“Should I boost my Facebook post?”
I get this question asked of me at least weekly by a small business owner. It tells me that business owners are looking for a way to promote their business on social beyond just regular posting, and the “Boost Post” button looks like an alluringly simple way to do so.
While boosting on Facebook is almost always the wrong way to go about promotion (just say no!), you’re on the right track. There are many reasons why social media advertising is becoming a trend among small business owners, and it’s not just because over $3 billion of purchases can be traced back to social media each year!
Here are a few things that you probably didn’t know about Social Media advertising:
1. Social Media advertising is everywhere.
There have been ads for quite a while on Facebook, but now there are Twitter ads, LinkedIn ads, Instagram ads, and Promoted Pins on Pinterest. They really are the best kept secret in social media. Because not many businesses are advertising on social media the right ways, getting in front of your exact audience is cheaper and easier than with any traditional advertising or Google Ad Words.
2. Social Media advertising is inexpensive.
Although LinkedIn ads can cost a pretty penny (and be worth every cent for the right business!), that’s not true across the board. I ran a campaign on Pinterest recently for a client. It was a single pin linking to the client’s blog promoted to very specific searched keywords on Pinterest. We ran the promotion for only 5 days. It was seen by 3,565 people and drove over 100 people to the blog post. It cost $8.
Facebook clicks may cost as little as $0.15 per click. Instagram, too, can create amazing brand awareness at an incredible price. During an Instagram brand awareness campaign for a client, we spent $100 and got 23,403 targeted views. Because we optimized the post, it drew viewers to their Instagram page, resulting in hundreds of new followers.
3. Only the right people will see your Social Media ads.
Do you ever have the feeling that you’re being watched? Well, if you’re on Facebook, your intuition is right. Facebook tracks more data on us than we would ever care to know. But that’s great news if you’re planning on using Facebook advertising!
Is your target audience made up of women who own houses in Oak Park, earn more than $100,000, have children between 2-3 years, and love cats? You can set it up so that only people who fit that description see your ad. Best of all, you’ll only pay for those specific people in your target audience to see your ad too.
It’s not only Facebook. It’s almost scary how specific your targeting can get across the various platforms. But what’s wonderful is that only those people who are most likely to be interested in your brand will ever see the ad. That means less spend and more conversion for you.
4. Video is king of Social Media advertising.
While video ads aren’t on every platform, the ones that allow it also encourage it. Why? Video gets much better reach and conversion than a standard image. So, consider upping the ante a bit and creating a video.
Don’t worry about scheduling a session with your videographer just yet! Recording a short video on your phone of you talking about your business or promotion is perfectly acceptable. Just make sure the sound and lighting is on point.
5. You can find out exactly what makes people click.
On Facebook in particular, you can create a series of ads that are virtually identical with only one or two elements changed. This is called “split testing”, and it’s never been easier than with Social Media advertising.
Say that you want to drive traffic to a sales page about your dog grooming services. You can create 8 different ads all leading to the same place, but each ad will either have slightly different text or a different image. Two days later, you see that the ad with the beagle puppies and the text without exclamation points drives twice as much traffic and is $.10 cheaper per click. You can shut down the other seven ads, and just run the one that converts the best.
Are you ready to take the plunge into Social Media advertising? Resist the urge to click “Boost Post”! (Must…not…click…”Boost”….)
Let’s work together to create your first campaign, fully optimized for real success!
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