Facebook is one of the largest social media platforms in the world. According to the latest data from Pew Research Center seven-in-ten U.S. adults (69%) use Facebook. Despite bad press about privacy and bad actors, it is still a place your business needs to be.
It is not easy to compete with other marketers on Facebook, so I offer these tips for success in 2020. Use these strategies to stand out among your competitors and effectively target your intended audience.
Start with a Facebook Business Page
I am surprised by the number of businesses that choose to market using a personal profile on Facebook. Even with the reduced reach of company pages, you want to use that type of page for your presence on Facebook.
A Facebook business page has its own set of advantages that can help you promote your business. It not only represents your brand but also provides a way for your audience to like and follow your page. Then they can receive updates from your page in their news feeds.
Having a business page also gives you access to Facebook analytics tools, which you can leverage to track your performance. You can also boost posts and create ads. (More on paid strategies below.)
Be sure your Facebook business page is optimized to get maximum visibility and engagement. Your Facebook business page often gives people the first impression of your brand. So, make it relevant and engaging.
- Be sure your name, address and phone is exactly the same as it is everywhere else online
- Use your latest branding for the profile image
- Use a high-quality and relevant cover photo
- Make your messaging consistent with your website
- Use relevant keywords throughout your page content
- Complete all relevant fields and tabs
Layer in Paid Strategies
Facebook has decreased the amount of exposure that brands get organically (free) on the platform. So, to get attention there, you need to have a paid strategy.
Facebook boosts and ads provide very precise audience targeting options. There are several options based on your goals. All you need to do is pick your goal and step through a series of screens to create an ad.
Facebook will suggest a budget, but you can control the actual spend per ad. After you have tried a few types, look at the Insights to gauge what’s most effective, both in terms of ad types and budget. You should be able to have measurable impact for $100 or less a month.
Use Facebook Video
Video is one of the most effective types of content that you can use for your Facebook marketing. Native videos get more engagement and views than any other type of content there.
A recent study analyzed over 187,000 Facebook pages and 7.5 million posts. They found that native videos get 168% more interactions (reactions, comments, and shares) than YouTube videos.
Here are some best practices for posting Facebook videos:
- Most Facebook users watch videos with the sound off, so use captions
- Use the Facebook Live feature to stream live videos directly from your mobile phone
- Q&A or tutorial type videos get the best engagement
- Make your videos engaging and relevant, rather than promotional
Pay Attention to Your Competitors
Follow your competitors on Facebook so you can model their best efforts and avoid any disasters. Pay attention to their posts and the comments.
Something that gets great engagement is probably something you should model. Learn from any complaints and leverage the insight in your marketing.