Facebook might have endured a torrid time on the stock market of late, but it remains one of the best platforms to generate business in the social media age.
Founder Mark Zuckerberg reportedly lost an incredible $3.7bn in TWO HOURS at the start of November as concerns about the site’s advertising growth potential caused the share price to bomb.
While traders might be running from Facebook, it can still boast an incredible 1.7 billion active monthly users. Even if they don’t post themselves, those users still enjoy reading other people’s comments, clicking on links and watching videos of dogs chasing ducks.
Facebook offers paid-for advertising options, which lets organisations create ads that appear in targeted users’ feeds, but the platform is also a great place to gain free exposure.
If you write a blog, post it on Facebook. If you release a new product, post it on Facebook. If you create a video, post it on Facebook. If you don’t do any of these things, do them, and then post them on Facebook!
Facebook is effectively a second homepage where you can exhibit all of your creations, fusing images, movies and bits of writing, and a successful account can help an organisation to build its brand and maintain a link with customers and a circle of followers and friends.
With that in mind, here’s how Facebook can take some of the strain in your marketing strategy.
1 Be kind to others
Whether its Facebook or Twitter, don’t just sit on your hands waiting for others to come to your site. Get out there and Like others’ pages, or maybe add kind words or demonstrate your expertise through a comment on one of their posts. It’s a great way to let potential customers and other companies in your sector know that you exist.
2 What are you saying, and how are you saying it
A Facebook page offers the opportunity to connect with people and develop a voice among millions of others. Your followers don’t want to be bombarded with hard sales, so the majority of your posts must be softer. This could be a comment about your industry, an update about what you are up to, a nice photo or video that you’d like to share. Try and use a small batch of regular keywords – so if you are a gym, these could be ‘gym’, ‘fitness’, ‘classes’, ‘weights’ and ‘muscles’.
That said, there’s nothing wrong with pushing a product every now and then, or maybe letting people know that you are running a sale or a special deal.
It’s important to see how different types of posts are performing so use the page’s analytics to help make better informed decisions.
3 Link it
Facebook isn’t the place for 2,000-word blogs. However, you can post a summary of a couple of sentences that links to a blog or your main homepage. Make it short and snappy, and maybe include a few clickbait questions, such as ‘have you heard about the latest supplement that’s sweeping US gyms?’ or ‘could this regime change the way you lift forever?’. These are just the kind of things that get Facebookers clicking to find out more.
4 It’s in the detail
Facebook is arguably as important as your homepage, so include as much info as you can. Make sure that your avatar, cover photo, bio and profile info are complete and accurate. The ‘About Us’ section is a good place to tell visitors about your business, which will be displayed in a search engine snippet. This is an opportunity to succinctly describe who you are and what you offer.
5 Facebook for SEO
Did you know that the first 18 characters of each of your Facebook posts serve as the meta title and the meta description in search engine results pages (SERPs)? Take advantage of the fact that you can add a description every time you post.
6 Have Facebook ads ‘ad it?
The word is that the company’s share price crash is due to a perceived saturation of adverts being reached. While ads generate valuable revenue for Facebook, the company is concerned that members will turn off if they are besieged by too many companies and not enough first-day-at-school snaps and Brexit rants from someone they met on a stag do in the early 2000s.
However, Facebook ads are still a cost-effective and pretty cheap way to reach new potential customers. It’s as easy as writing a short post, including a call to action (CTA) and inserting a video or image. Simply select ‘Advertise Post’ and choose who you want to see the ad – selecting matters such as location and relationship status – make decisions about budget and duration and you are up and running.
GrowthMinds can also take some of the heavy lifting off your shoulders, with assistance and advice to make your social media strategy work. If you’d like to see what GrowthMinds can do for you, we’d love to talk.