Let’s say you have spent hours creating and crafting a great piece of content.
It tells a story and you really feel it resonates with your target market on an emotional level.
You press publish.
Being the savvy marketer that you are, you know you need to share it on your social channels.
So, you share it on Facebook…
“Sigh, only two percent of my fans were reached.”
You share it on Twitter…
“I wish I never knew about analytics.twitter.com. Only 100 of my 2000 followers saw my tweet!?”
You share it on Google+…
“…”
And then…?
Use Facebook Advertising to Get Your Content Seen
We can’t help but feel disappointed when we put so much effort into creating great content, but it doesn’t quite get read as much as we would have hoped.
It can be so anti-climatic, right?
I want to explore targeting options on Facebook for the times when it just feels right to spend a few bucks to ensure a wider audience gets wowed by your content generation skills.
Here are our top three tips to ensure you reach the right people on Facebook who are most likely to be interested in your content.
Use Web Custom Audiences (WCA)
Anyone can open up their Facebook ads account and set up a web custom audience.
All you need to do is install a line of code on your website.
(And if you can’t figure out how to do that, talk with your web developer. They can help.)
What this enables you to do is create audiences on Facebook based on past visitors actions on your site.
Say we wanted to promote this article to people who previously read an article about giving advice for first time Facebook advertisers.
If I had WCA set up, I could choose to target that specific group of web traffic.
What does this mean? It means you can retarget previous visitors to your blog or website who read specific and similar pieces of content with your new content.
Awesome right?
This can create a bit of a cascade effect. If you have a way to gather email addresses set up, it can also be a great way to generate leads.
Choose People Most Likely to Have an Interest in Your Subject Area
To do this, we can use the Facebook interface to segment by interests.
To use the article you’re reading as an example, we would want to push this out to people who are small business owners and are interested in advertising.
A quick search of this audience inside Facebook shows that there are 1.5M people in the USA who fall into that category.
This is probably a bit broad, so unless we had a budget worthy of an Upworthy article, we would want to narrow this audience down.
If we had $100 to promote it, for example, we could probably put it in front of around 20-25k people.
Still, this is a very large audience. The problem with that is we will never reach a statistically relevant portion of people to know whether or not it was worthwhile.
We could spend thousands of dollars without getting a meaningful click simply due to variance.
Hence, we narrow the audience to match our budget, so at the very least, we learn from it.
If your ad reaches 90 percent of your initial audience, you will glean great insights for next time.
To narrow down this audience, we could target at a state or a city level, rather than at a national level.
We could potentially throw in some other demographic filters to further narrow the field.
In this example, simply changing the location to focus on people in New York reduces that audience size to 28k.
This is much more reasonable for our budget.
Target Your Competitors
The final tip for promoting content using Facebook ads is to target your competitors.
Think about relevant blogs, companies, and organizations that may have similar appeal to your desired target audience.
Hijack their fan base for your own purposes.
Doing this is easy.
In the interests field, simply choose well known brands or Facebook pages that your audience is likely to have interacted with.
In our example, we would target well-known advertising software companies similar to ourselves at PropelAd, or pages from thought leaders who share information about Facebook advertising.
This is another great way to build an audience of relevant, interested people to share your content with.
Now, just make sure your content is actually as engaging as you think it is.
The best part of this system is that all three tactics work really well together.
For your first piece of content, try interest-targeting to send people to read it. Then, retarget them to your second piece of content. Throw in some competitor research to keep the momentum up.
Before you know it, you will have more leads than you know what to do with!
EmilyKantner thx for sharing Emily, hope you found it useful
I love the idea of targeting your competitors. A bit competitive myself, but it does make sense to help build audience and engagement.
Yes Clay, it’s a handy way to get discovered by that initial audience & introduce them to your brand. Works great, too!
Super interesting. I love how clear you outlined the overall strategy and tactics involved here. I think effective social advertising is a bit of a mystery to most of us and this really clearly lays things out…plus:
“You share it on Google+…
“…””
Totally cracked me up!
LauraPetrolino and if I didn’t have clue enough about this topic to make a relevant comment, so just chose to share it, and used G+, do I earn “…” ?
Haha, thanks Laura, I’d be lying if I didn’t admit I wasn’t amusing myself too when I wrote that 🙂
‘…’
But thanks!
This is great! You really can do so much with Facebook advertising.
Facebook, while the devil, sure has us all under their thumbs. 😉 Great ideas here, John, thanks for this!
Thanks, if anyone is interested we have a nice collection of articles about Facebook advertising over on our ecommerce blog at http://blog.propelad.com/facebook-advertising-for-ecommerce-tips.html
Plenty more tips & tactics over there!
Thanks Eleanor, it really only scratches the surface too!
Some big brands do not do much with their pages even with millions of fans. Because FB has throttled reach the bench mark engagement number I use went from the average brand page receiving 1 action er fan per year to now 1x every 2 years.
The question for Brands is after investing time and money building your following do you just let it die? or like I have been advising use that group (and others you mentioned) for paid advertising. I personally feel promoted posts are the best because they are versatile.
That said while targeting might be better you always have to look at ad spend channels and as pay to play Facebook is no different now than any other advertising channel and you have to measure what works best. It is possible spending the money on Print or Cable TV spots might have higher ROI. If that is the case maybe it is ok to let your page flat line and use it just for customer service.
Great post jlarkin353
ClayMorgan This tip from John doesn’t have to be competitive – it also works to target the followers of partners or other collaborators. We’ve seen great success with this!
[…] Three Facebook Advertising Tactics to Reach Your Target Audience […]
[…] Paid advertising options on LinkedIn will continue to evolve. As JJ said in the SHIFT blog, “With LinkedIn’s recent acquisition of B2B marketing platform Bizo hinting at expanded paid advertising options to come, it would behoove any business to keep a watchful eye out for any updates.” […]
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