With Facebook throttling the organic reach of posts so that very few (approx. 15%) of those who’ve liked a page will actually see them, are paid ads the only way to go?
There are certain benefits:
- they practically guarantee many more visits and likes
- they allow you to target your audience more thoroughly
- the comparative cost of a Facebook ad is much lower than traditional methods
You do need to spend money to be widely discovered – but then you need to bear in mind that the more ‘likes’ your page has (50k plus) the more FB will throttle, bizarrely.
So promote to a specific and targeted audience, define your goals and approach, and remember, quality not quantity, always. (And don’t forget to end the campaign – Facebook will continue to collect payment!)