What if you could get 7,284 interactions for only $99.32? That’s one cent per interaction.
Why is Royal Purple’s cost per engagement (CPE) so low? We interviewed Marlena Solomon, “Social Sensei” at Royal Purple (seriously – that’s what’s on her door tag), to understand how.
Marlena knows that social marketing is a process; goals, content, targeting, and amplification are necessary to be successful with social marketing.
Goals are the starting blocks to success
Marlena sees the first step in the viral cycle as setting goals. One of their goals is to amplify their social presence across Facebook with post engagement.
How do you know what content to post? You must understand your audience. Marlena knows her audience likes classic cars, trucks, racing, and race drivers; so her content matches their interests. If your content doesn’t attract your audience, you won’t get many interactions.
Another factor driving engagement is post frequency. Royal Purple posts 2-3 times a day — giving their audience plenty of content to interact with.
They post different types of content throughout the week: Monday is “Motorcycle Monday” and Tuesday is “Truck Tuesday”.
This smart tactic keeps their audience on the edge of their seats; excited for the next round of interesting content, relevant to their passions.
Royal Purple targets their most engaged audience
You can break down and target your audience. This includes an analysis of your current fans, emailing custom fans, and website retargeting. Then, you move on to expanding to similar audiences and interest targeting.
By employing these tactics, Royal Purple has gained 1,835 paid likes for $536.75 in three weeks — that’s $0.29 CPF (cost per fan). The average CPF on Facebook is $0.75, which means their paid likes cost 61 percent less than the average page.
Why is their CPF so low? Marlena explains that when you target a specific and interested audience, your CTR (click through rate) is higher. In this case, their CTR is 2.1 percent. Anything above 1 percent CTR is good, especially when going after page likes.
With correct targeting, you can lower your CPF (cost per fan).
Amplification: Pouring gas on the fire
After targeting, Marlena suggests amplifying ad campaigns tailored to specific audiences and analyzing how they help you achieve your goals.
Amplification will help your posts have a better reach, allowing for more opportunities at engagement However, the only way to amplify effectively is to target your most loyal audience with relevant content.
By using interest targeting, she amplifies the content to their audience’s friends and other Facebook users.
Royal Purple sponsors yielding cars in Rally America; then amplified this content to Rally fans.
In the ad above, which featured a Subaru WRX, they targeted fans that would most likely engage with this post: fans of Subaru, Subaru WRX, Subaru Impreza, and Rally America.
You must optimize and analyze every step according to your goals.
Royal Purple’s paid reach is targeted so well that it’s raising their organic reach (reach without paid advertising). During the week of June 21st-25th, there was a hill (growth, then drop) in paid reach. Organic activity jumped at the same time, a normal by-product of amplification.
Marlena runs an engagement model to see overall impact for that month. They can compare month-to-month data to see where to improve and where there is growth.
For example, their organic reach fell in June compared to May, falling from 2,008,608 to 1,911,412. However, their paid reach rose significantly from 472,835 to 1,184,946.
They can see how all these different factors affect each other, including reach affecting impressions (reach X post frequency), engaged users (# of people making a story), and stories (the number of stories created about your Page).
Royal Purple’s Social Sensei knows what it takes to build audience and interactions through specific targeting and great content, benefiting from this as their CPE and CPF are very low compared to the rest of Facebook.
What’s your strategy to lower your CPF/CPE?