When you post an update to Facebook there’s a good chance that only a very small percentage of people who like your page will see it due to Facebook’s EdgeRank algorithm.

Why Do Only a Handful of People See Your Posts?

Facebook’s EdgeRank algorithm determines who sees your posts in their News Feed and how long your post stays in the News Feed. It is made up of three major components:

1. Affinity – Affinity is how friendly your brand is with someone. For example, if they comment on your page  and you respond, Facebook will increase your affinity score with them and thus your posts will show in their News Feed more often.

2. Weight – All content is not weighted equally. Videos, photos and links all tend to be weighted more than other content and thus show up more often and higher in News Feed.

3. Decay – Old news is less likely to appear front and center in someone’s News Feed regardless of what type of content it is. This means something you posted 8 hours ago is likely not to show up in someone’s News Feed any more since it has likely been replaced with more recent updates.

Even when all three factors combine very positively it is still unlikely that 100% of the people who like your page (or even a percentage close to 100) will see your updates.

So, how do you ensure a really important message reaches the most amount of people possible? Promote your post.

Promoting a Post on Facebook to Increase Reach

Promoting a post on Facebook means paying a sum of money at a CPM rate (cost per thousand views) to increase the number of people who see it. The promotion will last three days and during that time period your promoted post will continuously show up in the News Feed of your community members (and their friends).

Promoting a Facebook post essentially turns the post into an ad, which means you want to generate as big of an ROI as possible.

For example if you are launching a new eBook and you want a lot of people to know about it you should construct a nice Facebook post that links to your eBook landing page – and then promote that post.

You can read a 3-Step Guide to Tracking the ROI of a Promoted Post here if you’re not sure how to do that.

As a side note if you want to further increase the number of people who see your eBook landing page you should also create low-cost, traditional Facebook ads.

Using a Facebook ads manager you can create and test right rail ads that are specifically targeted at people who like your page.

These ads, when run at the same time as your Promoted Post, will double your odds at having your Facebook community reach your landing page.

Using Web Personalization to Increase Conversions

Once people click on the link in your Promoted Post or in your traditional ad, you need to do your best to convert them.

If you’re a savvy marketer you are probably aware that conversion optimization on landing pages is very important.

You can use on-page tactics to increase your conversions coming from the Promoted

Post by doing things such as:

- Placing the call-to-action above the fold
- Making copy easily scannable through use of bulleted lists and bolded words
- Using an eye-catching, relevant image

These type of tactics can certainly help you bump up your conversion rate.

In fact, you can (and should) a/b test different elements on your page to keep gaining incremental improvements. However, you won’t see your biggest conversion jump until you start making use of web personalization.

What is web personalization?

Web personalization means changing the content on a page based on visitor type (first time visitor, repeat visitor, etc.).

Why use web personalization?

- Visitors are at very different points across the interest spectrum and hence have different content needs.
- Traditionally, every visitor that arrives on your website or landing page will see the same content whether they are first time visitors or highly motivated repeat visitors – and so each is presented with exactly the same web experience.

However, with web personalization tactics you can show your repeat visitors different information than first-time visitors, helping move them along in the buying cycle.

Using the eBook landing page as an example, you might show first-time visitors and repeat visitors the same selling points for downloading the eBook. However, on the Thank You page you may greatly benefit from treating the two sets of visitors differently.

For first-time visitors you might say Thank You and include a link to your About Page where visitors can learn more about the company that created the eBook.

Repeat visitors, who are likely already aware of who you are as a company, could instead be shown a call-to-action to speak to a sales rep or to watch a video demo of your product.

Using this method you may not only increase the conversion rate from people who come from Promoted Posts on Facebook (or other channels) but you can clearly track your social ROI throughout your buyer cycle!

Getting Started

Getting started using Facebook Promoted Posts and web personalization on the landing page is not difficult. Putting together a Promoted Post should only take a few minutes once you know what you want to promote, and if you’re using software like Evergage the web personalization can be set up without any IT help!

Good luck and please leave a comment below if you have any questions!

This post was written by Kristina Allen, marketing director for AdEspresso a Facebook ads management company. You can follow Kristina on Twitter @AdEspresso.