If you’re one of the people who has been frustrated by Facebook’s changes to the way they distribute Fan Page posts in the News Feed, this blog post is for you!
I know that hating Facebook’s changes can be a nearly full time passion for business owners trying to make sense of Facebook’s constant changes. But sometimes I wonder if the frustration is just because there’s so much to learn. For small business owners, especially new ones, the world of advertising on Facebook might just seem like it’s a reach. So when Facebook makes a move toward decreased organic reach and requiring pages to actually pay for their posts to appear in their fans’ News Feeds, it might put people off and seem overwhelming.
As I talked about in my last article, I don’t necessarily think this is a bad thing. There are only so many spots in users’ News Feeds. There has to be some way for Facebook to rank which business posts will show up and which ones don’t. They’ve spent a considerable amount of time tweaking their algorithm in recent months to be more attuned to what users truly find valuable, and this is one part of that process.
Some people’s response has been the old “I’m going to pack up my toys and go home,” response. Meaning – they’re reevaluating whether Facebook is the right place for them to be.
I think it’s always good to reevaluate where you’re spending your marketing dollars to make sure that you’re using your resources wisely. But I don’t necessarily think that leaving Facebook is the right answer for everyone.
Whether or not you stay on Facebook comes down to one thing – is your audience there? And if it happens that your audience is there in large numbers, it’s a good sign that you can’t abandon Facebook just yet.
So what’s a marketer to do?
You have 2 main options to reach more of your fans – boost your posts (also called Facebook Promoted Posts) or strategies to organically increase your reach. For the most part, you’ll need to use a combination of both to maximize your results. In this post I’m going to talk about how to boost a post; in my next article, I’ll talk about strategies to increase your organic reach.
How to Reach More of Your Fans With Facebook Boosted Posts
Facebook introduced its “Boost Post” feature to give businesses a very simple introduction into the world of paid advertising.
It’s relatively simple to use. On a new or existing post, click the button that says “Boost Post” and you’ll see a dialog box of options come up to help you expand who sees your post.
You can choose from people who already like your page and their friends or you can expand your reach through careful targeting.
If you have worked hard to build your audience and had good levels of engagement before Facebook changed its algorithm, you may want to stick with having your posts shown to your fans and their friends. If your audience has proven that they’re already interested in your services and the updates on your page, it makes sense that this audience is most likely to be of interested in your updates on your page and might give you the best return on a boosted post.
As more fans see your posts and engage with them, of course, then your reach will continue to expand, as their friends are more likely to see their activity with your page in their own news feeds.
Facebook Boosted Posts Increase Your Reach
Whether you’re frustrated about the changes or not, the simple truth is this: Facebook Boosted Posts can dramatically expand your reach on your Fan Page. If that’s where your customers and prospects are, it’s probably a good time to consider adding this form of marketing to your mix.
When will you try boosting a post on Facebook? Leave a comment – I love to hear from you!