Monthly Archives: December 2018

Six Ways To Effectively Boost Engagement Levels For Your Facebook Business Page

 

 

 

 

 

 

 

 

 

 

 

 

Every business at this point should have a Facebook business page.  If you don’t, it is crucial you get one up and running.  As we enter 2019, it is time to revisit your Facebook marketing strategy and see where you can improve it.  As you know by now, organic reach levels continue to decline.  As a business, it makes it that much harder for your posts to appear in news feeds.  In order to work in conjunction with the latest algorithm, it is crucial that the content you share is not only valuable but will also lead to more meaningful interactions among your audience.

If you are a novice when it comes to Facebook, engagement is considered your audience interacting with your content in the following ways:

  • Clicking on your links
  • Commenting on your posts
  • Liking your content
  • Sharing your content
  • Looking at your posts and/or watching your videos

With that being said, the sweet spot for your business is to create content that will lead to real conversations as well as promote togetherness and community.

Here are 6 strategies that will help you create Facebook posts that will help drive engagement

1). Create video content

If you are not producing video content, you are way behind the curve.  The number one trend in social media marketing right now is video.  People are dedicating most of their online activity to watching videos across all social media platforms.   To be exact, that numbers is around 500 million people watching videos on a daily basis.  Facebook has already put out research that shows video produces much higher engagement levels than any other type of content.  Videos will help increase your organic reach since it keeps attention for longer and promotes discussion.

Here are some video ideas to get your creative juices flowing:

  • Company culture
  • About us video
  • Tutorial Videos
  • Behind the scenes content
  • Product demos
  • Share announcements
  • Question and answer videos
  • Customer testimonials
  • Live video

Whatever you decide to share, you want to make sure you use captions (most people view video on silent), and that you front load your content(make sure your most important message is delivered first).

2. Encourage employees to be brand advocates

Consumers want transparency and authenticity from the brands they show their loyalty to.  They are not only wanting to connect with their favorite brands on social media but they want that connection to be more personal.  For this reason, brands are looking to their employees as brand advocates.

With this strategy, employees are encouraged to share your branded content as well as any relevant third-party content.  By doing this, your company not only boosts its visibility and reach but employees get the benefit of building up their own personal brand.  Not to mention posts from brands are not read as much as posts that come from family and friends.   16x more  to be exact.

Help facilitate this strategy by putting together a content calendar for your employees.  You can boost encouragement to participate by offering something fun in return for sharing or commenting on your content. You can offer things like gift cards, treats, movie tickets etc.  This makes it a win-win situation for both sides.

3.  Post more multimedia and images

Facebook wants to keep its users on the site, so it is not a fan of external links.  Keep your feed exciting by mixing up the content you post.  You will benefit since Facebook’s algorithm favors this and your audience will enjoy your feed more.

Visual content, specifically, creates 87 percent more engagement, so every post you upload should include some sort of visual.  Creating your own visuals is super easy nowadays with sites like Canva, which offers free templates and is very user-friendly.  If appropriate, don’t forget to mention any pages that helped contribute to your post (statistics etc.).  By doing this, you are extending your reach to their audience. Not to mention it is proper etiquette to mention any sources.

4. Use Facebook’s audience optimization feature

When putting together posts, you can’t just wing it.  You really need to make sure your posts are set up to drive engagement among your followers.  Facebook helps you do this by allowing you to narrow down your audience.  By getting more specific with your targeting,  you will help boost engagement since your post will be seen by people who will find value in it.

To set it up, head to the settings option on your Facebook business page.  Select ‘General’ settings and head to the ‘Audience Optimization’ option and click edit.  Click on “save changes” and moving forward you will be able to filter your audience for enhanced targeting.

Image result for audience optimization for posts

 

 

 

 

 

 

 

 

You are able to create interest related tags that will help you drill further to reach those people that would most be interested in your post.  You can get even more specific by targeting by age, language, audience, location, and gender.  Anyone outside of the parameters you set will not see your post.

Image result for newsfeed target on facebook

 

 

 

 

 

 

 

 

5. Create a Facebook group

Creating a Facebook group for your business is a great way for your brand to build a deeper connection with current and potential customers. These groups help create a community that is based around shared interests which leads to the creation of natural discussions.  Customers are able to interact with one another and share questions and stories.  The best part is you have a built in audience that already has an interest in your business.  A well managed group will flourish into a community of highly engaged people who become not only brand advocates but also future customers.

Here are some ways you can use Facebook groups for your business:

  • Boost engagement:  Set your page to private and you have your own little enclave of like-minded individuals who are more apt to engage in genuine conversations.
  • Use CTAs:  Add a pinned post to specific content you want to get more eyes on.  You can tack on a CTA, incentive or offer. This can be an invitation to join your mailing list or newsletter or to let your audience know you will be going live!
  • Get valuable feedback:  Raw feedback from your customers is gold and groups are a great source of immediate feedback.  You can come up with a poll to get feedback on any subject matter or question you might have.
  • Get organic testimonials:  People trust the feedback they will get from a person than any claims made by a brand.  As you are dealing with people, if it is working out to be a positive experience, ask them to post a testimonial to your page.
  • Announce any upcoming Offers: As your group grows, you will be able to introduce offers.
  • Build up credibility and trust:  Provide value to your group and trust will follow.  Answer questions openly and honestly, try and solve any problems your customers have.  This helps build up brand loyalty.

All in all, Facebook Groups offer businesses the opportunity to educate, problem solve, get valuable feedback and generate leads all at the same time.  

6. Use Facebook ads

Facebook does expect you to spend money on ads in order to be seen.  This is why you see such low organic reach levels. With that being said, they have made it affordable for all businesses to partake.  With as little as $20 dollars, you can get your post seen.  If you can spend more, do it.

Conclusion

The goal of Facebook is to create meaningful interactions for its users.  When it comes to businesses, Facebook will reward those that are creating this meaningful environment for it’s audience with increased visibility.  As we enter 2019, take stock in your Facebook marketing strategy and if you are not employing the above tips, try them out.  Here is to a successful 2019!

 

 

 

 

6 Social Media Trends To Keep An Eye Out For In 2019

 

Social media is constantly evolving and with that comes new ideas and trends.  As we get closer to 2019, it is time to take stock in what businesses can expect in the year to come on the social media front.  As in the past few years, there are trends that are just starting out and expected to become bigger in the new year as well trends that are big and we can expect their popularity to continue to soar.

Here are the social media marketing trends we can expect to see in 2019

1. Social listening

As we enter 2019, Social listening (monitoring the internet for mentions of your brand or any other relevant keywords)  is expected to move more towards being used for both selling and lead generation.  Currently businesses are using it mostly for maintaining their reputation as well as for customer service.  Businesses are seeing that they can really hone in on those people that are looking for their exact product or service.  With social media being as saturated as it is, we all know how key it is that you are reaching your exact target audience.

People use social media to ask questions, vent frustrations as well as share ideas and recommendations.  Social listening helps you tap into this and is an area that will continue to evolve to include new possibilities.  Start 2019 on the right foot and check out these tools.

 

2. Going live

As you have read in every other social media marketing article, video marketing is huge and will continue to get even bigger.  Live video, in particular, is really starting to take off.  The trend is on Facebook with their Facebook Live feature as well as Instagram Live. Live video gives your brand not only increased exposure but it helps foster a stronger connection with your followers.

Image result for gary vaynerchuk facebook live

 

When a brand goes live, you are not only creating an authentic experience with your audience but there is also the ephemeral factor of it.  You are boosting your trustworthiness as well.  All of this makes going Live a smart move for any brand.  Just make sure you are delivering content that your audience will find exciting and valuable.

3. Messenger Apps and Chatbots

As we move into 2019, brands need to focus on meeting their customers where they are at.  Messenger apps and chatbots are key for creating the type of online experience a customer wants to have a with a brand.   Messenger apps allow people to contact a business whenever they need to without searching for an email address or contact number.  Facebook, Kik and Whatsapp are the popular ones.

Now let’s say a potential customer comes to your business page and they see something that catches their eye.  Without chatbots, that person may or may not purchase something.  Enter the world of chatbots and you have the opportunity to initiate a conversation with that person and possibly make a conversion.

4. Influencer marketing

We are all familiar with influencer marketing and its popularity. People who are on Twitter, YouTube, Instagram etc. with hundreds of thousands of followers and as their numbers grow, so does the price for their services.  As we inch closer to 2019, we are going to see more and more brands seeking out other options, those being micro-influencers.

These influencers are in pretty much every sector and their following is below 10k.  With that being said, they tend to have a deep connection with their audience and their audience has a genuine interest in what they are sharing.   These micro-influencers provide brands with a built in audience that they have already established trust with.  These influencers are not being suffocated by advertisers wanting to do work with them so the marketing potential for the upcoming year is high.

5. Personalized marketing

With the amount of time people spend online, the amount of information being uploaded everyday is huge.  All this activity has given way to brands having access to insights about who these consumers are.  This has helped pave the way for more personalization when it comes to marketing to these people and consumers have come to expect it.

This is evident all around us.  Whether it be when you are shopping and additional products are shown based on what you have purchased in the past or when you are watching Netflix and additional shows are suggested based on your watch history.  Personalizing your marketing helps build a stronger connection with your customer and as 2019 approaches, we are definitely going to continue to see more personalization in emails, products, and content.

 

6. Top execs being social

We have all heard enough about fake news this past year.  As distrust in media continues to grow, we are going to see top execs from companies interacting more on social media.  This can be writing a blog on LinkedIn or tweeting from a personal account. When someone from the top puts their voice out there, you can expect trust levels in your company as well as with users, to go up.

Image result for elon musk twitter profile

Conclusion

Social media is and continues to be about creating meaningful social interactions. In order to remain relevant in today’s economy, businesses need to stay up to date on the latest trends and adapt their marketing strategies accordingly.  Here’s to 2019 and all the exciting growth and change we can expect to see on the social media front. Cheers!