Marketing on Facebook continues to evolve before our eyes. With the most recent and seemingly ongoing algorithm changes, agencies and marketers are being forced to roll with the proverbial punches as they navigate the uncertain waters of drafting paid and organic content strategy plans and tactics for each new quarter. Businesses are constantly being challenged to increase followers, foster engagement, (ultimately) generate leads, and stay competitive and relevant amongst the changes that Facebook continues to throw our way. All this in an attempt to justify ROI and ensure that the platform is benefiting the business.
So, what does it take to succeed on Facebook and see results from tireless efforts and the countless (billable) hours of content development and paid ad spends? Starting with a solid foundation and getting back to basics can help answer this question. Throughout the year we’ll be identifying best practices on each platform to assist in your marketing approach to help put (or keep) your strategy on the right track.
But first, let’s dive into the top five practices your business needs to master in order to get the most out of Facebook marketing.
Facebook Best Practices
- Know Your Target Audience: Utilize Facebook insights or a third-party social media management app to get to know your audience demographic inside and out. Doing so will help you focus on developing content and advertising for those who are most likely to engage with and benefit from your brand.
- Keep It Short and Sweet: Keeping your audience’s attention is critical. When developing content for Facebook, you want to keep in mind that your sole purpose is to educate, inform and entertain your audience about your brand with the objective of increased brand engagement or conversions. While the Facebook character limit caps out at 500, sources suggest maintaining characters at 100 or less. Let the visuals do the talking through dynamic images and videos. Also, remember to keep the hashtags at bay.
- Be Engaging: This holds true for both the type of content that you post and when responding to your customers. Asking open-ended questions, posting interesting and fun live videos related to trending topics–these are the cornerstones of content tactics on the platform as they exist today. Being social on social media and communicating with your audience is what develops trust and loyalty, inviting referrals and new customers to buy into who you are as a brand and what you can do for them.
- Get Out of Your Comfort Zone: Taking chances on social is an approach countless brands are making to differentiate themselves from the competition and garner interest and intrigue. Utilizing the tools that boost organic engagement (Facebook Live, anyone?) will put your brand and spokespeople on center stage to reach your audience in the moment with live chats and behind-the-scenes moments exclusive to your brand. Giving users a sneak peek into what you’re all about humanzies their experience and interaction with your brand.
- Pay to Play: Even with the recent changes to the algorithm, paid advertising on Facebook continues to be one of, if not the most, beneficial and measurable forms of digital advertising. With over two billion users, the opportunity to develop brand loyalty and awareness and eventually acquire new customers and conversions is staggering.
Knowing your audience, keeping your messaging concise, engaging your fans, experimenting with live streaming, and dabbling in the Facebook Ads platform are all perfect ways to leverage the power of this social media behemoth. Even through the recent controversies over suspicious data collection practices, Facebook will continue to be a valuable resource well worth leveraging for years to come. With these best practices in mind, your business can craft content that breaks through the marketing filter and reaches fans on a more personal level than ever before.