Kelly Householder works at Infusionsoft, a company that produces marketing software for small businesses. The company encourages employees to have a small business of their own.
So Kelly sells welding plans for $19.97 online for DIY welders — should you want to make a folding table, workbench, welding cart, or other object to prove your manhood.
He had just over 1,000 fans on Facebook and produces content regularly.
The plight of small business
They have a page, but aren’t exactly sure whether things are working. So they dutifully keep posting content, since the consultants remind them of the 1.2 billion people that are on Facebook.
And maybe they bought some software or hired a social media expert. If they’re lucky, this is what happens:
Answer: don’t boost posts. It’s the crack of Facebook marketing — a quick hit, but not smart.
A boosted post is convenient.
Instead of one-offs, what you need is a simple strategy that builds up your audience, engages them over time, and nudges them to buy when it’s time.
You don’t buy a wife at the store — you endure the courtship process.
You nurture social customers over time.
You water and tend a garden that produces veggies a couple months after you plant the seeds.
Here are the 3 funnel steps:
And his CTR is 4.8%, which is a sign of relevancy — that he has good content and is targeting the right folks.
These are all FOF (Friend of Fans) ads that ensure anyone who sees the ad also sees that one or more of their friends likes it, too. Being in the newsfeed helps, too. So if your ads have less than a 1% CTR, something is wrong.
Now we want to make sure that our posts are being seen in the newsfeed. This is what we’d want a boosted post to do, but use Facebook’s Power Editor (a free tool made by Facebook) to create these ads.
Kelly has ads targeting his fans, friends of fans that like welding, people who work at welding companies, farmers, and even blue collar folks that own their own homes.
The ad that performs the best, at over a 10% CTR, is the one targeting his fans. Not a surprise.
The super high CTR means that he doesn’t pay much for the traffic. In other words, if you double your CTR, then you pay half as much per click/engagement.
When targeting fans, you should regularly get 2-3% CTR on engagement posts and perhaps half that on non-fans. Of course, fans are more likely to interact, so you must separate out your ads to see the effect.
If you’ve got your audience campaign driving new fans and your engagement campaign warming them up, then your conversion campaign is ready to get them to buy.
In a conversion campaign, you set up dark posts, also known as unpublished posts, to make sure your offer is seen by fans and people on your email list.
Kelly has a few ads in his conversion campaign.
Two of them are at 6% CTR and one is at 10% CTR.
This is excellent, since it drives his cost per click down to 8-10 cents.
He’s running an offer to a free pack of 10 welding plans, targeting welders, of course.
Solid targeting functions like throwing raw meat in front of starving lions.
And he is targeting his existing fans, of course. The 10% CTR is fantastic.
WELDING IT ALL TOGETHER
It’s the continuous optimization process that matters. You want to spend 15 minutes twice a week on your campaigns, not all day and then getting burned out.
If you’re wanting to get in shape, you’d do a few light workouts a couple times a week, not go crazy in a mega-workout and not be able to exercise for a month.
I hope the 3 campaign technique of Audience, Engagement, and Conversion simplifies your life.
This works well for small business owners, agencies, B2B lead gen, and even enterprise.
Love to hear how it works for you!