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Facebook and Instagram Boosting for Eyecare Providers

How to make sure your social posts are getting as many eyeballs as possible.

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SO, YOU’VE ENTERED the wonderful world of posting regularly on social media. But your pictures and captions aren’t getting as much attention as you’d like. Maybe you’re starting to wonder why everyone stresses you should be doing social media at all.

How can you encourage people to like and follow your page, engage your new and existing patients, get people to visit your website, convert these accounts into leads, and continue growing your optometrist practice (especially if your follower list is so small)? It’s a lot to take on.

Enter: Boosting. Facebook and Instagram boosting. No, we’re not talking about strapping on a jetpack to get more followers (save that for TikTok and Instagram Reels). Facebook and Instagram offer a paid feature to help you achieve your social media goals.

It’s called boosting, and it can help get your message out to more people in your area who may be interested in your services. The best part? You’re boosting posts you’ve already created, so it doesn’t really feel like extra work.

Boosting is a great way to increase engagement, which in turn helps increase organic reach (a.k.a. the good stuff that doesn’t cost a penny). But it’s not just about boosting and forgetting — you need to keep the conversation going by replying to comments and inviting people to like your page.

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Combining Instagram and Facebook boosting is where things get interesting. They’re both part of Meta, so while they do function similarly, and you have the option to boost across both platforms, there are some pros and cons to consider.

When you boost a post on FB, it shows up on your regular timeline with all the likes and comments for all to see. But when you boost on IG, the boosted post doesn’t appear on your normal feed. This means that once the ad spend is over, that boosted post’s results disappear forever.

Not only do you not get to “keep” that post in your timeline, but your regular followers also won’t get to see all the love it received. If you don’t plan on boosting on Instagram, consider putting some extra effort into hashtagging instead. You might just create more buzz for yourself without spending a dime!

A Crash Course on Post Boosting

Step 1: A great place to start is in your existing content. Review the posts you’ve already created and see if any are performing better than others. Prospective followers may also find value in them.

Step 2: Once you’ve selected the post, click the “Boost Post” button located at the bottom right corner of the post.

Step 3: Choose your target audience based on demographics (age, location, interests, behaviors). This will ensure your boosted post reaches people who are most likely to engage with it.

Step 4: Set your budget by selecting an amount or by entering a custom amount.

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Step 5: Select how long you want your boosted post to run.

Step 6: Once everything looks good, click “Confirm” and watch as your boosted post reaches new heights!

Adding value to your readers is the cornerstone of any successful content creation. Not only does it provide readers with useful information, but it also creates a level of trust between you and your followers. When you provide valuable content, your readers are more likely to read and engage with your posts, increasing engagement and visibility. Remember to track your posts’ performance so you can optimize future campaigns for better results. Experiment with different types of content, measure its effectiveness, and adjust your approach as needed.

Keri Sculland is a content writer and copy editor at Marketing4ECPs. As a content and communications specialist, Keri has been writing academic and professional articles for newspapers and magazines across North America for more than a decade. To contact her, visit www.marketing4ecps.com.

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