Last year we wrote about Facebook limiting post visibility for business pages. At the time, only 16 percent of a page’s followers see the business’ posts on their news feeds. Recently, a study revealed that Facebook page organic reach went from an average of 12.05% in October, 2013 to 6.15% in February, 2014.
The only ways to make more people see the posts are to either make them more engaging (via readers’ likes and comments so that Facebook will allow it to come up in more people’s newsfeeds) or invest in sponsored posts.
Spicy Spirit is managing a social media marketing campaign for a Bay Area dessert manufacturer that had around 220 followers on Facebook. Not all of the company’s followers see their posts. Sometimes a post will be seen by 180 people; sometimes it will only show up on 25 followers’ news feeds.
In order to ensure our posts are seen by more followers and prospective customers, we create sponsored posts on Facebook.
Many of the benefits of search advertising also apply to sponsored posts. A sponsored post is more cost-effective and successful for the following reasons:
1. You select who sees the post. Is your target customer a 40-year-old woman in Texas who has a master’s degree, tablet and smartphone? Then you can modify your post so it only appears to people fitting that criteria.
2. By pinpointing who sees your ad, you are increasing the chance of people clicking it – and, in turn, introducing your products and services to their Facebook friends who may share the same interests and background.
3. Creating sponsored posts are cheaper than building ads for radio, print and television advertising. According to marketing consulting company Moz, Facebook is more affordable and targeted compared to traditional advertising.
According to Moz contributor Brian Carter “If you just spend $1 per day on Facebook ads, you will get in front of 4,000 people that wouldn’t have seen you otherwise. If you are doing that and your competitors aren’t, you win the awareness game in your niche.”
4. You alone determine the amount of money you’ll pay Facebook. You choose between a daily or lifetime budget, and you can either pay for every thousand impressions or whenever someone clicks on your ad. You’ll only pay for the clicks or impressions you receive, up to the amount you set for your budget. Once you reach your budget limit, the ad will stop running.
For the past four days we ran a sponsored post for our dessert manufacturer client. As you can see, the ad wasn’t complicated — it was simply a beautiful photo with two lines of copy. But by paying Facebook to show the post to more people, we produced 564 post likes, 201 photo views, six comments and 50 page likes. The client spent 22 cents per post engagement.
By paying Facebook to introduce our clients to more customers, we have increased brand awareness, which in turn should result in more sales.
To learn more about sponsored posts and how we can help you generate leads and sales from Facebook, contact us today.