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7 Tips to Boost the Marketing Impact of Facebook

June 20th 2019 | by David Hofstede

Facebook is having a moment.

 

Between its spats with the government over security and fake news, and the contention that all of the cool kids have moved to different social media platforms, many are wondering what the future holds for the service launched 15 years ago.

We say: stop worrying. Facebook isn’t going anywhere. It’s true that, depending on the market for your product or service, you may be able to reach that demographic as well or better through Instagram or some other online opportunity. But with 140 million daily users worldwide (according to a recent USA Today article), there is no other site that can match Facebook in its global reach. Having a Facebook page is now as essential as having a website

 

But once you’ve launched your page – how do you make the most of it? Here are seven tips that will help you connect with your audience – without spending a fortune.

1. Plan Ahead

Posting on Facebook shouldn’t be a haphazard, “I’ll do it when I get to it” practice. Active, effective pages are those that are updated regularly, often more than once a day. This is easier to do by planning ahead, creating an inventory of posts for future use, and working with a content calendar that will do the posting for you.

2. Create a Group

What topics or issues are most on the mind of your customers? A group page allows you to discuss them. Send an invitation to every new customer to keep this online community vibrant and growing. Before long you may find your group page has more reach than your business page.

3. Use Your Page As a Customer Service Window

Big companies have turned questions and complaints over to bots that communicate with customers. Smaller companies may have to rely on regular monitoring of a page by a staff member, but the effort is worth it. The internet has raised generations accustomed to instant communication – if a customer leaves a message that requires a response, they’ll expect to see on within minutes. And don’t just focus on the negative – some people will show up and say something nice; respond to those as well with a thank you message.

4. Boosted Posts

Boosted posts reach more people, which is obviously good. But their real advantage lies in their ability to be targeted to your prospects. Some companies have reported posts that cost a few pennies and generated thousands of clicks. This is also an opportunity to use A/B testing to determine which types of posts get the best response. Test-market special offers, discounts and promotion of different product or service benefits. Facebook’s Power Editor tool can help with this. Pretty soon you’ll know which of your strategies and messages is the most effective.

5. Customize Your Business Page

You’d be amazed at how many businesses keep the navigation bar and tabs the way they were set up by Facebook, because they didn’t realize that content could be re-organized. A few tweaks can make your positive customer reviews more prominent, or highlight links to community or social pages.

6. Be Funny – If You Can

Humor can be an effective way to keep visitors coming back to your page. Of course, it’s not appropriate for every type of business, and in cases where it will work you have to be able to do it right. Some people naturally have the ability to see humor in current events and industry-related practices, others should stick to more straightforward messages.

7. Find Your Audience – Then Save It

As you fine-tune your Facebook marketing, you should be able to find the common characteristics among users that respond to your message. The more narrow your focus, the better. Once this is accomplished you can use Facebook’s ‘Saved Audiences” feature so you’ll know they will receive your ads or boosted posts. It also eliminates the time and effort of configuring your audience with every new post.

 

For more tips, read our blog Marketing With Facebook Messenger

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