Survival 101: Facebook’s Robot Revolution

 In Articles
The first thing I’d like to say is: DO NOT BE AFRAID OF THE ROBOT…

It’s no surprise that we’re heading into the age of automation. Robots are doing everything from checking us out at the grocery store to putting new hearts in our bodies.

What a time to be alive, right?

Somewhere between groceries and heart surgeries is social media marketing.

We know that Facebook’s platform is largely based on machine learning and artificial intelligence, which will play an increasingly more involved role in our marketing.

But if you’re not anxiously waiting for the day that Facebook marketing becomes centered on content creation, you’re not thinking about this the right way.

Marketing, at its core, is about creating an interpersonal relationship with potential customers or clients and educating them along their path to conversion. This needs to be a one-to-one
relationship that’s custom tailored to a unique individual.

The ONLY way we could possibly scale this type of a strategy is with machine learning and artificial technologies. So as Facebook’s robot gets smarter, we actually have to do less of the cold and calculated” and can focus more on the creative and relationship-based work that humans are so good at (most of the time). 
Before we get way too
…out there…

let’s first consider what you can be doing right now to prepare for this.

Use a data-driven, behaviorally-based strategy!

If ever there were a thesis for an entire industry…

Our bread and butter at Flowlight is lead generation. We’ve helped companies grow their lead generation on social by leaps and bounds by drastically reducing costs through simple optimizations. Most notably, we helped a client reduce their CPL from ~$250 to $5 per lead and have sustained/scaled that strategy to hit record highs.

We actually start clients up with a very simple, two-step funnel.

Step 1: Traffic. First, you have to send traffic to the site using relevant blog posts targeted to audiences you pull from your audience/demographic research. The blog posts you promote should be relevant to your lead magnet.

Consider this a preposition that ties your prospects to your lead magnet. It’s the piece of content you need to tie a relationship between the prospect and the value you’re offering in the lead magnet.

For example, if your lead magnet is a free email list sample from your data-scraping, marketing database company, you probably want to educate your audience on why this is important in a series of blog posts that approach the matter from different angles.

Step 2: Retargeting. Of course, your next move is to set up a campaign that targets these users with the lead magnet, where they submit their email and enter your backend marketing automation via phone/email sequence.

There are two elements to doing this right data and behavior.

You have to be tracking the metrics that matter, so when you get started, you may find that the clicks you’re paying for are pretty expensive. You have to factor the cost of traffic in with your lead generation campaign efforts.

The key is to measure if your clicks are worth it down stream. The same goes for cheap clicks that don’t convert.

While folks are clicking on your content, if it’s not strong content, you may as well throw your top of funnel spend to the wind and target these users cold with the lead ads.

The top of funnel content works only if you’re doing a proper job of educating users on the importance of the eventual lead magnet you’ll be targeting them with.

You can gauge the success of these blog posts by a few key metrics on social, primarily Cost per Link Click and Link Click Through Rate.

The next step is to analyze these blog posts on Google Analytics to see if users are staying and reading the content. Are they bouncing when they get to the page or are they spending 2-5 minutes on a mid-length authority piece you wrote on the importance of list building?

You may even use the blog posts as a method of introducing or agitating a pain point and retargeting them with a lead magnet that offers a solution to the problem.

For example, we know how hard it is to build a list from scratch, so wouldn’t it be nice if someone came along and told us they had a database of emails with decision makers that were hot leads we could nurture?

This lead magnet would be much more poignant if we had just read an article that underlined the difficulties of building a list in today’s marketing environment, would it not?

By putting an article out, you’re testing audiences for signs of micro-intent, such as a click. The magnitude of that intent is based on your messaging and how much you’re asking of a user.

The same effect could be achieved with a video that illustrates a similar preparatory point. You’re motivating the behaviors and collecting users in buckets based on how far they’ve made it in your sequence, measuring, and going back to tighten up your nurture where there’s high drop off. 
If your conversion rates are abysmal, try new content. If the content isn’t working, maybe you need another step between the blog post and lead magnet. Perhaps a new lead magnet is on order.

Notice this is completely centered on the content and nurture strategy?

The key is to focus on rapidly iterating through a learning and creation cycle where you start with an initial strategy (simple strategies win at the outset). Once you get your data in from your initial experiment, you begin an evergreen journey into building and optimizing a social media funnel/sequence that converts leads and nurtures your avid customers in an evergreen sequence that they actually look forward to.

This strategy is the key to our success at Flowlight and is the same method we’ve used to build brands from scratch. All the way from 0-100k page fans with massive growth and brand engagement that we can tap into on-demand to drive webinar registrations, event sign-ups, book purchases, etc.

When you shift your focus to providing value and properly educating, marketing becomes easy and the more you emphasize on this idea here, the better prepared you’ll be when the robots take over.

While everyone else is screaming about how their latest hacks” aren’t working, you can rest assured knowing your brand following would seek you out, regardless of the digital marketing wizardry” cough (snake oil) cough you tried a month ago, but no longer works because of platform updates.

Facebook will continue to favor marketing strategies that improve their users’ experience and will reward ads that drive a conversation and get users to spend more time on the platform.

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