Ensure Your Settings Are Right
With a simple change to your settings, you can receive an email, phone notification or even a text message to let you know when someone sends a message to your page or comments on a post. Simply visit your Facebook business page, click ‘Settings’ in the top right, and select ‘Notifications’ from the menu on the left side.
Activate Your ‘Call to Action’ Button
In 2015 Facebook introduced a new button for business pages, which is located at the top of your business page on the cover photo. This button provides seven options that can drive traffic to your website or an app:
- Book now
- Contact us
- Use app
- Play game
- Shop now
- Sign up
- Watch video
Make sure you pick the most relevant one for what you want to achieve.
Boost Relevant Posts
The average organic reach for a Facebook page post is just 2%. That means for every 100 people who like your page, only two of them will see the posts that you publish. One way to increase the number of people seeing your posts is to ‘boost’ them. This means that for a fee you can push your content to more people’s news feeds. You will not want to boost every post, only those that will help you achieve your marketing goals. For example, if you have free capacities that you need to employ, boosting this content will reach a wider audience.
Complete Your ‘About’ Section
Of course, you’ve already done this, right? Check to ensure your address, phone number, price range, website, mission, etc. are completed. To access this section, click ‘About’ under your cover photo, and you can add any information here.
Post Videos to Your Page
In 2014 Facebook overtook YouTube for the number of videos viewed online, putting it at the top of the video marketing tree. The autoplay feature (where a video starts playing automatically as a user scrolls down the news feed) has seen videos double the organic reach of posts.
Ask Questions of your Audience
What is your biggest problem when trying to market your business through Facebook? If you could outsource one part of your marketing, what would it be? How often do you review your marketing strategy?
I have loads of questions I’d love to explore with you, but what could your audience tell you? Posting questions on your Facebook page is a great way to find out more about your customers. It’s also a good way to drive engagement in the form of likes and shares, which shows Facebook that your page is doing a good job.
Vary the Types of Posts You Share
The most common reason for a person unliking a Facebook business page is ‘uninteresting posts’ (32%) (Kentico Digital Experience Survey, 2015) but what makes a post interesting?
The ideal length of a Facebook post for maximum engagement is 40 characters (Fast Company, 2015) but what sort of content should you be sharing? Users love posts which are topical, relevant and friendly.
Schedule Posts to Maintain Presence
One of the biggest complaints I hear about social media is how much time it can potentially take up when you are trying to run your business.
Wouldn’t it be great if you could write your posts in advance and schedule them to publish at regular intervals throughout the week while you get on with your day?
With Facebook’s scheduling tool, this is exactly what you can do. The tool is available for free to all business owners. Not only does it save you time, but it gives you the freedom to maintain a presence on Facebook without having to create and post content every day.
Use Branded Graphics to Increase Your Profile
You have just milliseconds to catch someone’s attention as they scroll down their Facebook news feed, but one way to stand out is through visual content such as photographs and graphics.
A strong brand image is a valuable asset for your business. You want to be sure to present content to your audience in a clear and consistent way. This is just as true on social media as it is in print, so consider this when sharing images.
Share Links to Your Website (and include a good image)
Research shows that people click more on shared links when they are displayed using its own native link format.
To achieve this post layout, simply paste the URL of the page you want to promote in the ‘Status’ box, and you should see an image, headline and a bit of text automatically appear.
Ask People to Engage With Your Posts
Ask and you shall receive. Consider asking your audience for their comments at the end of your post to create engagement.
The clue to social media success is in the name: SOCIAL media. Don’t be afraid to share stories about the people in your business, staff birthdays, business milestones, and even pet updates!
Integrate Facebook into Your wider Marketing Plan
Facebook is just one of the tools out there in your digital marketing arsenal but it needs to be used in conjunction with the others. What other social networks are you on? What content do you publish on your website? How do you use email in your marketing? What offline activity are you planning and how does it link with Facebook?