Boosted Posts are a type of Facebook Ad that increases reach for your Facebook Page updates.
You are free to Boost any update you choose. But you’ll spend your ad budget more wisely if you follow the B-O-O-S-T method:
- B – Boost Your Best
- O – Optimize Targeting
- O – Optimize Content
- S – Synch Channels
- T – Test and Measure
Let’s go over each one of these in greater detail.
B – Boost Your Best
When you boost only your best stuff, you increase the likelihood that people who see it will engage with your post.
Use your Page Insights to select posts with the highest engagement rate within a given time period. Boosting these posts will result lots of likes, comments and shares.
Start with three months or 100 posts, whichever is greater.
Decide which posts you’ll Boost, based on high engagement rate AND how relevant it is to your current marketing goals.
O – Observe Your Engaged Fans
You want to get your posts in front of people who:
- Want to see it.
- Won’t hide it.
- Will comment, like and share it.
Again, engagement is your ultimate goal, not reach.
To select the best demographics for Boosted Posts, view the People Engaged report within Facebook Insights.
O – Optimize Your Content
There may be cases when your best performing updates aren’t directly related to your promotion. If so, simply edit the post description (or status update) and include a call-to-action and link to your campaign landing page.
Make sure your edits feel natural and aren’t forced.
S – Sync With Other Marketing Channels
The best type of plan is a well orchestrated plan.
Make sure you use other marketing channels to create more quality reach for your Boosted Posts:
- SEND AN EMAIL: Send an email message to a targeted group of subscribers talking about a particular update, and how you’d love to hear their comments as well.
- SPREAD IT AROUND: If the updated photo, post it on Pinterest and link back to your Facebook update. Publish 2 to 3 pins for each Boosted post. Extend this idea to Instagram and Tumblr, but keep in mind that you need an engaged community for this to work.
- BLOG ABOUT IT: Find a way to write a blog post about your upcoming event our fundraiser, and tie-in one of your top-performing posts. This kills two birds with one stone—creating more reach for the update, while sourcing high-quality content for your blog. You’ll look like a hero!
T – Test and Measure
If you’re serious about using Facebook to create awareness for your cause, eventually you have to buy ads. Developing a habit of testing various approaches to Boosting posts will help you find out what works best for your community.
How are you using Facebook Boosted Posts?