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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.

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.