Before you start a Facebook post-boosting campaign, there is one thing you need to know and understand. Facebook post-boosting is very different from Facebook advertising, both in terms of strategy and primary objectives.
With Facebook advertising, your primary objective is usually to target an audience with an Ad and simply get them to click on your link, and go to your nominated web page.
But with Facebook post-boosting your primary objective is to attract your ideal audience and initially just build engagement. And the secondary objective is then to get them to take action.
With post-boosting it’s all about creating a connection first between your audience and yourself, or your brand. It’s about building familiarity and trust.
Once you have established a strong connection with your audience, you can then ask them to take action, by either visiting your site, or responding to your promotions.
The benefits of the post-boosting strategy is that when you do ask your engaged audience to take action, with regards to offers or promotions, you are more likely to generate higher response, and better conversion rates.
Consequently 80% of your Facebook post-boosting activity and budget should be oriented towards audience engagement, and 20% oriented to promotion and action taking.
With that in mind let’s look at the 5 Fundamentals of a post-boosting strategy.
This is the key starting point with your post-boosting. Who are you going to boost your post too?
Facebook offers you many choices with regards to audience targeting, and if you’ve already got a large Facebook following, or high number of web site visitors, then you can take advantage of virtually all the options.
However the one you should always use, regardless of existing numbers, is the Custom Audience. This is where you can fully explore the full range of data that Facebook has about your potential customers and create your ideal customer audience.
And the best starting point for creating this Custom Audience, is your customer avatar. So you really need get into your customers mindset and explore what aspects of their character or behavior might be captured within Facebook data.
So in addition to their interests, you might also consider places they might visit, things they might read, or people and brands they might follow. By adding more depth and detail into your Custom Audience, you’ll be able to target your ideal customers more effectively and at a lower cost.
You can read this article to learn more about Facebook Custom Audiences.
Create a Facebook Custom Audience, based on your ideal customer profile, or customer avatar.
The second fundamental of this strategy is all about what primary outcome you’re looking for when you boost a post. Remember your overall strategy is 80% engagement and 20% promotion, so this should be reflected in the type of outcome you target.
Now when you boost a post, you will always get additional benefits and outcomes above and beyond those you’ve targeted, but it’s important to have specific posts focused on achieving specific outcomes.
The primary objectives you can target include; Page likes, Post likes, Comments, Shares, Video views Link clicks. Therefore you may want to have some boosted posts with the objective of gaining Likes, some about gaining Video Views and just a few that are looking for Link Clicks.
However whenever you boost any post you’ll probably get a mixture of outcomes as you can’t totally control how your audience will choose to interact or engage with your content. But the good news, is all types of engagement are good, and they will have an impact on your post’s reach and cost per engagement.
You’ll soon know if your post is doing well in Facebook’s eyes, as your reach will increase and your cost per engagement decrease
The greater the level of engagement a post has, the more ‘reach’ Facebook will give you, and the less you’ll pay!
The third fundamental of Facebook post-boosting, is that it is all about “Engagement” Audience engagement is the key to reaching out to your audience and building a connection with your brand. To build that engagement you need to think about the principle of ‘message to market match’ ie What is the message, or type of message will attract and resonate most effectively with your audience?
Once again you can look to your customer avatar to help you get into the mindset of your audience to help you with this. Plus you also need to consider the context in which your audience might see your message – ie when they’re logged into Facebook and looking through their newsfeed.
Consequently your post needs to be both attention grabbing and also have some element of social interaction – ie a shared thought, moment, or idea. Your message can be communicated via a single image, or a video, or by sharing other people content, or providing tips, tutorials, competitions or quizzes.
In order to create that connection you need to demonstrate that you understand your audience and their needs, desires, pains, frustrations and desired outcomes. This concept is more fully explained in my article on the 4 dimensional customer avatar.
Your primary goal with post-boosting is “Engagement”, so 80% of your posts should have this objective.
The 4th Fundamental with this strategy is about content and your message. What should you post?
The simple answer is that the only way to find out, is to test. This is one of the real benefits of this strategy, because the cost per engagement with post-boosting is a fraction of the price of an advertising click. So you can more easily and cheaply test your posts and see what get the best engagement.
As a starting point you can just use a simple photo with a caption. On the most basic level this will tell you if you’re actually reaching and connecting with your audience or not.
But if you want a real shortcut to see what’s working, you can actually use Facebook to spy on your competitors and ethically steal their best performing post ideas! You can simply do this by visiting the Facebook pages of your competitors and scan down their posts and see which ones are getting good engagement in terms of Likes, Comment or Shares.
You can then adapt the basic ideas to suit your brand and then boost them. You can even boost them to your competitors fans as you know they already like this type of content or message.
Another quick way to test your message and audience is to find posts which you think will be of interest to your audience and then share them to your timeline. Once on your timeline you can boost them. That way you don’t need to go to the trouble of creating new content before you’ve tested if your audience will be receptive to it.
The shortcut to finding out what’s working, is to ethically steal your competitors best ideas.
At the end of the day, this is what really matters in terms of this marketing strategy. What is my return on investment?
Now to a certain extent, the answer to this question is dependant upon what your objectives were to start with. Was your camapign just about awareness and brand building, or was or more specific about generating web site visits and sales? The good news is that you can do both – and with the same post!
With most of your boosted posts (except pure ‘Like’ posts) you should always include some form of call to action (CTA). This might be a link to a blog post or other related content, or it might be to an offer on your web site. The number one rule here is to make sure your link on your post is directly related to your post’s content.
And once your post-boosting campaign has finished you can use Facebook Insights together with Google Analytics, to can precisely measure behaviours, actions and ROI.
Insights in particular will give you the full breakdown on how your audience has interacted with your post. On a basic level you can understand what type of engagements come from what type of post. But then you can see details of your audience demographics, the devices they use, the time of day they interact with you, and so much more.
These Insights will really help you add greater depth to your customer avatar and also help you refine and optimise your Custom Audience to increase engagement and lower your costs.
This post-boosting strategy allows you to quickly test many ideas in terms of audiences and messages, at very low cost, and in doing so help you more clearly identify who you’re ideal audience are and how you might better engage and connect with them.
Basically you should use the analytics Facebook gives you, to take the guesswork out of who’s really interested in connecting with you and your brand. It might not be who you think it is!
The success of this Facebook post-boosting strategy is all about 3 things. Your audience. Your message. And the connection between them.
If you can get these 3 things right, then this strategy will deliver the most highly targeted and cost traffic you can get.
Now it’s time to put this post-boosting strategy into action and get it working for your business. You can find out exactly how, right here: http://jonathanhowkins.com/boost
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