Last year, we shared tips on “How to Improve your Facebook Marketing.” We offered eight tips to really get your business moving on Facebook. Let’s review, shall we?
• Make a Facebook Business Page. Essential for your branding on social media and comes with great built-in analytics to measure the success of your Facebook marketing.
• Post 5 to 10 times weekly. A great frequency for keeping your audience engaged without wearing out your welcome on their newsfeeds.
• Include photos and links in your post. Visuals are more tempting to click-on, and links make good teasers.
• Keep most lines of text short. Shorter lines of text are more digestible than longer lines of text.
• Have a goal for every post. Each post you create should have intent. Text posts, link posts, and photo and video posts each yield different types of engagement.
• Have calls-to-action and contests. Motivate your audience to engage with your business, and simultaneously generate leads.
• Use Facebook data wisely. Keep your eyes on your Facebook Insights— often!
• Always continue to experiment. Social media is living and breathing. It changes quickly, just like people. Don’t be afraid to get creative and try something new!
Now that we’ve reviewed the tips from Part 1, are you ready for more?
Let’s talk about ways to further optimize your marketing on Facebook…
1. Provide unique and valuable content
This may seem obvious, but there are so many brands on Facebook using stale or recycled content that simply doesn’t appeal to their audience. You may feel pressured to just keep getting content out there so that your page doesn’t look inactive. But remember, that quality will always beat quantity.
Always keep your audience in mind when you create content. What will interest them? What will add value to their lives? What does your business offer that others don’t? If you can create real value for your audience, you not only establish yourself as an expert but you’re halfway through the sales process.
2. Use Audience Insights
Studying your Facebook Insights regularly is essential when it comes to finding which posts your audience best respond to. The Insights also provide valuable information about who your audience is. This helps you target your content and create formats that work best for the people who are already engaging.
Maybe your audience likes photo posts and doesn’t like text posts. That is data-led understanding of how to best engage your audience. Pay attention to the feedback you are getting on your page. This should serve as a measure for constantly optimizing your content.
3. Boost Posts
Facebook offers a really easy way to put your posts in front of a more targeted audience, and can show up higher in that audience’s feeds. This can increase reach by 50% or more.
But it’s also important to know which posts are boost-worthy because there is a small cost to boosting. Posts that promote a product or service offered by your business are obviously a good idea to boost. But also, posts that direct people to your website or promote a limited time campaign your business is running.
4. Email Acquisition from Newsfeeds
Many Facebook marketers will have call-to-actions all over their Facebook pages.
Contests and calls-to-action are great as custom tabs on your Facebook page, but it’s likely that many great leads out there aren’t ever going to see these tabs because they aren’t visiting your page. That’s why meeting the users where they spend the most time on Facebook— their newsfeeds —is optimal.
A program called ActionSprout allows you to reach Facebook users by offering a button to encourage direct action right on their newsfeed. Users can click a “Sign,” “Support,” or “Demand” button on your post and they will be redirected to a page to complete the action.
This is a fantastic piece of software to integrate into your Facebook marketing efforts because it so easily supplies calls-to-action!
So these are just a few tips to keep you going. But always keep in mind that Facebook, like all social media, is an ever-changing medium. Our social media marketing efforts should always be intended to direct users away from the source and to our website or blog. The purpose of social media marketing, when it all comes down to it, is to generate leads.
Keep experimenting on Facebook to see what works for you. You will never know what works best until you try! But until then, we’ll be here to offer a helping hand with your social media marketing success.
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