Thinking of Boosting that Post? Read this First.

When you finally find the time to post something to Facebook, there it is. That little blue button, taunting you without shame. It touts so much promise—and to a busy social media manager like you, the temptation to click is overwhelming.

You think to yourself, is it really worth it?

It is smart to weigh the pros and cons of something that seems too good to be true—because that’s exactly what it is. Relying on boosted posts to carry your digital marketing efforts is like trying to row a yacht with a canoe paddle. Yes, it is effective when used to steer the right vessel, but when used outside its intended purpose, you won’t get anywhere fast.

While boosted posts may show your content to a larger portion of your audience, it won’t magically accomplish your business objectives. In order for this tool to be effective, you need to know how and when to use it. With a little guidance, your boosted posts will increase brand awareness, drive web traffic to your site, and generate leads ripe for the picking.

Before your finger gets click happy with the Boost button, here are some tips to consider:

If You Fail to Plan…

Before boosting a post, be sure you aren’t doing it as a “last ditch” effort to improve social media performance. At least once a month, sit down with a calendar and your marketing goals to plan the content you want to push on social. Once that is set, decide on a weekly budget and targeting goals. The plan can always be tweaked as you go along, however a pre-determined strategy will guard you from those last minute freak-out moments when you are feeling the pressure to post.

Speaking of Targeting…

Please, please, PLEASE don’t push the Boost button if you aren’t planning on creating your own audience. Boosting a Facebook post to those who like your page and their friends is pretty darn futile—especially when you have the opportunity to direct content to your specific target market. Though not as detailed as the targeting options in Ads Manager or Power Editor, you can still specify gender, age, location, and specific interests.

Strategically Speaking…

Your presence on Facebook can be so much more than a popularity contest. Instead of pining after loads of likes and comments, leverage the platform to introduce users into your sales funnel. Here are some examples of posts you can use for each stage of the buyer’s journey:

content to boost on facebook

Questions or comments about advertising on social media? We’d LOVE to hear what you’re thinking. Leave us a note below, or connect with us on social!

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