Thanks lớn social platforms like Facebook, the barrier khổng lồ entry inlớn entrepreneurship has never been so low, the access khổng lồ data has never been so easy, và the tools available have never been so powerful as they are today.

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But you’ve sầu got khổng lồ have some skills khổng lồ make these platforms work for you.

One of the most popular and powerful of these tools is Facebook’s ads platkhung, which makes it possible to lớn target people as specific as your gummy-bear-loving neighbor who’s getting married next year & does a lot of online shopping.

Consumer retìm kiếm and ads that previously might have sầu cost you $100,000 can now be done with a few tests & Facebook ads. Those in the know are scaling multimillion-dollar businesses with almost no marketing costs. So, are you in the know?

If you’re not sure, worry not. In this case study, I will mô tả some of my own secret sauce: How I growth-hacked my startup’s community to lớn over 10,000 highly engaged, relevant, và very real fans, by spending just 6 cents per lượt thích và less than $1,000 in Facebook ads.

Ever since I figured out how to lớn vì chưng this, I’ve replicated it for multiple other startups (you will see examples of this too!) & taught them how khổng lồ growth-haông chồng their Facebook pages, fine-tuning my formula every time. Here’s everything I’ve sầu learned, the exact ad settings I’m using, và the underlying principles that will help you conquer Facebook posts & ads.

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The Anatomy of a Highly Engaging Facebook Post

The currency of Facebook marketing is the post, so right off the bat, let’s outline what makes up an engaging post. If you don’t know these basics, you may have sầu trouble succeeding with Facebook advertising. The following tips can apply to both organic và advertised posts.

In the early days, we were way too focused on social truyền thông media as an acquisition channel. We were impatient & saw it as a place where we keep users up to lớn date about our development, ask them khổng lồ chạy thử our ứng dụng, and answer our surveys. We tried, failed, & learned our first lesson:

READ MORE: FREE TRAINING: Explode Your Instagram Account With Our IG Hacks Masterclass

1. Your page is about your audience, not your business.

The moment we stopped posting about ourselves and just focused on our audience và the kind of content they like, our page blew up. Don’t ask your followers to lớn vì chưng something on every post—that’s not how you build trust. Notoàn thân will engage. Don’t get impatient. In the beginning, before you average 30-40 qualified likes on every post, just produce nội dung that is funny, entertaining, creates emotions, and brings real value to the community.

Value can come in many forms.

For us, the STEPPS model by Jonah Berger was a game-changer. In his book Contagious, he defines six buckets that sharable nội dung falls into:

Social currency (nội dung that gives your audience status & leverage over others);Triggers (hooks that keep an idea top-of-mind and tip-of-tongue);Emotion (nội dung that creates any kind of emotional response in people);Public topics (content about topics that the world is already talking about);Practical value (knowledge that people are looking for and can apply immediately such as cooking tutorials);Stories (stories that people can relate to).

Anything else will barely trigger engagement from an audience.

As for what does not fall into any of these buckets: asking for feedbaông chồng, asking people to lớn buy a sản phẩm that they have never heard about, và keeping people “up-to-date” on what you are up khổng lồ as a brand, without them having a relationship with you first.

Only once you have people’s trust & attention, can you right hook them and ask them lớn tải về your phầm mềm. Don’t be lãng mạn about whatever you think should be your message. You work for your audience. They dictate the type of content you post.

Here’s an example of a post that did not do well for “NomadApp” for the above-mentioned reasons & one that performed better after some adjustments.

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The post starts with an ask (“Join the travel tribe”) without explaining the benefit for the audience. It is also completely unrelated to the picture. You should never set up two different calls lớn action in one post. The second big mistake is the “IFTTT” short links. IFTTT (If This Then That) is a great service khổng lồ automate some of your business processes. However, the links on the timeline makes it easy for everybody toàn thân to lớn see that we published the post through an automation service which makes them thất bại trust.

What is more, the second part of the post doesn’t match the beginning at all. We give a person a shout out but can’t tag them because it is their Instagram name. Big mistake. You should always giới thiệu content natively (so if you cốt truyện a picture on Facebook don’t tag them with their Instagram name; put in the extra work lớn find out what they are called on Facebook & tag them properly).

This post was seen by only 10 people for a reason. It didn’t deserve any more.

We learned from our mistakes. This is what one of our successful posts looks like.

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This post about Cappadocia is similar to lớn the previous one in its concept, with one difference: we actually put in the work to lớn bring value khổng lồ the audience. The copy has one sole purpose—khổng lồ inspire and entertain people. Why would people giới thiệu this? Maybe lớn show their interest in travel? Maybe khổng lồ show off on their timeline that they’ve been khổng lồ this place? Sharing this place makes people look good on their timelines. Also, the post is well researched và we put in the extra work lớn find the Instagrammer’s Facebook page so we can tag them the right way.

The post got to over 60 likes organically within three hours. After seeing that it did well, we boosted it for $4 lớn fans of our page and their friends.

READ MORE: 30 Expert Tips on How to lớn Get 10k More Followers on Instagram

2. Don’t links out too much, create native nội dung.

Yes, it’s tempting to just use Buffer or a comparable tool khổng lồ cross-post all your blog content on your Facebook page or link khổng lồ your YouTube videos. Unfortunately, Facebook’s algorithm does not lượt thích you linking out of the platform. They are very greedy with their traffic và want to keep people on their website. Try providing most of your value directly in the post & upload videos natively.

You can really see the difference in this example below. The founder of Calroo Family Organizer, an app that helps you organize your busy family tasks, has been posting great nội dung for over a year. However, the page wasn’t growing at all và had a low engagement. The reason? Most of the content was blog posts that she was just linking out to or calls to action without having built the necessary trust with the audience.

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Whenever we started focusing on entertaining content within Facebook that the audience could relate to lớn, engagement skyrocketed.

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As a heads up, creating native nội dung doesn’t have sầu lớn be time-intensive. A great tool khổng lồ create quotes or original designs is Canva. The tool makes it easy và fast to lớn create nội dung in batches và resize it so it is optimized for each social truyền thông media platkhung (we don’t get paid to lớn promote them, we just love what they do!)

3. Original nội dung is not always the best nội dung.

Always credit the original content creator or ask for permission in case you are not sure whether you are allowed khổng lồ chia sẻ their nội dung.

Curating popular content is a great way khổng lồ get a feeling of what your audience likes without spending hours & hours creating it yourself. It’s lượt thích being a DJ for music your audience always likes. Once you have a better grasp of what performs well on your page, it makes sense to lớn sprinkle in your own content, which will ultimately help you position yourself as a chất lượng content creator and grow as a brand.

Now that you’ve sầu got the basic principles on how lớn create relatable và shareable nội dung at scale, we’ll jump right inlớn the strategies on how lớn growth-hack your Facebook page.

We are focusing here on early-stage (consumer-facing) startups or individuals who want lớn build a personal br& và community. Once you know exactly who your target audience is, you can successfully exexinh đẹp the next three steps:

Build a targeted, engaged community around your core topic và a shared interest by setting up a Facebook Likes ad campaign;Use boosted posts to feed into lớn your community & lớn continue increasing Page Likes;Run successful ads that drive traffic và business to lớn your trang web.

READ MORE: 10 Instagram Growth Hacks For More Engaged Followers (Without Running Ads)

Growth Hacking Facebook

1. Build a targeted community that likes your page and engages with your content.

Whenever you set up your Facebook page, you first want khổng lồ build a community of people who will engage with your content.

Otherwise, it’s just not fun lớn produce high-chất lượng content và get zero engagement. Just putting up great content may have worked in the past, but today it’s almost impossible lớn grow your audience purely organically (on Instagram, Twitter, or Pinterest it’s still easier).

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So, as a first step, phối up a hyper-targeted Facebook Page Likes chiến dịch.

Our best-performing ad was the one called “Stolen from Competitors” (see screenshot below). If that worries you, we’re not really stealing from them, we just use their page fans in our target audience.

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As you can see we got 3,225 page likes for only 7 cents each và a relevance score of 9 (out of 10). That is the best result of a chiến dịch with targeted followers (not fake likes from clichồng farms) I have sầu ever seen.

How do you create an ad lượt thích that?

You do this by selecting “Engagement” as your objective sầu & then “Page Likes”:

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Go ahead & give sầu your campaign a name, và you’ll see the campaign thiết lập page where you pick your audience & design the ad.

The Key to a Successful Ad: The Right Target Audience

Facebook’s targeting tool is amazing. You can get as specific as “target moms that live in 64064 Lee’s Summit, Kansas City that are interested in Bakery Shops và buy a lot of stuff online with a credit card.”

Play around with the parameters & get khổng lồ know the tool.

However, our best-performing ads target people who already like Facebook pages of other brands or influencers in our space. For NomadApp’s niđậy, it’s mostly other travel bloggers and influencers lượt thích Nomadic Matt, Traveldudes, World Nomads, etc. NOTE: not all pages will appear here; a page has lớn have a certain number of followers to qualify as an interest in the targeting tool.

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Here’s another example showing the targeting settings of an ad we ran for family organizer ứng dụng Calroo, applying the same principles:

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Again, we focused on targeting big Mommy Blogs, parenting pages on Facebook, and niche communities that have sầu engaged audiences themselves.

READ MORE: 3 Ways lớn Create a Facebook Sales Funnel That Will Convert Customers on Autopilot

Why target other pages?

You’ll want to lớn target audiences of pages or communities that already did the work for you. Why? Those leads are more likely to convert và are, thus, cheaper.

Don’t target people based on interests like “parenting” or similar categories. These are too broad. You don’t know whether these people are likely khổng lồ engage. Better yet, target a page in your field that gets a lot of engagement. As a rule of thumb, I would suggest only targeting pages that average at least 30 likes per post.

But don’t go for huge publications or pages. Imagine targeting followers of Airbnb when you’re targeting backpackers. Airbnb has millions of likes on Facebook, but they are not specific enough. Your mom might lượt thích Airbnb, but she will most likely not engage with your backpacker, low-cost, travel-hacking startup.

It’s much better to lớn target small blogs & influencer pages that have high engagement. Find the sweet spot with pages that are not so big that they have a ton of irrelevant followers, and not so small that they don’t qualify as an interest category on Facebook. That sweet spot usually lies between 25,000 to lớn 200,000 followers.

We suggest the following process: Do a bit of retìm kiếm by just browsing through Facebook looking for big influencers in your nibít. Chechồng how good their engagement is on the page (you don’t want lớn target pages with thousands of followers but zero likes on their posts), add them to lớn your danh sách of target accounts.

Then go bachồng to lớn the Facebook Ads Audience Tool and look up the pages from your danh mục to kiểm tra whether they qualify as an interest. Once you’ve sầu done this, cliông xã on suggestions và see other pages that Facebook thinks are similar.

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In the above screenshot, you can see what these suggestions look lượt thích in Facebook’s audience tool. If you don’t know them, retìm kiếm and make sure they fit your audience & get proper engagement. If they bởi, add them lớn the danh sách of target accounts và repeat this process until you have sầu a minimum of five sầu different pages on your danh sách. Make sure to lớn cliông chồng “Save This Audience”.

Ad Creative

Facebook lets you upload up khổng lồ six different images khổng lồ kiểm tra which one does best. Test different images and after a day put the whole budget towards the one that did best in terms of cost per lượt thích or cost per cliông xã & click-through rate.

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Here’s another ad we created for Calroo: The cost per lượt thích right now is at $0.27 with a relevance score of seven.

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As for the text, we usually use this formula:

Question or statement that sparks interestValue proposition và benefit to lớn the audiencegọi khổng lồ action

For example, NomadApp’s ad text is, “Wanna go really far for really cheap?” (Question that sparks interest và shows the benefit to the audience); “Get NomadApp! Catch wanderlust!” (Hotline to lớn action).

This ad strategy got us up khổng lồ more than 10,000 likes on our page NomadApp in fewer than six months for less than $1,000 total.

READ MORE: 7 Powerful Tactics lớn Get More Followers on Snapchat

2. Use Boosted Posts to Increase Engagement

After you get some likes khổng lồ your page, it’s important to lớn boost engagement on your posts to lớn get more interaction so you can build your community and create more interest in your brvà. You can also use this strategy to lớn invite more people khổng lồ like your page (more on that later).

Why boost posts to your own audience and their friends? Because they already know you & are more likely khổng lồ engage with your content than a cold audience would.

For a long time, we were reluctant to lớn spend any money on Facebook’s boosted posts. However, it is a fact that Facebook limits organic reach for business pages and only shows posts to lớn a fraction of your audience. We have learned that a very small budget in boosted ads can go a long way and helps us engage with a bigger percentage of our fans.

On posts that already do well, clichồng “boost post” and create an ad khổng lồ reach more people.

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After you hit the Boost Post button, the audience settings will pop up.

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We successfully use a three-step approach that we learned from Scott Oldford for boosting posts:

The first day: Boost the post to your own audience for as little as $1 or $2 = “warm audience.” They are the most likely to lớn engage with your nội dung và will add social proof to your post by liking & commenting.The second day: Boost the post lớn people who lượt thích your page and their friends $1 = “warm audience.” They will see their friends have sầu already engaged with the content and are very likely to lớn engage as well.The third day: Boost the post to lớn people you choose through targeting $2 – $5 = “cold audience.” By now, your post has plenty of likes, comments, & shares. This audience will feel comfortable engaging with the post.

Once the ad is over, go khổng lồ the danh sách of people who liked the post và invite them lớn lượt thích the page if they don’t already.

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In our experience, not everytoàn thân will follow your invitation but a percentage of them definitely will.

3. Run Successful Ads khổng lồ Drive Traffic and Business

Below is the Facebook ad we used to lớn help our client sell a $400,000 house. These ads (also called dark posts) are those that send traffic directly khổng lồ your trang web.

We Gọi them dark posts because they don’t show up on your page, but rather appear as an ad in the newsfeeds of people you target. You can create ads easily from the ads manager platkhung on Facebook. We lượt thích choosing “traffic” as our objective sầu, in order to lớn skết thúc as many people as possible to lớn the content on our website.

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It was through these ads that we sold a $400,000 house for Greenovate Construction.

With a total budget of $300 in ad spkết thúc, we got 600 website visitors, 40 leads (at $1.10 each) and one sale. We also sold a $300,000 house with $400 in Facebook ad spkết thúc. Totally worth it!

To get these kinds of results, we used the same strategy as we did with the page like campaign for NomadApp previously. We targeted people who live in the area & follow construction topics, have an interest in green living, và work for companies that pay well enough khổng lồ make sure they are qualified leads.

Here is a sneak peek at the settings of the ad:

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As for the actual ad creative sầu & text, we followed our proven framework of spark interest, explain benefit, điện thoại tư vấn lớn action.

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It worked lượt thích a charm!

As long as you understand the main benefit you are providing for your target audience, you will be able to lớn generate similar results with this ad strategy.

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Ready To Growth Haông xã Facebook?

Facebook ads are extremely powerful & cheap if managed right. The possibilities are endless, và hopefully, this case study will help you skyrocket your own results. If you have specific questions feel free to lớn reach out and we’ll try lớn help you with a specific plan!


Chuyên mục: Tại sao cần làm digital marketing