Setting up a Facebook page seems a simple task, and so does its subsequent maintenance. Despite this, the vast majority of companies dread the platform with dead “zombie pages” from which new fans are rejected by the stench of outdated information.
With over 2.9 billion monthly active users, Facebook is an incredibly valuable tool for businesses looking to reach a large audience and build their brand online.
Yet, with such competition for attention on the platform, it can be challenging to stand out from the rest and make an impact. That’s why establishing a strong, and well-defined Facebook marketing strategy is essential.
Want to learn how to increase traffic, improve your website’s popularity and multiply the profits? Here are ten tips on how to enhance your Facebook marketing strategy and get the results you want. Read on!
1. Get to Know Your Audience
Let’s say you offer men’s razors. Are you sure your main audience is males? Perhaps it’s their wife and girlfriends who are more active on your Facebook page because they choose your products as a gift? Chances are! And it is this information that will be crucial to your success.
One of the most critical components of any marketing strategy is understanding your audience. The more you know about your target demographic, the better you can tailor your content to meet their needs, expectations and interests.
Facebook enables monitoring a wealth of data about your followers, including their age, gender, location, interests, and more. Use this information to create content that resonates with your audience and speaks to their pain points.
2. Make Sure Your Goals Are Clear
Before any action in marketing, there should be a clear understanding of what you want to achieve by it. Do you want to boost traffic on your website? Generate leads? Increase brand awareness?
Whatever the goal may be, make sure it is SMART: specific, measurable, achievable, relevant, and time-bound. This will help you stay focused on what you want to achieve and track your progress over time. Learn more about creating SMART goals and start incorporating those rules in your future strategy.
3. Post Consistently
Being regular is key when it comes to Facebook marketing. You need to post regularly to keep your audience engaged and stay top-of-mind. By frequently adding new content to your site, you give your fans a good reason to come back to it.
It doesn’t take much effort to do so, but the result can be outstanding. However, this doesn’t mean you should post just for the sake of posting. Ensure your content is high-quality, relevant, and valuable to your audience. Perhaps you should consider using a social media scheduling tool to plan and schedule your posts in advance?
Also, it’s worth trying to integrate your Facebook page with other social media so that new information from your blog itself appears “on the walls” of Google+, Twitter, or other feeds.
4. Use Visuals
Visual content is far more engaging and memorable than blank text alone. By using high-quality images and videos, you will capture your audience’s attention and make your content stand out on the feed.
Facebook also offers a range of engaging features worth considering, including Facebook Live, Quizzes, Stories, and Carousel ads, which can help you showcase your products or services in creative ways.
5. Maintain Positive Relationships
Social media is more of a dialogue than a one-person speech. To build a strong relationship with your audience, you need to engage with them and make them feel valued.
That’s why responding to comments and messages promptly and asking questions to encourage conversation is making such a difference in being successful on the platform. It helps to build trust and establish the brand as an authority in the industry.
Moreover, users’ posts and interactions with your site will be visible to their friends, so you gain an additional audience.
6. Use Facebook Ads
Unfortunately, organic reach on Facebook has significantly declined in recent years, making it more challenging to reach your target audience without paying for ads. Facebook Ads offer a variety of targeting options, allowing you to reach very specific people with the right message at the right time.
You should conduct AB tests, try different ad formats and experiment with targeting options to find what works best for your business. Also, sometimes less is more, i.e. small advertising campaigns, but frequent, are much more effective than one big one.
7. Leverage User-Generated Content
User-generated content (UGC) stands for content created by your followers or customers, such as photos, videos, and reviews. In fact, it is a powerful tool for building trust and social proof, as it shows real people using and enjoying your products or services.
You should encourage your followers to create and share such content and feature it on your Facebook page to showcase your brand’s authenticity and engagement with your customers.
How to search for user-generated content?
There are at least a couple of solutions – you can track mentions of your brand using, for example, the Brand 24 tool or Google alerts.
How does it work? Every time a mention or opinion about you appears online, you’ll get an email notification about it, or – you’ll see it in daily reports after logging into your account on Brand 24.
As a brand, you can create and promote your own – fans will use it in posts on Instagram, and you will easily find new content that includes it.
An example? Coca-Cola’s #ShareACoke campaign. They created personalised bottles and cans of Coke with different names and encouraged people to share pictures of their personalised Coke bottles and cans on social media using the hashtag #ShareACoke.
The campaign turned out to be a huge success, with millions of people sharing pictures of their personalised Coke bottles and cans on social media.
The hashtag #ShareACoke became a trending topic on Twitter and Instagram, and the campaign helped to increase Coca-Cola’s brand awareness and engagement on social media. In numbers: That summer, Coke sold more than 250 million named bottles and cans in a nation of just under 23 million people.
The use of the branded hashtag #ShareACoke allowed Coca-Cola to track the success of the campaign and monitor the conversation around it on social media. They were able to see how many people were using the hashtag, what types of content were being shared, and how people were reacting to the campaign.
Blog reviews, video stories, creative photography and authentic stories in copy are just some of the forms of UGC you can gain by entering into partnerships with influencers.
The important thing to remember is that the content shared by the creators is their property, so you must ask for permission to share or use it on your channels (with larger creators, this sometimes involves an additional fee, for example, for image sharing). Also, don’t forget to sign the author’s name, as well as tag their account.
By organising a fun contest with rewards on the brand’s FB page, you can easily collect valuable content and feedback from fans. It can be as simple as asking a question like ‘What do you love XYZ creams for?’ or ‘What would you change in the service of our restaurant to make it work even more efficiently?’
The opinions collected will be a kind of guidepost for the brand’s activities and shareable pieces of content. However, remember to give something in return. Prepare attractive prizes and establish clear rules and regulations, in which you carefully include those about the possibility of sharing opinions on your social media channels.
8. Monitor Your Analytics
To know what’s working and what’s not, you need to have the data. And to do so – track your analytics regularly. Facebook Insights provides a wealth of data on your page’s performance, including specific groups’ engagement, your reach, and audience demographics. You want to use this information and adjust your strategy as needed to optimise your content and.. sell your products.
9. Control what people see first
The timeline on Facebook now allows events to be pinned at the top of our page. This means we can control what we want fans to read and interact with in the first place.
Okay, but how to pin a post on Facebook? First, you need to publish the post. After that, click on the three horizontal dots located on the top-right-hand side of the post window. The top option will be to Pin post. Simply select that option, and your post will remain at the top of the page until it is unpinned.
10. Automate your inbox
Your visitors expect a quick response, preferably no matter the time or day of the week. If you want to ensure a proper relationship with your customers, an immediate response is a must. There is a way to do it, and one that doesn’t require you to stay awake at your computer 24/7.
Setting up automatic replies in Messenger will allow you to appease impatient customers and answer most of their questions. Very useful are absence messages (autoresponders) that let your customers know what hours you work and when you can answer their questions.
These will get users information without waiting for you to read their message and respond. They are also a way to show all the relevant elements of a brand’s offer or range of services. It’s worthwhile to analyze what questions your customers ask most often and include them in your automatic responses, preparing concise but comprehensive answers.
Implementation of the tips given in the above article will take your company fanpage to the next level. What’s more, they will help you gain followers, get them interested in your company’s offer and, as a result… drive sales!
Caring for a brand’s Facebook profile and its professional handling in line with the developed strategy will strengthen the brand’s image and, what’s more, will be positively received by Facebook’s increasingly strict algorithms. Good luck!
About the Author!
Magdalena Sadowska, the Community Manager of PhotoAiD. With a background in psychology, she is fascinated by how people interact and create their reality. As a travel enthusiast, given a choice of sea or mountains, she chooses both.