Lots of clients ask us to handle their social media. Whilst we are flattered, we feel we need to get one thing straight. Marketing on social media should be looked at like a stream of water, you will put content in to the stream, and unless you put some really strong rocks to stop the flow of water, the tide will just wash it away and it will fall in to oblivion.
It amazes us how many clients put up great content, but don't allocated the budget to get it seen. Facebook is a business, and it rewards people that spend money with their business. You could have the best content in the world, but if you aren't ensuring that it is getting 'stalled' in the stream, and getting eyeballs on the page, you are wasting your time.
Enter....... Boosted Posts.
A boosted post is a post from your business Page that, for a fee, can appear higher up on your audience’s News Feeds. The fee depends on how many people you want the post to reach—the payment depends on the number of impressions the post gets with time.
When setting up a boosted post, you can set specific demographic constraints to drill down who sees your content. When starting to grow your audience, the main focus is on bringing in new users, boosted posts can be set to people that we target (who don't currently follow you)
We will be looking to engage people that live in the localities that you service, as they are the most valuable customer to you. When setting our parameters we can select their location, age, gender and up to 10 interests. Imagine how specific this can be for you as an agent. We can target your listing content to people who live in your area, are members of the local school and are involved in parenting groups. These kind of people are great prospects as their living arrangements change constantly, and thus their housing requirements change as well.
When boosted posts are implemented, we run more detailed reports and watch the performance, coming back to you with the results for your analysis. Whilst you'd like to believe that having gorgeous homes, posting interesting articles and being informative will grow your Facebook audience, we are here to say it won't! (Well, most likely not to the standards you require/ or deserve!)
Therefore, have your account manager start implementing some tested Facebook posts, we can't think of one agent that wouldn't be happy with local users, being targeted their listings for an incredibly small cost. In many cases, boosted posts have been the most cost-effective form of online advertising, a recent experiment we ran found that Facebook boosted posts generated just under 4% of clicks upon impression, the highest other is nowhere near with Google adwords getting a click 2.5% of the time. A boosted post on Facebook cost in this campaign 0.18c and on Google Adwords cost $1.80 per click. That is ten times more!
Do the math!