BeautyLink - Volume 8, Issue 4 - 24


How one school more than
tripled their engagement while
lowering their cost per lead
BY DERIK PARKINSON

"Most marketers
are selfish and
narcissistic."
-Seth Godin
(Interview on The
Tim Ferriss Show
- Aug. 9, 2016)

I

t's no question that Facebook is a
pay-to-play platform. Without money
behind it, your content will only
reach a fraction of those who like
your business' page. Even with strong
content, there is a chance very few
people will see it. It may not get enough
attention early on, causing Facebook to
bury it. It may go up the same time the
next kitten video goes viral, causing you
to lose out because Facebook decides the
kitten video is more appealing. There are
two common scenarios I see when schools
decide it's time to start paying to reach
more people.

You start to click "Boost Post." Facebook
promises that your post will reach a much
larger audience, so you buy in. You pay
some money and, hopefully, set up at
least some loose targeting. So they take
your money and go to work, putting your
content in front of (just a guess here)
women between the ages of 18-26 in your
area with an interest in cosmetology and
beauty. Then, Facebook comes back to
show you how great they have done with
your money. They give you a plethora of
reports; reach, impressions, CTR, CPM,
likes, comments, and on and on. Those
24

| B E AU TYLINK | TA LK I NG TEC HNOL OGY | 2 016

numbers look impressive; it reached way
more people than your usual posts do, and
all for just a little money. But did it actually help? Are you doing anything further
to nurture those who engaged with the
content? Unfortunately, the most common
answers are "No," or "I'm not sure."

You ditch the "Boost Post" button and set
up your Business Manager. (Pat yourself
on the back, because that is a great first
move!) You start to create some ads for
prospects to click to your website and fill
out a form to request information. The
plan may never really take off. Or what
seems to hurt a bit more, it may work
great for a short period. Then it stops
as if Facebook flipped some magic 'Off'
switch, and nothing you do can get you
back to where you started.
Both of these scenarios are painful
and probably expensive. What caused the
problem? Without a strong strategy and
good content, your ads cannot succeed
for long. With this article, I will lay the
groundwork for you to run more robust
paid social ads campaigns, spend money
in a better way, and increase your lead
count. One thing to mention before I get
started, even though I'll suggest content



Table of Contents for the Digital Edition of BeautyLink - Volume 8, Issue 4

Event Recap: CEA Annual Convention
Jim Cox: A Tribute and Toast
Getting to Know Adam P. Nelson
Best Tech Tools for Educators
Stop Wasting Money on Facebook
The Evolution of Beauty Education
Four Ways to Boost Your Brand Across Social Media
Is Your Business the Next Blockbuster?
Workings of Washington
And Then There's Compliance
Superstar Graduate
Beauty Changes Lives
Manlink
Step by Step
Message From The AACS President and CEA Chair
People & Places
New Product & Services
Associate Member Profiles: School & clinic Management Software
New School Members
Upcoming 2016/2017 Events
Index to Advertiser
BeautyLink - Volume 8, Issue 4 - cover1
BeautyLink - Volume 8, Issue 4 - cover2
BeautyLink - Volume 8, Issue 4 - 3
BeautyLink - Volume 8, Issue 4 - 4
BeautyLink - Volume 8, Issue 4 - 5
BeautyLink - Volume 8, Issue 4 - 6
BeautyLink - Volume 8, Issue 4 - 7
BeautyLink - Volume 8, Issue 4 - 8
BeautyLink - Volume 8, Issue 4 - 9
BeautyLink - Volume 8, Issue 4 - Message From The AACS President and CEA Chair
BeautyLink - Volume 8, Issue 4 - 11
BeautyLink - Volume 8, Issue 4 - Event Recap: CEA Annual Convention
BeautyLink - Volume 8, Issue 4 - 13
BeautyLink - Volume 8, Issue 4 - Jim Cox: A Tribute and Toast
BeautyLink - Volume 8, Issue 4 - 15
BeautyLink - Volume 8, Issue 4 - Workings of Washington
BeautyLink - Volume 8, Issue 4 - 17
BeautyLink - Volume 8, Issue 4 - Getting to Know Adam P. Nelson
BeautyLink - Volume 8, Issue 4 - 19
BeautyLink - Volume 8, Issue 4 - Best Tech Tools for Educators
BeautyLink - Volume 8, Issue 4 - 21
BeautyLink - Volume 8, Issue 4 - 22
BeautyLink - Volume 8, Issue 4 - 23
BeautyLink - Volume 8, Issue 4 - Stop Wasting Money on Facebook
BeautyLink - Volume 8, Issue 4 - 25
BeautyLink - Volume 8, Issue 4 - And Then There's Compliance
BeautyLink - Volume 8, Issue 4 - 27
BeautyLink - Volume 8, Issue 4 - Superstar Graduate
BeautyLink - Volume 8, Issue 4 - 29
BeautyLink - Volume 8, Issue 4 - The Evolution of Beauty Education
BeautyLink - Volume 8, Issue 4 - 31
BeautyLink - Volume 8, Issue 4 - 32
BeautyLink - Volume 8, Issue 4 - 33
BeautyLink - Volume 8, Issue 4 - Four Ways to Boost Your Brand Across Social Media
BeautyLink - Volume 8, Issue 4 - 35
BeautyLink - Volume 8, Issue 4 - Is Your Business the Next Blockbuster?
BeautyLink - Volume 8, Issue 4 - 37
BeautyLink - Volume 8, Issue 4 - Beauty Changes Lives
BeautyLink - Volume 8, Issue 4 - 39
BeautyLink - Volume 8, Issue 4 - Manlink
BeautyLink - Volume 8, Issue 4 - 41
BeautyLink - Volume 8, Issue 4 - Step by Step
BeautyLink - Volume 8, Issue 4 - 43
BeautyLink - Volume 8, Issue 4 - 44
BeautyLink - Volume 8, Issue 4 - People & Places
BeautyLink - Volume 8, Issue 4 - 46
BeautyLink - Volume 8, Issue 4 - New Product & Services
BeautyLink - Volume 8, Issue 4 - Associate Member Profiles: School & clinic Management Software
BeautyLink - Volume 8, Issue 4 - 49
BeautyLink - Volume 8, Issue 4 - 50
BeautyLink - Volume 8, Issue 4 - Upcoming 2016/2017 Events
BeautyLink - Volume 8, Issue 4 - 52
BeautyLink - Volume 8, Issue 4 - Index to Advertiser
BeautyLink - Volume 8, Issue 4 - 54
BeautyLink - Volume 8, Issue 4 - cover3
BeautyLink - Volume 8, Issue 4 - cover4
BeautyLink - Volume 8, Issue 4 - outserts1
BeautyLink - Volume 8, Issue 4 - outserts2
BeautyLink - Volume 8, Issue 4 - outserts3
BeautyLink - Volume 8, Issue 4 - outserts4
BeautyLink - Volume 8, Issue 4 - outserts5
BeautyLink - Volume 8, Issue 4 - outserts6
BeautyLink - Volume 8, Issue 4 - outserts7
BeautyLink - Volume 8, Issue 4 - outserts8
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