Facebook Advertising


Facebook, and Facebook Business pages

Imagine your Facebook page. You might be friends with hundreds, even thousands of people, you like many pages: companies, musicians, other blogs, shops, boutiques, etc. Facebook can only show you so much every time you log in. They can’t possibly show you all of the status updates, photos, videos, and ads that everyone has to offer. So they have an algorithm that delivers posts to your own page based on what you like, who you interact with, and your general interests – and that’s the stuff they show you.

I could like your personal Facebook page, or follow your Facebook Business Page, but if I never like any of your status updates I will most likely never see anything else if I don’t interact with you. I could follow your shop, but because your reach is small, I might not see your new item you posted because Facebook can’t show me everything in my newsfeed.

Basically, it’s hopeless at delivering your stuff – especially if you’re relying on it. In a way this is understandable. When you create a Facebook page for your business it can be really disheartening to see very low numbers of people actually viewing your posts, or liking them but that doesn’t mean you shouldn’t post to Facebook.

Facebook Myths

People worry that posting through third-party scheduling tools such as Buffer or Hootsuite can hurt your reach. Wrong. That’s not true. You just want to make sure your post doesn’t look scheduled. It needs to look authentic, not banal, not cheesy… make sure it’s factual and above all not spammy.

Facebook photos don’t always get the most engagement. They can help catch your follower’s eye, but it doesn’t necessarily equal engagement. Interesting, compelling content wins every time.

Don’t Sell

Facebook does not like promotional crap. Click here, 10 minutes left, sale ends soon, don’t miss out, join in on the action, Get it NOW…. NO! Facebook doesn’t like anything that is click-bait – meaning you’re telling people to click something. Don’t post overly promotional content. Be authentic. Explain why this post is interesting, but don’t tell me.

Why should I pay to have people see my posts?

Fact is, organic reach has decreased on Facebook. To be seen in your community’s newsfeed, sometimes you need to spend some money. It can be worth it. You don’t need to do it all the time, but a boost or ad every now and then can really do wonders. Promote only important posts. I know that’s vague, but posts that are really important to you. For instance, I promoted this post this month.

Promoted Posts Vs Facebook Ads

Promoted Facebook posts are just when you want a boost. You want your followers to see it. This is something I’ll do, maybe once a month, and for a small dollar amount, $5 at most. You can boost this in three ways: people who like your page, people who like your page and their friends, people you choose through targeting. I recommend doing the first two to start with. Once you’ve played around with this and measured the results, then move onto targeting. Targeting will refer to people with certain interests, age, gender and so much more. Targeting is more technical, but very effective.

Facebook ads are even more technical. Think of them as display ads like you see on other websites, but only for Facebook. With these you have complete control. You can target literally anything, have a call-to-action button, change out the image, and add a “vanity” website link.

You can also place these ads strategically: newsfeed, sidebar ads, etc. Your spend here can go up very very quickly, and you spend money over a variety of ads over a number of days. As for a boost, it’s usually a set amount in a quick time frame.

You can monitor all of this in your Facebook ads manager. It’s not always necessary to spend money to get reach on Facebook, but if you’re a growing business it does help significantly.

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