Even if you are new to the concept of digital marketing, a single number makes it easy to understand why having a social media presence is highly important, especially when it comes to generating new leads: 1.5 billion.
There are over 1.5 billion active users per month on Facebook alone, so the decision is not if but when to get started. “Social media isn’t going to go away; it’s up to you to board the train or get left on the platform,” as Keith Tully, Managing Director at Real Business Rescue, has pointed out.
If you are a B2C brand, then having a social media presence is vital as this is one of the places where you will have the ability to communicate with the people most likely to buy, review and use your product. B2B brands are also recognising the benefits social media can bring to their businesses including lead generation, increased traffic and thought leadership positioning. In addition, having an active social media presence will also increase your online sales, as you will have yet another channel to promote your products and link to your website.
With that in mind, we have created 5 top tips to help you create and update your Facebook business page so it really delivers by driving engagement and increasing your likes:
1. Be real – make it human
Once you create the Facebook page for your business, add in your employees as admins. This makes it possible for them to contribute content to the page. The more quality and relevant content that appears on your page, the more likely that you will be able to engage with your fans. If your employees are passionate about your products, that will help to build excitement around your page.
If you want to have more controlled access on Facebook, you can download Facebook Business Manager, which is free and allows you to regain control of what is posted and by whom. Business Manager allows you to attribute roles to employees who link to your page using their own personal Facebook account. You can manage adverts, other people’s business pages and a whole lot more, and even gain some useful analytical insights about the inner workings of your page such as what is and what isn’t working for you.
2. Optimise and brand your Facebook page
Your Facebook page will be the first thing your fans will see, so you have to make it worth a visit in order for them to want to come back. The first thing is to make sure you use your most up to date profile picture. This should be one that people will instantly recognise when looking for your brand. So if you don’t have a logo or any distinguishing branding, maybe it is time to create some. Being recognisable is as important as betting found and liked, especially in Facebook search.
The same thing is true for the cover photo. Make sure you use an image with the measurement size suggested by Facebook to fully optimise your page. If you use imagery, make sure your imagery is high quality (not blurry or pixelated) and ensure your cover has a bold statement of what your company is about. You can also contain a call to action such as an image or a relevant hashtag or your strapline.
You can even get really creative and link your profile picture to your cover photo. Finally, depending on your industry, link your top cover buttons. For example, if you’re a hotel, your button could link to the booking page on your website. Or if you have a newsletter, you can link your Mail Chimp account to your Facebook page.
Finally, fill in the relevant information to your profile page so people can read all about your business and quickly grasp what you offer and why they should become fans of your page.
3. Share useful, valuable content and pin important content to the top of your page
When you post new content, your older content gets pushed down the timeline. If you have anything relevant or important, make sure you pin the post to the top of your page. This will keep it there until you unpin the post.
The content you share is all about quality, not quantity. People want to read content that they will find insightful and useful. Content shouldn’t just be informative; it should be memorable and shareable.
When posting, try to include images. Posts with images get 64.9 percent more Facebook shares (Keith Tully, Real Business Rescue) than those without images.
Why not post different types of content? For example, videos are becoming an increasingly popular form of marketing. According to the Marketing Insider Group, 52 percent of marketers worldwide say video is the content with the highest ROI. It is highly shareable, easy to engage with and accounts for over half of all mobile traffic.
4. Engage with people engaging with your page
The worst thing you could do if you are trying to build engagement and followers is to ignore those who are engaging with you. 90 percent of B2B enterprises respond to customer service enquiries on social media, even if it is replying to a mention or a general hashtag. And if people don’t engage with you, engage with them. Thank them for following you, offer them something, encourage them to engage and in return, you will gain a loyal following.
5. Paid Facebook advertising
Paid advertising is a great way to target a specific audience meeting a specific need. What do people like about your page, what do people engage with most? Once you know that, you can design the perfect Facebook ad. However, throwing money at Facebook with the aim of driving people to your page isn’t going to work all by itself — you have to be really smart about which audience you target, and how.
You will need to create an optimised ad that will help you to spend your PPC budget wisely seeing a positive ROI. Make sure your ad is visual, relevant, has a clear call-to-action and includes an enticing proposition that makes readers want to learn more or click on the ad. Deciding the goal of you advert is also critical. Do you want to link to a product on your own website? Are you promoting an event? Or, are you trying to build awareness and increase the total number of Facebook page likes you have? All these goals will require a different approach but can deliver great results.
There are so many more techniques and tips that we could provide, but the list could go on forever. So stay tuned as we will be providing more useful social media tips, from creating a successful PPC ad, to utilising Instagram to making e-commerce work for you.
For the latest tips and tricks on social media, follow us on Twitter or like us on Facebook.
For more information about Social Media Management or PPC Management services, contact Optimus Performance Marketing at: firstname.lastname@example.org or 01752-775751.
Author: Alem Al-Khamiri
The head of SEO, PPC and digital content at Optimus-PM, Alem is Google AdWords certified and has years of digital marketing & website management experience.