Do you suffer from stagnant social ROI?
You have a page for your brand, but can’t shake the feeling that social may not be really translating to the bottom-line boost you’d hoped it would become.
Learning to see past “Likes” – being sure to keep real conversion goals in mind while marketing on social media sites – is paramount.
Next, being sure to follow best practices on each platform is key. Are you trapped in 2010’s perceptions of Facebook?
How about 2013’s?
Building a Business Facebook in 2014
The rules of this fast-paced game are always changing. Here are some myths and outdated information we have taken the time to research and address to ensure you are not left in the dust:
1. Posting between 5 and 7PM on weeknights is best for engagement. Share posts about 3 times per week.
Studies across industries on Facebook have shown that actually, there is no significant, magical time of day when everyone is feeling extra social. Within industries, brands may find that certain times of day are more lucrative.
For example, a pizza brand may feel the love from fans most around mealtimes. A teen fashion brand may try to pop up posts just as school lets out. Somehow all my favorite running gear companies post while my guard on my wallet is weakest. You get the idea, and I get Nuun and forty-dollar compression socks.
As for frequency, go with the flow. Always test out what works best with your audience. Experiment and adjust accordingly. Some brands may do better with infrequent posts, while others, like Search Engine Journal, post multiple times per day.
Tip: Veteran product company founders often encourage product perfection before marketing. This means establishing a good level of interaction (a good “product” out of your posts), then pumping up the volume. Others, such as software gurus, market and pivot continuously.
Whether your style is more Sergey Brin or Steve Jobs, an established strategy for growth steers you on a well-planned path to success.
2. Collect as many Facebook friends as possible to maximize your potential audience.
Sometimes, more is not always better. A more intimate network of brand advocates could be more effective for your bottom line than a horde of uninterested observers.
There’s established evidence for keeping your friends close, and those with a heavy propensity to “Like” every page that comes his or her way, out. Take it from the Facebook algorithm itself.
Here’s an incredible infographic on some key drivers of reach for Facebook Page posts:
So now you know: Facebook doesn’t show your message to all your fans. Potential reach hovered somewhere around 16% for a while, but for pages with more fans this can be smaller.
Some people have been throwing hissy fits about this all over the Internet. Others actually read Facebook’s explanation, considered the factors above, and know that if they create good content, it should not bother them.
All in all, your visibility adjusts to people who have shown interest. Why skew your view of the effectiveness of your message? You wouldn’t send out paper mailers to people who most likely would never be customers, so why waste resources getting them to like your page?
Tip: Test what content appeals most to your fans. I’ve done work for clients whose online audience was significantly different than the demographic who frequented their brick and mortar stores the most. This is where Insights will be your brand’s BFF.
3. Cover photos with more than 20% text or call-to-actions break Facebook Guidelines.
Aha! Did you think you were in the know by spouting out this outdated information? Joke’s on you.
Actually, I was not aware that this had changed until researching this article. Facebook has simplified the rules of the game, which you can check out here.
Now that you have free reign on arrows, words and such, there are a few restrictions you should know about, for the sake of design. Cover photos are displayed in your everyday, clean 851 x 315 pixel window, but anything larger than 399 x 150 will be stretched to fit. Easy enough, right?
In my opinion, showcasing a pixelated, stretched photo is about as effective as pitching potential clients while wearing jeggings two sizes too small. Both could benefit from Photoshop. My eyes cannot unsee either, unfortunately.
Jokes aside, do your page a solid and design a center or right-aligned masterpiece that is the perfect fit to promote a professional look.
Tip: Be sure to test out how your photo appears on the smaller screens of mobile devices. Avoid being the victim of an awkward photo crop.
Summary and Key Takeaways
Sharing quality content with brand advocates, or even better, incentivizing them to share their love of your brand, is your best bet. To do this, you need to provide true utility or a deep connection. Reach consumers or potential clients with things that resonate with their hopes, problems, and sense of humor, or a useful tool.
The main idea I hope to leave you with is this: Facebook is a little like Google in that its algorithm changes frequently, and there is no secret sauce to success. It takes frequent perusal of the latest industry developments to derive the best value from this platform.
What are other tips and tricks you use for your business on Facebook? We are always on the lookout for new resources. Let us know in the comments!
One final Facebook tip: “People don’t buy what you do, they buy why you do it.” – Simon Sinek. Keep this in mind when crafting all social communications.
- Watch this TED Talk, then watch it again.
- Then watch it every few weeks, just to keep it fresh in your mind when you are planning out your brand’s content, to connect with your audience on a deeper level.
- Finally, reference it in an absurd number of blog posts to annoy your readers. You are welcome.
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