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Updated: Jan 10, 2020

Back in the day, the thing every business on social media strived for was the number of followers they had. Companies began buying followers (robots). Once people noticed this, the new goal was the number of likes/comments they got on each post. This proved that their followers were real and not bots. Times have changed.

Don't get me wrong, engagement is still important, but the number of likes someone gets isn't keeping the lights on....unless you're an influencer. In that case, keep up the good work.

The name of the game is conversions. Driving traffic to your website and converting those visitors to customers. It's great if they're liking your posts, but unless they're paying up, likes are worthless. This is one of the main reasons why boosting a post is a waste of your money. Likes are important for social proof, but that's a story for another day...

So how do you get someone to convert, and how the heck do you know if they did?

Ads and analytics! That's how.

Let me break this down for you...

When you run ads on Facebook (and I don't mean clicking the boost post button), you have the opportunity to choose a campaign objective. Facebook will then show your ad to the people that will most likely take whatever action you want them to. Pretty cool, huh?

You also have the ability to narrow down your audience so that only people who are potential customers will see your ad. Well, what if everyone is a potential customer?? Funny you should ask that. First off, that's not likely. But if you do have a product that several different target audiences could benefit from, Facebook ads let you segment those audiences and show a specific message to each one. A message that resonates with a 20 year old woman probably won't resonate with a 50 year old man, right?

Alright, so once you show your specific message to your specific audience, you can move them through your marketing funnel. You show a second ad to someone that engaged with the first ad, and you show a different ad to someone that did not, changing up the message and call to action. And so on and so forth.

As for the analytics, Facebook Business Manager tracks everything! Assuming that you've set up your pixel correctly, you can track every website visitor, click, content viewed, and purchases made. If you need help setting this up, just ask me!

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