11 Ways To Up Your Facebook Marketing Game
If you’re looking to market your product as far and wide as possible, you need look no farther than Facebook.
Millions of business pages and 2 million active users make this social media site perhaps the most crucial tool in a marketer’s toolbox. It can be tempting to focus energy in on flashier platforms like Instagram, but AudienceProject has revealed the truth of user habits through their recent Analysis Survey. 53% of social media users surveyed check Facebook multiple times a day, placing it at the top of the ranking above Whatsapp (44%) and Youtube (35%).
So while there’s a lot of opportunity to grab your demographic’s attention as they lurk on the platform, optimizing your performance is paramount to set you above the rest of the digital advertising bombarding Facebook users.
Here are 11 ways to make sure your Facebook marketing game is on point.
Perfect Your Profile Picture
This might seem obvious, but a good profile picture can be the key to making sure your prospective customers don’t click away immediately.
It’s your first impression, and you want to make sure your profile picture is both relevant and appealing.
Not only can it act as a lure, it’s also crucial that your page be recognizable in a search as the correct one. A profile picture that can be associated instantly with your product will keep you from getting lost in a list of similar search terms.
You only have 180x180 pixels to work with, so your photo needs to be both simple and stylish. Step one: do away with text. There’s no need to have in the photo what can be said on the page.
Easily recognizable logos work well, as do clean, professional headshots. Consider what you yourself would be most likely to click on.
Curate Your Cover Photo
Now that your potential customer has clicked to your page, it’s time to add a “wow” factor.
The gigantic banner taking up a third of their screen is a great opportunity to do it. It needs to be high quality, of course-- take the aspect ratio into account and make sure you use something that fits well with no loss of resolution. You don’t have to be a graphic designer to make your cover photo memorable and clean-- digital marketing tools like Landscape can help.
If you want to go the extra mile here, Facebook just introduced Cover Videos for even more creative “oomph.” These videos can be between 20 and 90 seconds, and don’t forget about the 820×312 pixel limit for covers. You should choose something that captures the aesthetic of your brand-- after all, the cover sets the tone for the whole page.
This feature is still relatively new, so don’t be afraid to experiment a little.
Utilize Native Video
As CROWD has covered before, digital video is the new dominating force of advertising.
Facebook is a prime forum for it, with autoplay features and sponsored posts sliding into people’s feeds. Kantar Media’s biometric analysis found that 54% of millennials watch large numbers of video clips in a row, with the same percentage admitting they don’t even realize they’re doing it.
So how do you use it to boost engagement? According to Adweek, native video on Facebook is favored by the platform’s algorithm and garners triple the engagement and 1,200 percent more shares than text and image posts combined. Remember that these videos begin to play without sound, so add captions and try to make your video content eye-catching all on its own.
Limit Your Links
It’s tempting to focus on self-promotion on your business’ social media platforms.
However, it’s unlikely to bring new followers to your page, or pique much interest from the ones you already have. To make sure your content is attention-grabbing, stay up to date on the trending stories, events and holidays your audience is most interested in and create content around those topics. You can even use an associated hashtag to gain more exposure.
Another approach is a question-based image that will drive engagement without seeming too promotional.
Does the picture you just posted look as good on a phone as it does on a laptop? How does your page look across devices?
Facebook does a lot for us in terms of resizing and formatting what we post, but social image sizing can do wonders for keeping your page looking clean and consistent. Before you post photos or video, make sure you have a protocol in place so they all follow the same design if someone scrolls down your page. It’s a small amount of planning that makes a big difference in making the page look professional.
Time Your Posts
Working within the timeframe of when your content can reach the greatest number of people is crucial in driving engagement.
SproutSocial has already done the hard work for us in terms of figuring out the best times to post. Early afternoons during the weekdays are apparently ideal for most brands, when people are looking for a little distraction during their work day.
However, you don’t need to be there to post in real-time. CROWD has covered social media automation before, and the tools can be used across multiple platforms. Schedule your posts in advance using SproutSocial, HootSuite, or one of the many automation tools available. With their help, you can set up your Facebook to automatically push content during peak engagement hours.
Employ Omnichannel Marketing
As impressive a marketing platform as Facebook is, spreading your content across your other social media pages is a great way of boosting its visibility.
Since Facebook pages can hold more information than other types of social media, funneling users from other locations is a good move. The key is finding opportunities to double-dip your content beyond Facebook, which you can do by:
1. Embedding native Facebook videos in your blog posts
2. Promoting a Facebook contest to your Instagram or Twitter followers
3. Including social media buttons on your homepage and throughout your email campaigns
When you foster repeated exposure, you have a greater chance of turning your current leads into long-term followers.
The name of the game is instant gratification.
When your customers have something they want to address with you, they’re looking for a response time of four hours, max. Because millennials place so much importance on feeling like you as a brand care for them, slacking off on your notifications isn’t going to do you any favors with long-term engagement.
Make a conscious effort to respond as quickly as possible to let your followers know that you value their time. This is a step that cannot be automated, no matter how many other things you need to take care of.
However, Sproutsocial has a tool to help with this more legwork-heavy aspect of your digital marketing campaign. With Sprout’s Smart Inbox, you can quickly respond to comments and questions from your customers on Facebook from anywhere.
Watch Your Analytics
Now that you’ve put so much effort into your Facebook presence, you will want to pay attention to the way they’re working.
Analytics can help keep you up to date on what is generating the most clicks and impressions, what’s attracting the most discussion, and what isn’t working as well as you might hope. If things aren’t progressing as quickly as you might hope, taking a look at your analytics is a great way to weed out the unsuccessful posts and focus in on what is bringing fresh life to your page. The data is right there-- it would be wasteful not to use it to your advantage.
Experiment With New Ad Formats
From video ads to promoted posts and beyond, Facebook ads afford flexibility and features like no other social ad platform out there.
The ad creator has a multitude of opportunities for you to exercise some creativity, as well as lowering your cost-per-click. Carousel ads are a great tool, allowing for multiple images to catch the eye. And while Facebook ads can be expensive, using the carousel format means more advertising reach for the price of one post. In fact, Facebook themselves claim that these types of ads drive a 30% to 50% lower cost-per-conversion and a 20% to 30% cost-per-click versus single image ads.
They’re interactive in a way that mobile users find especially appealing, and they’re just one way to experiment.
Zero In On Your Target Audience
Those newer to digital marketing often make the mistake of trying to reach too broad an audience.
Not only will this limit the amount of interest people will take in your ad, it can quickly eat through your budget. Facebook ads allow you to get ultra-granular in terms of targeting location, demographics and interests, meaning brands can hone in on a specific audience versus settling for a shot in the dark.
You can target Facebook Ads according to age, gender, connections, interests and behaviors. Combining one or many of these subfactors can help you target very specific audiences. You're going to want to spend some time on this, because working within Facebook's algorithm will prime you for success.
For more advice, inspiration, and tech news about this and other platforms, visit CROWD. or send an email to firstname.lastname@example.org.