Facebook lowers your ad price the more people LIKE it.
You get 10x the exposure and profits from likable ads compared to unlikable ads.
Why? Facebook charges you less for likable ads because they need to keep their users. They want people to like the Facebook experience. Unlikable ads could make users leave Facebook. But likable ads make Facebook a great experience for everybody.
Mark Zuckerberg said, “Our goal is to reach a point where ads are as relevant and timely as the content your friends share with you.?
He’s rewarding you for creating ads people like.
The price of the ad is inversely proportional to the click rate- this goes for all clicks and interactions on an ad or an advertised post. The more people interact with it, the more affordable and profitable it is.
So you want to get higher engagement rates and click-through rates.
Here?s a dog post that reached a million people for just $400.
Why a dog? People LIKE dogs. What else do they like?
- News, especially if it benefits the audience
- Humor… keep it inoffensive and broadly appealing
- Tip and how-to’s… this blog post, for example!
- Amazing pictures, facts and stories
- Puppies, babies, bacon, kittens, pandas, recipes, cool stuff, fun stuff…
“But,” you say, “none of that is relevant to what I sell!”
It can be.
You can LEARN to make a dog (or any other likable things) relevant to your business.
That’s part of being a good marketer. Or becoming a great one.
You might call it BS’ing… if you want to judge it. But you can do this in a valid and true way. Look at my article on what my dogs taught me about marketing.
All those points are true… but they’re also an excuse to benefit from this crazy dog post. And now that blog post has been shared over 2,000 times!
You may already know how to say or write great sales messages for your company or products. But people don?t always LIKE pure sales messages.
If you put them on Facebook and they get ignored, or interacted with at a low rate, they’ll cost you more, eat into your profits and you’ll get less results for whatever your ad budget is.
It’s unfortunate, but a lot of people’s first instinct about what to advertise or market is all about them, all about their company. People don’t care about that. They care about themselves. They want to know how your product can help them. But before they’ll even pay attention to find that out, you have to get them interested.
For pete’s sake, there are posts of skiiers on top of the Alps and people snuggling with baby elephants above and below your boring post about you and your business. That just won’t cut it! Your post needs to be much more interesting.
If you can connect your product to what they do care about, they’ll pay attention. For more on connecting your sales message to posts people will enjoy, read my recent piece about memes.
If you make your sales messages more likable, they’ll click, and you can get 10x or even sometimes 100x the exposure for the same ad spend.
Plus, when you market with things that people love, they’ll love your company more because of it. This creates a differentiating advantage for you over the competition and increases your chances of getting and keeping a loyal customer.
Brian Carter is the #1 bestselling author of The Like Economy, Facebook Marketing, and The Cowbell Principle. His 18 years of business success guide The Carter Group, a digital marketing agency that boosts profits for growth-minded businesses by creating and executing innovative ideas that get results.
Brian has worked with companies of all sizes, from small and medium-sized businesses to NBC, Microsoft, and Universal Studios. He’s been interviewed by Bloomberg TV, Mashable, The Wall Street Journal, and Entrepreneur Magazine. Brian has taught more than 25,000 students, has more than 150,000 online fans, and has reached over three million people in the last year.
Matt Clark is the Chairman and Co-Founder of Amazing.com, a serial entrepreneur, and investor. He’s been featured on Forbes, CNBC, and Entrepreneur.com.