As social media demographics diversify, Facebook’s average user base is shifting toward the adult and young adult generation. Despite this, the platform continues to boast an enviable traffic. With 1.85 billion daily active users and a 16% annual growth rate, Facebook records 60% of all social logins worldwide.
With these numbers and these flows, having a presence on Facebook with your brand is not enough, above all it must be optimized from a strategic perspective .
Free Resources: How to Reach Your Audience on Facebook
Keeping up with all the social platforms and their constant changes can take up a lot of time and resources/energy.
That’s why we offer you a vademecum to always keep on hand to get the most out of your Facebook marketing activity. For clarity, we have divided the advice into three categories, depending on the objectives.
Reach your audience
Thanks to its structure and dynamics, on Facebook you can interact directly with your audience as a company. You can do this through comments, posts, reactions and direct messages. Your participation in the conversation will allow you to get to know your target audience better and will increase brand awareness around your brand and your offer.
Listen to your audience
With tools like hashtags or mentions you can track what your audience thinks about your brand or any other topic. This is a great way to use Facebook: to outline your buyer persona with ever-increasing precision.
Leverage Contest Engagement
Engaging your audience through a contest is a great way to use Facebook for your business. This requires a specific strategy. You need to think about the story, the prizes, the selection of participants and everything else.
Promote your events
If you have any company events coming up, it is very important to promote them on Facebook, which is still a great place to create events, invite and interact with followers and potential customers. This will make you visible and present.
Use Facebook Ads
Facebook sponsorship tools are now among the most precise and effective. For this reason, it is still one of the best social networks to promote your content.
In this article, we have talked extensively about how and why you should use Facebook Ads and How to Grow Engagement and Create Demand on Facebook . But let’s get to our 20 tips and “tricks” on Facebook Marketing.
1) Create a business page, not a personal profile
Let’s start from the beginning: for your brand you will have to opt for a company page . The difference compared to those for personal accounts lies in a series of tools designed specifically for business management. Your fans can leave a “like” on your page and follow the updates in their feed, which is not possible with personal profiles. Creating a page is very simple (if you have any doubts click here and follow the instructions) and is absolutely functional to generate leads through this channel : users who are genuinely interested in your brand and ready – or almost – to become customers.
2) Request a Vanity URL for your business page
Your Facebook business page is assigned a random default URL. To make your page more easily shareable and recognizable, we suggest you create a Vanity URL (for example https://www.facebook.com/hubspot ).
Despite the name, it has nothing to do with vanity, it is simply an optimized address that identifies you in a simple and immediate way, rather than very long sequences of words and symbols that are impossible to memorize.
3) Add a nice cover image
You know, a book is judged by its cover… use this space to intrigue, amaze or welcome new visitors and encourage them to explore your page .
To avoid unwanted cropping or reduction, prepare the image in the optimized format indicated by Facebook (820×312 pixels).
4) Add a recognizable profile picture
The key word is clarity . Being recognizable is important to be found online. This is the image at the top of your page, next to the list of your activities on the social network. Choose wisely and, again, optimize the image before uploading it.
5) Optimize your “about” section, especially in the preview
The about section is one of the first places people look when they come to your page. There is a preview of this info on the left side at the top of your page, just below your profile picture.
Be sure to optimize this section with short, descriptive text that quickly gives visitors a sense of what your page and business do for them . To edit this section, simply click on it, go to the section you’re interested in, and press the pencil icon.
6) Earn the “high message responsiveness” badge
If you respond promptly to most of the users who write to you, you can earn the High Message Responsiveness badge . This is especially true if you respond within 15 minutes 90% of the time in the last 7 days.
If you don’t follow this rhythm, no badge will simply appear. Having one, however, makes you feel trustworthy , it lets your audience know that your brand is efficient and interested in their needs. Messenger’s business features offer a lot of potential: explore them and use them to your advantage!
7) Customize, customize, customize
Add Milestones Milestones allow you to post your company’s successes such as awards won, products launched, important events, etc. Recent milestones
will be added to your timeline and users will be able to find them in the “about” section.
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Choose a Call-to-Action (CTA) button
A simple and effective spain phone number resource tool that Facebook offers for your business is the “CTA” button, at the top of your page. There are 7 default options, including: Register, Buy, Contact Us, Pre-order, Use the App, Watch a bqb directory Video, Play a Game . You can link these buttons to any site.
Create custom tabs
By default, your page has pre-set tabs (= thematic cards): Timeline, Information, Photos , Likes and others. But you can create and customize these tabs according to your needs . They are located at the top of the page, under the name and cover image and can be used to customize your target’s path on your page as much as possible.
Tips for visibility in the feed
8) Prioritize quality over quantity
How often should I post? If I post more frequently, will I reach more people?
The short answer is no. Based on how Facebook works, it doesn’t matter how many posts you publish with your business page, the number of times you appear in your audience’s feeds depends on the quality of the posts themselves. The algorithms filter out low-quality posts or posts with irrelevant content in favor of higher-quality posts (the Quality criterion for Facebook is above all the ability to generate engagement , reactions and interactions – such as comments and reshares).
That’s why it’s worth investing time in creating quality content , rather than creating a lot of poor content. This means choosing interesting topics , writing engaging texts , and uploading relevant photos and videos .
9) Post at the best time for your audience
Unfortunately, there is no universal answer to this question. There are several factors that come into play, first of all documented on the use of Facebook that your audience makes , their objectives, their geographical origin, their habits… Knowing your buyer persona thoroughly is essential to publish the right thing at the right time.
However, there is some interesting general data that can generally indicate the best times to post on Facebook:
a good time is Wednesday around 11:00, and between 13:00 and 14:00. Other particularly “frequented” times are from Tuesday to Thursday, from 8:00 to 15:00
Generally, the worst times to post on Facebook are Sundays or generally before 7:00 am or after 5:00 pm.
1 0) Publish your best blog posts
Valuable content is still the most important thing on social media. That’s why choosing the best blog posts from your site and sharing them on your business page can be a good idea.
You can even connect your blog to a CMS and use an auto-publishing feature on Facebook (we use HubSpot for example ).
11) Make sure your blog post meta descriptions are complete
When you publish a blog post, Facebook automatically inserts a short description and an image. This text is extracted by default from the meta description ( meta description , in jargon) of the shared page. With this meta description , you have a first chance to highlight for your visitors the information that is most functional to the objective: extracts of valuable content and attractive information.
In short, make sure that your meta description is effective, persuasive and convincing.
12) Publish your most persuasive visual content
Facebook posts with an image have 2.3x more engagement than text-only posts, capturing 87% of total views across all posts viewed.
That’s why posting visually impactful content is one of the most important things to improve the effectiveness of your business page. In addition to photos, think about including videos , screenshots, infographics , graphs … You will generate value for your users, and enrich the photo section of your page, giving a rich and professional image.
13) Make sure your images are formatted properly
The last thing you want to do is post images just for the sake of posting. As we’ve said before, to ensure the best possible experience for your users, we recommend optimizing your images for Facebook in terms of size and weight. Some good guidelines are:
Cover image: 820px width; 312px height
Profile picture: 170px width; 170px height
Post images: 1200px width; 630px height
Shared link preview: 1200px width; 627px height
Attention! The formats suggested by Facebook change relatively often, we recommend that you consult the official indications of the social network from time to time to be able to prepare images that are always optimized .
14) Post videos, especially live ones
Facebook audiences love watching videos . There are more than 4 billion video views on Facebook every day. Regardless of the algorithm, the basic rule is to create compelling and impactful videos, especially in the first few seconds.
This is because although videos in feeds start automatically, they do so silently, until the user stops and clicks the “mute” icon.
In times of webinars like this, an especially valuable tool is Facebook Live , a live streaming service that lets you broadcast live directly to your feed.
15) Use Facebook insights
Facebook Insights is Facebook’s native data analytics tool, accessible to business pages. Analyzing your page’s data can be crucial in creating and optimizing your growth-driven design strategies .
16) Add social buttons to your site
In addition to the most obvious action, which is to invite new people to follow you on all your social networks, buttons help you share interesting content and expand its coverage, with a view to content distribution . Some buttons, such as Facebook Follow , make it easy for your audience to find and recognize you.
Another interesting button is the Like button , which allows users to “like” the content you create on your site . In this way there will be a fluid flow of contacts and content between social networks and the platform. A real virtual bridge crowded with contacts and useful content.
Slightly different is the Share button , which allows your users to share that content on their profile, editing and customizing the post as they like, with a personal comment or a message.
17) Subscribe to the Official Facebook Blog for future news
Never fall behind in terms of updates, news, tools released and to understand in general in which direction the social network on which you have decided to bet with your company’s image is going and is aiming.
Facebook Advertising Tips
18) Choose the right tool
20) Test different versions of a campaign
A single campaign certainly does not generate the numbers and results of a complex strategy. The best way to understand how many and which types of ADV campaigns to choose for your audience is the good old empirical method of trying and observing . This approach will allow you to save money: Facebook Ads are much less expensive than you imagine, if used wisely!
In short, Facebook is a great tool for your company, and like all marketing tools, it is essential to include it in a multi-channel strategy and know it thoroughly to obtain tangible results.
