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Creating a Successful Social Media Programs

Using Facebook Ad Spend to Promote Blog Content

In 2011, Facebook brand pages organically reached roughly 20 percent of their fans on average. According to Neil Patel at Quicksprout.com, that number has since plummeted to a reach of about six percent at the beginning of this year. This decrease in organic reach on Facebook is not only forcing businesses to pay for exposure, but also lessening the value of what an acquired Facebook fan or page like is actually worth. As a result, companies may be better served by shifting their monthly Facebook spend away from generating new page likes and instead using those dollars to create Facebook advertising campaigns to promote their blog content.

Based on the diminishing power of organic reach, page likes are now more of a vanity metric than ever before. While it is still important to acquire a baseline number of likes to appear relevant in your specific vertical or industry, you quickly reach a point where it is more valuable to shift that spend elsewhere. Boosting posts on Facebook can help increase exposure within the platform itself, but driving real value in terms of qualified traffic to your website is best achieved through Facebook Advertising campaigns.

To provide an example, we compared results over a two-month period in which we spent $100 on Facebook each month. During the first month, we advertised for new Facebook fans or page likes. During the second month, we created a Facebook advertising campaign promoting our client’s latest blog content. Below are the results:

Facebook Advertising Spend

Month 1
Facebook Spend: $100
Advertising Campaign: Acquire New Page Likes
Page Likes Acquired: 67
Website Traffic from Facebook: 82 Visitors
Cost Per Page Like: $1.49
Cost Per Website Referral: $1.22

Month 2
Facebook Spend: $100
Advertising Campaign: Promoting Blog Content
Page Likes Acquired: 20
Website Traffic from Facebook: 452 Visitors
Cost Per Page Like: $5
Cost Per Website Referral: $0.22

During the second month, we used our $100 Facebook spend to drive 452 visitors to the website. Even after acquiring 67 new page likes, we only drove 82 visitors to the website during the previous month. This dramatically improved our blog performance in the second month, and created real exposure for our client by engaging users with their website and blog content. At the same time, this increased activity on Facebook also resulted in a byproduct of 20 new page likes as an additional benefit.

Throughout this two-month test, it’s also important to note that all of our other Facebook activities remained constant on a monthly basis. The same number of posts were shared organically, the same number of blog articles were created, and the time spent managing the Facebook page for our client remained constant as well. The only difference was the shift in Facebook advertising strategy which resulted in a 400 percent improvement month-over-month in website traffic.

This strategy helps leverage your social media presence to connect with prospective customers and better tell your company’s story through the blog content being shared. It also demonstrates your expertise within your industry, allowing you to create brand awareness and build a more engaged audience on Facebook. The blog traffic that results from this social media campaign will help increase qualified leads, email subscriptions and sales as well, while forging new relationships with a wider audience than before.

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