How to "Boost" Your Holiday Marketing with Facebook

The holiday season is well underway.

For business owners, those words should bring on a wave of excitement...and anxiety. The National Retail Federation expects holiday retail sales to increase as much as 4% this year. So how can you cut off a slice of the pie for your business and still have time to get your own shopping done?

With wish lists on everyone’s mind and motivation to buy at its peak, the holidays are the perfect time to take advantage of one of the quickest and easiest ways to reach more potential customers: the Facebook boosted post. This is your opportunity to get a leg up on the competition and show the world the best your business has to offer.

Step 1: Pick the Right Post

If you’re going to set aside some of your holiday marketing budget for boosted posts let’s make sure you’re set up for success.

Every post should encourage an action that benefits your business. So, a photo of your team at the annual holiday party is great to share, but not great for boosting. However, an animated slideshow of your five most popular deals for the season is perfect. Boost away!

Pro Tip: boost a post with video. Whether you have footage of your business in action, or you use Ripl to turn your photos into an animated video, this piece of advice is key to getting the most bang for your buck. Why? A Facebook video receives, on average, 135% more organic reach than a Facebook photo.

Step 2: Nail the Set-Up

Once you’ve picked your post and clicked the blue “Boost Post” button, you have a few decisions to make.

The first thing you’ll see is the option to add a dedicated call-to-action button, like “Shop Now” or “Sign Up.” We strongly suggest you use this built-in feature as it in will almost certainly increase the amount of people clicking on your post.

Picking your audience is the critical factor in whether your boosted post succeeds or fails. We strongly recommend you use the “People you choose through targeting” option. Facebook offers some of the most advanced ad targeting in the world, so take advantage of it to reach new customers.

Pro Tip: get specific. Aside from the basics (gender, age, location), you have the opportunity to add a list of interests. You can browse the broad options Facebook offers and pick a few that match up with your most valuable customers. Then click “Suggestions” to see what Facebook recommends. It’s worth getting more specific – while “Coffee” is a choice in the interests drop-down, if you start typing “Pumpkin Spice Latte” you can pick that instead. Get as specific as possible—add at least 3-5 interests—in order to reach the right people.

Step 3: Launch

After you’ve double-checked your time and budget settings, hit “Boost” – and you’re done! Once the promotion is over, make sure to check the results and learn from them in order to tune your targeting on future boosted posts.

Good luck, and Happy Boosting!


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Austin Marshall

Austin manages new user acquisition at Ripl, with experience in Facebook Ads, Google AdWords, and App Store Optimization. He's a devout believer in the mantra "Always Be Testing."

Bellevue, WA http://www.ripl.com

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