Last Updated on May 28, 2021 by Arif Chowdhury
Many online marketers thought building a perfect social media marketing plan can be painfully hard. However, whether it is hard or not you are going to find out soon. In this guide, I will show you how to build a plan for your social media marketing campaign with seven easy steps.
A marketing plan will be the mirror of your future on social networks. This plan will reflect everything you hope to achieve from this platform. Remember social media marketing approach is very different from other online marketing like Google advertisement and other PPC networks.
In any case, a plan always has to be precise and targeted to focus on a single goal to achieve. Instead of targeting a broad audience, you should focus on a specific audience thus it will be more effective. Though it seems like a broad audience will be more profitable as you can target more people. However, the truth is – it will become impossible to focus and an unattainable objective to overcome the challenge.
Anyway, let’s get started. In this guide, I will give you a complete walkthrough. So you can build a perfect social media marketing plan for your business by yourself without needing any expert to hire.
Chapter 1: Build a Perfect Social Media Marketing Plan
Step 1: Define Social Media Marketing Goals Based on Business Objective
Perhaps defining a set of marketing goals based on your business objective is a crucial one. First, you have to understand it clearly. This is the very first step to create a marketing plan. Then you should focus on defining a set of marketing goals that you want to achieve in a given timeframe. These goals must have to align with your business objective otherwise, you will fail before you even begin.
To make it clear, let me give you an example. If you want to start a blog for making money, then this blog is your online business. And making money is your business objective. To build a marketing plan for your blog. First, you have to set marketing goals based on this objective to make it work.
Here, your marketing goal should be, getting 1,000 Facebook likes within 30 days. If your objective is to make money within 60 days. Then your marketing goals will also change along with it. Getting only 1,000 likes within 30 days won’t help you to make money. In this case, you have to target paid customers through ads.
Defining a set of goals will also help you to measure ROI (Return on Investment). For example, if you use paid advertising to acquire customers. By spending $1,000 per month and making $2,000 in sales per month then your ROI will be 100%. This is a great way to measure social media marketing performance.
Leverage S.M.A.R.T Goals to Become Professional in Marketing
Time for you to get introduced to S.M.A.R.T goals. This is a common principle to define goals smartly so they can be trackable and manageable. If you want to build a perfect social media marketing plan on your own. Then I suggest you learn to adapt to smart goals.
What is the full form of S.M.A.R.T?
Specific: this explains itself, your goals should be specific. Simple and clear to understand. It’s so obvious if you do not have any specific goal then how can you even track or achieve it? In a social media marketing campaign, define your goal like whether you want to build a large follower base or want to start making sales right from the beginning.
Measurable: a goal must have to be measurable. Otherwise, there is no way to track your progress. For example, if your marketing goal is to build a good relationship with your customers. Then it is a good goal but it cannot be measured unless you define a specific number. For example, you have to build a good relationship with 50 customers within 60 days.
Attainable: your marketing goals should be realistic. It can’t be some child’s wish or daydream that is impossible to attain no matter what you do. For example, if your marketing goal is to beat the Amazon brand within the next 3 years. Then it is a brave goal but not attainable within a 3 years’ timeframe.
Relevant: try to set goals that are relevant to your brand otherwise, you will lose track. This is called narrowing down your target market. For example, if you chase all customers in the world then you won’t be able to acquire anyone. Focus on your target market by narrowing it down. If your products and services are food relevant, then do not target the apparel niche because it is irrelevant.
Time-bound: finally, your goals should be accountable by a specific timeframe. If you do not bound your goals with a specific period, then you won’t go anywhere. For example, you have to set a goal like getting 50 customers within the first 30 days to make it meaningful. If your goal has no time limitation, then there is no point in chasing it.
These five factors are S.M.A.R.T goals criteria. If you want to build a perfect marketing plan for your social media channels, then this is where you should start. These five elements are the building blocks of a robust social media marketing for any brand.
Let me give an example of a marketing goal by fulfilling all five elements.
Quick Note: We are going to utilize our page to deal with customers by using direct messaging. Our target is to reduce the communication gap with customers. We have set a target response time of a maximum of 120 minutes or 2 hours. And this goal has to achieve within the next 2 months.
I already said that social media marketing is very different from other online marketing like PPC, banner ads, Google ads, etc. Because, in social media, you will have direct contact with your customer than any other online marketing platform. Social media is a community forum. However, there are some issues apart from benefits.
As in social media channels, there are so many fake accounts that exist nowadays. And you may get thousands of engagements i.e. likes, comments, shares, which may also drive traffic to your site from a paid advertisement. However, these provide no real value at all.
Just think about yourself, whenever you scroll news feed you may have seen many sponsored advertisements and you may have pressed the like button many times. However, you never actually visited that post or page ever. The only thing you ever did is pressing the like button here and there. In social media, there are so many audiences like you and they act without any seriousness.
Therefore, in your social media marketing campaign, you have to understand this issue. Getting thousands of likes and comments is not a big deal. Unless those audiences have seriousness in their behavior or have buying intentions. We can measure this by using CTR (Click Through Rate) and Conversion ratio.
You may also use social media management tools to do a competitive analysis, create a content calendar for future posts, and easily plan in time for various events. It has a powerful analytics feature to measure your overall marketing performance to refine your strategy.
Here are sample business objectives and social media marketing goals for you to try out:
|Business Objectives||Social Media Goals||Metrics|
|Brand Awareness||Engagements||Likes, Comments and Shares|
|Leads and Sales||CTR and Conversion||Website Clicks and Email Subscription|
|Passive Advertisement||Mass Awareness||Gossip about your brand by @mention it|
Step 2: Know Your Audience by Analyzing Marketing Data
This is the most crucial stage. Not only for a social media marketing platform but also in every other platform whether it is online or offline. You cannot sustain much longer unless you know your audience. You have to understand their needs and act according to that only then you can hope to become successful in marketing.
For example, whenever a festival arrives like Christmas every big and small brand in the world opens a special gift and discount for their loyal customers. Why do they always do this? Because this is a perfect opportunity to win the hearts of their clients. This is exactly what you are going to do. Another example is, giving a special gift or discount to your customer’s birthday. By doing so, you are making them happy and increasing the customer retention rate significantly.
So what are you supposed to do exactly? You should utilize social media management tools. I recommended you earlier to get the insights of your customers like age, gender, location, interest, etc. Focus heavily on serious customers by judging their behavior and interest. Hence you can narrow down your target audience from a large customer base. From there you should learn about their interest to customize your offers therefore, your CTR and conversion rate will increase by many folds.
There is a powerful passive marketing feature, that every social media has that you may never be able to use in any other online or offline advertising platform. Whenever a visitor likes or shares your posts it becomes viral and every other user who is connected with them can also see and interact with your post. This is called leveraging social sharing features to your advantage.
Though, not every post on your social media page will become viral. However, if you can gather enough insights about your target customer & build an excellent goal framework then there is a good chance that you will able to build most of your post interesting enough to go viral among your audience. And through this free social media strategy, your page may be able to reach millions of new audiences & build a powerful network.
Step 3: Know Your Competitors Before They Learn About You
This is a competitive era, every brand from big to small racing towards social media channels to control the battlefield. Social media is a gold mine for every organization nowadays. It’s so obvious, the more competitive it gets, the harder it becomes. However, this is why you planned to build a perfect social media marketing strategy to outlast them all, don’t you?
So, your target should be to find the flaws in your competitor’s strategy. For that purpose, you need to learn about them and create a goal framework first. Don’t think that they are sitting there and doing nothing. Most probably, they have plans for you as well.
Therefore, in the 3rd step, your mission statement should be to learn the marketing strategy of your competitors by utilizing social listening. You should know about your fields very well, do a social media audit & make a list of competitors in your field and find their social media presence. By doing so, you may find a flaw in their marketing strategy.
Let me give you some examples, let’s say one of your competitors has a strong presence on Facebook & their page has over 5 million followers and what do you think? They are all active?. How can you be sure about that? Check their every post by scrolling down, if every post has at least 20-30K likes and 5-7K comments (comparing to 5 million audiences) then they have an active & engaging community.
Now in that case, if your page has only 5-10K followers then it will be very hard to compete with them. But, if their community is not engaging that much, which means only 500-1,000 likes & few comments. In that scenario, you can assure yourself that they may have huge followers yet do not have an engaging community. Therefore, if you can build a strong presence with an active community you may be able to beat them.
There could be another scenario. Your competitor might have a lengthy response rate of 1-2 days. In this case, your marketing strategy is to target their weak spot, that is – lengthy customer support. Become active on your page, respond to your customer as fast as possible, and try to reduce your response rate to at least 30 minutes to 1 hour.
Congratulations, as your customer support is much better than your competitor. You have a great chance to beat them.
There could be other scenarios, as some of your competitors may not create a social account on other platforms like Twitter, Instagram, etc. Maybe they have a strong presence on Facebook, however, not even tap the market of Twitter or Instagram. This is their social media marketing weakness and you just spotted it. Take advantage and build a strong presence before they even enter there & you will become superior to your competitors on other social platforms.
Listening to the Whisper of Your Competitors
Leverage the power of social media management tools to listen to your competitor’s whisper, this is called social listening. These tools are great to monitor the marketing movement of your competitors on social media channels.
- Which relevant keywords they are targeting?
- How is their audience reacting to their posts?
- What kind of social media content they are publishing?
- How many people are mentioning their brands in social media conversations?
By utilizing these Intel, you can increase your chance to find their weak spot in social media marketing and take advantage as soon as you find out.
Step 4: Identify the Strength & Weakness of Social Media Platforms
Not every social media channel works the same. You have to find its strength & weakness by auditing. For example, the Facebook platform is not the same as the Twitter platform. Both have huge audiences however, they work differently.
Take a look at Instagram, it’s mainly an image & video sharing platform. If you use the same strategy in every platform, then a winning strategy in one social platform can be devastated in others.
Not only the platform is different, but also the segment of the customer can also be very different from each other. Let’s say you have a business of furniture products and you sell directly to retailers instead of customers.
In this case, marketing on Facebook won’t give you much benefit unless you start to sell directly to consumers. Because on Facebook more than 95% of businesses sell their products directly to end-users, not retailers. Of course, you can leverage Alibaba’s online platform to find suitable retailers for your furniture products but it won’t work in social media like Facebook.
While in other cases, the Instagram social media platform is far better than Facebook to display your furniture products. Many big to small brands are already doing it and growing their followers size.
This is just an example to make you understand the difference between social media platforms. Before you do anything, first you have to understand your audience’s nature.
Ask Yourself Below Questions:
- Which type of products do you usually see a lot in your favorite social media platform?
- How many engagements you have seen per post? (likes, comments, shares)
- Look at the comments to judge the audience’s behavior.
- Ask your friends & family to collect their opinion.
If you have done these correctly, you should have the answer by now. Which social media platform would be right for your organization?
Warning before you start: Especially on Facebook, there are thousands of fake accounts. We do not have any idea about these, maybe for personal purposes or maybe for other purposes. If fake accounts are created for personal purposes then it won’t affect you much however, there are fake accounts that could be created by your competitors.
What is the issue here? Most probably those accounts will become your followers then start commenting on a fake issue regarding your products to make a bad impression among your existing audiences. They may even submit bad reviews about your products and services. This can be a challenging issue to overcome. Your right approach should be to block those fake accounts so they won’t be able to impact further.
Pro Tip: Verify your social media accounts & pages to get the upper hand by increasing trust & reputation among your audiences.
Step 5: Setup Business Account in Social Media Platform
After you have done your research about choosing which platform to use for which purpose, it is time to set up a business account. Before you decide, there is a sample for you to evaluate.
When you look at this survey data you realize that Facebook is a dedicated and favorable social media platform for communicating with customers. Because of its easy-to-use interface and mass awareness among peoples.
It is heavily populated with mass audiences and not favorable for displaying your products. You may use Instagram for that purpose. Communicating with your customers can easily be done through page & product displaying can be done with Instagram. Recently Facebook and Instagram both unite therefore, it will be easy for you to manage both accounts.
For your human resource management & recruiting purpose, LinkedIn can be your best-suited social media platform. Where you can also advertise your company among dedicated employees & other businesses.
How You Should Set Up a Business Profile?
Though it depends on the social platforms you are going to use, however, general rules are all the same.
- Fill in all necessary information fields along with address & contact
- Setup a custom auto-responder that represent your brand
- Include your focused keywords in your description so the people can find you
- Use proper hashtags in your post
- Use custom made branded images and photos
- Connect with other organization to build a strong profile (LinkedIn)
Quick Note: It’s better to become a master in one platform rather than a jack of all. If focusing on several social media platforms is getting complex & overwhelming, then you should focus on 1-2 platforms to make it more effective & manageable.
Step 6: Inspired by Big Brothers Success Stories
There is nothing much important than inspiration. Of course, you started this business because someone must have inspired you. I started this blog because I was inspired by other bloggers who have become successful. Their success stories inspired me to start this blog even after I failed several times before. It’s so obvious, no one can become successful unless they try first & it is extremely rare to become successful for the first time.
I recommended you follow the big & small brands who become successful in the social media platform to get inspired by them. And you may learn something useful as well.
Step 7: Consistent Engaging Content is the Trump Card
Finally, this is the last step to create a perfect social media marketing plan. More importantly, this step will continue forever. You may have done your homework and did all the steps from 1-6, however, in the final step if you do it wrong, you just devastated all your previous efforts.
Remember, social media is like a continuous stream. This is not a static platform. If you publish highly engaging content in one week and forget to post another content in the next week, whatever you achieve in the first week probably will fade away soon. That’s right, and this is the reason you need to craft a social media content calendar & plan your strategy based on customer response. This way you will be able to maintain consistency for the long term.
I know it’s confusing, let me clear this out for you. You may have seen many Facebook pages that have 5-10 million followers however if you take a closer look you will see that their post is not getting as many engagements as they are supposed to get. By judging their huge followers, they should have at least 20-30K or even more likes per post. But why are there only 500-1,000 likes per post or even less?
The answer is consistency. Maybe they have done an extraordinary performance at the beginning and that’s why they were able to get millions of followers, however, those all are past performance & they weren’t able to keep consistency afterward. And that’s why almost all of their audiences are gone. Now having millions of followers means nothing.
Why did this happen? Where all their audience go?
Well, it is Facebook & all other social media algorithms. If a page does not post regularly and their audience does not engage in their post frequently then slowly that page will fade away from their audience news feed.
Therefore, if you want to get full benefit then consistency is a must. Otherwise, all your efforts will go in vain just like them.
What Should You Do to Keep Consistency?
- Understand your follower to learn which types of content they like & dislike
- Provide quality and engaging content based on their interest
- Use social media analytics to measure your page performance
- Find the peak hour when most of your follower stay online to maximize your reach
- Build a content schedule to maintain consistency
My recommendation is, use social media insights tools as it has an automation feature that can save you a lot of time. Manually finding which time is right to post content on your page is very complex and hard. Rather use these tools to find the optimal time.
When it comes to scheduling content, you can also utilize social media insights. All you have to do is select the topics and it will curate relevant content from all over the internet to fill up your schedule. You can also upload several contents in advance and these tools will automatically upload those at the peak hour when your audience stays active.
Chapter 2: Facebook Marketing Strategies Tips & Tricks
Until now I talked about social media marketing in general. In this chapter, we will discuss Facebook’s marketing strategy.
This social media already surpassed all of its competitors. Almost all organizations & big brands around the world have a page in this social media. It’s a gold mine for marketing their product & service. Roughly 2.8 billion people around the world have a Facebook account.
Do you know how many people currently live on earth? Roughly 7.8 billion. Thus, 35.9% of people on earth are currently using this platform.
With this huge amount of customer base, it has a golden opportunity for all types of organization around the world. However, this equally challenging task unless you don’t have a defined marketing plan.
So, in this chapter, I will show you how to build a Facebook marketing strategy using a few easy steps.
How to Setup a Facebook Page for Your Organization?
If you already have an account, then setting up a page is just 1-2-3. It’s simple, free & easy. You don’t have to use paid ads unless you want to.
After creating a page, you can publish content for your fans, chat with them using messenger, answer their questions, engage with them anytime you want, get likes, comments on your content, get followers for your page, sell products and services, link to your website to drive traffic. All can be done completely free without spending a single coin.
Okay, now I will show you how to build a page from scratch.
Before you begin, you need to login into your existing account first. Don’t worry, your personal account information won’t show on your page. So, it doesn’t matter from which account you are creating a page.
Click on the + icon, it’s called the “create” button. From here you can build a page, group, post, event, ads, marketplace listing, publish a story, etc.
Click on the “Page” button to begin.
Step 2: Provide page information
In the next step, you have to provide your page name, category & description. You can write your brand name. It doesn’t have to be unique. You can use up to 3 categories. Then, write a brief description.
After you are done, click on the “create page” button.
By the way, you can preview your page on both desktop & mobile versions. Click on the mobile icon to see how it looks like on a smartphone screen.
Step 3: Upload your brand logo & cover image
Now upload your brand logo & cover photo. Remember, choose an informative & attractive cover image for your page. Because, whenever people visit your page they will see it first.
Take caution, when choosing a cover image. Make sure to use proper image size otherwise some of your important text & logo may not appear.
Upload your original brand logo on your page, as it will represent your brand. Most of the time, your loyal customer will notice you just by seeing your page logo.
Step 4: Choose an attractive, easy to remember vanity URL
Congratulations, this is your newly created page. I didn’t add any logo, as it is only for illustration purposes, but if you don’t add any logo then the page will show the first letter of your page name. As my page name is “Company X” that’s why it is showing the C character in the logo.
Anyway, let’s get started. Take a closer look at your page URL. It is something like “facebook.com/Company-X-106424”. If you want, you can change it based on your brand name or page name.
To do that, click on the “Create @username” button. Here choose an attractive & easy to remember vanity URL for your brand. Just like you choose a username for a Gmail account.
Congratulations, you have done it. Now, this URL is small & easy to remember. You also receive an even smaller URL for your page “fb.me/comx0”. A short branded URL for your page. You also received another short URL “m.me/comx0” this is your page messenger URL. Share it with your customer so they can chat or call you directly by using this URL.
You can see your new page URL from here.
Step 5: Add business information to your Facebook page
After you have changed your URL, I want you to scroll down a bit & you will see the “About” section of your page.
Next, you should add an action button on your new page. To do that, click on the “Add a button” option.
Here you can see a list of actions for you to choose from.
- Follow: if your social media marketing objective is to get as many followers as possible then choose this option.
- View gift cards: if you want to showcase your product gift cards on your page then choose this one.
- Start order: if you have a restaurant then choose this one.
- Book now: if you have a consultancy service, then this action button is perfect for you.
- Get a quote: If you have a B2B organization then this action button would be great.
- Call now: If you want people to call you then choose this one.
I guess you understand how it works. Just choose which one is perfectly suited to your needs.
For example, I have chosen the “call now” button. After clicking next, it took me to the next option, here I have to choose a suggested question & an automated answer for my audience.
Thus even if I am on a vacation, my page will automatically answer their questions. It’s a very effective method to increase my response rate.
Anyway, after you are done here, click save & your new action button is ready for action.
What type of content can you publish?
Just like you usually publish content on your company website or blog, here on your page you are about to publish content to engage your audience. There are various types of content you can publish to your page, though the best practice is to use a content mix for higher engagement.
Facebook text post (general content)
It is usually known as a status post among general users. In this type of post, you are not going to use any sort of photos, videos, or links. It is perfect for publishing personal information or short announcements/news.
For example, “We are on a vacation from Jan 5 to 10. If you have any inquiries, please leave us a message.”
No need to use any sort of image, video, or link in this type of post. However, you should remember one thing – this type of post does not get much organic reach in the news feed, mainly because it is not engaging enough.
So, if you need to promote your content then do not use this type of content.
Facebook photo & text post (content mix)
This one probably the most common type of content you always see here & there in your news feed.
As you can see here in this post, they have used text, a link & an image to build this content. This could be an example of great content. However, it completely depends on your target audience.
You have to use built-in analytics to check your audience insights to understand their behavior & interest. This is a vital element to measure your success in the long term. I will talk about this later in this chapter.
This one is also common nowadays. Whenever we scroll news feeds, we frequently see video content from different pages. When it comes to interactive content video is far more effective than any image & text.
Do you know why? Because we humans always love to watch rather than read. No one wants to read a 2,000-word article but almost everyone will love to watch a 10 min short video. Isn’t it correct?
Besides, your text & image post will only appear in the news feed, however, your video content will appear in both the news feed as well as Facebook Watch. Thus, as you can see your video content has more organic reach opportunities than your text & image post.
Facebook live video post
Live video content is getting popular every day. Not only on YouTube but also Facebook, live video is a powerful element to increase your engagement rate.
Almost all gaming channels are now using this live video feature to stream their video content. Instead of pre-recorded video, live video is highly interactive as you can directly communicate with your followers. Best for answering questions and encouraging them to take action right away.
This live video content is helpful for any type of marketing.
This type of post is also common, however, it is especially focused on the link rather than text & image.
Let me give you an example. Here in this post, they have included 3 links, some text & an image. This post isn’t focused on the link, for instance, if you click on the image it will enlarge, but it won’t take you to their website. You have to click on the link to visit their site.
However, take a look at this post. Do you see any visible link here? No, because this post focused on the link. This is not an image, if you click here it will take you to their website. The image you see is embedded directly from the link source.
If you want to drive traffic to your company website then this linked post can be very useful.
It is one of the most powerful content-types based on the highest organic reach. Even if you have 1 million followers it doesn’t mean that your post organic reach will be 1 million as well. Instead, you will be lucky to get 400K at best. Your post won’t reach the rest of 600K followers.
However, the good news is – there is no such thing in stories. It has a 100% organic reach, if you have 1 million followers then your organic reach will be the same. Because stories are listed at the top of the news feed. If you want to catch the eye of your customer then it is a great option for you.
In general, stories will live for 24 hours. It has an autoplay feature, and Images appear for 5 sec while a video is maxed 20 sec long.
Facebook pinned post
It is not a new content type rather pinned to a regular post at the top of your page.
It is a very effective way to showcase an important update, news, or announcement related to your brand. Other regular posts will be locked away in history but this pinned post will stay at the top regardless of time.
You can pin any type of post you want. But, it is best suited for announcements or news-related posts.
Facebook watch party
It is the same as a video post, however, this time your video will start streaming at a specific time just like a live video. Your audience can watch this video together & can interact with each other through comments.
Watch parties are perfect for pre-recorded classes, tutorials, live shows, etc. If someone missed a live video then you can show your pre-recorded live video through a watch party. You can interact with them in real-time just like a live video.
However, the sad news is – the watch party is about to shut down from April 16, 2021. We don’t know whether they will launch something alternative to watch parties or else.
Facebook other post types
There are other post types you can use. One recent update is the “COVID-19 update”, you can use this post to highlight recent news of pandemic.
Apart from it, you can use gift card posts, WhatsApp posts, host a Q&A, encourage to call you through messenger, etc. based on your industry needs.
Which type of Facebook post should you publish?
This is a critical question. Honestly speaking it completely depends on your audience’s interest. You should pay attention & listen to their whisper. Figure out what they want from you.
For example, if your page is for an online class or tutorial then a live video, watch party and Q&A post will be great.
In other cases, if you have a B2B page then “Get WhatsApp message”, “Get message” will be perfect.
If you want to set up customer support on your page then utilizing messenger could be your best bet.
You can also take the advantage of the contest to increase engagement rates within your existing & new followers. It’s a perfect way to generate more leads to get potential customers.
As you can see, first you have to analyze your target audience, learn what they are interested in. Then plan a content calendar & offer something valuable within it. This way your page engagements will significantly increase.
How to Build a Facebook Marketing Strategy (Beginner Guide)
Now you are going to learn how to build an excellent marketing strategy that works. It’s a step-by-step beginner guide, thus you don’t need prior experience to understand it.
First I will talk about setting objectives for your social media marketing campaign. Then pinpoint your target customers using analytics data, set a reasonable budget for the whole marketing campaign, plan a content calendar to engage your audience, create equally engaging ads with an excellent landing page to increase your conversion rate. Utilize the A/B testing feature to measure the success rate & finally, repeat the whole process.
Okay, so let’s get started.
Step 1: Define an achievable goal for your Facebook marketing campaign
Before you do anything, first you need to define your goals. Without a specific achievable goal, no plan or strategy will work.
So, ask yourself what is your goal? Do you want to increase your revenue by making more sales? Or, do you want to improve your brand loyalty by doing mass marketing? Or, you want to get more active followers for your page & blog?
Whatever you want, you have to define it & build a plan based on it. And of course, it has to be an achievable goal. You cannot make millions of sales within the first month of marketing just by boost posts, you may have to wait for years to get it.
Quick Note: always target active users. Do you know why? Because, it doesn’t matter how many followers you have, how many likes you get. If you do not have an active user base then you cannot make any profit. Here, active users mean serious followers, those who are actively looking for your products.
Here is some example of marketing goal for you to get an idea of:
- Build brand awareness: by doing mass digital marketing your goal is to get as many followers as possible.
- Increase revenue: by making more sales from the page. You have to showcase your products on page & have to craft eye-catching posts & ads to attract the customer along with a killer landing page to finally convert them.
- Increase website traffic: by creating beautiful, attractive posts & ads to increase click-through rate (CTR).
- Get more leads: by creating attractive posts & ads. But make sure to provide enough information to convert your raw visitors.
To get started, visit your page & click on the promote button. It will take you to the promote page. Here, you can select a predesigned goal template to get started.
Quick Note: you do not need to visit the Facebook ads manager. You can craft all types of ads on your page. However, if you are an agency, running multiple ads from multiple pages in that case you should use an ads manager. As it provides a robust control panel to manage all from a single platform.
If you are not sure, which type of goal is perfectly suited for your page then I suggest you use “Automated ads”. It will help you to identify your goal by asking you a few simple questions.
Click on the get started button. It will automatically analyze your 6 different ads to identify which one is performing best.
The first question is – about your business location. If you have a physical brick & mortar store then choose yes. If you do not have any physical office yet then click no. And if you have a website then obviously it doesn’t apply to you.
The second question is – do you have a website? You do not necessarily have to have a website to market your products. In that case, select no option. Or, if you have a website then select yes.
The third question is – do you sell products on your site? In my case, I have a blog & I do not sell products on my site. In this case, I would select no option. But, if you have an eCommerce site then you should select the yes option.
The fourth question is – do you take appointments on your site? If you have a consultancy service then you should select the yes option.
Fifth question – do you get leads on your site? Well, if you do not have any subscription option on your site then do not select yes.
Sixth question – do you want people to contact you? If you have a consultancy service where you want people to make a call, in this case, you should select yes.
The seventh question – if you select yes on the previous question then this question will ask you how you want them to call you. They may leave their contact information in messenger & you will call them later. Or, they may call you directly on an official phone number, or using WhatsApp or messenger.
Eighth question – here system asking you to select your audience interest. So, you can narrow down & pinpoint them.
Ninth question – select 6 posts you want to promote. Automation ads systems will analyze these 6 ads’ performance to identify which one is best.
Congratulations, you have done it. System now presenting you with a suggested ad package. They have chosen the “Get more message on messenger” goal based on your answers. They have selected a target audience based on your answers & your estimated reach is 124 to 358.
Okay now take a close look, they have chosen a daily budget for you, duration of ads, special ad category, audience & placements.
These options are not permanent, you can change them anytime you want.
Step 2: Identify & pinpoint your target audience
This is the most important part of a social media marketing campaign. You have to keep in mind that Facebook has a huge customer base. It has 2.8 billion monthly active users. If you do not pinpoint & narrow down your customer then you are about to waste a huge chunk of dollars & possibly in return will get very little to nothing.
So what to do? Simple, first identify your target customer then set a budget based on your business objectives. For example, let’s say you have used “Automated ads” settings. Now we will customize our target audience to narrow it down & pinpoint it as much as possible to improve overall targeting.
To do that, first, scroll down a bit & click on the “Audience” option to begin. You may notice that in the Audience section, it shows “Smart audience”. It means automated ad systems have taken care of it. They have selected an audience for you based on your answers.
Anyway, we will customize it in our way.
Here you can see several options to choose from.
- People you choose through targeting: you will target a specific group of audiences based on your choice.
- People who like your page: you will target only those audiences who liked your page. This is called re-targeting. You are targeting only your fans.
- People who like your page & their friends: you will target them who liked your page & their friends also. This is also re-targeting. You are targeting your fans & their friends.
- People in your local area: if you have a local business, then you should select this option to target customers from your local area.
To customize the audience click on the “Audience details” option.
Here you can choose the following options to customize.
- Gender: chose all gender, men only or female only. If your products or service is gender-specific then choose according to it.
- Age: chose age range from 13 to 65+. Again if your service or product is age-related then chosen according to it. For example, if you are selling fitness products & it’s only for age 20-35 then select this range.
- Location: choose a specific location to target your audience. Here in this example, I have chosen Canada, but you can choose any local area you want. You can even use a “drop pin” in the global map to choose a location.
Take a closer look at “Potential reach: 1.4 million people”. Once you customize your gender, age, location, the ad system will automatically show you a potential reach based on that.
Until now we only customized gender, age & location. Now we are going to narrow down further by using audience interest, behavior, demographics, etc.
To give you an example, I have chosen interest: advertising and concerts. It means now my target customers will be from Canada, all gender and age range from 18 to 65+ and those who like advertising and concerts.
Then I chose “High school graduation” & also those who use the operating system Windows 10.
As you can see my potential reach now reduces to only 1,000 people. From 1.4 million people, it reduced to only 1,000 because I heavily filtered my audience.
Quick Note: Targeting a very specific audience will maximize your conversion rate however, your potential reach will reduce.
Step 3: Set a reasonable budget based on marketing goal
After you narrowed down your target audience, it’s time to define a daily budget for your marketing campaign.
By default, the auto ad system set a $3 daily budget for your campaign. Within this budget, your daily reach is 124-358.
Increase your budget to $10 per day & see how it reacts. Your daily reach now increased to 362-1,000.
So as you can see, your budget directly impacts how many audiences you can reach. If you want to reach more audiences then you have to increase your budget.
Therefore, it is completely on you to decide. How much you want to spend based on your funding capabilities.
I suggest you start with a low budget & see how it works for you. Then increase it if you are satisfied with the performance.
Step 4: Plan a content calendar to maintain consistency
The next step is to publish engaging content regularly on your page. Just like as you regularly publish blog posts on your company website. Do not just focus on ads, if you can leverage the power of organic reach then you may be able to reduce your digital marketing cost by thousands of dollars.
So, to make it happen you need to post highly engaging content regularly just like you do in your blog. For effective social media marketing, I suggest you plan a content calendar to maintain consistency.
A content calendar can help you to track content deadlines, manage a content-making team, and maintain the most complex schedule.
Now you may ask, how many posts should I publish every day, week, or month? Well, it completely depends on your audience type. You have to test all types of post frequency to get an idea of which works best.
To get you started, here is the Hubspot content calendar template.
Quick Note: the best practice is – whenever you publish a new blog post, do not forget to publish a post as well. If your site publishes 10 blog posts per month then you will be able to publish 10 posts as well, it will help you to maintain consistency in both platforms. You may also use social media management tools for marketing automation. You have to specify & it will publish content automatically in optimal time.
Step 5: Craft highly engaging Facebook ads to attract the audience
After you set up a content schedule for your page. It is time to start your marketing campaign with paid ads.
Remember one thing before you craft your ads. Many social media marketers waste a huge amount of ad budget just because they aren’t able to craft an engaging ad. If your content is engaging enough it will get more likes, comments & shares thus improve your overall inbound marketing performance.
I want you to remember the below tips before you create an ad.
- First of all, narrow down your target audience as I showed you before. Do not be afraid to build a specific group of audiences for different types of ads.
- Create different types of ads for different types of audiences. Do not think that your same ad will impact the same way to everyone. So, customize it as much as possible based on your audience type.
- Make sure you create your ads with a visual image. Do not just use text, as it surely will reduce your overall campaign performance.
- Place a call-to-action button (CTA) properly. For example, if you have customer service & want your audience to call you then place a “Call now” CTA. If you want them to download the subscription form then use a “Download now” CTA.
- Keep your ad short. Remember, the audience does not like to read a wall of text.
- Keep your readability score within 60-70. So, almost all of your audience can easily read your ad copy.
Quick Note: no matter how engaging your content is, if you cannot offer values & build trust among your audience then everything else is meaningless. Try to be honest, show transparency within your content, do not present any misleading information, and do not hide anything. Become honest to your customers and build a long-lasting relationship.
Step 6: Select a perfect place to show your ads
You can place your ad in different places.
First of all, the most commonplace ad is in the news feed. Whenever you scroll your news feed you should see this type of ad. It’s like a common post. The only difference is it has a special “Sponsored” tag attached to it, so general users can easily identify which post is organic & which post is an advertisement.
Apart from it, on the top corner of the right side column, you can see traditional type advertisements.
Now, what is the difference between these two types of ad placement?
If you use ad placement in a news feed then you have to create an engaging post with images, a link and a call-to-action (CTA) button. The most beneficial thing is – your ad can receive engagements from the audience i.e. likes, comments, shares, etc.
Do you know why it’s beneficial? Because, by getting likes, comments & shares you may receive extra exposure to your ad which is free. For example, if you pay $100 for 20,000 impressions you may receive an extra 2,000 free impressions for these engagements.
However, you do not need to create a post for the right side column ad. With just an image, a short text and link is fine. And of course, as it is not a post therefore you won’t get any social engagements except link clicks.
You can also place your ad on messenger. See the above example. It is best for inquiry-related ads where you want your audience to call or text you.
The next place is the marketplace. If you want to sell products then it is the best place. The good thing is – there is no extra cost for listing. You can easily list your eCommerce products in the marketplace to boost your sale.
Step 7: Build an equally engaging landing page to convert visitors
If you do not have an attractive landing page then all of your inbound marketing efforts will go in vain.
Do you know why? Because, after clicking on your ad your audience will first arrive here. And if this landing page is not informative, trustworthy & attractive then they will simply leave. Everything you have done until now in marketing is just gone.
Yes, this is why you need to be careful when building a landing page for your ad.
Step 8: Utilize A/B testing to optimize your marketing campaign
In a Facebook ad, you can use A/B testing or split testing to identify the best-performing ad for your marketing campaign.
So what is exactly A/B testing? Well, you will try different variations in your ad copy to test which one is more appealing to your audience.
Take a look here. In the first stage, you have chosen 3 different images for your ad. And in the second stage, you have chosen 3 different titles for every 3 images. This way you can create 9 different ad variations.
Finally, you have chosen various types of audience interest to add even more variations in your ads.
Now you are going to launch all of these ads simultaneously to find out the best-performing ads. If your monthly ad budget is $500 then do not spend it on one single ad variation, rather split this fund to all of these variations.
Let’s say you have created 10 different ad variations, now allocate $50 for each ad. This way you can spend $500 on 10 ad variations. And after one month you will find out which ad is performing best.
Quick Note: do not expect to get results in the first month of the A/B test. It is a continuous process. For some organizations, it takes years to find out. So, be patient & keep doing it. It will increase your marketing performance over time.
Step 9: Monitor using analytics & Facebook pixel to maximize your effort
For your regular post, you can use built-in analytics to measure the marketing performance based on several useful metrics.
Check your audience insights to understand how your post is performing. How many likes, comments, and shares you are getting? How many people are talking about your brand using hashtags? How many inquiries are you getting through messenger every week?
All of these audience insights will help you to measure your page’s overall performance.
Also for your news feed ad, you can use this analytics feature. However, if you want to measure how your ad performs in the final stage that is, on the landing page. You should use Facebook pixel.
You have to insert a piece of HTML code into your site, that’s it. The pixel will track every visitor who has clicked on your ad & visited your landing page.
It is a very effective way to measure ad performance. For example, if your site receives 30,000 monthly visitors to the landing page then you cannot tell which audience purchased your products. Is it your site’s regular audience or visitors from ads?
Though you can use Google Analytics to track your website visitors from other sources, the pixel is best for tracking visitors from ads.
How to Measure the Performance using Facebook Analytics?
Now we will talk about analytics. This is the most important part of your marketing campaign. Monitor which part of your marketing strategy is working & which is not. Then tweak your strategy & test again. This is how every marketer in the world builds their marketing plan & gradually becomes successful.
It’s a long trial & error process, do not expect to get the result on day 1.
Definition: Facebook Analytics
What is Analytics? Well, it is a dashboard full of metrics i.e. likes, comments, shares, organic reach, paid reach, etc. By utilizing these data, you can get an idea of whether you are moving in the right direction to achieve your goal or not.
For example, what type of engagements are you getting on your posts? Is it likes, comments, or shares? How many new followers is your page receiving every day, week, or month? How many clicks are you getting on your linked post?
Ultimately, how many sales do you make every day, week, or month? Along with the expenditure for your paid ads. This way you will be able to calculate your Facebook marketing ROI to understand whether you are in profit or loss.
Definition: Page Insights & Audience Insights
Page insights & audience insights are a part of Analytics.
Just like your organization website & blog where you use Google Analytics to measure the performance, here your page already has a built-in analytics system to gauge the performance.
So, by using page insights, you can get an idea of how well your page is performing.
For example, usually, you would check how many visitors is your website getting every month? Here in page insights, you will check how many followers is your page getting every month?
And what about audience insights?
Well, in Google analytics you have seen the audience tab, didn’t you? You use that audience data to understand various demographic information & interest i.e. audience country, specific location, age, gender, etc. This information is priceless. As it helps you to identify & craft more customized content for your audience.
Yes, analytics also provides you some sort of information about the audience.
How to use Facebook Analytics from your page?
First, visit your page, then on the left side column, you will see the “Insights” option. Click on it to get access to analytics.
From here, you will see lots of useful metrics just like Google analytics.
Let me give you a summary of these sections:
The first section is “Overview”, here you will get a summary of your page performance.
- Actions on page: how many actions are done by your audience within a specific period. Actions mean how many call-to-action buttons (CTA) & contact information i.e. email, website URL, etc. clicked. Here, we set 7 days, you can change it.
- Page views: just like your website receive traffic, here page view means how many visitors have seen your page.
- Page previews: whenever you hover your mouse on a page name it shows a preview. Yes, this metric tells you how many previews your page got.
- Page likes: how many likes you have received within this specific period. You can also see trend information, whether you received more likes than in the last period or not.
- Reach: how many users have seen your post in their timelines. This is an important metric just like website traffic.
- Recommendation: how many users recommended your page to others. It’s like having a review from your audience.
- Post engagements: how many total engagements you have received within this period. here engagements mean i.e. likes, comments, shares, link clicks, etc.
- Message: how many inquiries you have received through messenger. This is a useful metric especially if you have a service-related business & your primary revenue comes through customer inquiry.
- Page followers: how many new followers your page got within this period.
All of the above information is just a summary of your overall page performance. You can download these data using “export data” from the top right corner.
If you want to learn more in-depth, then I suggest you click on the left side column. These tabs will breakdown the data & give you full insights.
For example, if you click on the “Likes” option on the left side, you will see detailed information about your page likes.
This information is useful to understand how well your page is performing.
For example, if you look at the “Net likes” tab, you can see how many new likes your page is getting as well as how many existing audiences dislike it. If you launched an ad campaign, then you will see paid likes & organic likes as well.
Thus, it will help you to identify how many likes you are getting naturally & how many through paid ads. Also how many people dislike your page. By combining all of these metrics it will show you the net likes you received within this period.
In the same way, if you click on the “reach” tab, you will see detailed information of your page reach for both paid & organic.
Engagements details are very useful to realize how your page content is performing. Just think for a minute, what is the point of getting hundreds of page likes every day if only a few people engage with your content.
You cannot make any profit unless your audience clicks on your link & visits your site to purchase your products.
This is your audience demographic information. Use this information to get an idea of country of origin, city, language, age & gender.
Why audience insights are vital for your marketing success
For example, take a close look, most of the audience is from Canada. Thus, if you promote a service outside of Canada then it won’t work. As most of your followers are from Canada you have to provide service based on that country.
The same goes for your audience’s age. Most of them are from 18-34, hence if you sell products that are not within this age range then your conversion will be very little to none.
Also, gender plays a vital role, around 81% of your audiences are women therefore, selling men’s products will reduce your performance drastically.
Check other tabs to learn more in-depth about your audience. Which devices they are using to access Facebook, whether it is desktop or mobile.
Check the events tab to see how many users joined. If you plan for a seminar, then use this events tab to get an idea of how many audiences you get from your page.
Do you see now, why analytics is very important to get the most out of your marketing campaign?
First, you have to identify your target audience then craft informative & attractive content & ads to drive traffic to your website. And also do not forget to create an equally informative & attractive landing page otherwise everything you have done until now will fail.
Facebook Group Marketing: How to Build a Loyal Community for Your Business?
Creating a group is easier than creating a page & do you know it is a very effective method to market your business? If you want a private & controlled community, then a group is better than a page.
Let me show you how you can do social media marketing using a group for completely free.
Why Facebook group is a good choice for marketing your business
Okay, this is a good question. Before I begin, I want you to know that the social media group is the updated version of its predecessor “forum”. If Facebook is your first social media platform, then you probably don’t know anything about Forum.
Once upon a time (before social media became popular), our grandfathers used to spend their time in the forum just like we do in social media. Don’t think that, forum extinct from the earth. No, it still exists today, but social media i.e. Facebook, Twitter triumph over it.
Anyway, let’s make it short so I can give you the answer quickly.
As you already know, opening a group is completely free. But, you may ask, opening a page is also free, so what is so special about it?
Well, there is a problem with the page “organic reach”. Do you know, even if you have 100K followers your organic reach will be 20-30K at best? Yap, it’s correct. So, you will have no other choice but to use paid ads to reach the rest of your followers.
However, the good news is – there is no such thing in the group. If you have over 500K group members, your post will reach all of them. Besides, you can send them messages personally or within a group.
How to create a Facebook group on a business page?
Now I will show you how to create a group under your business page. You can do this either two ways.
- Create a group from your profile & link later with your business page.
- Create a group directly from your business page.
Don’t worry both are the same, it’s just one way or another.
If you want to create a group from your page, then visit your page first then click on the “More” button then on the “Group”.
It will open a new tab. Click on the “Link Group” button.
Now select a group that you have to create before linking with your business page. That’s it, you are done.
If you haven’t created a group before then read further, I will show you how to do it.
To create a group from your profile, first, click on the “Create” + button then click on the group option to begin.
It is the same as creating a page. On the left side, type a name for your group. Choose privacy to either public or private. Then invite some of your colleagues or friends. Then click on the create button. You can preview your group by clicking on the icon on the right side.
Congratulations, you have created a group. It is as easy as 1-2-3, isn’t it?
Though you have created a group, your work is not finished. There are so many things to do. First, take a look at the left side control panel. It’s an admin tool to manage your group.
Pending posts: whenever one of your group members submits a post it will show here as a pending post for approval. You can approve it or reject it by reviewing the post. It is a great way to prevent spamming in the group. Use it when your group becomes large & you are not closely related with most of the group members.
Post topics: if you or group members create a post topic it will showcase here.
Scheduled posts: if you scheduled any post for a later date it will show here.
Activity log: your group activity log will show here. If you approved a group member, publish a new post, accept a pending post, change your group rules, etc.
Group rules: this is where you will create your group rules. It’s like a “Terms & Conditions” page. Every time someone wants to join your group, the system will show these rules. They have to accept it to submit a request to join.
Member-reported content: your group members can report to the admin. For example, if someone posted any hateful, spam, illegal, drag, etc. related content then any group member can report it. This report will show up here.
Moderation alerts: you can create a “keyword” based alert system. For example, if you do not want to see any adult-related content in your group then you can set an alert for keywords that are closely related to pornography. Once someone publishes a post or makes comments with those keywords, the system will give you alerts.
Group quality: if any group violation is done by your group it will show here.
Settings: click here to set up your group from the scratch.
If you scroll down a bit, you will see a 4-step suggestion. Invite members, add a cover photo, add description & publish a post. If you haven’t done this, you should do it now.
If you scroll down a little bit more you will see more information about your group.
Membership: it’s a great way to control your group members. For instance, anyone can join your group without prior approval however if they want to publish a post they will need your approval. This way, you don’t have to spend time approving member joining requests. Let them join but control their post on the group.
Visitors: just like comments on your blog, anyone can publish a post on your group. However, you can control it by letting those posts be approved by the admin.
New tools: more options for you to control your group activities. Click on it to see for yourself.
Now, let’s go to settings to set up your group.
From here you can set up your group if you haven’t already.
Name & description: change your group name & description from here.
Privacy: you can change it to public or private. Public group means anyone even outside of Facebook (from search engines) can find this group & see all of its posts. Just like a website, blog, or page, all of your group posts & activities (likes, comments) can be seen by third parties. This option is great if you want more exposure.
A private group means, only members can see all posts & activities. An outsider can only see the group name & descriptions. This option is great if you want more private discussion with your group members.
Hide group: this option will hide your entire group from the outside world. Only members can access this group while the outside world won’t know that this group even exists. This option is best if you want 100% secrecy.
Location: add your group location.
By using this option, you can customize your group.
Web address: change your group URL just like you did on your page. However, when you reach 5,000 members, you are no longer able to change your URL. So, keep this in mind.
Group color: change your group color.
Badges: you can choose several badges for your group members. Badges will show alongside the group member’s names.
- Admin: this badge is for group admin. He/she has full control over the group.
- Moderator: this member has the authority to verify post & membership approval.
- New member: this badge is for a new member & it will show for 2 weeks.
- Rising star: this badge is for members whose posts received a high amount of engagements (likes, comments) from other group members.
- Visual storyteller: same as the rising start, but this one is for video & image posts.
- Conversation starter: same as before, but this time if someone’s post receives a massive amount of comments.
- Founding members: for those members who helped this group right from the beginning by sharing posts, commenting, publishing, inviting members, etc.
Group affiliation: if you want to show an organization or member who is actively working on this group then use this feature.
Next, you will see more options to customize your group even more.
Group type: choose a category for your group.
Anonymous posting: if you choose this option then your group members can post without showing their name.
Mentorship: you can choose mentorship status for your group. If your group objective is to teach other members then choose this option.
Guide: you can set up an exclusive guide for your members.
Host Q&A: you can set up a Q&A for your group members.
Next, you should do – set up group rules.
Here you can create group rules for your members. Whenever someone wants to join they have to read & accept these rules, just like a website Terms & Conditions.
Is it possible for Facebook group admins to make money?
I have heard this question from several of my clients. Well, the direct answer is no. But, in other cases, the answer will be yes.
If you ask me, “Can I use the group to make money?” then the answer is yes. But, if you ask me, “Do groups pay admins?” the answer is no.
Now, let me clear this up for you. If you open a group & sell your products to your members then you can make money. However, there is no “buy” option in the group.
Thus, you can use this platform to showcase your products & negotiate with buyers. And if they agree with your terms then both of you can arrange a 3rd party payment processor i.e. PayPal, Skrill, debit/credit card, etc.
What is considered a large Facebook group?
There is no such thing in the first place. I have seen groups with millions of members. But, in the end, it doesn’t matter how many group members you have, rather you should focus on how many active group members you have in your group.
Though 50-100 members in a group is a small group while having over 5,000 members should consider a large group.
Facebook Ad & live auctions: Estimate advertisement expenditure by yourself
Up until now, we have talked about marketing strategy, how to build a business page, learned what type of post we can use, how to build a strategy that works, how to build a powerful & loyal community by utilizing groups, etc.
Yet, we still do not know the expenditure of this advertisement. Before you start your marketing campaign it’s always a good idea to estimate your marketing cost. Only then you can build a powerful marketing plan.
So, in this section, I will talk about Facebook’s marketing cost.
How to calculate Facebook ad cost?
This probably the most common question among social media marketers. We all know how to place an ad, however, we do not know the exact price.
The problem is – there is no exact price for an ad. Because it completely depends on several major factors.
- Ad placement
- Ad quality
All I can give you is an average set of the price that I have tested over years. Here it is, take look:
- Cost-per-click (CPC): ranging from $0.90 to $1.00
- Cost-per-impression (CPM): ranging from $6.50 to $8.00
- Cost-per-like (CPL): ranging from $0.95 to $1.15
- Cost-per-download (CPD): ranging from $5.00 to $6.00
Though you can decrease your ad budget, however, the overall cost will be always the same. I have tried to decrease my overall ad cost but in the long-run, I end up spending roughly the same amount. If you truly want to decrease your overall ad cost then you have to change your industry (niche), as it is one of the biggest factors that impact directly on cost.
Highest CPC based on industry:
- Finance & insurance: $3.77
- Consumer service: $3.08
- Home improvement: $2.93
Lowest CPC based on industry:
- Apparel: $0.45
- Travel & hospitality: $0.63
- Retail: $0.70
Though average conversion rate is not directly related to cost. Here are some examples for you.
Highest conversion rate based on industry:
- Fitness: 14.29%
- Education: 13.58%
- Employment & job training: 11.73%
Lowest conversion rate based on industry:
- Industrial service: 0.71%
- Technology: 2.31%
- Travel & hospitality: 2.82%
How does Facebook ad auction work?
This could be the most surprising question for newbie & general people. Does it have an auction for advertisement? Most social media marketers don’t even know that, honestly speaking I didn’t even know for 2 years straight.
So, what is this ad auction? Well, in simple terms it is a built-in system that regulates ads. And it has 3 main pillars.
- Estimated action rate
- Quality & relevance
Let me clear this up for you with a nice example.
Instance 1: The first ad is about selling an item of furniture. The CPC bid for this ad is around $0.50. The ad quality is excellent & the algorithm estimated that the engagements (likes, comments, clicks, shares, etc.) will be decent.
Instance 2: The second ad is under the same category however its CPC bid is around $1 & ad quality is below the first one. The algorithm detects that the engagements will be below average.
Do you know what will happen now? The system will show the first ad more frequently than the first one. Why is that? Because even the 2nd ad bid highest its ad quality is below than the first one which is vital to win an ad auction.
So, your ad quality is more important than your CPC bid. Even with a low budget, an ad can easily receive more exposure than big-budget ads. Because Facebook always cares about their audience & that’s why your ad quality & relevancy is vital than any other factors.
If you do not know yet, Google ad also works this way. Even with a low CPC, you can get more clicks than my ad if your ad quality is better than mine. Simple & clear.
This is the ultimate guide for your social media marketing. Consider this is a live eBook. I will continuously update it, add more information. So, hopefully, every time you will get up information.
However, social media marketing is a broad subject. Your task is huge. Don’t ever think that your work is done & you beat your competitors. Try to keep improving by analyzing your audience’s every move. Keep them engaging as much as possible otherwise, you may become a victim of social media cruel algorithms.
Even after getting millions of followers, if you cannot keep consistency & engagements with your followers. After a while, your business page may become a barren wasteland.
Every social media channel has their strength & weakness. Read this guide to learn & become a master of it.