Shalene Massie is the founder of Rhythm of Birth and Postpartum Journey. She is a doula as well as a birth and postpartum educator. And, she personally gave me fabulous tips for my own delivery and postpartum time surrounding the birth of my baby boy! Today we’ll be chatting about how she grew her online business using Facebook ads. Listen Now 00:45 - A Passion is Born   Shalene got started in the birth world when she was living in South Sudan, Africa with her family. She found out she was pregnant and thought, “You know, so many women give birth without the option of medical care. I want to experience birth in a primitive culture.” When she came back to the States, she knew she wanted to hire a doula to assist in her birth. Living in a new culture also made Shalene want to learn as much about birth as she could. She knew she might be called on if someone was in labor - in South Sudan, it’s all hands on deck - and wanted to be as prepared as possible. Unfortunately, she, her husband, and daughter had to evacuate South Sudan due to warfare. But on the plane back, Shalene knew she could carry that passion with her. She knew it was time to start her doula training. Shalene’s family moved back to the states in 2012, and she jumped right in. To date she has attended about 114 births and has been teaching for five years. 2:55 - In-Person Business to Online Business One of Shalene’s greatest business successes is that from the time she started, she’s been able to stay constantly busy with her in-person doula clients and classes. Her doula training process lasted three years, and after that time she needed to decide how to grow her practice. Shalene was at capacity with her in-person clients, so she turned to the online world. Shalene says she actually started backwards. Though she teaches birth classes, she started an online postpartum class. There is a huge gap of information related to the postpartum period, and her class grew like wild! 4:24 - Shalene’s Facebook Ads Strategy A popular way to use Facebook ads is to get new webinar sign ups, which also builds an email list. Shalene did just that for her postpartum class. About four to five months ago, she ran Facebook ads to a webinar signup page. Shalene had a videographer help her create a video ad that she felt was powerful and this really increased the number of people who signed up for her webinar. She was pleased with how the ads were working. Shalene is a student of our FB Brilliance course, and says she learned a TON of information in that course to guide her ad development and lead generation strategy. (Side note: Shalene says that since FB Brilliance, she’s become very geeky when she looks at other websites, wondering, “Are they using Facebook pixels!? Are they targeting me?!” You’ll have to listen to this episode for a great business idea Shalene and I cooked up!) And just a reminder, statistics say only 6% of businesses on Facebook are currently using ads. There’s a huge opportunity out there! 6:54 - Shalene’s Successful Facebook Ad Let’s dive right into Shalene’s ad to see why it was so successful. Ad Copy: Hello pregnant mama! Join a free, live, postpartum planning webinar. (She gets right to the point and says ‘this is who I’m talking to’. That’s one thing that’s so important with ads! Talk ONLY to your ideal customer. Ok, back to the ad!) “In preparing for baby, I spent so much time thinking about the birth that it’s easy to forget about the weeks of change after baby comes home. If you’re expecting, sign up for this webinar pronto! - New Mama” (Confession: that new mama was me!) In this webinar, you’ll learn 5 ways to begin planning for your postpartum transition and life after your baby is born, a secret myth about postpartum, how to feel at peace and minimize the risk of postpartum depression, and 5 things you’ll be so glad to know postpartum. Plus, get a fun, free gift at the end of the webinar. If you can’t make the webinar live, sign up to get the reply sent to