Facebook as a marketing tool certainly doesn’t need to be introduced to anyone in 2022. On the world’s largest social platform, countless companies, businesses and customers communicate with each other every day, and with the right strategy, you too can get your share of these interactions.
You’re sure you’re already familiar with the basics of Facebook marketing: actively engage your audience, offer them relevant content with optimal timing, respond to messages and comments, take care of analytics, and take advantage of the platform’s advanced targeting options for your ads.
Of course, all of this alone is not enough to stand out from the crowd. If you want to make your strategy a success this year, the following Facebook marketing tips are for you!
1. USE THE FACEBOOK OPEN GRAPH
Facebook Open Graph is a collection of special meta tags that help Facebook interpret the content of your site. By using Open Graph tags, you can ensure that Facebook always displays your links correctly when you share them on the platform.
Open Graph also allows you to develop web applications that can be linked to users ’Facebook accounts. These applications notify their developers when a user performs a specified interaction, such as reading something.
2. MAKE YOUR FACEBOOK PAGE MORE TRANSPARENT
A Facebook page can display a ton of tabs for users, but you don’t usually need all of them. So on the one hand, make sure you arrange the tabs in a relevant, reasonable line, and on the other hand, think about which tabs you could completely remove from your side.
Discover the personalizability of Facebook pages because they offer more than they seem at first!
3. START LIVE BROADCASTS
Like many other social platforms, Facebook allows sites to launch live video streams, which anyone can then join as a viewer and commenter. These broadcasts have become increasingly popular in recent years, and allow for direct, real-time communication between the site and viewers.
Live broadcasts offer a wealth of opportunities for a brand. For example, you can showcase your latest developments or products, or keep asking questions to answer your viewers’ questions.
You can also set whether the live video will be added to your site’s video library after the broadcast, from which anyone can watch it again if they miss it.
4. POST YOUR POSTS
Setting up key posts is nothing new at all, yet many companies don’t know about this feature or simply don’t care about it. However, this is a big mistake in most cases.
The badge feature allows brands to highlight their most important or most active post so that newcomers can see it on the page first. Often, the first post is responsible for the first impression, so it’s important that the post you post includes a flashy image or video that also reveals a lot about your brand.
Another option is to set up an entry that provides important up-to-date information to customers – such as masking requirements or a temporary change in opening hours, and so on.
5. EXPERIMENT AND FIND OUT WHAT YOUR AUDIENCE LIKES
Your Facebook marketing strategy is an ever-evolving, changing effort. No one comes up with the perfect plan first and most people experiment with different tactics and methods for weeks or months before they reach their goal.
A / B tests can help a lot in continuous improvement. You can apply this testing method to more of everything on Facebook – for example, you can see at what times of day your posts interest your followers more, or that they prefer image or video content, and more.
And the activity of text posts is greatly influenced by their wording, which you can also experiment with before you find the ideal style for your audience.
6. PERFORM AN OPINION ANALYSIS
With social media opinion polls, a brand can find out what feelings it evokes from its followers on a given platform. Although you can use a variety of online tools to do this, it already helps a lot to look at the activity of an entry in the Facebook Analytics interface.
You should always be aware of the emotions your posts evoke in your followers, as this will help you share content with them in the future that you find really interesting and enjoyable.
Of course, it’s also important to track posts and pay attention to what public posts users mention about your brand on Facebook and what they write about you.
Your marketing can only be truly successful if you know and understand your audience.
7. DEAL WITH THE SEO OF YOUR FACEBOOK PAGE
Although most people ignore it, by optimizing your Facebook page, you can get better results on the platform as well as in the search engines.
A Facebook page doesn’t offer too many text fields, but they are definitely worth filling out. One is a short introduction that can be up to 255 characters, and the other is a text box with 50,000 characters of additional information. Of course, you don’t have to fill this in completely, but make sure that the texts (of course) contain your most important keywords.
8. DEAL WITH PEOPLE, NOT SALES
Yes, Facebook, like any other marketing tool, serves the main purpose of gaining more customers for your business. However, Facebook (and other social platforms) are more likely to avoid direct selling.
Most users don’t start following a Facebook page to see your products in every post – they still get enough ads wherever they browse the web. People have become so accustomed (and bored) to brand self-polishing that they automatically ignore these manifestations and may even withdraw their favor.
So your main goal on Facebook should be to make your brand known to people. Not necessarily your products or services, but the brand itself. The goal is to form an emotional relationship. This is not to say that sometimes your products or services may not be included in your posts, but don’t focus on them in the first place.
9. TAKE ADVANTAGE OF THE FACEBOOK AD LIBRARY
The Facebook Ad Library contains Facebook ads that have been running for the past seven years. This is partly intended to ensure the transparency of political advertisements, but is also suitable for analyzing previous advertisements by competitors.
10. USE MESSENGER AND WHATSAPP AS WELL
Facebook’s two chat platforms also allow brands to connect directly with their customers (and vice versa, of course). This is especially important because users spend less and less time browsing Facebook, but they usually remain available in messaging apps.
You can also post ads on Messenger and WhatsApp so that your most important posts and offers don’t distract users. You can also use chat bots on these platforms to help you perform the most basic customer service tasks 24/7.
11. ADVERTISE IN STORIES
You can also show your ads in the popular Stories on Facebook and Messenger. Since this content is viewed by millions of users every day, it is definitely worth using it as part of your Facebook strategy.
These sponsored stories also show users which of their friends already like your brand or have taken advantage of an opportunity you offer. Sponsored stories have measurably higher click-through rates than Facebook ads and are significantly cheaper.
12. CHECK THE RELEVANCE OF YOUR ADS REGULARLY
Facebook measures and marks the quality of your ads and the activity they generate with a relevancy score. Similar to Google’s Quality Score, Facebook’s relevancy score determines the cost-per-clicks (CPCs) and how often your ads appear on the platform.
Be sure to keep an eye on this score and try to keep it high, as Facebook ads are more expensive today than ever before.
13. TARGET SMALLER AUDIENCES
When creating your ads, Facebook keeps you informed of the approximate audience you can expect based on your targeting options. Although the platform warns you to use targeting that is too narrow, it should not deter you from experimenting with smaller audiences.
The more precisely you target your ads, the more relevant they will be to your target audience, and this will be reflected in clicks and conversions. For example, instead of targeting ~ 100,000 users with a single campaign, divide it into 5 campaigns of 20,000 people.
14. BE SURE TO PLACE YOUR ADS
When creating ads, Facebook will offer a suggested placement, but in most cases, it’s not worth taking your advice.
Facebook recommends these placements because it has an interest in displaying more ads on the surfaces it chooses. This does not necessarily cover your interests, so for best results, it is better to change the recommended placement.
You can also refine the categories you specify in which you want your ad to appear to make it even more relevant to your target audience. Don’t trust everything to the algorithm.
15. OPTIMIZE FOR THE UPPER SECTIONS OF THE CONVERSION FUNNEL
If an ad isn’t performing as well as you’d expect, you may want to target the upper stages of the conversion funnel. This is because if you target conversion interactions (such as purchases), Facebook will only optimize your campaign if there are a lot of such conversions.
If there aren’t enough conversions, Facebook will automatically reduce your spend on that campaign to save you budget. However, if you target a more frequent interaction that is characteristic of the upper portions of the funnel (such as pageviews), Facebook will consider these as conversions.
Once people start finding your site through your ads and accruing conversions for the higher sections, you can resume your ad to target the lower sections.