How to Run Like Incentive FB Campaigns, Part 2: Construction Tips
Published: September 19, 2012
Author: Julie Stern Wills
Last month, I shared with everyone that the strategy of combining “Like Incentives” with advertising campaigns is a super-successful formula for acquiring a large number of fans – but only if things are planned and executed wisely!
Even if your brand is not one of the “known entities” or social media darlings (like Coca-Cola or Old Spice), you can still grow a significant raving fan base. Part 1 of this series provided some tips for setting up your Like Incentive campaign: Clearly define strategic objectives up front; set the right tone and back it up with a long-term campaign road map; and align your landing page with those goals.
The second part of this series, in turn, will focus on best practices of constructing “Like Incentive” campaigns – namely, to define the “right fans” to fit the goals you have already established, to construct the actual incentives accordingly, and to ensure that the elements that make up your ads are aligned with the above.
Would you “Like” to jump right in?
1. Target the “right” prospects to fit your overall strategic goals
Essentially, “targeting” is the most foundational aspect of any campaign. It’s not enough to just attract eyeballs and likes. You want to ensure that they’re the right kinds of fans – those who are excited to like your page, constantly engage with your brand, subscribe to your email list, purchase your products, share your content, visit your store, etc. (whatever your goals may be). While people have written detailed volumes on targeting practices themselves (Marty Weintraub is my personal favorite!), I’m going to keep this discussion fairly high-level for simplicity.
If you are a small business consultant wishing to incentivize business owners to “like” your page to gain access to the latest, greatest search marketing strategies, make sure to keep your campaign target numbers to around 200,000 at most for the greatest effectiveness. This may involve segmenting your campaigns by vertical.
For example, let’s say your firm provides search marketing services for an array of businesses – chiropractors, in this case. You have to be very careful that when you’re pinpointing your audience, you are not marketing to those who simply LIKE chiropractors; rather, you aim to target chiropractors themselves (even better – those who own their own practices). Therefore, do some research and use the precise interest categories to find, say, chiropractic associations or journals. This allows you to truly narrow your search and can definitely help ensure you’re reaching the right audience with your “incentive.”
If you’re targeting small business owners in a different sort of vertical (say, the veterinary industry), this approach may still produce a large audience size (over 200K). In that case, consider using the broad categories section as a supplement to pinpointing professional veterinary associations. You can possibly further target those who are veterinarians but who also own their own practices (i.e. the decision makers regarding whether or not to use your company’s search marketing services).
2. Create an “appropriate” targeted incentive for your potential customers
The corollary statement here is – avoid offering unrelated and/or unrealistic incentives. In business terms, ask yourself, “Is the incentive I’m offering aligned with the types of people I want as customers and what their needs are? Is this incentive consistent with the types of offers we will run in the future?”
I see giveaway promotions or “enter to win” contests all the time, aimed at getting “Likes” – however, many times, these ads are clearly non-targeted. The most notorious example is “Click LIKE for a chance to win a new iPAD!!!” Now, let’s consider…
If I own a chain of specialty running stores, advertising a contest to win a FREE iPad may attract a large number of new fans. But they may not be the right fans, the types of fans who will continually engage on the page and, most importantly, visit the stores (become a customer). A better, more targeted example may be to give away an expensive, state-of-the-art running watch with GPS capabilities – a product the stores actually sell!
I’m not saying that a FREE iPad is not a draw – I would probably enter to win myself! However, if I’m not really that into the brand/company itself, once I entered, I would most definitely either drop-off (unlike!) or ignore anything from this page in the future. Several online studies have also confirmed that the “unlike rate” after promotions like these can be as high as 50%!
Also consider that incentives do not have to simply be giveaways or promotions. Rather, the value your brand provides, if offered consistently, in many different forms (e-books, webinars, infographics, tips, etc.) could represent the “draw” that attracts and continually engages the right customers. Companies and brands like Hubspot, Fooducate, and Kim Garst are constantly offering value in a way that can easily be viewed as incentives to LIKE (and subscribe, and buy…).
3. Ensure the your ad’s elements are in sync with your goal & incentive
Finally, once you’ve mapped out the right target and incentive, the actual ad(s) must be designed in a way that resonates with and attracts your potential audience. The headline (in the case of external landing pages), body, image, call-to-action, destination page – and the alignment of your offer with your overall goals (which we touched upon in Part 1) – must all be considered.
As mentioned previously, Sephora is a great example of goal alignment from start to finish! One featured ad campaign explicitly states the benefit (15% off exclusively for Facebook fans); the customer encounters a Like Gate and clicks LIKE to reveal the offers that were promised.
Amy Porterfield, a FB coach/trainer, is a wonderful example of someone who constantly provides value and is always giving potential fans compelling reasons why they should “LIKE” and follow her. Her ad tone, design, and copy are consistent, on message, and tied seamlessly to the landing page.
In the following example, Amy appears to be incentivizing potential customers, primarily, to opt-in via email. She addresses her audience with an engaging question; if the answer is “Yes,” browsers will hopefully follow the “Click here” call-to-action for incentives they are already told they will be getting – weekly, FREE Facebook updates.
As you can see below, the internal landing page is completely in sync with the ad – not just its look and feel, but also with its promise. Literally, what you see is what you get.
In Part 1 of this series, we talked about the importance of ensuring that the landing page is aligned with campaign goals. Amy’s primary objective was to collect emails. Though I’m sure generating a “Like” is also important to her, she did not choose to put up any sort of Like gate here – that would have been asking too much. Most likely, if people opt-in, they will probably hit “Like” anyway, especially if they are confident in the value she will provide. In some cases, companies may still ask for the LIKE (e.g. “Like Our Page” text with an arrow pointing to the LIKE button) – but putting up a gate, when the objective is to collect emails, is too much. Bravo, Amy!
In sum, targeting the right customers to match your overall goals, creating appropriate incentives for this target demographic, and aligning the ad elements with these goals are all integral steps for constructing an effective Like Incentive Ad strategy. In short, know your (potential) customers. Understand what makes them tick – and CLICK!
Stay tuned to learn how to quantify and measure your successes (Part 3). Thanks! I would love to see your comments!