Creating, running, and optimizing your business’s website is a challenging task. From laying it out in a user-friendly way to publishing content that attracts and converts, you’ve got a lot of factors to consider.
And it’s not enough to create and operate this website, either. You have to promote it and ensure that the right people know about you and your content. Luckily, the age of social media we live in can help you market your business, and many social media marketing strategies share a common tactic: Facebook.
If you want to run a great marketing strategy on Facebook, increase engagement, and improve your effectiveness, here are five things you must remember:
Improve your business.
As opposed to more business oriented networks like LinkedIn, Facebook gives you the natural opportunity to humanize your brand so take advantage. Present your company as multidimensional by sharing employee-centric photos and other content.
Take photos during breaks, company retreats, team-building events, happy hours, and more, and share them to paint a clear picture of your team and faster employee engagement online.
Share content worth sharing.
Like most content marketing initiatives, your Facebook content should be more about quality than quantity. Worry less about posting a certain number of times each day, and put more thought into the variety of content your audience would love to consume and share on their own pages.
In addition to written content you’ve curated from your own blog and external sites, consider sharing relevant GIFs, infographics, and images with your audience. Visual content is highly shareable, which means you’re more likely to engage your audience and expand your reach.
Include video whenever possible.
Videos are conquering the digital world: Online video services from YouTube to Netflix and Hulu are on their way to replacing traditional television, and Facebook is no stranger to this video domination.
In January, Facebook reported 100 million hours of video watched per day, and with its introduction of Facebook Live in April, it continues to offer brands more opportunities to engage followers directly via video content. Take a look at a few great examples of video marketing on Facebook to inspire your next video campaign.
Invite people to opt in at the right time.
Remember that the main goal of your social presence is to build an audience and ultimately attract customers to your business. To do this, you should never spam your followers with requests to opt in to your email communication, free trials, consultations, etc. This kind of indiscriminate salesmanship will prompt your audience to quit following you.
Extend these invitations at the right times and in the right ways. Send followers in certain geographic locations invites to in-person events or webinars you’re hosting, or share a link to valuable gated content. Those who are interested will provide their personal details, making this approach a natural way to grow your list and nurture prospects.
Focus on engaging your audience.
Unless all of your current and potential customers and audience members check your Facebook profile every day, they rely on their news feeds to find your content. And as Adam Mosseri, Facebook’s vice president of product management for news feed, explained at Facebook’s F8 conference this year, the news feed is designed to help people connect with the stories that matter to them most.
The news feed considers a lot of factors to determine what those stories are: the type of content, who posted, when it was posted, how many interactions it has earned, etc. To expand your reach without relying exclusively on paid advertisements, consider how your content’s engagement affects its chances of appearing in news feeds.