For agencies looking to solve their lead generation problem, social media is a goldmine. Not only does it provide you with the freedom to post whenever and whatever you want, but it also provides you with the luxury to boost your posts in a bid to reach your desired target audience.
Target audiences would vary from marketing agency to marketing agency. For some it could be customers who are restaurant owners, while for others it could be roofers. Whoever it might be, it is imperative that agencies lock down their lighthouse client before they get in the boosting game.
Recommended Reading: How to Generate Leads Using the Lighthouse Client Strategy
Once you have your lighthouse client, it’s time for you to start creating content for those primary clients of yours and boost those posts on your social media channels.
It’s important to do so because it enables you to start focussing on some existing relationships instead of trying to go out and get new leads, which as we all know can be a big headache.
Posting videos on social media
One of the key things that agencies can do, when it comes to posting videos on social media, is to repurpose the same piece of content and cross-post it on multiple channels at the same time.
This is a great way to generate leads from different platforms, while not having to go through the tedious process of creating fresh content for each one of them.
For example, one piece of pillar video content can be cut into three or four different formats depending on where it needs to be posted. You can cut it into a square and post it on Facebook or cut it in a 9:16 format and post it as a story on Instagram.
Once the videos are posted, it’s time to boost them. Of all the social media channels, the beauty of boosting on Facebook is that you can make the videos look like they’re organic and make them visible to a specific demographic that you intend on targeting.
Another important thing to keep in mind while posting on social media is that everything must be uploaded natively. So, posting a YouTube link on Facebook is like driving into a BMW dealership with a Ford. All the algorithms are designed to benefit you when you post things natively.
Therefore, it makes more sense to post things independently on each platform. Furthermore, such a practice will keep you from being dependent on any one channel and ultimately help you maintain visibility in case one of the channels is down.
Boosting posts on social media
Over the years, many people have asked me about my thought process behind how I determine which post is doing well and which post is doomed to fail.
The answer to that question is very simple. Just look at the metrics of your post.
Looking at the relationship between the reach and engagement statistics of a post can tell you whether it is doing well or not. Ideally, for a post to be considered great, the number of engagements should be closer to 10% of the reach number.
The engagement number can be impacted by a lot of factors, however. For example, there are certain comments that are worth more than other comments. Also, and this goes without saying, likes are not worth as much as comments.
In fact, if the ratio between the comments and likes on your post is out of proportion, then that’s a sign that either you have bad traffic or your content is made to just get people to click like. If your posts are getting a ton of likes and not many comments, that's not a good sign.
When it comes to boosting a post on social media, I’ve seen agencies make many mistakes. One of the most common ones is to put an action button on the posts.
Don’t get me wrong, there’s no harm in putting a button on a boosted post. However, you must ensure that you don’t do so unless you intentionally want to drive them to a specific webpage.
My most-preferred tactic while boosting posts, which I do 90% of the time, is to make the post look natural. What this means is that my target audience sees no button.
Another mistake that most marketing agencies and local businesses make when it comes to naming their public figure pages on Facebook is to not name it after their own names.
The key is to showcase the public figure page as a person and, therefore, it must be named after you as an individual. Making the page look like a person increases the emotional connect quotient with the audiences, thereby leading to more traction and increased engagement.
The Dollar-a-Day boosting strategy
Before we decide to boost a post, it’s very crucial that we choose the right target audience.
For example, let’s say that a video you plan to post has a famous person named John in it. When it comes to choosing an audience, you must ensure high relevancy. This means that boosting the post to a demographic that likes viewing content with John in it.
Furthermore, let’s say that John is a famous digital marketer. In that case, it also makes sense for me to boost the post to those audiences who have an inclination towards digital marketing.
Finally, it’s time to start pumping in some money. However, you can’t just start doing that without a proper structure in place. It’s true that you have all your posts lined out, but how do you really decide how much money needs to be put on which post?
I guess the question that everyone is asking is, how do you really find out your greatest hits? I do that using the dollar-a-day strategy. That’s $1 a day on each post for seven days.
The basic idea behind this strategy is to not make you spend a fortune, while at the same time helping you determine which post can generate the best return on investment for you.
Hence, pumping $1 per day on each post and then analyzing the performance metrics after a week helps you decipher which posts are working and are worth splurging more money on.
This concept dictates that you would spend just $1 a day on each individual post separately for seven days. Therefore, the most you’ll spend during that week is $7.
Once you’ve found out your greatest hits, it’s time to optimize them for maximum impact.
The optimization process starts with killing 90% of the posts that did not live up to your expectations and fizzled out. There’s no use wasting more time and money on such posts that either have a very high cost per engagement or a very low average watch time.
Next, it’s time to pump a little more money into posts that performed well under the initial boost. I usually add $30 more for another 30 days on them and then analyze the results once again after a month. This allows me to find one worthy post, which has the potential to be a unicorn.
Once you find that winning post, it’s time to tweak a few things regarding the boosting dynamics. Depending on the situation, I tend to change the audience that I’m targeting through the posts.
For example, I might be speaking at a digital marketing conference sometime in the future and in that case I temporarily switch the targeting on the post to target that audience. Some of the posts that fall in this category live forever on our channels. They keep directing traffic and leads back to us for months at a time, all because we selected a custom audience.
Finally, we end up finding those posts that we call unicorns. The reason these posts are called unicorns is because their performance is off the charts and they are the most impactful ones.
The aim now is to throw gas on the fire and pump more money into these posts, especially because they generate a solid return on investment. Furthermore, I also create multiple ad sets of the same post in order to have multiple audiences viewing these unicorn posts.
Using the dollar-a-day strategy is a smart way to test your posts before deciding to pump in a large amount of money. One dollar is the minimum amount you can put in and get meaningful results.
It’s also the simplest form of boosting your posts. For just a small amount of money, you can sit back and let Facebook decide the number of people a post will be shown to. I let Facebook handle the microtargeting aspect of the boost, which is generally very accurate.
For example, if I select a target audience that has close to 500,000 people in it, spending $1 a day on a post for seven days could make my post be seen by around 100 to 300 people.
Boosting on different platforms
When it comes to the dollar-a-day, Facebook and Instagram are the only social media platforms where you can implement the strategy since that’s the minimum amount that they allow.
Even though Instagram is part of Facebook and they have the same ad platform, I’ve experienced that boosting posts on Instagram doesn’t work as successfully as Facebook.
LinkedIn is a little tougher because they want $10 a day as a minimum budget. However, if you choose a small audience and have really high quality content, then you can get away with that.
It doesn’t matter what type of business you have. You could be a marketing agency, a Fortune 500 company, or a small business. The thing that remains common for everyone is that social media will always be the most important cog in the digital marketing wheel.
Creating quality posts and boosting them on such platforms will give your business a competitive edge over rivals by building your brand presence and increasing consumer traction.
Using the dollar-a-day strategy is not only a cost-effective strategy when it comes to deciphering which posts will give you the best ROI, but it’s also a great way to analyze the type of content your business ought to be producing in future.
So, what are you waiting for? Get your hands on our comprehensive social media boosting guide and make dollar-a-day the most powerful advertising tool in your digital arsenal.