When you think of social media marketing, the first thing that likely pops into your head is Facebook marketing. Facebook was the platform that really revolutionized social media marketing as we know it, and it’s still the platform that encompasses so much of what we expect social media to be.
People are using Facebook and are discovering brands, connecting with friends, creating and RSVPing to events, networking in close-knit groups and chatting on Messenger instead of text. For those who use it frequently, it’s almost like a necessary part of life instead of some random app they think is fun.
This is why Facebook marketing is so valuable for brands and organizations of all shapes and sizes. It gives you the opportunity to discover your true target audience, no matter where they are in the world, and nurture relationships with them. The platform also boasts an enormous number of features, ranging from private groups to event listings that you can utilize to engage with your followers in meaningful ways, even with organic reach still on the decline. It aids in boosting content marketing.
Are you ready to start Facebook marketing or step up your game to start getting real results? In this post, we’re going to give you 7 tips to help you build a successful organic Facebook marketing strategy. We will show you how to optimize your page and give some general best practices that will help you connect with your target audience.
Why You Need Facebook Marketing
At least once every six months, Facebook rolls out an update that causes someone, somewhere, to declare that Facebook marketing is officially dead (Thanks a lot, Facebook).
However, none of these wild claims are ever true. We definitely won’t see the end of Facebook anytime soon. Sure, some changes will hinder the abilities we have currently and it’s true that organic reach has been steadily declining for a while, but Facebook marketing is still organic and can still be extremely valuable for brands and small businesses.
Unfortunately for those Facebook Apocalypse naysayers, there are numbers to prove that using Facebook as an essential marketing platform for your brand is an effective tool. Check this out:
- Facebook still has the largest user database out of all social platforms, with 2.32 billion monthly users as of the end of 2018
- 74% of users access the app or desktop site at least once daily, spending an average of 35 minutes per day on the platform
- 78% of Americans have discovered retail products to purchase on Facebook.
Users are also actively using Facebook to find new events to attend, ask their friends for recommendations and discover brands. Your business needs to be a part of this action.
7 Tips for Successful Facebook Marketing
Facebook marketing has a lot of features and a lot to keep up with, which can feel overwhelming at times.The key here is breaking this platform down into easy-to-understand pillars that you need optimized for success. This will help you set up a successful Facebook marketing strategy. Let’s go!
1. Have a Strong Page
Your Page is everything on Facebook. It’s where you can add key information about your business, collect reviews and UGC (User-Generated Content) and share updates to engage your followers.
Pages should be well-organized and fully fleshed out, giving users all the key information they need to know, regardless of whether or not they want to learn more about what you do.
Here’s what you need to do in order to create a strong, well-organized Page that will work in your favor:
- Make sure your About section is completed. Plug in your address, explain what your business does (throwing in a few keywords for search visibility) and list operational hours
- Upload a high-resolution profile and cover photo. Using your brand logo as the profile photo is typically a good choice, and opting for a cover photo that shows what your brand is about should be a priority.
- Add relevant tabs (like Reviews and Shopping) to your Page. This can be done under your Page settings. These add new functionalities to your Page that allow users to interact with you in unique ways.
2. Create a Strategic, Diverse Calendar of Posts
Once your Page is up and running, it’s time to start creating your content calendar and putting together your content strategy. Your content strategy is essentially going to determine what goals you want to accomplish with Facebook marketing, the types of content you want to use to accomplish those goals and how you want to use it.
If you want to build trust and increase engagement, for example, you’ll want to make encouraging, share-worthy UGC a key part of your strategy. You may also realize that sharing behind-the-scenes and how-it’s-made content helps your audience trust your business more, so you’ll want to include posts with that type of content regularly on the schedule.
For best results, I strongly recommend finding a social media scheduling tool, like Hootsuite. Seeing it all laid out helps you ensure that you’re using a diverse mix of content, which will keep your audience engaged, your engagement rate up and your reach up, too.
3. Use Multiple Types of Media
As you’re creating content, be mindful to incorporate different types of media into the mix. Text-based posts, for example, should be a very, very small portion of your overall content and here’s why: posts with some sort of visual component see significantly more engagement and a 65% increase in message recall up to 10 days later.
Images, video and live video (which is similar but different) should be attached to the majority of your posts. Even if the image you’re sharing is simply a generic stock photo with a quote attached…post it! Any image will help you get more attention and boost engagement.
Remember to switch it up constantly. No one wants to see the exact same thing day in and day out. As you are putting out fresh, evergreen content, your audience will keep coming back to see the new thing you have posted.
4. Create More Stories
Okay, okay, we get it. Facebook Stories (and Instagram stories for that matter) are both Snapchat-copycats. We didn’t take it seriously at first, either. But the story feature is now one of the most-used social media features out there.
There are more than 500 million daily Story users, so it’s a feature you need to be using, especially since you don’t have to worry about declining organic reach here. Once your Story is published, it will show up in your followers’ queues–so easy!
When creating Stories, remember that they are full-screen vertical format. You can use both images or videos under fifteen seconds long, and once again it’s best to mix it up. Engage your audience. Stories aren’t meant to be a serious relay of information. You want them to be fun and dynamic, even a little quirky.
5. Focus On Generating Discussion
As you’re creating content, you’ll want to stay on top of all engagement coming in for two reasons:
- You want to encourage more discussion.
- You need to engage in said discussions once they’re created.
Actual discussions and real interactions are key to building relationships with your audience, and as a nice bonus, it gives you a chance to answer questions on products or services that may be creating hesitations in purchase decisions.
Encourage users to leave reviews on the platform, and then thank them publicly once they do (do it in a Story!). Ask questions in your posts designed to start discussions, asking what your followers think or if they have any questions. Respond to all comments whenever possible.
You’ll also want to make sure that you’re responding fast when people message you privately on Messenger. It’s almost a requirement that you respond within twenty-four hours, but ideally, you’ll be able to respond to most messages within a few hours.
6. Incorporate On-Platform Features Into the Mix
As you get your Facebook marketing up and running, you’ll want to start to branch out and make full use of different features the platform offers. Some of these include:
- Facebook Live. Facebook Live broadcasts see 6x as much engagement and 38% more views than uploaded native video content, so you need to have this in your content mix. These Lives can be short, but make sure that you’re always interacting with your audience to make them as dynamic as possible.
- Events. Facebook events are a great way to highlight any event your business is hosting, including everything from free online webinars to in-store taste testings. Create the event on Facebook, add a description, and invite all of your followers.
- Groups. Facebook groups are something all businesses should consider creating, whether you want to make them public or private. They have priority in the algorithm, meaning your reach will go much further, and they allow you to create a real community centered around your brand.
7. Track Your Analytics
Last but not least, you must remember to consistently be watching your analytics. Facebook has incredible native analytics—called Facebook Insights—which can be found on your Page. This data will show you everything you need to know about the effectiveness of your current marketing, including your follower growth rates, your engagement rates, your video watch rates and more.
Ultimately, you’ll want to see most of these numbers increasing, including follower count, but your engagement rate is going to be the thing you should focus on most. Engagement indicates relevance to your audience, and it plays an important part in how you rank in Facebook’s algorithm.
Facebook marketing plays a role in the marketing strategies of all businesses, brands and organizations. With increasing numbers of users turning to Pages to find information on a brand, it’s a platform that you don’t want to pass up.
Taking the time to set up and maintain your Page will take some work, but it will also be worthwhile both immediately and for the long haul. Keep these few tips in mind as you start out and if you need some help with reaching your audience through Facebook or want to start running Facebook Ads, the team at Bryant Digital can help. Contact us today!