Facebook is evolving.
What started out as a place to share cat photos has turned into a network of 1.79 billion active users.
That’s billion, with a ‘B’.
For marketers, the platform has changed as much as it has for users. The days of simply running banner ads or like campaigns are over. The platform has changed completely in just a few years, and staying up to date with those changes can be a challenge.
That’s why we’re highlighting new marketing tips for Facebook in this article. These 10 Facebook marketing tips take into account the way the platform has changed into 2017 and highlight the features and strategies marketers need to use going forward.
1. Get Comfortable With Shooting Video
Video on Facebook accounts for just 0.9% of all posts. Here’s the crazy thing about that: these same 0.9% of posts account for 7.15% of all reach on the network.
And that number is growing. Video posts are dominating social media, with Facebook emerging as YouTube’s largest contender for video uploads. If you haven’t started marketing with video on Facebook, now is the time to begin. We’re seeing huge reach in industries across the board. You don’t need to be a professional videographer to capitalize on this tip, either. All you need is a smartphone, some good lighting, and maybe a few goodies from Amazon. Here’s a step by step guide to shooting pro quality video on your mobile phone.
2. Set Up Saved Audiences
Saved Audiences can be extremely useful – especially if you want to target a narrow audience. Within Facebook’s Business Manager, you can build up audiences based on set parameters. This allows you to advertise to specific groups of people, making sure that your niche content meets the right demographic. What does this boil down to?
Let’s say you create a piece of content that’s specific to one audience. For example, we recently wrote an article that was specific to mortgage lenders – not by any means the bulk of our Facebook fans. By creating a Saved Audience, we were able to target a group of mortgage lenders within the USA who were also interested in marketing with our niche piece of content. This drew the right audience to our content, drumming up business for our company and eyeballs on our brand.
Test it out for yourself – it’s 100% free to set up, so you can see how large your audience is before you start placing advertisements.
3. Try Your Hand at Retargeting
We’ve written extensively on retargeting in the past, namely because we know how powerful it is. If you own a business and you have a website, you absolutely must start a retargeting campaign. It’s one of the most profitable forms of advertising online.
In a nutshell, retargeting allows you to advertise to people who have already visited your website. All you have to do is install Facebook’s tracking pixel on your website, and wait for visitors to roll in. Here’s a step by step guide to walk you through how to set up your first Facebook retargeting campaign. We promise it’s simple.
4. Add Captioning to Your Videos
Facebook recently announced that they’d be automatically adding captioning to uploaded videos, but we’re skeptical of the service. YouTube has the same software, and honestly, it’s pretty bad.
And here’s the thing: your captioning matters. 90% of viewers on Facebook watch videos without sound, meaning that your captions are going to be read by a majority of your viewers. Either add the captions yourself or do what we do: hire someone on Fiverr to do it for you. For about five bucks you’ll get an accurate SRT file that you can upload to Facebook in a couple of clicks.
5. Add a Call To Action on Your Page
Facebook added this functionality and every page owner should take advantage. On your Facebook Business Page, you can add one call to action that sits in the bottom right-hand corner of your cover photo. These buttons make it easy for your fans to get in touch with your business, don’t miss out on some extra site traffic.
6. Upload Your Email List
If you have a large e-mail list, you need to upload it to Facebook. Once it’s finished loading, you’ll be able to advertise to every single e-mail that is associated with a Facebook account.
Similar to retargeting, this practice is great because it allows you to develop multiple touch points with your potential customers. Take advantage of their past interest in your brand, and try running a like or engagement campaign to encourage them to interact with you on social media. The more ways you can reach your audience, the better.
7. Be Responsive To Messages
There’s more and more evidence indicating that Facebook is calculating response time into their algorithm, so be sure to respond to messages. Your response time will also be live on your page, so fans will be able to see how quickly you interact with them.
When we gave our Social Media Predictions for 2017, one of the main points of focus was on the adoption of Messenger for business. We see B2C interaction moving towards social messaging in great numbers this year, so be sure to buck the trend and respond as quickly as possible.
8. Embed Your Facebook Content
If you see a good fit to sneak your Facebook content into a blog post (or anywhere else online), we highly recommend you take advantage of the opportunity. Mixing together different forms of content is a great way to create more touch points with your potential customers. Facebook makes it easy to embed content – just click in the upper right-hand corner of your post, copy, and paste.
9. Shoot Live Video
Video production is going to be a major theme for social media in 2017 and live video, in particular, is going to grow greatly.
Don’t get us wrong – you need to be able to master staged video first. But once you get the hang of it, stepping in front of the camera and shooting live has a ton of advantages. The most important reason to test out live video is the increased reach. Live videos jump the algorithm on Facebook and notify your fans that you’re live, giving you a push into more and more people’s feeds.
Here’s a video we shot on Facebook Live, going over a few tips for using the live feature.
10. Have Fun
We say this every year, and 2017 will be no exception.
You need to be social on social media. It’s not a soapbox, it was built so that individuals around the world could connect with one another. If you want to increase your reach, commit to being personal – talk about what you know and your experiences, and have some fun with it. There’s a reason we drink beers at the beginning of every episode of In The Cave – we enjoy it. If we’re having fun, there’s a better chance our viewers will be having fun too.
We hope this gave you some ideas about how to use Facebook to market your brand online in 2017. If you have any questions, or would like to inquire about our marketing services, fill out this form and let’s start a conversation.
What do you think? Will you increase your video production this year? Let us know on Twitter or in the comments section below.
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