Chris Marentis, CEO of Surefire Social, contributed this article to BusinessNewsDaily's Expert Voices: Op-Ed & Insights.
With Facebook's launch of Graph Search, they've shown us that they are focused on making everyone's news feed more relevant and customized. They are continuing this pattern with the rollout of a new feature that will let companies like yours create posts and/or ads that only appear on some of your fans' news feeds. This was already enabled for the ads that appear on the right side of users' news feed, but now it's available on your followers' news feeds. Facebook appears to be borrowing the idea from its rival Twitter, which already has targeted tweets.
Although it may seem as though you want as many people as possible to see your company's posts, the new unpublished posts will enable you to reach your customers with information that's important to them. In fact, the new unpublished ads have a higher click-through rate than organic post ads, as well as a higher conversion rate.
Reach Your Audience with Relevant Content
Unpublished posts give small businesses the opportunity to reach different segments of their audience with relevant content. For example, a home improvement company could promote a post specifically for new homeowners. While you want to engage new homeowners who might be eager to tackle new projects, these posts might not be appealing to a couple that has lived in their home for 30 years. Without this ability to customize posts, your fans might be overwhelmed, and turned away, by the number of posts your company publishes.
Facebook has always allowed advertisers to target ads based on the user's age, location, gender and other basic criteria. With the new unpublished ads, you can deliver different content to your company's longtime followers and new followers. Through trial and error and monitoring Facebook's analytics tools, you can track your success with each ad to find out which of your targeted ads resonate with each group of customers.
Local marketing experts know that it's always important to follow a sound marketing strategy whenever you interact with your clients or prospective clients, whether in person or through social networking sites. One important feature of Facebook's updated news feed is the ability for users to view separate feeds. That means that if your followers aren't interested in your posts, they can quickly switch to a different feed, and your company's information is ignored.
However, with the right local Internet marketing strategy, Facebook's new unpublished posts can prove successful for businesses. Facebook is continually making it easier for businesses to reach their customers. If you become one of the first in your industry to embrace these new unpublished posts in the new news feed format, your followers will appreciate your willingness to engage with them, and it will likely pay off.
The views expressed are those of the author and do not necessarily reflect the views of the publisher.