Have your Facebook marketing efforts stopped getting the results you want? Facebook is constantly changing, and that means your Facebook marketing strategy has to change, too. Try these six tips to get better results from your Facebook marketing.
- Be consistent. Have you ever visited a company’s Facebook page, only to find they haven’t posted in months? It’s important to post regularly on Facebook to maintain your business’s presence. Consistency is more important than quantity: One study found the 100 most successful companies worldwide post, on average, just five to 10 times each week. To maximize your post results, use Page Insights, a free Facebook analytics tool, to see exactly when people engage with your posts the most; then post at those times.
- Post photos and videos. Images attract attention. In addition to posting photos or videos from your business, such as pictures of your restaurant’s latest specials or a video demonstrating a new product, share relevant photos or videos from elsewhere around the web. Add brief text to image posts. Shorter text gets more attention—plus, if you keep your text under 140 characters, you can re-use it on Twitter.
- Include a call-to-action. The point of Facebook isn’t just to get likes, comments and shares. You want people who see your posts to take an action that leads to a sale—such as visiting your business website, coming into your store or calling your business. In addition to putting a call-to-action in your posts, you can also put a Facebook Call to Action button at the top of your Business Page. There are seven options, including Sign Up, Book Now, Contact Us and Shop Now. Just make sure the hyperlinks in your calls-to-action go to the correct landing page on your website. For example, if your call-to-action is “Book Now,” users should go to a page where they can book an appointment online.
- Piggyback on trending topics. Posts related to hot topics of the moment, such as The Olympics or the Academy Awards, generate buzz. Check out the trending topics on the right side of Facebook to get ideas. You can create your own posts about these topics or share others’ posts. Keep them non-controversial to avoid offending potential customers.
- Use tags and hashtags. Tag other people or businesses in your posts, and the post will show up in their news feeds so their friends see it. You can also ask customers to tag or check in to your business in their posts—for example, if they post pictures of a meal at your restaurant. Finally, use one or two relevant hashtags to make your post stand out to people interested in that hashtag.
- Advertise. If you really want to improve your Facebook results significantly, try advertising. Facebook advertising is extremely affordable for small businesses and allows you to target your audience very narrowly.
One Facebook advertising option is to boost your posts, which puts them higher in your audiences News Feed. Just click the Boost Post button to see your options, schedule your Boost and set a budget.
You can also create Facebook ads to do everything from getting viewers to your website to promoting special offers. Use Ad Targeting to target specific demographics based on age, gender, location, special interests and more. Custom Audiences lets you deliver Facebook ads to your existing customers, while Lookalike Audiences allows you to target Facebook users with demographic profiles similar to your existing customers. You can also add call-to-action buttons to ads to really drive sales.
By trying these six tactics and monitoring your Facebook results, you’re sure to improve your engagement and ROI on this important social media channel.
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Rieva Lesonsky is CEO of GrowBiz Media, a media and custom content company focusing on small business and entrepreneurship. Email Rieva at firstname.lastname@example.org, follow her on Google+ and Twitter.com/Rieva, and visit her website, SmallBizDaily.com, to get the scoop on business trends and sign up for Rieva’s free TrendCast reports.
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