I have to start this blog with a confession; we cheated on the first 100. It doesn’t mean cheat, cheat; all we did was enroll all our friends from school, college, and work to like our page. We even asked our family and relatives to like our page.
In case you’re wondering why here’s the answer: Facebook mandates upon creation of a business page to get a minimum number of likes to recognize the page as legitimate. We thought, if we were going to get more people to follow us, we needed to look even more reliable. By then we realized that organic posts wouldn’t cut it, and an ad campaign was required. We thought, with 100 or so likes, our page won’t look too weird or green for the discerning users who might click on our ads :).
So here’s how we grew our likes from 100 to 424 in ~ 40 days. We ended up with a total of 461 likes in total. The chart below depicts the growth of likes.
We have been posting organically and not spending $$$ on page likes since, which will explain our plateaued position. Oh, and in case you’re wondering about the connection to Bighead, it comes with segmentation and audience targeting.
Segmentation makes or breaks ad campaigns. Our previous choice of people — those interested in digital marketing and artificial intelligence — had not panned out well. It led to costly CTRs of 33 US$ per person. We had to change it and we went into deep research; translation googling.
We heard Larry Kim’s Inverse Unicorn strategy (links at the end of the blog)for Facebook targeting and found it a smart approach to explore. Our takeaways were:
- Find an audience cross-section that’s unique and potentially a target
- Create an ad copy that is unique and personalized to the target audience
- Limit the audience distribution to a few thousand rather than hundreds of thousands
Our unique cross-section had to have some interest in our subject area, tech-savvy, and a part of the cultural zeitgeist of our times. We narrowed it to the following conditions — anyone with an interest in Digital Marketing and interested in the show Silicon Valley. This cross-section worked well to meet Larry Kim’s suggestion as I list them below:
- We captured the zeitgeist as well as the target audience: this cross-section of the audience meant potentially tech-savvy marketers
- We narrowed down the distribution of the ad to less than 50,000
- All we now had to do was come up with a creative that would capture attention
Ad copy and creative
The audience choice and segmentation had narrowed us down to Silicon Valley, but it was a hard choice between the copy and creative. Did we need to be super intelligent? Do we opt to be hilarious? Do we choose Richard Hendrix, Dinesh, Gilfoyle, or the legendary Erlich Bachman? We had choices to make and we experimented with a few. Here are the ad copies and creatives used
Here’s how our ads performed by page likes they drove each day. However, when we aggregated this data by the ads to measure their effectiveness, we realized that our Silicon Valley campaign was the most effective — driving close to 90% of our likes.
Yes, Nelson Bighead Bighetti was able to deliver and brought our following to its peak of 460 odd numbers.
We thought we’d be rolling in dough or at least customers because of our social media following. However, when we did Glance on Glance i.e. dog food our own product, here’s what we inferred:
- Social media following increase didn’t necessarily translate to more conversions on our site
- The number of customers didn’t increase any further than before
- Social media activity increased our traffic by 20% or so, but didn’t mean new business
- Social media presence is just awareness in our business and the conversion funnel to customers is unclear
- Success in ad campaigns for channel-based marketing doesn’t translate into customers
This journey of building a social media following was fun. We realized that with $125, some great advice, and creative ad copy anyone can build a social media following. However, it doesn’t always mean it translates to business success.
Channel success doesn’t translate into business success. Understanding the impact of overall marketing, with cross channel intelligence, is key. And that’s the mission that we plan to deliver on. What’s your successful marketing campaign story? Tell us. We’d love to hear from you!
PS: Larry Kim’s unicorn targeting method – https://www.wordstream.com/blog/ws/2017/11/14/facebook-ad-targeting-strategy