Pay to Play on Facebook: Does it Pay?

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Facebook is a beast of a marketing platform, that drives amazing results. Period, end of paragraph.

Brands still struggle to get their head around this for some reason.  Facebook (like most platforms) gave “the goods” away for free at first (and for a long time) and once they grew up and decided it was time to make some money, people freaked out. This is a mistake, because A) of course that was coming, B) you just need to be nimble and adjust and C) if you aren’t taking advantage of this paid platform, then you are leaving a lot of money on the table.

I just think everyone needs a reset of sorts, to help them reassess Facebook in general. There is nothing more powerful in your arsenal and you must incorporate it into your digital plan. Remember, when you pay Facebook, you are unlocking their awesome targeting opportunities and you are guaranteeing delivery of content to a specific audience. Not partaking because you are angry that Facebook transitioned to a pay to play platform is the definition of cutting off your nose to spite your face. DON’T DO IT!

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Take the image to the left for example. This client was running a special on Good Morning America and offering a limited time offer of 50% off, as a way to generate e-commerce sales and acquire new customers. They have a very high retention rate (because their products are awesome) and they wanted to bring in revenue to their site (for a short term $ boost) and to help create some new user profiles, that would likely translate to long term and repeat customers. It is all about Life Time Value (LTV).

To help stoke the flames of this offer, we decided to boost this timeline post to two strategic audiences for $50 each. Fans of the brand (many of whom might not have purchased on the website before) and website visitors, who had not yet purchased on their website. This means they had been to the site, but never consummated a sale.

The results: 22,000+ reached, 378 clicks and (not seen here) $953 in revenue from this one post.

This was a solid investment from an up front ROI point of view, and an excellent way to initiate the life time funnel. Now we can implement some email CRM sequences and engage them in a much deeper conversation with the brand.

Did it pay to play?  Yessir.

 

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