If you’re like many dental practices with a Facebook page, you’ve probably boosted one of your Facebook posts before. At the very least, you’ve probably noticed that Facebook prompts you to do this every time you make a post on your business page.
Many of the of the dentists we work with routinely boost their posts. Why? For starters, because Facebook encourages you to boost your post anytime you share something to your business page. Plus, it just sounds good, right? Pushing your content to the news feeds of those who have liked or interacted with your page, their friends and others you’ve identified as your target market – all good stuff.
But does boosting work?
Typically boosting a post yields little results unless the post is truly unique, interesting or engaging. Too often boosting a post is simply a waste of money. This is because the boosting is executed poorly.
The good news? There are ways to make boosting worthwhile on Facebook. Here’s how:
- Make a clear, related offer somewhere in the post. If you want to share something positive that happened at the practice or even just a staff photo, make a related offer at the end. For example, accompany a photo of your front desk staff with a caption such as, “our fantastic front office staff would love to help you setup a free Invisalign consultation…”
- Set a goal for every ad you run. The goal should rarely be impressions or views. The best and goals relate to leads or sales – something that generates revenue.
- Ensure your post includes a call to action. Once you make your offer, give users specific steps on how to claim the it. For example, “call this number or email us at…” Make it easy for people to take you up on your offer.
- Follow-up on comments. Once you make your offer, you’ll likely receive some comments and questions on the post. You or a designated staff member should monitor the post and follow-up with any questions. Each question or comment is a potential lead and should not be ignored. Set a goal to respond to comments and questions within 24 hours. It’s important to follow-up with people while they’re still interested and haven’t moved onto the next thing.
I’ve found that boosted posts are priced and targeted toward businesses with a limited budget; those that can justify spending $20 on a campaign. These businesses often think, “what’s $20? It can’t hurt, right?”
While the investment may be minimal, you’re still wasting money if it really does nothing at all for your business. Twenty dollars here and there can add up to thousands of wasted dollars if your boosted posts are not well-thought-out and formulated for maximum return.
If you have any questions about boosting posts or running Facebook ads for your dental practice, feel free to email me and pick my brain at email@example.com