Boost Post, Promote Page, Create Ad, Create Offer, Create Event ect, ect., it seems that the ways to spend time and money with Facebook are endless. Facebook is no dummy and knows the power of its platform, the question is how to properly harness that power for your specific business needs. Since there is no one size fits all solution, you must wade through the sea of choices and pick the option or options that fit your goals and target audience.
When planning your strategy for social, the first question that must be addressed is, who is your market or audience? The world of social media is becoming more and more niche and it is very important to choose the correct channel to address your intended audience. For the sake of this article, let’s assume that you have already decided that good ol’ Facebook is your best channel or will be used as a mainstay in conjunction with other channels like twitter, Instagram and so on.
Now that this decision has been made, it is time to come up with a strategy. What exactly are you trying to communicate to your audience? Are you trying to build a bigger audience, a new audience, enter a different market? These and endless other considerations must be established to ensure a large reach. Having great content is a must, but what do you do after you have that one of a kind, super engaging campaign all prepared and posted? You just sit back and watch the organic traffic flow to your page right?? Not exactly, although some posts will certainly perform well on their own, some will need a little “boost”; pun intended.
Facebook has changed the way user pages populate multiple times and basically acts as a traffic director so that the users news feed is not overrun by nonsense and ads all the time, otherwise who would use it? They have tried to keep the user experience good, all the while protecting their own revenue streams. With this in mind, to get the reach you want you may have to kneel to the powers that be and cough up some cash. The Boost Post option is great investment if you have a specific post that you really want to get out there. For instance, “Happy Hour 4-7 today, one time only buy one drink get one free”. Wow I wish I heard about deals like that, but I digress.
There are two options when boosting a post to consider, one is boost to your friends and their friends and the other is boost to a targeted audience. If you feel that your following on Facebook truly reflects your market, you should use the option to boost post to your friends and their friends. For example, if you have a neighborhood bar and all of your loyal patrons like you on Facebook, boost the heck out of the post to your friends and their friends. On the other hand, if you have a bar in a very touristy or transitional type area you may want to consider targeting your boost instead. Surely you are not wanting to promote your business in San Diego to the friends of people that live in Canada. More likely you would want to target the post to people planning trips to the area or staying at hotels in the area. Facebook gives you the ability to get fairly specific with the target, so use it with laser sharp accuracy.
The next time you have you campaign all planned out you may in advance plan which posts you are going to boost based on relevance to your business and always with your audience in mind. Always keep in mind why you wrote the post and who you are trying to get in the door or call you on the phone. Think about these specifics when boosting a post and they will perform much better, after all you probably need your money more than Facebook does, so you better make sure your ROI is as high as possible!