With over 1 billion daily active users, Facebook is a great platform to inexpensively market your content and drive traffic to your blog. There are ways to optimize your post to get maximum visibility and content for your blog promotion. In this guide, we’ll walk you through a simple 6-step strategy to effectively promote your blog posts on Facebook.
1. Create an effective post
Your Facebook post must always draw the attention of your audience and stand out from the thousands of posts on your audience’s newsfeed. There are multiple ways to do it, but here are four easy ways to create an eye-catching post below:
Optimize your blog
First, make sure that your blog is optimized. Facebook will automatically pull information from your blog for the post, which includes your headline, a feature image, link, and meta description. This will be the most prominent part of your post, so make sure the content works well with your Facebook post similar to this example from Social Report:
Excellent description copy
Next, your post must have a short description that grabs the attention of your audience, so make it unique, interesting, or relatable. In the example above, Social Report asks the question “looking into collaborating with a social media influencer?” This question is one that most business owners can relate to. The conversational tone and the statement “here’s what you need to know” encourages the curious business owner to click the post.
Lastly, try to include large and appealing visuals to complement your post in place of the automatic image Facebook pulls from your blog. A photo collage, a long infographic, or an interesting GIF can disrupt your audience’s newsfeed and compel them to look at your post. You can also create a carousel post to increase the visual interest of your post. Each carousel can have up to 10 cards and each card can have a different description and link, so you have more creative space for content in one post.
Follow the 20% text rule
Our 6-step strategy will require boosting, so it is essential tat you follow Facebook’s 20% text rule when adding text to photos. This rule means must any text on a boosted photo must not cover more than 20% of the overall image. Facebook warns that hoing over the limit may limit the performance of your promoted post. Good thing Facebook has a handy Text Overlay tool to easily determine how much in-image text your photos have.
2. Publish at the right time
Creating an effective post to promote your blog is a waste if people don’t see it, so make sure to publish it when most of your fans active on Facebook.
Source: Chad Fullerton
You can determine the day and time when most of your fans are online by going to your Page Insights, and selecting Posts on the side menu. If you have five or more post published at different times, you will have a good sense of which time works best for your page.
Sharing your post when most fans are online will improve the chances of fans engaging with it and can increase the post’s organic reach. Ask team members and friends to share your post to help it show up on their friends’ newsfeed for free.
3. Run a test engagement ad
Once you maximize the organic (free) reach of your Facebook post, the next step is to run a test engagement ad to people who are familiar with your blog. You can do this by targeting people who like your page (including their friends) or people who have engaged with your page. Running the test does two things: first, it will show you if your post is indeed effective; next, engagement ads can generate reactions and shares which add credibility to post.
Start by creating a custom audience in the Facebook Ads Manager. Go to the Audience page and click Create Audience. Then, select “Custom Audience” from the drop-down menu and click the “Engagement” option. From here, you can choose people who like your page or people who have engaged with any post or ad. You can now select this custom audience when choosing the targeting option for your engagement ad.
Since this ad tests the effectiveness of your blog promotion, start with a small daily budget of $10-$20 and run the ad for 3 to 5 days. If you boosted Facebook post is working, you can increase your budget or extend the runtime of your ad.
4. Advertise to a wider audience
Once you’re confident the blog promotion on Facebook is effective, it’s time to advertise to a wider audience. Keep in mind that the test engagement ad you ran accumulated likes, shares, and comments, which adds credibility to the post, so more people will be inclined to click on it.
When selecting an audience to promote your campaign, it would be ideal to target the following audience:
- Warm leads: potential customers already in your marketing funnel and may be convinced to purchase based on the content of your post
- Your blog readers: people who have read your blog about a topic similar to the post you’re promoting
- Current customers: customers who will find value and are interested in the content
Another type of audience you can target are Facebook users who are interested in the topic you discussed in the blog post. If you’re targeting based on interest, you will essentially be advertising to a cold audience, so utilize Facebook Audience Insights and review the interests of your core audience. Use that information to develop a strong interest-based audience.
5. Run a campaign for your post
Use Facebook Ads manager to setup a new ad campaign. The Adverts Manager allows you to promote your post to different audiences simultaneously and use a separate budget for each – something a boosted post cannot do. To create a campaign, simply go to the ads Manager and create an ad. Click “Use Existing post” and choose the Facebook post you are promoting. Using Ads Manager, you can run ads for different audiences, which can help you determine which type brings the highest ROI.
6. Review Facebook ads performance
Regularly check the performance of your ads to determine what worked and what didn’t. If you’re running a boosted post, you will be able to see relevant statistics by clicking Insights on your page and selecting posts. In the All Post Published section, scroll to the Promote column and click on your boosted post. You will be taken to the Overview section where you will see the performance of the post.
Sample Ad Metrics via Social Report
For more comprehensive statistics, you will need to visit the Facebook Ads Manager. There you can simply click the “Columns” drop-down and select “Customize Column”. You will be taken to a new window where you can click on the checkboxes for the data you want to see in your ad report.
Some of the statistics you will want to track are the following:
- CTR or click-through rate
- CPC or cost-per-click
- Number of conversions (e-mail subscriptions)
- Average time people read your blog article
- Number of pages people visit in your website
Try compare information from your Facebook ads campaign with reports from Google Analytics. If you need help comparing data for multiple Facebook ads and pages, you can use a social media management tool like Social Report, which provides powerful tools like custom reports and automation.
Facebook will provide you with basic metrics to help you determine if your ads bring traffic to your blog. Check which of your ads are working well and try to extend the campaign or create similar campaigns to drive traffic to your other blog posts.
Running ads on Facebook is an excellent way to drive traffic to your blog, and our 6-step strategy can help shorten the learning curve and save you time and money. Whether you are experienced in Facebook ads or you’re marketing your blog for the first time, use these steps to help bring more visitors to your blog.