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.
But expand the comments to see what you really get…
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?
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”
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.