Neglecting Facebook today is like not having a website. It is too important to be overlooked. Facebook has one of the biggest online audiences of any social networking site with an outstanding 2.4 billion monthly user rate.
It’s commonplace presence in everyday life means that it is a handy tool that allows businesses to expand, access and understand their client base. The vast majority of brands use it regularly for optimal exposure making it a vital ingredient to include in a marketing plan.
However, due to the saturation of brands and alternatives available to users, it is integral to stand out and to make sure you get the best from this ever-powerful network in social media. Facebook now provides a whole market-oriented interface, complete with market profile pages and advertising schemes that allow advertisers to target their advertisements based on the abundance of knowledge people share on the web about themselves.
Some of the main benefits of Facebook Marketing are:
- Global-scale exposure: there is no limit to the global reach.
- Low campaign expenses: it’s cheap, easy and trackable.
- Increasing your web traffic: Facebook is a great way to heighten your online presence.
- Competitor and customer knowledge: understanding your market and operations is made so much easier.
- Optimise your profile page.
After developing a Facebook company profile, social media brand management does not end there. In fact, it’s just the beginning. Ongoing Facebook optimisation processes are more important to determine the degree of your brand engagement and online performance. To increase conversions, it is important to get your Facebook company page configured correctly with the best SEO practices.
Due to the nature and the market-oriented interface that the platform hosts, your profile page will likely act as a second online shop front or homepage for your business. So, it is vital that your page houses all the relevant information in the most accessible way to your customers.
Some of the ways we recommend you do this is:
- Optimise your page with its basics: operating hours, website, contact information.
- Optimise your photos: keep your brand clear and concise- make it clear what you do.
- Add a call-to-action button: make it easy for your customers to contact you.
- Add a vanity URL
- Share incredible content.
You need to give your audience good content to keep them engaged. Facebook is a multimedia platform, so to stand out you should utilise all forms and methods. Customer retention and loyalty is crucial and often cheaper than customer acquisition, so by allowing your followers so easily access and discover fun and relevant content in their feed, you can harvest and maximise those relationships.
Posting relevant content isn’t always an easy task, so best to follow the 70-20-10 rule if you’re having trouble. The 70-20-10 rule helps you to arrange your alerts, encouraging your business to look respectable while entertaining the reader at the same time and can be broken down into:
- 70%- Original content that would support building your brand
- 20%- Relevant content to your audience
- 10%- Self-promotional content
- Invest in Facebook Ads
Just sharing on your Facebook profile doesn’t ensure exposure. Organic posts are not the only way to get audiences involved, and businesses are constantly fighting for space and exposure. Facebook ads are becoming a must-use strategy to reach that target audience and ensure visibility. Facebook’s inbuilt analytics will then allow you to track user behaviour and ultimately gain an understanding of your audience and client base, so you know when, how and who to target.
- Work with influencers
Influencers have made it. Influencers have influence, the clue is in the name. They have succeeded in maximising social engagement through social media platforms. Partnering with someone who already has the reach and engagement knowledge can be highly beneficial.
However, finding the right influencer and strategy is crucial. An influencer should fit with your brand personality and have the attention and respect of your target audience. Some, undoubtedly, will be more difficult or costly to access or utilise depending on their reach, following and expertise. For more information on influencer strategy, check out our blog post.
- Engage with the audience proactively
Being on social media means being social. It’s a way to get closer to your clients through a virtual medium. After all, if you’re not active with your page, why should your followers be? Followers are likely to engage if the Page is responsive.
Great ways to boost engagement include:
- Post when your fans are online: scheduling software can ensure you really optimise these times without having to set alarms and worry.
- Try out videos: dynamic content will help humanise your brand and show that it exists in real time.
- Share curated content: interacting with other brands shows you exist outside of your own sphere and that your products and services can be used in conjunction with others.
- Answer comments: talk first hand with your audience, let them know you’re there.
- Interactive content: get them involved!
The best Facebook pages drive engagement. Don’t be afraid to actively encourage your audience to get involved. Showing a little bit of personality and confidence is a great way to help your clients to build familiarity with your brand, and it adds a personal touch. You want to be professional, of course, and present your company well, but Facebook is where individuals go to chill and connect, so this can help you find that happy medium.
- Make the most of all available tools
Facebook gives companies a wide variety of tools to promote their brands, meet potential consumers and create relationships- most of which are free.
Try these Facebook tools:
- Groups: build online communities that you can curate to get people talking.
- Messenger: stay responsive to incoming enquiries to ensure quick conversion.
- Business Manager: utilise the available ad space to stand out.
- Facebook Insights: keep track of what works and doesn’t so you can evolve your practices and marketing with the platforms to stay ahead of competitors.
Facebook is a powerful networking tool. Regardless of whether you are a big business or a small, local one, it’s a great way to keep consumers updated, build a brand identity and expand your presence. If you have the right tools to access user data and optimize your engagement, it can ensure campaign success.