Boosted posts are a way to reach new people who are likely interested in your business but aren’t currently your fans on Facebook. When you boost a post, you have the potential to reach more people and entice current fans and potential new customers to visit your business.
When you create posts on your Facebook Business Page, there’s a blue “Boost Post” button that pops up on some posts after you publish. You can choose to boost a post, or in other words, turn organic content into paid content, to reach both a wide and targeted audience and attract new customers.
Before you boost a post on Facebook, check out these tips to ensure you’re setting yourself up for success:
Get Your Facebook Page and Posting Strategy in Order
First, it’s essential that you build up your presence on Facebook before boosting any content in order to get the most value out of it. Answer the following questions:
- Are you posting regularly on your Facebook page?
- Is that content getting engagement?
- Are the majority of your followers’ liking, sharing, and commenting on your posts?
- Are you doing anything to increase your number of followers?
The answer to all of these questions should be, “yes,” before you begin boosting content. This is true because when you boost content, your post will reach people who don’t currently like or follow your page. Once they see your boosted content, they might navigate to your page to take a look at your other content. If these new visitors come to your page, you’ll want to make sure it’s telling your story and that it has other great content they can take a look at once they land there. That way, they’ll be able to understand what your business is all about — and they’ll be more likely to give your business a visit.
Choose the Post You Will Boost Wisely
Next, think about the high-quality content you’d like to feature. Typically, a good post to put some money behind is for an event, special, discount, or promotion. You’ll need a great photo, video, or graphic to use for this post in order to engage customers — any image you use for Facebook will need to be less than 20% text. If you need to explain more about the promotion in addition to the image, include that information within the copy of the post.
Set Goals For the Results You Want
Before you click that “Boost Post” button, you need to define your goals and expectations. Evaluate what it is that you want to accomplish: is it more brand awareness, building a Facebook community, or increasing your sales? Setting your objectives will help inform your copy, the audience you’re trying to target, and how long you want to run the campaign.
Target Your Ideal Audience
The Boost Post feature allows you to select targeting options for your post. By default, you can choose people who currently like your page or your followers plus their friends.
However, you also have the option to create a custom audience for your boosted posts. Since you already know a lot about your audience, you should narrow down your audience as much as possible. The custom audience option allows you to target a specific demographic based on location, sex, age, or interests.
Plus, targeting the post effectively will maximize the number of impressions you’ll get — some people will see the content, again and again, keeping your business top-of-mind with consumers who are likely to spend money with your business.
Don’t Overdo it
While evergreen content is always great for boosting, you should avoid boosting the same ad for a similar audience repeatedly. Don’t inundate your audience with promotional content. You’ll reach new audiences and engage your followers by posting high-quality, varied organic content. Use boosted posts to give that extra push to get quality posts in front of a wider audience and to get more eyes on your brand. Even 1-2 boosted posts a month can create successful results.
Finally, To review the performance of your boosted post, go to your Business page on Facebook, and navigate to the Facebook Insights tab. Here, you can see the extent of the reach of your post, any meaningful actions (link clicks, video views) on the part of potential new fans and customers, and money spent. Some people boost posts and relax, waiting to get results. Unfortunately, this is not how it works. After you boost a post, you need to monitor its performance to gauge if the ROI was worth it. Analytics help you see what is working and what is not so that you can make adjustments to your social media strategy for better results.
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