While you’re putting in the time to grow your network on Facebook, there’s another avenue you can use to reach a larger audience: boosting your 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.
Isn’t Posting Daily on Facebook Enough?
This answer depends on your end goal for your business. Posting and interacting daily will definitely grow your list of followers, but, try adding in a boosted post and examine the results. You may see better results.
One friend recently boosted a post for a total of $30 and it brought in $202 in sales. It was a “set it and forget it” process, and she set a monetary limit so as not to break the bank. But she was very pleased with that result; so much so that she’s boosting the same post again.
Why Should I Boost a Post?
No doubt you’ve noticed lots of changes with the Facebook algorithms lately, and you’ve probably heard people complaining about those changes. As a result, business page organic reach (as opposed to paid ads) has declined drastically. And you can’t depend on Facebook algorithms to get your posts seen, even if people have liked your page. So, instead of taking a passive, “I hope you see my posts” stance, you can be proactive and boost a post to bypass its questionable organic reach.
Boosted posts also allow you to more accurately target your viewers, so you are in complete control of the demographics (again, a highly proactive approach). You can set a certain geographic area as your target and/or a specific age range. But the best part is that you can target people’s interests and that is where you can reach your niched audience. 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 the more you spend each day, the larger the audience you will reach.
How to Create a Boosted Post
Most importantly: you can only boost a post from a Business Page, so if you don’t have one set up yet, get that done first. Then follow these steps:
Step 1: Choose which Post to Boost
This can be an existing post or you can write a brand new post. If you’ve been active on your page, you will even see recommendations for which posts to boost. The choice is yours, just think about the purpose of your boosted post, then choose the most appropriate post for your goal.
Step 2: Choose Your Target Audience
If you want to grow your name recognition, select your own demographics, geographic area (if relevant), age range, and interests. You can even create multiple audiences with different demographics by clicking on the “Create New Audience” link.
Step 3: Choose Your Budget and Campaign Duration
How much can you afford to spend each day? How many days do you want the boost to run? You will see Facebook’s “estimated reach” climb as your budget amount increases. But remember, this is still an estimate, so make your decision based on what you can actually afford, as opposed to the number of people who might pay attention to your boosted post.
Step 4: Setup Your Payment, Hit the Boost Button, then Analyze the Results
Seeing the results of your boost is exciting, because Facebook offers detailed records for every boosted post. You will see your actual 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 got an increase in friend requests during this time frame. Also check the comments – the more the better.
Luckily Facebook has made boosting a post simple, so, as you’ll see, it’s easy to understand. And after you set all the details, you can go about your day while your boosted post works its magic to bring your message to a larger audience.