Every business needs a Facebook fan page; it's a great way to interact with both customers and potential customers in a place where many of us spend way too much of our time. The question is, how do you grow this page beyond the initial wave of likes you get from your friends and relatives? And how can you ensure the likes you do get match your audience so the exact right people see your posts, interact with your page and visit your site?
Unlike with TV or Newspaper or any other classic form of advertising, Facebook enables very specific targeting. If you want to just reach people between the ages of 25 and 60 in the three zip codes nearest you, you can do that. If you'd like to reach only people who like Die Hard or When Harry Met Sally, you can also do that.
Here are the basics
Facebook ads can be used for a variety of marketing goals: to get more visitors to your site, to drive sales, to get social posts in front of more people, to re-target people who've previously visited your website or to gain likes for your business page (among other options).
Each goal has a generally expected cost attached to it, based on how difficult is to for that goal to be achieved. An ad whose goal is to lead directly to a sale will be more expensive than an ad whose goal is just to get someone to see a post, since you'll make a direct profit from the first while the second provides an indirect value.
Generally costs come out to an average of around $0.20 per like (for a campaign to get more people to like your business page) or $0.28 per click (in a campaign to get more visitors to your site). Keep in mind that these average costs are brought down by large companies with efficient marketing departments; your own costs will vary depending on the quality and effectiveness of your advertising message.
A great thing about FB advertising is you can set a daily budget, whether it's $1.00 a day or $100 a day (or more) that ensures you never spend more than you can afford. And that ensures you can test your marketing out before you start pouring money into it.
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