I’m sure you’ve heard by now that Facebook can help you sell more books. But it’s not as simple as posting a message to your followers. What you may not realize is that not everyone who follows you will see what you have posted. If you have, for instance, 20,000 followers and post something on your page, only a small percentage of them will actually see the message. Boosting posts on Facebook helps you reach more than that tiny percent.
Does that mean you should boost everything you post? Definitely not! Below are some tips to keep in mind when you get ready to start boosting posts to promote your book.
What’s Your Purpose?
Boosted Facebook posts should have a clear purpose. A post about what you fed your cats for breakfast might put a smile on the face of a fan who happened to see your post, but it’s not going to sell more books. What post would? Let’s say you have a book signing coming up and you write a post about it—that’s a post worth boosting, but make sure it’s only to fans within a certain mile radius of the signing.
What’s Your Calling?
Ideally you want your fans to do something with any boosted Facebook post. With that in mind, make sure you have a call to action. Do you want them to like your post? Comment on your post? Visit your author website? There should be a clear path that you want the fan to follow, which you can also use to measure the success of your campaign.
Make It Stand Out
The average person on Facebook has over 300 friends. That’s a lot of friends! If you have over 300 friends, how many do you think are memorable? If you don’t make yourself stand out as one of those memorable friends, then chances are they won’t even see the post you just paid to boost. Use photos that stand out and limit the amount of text you post—a very concise but well-written sentence will work. Humor is often important, but not essential. Just make the content count.
Limit What You Boost
What if you are a highly successful person and have money to blow? You should boost everything, right? Wrong! Boosting too much content can make fans skim right over you. Everyone has that friend who posts way too many messages—they’re the friend you just scroll through when you see they’ve posted something. Using the boost too often puts you in danger of being that friend. You’ll essentially be paying to be ignored.
Who Do You Reach?
There are three people you can reach with a boosted Facebook post: fans only, fans and their friends, and an audience you select through targeting. So which one do you choose? This is why it’s important to set goals before you think about pushing that boost button. If you’re posting something about your new book being a great Christmas gift, then boosting it to fans and their friends might help get you under the Christmas tree. If you are trying to get new fans, then targeting is a good option for you.
Ten years ago, advertising anything would cost you a small fortune and require you to hire an agency. Today, ads are dirt cheap and are DIY friendly. Because of that, it’s easy to fall into the temptation of just trying it out with no goals in mind. Don’t fall into that trap: a well-orchestrated campaign will grow your social presence and help you sell more books.