WAIT! Take your finger off the boost button

Internet and social media marketing is one of the most powerful ways to reach thousands of people in a small amount of time. So, why wouldn’t you want to boost your posts?

What is a “Boost”?

After allowing companies to create business pages, Facebook came up with a way to allow them to create marketing campaigns that will reach Facebook users.  Boosting a post allows a company to make their content visible to users who are not already following their page.  Facebook makes it convenient for businesses to decide how long their ad will run and the price they are willing to pay.  New features have been added allowing businesses to choose a Call-to-Action (CTA) and even gives an estimate on how well the campaign is projected to do.

Limited Optimization and Audience Targeting

Here’s where you are at the mercy of Facebook’s money-makers.  A boost is highly limited, giving you less control than you may think.  For example, if you are optimized for “Post Engagements”, what exactly does that mean?  You are paying for post engagements, but have no control over which type of engagement is being targeted.  Your goal may be to get users to click a post link, but paying Facebook to generate post likes, shares, comments, placements, and much more.  This same concept of inefficient spending of marketing dollars carries over to several features within a post boost; this is one small example.

Solution: Hyper-targeting Tools

If clicking “Boost Post” is so ineffective then how could you say Facebook is a powerful marketing tool?  Boosting a post is a fantastic way to get results, but there is a more efficient way of doing it.  Narrowing your audience to focus on qualified potential customers, optimizing for generating specific results, choosing where your ads will appear within Facebook, and creating a Facebook-Instagram synergy with quality digital media are a few ways to fine tune your ads to effectively create measurable returns.

To sum it up, clicking “Boost Post” is better than nothing, but having an internet marketing agency help you properly run your ads is the most effective way to generate a return on your investment.

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