Get in front of new audiences with organic and paid content.
Use this guide to optimize organic content and push paid content to reach new customers.
Small business owners should be using both organic and paid content on Facebook to increase reach and get in front of new audiences. Posting organic content is an important tool to spread positive word-of-mouth, increase engagement, and drive brand awareness. Posting paid content is an important lever for small businesses to use to increase their exposure, reach a wider, targeted audience, and get new customers. Using both together is the best way to give your Facebook a boost to engage with your loyal fans and get in front of new audiences.
Organic Content – Get your Facebook posting strategy in order
First, it’s essential that you build up your presence on Facebook before boosting any content in order to get the most for your money. Consider the following questions:
- Are you posting regularly on your Facebook page?
- Are the majority of your followers liking, sharing, and commenting on your posts?
- Are you doing anything to increase your number of followers?
The answer to all of these questions should be, “yes,” before you begin boosting content. This is true because when you boost content, your post will reach people who don’t currently like or follow your page. Once they see your boosted content, they might navigate to your page to take a look at your other content. If these new visitors come to your page, you’ll want to make sure it’s telling your story in a way that’s both engaging and compelling. That way, they’ll be able to understand what your business is all about. And, they’ll be more likely to give your business a visit. By keeping your business’ Facebook Page full of exciting, organic content, you will be able to attract new customers, build relationships with your existing customer base, and stay top-of-mind with customers in your local area — and beyond.
Paid Content – Kick off your paid media strategy
The easiest way to advertise on Facebook is with boosted posts. What is a “boosted post”? A boosted post is a post on your Facebook Page’s timeline that you can put money behind in order to get it in front of a targeted audience. Using boosted posts is an excellent way to reach new people who are likely interested in your business but aren’t currently your fans on Facebook. When you boost a post, you have the potential to reach more people and entice current fans and potential new customers to visit your business.
Note: This is different than creating a Facebook Ad. While boosting a post is still considered an ad, Facebook ads are created through Ads Manager and have more customization options.
- What should I boost?
- Events, specials, discounts, or promotions.
- What should I include?
- Great photos, videos, or graphics.
- What should I do next?
- Set goals for the results you want.
You can choose to boost your posts, or in other words, turn organic content into paid content, to reach both a wide and targeted audience and attract new customers.
Choose the post you will boost wisely: Think about high-quality content you’d like to feature in your boosted post. Typically, a good post to boost is for an event, special, discount, or promotion. If you’re putting money behind a post, it should look great. You’ll need a high-quality photo, video, or graphic.
Note: Any post you use to boost on Facebook should be less than 20% text. And, it’s important to keep your caption short and sweet. Facebook users have a lot of content to scroll through on their timelines. Make your content exciting enough for them to pause and click through to your page to find out more.
- Pro Tip: Before you boost content, publish your post on Facebook and give it some time to get some organic reach and engagement. Boosted posts tend to perform better if they have first earned organic engagement.
Set goals for the results you want It’s important before you boost a post to understand who you’re trying to reach and why.
- Are you putting money behind this post to bring more customers into your business?
- Is this a campaign for brand awareness?
- Are you looking to gain more followers?
Once you nail down what you’re trying to achieve by boosting a post, that will help inform your copy, the audience you’re trying to target, and how long you want to run the campaign.
Target your ideal audience
The next step is to get your post in front of the right audience — a.k.a as many of your ideal customers as possible. Boosting a post will ensure that your post reaches potential customers outside of your current network (who don’t currently follow you) and more of the right people in your community. So, think about exactly who you’re trying to reach. You can target by age, gender, location, and much more!
Don’t overdo it
Don’t inundate your audience with paid campaigns. People inside and outside your network don’t want to be overwhelmed with salesy content. Even 1-2 boosted posts a month can create successful results.
Track results
To review the performance of your boosted posts, go to your Business page on Facebook. Here, you can see the extent of the reach of your post, any meaningful actions (link clicks, video views, etc.) on the part of potential new fans and customers, and money spent. With these insights, you can strategize. Facebook’s data can help you analyze what worked and what didn’t so you can go confidently into your next campaign.
Managing both organic and paid content well is difficult. We have a team of experts that will handle the professional design and content strategy for you to maximize your reach, target more potential new customers, and entice them to visit your business.
Engage your customers like never before with Branding Iron. We help businesses elevate their online presence on the platforms that matter most to consumers. Keeping up with your social media, reviews, and online customer service is a full-time job. We’re the team that does it all, so our customers can focus on their business.
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