I’ve recently written a number of articles about the importance of creating your ideal customer profile, or customer avatar. And also how to create your customer avatar using Facebook and other tools and templates.
In this article, I want to share with you a simple 5 step system that will help you boost audience engagement, and measure and test your marketing messaging. With this information you can quickly see if what you’re creating, is actually engaging your target audience and driving them towards taking action.
And I want to show you how you can do this in a really quick, easy, and low cost way.
This is a system I currently in my own Guitar Coach business, as well as with my private clients, and we’ve all achieved some great results in terms of boosting audience engagement. So I’m sure this can work for you too! But first a quick word about Facebook…
Now, I’m sure whatever type of business you have, you’ve considered using Facebook advertising, or in fact you may be using it right now.
Facebook as a marketing platform is booming. Which is not surprising given that it has the highest level of targeting of any platform, particularly when it comes to targeting not just demographics, but all the other attributes and characteristics of your ideal customer.
However there are a couple of problems with it. Firstly if you’ve done you own Facebook ads you’ll know that the Facebook Ads manager can be a little daunting to use and can leave you wondering what to actually do.
And the second thing is that because FB ads have become so popular, they’re becoming increasingly expensive. About 6 months ago I was paying 0.18p per click for an ad, which now costs 0.48p.
This increase in cost means you need much larger budgets to test and refine your marketing messages so that you can build greater audience engagement.
But beyond the costs and complexity with Facebook advertising, there’s another factor to consider, and that is the platform itself. Now as you know Facebook is a social network, not a search engine.
Consequently your audience is not naturally looking to buy on Facebook, but more to indulge their interests, needs and desires, be those people, places, products, services, activities or entertainment.
So if you’re using Facebook as a marketing platform (and you should be!), then you know that the goal is to build and boost audience engagement. It’s also about building trust and integrity in your brand, before you try and make the sale.
Which means that if you’re creating Facebook ads and sending them direct to sales pages, it probably won’t work, or at least your conversion rates will be very low.
The role of your Facebook marketing should be build engagement and a connection with your audience, to learn what interests them and drives engagement and actions.
Well, although we’ve sort of dismissed Facebook Advertising as an effective means of developing our customer avatar and message testing, we’re not dismissing Facebook. In fact this could still be considered Facebook advertising, in as much as you are paying to get your message in front of your ideal customer. But there are two fundamental differences between this and regular Facebook advertising:
What I’m talking about here, is Facebook post boosting. We’ve all seen that little blue button that says “Boost post” but I doubt you’ve realised just how powerful and how low cost this is to use.
Below is a screen shot of one of my campaigns. You’ll see that the cost per engagement is 0.01p. I’ve even seen some of my posts have costs even less that half of that, as low as 0.003p. And video can be even cheaper than that!
(Please Note: I’m not guaranteeing you’ll be able to get your cost per engagement as low as mine, but it will certainly be a fraction of the price of using regular advertising).
I know you might be thinking “How is engagement going to help me? I want traffic to my site and to make sales.” But engagement can mean a number of things as far as Facebook is concerned. It could mean a post like, a page like, a comment, a share, or a click to your site.
However the fact is that these are all good results! Because they are an indicators and measures of your target audience’s interest, engagement and actions. The combination of low cost and clear measures, makes Facebook post boosting the ideal way for you to test and evaluate your messages with your ideal customer profile, or avatar. With the boosted post you can quickly, easily and cheaply understand what messages are connecting with your audience and which are not.
So. let’s take a look at how to boost audience engagement.
I’ve simplified the process of testing this strategy for yourself into the following 5 steps;
You can set up and test this whole process in just a few hours and start seeing some results the very same day. For this example we’ll be just testing one piece of content with one message, to one audience. However once you get the hang of it you can create more expansive tests, using two or three posts, and boost them to different audiences at the same time.
The first step is to create a good piece of content on your web site. This can be a page or post (if you have a blog). The objective of this piece of content is to offer value to your target audience. This might be tips, advise, information or anything you think your audience will want to read and consume. The content should have a specific focus in terms of message content and who it’s aimed at. Which should obviously be based on your customer avatar!
On the content page you may want to also make an offer or test lead capture, however the main goal is audience engagement, so quality of content is key. Once published, go onto Step 2.
Here you need to go to your Facebook page and click on the “Boost” button under any post. You then need to select the “People you choose through targeting” option, under the Audience section. And then click on the “Create New Audience”
You should use all your demographic targeting from your ideal customer profile to build this audience, as this is a key testing point in terms of our avatar targeting. Once you have created this audience you can then select is again any time to boost your posts to. Again once you get used to this you can create further audiences to expand your testing of your ideal customer profile.
OK now you need to create a post on your Facebook page with a link to your content page. The post image and content needs to be closely aligned to the actual page you’re sending them to, but it also needs to sell the message and content. By that I mean it needs to grab attention, be interesting, informative, maybe intriguing or contentious. Basically your post is like a mini ad for your content, but not in a salesy way.
OK this is the easy bit. Just click on the “Boost” button. Then once again select the “People you choose through targeting” option, under the Audience section. But this time select your pre-created custom audience. You can now also select the budget and the amount of time to boost the post for. I generally select a period of 3 days and a budget of around £5 per day, or sometimes less.
That’s it. Now just wait!
You can actually check on the progress of your boost campaign whilst it’s running, but you can’t really make any changes. Once complete you will have the option to boost your post again if you wish.
So let’s take a look at the type of results and measures. There are two measures you should be interested in. Firstly what’s happening on your Facebook page. And secondly what’s happening on your web site.
Let’s start with Facebook. Like I said earlier, engagements can mean a number of things including a post like, a page like, a comment, a share, or a click to your site. So once your campaign has finished simply click on the “View Results” button under your post to see what happened. As you can see in the image below we got some great results here from a very small spend.
Firstly 99 clicks to my site (just 0.05p per click), plus 11 page likes ( growing my fan base), 141 post likes and 3 comments (good indicators of engagement), and 17 shares (100% free traffic). All for £4.99! This is all great in terms of Facebook engagement, but the next level of testing and measurement (if you want to get into the detail) would be to see what’s happening when visitors click through to your web site content.
For this you need to take a look at your Google Analytics. The real measures and indicators of engagement here would be based on the following:
This data will tell you if your content is really drawing your audience in. Beyond that you could set up a number of goals within Analytics to track behaviours and actions, such as Opt Ins etc. However to begin with I would recommend you just focus on the 5 step process outlined to boost audience engagement. See if you can use this approach to help refine your customer avatar and develop your messaging to better connect with your audience and drive them towards taking action.
If you are just starting out with developing your customer avatar then a good starting point is these 16 customer avatar questions.
And if you have any questions or comments about this, or any other aspect of your online marketing, then do leave me a message below.
Facebook Post Boosting For Small Businesses
Facebook Post Boosting v Advertising. Who’s Your Money On?
5 Fundamentals Of Facebook Post-Boosting
Target Your Ideal Customer With Facebook Custom Audiences
Customer Avatar Questions. The Top 16 Questions
Customer avatars: Discover your engagement triggers.