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How to Drive Traffic to Your Small Business’s Social Media Channels

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small business social media

In the social media marketing world, brands of all sizes heavily invest to reach prospects and customers through paid posts. With so much competition, it has become more difficult to attract the attention of your target audience with organic posts on the Internet. For small businesses with limited time and resources, it can be even harder. With almost 3 billion social media users today, millions of brands have started to focus on social media platforms to promote their content, which has caused platforms to become flooded with articles, photos, and videos—on top of what is posted by individuals on their personal accounts. In this crowded space, and even with social media guides for business, it’s often difficult to reach your audience organically.

Social media has become what many call a “play to pay” space. The success of your social media strategy depends on how much you are ready to invest in social media marketing. One great way that you can break through the noise and get your content in front of the right audience is through boosted posts.  

What are boosted posts?

Boosting your social media post is a marketing tactic that allows you to reach a wider audience by exposing your content to more people. When you boost a post, you pay social media platforms to place one of your existing posts in front of your desired audience. There are several reasons why your small business should use boosted posts for a more effective social media strategy:

Boosted posts help your posts perform better.

Facebook-boosted posts are a great way to make your small business’s posts more effective. Boosting your posts places them higher on consumers’ newsfeeds, which means your customers have a much better chance of seeing your content. As more and more people are able to see your posts, the number of post views will rise and your target audience will be able to easily like, share, and comment on your posts. This increases engagement and helps you succeed in delivering your message to your customers.

Boosted posts make it easier to reach your target audience.

Along with being able to target your current followers and their friends, you are now able to target and exclude views based on behaviors and interests, demographics, geography, and more. This helps you get your message to people who will likely connect with it.

Boosted posts are easy to create.

Boosted posts allow you to promote content that has already been posted on your social media pages with just the click of a button. All targeting and payment options are pulled up on the same screen, and you are even able to view helpful post performance information after the promotion has ended. Boosted posts are a user-friendly advertising option that many small business owners find useful and effective.

How do you boost posts on social media platforms?

Facebook

  • Pick an existing post on your Facebook Business Page that you want to promote.
  • Click “Boost Post” on the bottom right corner of your Facebook post.
  • Choose your audience: Before you boost your Facebook post, you can either distribute your post to a recommended audience that Facebook will make for you or create a new audience based on a robust set of targeting options.
  • Set your boosted post’s budget and duration: Your budget is how much money you’ll spend to boost your post. Your duration is how long you’ll boost your post for. Facebook will estimate how many people your post will reach based on your budget and duration inputs.

Instagram

  • Click the “Promote” button at the bottom of your post.
  • Pick a goal: Before you boost your post, Instagram will ask you whether you want to attract more profile visits, website traffic, or promotion views. Whatever your goal is for the specific post you want to boost, make sure you choose the option that best aligns with it.
  • Choose an audience: After choosing your goal, you can pick from three different targeting options: Automatic, Local, and Manual. Automatic tells Instagram to target people who are just like your followers, Local lets you target people in a specific location, and Manual lets you target specific people, places, or interests.
  • Set your budget and duration: Instagram will estimate the expected reach and clicks that your post will attract after you set your post’s budget and ad duration.

Twitter

  • Click “View Tweet Activity” at the bottom of your Tweet.
  • Click “Promote Your Tweet.”
  • Choose your targeting: Twitter’s targeting is less sophisticated than Facebook’s and Instagram’s. You can only target based off location (e.g., country, state/province/region, or metropolitan area).
  • Set your budget: After setting your budget, Twitter will estimate the number of impressions and engagements your boosted Tweet will attract.

Take some time to consider which platforms will help you better connect with your customers and make the most sense for your business.

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