“Should I boost my post on Facebook?”
If you want to be committed to social media marketing, the answer is yes.
Boosting your post on Facebook involves paying for clicks on a post that you already made. Facebook prompts you to boost it, and since the cost is low, it seems like a good opportunity. You should boost a post that is already popular so you will get the most mileage out of it.
The purpose of boosting is to reach people who are beyond your Facebook business page fans. Thus, you are expanding your audience to those who normally do not see your business page. You can choose the geographic area of the ad, demographics, interests, and so on.
When you boost your post, you are counting on people liking, commenting and sharing your post. Thus, their activity will lead to their comments showing up on their friends’ pages. Thus your exposure is increased.
Thus, you are usually not asking for a quick sale, nor should you expect it. You are simply adding to your fan base. Boosting is done mainly for branding or exposure. This often seems like throwing seeds to the wind where you don’t know whether it will do any good. But it is part of a branding approach.
Boosting is like throwing a party
What some business owners misunderstand is that boosting is part of an overall branding or exposure strategy. Not just a one-shot deal. This is not the only strategy to take with Facebook marketing, of course. Another strategy is to run regular paid Facebook ads that capture names and emails. With this strategy, you follow up with these people independently of Facebook with emails, phone calls and direct mail. It’s a different ball game entirely.
But if you choose to boost your post, you should be willing to do a whole lot of other social media engagement techniques, such as posting regularly and responding promptly to those who comment on your page. It’s like throwing a party. You have to supply your guests with music, drinks and snacks. And Facebook, remember is for leisure activity.
Your social media party thus requires daily interaction with your fan base. Do you have someone on staff who can check in on your Facebook page every day – even every hour? Notice how Facebook tells viewers, “This business replies to questions every hour (or two hours, etc.).” You need to be prompt with your responses.
Prime the boosting pump
And then you need a large fan base of thousands of fans to get enough viewers to make it worthwhile. Why hire a worker to check on your Facebook page if there is only one comment per week? You need to prime the pump all the time.
Keep the post engine running. Post fun stuff, not just business. Here’s my dog, stuck in a snowdrift. Not every post will be a real zinger. Use the 80/20 rule: 80% information and fun stuff, and 20% (at the most) sales pitches. You must also ask questions of your fans to spark the conversation.
Thus, getting the most out of a paid post boost means running an entire social media strategy.
Boosting posts is part of a strategy that takes a lot of time. So be prepared for the commitment and plan out a strategy.
Why not use this marketing method to bring in more clients and customers? Get in touch with us at Savvy Senior Marketing by making an appointment for a free 20-minute phone consult, or by sending us an email.
