Facebook has made it clear that promotional posts will be much more limited moving forward. However, what does that mean for your helpful, informative blog posts that are just there to provide value? Well, it’s hard to say at this point. Facebook has said that users who share just the link (and don’t post and image with a link under it) will be more likely to get that content in the newsfeed, but with this latest update, only time will tell.
So how do you get your blogs in front of the right people?
Website custom audiences!
Create a custom website audience for people who visit specific pages. Then enter a keyword that is in the URL. Chances are this keyword will cover a specific topic, one related to your business and ideally one you write on regularly.
You can include past website traffic, up to 180 days back, although if you select the last 30 days you are filtering for just the visitors who are most likely to remember you and still be interested in that topic.
Once you save that custom audience you can then promote your blog post, showing it JUST to people who have visited a blog post on that topic in the past. Yes, you may be leaving some people out, but you’re also more likely to get traffic from those in that custom audience because you know they’ve already known interest in that topic.
Ideally, by showing them content on that topic you’ll be able to convert them from just a website visitor to a Facebook follower…and eventually from there to a subscriber and/or customer. However, getting those ideal clients to follow and engage with you on Facebook is a huge step in the direction of converting them to customers…and a huge money savings too! The cost of converting a Facebook fan is far lower than the cost of converting someone who’s never heard of you.
Also, because your audience is so highly targeted, the click through rate for your blog post will be higher and the cost per click will be lower.
What gets better than that?