16. THE NEW WORLD
A year ago, Facebook made a change to its algorithm, drastically reducing the reach of business posts.
Last December, they did it again.
Now an estimated only 3% of your followers will see your posts if you don’t advertise.
18. NEW FACEBOOK STRATEGIES
1.Re-evaluate your Facebook investment.
2.Optimize posts for sharing.
3.Engage your fans elsewhere.
4.Pay up. (cheap… for now)
Post and advertise, or don’t post.
19. ADVANTAGES OF ADVERTISING
•Greater reach
•Greater targeting
•Protection against wasting money
•It won’t run if people don’t click
20. FACEBOOK AD TARGETING
•Your Facebook followers
•Their friends
•Your email list (or even your phone list!)
•People who are “look-alikes” to your list
•People who went to your website
•Even specific pages
•People who are interested in related organizations
21. EXAMPLE AD TYPES
•PAGE POST ENGAGEMENT –Image, video or text
•PAGE LIKES –Get more Likes on your Facebook page
•CLICKS TO WEBSITE –Drive traffic to your website
•OFFER CLAIMS –Like a coupon, with “Get Offer” button
•EVENT RESPONSES –Includes event details and RSVP link
23. PAGE POST ENGAGEMENT AD
•Promoting your POST will get more INTERACTION.
•Why you should use it:
•To get more video plays and engagement on photos
•To let your customers know of sales and specials
25. PAGE LIKES AD
•Promoting your PAGE will get more LIKES.
•Why you should use it:
•It used to be important to appear in fans’ news feeds.
•Now it is good so you can advertise to your fans.
27. CLICKS TO WEBSITE AD
•Promoting your WEBSITE will get more WEB TRAFFIC.
•Why you should use it:
•There is something more to see on your business website or blog
•Prompt lead generation
29. OFFER CLAIMS AD
•Promoting your OFFER will earn more REVENUE.
•Why you should use it:
•Allow customers to claim special deals you’re running
•Organic reach: “Cassie claimed this deal!”
•INSTANT GRATIFICATION!
31. EVENT RESPONSES AD
•Promoting your EVENT will get more ATTENDANCE.
•Why you should use it:
•Same as offers, but no purchase is made
•Organic reach: “Cassie is going!”
33. EXAMPLE AD TYPES
•PAGE POST ENGAGEMENT –Image, video or text
•PAGE LIKES –Get more Likes on your Facebook page
•CLICKS TO WEBSITE –Drive traffic to your website
•OFFER CLAIMS –Like a coupon, with “Get Offer” button
•EVENT RESPONSES –Includes event details and RSVP link
37. BOOSTING TIPS
1.Ride out the unpaid interaction
•Let the post’s natural appeal work for you
2.Once the interaction slows, boost it!
•You can spend as little as $5 and get engagement
58. “NEW” ADVICE
Mimic what you see on the platform. Content is King, but context is even more important.
Don’t interrupt or be intrusive. Talk about what they’re talking about.
Example: Harlem Shake or Ice Bucket Challenge
59. “NEW” ADVICE
Share “jabs,” non-direct to your offering. Aim to hit an emotion so hard that the customer wants to share it, because it will say as much about them as your fair.
60. “NEW” ADVICE
Be a real person, like a friend. Share:
•Entertainment to help them escape
•Useful information they can utilize
67. FACEBOOK IMAGE GRID TOOL
If text covers more than 20% of your photo, Facebook won’t let you advertise it!
https://www.facebook.com/ads/tools/text_overlay