How To Use Facebook For Your Business
To get the most out of your business’s Facebook page, it should have a high ranking in Google as well as the Facebook search so that customers and prospects searching for your brand name can easily find you. Once they do find your landing page, it should be appealing enough so visitors choose to like it and continue to interact with you.
There are several things you can to do optimize your page for SEO and Likes, including:
Choose a unique username
By default, when you first set up your page it’s given a random URL comprised of numbers, so your username would look something like this; www.facebook.com/345214. In order to make it easier for search engines and customers to find you in Google and Facebook search, you should edit your URL to turn it into a memorable username, something which conveys the topic of your page or your full business name. So instead, your username would look like this; www.facebook.com/mybusiness.
Optimize your About section
Your About section should include your primary text-based content. Try to accurately describe your business’s products or services, and include keywords that your customers might use in search queries. If you have a separate website, it’s a good idea to include it in the description to encourage more visitors to your site.
Choose the right category
Many businesses don’t select the right category for their type of business, which can be problematic when it comes to showing up in Facebook Graph Search. If you’d like your customers to be able to “check-in” to your business, it’s essential you select “Local Business” as your category. On the other hand, if you don’t usually have walk-in traffic or don’t have a need for “check-ins”, then “Companies & Organizations” may be more suitable.
Optimize your photos
Your cover and profile photos are the first thing users see when they visit your page, so it’s essential you make a good impression. It’s always best to use professional-quality images which reflect the look and feel of your brand and to also ensure they’re an optimal size (851×315 pixels for cover photos, 160×160 pixels for profile photos).
Use “Pinned Posts”
Many people tend to visit your page once, like your page if they’re interested in your brand, and then only interact with your posts that appear on their newsfeed, so it’s essential you grab their attention from the beginning to gain more likes. Admins can “pin” one post at the top of the page, and you can make the most of this to showcase interesting content which is unique and eye-catching.
Using Facebook Groups
Participating in Facebook groups which are relevant to your industry can be an effective add-on strategy to market your business. It’s a good way to establish yourself as an authority in your field and offer useful advice and tips, and as you become a valued member of the group, people will begin to trust you and want to find out more about you and your business.
As well as joining industry-related groups, you can also create and participate on your own. This provides great opportunities to engage with your audience in a personal, relatable way.
Interacting with Facebook groups is an often overlooked way of increasing traffic and engagement, so it’s worth spending a little time during your day participating in your audience’s conversations.
Encouraging Social Sharing
You’re probably used to using your business’s Facebook page to move traffic to your website or blog, but it’s also important to give your website visitors an easy way to like and share your content on Facebook. This way, your website and Facebook page work together to increase traffic and extend your reach.
Check that each piece of content on your site has a Like or Share button next to it to encourage social sharing. You can either add buttons manually or automate this process by using a third-party service or WordPress plugin to customize your buttons.
It’s a good idea to place Like or Share buttons in the sidebar of your site to make it easier for readers to like and interact with your Facebook page. There are several ways to set up social plugins, and it’s often recommended you customize the button to “Show Page Posts” to give website visitors an idea of the content you usually share.
Expand Your Organic Reach
One of the most common complaints about business Facebook pages is that fans don’t get to see your Facebook posts. There are two main reasons your posts may be failing to reach your audience;
- Due to the huge amount of content which is shared on a daily basis, there’s isn’t always enough room in a user’s newsfeed to show every single post. There is fierce competition to show up in user’s feeds, which results in a decreased exposure for organic posts.
- Facebook algorithms are designed to show the most relevant content to users. This is determined by several factors, including how an individual has interacted with a page’s posts in the past, the type of post which is being shared (image, video, or link), and how popular the page’s posts are in general.
Essentially, the more popular your posts are, the more often they’ll appear in your fan’s feeds. There are several strategies you can follow to improve your organic reach and find out what type of content works best for your audience:
Include videos in your posts
Research shows that video is leading in terms of organic reach, so using videos as part of your posting strategy will likely enable you to reach more fans than you would with text-only posts. 17 Ways to Get More Views, Engagement, and Shares for Your Facebook Videos
Consult your page insights
Page Insights provide a host of data to help you understand the type of content which gets the most engagement from your audience. As well as checking which formats get the most likes, comments, and shares (photos, videos, links, or text-only), take a look at which topics seem to have interested your users the most. Also note which days, times, and posting frequency seems to work best with your fans.
Promotional content strategies
A few years ago, Facebook announced they would be limiting the reach of posts which seemed too promotional, such as pushing users to buy a product, enter a contest, or those reusing content from ads. To improve the chances of your promotional content being seen, try to include a relevant backstory to make the content as engaging as possible. If you think your fans will find your post interesting enough to read and interact with even if they’re not interested in buying your product, you’re on the right track.
Determining Post Frequency
Although an incredible amount of research has been carried out to determine optimal posting time and frequency, in truth there’s no one-size-fits-all approach. Depending on your type of brand, the country you’re based in, and your audience’s profile, optimal posting time will vary greatly.
It’s easy to get hung up on posting at the perfect time on a perfect day, but it’s better to use general research as a starting point and then use your Page Insights to see whether the suggested times are true for your audience.
When it comes to the best days to post content, some research suggests posting on Thursday and Friday will result in a higher engagement with your audience. Suggestions for optimal posting times very much more, but between 1 pm and 3 pm is considered a good place to start.
Whilst some businesses find success by posting 10 times a day, others will find that once a day or three times a works best. It’s all about finding a balance, and most importantly, a frequency which produces the highest engagement with your fans.
Paid Options to Extend Your Reach
In order to extend your reach, you can supplement your organic strategies with paid options, including post boosts, promoted posts, and Facebook ads.
This is a good option if your goal is to increase the visibility of your posts in user’s newsfeeds. You can choose between showing your page to existing fans, friends of fans, or other people you select through targeting (such as by interests, age, gender, or location).
You can either click on “Boost” when you create a new post, or go back to an old post that’s already been published and select the Boost option.
This process is slightly more complicated than the Post Boost option, but it allows greater control and targeting options. To create a Promoted Post, access your Facebook Ads Manager, click on Ad Creator, and then select Boost Your Post (although it is also called Boost, it provides more targeting and budgeting options than Boosting directly from your page).
The best time to promote a post is when you have a specific goal in mind, such as increasing traffic to your website or selling a product.
Facebook offers a variety of other advertising options which can be suitable depending on your campaign objectives. For instance, promoting your page to increase likes, sending more people to your website, or increasing conversions on your site.
Once you’ve decided on your campaign objective, you can set your own targeting and budgeting options, select the creative for your ad, and then choose the ad placement. By default, it will select your ad to be shown on the desktop news feed, mobile newsfeed, and desktop right column, but you can remove any locations you don’t want your ad to appear.
Using Facebook Ads
Using Facebook Ads can be an effective way to increase traffic, likes, and conversions, but it’s very easy to end up spending large sums of money without achieving your objectives. Here are a few strategies you can follow to help you reach your goals more quickly.
Showing your ad to a broad, general audience without targeting will usually lead to disappointing results. Instead, it’s always best to put some time into promoting a post within you Ad Manager to make sure your ad is seen by the right people.
Place Important Content First
As users are more likely to see content which is near the beginning of an ad, it’s essential to place your most important content – such as a link or call to action – first.
Rotate Your Ad
It’s a good idea to change your ad’s image and copy every one or two weeks, particularly if you’re targeting a smaller audience. Seeing the same content over and over again can lead to “ad fatigue” and reduce the chances of your ad getting noticed.
If you’re running multiple ads, you can use Facebook’s Conversion Pixels to help you see which ones are helping you meet your goals. You can choose from a variety of settings to suit your needs, including checkouts, registrations, leads, page views, etc…
Strong Call to Action
To increase your ad’s performance, include a strong call to action to let people know what you’d like them to do, why they should click on your ad (to take advantage of a sale or deal, to read content, request more information, etc…).
Customize Your Ads
Although you can use the same image or copy for different types of ad, it’s better to create a separate one for each type. Your objectives for mobile placement versus desktop placement will likely be different, so it’s best not to use exactly the same ad.
To Sum It Up
When used correctly, Facebook can be an extremely effective platform to market your business. Following the strategies mentioned above should help you engage with your target audience, increase traffic, improve conversions, and experience the many benefits that Facebook has to offer.
About The Author:
Peter Bailey is the owner of American Display – a business which he runs with his wife, that specializes in offline marketing solutions. In his spare time, he enjoys learning and writing about online marketing for small business.
Facebook offers great marketing opportunities, which is why many businesses use it as part of their online strategy. But in order to get the best out of the platform, it’s important to understand the strategies and practices which will make your efforts worthwhile.