Facebook ads are a game changer for lots of different reasons. One of the best aspects about these advertisements is how far you can drill down to target the right customer. Martial arts Facebook ads are one of the numerous examples of exactly how precise you can get with targeting an audience.
If you are a martial arts small business owner trying to reach new customers in the community through advertising — but you have no idea where to start — then you’ve come to the right place.
Setting up martial arts ads through Facebook is a cost-effective, proven way to grow your business. The only caveat is, you need to know what you’re doing so you don’t waste your hard earned money and time creating a campaign that yields a big, fat goose egg.
Let’s show you how to get going and give you examples of ads working for other studio owners.
Why Facebook Ads Work for Martial Arts Studio Owners
You likely already know the power of Facebook. There’s probably not a day that goes by where you aren’t checking up on the latest from your cousin or reading someone’s opinion on something in your newsfeed.
And guess what? It’s a part of almost everyone else’s life too.
Facebook ads are designed to target an audience on a local level, using personal information to determine what people’s interests are. You can use this to your advantage as a studio owner, and get your message in front of the ones who have already indicated some level of interest.
Talk about power.
Getting Started with Martial Arts Ads
Facebook ads work for several reasons. But to get them to work you need the right foundation for your campaign. Before you hit “confirm” to start your campaign, let’s review a few critical steps.
Set a Goal
Take a moment to define your goal for Facebook ads. Is it to get more kids signed up for summer camp? Is it to reach out to parents who need an after school program? Or maybe you want to target Grandparents who want to gift martial arts lessons to their grandchildren.
Other goals may include bulking up your email subscriber list or getting a waitlist going for a popular event. Your goals may be completely focused on marketing, and not so much enrollment.
With goal setting, it’s important to be specific. Your campaign objectives will guide you as you nail down the copy and messaging, imagery, and budget.
Be Definitive with Your Offer
Speaking of specific, if you’re going to include an offer in your Facebook ad, such as a coupon or promo code, you have to make it obvious. Make the offer clear and irresistible.
Examples of great offers for your audience may be:
- Free one month trial
- $50 off a birthday party package
- Two private lessons
- Free Gi
It takes a lot to get someone to stop their scrolling and pay attention to what you have to say, so make it worth their while.
The other positive aspect of running an offer is you can easily test to see which ones resonate with your target audience the most. Once you start seeing the data telling you what’s working, then you can build on this.
Targeting the Right Audience
Your first thought may be “well, I want to target everyone.” Sure, most business owners would love to have as many people walk through their doors as possible. However, a targeted approach is the answer, instead of trying to be too many things for too many people.
You will define your target audience once you have your goal and offer in place. Sticking with the idea of a campaign for summer camps, you would likely target working parents of younger children. Now your text and imagery will center around this target audience.
For exact step by step instructions, check out our video How to Create a Facebook Ad Campaign
Examples of Martial Arts Ads and Why They Work
Let’s look at examples which put these best practices into action with several recent martial arts ads.
#1. A Case for a Clear, Compelling Offer
This ad is an excellent example of clear, easy-to-understand copy with an attractive offer. First, the ad is appealing to the emotions of parents. What parent doesn’t want to see their child transform? The ad calls this out.
There’s also a bit of urgency. The ad is asking for the first 30 parents to respond. And we all know how competitive parents can be and they want to be the first one to get in line. This copy builds on that idea.
But then it doesn’t stop there. The offer is big and bold, and may be enough to stop someone from scrolling and convince them to find out more. $20 for 20 days sounds like a good offer, but to really find out if it is then I need to click to learn more.
#2. Solving a Pain Point
This next ad really goes after the emotional appeal. It’s all about a child’s confidence level and how martial arts can make a difference with how a child feels about themselves. The ad is implying no matter the challenges, such as bullying or low self-esteem, their programs can help.
Another practice this ad does well is making a strong offer. Four weeks for $59 of fun and confidence building exercises sounds like a pretty sweet deal. Not to mention the free uniform. It’s making it easier for the parents to say yes.
Lastly, the image is right on target. The child looks innocent, and it stands out quite nicely even against a white background. This image is meant to grab attention and tug on the heartstrings a little bit more.
#3. Clearly Defined Goal
This next ad makes it clear what the goal is. The goal is to get parents to register their students for the after school program. The offer is obvious and it directly leads to an easy way for parents to register.
The ad also answers a big objection up front by addressing the COVID safety measures. This is likely an objective the studio has heard firsthand from current parents and they’re using the Facebook ad to address it up front.
#4. A Sense of Urgency
The next ad makes the urgency quite clear – space is limited. And using an ad with tons of kids in it is a smart way to convey how popular this particular martial arts program is. Plus, the offer is clearly spelled out, making it easy for a parent to make the decision with more information.
More Tips for Your Martial Arts Facebook Ads
One thing you will find as you’re running campaigns is that you are constantly learning. There is always something for you to tweak or a message which needs changing up. Don’t let these things stop you, instead keep going while you keep on learning.
High-quality images are one area that deserves attention. Using high-quality images and videos is no longer a “nice to have,” but is now a must. Consumers expect quality imagery, even as they’re scrolling.
Clear, concise copy is important. Make your text easy to read and where someone walks away with the exact message you’re trying to convey. Don’t make the audience guess or feel like there’s a joke they missed somewhere along the way.
Keep writing copy to appeal to someone’s emotions and show them how you’re solving a pain point and you will be good to go.
Testing is your friend too. Facebook allows you to conduct A/B testing, This is simply where you test two ads but each with a different variable, such as the time of day you run your ads. This allows you to see which variable has the most impact, then you can take this information and run with it.
Facebook ads are a simple, targeted method of advertising. The ads put your martial arts business directly in front of the people who would likely benefit from your services.
And if you want to go even more in-depth or need more help along the way, our Facebook Side Hustle Course is perfect for small business owners who are serious about using Facebook ads to change the trajectory of their business.