As a marketer, I have often wondered these past few years: is it really worth it to have a Facebook page? And is it really worth it to grow the page with a Facebook like campaign?
Facebook pages used to be awesome communication tools; but as the years go by, they have become less and less interesting.
Well, because the organic reach is ... low.
Let's imagine you have 10 000 fans on your page, and you post something. Worst-case scenario, you can expect maybe 100 fans to see that post and best-case scenario maybe 2000. [This is just an example - these ratios can vary depending on your business and many other factors.]
However, that doesn't mean Facebook pages are worthless. They are not!
You should manage and grow your Facebook Page, and there can be a lot of value in it.
You should also recruit fans with Facebook Ads and I'll show you the most efficient methods in this guide.
However, there is one thing you should keep in mind when reading this guide: quality is better than quantity.
You don't need more "fans", you need real fans.
You need a community that will actively engage with your content and is qualified for your business.
This is key to your success on Facebook.
What Is A Facebook Like Campaign? 🤔
A Facebook like campaign has one goal = increasing the number of fans on your page. And you would do that with advertising, and more specifically Facebook Ads.
You definitely can (and should) grow your Facebook fan base for free with great content creation and active community management.
However, a Facebook like campaign is commonly understood as paid acquisition. Otherwise, this would be an article about content and social media management. Which, of course, you should learn, but it is not really the central topic here.
Anyways, a Facebook like campaign can definitely be faster for recruiting fans than any other method.
So if you want to be "Facebook famous" quickly, this is the way to go. 😁
The main difficulty with a Facebook like campaign is to recruit efficiently at the lowest cost-per-like possible, while also ensuring that you gain fans relevant to your business.
Why Invest In A Facebook Like campaign? 💸
Again, if I had to choose between spending time on building my e-mail list and building my Facebook fan page - I would definitely choose my e-mail list.
Actually my e-mail list would come before anything else (after all it is the only channel you really "own").
HOWEVER, as I said earlier, you are probably still going to have a fan page and therefore you should know how to use its maximum potential.
So why invest in a Facebook like campaign?
#1 Facebook Ads is an amazing tool and you need a page to run Ads
Facebook is still and will remain for a long time a great platform to connect with your audience.
The only "problem" is that, now, you mostly need to pay to connect with your audience!
This is where Facebook Ads come in.
Facebook Ads is still a widely used and loved marketing channel to sell products and promote content!
And guess what? To use Facebook Ads, you need a Facebook fan page.
While a Google Adwords cost-per-click can average $60 in certain industries, Facebook Ads is still a fairly cheap advertising channel.
In comparison, I am running lead generation campaigns on Facebook that average a $0.2 cost-per-click.
#2 Using your page as your ads' destination page can reduce your ad costs
On Facebook, simple factors like the relevance of your ad and the destination page* can significantly lower the price of your ad.
[*Destination page = where you are sending the people who clicked your ad; ex: landing page, Facebook page, Facebook event...]
Redirecting to a native Facebook asset such as a Facebook page, a Facebook event, a Facebook lead form, etc...; can significantly decrease your cost-per-click.
Facebook will favor your ad and distribute it better.
Do you see where I am going with this? 😉😎
You can send your ad traffic to your Facebook fan page and therefore potentially save a lot on your ad budget.
#3 Facebook pages have become more sophisticated
Facebook has invested a lot in the page's features.
There are so many things you can do with your page now!
You can promote videos, host groups, client reviews, chat with prospects, and even sell products or event tickets!
Having more likes and interactions on your page can also reassure your cold audience coming from the ads.
How To Set Up A Facebook Like Campaign? ⚙️
First, you can head to your Ads Manager and select "Create a New Campaign".
Once you are on the campaign creation menu, you will choose the objective "Engagement".
The purpose of this first step is simply to let Facebook know what kind of result and objective you expect.
Then you can select the objective "Page Likes".
You can leave the campaign budget optimization on [it should be on by default].
You will click continue and you will be sent to the next menu.
Audience targeting for a Facebook like campaign
First, you choose the page you want to promote.
When it's done, you can now start working on the audience targeting.
You shouldn't plan your campaign too wide. Targeting 2 million people doesn't mean you'll get more results.
The best way to approach this is to try and segment your campaign's audience as much as possible: by location, language, age, interest, behavior etc.
The closer you get to your ideal target, the more likely you are to interest them and get new fans.
My only advice here is to test different audiences.
Here are 5 audience ideas you can test.
Choose keywords related to your core audience. There is so much choice that I advise you to try at least 3 different interests here.
Competitors Fan Base
Yes, you can target your competitor's fan base! And it's quite simple. In the "detailed targeting" search bar, type in the name of your competitor. That's it!
Friends of Fans
This is a great one. You can target the friends of your fans. In the "connections" sections of the audience, you can choose the option: "Friends of people who like your page". Test it out!
To be sure that this audience is relevant to you, you have the possibility to refine it by location, age or interest as well.
If you already know the average profile of your Facebook fan (check out how to do it here), you can very easily target an audience with the same characteristics. Better knowing the audience interested in your content will help you better target your ads and reduce ad costs.
If you already have Facebook Ads campaigns running successfully. You can take the audiences with the most value for your business and create a lookalike audience.
You can, for example, target an audience similar to your Facebook fans or an audience similar to your website visitors.
1) Audience similar to your Facebook fans.
Facebook will take care of finding the people who most resemble (have the same interests) as your fans. To activate this target audience, go to the "audience" menu, then "create new audience", then "Lookalike audience" and choose your page as the source. Leave 1% audience size so that it is as accurate as possible.
2) Audience similar to your website visitors.
You can find people who look like your website visitors and invite them to like your page. If you have already created a custom audience for your website visitors, activating similar audiences will be very easy. Go to the "audience" menu, then "create new audience", then "Lookalike audience" and choose your website visitors as the "source".
People who are active on your page but have not yet liked it.
You should always be inviting people who interacted with your posts to like your page.
If you want to take it a step further and target these people with specific ads, you also can!
You can go to "Audience" menu and "Create New Audience". Then you can choose "Custom Audience". And then you can choose the "Facebook Page" as source.
I recommend you focus on the people who interacted with your page within the last 30 days.
People who like your page thanks to your campaign will be automatically excluded from targeting.
You can retarget your website visitors and ask them to follow you on Facebook or interact with your page (join an event or your group...). I would recommend that you instead ask for their email first (maybe in exchange for a valuable piece of content). However, asking them to follow your page can be efficient as well. It is less demanding than leaving their email or leaving the Facebook platform to sign up for something. [Might also be a cheaper cost-per-click.]
I recommend you retarget visitors within the last 30 days, as they are more likely to remember your brand.
If you want a more focused retargeting strategy, you can choose to retarget based on the time the visitor spent on your website and the frequency of her/his visits. To do this you would go to your audience menu. "Create a new audience". Then choose "Custom audience". Then "Website". You can then customize your retargeting, in the menu that will appear:
Note: Don't forget to exclude the people who are already fans of your page. It's in the connection section of the audience menu.
Once you have chosen your audience, I recommend you choose automatic placements. [It should be on by default.]
For the optimization and spending control menu know that Facebook operates on a performance-based model.
For example, as part of the "Page Like" campaign, you can choose to optimize clicks or likes. Like optimization is more effective if you're looking for fans.
If you have chosen to have the campaign optimization on, you can leave the preset configuration.
If you have chosen to have the campaign optimization off in the previous menu, then you will have to input your cost control (average cost-per-like).
How much you want to spend really depends on your business objective. In any case, you should aim for the lowest cost-per-like possible.
To achieve that lowest cost-per-like you will need to test ad copies across different audiences!
The cost-per-like can be sometimes double or triple from an ad copy to another, and from an audience to another.
But don't worry you can adjust all this once the campaign is launched!
Don't confuse fan recruitment through advertising with buying fake fans. ⚠️
Do not confuse buying fake fans and recruiting fans through ads. These are two very distinct recruitment "strategies" that do not lead to the same result at all.
The fans you will get through advertising are potentially real fans who discovered your brand or company presence on Facebook and wanted to follow you.
False fans, on the other hand, are bought from "click farms" that offer to artificially inflate your fan base. With this type of fan, you will not get any interaction on your page and the engagement rate on your page will drop. I strongly discourage you to use this type of solution.
Design the ad copy of your Facebook like campaign
Facebook will create a default ad with the current cover image of your page and the default text.
Of course, do not just leave that default copy 😁.
You can choose a single image, a video or a slideshow to run this ad.
When creating your ads, keep in mind that your ads will work if they make you want to click. To do this, your content must stand out and offer value to your audience.
Try to make your message unique and offer value!
You should be testing several ad copies. You will see which one works best and disable the least effective ads afterward.
Follow Facebook's rules to get your ads approved and delivered. For example Image dimensions of 1200 x 440 pixels, text with a maximum of 90 characters including spaces, an image containing less than 20% text, etc...
6 Tips To Help You With Your Facebook Like Campaign
Tip #1: Post often
It is important to maintain a certain frequency of publication when you are running a Facebook like campaign.
The targeted prospects should see that your page is active.
You don't need to rely only on internal content, you can also rely on the curation of external and quality content.
To monitor and control the frequency of publications, it is best to use a weekly publication checklist or an editorial calendar planned in advance.
You can use tools to manage these calendars such as Buffer, Hootsuite, etc... However, Facebook also offers a scheduling feature now.
► What is the best time to publish on Facebook?
Well, it is difficult to answer this question.
Of course, it depends on your target audience and when they tend to connect to Facebook.
However, the algorithm is much more complex than that.
When you post it is very likely that your publication will be "stored" and shown later to a fan even if the fan is connected at the moment of posting.
So it's really hard to say what the best time is to post.
In my experience though, having a lot of engagement with your post in the first 15 min of publication can really help boost its visibility.
But again, it depends on many factors... 😅
So my final advice, don't think a lot about the timing. Just focus on the quality of your posts.
Tip #2: Be Creative and Encourage Engagement
If you want to stand out from other Facebook pages and do something different, aim for original campaigns!
You don't necessarily need money - just be creative.
Try for example to think about something you could give for free in exchange for a like or interaction on your page.
Burger King has done that by offering free unlimited fries for one day - if their page reached 250k fans. The campaign was a huge success. And the result was achieved in one week.
Tip #3: Post "shareable" content
Do not think about your Facebook page as just a place to drop links and hope you will get traffic on your website.
It doesn't work that way anymore and the Facebook algorithm will systemically "hide" your content.
Instead, aim for engagement. [I think you understood that's the main keyword here] 😅
Your fans need to find value in your content but also in sharing it!
People want to share content when sharing makes them feel more popular, smarter, happier, funnier etc...
It's about how it looks and how it makes them feel.
Think about that and ask yourself honestly, would I share this content with my own network?
Tip #4: Focus on visual content (photos, videos, GIFs etc.).
Visual content is more likely to attract attention than simple text content or links.
Facebook encourages visual content and will push it more on your fans' news feed, especially videos.
Videos can be expensive to produce for sure but this is what creates the most engagement on Facebook.
Visual content is usually much more "shareable" than anything else.
Tip #5: Publish your videos natively
If you have video content, publish natively. Meaning, you should upload your videos directly into Facebook and not share a link to Youtube for example. This makes a huge difference because platforms tend to dislike sending traffic outside their own platform. A native video will tend to be better distributed.
Also, think about the video being consumed on mobile! Transcriptions need to be embedded in the video, and the frame format should be adapted to a mobile screen.
Tip #6: Okay, it's a bit scary but try going live.
You can do lives with your Facebook page.
Lives are an opportunity to show a more spontaneous, human and relatable side of your brand.
If you are scared of trying it - don't do it alone. Motivate your team and do it together. It can be really fun.
Like any other content, you need an attractive concept and you need to "go live" regularly, ideally at the same hour and day each time.
Think about it like your own little TV show!
Facebook Lives have many advantages. The organic reach is great, fans usually get a notification when you go live. You can schedule the event. And you can reuse the videos of your lives later.