For small businesses, Facebook serves as a powerful tool to reach out to their audience and promote products or services.
If you’re a business finding it hard to establish your brand’s presence across social media, you’ve probably considered boosting your organic posts on Facebook. In fact, when used correctly, it’s the easiest and, more importantly, the most effective way to reach the right people at the right time.
Whether you’ve run a boosted post campaign unsuccessfully or you’re just trying to get your head around the process, we’ll show you just how to use boosted posts to generate return-on-investment (ROI).
First let’s start by looking at which Facebook posts should you boost?
The best place to start is to take a look at your most popular posts in terms of likes and comments and boost one of those. Here are some examples of posts which you should consider boosting:
- Helpful content: People are more likely to connect and engage if the content is useful for them in some way.
- Link (with an image) to your site: If you have a strong call to action or promotion running on your website, boosted posts are a great way to get people from Facebook to click onto your site.
- Content that gets your fans on your email list: Giveaways or specific CTAs that lead directly to users subscribing to your email list will be great for your business in the long run.
- Evergreen content: Content that is specific and authentic to your Page will spread awareness of your brand and enhance your credibility.
So, what are our proven trips for boosting your posts successfully?
1 – Define Your Goal From The Outset
It’s absolutely vital that you define the specific goal of your boosted post. What are you trying to achieve? Is it website traffic? Or are you just trying to build brand awareness for your service?
Whatever your objective, defining it at the beginning of your campaign will help you write a call-to-action that resonates with your audience better.
2 – Test Out Different Demographics
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It’s a good idea to experiment with different demographics as long as you don’t depart from your target audience. Narrow down your target audience based on location, age etc.
For example, if you’re selling a wedding suit, you can target engaged men aged 30-35 in the UK. See the screenshot below:
3 – Make The Most Out Of Detailed Targeting
Narrow down your target audience to the best of your abilities. Every audience segment you create, filter it down to fit your specific business goal. This way the post created will become super relevant to your target audience, leading to a greater engagement of your boosted posts.
4 – Avoid Being Too Repetitive
While it’s important to re-engage your audience, running the same post for too long will do more harm than good. Irrespective of how engaging your post may be, your posts will lose its effectiveness after a few days.
5 – Experiment With Different Post Formats
Once you get a hang of boosted posts, it’s time to test out different formats of your post. Don’t shy away from experimenting with different content types and target audiences. Tap into insights from previous posts and track boosted posts from your competitors. Understanding what works and what doesn’t is central to creating more engaging posts of your own.
Facebook’s boosted posts give businesses a unique chance to reach a broader audience at affordable rates. Simply follow the best practices and you’ll be well on your way to keeping your audience engaged and attracting the right people for your business.
So, do let us know how you are planning to make Facebook’s boosted posts a part of your marketing strategy going forward.
By Ross Crawford
About the author
Ross Crawford is the founder of Mr Digital, an award-winning digital marketing agency based in the UK. His agency recently won Small Business of The Year 2020 from the Inspire Business Awards.
