Creating and growing a successful Facebook Business page doesn’t happen overnight. It takes time to generate quality engagement, boost brand awareness and increase sales. So, how can you speed up the process? Facebook advertising capabilities continue to advance, which can confuse many professionals, but they provide ample opportunities to maximize your target reach. If you are thinking about boosting posts on Facebook, there are a few things you should know.

Is Boosting Posts on Facebook Worth It?

The answer to this question is entirely dependent on the result you are hoping for. When you publish a post, it can be tempting to click that little blue “Boost” button right away (because it’s so accessible) but it’s not wise to spend your advertising dollars before you understand your goal. When you boost a post, you have to choose an audience – people who like your Page, people who like your Page and their friends or people you choose through targeting. The targeting options allow you to create a custom audience based on interests and location. You also have to determine a budget and time-frame based on how many people you want to reach.

Boosted posts are focused solely on engagement, so they provide an option if what you are hoping for is an increase in likes, shares and comments. Boosted posts can help you increase your visibility, grow your fan-base and keep them interested, but targeted ads can add more value to your bottom line.

Boosting Posts vs. Creating an Ad Campaign on Facebook

Facebook’s marketing objectives are designed for specific goals, and boosting posts doesn’t offer you the same targeting options as creating an ad campaign. Creating a campaign within the ad manager or Power Editor is often a wiser choice if your goal is to increase sales and conversions. Through the Power Editor, you have the option to create an ad campaign with a specific objective. The options include: brand awareness, conversions, desktop app engagement, desktop app installs, event responses, lead generation, local awareness, mobile app engagement, mobile app installs, offer claims, page likes, post engagement, product catalog sales, reach, store visits, traffic (previously referred to as “Clicks to Website”) and video views.

As you can see, harnessing the full power of Facebook goes well beyond boosting posts. Whether you are paying for a boosted post or a targeted ad, it’s important to include a high quality image or video in the post. Make sure the image is appropriately sized to Facebook’s standards so that it does not appear blurry or distorted. High quality content is what it’s all about.

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