for everything Social Media
Boost a post Facebook - yes or no?
What posts should you boost, how much should you spend and what results can you expect?
If you google the topic you'll generally find that Marketers will advise against boosting a Facebook post, but I take a different stance.
Marketers that post on this topic are usually full time, dedicated to their cause and specialists in their field.
They have spent time researching and devising the very best ways to reach an audience using Facebook's Ads Manager tool, and frankly that's the tool that will give you the very best outcome. They may also want to do this for you!
But - I'm seeing more and more of my small business clients having a go at boosting posts. This can be a good way to get your feet wet and is nowhere near as overwhelming as the Facebook Ads Manager (believe me its a complete monster).
So - what posts should you boost, how much should you spend and what results can you expect?
What posts should you boost?
1. Boost a post that's already doing well.
if you have a post that is attracting engagement in the forms of comments, likes and shares consider it for a boost. It goes without saying that it should be attracting attention for the the right reasons of course, but, just like a busy market stall, people are attracted by a crowd and multiple comments on a post are a sure sign that a casual scroller should stop and check out the action.
Avoid a post that is not doing anything too special and is unlikely to do so.
2. Choose a post that is not linked to a particular event, special offer or time.
don't forget that a boosted post appears on your timeline jut like all the other posts you create - for all to see (you included). An ad created in the Facebook Ads Manager does not - a fact that bemused and confused me in the early days - so you can PIN a boosted post - meaning it will stay at the top of your FB feed attracting even more attention to itself. If it mentions a particular offer, event or is time related in any other way then its relevance will only be valid for the duration of the thing it's talking about.
3. If possible choose a post that will easily prove it's worth to you.
not always that easy to evaluate - but you'll definitely want to know how effective your spend has been. Likes and comments are good for the soul - but posts that spur potential customers to come visit your bricks and mortar store or contact you are so much more valuable. If you have an existing way to measure this then you'll know if your ad spend is giving you a good return or not.
The Facebook Ads Manager's ability to report on your ads performance is eye wateringly massive, but you need to be in that full time marketing role to really know how to interpret it all, so if you can pick something that will intuitively report its worth to you then its a good idea to do so.
How much should you spend?
start small. $5-$10 per day. Keep an eye on things, monitor progress.
What can you expect?
It depends on so many things, but if you are expecting new customers to come rushing to your door - you're probably going to be disappointed.
If you are reaching out to a local audience who are already warm to you and know something about you and your post has some inherent 'feel good' factor you could expect others to contribute too. Extra likes, extra comments and even comments with photos maybe an outcome in this situation.
Questions that either directly relate to the content of the post (or not) are another outcome that you need to be prepared for.
Visits or calls to your store (real or online) are a definite bonus and it's not been unusual for the followers of my own Top Nosh Meals page to visit the store based on the content of a boosted post.
Overall - you should begin to feel a general increase in the interest in your business and the level of questions that start to flow in.
Keep your expectations reasonable and don't get too disheartened if things don't go entirely as expected.
Spending small is a great way to get started, but it is a small start. Large companies spend huge amounts on simple awareness campaigns, that serve only to warm an audience up for the follow up conversion stages.