I’ve recently been experimenting with Facebook’s paid advertising feature called “Facebook Boost” and I just had to share some of the early results I’ve seen. As I mentioned in our class module on “Social Media Marketing“, if you’ve been involved in any type of business venture, you know that you often have to “spend money to make money”. In this case, we at St. Paul Lodge are spending money to recruit new candidates. In our business model (and yes, this is a business) new candidates become new brothers and new brothers mean more revenue for the lodge. Keep that in mind as you read this short article.
The graphic below is a screenshot of our website traffic over the past few months. The darker bars represent visitors and the lighter bars superimposed over them represent the total number of pages visited. Pay close attention to the last two weeks in October, the time frame for our Facebook boost experiment. The week of 10/23-10/29 we had a total of 47 visitors with 53 page views. The following week we had 28 visitors and 46 page views, suggesting a more interested audience, usually a sign of return traffic.
The next graphic is from the analytics section of our Facebook page, the vehicle we used to “boost” a recent article I wrote on our main website. At first glance, this may not seem like a very successful Facebook boost campaign. Only four page “likes” and one on-page comment were generated by this promotion, but pay close attention to the “reach” and “post engagement” numbers. 1516 viewers were reached and 104 of them actually clicked the link and read the article on our website titled “Is Freemasonry the Right Fit for You?”
Does this mean we had 104 new visitors to our website? No, it does not. According to WordPress analytics, the number of new visitors in our two week test period was 75. Of those, WordPress also tells us that 54 came directly from Facebook. That generally means that folks either went back a second time or clicked on the article again to show a friend. Either way, that’s pretty exciting. Most visitors who are that engaged will come back again for more.
Our final graphic is the money shot. You can see below exactly how the Facebook boost post looked and what the results of the campaign were. We spent a total of just under $60 for this part of the promotion and captured two potential candidates. One commented on the article and I have been having a Facebook conversation with him. The other reached out more directly, had an extensive conversation with me, and is coming to visit our lodge on Saturday to take a tour and fill out his application for degrees. I’d call that a success.
The next installment of Hiram’s Edge will be class Module IV: Email Marketing, which will be taught online this upcoming Tuesday, November 21st, at 7:00 PM EST. If you’re not registered yet, please go to our Registration Page and sign up, even if you cannot attend live. We’ll be emailing the completed module out to all registered brothers on 11/22.