How $15 Can Buy Your Company a Lot of Extra Exposure on FaceBook

Aaron D Rains
Aaron Rains Social Media Marketing, MarketingForHireNow

Posted on October 8th 2012

How $15 Can Buy Your Company a Lot of Extra Exposure on FaceBook

 Can your company spare $15 in return for a possible large amount of exposure? Yes? Then it whip out and try FaceBook promote post! But before you do, ask yourself what you're going to promote. Let me guess: a promo code to sell your product, right? Every small business and larger corporation wants to sell their products on FaceBook. However, unless you have a large following or a sexy big brand name its not going to work. Start with $15 and follow these steps.

The following metrics are from a promote post that I created. Pretty good results, all without burning a hole in my pocket. But for you to truly understand the significance of these metrics, I need to tell you the brief history of this company’s page. On average this page was getting 2 to 3 new fans per week; at the time they had roughly 300 fans. Each post was receiving about 5 likes and virtually no comments or shares. Here were my results:

3 Day Promoted Post: $15.00

48 Page Post Likes

25 Page Likes

13 Page Post Shares

You can now understand why I would say this Promoted Post was a success!

How did I execute it?

Photos: Promote a photo! The recent engagement rate on FaceBook for photos averages 0.37% where text only is 0.27%; this translates to a 37% higher level of engagement for photos over text.

Call to Action: People want to be told what to do! They might not always admit it but I've found that it's true. I asked them to LIKE or SHARE, and they did! The post received 48 page post likes, 25 page likes and 13 shares!

Measure Reach: Don’t promote your products, instead use this marketing opportunity to measure your reach. Your reach is the number of unique people who have seen your content associated with your page. As you can see, 3563 unique people saw this Promoted Post; by far the most a post has ever reached on this particular page!

Be Patient: The time will come when you’ll convert these new fans into paying customers. But at first put together a strategy that is social and fun. Don’t be afraid to be different than your competition.  It's very important to be comfortable with what you’re promoting. Look at your business and promote what you do best!

            As you can see, a measly $15 bought this particular company a large amount of exposure. Remember not every Prompted Post will provide these results, but most will! Measure your results and track what content is attracting your audience and then promote that!

 

Aaron D Rains

Aaron Rains

Social Media Marketing, MarketingForHireNow

Marketingforhirenow helping small to large businesses use inbound marketing. Content manager at Printingcenterusa an online printing service and every door direct mail experts.  

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Comments

Hi Aaron,

 

Would you also recommend this for B2B business or it's just for B2C?

Albert, I would recommend this; I manage a couple of B2B pages and I've used promoted post in the past. My thought is if you're trying to sell your products to other companies they'll also see your post. Remember a lot of company pages are mamanged by an employee, who can make a buying decision, or at least tell the right person about your product. Plus, if you're new to FaceBook you need to build an audience that can help spread your message.

P.S Follow companies that you want to sell your product too and engage them. "not a sales pitch" If you'd like I can take a look at your page. My email rainsaaron@yahoo.com.

Thanks for reading.

Hello.  We attempted to try this.  However, when we completed the page promo and the promo target audience, Facebook informed us that 15.00 would not be enough to promote our post.  We had to agree to run the ad continuously (we will just stop it manually now) for facebook to allow us to continue.

Secondly, when we were creating the promo, we were shown that our target audience would be over 250,000 people.  However, once we approved the ad, facebook informed us that the sponsored story will actually only target 20 users?!  What is going on here? 

I am not inexperienced with social media.  We have run extensive ad word campaigns and even an ad on facebook (which didn't produce any visible results besides page likes), but never promoted a post.  So far, I am not impressed.

So you are running FaceBook Ads too? Your reach is based off how many followers you have on that page. You can target your post to fans of that page only or fans and their friends. What was your promoted post about? I know if you're trying to advertise a product or promocode they've been know to raise the price. Try creating content that isn't product related and see what your cost is.

Hi Aaron,

I'm curious, how do you calculate the 3563 unique viewers?  Based on this data, I calculate a larger reach.

48+25+13=86 (assuming each individual only performed one action) /.37% = 23,243 maximum possible viewers.  What am I misundestanding?

Thanks,

CJ

DirectMktR, I'm curious, how do you calculate the 3563 unique viewers?  The unique viewers were broken down by FaceBook. When you're running a promoted post or simply post to facebook you can use the insight to see your viral reach, organic, and paid. I guess I could have clarified that in the post.

Thanks for the comment.