While you’re putting in the time to grow your network on Facebook, there’s one more avenue you can use to reach a larger audience: boosted posts. Quite simply, this is a form of advertising which costs money, but it’s a quick and more passive way to reach more people in a short amount of time.
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Isn’t Posting Daily on Facebook Enough?
This answer depends on the end goal for your business. Posting and interacting daily on Facebook will definitely grow your followers, but if you want to quickly increase the number of your followers, add in a boosted post and examine the results.
One of my client’s recently boosted a post for a total of $30 over a 24-hour period and it brought in $202 in sales. It was a “set it and forget it” process. She made sure she set a monetary limit so as not to break the bank, but she was very pleased with the return on her investment. In fact, she’s boosting the same post again so she can build on her previous success. Why fix what ain’t broke, right?
Why Should I Boost a Post?
No doubt you’ve noticed lots of changes with the Facebook algorithms in the last few years. And you’ve probably heard lots of people complaining about those changes. A business page’s organic reach (not paid for) has declined so drastically that you can’t depend on Facebook algorithms to show your followers your posts. That means that even people who have clicked “Like” on your business page probably aren’t seeing your latest news, photos, videos or deals.
Instead of taking a passive, “I hope you see my posts” stance, let’s be proactive and boost a post to bypass the questionable organic reach of your basic post.
Facebook’s boosted posts also allow you to target your viewers very specifically, so you are in complete control of the demographics (again, a highly proactive approach). You can set a certain geographic area as your target, a specific age range, gender, income, interests, occupation, you name it! If you have thought carefully about your target market demographics, this step will be easy to complete.
Speaking of control — you are in control of how much you spend on this boosted post as well as the length of the campaign. Theoretically, you could run a campaign for $1 per day (the daily minimum allowed) but if you spend more money each day, you will reach a larger number of people.
How to Create a Boosted Post
Most importantly: you can only boost a post from a Facebook business page, so if you don’t have one set up yet, get that done.
Step 1: Choose which post to boost.
This can be a current post or you can write a brand new post. If you’ve been active on your page, Facebook will recommend posts that are doing well and should be boosted. The choice is yours; just think about the purpose of your boosted post, then choose the most appropriate post for your goal. Your goal could be brand awareness, increasing followers, getting leads or converting them into sales.
Step 2: Choose your target audience.
Select your desired demographics, geographic area, and/or age range. You can even create multiple audiences with different demographics by clicking on the “Create New Audience” link. One trick is to use a lookalike audience. For instance, if you know of someone successful in your industry (for me, it would be Amy Porterfield), then you can target the people who follow her.
Step 3: Choose your budget and campaign duration.
How much can you afford to spend each day your campaign runs? How many days do you want the boosted post to run on Facebook? You will see Facebook’s estimated reach climb as your budget amount increases. This is still an estimate so make this decision based on what you can actually afford as opposed to the number of people who might pay attention to your boosted post.
Please note, the longer your boosted post runs, the more data Facebook can gather, and the better it can target people who will follow you or convert, based on your goal.
Step 4: Setup your payment; hit the boost button; then analyze the results.
Seeing the results of your boosted post is exciting because Facebook offers easy-to-understand insights. You will see your organic reach and your paid reach, as well as how many clicks your post received. From there you can determine if you received any sales directly from this post or if you noticed an increase in followers or email subscribers.
Luckily Facebook has made boosting a post very simple. After you’ve boosted a Facebook post once, the whole process will become easier and easier for you to follow. And once you set all the details, you can go about your day while your boosted post works its magic to bring you more members of your target audience.