So, in our last blog article, we talked a bit about Facebook marketing and specifically promoted posts, along with some of their pros and cons. If you missed it, just to summarize: Facebook paid posts tend to stay on people's screens 5x as long as other advertisements, but have not yet proven themselves to be as effective as other online “push” advertising methods, especially for their somewhat higher average price.
Much of this, we believe, is simply because this is a very new tool in online marketers' box of tricks. It's going to take some time for people to learn how to make effective use of promoted posts, and to find ways to leverage how long they stay onscreen.
We won't take time covering “how to promote a post” because Facebook makes it simple. Whether you're a private user or a business, virtually anything you post to your Wall has a link attached to it that says “promote.” From there, you're about three clicks and a credit card number away from promoting the post. It couldn't be easier.
Making effective use of this feature, however, is another matter.
Making The Most Of Promoted Posts In Your Facebook Marketing
So, why promote posts?
The first reason is actually so that you get seen by your own fans. According to Facebook, only about 16% of fans will actually see any given post you make. Updates come so quickly on Facebook that unless someone logs in within an hour or two of your post, chances are, it will fall off the end of their news feed and not be seen.
So one of the most effective uses of these posts in Facebook marketing is simply to target your own fans, and increase the window of opportunity for them to see your posts. If you're new to Facebook promoting, our recommendation would be to begin here: Posts that are obviously aimed at people who are already fans of your brand.
Gaining New Eyes
Of course, promoted posts can also go out to people who've never heard of you, and here is where it gets tricky. Outright advertisements are virtually certain to cause people to block you. A lot of users are getting upset by the number of ads in Facebook, so using paid posts can be tricky.
The first and most important rule is: Do not pitch. The more fun, interesting, and non-sales-like your promoted post is, the better the chances of it being accepted by the viewer. In fact, the Social Media Examiner did a quick test and found that a “fun” post received more than twice as many clicks as a more traditional “advertising” post, and at a lower cost.
So, if you're looking for new fans, don't be pushy in your promoted postings. Keep those light and entertaining. Save the pitch for people who are actually coming to you.
Be Visual – Some Images Just Want to Be Shared!
It's fairly well-known by now, but visual posts are the most effective for Facebook marketing if you want Likes and Shares. Pictures and videos are always shared more often than text, as well as being pushed higher on a user's news feed automatically. Facebook likes people sharing visuals.
Again, don't look for blatantly promotional images. Look for ones that your target market would honestly enjoy. This is the part where it's going to be mostly on you and your data-collection efforts. Are your fans going to be more interested in sports? Funny cat pictures? Photos from public receptions and events?
Don't be afraid to experiment. Try out different approaches, and see which attracts the most clicks!
If you are serious about growing your business you’re going to need good marketing to make that happen. Call DeepSky Marketing for a no-obligation consultation today.
