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Why You Should Be Paying For Facebook Boosts

It would be nice to live in a world where you could advertise your business for free and reach new customers without opening your wallet.

“But wait. What about Facebook? Facebook is basically free advertising. Right?”

Sure. Facebook and other social media outlets offer a platform for free advertising for companies who decide to make a company page, but it is not always effective. Any company who uses only organic posts can tell you that it is very unpredictable.

Who knows if your advertisement will beat the latest cat video or newborn baby update? You don’t know if your ad will show up high on news feeds and if people will even see your post. Facebook uses algorithms that we are not going to explain right now. Simply put: it’s a complex way that Facebook prioritizes where ads will show on the news feed. You may get lucky and reach a lot of people, or you may fall flat and get brushed under the rug.

So what do you do? Those words no one ever wants to hear: “Pay for it.” *Eye roll* Yes, we marketers are always telling you to spend more money. But there isn’t much that’s truly free in this world, and boosting posts can benefit your marketing efforts. Doing so will allow your company to:

  • Reach untapped audiences – customize and decide who you want to reach.
  • Have a quick return – reach your audience and see the results in a matter of days.
  • Have flexible costs – you decide how much you want to spend on your boost.
  • Analyze your promotions – use Ads Manager to keep track of how well your post is doing.
Photo credit: Sarah.Marshall via Visualhunt.com / CC BY

Photo credit: Sarah.Marshall via Visualhunt.com / CC BY

Sounds good right? This is how to boost a post.

  1. Create an ad and post it to your page.
  2. Click “Boost Post” in the bottom right hand corner.
  3. Create an audience and choose the proper demographic for your ad. Who are you trying to reach? What is the ultimate goal of your promotion?
  4. Set a budget. Decide how much you would like to spend on your ad and for how long you would like to run it. The boosting tool will assist you in determining how many people you want to reach and how much money you will need to spend in order to do so.
  5. Enter your payment information, and your ready to boost your post!

FYI – Facebook ads are a separate thing. Ask us about those.

Don’t get us wrong, organic posts are not a terrible thing. Don’t spend all of your marketing budget on Facebook posts but instead, set a budget and strategize which posts to boost.

  • Does this post have a high potential ROI? Boost it.
  • Have an event coming up that you can really profit from? Boost it.
  • Want to show off a project that you worked really hard on? Boost it.
  • Are you really benefiting the community in some way or showing a good company image? Boost it.

These boosts will engage your audience and create more traffic on your page for the future. So use organic posts for your day to day activities, but save the special ones for paid boosts. Use the boosting tool and you may be surprised to see what kind of difference it makes. You have to spend money to make money… right?