Promote your content on Facebook effectively by following these 6 steps to get the most bang for your advertising buck.
I’ve invited Denika from Social Elucidation to share her plan on how to effectively use Facebook (and Instagram) to promote your content. You create amazing visual content, get good engagement and Facebook tells us to boost it, but should we? Here are 6 things you should do before you spend money on Facebook advertising.
1. Don’t Boost
Boosting your Facebook (or Instagram) post may seem like a quick and easy way to promote your content but it is not an effective way to engage potential customers. Facebook wants to make money so they make it as easy as possible to use their advertising “Spend $9 and get your post viewed by 3,000 more people”. If you’re spending money on advertising though you should have a plan. What do you want people to do when they see your post. Hit the like button? Or do you want them to go to your website, visit your page or buy a product from you? By boosting a popular post or image you aren’t going to get these actions from the people who view it. They’ll like it and move on and that brings no value to your investment. Which brings me to,
2. Have a purpose
Don’t pay to have your post put out there if you don’t know what its purpose is. Most of your content on Instagram or Facebook is probably designed to be funny or engaging, to tell a story, or to share an idea. They aren’t designed to convert your viewers into paying customers. You need a marketing strategy for that. When you create an Ad Campaign on Facebook you can specify what your desired outcome is and tailor your content, your images, your links and your ad layout for that purpose.
3. Know your target market
Knowing your target market and defining your ideal customer is one of the most effective tools in your marketing strategy. The saying goes
If you’re marketing to everyone, you’re selling to no one.
You can specify the audience that Facebook shows your ad to. But before you can do that you need to know who your ideal audience is. Who are they? Where are they? What are their interests? How old are they? Do they already know your business and have they visited your website before? Create an avatar of your ideal client and use these characteristics to promote your content to the people that are most likely to do the actions that you set in Step 2.
4. Have an engaging image
Not only do you need to know your audience but the ad you design (and the images you use) need to engage those specific people. (Read why you should be using images in your content here). Think about the ads that stop you scrolling in your feed. Are they poorly lit, blurry photos that have been cropped from cross-sharing on different social media platforms? I bet they are clever, engaging, clear and bright images. Think about the purpose your ad has and what kind of image best describes the story you want to tell and the action you want your viewer to take. You can share ads across Facebook and Instagram and choose different images for each place.
5. Write an engaging description
Once your image has stopped your potential customer from scrolling past your ad, you need to tell your story and give them a call to action. There are limits on how much text an image can have as an overlay so think about your copy too. Chose words and adopt a tone of voice that will resonate with your audience (“but there’s still more” may work for Danoz Direct customers but it may not work for you). Use it to tell them why you or your product add value to their lives.
6. Have a budget
You have to spend money to make money. Facebook (and Instagram) advertising is the most cost-effective advertising available to small and home-based businesses. Your budget depends on your strategy, your product price point and your goal. By investing in social media ad campaigns you can reap the rewards quickly and effectively. Your ad will be put directly in front of your ideal audience for a very small outlay.
Promoting your content on Facebook is more than hitting the Boost Now button. Have an effective strategy and promote your content so you get the most bang for your buck.
This weekend in Mandurah Denika and I are co-hosting a Photography and Social Media Masterclass. If you want to know more about advertising on social media, growing your audience organically, and creating images that tell your brand story and connect to your customer then head over to the Courses page to grab your ticket.