Boost a Facebook Post Like the Pros
It’s hard to get noticed on Facebook. I’m not talking about your personal page, where everything from cute dogs in dresses to angry political rants get days of engagement. I’m talking about the other side of Facebook, where your professional author Page lives and which might be struggling to connect with the right readers.
Back in the day—meaning a few years ago—anyone with a Page had incredible organic reach. They could post away all day long and their words would reach nearly everyone who gave them a like.
Then Facebook decided to monetize Page access to over a billion people around the globe by putting up a paywall between brands (you) and the people you want to reach (you as a personal Facebook user) so they could make some serious bank. Cue the tears.
It’s not all doom and gloom, though. The good news is that Facebook advertising is fairly inexpensive, especially when compared to advertising on Twitter, LinkedIn and Google. The best place to start with Facebook advertising is boosting one of your posts. They are the easiest starting off point because you can boost them right from your homepage, as opposed to digging into Facebook’s ad manager which can be a bit overwhelming at first. Here’s a step-by-step guide to boosting your first Facebook post.
Start by writing out a post that you want to more people to see. This could be an promotional post about your new book, a book signing event you’re throwing, a link to your series, or more. Once you’ve written out your post, click on the “Boost Post” button.
In the boost post window, first you’ll be asked which audience you’d like to target. You can choose between their default options, “People who like your Page” and “People who like your Page and their friends,” or you can create your own audience. When creating your own audience, you can target by location, age, gender, occupation, interests (including books and genres), and more.
Pro-tip: When creating your own audience, think hard about the real-life person you’re trying to reach. What do they like to read? Where do they live? How old are they? What authors do they read who are similar to me? The more specific you can be, the better chance you have of reaching the people you want, instead of spending your advertising budget on people who aren’t interested.
After you’ve chosen your audience, you’ll need to set your budget. Anywhere from $5 to $20 is a good place to start.
Next you can choose duration of the boost. They give you presets of one, seven, and 14 days, plus a custom option if you’d like to run it longer. I recommend running your post for seven days to start, and experimenting with the other delivery options later on to see which gives you the most bang for your buck.
Lastly, you’ll need to enter your credit card information. You’ll only have to enter this once so you can boost with ease in the future.
The best piece of advice I can give about advertising on Facebook is to experiment with ad copy, images, and targeting. You may find a certain location or age group works really well for you, while weeding out ones that don’t.
Have any questions about boosting or advertising your book on Facebook? Let us know on Twitter.
Katie is a social media & advertising strategist.