Although statistics indicate that the balance is tilting in favor of tools like Instagram and Snapchat among younger generations, Facebook still dominates the market. With 1090 million users logging in daily (a year- on-year increase of 16%), Facebook continues to be the most popular social network. This figure is more marked in mobile devices, where Facebook tops the list with 77% of all social media session starts.
If you want to ensure that the contents of your company reach the eyes and ears of consumers, having a strong presence on Facebook is essential. But to get themostout of your Facebook page (that is, attract and captivate visitors, drive them to your website and turn them into sales opportunities and, ultimately, customers), you have to optimize your Facebook presence.
We know that learning all the functions of various social networks can be quite a feat and can take a long time, especially if we take into account that every two-three are added, eliminate and modify features.
To help you get ahead of these moves, we’ve compiled a tip sheet that will help companies and marketers get the most out of Facebook.
Let’s do it!
1. Create a company page; not a personalprofile
First, you must create a company page (andnota personal profile) that represents your brand. The pages look like personal profiles but have exclusive tools for companies, brands and organizations. Your followers can “like” the page to see updates in their news section, something that is not possible to do with personal profiles.
With this, not only will you be able to increase your company’s potential on Facebook, it is even against Facebook’s Terms of Service to use a personal account on behalf of something other than a person, as in the case of a company. If you have already created a profile for your company, you must convert it into a company page.
- Claim a custom URL for yourpage.
Once you have created your company page, it will be assigned a random number and URL. For example, facebook.com/pages/yourbusiness. To make your page easier to share and find, you must create a customizable URL, such ashttp://www.facebook.com/petssea.
- To create a custom URL, log in to Facebook,go
tohttps://www.facebook.com/username/and follow the instructions.
- Use a shocking coverphoto.
The design of Facebook pages allows you to place a cover photo of 851 x 315 pixels at the top of your company page. You should optimize the cover photo to capture the attention of new visitors, encourage them to explore your page and learn more about your brand, and optimize the page for the Facebook mobile app; and all this respecting the guidelines for Facebook pages.
- Add a recognizable profilephoto.
Choose a profile photo that your visitors can easily recognize, such as your company logo or an image with your face if you are an advisor or your company is one-person. Being easily recognizable is extremely important for people to find you and “like” your page, especially when searching for Facebook. Your profile picture appears at the top of the Facebook page and is the thumbnail image that is displayed next to all the updates on your page, so choose wisely.
When choosing a photo, keep in mind that the dimensions of theprofile photos on Facebook are 180 x 180 pixels (although the photo will have 160 x 160 pixels on thedesktops).
- Optimize the “information” section (especially thepreview).
The “information” section is one of the first places that people see when they visit your page. There is a preview on the left of the page, below the profile picture. People can also see the entire section by clicking on the “information” tab at the top of the page.
Make sure to optimize the preview section on the left of the page with brief but descriptive information to give visitors an idea of what your page and your company is about before deciding whether to “like” it. The text will be extracted from the “brief description” that you provide in the complete “information” tab.
We show you a video example of the marketing software company Wistia:
To edit your own “information” tab, click on it, hover over the section you want to edit and click on the pencil icon.
- Get the badge “high response level tomessages”.
If you respond quickly to most of the users who send you messages on Facebook, you can get the badge called “high response level to messages”. You will see the badge below the cover photo if you have had a response rate of 90% and an average response time of 15 minutes in the last seven days.
If you reply to the messages but you have not managed to obtain the badge, Facebook will still show your response rate to visitors. Here we show you an example of theZappos page:
If you do not respond to messages so often, nothing will appear. So, even if you do not answer is not the end of the world, having that badge will let users know that your company is attentive to their needs and cares.
The characteristic “milestones” allows you to highlight some of the main achievements of your company, such as prizes won, product launches, important events and other recognitions. The most recent milestones will be published in your biography and users will be able to see them in the “information” tab.
To add milestones, click on the “biography” section of your page and then click on the “offer, event +” option in the page update composer near the top of the page.
8. Choose a call to action button(CTA).
In December 2014, Facebook added an extremely practical feature: the option of placing a simple call-to-action button at the top of your page.
You can choose from seven predesigned button options (“register”, “buy”, “contact us”, “reserve”, “use application”, “watch video” and “play”) and link them to any website that aligns with the objectives of your
company. You could link it to your home page, your landing page, a contact sheet, a video or any other place.
Note:The CTA buttons do not appear in the Facebook mobile app, so avoid integrating the design of your cover photo with your CTA or you could confuse users of mobile devices.
10. Create custom tabs on thepages.
The default tabs you’ll see on your page are “start”, “information”, “photos”, “I like” and “more”, but Facebook allows you to create and use
custom tabs. Basically, these resemble landing pages within your Facebook page or calls to action where you can present the information you want, from success stories to marketing offers and other current promotions.
They are at the top of the page and allow you to guide your visitors to do what you have planned for them on your page. For example, if you are hiring staff, you could create a custom tab called “employment” and link to the employment page of your website, as Zendesk has done on your page:
11. Prioritize quality overquantity.
Two questions we frequently receive about the posts on the Facebook company pages are “how often should I post to Facebook?” And “will publishing frequently help me reach more people?”
In a word: no. At the end of the day, the level of visibility of your publications in the news section of the users is closely related to the quality of these publications. Facebook’s algorithms are designed to filter out irrelevant publications and allow only high-quality content to be shown to users.
So do not overwhelm your customers with content on Facebook and be more selective with what you post. Spend more timecreating betterpostson Facebook instead of focusing on quantity. Remember: the job of a marketing professional is to publish content on social networks that is interesting, entertaining, useful or relevant to the audience. This means choosing relevant topics, writing texts that delight the audience and posting persuasive images andvideos.
12. Post at the most convenient time for youraudience.
Another frequent question is: what is the best time to post on
Facebook? Unfortunately, there is no single correct answer. According to the companies, the convenient days and times to publish may vary. The most effective time to publish depends on your audience’s use of Facebook, the region you are targeting, the content of your posts (eg, fun or serious) and your goals (eg, clicks on the front). sometimes shared), among other factors.
That said, there are some studies on the most opportune moments to post on Facebook.
- The best time to post on Facebook is Wednesday at 3:00
p.m.Other effective schedules are Saturdays and Sundays between 12:00 and 13:00; and on Thursdays and Fridays, between 1:00 p.m. and 4:00 p.m.
- Interaction rates are 18% higher on Thursdays and Fridays, while on weekdays, between 13:00 and 16:00 the highest clickthrough ratesare usually observed. On Fridays, the use of Facebook increasesby
10%. Since people tend to feel happier on Fridays, Neil Patel suggests publishing funny or optimistic content to be in tune with the mood of the audience.
- According to a SurePayroll research, the worst moments to post on Facebook are the weekends, before 8:00 and after 8:00p.m.
Consider these data as a general guideline and use them in your favor to find the optimal publication times for your company.
13. Publish the best content of yourblog.
For companies, social networks continue to be governed by content. In the case of B2B companies, in particular, social networks can be transformative due to the smaller size of the base of potential customers and the higher average prices.
The job of a marketing professional is to publish content on social networks that is interesting, entertaining, useful or relevant to the audience. Start filling the biography of your page with the most prominent and useful content of your blog posts, and choose this content yourself.
If you are short of resources but have a business blog, you can try connecting your blog with self-published links so that the new content of
the blog is published automatically. Many blog publishing platforms, such as WordPress and HubSpot, automatically offer this feature in their software; you just have to activate it and synchronize it with your
page. However, we recommend you do not abuse this function. It is fine to automatically publisha partof the content, but also make sure that there is a person of flesh and blood publishing and interacting with your followers.
14. Make sure that the meta descriptions of the blog posts arecomplete.
Have you noticed that when you post a link on Facebook, it has a brief description as well as an image?
The description is extracted from the meta description of the page, which refers to the HTML attribute that explains the content of a certain web page. It is the brief description that you see on a results page in the search engine and that gives you a “preview” of the page, and it is also the text that Facebook will automatically extract to complete the description of a post.
If there is no meta description, Facebook will extract the first text element that it finds, which is not convenient if you want to offer a good experience to the users. In addition, meta-descriptions give you the possibility to “sell” to visitors what you offer: informative content of great value.
The meta description must be attractive enough for people to click on the link, and it must be 155 characters or less.
15. Remove links from the text of the publications.
Shorten the text by deleting the horrible long URL that you share in your post.
The space of your publication is valuable, and you must make sure that the characters you use are used only to capture the attention of your readers. In addition, any user can click on the title or the reduced view that is generated for a URL and that leads to the publication, to the website or to any URL from which you have placed the link. So you do not need to include it in the text of your publication.
16. Publish your most attractive visualcontent.
The new design of the Facebook biography page highlights more visual content, such as images and videos. After all, Facebook posts that contain images get 2.3 times more interactions than publications without
images. In one study, it was found thatFacebook posts with photos received more interactions than any other type of publication, and constituted an incredible 87% of total interactions.
For this reason, publishing visually appealing content is one of the most important steps you can take to improve your Facebook strategy. Use this in your favor and publish the best visual content you have on your Facebook page, or make the effort to visually improve the content you already have created
A successful strategy for social networks often includes photos, videos and screenshots of infographics and other types of graphics. In addition to being pleasing to the eye, it is important that the visual content is attractive and relevant to the audience.
Do you want another reason to publish a lot of visual content? It will help you complete the “photos” and “videos” tabs, which are automatically added to all Facebook pages. It is recommended that these sections be plagued with visual content when people click on them.
17. Make sure your images have the properformat.
Do not publish images just because. If you want to offer users the best possible experience, you have to optimize your Facebook images so that they have the corresponding size and dimensions (click here to downloadphoto templates with default sizes for Facebook and other social networkstotally free).
- Cover photo:851 pixels wide by 315 pixelshigh
- Profile photo:180 pixels wide by 180 pixelshigh
- Featured image:1200 pixels wide by 717 pixelshigh
- Shared image:1200 pixels wide by 630 pixelshigh
- Thumbnail image of shared link:1200 pixels wide by 627 pixels high
18. Publish videos (especially livevideos).
Those who work on Facebook know that users love watching videos on this network. The number of people watching video content grows at a dizzying pace:between April 2015 and November 2015, the number ofvideos seen daily on Facebook doubled, from four billion plays per day to eight billion.
Facebook constantly modifies the way in which the algorithm measures people’s interest in video content on Facebook, but the key is to publish videos that are as attractive as possible; especially, the first seconds.
Why? Because although videos on Facebook are automatically played in the news section of people, they will be soundless until the user activates the volume. The more captivating your video, the more you will get people to see it. If you make people spend more time watching your video, it will be better classified in the news section, becauseforFacebook, some of the signs of user interaction with the videosincludetaking time to watch the video, activate the audio , switch to full screen mode or enable high definition mode.
In a constant effort to promote video content in the “latest news” section, recently Facebook launched Facebook Live, a live video transmission service that allows live videos to be transmitted from a mobile device directly in the “latest news” section of Facebook. Take advantage of Facebook Live, since Facebook classifies live videos better than other videos and types of publications.
19. Use Facebook statistics.
Facebook statistics are an internal analysis tool that allows you to measure and analyze your presence on Facebook. The tool offers administrators of Facebook pages statistical data on visits to the pages and interactions, which allows you to understand what content is attractive or not for your followers.
Access the statisticsof your pagein or by clicking on the “admin panel” of your page. We have also published an informative post with video that shows you how to analyze Facebook statistics to improve your content strategy.
You can create custom tabs by logging in, visiting your page, clicking on the “plus” tab and selecting “manage tabs” from the drop-down menu.
Visibility advice in the “latest news” section
20. Program the publication of your posts inadvance.
The struggle to try to publish content on Facebook is not a new phenomenon. We have meetings. It is getting late. Problems arise. That’s why you should use a third-party application for Facebook, such as HubSpot’s social media publishing tool, to schedule your Facebook (and other social media) posts in advance.
First,download our free calendar template for social media contentthat will help you plan your posts in advance. You can complete it on the same day and at the same time each week to prepare the content for social networks next week. Next, use the third-party application for Facebook to schedule your posts.
However, as we warn about the functions of automatic publication of posts on Facebook, it is not advisable to abuse this feature. Do not fall into the trap of making your page look like a robot and make sure you also actively interact with your followers.
21. Add social media buttons from Facebook to your blog andwebsite.
Adding social media buttons from Facebook will help encourage visitors to your website to also connect and interact with you on Facebook. In addition, you will divulge your content and increase its reach.
The Facebook “follow” buttonallows you to expand the reach of your page, as it makes it easier for site visitors to “like” your Facebook business page with a single click. It shows the number of “I like” that your page has and the faces of the people who already follow you, with which it uses the social demonstration to improve itseffectiveness.
- To customize the button, go
tohttps://developers.facebook.com/docs/reference/plugins/follow/and follow the instructions.
The “I like” box on Facebook
allows you to promote your Facebook company page on your website and blog, highlight other users who have already “liked” your page, show your followers count and post recent posts on your page. With a single click, people can “like” your company page without even leaving your site.
- To generate the “Like” box on Facebook for your website,go
tohttps://developers.facebook.com/docs/reference/plugins/like-box/and follow the instructions.
The “Like” button on Facebookallows people to express liking for your content. By clicking on the “like” button, a story appears in theuser’s biography and in the “latest news” section of your friends with a link that leads to your content, whether it’s a blog post or a specificlanding
page. (Note: This button does not allow you to add personalized messages to the links before sharing them.) In order for users to add a personalized message, they must use the “share” button on Facebook, as explained below.
- To customize the “like” button on Facebook,go
tohttps://developers.facebook.com/docs/reference/plugins/like/and follow the instructions.
The buttons to sha
re content on Facebookwork in a similar way to the “like” button in the sense that they allow you to share your content in the biography and inthe news section of other friends, but they also allow you to add a comment or a message to the link when it isshared
- To generate a button to share content on Facebook,go
tohttps://developers.facebook.com/docs/plugins/share-buttonand follow the instructions.
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Advertising tips on Facebook
23. Choose the appropriate advertising tool. (Probably, the admanager).
Facebook offers two different tools to create a paid ad: theadmanagerandPower Editor. Power Editor is usually more suitable for large advertising companies that seek to have precise control over many campaigns. If your company does not fit that description, the ad manager works excellently for most companies. Discover which option is best for your business based on the size of your company and the number of ads you plan to publish at one time.
24.Use Audience Insights to learn more about youraudience.
The best ads on Facebook are relevant and high quality ads, which fit perfectly to the environment of users on Facebook. Get more information
about your customers and prospects with Audience Insights, which can be found in the navigation menu on the left of the ad manager on Facebook.
The tool will help you target your ads more effectively and learn more about your audience, even if the advertising is not aimed at it. How? The data can help you create stronger consumer profiles, create more engaging content, and discover key information for your research about the competition.
25. Try several versions of the samead.
Launching a single campaign will not give you a lot of work in terms of finding your audience, optimizing your ads and, in general, seeing if Facebook advertising is effective for your company. You have to be able to run several campaigns (and be willing to do so) in order to try and experiment with different parts of the same campaign.
First, try the orientation using a simple ad and a basic image,as suggestedby Brian Carter of Convince & Convert. “Often, there are at least five to ten ways to target prospects,” he says. “Find one or two audiences that generate the most conversions with the lowest cost per sale opportunity.” In order to reach a wider audience and experiment with it, you must invest a reasonable amount of money in your campaign. Our BuzzSumo friends suggest that the figure be in the range of thousands of dollars. The reason? Ads on Facebook reward you for trying more ads and orientations. While the cost per click does not change much with ads on Google or LinkedIn, ads on Facebook cost much less if you try them diligently.
Then you can try the creative side of the ad in the images, headings and text. Try between 20 and 25 variations on the target audiences you’ve already experienced: “You will not have learned how to advertise well on Facebook until you have created between 15 and 20 ads,” says Carter.