Category: Social Media

Facebook Ads Guide 2020: Marketing on a Budget

Did you know that 1 out of 50 people who liked your page will see your post on their news feed?

Long gone are the days of posting on your facebook and all of your Facebook fans will see the post. Organic reach of business pages is almost none existant that’s why more and more businesses are transitioning to a paid post to compensate.

But as we all know, small businesses don’t have the same marketing budget as a billion-dollar company.

In this post, we are sharing some of the essential tips to get the most of your Facebook marketing budget.


Post with Intent

these days simply posting things on your facebook page and hoping someone sees them no longer works. You need to have a goal and decide what you are looking to accomplish with that post.

Best way to do this is to look at your Facebook insights to understand what posts are getting more interaction with your audience.

Here’s a detailed infographic to guide you on how to use the Facebook Insights tool.


Use a content calendar

We’re all busy. And when we’re busy without a plan in place for the tasks we have to get done, things inevitably slip through the cracks. Social media content is no exception.

Just like with blogging, a successful social media strategy requires regular publishing and engaging with followers to see positive results — whether that be in terms of SEO, brand recognition, lead generation, or all three.

Here are some of the most popular Content Calendar tools that you can check out.



Trello is another organisational tool that’s highly effective for team collaboration. More specifically, social media managers can use Trello’s flexible assignment “cards” and customizable “boards” and “lists” to map out to-do lists, manage a content calendar, plan a campaign, and house ideas from a brainstorm.

Social media calendar created on Trello


Excel Spreadsheet or Google Sheets

Marketers might already use Excel for different types of reports and data analysis in their roles, but it’s a highly useful tool for social media content calendar organisation, too. Excel can be customised according to whatever priorities or metrics a team is focused on, so it’s an excellent tool for planning.

Social media calendar ideas organized on an Excel spreadsheet


Evernote is a note-taking app that marketers can use to keep track of all the moving parts that comprise a social media campaign.

The tool also features yearly, monthly, weekly, and hourly logs, which make it easy to keep track of when you’re publishing content on social media when you’re producing blog content, and other team-wide priorities. (Evernote offers customizable templates for each of these that can be downloaded into the app.)


Optimise your Facebook Business Page

When creating your Business Facebook page, think of it as your own website. You can set up different tabs that work as a navigational menu of your page. Hence, it’s essential that you organise them so your customers can find the information they need quickly.

Very simple things like adding review tabs are often overlooked but can make or break the user’s experience.


Create your own group/community

By creating your own community inside your Facebook page, you can get more organic reach than your regular business page.

You can easily communicate with your audience without spending anything to boost your posts.

Here’s how to add a group to your Facebook page.

how to add group facebook page

Posts On Your Facebook Story

Facebook story tend to have a casual feel and users tend to engage more on content and posts like this. Some of the most successful facebook stories we’ve seen are Behind the scenes and business updates.

We have also seen an increase in the popularity of live feeds where you can interact with your audience and fans directly.


Boosts Your Posts

There’s no denying that Facebook business page organic reach has dropped significantly. So if you are having a big sale or a promotion, it’s worth it too boosts your facebook posts so all of your Facebook fans can see the offer.

Try using different types of content, messaging, images and posting times to see what can help you get the most out of your marketing budget.

One of the most powerful aspects of using facebook posts is you can custom tailor the audience by location, age, and so on.

Here’s a step by step guide how to boosts your posts on facebook.

how to boost posts on facebook

Boosts Posts and Facebook Ads Combo

By creating multiple ads and boosting the ads with a budget of roughly $30 to $50 to drive engagement to your ad. This will also tell you which ads are getting more engagements such as likes, comments and shares.

Once you have generated significant engagement, you can use that exact same boosted posts as your primary conversion ads.

Ads with likes, comments and shares generally convert better than an ad without any engagement.


Create Your Custom Audience

One of the most effective ways to get the most out of your marketing budget is to retarget users who already engaged with your brand or business.

You can create hundreds of different custom audiences and run various tests.

Our tip is to run video ads to an audience who never heard about your business. For example, if you are an electrician, you can create a video talking about “10 electricity safety at home”.

After a few days, you can then send another ad to people who watched your video ad offering a discount on home electrical health check,

By using the method, you are only sending your offers to people who are interested in your service or product getting the most out of your marketing budget.


Use different bidding strategies

One of the most important ways to create a successful facebook marketing campaign is to test different bidding strategies.

For example, you can create multiple ad sets with an exact same copy but with different bidding strategies, let it run for a couple of weeks and then turn off the underperforming ad sets.

Facebook uses data to find the best customers accurately and if you only started advertising, recently, Facebook won’t have enough data on your business account. Facebook typically need 15 to 25 conversions per week to find the best audience so if you don’ have 25 purchases then it’s best to set the conversion event that’s closer to the top of your sales funnel.


Capitalise on link retargeting.

If you’re using Facebook retargeting ads to boost conversions and attract visitors to your website, you should use link retargeting. This allows you to build your retargeting lists and reach the audience who haven’t visited your website before.

“Basically link retargeting allows you to add Facebook retargeting pixels to your short link when sharing curated content. Anyone who clicks on this content can be retargeted with relevant ads, So you can retarget people who’ve clicked on media coverage, reviews or industry news related to your business, even if the link led to a third-party website.”


Final Tip

Don’t be scared to run multiple tests on your Facebook account. We understand it can be quite scary watching facebook eat all your marketing budget without conversion. But know that this budget is not wasted since you are feeding your account relevant data and information.

Once facebook understands who’s your target audience conversion and sales will start coming in. Understand that it’s in Facebook’s best interest for your ads to be successful because the more successful you are on their platform, the more money they make out of you.

If you want a tip or advise how to run a facebook campaign properly, we are happy to help you out with our 30-minute no-obligation strategy call.

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Social Media for b2b

Marketing Ideas and Tips for SMB Business Owners

B2B businesses are proof that any business can be successful on social media. Why? Because they’ve turned a niche industry that — admittedly — isn’t the most exciting into a playground for social content.

When I think about B2B companies with a great social media presence, a lot of examples come to mind: IBM, Google, and so many more. These companies do an amazing job of sharing content that interests and builds their audience — so much so that they don’t seem too concerned with broadcasting their products or services constantly.​For a B2B company to be successful on social media, their content needs to find the middle ground between being engaging and not disrupting their audiences’ experience on the platform.

Ultimately, these companies need to figure out what their audience wants to see to truly reap the benefits of social media.​B2B companies have transformed the landscape of what it means to be a brand on social media. In order to engage and attract your own audience, then, consider the following strategies used in the B2B space that might lead your own social accounts to success.

Set SMART goals.

Like any other marketing channel, a social media strategy needs to be based on goals in order to be successful. Defining specific, measurable KPIs for your company’s social media — whether they’re based on brand awareness or acquisition — will be the key to measuring success down the line.​To determine KPIs, you have to decide what success means to your brand. Are you trying to use social media as an acquisition channel? Do you want to increase your reach, or gain more traffic on your company blog? This will decide what metrics to track.​For instance, if your business is looking for leads, metrics like clicks and conversions are important.

For brand awareness, it’s more vital to consider engagement, reach, and impressions.​Here is an effective example of a SMART goal for a company that is just starting to gain traction on social media:​

Goal: To build brand awareness on social media.​

Specific: I want to boost our company’s brand awareness by posting regularly and frequently on Twitter, Instagram, LinkedIn, and Facebook. I will increase our posts on Twitter from once to four times a day, post daily on Instagram, and increase weekly publishing frequency on LinkedIn and Facebook from four to seven times per week. Our content creators will increase their workload from creating two posts a week to three posts a week, and our designer will increase her workload from one asset a week to two assets a week.​

Measurable: A 4% increase in engagement rate across the board is our goal.​

Attainable: Our engagement rate increased by an average of 2% last month when we increased our weekly publishing frequency and spent more time on a thoughtful, engaging copy.​

Relevant: By increasing the engagement rate, we’ll boost brand awareness and generate more leads, giving sales more opportunities to close.​

Time-Bound: End of this month.​

SMART Goal: At the end of this month, our average engagement rate across our social media channels will see a 4% lift by increasing our post frequency and concentrating on a thoughtful, engaging copy.​

Keep an eye on competitors.

Social media opens the door to your competitor’s marketing strategy, or at the very least, their social media marketing strategy. For larger companies, keeping tabs on your competitors is part of the territory.

You want to know what campaigns they’re running to see if they’re successful. And if that company’s target audience is similar to your own, you can take inspiration from that campaign.​But keeping tabs on your competitors on social media isn’t at all about copying their strategies. Being involved in the same industry will lead to crossover with your audiences and their interests.

If you see that your competitor isn’t responding to trending news, then maybe it makes sense for your brand to do so. Looking for these opportunities will differentiate you from your competition.

Share original content.

This may seem like a no-brainer to some, but many businesses establish their social media presence on curating content from other sources. The truth is, your audience can tell the difference between content that is original and creative versus something you posted just to say you were active on the platform that day.

​If you’re having trouble coming up with original content every day, it’s okay to scale back your operation. If you don’t have the bandwidth to post on every platform, spend your time on the channels where your audience is the most developed.

Use multimedia.

There’s a reason why our Shoutout Digital Team get excited when a social platform launches a new feature — it’s because it adds a new medium to play with and test with your audience.​Instagram Stories, Twitter polls, and LinkedIn documents are all perfect examples of utilizing the multimedia formats that are unique to each channel.​Creating and publishing multimedia content on your social media channels adds an interest factor that will help you earn your audiences’ attention.​

Think of it this way — if you scrolled through Twitter and only saw text-based posts, you’d get bored pretty quickly. The reason Twitter is addicting is that every Tweet is different. In a 10-second scroll, you might come across a meme, a poll, a video, a photo collage, and a gif. The same should be true for your brand’s feed.​

Highlight your employees.

Many B2B companies do a great job of spotlighting their employees, which allows the audience to put faces to the company and personalize the brand. This is important for small and large companies alike, because whether you’re selling computers to businesses or opening a neighbourhood restaurant — people are the heart of your business.​Additionally, highlighting your employees is a good opportunity for employer branding. Employer branding increases your employees’ advocacy by giving them the ability to spread word-of-mouth about their place of work.​
Showcasing your staff may also increase your reach and engagement. For instance, instead of posting a product photo, you might post a photo of the 20 people who created the product, which would likely be shared with those 20 peoples’ networks.

Have a distinguished brand voice.

Whenever your company posts a blog, edits a pillar page, or posts on social media, it gives you a chance to demonstrate your brand voice. Just like a customer would recognize your logo, you should strive for them to be able to recognize your brand voice, too.​Like any other marketing asset, your social content should always be aligned with your company’s perspective. Does your company like to poke fun at challenges, or offer advice?
Some of the most popular examples of consistent brand voice on social are fast-food companies like Burger King or Wendy’s.​If you’re having a hard time identifying your brand voice, try looking back at past blog posts or landing page copy. Take note of the emotion and tone in the copy, and try to convey that in your social messaging.​Having a unique brand voice also gives you the opportunity to stand out in an already crowded marketplace.

Offer support.

Nothing is more frustrating than tweeting at a brand with a customer support issue and hearing radio silence. Even if you don’t have the bandwidth to create a separate Twitter account dedicated to supporting, keeping an eye out for these issues and replying to them right away is a good chance to rectify your customer relationship — and shows future customers that you’re there for them if a future problem arises. 

Maintain consistency.

One of the hardest parts about posting on social media is maintaining consistency. Posting to every single channel every day takes a lot of time, content creation, and planning. If you’re just starting out, try spending time creating smart content that adds to your audience’s feeds instead of posting every day. It’s better to push out a well thought out tweet that adds to the conversation and encourages engagement than five quick blog links with just an article title as the copy. 

Experiment with content and posting times.

This is a step to take after you’ve proven that you can maintain a regular posting schedule and want to dive a little deeper into audience insights. There are always best practices for when and what you’re posting on social media, but the truth is that every audience is different, so you’ll want to run experiments to figure out what works best for your brand.​There are endless experiments you can conduct on your channels. Here are some ideas to inspire you:​
  • Alternate between using questions and statistics in your copy to see which one pulls your audience in more.
  • Test different link positions to find out if it makes users more likely to click.
  • Add emojis to see if it increases interactions.
  • Post more frequently.
  • Postless frequently.
  • Put paid behind a video post and a still image to see which performs better.
  • Segment a different part of your audience to test how they react to an ad.
  • Test different amounts of hashtags to see if it affects impressions.
  • Spend more time replying to posts to find out if it increases your follower count.

​Experimenting with your content is how you figure out your own best practices, which will always be more personalized than industry standards.

Engage in conversation

Social media was created to help people make connections with other people. Even though brands have entered and occupied the space for a while now, that sentiment hasn’t changed.​It’s disruptive, and nobody wants to interact with a post that pulls them away from what they want their social feed to look like. The key to staying relevant on social is to engage in the conversations your target audience is interested in having — even if doesn’t have much to do with your product.

Final Word

B2B companies aren’t the only ones who can use these strategies for social media, and they’ve already proven that these strategies can work for a variety of target audiences — so why not try employing some of these strategies on your own audience?

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