Like many fitness professionals, I’ve worked hard to accumulate the knowledge, experience and training I needed to help people get fit.
But when I took my business online in 2014, my professionalism did not always shine through.
My small niche site did not have the budget for a graphic designer, and my attempts to design materials on my own often missed the mark.
Discovering Canva was a turning point for my business. I was finally able to produce marketing materials that looked professional.
Canva has given me the confidence to reach out to my audience and grow my email list from 200 to over 8,000 in under a year.
Today, I want to tell you how I used Canva and Facebook ads to add nearly 2,000 subscribers to my email list in one month.
About my site
My site, The PCOS Personal Trainer, helps women living with Polycystic ovary syndrome (PCOS — a common endocrine disorder) get healthy.
I was diagnosed with PCOS in 2005. After about two years of struggling to lose weight and manage my symptoms, I found that certain forms of exercise and a clean diet left me nearly symptom-free.
A few years ago I started blogging about exercise and PCOS to encourage other women to use fitness to beat PCOS.
Approximately one in five women are living with PCOS, so it should come as no surprise that there is a large PCOS community on social media.
Despite being active on several PCOS Facebook groups, I was struggling to reach the audience I sincerely wanted to help.
Eventually, I decided that Facebook ads might be a way for me increase my reach and grow my email list.
Want to get started designing Facebook ads in Canva?
At the bottom of the article, I’ve included a bunch of free Facebook ad Canva templates you can use.
Simply click any with the “Edit this design in Canva” caption, like this one:
They’ll open up in your Canva account for you to customize and download.
The Facebook campaign I describe below captured 1892 highly-targeted leads and increased traffic to my site by 82% over the course of one month.
I spent $492 on ads and sold $692 in product, so my sales more than paid for the cost to run the ads.
How I Built a Facebook Funnel That My Audience Loved
After designing my perfect ad on Canva, I needed to construct an offer that my audience would absolutely love.
I decided to create a free e-course about PCOS and exercise.
Step 1: Set up a landing page
Your ad will need to connect to a landing page. I used a Leadpages template to build my landing page in about 30 minutes.
Keep the landing page simple. Design the landing page so that it’s consistent with your ad image.
Use the same color scheme, photos, and font. You want the transition between the ad and the landing page to feel fluid.
Create a landing page that only has one call to action. Sending a lead to a landing page with several options will reduce the likelihood that they will take any action at all. For this system, the call to action is to sign up for a free e-course.
Step 2: Create a very valuable e-course
Create an e-course that will answer your audience’s burning questions. You might have to do some research to figure this out, but it’s well worth the effort.
My course answers the question “What are the best types of exercise for PCOS?”
To build the actual course, I used Mailchimp to produce a 9-email autoresponder series on exercise and PCOS.
I took all of the latest research on the topic and presented it in a plain, easy-to-understand series of email lessons.
By the end of the course, the reader could easily assemble a PCOS-friendly exercise program.
Step 3: Offer a product
Offer a product to the students in your new e-course. You can make this Facebook campaign revenue neutral (or even profitable) by selling an entry level product to your students.
Make sure the product truly solves the problem these new subscribers are facing.
For example, if your free e-course is about how to become vegan, you might pitch your vegan cookbook.
I offered one of my downloadable PCOS exercise programs. I introduced the program in the first email of the auto responder, linked back to the programs in two other emails and sent one sales email to my students at the end of the course.
Step 4: Set up the ad
Now that you have your ad image, landing page, ecourse, and product ready to go, it’s time to set up the Facebook ad.
The ins and outs of setting up a Facebook ad go beyond my expertise. I used the articles on Facebook for Business to guide me through the process of setting up my ad.
Where to Go From Here?
Beautiful designs combined with targeted outreach could be the key to growing your business.
Below you can check out a few of the Facebook ad designs you can edit in Canva, pronto.
As for your entry-level product, you can compile your e-course in a downloadable ebook.
Canva’s multi-page magazine and e-book layouts would be perfect for this!
You can also offer a set of free wallpapers. Bundle up several designs from Canva and add in quotes or words of wisdom reflecting your brand.
Including your logo or website on the design will keep your brand on top of the user’s mind or prompt them to visit your site.
If you are looking for a way to connect with and serve your ideal customer, consider implementing this process.
Start by looking for the perfect course topic. Once you have a course that will answer one of your customer’s biggest questions, use Canva and Facebook to share it with the world.