Should I Boost This Facebook Post?
Boosting posts on Facebook can be one of the most cost effective ways to market on social media, as long as you are extremely strategic and mindful of what specific posts you are boosting and how you are boosting those posts.
When Facebook sends you a message or sends you a notification saying "This post is performing better than 85% of other posts on your Page. Boost it to get more great results", pay attention. Don't automatically choose to boost the post because Facebook says so, however, don't discount the notification, either. Look at the post and see whether the post will increase your bottom line in some way, either in traffic to your website, or in brand/product/service awareness.
How do you decide what to boost?
You should not be boosting posts just to get attention. This means memes, silly posts, or items that have no effect on your bottom line. Interaction feels good, yes, but boosting a meme for attention's sake, when it won't bring in any return, is a waste of time and money. These types of posts almost always get the notification that you should boost them, however, you probably should ignore that notification. They get enough organic engagement anyway, so they are useful for increasing reach overall, but they are not useful for increasing your revenue or web traffic.
You should boosts posts that will give you a return on investment. The cost of the boost should be going to something that will eventually increase your bottom line. Boost posts that lead to a newsletter sign up, a sale, a video that speaks about your service or product. (By the way those posts are not always ones that Facebook says to boost right away. The majority of the time you have to make that choice on your own based on your sales and marketing goals, so please never rely on Facebook to tell you what to boost).
Once you have decided what to boost, here are the 4 best ways to get the most traction out of the boost at the lowest cost.
1) Make sure you have a call to action button picked. This is the most important! At the top of the "Boost" window are the choices for calls to action. If you don't pick one for a natively posted item, then the boosted post doesn't go anywhere... it may add actual likes to your page as a side effect, but it won't be anything that necessarily adds to your bottom line. If you pick a call to action on a post, then people will know that they can act upon what they see, not just mindlessly scroll by.
2) Make sure you have your target group set for the boost. Don't just boost a post to the general populace. Specifically pick who you want to target. You can pick men, women, married, single, occupations, languages, buying habits, interests, geographic locations (including people who are just visiting).. the options are endless. The more specific you are, the less expensive the cost per click IF your choices resonate with your target. Important: If you see a very high cost per click and you have narrowed down your target for the boost, it isn't working, and you should revisit who you are targeting (or you should change the copy of the boosted post itself).
3) Avoid any sort of graphic with words in it. Your cost per click will be through the roof (over $5 sometimes - or the ad might even be rejected). If you are boosting video, make sure your logo is NOT in the beginning of the video, nor in the thumbnail preview of the video. Make sure you have a an engaging image or video for the ad and save all written details for the description. Your cost could be below $.30/click if you do it correctly - and that is way less expensive than the boosted posts that have lots of words and graphics.
4) Don't boost them right away - let them get some traction organic first. Once they have some organic traction, adding the boost will work in coordination with organic to reach more people than if you just boosted the post right away.
As a side note to all of this: pay attention posts Facebook asks you to boost with the notification "This post is performing better than 85% of other posts on your Page. Boost it to get more great results" Don't pay attention to the notification "Pages similar to yours boosted posts like this". The posts that get the first type of notification really speak to your audience, and in the future you should tweak posts to be similar to these (in either timing, post format, or subject - or a combo of all three). These posts are what you audience is looking for organically, and you will see better initial organic reach with those posts, and that, in turn, increases initial organic reach of future posts.
Boosted posts on Facebook can be one of the most cost effective ways to advertise on social media. Making sure to be deliberate and strategic when you choose how to boost these posts is the key to low cost per click rates and high rates of return.
Interested in learning more about organic reach and strategy? Check out my FB group here: HSHSocial