I can only afford 1 LinkedIn Boost Post: What Now?
It’s free to post on LinkedIn. You can even use a LinkedIn automation tool if you wish, and I am sure there will be an AI too. Once you have crafted your post, checked it with other metrics, and researched every nuance, statement, and opinion, it’s time to post. Great job – you’re work here is done.
1 LinkedIn boost post is all it takes
To boost posts on LinkedIn, you’ll need to set up a payment account. Boosting is one of LinkedIn’s most lucrative advertising income streams. It’s revenue from post boosts, also known as sponsored content, is part of their broader advertising revenue. It is estimated that Boosts will account for around $3.39 billion of their global advertising income in 2023. The 1 LinikedIn boost post you did is in there somewhere, along with any others you may have decided to promote.
1 LinkedIn boost post and you are done
Well, not quite. I was curious about costing, and like all social media platforms, it’s a case of choosing from a list of options. Options with varying rates based on such things as location, audience, industry, and other demographics. The things marketing professionals have called upon for decades and decades. The clever part is that the platforms control what you can select from. The things that they can manipulate into the most profitable return while convincing you that they are helping you find the optimum target audience.
How much to boost a post on LinkedIn?
Good question, and here is an answer that I came back with from a test. In my test, I was looking at how much it would cost me to boost a new local business networking service called Share-2-Share. I won’t explain what it is here, but I am sure you will figure it out by searching Google.
I had posted about 3 weeks prior and was presented with my post and a Boost button. On clicking the boost link, I was taken to the grandly named “Campaign Manager” and asked to “Select Objective.” I chose “Drive Traffic to Your Page.” Next, in “Select Audience,” I chose “Profile-Based”. Under “Audience,” I chose “United Kingdom” with “audience profile language” set to “English.” Now I have options for “Company Industries,” “Job Seniorities,” “Job Functions,” and “Job Titles.” After all this, I then have the ability to exclude the same categories. Confusing but true. Skipping past other settings, we get to the pricing.
Jumped here before reading? : scroll back up
For those continuing back to the costing part. Now that I have configured my campaign criteria, I am asked to “Set a start and end date.” Obviously, the longer the period, the more cost. For my test, I chose a week (7 days). I wonder if you can exclude weekends, but not sure—maybe you can let me know?
So I now have a start and end date. The helpful question mark icon tells me…
“Lifetime budget is the total amount that you’ll spend for the entirety of your ad’s schedule, from start date to end date. When you select lifetime budget, the daily budget spend will be paced to optimise performance during the lifetime of the ad. We’ll automatically set and adjust your bid to help you get the most results possible while utilising your full budget.”
WOW…. I see £2,100 has been defaulted, and the “forecasted results” are:
Target Audience Size : 41,000,000+
Total Spend : £840 – £2,099
Clicks : 26-1,110
Let’s just think about these figures.
41 million plus target audience size. It seems like my target audience filters are not kicking in.
Total spend £840 to £2,099 – not quite sure why it’s £1 short on the spend, but hey, who’s counting?
Clicks 26 to 110 – So if my math is correct, when someone even remotely close to my target audience clicks to view my post, I am going to be spending anywhere from £32 to £19 per click?
That’s a click, not a qualified, potential lead, just a click!
1 LinkedIn Boost Post: What I have discovered
The most important thing is a slightly better understanding of why so many of my potential customers are complaining about the amount spent for little or no return. For those looking for a quick fix to gaining more leads, then LinkedIn is not for you, unless you want to throw a shed load of money at it and the people who know how to squeeze every penny worth from it. I’ll leave that to the converted and keep my client’s marketing budget in their bank for now. Thank you very much, but no thanks. I have far better ways to gain the results my clients seek.
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