20 Sep '21
Boosting posts: likes, but not much else?
Picture the scene: you’re trying to get your business, project or idea off the ground and, naturally, advertising on Facebook and Instagram seems a good place to start. The potential reach is huge - both for new audiences and also reaching a higher proportion of your existing audience.
But running Facebook & Instagram ads that actually make a tangible impact on your business can be tricky to master. We often hear people say:
“I tried boosting some posts and got a few likes but not much else. I don’t know whether it was worth it... but I’m not sure what else I can do!”
Sound familiar? If so, check out these 3 very common mistakes made by people at the start of their journey when running Facebook & Instagram ads.
Prefer watching on YouTube to scrolling on blogs? This might be the thing for you:
1. Not thinking about your customer journey
When you boost a post, you are probably thinking about how to reach just one particular group of people, in isolation. For example, you might want to reach new people of a certain demographic or with interests that you think are relevant.
However, getting the results that matter requires a bit more thought and structure.
It may not feel like it, but running social ads is about building online relationships with real people - most of whom you don’t know - and continuing the conversation beyond the first point of contact.
It takes time to move people along the journey from discovery, nurturing the relationship, to finally ‘converting’ them to a purchase or sign-up. For example, someone who has just discovered you might need to get to know you and your business better before they buy something.
When you’re boosting posts, it’s easy to lose sight of this. Your boosted post might be liked or viewed by a bunch of potential customers who aren’t quite yet ready to follow you, visit your website or buy something. That doesn’t mean they won’t in the future!
What you need is a system in place to reach these people again (to 'retarget' them), show them more posts, continue the conversation and move them along the journey from discovery to purchase or sign-up (conversion).
2. Lack of retargeting and/or poor ad setup
Targeting is closely related to thinking about the customer journey. Point 1) above is about the theory and the ‘why’, whereas targeting is more the ‘how’ and ‘what’ you can actually do to move people along the journey.
Retargeting is the key here, and worth a long article in and of itself. You need to have a way of reaching people who have engaged with you in some way before, whether that’s on Instagram or on your website.
You can do that on Facebook & Instagram by creating custom audiences; again something we'll write more about soon if you're not already familiar with how this works.
You also need to think about where you are placing your ads, the call to action, making sure you’re not bothering people by serving them ads too much… there’s a lot of setup to think about! Check out our other blog articles for more tips on this kind of thing.
It’s easier to do all of this in Facebook Ads Manager, as opposed to boosting posts. The downside is that it’s complex, time-consuming and (as even seasoned marketers will tell you) frustrating to use.
3. Not testing enough posts / content
You probably spend a huge amount of time crafting your Facebook & Instagram posts. Despite this, in our experience, not many people test out enough of their posts as ads.
You’ve spent time and effort making the content, why not get the most out of it?
A/B testing posts is the technical term, and it lets you (i) understand what your audience is responding best to and (ii) allocate your budget much more effectively.
It makes intuitive sense: by testing out more posts and comparing the relative performance, you are bound to get better results than just boosting one or two.
Can Feed help?
Hopefully this makes sense intuitively.. but a fair amount of knowledge and work is needed to make sure you don't fall into these traps. Especially if you’re an individual or small team with a limited budget.
Our mission at Feed is to empower more creative entrepreneurs around the world to grow their passion into a business... without having to pay a marketing person or agency to do it for them.
Feed is designed to move people along the journey from discovery to purchase or sign-up, and so drive the results that matter to your business. All you have to do is connect Feed to Facebook & Instagram, set a budget and Feed will do the rest.
Learn more about Feed and get started here.
Or, if you want to chat more with the Feed team, come say hi on Discord!