Roland Frasier
Roland currently is a principal in Idea Incubator which owns both DigitalMarketer.com and NativeCommerce.com and works in marketing businesses as a principal with Ryan Deiss, Perry Belcher, Frank Kern and many other digital marketing thought leaders. Roland has a real passion for business and putting deals together and is always on the lookout for businesses to buy, reposition and sell.
The content world is hungry. Creating enough content to feed customers and prospects is becoming a major problem for companies, especially smaller businesses with low ad budgets.
How does a business create high-output, high engagement rapid content? By defining their challenges and finding creative ways to overcome them. Challenge One: Creating New Content
The mistake businesses make is thinking they have to create new content. New content is a good plan but it takes time and maximum effort.
How can you create content without doing anything new?
For example, the workroom meetings that might seem boring to one person could be interesting to another. Making short videos based around the notes of these meetings and posting them to Facebook creates content, without having to curate a new content plan.
Social media users crave authenticity. Influencers have risen into their empires not by posting multimillion-dollar commercials, but in taking their own pictures and curating their own brand content. Content doesn’t have to be top notch quality when it comes to videos and photos. Social media users want to see authentic moments, not a million dollar commercial campaign.
Money and time don’t have to be determining factors of the quantity of
content.
Challenge Two: Low Reach
Even great content is meeting a pay wall on Facebook.
How can you create content and get it seen?
Using this ad budget strategy, Roland Frasier has grown his Facebook fan page from 100 followers to 730,000 followers with 200,000-300,000 video views per week.
Using authentic content curated from work room meetings, Frasier creates videos based off of his meeting notes. Each video is promoted on Facebook with an ad spend of $50, for five days. This means each day the video uses
$10 of ad spend to be promoted to the target audience for five days. The video is promoted to Facebook users in eight countries, the United States, UK, Canada, Australia, New Zealand, South Africa and the Philippines. The video is targeted to 11 interests that are all entrepreneurial based.
Using these parameters, Frasier has created 68% engagement on posts and grown to 730,000 followers in six months. His growth measures approximately 30,000 likes per week.
The $50/post strategy is used to build brand awareness. To sell a product or
service, the ad budget is increased.
Challenge Three: Will It Monetize?
Content and reach are the first two challenges to overcome for a successful Facebook ad strategy. The successful intersection between these two factors leads to sales, if the content can be monetized.
How does the content make money?
Creating content that sells does not mean a business needs to reinvent the wheel. What has worked in the past and how can it be implemented for this product?
For example, let’s say the product is a business coaching membership. Creating an intensive, a small meeting of fifteen people, to talk about the membership and the value it provides is a marketing strategy called a
Mastermind Group. The first successful Mastermind Group was in 1892 and it cost $1,892 to attend. Taking this number, Frasier created a social post
promoting an intensive. The tickets cost $1,892 each. The Mastermind Group was promoted with two social post and 37 seats were sold. Frasier achieved
$70,000 in profit just by posting to social media.
For a social post curated to promote a service like the Mastermind Group, a
$500 budget for five days, at a total of $35 per day is used. It’s promoted to
81 interests, aged 18-65 and ten countries.
At this stage, Facebook has successfully monetized itself as a platform, increasing content and putting it in front of prospect customers. Pushing a product on the platform has potential to 10x a business in one year.
Agencies, advertisers, professional services, high-ticket consulting, investment funds and masterminds can specifically be promoted using this high engagement Facebook promotion technique.
The content world is hungry. Using time and resources efficiently, curating content to feed customers and prospects doesn’t require a massive ad budget or content calendar. Curate content off of the daily work schedule and use Facebook’s calculated promotional algorithm to put it in front of the right people.