With over 1.3 billion users, Facebook remains a daily destination for consumers, businesses and brands.
Facebook fans are a loyal group that consistently like, comment, and share their favorite content. Here’s 30 ways to tap into this targeted group of people as part of your social media marketing efforts.
OPTIMIZE YOUR FACEBOOK PAGE
01. Spruce up your About section
When did you last update the About section on your Facebook page? If you answered, “not since I set up the page,” then it’s time to revisit. It isn’t simply a toss-away bio. Rather it’s an opportunity to connect with potential fans, users and customers.
Include a tagline, call-to-action, and don’t forget to add a hyperlink to a website. This allows anyone visiting your Facebook page to instantly click-through to your website without a prolonged search.
02. Beef up your profile
Your Facebook profile is one of the first locations potential fans, customers, and users will land so give all the juicy details that make your business unique and likeable.
- What differentiates your business?
- What is your target audience looking for on your Facebook page?
- What problems do you solve for your audience?
- How you can best position your business as a “problem solver”
- What is the next step you want any user to take?
- What is your main objective with Facebook marketing?
- How you will measure your Facebook marketing success?
03. Pump up your graphic appeal
Visuals play a very important role in Facebook driving major brand engagement. In fact, an eye-popping graphic can take a post from good to great and engagement from so-so to superb. When including graphics with posts keep them relevant and aligned with the brand.
04. Create an epic landing page
A landing page can be just as effective on Facebook as it is on a website or blog and apps such as Pagemodo and Wishpond make creating a landing page easy. Before you begin, outline the objective and goal of the landing page:
- What you’re offering?
- Why it’s unique?
- Why should your fans and users care?
- Why should they take immediate action?
- How does it help, simplify or make life better for users?
05. Use static HTML to add a call-to-action
The Thunderpenny app allows you to add your own pre-created landing page. Simply add this static html app to your page and link to an existing landing page. Briefly, here are the steps:
- Add the tab to your page
- Choose the ‘website’ option
- Copy the URL from the landing page on the website
- Click ‘remove scroll bars’ to manually adjust the size of the landing page within Facebook
- Click ‘save and publish’
- Use Canva to create a custom graphic for the tab (dimensions 111 x 74)
- Add the image to the tab – navigate to the ‘welcome tab’ and hover over it. This will bring up an ‘edit setting’ option.
- Change the tab name to the call-to-action and upload the newly created image
Check out John Lee Dumas’ Podcasters’ Paradise as an example of a simple, effective way to share a message using this app.
06. Add a contact form
Do you want users to be able to schedule a one-on-one coaching session? Or maybe share their thoughts or feedback about a product? Add a contact form that allows fans and users to instantly get in touch. Here’s how:
- Click ‘Use Now’
- Select your Facebook page
- Click ‘Okay’
07. Add your YouTube channel
Videos are a great opportunity to boost engagement and even sales. Did you know that 64% of consumers say they’re more likely to buy after watching a video? And one minute of video is worth 1.8 million words? Add the YouTube video app directly to your Facebook by following this how-to video and create a mini strategy on how to share each video. That strategy may look like this:
- Add a video to YouTube
- Create a new blog post with a short explanation of what the video is about
- Add bullet points to describe the content included in the video
- Grab the YouTube embed code and add it to the blog post
- Share the blog post to your Facebook page on the day the post goes live
- Share just the video (minus the blog post) with a simple description and call to action two days later
08. Customize your cover photo
Your Facebook cover is the largest piece of real estate on Facebook and it’s what people see first when they visit your page. Try out some different cover options such as:
- Branding your business
- Sharing testimonials
- Showing off a product
- Announcing a contest
- Announcing new features
- Providing social proof
- Highlighting a event
OPTIMIZE YOUR FACEBOOK POSTS
09. Be consistent
Posting on a regular basis is imperative on Facebook in order to stay in front of the audience and in their newsfeed. Check your Facebook page insights using tools such as Likealyzer to see what times and days are most popular for your page.
10. Stay on brand
You should have a brand strategy and voice in place prior to publishing on social media. Determine the content of your topics that you’ll share and stick to them, and determine your brand voice. People should know what to expect when they visit your Facebook page.
11. Stay relevant
Stay relevant in the eyes of Facebook users and create interesting posts about the seasons, sports events, or even holidays, while, of course, staying on brand. Voice politically charged or religious based content unless it fits your overall message.
One smart trick for Facebook page managers is Post Planner. This can help you create status messages and post content and can be a great jumping off point if you have content creation block. It even has a Facebook app, which you can use to find popular photos to share or other content.
12. Custom graphics
Using the right size images on Facebook is important for visibility in newsfeeds and on mobile devices. Images 940 pixels by 788 pixels are centered and preview well on Facebook.
Add branding to graphics in the form of a logo, website URL, phone number, or call-to-action to help people find you.
Templates can save a lot of time and are an easy way to make content fit together. If you regularly post quotes, sales or specific campaigns, create a strong base template for each style of visual post. And keep these general specs from Facebook in mind:
- Use high quality and high-resolution images and icons.
- Keep images relevant to your application and accurately reflect the app experience.
- Comply with our Facebook Branding Standards and Content Standards.
- Don’t use pixelated, stretched, or distorted images.
- If you use text or copy, keep it concise and don’t obstruct the images.
- Don’t use excessive text, website URLs, or promotional advertisements.
- Don’t include third-party logos or ‘play’ buttons, which can confuse users.
13. Keep it fresh
Change your Facebook cover regularly or for special events or announcement so as not to get stale and boring for users.
14. Know the 3-P’s
Keep the three Ps in mind:
- Personal: This is all about getting personal by showing off more than just your company’s logo & product.
- Purpose: This type of posts adds value to your fans.
- Promotional: These posts help you increase sales.
USE APPS AND FACEBOOK TOOLS
15. Facebook ads
The most successful brands on Facebook combine organic posts with paid posts. Simple translation: if you pay Facebook, you get rewarded.. In addition, you can target ads based on the interests of your users.
Consider a Facebook ad or sponsored post for important events or announcements. From Hubspot: “On Facebook, users are there to check in on their social lives, which means that the element of disruption comes into play. Your ads now need to be louder and grab the attention of a user so they stop doing what they had initially set out to do on Facebook, and change their course of action to pay attention to your ad. And for Facebook advertisers, that’s a big challenge.
That’s why it’s even more important to keep those best practices of relevance, calls-to-action, and value proposition in mind, in addition to the distraction factor, when creating Facebook ads.”
16. Experiment with content and review your performance
In order to stand out on Facebook you have to know what your audience wants to see. How do you know what’s working if you’re not reviewing and tracking them? Experiment with your Facbook page to find out what works best and want gets the most engagement. Use analytics to see what content works well. Facebook Insights tell you how different posts are performing and who demographics and locations of fans. You can also find out when your fans are online the most, which is critical when crafting content.
17. Highlight posts
Highlight important posts on your Facebook page when you have important news to share, have passed an important milestone, or even when you’re selling something. The highlighted post will be the first thing page visitors see after your cover. Just don’t make the mistake of highlighting every post, as it will only confuse users.
18. Boost posts
Boosting your posts increases your chance of reaching more people and getting more engagement. It can help to reach fans that have not connected with your page and temporarily boost your EdgeRank so that you are more visible on their newsfeeds. Instead of promoting all of your posts, what you should be doing is promoting posts that would get you closer to your KPIs or goals.
NOT SURE WHAT TO POST?
Facebook is a place users go to socialize with others and see what people and businesses are up to. So for most businesses the objective of Facebook is to set things up so when a customer is ready to buy, your brand is front of mind. This is achieved by being relevant, entertaining and helpful.
19. Keep it visually interesting
Mix up your content with photos, posts with links, and videos. A Facebook page should have a certain overall design but also provide variety in the types of content shared. Facebook allows four different types of posts:
- Text only
- Photo posts (with or without text)
- Embedded link
Even consider adding your own spin or design to types of posts you see regularly. Check out Sandi Krakowski’s Facebook page and her own uniquely designed quotes.
20. Show a personal side
Use your Facebook page to blend brand and professional posts with some more personal posts that perhaps reflect major life events, proud achievements or sentimental moments. Check out the Entrepreneuress Academy to see how it’s done well.
21. Spotlight employees
Highlighting employees can make a business feel more human. Post images and information about people in the company. This could include:
- Their personal mantra
- What they love about their job
- How they rock their day-to-day work.
Take a look at Vaynermedia to see how it’s done.
22. Post engaging questions
Questions and fill-in-the-blanks posts are a great way to build engagement on Facebook because active users often like to share their thoughts. This Walmart post was one of the most viral photos from the top 50 US brands; and the photo is a question. It had more than 20,000 comments.
23. Show behind the scenes
Posting behind-the-scenes shots will give Facebook users greater insight into your company. Maybe show-off product development, a store renovation, employees at work, a team meeting… The possibilities are endless. Keep the mood positive and ‘likeable.’
Quotes get engagement—likes and shares—because people can relate to them. Just remember to make the quote visually appealing and give it context or relevance.
25. Showcase products
Show off your products from design to production, and from sale to use and where possible, include a link to the website for those who want to buy or find out more. Consider posting:
New arrivals and sales items
Images from a recent photo shoot
Preliminary sketches of an upcoming product
The process of production whether it’s handcrafted or manufactured
Products being used in real life
26. Share tips
Add value to your Facebook page with short visual tips that users can learn without reading a full article. Make them very simple takeaways, like this one below.
27. Share testimonials
Get your customers and clients to do the talking for you and share their testimonials. Honest and objective reviews can often be more effective than sales copy. Offer a prize, reward, or discount for those who share – it’s a win-win situation.
28. Find design inspiration in Canva
Click on any of the images below to customize a social media post.
Social Media Post #2
Social Media Post #3
Social Media Post #4
Social Media Post #5
29. Add content to boost engagement
Link to quality content: Include the URL of the content you want to share and insert this into your post because high-quality content gets increased Facebook reach. Facebook automatically grabs the meta data (photo, summary text) and display this.
Tag another page: Reach new audiences when you tag another page.
Spark a discussion: Facebook rewards comments more than likes and shares so increase Facebook reach by encouraging discussion.
Leverage current affairs and pop culture: Be relevant by keeping up with the news, trends, sports, entertainment, etc and leverage it to your brand.
Target emotions: Humor, anger and awe-inspiring content is good for producing high arousing emotions. BuzzFeed and Upworthy have good examples of high arousing emotional content. Be careful of using memes and mix up humorous content with quality links and you’ll be fine.
Poll your fans: Not only does polling your fans increase engagement by way of comments, but it helps you understand your fans.
Photo captions: Asking fans to submit captions for a photo is a tactic used a lot by Bud Light – with success. This is a creative way to get people commenting.
How-to content: How-to content works because you’re offering practical value and getting value out of something is another key driver of why we share things. Videos work really well for this type of content. Tip – to encourage comments, tell fans you will answer any questions they have.
30. Be you
Don’t focus on trying to be like everyone else. BE YOU to stand out.
Like anything, building a presence on Facebook takes time. Posting regularly (about once a day) will make sure your followers get new content and keep returning to your page. Have fun with what you post, stay on brand, and make your Facebook page and place where users want to hang out.