Any successful digital marketing venture involves social media marketing, and a big component of that is reaching out to leads via Facebook. With over 1.3 billion users who are active on a monthly basis, it would be a mistake to ignore the undefeated king of social networks.
However, one of the challenges of Facebook marketing is figuring out what kind of posts will be most valuable for your business. Posting relevant content that appeals to users is essential, and what that means can vary from market to market. Here are some tips for designing a Facebook posting strategy that will have maximum impact.
1. Keep sentences short and packed with information
Many users who log onto Facebook tend to scroll very quickly through their News Feeds, only stopping to pay attention when a few select words reach out and grab their attention. That is how striking your posts should be if you want to see a return on your Facebook marketing investment.
The key is to write short posts that are packed with enticing details. Keep in mind the old marketing advice that remains as true as ever: rather than pushing the features of your product, push the benefits that your customers will get from the product.
For example, if you run a coffee shop, you might create an advertisement like the following, with a mouth-watering picture to accompany it: “Trying to survive the blistering heat? Our revamped Iced Chai Tea, with exotic imported spices, hits the spot like nothing else! Come in and get refreshed this afternoon with a Free Sample!” In such a post, you’ve successfully identified your customers’ needs (refreshment on a hot day), made an enticing offer, and reeled in your prospects with a free sample–in this case, a literal “taste” of what you have to offer.
Other ways to write short posts full of impact include asking customers how they use your products, mentioning fun facts about your company and what goes into making the products, and providing simple ideas, in line with your industry, that will help make your customers’ lives more convenient, productive, or exciting.
2. Offer specific rewards for interacting with you on Facebook
One thing that tends to be successful in sparking interest is a sweepstakes. It’s a winning formula: by simply entering contact information, your Facebook followers stand the chance of receiving big prizes in line with their hopes and dreams.
For example, if you own a guitar store and you have a decent following, hosting a sweepstakes for a brand new Gibson electric guitar will have tons of excited customers sending in entries.
It doesn’t always have to be a sweepstakes, but the idea is simple: make sure that, every now and then, you’re giving your customers something tangible or substantial as a simple benefit of interacting with you through Facebook. It could be as grand as a $3,000 musical instrument or as simple and resource-conserving as a short, free ebook that offers helpful information.
3. Link out!
On Facebook, it’s great if you can manage to get your leads to slow down and look at your posts, but the very next step should be to link out to other content. If you consistently include links to a medium you control–such as your blog or website, or a lead-capture page that allows viewers to provide their email addresses in exchange for a newsletter or a free gift, as suggested before–you will give people a chance to experience your product and your company without distractions.
A good way to do this is to lead with a compelling point from your blog or other media you produce, such as infographics, videos, or podcasts (each of which, depending on how relevant the tool is to your business, you should look into). For example, if you offer a career planning service and you’ve recently blogged in-depth about the essential traits of successful job candidates, you might craft a Facebook post such as the following: “Employers get excited when you show them your affinity for teamwork, your creative mind…and four other fundamental traits. Find out what they are, and learn how to demonstrate them on interviews: [link].” A post like this can easily convince the eager job-seeker to click through and learn more.
Facebook marketing is an important way to get your message “out there” to the people that are most likely to buy your product or service. By crafting short but powerful statements, providing rewards for interaction, and linking out to compelling material on your own web presence, your social media marketing efforts will result in more fans and more sales.