Running your brand’s business Facebook page is a great way to increase engagement with your audience and improve your advertising outreach, but a strong page is more difficult to create than it may sound at first.
Experienced brand builders understand how to build relationships with their audience and provide unique content that keeps users coming back.
As with anything in digital marketing, improving your approach to maintaining your brand’s Facebook page requires a lot of trial and error. With that being said, there are some simple tips you can integrate into your strategies to improve your return on investment.
These are some of the most effective tips…
Add a Clear Profile Picture
Your profile picture is the first thing users see when they access your Facebook page, so it’s important that the your image for your page represents your business well.
Your profile picture should be something your audience associates with your brand in order to stand out from other pages with similar names & niches.
The image should be a square, although it will be displayed at a different resolution for mobile and desktop users (128×128 and 170×170 respectively).
Most businesses use their logo as their profile image, but if you are an influencer we suggest you use a headshot.
Drive Content with a Call to Action
Facebook allows businesses to add a call to action button directly to their brand’s Facebook page, making it easy for users to click through to your website, messenger, store, content, or other hyperlink. It’s important to offer visitors to your page a way to connect with you or learn more about your offers.
One effective way to leverage the call to action feature is to add a link directly to your email sign-up page or landing page funnel. You can also include an option for users to schedule a call from your Facebook page rather than having to access your website.
Focus on Visual Content
There’s nothing wrong with including text posts on your brand’s Facebook page, but you should know that visual content receives shares at a much higher rate than other types of content.
Photos of events and happenings related to your business can offer a more personal perspective on your brand, but it’s important to invest just as many resources into video content. Videos work well for all marketers, especially when it comes to Facebook organic reach.
Remember that Facebook video posts aren’t limited to pre-recorded content. Facebook Live videos are a unique form of engagement, and they’re more likely to grab the attention of your audience in their news feed.
Experiment with different types of visual content to see what your readers are most interested in by measuring the engagement.
Promote Your Page
Many of your followers will find you directly on Facebook, but you can also reach out to users on other platforms by promoting your Facebook page across multiple channels. This will funnel your mailing list and other contacts into your Facebook audience and provide an additional source of new leads that cost nothing to generate.
The easiest way to start increasing your follower count is by adding a link to your Facebook page (and any other social media profiles) to your email signature. Another great idea is add a Facebook widget to your website and/or blog to gain more Facebook followers.
Your audience will engage more with your brand when you provide a seamless experience across multiple digital platforms.
Run Giveaways
Giveaways are a fun and engaging form of Facebook content, especially if you offer valuable or unique prizes or use interesting rules for the contest.
Giving away a new product, for example, will build interest for a launch. The theme and prize should be relevant to your brand, and you can generate even more leads by adding a button for entrants to invite their Facebook friends.
Once the contest is over, send a follow-up email to everyone who participated informing them of the result. Tell them how they can stay engaged with your brand and offer an exclusive discount to thank them for entering. Make sure to follow up at least one or two more times to try to keep them in your loop.
Share Audience Content
The majority of your own content should be original, but occasionally sharing posts from your audience will improve your brand loyalty and help you interact with your customers. This could include anything from photos that include your brand to pictures from a meetup or conference.
User content is an easy way to get something on your page when you don’t have time for an original post, and some businesses go further by interacting personally with users. Depending on your brand’s style, this may help the image of your business and make your audience more interested in your content.
Continually Adapt with Analytics
Facebook offers a robust suite of analytic tools intended to help marketers make more informed decisions, and it’s important to take advantage of these features if you’re running regular ad campaigns.
The ad analytics can be overwhelming at first with so much information available, but you’ll soon find more and more ways to improve your brand’s Facebook page.
These are some of the most important ad metrics to monitor:
- Frequency: An ad’s frequency represents the number of times it has been shown to an average user, and a frequency that’s too high or too low is a sign that you could be using your marketing budget more effectively. There’s no perfect frequency, but somewhere between two and three is a good general target.
- Relevance score: As of writing this post this metric is phasing out and will be replaced with three new metrics…
- Quality Ranking: how an ad’s perceived quality compares with ads that compete for the same audience.
- Engagement Rate Ranking: how an ad’s expected engagement rate compares with ads competing for the same audience
- Conversion Rate Ranking: how an ad’s expected conversion rate compares with ads that had the same optimization goal and competed for the same audience. Paying attention to these metrics are crucial for success.
- Click-through rate: Your click-through rate represents the percentage of users who click on your ads, making it a great way to compare two pieces of content. A low click-through rate generally indicates that you’re either targeting the wrong users or that you need to improve your content.
Final Thoughts: Improve Your Brand’s Facebook Page
Running a brand’s Facebook page involves a wide range of skills, and building a strong Facebook following inevitably takes time.
Implementing these ideas into your Facebook marketing approach will help you generate organic growth and increase audience engagement.
Questions? Comments??
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