Promoting on Facebook

Utilizing Facebook as a promotional tool is a successful way to promote your Narconon Center. With nearly 3 billion users, Facebook is the most popular social media platform worldwide, and is a great avenue to use to reach your public.

Each Narconon Center should have an established Facebook page. A Facebook page allows your center to share updates, post content and engage with your audience.

Guidelines for Promoting on Facebook

Here are some general guidelines to follow regarding your Facebook promotion:

Post regularly: Regularly posting on your Facebook page is essential for keeping your audience engaged and informed about your center. Share updates, news, successes, and other relevant content.
Use visuals: Facebook is a visual platform, so it’s important to use visuals to make your posts stand out. Use images, videos, and graphics to make your posts more engaging and eye-catching.
Engage with your audience: Engage with your audience by responding to comments and messages, asking questions and running polls. This will help you build a loyal following and create a sense of community. Your followers will include your graduates and their family members as well as other supporters of your Narconon Center, so it’s important to find ways to engage with them.
Use Facebook Ads and Boosts: Facebook ads and boosted posts can be a great way to reach a wider audience and promote your posts to new people as well as your existing followers. Boosted posts are ads you create from existing posts on your Facebook page. Use targeting options to reach people based on demographics, interests, behaviors, and location.
Set a budget: Set a budget for your Facebook ads and boosts. It’s important to consistently spend money on advertising so you continue to build momentum.
Monitor your Facebook statistics: Keep an eye on your Facebook page statistics to see what’s working and what’s not. This will help you adjust your strategy and optimize your promotion for better results.
Provide value: Provide value to your audience by sharing success stories, helpful information, tips, and advice. This will help you build trust and credibility with your audience.
Use your center website: One of your most valuable promotional assets is your center website. The majority of your Facebook posts should include links back to the content of your website so you are continually increasing the traffic to your website.

Facebook Ads

In addition to regularly posting to Facebook, it’s also very important that you run ads on your Facebook page. Typically, only a small fraction (usually less than 5%) of your followers will naturally come across the posts that you share on your Facebook page. Therefore, in order for your audience and new public to see your Facebook posts, you will have to spend money through Facebook advertising.

One of the most successful and simplest forms of Facebook advertising are Facebook boosted posts. This means that you will create a Facebook ad from the existing posts on your page. One of the major benefits of using Facebook boosts for articles on your website is that this sends public to your website to read the article and find out about the Narconon Program. We have consistently observed a correlation between how well websites perform organically on Search Engines and consistent use of Facebook boosts to send traffic to the website which results in increased reaches from public through the website.

How to Create a Boosted Post Ad on Facebook

The sequence for creating and running boosted posts are:

Create a success story or blog article for your Narconon Center website and submit this to be published.
Once the blog has been posted on your website, share this on your Facebook page by creating a post. To create the post simply copy the link to the success story or blog article on your website, and then paste this on your Facebook page to create a post. Once you copy and paste the link on your Facebook page, a post preview will automatically be generated by Facebook which will include an image, the title of the article and a short description. All blog articles published on your center website are specifically designed to automatically generate a professional image for your Facebook post.
Write an enticing lead-in that will interest the viewer to click on the article to read more. This can be a sentence or two from the blog article itself, or you can write one based on the blog content. Once you have written the lead-in and the Facebook post preview has been generated, you can delete the URL so your post looks clean and concise. Add a hashtag or two that is relevant to your post.
Check your text to make sure it reads well and has no typos or grammatical errors and then select the “post” button.
Work out a weekly advertising budget for Facebook and get this approved through Financial Planning. It’s important to consistently run your ads on Facebook. You should try to plan your Facebook budget for at least a month in advance.
From the Facebook Ads Manager platform, create an ad to boost your post.
Create “Ad Sets” for each audience you wish to target. An “Ad Set” is a way to organize your ads to control the budget and targeting criteria on Facebook. It’s recommended that you minimally target the people who like or currently follow your page, and also a lookalike audience to your page followers. A Facebook lookalike audience is a targeting option that allows you to find and target people who are similar to your existing audience. You can also test other targeting options based on demographics, interests and location.
Monitor the Facebook ad metrics and the statistics on Google Analytics for your website and make adjustments based on the results. Before making changes you will want to let your ads run for a few days to a week so you have enough data to make the best decisions.
Each week as you add more success stories and blog articles to your website, repeat the above steps and promote your content on Facebook and boost them through Facebook ads.
As you add more Facebook boosts, you will see which posts get better results. You can turn off the boosts for the posts that do not do as well so you can use your budget towards the posts that are performing well and add new posts as blogs get added to your website. You can also use the information from the statistics to improve the success stories and articles you create for your website and make adjustments to your Facebook posts so you continue to improve your results.

Video Tutorial on How to Create and Promote a Facebook Post using Facebook Ads Manager

For a video guide on how to create a boosted post ad on Facebook, watch this video.

Summary

Overall, the key to using Facebook is to be consistent and engaging and to provide value to your audience. This will help you build a loyal following and increase awareness of your Narconon Center, which ultimately means you will reach more people, inform them about the Narconon Program and save even more lives!