Six Insider Tips to Enhance Facebook Advertising

Mikalee_Headshot_CropThe kids are asleep, you’re done binge-watching Breaking Bad for the night, you’ve brushed and flossed.

What are you likely to do before bed?

Browse Facebook, obviously.

Sure, you hear lots of naysayers, people dismissing Facebook for its silly quizzes, trite motivational quotes and inflammatory political rants, but guess what? Research suggests Facebook users are the most engaged social media group. And there are almost 1.5 billion of them.

I mean, “us.”

If you have a business, a budget of any size and the desire to engage an audience, Facebook is a spectacular venue.

And if you’re one of the millions of businesses with a Facebook presence, you’ve undoubtedly noticed: Facebook knows it’s all that.

While its infamous algorithm changes almost daily, one aspect of the Facebook advertising picture remains consistent: Studies show organic reach steadily declining, some suggesting that only 0 to 2 percent of your page’s “Likers” will see your content organically.

You read that right. Say you have a business page that you’ve tirelessly built to 1,000 fans. Of those fans, between 0 and 20 will see your content appear in their newsfeed — unless you pay.

So what are some insider tips to make the most of your advertising dollars?

  1. Boost posts (using the blue “Boost” bar beneath your posts) that do well organically. If a post on your page is doing well within the first few hours, the almighty Facebook algorithm rewards it by delivering it to more fans already; so boost it to see an even higher number of page “fans” and post “likes,” which translates to social proof that your brand = AWESOME.
  2. Videos currently outperform pictures in terms of effectiveness, though pictures still outperform text only. Translation: Use visuals.
  3. Target, target, target. Do you want to speak to 25- to 50-year-old rodeo cowboys who make $55,000+ annually? Interested in communicating with expectant parents within 50 miles of Truckee who are house-hunting? You can drill down by hobby, career, location, job title, education, life stage and more.
  4. Connect. Be social. Be honest. Be human. Tell stories.
  5. Facebook advertising is wonky. There are nuances like character limits in headlines (25, including spaces) and a maximum amount of text allowed on a picture (20 percent). “Hidden” menus allow for enhanced demographic targeting and expanded copy sections for newsfeed ads. In other words, make sure you have a Facebook expert (read: nerd) helping you.
  6. You can advertise on Facebook for as little as $1/day and see results. One buck. Not even kidding.

Yes, Facebook is known for cat videos and unwanted Candy Crush invites. But it’s also an engaging place most of us visit daily. Likely, the very people who can benefit from your business are there already, just trying to find your content — which is clearly more engaging than yet another “Which Disney Princess Are You” quiz.

 

Mikalee Byerman is a Certified Facebook Nerd, Director of Audience Engagement for the Estipona Group (www.estiponagroup.com) and NCET’s VP of Communications (www.NCET.org).

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