4 Tips For Guaranteeing Facebook Marketing Success

Posted on June 11th 2013

4 Tips For Guaranteeing Facebook Marketing Success

 

Facebook Advertising

I’ll be honest. I am getting so tired of reading article after article of people writing about how marketing on Facebook is a waste of time. Whether you are a B2C or B2B company it doesn’t matter. If you are not getting results from Facebook you need to change your strategy plain and simple. While it does take a bit of time, effort and budget there is no doubt Facebook is effective and should be at or near the top of your company’s digital marketing plan.

Below are my top tips for creating a successful Facebook page: 

1. Understand Facebook’s EdgeRank System

If you want to be successful using anything you need to first learn how to use it. Facebook uses a system called EdgeRank to determine where and how your post shows up in a user’s news feed. By creating new posts that best follow the EdgeRank criteria you can guarantee that it will be seen by the most possible people. While its worth finding a resource that outlines this in greater detail my quick recommendations include: posting regularly around the same time, include videos, photos and links not just text in your posts, have clear call to actions such as asking questions or creating a poll, and post relevant content to your audience. Essentially, the more engagements your post get the longer they stay in the news feed.

2. Content is Still King

 It all comes down to producing good content. No one is going to engage with your posts and you will have trouble building a quality Facebook community if you are not consistently posting content that is relevant and interesting to your network. No, this does not include posting cute puppy pictures or grumpy cat photos. Those tactics are short lived and will not provide long term Facebook success. Plus that is not what your company is about so why post it? It is good to mix in some funny posts or off topic items once in a while, but you will want to make sure the majority of your posts are related to your company or industry.

3. Sponsored and Promoted Posts

 Going the free route will only take you so far. Sometimes it helps to get a little boost by trying out the Facebook paid advertising options.  If you have a smaller budget try out the Sponsored Stories and Promoted Posts. These two options keep users on Facebook rather than sending to external sites and this is the preferred method of Facebook. Sponsored stories are great since those are essentially word of mouth recommendations from friends. So if a friend checks in somewhere or ‘Likes’ a page your brand can sponsor those posts so their friends will also see and be likely to ‘Like’ it as well. Promoted Posts are also great when you have an important announcement or content that you want the most amount of people to see and engage with. This option allows you to stay at the top of news feeds longer and when people engage with it their friends will also see it as well.

4. Test, Test and Test!

In marketing you can never keep doing the same thing over and over again. You have to constantly switch things up and test your strategies and Facebook is no different. Test different kinds of posts between text, pictures, video, links, polls etc… See which one’s your followers enjoy engaging with more and also what kind of topics resonate most with them. When you try out the paid advertising options test out different budgets, tactics and see which ones provide the best results. Over time you will find the winning formula that works best for your brand or company.

To me there is no doubt Facebook is a viable and effective advertising option that should not be ignored. Next time you read an article about how it does not work for someone don’t jump to conclusions give it a fair shot using some of the tips above and see how it works out for you.

What are your thoughts and experiences with advertising on Facebook? Comment below!

Saman Kouretchian

Saman Kouretchian

Saman Kouretchian is an online marketing consultant, blogger, project manager and social media addict involved in the tech industry. Interests include fashion, sports, entertainment, tech industry & business. Part time data geek mixed with a creative and strategic mindset he strives to stay on top of the latest industry trends.

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Comments

SuzanneCarter
Posted on June 10th 2013 at 11:14PM

Yes, you can easily tell those companies who have thought about their Facebook strategy and spend time each day on their Facebook page. It is easy to give up on it but persistence usually does bring results.

It is also important to promote your Facebook page across all marketing material to try and attract new Likes from your target market.

Also, the other thing I notice is that a lot of companies don't actually engage too much on their Facebook page. They are too busy promoting so a mix of both is important.

Saman Kouretchian
Posted on June 11th 2013 at 3:06PM

Great points Suzanne totally agree! It is very important to promote your page across your various marketing channels to attract more traffic. Also as you mentioned engaging with your page followers is important to build a community and also for long term success. Thanks for reading!

Cara Tarbaj
Posted on June 13th 2013 at 12:39AM

Hi Saman, 

I agree, Facebook marketing isn't a waste of time. It's how you use Facebook for optimal success.

I always try to keep up with useful Facebook statistics, to see if what works generally will work well with the company pages I manage. What I've found is that photos are the most effective for virality and engagement. The pictures can still be accompanied by text and links. 

Check out some of these stats on Facebook photo engagement:

  • Photo posts attract 104% more comments than the average post
  • Photo posts accompanied with a link recieved 84% more clicks than just text & link posts
  • Posts that include photos receive 120% more engagement than the average post

This proves the effectiveness of photos on Facebook. To read more stats, check out this infographic: The Impact of Photos on Facebook Engagement

 

Cheers, 

Cara

Saman Kouretchian
Posted on June 13th 2013 at 5:28AM

Totally agree Cara great stats! I have also noticed that posting pictures or videos along with text has definitely provided more engagement than just text alone. Humans are very visual so thats why providing interesting images to go along with text are much more effective.

BaltejGill
Posted on June 18th 2013 at 12:05AM

Hey Saman,

Great post.  I actually did a video myself just on the Facebook EdgeRank system.

You can check it out here - http://www.youtube.com/watch?v=kq42ZPqCOZM

Let me know what you think.

Other than that I have to say we have had a lot of success with Facebook Ads.  Businesses just get confused about regular Facebook Ads, versus Sponsored Posts versus Promoted Stories lol ....

Maybe there is your next post :)

Thanks for the read.

 

Baltej

Roriniho
Posted on July 12th 2013 at 3:38PM

Content is king.... your correct.

 

BUT

 

I feel that consumers, especially in a B2B context aren't always interested in your company. In fact a lot of the time your company is boring to them and they don't really care about your latest report. I find being there to promote news surrounding your business (being careful about what you post still) is useful.

Mark in Jax
Posted on July 16th 2013 at 4:21PM

How do you think Facebook's new search feature will affect marketing on facebook?

Brainpulse
Posted on August 2nd 2013 at 8:57AM

Yaa right Suman. Facebook is a very powerful platform to meet your potential clients and interact with with them However, the suggestion is that you should take your facebook marketing Services very seriously.

barbaraMckinney101
Posted on August 13th 2013 at 4:00AM

Getting lots of fans or friends is a good first step in your marketing campaign,but it isn't enough to turn friends into customers.In order to keep the people who follow you engaged, you need to give them something that will pique their interest.To do this,you have to use the power of your content.

DReichard09
Posted on January 8th 2014 at 3:53PM

Great points here. I think a lot of people forget (or don't know about) Facebook's EdgeRank system. It's probably worth an entire blog post in and of itself. 

And as everyone talks about visual media receieving the most feedback and interaction, let me chime in with an added suggestion: If you're not sure what pictures to use, (and you want to make them relevant) consider screen shots of your website or interesting shots of your Twitter posts instead of just writing the content. People see these more often.

roambusiness
Posted on January 12th 2014 at 10:05PM

The only people angry with Facebook about the recent edgerank changes are those who don't understand that Facebook is a public company and now answers to shareholders. That simply means "no more free rides".  If a business wants to use Facebook effectively to advertise, it has to pay.  What a concept!  Understandably, the non-profits are upset but some of them have bigger ad budgets than many small businesses.  Meanwhile, the tips you have posted should be very useful to anyone unfamiliar with FB's new rules.  Those same folks may also be interested in knowing that there are other SM networks out there, and a look at their target audience prior to blowing a lot of money on Facebook might save them a lot of trouble.

johnandrade
Posted on June 12th 2014 at 12:20PM

Thanks a lot Saman for sharing this article ...This article is really great and it contains valuable information for asserting a presence on facebook ..