Targeted reach – fine-tuning Facebook
When you market your business, product or service on Facebook, you have a number of different options. If you write a post and leave it at that, this post will only go as far as your organic reach (the total number of people who see your post through unpaid distribution). You can look at taking this a step further though and branch into paid advertising on social media.
You have the option to boost either your post or your entire page. First, it pays to clarify something. A post is a status update and your business page is the canvas you post to. So a single post might update us on a particular special or competition you’re running whereas your page tells us what your business is about.
You can boost an individual post by paying an agreed amount of money. Then that particular post will be marketed to more people and show up in more feeds at more times throughout the day. You don’t want to boost every post though. There should be a good balance between business posts and non-business posts. Boosting business posts over non-business posts makes much more sense as these will encourage and promote your actual product or service.
Rather than just focusing on one individual post, this feature promotes your entire page. It will show up on the sidebar as well as in the feed of others as a ‘suggested page’. Promoting your page as a whole can encourage more people to like your page and in turn, extend your organic reach.
So it really depends on what kind of marketing you want to do and your overall objective. If your main goal is to get more likes and extend your organic reach, the best option is to boost your page. If you simply want to let your audience know about something specific, it would be best to boost a particular post.
The fun part is targeting the marketing to different demographics and monitoring the outcome once the ad has run its course. Facebook provides comprehensive, analytical data to you after each campaign.
You can experiment with targeted Facebook marketing. Establish your budget first – how much do you want to spend? How many days would you like the ad to run for? What demographic would you like to target? Facebook will ask you each of these questions when you set up the marketing for each ad. Start with a small budget, run the campaign and see what happens. Notice the outcome and from there, devise a strategy for each new campaign.
‘The new source of power is not money in the hands of a few, but information in the hands of many.’ John Naisbitt