Hitting the "Boost" Button is the Crack of Facebook Marketing

by Dennis Yu on Jul 10, 2013

Hitting “boost post” is the easy button to drive tons of low cost engagement.

It is a cheap high with little value.

And I will show you why.

Here’s an example– this brand got 5,131 likes, 351 shares, and 94 comments.

Adobe Facebook post

But expand the comments to see what you really get…

Adobe Facebook post context

How many of these folks are corporate marketers who are interested in the Marketing Cloud?

How many of them even know what the Marketing Cloud is?

Pictures of lions, kittens, and babies will drive engagement.

But if it’s not micro-targeted to the right audience, will it drive business results?

MEOW IS THE TIME FOR ALL GOOD MEN

Expand any of these boosted posts in your news feed and you’ll likely see spam (like this).

Do you remember the chihuahua from Taco Bell?

TacoBell

Taco Bell found this to drive amazing engagement. But ultimately, they pulled it because it didn’t drive sales.

IS YOUR MARKETING MADE WITH 100% REAL BEEF?

Unless you’re a media company trying to impress advertisers with your audience size, you’re wasting money. The boosted post is for small businesses that just need something quick and easy. But even small businesses should be trying to target a more refined audience.

If you’re a brand or work at an agency and you do this, shame on you. Every day we come across brands who are still buying fans and giving out ipads.

Some have moved down the funnel to drive meaningful engagement. And some measure all points in the funnel, especially down to qualified leads at an appropriate cost per lead.

JUST SAY NO TO “BOOST”

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We’ve talked before about how you should run a page post ad targeted at exactly your audience.

In B2B, you can target by their job title, the actual company they work at, conferences they attend, and whether they are on your email list.

B2C guys can also use custom audiences (your email list matched to Facebook), partner targeting (their offline actual shopping behavior), and all manner of targeting.

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Post Author

Dennis Yu is the Chief Architect / CTO of Portage.co. He is an internationally recognized lecturer in Facebook marketing, having been featured in The Wall Street Journal, New York Times, LA Times, National Public Radio, TechCrunch, Fox News, and CBS...

  • http://www.BlitzMetrics.com Dennis Yu

    I still see people saying you should hit the “boost button” daily. At a conference yesterday, a prominent “expert” went on and on about it in he keynote address– she didn’t know what Power Editor was.

  • Greg

    I think it depends on the type of business you are. I don’t post pictures of cuddly kittens but I do use Boost Post quite often. I am in the mortgage business and I know that everytime I spend 40 or 50 bucks on Facebook’s Boost Post I am going to get at least 10 calls and 4 to 5 mortgage applications. Those are the absolute best marketing dollars I have ever spent.

  • http://www.BlitzMetrics.com Dennis Yu

    Greg, I’d love to learn more about how you’re able to do this and feature your learnings. Generating calls at $4-5 each is impressive, especially if that converts to mortgage applications at 40-50%. Please email me at dennis@blitzmetrics.com

  • Guest

    Dennis what about local businesses? Wouldn’t a little boost be ok for a local restaurant?

  • localleadscoach

    Dennis what about local businesses? Example: Wouldn’t a little boost be ok for a local restaurant?

  • http://www.BlitzMetrics.com Dennis Yu

    For a local biz– sure, boosting will work. But why not squeeze every penny of value from targeting?