The business building power of Facebook

The business building power of Facebook

Martin Cox

The ubiquitous influence of Facebook on the way we communicate as individuals and as businesses is undeniable.

With a host of new features that enable businesses to connect with target audiences, Facebook is no longer just a place for estranged uncles to have their say on your new profile picture. It’s an increasingly powerful and transformative marketing platform and, consequently, it’s imperative for businesses to learn how to optimise Facebook’s commercial tools for maximum benefit.

There are millions of active and engaged users on Facebook and 1.3 million pieces of content posted every minute of every day—which means there is not only a vast potential audience out there, but also an enormous amount of information competing for attention. Therefore, it’s never been more important to nail your Facebook strategy and make the platform work for you.

Here are our top tips to ensure you stand out from the masses:

1. Share your knowledge

The time has passed for pure sales-driven content. Consumer expectations and buying habits have evolved—the modern consumer no longer responds well to traditional advertising. Raised in a digital, media-saturated world, these modern consumers are digital natives—with 84% of them not trusting traditional advertising.

For businesses looking to grow their customer base via Facebook, it is vital to build trust. One way to build trust with your audience is to be generous with your expertise and consistent with the information you are presenting to them.

It’s also crucial to ensure you are building your community by posting content that is not only informative, but drives engagement—think funny, shareable videos or interesting infographics.

Building this community and trust means that when you do post call-to-action sales content your audience will be more likely to respond positively. Take Shopify’s Facebook page—they have a balanced blend of informative articles, light hearted content, high quality images, videos and call-to-action posts that effectively engage their community.

2. Good copy, bad copy

Creating compelling copy is paramount. Don’t sabotage yourself by using a weak hook or overwhelming your audience with a wall of text—you want to grab their attention, and keep it.

Click through rates play an enormous role in organic search and Facebook algorithms, determining whether your content is seen or not. Here are three simple hacks to improve your writing:

  1. Cut the verbosity. Copywriting is not fine literature. You may fancy yourself a poet, but flowery language will only confuse your readers.
  2. Break up your content so it’s digestible—nothing scares people off faster than a giant block of text. Bonus tip: the Facebook algorithm highlights posts on which users click the ‘read more’ button.
  3. Keep your headings short and sweet.  

DO Copy image

3. Less is (sometimes) more

It can be a consistent challenge to curate quality content: from creation to copywriting to scheduling, not to mention subsequent engagement and monitoring. It’s a time-consuming process often without a measurable ROI, and can leave many small businesses disappointed and puzzled about why there isn’t a direct correlation between posting frequency, engagement and reach.

It’s important to consider Facebook’s algorithm for delivering content to users—case studies have shown that Facebook has an easier time delivering one piece of content to your audience than multiple pieces. We suggest investing in higher quality, meaningful content and experiment with a once-a-day content schedule to see how it affects your reach and engagement.

4. Keep up with the trends

Facebook is an ever-expanding landscape—it’s important to stay abreast of new features and changes to existing functionality. Here are a few trends that could be the key to unlocking your online success:

  1. Messenger bots: There are numerous “bots” that can be used to automate your customer service by providing quick answers to common questions, accepting orders, or sending the latest news.
  2. Video: 44% of small-to medium-sized business owners marketers planned to invest in their Facebook video content in 2017. Audiences respond to video content, so if your brand isn’t already investing in video that is optimised for Facebook, it’s time to start.
  3. Stories/Facebook Live: Storytelling is powerful. Your content marketing can become more effective through an engaging narrative because it ties your brand to experience and memory, which helps audiences feel an emotional connection to your products.
  4. Groups: Don’t underestimate the value of creating or using groups. Use the ‘Group’ functionality to create community, or enter existing groups to educate and share expertise with kin businesses.

Facebook should be an integral part of your marketing strategy in 2017 but we know it can be downright difficult to understand how to optimise your approach. Sharing your knowledge, building community, investing in your copy, refining your content strategy and paying attention to the latest trends are a few ways you can begin to play (and win) the Facebook game.

If you’re looking to up the ante and make social media waves, here at DO we help to transform businesses by delivering expert social strategy and developing the right content for your brand. Get in touch.