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Everyone’s talking about it, but what does social media advertising mean for you? Think of the internet as a whole new world, that anyone can go into whenever they want, and then think of Facebook as the equivalent of that world’s Hong Kong or New York City. Now, imagine your business’ Facebook Page (and webpage for that matter) as your own digital storefront- are you in the public’s eye? What about your advertising? Well, the equivalent of that would be some of the most basic social media advertising techniques, available at your fingertips relatively easily.

Boost it baby

When Facebook first came out, it was so easy to appear on people’s News Feeds (at that time called your “wall”). All you needed was that person to like your page, and then your post would automatically be in that persons wall.

Since 2013, it has been harder for Facebook pages’ content to appear on peoples feeds. This is due to an algorithm change, and the way many business counter it is to spend money on increasing visibility. In a way to balance this, and as a way for Facebook to make millions of dollars, post boosting was born.

Post boosting is simply paying to have your post appear more often on people’s feeds. They don’t even need to like your page to do it, you can target your audience based on their interests, demographics (age, relationship status, etc.), and even behaviors (likely to purchase a Toyota in the next 160 days, for example). If you’d rather not get into that though, or you think targeting your own followers and their friends would be more effective, then there is an option for that as well.

You can boost most posts you create on your Page, including status updates, photos, videos and offers. Posts you boost will appear higher in News Feed to help more people see them and may also appear on Instagram. Keep in mind that boosted posts must follow Facebook’s Advertising Policies.

When you create a boosted post on facebook…

You define:

  • How much money you will be putting in
  • How long the ad will run
  • The audience it will promote to
  • Payment method

You receive data on:

  • How many people viewed your ad
  • How many times people viewed your ad
  • How many times people clicked on your ad
  • How many times people interacted with your ad (comments, shares, tags, etc.)

When should you boost?

Try to put yourself in the mind of the consumer you are trying to target. If you are a restaurant, think “when would people want me the most?” And when it comes to food, it’s pretty safe to say that breakfast, lunch, and dinner times would be the best. Always start with your consumer’s wants, and base your strategy around that.

How long will they boosted for, what budget?

Even with something as small as 10-20 dollars a post, you could drastically change how many people see your content. Even with as small as five dollars, you could reach thousands of people on a small level. The key is to make sure you are targeting the right people.

How can you measure performance?

Most forms of advertising, unless there’s a specific sales promotion, takes months to see any sort of difference in return. That’s why a lot of people have specific call-to-actions (CTAs) to promote a more short term change in behavior (as opposed to a long term change in attitude). For example, you could have in your ad, “mention Facebook to get a 20% discount!”

Promoting your page

Another way to increase your reach when it comes to posting on Facebook is to get page “likes” or “followers”. This works in the same way as an email subscription. If someone likes your page, they’ll have a higher chance of seeing your page’s contend without the aid of boosting. Also, as crazy as this might sound, it’s almost like a little popularity contest. Pages with more likes and followers simply look more reputable. And in a time where people trust consumer reviews and essentially complete strangers more than advertisements, it’s worth putting time and money into. Check out your competition’s pages too to see if you can at least set a goal to match.

Whatever that goal might be, the most effective way to increase the amount of followers you have is to use the “Promote Page” function. This is separate from boosting posts, but also very effective in increasing visibility and functionality of your social media page. Measuring the performance of this is as simple as tracking the amount of new followers you get.

Above all, the longer you wait to implement this type of promotion, the more business you are missing out on. Start promoting your business’ social media presence before it’s too late and the train has left.

United Capital Source offers small business loans for advertising, as well as other business purposes.  We understand the need for this crucial function, as well as others, and our success proves it.  Check out our small business loans page here.

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