If you’re not getting as much fan engagement as you’d hoped through your Facebook posts, then it might be time to take advantage of the new “promoted posts” feature. Due to the changes in Facebook's News Feeds, it is estimated that only about 10 percent of your fans actually see your Facebook posts. Choosing to promote a post, with their new feature, guarantees that more fans will see it.
Some people think that just because a fan “Likes” your page, they don’t need to market to them. However, those fans are the most likely to respond to a post only if they see it. You can choose how much you want to spend for a set number of fans reached per post, but it’s limited to the total number of fans that you have. The pricing starts at $5 for 400 fans and goes up from there.
Here, I'll go through the steps of how to use the promoted posts feature. You can then decide if this is something that your marketing strategy can benefit from.
Promote a New Post
As you are writing your newest post or uploading a photo or video to share, you will see a promote button at the bottom of the box. Click on the button to select your options. Don't promote every post; reserve this feature for posts with calls to action. For example, promote a free eBook or a training courses; in these cases you can capture e-mails in the process. Also, look at the posts that get the most engagement—those are the kinds of posts that will get even more engagement when promoted.
Select Your Cost
The more you are willing to spend, the more reach your post will have. Remember, these posts are only going out to your fans. Paying for more reach than you have fans isn’t going to do you any good. Spend what makes sense. Next to each price, you will see the estimated reach number. A word of caution here—these are suggested numbers. My experience is that these numbers vary depending upon the topic.
Once your post is complete, and includes a call to action, you can save or publish the post. It will show as a promoted post along with the amount you budgeted for it. You’ll be able to see how many people have been reached at the bottom of the post as well. The campaign is set to run over about a three-day period by default.
Promote an Older Post
If there is a recent post that you want to try to get more reach with, you can click on it and at the bottom you'll find a "promote" button. Follow the same steps of selecting a budget and number of people you want to reach, and re-post it. You can’t go too far back in your posts, though. If it is eligible for promotion, you will see the promote button at the bottom. If it is a post that is not eligible to be promoted, but it got great response back when you first posted it, consider rewriting it and posting it anew.
When you choose to promote a post, make sure you do everything you can to get your money’s worth. Always include a call to action: Encourage your fans to sign up for your mailing list, grab a free copy of your new e-book on your website, ask for comments and questions or announce a contest.
If you’re still not sure that a promoted post is worth the cost, conduct a little experiment: Spend $5 and see what your results are for that post. You might be surprised at how much difference a little investment can make.
John Jantsch is a marketing consultant, speaker and author of Duct Tape Marketing and The Referral Engine and the founder of the Duct Tape Marketing Consultant Network.
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