Facebook Strategy 2020

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.

Optimize Your Website for Voice Search

The number of web searches that are done by voice continues to rise. Optimizing your website for these types of searches isn’t hard.

Here are the factors to consider as you optimize your website for the growing trend of voice search.

Question-Based Content

People ask questions when they do voice searches. Your site needs to ask and answer the most common questions. You can beef up your FAQ page or sprinkle these throughout your content. The important thing is to include the phrases most often asked and have a clear answer to those questions.

Be Local

By default, search engines assume that people doing searches on their phones are looking for local results. If yours is a local business, be sure to make that clear. Mention location and places that make it clear where you are and who you serve.

Embrace Mobile

Make sure your site is easy to use on mobile once a voice searcher arrives there. Keep navigation and other clicks to a minimum. Make text easy to scan. Group all related content together on a scrollable page.

Don’t Panic!

The rise of voice search isn’t a reason to scrap your website. Don’t hire anyone just for voice search. This is really just the latest iteration of making sure your site serves the needs of your target customer. You may need to tweak to evolve your site, but the effort will likely benefit all of your visitors.

Do More with Instagram

Do you use Instagram for your digital marketing?  2020 may be the year to do more on the platform. Instagram has more than a billion monthly active users.

The number of brands incorporating Instagram marketing into their business strategy has surged in recent years. While just over half of U.S. marketers used Instagram in 2016, more than 75% say they use it now.

Here are some Instagram marketing tips for your Instagram strategy.

Set Up an Instagram for Business Account

Before you get started with Instagram marketing, you need an Instagram for Business account or an Instagram Creator account. For most marketers, a business account is the best choice.

If you need to create a business account here’s what to do:

  • Download the Instagram app
  • Open the app
  • Create an account

To switch to a business account, go to your profile and tap the hamburger icon at the top right.

  • Tap Settings, then Account
  • Connect your account to your Facebook business page, if you have one
  • Tap Done

Define Your Strategy

Before you start, decide what you want to accomplish on Instagram (your goal). Knowing your goal will help you decide what to do on the platform. Look to your digital marketing strategy and determine the best goal or goals that can be advanced with Instagram.

Keep these audience demographics in mind:

  • The most active Instagrammers are between 18 and 29
  • The US is the largest Instagram market
  • More popular in urban areas

Optimize your Profile

Your Instagram bio needs to make a great first impression, convey your brand personality, and tell people why they should follow you. Make sure the information you share here is completely consistent with your profiles at other online locations. Consistency is key to great visibility online.

Be sure to complete all fields for your profile, including website, category, contact info and call to action. G Adventures does a good job of making the most of all the fields the profile has to offer. Add quality images, preferably ones that match your images at other online locations.

Create Visual Content

Instagram is a visual medium. You don’t need professional photography, but your photos do need to be sharp, well-lit, well-composed, and in focus. The first impression here is a visual impression.

Along with those great images you need to say something your target audience cares about. Instagram captions can be up to 2,200 characters long, but only the first two lines of text appear in news feed without tapping more.

  • Behind-the-scenes details
  • Quotes
  • Step by step help
  • Common questions and answers
  • Details about the team and customers

Be Visually Consistent

Your Instagram look should be consistent across your posts, helping followers easily recognize your content in their feeds. Maintain a consistent color scheme, look and feel.

Use Hashtags that Matter

A wall of every hashtag you can find doesn’t help. You can use up to 30 hashtags in an Instagram post. But, you don’t want to do that.

Use the hashtags that are most closely related to your brand and your content. Target to have 5-9 hashtags per post. More than that can look like hashtag stuffing, a spammy tactic that turns followers off.

Send AND Share

Posting quality content is great, but if you ignore comments and never interact with any other profiles, you’ll have a lonely existence on Instagram and you will miss the whole point of being on social media.

Respond to comments users post on your feed. Find accounts in your niche, follow them, and like and comment on their posts. Make yourself visible in a non-promotional way.