Your Facebook marketing strategies have the power to either grow your brand quickly or waste your time. You don’t want to be pouring your time and energy into using marketing strategies on Facebook that are destined to fail, which means that your top priority should be to research the strategies that will work and avoid the ones that won’t.
You’ve come to the right place. The social media marketing specialists at FTx 360 have done the research for you. Based on market trends and first-hand experience, our Facebook marketing experts have put together a helpful list of Do’s & Don’ts to ensure that the time and energy you spend on Facebook will not only grow your brand quickly but also increase your bottom line.
In this article, you’ll also learn about the different Facebook Business Manager administrative roles that you can assign to your employees. And finally, we will wrap up the article by laying out five key marketing areas to be mindful of as you create, schedule, and manage your Facebook marketing.
The vast majority of Facebook users not only log onto the social platform daily, they basically live on it, and no, we aren’t using hyperbole. Most people who have a Facebook account keep the site open on their desktop or laptop computer all day long so that they can scroll through their feed whenever they feel like it. They also keep their smartphones nearby and as soon as a push notification from Facebook pops up, guess what they do? They swipe into the app to check out the alert.
All this is to say that if you use Facebook correctly, you will have the full attention of your audience. But first things first, be sure that you aren’t guilty of any of these self-sabotaging “don’ts.”
If you didn’t know, yes, it’s possible to purchase Facebook Page “likes” and even post “likes.” Years ago, when Facebook instilled an algorithm to identify and promote Pages with the most “likes,” a ton of ethically-questionable companies began selling “likes” to any business that would buy. The concept seemed logical. Purchase 1,000 or 20,000 Facebook “likes” from a company, then real people will discover and like your Page, and business revenue will increase, right? Except that’s not what happens. Because the “likes” are from fake accounts or bots, organic engagement never results. Plus, real Facebook users can tell. The fact of the matter is that the more fake “likes” you have, the lower your organic reach and post engagement will be.
This is extremely important, especially for businesses that are using Facebook to increase their overall revenue. Just because your marketing goal is to convert followers into paying customers doesn’t mean that 100% of your Facebook posts, ads, and Stories should be promotional. In other words, don’t use Facebook to constantly push your products or services. If you do, you’ll only end up losing your audience as followers “unfollow” you, “mute” you for 30 days, or block you altogether.
How many hashtags should you use in a typical Facebook post? Honestly, we don’t have a straight answer. The goalposts keep moving. For the longest time, the “no more than 30 hashtags” rule was applicable. We even advised ways to tuck hashtags beneath an attention-grabbing caption or post them into the first comment, and for a while that was sound advice. However, as of writing this article, it looks like including as few as five hashtags is ideal, and if you want to follow the hashtag trend, you should work them into your caption sentences instead of listing them out below the caption.
There’s a fine line between using an attention-grabbing heading and one that’s obviously click-bait. A basic rule of thumb to live by is to be honest and avoid exaggerating. Now, there are two kinds of headings you will use. When you share a web page link, a headline will automatically generate from the third-party’s website. In this instance, make sure the web page you’re sharing is appropriate for your brand and relevant to your audience. The other kind of heading is the one you compose yourself, which could have to do with an upcoming promotion or a business milestone. Just be sure to caption the information honestly rather than exaggerating the content with a shocking headline.
Eventually, you could receive a negative comment or customer review on your Facebook Page. How you respond is extremely important. The last thing you want to do is come across sounding callous, defensive, or downright argumentative. Do not argue with customers, followers, and visitors on your Facebook Page in view of the public. Even responding with an explanation could run the risk of being perceived as argumentative. Instead, reply promptly with a professional-sounding invitation for them to call, DM, or email your company. For all customer service complaints, just remember, it’s best to handle the matter privately.
Facebook Shops are growing in popularity due in large part to the fact that customers love the convenience of having the option to buy goods directly on Facebook. No brand should overlook the importance of setting up a Facebook Shop, but strangely, a lot of eCommerce retailers are guilty of this. Many eCommerce retailers assume that Facebook users will click their website button and willingly navigate out of the Facebook app in order to shop on their website. Don’t make this mistake. As a matter of fact, Facebook users are becoming less and less willing to navigate out of Facebook just to shop. Even if you have an eCommerce site, you should set up a Facebook Shop.
Now that you understand what not to do on Facebook, you probably want to learn about what you should do to capture the attention of your audience, grow your followers, and convert users, visitors, and followers into loyal customers. In a nutshell, you need to focus on presenting a clear brand image to your social media followers, which includes using a distinct voice to communicate with your followers and personally relate to your audience. If you’re using Facebook to gain B2B clients, make sure every post looks and sounds polished and professional. Are you a pet retailer? Punch up your posts with as much personality as possible! You get the idea…
Without further ado, here’s our list of must-do’s!
Once upon a time, business owners created Facebook Pages to promote websites and it worked. People found those businesses on Facebook and then visited their websites. Nowadays, Facebook Pages actually function like their own little business websites, which means that you’re going to want to encourage inbound traffic to your Page. You can do this by using your business website to promote your Facebook Page. Include clickable Facebook icons on every page of your website. You should also display your actual Facebook Page content feed on at least one page of your site. Even if website visitors only hop over to Facebook to “like” your Page, it’ll be worth it.
We can’t overstate the benefits of using Facebook Live and we wish more business owners would get into the habit of regularly broadcasting branded messages using this innovative Facebook feature. Facebook Live enables you to livestream events, lessons, performances, lectures, or anything you like. Viewers can watch the live broadcast from their smartphones, computers, or connected TV, and they can also react, share, and comment in real-time. We encourage business owners to use Facebook Live to broadcast 3 to 5-minute messages to build brand awareness. Branded messages can address your company’s mission, purpose, and goals.
Facebook users expect to receive a response within 30 minutes when they send a Direct Message, especially if they’re using DM to reach customer service due to an issue. For this reason, it’s extremely important to respond quickly to any Facebook DMs you receive. In fact, if you’re slow to respond, you could lose sales. We also recommend that you respond quickly to the comments under your Facebook posts as well, even if it’s simply to acknowledge a kind comment or answer a question. As an added bonus, the faster you respond, the higher Facebook will elevate your Page.
What is “compelling content”? The answer to this question will depend on who your audience includes. That being said, any post that provokes engagement will be compelling. Use your Facebook posts to ask questions. Questions naturally provoke responses because followers will feel compelled to answer them. You can also use CTAs in your posts, offer valuable information, embed a survey or pole, or post an evocative image. The trick here is to remember that the goal of the post is to start a conversation, which means that when your followers begin to comment, be sure to respond and keep the engagement going.
Not all of your Facebook posts have to be original content that you’ve created. In fact, your followers will appreciate gaining insights into your opinions and perspective on relevant topics, which is why it’s a good idea to share articles and links to other relevant websites. By sharing interesting, relevant information with your followers, you can spark engagement and start conversations in the comments. Also, be sure to share the links to any blog articles that you’ve written within a few hours of publishing. This will help pull traffic to your blog and also trigger conversations about the article itself.
The more pictures, photos, and videos you use in your Facebook posts, the better. People love social media in general because it’s highly visual. Be mindful of how your posts will appear in the average user’s Facebook feed. Try to find ways to ensure your posts are eye-catching and impossible to “scroll by.” You want your followers to stop scrolling when they see your posts, and using dynamic photos, stunning pictures, and attention-grabbing videos can help. This rule also applies to any Facebook ads you run, and remember, you can always use paid “boosts” to promote your most popular posts.
One of the most beneficial aspects of marketing your brand on Facebook is that you can split the marketing workload between multiple people thanks to Facebook Business Manager. Instead of handling 100% of your Facebook marketing yourself, you can assign roles to your employees.
There are many administrative roles that you can set within Facebook Business Manager, which include:
● Admin: Can manage all aspects of the Page. They can publish and send Messenger messages as the Page, respond to and delete comments on the Page, post from Instagram to Facebook, create ads, see who created a post or comment, view insights, and assign Page roles. If an Instagram account is connected to the Page, they can respond to and delete comments, send Direct Messages, sync business contact info and create ads.
● Editor: Can publish content and send Messenger messages as the Page, respond to and delete comments on the Page, create ads, see who created a post or comment, post from Instagram to Facebook, and view insights. If an Instagram account is connected to the Page, they can respond to and delete comments, send Direct Messages, sync business contact info and create ads.
● Moderator: Can send Messenger messages as the Page, respond to and delete comments on the Page, create ads, see who created a post or comment, and view insights. If an Instagram account is connected to the Page, they can respond to Instagram comments, send Direct Messages and create ads.
● Advertiser: Can create ads, see who created a post or comment, and view insights. If an Instagram account is connected to the Page, they can create ads.
● Analyst: Can see which admin created a post or comment and view insights.
As you can see, each Facebook administrative role defined above has a different level of access and responsibility. Admins have full access to the Facebook Business Page, and can create ads, view insights, respond to comments, and send Direct Messages. Whereas Analysts have the least amount of access and can only create posts, comment on posts, and view insights.
APPLY THE DO’S & DON’TS TO YOUR FACEBOOK MARKETING STRATEGY
Let’s assume you understand the do’s and don’ts of Facebook marketing, and you’re committed to applying the do’s. You’ve even hired a few trustworthy and passionate helpers to manage your Facebook Page. There are a few more strategizing steps you’ll need to address before your Facebook Page will be ready to roll like a well-oiled machine. These steps involve understanding who your audience is, how to communicate with them, and figuring out when they want to hear from you.
Once you know all that, the content that your entire team creates, schedules, and manages will spark user engagement and help you gain enthusiastic followers who turn into customers.
You can easily identify who your Facebook audience is by checking out the demographics of your CRM software. If you’ve had your Facebook Page for a while, you can also use the insights feature within Facebook Business Manager to understand the types of followers who engage with your Page.
You can take identifying your audience one step further by developing key buyer personas for your brand. A buyer persona is a semi-fictional representation of your ideal customer that’s based on your own market research as well as the real data you collect about your existing customers from your CRM.
The simplest way to leverage the audience insights you’ve compiled is to use the demographic information when you place your next Facebook ad. The best digital marketing campaign will target the right audience and you can only do this if you accurately leverage your audience insights, build a targeted marketing strategy, and run ads that spark engagement.
The key to success is planning ahead, and using your Facebook Page to help every area of your business succeed is no different. We strongly suggest that you use a social media content calendar like this one, which you can download and start using today, to keep your posts organized.
It shouldn’t come as a huge surprise that as a social platform, Facebook has peak hours and dark hours. That being said, your specific audience might be the most active on Facebook on certain days, or within certain windows of time on certain days. For example, if your target audience is comprised of nightclub owners, then the best days and times to reach them is probably from dusk until dawn Friday and Saturday nights. You get the idea, just be sure to research the best days and times to post on Facebook to reach your niche audience.
Would you rather partner with a digital marketing agency for all of your Facebook and social media campaigns? FTx 360 could be the right firm for you. Our social media marketing specialists have created and launched impactful marketing campaigns for businesses from all industries. From redesigning your company logo to rebranding your Facebook Business Page, we do it all and aim to please! Contact us to learn more about what FTx 360 can do for you.