With 1.71 billion monthly active users, it’s no exaggeration to say that Facebook could be one of your most valuable social media sites to market on. But there are a few things you should be aware of if you are currently, or intend to be, marketing on Facebook.
First off, target your posts. There are several ways you can do this: you can target by age range, country, or local area. More options are available too if you want to narrow down your audience even more so you’re reaching just the right people.
Dark posts are an amazing Facebook tool that’s consistently underused by businesses. They’re similar to Facebook ads in that they let you apply targeting criteria to specify who’ll see those posts in their news feed.
Using this feature, you can reach only local audiences with your organic posts. If you have multiple stores listed under one Facebook page, you can show relevant posts to each of your respective audiences.
For example, you can upload a dark post to advertise a sale to your local audience or share an offer code that can be used in person. This helps send local traffic from Facebook to your actual brick-and-mortar store.
Something very important to bear in mind is that when it comes to images, too many words clutters it up and makes it look spammy. Try to include a relevant image in your posts and advertisements, but keep your content to the actual post and leave your image relatively bare of text.
The exceptions here are book covers and posters and the like. Images grab people’s attention but spammy or unattractive ones will quickly drive people away, which is the exact opposite of what you want.
Advertisements are obviously not the only useful feature Facebook has for businesses, though. Christina Newberry from blog.hootsuite.com gives a brief description of the top 3 things every business should have on Facebook:
Think of your Facebook Page as the equivalent of a Facebook profile for your business. It’s where you post content, engage with followers, and generally participate as a brand in the Facebook experience. It doesn’t cost anything to set up a Facebook Page or post content, which is great if you’re working with a limited budget.
But keep in mind that the Facebook algorithm prioritizes content from users’ friends and family, so you can’t assume that all—or even a majority—of your followers will see your posts organically (that’s where Facebook Ads come in).
Think of Facebook Groups as the online equivalent of the office water cooler or your favorite coffee shop. They provide a place for people to get together to share information and ideas with like-minded users in an online community environment.
Creating your own Facebook Group can be an effective way to gather your fans in one place and encourage them to interact with one another, building an active community of people talking about your business.
Much like an ad on any other channel—traditional or digital—a Facebook Ad is basically content that you pay to share with a specific, targeted audience: it’s all about getting your brand in front of the right eyeballs and achieving your conversion goals.
One of the most effective ways of getting people to like your page is to run a contest. Ideally, you should aim to get people to like your page, like and share your post with the contest on it and maybe tag a friend or two. This does several things:
- Gets likes for your page and spreads your name
- Gets people talking about your business
- Having people share the post means it reaches past a person to their friends and family, and past them to their friends and family, so it spreads very quickly.
For businesses who already have a Facebook page, it will be interesting to see the new call-to-action buttons Facebook has released only recently. These make it easier than ever for customers to interact with your business directly through your page.
Facebook has announced new call-to-action button integrations with third parties to make it easier for customers to do things like order food and book appointments. Those buttons are:
- Start Order: Lets your customers place orders via delivery.com or Slice.
- Book Now: Lets your customers book appointments with your business via HomeAdvisor, MyTime, or other services.
- Buy Tickets: Lets your customers buy tickets to your events via Eventbrite or Ticketmaster.
- See Showtimes: Lets customers see show schedules and buy tickets via Fandango.
To take advantage of these new integrations, you’ll have to update your call-to-action button and go through the process of adding a third-party service.
Here are some last basic tips and then you’re good to go:
Ensure before posting something that the spelling is all correct and that the links go to the right places. People will notice if something is amiss and it will reflect badly on you, so take an extra minute to reread any posts before publishing them.
As a business page, you don’t need to post all the time. People want to see updates from friends, family and entertainment pages they follow, not continuous streams of tales about your store. If they get too sick of you, they won’t hesitate to unlike.
Interact with people who comment on your posts – thank anyone for helpful and friendly comments and make sure to politely address any problems people may be having in the comments, or send them a private message. On top of that, make sure to reply to any messages you get, because a high response rating looks great on your page.
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