It’s Pretty Easy to Tell When Someone Buys Likes
Our filter for false clicks and bots is strong. Fake reviews on Amazon products. One-off comments on Instagram posts. Even the whole hashtag game. It’s pretty sad.
“Buy your first 1,000 followers to gain social proof” – I didn’t want to do this.
I considered other options when launching Marketing Qualified and determined the best strategy was to run ads myself, ethically.
This article outlines the exact methods I am using to grow Marketing Qualfiied’s Facebook audience; increasing engagement, website views, and opt-in rates.
1. The Strategy – Your Community is Global, Brand to the World
Content marketing isn’t an easy game.
The process of someone finding your content, deciding to click, and the to subscribe takes a lot of effort.
If attempting to do this with only organic reach, you’re wasting your time (it’ll take years unless you’re really onto the next big thing).
Big companies actively advertise their social accounts. It’s a move that separates the little guys from the big guys; the ability to spend (and keep spending).
But just because you don’t have the cash flow, doesn’t mean you can’t get in on the game.
Your success depends on playing the ad-game smarter (and I’m going to show you how).
But before we do that, you need to understand the strategy. Here’s the summarized version of how it works:
- You build a big audience so when you release new content, people see it.
- You increase the number of followers you have so you can earn trust with new people.
- Because your content is free to consume, you’re indifferent to who views it; you welcome all people who fit with your audience.
- Once getting people to visit your content, you’ll run remarketing ads to the people you CAN serve (in your country, neighborhood, etc.).
2. Prepare to Launch – Facebook Page Optimization
The first part of launching a successful Facebook page is to optimize your profile. This means locating every feature of your page and updating your business details.
Page Name. Make sure your page name include additional context such as a tagline. Adding a tagline will help rank your page in the search results when people type other words than your brand name.
Profile Picture. Make sure your profile picture is easy to see on desktop and mobile devices. When starting out with a Facebook page, it’s incredibly important that you showcase your logo and brand in a clear, easy-to-comprehend way.
Cover Photo. Upload a cover photo that uses simple graphics and articulates what you do for people. Be sure to double check how your cover photo looks on mobile devices. For some reason, the photo doesn’t always scale down and will cut-off any text you use. Design for that accordingly.
Username. Choose a username that reflects your brand name. Try to avoid random characters and underscores if you can. If you’re absolutely stuck for a username and have to use special characters, use underscores. It’s not really a deal-breaker, rather it makes it easier for people to tag your business.
Our Story. Write the story of your brand’s mission, values, and how it came to be. I typically recommend businesses rehash their website’s About page for this part of their Facebook page. Here’s an effective format you can follow:
- Title = Your main benefit to clients and customers.
- Subtitle = The general things you do for clients and customers.
- Section 1 = The main benefits your members get (website visitors, subscriber, customers)
- Call-to-Action Area 1 = Ask people to join your email list or follow your company.
- Section 2 = Your brand story
- Call-to-Action Area 2 = Ask people to join your email list again.
Write Your First Post. Once your page is fully optimized, write your first page post (yes, you should do this BEFORE you have any likes or followers). The idea is that you’ll pin this post to the top of your page; welcoming new visitors. This is why it should be published before promotions start.
Here’s the Welcome message used for Marketing Qualified:
Tip for Your Story Cover Photo
You should include your brand logo in your cover image. Again, you’re trying to build a connection and memory of your brand to the consumer. Doing this will require several touchpoints.
3. The 5 Steps to Do on Your Personal Account When Launching a New Page
Now that your Facebook Page is optimized and you have pinned your welcome post, it’s time to get the word out.
For Facebook, it’s best to create long-form social posts when sharing news about your brand. This insight was found from Adespresso who conducted a research experiment to test 7 different types of social posts. The winning format was a 1-paragraph post, followed by a 3-paragraph post.
Here are the 5-steps:
- Announce the Launch of Your New Facebook Page
- Remind People to Like Your Page
- Ask People to Like Your Page
- Share Milestones About Your Page’s Growth
- Share Content from Your Page to Your Profile
Step 1: Announce the Launch. When you’re ready to go live, share your new page on your profile. Thank the people who’ve supported you throughout your journey and ask people to like your page.
Step 2: Remind People to Like Your Page. A few days later (3-4 days), share your page on your profile again. This time, write your message in a way that reminds people to like your page.
Step 3: Ask People to Like Your Page. Again, a few days later (3-4 days), share your page a third time. This time, be direct and ask people to like your page. Give them a highlighted reason to click like, and what benefit your followers get from your page’s content.
Step 4: Share Milestones About Your Page’s Growth. As you hit certain milestones with your page, share them to your personal profile. This will help promote word-of-mouth of your brand and page. You’ll want to share these each time your page gains more traction.
For Marketing Qualified, I shared the page on my personal account each time we hit a milestone. I included a short message that said “Hey friends, Marketing Qualified has officially crossed the 10- 50- 100- mark for page likes and followers. If you’re interested in keeping up with today’s most effective marketing techniques, click like or share our page with a friend!”.
This is an effective tactic and will get people talking.
Step 5: Share Content from Your Page to Your Profile. As you release new content to your page, share the content from your page onto your profile; leaving a trail back to your page. This helps expand your page’s audience.
4. Facebook Ads For Likes – Our Ethical Ad Technique
Facebook Ads are a great way to get new page likes. Using Facebook’s programmatic advertising, you can choose which countries to target, interests the audience must have, etc. For this technique, we’ll build 2 audiences in Facebook Ads Manager:
- English Speaking Countries – Countries where English is the primary language.
- Non-English Speaking Countries – Countries where English is not the primary language.
Here are instructions for how to set up the ad campaign in Facebook. Use the same technique below when advertising to Non-English Speaking Countries:
This is about to get technical, quick. Follow along and message us if you need help.
Step 1: Navigate to Ads Manager
From Facebook, navigate to “Ads Manager” (located in the left sidebar).
Step 2: Navigate to Audiences
From the Ads Manager page, click on the menu bars in the top-left corner. This will open a new menu. Click “Audiences” on this menu.
Step 3: Create a Saved Audience
Depending if you’re on a Personal Page Account or Business Account, your screen will look different. Either way, both pages will have a “Create Audience” button. Click onto it and select “Saved Audience”.
Audience Name: English Speaking Countries
Custom Audience: Leave this blank
Location: People who live in this location.
Languages: English (All)
Add as many English speaking countries as you like to the selected options. I typically stick with the United States, Canada, and the United Kingdom; although you can be as specific as you wish.
Now it’s time to set the interests. This is where advertising becomes strategic. For the sake of this example, we’ll examine the audience interests for Marketing Qualified.
Audience members of Marketing Qualified are typically English speaking people who enjoy marketing. Sure, some members might also enjoy things like fitness, but we’re not going that far for this campaign.
Watch Out for this Common First-Time Mistake
Many first-time Ad Managers make the mistake of selecting every type of interest listed in the Suggestions tab.
Don’t do this.
Stick to options that are listed as “Interests”, NOT “Job Titles”, “Employers”, etc. That’s a more advanced type of advertising.
Choose only the options that are relevant to your audience. For Marketing Qualified, this included interests like “Search Engine Optimization”, “Advertising”, and “Brand Management”.
The last setting to check is that you are EXCLUDING people who already liked your page. There’s no point in advertising your Facebook Page to people who already liked it.
Step 4: Create a Campaign, Ad-Set, and Ad
Next, navigate back to the Ads Manager section via the top-left corner menu.
Once back to the Ads Manager screen, click “Create”.
The first screen of your campaign will ask you to choose an objective. For this screen, choose “Engagement” and scroll to the bottom of the page.
Make sure you select “Page Likes” from the list of options.
Click “Continue”. This will complete your high-level campaign details and take you to the Ad-Set page (place where you configure additional settings).
On the Ad Set page, create a name and select the page you want to publish the ad under.
Next, click “Use a Saved Audience” and select the audience you created earlier, “English Countries – Page Likes”. This will load the details of the audience you created earlier.
Continue onto the next section labeled “Budget & Schedule”.
Set a Daily Budget that you’re comfortable with and check the box “Set a bid cap”. This will cap the bid you pay when acquiring page likes. This will prevent you from paying too much for page likes. If you’re not sure what a good bid amount would be, enter $0.15 to experiment.
The last step is to create your ad. Add artwork to your ad by uploading creative assets. Update the text you want to show with your ad and the headline text.
That’s it. Hit continue and submit your ad to Facebook!
Repeat the Same Process for the Second Audience, Non-Speaking Countries
Go through the exact same steps above, but instead of English-speaking countries, select non-English Countries such as India, Indonesia, and the Philippines.
You’re still going to select “English (All)” as the language. This will serve your ad to people in those countries who can understand your content.
Don’t discount these people. They’re excellent content consumers and will interact with your content.
5. During Launch – The 11 Posts That Will Give You Momentum
This next section will show you what posts to create and publish DURING your launch. These posts will give your page some lift and attention. Feel free to copy and use them for your page.
Post 1: About Your Name
Post 2: About Your History
Post 3: Your Vision
Post 4: Your Mission
Post 5: Your Culture
Post 6: Benefits of Your Page
Post 7: Your Intended Goal
Post 8: Ask People to Become Email Subscribers
Post 9: Ask People to Download Your Opt-In
Post 10: Share Benefits of Why Someone Would Become a Subscriber
Post 11: Recruit People to Your Team or to Contribute to Your Page
If you follow the steps listed above, you’ll see great results. Loads of people will become followers of your Facebook Page. They will have access to all your articles and content, increasing engagement and website traffic. If following through on the social posts, you’ll also see a spike in email subscriber growth, collaboration projects, and overall fandom.
Best of luck launching and growing your Facebook page.
7. Mentioned Companies, People, and Sources
- Adespresso – Facebook Ad Copy Length: Short or Long Which is Best? (a $1,000 Experiment)
- Marketing Qualified – Marketing Qualified Facebook Page
- We didn’t mention any people in this article, but would have loved to. If you know someone whose story is worth sharing, please connect us with them via our contact form.
- There were no academic sources listed in this article. The tips and advice mentioned in this post came strictly from our marketing experience over the years helping startups, small businesses, and large enterprises build and engage their audience.
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