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Time to Update Your Facebook Company Page

Now is a good time to take a look at your Facebook company page. Several fields are being removed on August 1. Act now to make sure your most important information doesn’t get dropped!

The specific impacts on your page depend on the fields available for your type of business. The following sections will be removed from your Page listing options:

  • Mission
  • Company Overview
  • Biography
  • Affiliation
  • Personal Interests
  • Additional Details
  • Parking

Find out what will be removed from you page by logging in and selecting Edit Page Info. This menu is found just beneath your cover photo.

You will see a listing of the fields that will be removed from your page, as well as the content currently in each field. Add any critical information that will be lost to fields that will remain.

While you are editing the page, review your content to make sure it is your latest and greatest information. Also, take a look for fields that may have been added since your last review of the page. Be sure to use every opportunity to explain your business.

Get the Most from Your Facebook Ads

Brands on Facebook need to use both free and paid placements in order to get any traction. Organic reach on Facebook has been ratcheted down to all but zero. Meanwhile, Facebook ad opportunities abound.

Facebook is the most robust platform when it comes to social advertising. It offers a generally low cost-per-click and potential for a good return for dollars spent. That is, if you get it right.

Set the Right Objectives

When you set up your Facebook Ad, the first thing you’re asked to select is your marketing objective. The right answer depends on what you want your ad to achieve.

Target the Right People

Getting clicks from people who aren’t in your area or who can’t use your services is not helpful. You need to spend time to narrow the audience that will see your ad.

Before you create an ad, spend time to carefully define your target audience. The more you know, the better you can focus the reach of your ad.

  • Custom audiences – Create your own targeted audiences
  • Lookalike audiences – Facebook finds you new audiences that are like your existing contacts
  • Interest-based targeting – Narrow your audience by interests
  • Demographic-based targeting – Define your audiences by demographics such as age, location and gender.

Set a Reasonable Budget

The Facebook bidding process can be tricky. Facebook will offer a suggested budget. Go with that, and then adjust up or down based on your results.

This means paying attention to your ad performance and spend before the campaign ends. The right corrections can save you from getting poor results.

Be Eye-Catching

Facebook ads use images, video and text. The visuals are key to getting attention.If your image isn’t strong enough, people won’t click on your ad. for the best results:

  • Use an original image rather than a stock image
  • Be upbeat and positive
  • Be visually interesting

Use the Right Words

Your visual will get attention. Your words need to sustain that interest. You want to compel people to take your desired action.

  • Use words that speak to your audience
  • Focus on what the audience needs
  • Create a sense of need or urgency
  • Keep it short

Include a call to action. What should the reader do next? Make it clear and easy. If you ask them to click, make sure that when they get to the next step there is a clear connection to the ad.

As soon as you begin to see your CTR fall as your frequency rises, then you’ll know it’s time to change up your ad.

 

Get Your Business Seen on Facebook

Your business can get attention on Facebook! Here are great ways to get attention in a time of almost non-existent organic reach.

Facebook has been decreasing organic (free) ways for businesses to connect with people for several years. Last year it reached the point that no one could avoid noticing the dramatic decrease in organic reach.

Every business needs to be on Facebook. The platform has more than 2 billion monthly active users. With the right strategies, you can still maintain and increase your organic reach.

Understand What Works

Facebook previously used signals like the number of people who reacted, commented, or shared a post to determine where that post appeared in the News Feed.

Now these are ranking factors:

  • Posts from friends and family over public content
  • Posts that will create interactions between users.

The days of chronological feeds and easily attained organic reach are gone.

Engage or Be Invisible

Engagement still plays a major part in Facebook news feed position. This metric must now be the focal point that businesses must tailor their Facebook strategies to meet. Businesses that increase their levels of engagement will earn exposure.

Here are six strategies to engage on Facebook.

  • Add video. Video content drives higher engagement and interaction in comparison to all other content types. Video can be recorded or live. You can use Facebook Live to promote upcoming events, capture behind the scenes moments, convey authenticity, and humanize your brand.
  • Ask questions. Write your content in a way that encourages answers/comments. Ask stimulating questions. Make sure your content and the accompanying question are unique and compelling.
  • Activate employees and influencers. Get as many people talking about you as possible. Everyone has friends and family they influence.
    Help them by creating content calendars and thanking them when they shares.
  • Avoid links. Facebook’s goal is to keep users on Facebook. Rather, focus on posting content with interesting visuals or multimedia.
  • Use Facebook audience optimization. Target your posts to people who will be interested. Log in to your Facebook Page and click on settings in the top right-hand corner of your dashboard screen. Select ‘General’ settings on the left-hand table and click ‘Edit’ to the right of the ‘Audience Optimization for Posts’ option. Select the checkbox to allow you to select a preferred audience and hit save changes. When you compose a new post, you will have the option of filtering your audience. While it may feel counterintuitive, reaching out to a smaller but targeted audience can be a smarter decision compared to posting to your largest audience possible.
  • Create a Facebook group. When managed correctly, a Business Group can create a micro-community of highly engaged users who are both advocates for, and potential customers of, your business. A Facebook Group fits Facebook’s meaningful engagement vision, as they are typically formed around shared interests and create natural discussions.