By Craig Foster, Simplicity Lone Beacon’s Director of Digital Media.
Have you recently had results from your lead generation campaigns that were disappointing? Maybe the campaign didn’t produce many leads or your cost per lead could have been higher than estimated or the quality of the leads was not what you expected. There are several factors that could have played into why that would have happened. Your targeting could have been wrong, your messaging might not have connected to your audience, your creatives (images and videos) maybe didn’t tell the message you were looking for them to, or possibly you don’t have strong awareness or visibility in your market. Any of these could play a role in the outcome but low awareness of your company and your products and services can influence the results.
We speak to representatives from Meta and LinkedIn to improve our campaigns constantly and one come thread they point out is how Boosted Posts can help your campaign perform. And in fact, we see in our clients that have a strong boosting strategy, they see strong results from their retargeting audience, and this produces better overall results in their campaigns.
To start, let’s look at what a boosted post on Facebook or LinkedIn is. A boosted post is a paid ad that allows you to increase the visibility and reach of your organic Facebook or LinkedIn posts. When you boost a post, it appears higher in the news feeds of your target audience, increasing the likelihood of engagement and expanding its overall reach. A good strategy would be to boost posts relevant to the campaign you are planning to run. Let’s say you are planning on running a campaign to capture leads for people that are looking for an annuity. A good strategy would be to boost a blog, video, article, radio show appearance, or anything else that would be relevant to the subject a few weeks prior to starting the lead generation campaign.
Now let’s look at the importance of boosting these posts. These posts expand reach, get sent to a targeted audience, increase engagement, it’s cost-effective, and it is easy to manage.
A boosted post expands the reach of your post by showing that post to an audience that is beyond your existing followers. Your standard organic post only reaches the people that follow you, boosted posts allow us to get them in front of a wider audience.
Because of the targeting options that are available on the LinkedIn and Facebook platforms, we can target the right people to see your posts that could potentially turn into leads in the future. These options include specific demographics, interests, job titles, industries, and others that can allow us to connect to a relevant audience.
Boosted posts increase engagement because of the higher visibility of the post. The more people that see that post the more likely you are to get engagement such as likes, comments, and shares. This increased engagement builds brand awareness and credibility. Additionally, higher engagement levels can result in more interactions, including inquiries and conversions, ultimately contributing to lead generation.
Boosted posts are a cost-effective advertising option compared to other forms of digital advertising, especially for smaller businesses or those with limited budgets. You have control over your ad spend and can set daily or overall campaign budgets, allowing you to optimize your investment based on the performance and results you achieve. Even spending only $25 on a single boosted post on either Facebook or LinkedIn can garner additional engagement for a company.
Boosted posts are the simplest form of advertising on these platforms which makes them very easy to manage. There is also robust reporting and analytics that allows us to monitor and improve performance in real-time which makes it easy to make the optimizations that could be needed to reach the right audience.
Overall, by leveraging boosted posts on LinkedIn and Facebook, you can amplify the reach of your content, engage with a targeted audience, capture leads, and achieve cost-effective results, enhancing the effectiveness of your lead generation campaign.
Before your next campaign, let’s talk about building out the correct boosted post strategy for your business.
About the Author: Craig comes to us after 7 years at an agency and working independently in digital marketing, focusing on digital campaign creation and strategy. He did most of his work solving data problems and coming up with data-driven solutions and strategies. Craig grew up in the Boston area and graduated with a BS in Business Administration from Johnson and Wales University. When not working on digital marketing you might find him coaching a CrossFit class or spending time with his daughter.
