Whaaat??? Did someone say boost? Wash your mouth out with soap and water.
Lots of people do it. You may even do it. And if you don’t, you probably know someone who does. But that doesn’t make it right …
‘Boosting’ is a bit of a dirty word in the Likeable office.
There’s nothing inherently bad with boosting Facebook posts, but if you want to get bang (and results) for your buck, there is another way.
Let us lead you into the light …
It’s no secret that it’s getting harder and harder to achieve organic reach. If you want people to see your social media content, you need to put money behind it.
But simply boosting posts has its limitations.
If you want to reach your target audience and get better reach, engagement and leads, then you need to up the ante.
Here’s why Facebook Ads are the more socially (and by socially we mean social media-ly) acceptable way to achieve ROI:
Audience
Facebook Ads allows you to target customers by creating custom audiences, defined by metrics like age, gender, location, interests, occupation and more.
This means you can drill right down into your ideal customer and aim directly at them. Think of yourself like Cupid aiming a bow…
So, if you want to target women in their 60s who like cats, knit and live in Gore, you can.
It’s also worth noting, if you want to reach new customers, you can exclude people who already know your business.
Retargeting
Unlike Cupid’s arrow, people are not necessarily going to fall in love with your product or service after being hit with your content the first time. Retargeting is every bit as important as targeting.
People who have already visited your website are an uber important target group. You should always retarget to this audience because they’re also likely to engage with your brand on social media.
And when they do, then ‘re-re-target’ them! (Defo a word.) Be at the forefront of their minds for when they need your product or service. If someone engages with you on Facebook or watches one of your videos, you can line up your bow and have another shot at them.
You can also create a custom audience from your customer list. Your customer list is the easiest component of Facebook to convert, because they’ve already signed up to your newsletter or have ordered from you previously. It’s a no-brainer.
Optimise, optimise, optimise
Not getting results from an ad? Don’t put your bow and arrow away just yet. Is it the bow or is it the arrow that isn’t performing as it should? Or is it both? Are you targeting the right audience? Is the budget allocated correctly? Or is the creative just not hitting the mark?
There’s no point ditching an ad without finding out why it’s not working. The ‘why’ is your key to success. Because once you know what’s not working, you can work towards what will.
And finally …
Once you have engaged with your audience and earned the right to sell, then you can start to generate leads.
So if you want to boost (errr, oops, pardon the bad language) your ROI, then don’t b***t.
Want to find out more about how you can clean up your ad spend? We’ve got the soap and water on hand. Get in touch.
