When you set a piece of paper on the sidewalk on a hot summer’s day, nothing much will happen.
But if you take a magnifying glass to that same sheet, you’re suddenly focusing all of the sun’s energy into a ball of concentrated light, and pretty soon you’ve got a charred piece of paper on your hands.
The same principle applies to marketing.
Instead of blindly trying to market to the masses, targeting your marketing campaigns will yield concrete results in a much smaller amount of time.
And what better way to execute this rule than on the most massively used marketing website out there – Facebook.
It’s time to turn your social profile into a lead generator, and the best way to do that is to make the Power Editor your new best friend.
But before we get started, let’s get a major no-no out of the way: Don’t boost your posts.
Unless you like throwing gobs of money at your marketing problems while crossing your fingers that things will work themselves out, this is an inefficient waste of your money (and time!).
The process of using the Power Editor can seem intimidating at first, but you’ll get the hang of it quickly, and will be promoting the heck out of your posts in no time!
Pre-Step 1. If you don’t have it already, add the Power Editor to your personal Facebook
Log into your Facebook account (don’t switch the “Use Facebook As” at the top right just yet) and go here to add the Power Editor. Follow the steps, and you’ll be prompted to select which accounts, or fan pages, you want to use with the tool; select all.
This will be your gateway to laser-targeted Facebook posts. So now that you have the tools, let’s figure out how to use them.
Step 1. Write a brilliant post on your Facebook Fan Page
Go back to your Facebook page and switch to your fan page as you would normally do. Then, create the post that you plan on promoting. To make it perfect, include an image with little or no text and a well-worded status that includes a link back to your website or shopping site. Is it perfect? Great. Hit ‘post’ to make it live.
Step 2. Create a New Campaign
Now that the post is live, you’ll be able to promote it. Go back to the Power Editor, click on ‘Recent Campaigns’ on the left-hand side of your screen, click on ‘Campaign’ at the top, and then ‘Create Campaign.’
Step 3. Create a New Ad
Time to get down to business. Click on ‘Ads’ again at the top, then ‘Create Ad.’ You’ll first name the ad, then proceed with defining your target and budget.
First, notice the three tabs in the middle of this section – Creative, Audience, Optimization & Pricing – these are the sections you’ll fill out to complete your ad.
For the objective, we’ve chosen page post engagement. This is the best way to encourage users to like, respond to, and interact with your post. Interaction is the top priority on Facebook, as it garners trust, builds your brand, and encourages new likes to your page. You’ll then scroll down to complete the Creative section, which will look like this:
Here you will select your Facebook Fan Page, and the post that you already created from the drop down.
When targeting your fans, select News Feed (Desktop and Mobile), and set the ad to only appear once, as you don’t want to bombard your fans with your content. For non-fans, it’s a little more flexible. Test both news feed and right hand column ads to see which gets the most interaction.
For mobile devices, only use this feature if your website is mobile optimized, because you don’t want to direct someone back to your site just to have a bad experience on their mobile device. If it is, select the box at the bottom that will limit your ad to devices connected to Wi-Fi.
Step 4. Define Your Audience
You’ll be able to target the ad in much more detail here than in a regular promoted post, and when you scroll down to Connections, you can decide whether you want to talk to current fans or make new ones.
For targeting, we suggesting using this first ad to speak to your actual fans, as they already like your page and are familiar with your brand. Once you complete the ad, we recommend duplicating it and targeting it to non-fans, so you can attract new people to your page. This is a great feature if you have just recently started building your Facebook page and don’t have a lot of fans yet. You can target non-fans by a variety of interests, their location, and whether they like similar businesses to yours.
We don’t use the ‘Friends of connections’ section to seek out friends of our fans, because every fan of our page will have a diverse multitude of friends and we lose out on the ability to zero in on those who would actually be interested in our content.
Step 5: Optimization & Pricing
Once that is complete, go to the Optimization & Pricing tab to complete the ad. We suggest using Optimized CPM to get the best bang for your buck. You will be able to set a maximum budget before you make it live.
You’re nearly there! Now you can review all aspects to ensure it’s exactly how you want it. When you’re happy with the ad, click back into Campaigns to set a maximum budget.
Step 6. Set Your Budget
Here you can set a daily budget and a beginning and end date for the ad. This will help with tracking purposes, and allow you to set ads to run during high-traffic times. You will also need to enter your billing information under the Billing tab on the left. Once that is complete, you’re ready to publish.
Step 7. Make It Live
At the top of the page you will see a green button that says Upload Changes – click it and your campaign is all set to run!
And there you have it – a mostly pain-free way to maximize the exposure of your Facebook posts. Remember to always respond to fans who engage with your posts, and try different times/types of posts to gauge which is the most useful to promote. Don’t you feel more powerful already?