Your business is on Facebook. Perfect! With more than a billion users, it’s a great place to engage with potential and existing customers … but you might not be getting as much exposure as you think.
Messages you posted on your business pages used to be seen by all of your followers. But then in September 2012 Facebook changed its algorithm to determine the content users receive in their news feed. Now only a small percentage of your fans are seeing that content
appear in their news feeds. Facebook estimates that only 16% of fans see every post. That means if you want your message to be seen, you have to pay for it.
There are two basic ways you can promote your business: a standard Facebook Ad or a Promoted Post. But which is right for you?
Facebook Ads appear on the sides of a user’s news feed, and can help raise awareness for your company. Similar to Google Adwords, businesses set a budget. Facebook Ads have a lower cost per click than Google Adwords. You can use them for things such as promoting a sale or introducing a new product.
Like most forms of online advertising, Facebook Ads let you target an audience using factors like age, sex or location. You can also find users who have specific interests such as running or investing. This method can be a great way to generate ‘likes’ for your business.Because they’re cost effective, a lot of companies run Facebook Ads. They can clutter a news feed and look like spam. Many of Facebook’s users don’t like ads, so they often ignore them.
Promoted Posts are a cross between a post you’d place on your Facebook page and an ad. In fact, Promoted Posts originate as a piece of content on your brand page. You simply select a post you want to promote, and click on the “Boost Post” button. The promoted post is displayed in a Facebook user’s news feed.
According to Facebook: “Promoted posts will be seen by a larger percentage of the people who like your page than would normally see it. It will also be seen by a larger percentage of the friends of people who interact with your post.”
Like Facebook ads, you can set a budget for the number of people who will see your post. You can also choose to boost your post to your followers or to a targeted group of Facebook users, like you do with Facebook ads.
So which method is better for your business?
If your Facebook page is fairly new and you are looking to generate ‘likes,” you should start with Facebook Ads to gain targeted followers. Once you’ve built a strong fan base, Promoted Posts can give those who already are interested in your company a chance to engage with you even more and perhaps share your posts with their networks.
Have you tried Facebook Ads or Promoted Posts? We’d love to hear about your experience.
Please share your stories in our comment section.
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