With over a billion users, the Facebook Audience Network is understandably popular with marketers who want to promote their content. But does this alone make it right for your business? Here are 7 tactics to use to promote your Facebook content.
Should you share on Facebook without paid advertising?
You can share status updates at no cost on Facebook, in different ways – Link, photo, video and text updates. In fact, you can use a combination of these to promote your content at different times.
But the challenge most users face is where to focus their Facebook promotional efforts, especially in light of recent shrinking organic reach (the number of people who see your posts through unpaid distribution). Should you like the Google ad in the example below, use paid advertising — or is it worth investing in organic posts?
The main reason you should pursue promoting your content on Facebook is that Facebook’s highly specific audience-targeting allows you to reach potential future customers you would want to be part of your audience.
Here are a few more reasons why you should promote your content on Facebook to expose your content to a bigger audience:
- Compared to other paid channels cost per click prices can be lower
- A post’s organic reach can be amplified with paid promotion
- Promoting your content via the Facebook Ad interface is easy to set up and manage
While organic reach may be declining, what matters is priming the post you share for the best reach and engagement by acquiring a few likes and comments to kick off things.
The best way to prime your content for even more reach and exposure is to get some “likes” and shares organically to prove its worth. Then when you undertake a paid promotional campaign, your target audience will notice that others have “liked” and shared your post. They’ll therefore naturally want to find out more and maybe even share it.
As you explore the value of Facebook content promotion, learn about seven powerful tactics to help your content get more reach at a lower cost.
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1. Share your best content
If you are involved in content marketing, then you are probably frequently monitoring to see which content is working well for your target audience in page views, shares, comments, and other engagement metrics.
You can use all of the metrics and data at your disposal to decide where to focus your promotion budget. So, consider putting some money behind your best content to get it even more exposure.
Facebook ads can extend the life of your top-performing content and/or evergreen content (content that is always relevant). This tactic is especially effective for content that may not rank well in organic searches.
2. Invest in crafting your Facebook content
Creating a post that commands your target audience’s attention—and keeps it—is a fundamental part not just of publishing content but of giving it the best chance of achieving greater reach via paid promotional strategies.
There are three key areas you will need to address in developing your post.
Use seductive headlines
It’s no secret that most readers don’t make it past an article’s headline. The same applies to Facebook posts. If your headline fails to capture the reader’s attention, the reader is unlikely to read your post.
To create a seductive headline, consider the following:
- Make the benefits to your audience obvious
- Increase credibility by including figures and facts
- Keep your headlines short (25 characters)
- Use action verbs such as get, learn, and do
Use well-crafted visuals
Using well-designed visuals is also critical for capturing your target audience’s attention.
- Avoid stock photos. Instead, use a designer to create images consistent with your theme and brand
- High contrast visuals are a great way to get attention
Assuming that you have created a great headline for your post and added a great visual, the readers’ curiosity may be piqued. They will want to read your copy and find out what they need to do.
A few tips to create copy to interest your audience and encourage them to take the next step:
- Increase credibility with testimonials and research
- Capture your audience’s attention by asking questions
- Offer solutions to their common problems
- Evoke people’s emotions and spark curiosity
- Lead your audience to the next step with a clear call to action
In the post below, Russ Ruffino follows many of the principles covered above, enticing the reader to explore further.
3. Target your desired audience
A key part of effectively promoting your post is to reach those who are interested in the topic. Targeting the right audience will give you the best cost per click. You can use the Saved Audience feature to target the same people as you develop long term campaigns. The audience can be selected based on the following criteria:
Use the Custom Audience feature
Facebook’s Custom Audience feature allows you to target those who have visited your website or engaged with your Facebook page. A Facebook pixel is a prerequisite for allowing such targeting.
You can create custom audiences of those who have read similar topics on your blog to advertise your content to them.
In the video below, Ben Heath shows how to create custom audiences:
And in this video he shows how to create “Lookalike Audiences”:
4. Tag people who are relevant to your content
If your blog post mentions other people or particular products, then you can tag those people in your post.
The goal is to get the attention of the people and businesses you have mentioned. In exchange, they might share with their audiences.
Another way to extend your reach is to find people who share a similar target audience and talk about the same topic. You can reach out to them for their input or perspective or even collaborate with them on related content.
5. Boost content engagement with Facebook ads
To boost a post’s reach and engagement, you’ll want to invest in a Facebook ad campaign like the one below.
With Facebook ads, you have a few primary options:
- Promote likes on your page
- Increase traffic to your website
- Create a boost-a-post campaign
- Get more signups
These options will give you advanced audience targeting. You can target specific audiences using a wide range of criteria.
You can also create another targeting option by creating Custom Audiences. You can do this to target specific people—for example, your email subscribers, LinkedIn contacts, etc.
You can export email lists and create a Custom Audience in Facebook Ad Manager. You can also create lookalike audiences to find audiences similar to the one you have. Facebook can analyze your contact lists and find similar people on the list.
6. Add Facebook comments on your website
With the Facebook comments plugin, visitors can comment on your blog using their Facebook profile or page. One advantage of this is that people will be encouraged to share the comment on Facebook.
If you have a self-hosted WordPress site, you can use the Lazy FB Comments plugin.
The video below walks you through how to set-up a self-hosted WordPress site.
7. Share in relevant groups
This strategy is based on interaction which then fuels promotional opportunities. How does this work? By simply getting the right information in front of the right people.
Facebook Groups have a search box feature that allows you to find particular posts via keywords. You can also use it to find conversations around a post that you are trying to promote.
Use the search feature to find a good discussion in link-friendly groups and add value through your comments and post. Share your post in the discussion thread but do it in a relevant and conversational way that includes additional information to make your answer stand out and be the most valuable. If your answer stands out, it will attract the most attention and likes.
Tips to keep in mind:
- Don’t share the same answer to every discussion you find concerning the post you want to promote. Share variations because some people may follow a number of these threads as well.
- Continue following the conversation for a time after you have shared your post. People may not tag you in the thread, so you may not be notified of updates.
- Social media is about being social. In other words, to get recognition as a contributor that adds value, you need to participate.
Promoting your content on Facebook can have a high return on investment when based on data-backed strategies.
The next time you publish content that you are looking to promote, create a Facebook campaign and follow one or more of the tactics outlined below.
- Share your best content
- Invest in crafting your Facebook content
- Target your desired audience
- Tag people relevant to your content
- Boost content engagement with Facebook ads
- Add Facebook comments on your website
- Share in relevant groups
Do you cross-promote your Facebook content? Do you get results? Share your tips in the comments below.