Welcome back, dear reader! If you didn’t catch the first part of this four part series, you might want to check it out so you can catch up on the history behind Facebook’s marketing. That way, when I start discussing the three targeting methods I recommend that don’t include the “Boost Post” button you’ll have a better idea of what I’m talking about and why it matters. Here we go…
Three Methods to Promote Your Material on Facebook
A) For targeting people who previously visited your website but didn’t convert into leads, use Custom Audiences.
Facebook created this handy little tool called Custom Audiences, and it is a great way to track the people who have visited your website but left without buying anything. Once they leave your website and log onto Facebook, they’ll start seeing your ads in their newsfeed.
These ads can be incredibly specific based on what the person was doing prior to leaving your website. It will target them based on what pages they were on and if they had added anything to their shopping cart or not. It is similar to the Google Follow-Me Feature in DirectMail2.0, but instead of using the Google Ad Network, your ads are limited to only Facebook.
Here’s how it works:
- You add a little code into your website (called a “Pixel”) and Facebook uses that code to track visitors
- An interested prospect visits your website but leaves without taking a specific action you had set up (making a purchase, leaving contact info, etc.)
- They now see your targeted ad on their Facebook newsfeed, which creates added impressions and repetition
Not too complicated, right? Once someone visits your website and checks out your product or service, you are then able to target them on Facebook with your ads. The ads can be as specific (“You left this item in your shopping cart!”) or vague (“We’re running a special holiday sale!”) as you want them to be.
The best part? You don’t have to pay for those impressions UNLESS the person clicks on them!
B) To target people whose contact information you already have, use Power Editor.
For Example: You want to promote a special offer exclusively for current customers via Facebook.
Facebook’s Power Editor is similar to the “Boost Post” feature you’ve probably seen when you post a status through your business page. Power Editor has WAY more specificity and targeting options though.
Here’s how it works:
- You upload your list of your leads to Facebook through the Power Editor feature
- Facebook will use the information from the list to find the best match with user’s profiles
- You can chose to either match based on email or phone number, but I recommend email addresses because you’ll get more hits that way since it’s required to create a Facebook account.
- Around 30-50% of your list will be matched to Facebook users
- Organize these matched profiles into different categories and have your ads visible to ONLY those people
At this point, you’ve uploaded a list of former customers who haven’t bought from you in over two years. You will be able to run an ad with the message, “We’ve missed you and want you back! We’ll cover 25% of the total cost of your next order!” and only show it to those customers who used to be big spenders on your website.
As with before, you only have to pay once someone clicks on your ad.
You can also create ads like this in Facebook’s ad manager, but we prefer the Power Editor due to the advanced customization settings it offers. More options means more control of your sales cycle!
C) To target people who already “Like” your page, use Facebook’s create ad flow.
People who already “Like” your page are a prime target market, of course. While it may have been free for you to get into their newsfeed before, the added cost of reaching out to them again may be worth your time, effort and money!
Here’s how it works:
- Go to www.facebook.com/ads/create and follow the prompts, selecting the page and post you want to advertise
- When it asks you to select your audience, choose “Only people connected to [your business]”
- Set your ad budget and any other targeting settings you want then….PUBLISH!
Which method should you use for your paid promotion?
We can’t answer that question for you. It’s all up to you and what your bottom line says.
Your Facebook page has an Insight tab on your Timeline that you can use to see what your reach would be with your investment. Just like any other marketing move, you need to decide on your budget first then pick the best posts to promote. Our advice is to promote the posts that will link to your blog or website where you can capture contact information.
Depending on how many promotable posts you have, chose the option with the best reach to prospects while staying within your budget. For instance, if you have a $100 budget for social media marketing and you have 5 awesome posts you’d like to promote, you should consider investing $20 in each post. By having a budget, a plan and an emphasis on tracking your results, you’ll keep your social media marketing effective and profitable.
That isn’t too hard, is it? Facebook does a good job of instructing you through every step as well. In part three, we will discuss the second reason you might be having trouble—you aren’t promoting the right content.