TWO REASONS TO PROMOTE YOUR FACEBOOK POSTS OVER YOUR PAGE

STOP ADVERTISING FOR FACEBOOK LIKES!Well don’t completely stop, but put more emphasis on gaining quality fans through promoted content. Our agency uses a mix for our clients, but what we’ve found is that when we promote quality content for our pages, it has more benefits than those thumbs up do. However, keep in mind quality is a huge factor here. If you’re pushing out pointless content, don’t expect your marketing to work…unless you’re George Takei.

Here’s Why:

1. Content EngagementSocial media is great alone but it should be part of a higher inbound strategy. Most of our clients have a website, and some even have a blog. If you happen to embrace inbound marketing, you probably have a few to a few hundred blog articles, written for different buyer personas (Marketing Mandy, Owner Ollie, etc.).

Your blog articles are useful to promote on social media because, among other benefits, it:

Drives traffic to your website

Establishes expertise

Improves SEO

Builds trust

But, most importantly, they are relevant to someone. If you’ve nailed down the audience you are looking for, they should be easy to promote via buyer personas that you have revised time and time again.

Now here’s the strategy part, so listen up. If you effectively use targeting via your buyer personas and promote posts on Facebook rather than the page itself, you’re providing free and useful content to your audience. While their initial interaction may be reading that post, they can also then perform a multitude of actions after viewing your ad. INCLUDING LIKING YOUR PAGE. Facebook tracks this phenomenon in its “Actions” section.

 

2. More Quality LeadsAs you embrace promoting your content rather than your brand, and continually offer something that is useful to your audience. If they like your page from promoted content, the more articles you write geared at them, the more trusting they become. Not only will they begin engaging with your social media, they will also begin filling out landing pages, so you can gain quality leads from Facebook promoted posts. Pro Tip: If you only want your content being shown to those completely unfamiliar with you use this setting:

Of course there are many roads to the same destination. We see the benefit in this for our clients, but it may not work well in every situation. As always, keep track of everything, use all the analytics available to you, and see if it’s an effective strategy. Let us know how this strategy plays out for you by connecting with us!