Have you heard of this thing called Facebook?
Although the younger generations are turning away from Facebook in favour of Snapchat and Instagram, Facebook is used by nearly 1.45 billion active people.
It’s certainly not without issues and controversies but it’s the bread and butter of social media marketing. The way marketers and advertisers have used the platform over the years to sell has changed since the early days of larger organic reach and a less sophisticated algorithm that we see today. Users could argue that the ‘pay to play’ of brand adverts have diluted the intent of this social network, and off the back of the recent frightening privacy scandal Facebook, spam, clickbait and fake news; Facebook has taken note and announced it’s tweaking the algorithm again to prioritise content from the pages and people that you follow.
Here are our top tips to bring in those likes.
To kick things off, make sure that your brand’s profile is set to a business page and not a personal one. You’ll most likely have set it up already but if you need a bit of help, Facebook has an excellent guide to getting started.
Double check that your page is set up under a relevant category too. The majority of people reading this will probably come under Local Business or Brand categories. For example, if you’re listed as a local business, there’s a segment for inputting a physical location but if you’re an online brand it won’t.
Call To Action Button
On every Facebook business page there’s a little ‘Call To Action’ button which you can use to link an action for people to do.
The list of options cover Sign Up, Shop Now, Watch Video, Play Game, Book Now and Contact Us. Depending on your conversation goals this button can be linked to landing pages on your website, a contact form or video channel.
They are no real ironclad rules to follow with CTA buttons, it helps if you put yourself into the mind of a potential customer and think about what they would be most likely to click. One tip would be to make it a 1-click process, e.g. if you’re choosing a ‘Sign Up’ button, use the URL that delivers the viewer directly to the sign-up page rather than a homepage where the customer has to click around again to get to the start of the action.
Once you’ve set up your profile and got a bunch of friends and family to follow you, get kitted out with a vanity URL (you’ll need 25 page likes to claim it).
This is the easy to read link to your Facebook page that you can post in other places. Not only does it make your business easily searchable on Facebook, it looks a little bit slicker and more professional than a bunch of letters and numbers.
It’s also great for SEO purposes too. If someone types in ‘Sensational Socks’ or specifically ‘ Sensational Sock Facebook’ into Google, there’s a bigger chance that your page will appear in the first lot of results because of that vanity URL. Plus Google will link it to your site’s keywords.
You may have noticed that most brand Facebook pages have a ‘Very Responsive’ badge on the right of their profile which details how speedy they are at responding to queries. Has that indicator ever encouraged you to deal with a brand if the response rate is near perfect? It’s definitely made us think how professional a business is if they’re replying to customers within a reasonable timeframe. It promotes a feeling of trust and that a basic level of customer service is being met.
To turn this badge on you need to have a response rate of 90% or more over a 7 day period and get back to people within 15 minutes. It seems like a big ask, especially as this will cover out of business of hours as well. Firstly make sure your notification on your page are properly in place to give you nudge by email or phone when a query comes in.
Another safeguard against your precious rating is to set your page to an away status, when you’re um, away. If your page gets messages when your messaging status is set to away, the responsiveness measurements for any of those messages will not begin until the page is available.
Here’s Facebook’s step-by-step on how to pop that status on.
If you don’t get messages coming in then nothing really happens and the badge doesn’t switch on. Only you and other page administrators can see it until the requirements of responding to 90% of messages within 15 minutes are met. Customers won’t be able to see it.
Follow the “70-20-10” Rule
Of course, your page can’t dine out on good looks and a ‘Very Responsive’ badge alone. Digital Guru Neil Patel advocates the “70-20-10” rule when creating content, and so do we. Sticking to one type of post is the fastest way to lose followers and stay stagnant.
- Post original content 70% of the time. So things like videos, photos, competitions, user-generated content, witty captions, links to blog posts you’ve written.
- Post content relevant to your followers’ interests 20% of the time. Articles relevant to your industry would be a good example to use for this piece of the posting pie.
- Post self-promotional content 10% of the time. You’re sales, discounts, benefits, expertise and anything else to show off about.
Of course, the rule is flexible, and you’ll probably find clever ways to cross the sections over or need to be reactive to a trending topic. So don’t be rigid in limiting what you can and can’t post.
Just don’t spam people’s news feeds.
Beauty isn’t skin deep when it comes to Facebook. Like with all social media platforms, it’s visually driven. That brand image needs to stem from an eye-catching profile photo and cover picture. Like with profile pics on Twitter or Instagram, it needs to be a fuss-free image that can be taken in quickly by scrolling gazes. Your company logo is the best bet and most readable when it’s scaled down small.
You can then show off a playful or personable side with the cover image. It’s a valuable piece of social real estate that can illustrate your brand to its audience.
Facebook’s cover images now support video so you can upload a moving image to add another dimension of interest and stand out from the crowd
There are plenty of guides out there to give you the exact sizing requirement for each component.
Marrying up with the “70-20-10” rule is to post a mix of content to your page. Pictures are great but the consumed form of media on Facebook is video. Over 500 million hours of video were watched on Facebook last year. But only 47% of pages are actually posting video content.
And it’s only going to continue to grow.
It’s important to recognise that 85% of people watch videos with the sound off, so making sure you’ve got captions or footage that doesn’t require narration will need to be at the forefront when creating content.
Roll up your sleeves and dig into your page’s insights. The analytics tab can be found at the top of your profile. Here you’ll be able to get stuck into monitoring your metrics. Looking at your stats will lead you in the right direction of what types of content work best for engagement and clicks to your site/service you’re linking.
It will also give you outlines of page follower demographics. Who is looking at you? How old are they? Where are from? What language do they speak etc? You’ll also be able to take the guesswork out of what time and when is best to post. There’s a measurement tool which gives an indication which days followers are likely to be online and therefore sees your posts.
Promote your page outside of Facebook
Place links to your Facebook page in as many places as possible. The footer of your website, customer emails, marketing materials, make your blog posts shareable and maybe even on your business cards, after all, you’ve got a vanity link which will make you easy to find.
Give people something special in exchange for following you. Discounts, content, offers and promotions work well in getting people excited to like your page.
Take the hassle out of remembering to post online and stock up a few posts in advance with the scheduling tool. You can still include all the elements of a real-time post (videos, pictures etc.) but you can save it to publish at the right time your followers are active. So if that’s 9.30pm at night or 7.30am on a Sunday morning, dedicating a little slice of time to bash out some posts while you can get on with other things.
For more social media help, read 10 Quick Marketing Tips For Twitter and keep an eye out for the next ’10 Quick Marketing Tips for…’ post.