In Facebook Marketing Part 1, I discussed all of the reasons why you should be using Facebook advertising in your overall B2B marketing strategy, how to set up the conceptual framework for your company’s Facebook presence, and how to measure results of Facebook marketing campaigns.
In this article, we’ll drill down and share some specific Facebook marketing tips that smart B2B marketers are using successfully right now.
Facebook Marketing Tips Section 1: Setting Up Your Facebook Page For Success
Complete your “About” page.
You’d be surprised at how many Facebook “About” sections are left barren. Completing the about page of your business page is crucial. Your Facebook business page can often be the first place your visitors head to after a Google search. Make sure all of your information is in order including your website, social links, and contact information.
Promote your page with Facebook Ads.
Facebook’s advertising tools have come a long way. For a few dollars you can get your Facebook page in front of the people who would be most interested in what you have to offer. Because of the algorithm updates we discussed in the last post, you need ads now to make up for diminishing organic reach through likes and shares. Promote your page with Facebook ads, and your reach can extend worlds faster.
Claim your Facebook vanity URL.
Once your Page has 25 Likes, you can claim your vanity URL, meaning you can direct fans to a URL like “facebook.com/YourBusinessName”. This helps visitors to find your page, and makes it easier for you to promote your page on other marketing materials.
Create custom page tabs.
By default, your page tabs are set as Timeline, About, Photos, Likes and More. But Facebook lets you create and leverage custom tabs — which are basically like landing pages within your Facebook Page, or calls-to-action where you can feature anything from case studies to marketing offers to other promotions you’re running.
These custom tabs are right at the top of your page; they let you give visitors a specific path to whatever is your desired conversion. For example, if you’re hiring a lot of people, you might create a custom tab for “Jobs” that links to your jobs site.
Facebook Marketing Tips Section 2: Maximizing the Effectiveness of Your Facebook Content
Include a CTA.
Many social media marketers will post to Facebook expecting a reaction and scratch their heads when it doesn’t happen. Maybe it’s because you didn’t ask. Don’t expect your fans to know what you want them to accomplish. State explicitly what you’d like them to do by including a call-to-action. “Like this post if you agree!”, “Share this if you know someone like this” or “Comment with your thoughts” are all good examples of CTAs that push your fans to engage with you.
Follow the 70-20-10 rule for balancing content.
If you’re having trouble finding a balance of content to post to your Facebook page, follow the 70-20-10 rule. Post original valuable and engaging content 70 percent of the time. 20 percent of the time share content that your fans would be interested in. Then feel free to be self-promotional 10 percent of the time.
Find eye-catching images to go with your posts.
Visuals are a powerful tool in the social media marketer’s toolbox. Visuals have the ability to communicate emotion and meaning in milliseconds. Attaching images to any update has been proven time and time again to outperform content without visuals.
Take advantage of Facebook video.
Video is about to make up the majority of content on Facebook. With video production tools and cameras inside every cell phone, anyone can produce video. Video performs especially well with Facebook because it’s quick, entertaining, and easily sharable. Experiment with video for your audience – it could be the boost your content has been looking for!
Broadcast with Facebook Live.
Broadcasting to the world is no longer a function capable by only large media companies. Anyone can now jump onto Facebook and with a click of a button, broadcast to their fans live. There are many creative ways to use live video. Use it for events, inside looks, Q&As, etc. Experiment with Facebook Live and start interacting with your audience in real time.
Run a Facebook contest.
A Facebook contest is the perfect opportunity to engage with and have fun with your fans. A fantastic prize and fun entry rules will ensure that your contest is shared amongst your fans and their friends as well.
For more on Facebook contests check out 101 Tips: How to Run a Successful Facebook Contest.
Pin important posts.
Don’t miss out on the opportunity to pin a post to the top of your Facebook feed. After publishing a new blog post, launching a giveaway, or announcing a new feature, pin it to the top of your feed so that it’s the first post your visitors see.
Remove links from your post copy.
Keep your copy succinct by removing the horrendously long URL you’re sharing from the text in your post. Your post real estate is precious, and you want to ensure any characters employed are purely for the sake of sparking a reader’s attention. Plus, any user can click on the generated thumbnail or title for that URL to navigate to the blog post, web page, or any URL you’re linking to — so it’s not just annoying but redundant when it stays in the text intro of your post.
Check the metadescription of any links you’re posting.
Whatever is in the page’s metadescription will import automatically as the 130 word description of your Facebook link, so make sure it’s fully written out to describe the link in an appealing way. If there is no metadescription for that link, Facebook automatically pulls in the first few lines of that page’s text. Wherever the text imports from, check it for quality. That’s what people will read before they decide to click on your link.
Double down on past successes.
Doubling down, recycling, or reposting past successful content is a strategy often underutilized by most marketers. Conventional thinking might lead you to create original content each and every time but that doesn’t always have to be the case. To save you needed time and energy, try reposting or recycling content that has performed well in the past. You can use the Insights feature to find the most popular posts. (See more about Insights in Section 3: Tools and Strategies for Boosting Your Facebook Marketing)
Share user generated content (UGC).
Let your fans in on the fun. Loyal followers or die hard fans are always creating content that incorporates the brands they love. Make them feel included by sharing the content they’ve painstakingly created for you. Not only will it make your fans feel important, it’ll lighten your workload in the process.
Facebook Marketing Tips Section 3: Tools and Strategies for Boosting Your Facebook Marketing
Include Like buttons on your website and blog.
Having Facebook Like buttons on your website and blog can direct traffic from these channels to your Facebook Page, turning blog readers and customers into social media fans. Entice them into liking your Page with a CTA – for example, “Like our page to stay up to date and learn about upcoming discounts and promotions.”
Promote your Page in your email signature.
Putting a small button or link to your Facebook Page in your email signature can direct some traffic from the people you communicate with to your Facebook Page, which has the potential to help you gather a few Likes, while also showing your business to these people.
Promote your Page to your email list.
Give your email subscribers a good reason to become your Facebook fans. Exclusive deals, content, or promotions will get your email subscribers to follow the content you post on Facebook.
Respond to comments ASAP.
Facebook has become a go-to place for customer feedback and support. Respond as quickly as you can to comments and reviews on your Facebook page. By doing so you’re page will get marked with a “replies quickly” marker so that visitors know that you are active. This encourages more people to engage with you when they know the account is actively monitored.
Use Facebook Insights.
Facebook Insights is Facebook’s internal analytics tool right that helps you measure and analyze your Facebook presence. The tool provides Facebook page administrators with analytics data about Page visits and engagement, which can help you understand which content is and isn’t engaging to your fans. Access your page’s Insights by clicking into the ‘Admin Panel’ on your Page.
Use Audience Insights to learn about your audience.
The best Facebook ads are high-quality, relevant ads that fit seamlessly into the user’s environment on Facebook. Learn more about your customers and prospects using Audience Insights, which you can find inside the Facebook Ad Manager in the left-hand navigation.
The tool will help you target your ads more effectively and learn about your audience — even if you are not advertising to them. How? The data can help you build stronger buyer personas, create more compelling content, and uncover some gems for your competitive research
Share from Instagram.
If your company has an active Instagram account, connect it with your Facebook account and share photos from Instagram to your Facebook feed. This way your Facebook fans can follow you on Instagram and vice versa.
If you still have questions about how Facebook can serve your company’s marketing efforts, or would like advice on social media management software that can pull in and make sense of all these strategies, contact us. We’re happy to offer any needed hand-holding and advice.
Shannon Prager is recognized B2B marketing strategist and the President of Leadit Marketing. She is responsible for the daily operations and management of Leadit Marketing as well as the long term vision for the company.
A marketing leader with over 19 years of B2B demand generation and marketing experience, she understands the importance of a fully developed integrated marketing strategy. Shannon’s background includes demand generation, marketing automation, social media, digital marketing, customer marketing, account based marketing and marketing operations. You can follow her on LinkedIn via https://www.linkedin.com/in/shannonprager or Twitter @ https://twitter.com/LeaditMarketing
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