While Facebook is a fairly easy software to learn and navigate through, using it as a marketing tool can be complicated. From understanding its algorithm to creating engaging content, you’ll need all the help you can get your hands on to turn your Facebook marketing efforts successful. Here are the do’s and don’ts you need to know about:
The Dos of Facebook Marketing
To make the most of this far-reaching platform, you need to know what you must and must not do. Let’s start with the dos of Facebook marketing:
Learn All About the Facebook Algorithm
Understanding the Facebook algorithm is a must if you want your marketing strategies on the platform to succeed. This algorithm is what determines the content that will appear in users’ newsfeeds. Knowing how it works will significantly help you create the exact content that resonates with your audience.
Here’s a brief explanation of how the Facebook algorithm works:
The Facebook algorithm leverages a set of complex signals to identify which content to show to which group of users. It considers the following key factors to do it:
- Relevance – the algorithm checks for how relevant the content is to who’s viewing it. It bases this on their interests, location, gender, and past behaviors on the platform, among many others.
- Quality – the algorithm looks at the overall quality of the content. This can include factors such as image and video quality, authenticity, and readability.
- Engagement – the algorithm looks at the number of likes, comments, and shares a content receives. It also considers the time users spend engaging on a post.
- User Preferences – the algorithm considers the users’ preferences and settings. This can include the posts or groups a user has liked, followed, or engaged in.
- Time – the algorithm considers the time the content was posted.
With these and other factors, the Facebook algorithm calculates a relevance score for each post to determine which to show in a user’s newsfeed.
Create and Publish Engaging Content
This may not be the first on the list, but it is probably one of the most crucial. Creating engaging content captures the audience’s attention which can inspire them to take action. It also encourages interaction, likes, and shares, thus, widening your reach.
To do this, you first need to research and know who your target audience is. This allows you to craft content that will appeal to them. But it doesn’t stop there. You need to know the proper format, the frequency of the posts, and the correct time to do it.
Take Advantage of Facebook’s Targeting Options
When creating a Facebook marketing strategy, it’s essential to use all possible resources to help you succeed. This is why you must leverage the targeting options that the platform offers. Using them enables you to narrow down your audience based on age, gender, location, preferences, interests, and behaviors.
Doing so will assure you that your posts and ads will only be shown to those who will most likely to be interested in your brand. It also allows those that have previously interacted with your brand to be reminded of you. This is especially helpful as it will maximize your ad spending and your efforts in content creation.
Analyze Your Facebook Campaigns
To know if your efforts at Facebook marketing are producing positive results, you need to analyze them. Monitoring and tracking your performance will help you gain valuable insights into your campaigns. It will tell you which needs improvement, which you need to keep doing, and which ones you need to forget.
Analyzing your Facebook campaigns can help you make adjustments accordingly. You can set metrics such as engagement, reach, click-through, and conversion rates.
The Don’ts of Facebook Marketing
It’s also vital to know what you shouldn’t be doing with your Facebook marketing attempts. This way, you’ll know what mistakes to avoid upfront instead of learning them the hard way. Here are a few crucial points:
Spamming Your Audience
One of the biggest blunders any business owner can make on Facebook is spamming. This involves sending unwanted or irrelevant messages, posting too frequently, or flooding your followers’ newsfeeds with promotional content. This can be annoying to users and can be damaging to a business.
Instead, always be mindful and focus only on publishing content that brings value to your followers. Doing this will greatly help you build trust and loyalty among your followers and customers.
Ignoring Negative Feedback
At first glance, negative comments, reviews, and messages can be detrimental to your business. However, you should look at these positively, as you can use them to turn the tides in your favor. Do not ignore these. Take the time to write replies to them and let people see your side of the coin.
Not only will you be acknowledging the users’ concerns, but you’re also explaining the issue and providing solutions to them. Responding to negativity in a professional and constructive way lets you show your commitment to your customers.
If there’s one tactic you need to avoid at all costs, it is using clickbait. Many businesses do this as it can be a huge attention-grabber. However, it is short-term and can lead to many disappointed followers, customers, and prospects. It can damage your brand’s reputation, as clickbait is often misleading and deceiving.
Instead of letting yourself fall into the trap of using clickbait, up the levels of your content’s quality and relevance. Take the time to know what’s valuable for your followers and focus on creating these. Doing so will build trust and help establish your brand as trustworthy and an authority.
Facebook marketing may seem complex and challenging at first, but after you get the hang of it, doing these best practices will become customary. Make sure to explore to discover more and experiment to know what works and what doesn’t. And if you need amazing graphic design to use in your Facebook marketing tasks, Penji is here to help.