Why is Facebook so good for business? Consider these numbers: Facebook has over 1.3 billion monthly users, including 19 million Canadians. Furthermore, 14 million Canadians log on at least once a day, and the percentage of Facebook users who follow companies they like has more than doubled since 2010. That’s a very engaged audience, and one you want to be in front of.
Facebook knows this, and makes companies pay to be seen, but it delivers value in the form of captive eyes, easy ways for people to recommend your business to friends, and the ability to buy products directly through the site. Amazing.
But for any of that to happen, your posts have to be viewed by someone on their news feed. And even though Facebook uses a top-secret algorithm to control what people see, you can bust it in two ways: pay for more presence on the news feed, or earn it organically with your content.
1. Paying for news feed exposure
Boosting: Since it’s getting harder for businesses to appear organically in Facebook news feeds, you can pay to have more of your followers see your post. You can target your boost generally or very specifically – much more specifically than Google because you can target your paid post by interest. For example, if you’re a makeup artist, you can share your top five best examples of makeup in Hollywood (Ed. Note: Heath Ledger as The Joker is clearly No. 1) and target the post to your fans who love watching movies. If the post is good enough, they’ll “like” it or share it with their friends, giving your business more organic exposure.
Lookalike audiences: People share a lot of personal information on Facebook. If you use this information properly, you’ll be able to spot similarities among your best Facebook customers and focus on targeting lookalike audiences. A lookalike audience is made up of Facebook users who aren’t yet your followers but who share the same characteristics as your most active followers. Once you identify your lookalike audience, you can entice them with content to engage them to follow you, which, given the quality of lookalike audiences’ functionality, shouldn’t be too hard.
2. Earning news feed exposure
Shares, comments, “likes”: Facebook assigns value to certain actions taken on its site, and this value is directly related to the consideration users put into the actions. These actions are rewarded with more exposure: A share is worth the most because it means someone cared enough about what you posted to believe that someone they know would like it as well, and so they passed it on to them. A comment, while still valuable, is worth less because it means someone cared enough to talk about your post but not pass it on. A “like” is worth the least because it’s almost a throwaway action.
The more sharable content you can create, the more exposure you’ll get from Facebook, in addition to the exposure the shares are getting you.
If you’re going to invest in digital marketing, Facebook should be part of your strategy. Go through the tutorials and try out a campaign. We believe you’ll be happy with the results.
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