There is an art and science to Facebook advertising, which is why many small business owners who try it out for the first time tend to have very little success with it. But don’t panic! It is a rite of passage we all have to go through.
Now, if you want to get serious, boost your content and engagement (and ultimately
your conversions), give this article a read. We’re going to talk about Facebook advertising for optimal performance.
Post at the perfect times
It doesn’t matter how good your posts are. If you don’t time them right, you’ll miss out on a lot of potential engagement.
In other words, you have to publish your posts when your audience is most active on Facebook. The best times to post on social media will vary from platform to platform and from one audience to another. However, once you identify yours, you’ll have a much easier time encouraging engagement.
Remember the 80/20 rule
Boosting a Facebook post is not strictly reserved for promotional content. There’s an 80 / 20 rule that many marketers swear by, and it is:
- 80% of your content should be fun, informational, and engaging.
- 20% of your content should be promotional.
And yes, while you want to create promotional adverts and give them a boost, it’s also worth boosting entertaining content as well – especially if you want to improve your engagement.
After all, adverts aren’t exactly engaging; their purpose isn’t to elicit conversation but to encourage purchases and sign-ups.
So, make the content fan-centric, focus on exciting topics that will get tongues wagging, and share high-value content that your audience will be happy to share with their peers.
Analyse your most popular posts
Go back and look at the posts you shared that got the most engagement. There’s usually a very good reason for it. Then, try to recreate that magic with similar posts. Obviously, you want the content to be fresh and unique, and exciting but follow a similar pattern to the last time you received so much engagement. When you boost those posts, you’ll be likely to get even more buzz about them!
Don’t know where to start? There are plenty of tools you can use, but Facebook has its own built-in analytics as well. Alternatively, you could hire digital marketing services from a reputable agency with experience in social media advertising and let them handle the grunt work for you.
Don’t forget to prioritize comments & replies
Whenever customers comment on your social media posts, you should make an effort to engage and respond. Naturally, if you are getting tens of thousands of comments (then you likely wouldn’t be reading this post), you’re not going to have time to respond to all. However, on a smaller scale, while trying to establish your online presence, it’s worth taking the time to engage with as many people as possible – and in a meaningful way.
The more you respond, the more likely your audience will be to engage again in the future. Not only that but when new people who are encountering your brand for the first time see the way you talk to your fans, they’ll be excited to join in on the conversation as well.
Add a CTA to every post
Want more engagement on your posts? Include a CTA and tell your audience what steps you want them to take next.
Even if you are sharing a fun or silly social media post without any product promotion, you can still ask your fans to smash the like button or tag their friends.
If you don’t include a CTA on your posts you will invariably experience a far lower engagement rate. We all need a little nudge in the right direction.
Final thoughts: Hit the ‘Boost Post’ button!
Once you are satisfied with your content type and you are publishing at the perfect time, why not hit the ‘Boost Post’ button and have Facebook help you get your post in front of as many prospective customers as possible?
You can go into great detail with Facebook, selecting your audience type with specific trait selection, what your goals are, and how long you’d like to boost the post.
Commit to the above, and you’ll have no trouble experiencing more engagement on your posts and growing your audience.