7474 Greenway Center Drive, Suite 910
Greenbelt, Maryland 20770
Jul 21, 2017 by
Posting on Facebook isn’t what it used to be – but if you’re managing any Facebook pages you probably already know that. Way back when (and I mean 2013), when Facebook used edgerank to determine who/what/when/how to show people Facebook posts, we had a little bit of a better understanding of posting on Facebook and getting good, organic results. Ever since Facebook killed off edgerank it’s been a little trickier to develop content posting strategies that guarantee the results we once experienced. But if Facebook advertising (boosted posts, specifically) is used strategically, you can and will increase your reach and engagement.
When running Facebook Boosted Posts, you’ll want to keep in mind the following best practices:
1. Know who you want to target and be specific. If you’re a small or more localized business, boosting a post just to get
the biggest reach possible can be a waste of money. If you don’t specify the audience you’d like to reach with your boosted post, Facebook defaults to anyone 13+ in the United States. This will result in your budget being eaten up quickly – by people who are nowhere near your target market!
Facebook allows you to target Facebook users within the following categories: age, gender, interest and location. We would recommend utilizing at least three out of the four specifications to get the best results.
To the right, you’ll see the results of a boosted post for one of our apartment clients, Winchester Lofts (see more on the creative campaign MTC developed for Winchester Lofts here). One of Winchester Lofts’ main target markets is graduate students at Yale University. By targeting males and females between the ages of 21-40, located in New Haven, CT, or within five miles of New Haven, with interests in Yale University or any of the six other specific Yale Graduate Schools, we were able to reach 1,782 relevant individuals, 104 of whom took action on the post. This particular post that was boosted was one of Winchester Lofts’ blog articles – so when we see that there were 98 Link Clicks, this tells us that 98 people were sent to Winchester Lofts’ website from this boosted post.
2. Utilize your email lists. Another way to get better and more targeted results from your boosted posts is to create what Facebook calls a Custom Audience. Custom Audiences allow you to tell Facebook exactly WHO you want to target by email addresses (note: you must have received approval at one point in time to have access to each individual’s email address). This method is great for businesses with prospect lists – you’ve already got their attention once, now you can gently encourage further engagement with those individuals by targeting them specifically. I would recommend being careful with this one – you don’t want to overwhelm them with posts to the point where they begin to tune you out. Come up with your content schedule and determine when/what makes sense to send to only your email contacts.
3. Don’t boost just any post. Boost content that incorporates calls to action. Referring back to the Winchester Lofts boosted post, we teased out information that they would get from reading the Winchester Lofts blog, then provided them with the link. It was clear that we wanted people to click on the link. Another example of a good post to boost would be if you’re running a contest or giveaway that requires people to comment, like or take some sort of action on the post. By incorporating calls to action and keeping track of the clicks, likes, comments, etc., you’re able to better measure the impacts that these boosted posts have on your campaign.
The good thing about Facebook advertising is that you’re in control of your budget and you’re not roped into any contracts or minimum spends. In my opinion, Facebook boosted posts are worth trying – as long as you have a strategy and you’re keeping track of any results. If you need any help with developing your social media strategy, please don’t hesitate to reach out!