Content marketing is an excellent way to bring attention to your company, build awareness of your brand and potentially boost your bottom line. Add Facebook into the mix with, at the time of writing, over 1.86 billion active monthly users worldwide (from Facebook’s own statistics), and you really can skyrocket your results.
Even 0.1% of that audience could massively increase your website traffic and your sales. Not only that, but content marketing is easy on the budget – a bonus if you’re just starting out and money is tight.
With such a lot you could do on Facebook, from posting on your company page to joining suitable groups, where do you start?
1. Building your audience
While, of course, you want to get your content out there, grab attention and drive traffic to your sales funnel, before you can do any of that, you need an audience.
There’s no point at all in writing the best articles on the internet if you have no followers, Likes or Facebook friends.
Having said that, it isn’t enough to simply get any old followers, and buying Likes is an exceptionally bad idea as there’s very little chance they will be targeted.
What you really need is to build a targeted and highly engaged audience that loves your brand and your products or services – the raving fans that will comment on your posts and, more importantly, share them, giving you engagement with new audiences that you might not otherwise have reached.
Quick tips for building your audience:
• Promote your Facebook page in your email signatures and on your website
• Ask for likes on your other social media platforms
• Put your Facebook page in your author bio on any guest posts you write
• Use Facebook ads to promote your page to new audiences
• Run contests to encourage people to like your Page
2. Length of posts
Early in 2017, BuzzSumo did an analysis of over 800 million Facebook posts from 2016.
What they found was that very short posts of 50 characters or less had more engagement than longer posts, but that if a post linked to content outside of Facebook, people were more likely to engage if the link was to longer content.
Lessons from that? Get to the point when you post on Facebook; think about what you can say that will make your target market more likely to click, read and share; and use appropriate hashtags (more on that below).
Sharing on Facebook is a perfect way to drive traffic back to your website and get eyeballs on your best, authority-building content.
When you do share, however, make your posts enticing with great copy, interesting images to draw attention and an excellent headline. Be wary that cheesy, clickbait headlines that don’t actually relate to the content you’re linking to aren’t helpful. Well, unless you really want to come across as untrustworthy.
Don’t be afraid to use Facebook ads to promote your most popular posts. You can target your competitors’ audience, target by country, gender and a whole host of other criteria to make sure you reach the people in your target market.
While it would be ideal to be able to say ‘post at ‘X’ am and ‘Y’ pm 3 times a week for the best results’, the truth is that it’s different for every business.
Facebook Insights can show you when the highest number of your fans are online, which gives you a head start, but you do need to think about where you are targeting and what you want to achieve with your posts.
While you won’t want to entirely automate your social posting, tools such as CoSchedule, Meet Edgar and Hootsuite can help you schedule your posts ahead of time, saving you hours of manual posting, and the analytics on these platforms are superb, and can help you find the posting times that work best for you.
Clicking a hashtag on Facebook will bring you to a page listing everyone who made a post with that hashtag. Brilliant if you’re a user looking for information on that subject, and potentially helpful if you’re a marketer trying to reach that audience.
Using a hashtag on your posts adds you to the conversation and, particularly if it’s a trending topic, your posts could be seen by millions who wouldn’t otherwise have found it.
So what to do? Again, it comes down to checking your statistics and knowing your audience. Do they use hashtags? If so, they’re more likely to engage when you do.
As with much of social media, the best thing to do is test and keeping testing to see what works for you.
Images and videos can make your posts stand out on Facebook. In a fast-moving stream of posts, the right image or video can catch attention and get people reading and commenting on your content.
If you vary your posts with a good mix of text only, video, images, memes and Facebook Live, you’ll have an attractive engaging page which keeps your target audience engaged.
While you do have to pay to use many images, with sites like Unsplash offering free to use high-resolution photographs, there’s really no need to miss out on brightening up your page with eye-catching pictures.
Content marketing via Facebook can give you incredible results, drawing attention to your brand, building authority and trust, and bringing in new audiences.
With Facebook’s ever-changing algorithms and push to make brands and pages use Facebook ads instead of relying on organic engagement, it can seem impossible to get good results, but it is simply a case of showing off your brand’s personality in the right way for you.
Provide great content; mix it up with images, memes, and videos; cross-promote across your other social media; test everything; and most of all, make it fun!