Categories audienceFacebookLead genmicrotargeting

Your killer PR team works for a dollar a day!

Imagine being able to hire a top notch PR team that could tell your story to the press, industry influencers, and potential customers?
Normally, they charge $7,500 a month for a basic retainer, but you get them for a dollar a day.


The results are tremendous.


You get quoted in major news publications.
Clients come rolling in, since they’re heard about what you do.


Imagine what it would be like to never need to cold call or sell again.


This is what happens when you use workplace targeting on Facebook effectively.


You need these key ingredients:
  • A third party endorsement of your skill in a particular area– not your sales literature or what’s on your website.
  • One dollar a day, but it could be more.
  • An on-going commitment to create helpful content on a daily basis, as opposed to only promotional material.
  • A product or service worth talking about, evidenced by happy clients, online reviews, etc…
  • Patience, since generating word of mouth and influencing the press takes months.
Let’s peek over Alex’s shoulder to see he does it:


1) A third party endorsement of your skill.
Alex is speaking at #ICON14 about how small businesses can generate success via Facebook.
In this interview, he provides his story and some of his techniques.



2) One dollar a day in Facebook ads.
We’re spending up to $50 a day here, as we’re going after a large target for the CEO of our company.
But if you are using this with a micro-targeted audience, you can get some results at just $1 a day.



3) An on-going commitment to creating content.
Alex interviews thought leaders, writes about ad optimization, and shares his best knowledge a few times a week.


4) A product or service worth talking about.
You need raving fans as your initial ingredient and a story that captivates your audience.
This is the hardest part, since you can’t be blatantly selling your product.
Our vision is to create jobs for students and provide ROI for businesses.


5) Patience.
Alex has been an internet marketer since the age of 14.
Many people don’t realize that it takes years to build a thriving business.





We’re targeting the major news outlets– people who work at the New York Times. LA Times, TechCrunch, Wall Street Journal, and so forth. The click-through rates on the posts are low, but that’s okay with a highly educated audience that is skeptical, by default.


Journalists at USA Today had the lowest CTR of 0.84%, while those who worked at the Daily News were at 2.3%, three times more interested.
We reached 1,633 folks at the New York Times, of which 24 people clicked to read the interview.


Not clicking on the promoted post is not a bad thing.
Creating brand awareness is important and we often get phone calls even when there’s no click.


Sometimes, one click results in a screenshot or link that gets forwarded all over an organization.
So note that measuring influencing the media is not about consumer engagement metrics.


Here’s what the sponsored post looks like after a few days:



With 111 people liking this post, we generate social proof and momentum.
Generally, when you run an ad, it starts to burn out over time— people are tired of seeing it.
But sometimes, if your content is interesting enough, the social proof effect overcomes the frequency burnout.


When you openly share your knowledge, the other experts in your field promote your content:



So their network becomes your network and vice-versa.
And the likes from each of these interactions drives further engagement.


This dollar a day workplace targeting tactic is the gasoline you pour on the fire.


Have you tried it?
If so, how has it been working for you?
Dennis Yu :Dennis Yu is the CEO of Blitzmetrics. He is an internationally recognized lecturer in Facebook marketing, having been featured in The Wall Street Journal, New York Times, LA Times, National Public Radio, TechCrunch, Fox News, and CBS Evening News. He is also a regular contributor for Adweek's SocialTimes column. Dennis has held leadership positions at Yahoo! and American Airlines. He studied Finance and Economics from Southern Methodist University and London School of Economics. Besides being a Facebook data and ad geek, you can find him eating chicken wings or playing Ultimate Frisbee in a city near you. You can contact him at dennis@blitzmetrics, his blog, or on Facebook.

View Comments (5)

  • Great post, lots of insight. How would you translate this campaign to target a single position (ie: ceo or cmo) in certain industries? My goal would be to create awareness of me as a YouTube consultant within the company. Not looking for immediate results... just awareness.

  • Hey Alex!

    Awesome Read.

    Can you clairfy what kinds of keywords you used when targeting the specific newspapers?

    Thanks for your help!

    Cheers xx

  • Hi Dennis, I'm a little unclear about one thing. For boosted posts to work, do you have to create posts on your Facebook page on daily basis, multiple times a day or can you post whenever & boost that post on evergreen without regularly posting to your page?