How many hours a day do people spend on Facebook? The answer is probably too many. But for us marketing folks, that makes Facebook a goldmine. We understand the possibilities that Facebook offers when it comes to reaching our desired audience. The amount of people an ad or promoted post can reach with even a small investment, both monetarily speaking and in terms of your time, can be huge.
I recently wrote a post that talked about seeding your content. I discussed briefly how promoting a post with as little as $5 can make a big difference in the number of eyeballs that see it. Today I’m going to expand on that a bit in order to help you understand how advertising on Facebook has the potential to get you the results that no other social network can, unless you’re willing to pay a pretty penny.
Before you begin spending money promoting your content on Facebook, please understand that you have to have written something share-worthy and helpful to have success there. Creating great content is where it all starts. You won’t achieve the results you’re looking for through your social media efforts if you don’t have content that others will find trustworthy and engaging.
How Many People Are Using Facebook?
Facebook currently has a little over 1.32 billion monthly active users worldwide. Even though Facebook is clearly becoming a pay-to-play platform and some people aren’t too happy about that, the reality is that Facebook provides unrivaled targeting capabilities and a unique opportunity to connect and engage with your audience. Your company’s page is one of the best places to promote your blog content, share helpful tools and resources, and provide the kind of transparency consumers have come to expect.
Reach More of the People Who Matter Most to You
Now that your content has been created, it’s time to start promoting it and attracting your audience to your website. As I mentioned earlier, spending as little as $5 in combination with the right targeting can make a difference, but clearly you should match the budget to the type of promotion you’re doing; if you spent several months putting an ebook together, for example, don’t expect a $5 boost to make your effort worthwhile.
Here’s an example of a $5 Page Post Engagement ad we did that reached a total of 812 people and generated 17 post engagements. Non-promoted posts on this same account are typically reaching around 50 people and maybe getting 1-3 post engagements. So our Page Post Engagement resulted in more than a 1,500% increase in reach! It seems like a no-brainer to throw at least $5 at something you’ve put even a little bit of effort into, right?
You can see from the detail they provide at the bottom of the promoted post how much organic traffic was generated from this Paid Post Engagement (not sure why they show 426 in Ads Manager and 433 below the post):
What we’ve found is that post engagements significantly expand your organic reach, so your paid “boost” can result in considerable free traffic (but use Ads Manager and not that “Boost Post” button…you’ll have much better targeting options). We’ve also found that Shares are much more impactful than Likes in terms of increasing your organic reach.
How Do I Know I’m Reaching the Right Audience?
The ability to target ads to your ideal audience is where Facebook really shines. They use all of your activity – what you post for status updates, which pages you like, which groups you’re a part of, what you write on friend’s walls, etc. – to better understand the target audiences you should be associated with.
Facebook has many advertising options to help you choose the right targeted group. You can choose the location, gender, age, likes and interests, relationship status, workplace, and education of the target audience you are trying to reach. Our go-to targeting approach is to use Custom Audiences. You can base those off of known Facebook IDs, email lists, and apps. The one we’ve had the most success with, however, is “Custom Audience from your Website.”
The Custom Audience from your Website is created by placing a “Custom Audience Pixel” on each page of your site. This will allow you to target anyone who’s visited your website, even if they’re not a fan of your page. This is especially effective for “Page Likes” campaigns where you want to get someone to like you’re page right after they’ve visited your site.
If you’re trying to promote content on Facebook and you don’t have this code on your website’s pages, please go to Facebook Ad Manager right now, grab your own custom code, and get it on your website now…I’ll wait here until you come back to thank me in the comments below!
Interested in having ClickSeed create your content marketing plan and grow your outreach campaign? Contact us today and let’s talk content and outreach!