A Case For Boosted Posts
A year ago, I would have definitely told business owners and marketers to not use the BOOST POST option.
Because the main reason we advertise is to increase sales and a year ago, boosting posts, for me, was a waste of money because it optimized delivery for engagement, not conversions or sales.
Do I still think that today?
Towards the end of last year, I’ve started to run more campaigns using boosted posts, video views, link clicks. Basically campaigns which don’t always optimize for conversions immediately.
The technical answer is that these campaign objectives help advertisers build out their custom audiences whom you can later remarket to.
But the answer I like better is that these campaigns help businesses build their relationships with their audiences.
By boosting your posts, you’re able to engage your audience by attempting to guage their interests.
By optimizing for video views, you’re able to educate or build brand awareness.
And by optimizing for link clicks, you’re able to introduce yourself by allowing your audience into your “home”
None of these directly ask for the sale but they all help in taking a person into your customer journey and take little steps into getting them to take the action you want them to take whether it’s to opt in as a lead, inquire a service or even buy.
So don’t be afraid to invest in Facebook advertising to build out that relationship.
Remember that we’re advertising on a social platform. So even if we are advertising, it doesn’t always mean that always asking for the sale or pushing your product or service at the first touch point is the best way to go.
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