Facebook Marketing Tips When You Have A Tiny Budget
If you run a business, I’m sure you realise by now how essential it is to have a presence on social media. However, you will also know how hard it is to stand out among the noise and chatter of social media. And it’s even harder when you have a limited budget.
With over 1 billion daily active Facebook users, businesses need to be smart in terms of how they grow their audience and business through Facebook. Which is tricky, but not impossible! Here are some ideas…
Analyse your content
Go into your Facebook page Insights and rank your content by likes, comments and shares. This is the fastest way to see what’s resonating with your Facebook users.
Seek out patterns – is the best performing content mostly photos? Or blog posts? If so, what subject do they have in common? What can you learn from comments in your updates? You get the idea.
Target a VERY specific audience
Did you know that you can target females between the ages of 20 and 40 years old, who live within 10 kilometres of Canberra, have children who go to primary school and are ‘fit mums’? The beauty of Facebook is that you can get really specific about your target market, and reach them where they’re hanging out (on Facebook!).
Know when to use a Facebook ad versus boosting a post
Facebook advertising is a great tool when you have a large audience and the goal of the campaign is to drive sales and conversions. Facebook ads have a lot more features that let you choose the objectives for the campaign such as placement (floating ads, banner ads, etc.), interest targeting, manual bidding (choosing which measurement you want to pay for e.g. impressions vs clicks), and creative ads (such as videos, or carousel ads).
Boosted posts are best used for gaining visibility for a post, page, event or any content that is reaching for impressions and engagements. They are commonly used for announcements, blog posts, and events. Boosted posts let you create a customized audience through geographical targeting and by tagging interests. Facebook auto-optimizes boosted posts, which mean they present it to those with the interests you tagged who are most likely to like or share it.
Only pay to promote your best content
Keep an eye on how your posts are doing by using the Insights tab on your Facebook business page. Here you can see what posts are getting the most engagement, clicks, reactions and comments. These are the posts you should be promoting – the ones that are already doing quite well organically. These posts will benefit the most from a small amount of money to promote them. Companies like BuzzFeed have figured out the recipe to driving video engagement – keep it short and sweet, with a visually engaging thumbnail.
Create short, engaging videos
If you’ve already tried posting videos on Facebook but they haven’t had any engagement, it’s likely that they are either too long or not enticing and interesting enough. Facebook users want to be entertained, and they have short attention spans.
Rome wasn’t built in a day, and your business won’t skyrocket overnight, but these tips will help you establish your social media presence, continue to build your brand, and help promote new and fresh content to the right audiences over time by spending smarter and not larger. You can also contact me for a chat about how we can improve your Facebook marketing.
Yours in digital,