How-To Properly Use Promoted Posts on Facebook
Promoted posts on Facebook is a simple, inexpensive way to gain more views on an article, promotion or exposure for your Facebook page, depending on what your marketing goal is will ultimately decipher your end result. Although it is an easy way of getting seen further on Facebook, you need to know when and what to promote so your efforts don’t become a waste of time or lose the true effects a proper promoted post can do for your business.
A promoted post on a Facebook page certainly reeks of an advertisement, you must remain socially focused, which means that you cannot fall back into the traditional way of promoting your business, instead, you need to think of the consumer/Facebook user and write for them in order to gain attention.
You need to be aware prior to attempting your first promoted post on Facebook that although you are willing to pay to extend your brands reach on Facebook this does not mean you will. Therefore your wording is just as important as the dollar sign’s you put forth within a promoted post. You do not want to simply randomly pick a status update, article or promotion, think it through and come up with something that appeals to the masses, especially if you are looking for engagement.
Here is an example of a small community oriented page regarding social media (a page I own) and with just $10 I wanted to see what a promoted post could do for my page, if anything. I chose to promote a post the weekend of the movie, The Hobbit and my goal was to increase engagement. With that said I thought of a status update, found and credited a related image and proceeded to promote:
“As The Hobbit movie premieres this weekend, we want to know what are some of your favorite quotes/sayings from the previous LOTR film trilogy? [image: filmofilia http://bit.ly/UKMvO8]”
My reach was to have the promoted post shared with people who liked the page as well as their friends. The results concluded that the $10 paid for 594 views but it ended up receiving 2,008 people seeing the post, 1,420 people saw the promoted post organically (which means they saw it within their news feed or on the page itself) and 217 people saw the promoted post virally (from a friend). This generated 8 page post likes, 6 page photo views and 5 comments. Perhaps this may not sound like a lot to many but for a small sized page, this in fact was and the promoted post became the most popular page post for the page.
I chose to promote the post for two days and began it in early morning due to my time zone (this will also be the time in which it will end). I also put a daily limit of $10 as well, in the instance that it did take off I did not want to end up paying too much. Even so, the limitations did not prevent the promoted post to be successful at gaining attraction and engagement to the post. Ideally you need to choose a time that will also have the post seen more so than in the middle of the night. Good times would include mid-morning, mid-afternoon and possibly early evening, again depending on what type of post you are promoting.
If you are looking to promote a post on Facebook be sure to choose carefully, use a trending topic to increase your chances and be sure to ask questions, remember to go outside of just the people who have “liked’ your page and keep an eye on your Ad manager statistics as well as your insights for your page to see if the promoted post worked for you (ideally you want to reach for more people than the number of people who have liked the page). Of course, promoted posts may not be for everyone, but can be ideal for niche topics, subjects and industries, especially when done the right way.
A promoted post is not advertisement, it is a way to gain more attention to your page, even website and can gain you more “likes” not just for the promoted post but for your page as well. If you make an effort to think like the customer you just might gain one, or two but ultimately the way in which you choose to promote, what you promote, when you promote and what is said within the promoted post falls on you and the results will show if done properly.
[promoted posts image via socialtaps]