How to Use Facebook Promoted Posts to Market Your Business Like a Pro

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How to Use Facebook Promoted Posts to Boost Business Page Buzz

Does the term “Facebook advertising” make your head spin? If you've ever tried promoting your Facebook page, you know how immense the learning curve can be. Between CPC, CPM, PPC and CTR, wading through the verbiage can leave your mind reeling.

And the options only continue to grow creating an even larger chasm between small business and accesible self promotion. It is a large enough deterrent to keep the average marketer from taking advantage of a seemingly complex Facebook advertising campaign.

So how can you capitalize on the power of Facebook ads while maintaining your sanity?

Say hello to Facebook promoted posts.  

The Scoop on a Facebook Promoted Post

Added to the list of Facebook advertising options in May, promoted posts are a straight-forward way for business page owners to build engagement and invigorate a potentially fatal fan base.

Promoted posts offer two basic opportunities: Gain the attention of fans that no longer see posts in their newsfeed and build a new fan base by reaching the friends of your fans. With Facebook promoted posts, a business page can now pay for the promotion of an individual post. This gives a page increased exposure by placing it in the news feed of more fans and friends of fans than typically reached.

A promoted post is also quantifiable.  Similar to a Facebook ad, page admins are able to track the metrics of each promoted post. At the bottom of your post you will see how many people that specific post reached along with how many new likes to the post or page you received.

If you want to test out promoted posts, there are a several key things to remember.

  1. Promoted posts are only available to pages with a minimum of 400 likes.
  2. You are only able to run promotions on posts published after June 21, 2012. 
  3. You cannot choose the date and time your post runs. Once your promoted post is approved, it will run until your goal has been met. 
  4. Any type of content can be promoted including images, links, videos and status updates. A good rule of thumb is to promote a post that's visually appealing, offers exclusive or time restrictive content or promotes an upcoming event.
  5. Once you’ve promoted a post you can always pause it, cancel it or adjust your budget. You will only be charged based on the results received at that point.

How to Use Facebook Promoted Posts

  1.  Choose the post you wish to promote and click on the promote button on the lower right side of the post to get started.  


 Facebook Promoted Posts 4  

2.  You now have two options: do you want to promote the ad to your fans only or to friends of fans as well? Depending on your product or service, spending money on friends of fans may not be wise. Facebook Promoted Posts 2  

3.  Now set your budget based on how many people you want to reach.  Facebook Promoted Posts 1  

4.  Click save and your post is submitted for review to the Facebook ads team. Once it’s approved you will receive a confirmation email. You're now off to the races!

Monitor Your Progress

Savvy marketers monitor their progress and then adjust their strategy based on statistical data. A few best practices when using Facebook promoted posts:

  • Assign an ad name to each of your promoted posts making it much easier to track their effectiveness. By default, Facebook targets the United States plus many other countries.   If reaching fans in say the Ukraine isn’t your target, go ahead and make the necessary adjustments so you don’t waste time or budget on an irrelevant audience.  
  • Perform a split test to check the effectiveness of this new tool rather then just pushing ahead blindly.  A simple way to conduct a split test is to send out a Sponsored Page Post Ad and a Promoted Post to page fans only. Monitor your progress and determine which method garners the best results.
  • Determine what type of post you want to promote. It might be a sweepstakes or a new product rollout. Whatever the case, choose wisely.  Your goal is increased engagement so make the post fun, appealing and easy to respond to. You will receive a lot more feedback when you choose a topic your fans are passionate about and one that doesn’t require much thought to take action.
  • Be careful not to get too “click happy” with promoted posts.  There is an option to always promote my most recent post. Facebook marketers who choose this option can blow a media budget quickly. You might be better off to specifically select the posts you want to push into the news feed.

The Pros and Cons of Promoted Posts

If you typically receive 30-40% reach on your posts, promoted posts may not be for you.   Those statistics prove that you are already doing an excellent job engaging your community. Spending additional advertising dollars is not necessary as your base is already actively seeking out your page.

If your reach is under 10% then promoted posts are worth considering and may help you re-engage and reconnect with fans that haven’t seen your posts in a while.   One excellent advantage of the promoted post?   Unlike regular Facebook ads and sponsored stories seen on the right sidebar, promoted posts can reach mobile users. That feature alone makes them an intriguing option for many marketers.

Will you consider Facebook promoted posts? I'd love to hear your future marketing plans in the comments below!

How to Use Facebook Promoted Posts to Market Your Business Like a Pro was written by Rebekah Radice.


Re-Blogged 5 times:

Re-Blogged By Re-Blogged At
  1. Doug Dawes 09/07/2012 12:24 PM
  2. Evelyn Kennedy 09/07/2012 01:00 PM
  3. Michelle Carr-Crowe Just Call 408-252-8900 Top 1%! 09/07/2012 01:11 PM
  4. Bruno & Noel Tarquinii 09/07/2012 08:14 PM
  5. Charles Stallions 04/20/2013 11:05 AM
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Curtis Van Carter
Better Homes & Gardens Wine Country Group - Yountville, CA
Your Napa Valley Broker Extraordinaire


Thanks for such a thorough post about this. I didn't even know about promoted posts until reading this and feel I came away knowing a great deal about them. Not certain there are for me, but thanks again for explaining them. cheers cvc

Sep 07, 2012 03:06 AM #1
John McCormack, CRS
Albuquerque Homes Realty - Albuquerque, NM
Honesty, Integrity, Results, Experienced. HIRE Me!

Good explanation Rebecca.  FB has brought me 4 closed real estate transactions this year!  It's wise to utilize FB in our business lives.  Suggested

Sep 07, 2012 03:12 AM #2
Tatyana Makarov
Coldwell Banker Residential Brokerage - South Windsor, CT
Your Greater Hartford Area Realtor

THanks for the tip, Rebekah,

I will definitely try this option out.

Have a great weekend.

Sep 07, 2012 12:27 PM #3
Tom Arstingstall, General Contractor, Dry Rot, Water Damage Sacramento, El Dorado County - (916) 765-5366
Dry Rot and Water Damage Mobile - 916-765-5366 - Placerville, CA
General Contractor, Dry Rot and Water Damage

Great explanation Rebekah, I did not know of this option on Facebook.

I like your new profile picture too.   :)

Sep 07, 2012 12:45 PM #4
Charles Stallions
Charles Stallions Real Estate Services - Pensacola, FL
800-309-3414 - Pensacola, Pace or Gulf Breeze, Fl.

Wow I never stop learning here in the rain thanks for sharing and I will pass it along.

Sep 07, 2012 12:47 PM #5
Christine Donovan
Donovan Blatt Realty - Costa Mesa, CA
Broker/Attorney 714-319-9751 DRE01267479 - Costa M

Rebekah - I'm bookmarking this for later use when there are enough likes.

Sep 07, 2012 03:56 PM #6
Christina Sanchez Hood
Palo Alto, CA
#SiliconValleyHOODS | Inspired Living

Rebekah, wow, I did not know that facebook offered this service.  I do not have the number of likes needed to attempt this practice, although I will keep it in mind for later.  I am actively engaging my audience on my page and seeing my engagement grow.  Thanks for the great info :)

Sep 07, 2012 06:38 PM #7
Debbie Gartner
The Flooring Girl - White Plains, NY
The Flooring Girl & Blog Stylist -Dynamo Marketers

Thanks for sharing, Rebekah.  This does look like a low cost way to test some items. 

I am a bit confused though how the reach could be so high, if you only have 500 followers and you choose fans only, not sure that you could reach that many people.  Not sure that any of this is a good use of money, but I suppose you could test it out.

Sep 07, 2012 07:08 PM #8
Amada Slade
Island Realty of the Lowcountry - Beaufort, SC

Thank you for sharing this.  I didn't know about it either.  I cannot use it yet as I don't have enough Likes but hopefully one day.

Sep 07, 2012 09:25 PM #9
Bob Force (REALTOR®)
Weichert - McKenna & Vane - Mount Airy, MD
The FORCE in Maryland Real Estate


Thank you.  I need to do more in this area.  I have bookmarked the post for another review and that of my actions in a week.


Sep 07, 2012 09:53 PM #10
Amanda Christiansen
Christiansen Group Realty (260)704-0843 - Fort Wayne, IN
Christiansen Group Realty

Sounds like a pretty good plan to me.  I haven't done much with our Facebook fan page, so maybe I'll take a look at this tactic.  Thanks for sharing.  

Sep 07, 2012 10:46 PM #11
Rebekah Radice
Imagine WOW! Digital Marketing Agency - Burbank, CA
Social Media Marketing, Coaching & Training

Very impressive John! It's always exciting to hear when social media is working because you work it. And I know you do!! :)

You're welcome Tatyana! The beauty in promoted posts is that you don't need to spend a fortune to see results. Let me know if you have any questions once you get started.

Debbie - The reach will vary dependent on how many fans the page has. With a page of 500 fans, your reach would be limited to that amount of fans if you decide not to target their friends. It's also only an estimate by Facebook and can vary.

Sep 08, 2012 12:34 AM #12
Jerry Newman
Brown Realty, 210-789-4216, - San Antonio, TX
Texas REALTOR, San Antonio Military Relocation

Hi Rebekah. I believe this is certainly worth the investment, but it looks like I need to reach that 400 Likes before I can try this method of reaching more fans. Thanks for sharing.

Sep 08, 2012 03:09 AM #13
David Burrows
Classic Realty - Fairfax, VA
No Pressure, Just Seriously Devoted to Real Estate

This is something I will definitely try. I too, will bookmark your post today.

Sep 08, 2012 06:00 AM #14
Erica Ramus
Erica Ramus - Ramus Realty Group - Pottsville, PA - Pottsville, PA
MRE, Schuylkill County PA Real Estate

I have paid for facebook ads and it works for the targeted posts we want.

Sep 08, 2012 11:49 AM #15
Joan Whitebook
BHG The Masiello Group - Nashua, NH
Consumer Focused Real Estate Services

Thanks for this very interesting information.  I did not understand how the promoted post work.  I'll have to work on more likes before I can consider this option.

Sep 08, 2012 01:02 PM #16
Steven Pahl
Keller Williams Tampa Properties - Tampa, FL
Real Estate Consultant Tampa, FL 813-319-6423

I have never heard of this before, something to check into and re-read your post a few more times to get a better understanding.

Sep 08, 2012 01:23 PM #17
Natalie Kirstein
John R. Wood Realtors - Marco Island, FL

Thanks for the informative post.  

Sep 08, 2012 02:48 PM #18
John J. Woods
Aardvark Appraisals - Palm Desert, CA


   Like most of your commentors above I was not aware of this service of FB.  Thanks for the information.

   Is there any way to filter geographically, such as for localism?

   Do you have any posts that include the best suggestions for reaching 400 Likes?


Sep 09, 2012 01:03 AM #19
Jenny Durling
L.A. Property Solutions - Los Angeles, CA
For Los Angeles real estate help 213-215-4758

I guess for realtors, the only posts we would want to promote would be listings?  What else would this work for?

Sep 09, 2012 04:35 AM #20
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