With organic reach way down, brands have been abandoning Facebook and/or pulling back their focus on The Social Network, which is a huge mistake. Not only is it still the only true portal for users in the social universe, but the paid platform is the most powerful tool that exists for brands and marketers. We have talked about how Facebook Marketing cannot be ignored here in this blog before, but let’s explore some ancillary benefits.
When you market on Facebook, you are increasing targeted exposure for your brand. When new users see your content they will often engage with it via a like or a comment. Facebook now allows you to invite those users to LIKE your page if they don’t already. It is a great way to bring in new fans, as they just saw a message from you and took an action. This is an excellent opportunity to strike while the iron is hot and move them into your community.
Some paid exposure could be how they found you OR a simple share or engagement taken, from even one fan could have opened up your content for increased exposure. Thus strengthening the argument for increasing your community and why even one simple interaction from one fan is so important for your brand. Regardless of how they discover your post, they chose to engage with it, but they didn’t necessarily take that next step and like your page.
The good news is that Facebook has made it very easy to see who liked your post and who is/is not already a fan.
Just click on the like count, as we did here for a recent post on our client Lurong Living’s Facebook page and then you can invite them to go ahead and become an actual fan. This is really powerful for this client who targets people who are into Crossfit and hard core fitness in general. Often the eyeballs they get on their organic and paid content are fro like minded individuals, who are highly likely to like their content and more importantly, their products. We recommend doing this within 24 hours of their engagement on the post to improve conversion rates.
It’s important to note that people who get an invite to like your page, are getting the invite directly from you, via your personal Facebook Profile as you can see below. Remember, you may be sending invites to people who are strangers to you personally, but they will know that you are affiliated with the brand.
The verdict is that this is a great way to increase your fan base and to do so with someone who already expressed interest in something your brand had to say. We boosted the post above for $5 and reached 2000+ people which is very inexpensive and highly targeted exposure. It drove 48 likes to the post and 20 new fans to the page, yielding an effective CPL of $0.25 – which outperformed their CPL Ad Campaign by $0.05. It would be hard to argue for a most cost effective use of that $5.