Strategy & Tactics
1. Think about the customer journey
Do you ever feel like you’re just updating your social media feed for fun? Or do you find yourself digging through old assets and desperately trying to think of a smart caption for it to reach your 3 post a week quota?
Chances are, you don’t have a proper strategy with the customer journey in mind. The customer journey is a map of how someone discovers your product and eventually buys it. It’s often compared to a sales funnel, but customer journeys go slightly further to include touchpoints and other considerations.
You should never post something without a specific purpose.
Think about what products you need to promote to reach your business objectives.
What’s the problem there? Do people not recognise your brand?, Need more info on the product? Choosing your competitor over you?
Create your content to address the bottlenecks in the customer journey. If people don’t know your brand, shoot a video about the story of your brand and products. If they’re hung up about your competitors, create a comparison chart! And the list goes on!
2. Video first
When it comes to content our clients often ask what format should they be producing in. The answer, is almost always video if you can afford it.
Besides the increased preference for video content from the general public, it also gives you the best flexibility in creating other posts.
For example, you can produce a quote image, a short trailer, instagram story or transcribe the video into an article just off 1 piece of video content.
Content is expensive to produce, especially video and you’ll want to get as much value out of it as possible.
This strategy will fill up your social media calendar with original content easily, save you production time and cost while maximising your investment with limitless possibilities.
Produce and post your video on your social media channels.
Produce offshoot content using free editing tools, or outsource simple tasks to Fiver or Upwork.
Fill your calendar at regular intervals with smaller content but always remember to direct the audience to the original full length piece.
3. Choose your audience (post targeting)
If you’ve run ads before, you’re most likely familiar with targeting options. But do you know that you can do that for organic posts as well?
Doing so will allow you to filter your content to appeal to different audiences organically and help you get a higher interaction and relevance rate.
For example, if you were running a page selling t-shirts you can make it so that only women see the female designs and men only see the male ones on the page.
This is a great solution for those of you wondering how to position yourself online to very different market segments.
Turn on Audience optimisation for posts in the Facebook Business Manager settings menu.
Segment your audience and decide which posts each segment should see or if your posts suit all segments.
Schedule your posts as usual using the Business Manager. You can’t use the feature if you publish from your page. You should see a new option for segmentation.
4. Use dark posts strategically
Dark posts are ads that will appear on the feeds of Facebook users but not on your page.
Most people see it as just a regular ad, but there are some interesting strategies and tactics dark posts can afford you if you really think about it.
In the example I shared below, Nitecore Lights, a company that sells lights for outdoor and military use has a product that would also be perfect for casual photographers.
It would seem out of place to push this product to photographers on their main page because the audience there is not likely to resonate very well.
Instead, they used a dark post and tailored the copy just for photographers. This allows them to reach the audience they want for a certain product while appeasing the main audience pool.
It’s also a great way to push out conversion ads and more “hard sell” type ads because they don’t appear on your own Facebook page and give visitors a negative impression of the page.
5. How many posts you should really have a week
Another common question we are asked is “how many posts should I have a week?”. That’s often not the right question. There’s no magic number that will solve all your problems, but if you really need a guideline, we would advise 2-3 a week minimum depending on your audience and industry.
Ideally you would have a post everyday but plenty of our clients and smaller companies will have issues due to lack of manpower or budget.
Instead, the questions you should be asking are “how many posts can I afford” and “how many posts do I really need”.
Think back to the first tip. What’s your focus on this month? How many posts do you need to dedicate to awareness of your product, consideration, branding etc. The worst thing you can do is to stick to a 3 post a week guideline and end up posting blindly. Post with purpose and work towards the goal.
Be realistic and think about how many posts you can afford. What are the resources you can pull?
Consider your weekly/monthly calendar, is it too barren? Or does there seem to be too much? Adjust accordingly.
Another way you can decide how many posts you should be doing is to look at a few competitors and take the average. Consider the fact that people expect more updates in some industries vs others. For example, cosmetics will require more posts than a B2B page.
6. Awareness is your primary concern
This isn’t exactly a tip, but more about realigning certain expectations people have about social media marketing.
While your social media page can help you get sales or conversions, the strength of the platform is in gaining you awareness and providing a place for fans to engage with your brand.
The main goal is to communicate messages that resonate with your audience (product related or unrelated) to gain trust and win over new fans so they will check out your product or store. It’s not to sell your product.
There are some exceptions like if you’re running a promotion, but otherwise, taking the subtle route is often the better option.
That doesn’t mean you shouldn’t show your product, but it should be done in a way that’s agreeable with your audience and complements their views and lifestyles.
Origins Mask Products
7. Go live
If you still suffer from stage fright, you better get used to it! Live broadcasts are here to stay, and they offer plenty of potential for marketers.
From live auctions to Q&A sessions, there are a myriad of ways you can leverage on this medium.
Social media channels are pushing it aggressively which is great news for marketers looking to reach a wider audience.
Live posts are prioritised on the newsfeed, and notifications are sent out to people following you whenever you go live. That’s as good as a free boost!
Best of all, they can be very simple to set up and gain you a ton on interactions!
DBS x Nathan Hartono
Buro 24/7 x Clarins
DBS x The Smart Local
8. Start small, be patient
Content strategies can be daunting and overwhelming especially if you’re trying to do it all inhouse.
While many companies are trying out content marketing, a lot of them lose steam after awhile or when their first few months don’t produce enough results.
Content marketing is a long game and takes a while to get going. Trust takes time to establish and so does building a sizable content backlog. Figuring out what works for your brand also takes some time.
While there might seem to be many pillars, formats and ideas you can explore when you first devise your strategy, you should try to keep it simple with 1 or 2 main content pillars just to begin.If this is the first time you’re producing content you’re probably going to underestimate the effort required for it. Keep things small and manageable so you don’t burn out within 2 months and be patient!
And if you’ve always wanted to try producing content but have always been apprehensive about the workload, just try 1 article a month at least! You have our permission!
Take stock of your assets
Be realistic, how much are you comfortable with doing? What kind of equipment or skills do you or the company possess? Can you hire someone to help you even if it’s just an intern?
Find out what you can produce easily
What skills are you comfortable with utilizing, are you better in front of the camera or keyboard? If you have an original idea for content, great! But if you don’t, you can just stick to tried and tested formats like interviews and lists for now.
Keep at it!
It’s going to take awhile before any results come in, the secret is to just produce within your means and get better at it!
9. You cannot rely on organic reach, buy ads
It’s time to face it, organic reach steadily and surely becoming a lost cause for brands. In fact, reach has fallen another 20% in the past year as Facebook moves to be more advertising centric.
Facebook’s latest reworks on the algorithm are making it even harder for brands to penetrate audience newsfeeds in an already harsh environment.
Sure, an odd post or two may breakthrough the noise once in awhile and go viral, but results are inconsistent and unpredictable. If you’re looking to make your content viral, the odds are stacked against you and you’d we well better served putting that budget and effort into something with better odds.
At the end of the day, if you aren’t already putting more into ad spend, you have to start now. Organic reach sounds appealing, but it’s a rigged game and you’re fighting a losing battle. Focus on good content and optimising your targeting instead.
You can however make use of organic reach a bit before promoting your ad. Here’s how:
Social media content is transient and tends to wilt away and get buried after awhile. But for a short time, your post will be seen by a few people, and they will hopefully react to it.
Put in the money
Keep an eye on your post performance, once it starts to dip, you can put money into it. This is to ensure you’re not paying for the initial organic reach you’re getting anyway.
10. Pick a focus
As marketers, efficiency is one of the things we always look for in daily tasks. To some marketers, that means means cramming as much information into a single post as possible.
Shouting out a promo, lucky draw, your new outlet opening and product launch all in one post may save you the trouble of creating multiple ones, but it creates some glaring issues too.
Long text loses your audience very quickly on social media. With a new cat video with every scroll, you’re competing with some very compelling content. Your aim is to deliver a crisp clear message so the audience gets it and moves on quick.
This is also how you “run out of things to post” spread it out so your page has a longer runway to push promos and news instead of dumping it all in one post.
Split your long post up. Identify all the different messages you are trying to convey. That’s how many post you should likely do.
Create a post for each message. Keep things short and concise.
Let your images do the talking. Audiences look at the images before text. Slap a new product visual on the image to immediately communicate that or a 20% off bubble.
11. Put some spirit into it!
Social media feeds are active and vibrant environments. Using a passive voice makes your post melt into the background. Stay conversational like you’re talking to a friend, especially if you are in the consumer goods industry. This is of course predicated on your branding but for the most part you will want to err in this direction.
Be sure to add in some emotion into your copy as well! Instead of “check out our sale this week” try “fill your wardrobe in style with these amazing deals!”.
Get in the mindset of your customer and how they want to feel when they use your product and how the results of the product make them feel.
Here are some more pointers to keep in mind when writing:
• Always include some kind of feeling aspect. Don’t write just to inform, write to move.
• Use the same terminology and lingo as your audience, but make sure it’s consistent with your brand.
• Include a call to action.
• Keep your post image in mind as well! Use it to enhance certain feelings or to convey information.
Lego product post
Airbnb travel post
12. FAQ post (sand & sky)
Have you ever wondered what your fans and customers thought about your products or service? With social media, it’s not only easy to gain the feedback you need, it’s also going to help you drive interactions, and content ideas in the future.
Decide what kind of feedback you want to garner and create a post around it.
Respond in the comments and offer to continue discussions.
Analyse the results. What are the most common questions or feedback? How can you use content to address these issues? Or if you don’t have any responses, does that mean you’re not getting the brand awareness you need?
Sand and Sky
13. Try different formats
If all your posts are just images and text, you might want to try switching things up every now and then.
Every audience is different, and experimenting with some new formats may present your content in a different light and garner you more interactions.
Facebook also prioritises video content on the feed, so including some in your content calendar is a good idea.
Besides that, there are a multitude of ad formats you can employ. Carousel posts are great for showcasing your products while canvas ads give readers and interactive and immersive experience.
IKEA carousel showrooms
14. Take strong positions
A lot of brand don’t like to take sides when it comes to moral issues or politics. They feel like it’s reckless and could lead to negative blowback.
But on the flipside, the audience that agrees with your stance, is more likely to be more involved in your brand.
It’s also another great opportunity to reinforce your brand values and show that you actually mean it!
15. Localise content
Localising content seems like a challenging aspect for many companies, especially MNCs with regional or international presence. But in truth it can be pretty easy.
You don’t need a quick wit to play on local events or languages. It would be nice, but the safer way to localise or even to personalise content is to use the data that you have!
Are there any case studies or surveys you can showcase? Making them market specific will attract your target audience and keep your content exclusive and original.
For example if you own a store selling sunglasses, there may be hundreds of articles about the best sunglasses, but there probably are fewer about the best ones for use in Singapore, where shifting weather conditions and humidity may be a concern.
Uber new year rap
16. Don't be afraid
Social media offers brands an opportunity unlike any other. To form a relationship with the audience and show off the brand’s personality enmasse.
Unfortunately, just like in dating, no one is going to even notice you if you’re just like every other brand.
And no, that doesn’t mean something is really wrong with your positioning or you’re not shouting out your USP enough. Most brands already understand that. They just aren’t doing it in a way that’s very attractive.
The best way to break through is to try something new, and sometimes that means you won’t have case studies you can look at or data you can reference.
While we’re not saying you should dump all your budget into an unproven idea, you should at least invest some into it.
Stop worrying if it’s going to offend someone or backfire on you, or not work out. No one can predict what will happen. Who would have thought an innocent influencer campaign by Peel Fresh would cause such backlash?
So go ahead with your big idea, even if it’s one small step at a time. If you’re still worried about fallback, have a damage control plan. It’s a risk you have to take at some point to be an “it” brand on social media. After all, it’s not like the Peel Fresh brand was completely destroyed by one campaign.
Netflix - Yishun Things
Circles Life - Data starved campaign
17. Jumping on the bandwagon
Remember how Joseph Schooling won the gold medal and every brand in Singapore was tripping over each other in a race to post their congratulations?
There were some good applications and bad. Jumping on the bandwagon is a pretty popular tactic to gain some exposure by tapping into trending affairs, but there are some general rules you should follow to avoid the collective eye roll of locals.
Take a moment to feel out the situation, are people feeling proud? Sad? You want your content to resonate with these feelings.
Don't take too long
Trends are transient and things online happen fast! Generally with things like this you want to get in fast. If you miss the 24 hour mark, you’re most likely too late and you’ll risk being perceived as a copycat.
Be smart about incorporating your brand
How does this event relate to your brand? Do you share any similar values? That’s your angle to incorporate your brand. Just make sure it’s not too forced and speaks to the collective thought of the masses.
Sweeten the deal (optional)
Everyone loves a celebration, and throwing in a promotion just makes it better! Again, think about what everyone else is feeling. Obviously, if it’s a tragic event, you shouldn’t be doing this.
Changi Airport - Joseph Schooling
Honestbee - Joseph Schooling
Oppo - Joseph Schooling
18. Portrait images do better
If you’re planning for an image post, you might want to consider swapping your default orientation to portrait over square for Facebook and even Instagram.
At Clickr, we’ve always found that portrait images usually garner more interactions than other image orientations. This is mostly because most of our audience browses content on mobile, and portrait images take up more real estate than square or landscape photos.
As a result, portrait images tend to score better on interactions.
Things are a little trickier on Instagram though. While the same concept of more space taken up by portrait photos remains, you also have to consider how the image will look on your Instagram home page.
If you’re going for a very curated and precise look you might want to stick to squares or experiment and find the right way to frame your image so it cuts at just the right spot on your Instagram page.
19. Provide subtitles
Did you know that 86% of the videos posted on Facebook are watched with the sound off? Well, now you do!
Video is an important format to tap into when filling your calendar, but you need to go the extra mile and transcribe the dialogue to fully leverage on it.
And if you don’t have time to do it yourself, there are many cheap and efficient ways online to hire someone to do it for you. Just be sure to read through the final copy and choose highly rated transcribers.
If you have plenty of transcribing needs or you’d like to turn some of that video content into an article, you could also consider transcribing software like Dragon Professional will do it for you and save you hours of work!
Here are some sites that can help:
20. Feature people
Another mistake some brands make is featuring their products in an image too much. This is especially true for the service sector.
Featuring people using your product can help you boost your response and interaction rates.
According to our research, posts featuring people had an average of 27% more organic reach and 33% more interaction.
There are many reasons why this is the case, from increased visual stimulation to emotional transference. But one thing’s for sure, it’s a good idea to include some humans in your image most of the time!
21. Message first
This is a pointer for mostly video or even GIF content. A general look at a few of our campaigns show that 10.1% of our impressions result in video views up to the 50% point or more with targeted campaigns producing significantly higher percentages.
Most people are not going to stick around for the entirety of your video. Sometimes it’s a question of interest, maybe it’s bad internet connection etc.
Whatever the case may be, it’s a good idea to put your main message in the first part of the video and get it out as soon as possible. It’s better to get your messaging out fast than run the risk of your audience not getting it.
This doesn't mean you should always push the sale first though, remember the customer journey and keep your message true to the nature of the post.
Sometimes you can also try to start with an interesting shot to capture attention first and use the text copy to convey the important information. This point is especially relevant if you are running ads in countries with slower cellular networks.
Pacific Rim 2 trailer
22. Keep text ratio in mind
If you’ve run campaigns in the past you’d be familiar with Facebook’s restrictions on text on images. So keep the text in your images short and small!
Here’s a really good tool to help you with your designs. Upload your image and it will be able to tell if your image passes Facebook’s standards.
You can always try playing around with the size of your image or the size of your text if you feel it’s important to the context of the ad. It can be a very tight squeeze sometimes, but it’s worth spending some time to optimise your image.
Facebook image tool
23. Instagram Vs Facebook
How do you decide between posting something on Instagram or on Facebook? The answer depends entirely on situational details, but here are some things you should consider for Instagram:
Unless it’s an ad, you can’t link out from the image. One way to get around this is to post a link in your profile page. You can however linkout through Instagram stories.
Instagram is owned by Facebook so it allows you the same targeting capabilities as Facebook.
The overall quality of images on Instagram is higher, you have to be able to compete and blend into user feeds well.
Besides that, you should also consider your audience preferences and where your competitors are. If Instagram is a huge discovery tool in your industry like F&B, perhaps you would like to use Instagram for awareness and Facebook for general info, reviews and other conversion and consideration content.
Otherwise, sometimes it’s not necessary to have both channels running especially if you are a new brand. Focus on building an audience on one platform first and you’ll have an easier time building your audience on the other once the brand is more recognised.
Lego - Ninjago Product
24. Use stories
Instagram stories is probably one of the most underutilised tools for brands, mostly because many are not sure what they can do with it.
One of the best things about Instagram Stories is that it doesn’t require too much production value because of it’s very transient nature.
Stories are a great way to promote flash sales, short product demos, and behind the scenes content. All you need is some good light!
Stories transition in such a way that the first thing your audience sees isn’t your brand as well. It’s a great way to catch your audience with some organic looking content they would have otherwise dismissed outright!
Managing Social Media
25. Respond to comments
This may seem obvious, but there are a lot of brands out there that don’t do it out of fear of conflict or just because they have no time. But there’s nothing worse than seeing questions being unanswered on a page while new content is posted every other day. It just send the message that the brand doesn’t care about their users.Here’s the best way to do this:
Come up with an FAQ
Compile a list of frequent questions and comments and how to respond. This way, anyone can reply and you can distribute the task without fear. It’ll take you a little bit of time, but it’s going to save you a lot of grief in the long run.
Assign someone to respond
Now that you have a list, responding should be a no brainer. Whether you have 1 person do it or have it as a rotating task, you’ll need to ensure it’s done at least once a day.
Be careful about following up with questions especially if you are rotating this task internally. Leave a note for the next person if the issue isn’t entirely resolved yet!
26. How to deal with complaints
The first rule when it comes to complaints is to understand that sometimes, you just can't please everyone.
Complaints are the bane of every Social Media Manager’s life, but they are an inevitability. What’s important is to show that you are listening and damage control.
Acknowledge the concern
It’s important to start mending the relationship from a point of empathy. So starting with an apology is almost always a good start.
Offer a solution
Try to fix the issue, most people are ready to forgive if the issue works out. You could even throw in a little extra for the trouble if you are so inclined.
Take disruptive comments out of the public eye
If you are constantly getting complaints from the same person or if the issue is not resolved within 2 exchanges, it’s time to take things off the page. Send your complainant a private message and offer to have a discussion there instead.
To ban or not to ban?
This one is a little controversial, but it should only be used as a last resort. If commenters start posting abusive remarks or spam posts even though the complaint has been resolved, you may want to consider banning the offender.
27. Speak to your audience
Complaints or questions shouldn’t be the only times you’re talking to commenters on your page.
Think of yourself as a host at a party and the commenters being your guests. There’s no harm sparking a little conversation and getting the party going!
A simple thank you or joke can do wonders. Just keep your brand image in mind and don’t let things get too out of hand. Otherwise, it pays to be a little more casual on Facebook.
Sand & Sky
28. Custom GIFs for responding
This is a neat trick we picked up along the way that we are advising a lot of our clients to pick up.
The idea is to come up with a few custom designed gifs to react to common comments and so on.
It’s a fun way to reply to comments and show of a little more personality and spark as a brand.
You could even potentially incorporate new products in these gifs for an additional hit of awareness!
Netflix - Master of None
DBS - Social Media Post
29. Less steps = more entries
The most important thing to keep in mind when running contests is to not make them too complicated.
It’s a great way to increase interactions, gain more fans, email sign ups or whatever your KPIs are.
But it’s best to keep things simple. Don’t be too greedy and complicate the process with too many steps that drives participation down and you’ll never be able to check if each participant followed all the steps anyway. There’s always next month’s contest if you want to push another KPI or result.
In general, the more complicated it is, the lesser entries you can expect. Here are some general rules to run a successful contest:
Keep the streamlined, no more than 3 steps.
Try to keep all the interaction on a single platform for example, having contestants go to your site to sign up for an email list as a step is a bad idea.
State the procedures step by step, not lumped in a paragraph for easy reading.
Include a relevant hashtag!
Post terms and conditions BEFORE you launch a contest.
30. Check for contest hunters
Contest hunters are folks who create fake Facebook accounts just to enter contests. They provide very little value to your brand and can sometimes make you invest in them instead of genuine fans who may be interested in your product.
You can almost guarantee that every contest will have a few of them. In fact, Facebook groups exist where contest hunters can tip each other off on any brand running a contest.
This is why it’s important to strike a good balance in terms of mechanics, simplicity and payout.
A good prize will encourage a lot of applicants, and so will simple mechanics, but you want to mix it up a little bit by asking fans to share a story or answer a question rather than just to like and share.
This is more likely to deter a couple of contest hunters, but it also helps associate your brand to certain values and concepts especially if you go with the story angle!
Here's how to spot a contest hunter:
No profile photo or has a non human profile photo.
No or very few friends.
All their posts on their wall seem to be contests.
Skip over these guys and give the prize to someone who’s genuinely interested.
31. Show off your winners
Showing off winners can help you get people excited about the next one and also shows that prizes are being given out.
It’s also a good chance to interact with your fanbase face to face and show off how people are enjoying your products.
This is especially useful for photo contests or contests focused around user generated content. It’s a great way to fill up your content calendar if it gets too barren!
32. Terms & Conditions
Ever so often, you’ll come across participants with questions about procedures and issues when prizes are given out.
This could lead to long drawn out confrontations and countless back and forths online. It’s worth the trouble to develop a template of simple rules and regulations for your contests and post them in the Notes functions to sort out any discrepancies.
Just be sure to include a line about them in your copy.
33. Always be boosting
While a contest post is almost guaranteed to get you more interactions than your usual post, you should by no means cut off it’s media budget. In fact, you should increase it!
The worst thing that could happen for a contest is if your cost exceeds the value of your exposure and interactions. This is particularly the case for high ticket prizes.
We’ve mentioned this before, but organic reach is at an all time low and Facebook restricts content from brands from going viral. You’ll need to pay to get the views and participation.
Don’t fall into the trap of running a contest thinking it will go viral, you’ll never know for sure! Instead, put some money behind it and boost it out for the world to see.
34. Solve your business problems
Contests aren’t just for interactions and shares, they are also a great way to influence how your customers behave or to spread a message.
Launched a new filter for your GPS app? Create a photo contest for the most creative use of it. Your customers only going to one of your many outlets? Run a contest getting fans to guess how many outlets you have!
Think about what business problems you have, particularly things that can be solved by your customers and clients, and create incentives for them to change their behaviour or just to get a consideration past their minds.
Musee - Guess The Outlet
35. Use Influencers
If you’re running a particularly important contest, a great way to increase participation and increase your reach for contests is to use influencers. An entry from an influencer can do a lot especially for more complex contest types like photo contests.
People like to be part of something and when they see their favourite influencers taking part, they are more likely to join in.
A storytelling angle helps with this as well as it will give your influencer more context and reason to participate. Some people might perform the contest steps on the influencer page, so make sure you brief your influencer to redirect those people to the right page before you launch the contest!
You may also want to consider letting the influencer host the giveaway. The upside is that you’re going to get more participants just from the convenience that provides, but the downside is that there are no guarantees that participants will even visit your page or learn more about your brand.
Adjust your approach and expectations accordingly.
36. Provide guidelines
Influencers are a great way to spread news about your product and tap into audiences you would otherwise not have access to.
However, sometimes these campaigns can backfire and damage your brand instead. The Peel Fresh incident from a couple of years ago is a perfect example of this.
Remember that these influencers more often than not, don’t know the best way to represent your brand. That’s your job.
It’s very important to work and communicate with your influencers, make sure they know the brand, understand the message and if you can, provide some examples of what you want.
Here are a few things you should prepare when an influencer has agreed to work with you:
Brand guide - Include details on tone of voice, logo presentation, storytelling devices, brand story etc..
Campaign Brief - Tell them what the campaign is about, what their role is in this, what are they key points they should cover, who you want them to speak to etc...
Samples - Show them some work they can take reference from. If you saw a campaign you liked, show it to them.
Assets - What can you provide? A sample of the product? High-res images? Your logo?
Keeping these things in check will result in a much easier time for you when the influencer returns with the final piece of content for approval. You don’t want to end up with something completely different from what you had in mind.
37. Always vett
Sometimes, even with all the precautions in place, problems fall through. Always review what the influencer has given you.
Ideally, run it through a couple of people who fit the target audience profile before publishing it to get an opinion. The extra 15 minutes this takes will save you a lot of grief down the road!
Make sure your influencers are staying on message and aren’t saying anything too ridiculous or showing off the product in an awkward manner.
This is a real problem especially with younger or more inexperienced influencers.
That being said, you don’t want to alter too much of the language and presentation. The final product should be reflective of both your branding and the influencer’s.
You’re borrowing their authority, so you need the final work to be consistent with their tonality, otherwise, it’s going to come off weird and insincere.
38. Building a relationship
Finding an influencer that’s a good fit for your brand and one that works well with you can be difficult and rare. Which is why it’s important to build a lasting relationship when you do find one.
You want your influencers to be brand ambassadors at the end of the day, not just one off engagements that fizzle away after a couple of days.
Narrowing down your influencer pool to engage with repeated content may be a better strategy for you once you’ve found the right people. It doesn’t hurt when your influencer genuinely loves the product too!
Remember, a good influencer is not one that gives you the most reach, but one that can help you build the most relationships between your brand and their audience.
Some influencers are just used as mouthpieces and will promote any brand that comes their way.
So before you invest too much, look for those who are a little more experienced or passionate about the product and presentation of their content.
39. Optimising for maximum exposure vs interactions
Influencer campaigns can be used for various means, from awareness to conversions. But optimising for each will require a bit of research.
When it comes to exposure, you’re looking for the big players mostly, those with the most followers. Just make sure their fans are from the location you want.
When it comes to interactions you typically want to go for the micro influencers who have more time to tend to their comments with a few exceptions.
Here’s what to look out for:
• Do they interact with people in their comments?
• Are the comments on their regular posts constructive? Or are they just emojis or compliments?
• Have they worked with other brands before or competitors?
• Does the influencer engage with fans on Instagram Stories as well?
You want to pick an influencer who interacts more if that’s your objective. Very popular influencers can get flooded with comments and it can be easy to miss out potential engagement opportunities.
40. Holiday budget
You’re not going to be the only brand thinking about running a Christmas promotion. When the holidays come around, so do the ads.
Facebook’s ad placements are based on an auction system, and more competition means the bids will also need to be higher.
Whether it’s Christmas or Valentine’s Day, you will need to increase your budget to get the eyes you’re used to getting.
We always recommend brands or clients to spend at least 20% more during peak seasons to maintain exposure from previous months.
41. Boost original content
In general you want to boost your posts, especially original content. You may think that boosting posts will increase your marketing cost, but in fact, it can reduce your cost per reach if done right!
Adding an ad budget will dramatically increase impressions and viewership bringing down your cost per result. After all, there’s no point in spending all your money on creating your content when no one actually sees it.
How much to put into your ad budget really depends. But generally you want to work backwards.
Determine your average cost per reach and cost per conversion.
You can do this by looking at previous campaigns or running a couple of quick ones to get a rough estimate. It’s better to have a number than no guide at all.
How many people do you want to reach?
As many as possible is not the right answer. How much money does this ad have to make in order for it to be worth it for you? Taking your cost per reach and conversion into account you should have a rough budget to work with.
Adjust your budget or expectations.
Now that you have a desired budget, do you have enough to fulfill it? If you don’t, you may need to update your forecast or get a bigger budget. On the bright side, you now have the data and numbers to back you up for whatever you request for!
42. Use Lookalike Audiences
Don’t you wish you could reach an audience just like the fans you have that haven’t heard of your brand yet? That’s where lookalike audiences come in.
Facebook’s powerful ad feature allows you to target people similar to your fans and people who share the same interests, demographics and behaviour.
It’s a powerful tool that can help you make your ads more effective and drive engagement and conversions more than regular targeting.
There are a few ways you can do this. You can start with your current fans as a baseline. The alternative is to import an email list into the feature and Facebook will come through them for any linked Facebook accounts and gather data that way.
The next thing you need to decide is how big you want the lookalike audience pool to be. We typically stick between 1-5% or at a maximum of 10% especially for local campaigns. This is because the local population is much smaller compared to larger countries where this tool is more suited for.
Increasing the size pool also means Facebook will fill it with audiences further and further away from your intended result and dilute the pool.
43. Patterns and inconsistencies
Generating reports and interpreting them can be complex, there’s a lot of data and information to comb through.
But one of the best ways to highlight areas of interest for you is to keep a lookout for any patterns and inconsistencies.
This may take a couple of reports before you can catch them though,so keep practicing!
You want to look out for things like:
• Are certain post types / formats performing better?
• Are there certain days where interactions spike?
• Are certain posts giving you better CPC?
• What kind of visuals do the top posts share?
• Which posts are under performing?
• What audiences are responding to your top posts? etc..
Follow up with why.
Are the visuals too boring? Maybe the copy is not enticing enough or a particular audience segment isn’t responding well to it.
The answers you come up with don’t have to be correct right now. What’s important is that you come up with a hypothesis so you can test it out!
44. Segment and test
Alright, now that you’ve sourced for potential problems, it’s time to test your theories out!
This process can be drawn out, difficult, perplexing, frustrating and sometimes inconclusive. Mostly, it requires a lot of patience. But the payoff can be a gamechanger for you and that, makes it absolutely necessary.
Identify your theory and setup your campaigns
Just like in chemistry class, make sure there is only 1 variant. Facebook also allows you to A/B test, so use that functionality. You can also set it to run only the winning ad after the results for the initial run period come in.
Look at the results
Is your theory correct? If it is, congratulations! But be sure to keep an eye on it, sometimes it may be succeeding based on something you haven’t even considered. Nothing is out of the realm of possibility, so keep and open mind. When it comes to testing ads, things are rarely 100% conclusive.
If your ad results are inconclusive, it’s time to go back to the drawing board and test another theory.
Keep an eye out for your successful theories, are they still holding up? You don’t have to test every single thing you run, but you always want to dedicate part of your budget to trying something new and different. You might just uncover some fascinating and useful results!
45. Foreign fans & fake accounts
Every social media manager has encountered random people joining and interacting with their content, some of them aren’t even from the country you’re targeting!
It’s a problem Facebook is duly aware of, but are unable to fix as of this moment. Sometimes it’s click farms, spammers or just really enthusiastic people outside of Singapore.
This can pose a big problem because if you’re using lookalike audiences, or targeting people who have interacted with your post, you will just get more and more people who aren’t in your target market. Not to mention decreasing the overall effectiveness of your campaigns.
Facebook occasionally cleans up spam and click farm accounts so you may experience sudden drops in your fanbase. So don’t worry if you see something like that happen every now and then.
There are however a couple of ways you can minimise the effect of the phenomenon:
Optimise your campaign for reach
Spammers and click farms like to interact with posts, and when you choose interactions as your optimisation mode, that’s what Facebook is more likely to give you. The optimisation algorithm serves your ad to people who are more likely to interact which is a magnet for click farmers.
Be more conservative with Lookalike Audiences
This is why we often don’t advocate clients to set their Lookalike Audiences too wide. Doing so will stretch the matches beyond your local area and you may end up with an unusable audience.
Layer your interest targeting
When you set your interest targeting you can go a little bit deeper by adding a secondary condition. That will create a new interest column and that audience has to like something from both column A and B to qualify. This helps you eliminate a lot of fluff, but it will affect your overall reach numbers so choose wisely!
For example, if you’re running an ad for a fine dining restaurant targeting locals, you could run something like this:
Column A qualifies them as affluent while B indicates that they are interested in fine dining.
46. Remarketing to your audience
Remarketing is one of the most effective ways to get leads. Basically you’re serving ads to people who show interest in your product but have not made a purchase. You can target people who have shown interest in the following ways:
If they have seen your video
If they have interacted with your page
If they have visited your page
If they bought something from your site (Requires Facebook Pixel)
If they have abandoned the cart (Requires Facebook Pixel)
If they were viewing your products (Requires Facebook Pixel)
Here’s a quick article on how to create a custom audience for that.
If you haven’t heard of the Facebook Pixel, here’s a quick install guide.
Essentially it allows you to track visitors on your website from Facebook and perform specific targeting actions based on the conversion parameters you’ve set. On top of that it can do really cool things like tell you the value of each visit to your page and help you adjust the Facebook ad targeting based on the behaviour of your readers on the page.
Facebook Pixels don’t necessarily have to be an add to cart action or checkout. It can be as simple as visiting a certain page or clicking on certain links. Ideally, you want to set your conversion event to something that would occur between 15-25 times per adset per week.
This is because the algorithm requires a certain number of events to happen so it can predict the behaviour of your visitors and better optimise your ad targeting for the best results.
If you apply the concept of the customer journey and plan your ads around that this can be a powerful way to lead your prospects to their ultimate destination - the sale.
Run an awareness campaign
You can’t remarket if you don’t already have an existing pool to do so, so run an awareness campaign. If you have an email list of some kind of database it will work too. Optimise for reach so your ad is seen by the most people.
How are you going to determine if someone is interested in your product, ad, or brand? Refer to the list above and pick something that is suited for your ad.
Create and run the remarketing campaign
Create a custom audience with the qualifier you have chosen. Keep your customer journey in mind! What’s the next step? If you were running a product introduction video for awareness, your remarketing campaign could be case studies. Think about how to advance the customer journey.
Svenson remarketing cycle