Facebook is a “pay-to-play” social media platform!
If you’re spending money every month hitting the boost button and wondering why it’s not generating more leads, sales, or quality website traffic – you’re not alone. The boost button is basically throwing money away. It’s not designed to generate actual ROI – it’s just designed to boost engagement on a specific post or video. Basically, there’s a correct way of doing things and then there’s the boost button. Below I’ve outlined a VERY basic way to avoid the boost button and actually target people that might have interest in what you’re promoting or selling.
Take some time and get familiar with Facebook Ads Manager. If you go through and learn about various ad placements and types – you’ll quickly see why “boosting” is not the same as running ads. With specific geographical and behavioral targeting, you will reach a much more defined audience. Make a “Post Engagement” campaign. Even at a budget of $10/day you will likely spend less money than you would on a boosted post and it will actually be targeted correctly. And the best part? If you aren’t getting the results you want, you simply swap the Post Engagement to a new post or one from the past that you want to re-highlight. Cool, right?Spend money where it matters. If you don’t have access to a 3rd party data provider, try using remaining Facebook behavioral targeting data. Only target people that make sense. Gender, age, job title, interests – these all can be chosen or excluded so you can go after the people that you really want to hit.
At the end of the day, my best advice is to stop using the boost button entirely. Focus on a genuine Facebook strategy. If you don’t have the time or the energy, pass it along to a professional Social Media Manager or Strategist.
Raymond Reggie
Ray Reggie