Back on May, Facebook rolled out a new Facebook Page feature called “Promoted Posts” as a way to help you increase exposure for your Page updates.
Promoted posts are labeled “sponsored” and show up in the news feeds (web and mobile) of people who like your Page. When fans interact with the post, it’s then shown to their friends.
You can promote any of your most recent posts by selecting “Promote” at the bottom of the post and following these instructions.
- Mind the Gap- Be aware of how your content is performing each day so you don’t miss out on an opportunity to promote a post that happens to go viral. This way there’s no gap in engagement for each post.
- Always Be Analyzing–Facebook has made it easier than ever to know how each update is performing with real-time data located right underneath each update (as shown below).
- Get Notified–One easy way to be alerted about updates that go viral is to use Hyper Alerts. This is a third-party tool that allows you to receive instant notifications about your page updates.
- Have Cash on Hand–Make sure you have a discretionary budget for promoted posts. This way you don’t have to miss an opportunity to promote a post because you had to wait three days (see #1) for approval to spend $25.
- Promote Awesome – If you publish content that people can’t help but talk about, it means that your ad dollars will go further for each promoted post. In the example above, I paid $15 to reach 7,000 people, but as those people talked about the update, a snowball effect started, resulting in 10 new fans, 816 comments, 119 post likes, 35 shares.
- Know Thy Plan–Just because an update goes wildly viral, doesn’t mean you should spend money to promote it. Ask yourself if promoting the post makes sense in terms of your goals and branding.
To be very clear, Promote Posts are not meant to replace having a smart strategy or working hard to get to know your fans. They’re simply meant to enhance what you are already doing right.