There’s no denying that social media platforms are a great way for businesses to reach potential customers, highlight special offers and resolve customer service issues.

In this article, we’re going to look at how you can use Facebook boosted posts to reach more customers and improve engagement levels.

Boost top performers

Yep, this one sounds obvious and that’s because it is. If a post has had lots of engagement, clicks to your website and likes then it is obviously resonating with your audience and should be a good match to boost. Likewise, a post which has zero to little engagement is probably best to avoid when it comes to boosting.

Use Facebook insights for a list of the top performing posts on your Facebook page and you can even see these broken down by different months. Don’t exclude past content as there is no reason why you can’t boost a post an older post as long as it is still relevant. Remember to evaluate the business potential of posts before boosting them as just because a post was popular doesn’t necessarily mean that it should be boosted.

Bigger isn’t always better

A common trap that those new to Facebook advertising make is thinking that bigger is always better. This applies to both budgets and audience sizes. While it may seem like a good idea to get your post seen by as many people as possible, it is better to concentrate on making your audience as relevant as possible. The same goes for your budget, spending big on your adverts doesn’t guarantee a bigger return from your investment.

Like most advertising, we’d recommend that on Facebook you start small and build things up.

Make your posts actionable

When boosting a post try to include a call to action and preferably a link back through to your website for further information, to claim an offer or to book an appointment. Remember you are looking to turn clicks into business so make sure that the post links through to the most relevant page on your website, or even better a specific landing page.

Experiment with images

While Facebook prefers images with a lower text ratio, there is no reason why you can’t include more text in your boosted posts. Since 2016 Facebook has been rating adverts from OK to High for image text with a High image text ratio less likely to show to users. Images with a Low or Medium rating will still reach plenty of users and could generate better results for your business, so don’t be afraid to experiment.

Relevance score

A common mistake that advertisers make is assuming that a low relevance score is a bad thing. Unlike Google Ads quality score, relevance does not affect your adverts ability to show up in the locations you have selected. Yes, a higher relevance score means that you’ll pay less for your advertising, but for posts that are generating a positive return we wouldn’t worry too much about a low relevance score.

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Social media is a big part of UK consumer’s lives, with the average user spending 1 hour 20 minutes every day on social networking sites, it’s an audience you can’t afford to miss out on. Establishing trust in your business, building relationships with new and existing customers and promoting your brand are all part of the experience on social media.

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