I get frustrated of reading so many articles of people writing about how Facebook marketing is a huge time waster. Whether you are a Business to Consumer (B2C) or Business to Business (B2B) company it doesn’t matter. If you’re unsuccessful in not getting results from Facebook you need to alternate your strategy plan and simply your message. While it does take some time, energy and budget, there is not a doubt in my mind that Facebook is effective and should be at or near the top of your company’s digital marketing plan.
Below are a few suggestions on creating a successful Facebook page:
[h3]1. Understand Facebook’s EdgeRank System[/h3]
If you would like to be successful using any platform, you need to first learn how to use it. Facebook uses a system named EdgeRank to decide where and how your post shows up in a user’s news feed. When creating new posts that best follow the EdgeRank standards you can pretty much guarantee that it will be seen by the maximum amount of people. While its worth finding resources that outline this in greater detail my recommendations include: posting frequently around as well as, including videos, photos and links not just text in your posts, have a clear call to action such as asking questions or creating an engaging poll, and post relative content to your audience. Fundamentally, the more engagements your post get the longer they stay in your news feed.
[h3]2. Content Remains King[/h3]
At the end of the day, all that matters is producing good content. No one will engagein your posts and you will have trouble building a quality FB community if you are not steadily posting content that is relevant and interesting to your network. No, this doesn’t include posting memes or cute cat photos. Those tactics are short lived and will not provide long term Facebook success. Plus that is not what your product or company is about so why post it? It is healthy to mix in some funny posts or off topic items once in a while, but you’ll want to make sure most of your posts are relative to your company or industry.
[h3]3. Sponsored & Promoted Posts[/h3]
Taking the free route will only take you so far. Sometimes it helps to get a little boost by trying out the Facebook paid advertising options. If you have a small budget then try out the Sponsored Stories and Promoted Posts. These two options keep users engaged in FB rather than sending to external sites and this is the preferred method of Facebook. Sponsored stories are perfect since those are essentially word of mouth recommendations from friends. If a friend checks in somewhere or ‘Likes’ a page your brand can sponsor those posts so their friends will also see and be probable to ‘Like’ it as well. Promoted Posts are also great when you have a significant announcement or message that you want the most amount of eye balls to see. This option allows you to stay at the top of news feeds longer and when people engage with it their friends will also see it too.
[h3]4. Test Alot![/h3]
When in marketing you can never keep repeating the same tactics. You have to constantly switch things up and test your strategies and Facebook is no different. Test out different kinds of posts between pictures, text, links, videos, polls etc… See which one’s your followers enjoy engaging with more and also what kind of topics resonate most with them. When trying out the paid advertising choices, test out different budgets and tactics to see which ones provide the best results. Over time you should discover the winning formula which works best for your brand/company.
In my opinion there is no doubt Facebook is a viable and effective advertising option that should not be ignored. Next time your reading an article about how it does not work for someone, try not to jump to conclusions give it a fair shot using some of the tips above and see how it goes for you.