Whether your company is B2B or B2C, the challenge remains the same; how do you market to an unfamiliar Facebook audience and have your efforts stick? As a platform that is constantly evolving it may seem hard to keep up. However, certain principles remain the same. Below we’ve outlined what these are, indicating what to avoid and what to utilize.
DO: MULTIMEDIA POSTS
The human brain responds better to visual stimuli than to written words; 60,000 times faster to be exact (learn more here). Which means you need images and graphics to stand out on Facebook.
Reveal your company’s story with images but avoid getting into promotional territory. Aim for content that is both informative and shareable.
By using effective multimedia posts in your company page, you can expect 65% increase in customer engagement within a short span of time.
DO: TARGET AND BUDGET FOR POSTS
Tailor your posts to specific audience segments instead of pushing them to every single follower. Improve your Facebook traffic with keywords, email blasts, and third-party data. Creating a user base is quite difficult if you rely solely on organic posts.
You need all the resources you can lay your hands on. This includes existing customer support, targeted ads, and everything in between. Allocate a reasonable and frequent budget for advertised outreach.
Use various tools to segment both paid and organic posts by various demographics including age, gender, occupation, interest, education or region.
DO: STRATEGIC POSTING
If you’ve been following standard advice to post often, ignore it. You risk spamming your followers when you publish and push Facebook content more than 5 times a day or regurgitate old stuff.
An overwhelmed audience is least inclined to read your posts, much less interact with you. Infrequent and random posting gets you the same silent treatment.
A global audience requires that you share daily posts at different times of the day.
You end up wasting valuable resources and effort by posting when your audience is asleep, busy or away. Post at different hours through the day and find the best time that works for your audience.
DO: ASK QUESTIONS TO ENGAGE
People prefer Facebook for one simple reason. It helps them establish a personal connection with others. The best way to elicit comments from visitors to your page and improve engagement is to ask questions.
Use everything from polls, multiple-choice quizzes to images and memes to ask your audience for their responses. Seek feedback on a sold product or service. Get their suggestions and inputs for new ideas.
DO: PLAN YOUR CONTENT
Create a social content calendar and fill it up with content ideas, titles or inspiration images for 30-60 days in advance.
If you’re facing writer’s block, create your next set of posts through one of these methods:
Curate industry news or any information relevant to your target audience
Scan questions on sites like Quora, Ask.com, and Reddit
Look at hashtags, Google trending topics, hot topics, or questions and comments from your user base
Last but not least; get someone to handle the account and make sure it remains updated.
DON’T: IGNORE COMMENTS OR CONCERNS
Respond to comments on your wall, whether it is a reply to an update, suggestion, concern or complaint. If someone has taken the time to post their message, reply in a positive, encouraging, empathizing or apologetic tone – as appropriate for different situations.
By showing your audience you’re listening, genuinely care, and appreciate their involvement, you build the stage to take this conversation forward.
Have a policy in place to manage audience responses and to handle negative comments or complaints.
DON’T: FORGET TO TEST & TRACK POSTS
Your Facebook audience is a diverse bunch and one ring cannot conquer them all. Some of them may prefer images and article links, while others bond over videos. There will be a few who bat for memes and quizzes.
Tracking leads and conversions with Google analytics works well for viewed data and instant clicks. You need something more solid and specific for attribution data and delayed engagement. Facebook has its own secret weapon – it’s comprehensive analytics tool – Insights.
Use a combination of tracking tools to analyze your page views and website conversion rates. Test different post types and modify your content strategy based on what works best with specific audience groups.
DONT:SELL ALL THE TIME
Are you tempted to post about your brand, products, customer testimonials, and little else? Resist the urge before it proves detrimental for your business. Focus on humanizing your brand, creating real relationships with your customers before you start pitching to them.
When in doubt, follow the 40:40:20 rule. 40% of your content should be useful or informative. Reserve another 40% for your promotional campaigns with direct calls-to-action. Use the remaining 20% to test the waters with newer forms of content.
Make sure you’re on track with your marketing goals. Pay attention to negative feedback in the form of radio silence, dislikes, hides and muted posts.
DON’T: JUST RELY ON THE BOOST BUTTON
Have you fallen prey to Facebook’s manipulative tactics and pressed the Boost button for every post that performed well? Boosting your post does put it in front of a wider audience. but don’t make this the only weapon in your marketing arsenal.
For precise and efficient lead targeting, use powerful Ad tools from your Facebook tool box. Amplify reach with sponsored posts or paid content (that appears on the news feed). Study audience lists including behaviors, purchase intent and buying patterns to create posts that provide maximum traction and translate into sales.
DON’T: LOSE TRACK OF YOUR BRAND IDENTITY
If you’re thinking of splitting up your company profile into multiple pages, banish the thought. This may work for Fortune 500 companies or conglomerates, but not for a small-to-medium sized business. Having different Facebook pages will divide your followers across them. You want to keep your audience on one highly-focused and optimized page.
Another common mistake is having diverse elements on your company page. Ensure that company profile photo, pinned posts and calls-to-action are coordinated and have matching copy or design. This improves engagement and brand impact, particularly during promotional campaigns,
Follow these do’s and don’ts and remain focused on providing your Facebook audience with a good brand experience. Your marketing efforts will surely pay off in the long run.