing can feel weird and scary. You’re spending all this money to go out there and reach people, and does anyone even care about your message anyway? 

 

Most small holistic therapists worry the internet is filled with trolls and nasty people, and this fear prevents them from taking the necessary action in the first place. 

 

But before we go any further, here are some essential videos from Gary Vee with tools and insights on how to start doing things that scare you:

 

 

 

https://www.youtube.com/watch?v=-O_HCtOkRVY

 

But here’s the good news: the internet is not nearly as scary as you’ve probably started to convince yourself that it is. 

 

In fact, there are communities of all types of people online, and there are communities of people just like you who believe in alternative therapies, of holistic health, and of healing the body through a wide range of modalities that have nothing to do with standard Western medicine. 

 

And not only do these communities exist, but they are actually waiting to hear the breath of fresh air that is your voice. Remember what I said earlier about expressing your unique bowen voice? 

 

The people in your communities are so tired of hearing the stale platitudes from the establishment, that you coming in and speaking to them straight from the heart, will open their eyes, hearts and minds. 

 

Want to know a little secret? The reason that people hate marketing and think it doesn’t work, is because the only experience they have is with bad marketing. 

 

But when you take your message, and you connect it with the right people, who actually like and care about you, your message will ignite a spark like rocket fuel. 

 

And here’s the punchline: there are already massive communities of people out there online who think just like you and want more and better alternative health therapies. 

 

Your job is simply to go out there and to say hi. 

 

You may not realise this, but LinkedIn has a ‘Groups’ feature, allowing communities of like-minded people to come together to connect. 

 

My first recommendation would be to start joining groups related to Bowen Therapy, holistic therapies, alternative therapies, and anything related to alternative health and wellness. 

 

Once you’ve joined these communities, you’re then able to provide your thoughts and insights, and join in on the community discussions. 

 

By being a helpful voice in your community, people will start to like you and start reaching out to you. They’ll start to see you as a pillar of the community, of someone who is filled with valuable insights and knowledge in the world. 

 

This is the process of community building, and of establishing trust, authority and credibility. 

 

Will it immediately lead to new business? Probably not. But remember, this is a long term game. And the important thing to remember here is that no one else in this space will be willing to put in nearly as much work and effort and provide as much value as you do, and in time, you’ll start to see word of mouth referrals and people talking about you. 

 

When you’re willing to stand out and be different, people take notice.  

 

  • Your Bowen Therapy LinkedIn Marketing Strategy

 

Now we start getting into the juicy stuff.

 

Before we just start throwing our monetized spaghetti at the wall to see what will stick, let’s lay out and get clear on the strategy here that we’re working to pursue. 

 

Before we go any further, here are a few more essential videos from Gary Vee on establishing your Digital Marketing Strategy:

 

 

And this video on re-establishing common sense and the ABC’s of digital marketing:

 

 

Now as you know I’m a firm believer in keeping things as simple as possible, so here is a quick summary of what I see as our essential Bowen Therapy LinkedIn Marketing Strategy:

 

  1. Express you Unique Bowen Voice
  2. Join and engage with your groups and communities online – providing as much useful value as you can
  3. Prepare your photos
  4. Prepare you videos
  5. Publish content on your LinkedIn feed and in your groups
  6. Publish. Publish. Publish.
  7. Run a paid ad campaign
  8. Goal: have users sign up and making bookings with you. 

 

To keep things really clear and simple: the overall goal here is to get new bookings for your Bowen Therapy business. 

 

Nothing else matters at this stage. We’re not running an ‘awareness’ campaign, and we’re not running ads for no reason, we have a very specific purpose we’re working to achieve here. 

 

I want to let you in on a little marketing secret: one of the biggest reasons that marketing campaigns fall flat on their face is from a lack of focus. 

 

They’re trying to achieve too many things all at once, and in the process they accomplish nothing. 

 

You may see this as well, with marketing campaigns that just seem to meander, but they have no real point, they have no real clarity. And the end user can feel this – even if it is a subconscious level – it is not clear what exactly is expected of them, and as a result, they’re loathe to take action. 

 

Remember this: a confused mind does not take action.

 

Our goal, our strategy here is to make this all as crystal clear as possible, so that users understand that a) the message is for them, b) they clearly understand why, and are excited by how it can help them, and c) it is crystal clear what exactly is expected of them in terms of a next action or ‘CTA’ (call to action). 

 

That’s it. Most marketers out there try to overcomplicate the strategy, and confuse you, and make you feel like you need to do so much more than you really need to. Of course, this is all mostly just to pad their own bottom line, not really to make your business a thriving success. 

 

  • Setting Up Your LinkedIn Ads Account

 

Now before we can get up and running, we do need to cover off here a few of the technical details – namely, getting your ad account set up and running. This is always best explained through video, so I’ve linked some helpful resources below:

 

This video by Matter Solutions details for you exactly how to get your LinkedIn Ad Account set up and running:

 

 

For those of you that already have accounts set up, or are looking to work with an agency, this video by Paid Media Pros details for you exactly how to link up and provide access to your account:

 

 

  • Setting Up Your LinkedIn Insights Tag

 

Firstly – what even is the LinkedIn Insights Tag?

 

The LinkedIn Insights Tag is a tiny piece of JavaScript code that gets placed in the header of your site’s HTML. It allows your site to collect userful user analytics in terms of who is on your site, and what actions they’re completing. LinkedIn is also able to provide anonymized aggregate data on the types of people visiting your site. 

 

The LinkedIn Insights Tag does a lot of things, but one of the most important things it does is tracking conversions. 

 

Imagine for a second that you’re running a $1500 per month ad campaign. You’d probably really like to know how well it is performing for you, at least in terms of how many new clients it has brought you. Right?

 

So by installing your LinkedIn Insights Tag, you’re able to track your exact ad and campaign performance, and know which ads led to users actually signing up and becoming patients of yours. 

 

This video by MeasureSchool shows you exactly how to get your LinkedIn Insights Tag up and firing:

 

 

This video by MatterSolutions dives deeper and shows you how to set up conversion tracking events once your LinkedIn Insights Tag is up and running:

 

 

And lastly, just for completeness, this video by the Surfside PPC shows you an alternate way to set up your LinkedIn Insights tag if you’re on WordPress:

 

 

  • Setting Up Your First Campaign

 

We’re almost there! Now that a lot of the nuts and bolts have been taken care of, let’s get into the specifics of setting up your first campaign. 

 

To get started with your first LinkedIn Ads, this video by Ivan Mana shows you exactly, step by step how to get started with your first ad campaign set up:

 

 

Now there are a few crucial pieces that you’ll need in place when setting up your first Bowen Therapy LinkedIn Ad Campaigns, namely:

 

  • Photos
  • Videos
  • Ad Copy
  • Your Offer
  • A Landing Page
  • Conversion Tracking

 

Let’s get into each of them:

 

Photos

 

So here’s the good news, if you don’t have a massive collection of professional photos or you’re not feeling especially photo-genic, you can start by using stock photos. I highly recommend Pexels and Unsplash, to get high quality, free stock photos you can use to advertise your business. 

 

I’ll be honest, I love stock photos. Why? Because they’re quick. When you’re just getting started with marketing, speed is the name of the game. You don’t want to put off your first marketing campaign because you need to wait 3 weeks to get new photos developed. 

 

No. Nope. Definitely Nope. 

 

Start today. Start today with running your marketing with stock photos, and in the background you can start getting some professional ones done, or better yet, just whip out your phone and take some super real and super authentic photos. 

 

Start with stock photos to get the ball rolling. 

 

Now, having said that, in the long term I absolutely recommend having your own original photos. 

 

Why? 

 

Because stock photos are ultimately generic and they have no real face to them – they’re not authentic. 

 

Ultimately your goal here is to be as real and authentic as possible. 

 

Now when taking your own photos, I do recommend (as always) to keep it as simple as possible. Assuming the smart phone you have was built in the last 5 years, it is more than adequate to take a decent photo. 

 

If possible, find yourself some gentle natural lighting to properly light up your features, and then start snapping away. 

 

Take photos out in nature or wherever it is you feel most authentic and comfortable. 

 

But here’s the point: be authentic. 

 

Many business owners when they feel they need to take photos, they go over the top. They try to make it super professional, but more than likely that is just a mask to cover up their own insecurities. 

 

Remember: despite your best efforts, the people and the market can tell if you’re insecure, and they can tell if you’re just putting out a false image.

 

My advice: be real, be you, be authentic. 

Videos

 

Now video is a little more advanced that photos, and to be honest, is an optional extra. You do not need to have video to move forward with your Bowen Therapy Marketing Campaign. 

 

However, with that said, I absolutely do recommend having video in your marketing strategy. 

 

Why is video so important? 

 

Let’s start with a simple point, some people just prefer video. But here’s the more nuanced truth: some users prefer video, and some users prefer video. Video allows you to explain more and show more of your personality, but some people find video too ‘in their face’, it’s to much, and can almost feel aggressive. 

 

This is why I actually recommend having both photo and video in your marketing campaign, to better speak to both groups and demographics. 

 

One more point on this: if someone starts to recognize and like you through the photos you put out, there is then a good chance that later they’ll watch you when you put out a video – you’ve established just enough trust and authority, that they’re now willing to take a chance on you. 

 

Now one of the reasons that I love video so much is your ability to communicate long and complicated thoughts. If a photo is worth a thousand words, than a video is worth a thousand photos. 

 

You can do things and show things in video that you can’t do with photo. 

 

For example, if you had a patient who was willing, you could film a treatment, and help people to understand better what it is exactly you do. There are likely many people who could very desperately use your services, however, they simply do not understand yet what it is exactly that you do. 

 

This lack of trust stops them from actually taking action and booking sessions with you. 

 

But a simple video could help to put them at ease. 

 

Now as always, I recommend starting as simply as possible when producing video, there is no need to over complicate this. 

 

If you’ve got a smartphone, you are good to go. 

 

You can record the video selfie style, or if you have a tripod, can use that to hold up your phone, but don’t be afraid to fully bootstrap this thing and go selfie style. 

 

Remember, at the end of the day your audience will connect with you specifically because you’re authentic, and not because you have some picture-perfect and polished marketing campaign (barf). 

Ad Copy

 

I’ve included a section down below with an ad copy cheat sheet to help get you started and to get some momentum in preparing your first ads. Writing your first ad copy can feel like a frustrating process, so I wanted to alleviate some of that pain if possible. 

 

Here’s the main thing you need to understand about ad copy: keep it simple, and to the point. 

 

That’s not to say that long copy is bad (sometimes the best converting ad copy is long copy!), but what I mean is stay on focus. 

 

There are three key components to good ad copy:

 

  • Identify the audience
  • Identify the problem
  • Demonstrate that you have the solution. 

 

The reason you need to identify the audience is because everyone is scrolling with lightning speed through their newsfeed. They have no time and no patience! That is why your ad needs to stand out and speak to them directly. 

 

If they know that your ad is for them, and not some other random person, they will take the time to actually stop and see what you have to say. Otherwise, they’ll just keep scrolling. 

 

Now that you’ve identified the audience, your next step is to identify the problem. Do they have back pain? Sore joints? Bad digestion? Nerve pain? Feeling frustrated and mistreated by the medical establishment?

 

This is your opportunity to show some empathy, and show that you understand what they’re actually going through. 

 

Then once you’ve shown that you understand the problem, the next job of the ad copy is to build trust and show that you have the solution to that problem. 

 

Now that they see you as the person with the solution to their problem, they will start reaching out to you and booking appointments with you. 

 

This video by Ben Heath takes you through the step by step process of developing your own ad copy:

 

 

Your Offer

 

Your offer needs to stand out. People are barraged all day on Social Media by various offers by various businesses of questionable reputation. Your job is simply to stand out from the rest. 

 

And remember, most people scrolling through their feeds are busy and don’t want anything that is going to waste their time. So your offer needs to be something that hooks their attention, and incentivises them to take action. 

 

Look let’s be honest, most people online are pretty lazy. Not trying to sound negative here, just trying to appreciate the reality as it is. 

 

Most people online are lazy and just inundated with information, they feel overwhelmed and have difficulty managing it all. 

 

Your offer needs to be clear and distinct and stand out from the noise. My personal recommendation would be to offer a first session for free. 

 

Why is this so effective? Think about it, most people online are going to be somewhat apprehensive about booking a session with you. They maybe don’t know you yet, and don’t fully trust you yet. 

 

By offering a free session, you’re helping them to make that most important first step: of walking into your clinic, meaning they can actually become a patient of yours. 

 

Unless they walk into your clinic, you don’t have a business, you have a dream. 

 

But once they walk into your clinic, and they meet you, they get a chance to like you, and they have a session and they realise how amazing it is and how much it helps them, you now have a new fan. 

 

See how much easier it is to have new clients pay money when they already like and trust you?

 

I’m speaking from experience here when I say that it is shockingly difficult to get a stranger to whip out their wallet and pay you their hard earned cash. 

A Landing Page

 

Unless you’re running a Lead Ad campaign (which we’ll get into in a bit), you will need to have a landing page. 

 

What is a landing page? 

 

A landing page is simply a page where you send people to from your marketing campaign. 

 

As I mentioned in my intro, many business owners will just send users to their website homepage, and while technically this could be considered a ‘landing page’, my recommendation would be to have a dedicated landing page that is specifically designed to receive people from that ad campaign. 

 

Give your guests a warm welcome. 

 

The reason that dropping users on your homepage is so rude, is because you’ve just left your users on their own to navigate their own way through the maze of your website. 

 

Imagine for a second that someone just plopped you down in the middle of a shopping mall that you’d never been to before and you had no map. How would you be feeling? Probably pretty lost (and feeling like you want to get the hell out of a shopping mall!). 

 

But imagine instead that you landed with a personal guide who could show you around, and show you where everything you were looking for was. 

 

How much more useful would that be! You might even manage to have a good time shopping around. 

 

That is what a good dedicated landing page is supposed to feel like. When someone lands on your page, they should know exactly why they are there, how it can help them, and what the next logical step is for them to do (sign up with you). 

 

The cleaner and simpler that you make your landing page, the better the user experience is, and the better your results will be. 

 

Most businesses fail simply because they just have terrible websites that are impossible to navigate. 

 

Conversion Tracking

 

I can’t stress this enough: conversion tracking is absolutely essential for building a successful marketing campaign. 

 

Let me say it one more time: you cannot run a successful a successful marketing campaign without conversion tracking set up properly and firing. 

 

That is how essential this is. 

 

Why?

 

Because it is your way of pulling back the curtain and understanding what is actually working in your business. 

 

For example, let’s say you’ve got multiple ads running at the same time and you have leads starting to come in. You might be celebrating that leads are coming in (which is big news), but how do you know which of those ads actually brought them in? 

 

This might not seem super important at the low scale, but imagine if you could turn off your poorly performing ads, and instantly replace them with better performing ones? And let’s say that one simple move increased your incoming leads by 50%, earning you an extra $1000 per month. Starting to see why conversion tracking is so essential?

 

I’ve linked a video down below to explain more of the technical details of getting it set up, but here is one important point to keep in mind: you should be tracking all of your most essential events on your site.

 

What do I mean by an event? Let’s say you allow booking directly on your site, well any time that someone makes a booking, we want to be tracking that as a successful conversion. 

 

Similarly, if you’re collecting emails for newsletters, you’d want to track that as a conversion. 

 

You could even track how far down a page someone scrolls or how long they stay on a page – but those are much more advanced techniques.  

 

This video by the Surfside PPC details exactly how to set up conversion tracking and event specific pixels to capture all your most important events:

 

  • LinkedIn Campaign Types

 

Alright now we’re getting into the fun and nitty gritty details of setting up your Bowen Therapy LinkedIn Campaigns.

 

What you’ll find when you get in to set up your campaigns, is that one of your first decisions is to choose a campaign type. 

 

What is a LinkedIn Campaign Type?

 

The Campaign Type sets the focus of the campaign. This is an instruction to LinkedIn to help the platform to better understand what it is that you’re trying to achieve, and it works to find those people most likely to complete that action.

 

For example, if you want more traffic on your site, LinkedIn will find those people most likely to click your link, but if you want more video views, LinkedIn will find those people most likely to watch your video. See how this works? 

 

Without going overboard, I’ll cover 3 primary campaign types you need to be aware of:

 

  • Lead Gen
  • Conversion
  • Awareness

 

But before I get into them, I’ll share some video resources here to better explain how they work and set them up:

 

This video by Social Media Examiner explores the different types of LinkedIn Campaign Types, to make sure you understand exactly how each one works:

 

 

For a little more context, this video by Ben Heath breaks down the 13 different Facebook Ad Objectives for you. Now Facebook is obviously different from LinkedIn, however the core functionality of the ad campaign types is very similar across both platforms:

 

 

So now let’s dive into the 3 specific campaign types you should know:

 

  1. Lead Ad Campaign

 

Lead Ads are my absolute favourite of all campaign types, and where I recommend most you get started. Why?

 

Because Lead Ads are the most beginner friendly. This is due to the fact that you don’t need a website or a landing page. 

 

That’s right. Remember everything I said above about setting up your landing pages to convert and having conversion tracking set up to track everything? 

 

That’s what I’m talking about. Lead ads allow you to capture your Future Client’s information (name, email, phone number) right in LinkedIn, without the need of sending them to a landing page. 

 

This has a few HUGE advantages:

 

Number 1: obviously no need to waste time building a website or landing page

 

Number 2: lead forms load instantly, meaning there’s no waste due to a slow loading website

 

Number 3: lead forms auto-populate with your users information, removing any possible friction, and making it super easy to sign up with you. 

 

Have I said enough yet about how amazing these things are? 

 

If you’re just getting started, you don’t have your website up and running (or even if you do), and you just want to start getting some business going fast, I can’t recommend using LinkedIn Lead Ads to grow your Bowen Therapy Clinic enough. 

 

  1. Conversion Campaign

 

The conversion campaign is your next most important campaign. Why? Because getting conversions are the lifeblood of your business. 

 

Now, obviously conversion campaigns are a little more advanced as you need to have your website or landing page set up and optimized. As well you need to have your conversion tracking set up and firing. 

 

So there are a few more advanced level things that you need to have in place before running your Conversion Campaign (which is why I recommend starting with the Lead Ad Campaign). 

 

However, once you’re all set up and running, the advantage of running a Conversion Campaign, is that you now have control over what conversion specifically you want to be optimizing for. 

 

Whether you want eCommerce sales, new bookings or sign ups to your newsletter, you can now control exactly which conversion event that LinkedIn will be optimizing for. 

  1. Awareness Campaign

 

And lastly the Awareness Campaign. While the Awareness Campaign is not inherently complicated to set up, I do recommend that only well-established businesses with big healthy budgets should really pursue awareness campaigns. 

 

Why?

 

Because an awareness campaign is all about the long-term. 

 

Think about it, a conversion campaign is all about generating sales and conversions today. An awareness campaign is all about generating more awareness today to make sales and conversions easier tomorrow. 

 

Building awareness is all about building future equity. You are investing in the future. 

 

But before I go too far down this rabbit hole, it might help to better explain what an awareness campaign even is. 

 

Let me start by saying this: by default, conversion campaigns and lead gen campaigns on LinkedIn will be more expensive because every advertiser and their dog wants to reach those people who are ready to convert today. 

 

By contrast, awareness campaigns are significantly cheaper because few advertisers are trying to reach them. 

 

And ‘awareness audience’ are people who are not very likely to actually take an action (click your link, buy your thing), but they will have a chance to see your product or service. 

 

They’ll have an opportunity to actually learn more about you, to like you, to hear your unique Bowen Voice. 

 

In essence, they have become aware of you. 

 

Now the important thing to remember here is that your dollars go a lot farther when running an awareness campaign. You are able to reach way more people, for way less money.

 

This means that if your goal is simply to make a lot of people aware of you, then your best bet is to run an awareness campaign. 

 

However like I warned at the beginning, this strategy is not for businesses with small budgets that need to see a quick return so they can keep their lights on or feed their families at the end of the month. 

  • LinkedIn Ad Campaign Targeting

 

This section is important. When you’re setting up your Bowen Therapy LinkedIn Ads, it is essential that you understand the different targeting options available to you.

 

First of all – what even is campaign targeting? 

 

LinkedIn Campaign Targeting allows you to specify who exactly your ads are meant to go out to. These tools essentially allow you to laser focus your ads to reach only exactly the types of people that you really want to connect with.

 

A quick warning: LinkedIn allows you to get hyper specific. 

 

Which is a gift and a curse. Being hyper-specific allows you to narrow in on your ideal target audience, however too much of a good thing can always cause problems. 

 

If you get too hyper specific, you’ll actually make your audience so small, that LinkedIn isn’t able to find anyone for you, and your ad campaign will grind to a screeching halt. 

 

So as with everything in life, it is all about balance. 

 

But I’ve written this section so you have a clearer idea of the tools and options and your disposal, and how you’re able to best optimize to make it work for you. 

 

This video by AJ Wilcox takes you through step by step all the different LinkedIn ad targeting options:

 

 

Alright – let’s get into the specifics:

  • Location

 

Pretty self-explanatory, location is where your users are located. 

 

If you’re running a local business where you’re expecting clients to talk into your doors, then you’ll want to keep your targeting hyper local. If by contrast you do eCommerce sales and can sell to anyone, anywhere in the world, then feel free to open up your geographic targeting. 

 

Now a quick note: if you’ve gotten used to location targeting on Facebook or Google, you’ll know that they allow you to target by radius (say a 5km radius) or by specific post codes. 

 

LinkedIn however does not have this level of granular detail (yet), and as a result the smallest you can get is your specific town or city.

 

If you live in a larger city this may be a problem as people may be too far away to be willing to drive to you. So I recommend you review your options and see what works best for you. 

  • Language

 

Again, Language is pretty self-explanatory but want to ensure I cover everything here. If you work primarily in english, then I recommend setting your target profile language to English to ensure that everyone who sees your ad is actually able to read and understand it. 

  • Seniority

 

Now we start getting fun. Seniority allows you to target users based on their professional seniority. For example, if you just wanted to target CXO’s (CEOs, CMOs, COOs, CIOs, CTOs etc) you could do that, or if you want Partners or Directors or VPs – they’re all here. 

 

One of the biggest challenges of making B2B sales is actually reaching the right decision maker. But LinkedIn Ads allow you to target and get right in front of that decision maker, without having to cold call them or otherwise bother them (I mean, they would be seeing an ad anyway on LinkedIn, so they may as well see yours right?).

 

Alternatively, if your service is good for entry level staff, you could target them as well and enjoy cheaper ad costs. CXOs are obviously higher in demand, and that will always drive costs up. 

  • Skills

 

This is pretty nifty. If there were certain skills that your target demographic needs to have, you can target them here. 

 

For example, if your target audience knows statistics and financial planning – you could target them here. 

 

Now in fairness, member skills is probably less essential to you as a Bowen Practitioner, however it can really open a lot of doors for B2B marketing. 

  • Industry

 

Similarly, let’s say you only wanted to work with certain individuals in certain specific industries, you could focus exclusively on them. 

 

So say for example you wanted to build your business to target people who work at accounting firms or who work in healthcare – you could do that. This is obviously much more niched, and would depend on your specific business objectives. 

  • Job Title

 

Similar to industry, you can also reach people based on their Job Title. For example, targeting dentists, or lawyers or financial planners. 

 

This can get really cool if there is a specific niche that you’re working to grow and develop for your business. 

  • Groups

 

LinkedIn similar to Facebook also has Groups – but what makes LinkedIn Groups unique is the fact that you can advertise to them directly (which Facebook does not allow). 

 

This means, if you found some groups about holistic health, or alternative therapies or even about Bowen itself, you could advertise directly to those groups. 

 

Group targeting is extremely powerful, and I’ve personally seen clients build their entire businesses just by targeting the right groups. 

 

Why are groups so powerful? 

 

Because they are a highly concentrated group of people who all share similar interests and beliefs. And it is their sheer concentration that makes them so powerful. 

 

I highly recommend taking some time to research the groups available to you and to start advertising to them. Most of your competitors will not take the time and effort to actually do this step. 

 

Remember, most marketers out there are actually pretty lazy, and you taking that extra step of initiative will help your ads to convert that much more profitably for you. 

  • Education

 

Education may not be super relevant for you, but it is still important to know that it exists. Education targeting allows you to target users with specific educational backgrounds. 

 

You can either target by a specific school (let’s say you wanted to target grads of your local university), or you can target by degree type. 

 

Again, if you’ve niched your business to a specific industry type, this may be super powerful for you. 

  • Company

 

Last point here is targeting by specific company. Ad an example, if you wanted to target Microsoft employees or Amazon employees, you absolutely could. Again, this depends on the niche you’re in. 

 

But if you had a local major employer, who’s employees regularly suffered from back injuries or general aches and pains, and they had good insurance and group benefits coverage, you could set up a pretty healthy partnership with that employer. 

 

Food for thought. 

 

One more thought about companies – company targeting allows you to get super granular and specific. I’m not sure about you and your town, but there are likely a few huge employers nearby. 

 

By targeting companies you’re better able to penetrate into the fabric of your local community. You’re better able to connect with the people most likely to hire your services. 

 

Have a think about which companies are near you, and which ones are large enough that you could actually properly service. Bonus points if their employees tend to regularly get injuries (nothing life threatening though, of course). 

  • Setting Budgets

 

So now that you’ve got your account set up and you’ve chosen your targeting, the question then is, how much should you spend?

 

I understand that budgets are a touchy subject. People are rightfully so very protective of their money. Most business owners are perfectly happy to spend money on the condition that they’ll make more money back in the future – this is kind of a no brainer. 

 

But when you’re just starting out and you’re running your first ads, and you haven’t proven yet whether they’re effective for you or not, it can feel really intimidating choosing a budget. 

 

So I wanted to provide some guidance on where to start, some minimum expectations, and where you can grow to. 

 

So firstly I wanted to set some minimum expectations here – if you don’t have $300 available to spend testing ads, then you probably shouldn’t be doing this. In fact, if that is you I’d recommend sticking to Free Social Media Marketing until you have some extra cash. 

 

No judgement, we all have to start somewhere. 

 

Cool, so to start I recommend a minimum of $10 per day over a 30 day period to really let your ads run and let you test them out. Anything less than that is just a waste of time and money as far as I’m concerned. 

 

Now, don’t expect miracles to happen with your first $300 – the sole intent here is just to see some initial results – to develop what they call ‘proof of concept’. 

 

Once you’ve proven the concept and there’s some interest in your offering, then I recommend to slowly start raising your budgets. 

 

My general recommended spend is $20/day – this is a solid rate to run an ad campaign at. 

 

However, if your intention is to truly grow and scale your business, then ideally you’d be looking at closer to $50/day. 

 

However I must add a warning: do not spend $50/day until you’ve proven your concept. Once you’ve found winning ads that convert and lead to new clients walking into your clinic, then by all means start scaling it up!

  • Producing Photo & Video

 

Something to keep in mind with LinkedIn ads is that you will need to have either photo or video assets to run your ads. 

 

Luckily there are stock photo sites like Pexels where you can grab free stock photos to user in your ads, if you don’t have any photos available. 

 

Stock photos work great, and I have personally used them many times on both my own and my clients ad campaigns. 

 

However with that said, there is nothing that beats original photos and video. The problem with stock photos is they are inherently generic, and everyone has access to the same photos – so you can’t exactly ‘stand out from the crowd’. 

 

So I do recommend producing your own photo and video, but stock photos will work great when you’re just starting out. 

 

Now, when you start producing your own photos, don’t over think it, and don’t over complicate it. 

 

If you have a smart phone from the last 5 years, you’re more than adequate to get started. 

 

Find some good natural lighting, and take some photos. 

 

Be real, and be authentic, but otherwise don’t overthink this. 

 

Similarly, if you’re recording video, keep it simple and don’t over complicate it. Use your smartphone, do it selfie style (or if you have a tripod, use a tripod), and just speak your truth. 

 

Remember at the beginning of this whole article I said to express your Unique Bowen Voice – this is exactly what I’m talking about. This is your chance to express your realest and rawest self. Don’t hold back. 

 

Why? Because people are tired of seeing picture perfect models and speakers in ads – they want real. They want something they can actually connect with. Something they can touch and feel. 

  • Your Bowen Technique LinkedIn Ad Copy Cheat Sheet

 

I’ll be honest, even as a seasoned pro, writing ad copy still kinda sucks. It can take a lot of thought and creativity to get yourself in the heads of your Future Clients, and think about the kinds of things that they want to hear about. 

 

It can be difficult to get started, so to help you out I’ve created this ad copy cheat sheet.

 

These are examples of ads that you’re welcome to literally copy and paste word for word when you set up your own ad campaigns to market your bowen therapy practice. Enjoy 🙂

 

Ad Copy Example #1:

 

Bowen is one of the best ways to de-stress, relax and get centered. Right now we’re offering a first session for free for new clients. 

 

Our mission is to help you to become the best version of yourself possible. We look forward to seeing you soon!

 

Headline: Bowen therapy: 1st session free!

 

Ad Copy Example #2:

 

Bowen is designed to help you to rediscover your own inner power and confidence. Through health and wellness, we want you to be the best you can.  

 

For a short time, we’re offering a 1st class for free for new students. 

 

Our mission is to help you to become the best version of yourself possible. We look forward to seeing you soon!

 

Headline: Bowen To Rediscover Your Confidence!

 

Ad Copy Example #3:

 

Did you know that Bowen is a quickly growing alternative health therapy in North America? 

 

Bowen helps to build confidence and strength through health and wellbeing. 

 

For a short time, we’re offering a 1st class for free to new clients.

 

Our mission is to help you to become the best version of yourself possible. We look forward to seeing you soon!

 

Headline: Bowen Therapy: Join The Movement!

  • Using Testimonials

 

Now that you’ve got your ad campaign up and running, you’ve got your photos and videos, you’ve got your ad copy, you’ve got your targeitng, and your ad is now out there in the world, it is time sit back and let your new clients come to you. 

 

As your campaign grows and your business flourishes, it is time to start requesting reviews form your happy clients. 

 

This video by Wes McDowell takes you through exactly how to start requesting more Google Reviews for your Business:

 

 

Now, getting reviews is great, but even better are testimonials. 

 

What are testimonials?

 

Testimonials are essentially user reviews that you have permission to use in your marketing. 

 

This could include being used in your ads, your website, your emails, your brochures. 

 

What’s included in a good testimonial? Ideally it should have all of the following, however some are optional:

 

  1. The review (1-3 sentences long, explaining how you helped them)
  2. Their name (or initials if you don’t have permission)
  3. Their occupation (optional)
  4. Their age (optional)
  5. Their city/country (optional)
  6. Their star rating out of 5 (optional)

 

Once you have permission to use their testimonial, and I recommend you collect at least 3-5 you can use, then I recommend you sprinkle these testimonials all throughout your marketing materials (where it makes sense, such as on product purchase pages). 

  • BONUS: Building Your Customer Email List

 

Now that we’ve covered all the essentials on setting up your campaign, let’s cover a few additional bonus sections to really get the most out of your LinkedIn Ads. 

 

Firstly, let’s talk about building your Bowen Therapy Customer Email list. 

 

Now I’ve said it before, but I’ll say it again: you need to have a customer email list. 

 

Why? 

 

Because it is one of the few assets you can own 100%. 

 

As much as platforms like LinkedIn and Facebook and Instagram are amazing places to grow your following and build your business, you can very painfully realise one day that you don’t own your traffic there. 

 

How? 

 

When you wake up one day and you find that your Facebook Ad Account has been disabled suddenly to a violation of their terms of service. That is never a happy day. 

 

But you want to know a secret? It happens way more often and commonly that you realise. 

 

In fact one of the biggest recurring issues I’ve had to deal with with clients and managing their ad campaigns, is getting their disabled ad accounts re-instated. 

 

Now the good news is that most of the time the accounts are brought back to life with little issue. However I have seen some accounts become permanently disabled. 

 

And that is never a happy day for a business owner, especially if their entire business was heavily (or completely) reliant on having that platform delivering them new business. 

 

So what’s the solution? To build your own email list.

 

Now you can build your email list using your Lead Gen campaign that we set up earlier, or you can set up a newsletter opt-in on your site to start capturing emails. 

 

These allow you to start capturing customer emails and building your list. 

 

I personally recommend keeping your email list in a spreadsheet so that you never lose it. Keep in mind that even platforms like Mailchimp that are designed to manage your email lists, can also decide to ban you and kick you off.

 

So keep a back up of all your emails, just in case the worst came to pass. 

 

This video by Vanessa Lau details exactly how you can start to build your email list from scratch:

 

  • BONUS Advanced Techniques: Remarketing

 

Alright, this is a fun one – but I do have to warn that this is definitely more advanced. I wouldn’t recommend getting into remarketing until you’ve already set up and established a functional and profitable Bowen Therapy Marketing Campaign. 

 

Why?

 

Because although remarketing is extremely powerful, it also has some complexities which means that it needs extra attention and effort. 

 

I’m a big believer in getting the simple things to work properly first, and then adding complexity later. 

 

However, with all that said, remarketing is extremely powerful and I highly recommend getting your campaign set up and running when you’re ready. 

 

But first, what even is remarketing?

 

Remarketing is simply the process of getting back in front of your target audience on multiple occasions. 

 

WordStream did a study that found that conversion rates more than doubled after 6 times of seeing an ad. 

 

That’s huge. It means that people don’t buy from you the first time they see your ad, but rather they need to be exposed to you multiple times before they’ve built up enough trust to actually purchase from you. 

 

And that’s where the power of remarketing comes in. 

 

This video by Ivan Mana shows you step by step exactly how to get your LinkedIn Remarketing campaign up and running:

 

  • BONUS Super Advanced Techniques: Multichannel Marketing

 

Well if remarketing was an advanced technique, the Multichannel Marketing is a super advanced technique. 

 

So what is Multichannel Marketing? Effectively it is running your ad campaigns across every platform imaginable. Sound fun? You bet. 

 

Here’s a quick list of the kind of platforms we’re talking about:

 

  • LinkedIn
  • Facebook
  • Instagram
  • YouTube
  • Google Display
  • Google Search
  • TikTok
  • Snapchat
  • Twitter
  • Pinterest
  • Etsy
  • And on and on and on

 

Multichannel Marketing is about making sure that your message is showing up everywhere and anywhere that your clients are. This means setting up your remarketing pixels from each platform so you can start building and gathering your remarketing lists. 

 

This video by IgniteVisibility breaks down the complete Multichannel Marketing strategy:   

 

  • BONUS: Advanced Techniques: Getting Users To Convert

 

So now that you’ve got your campaigns up and running and you’re getting all these users and all this traffic to your site, the question becomes – how do you make them convert?

 

How doyou get strangers on the internet to sign up and put their trust in you? 

 

This is no easy feat. 

 

But it comes down to improving the conversion rates of your site, aka – Conversion Rate Optimization. 

 

It could be simple fixes – maybe the reason that no one is signing up with you is because your site is too slow, and simply speeding up the load time would help more people to convert. 

 

Or perhaps, there are some bugs or errors on your site that are really preventing users from becoming your clients. Whatever it is, you need to get down to the root causes as to why your users are not converting. 

 

The whole intention here is to optimize your landing to be specifically designed to convert and bring you leads. 

 

It would be such a shame if you put all that effort (and money) into running your ad campaign, only to find that it fell flat on its face, because your website had a few simple to fix bugs. 

 

This video by the legendary Peep Laja of Conversion XL breaks down exactly how to optimize your site to convert:

 

  • Bowen Technique LinkedIn Ads Guide: Conclusion

And we officially made it!!

 

This has been quite the journey, and at over 14,000 words, this guide has turned into a comprehensive beast. 

 

We’ve covered a lot and I hope you are well on your way to becoming successful at running your very own Bowen Technique LinkedIn Marketing Ad Campaign. 

 

If anything has been unclear or not made sense, or you’d just like to ask some follow up questions, please comment down below or reach out to me directly. I’m happy to answer any questions I can. 

 

Now, as of this writing in June 2021 this content is up to date, however I also know that with the speed of how quickly the internet evolves, that it is probably already partially obsolete before I even hit the publish button. That is both the fun and the agony of working in an internet business!

 

However with that said, I will do my best to always keep this post up to date, and will aim to update it at least once per year. 

 

If you happen to come across any videos that you feel would be more suitable or are more current, please let me know and I’ll happily make some udpates. Videos come and go so quickly, it can be real fun trying to keep up all the time. 

 

So stay tuned for updates, and more posts coming soon!!

 

To your success and your journey,

-Arthur

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