DIY Lesson on How to Advertise on Facebook:
The Basics: Boost Posts on Facebook. Part Two
Welcome Back to my multi-part series for a "DIY Lesson on how to Advertise on Facebook." If you haven't read the introduction you are missing out on the whole purpose of this conversation. We really need to understand WHY to advertise on Facebook and HOW to Align the Stars for your Business. So give a click here to understand the Advertisement Basics. It is a quick read I promise!
Meanwhile be sure to visit our NEW BLOG HOME at JoanneKleeMarketing.com/Insights today.
NOTE: This post is written in an informative and education tone, so expect definitions built into the content.
We have covered many Digital Marketing Terms in this blog series on Facebook Advertising. We have a consolidated list of terms here at our new blog home and website.
THE BASICS on a FACEBOOK Post
When you write something for your Business Page wall it is called a "Post." That post is seen (mostly) by those who follow your page. The post will appear in their newsfeed.
Over time you will want to check you INSIGHTS thru the Facebook Analytics. I am using images of my Facebook Page as an Example. Let's get to work.
Scroll Down the Insights Page to SEE MORE POSTS.
Keep clicking See More so you can scroll thru your posts. Do you see these numbers under REACH. That is basically how may people had your post appear in their newsfeed. Reach can be Paid or Organic. Click on the Terms Post to get a break down of these Advertising Terms for Facebook.
The older the post the more people have seen it, especially if it was popular. Engagement is another good indicator of Post Success. Engagement breaks down how many people interacted with the post in likes, shares and comments.
This Analysis is your POST activity. You can review which posts are the most viewed and most clicked on. Facebook also does a really great analysis of ORGANIC posts versus REACH. Organic means people saw it in their newsfeed or via a search. If your page is public it will appear through the key words search. REACH is a combination of actions on the post. Including Comments, Likes and Shares.
The older the post the more people have seen it, especially if it was popular. Engagement is another good indicator of Post Success. Engagement breaks down how many people interacted with the post in likes, shares and comments.
This Analysis is your POST activity. You can review which posts are the most viewed and most clicked on. Facebook also does a really great analysis of ORGANIC posts versus REACH. Organic means people saw it in their newsfeed or via a search. If your page is public it will appear through the key words search. REACH is a combination of actions on the post. Including Comments, Likes and Shares.
If you want to advertise on Facebook you can take this Post, which you already know had a really good response amongst your Facebook Fans and Boost or Promote it.
A little note on Which Post to Use: Posts that work really well for an Advertising purpose need to make sense. Posts topics include how you make your product, maybe a recipe or special offer, news about your location or a branding piece reflecting your business personality. Just make sure the post you pick is relevant to today, and a current offer or topic.
WHEN TO BOOST POST OR PROMOTE?
The post will show organically to (some) of your page fans. To get better reach - to reach more people - it will need to be boosted or promoted. Once you do either of these you can broaden the targeting beyond fans to other Facebook users. Also known as target market.
A little note on Target Market: do you know your businesses target market. That is your "ideal customer" the one who buys your products or services. Understanding you target market will go a long way in selecting the right type of ad to run for your business. Because remember at the end of the day we are ULTIMATELY advertising your business.
If the “Boost” button is used, the post will be shown with a “sponsored” message (we will explain that in TERMS below) to a larger number of fans. On the Boost Post Manager screen you can select fans, people who already follow your page, friends of fans or and entire new audience. If this is already getting frustrating just call me and we can walk thru the difference and see which ad is best for your business.
Why Boost a Post?
We know that your post already resonated with a bunch of your fans. Running the post again will possibly reach MORE of your fans that did not see it the first time. It can also create nostalgia with the fans who saw it already. You won't want to run the post too long because then people get sick of it. Thus the ad campaign method might be your best choice.
So here is the logic behind a Boost Post. Your fans really liked a particular post. Most likely your page fans have friends who like things similar to themselves. So why not promote the post to Friends of your Fans? Most likely these people are your ideal target market. This is a bit of a guessing game, so we really need to understand your product or service in order to see if this is the right strategy for you.
Why a Boost Post is not a blanket strategy.
For Example: if I am a restaurant owner and I ran a product special "Throwback Thursdays, $5 pints and appetizers. Let's reminisce together." It is possible that my fans will want to be reminded of this. Also many of my page fans might have friends that also want this special. . . or do they? Some friends don't drink. Or perhaps one of my clients is a guest of a regular and doesn't live near my business. WHAT TO DO?
Another example is perhaps I am a business owner and my recent post was an article on "How to Crotchet a Pink Hat" and the lessons I offer at my shop. My page fans clearly love the lesson with a new stitch method. Just because your page fan likes to crochet as a hobby does not mean their friends do. WHAT TO DO?
Consider your product or service and target market when you want to boost a post.
How does a Promoted Post work?
Let's keep building on the Boost Post. Maybe you decided that you DO NOT want to show the post to your existing page fans, nor the friends of fans. Instead you know who your target market is so let's find them on Facebook. You can take your Boost Post and select your audience by zip code, interest or demographics. This basically allows your to align the stars and AD that works and TARGET your market.
It looks identical to the other method of increasing a post’s reach where the post has been promoted to create an ad.
We have covered many Facebook Advertising terms in this blog series on Facebook Advertising. I recommend you take a peek at the list and familiarize your self or use it as a reference list on your Facebook Advertising Journey.
You're nearly there. . . If you have chosen to Boost your Post I will break down some basics on the next blog post. Good for you getting thru these details and growing your Facebook knowledge.
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Joanne
Owner | Consultant
Joanne Klee Marketing & Events
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