September 19, 2019
Brian Peters (Buffer) on Digital Marketing and Facebook Ads – Class Excerpt

Brian Peters (Buffer) on Digital Marketing and Facebook Ads – Class Excerpt


– If I were teaching this
class five years ago, I might sit here and tell you that a paid strategy on social media is not worth your time. Organic reach was booming, businesses and brands were
seeing a ton of organic engagement, and success with social media without using any sort of paid ads. The fact of the matter is in 2017, even a small paid strategy
will help businesses reach new customers because
of the increasing decline in organic reach on social media. So, this paid strategy
is meant for beginners, it’s a great starting point for anybody looking to dive into
the paid strategy world, and I’d love to give you some key tips on things you can do to start with as low as even a dollar
or five dollars per day. So why invest in the paid strategy? Well one of the biggest benefits of investing in paid
advertising on social media is the ability to reach new customers and potential customers
that might buy your product or interact with your page. Another really, really
great option for advertising is the fact that you get more data than you would with organic posting. Things like cost per click
or cost per acquisition are all available through the ad platforms that you choose to advertise through. What this does is allow
you to get information that you might not usually
have about your customers. Things like where they’re coming from, where they’re clicking from, their interests and demographic abilities is all available through
the advertising platform like Facebook, or Instagram,
or Twitter or LinkedIn. If you’re looking to get
started with paid advertising, Facebook and Instagram
offer a low cost way to test out ads and really
hone in on the strategy. I have a five step paid
advertising strategy that I would love to share with you that’ll help you get started today. At the heart of this
five step paid strategy is the fact that you’re not creating posts necessarily to advertise. What you wanna do if focus
on creating great content that you think would
perform well organically and then using this paid
strategy to really boost those results as an added bonus. But the first step is to do that. So what you wanna create a post, let it go organically
for at least 24 hours to see how it performs. The second step is to
look at your insights and identify the posts
that are performing best. Third, you’re gonna wanna find an audience that should see these posts. A lot of times with
organic reach declining, a lot of your audience that might benefit from your organic content
just might not be seeing it. So identify a target audience that should be seeing these
posts is the third step. Next, you’re gonna wanna go ahead and throw just a little
bit of money behind it to see how it performs as a boosted post. You can start with something
as low as five dollars a day. You can boost a post or create an ad, and this is gonna help
you start to identify the top performing organic posts that perform well as either
boosted posts or an ad. After these boosted posts or ads have been running for
just maybe a day or so, you’re gonna start to see some
of these paid advertisements perform better than others. What you can do is identify
a low cost per click or cost per engagement post
that you’ve been running and then start to put a little
bit more money behind those. The theory behind that is
that you’re getting more bang for your buck with
those advertisements and those are the ones
that are great candidates for continuing to run as long as possible or even creating variations of those for more organic posts that
you can then piggy-back to more boosted posts in the future. If you’re wondering
what metrics to look at for great candidates for boosted posts, you’re gonna wanna
first identify the goal. So if your goal is to drive
engagement or brand awareness to your social media content, then obviously you’re gonna
wanna look at engagements like likes, comments, or shares, and if your goal is to drive
traffic to your website, you’re gonna wanna look at
metrics like clicks to posts. That will give you a good start for identifying the posts you wanna boost. The other thing you’re gonna wanna look at with boosted posts is the
amount of negative feedback you’re getting on all of
your social media posts. Those are the ones you
might wanna be careful with when boosting, and also
the ones to help you identify feature content to avoid. And if you’re wondering what size budget makes Facebook or
Instagram or any of these advertising platforms worth it, I’d say any budget that you have is definitely a great option
for you to start with. I’ve said it before, but something as low as one or five dollars per day will help you at least get a feel for what advertising can do for your own social media channels, and if it’s something
you’d like to invest more in the future. At the end of the day,
if you’re spending money on social media posts, it’s pretty important to tie those back to real business objectives and results, and I’m not saying that’s gonna be easy, but what you can do is start to hone in directly on the stats from
all of your social media boosted posts or advertisements. So showing to your boss or your manager, or even to yourself
exactly what performance each ad has and the result
that it makes on your business is really key in first of all justifying what you’re spending on ads currently, and also justifying spending more on those ads in the future.

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