Facebook is simply too big to ignore as an on-going part of your digital marketing communication program. Based upon Facebook’s official investor relations information, the statistics prove it loud and clear.
With a 9 percent increase in Monthly Active Users (MAU), worldwide there exist over 2.32 billion on Facebook as on December 31, 2018.
Furthermore, mobile advertising revenue is reported according to Facebook to represent approximately 93 percent of the advertising revenue in 2018. Also, a whopping 1.5 billion people on an average log onto Facebook daily and are considered daily active users for December 2018—a significant 9 percent increase over a period of one year.
Numerous active users and millions of business pages represent the ultimate stomping ground for marketers looking to draw attention to their brands. So, this social giant boasts the most rabid user-base of any social platform by far.
The social giant, realizing the magnitude of its effect on marketing strategies for eCommerce, constantly comes up changes and tweaks now and then. For example, just recently, Facebook announced that it’ll be reducing the influence of business ads on newsfeed in order to bolster social interactions and meaningful connections.
Facebook moves at a speed of light and if you stop even a moment, it easy to lag behind. 93 percent of marketers admit to using Facebook advertising on a regular basis. That represents roughly 3 million businesses that use it strictly for marketing purposes. Despite its widespread use, marketers fear the recent algorithm changes.
Does it worry you that Facebook is changing so fast that it’s getting increasingly hard to keep up with it all as a retailer?
Well, it shouldn’t. As even the top marketers feel that way about Facebook marketing.
Therefore, here are presented tips and tricks to help you stay as up-to-date as possible in the simplest possible ways to dethrone your competitors this year.
Perfect your Business Page and Profile Picture—It Matters
First impressions are the most lasting.
Yeah sure, you’re quite familiar with the proverb. But are you aware of that ‘first impression’ your brand creates on the visitors?
So, first things first: you need to have a business page which doesn’t look like a clumsy personal profile to represent your brand. Though the pages look similar—both personal and business page. But there are available unique tools for businesses, brands, and organizations.
Unlike in a personal profile, people who like your brand can by Liking your Page, receive updates from you in their newsfeed. So, in case, you’ve already created a profile for your business, you’ll want to convert it into a business Page.
Further, your brand’s profile picture becomes the first element that potential followers are likely to see when they interact with you via search or comments. Therefore making ‘imagery’ an important piece of your Facebook strategy.
With just 180 x180 pixels available to work with, it becomes important to keep your brand’s profile picture simple. Cramming up a lot of text and content or compressing a massive image into a small space is a big no-no. Rather go for high-quality close-ups or headshots, if you run a solo brand. Otherwise, go for clean and minimalistic company logos, they work absolutely great.
If you want your brand to be considered a top-notch, it needs to maintain and throw that vibe. So, put some thought to your profile picture.
And if you’re not afraid to experiment you should spice up your page’s cover photo. This is a relatively untapped idea. With video lengths between 20 and 90 seconds, while working within the 820×312 pixel limit for covers, there are plenty of options for brands to be creative.
Don’t Neglect Videos—Go Live!
The domination of videos has been a long time coming. Eye-catching, entertaining and capable of stopping scrolling users in their tracks, video represents the ideal way to encourage fans to spend more time engaging with your brand.
According to this recent survey by Adweek, Facebook’s algorithm favors videos and tends to receive exponentially more comments and shares. The platform is continuing to tweak how the algorithm measures people’s interest in video content.
The trick here is to make the videos you upload as visually engaging as possible—especially in the first few seconds. The more engaging your video, the more you can entice people to stick around. And being able to make people spend more time watching your video, aids you with increasing the video rank in the News Feed.
For Facebook’s algorithm to identify the signs of user engagement with a video these factors need to be met—user spending time watching the video, turns on the audio, switches to full-screen mode or enables high definition.
Facebook’s continued effort to promote more video content in the News Feed, can be seen in the Live video streaming service that is comparatively a new tool to experiment with. This lets anyone broadcast live videos from their mobile devices straight to the Facebook News Feed.
Recently there has been made a tweak in the platform’s algorithm that makes live videos rank higher than the ones no longer live. “People spend more than 3x more time watching a Facebook Live video on average compared to a video that’s no longer live” and “people comment more than 10 times more on Facebook Live videos than on regular videos”.
It’s time to consider how you can start incorporating video content into your feed in some way or the other.
Timing Matter—Optimize your Post Timing
It was widely believed by most marketers that the universal best time for putting a post on Facebook to be early afternoon. But is it? Not anymore.
You need to be dynamic when concerned about the best time to shoot your post. Therefore, every brand has its own perfect timing(s) to post. This is essential because of several factors that tend to be specific to each brand. You need to consider- what industry are you in? Where is your audience based? When do the majority of our followers use Facebook? What’s the content of your post? What are our trying to achieve by it—clicks or shares? And so on.
You can easily find that perfect timing for your post by looking at your own data. Optimizing your post timing doesn’t necessarily have to mean posting in real-time. You can set up and schedule to automatically push content during the peak engagement hours.
Here are some general guidelines that can help you find the optimal posting times for your business. On Fridays, Facebook uses spikes by 10% and since people tend to be in a more relaxed and chilled out mood on Fridays, Neil Patel posting funny or upbeat content to match their mood. According to a SearchPayroll’s research the worst time to post on Facebook on a weekend are before 8:00 a.m. and after 8:00 p.m. Engagement rate tends to get higher on Thursdays and Fridays, and weekdays from 1:00-4:00 p.m. witnesses the highest clickthrough rates.
Now, don’t just post when your followers are most active, but also ensure that you are diversifying your content output rather than just going blindly about it.
Post More than just Links—Experiment with Content
Posting solely self-promotional content on Facebook isn’t going to rile up your current followers or bring you any new ones. While there’s nothing wrong with linking out to your blog or products, external links shouldn’t be the only source of your content.
Conventionally, Facebook prefers posts that stay within the platform’s wall (so to speak). Which is precisely why incorporating text-based, photo or video posts into your feed versus constantly linking out is a smarter move.
But remember to keep your post’s real estate succinct by removing the horrifyingly long URLs. The aesthetic of your post is precious and you don’t want to waste any of the space on things that don’t spark any reader’s attention. It is better not to include these URLs in the copy of your post as users can click on the generated thumbnail on the title.
Another way to keep up with the ever-changing social media landscape is to constantly experiment with new content. As discussed above, replacing images, videos have taken the lead recently. Testing new kinds of content keep you at the edge of the latest trends.
Coca-cola’s 70/20/10 marketing budget rule comes in handy for times as this. According to it, 70% of your content should be the ones that are already performing well. 20 percent of the content should be iterations and improvements of your 70 percent. 10 percent of your content should be experimental content, which might become the next big thing.
Time for you to test it.
Speed up Response time—Reply Comments
At times standing out and crushing your competitors means providing ‘customer care’ like no other. Most people have high expectations from brands when concerned about getting a response to their queries and questions. As a matter of fact, several surveys time and again show that the average consumer expects a response within four hours on social media.
The trick here is to make consumers feel heard and therefore be more willing to comment on your Facebook posts. Moira Burke’s psychological survey studied 1,200 Facebook users and found out that personalized messages are more satisfying to the receiver than a simple like.
So, don’t let your comments section gather cobwebs. It’s but natural that you can’t be present everywhere at once but it is important for you to put in conscious efforts to respond to alerts, notifications, and comments rather than sleeping on them.
The need for speedier responses is another reason why scheduling your posts becomes critical. By having all your content organized in advance, you get more time to focus on follower outreach and engagement. By quickly responding you show that you value your followers’ time. This can, in turn, be that difference between losing a potential client or following for good.
Ask for Opinions—They Matter
It is understood that we just discussed the vitality of comments and responding to them. And we know that people comment when they feel the need to state their opinion. But sometimes the posts aren’t enough to offer them a chance to say anything at all.
Therefore, asking them questions becomes a good way to offer your brand’s followers a chance to share what they think about a thing.
You can do this by sharing relevant news or blog post and then asking for the followers’ opinions. What you should be sharing ought to depend on your audience. Say, if you have a professional audience, sharing industry news and articles is a great idea. Or if you are a lifestyle concerning brand you can choose to share upbeat lifestyle news.
Watch Other Facebook Pages—Legit Marketing Groups
It certainly proves to be helpful to learn from other Facebook Pages and marketing groups and stay aware of what’s working best for them. Facebook marketing groups come in two forms—chock full of extremely valuable information or utterly useless spam.
Use Facebook’s tool ‘Pages to Watch’ for the best guidance. This tool allows you to compare the performance of your own Facebook page and posts with similar pages at a glance. By clicking on the page name you can check each page’s top posts.
One sneaky way to be able to find the best groups is by checking out the groups the well-known Facebook experts are have. This can be done by visiting the chosen Facebook profile’s ‘About’ tab to have a look at the groups these experts belong to.
It’s a good idea to join groups in your niche or industry. Join relevant groups and search for the best available Facebook marketing tips. This will further help you point in the direction of posts that offer some useful advice about what works and what doesn’t, specifically for your kind of business.
But do keep in mind, as discussed—gems of advice will almost always be in the comments. You can’t afford to lose a track of them.
So, which of these Facebook Marketing Tips is Your Priority Now?
The key to success here lies in having a multifaceted approach that will certainly improve your brand’s Facebook engagement over time.
There doesn’t lie a need for you to post just for the heck of it. Make sure that the content you produce on Facebook actually matters and see the magic happen.
Optimize, optimize, optimize—is the key. Optimize your business page, photos, links, and videos. Basically everything.