If you use Facebook for marketing purposes, you may already know that you can pay to 'boost' your posts in order to increase their reach. However, if your company is working on a tight budget, you'll need to consider whether doing so is worthwhile. So, when should – and shouldn't – you boost your Facebook posts, what else do you need to bear in mind, and what other options are available? Let's take a look.
Boosting posts on Facebook can be a simple and effective way of improving your reach and engagement when it comes to your social media activity. However, while boosting a post for a day or two can be inexpensive, if you boost a lot of posts, the costs soon add up. Therefore, it's important to have a strategy in place so you can make the most of your money.
Firstly, you'll need to establish how your Facebook activity fits into your company's business goals. If you're primarily using Facebook to encourage potential customers to visit your e-commerce store, there's little point in paying to boost a post about a recent staff event, for example. Additionally, if you're launching a product or service, you may be better off using advertising methods which give you more flexibility in terms of targeting, scheduling, incorporating calls to action, and tracking your results. However, if you want to increase awareness of your business and increase your Facebook page likes, then boosting your posts could make sense.
Secondly, make sure you allow posts time to gain traction naturally before rushing to hit the boost button. If your content is engaging enough, people may like and share it anyway, and if you're on a really tight budget, you may, therefore, decide to save your cash. However, it's usually better to boost posts that are already performing well, rather than less popular posts, as when a post is being liked and shared, it indicates that it contains appealing content: therefore, if you increase its reach, you could get impressive results.
Once you've decided which posts you're going to boost, remember to adjust your targeting settings. Facebook allows you either to request that your posts are shown to a recommended audience or to create new audiences based on your target customers' demographics.
If you don't think that boosting your posts is the right option for you, don't despair – there are other methods you can utilise to promote your company on Facebook. Firstly, you can improve the effectiveness of the content you're publishing in order to maximise the number of shares, likes and comments that it gets. Including images and videos can be beneficial, for example, as can tagging individuals and other companies mentioned in your posts in order to encourage them to share your content. Alternatively, you could create a Facebook Ads campaign. This will enable you to advertise your company on Facebook using advanced advert customisation and demographic targeting options.
To learn more about how to develop a successful Facebook marketing strategy, contact a professional agency, like JDR. We can help you tailor your activities to suit your business's needs, and deliver optimum results on Facebook.
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