It’s a tempting prospect and all it takes is one little click. At a press of the Boost Post button, you’ll be able to send your latest post to thousands of people, potentially expanding your audience.
But, even though it only costs a few dollars, this offer is not as great as it sounds. In fact, the Boost Post option should be used with discretion and with a solid marketing strategy in mind.
Back up your boosting with solid data
The best business decisions come from careful data analysis. Just by taking a look through the statistics first, you can avoid making a Boost Post mistake and accidently channelling your precious ad dollars into a post that will probably fail.
The good news is Facebook gives you extensive insight into how your previous posts have performed, helping you see which posts have soared – and which have flopped.
Take a look at which posts have performed best (those that have more likes, comments and shares) and try to notice some similarities. Maybe all of them have images. Perhaps they are all short and snappy – or maybe your audience prefers something a bit longer. Whatever the case, you’ll have a clear understanding of which posts are high value. This is where you should direct your boosting spend.
Don’t go all out
If you boost all your posts, you won’t know if it’s really worth it, or if you’ll get the same engagement simply by leaving things be.
Boost some of your posts and leave the others organic. This way, you’ll be able to compare your boosted posts with a control group to get a baseline measure of whether your strategy is truly working.
If you find that your audience engages with your boosted posts at about the same rate as their organic counterparts, it’s a sign you should save your budget and leave things as they are.
Create a strategy around your post
Your post might do everything right – have perfect copy, an attractive image and a killer call-to-action. But where does your customer land when they click the ‘learn more’ button? If you pour all your attention into the post itself, but neglect the rest of the process, you could be wasting your money.
Have a plan in mind before you choose to boost. Don’t just send your customer to your homepage – they might get lost and forget about your offer.
Instead, create a custom landing page on your website for each ad. When the customer clicks your call-to-action, they’ll be directed to a campaign-specific page which gives them all the information they need to convert.
Before you click the boost button, think about the value of your post. If you think you can make it work, go ahead. Otherwise, your post is better left organic, and your marketing spend best redirected into something else.