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3 Reasons Not to Boost Posts
The Ultimate Guide to Higher ROI on Ad Spend
May 22, 2019
If you use social media to market your business, you have probably experienced this scenario:
You have developed high-quality content that reflects with your brand, crafted that content into a masterful Facebook post, and you are ready to share it. Now all you have to do is figure out the best way to push this post out to your target audience.
If your next step in this situation is to click on the “Boost Post” button on Facebook, you are making a costly mistake.
What is boost posting?
Boost posting is a Facebook feature that allows anyone with a business page to pay for their posts to be shown to more users.
With approximately 2.38 billion monthly active users, Facebook is one of the top social media platforms that you can use to expand your reach. This makes boosting posts on Facebook an alluring option for marketers who want to capitalize on this potential audience.
However, as simple and enticing as clicking the boost button might seem, it is not the best option for advertising on Facebook. In fact, you should stay away from it altogether.
Why you should avoid boosting your posts
While boosting your posts is one of the easiest ways to push your advertisements out to Facebook users, it can also be detrimental to your business’ future growth and profitability. Here are three reasons not to boost posts:
1. Boosting posts prevents marketing growth
Using boosted posts robs your company of the opportunity to improve its marketing based on customer feedback. Every successful business owner knows that the customer is key. Staying attuned to their likes and dislikes is one of the most important steps you can take to advertise effectively.
When you use boost your posts on Facebook, you are unable to use A/B testing to track conversions and see which specific aspects of your advertisements are resonating with your audience. This prevents you from learning which types of posts work best with your target audience and avoiding mistakes that will push potential customers away.
If you cannot learn from your customers and adjust your advertisements accordingly, your marketing campaigns will stay stagnant or even suffer over time.
2. Boosting posts limits audience targeting
Nothing gets results for your company like targeted advertising. A major downside of using boosted posts for your company is its limited targeting options.
When you boost your post on Facebook you have only a couple of options for your audience:
• People who like your page
• People who like your page and their friends
• People you choose through targeting
While these options might seem like they are beneficial, they will not help your business get the results you want.
Boosting your posts to a general audience that only consists of people who like your page is ineffective, and you are better off using other methods to keep them engaged.
Increasing your audience to also include the friends of people who like your page is also a waste of time. Do not waste money pushing your content to a disinterested audience full of consumers who are unlikely to convert.
Money you spend trying to advertise to this audience could be better spent on other marketing strategies for people who have already demonstrated interest in your company or your products and services.
The final option, by far the best of the three choices, also has its limitations. The parameters you set for this audience involve selecting people based on their age, gender, location, and interests. If you could narrow your audience using specific demographics and behaviors, you would get a lot more bang for your buck.
3. Boosting posts focuses on one objective
Although post boosting can help build and track customer engagement, it is not flexible enough to help businesses meet their other marketing objectives.
If you are only after likes, reactions, comments, and shares, then boosting your posts can be advantageous. However, if you want to achieve these goals as well as other goals like conversions, views, link clicks, and other metrics, then you should consider using more helpful tools like Facebook’s Ad Manager.
The next time you find yourself with a perfect Facebook post ready to share, and you are asking yourself if you should say yes or no to boosting your post, just say no. Your future company growth and your wallet will thank you.
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