You have countless ways to promote your content online, but one of the most effective is advertising on Facebook.
With more than 1.8 billion daily active users , you can almost guarantee your audience is there. You just have to find out way to show your content in front of them.
With organic reach of a Facebook post are single digits then your time is best to get the promotional side working for your content.
In this guide, I detail the three most effective ways to promote content using Facebook ads (without touching that boost button.)
1. Create a “content group” campaign to reach new fans
Many content creators focus on than. They want more fans, more people to read/listen/watch. With that in mind, focus first on growing your audience by reaching people who aren't familiar with your brand or your content — but who will be interested in the topic. yours .
My “content group” campaign idea works, so it doesn't take too long to create massive Facebook campaigns for every piece of content you publish.
The concept is simple: You create a campaign . Every time you publish a new piece of content, add it to that campaign.
Create a ' content group & # 039; #Facebook ad campaign. Every time you publish a new work, add it to that campaign, @MrGavinBell via @CMIContent said. Click to Tweet Let me show you how to set this up: Go into your Facebook ad manager and click “create new campaign”.
Choose a content-based goal. If it is Facebook videos , select video views. If it's a blog, podcast, YouTube video, or other non-Facebook content, choose traffic.
- Boost an existing post: If you have published a post advertisement new content section on your Facebook page, click “use existing post” and select it.
- Create a new ad: If you can't publish a promotional post on Facebook, create an ad new . Just visit and fill in the text fields.
Now hit publish and your campaign will go live.
But that's not when the real magic happens. That happens as you create more content. Instead of needing to create a new Facebook ad campaign, you can update this ad campaign. Here's how to do it:
Go to your Facebook ads manager. Click your content campaign, then click the ad set. That will take you to the first ad created.
Select an ad, click copy and create a new ad or promote an existing post of new content. Publication volume.
Now, one of your campaigns has two ads running. Over time, you'll add more content ads to this campaign, and your tracking dashboard will look like this:
Over time, you can also see which pieces of content perform best based on cost-per-click/view. You can also turn off the ads with the highest cost-per-click/view.
This campaign strategy works well because you let Facebook (and consumers) decide which content is best instead of having to guess. This strategy will help you attract new visitors to your website.
2. Retarget existing fans of your content
Reaching new audiences is just as important, so is nurturing and communicating with those already in your audience.
Of course, you can use the email database mine but you can also do it with Facebook retargeting ads – serving ads promoting new content to people who have used your previously published content.
To retarget your blog readers, you must have the Facebook pixel installed on your website. (A Facebook pixel is code added to your website header that allows you to track visitors and create custom audiences for your Facebook ads.)
If you're not currently using the Facebook pixel, here it is how to install it . You can only retarget visitors once the pixel is installed.
Install the #Facebook pixel on your website so you can retarget those visitors in Facebook ads for your content, @MrGavinBell via @CMIContent said. Click to Tweet TIP: You don't need a pixel if you're retargeting people who've seen your content directly on Facebook, like videos.
Let's take a look at how to create a campaign to retarget people who've viewed content on your website.
First, create what is called a “custom audience”.
In the Facebook ad manager, go to the “audience” section. Click “create audience” to see more options. Choose one of the following:
- Website traffic: You can create an audience of all visitors to your website, or click the down arrow to select “people who visited specific websites” and enter the URL of your blog or even an article. .
- Video Views: Select this option to promote posted videos to Facebook. You can select your audience from an individual video or multiple videos. I tend to select every video, and every time I upload a new video, I add it to this audience.
With your custom audiences created, you're ready to target them in your ad campaigns.
Create a campaign like you did in the option above to attract new fans. But when selecting an audience, click the “custom audience” box and select the audience you just created.
Now, when your campaign goes live, only the people you've targeted will see your content ads. And because these people already know your content, the Facebook algorithm rewards you, resulting in less expensive clicks/views.
3. Use content as part of your channel
Likes, comments and clicks are great, but they don't pay. This is the strategy of promoting content as part of your marketing and sales funnel.
And based on what you learned above, you already know how to set it up.
- Create specific content for your perfect customers' needs.
- advertise content to those customers.
- Target the people using your content with a claim offer communications.
- Track people who sign up for offers and close them as customers.
The key is to create content that is specific and relevant to the perfect customer base. Since you will be retargeting those people, it is important that only the perfect customers click.
We have implemented this strategy with our clients Able Chiropractic , provides laser therapy. They made videos of symptoms treated with laser therapy like this one:
This allows them to define an audience of people interested in that particular need or issue. Essentially, viewers refer to themselves as potential customers. And because Facebook is calling interesting content If you don't try and sell, you're rewarded with cheap reach.
We then retargeted everyone who used that Able Chiropractic content with an offer related to a need we knew they had – a free consultation for laser therapy:
This strategy yields less costs and higher quality leads.
Promote more effective content
These three tried and tested strategies can help you attract and keep more fans of your content. Through a multi-step process, you can reach an audience that not only actually wants your content, but is more likely to become your customers and customers.
Cover photo by Joseph Kalinowski / Content Marketing Institute