Facebook is a fantastic platform for connecting with your audience and providing informative content. However, because the platform has such a large user base and has many businesses and pages, it’s sometimes difficult to cut through the noise.
It’s important that your brand or business utilises Facebook in order to engage organically with your audience and drive traffic to other online elements such as a website.
If you’re in the process of re-working your Facebook strategy, here are some do’s and don’t’s to consider.
1. Use a recognisable and professional profile picture
The easiest way to get found on Facebook is ensuring your profile picture aligns with your brand and is recognisable. Choosing the wrong image has the potential to limit reach and reduce overall engagement.
2. Coordinate cover photos, pinned posts and key CTA’s
Another easy way to get recognised and ensure you are visible to your desired audience is to coordinate all visual and written elements on your page. If you have a key message you’d like to convey or a marketing campaign that you’re focusing on, you’ll likely maximise engagement if all of these elements are optimised.
3. Target your organic posts
The key to succeeding on Facebook is to tap into that niche audience by creating highly relevant content that resonates with them. The easiest way to do this is to segment your audience into demographics such as age, gender, location and breakdown psychographic information such as needs, wants and interests. By engaging with a specific audience, you have the ability to tailor your content and your messaging with the aim to hit a sweet spot. Once you’ve hit this sweet spot you can really resonate and connect with your target market.
4. Be human
Humanising your brand online is crucial. Many brands today aren’t afraid to showcase their personality and audiences enjoy when brands are more personal with them. If you come across as a robot you are unlikely to get engagements.
5. Use tracking to analyse your successes
You should be tracking how your content is performing, how audiences respond and engage to different content and whether you need to pivot the messaging or improve the content. The key to increasing Facebook engagement is looking into your top-performing content and figuring out what works well.
6. Be on time
For every industry and every brand, the times you post on social media will be different. Utilising analytics will indicate what time of the day your audience are most active and when they are likely to engage.
7. Utilise paid advertising, but be strategic
Social media is very much a pay to play space when you want a definite action to occur. Organic content keeps your audience engaged and increases brand frequency but a highly tactical paid social strategy can drive results to a keenly targeted segment and also build up opportunities to broaden your audience, reach, page traffic and overall results providing a measurable return on ad spend.
1. Rely on written content
Imagery is a MUST on any social platform. Audiences tend to respond better to visual stimuli than to written content, so why wouldn’t you capitalise on this and utilise high quality photos? If you want to improve engagement and capture audience interest, getting visual is the way to go. Likewise, it’s a great way to stop those notorious social media scrollers and encourage them to stop and look at your content.
2. Leave your About section blank
Facebook give businesses a chance to offer an overview of their brand and who they are. The About section on your Facebook page is one of the first elements visitors will look for, if you leave it blank it could deter those who need information.
Consistent posting is great, but people can get overwhelmed on social media very quickly. Don’t bombard your audience with more than a few posts per day. Focus on creating content that is meaningful and high-quality and work out what volume of posts works for your audience by looking at engagement levels.
4. Rely on just photos
Posting videos is a great avenue to drive discussion amongst the target audience. Ensure you are considering a mixture of photos and videos when it comes to your Facebook page.
5. Lack in the customer service department
Audiences thrive when brands interact with them. If someone has commented, asked a question or privately messaged your page, you should be responding immediately. The easiest way to maintain loyal and trustworthy followers is to interact with them at every level.
6. Disregard call to actions
Your goal is to foster connections that ultimately lead to loyal customers. If you don’t utilise call to actions on your Facebook posts, how are your audiences meant to interact or know what to do next? Ensure that you are including clear call-to-actions in order to give your audience something to action.
7. Make assumptions
Utilising Facebook is not a one size fits all for all businesses and brands. It’s up to you to test what works and create a strategy that suits your goals.
Businesses should be capitalising on Facebook and its analytics features in order to gather more leads, build brand loyalty and get seen by a wide audience.
This content is derived from the number of sources listed below. VO Group does not take ownership of the content. Read more about Facebook for business from the sources below: