Guest Expert Answer by Rose Guthrie of RosieDoesDigital.com
This is a question that I get asked all the time and you may find that the opinions can be split between people who swear by it and others that are seriously against it.
As a blogger, what should you be doing? Here’s my take on it….
Bloggers & Facebook Post Boosts
First thing you need to be asking yourself is why you are boosting the post anyway? Seriously, why are you boosting it?
- Did you want more traffic to your site?
- More engagement?
- Send people to your site?
Your goal helps you measure the success of the boosted post. If you have said that you want to send more people to your site, then STOP boosting your post right now.
Boosted Facebook Posts do ONE Thing
Boosted posts only ever optimise for more engagement, nothing else.
If your only goal is brand awareness and you’re looking for likes, hearts, shares and comments, then it may just work for you.
If you’re looking to send people to your website, then you need to set up a proper Facebook Ad. Boosted posts have very little options to target the right people.
You’ll notice that when asked who you want to show the ad to, you are only asked if you want to share the post to people who like your page, friends of people who like your page and Interests. This may be enough for you but if you really want to get the best ad results, you really want to dig deeper into who your typical client is and this can not be done through boosted posts.
Imagine being a local Locksmith looking for business in Brooklyn and someone from Spain contacts you to ask to fix their lock? Pretty pointless, right? Ok, may be this is not the best example, but you understand what I mean, right?
You need to understand your business objectives before you do anything. And remember, just because you click ‘Boost’ does not mean anyone will respond.
Who Will See your Facebook Ad
Inside Facebook Ads Manager, you can really pinpoint the type of person you want to target. I mean, you have options such as choosing how much they earn, their job title, marital status. How many children they have, and so much more that can not be mentioned in this blog post.
You can also set up different goals and Facebook will optimise your ad to ensure that it only sends ads to those that are more than likely to perform the action you want them to perform.
You can choose whether you only want Facebook to show your ad to people who are more than likely to click through to your website, whether they are more than likely to convert and so on. If you want more meaningful results that you can measure and don’t make you feel like you’ve thrown your money down a money pit, then take the time to set up an Ad Campaign or hire someone who can do it for you.
So to sum it up, if you’re going to boost your post to increase reach and engagement, then it may be good for you, but if you want to increase the chances of someone clicking through to your site or converting, then you’re better off creating a Facebook Campaign.
Have you tried boosted posts? Did they work for you?