by Jack Hummel, Social/Digital Strategist
High ROI and low cost don’t seem like they go together in the same sentence. But what if they did?
First thing’s first, don’t spend a dime. It’s important to look at your top performing, organic content. If a post is getting higher than average engagement, that’s a great indicator it will perform even better with a set budget behind it. If you only have $100, there’s no room to guess what content will be successful with paid advertisement. When trying to decide which of your posts to boost, it’s also important to look at the number of comments, likes, and shares your content has earned organically.
Next, it’s important to customize your audience. Don’t try to talk to everyone because not everyone’s going to listen. With a low budget, understand how to optimize your targeting. Through Facebook’s Ad Manager, there are two ways:
Building a custom audience allows you to retarget users who have already interacted with your page or website.
Creating a lookalike audience allows you to target new audiences based on your current customers’ behaviors and traits.
Facebook also offers an ability to gauge how well defined your audience is. In the Ads manager dashboard, adjust your demographics so it’s not too broad and not too specific.
With only $100, monitoring your budget is crucial. When running ads with higher budgets, it’s not as important to monitor but with only $100, you should be checking your ads at least twice a week. If, for some reason, a boosted post is not faring well after a few days, you can cancel at any time.
Lastly – always, always, always have a call-to-action. Why not increase your chances of conversion? Social media moves fast. If someone stops scrolling to view your ad, don’t let it stop there. When boosting organic content, you’re given the option of adding a button to your post; Sign Up, Learn More, Message, etc. Even if someone enjoys your content, they may not interact with a like or share but the button option opens up for further interaction.
Aside from the strategy, the design and concept behind your brand, ad, or campaign is just as important. Providing actionable and specific content alone can increase awareness and audience reach. At the end of the day, it’s not a matter of how much you need to spend on social media marketing, it’s about how to get the most out of social media marketing