Promoting a psychotherapist’s blog in Europe: subscribers at €0.31
€0.31 per follower
Case study: more than 8,000 followers for a psychotherapist’s blog in Europe
Objectives, step by step
1. Test Facebook Ads campaigns and assess follower quality and cost.
2. With a modest budget of €200 per month, grow the audience by at least 500 followers each month.
3. Once the account reached 7 thousand followers, develop and launch a course to the warm audience.
The client had not run ad campaigns before. The expert had grown the profile only through YouTube traffic and partner recommendations.
Target audience — women and men aged 23–60, divided into two groups:
1. Patients, the largest segment, who wanted to learn about the expert, ask about treatment and medication, or get another doctor’s opinion;
2. Psychologists (colleagues), medical students and social workers seeking deeper knowledge of therapy and current information to advance their careers.
Instagram profile audit
– Engagement formats, including live streams;
– Highlights and navigation;
– Stories content plan.
Promotion strategy, formats and messaging
The campaigns aimed to attract followers to the Instagram profile.
We divided the audience into 2 groups and used different messages:
– For patients: read, learn and request a consultation through the profile, with the aim of turning followers into people seeking help;
– For colleagues: learn about the work of a psychotherapist, including income, specialisation and other professional topics.
The expert knew their main strengths. We developed them further and highlighted them in both the profile bio and ad messaging.
Preparing Facebook Ads campaigns
We set up campaigns based on the client brief, website and social media analysis, and Instagram follower data. We targeted the EU and CIS countries for Russian speakers without narrowing to one country because the audience lived around the world. This also helped Facebook’s algorithm deliver impressions at a lower cost.
Scaling
We refined Instagram and Facebook campaigns, keeping the profitable ad sets that brought in relevant enquiries.
Preparing the profile for advertising
At the client’s request, we prepared a list of profile changes and recommendations to improve conversion.
Ad creatives
Campaign progress: key messages in the visuals and copy
1. A doctor with a European education.
2. Specialisation in psychiatry and psychotherapy. These areas of medicine are less saturated with advertising than, for example, psychology, helping the doctor stand out.
3. A large, up-to-date knowledge base on Instagram and YouTube that demonstrates the doctor’s qualifications.
Ad formats tested
1. Static creatives: Instagram live-style posts and more templated ads with bold text and mockups.
2. Video: outperformed static ads, bringing better-quality followers at a lower cost per 1 follow.
Results of the Facebook Ads campaigns
Results in numbers
8120
New profile followers
€0,31
Cost per 1 follower
158
New qualified consultation enquiries via Direct messages
€2526
Ad spend for promotion
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