Facebook continues to be one of the best social networks to set up camp as a business – with 1.19 billion users your potential new customer reach is enormous, but the challenge of breaking through the noise of your followers news feeds and getting the marketing right is a whole other story. Here we look at some hints and tips to help you navigate around Facebook marketing and make the most of it for your business.
DO – Use a recognisable profile picture
Being recognisable on Facebook is key to being found and Liked. Therefore your profile picture which features at the top of your page and is used as your thumbnail is incredibly important. Also make sure that the cover photo coordinates with this – these two things are immediately visible on the page.
DO – Populate your company’s ‘About’ section
Beneath your profile image is the ‘about’ section – it is one of the first places your potential customers will look at when they are scanning your page. It needs to contain up to date and relevant information.
DO – Tailor your organic posts
Facebook has some great tools to enable you to segment your audience and target your posts by age, gender, education etc. By using these tools you will engage the right audience with the right content.
DON’T – Post too frequently
By posting more than a few times per day, you may overwhelm your followers, which leads to fewer interactions. Instead, ensure that you spend time crafting high-quality posts that deliver your marketing message.
DON’T – Forget about multimedia
By using compelling graphic and visual elements such as videos you can generate up to 94% more views and 65% more engagement than a post with no visuals.
DO – Use Facebook insights
Insights is provided on the business pages of Facebook – they are easy to understand and provide great information for business owners such as how many page likes you have, the reach of your posts and pages, engagement of the page and post-performance. You can dig around and find out how specific posts are performing and discover the demographics of your followers.
DO – Use strategic post times
Finding the best time to post to Facebook can massively help your business stand out and reach more of your audience — even as Facebook organic reach continues to decline. Research shows that posts published between 1-4pm have the best click-through and share rates but remember this is just a pointer. Instead of looking at a universal best time to post, try focusing on when is the best time specifically for your brand to post.
DON’T – Be slow to respond
These days’ customers reach out to companies directly if they have a problem or complaint and to get the best response people use social media more and more. However it’s a frustrating feeling for the customer when you get zero response or results. 42% of consumers who complain on social media expect a response within 60 minutes. So whether your audience posts a negative or positive comment, ignoring them only creates more negative feelings towards your brand. If your followers see you being active and responsive, they are more likely to do business with you than a company with no Facebook presence.
DO – Check out your competitors
There is a feature on Facebook that lets you keep tabs on your competitors – it’s a great way to see how others in your business area are doing things. Just above your cover photo there is a ‘Pages to watch’ tab where you can add 5 pages. It then tracks the progress of these pages and shows you how many Likes they get each week. This may not be a huge amount of insight, but it can be quite motivating to improve your postings.
DON’T – forget SEO
The topic of SEO and Facebook gets debated a lot but just like traditional websites, keyword optimisation is the most fundamental form of on-site SEO. The most important pieces to pay attention to are the About section, Mission, and Company Description, since these areas are actually pulled from your page as SEO elements. Remember to optimise your page for local searches by including your business address and location.
Finally, remember not to make assumptions. Test your Facebook marketing strategies, including the ones above, to see what actually works for you and makes a difference to your business.