Today, Facebook is definitely the best place when it comes to putting forth your brand in front of a large audience at minimum expenses. But ever since the organic reach of Facebook updates has gone down the drain, businesses are required to put extra efforts to reach their target audience.
Many studies & surveys prove that Facebook’s organic reach is still declining constantly, but thankfully, the platform also continues to equip marketers with new tools & features to reach their target audience in effective manner; but only if used optimally.
Let’s see how brands can make use of these latest tools & tactics to make their Facebook marketing campaigns more fruitful.
Have you noticed that when you open your Facebook newsfeed nowadays, it is mostly filled with video content rather than pictures or text statuses? Facebook prioritizes video content in newsfeeds, especially, the videos that have been directly uploaded to Facebook (native videos) rather than videos shared from a different source like YouTube.
A recent study by Quintly also suggests that Facebook native videos perform better than other shared videos: they get 110% more interaction and get 478% more shares. So, it is obvious that brands on Facebook should work upon making video content that trigger sharing to reap the maximum benefit of this large online community.
Some of the proven tactics in this regard include – sharing event videos, behind the scene clips, product launch videos, sharing videos DIY tips, emotional videos, challenges, etc. For example, GoPro runs a ‘Video of the Day’ campaign on Facebook, and share highly engaging videos every day, which gets thousands of shares & immense popularity; like this one:
One of the coolest things about Facebook Business page is that it allows you to add a Call to Action right on the cover page. It helps followers to instantly know what you want them to do and also evokes them to take that action when they visit your page.
Facebook offers a bunch of most common CTA button options, which brands can select from as per their targeting. And it is obvious that if a brand mentions at the top what they are expecting their audience to do – for example “Contact us” or “Visit website”, etc., there is higher probability that the audience would click on the button. You can also go a little creative with the cover image to drag visitors’ attention to your CTA (like in the image below).
Besides the cover image area, there is another way to add call to action on Facebook, which is simply through your updates. Just make your updates in such a manner that they ask users for an action; such as this one.
Facebook Live – the live streaming service – is a powerful tool, which marketers have been using for many a purpose. Besides sharing whatever can be shared through native videos, there is much more that brands can do with live videos to connect with their Facebook followers – such as, sharing videos featuring influencers (celebrities of your field), sharing live event clips (and other places you know your audience want to be but can’t be), running reoccurring live Q&A & chat sessions, and so on.
Matchesfashion.com Facebook Live QA Session
However, when planning to go Live for the first time, there are certain things that a brand needs to keep in mind. First and foremost, they should be active during the live video session to make the experience interactive, thus, engaging for the audience. Secondly, although live videos, by nature are unscripted & casual, they shouldn’t be unplanned altogether. To make the most of this cool feature, you need to do a little bit of planning to ensure you are able to really connect with your audience whenever you go live.
By default, the organic reach of Facebook posts is extremely poor (except for videos, as discussed earlier). That’s why most marketers have to turn to Facebook Ads to actually gain a good reach on the platform.
However, when you start advertising on Facebook, you need to first clearly outline your target audience, and also have a plan of action at hand; otherwise, your ads would only be flying blind with no clear direction amid this online community of 2 billion+ users.
The best way to achieve effective targeting with your Facebook ads is to think backward from your goal – whether you want maximum engagement on your page or maximum conversion for your product/service or anything else? After you have determined the objective, it becomes quite simple to define your target audience, and decide the budget & timings of the ads.
Apart from that, most importantly, your advertisements should be creative enough to catch attention & get some shares. For instance, I recently came across this extremely clever ad by the Dollar Shave Club. It does not showcase razors as a product for only men as depicted by other shaving companies but has rather highlighted their product to completely new audience-women.
You might be confused as to what is the 70-20-10 rule in Facebook marketing. Well, it is a rule that has been widely tested and has produced great results for marketers. The rule defines content sharing strategies that brands should follow to get best results when promoting themselves on most social media channels.
Here’s how you should plan out your posting on social media channels according to this rule:
It is proven that the best way to gather followers on social media is to share unique content which the audience would also want to share. If we analyze the 70-20-10 rule closely, it is clear the rule implicitly incorporate the practice of sharing new & unique content.
Intel has been successfully using the 70-20-10 rule on their Facebook business page. And despite Intel being a B2B company, it has more than 38 million followers on their Facebook business page.
Related Read: 6 Creative Ways to Promote Your Product on Social Media
From above discussion, it is clear that effective Facebook marketing is all about understanding the nature of the platform, recognizing the target audience’s taste, using the latest features at your disposal optimally, and being creative with the content you share. And as a matter of fact, this approach is not only applicable for Facebook, but works will with all social media platforms.
In case you feel that we have left out something important in regard to Facebook marketing, feel free to write in the comment section below. We would love to discuss that.
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