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Use Facebook to Promote Content: A Mini Case Study

Published: August 15, 2013

Author: Robert Brady

With all of the recent buzz around content marketing, you’re probably wondering how you can promote your awesome content so that it gets in front of potential customers. And since you’re reading this blog, you’re probably considering how to do this on Facebook.
I recently had a discussion with Gea Elika, a real estate agent in New York city, about how he was using Facebook to promote his content. He gave me permission to post this mini-case study.

Step 1: Have Something To Promote

Gea often has clients ask him whether it is better to rent or buy while living in New York, so he decided to put the answer into an infographic and publish it on his site. It looks great and has great information, but he needed to get it in front of more people, so he decided to run the following promoted post:
facebook promoted post

Step 2: Establish Your Targeting

Facebook targeting is demographic in nature, so you need to have an idea of who you’re trying to reach. Hopefully you’ve developed a persona or two. For Gea, he wanted to reach out to the 25-37-year-old demographic in large cities such as New York, LA, Miami, and Chicago who were friends of people who liked his page already. He set a budget of $30 and gave it a go.

Step 3: Measure

Below are the results he received:
– Clicks – 834
– Page Engagements – 754
– Impressions – 11,454
– Cost/Engagement – $0.04
For Gea, this was a success. He was able to generate additional likes (140) and shares (92) while building awareness and buzz for the infographic.
You’ll have to measure your own success against other channels that you have available, but Facebook can be a very targeted way to obtain affordable exposure for your carefully crafted content.

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