Facebook – to pay or not to pay

A 2014 Ofcom report notes that Facebook remains the default social networking site for almost all UK adults who are online – 96%.  Rose McGrory

Facebook can allow incredible reach for your business, but, to reach new customers and ‘fans’ you may have to put a little bit of cash behind some of your posts. But, how do you know which to ‘promote’ and which not to?

The analytics of your page can help you find out what type of posts are of interest to your current audience or fan base. Posts that those currently following you have engaged with – liked, commented on or shared – are likely to be of interest to other people you want to reach, your new customers or ‘fans’.

So, now you know when you should boost or promote your posts, now you are wondering how to do it?

Your page will be linked to a Facebook Ads account where you can go to set up your campaigns, and select a few things to help your post reach the right people at the right time through targeting options. These options, such as, location, age, gender and interests help you to target and as the post has already generated interest from your current following you know the content is great too! This post from the Social Media Examiner takes you through the process step by step.

Hypothetically, more reach should drive more engagement with your business, thereby developing brand affinity. Mashable

With this in mind, I will talk you through developing your community in my next post.

So, we’ve covered Facebook now let’s look at the other three major social media platforms that you might on and whether it is worth promoting your content there too.

There isn’t as much research out there for Twitter and Linkedin to show why and when you should use there paid for tools but, the advantages are still the same. If your aim is to reach new audiences, then paying for reach could be worth it.

CEO of Hootsuite, Ryan Holmes, writes in a recent piece for the Harvard Business Review that “There’s good reason to believe, that native social ads (posts that you pay to promote) are poised for growth and here for the long haul. (In fact, Instagram and Pinterest — two fast-rising visual social networks — have just unveiled their own versions.) Native social ads are cheaper to produce than traditional ads and reach their target with impressive efficiency.

As with all paid for marketing, there is an element of testing that you need to do to work out what’s best for you. What I love about online, is you can see the results. You’re no longer guessing what worked best, was it the ad you put in your local paper or those flyers you printed and hand delivered in your community. You can follow the trail and see for yourself where more people saw and engaged with your advert and your business.

If you are interested in discovering how a paid for strategy could work for your business and would like to get started on optimising your reach, get in touch.