Making Facebook Work for You in 2019
A winning team needs to constantly evolve. This means having to adapt your game plan to changing demands. As they say, if you fail to prepare you must prepare to fail.
To win at social media a strong, business-aligned social media strategy and presence is critical. Today’s success does not necessarily translate to tomorrow’s success; what worked last year might not be good enough this year, especially with the rapid changes in the social media playing field.
In 2020, the global number of Facebook users is expected to reach 1.69 billion, up from 1.34 million in 2014. Therefore, a successful business needs to become – and remain – informed about social media, which entails knowing how the Facebook algorithm and Business Pages interact and change on a regular basis. Your business simply can’t rely on the same formula. You need the right resources, strategy and understanding of how to leverage social platforms effectively.
Of course, the basics remain the same: creating captivating multimedia content that triggers your audience to take action and drive engagement – think infotainment! Facebook is giving businesses many more options to customise their Page to match their needs and get what they need out of it.
They have rolled out a series of updates to help companies’ Business Pages better align with its revised company mission and opportunities to showcase content in a helpful way to your target audience through customisation.
If you haven’t reviewed and optimised your Facebook Page recently, you could be missing out on quick-win opportunities to boost your brand presence, support business goals and ultimately create a better experience for your target audiences. From leveraging Page Templates to enhanced Messenger capabilities, fully utilise the customisation and available tools.
Here are a few quick and easy-to-implement tips:
1. Update Your Page Template
Found under Page Settings, Facebook offers a variety of Business Page templates with default buttons and tabs to help marketers showcase content in a way that best aligns with your business type and goals. While the template options look somewhat similar, they prioritise information based on your business or industry.
To make the most of your template, ensure you’re making full use of the included tabs. You can also customise included tabs and sections to support additional information unique to your business, such as adding in live videos, services or a custom app.
2. Select the Right Call-To-Action (CTA) Button
Facebook Business Pages include a prominent CTA directly below the cover image, which you can (and should) update based on current campaigns and offers that support your business goals. Page admins or managers should review the list of standard CTA buttons available to business pages and select the best match.
Depending on the button you select, you can also launch a Facebook video, appointment scheduler or Messenger, direct users to a section within your page and auto-fill your email address or phone number.
As a best practice, update your CTA as often as needed to align with your Facebook advertising and marketing objectives and the content and ads published through your Page. Below are some recommended CTA buttons by business types:
- Restaurants – Book Now, See Menu
- Hotels – Send Message, Learn More, Watch Video
- Services – Make Appointment, Learn More, Send Message
- Corporates – Watch Video, Learn More, Sign Up
- Tours – Book Now, Watch Video
- Retail – Shop Now, See Offers
If you need help with setting up a digital marketing strategy for your business do contact us here.
3. Create an Eye-Catching Cover Image or Video
Needless to say, the Business Page Cover Image is prime real estate to feature attention-grabbing imagery and content for your business. If you’re not using this aspect of your page effectively, consider a refresh to help promote the most important aspect(s) of your organisation – products, services, offers – and align with your featured CTA button.
Facebook now supports 20- to 90-second videos in the cover image, which can increase engagement with an increasingly video-inclined audience. Take a look at some of our video productions portfolio here.
4. Leverage Recommendations and Reviews
One of the best ways to increase your brand awareness and gain new customers is by leveraging your existing customer or fan base. Help more people find your business and begin building social proof by adding Facebook Recommendations to your Business Page.
Beyond the original 5-star rating, this updated tool enables fans and followers to post text, photos and tags directly on your Page for others to see, providing feedback and offering details on their experience with your organisation.
5. Make the most of Messenger
Facebook Messenger is a great way to create meaningful relationships with your customers, enabling users to contact or message you directly through your Page.
And if you’re concerned about someone reaching out while you’re offline or unavailable to respond, don’t worry! Facebook has expanded the Business Page Messenger to now support 24/7 customer service and responsiveness. Once messaging is activated on your page, brands can create pre-set greetings and automated responses as well as to integrate Chatbots to support you in closed hours and still feel accessible to users with important feedback or inquiries.
6. Use Paid Ads
Companies are continuing to see diminished reach and results from the publishing of organic content under Facebook’s new algorithm. To help solve this dilemma, use Facebook’s robust advertising platform. Facebook Ads are an increasingly effective way to boost your page, extend the reach of your content and engage your target audiences. Ultimately, Facebook ads will enable your organisation to make the most out of your Facebook business page and Instagram accounts, and develop and nurture your community in 2019.
Be sure to read our upcoming blog on advertising – what it used to be and what it is now, and what you should know when setting up your advertising budget. For paid media services click here.
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