Facebook is a global powerhouse when it comes to social media marketing. It was the first social network to release ads and although most other social networks would never admit it, Facebook set the standard for how ads are run on social networks. It comes as no surprise that many businesses depend on Facebook for their marketing needs.
Of course, just like any marketing platform, Facebook has its ups and downs. Just recently, Facebook began reducing the influence of business ads on newsfeed to bolster social interaction and meaningful connections. You can check the Facebook Newsroom if you wish to learn more about the matter.
Despite the recent changes, Facebook is still the top social media network for businesses looking to expand their reach. According to “Statista,” there are over 2.234 billion monthly active Facebook users from all over the world as of the second quarter of 2018. . No other social network can pull off these kinds of numbers. Still, given the recent challenges, it is more important than ever for businesses to ensure that they are doing Facebook marketing right if only to make the most out of what the social network has to offer in terms of promoting one’s product or service.
Here are ten tips that you can implement in your Facebook marketing strategy to promote and grow your business.
1. Make sure that you have the right business page on Facebook
You need a proper business page and not a personal profile to market a business on Facebook effectively. This might seem obvious, but many social media consultants are often surprised how many marketers get this part wrong. Also, you need to make sure that your Facebook business page falls under the right classification from the following six types:
- Local business or place
- Artist, band or public figure
- Company, organization or institution
- Brand or product
- Cause or community
Choosing the right category is vital as specific features may or may not be available to you should you choose the wrong category. For example, selecting “local business or place” gives you an option to set a physical address while categories like “Brand or product” lacks that feature.
Another great benefit of a business page over a personal profile is the opportunity to implement a messenger chatbot. With a chatbot, you have the advantage of always being accessible to your customers, answering FAQs and resolving basic issues. And setting up one has never been easier as modern Facebook Messenger chatbot building platforms like SendPulse, Chatfuel or Mobile Monkey let you do it without coding.
2. Optimize your images
You need to make sure that you put up some quality images on your Facebook business page. Social networks can be extremely visual and more when you are doing Facebook marketing. From the profile picture, cover photos and updates — all images should be as captivating as possible and convey to people what it is that your business does.
3. Use the CTA (Call to Action) button
Another feature that many marketers tend to overlook when doing online marketing agency through the Facebook social network is to include a simple CTA button on every business page. If you do not have one throughout your website, then you are leaving a significant amount of money on the table.
What the CTA button says and does depends entirely on how you set it up and you have no shortage of options — Shop Now, Sign Up, Contact Us, Use App, See Video and more. You can connect these buttons to your landing page, a contact form, a video that you would like to promote or an opt-in page. It all depends on what you are looking to accomplish with your Facebook business page.
4. Start regularly posting “balanced” content
Now that you have your Facebook business page in order, it is time to create content for users. Do not limit yourself to just one type of content and embrace the opportunity to experiment with different formats to see which combination your audience likes best.
If you are finding it difficult to mix up your content and engaging your audience, you can always start with the 70-20-10 habit:
- publish original material 70 percent of the time
- post content relevant to the interest of your audience 20 percent of the time
- Create self-promotional content only 10 percent of the time
If you go by the rules mentioned above, you would be able to mix up your content and never run into the problem of boring your audience. More importantly, it opens up an opportunity to voice our concerns and express your observations in your niche.
5. Optimize your posts
The Facebook Newsfeed can be a very crowded space for businesses to do any marketing. How you craft your posts will either make them stand out or send them straight into the bottom of the Newsfeed ocean never to be seen again.
Updates from Facebook business pages accompanied by high quality and compelling images are up to 10 times more effective in producing audience engagement compared to posts that only have plain text.
If the purpose of your social media update is to share a link, make sure that you eliminate the link URL from the post. To do so, simply paste the link and give Facebook a few seconds to capture the information about the URL (image, title, and first paragraph) and then delete the URL before posting. Doing so will help make your post appear less cluttered and help drive focus to the subject and image of your post. If you must share link outside of what Facebook provides, you can use Google URL Shortener to make the job look cleaner and more shareable.
6. Leverage user-generated content
In Facebook marketing, you do not have to create your content all the time. Every once in a while, you can share content created by your audience. Doing so not only saves you time and effort but likewise help promote brand loyalty as you make users feel appreciated that they are contributing to your cause.
Among the most straightforward methods to obtain user-generated content is to ask users to share photos of their experience with your product or service. You can also share posts on your community page when one of your fans or followers mentions your business. Most people love recognition even when it is on social media with their favorite brands taking the time to thank and feature them.
7. Post videos more often
Another great way to increase engagement in social media is through videos. Users watch over 100 million hours of video on Facebook on a daily basis, and that is only the beginning. Facebook is also making adjustments to how their algorithm determines individual interest through the videos that users are watching.
There are some essential things to bear in mind when you’re producing videos for Facebook:
- 85% of Facebook users prefer watching videos on mute. This implies that captioning your videos will be vital to engagement.
- 80% of users are irritated when videos auto-plays on their newsfeed, so make sure that you’re setting up your videos correctly when you post.
- Take advantage of “Facebook Live” if you are not keen on producing your videos. The latter is a streaming service that lets you broadcast live videos straight from your smartphone. Many businesses have found that it is an excellent way to create leads and maximize engagement.
8. Use Facebook Page Insights to Monitor Progress
Regular Facebook updates are only half the battle. The other half is about monitoring your metrics to discover trends in engagement so that you know exactly what you are doing right (and what you are doing wrong). The best tool for this job is Facebook’s internal analytics tool called the Facebook Page Insights.
Page Insights provides users with a clear picture of how your business page was doing over the last week with details of the following:
- number of page likes/unlikes
- Post Reach
9. Time your posts correctly
You should also consider the timing of your Facebook posts. Not many people realize this, but there is such a thing as the most opportune time when posting updates as opposed to just randomly dropping content on your Facebook page. So how do you do just that?
You can get information on the best times to publish a Facebook post via your Page Insights screen. To access this feature, click on the “Insights” tab at the top of your Facebook business page.
The Insights screen shows you everything that you need to know to time your posts correctly which includes the following:
- The time when most of your Facebook followers are online
- How well a particular piece of content does throughout the day
- Information on which of your posts is creating the most engagement.
You can use the information mentioned above to get insights on the best time to engage your users. You might attempt to publish various material (casual humor posts, and so on) at different times of the day to see how it affects engagement. By learning the best time to post, you can maximize reach for just about everything that you do when marketing your business on Facebook.
10. Take advantage of Audience Insights
Last but not least on the list of analytics tools that you can use for Facebook marketing is Audience Insights. As the name suggests, Audience Insights gives you details about your users. All you need to do is pick an audience and the page provides you demographics such as age, gender, level of education and profession. Such information can prove useful for uncovering the interest and hobbies of your target audience. As a result, you will have a good idea of what topics and type of content most of your audience find intriguing.
No matter how much Facebook may change its algorithms, one thing is for sure — the social network will remain to be a viable marketing platform for many years to come. The key to success is to keep on improving your approach, and you can start with the tips mentioned above and make sure that you have everything covered.
Nik Tordil is a results-oriented Search Engine Optimisation (SEO) and Online Marketing Strategist with over 10 years of professional experience. Had worked alongside a team of Think Big Online and helped numerous businesses across Australia in terms of leveraging their SEO / Internet Marketing campaigns and guiding them to success using effective and white hat methodologies.
Disclaimer: Feature image is provided by the author – Nik Tordil,