I’m the first to admit that while I have a personal and business page on Facebook, it’s not my primary social network. I do follow the activities of family members on my personal page and distribute my blog posts to my business page. I also leave Likes and comments, but I’m certainly not glued to Facebook all day.
Boosting My Traffic
I was on my business page a couple of days ago and noticed a feature I hadn’t seen before under one of my updates — “Boost Post.” I clicked on the drop down arrow and saw my Admin Panel with stats for previous posts and a column called “Promotion? Boost Post.”
My readership on Facebook is pretty measly so I decided to check it out. For a fee, Facebook will promote your post to other members. The more you pay the more potential readers you can reach.
I decided — I’m in. Here is the post I decided to “boost.”
First, I toyed with promoting the post to people who Like my page and their friends. Then I had to choose a budget. You’ll see $5 doesn’t get you much distribution.
So I decided to spring for $30 and to limit my geographical area to New York, where I live and work. I also chose to have Facebook do the targeting. Even though limiting myself to New York cut down on my potential audience, I felt (wrongly, it turned out) that some of these members might know me and be more interested in my posts. I was taken to PayPal for payment. The boost would last 24 hours.
I anxiously checked my stats at the end of my trial and — nada. Didn’t add one new reader.
I should know better, of course. In my corporate days, I managed multi-million-dollar advertising budgets. An ad campaign requires repetition — running the same ad many times in front of the same eye balls until some percentage of them at any one time are in the market for what you’re selling.
A pitiful 24 hours with a tiny budget won’t do the trick. But social media is my beat and I feel I need to learn about these things. It was a reminder that to build your audience you need to:
- Write content that people want to read. That’s rule #1.
- Promote your content as updates on social media networks.
- Leave thoughtful comments (not just, “Hey, I liked this) on other people’s posts.
- Engage in conversations on social media to get known and make new friends and connections. Be genuine and give first.
- Write guests posts that will draw people to your own site
There is no silver bullet. You’ve got to put in the work. A one-time boost isn’t going to work. Luckily, my lesson cost me only $30.