How to Use Promoted Posts for Direct Response Marketing

December 14, 2015 | Content Marketing, Facebook Marketing, Social Media Advertising

Direct response marketing is all about getting a measurable, immediate response; it’s about getting results, and getting them right now. Because of this, campaigns that focus on this type of marketing are geared towards (and thus may be likely to see) higher conversion rates.

Facebook’s promoted posts, which are part of Facebook’s Ad system, can be highly effective when used correctly. Like targeted posts, promoted posts can help you to deliver the content you most want people to see to the most relevant audience (allowing you to target niches and sub-niches within your audience). Unlike targeted posts, however, promoted posts can further help you fight declining organic reach (a problem that’s only been increasing) thanks to being part of the ad system, as well as allowing you to get your content in front of users you aren’t yet connected with.

Facebook Ads in general is fantastic for direct response marketing, and in this post we’re going to take a look at 2 specific examples and use cases for how to use promoted posts for direct response marketing campaigns.

1. Promoted Posts with Content Marketing

While content marketing focuses on a long term plan to increase your client list, reputation, brand awareness, and rapport with your clients, it can be combined with direct response marketing to get conversions of some sort more immediately. Promoted posts are a great way to do this.

An example of a strategy we’ve used before that has worked incredibly well utilizes both promoted posts and remarketing. This strategy includes:

  1. Write an incredibly in-depth blog post. Whether it’s niche specific or will appeal to a large percentage of your audience, you want to write an extremely thorough blog post—think 1,000-1,500 words instead of 400-600.
  2. Promote the post. You can advertise the post on your Facebook Page (as well as to e-mail subscribers and cross-platform), but you can also promote the blog post to get the most eyes on it possible.
  3. Use retargeting with a relevant landing page. You’ve got your list of users who were interested in the blog post or content you created; you can use Custom Audiences from a Website, for example, to reconnect with these users, sending them to a relevant landing page and collecting their contact information. This landing page can hold offers for more content that delves even deeper into the topic, or focuses on another niche within it.

This content marketing and direct response marketing combination has worked incredibly well for us multiple times in the past, especially since you can use content that’s already performing well to better connect with members of your target audience.

2. Promoted Posts for New Audiences

One of the biggest advantages of promoted posts over unpaid targeted posts is that they allow you to connect with new users that fit into your target audience. When you’re looking to see increases in likes, engagement, and new subscribers on your site, promoted posts targeting new audience members is a great way to go.

For this, two targeting options are always good to start with. You’ll want to:

  • Target a lookalike audience. You can create lookalikes off a variety of audiences, including a custom audience that’s done particularly well, or your audience as a whole.

Screen Shot 2015-11-07 at 3.37.17 PM

  • Utilize connections. Under the connections targeting options, you’ll want to make sure to target users who are not currently connected to your Page. This is important when trying to reach new users.Screen Shot 2015-11-07 at 3.34.10 PM

A great strategy for increasing social media activity and even e-mail subscriptions for a direct response campaign includes:

  1. Choose a post doing well with your current audience. While you can choose a post that has been promoted previously and that has done well, you can also use a non-promoted post that did well. A post that did well without Facebook Ads has a great deal of potential to perform well with it, especially once you’ve got it in front of a new audience.
  2. Target a lookalike audience you aren’t connected to. Make sure that if your post was targeted to a niche, or did well within a certain niche of your audience, that you take that into consideration with your targeting options, too.
  3. Encourage them to subscribe. You want to make sure that you’re encouraging your users to subscribe, in one way or another. Though all posts prompt users to like your page, you can also send them to a landing page designed for this specific campaign that is meant to get their contact information or a subscription to your site. You can later this information to retarget the members of this audience who converted a new, specific opportunity (whether for sales or for other types of conversions).

Gaining access to new members of your audience with engagement, likes, and new contact information is important to increasing your social media following, your client list, and your brand awareness. Being able to do so with promoted posts aimed at these goals for direct response marketing campaigns is a smart strategy that can have both short term and long term benefits.

Final Thoughts

While many normally think of campaigns that utilize “Clicks to Website” or “App Installs” as objectives that should be used for direct response marketing campaigns, utilizing the promoted posts objective can be just as powerful when used correctly.

Perhaps most useful for increasing followers on Facebook, increasing engagement, and getting new subscribers or contact information, promoted posts can lead to great results when combined with direct marketing campaigns.

These two examples are some great uses for promoted posts with direct response marketing. How do you use Facebook Ads for direct response marketing? Leave us a comment and let us know.

 

 

James Dickerson

Founder of CrushCampaigns

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