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Facebook is the market leader for social media sites where friends, family, and strangers connect and share online. It is also a great platform for your business to keep customers informed, develop brand identity and expand your market.
Social media has proven to be a valuable tool in online marketing and advertising for both large and small businesses. The following best practices can help your business grow on Facebook.
Your business will fare better if you regularly post interesting content, ideally two or three times a day.
Consider the relevance of your content before posting as the idea is to elicit a reaction from your audience. Focus your posts on building relationships by engaging your customers with interesting, useful or insightful posts.
Spark conversations by posting questions or starting a debate.
Target email lists with Facebook ads
The people in your email list already have an interest in your content. How do you convince as many as possible to like your page? Leverage Facebook ads by creating a Custom Audience using email addresses or phone numbers in your database.
Choose the type of ad to create, preferably a Page Like Sponsored story that will drive users to a landing tab where, in exchange for a like, they will receive a reward.
You can also take advantage of outdoor signage, standard email signatures or regular direct-mail pieces to prompt people to like your page for a chance to win a free item.
Whether you have 100 or 100,000 likes, Facebook contests are a great tool for building your fan base. User-generated content promotions such as photo or video contests will help you deepen the connection with your audience.
If the competition involves a voting component, participants will be inclined to share, asking friends and family for their votes, which will amplify your marketing message in the process.
In addition to new insights from the conversations that take place in your contest, entry details from participants are also a rich source of data.
Set up custom tabs
You can integrate Facebook tabs with your digital marketing strategy to boost mailing list subscribers, promote a new campaign or highlight custom content.
Pop singer Taylor Swift has a custom tab on her page that promotes her fragrances, in addition to a quiz that helps her audience discover their own ‘fragrance personality.’
Making a video is as simple as pressing ‘record’ on your smartphone.
According to Cisco Systems, video traffic will represent 80-90 percent of global internet traffic by 2019. Another interesting statistic shows that brands with more than 1 million Facebook fans reached an average of 35 percent of their audience with video posts compared to 14 percent for photo posts and 4 percent for text-only posts.
Facebook has a system that enables users to watch videos in silent mode, which many brands and content creators to embrace silence as a way to capture viewers.
Make it easy to contact you
The easiest way to know whether you have an angry customer is to check your business’s Facebook page for negative posts or comments.
Recent studies suggest that 50 percent of U.S. consumers use social media to ask questions or discuss positive and negative experiences.
Your Facebook page is not just a platform for marketing and advertising but also a channel for soliciting and receiving customer service in public. Mishandling one customer can lose you many prospects.
Ensure the messages feature on your page is on for quick and easy communication across all channels.
Facebook Audience Insights
Facebook Audience Insights can provide behavioral and demographic data of a segmented audience of your choosingsuch as demographics, page likes, location and language, Facebook usage and purchase activity.
Using Facebook Insights will enable you to determine the best time of the day or week to post and what content is most popular.
There is more to using Facebook for your business than setting up a page and posting updates. Understanding the strategy behind social media marketing will help you track results and tap into Facebook’s analytics.
Your business will remain in the minds of customers if you continue to leverage its reach and audience.
Dan Natividad, a Stockton native, is a partner at Port City Marketing Solutions along with Kristen Dyke and Erin Diego. Dan can be reached at firstname.lastname@example.org.