Many companies use Facebook as a tool to engage with their target market and to drive traffic to their websites.
Before 2014 Facebook was the best platform to reach as many people as possible with the minimum amount of effort. Great! Times were easy, engagement was high.
But in 2015 Facebook reduced its efficiency, drastically! The reason was simple, developers realised that reducing the efficiency of Facebooks reach would encourage more people to pay for boosted posts.
Great for Facebook, not so great for the rest of us who were left scrabbling for a new social media budget.
Fast forward to today and, whilst Facebook may no longer be as easy to promote from as it once was, its boosted post option is still one of the cheapest and most effective ways to reach its one billion members.
The account below is an excellent example of the effectiveness of post boosting.
By targeting this post directly to their customers and providing content which is both useful, attractive and linked to their site this recruitment company were able to increase reach from an average of 250 to nearly 6,500. This boost also resulted in a peak in website visitors and therefore improved applications to this job.
What should I boost?
Boosted posting is something which requires your direct attention, not simply because you want to make sure you are reaching the right people in the right way, but also because a mistake can really take a bite out of your pocket.
There are really only two types of post which warrant boosting with your cash, content which is rich in useful information, such as blogs or jobs, and existing posts which already have great engagement.
Boosting allows marketers to target specific customers by geography, employment sector and interests ensuring that your post appeals directly to your exact customer base.
When should I boost?
As with all aspects of social media timing is not only key but also completely subjective.
Go back through older posts and search for a correlation between the time of the post and the level of engagement.
Put yourself in the shoes of your target client, if they are teachers they may be more likely to be using Facebook during lunchtimes or evenings, whereas office workers are likely to have access to social media all day and start to surf later in the working day from 4pm onwards.
Be logical and gather data before you jump in.
Post boosting is certainly an advantageous way to target your customers and builds on Facebooks already beneficial structure to reach as many people as possible.
– Posts are eyecatching
– Posts link to a website
– Posts contain useful information or rich data such as video or imagery.
– Boosts are targeted effectively using the boost building tool
– Boost at a time which relates to your target market