Organic Facebook Campaign
This is an overview of a campaign to increase brand awareness through organic reach on a Facebook
business page.
I divided my posts into 3 categories:
Informative: Content that answers specific questions
Brand Focused: Content that reinforces brand narrative and trust
Viral Content: Content designed to bring traffic to the page
The Objective:
I was tasked with generating brand awareness with 0 ad spend. The client wanted to build up the business page so that when there is an increase of demand for bankruptcy, Jumpstart will have an organic reach.
When I started this campaign, there were 0 followers and one post. My strategy was to use viral content and outside engagement to drive traffic to the page.
I divided my posts into 3 categories:
Informative: Content that answers specific questions
Brand Focused: Content that reinforces brand narrative and trust
Viral Content: Content designed to bring traffic to the page
Viral content like memes and gifs exposed the page to a large audience. These memes and videos related to bankruptcy so that the content did not appear misleading. The brand focused content overlapped the viral content seamlessly so that visitors encountered a consistent narrative. The informative content is designed to answer specific search engine questions for a higher intent audience. Providing this copy improved the long term relevancy of the page.
I have provided 7 posts/blogs that I created over the course of 3 weeks. I explain how this strategy achieved organic reach. At the end of this campaign, the page had 11 likes.
I divided my posts into 3 categories:
Informative: Content that answers specific questions
Brand Focused: Content that reinforces brand narrative and trust
Viral Content: Content designed to bring traffic to the page
The Objective:
I was tasked with generating brand awareness with 0 ad spend. The client wanted to build up the business page so that when there is an increase of demand for bankruptcy, Jumpstart will have an organic reach.
When I started this campaign, there were 0 followers and one post. My strategy was to use viral content and outside engagement to drive traffic to the page.
Viral content like memes and gifs exposed the page to a large audience. These memes and videos related to bankruptcy so that the content did not appear misleading. The brand focused content overlapped the viral content seamlessly so that visitors encountered a consistent narrative. The informative content is designed to answer specific search engine questions for a higher intent audience. Providing this copy improved the long term relevancy of the page.
I have provided 7 posts/blogs that I created over the course of 3 weeks. I explain how this strategy achieved organic reach. At the end of this campaign, the page had 11 likes.
Posts
Brand Focused
This post is designed to reinforce the personality of Jumpstart through using relevant content. I created a short blog and linked it to an other blog about someone’s personal story about debt. This post had a higher than average engagement percentage of 14%. There were a total of 20 posts clicks with 5 total link clicks. This was out of a total of 140 views. I gave the post exposure by sharing it to relevant groups and pages about personal finance the week of Thanksgiving. I alter the approach depending on the page. If there are rules against posting content that advertises a business or promotes a blog, I share relevant content like questions or memes that drive traffic to the business page.
Brand Focused
This post is designed to reinforce the personality of Jumpstart through using relevant content. I created a short blog and linked it to an other blog about someone’s personal story about debt. This post had a higher than average engagement percentage of 14%. There were a total of 20 posts clicks with 5 total link clicks. This was out of a total of 140 views. I gave the post exposure by sharing it to relevant groups and pages about personal finance the week of Thanksgiving. I alter the approach depending on the page. If there are rules against posting content that advertises a business or promotes a blog, I share relevant content like questions or memes that drive traffic to the business page.
Brand Focused
This is another post designed to reinforce personality. Its objective is to bring page views and page likes. This post reached 322 people and had 22 engagements. This post works in tandem with another viral meme that I posted on other Facebook groups. The meme is from the same episode. It builds a clever narrative that brings levity to bankruptcy. This was designed to remove stigma around the subject. You can view the meme that I used in the 5th post down. I pinned this post to the top of the page so that when the meme brings visitors to the page, this video is the next post they see.
Informative
This is an informative post designed to capture an audience specifically looking for a budget tool as well as instill trust for those visiting the page. I created the form using google forms and connected it to an excel sheet that maps expenses and income into a simple visual format that helps with budgeting. I iframed the form onto the site so that visitors will be able to contact a Jumpstart attorney and explore the site for more information.
Encouraging visitors to explore every option available when considering bankruptcy demonstrates that our intention is to advocate for the client’s interest over our own. I thought that it was important to reinforce this on the page because I was engaging with a skeptical audience intending to do their research before moving forward with bankruptcy.
Informative
This is an informative post designed to capture an audience specifically looking for a budget tool as well as instill trust for those visiting the page. I created the form using google forms and connected it to an excel sheet that maps expenses and income into a simple visual format that helps with budgeting. I iframed the form onto the site so that visitors will be able to contact a Jumpstart attorney and explore the site for more information.
Encouraging visitors to explore every option available when considering bankruptcy demonstrates that our intention is to advocate for the client’s interest over our own. I thought that it was important to reinforce this on the page because I was engaging with a skeptical audience intending to do their research before moving forward with bankruptcy.
Informative
This is another keyword focused post. Its intent is to attract people searching how to get out of debt. This audience target is a little further down on the conversion funnel than people searching for a budgeting tool. I applied the same strategy of posting to and engaging with relevant groups. I wrote a short blog and linked it to another article.
All links in my posts are attached to the website. When I share a link like this, I frame it in Jumpstart’s Blog with a little bit of commentary and strategic keywords. This opens more possibilities for leads and improves the SEO of the site.
Viral Content
This post combines a viral meme I created with an informative post about the stigma of bankruptcy. This mixes humor and a reputable source to break mental barriers people may have about the subject. This post had the most engagement with 40 post engagements out of a reach of 307 and a total of 8 link clicks.
Viral Content
This post combines a viral meme I created with an informative post about the stigma of bankruptcy. This mixes humor and a reputable source to break mental barriers people may have about the subject. This post had the most engagement with 40 post engagements out of a reach of 307 and a total of 8 link clicks.
Informative / Targeted
These are two full blogs that I posted on jumpstart.com. These posts are keyword focused and are directed at visitors with high intent. The keyword phrases are specific questions that people in pressing financial situations would be searching. The strategy was to use these posts in a targeted way once we had enough visitor data from the Facebook pixel. This campaign would be combined with Google Adwords. The Idea is that data from Google Adwords would allow us to create a look alike audience in Facebook once we would have enough events recorded on these pages. This lookalike audience would be the basis for a targeted Facebook and Instagram campaign.