Should you Pay $5 to Promote Your Facebook Post?

If you have a professional Page on Facebook like me, I bet that every time you post something, you are constantly asked if you would like to Boost or Promote your post. So, after having it thrown in my face everyday, I finally decided to investigate to see what Facebook claims what level of exposure they can do for me if I choose to hand them my money.

First, this service becomes available to all Facebook Professional Pages once they have over 400 Likes. $5 is the minimum you can spend to promote your post, so I wanted to do some analysis to see if the ROI is worth it or not. On my page, for a $5 budget, it says, “This budget will reach an estimated 1,200 – 2,300 out of your potential audience of 140,000 people.” The more Likes you have, the higher this estimated number will be. In addition, the higher your budget, the more your estimated reach is. For example, if I spend $30, it says it will reach an estimated “4,100 – 7,700 people”. However, keep in mind that the reach you see when you promote your Page post is an estimate and may be affected by how many other promoted Page posts are running at that time.

This video shows what they claim it can do – that your promoted post will appear in the regular News feed and your exposure/audience will increase as a result. Everytime one of your followers interacts with your Promoted Post (either via a Like, a Comment, or a Share) your promoted post will become viewable to that person’s friends (and so on).

This is different from a Facebook Ad. FB ads show up to the right of the News Feed, and if look at this analysis of user’s Visual Attention Level as to what user’s look at on Facebook, you’ll see that Facebook Ads are just about useless, but Promoted Posts are great!

Source: AllFacebook.com

But in order for it to be worthwhile, business logic tells you that you need to get a Return on your Investment (ROI) for any marketing endeavor. So, as an author with a book for sale on Amazon for $0.99 (and I earn $0.35 per sale of the book), I would have to sell 15 copies of my book in order to make a profit from spending $5 on promoting my Facebook post. 

  • 15 x $0.35 = $5.25 (So I would come out ahead with a shiny quarter!)

However, maybe I’m looking at this the wrong way. Maybe I shouldn’t be thinking of money as my Return on Investment (ROI), but I should be thinking about new readers as my ROI. If this $5 gets me a single new reader that loves my book, his/her enthusiasm for my book will in-turn convince others to purchase my book. (AKA a Maven, as stated in one of my earlier posts). Such a reader would be called a fan, and building a fan-base is the lifeblood of every author. Fans will most likely purchase your other books and continue to write great reviews.

So, it appears that promoting a post on FB, especially if you are advertising a sale, is a good way to go. You may want to think about posting it during an optimal time of the day, when most people are on Facebook and can engage with your post. If anyone has promoted their Page posts before, please feel free to share your experiences below.

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Hiring a Media Manager

Picture courtesy of big5concept.com

Sorry for the delay in posts, but I have been putting a lot of time into giving my website a face-lift as of late. It is because of that reason that I have sought the services of a media manager. A lot of authors will tell you that you should do everything you can to focus on writing and being creative (as opposed to spending time blogging, online marketing, social networking, etc). Being in the unpublished/independent phase of my writing career, there is of course, zero money available to actually hire a Media Manager. So how did I accomplish this?

I hired my wife! Some of you may be thinking, “Bad idea.” But we are by no means the first husband and wife team. Fantasy author Michael J. Sullivan focused on completing his series while his wife handled the business aspects, such as querying for agents. Support such as this does not need to be so direct. Spouses that encourage the dreams of their significant others is usually more than enough. When you take it a step further and incorporate them as part of the team, the possibility for conflict arises in an area that didn’t exist before. Being able to manage that by addressing it upfront is important.

So I passed her everything that has been on my To-Do list that I just haven’t had the time to tackle so that she could help manage my online presence and get the word out there. So her job description entails: photographer, videographer, website marketer, website content developer, social media manager, and publicist. Her first ‘assignment’ is research, so that she can see what other people have done to increase their audience. Places like http://www.thecreativepenn.com will be a great informational hub, as well as analyzing content on other famous author websites to see what this website is missing or should strive for.

Before I dive into my full fledged marketing plan that I have been slowly growing over the past year (and will be its own post in the near future), my wife had an idea right off the bat. She pointed out that this blog is only dedicated to sharing my author-experiences and knowledge-gained with other writers like me, and that I needed to grow my target market audience beyond just authors. My web presence must begin to attract all the fantasy readers out there, my potential customers, so that when my book is released, I will make a bigger impact with my announcement.

Per her recommendation, I have started up another blog, dedicated to those that love fantasy, RPGs, games, etc. The blog content is targeted to them, but the website is also intimately tied to the world that I have created and built The Blacksmiths series around. The idea being, capture as many followers as I can and when the time is right, direct the followers from the other blog to this one! In addition, her management of my social media and research allows me more time to write! Whether it be my synopsis, begin writing book 2, or a simple blog post, my creativity will be focused.

(This post has a lot of fluff, but stick around! Once my wife has done her due diligence, I will post my entire marketing campaign – complete with recommendations on how to best implement each item!)