Statistically, if you’re under the age of 55, it’s highly likely you’re using Facebook on a daily basis.
You’re no doubt using it to scroll through the Newsfeed meaninglessly procrastinating, chatting to your friends on Messenger, or finding out what muffin you are compliments of a Buzzfeed quiz (or is that just me?).
But when it comes to using the social platform for marketing, many of us are relative novices. And while Instagram (owned by Facebook, Inc) is fast becoming one of the most popular social media sites, Facebook still trumps when it comes to marketing.
So, it’s time to take it a little more seriously.
Facebook continues to grow every year since it launched in 2004, in both active users and time spent on the platform. It’s still the most used social platform with nearly 2.45 billion monthly active users.
As a marketing platform, Facebook is the world’s third-most visited website, outranked only by Google and YouTube. According to Hootsuite, Facebook remains the most popular social network among American marketers, and 90 million small businesses worldwide use it.
If you’re business owner, Facebook is quite clearly the place to be, so if you want to know more about when and how to use it, here are a few of our tips for approaching the platform.
Optimise your business page
There isn’t much point paying for Facebook Ads when a user clicks on an ad just to be taken to your page which isn’t an accurate representation of your brand. If Facebook Ads are your billboard, your Facebook Business Page is your shopfront. Ensure that your profile picture is clear and recent, your cover photo is appealing and the About section is up to date.
Find the right audience and hone in on them
You don’t want to spend your hard-earned money marketing to an audience that isn’t likely to buy your product or have an interest in your business. Figure out who you’re trying to speak to and target your ads towards people with those psychographics and demographics. Facebook Advertising gives you so many choices including age, gender, location and interests which allow you to speak directly to your target audience.
Create meaningful content
The best way to plan and create branded content for social platforms, particularly Facebook, is to meet your audiences somewhere between what they want to see, and what you want to tell them. By making your page interesting and entertaining for your audience you’ll attract more followers and keep them engaged for when you need to get a more pointed message across.
A great way to keep great content flowing is to implement a content calendar. You can plan out content at one time and by using a scheduling program, you are able to set it and not worry about getting content regularly last minute.
Post at the right time
An essential piece of optimising engagement isn’t necessarily a matter of what you’re posting, but rather when you’re posting. According to Sprout, weekdays are ideal for most brands. Scheduling your posts in advance is a must-do for brands looking to tick all the boxes of what makes an effective Facebook presence. Not only can you post when your followers are most active, but also ensure that you’re diversifying your content output.
Don’t ignore your analytics – test test test!
Facebook Business Manager shows you insights about how your ads are performing. Facebook Ads aren’t a set and forget exercise, you need to be monitoring the ads every day and tweaking them based on performance. You can even split test Ads on Facebook changing the audiences or content and testing which is the most popular. You can then veer your budget towards the better performing ad.
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