by Bryan Bren
To access the Posts Insights, you must go to your Facebook Page and click on See Insights and open the Posts option. Now you can schedule the day on which you want to post, and you can also select the ideal time for the post. There are different third-party tools you can use to measure the metrics you need, like Hootsuite or Sprout Social.
Status updates
Facebook has hundreds of millions of users every day. Those millions of daily users can include your potential customers too.
If you want to use Facebook optimally, then you must post content which will appeal to your target audience. Your goal must be to post content which will satisfy at least one of these criteria: entertainment, education, or empowerment.
There are a couple of things you must keep in mind while posting status updates. Try to include the relevant emoticons to make the posts seem inviting. Including questions in your posts will increase the comments you receive.
If you don’t think you will be able to post your status updates at a specific time every week, then you can start using Facebook’s built-in feature, which allows you to schedule your posts.
Facebook plugins
If you want to work on improving your brand awareness, increasing your followers, and branding, then you must include Facebook plugins on your business website. You can include plugins for your official blogs too. There are different plugins you can use like Facebook Like Box or the Like Button. So, experiment with a couple of plugins until you find something that works well for you.
Chapter Four: Components of Facebook Marketing
Regardless of the size of the company, Facebook is now part of the marketing strategy of most businesses. Although popular and used by many, many marketers fail to fully utilize all the features Facebook offers to create brilliant marketing campaigns. This means that both entrepreneurs and marketers need to understand the different strategies and methods that contribute to creating a positive ROI, or return on investment. This chapter describes the different components of marketing on Facebook and the practical steps to implement them. The main components of marketing on Facebook are:
Facebook page optimization
Facebook groups
Social sharing on Facebook
Visibility of your posts
When and how often to send
Paid options
Best practices for advertising on Facebook
Facebook Page Optimization
Your Facebook page is the starting point for all your Facebook marketing efforts. It would be ideal if it were evaluated on both Google and Facebook so your customers and potential customers can easily find your brand. Once they have found your page, people should like the page. Here are some things you can do to optimize your site for the purposes mentioned above:
Choose a username that is meaningful and memorable
This type of URL is called a vanity URL. The web address of your Facebook page is your username for your Facebook page (e.g., www.facebook.com/name of your company). Each page is assigned a default URL consisting of numbers. Your username should be such that it reflects the topic of your page or the name of your entire company so that search engines and customers can easily find your business in Google and Facebook searches. You need at least 25 likes if you want this URL.
Use descriptive keywords in the "About" section
The About section on your Facebook page is considered the primary source of textual property you own. Make sure the description of your business and products is as accurate as possible and use keywords that users can use when searching for their questions. While selecting the keywords, ensure that you go through other Facebook pages similar to yours and pick some keywords from there. Ask yourself, if someone had to search for your business or brand online, what are the words they would likely associate with your brand? Make a list of such words and keep it handy.
You should also always include the URL of your website in the description you provide. This will encourage users to click on it.
Use the appropriate category for your business
Most often, companies and businesses tend to choose the wrong category. In this way, they reduce the likelihood of being displayed in the Facebook chat search. If you're a local business, you need to make sure you pick the right category for your business. There are different categories to choose from like celebrities, bands, artists, local business, company, organization, charity or a community, but try to pick the one that most accurately describes you and your business or brand.
Optimize the images on your page
The first thing people see when they visit your site is your cover image and profile photo. The images you use should be of good quality and reflect what your brand wants to emit. The images used must be of reasonable size. This means that the photo on the cover should be about 851 x 315 pixels in size, and the profile image should have a size of 160 x 1160 pixels. Avoid grainy or poor-quality images. The images you use must also be relevant to your brand or business and should not be random. For example, if you are a local restaurateur, then posting images about the latest developments in the automobile industry doesn’t make any sense.
Pinned posts
No matter what you think, most users only visit your page once. They are interacting with your page through the news displayed in their newsfeed, but they don’t usually open your business page over and over again.
For this reason, the main function of your page is to convince the user to click the Like button. Facebook allows the page administrator to attach a message to the top of the page. Make sure that the topic of this post, which can be attached, is interesting and unique and attracts the attention of the page visitor.
Use Facebook Groups
The main tool that all businesses on Facebook should use to market their business is a Facebook page. But even groups can be an effective marketing strategy in different industries and niches. When used properly, groups can help generate a lot of traffic and even increase your business engagement. By participating in other industry groups, you can establish yourself as an authority in your field. Providing useful tips and useful information will help you become a valuable member of a group, and once people trust you, they will want to learn more about you and your business.
One of the most important uses of the Facebook group may be to create and participate in groups that are within your area of interest. Groups allow you to interact personally with your audience. It will also help your company to engage in regular discussions with your target audience.
Create a group that is responsive to anything that has to do with your niche or industry. For example, if you were a contractor, it would be a good idea to set up a group on Facebook where people can ask questions or discuss repairs, construction projects, and more. You can include all other users who you think will be able to contribute to the group or might at least help with your promotional efforts.
Promote Social Sharing on Facebook
Your corporate website and Facebook need to work together. Your sales funnel, or the journey a potential customer goes on when deciding to make a purchase helps direct the traffic from your Facebook page to your blog or website.
However, you also need to make sure that you give visitors to your site the ability to like and share the pages on Facebook, as well as to interact with your site. Make sure all content on your site has a Like and Share button that appears right next to it. These buttons can be added manually, or you can use various third-party services like AddThis or even the WordPress plugin to customize your buttons and make adding them to your website easier. You can also add something like "View posts" to give your site visitors a preview of the type of content that is typically posted on your social media pages.
Increase the Visibility of Your Posts
A common complaint that the majority of site owners share is that most of their fans have not seen their posts on Facebook. Facebook successfully studied this problem, and they managed to narrow the problem down to two main factors.
/> The first is the amount of content published on Facebook. This means that the user's newsfeed does not have enough space to display each message. The competition for publishing and appearing in the user's newsfeed is very stiff, and this results in a reduction of the impact on regular posts.
The second reason for limiting the visibility of the post is that the Facebook algorithm has been designed to display only the content most relevant to its users. Relevance is now determined by many factors, including the way a person interacted with a page in the past, the type of posts published, and the popularity of previous posts on the page among its users. Simply put, the more popular your posts are, the more visible they are. The following two tips can improve the visibility of your posts in the fan feed.
Using video in your publishing strategy. Videos are more attractive and can help attract the viewer's attention.
Look at the Insights page to determine the type of content that appeals to your audience. Page Insights typically contain a lot of content-type data that can help you interact more with your audience. Find out about the formats of the messages that are most visible (images, videos, links, or lyrics) and topics that appeal to your audience. Also, keep track of the days and times, as well as the frequency of publishing, that seem to work very well with your audience.
To get the most out of your advertising, you need to make sure the content you provide is attractive. Yes, you can use Facebook to publicize your business, but this is also an opportunity to create and maintain lasting relationships with your target audience. Ask yourself, "Will my fans find this article interesting for reading and interacting, even if they are not interested in buying a product I offer?"
When and How Often to Send
Some business owners focus on publishing at the right time and on the right day to ensure optimal coverage and interaction. However, the truth is that there is no fixed approach to publishing that meets the needs of all users. Online research may be available on this topic. However, please do your research. Be sure to consult Facebook Insights to make sure these methods fit your target audience.
Some people tend to believe that posting on Thursdays and Fridays results in a higher level of participation, and others believe that posting between noon and 3:00 pm helps maximize visibility. You can test these two theories yourself with Facebook Insights.
When it comes to the frequency of publication, you need to understand that there is a difference in being informative and annoying. Spamming your page with multiple posts will discourage your audience from following you. Some companies have managed to publish 5 to 10 times a day, and some may publish 1 to 3 messages a week, and they find that this is also effective.
SocialBaker, an artificial intelligence-backed social media marketing company, has found that posting less than two posts a week does not help attract your audience, and you may even lose interaction with them. If you publish more than two posts per day, you bombard your audience with too much information. Therefore, the ideal number of posts you should publish per week should be between 5 and 10. This will help to ensure maximum engagement.
Use Paid Options
It is quite possible to use free strategies to achieve decent visibility for your messages. But you should strongly consider looking for ways to supplement these organic strategies with some paid ones.
Currently, Facebook has two ways to increase the reach of your posts. The first one is by boosting the post. That way, you can improve the visibility of your message in your user's news feed. You can choose to have your message appear to subscribers to your page, your fans' friends, or other users you select. The targeting options available to your message include your interests, age, gender, and location of your ideal audience. To improve a specific post, you must click "Boost" when creating a new post. You'll also find this option in old posts if you want to extend an already published post. Improving the quality of posts is a very simple and effective way to increase the reach of your posts.
The second way to use paid options is to promote posts. They can be accessed through the Facebook Ad Manager. To create your advertised listing, you'll need to open the Facebook Ad Creator and click on the "Enlarge" option for your posts. Even though this is called a "promotion," the targeting and budgeting parameters can be better customized than just the "promotion" option on the page. You will learn more about Facebook Ads in the subsequent chapters.
When Should a Specific Post be Advertised?
One of the main difficulties for business owners or marketers on Facebook is to understand when to promote a post. In general, you want to promote news that helps you achieve a specific goal, such as increasing traffic to your website or promoting the sale of a particular product. Once you have chosen the position you want to advertise, consider the STIR strategy. With this strategy, you can answer specific questions before you publish a post. STIR is the acronym for a strategy known as Shelf life, Timing, Impact, and Results, which are the questions you should ask yourself when considering promoting a post. Once you analyze the content according to the specific aspects of the STIR strategy, you will be able to decide whether you must promote such content or not.
Facebook Ads
Facebook offers various advertising options. You can choose the ad type based on different goals. As mentioned earlier, one of these goals may be to increase or promote a particular item. However, there are several options, such as promoting your page, sending others to your website, increasing conversion rates, and requesting offers from users.
After selecting your campaign goal, you can select the targeting and budgeting options and select the ad you want to use for your ad. Choosing a destination for your campaign will help you achieve your advertising goals. There are three options: a newsfeed on the desktop, a mobile newsfeed, and a column on the right. The default option is that all these options are selected. You can select the placement of the ad according to your preferences.
Spending a lot of time and money on advertising on Facebook is a pretty easy way to achieve goals, and advertising is an effective way to get traffic, likes, and conversions. However, certain practices are very effective and can help you achieve your goals in a relatively simple way.
Always use audience targeting
Advertising for a broad audience without any orientation is a tedious task, and you are preparing for failure. Not only that, but it will also be a waste of time and money because you are not guaranteed to be successful or to appeal to a large number of people. There are many options for targeting, and one thing you should try is choosing the target audience based on their behavior.
The most important content should be placed first
Most users will probably only look at the content that was placed at the beginning of your ad. For this reason, it is very important that the content that you consider important is at the very top of your ad. This can be a link or a call to action.
Rotation of advertising
If you use specific targeting for your ad and, therefore, need to serve ads to a small audience repeatedly, this means that you must change the image used for your ad every one or two weeks. Reusing the same content will simply bore your customers, and it also reduces the chances of them following your page. It is very likely that your target audience will miss your ad.
Use conversion pixels to track the performance of your ads
If you want to buy multiple ads, you should use conversion pixels to identify ads that can help you reach your goals. Facebook Pixels helps you track conversion data. You can choose from a variety of conversion types when creating a pixel. This includes checks, registrations, generated page views, leads, etc. See the Facebook Help page for more information.
Use different ads for different placements
On Facebook, you can use the same images and copy them for different ads. It is very important that created ads are created for different platforms. The announcements displayed in the newsfeed on the phone, the desktop, and the right-hand column of the desktop differ s
ignificantly. These differences should be taken into account. The ads you create for a mobile app might not be optimized for viewing on the desktop and vice versa. So, while creating ads, please ensure they are optimized for different devices.
You can also use a call-to-action to specifically tell your users what you want them to do. This encourages the users to take the action you want them to. Facebook is an excellent platform to not only find your audience but also to interact with them. When used properly, you can increase traffic flow, visibility, and conversion rate.
Chapter Five: Using Facebook Marketing
Many social networking applications are available today. Facebook, however, is the reigning champion. This platform is much more than just a place for communication with people. In recent years, it has become a place where businesses can promote themselves and any products or services and interact with existing and potential customers. In this chapter, we take a look at the different ways to use Facebook for marketing. Regardless of the size of your business, Facebook is an excellent marketing tool.