...and it never was
If you ever log out of Facebook, you’ll notice the home page proudly declares “Sign Up – It’s free and always will be.”
That’s true if you only want a personal page to keep tabs on family, friends and to secretly check what your high school classmates are doing now. Not so if you’re marketing your business on Facebook. It costs time and money to build a Facebook audience if you want to effectively advertise online.
What Does Your Facebook Page Need?
It’s not enough to simply create a Facebook page. That’s like opening a store and not stocking it with anything.
All social media profiles need original pictures, value-adding content, and someone to interact and engage with people, all of which takes time. To have someone do it effectively in a way that builds your brand costs money.
After your page is verified and established, the next step is building your audience. The best and most original content in the world is no good if no one sees it. Paid advertisements are necessary to boost the number of people who see your posts.
Because there is no limit to the number of times you can post in a day, Facebook restricts the number of people who receive your posts, even if they like your page. If your Facebook page has 300 likes, around 40 people may actually see your update. That number could be smaller depending on how often your followers log onto Facebook and how active they are.
Spreading Your Message
People input their personal details when they sign up for Facebook. They tell Facebook their age, their gender, their interests, and where they live. You can use this information to be very specific about who target with paid Facebook advertising.
For example, if you only want to target women between the ages of 27 and 31 who live in Christchurch and like the movie ‘Bridget Jones’ Diary,’ you can. That’s probably more specific than you need to be, but it proves your focus can be as narrow or as broad as you want so you don’t waste money targeting people who have no use for your products or services.
You can spend as little as $1 per day or as much as you like, but $20 should get your message in front of between 1,100 to 2,900 people. That’s quite a big difference, and I’ll explain why a little later.
Boosted posts appear in your Facebook newsfeed as you scroll through, looking at what your friends and family have posted.
Facebook thrives on interaction, so your boosted post should have a call to action that encourages people to like or comment on it. Why? If, for example John engages with your Facebook post, it will appear on John’s friends’ newsfeeds with a notification that John has liked or commented on your post. If John’s friend Jane also likes your post, it will appear in Jane’s friends’ newsfeeds too, and so on and so forth.
This sponsored post from Fly Buys has 204 'Reactions;' people liking, loving or laughing at the post. Two people have commented and three people have shared it, meaning this post is now visible on their personal Facebook page.
That’s the reason there’s such a large variation in the number of people who will see a boosted Facebook post. A post that people like, share, and comment on will be introduced to a wider audience than a post with no interactions.
Traditional media like newspaper, radio, and TV don’t offer such accuracy when targeting potential customers. They also cost a lot more to reach a similar number of people, and after your advertising campaign has ended, they can’t measure the results effectively.
You can see for this Facebook advertising campaign, $40 boosted their post in front of 7,272 people resulting in 574 total engagements. Underneath, the engagements are broken down into likes, comments, and shares.
This campaign targeted both men and women between the ages of 27 and 65 who live in two geographic locations. The results clearly show this campaign had better engagement with women, and was most popular with the 55 - 64 age bracket.
Traditional marketing methods through newspaper, TV or radio can't offer such accurate measuring and reporting information.
Even if your brand is a household name, you still need a mixture of great content and boosted Facebook posts to build an online audience. Facebook can be a fantastic tool for growing your business, but it’s not free. You need to invest time and money to reap the rewards.
If you want to know more about social media marketing strategies or boosting Facebook posts, contact Inform PR for a free consultation.
If you're looking for ways to make your business stand out and get noticed, you've come to the right place!