Did you know that Facebook shows business page posts to only about 1-2% of people who like those pages? That means that a page that has 1,000 fans, only about 20 people may actually see the post.
As a business owner, you have probably asked yourself many times: Is promoting posts on Facebook worth the money?
While it’s free to post on Facebook, chances are most of your audience just isn’t seeing your posts.
So the short answer to this question is YES!
The longer answer is yes, BUT make sure you’re doing it correctly.
Your first step in getting started is to make sure you have an Ad Account in Business Manager. Facebook lays out those steps for you HERE.
When you are ready to spend money on Facebook, there are two options: Boosting a post and creating a Facebook ad campaign. There are some key differences between these two.
A “Boost” is what you’ll see when you’re on your page with the blue button. While this option can be a quick way to get your post in front of more people, it is limited in its functionality and gives you only a handful of options to target your audience.
When spending money on Facebook, you want to be strategic so that your posts will get in front of the people who are most likely to engage it with it and consider doing business with you.
That’s why you want to use Facebook Ads Manager.
Customizing Audiences in Facebook Ads Manager
One of the biggest benefits of using Facebook Ads Manager is the ability to customize your target audience. You can select your target audience in several ways — locations, age groups and interests are just a small portion of the options.
You can create audiences using your customer lists from a CSV file, website visits, Facebook/Instagram page engagement, video views, and more. You can create ads to target those people, as well as creating a “lookalike” audience to find people who share similar interests but are not included in your other audiences.
You should also install a Facebook Pixel on your website so you can target people who are visiting your website. The pixel helps you track traffic from Facebook to build custom audiences for you to target later.
How Much Should I Spend on Facebook Advertising and What Should I Promote?
Businesses with lower budgets may want to start with dedicating about $100 a month to Facebook ads. You should split this money up into three or four posts per month that are promoted.
You also want to think strategically about those posts you want to spend money on. Do you want to sell a product? Increase your brand awareness? Drive more traffic to your website?
Choose posts that you believe will resonate not only with your current audience, but those people’s friends and family. Your post should get the audience to think about how it will help them.
After you have boosted a post, monitor how it’s performing in Ads Manager. Are you not seeing the results you had hoped to? You can stop your campaign and spend that money at another time.
The Benefits of Promoting Facebook Posts
First off, yes, this will assure that your post reaches a larger audience. It will also increase the organic reach of your posts as more people interact with it. This gives you additional opportunities for engagements and new page likes.
You also get increased visibility with promoted posts. They show up higher in users’ News Feeds giving you much more exposure.
You’re also getting your message out to people who will be interested in your business, but have not reached yet. If you are using your audiences effectively, people who see your promoted posts a few times will start to recognize your brand and could turn into customers. It’s a really easy way to stay at the top of mind when people are ready to buy something.
But Wait, There’s More!
When it comes to Facebook advertising, there can always be much more. But if you take just a little bit of time to explore Ads Manager, you can have huge results. This can lead not only to an increase of likes on your page, but an increase of brand awareness and customers as well.
If you have lingering questions about Facebook Ads, drop us a line at The Social Ginger and we’ll see how we can partner with you to enhance your online presence.