Since the inception of tools such as Facebook Business Manager and Facebook Ads Manager, there has never been an easier way for marketing teams to manage your brand’s Facebook account. With so many resources at your fingertips – literally – you’d be silly not to join the fastest growing social network. With more than 2.13 billion monthly users, Facebook presents a myriad of opportunities to connect with consumers and develop a thriving online identity.
Here are a few tips to ensure your business is getting the best from its Facebook account:
Post meaningful content
The most popular posts on Facebook are those that evoke emotive responses from their viewers. People are more likely to react to and engage with content they can form a connection with. This means it’s in your best interest to understand what subjects and topics appeal and resonate most with your target audience. Once you have this solidified, you can begin sharing posts with meaningful content, relative to the interests of your consumers.
Post at Strategic times
Ensuring that your business posts at the most optimal times has never been easier with the scheduling option provided for Facebook Business accounts. The setting allows to you select when you would like to share a particular post – in an hour, tomorrow, next week. It’s also important to first understand the time during which your target audience is most active on Facebook. Activity between target audiences can differ quite dramatically, but studies suggest that ‘after business hours’ posts (between 5pm and 1am) receive the most amount of interaction. They even suggest that while businesses tend to dedicate a lot of time towards weekday posts, it is during the weekend that audiences are most active. Trackmaven’s Marketing Maven’s guide suggests that posts published on Sundays are 25% more effective than posts made on Wednesdays.
Track your performance
It goes without saying that progress can only occur when you keep track of your performance. It’s important to take note of what posts engage well and what posts don’t, so you can be sure to replicate and deliver the most effective content. It’s also wise to alter your strategy for the posts that don’t perform optimally. Facebook has made tracking your post performance relatively stress-free with the ‘insights’ they provide for Facebook business accounts. Facebook Insights enables you to see your posts’ likes, shares, reach and engagement to assist your business in maximising growth. This means you don’t have to be a marketing connoisseur to know what works and what doesn’t.
One of the best ways to capture your audience is to include a bold or compelling image to accompany and complement your written content. In fact, posts with photos are 37% more effective than posts without. Facebook allows you to include a variety of visuals, including photographs, GIFs, infographics and videos to capture your audience’s attention. Ensure your featured images or photos are high-quality and relevant to the topic or else you defeat the purpose of including visuals.
Interaction with your audience must become a major consideration when running a successful Facebook page. Your customers want to know that you have their best interests at heart, and that your brand both contemplates and respects their opinions. Hosting polls and asking questions in your posts are great strategies to leverage communication between your brand and its target audience.
Be careful with your calls-to-action
Using words that urge audiences to make a specific action are what we in the marketing world like to call ‘call-to-action’ terms, or CTAs. They include words such as: like, share, comment, please, now, hurry, reply and many more. Specific CTAs can be used to generate a specific tone for your post; they can create a sense of urgency, create an emotional response, gauge interest or imply exclusivity. While research suggests that using CTA terms in your social media posts correlates with greater effectiveness, Facebook updated its algorithm at the end of 2017 to de-prioritise posts that are considered to be ‘engagement bait’. For these purposes we’ll re-word the famous saying ‘a picture is worth a thousand words’ to ‘good content is worth a thousand CTAs’. In other words, when it comes to Facebook, ensure your social content is speaking for itself. Be mindful of how you use your CTAs to ensure your posts remain prioritised in the Facebook newsfeed.
Dedicating time and resources to developing an effective Facebook presence will prove a valuable addition to your brand’s social media marketing strategy.