Let me start by saying what I tell all my clients. It is more important to have 100 fans/subscribers/followers who love you then 5,000 who are moderately acquainted with you.
On the surface, boosting a post seems like a good thing:
The problem is that if that exposure doesn’t lead people into your funnel to business then you are not only wasting the $5 but you are hurting your own organically grown Facebook engagement.
There is a better way. It’s called Custom and Lookalike Audiences. We are going to base this on your existing email list but you can actually create Custom and Lookalike Audiences from your existing fans (and their friends), customer database, LinkedIn connections, or from people who have visited your website.
Here we go. First, you need to upload your email list to Facebook. Just the email addresses. Don’t worry Facebook isn’t going to spam your list. Facebook isn’t after your list. I mean, they are Facebook. They have a bit of the market cornered already. Uploading your email list creates a Custom Audience that says “these are my people”. Facebook matches the email addresses up to their users with the same email addresses. What can you do with this information?
Now, let’s take this planned advertising strategy where we are targeting people who might actually be interested in our products/services and put those leads into an online sales funnel that will deliver value over time. If you want to learn more, join me on an upcoming webinar.
For more marketing insights into Facebook advertising, visit laurabcreative.com. For a limited time, there is a special free 11-part video course on Facebook advertising.
Thank you Laura...wow, 4 hours of undertanding Facebook in video tutorials! Yay! I'm all over it. Thanks so much for sharing the wealth with other ALE's. LynAnn
Great comment! How can you target your audience without paying for Facebook's advertising? Is running an ad campaign the only way to do this?
I disagree. I boost posts and I choose the option to broadcast to my audience and their friends. I boost once or twice a week otherwise our posts do not show up in their feed. When we boost a post, we get verbal feedback that our current customers saw our post. We also get relevant and nonrelevant new likers and new customers.
I do agree that choosing a broad advertising group is a waste of money. Use the money to get in front of your current customers.
Thank you for this idea. I used this method for a non-profit for a special event and it generated the highest reach ever 913 (302 Organic - 611 Paid - 50 Likes). It only cost $3.87. We have been trying to break 500 likes for sometime no thanks to Facebook changing their policies. Now at 488 and climbing due to this method. Thank you.