You want more engagement on Facebook – and so do your competitors. We’ve compiled key measures to incorporate into your social media strategy to turbocharge your presence.
Best Practices For Facebook Marketing
1. Keep more engagement on Facebook
Don’t just go dropping external links on all your posts. Keeping the interactions on the platform gets you more engagement, and gets prioritised by Facebook itself. From posts and questions that encourage conversations, images and videos without the external links, infographics, and the occasional memes – basically the content strategy should involve posts designed to keep the conversation going on Facebook. Sure, you can still post external links, but don’t make them the only thing you do.
2. Get seen on Stories
While the visibility of regular posts is largely impacted by Fakebook’s algorithm, publishing a new Story places you smack in front of your followers, popping up in their news feeds. It’s no surprise that it has turned out to be a vital feature for brands, and 500 million people use it daily.
Extra tip: Take advantage of the limited 24-hour availability of the Stories feature to publish time-sensitive content that builds on the urgency, like running a 24-hour product sale; or create engagement with interactive tools such as polls or voting stickers.
3. Double-down on positive and inspirational content
How does your business contribute to the community? Are there success stories you can share? Any titbits that your followers will find useful? From short anecdotes tuned for your demographic to running a Q&A session where your audience gives you feedback on troubles they have with your products and services – it can be a combination of such content.
The goal here is to deviate from simply pushing for clickbait, and especially staying away from controversial posts that will reflect negatively on your brand and performance on Facebook. For instance, with Facebook users complaining about seeing too much political content on their News Feed, the platform is actively reducing the distribution of such material. Plenty of angry reactions on a post are a signal that will hit the ranking of the content on users News Feeds.
4. Generate buzz with groups and personal accounts
Get others to promote your page organically. This can be done in two ways:
Via personal accounts
Here you have situations like getting the employees of the business to share the page’s posts on their own timelines, which increases your reach to their audiences. Here, they will be your brand ambassadors. With 92% of global consumers saying they trust word-of-mouth from their friends and family over other forms of advertising, social followers from your employees will be more likely to convert.
Facebook group marketing
With Facebook groups, you get to engage with niche audiences. Sure, they are smaller than the general Facebook audience, but these have a dramatically higher engagement rate since they are already integrated in one way or another with the product or service. Moreover, Facebook actually prioritises content from the groups that the user engages with frequently.
5. Instant Replies
Don’t keep your clients waiting. Setting up “Instant Replies” will show that customer interaction is key for you. This is a short message that is automatically sent to users messaging your Business Page during your operating hours. You can use them to give the user more information about your business, thank them for getting in touch with you, and even reassure them that your personnel will be with them shortly.
You can also use canned messages to address the most common questions that are asked by your customers. That way the frequent queries – like when your business is open, phone number, or your current availability – can be answered even when you’re offline. The Page admin can create new replies, save them for later use, and even search through lists of replies to find the specific one they need, saving more time.
6. Analyse your performance
Export your analytics data with Facebook Insights, which can then be studied to find trends and fine-tune your Facebook marketing strategy. On the Facebook Page:
Open the Insights tab
Select “Export data”
Click “Page Data”
This downloads a spreadsheet of the information that has been collected from the Facebook page, and you can select the date range that you desire.
Want a comprehensive breakdown of your Facebook performance data and how you can improve your social media presence? Talk to our Salt Marketing team to crunch the numbers for you and tailor-make a strategy that is unique to your business.