Facebook advertising is very competitive, especially in the era of people staying home most of the day. Now, even with stores reopened and most pandemic-era restrictions being lifted, relationships and virtual advertising remain important. In particular, Facebook is a major place to build brand affinity and community. However, doing Facebook right takes a significant amount of work, especially since they have a lot of content flexibility.
Fortunately, although Facebook is relatively complex, most marketers can achieve success. Organic content from businesses is at a disadvantage in the algorithm. However, Facebook groups don’t have the same rules as regular business pages, allowing you to interact with people more directly. In addition, these Facebook marketing tips will help you be effective and maximize ROI.
Get Back to Basics
Many of the basic rules about social media marketing apply to Facebook. For instance, no matter what algorithm you’re dealing with, people like authenticity. It’s one reason why influencer marketing has taken off, and why traditional advertising isn’t as popular as it once was. With that in mind, this set of Facebook marketing tips will help you build a good foundation for your content overall.
1. Post with Intent
Let’s be brutally honest here: random posts will get you nowhere. You need to make sure that your posts are aligned with your business goals as well as the reason why people liked your page in the first place! Not only will this best practice strengthen your relationship with your audience, but it will also grow your audience. As a general rule, people spend time on things that are meaningful to them, rather than wasting it on meaningless content. In turn, your brand will be top-of-mind when the time comes to make a buying decision.
2. Narrow Your Audience
As the saying goes, you can’t please everyone. For this reason, you should narrow your audience down to people who best meet your buyer persona. Luckily, this is one of the easier Facebook marketing tips to implement. Log into your account, and in Creator Studio you can narrow the audience of your posts by age, gender, location, and language to ensure only relevant people see them.
Careful audience targeting has benefits beyond improved ROI for Facebook advertising. In fact, the more relevant your post is to an audience, the higher the engagement and the more visibility the post will get. For brands that are trying to get the most out of organic content, engagement is pure gold. Plus, this is a great source of impressions with a minimal production and distribution cost.
3. Encourage Comments and Reply Quickly
One of the best Facebook marketing tips is to encourage comments, which in turn are seen in a commenter’s feed. As a rule, if you don’t ask for comments you don’t get them so encourage them as part of your posting. Something as simple as, “what do you think” tends to be highly effective. And remember, the algorithm LOVES comments, so your posts will get more visibility in the feed of people who haven’t commented, not just the commenters.
With that said, people like to be rewarded for their engagement. For this reason, you’ll also want to make sure to reply quickly to build trust with your audience, and to show the algorithm that you are active on the platform and not just having a one-way conversation. Like so many other things on Facebook, engagement builds community. In Facebook marketing, relationships are everything, so this is a win-win for brands and their audience alike.
4. Optimize Your Post Timing
It’s well-known that email marketing is most effective when emails are sent at times that the brand’s audience is likely to check email. The same is true with Facebook: it’s best to post when your audience is most likely to see the post. This way, it’s less likely to be buried by newer posts in the feed. To achieve the best results, A/B test with different times and days of the week to find the best one for your specific audience.
Of course, in some cases, these times will be more frequent, such as if you have customers in more time zones. In this case, you can try and find times that work for the greatest number of people. Or, you can post some content that targets different subsets of your audience, optimizing the time for each.
5. Add a CTA
Once you’re finished creating your content, ask yourself what you want people to do after reading your post. For best results, make sure you add a CTA to every post! Remember, the more people interact with your content, the better it performs on the Facebook algorithm. In addition, this is one of the more effective Facebook marketing tips in terms of boosting sales conversion rates.
Facebook started out as a text-heavy social network. And in many ways, this is still true because there isn’t really a text length limit like you see on Instagram or Twitter. However, that doesn’t mean that you should mostly write on Facebook. As the saying goes, a picture is worth a thousand words, and pictures also help people build a connection between your text and your products.
In addition, you should consider using the video options on Facebook. Facebook Live is a great resource for connecting to your audience, especially for brands that have a learning component to them. In addition, consider posting some of your video content on Facebook. Here, the content shows up as an embedded video or link. Distributing content through multiple channels is a great way to boost engagement.
6. Spice Up Your Cover Photo
Have you been using the same cover photo since you started your account? Maybe you should give your followers something new to look at. In particular, consider changing your cover photo regularly with each season or campaign you do to keep readers engaged. Specifically, make your cover something that reflects the season, such as fall leaves in October, or reflective of your marketing campaign. Altering photos you’re using elsewhere with Canva is a great way to implement this practice.
Want to try something different? You can also make a photo collage for your cover as explained here. This keeps your Facebook profile visually interesting, and you might even get compliments. Some Facebook marketing tips are even fun!
7. Try Different Types of Image Posts
It used to be that plain photos were the only way to post pictures on Facebook. However, there have since been a lot of changes in the platform over the last few years. Keep in mind, using a photo vs carousel vs video vs live stream will give you different results so you need to experiment to find the best content formats for your audience. Keep in mind, the best options can change over time, so be sure to consistently review your formats.
8. Don’t Neglect Native Video
As most marketers know, video is powerful on every social network and Facebook is no different. Video, especially when it’s optimized for mobile viewers, is very engaging. And while YouTube videos are valuable, make sure you are not sharing YouTube videos and instead natively uploading the videos to Facebook for best results. Native videos often perform better in the algorithm, and in addition, they are easier to view on Facebook.
9. Go Live on Facebook
Part of any Facebook marketing tips list is hinting at how to connect with your audience. One thing we’ve learned over time is that live streaming on Facebook Live is another way to make an impact in the algorithm and build a relationship with your fans. And, while Facebook Live isn’t as interactive as some other options, it’s really popular. For best results, let people know in advance when you’re going live.
Leverage Facebook’s Full Features
Especially with a marketing tool that’s been used for well over a decade, it’s easy to get stuck in a rut. In particular, a lot of marketers forget that there are new features for Facebook. As a result, they might forget to use all of the Facebook features that are available. While you might find that some tools are ineffective for your audience, trying out new tools is one of the more important Facebook marketing tips. Here’s what you should consider.
Further Reading: A List of the Latest Facebook Features You Might Not Know Exist!
10. Create and Join Facebook Groups
Facebook Groups are a great place not just to join and engage with others as your Page, but you can also create your own Page-affiliated group to go deeper into conversation with your fans and develop relationships of value. For instance, if you run a hobby supply company, you might create a Page for trading tips and tricks using your products.
Further Reading: 5 Ways To Use Facebook Groups For Business Marketing
11. Include Facebook Messenger in Your Strategy
Facebook Messenger gives you the ability to automate communication through Messenger Marketing and should be considered as a great way to keep in touch and initiate conversations with your fans. Similar to Twitter, some companies use Messenger as a way to provide customer service, so this tool is more than just part of our Facebook marketing tips. Either way, the connections you build with your audience can be invaluable.
Further Reading: The 11 Facebook Messenger Management Tools You Should Know
Leverage Facebook as An Advertising Platform
Of course, our Facebook marketing tips shouldn’t be limited to free techniques. After all, free publicity and audience cultivation can only go so far. In order to increase your fanbase, it’s often necessary to leverage the advertising aspects of Facebook. For example, offering coupons through Facebook Ads can be the last touch you need to convert a customer.
12. Use Facebook Ads
First, you need to use Facebook Ads. This technique lets you buy advertising, such as by placing sponsored posts in people’s feeds. You choose the right people through the Ads Manager tool in your Facebook account. Set the price you’re willing to pay, upload your ad or select an organic post to boost, and you’re ready to go.
At the same time, you should be careful that targeting is done properly. This is a no-brainer, but since the iOS changes, you’ll want to make sure you do a reset on your audiences and build new ones inside Ads Manager based on the limited data that Facebook has today.
Further Reading: 9 Ways to Enhance Your Facebook Ads ROI
13. Use Facebook Custom Audiences to Retarget Users Who Have Watched Your Videos
Second, be sure to leverage the power of Facebook Custom Audiences, which allows you to pick and choose who you want to serve your ads to, including your website visitors, email subscribers, and even those who have engaged with your posts. On that note, building a custom audience from those who viewed one of your video ads is a common technique that is still a very inexpensive way of building a custom audience with those who are beginning to know, like, and trust you through your content.
Further Reading: The Top 16 Facebook Ads Tools You Didn’t Even Know Existed
Take an Analytical Approach
Generally speaking, Facebook marketing tips are most effective when you analyze the results of your efforts. For instance, some techniques work best with certain audiences because the demographics of a group favor a particular interaction style. In addition, it’s always good to leverage analytics so you can demonstrate ROI.
14. Don’t Ignore Your Analytics
While Facebook Insights has reduced the amount of analytics available to Page owners, there is still an incredible amount of data to go through to improve your page, especially your posts’ performance. If anything, Facebook’s changes make the available data more focused, so you can more quickly get the most important information. In addition, you can always combine Facebook analytics with your social media dashboard and even website-related numbers. Taken together, you can get a very accurate view of your overall effectiveness.
15. Use Audience Insights to Analyze User Behavior
In addition, Audience Insights can help you continue to fine-tune your pitches. While this data is limited compared to before, you can analyze age, gender, and fans by city/country to help you better understand your audience and optimize content for them. Also, you can find out which segments of your audience are responding the best to your content, and which ones have one foot out the door. After all, marketing is as much an art as a science.
Which of These Facebook Marketing Tips Will You Implement?
No matter what industry you’re in, there’s no question that Facebook marketing is just as important as it ever was. At the same time, it can get more difficult to fine-tune your strategy, both because of the reduction in analytics data and the increase in Facebook’s platform complexity. However, by following these Facebook marketing tips, success can be yours.
Hero photo by Jackson So on Unsplash