Welcome to The Social Lab! This blog will not only help you navigate your personal social media, but also investigate marketing trends and examples of great social media work. Do you have something we should talk about? Make sure to send us an email or contact us on social media.
If you have ever followed The Socii Project, you would know that we are firm believers that you should not throw money into advertising without a plan in place. Facebook, LinkedIn, and even Instagram have appealing advertising potential that eggs many people into investing a lot of money, without gaining much in return. How can you make sure this doesn't happen to you? When you are first starting your Facebook Business Page, it can feel very demoralizing. Unlike Twitter or Instagram, where you can easily like other people, Facebook makes this virtually impossible. How can you gain page likes when you are first starting off?
In order to get your brand rolling, we recommend you start a Facebook like campaign. These campaigns focus on generating page likes, which in turn will increase other social media metrics. What makes these campaigns worthwhile is that they can be reasonably priced. In fact, we would recommend starting off with a $1 a day budget. If you make a solid campaign, you should be able to gain one new page like every day. It may not seem like a lot, but these will add up quickly.
What do you need to do to make sure you create a solid campaign? A strong visual, solid copy, and most importantly, targeted reach. If you create a campaign with great visuals (photo or video) and catchy captions, it will mean nothing if your targeting is way too broad. Many people will create an audience that captures hundreds of millions of people from all over the world. You will absolutely get page likes for cheap, but where will they be coming from? If your business is situated in the United States and caters to individuals that live in the same country, likes from other nations may not be useful. Cheap likes from the Middle East or East Asia will result in individuals that more than likely don't have a strong interest in your brand. You may have more page likes, but your engagement metrics will not improve.
So how did we go about creating our Facebook like campaign? Like we said before, you have to make sure you are targeting the right people for your business or brand.
As you can see above, we first targeted people that are interested in small business, social media, and marketing in general. That audience itself is great, but we don't just want people that are interested in those things, we want to find people that would engage with our content while also being interested in hiring us for services. Ergo, we narrowed the audience multiple times. In the end, we are targeting individuals that are interested in small business, social media, or marketing, who also are interested in social issues and are more than likely liberal, and who are business owners, Facebook page administrators, CEO's, or founders. Our dream client is a socially aware person that is not only interested in the power of social media, but is also a high ranking individual that more than likely owns a company. Of course, this audience wouldn't be for everyone, so you have to think about your target audience and how you are going to go about reaching them.
So what does our ad look like? Since it is a simple $1 like campaign, we kept it simple with just one ad. With that being said, you can have multiple ads running under the same ad set, so that is something to keep in mind. It can also be beneficial to do this, since Facebook will pick up on the most popular ads and show them more often.
Our current ad focuses on the targeted audience and what our brand voice is. Instead of saying, "LIKE OUR PAGE", we instead asked a question and brought up an important social topic. We believe that this ad caters to the liberal social media business owners that we are hunting down. How is this particular ad performing?
We have spent $156.61 since January 31st and have generated 122 page likes. Each page like has cost $1.28, which is solid considering how targeted our audience is. Also, our 3.75% result rate, which is similar to engagement rate, is solid, which means that our ad is being well received. Ultimately, any company or brand can create a Facebook like campaign just like this.
So why do we think our like campaign is succeeding? Again, It is important to target individuals that will genuinely enjoy your content. When we created our page likes campaign, we targeted not just people interested in social media, but also individuals that are politically engaged and have strong beliefs regarding non-profits and social causes. We knew that our content would resonate with these individuals. We have also reaped the benefits of our ad campaign. People who liked our page through the advertisement are beginning to like our content on the regular. This is a great sign that we targeted the correct audience.
Why don't more companies use page like campaigns? Some people give it a bad name because they don't understand how to target the correct audience. Make sure that you have a deep understanding of your personal brand voice and target audience. Do you need to run these kind of campaigns forever? The short answer is no, but they can definitely be run at all times. Once you get more and more page likes, it will be easier to capture individuals that don't already follow your page.
Overall, page like campaigns are a cheap way to get your Facebook Business Page on the map. Just make sure to target your ideal audience. 1 like at $1 is better than 5 likes that never like any of your content. Thanks to the power of Facebook advertising, you can essentially target anyone, so tinker with your audience until it is your ideal customer or fan.
Not sure how to create a Facebook Like Campaign in general? Shoot us an email and we can help you out.