You have a new business Facebook Page. What’s next?
The instinct would be get all of your family and friends to “Like” your page, and there is no reason why you shouldn’t do that, however, your family and friends may not be your customers. You need to get your page seen by the people who can potentially be paying customers.
Facebook is not going to show your page to people organically. We have to work to get the page seen by people. We do this by doing several things at the same time. First and foremost, we start to post to the page using information from your website and other printed material. We are looking to get good information out there for people who will be eventually visiting your page. The worst thing to have is a page with no content, or even worse, content that is outdated. Once we have content on the Facebook page, we are ready to bring people to the page. We do this through a type of Facebook advertising called “A “Like” Campaign”. A “Like” Campaign is advertising that is targeted to your primary target audience with the goal of just getting them to like the Facebook page. A “Like” Campaign keeps Facebook users on the Facebook platform, but it drives them to your Facebook page so they can Like it.
What is the benefit of a “Like” Campaign?
When we post to Facebook, only a percentage of people who like your page will see it, so if you have a page with less than 100 likes, your reach is going to be very low. We have to build the page up with users who are potential customers, based on our targeting, so our regular Facebook posts are seen by those people. The goal here is to get your Facebook page in front of people on a regular consistent basis and having them stay on your page by posting interesting content. The more they see your page, the more likely they are to become a paying client when they have a need for your services.
What comes after the “Like” Campaign?
After we get to a satisfactory level of Likes, we will start to change over to a combination of types of ads that will:
- Drive traffic to your website
- Continue to grow your Fan base on the Facebook Page
- Get your posts in front more people through use of Boosted posts
In order to drive traffic to your website, we run what is called a “Click” campaign. These ads are designed to bring people off of Facebook and bring them to your website directly. We will also occasionally run additional “Like” campaigns in order to get new people on to the Facebook page.
The last part is Boosted posts. Over the last 6 months, boosts have become a more powerful and more important tool to get your page in front of the eyes that need to see your information. Boosts now have the ability to reach more people than previous and can also be ported over to Instagram (if Instagram is part of your package).