Are you feeling challenged by your Facebook marketing right now? Well, you are not alone. As news feeds become increasingly crowded and Facebook’s algorithm updates make it increasingly harder for brands to reach their audience organically, a lot of brands are responding by posting more content to Instagram according to research firm L2. But even with the crowded news feed and changes in algorithm, Facebook still has opportunities for brands.
Here are some of the top tactics that brands are using right now on Facebook to get in front of their targeted audience.
POST NATIVE VIDEOS
The number one strategy for Facebook marketing right now is native video.
According to Facebook queen Mari Smith:
“Let’s talk about video: Facebook is absolutely taking traffic from YouTube right now with video. What happens with autoplay, it’s all psychology. They come in through your newsfeed, start to see a tiny bit of movement, boom, it draws them in. They’ll stop and play your video. Make it short, quick and easy, with a call to action.”
Socialbakers, a social media analytics company, analyzed more than 670,000 posts by 4,445 brand pages and found that video posts had an organic reach of 8.71% which ranks far higher than text only status posts which came in at 5.77%, link posts at 5.29% and photo posts at 3.73%.
When it comes to posting videos on Facebook use the following tactics:
- Post it natively. Don’t copy links from YouTube and Vimeo as posting it natively tends to provide the best results.
- Choose a featured video. Facebook allows you to pick one featured video that gets a prominent place on your page.
SHARE QUOTE PHOTOS
People love photos and there are numerous studies that have proven that photo posts get more engagement than text only posts. And quote photos is a Facebook marketing tactic that is still going strong. Mike Gingerich, writer at Social Media Examiner states, “People love inspirational quotes that motivate them or elicit a particular emotion, which in turn can lead to post interaction, especially shares. A Facebook share plays a huge part in social proof and can result in many new friends of fans finding (and liking) your page. These new eyes are an opportunity for you to start the relationship-building process.”
TARGET YOUR ORGANIC POSTS
With the recent algorithm updates at Facebook, odds are your organic posts are reaching a more limited audience. Why not make sure you target your posts to the exact audience you have in mind?
Targeted used to be more of an ads feature but since Facebook rolled out new tools for publishers, more brands are experimenting with targeting audiences even for their organic posts. Social Media Examiner did some experimenting with this but got mixed results. They did discover that some targeted posts “definitely had higher engagement than posts that didn’t use targeting.” Conclusion: this tactic seems to have potential especially for smaller brands.
USE YOUR CTA BUTTON
In late 2014, Facebook introduced a call-to-action button designed to bring your brands most important objective to the forefront. Get the most from new visitors who land to your Facebook page by enabling this feature. Currently the following calls to action are available:
- Book Now
- Contact Us
- Use App
- Play Game
- Shop Now
- Sign Up
- Watch Video
Get more engagement from your Facebook marketing by letting visitors know exactly what action you’d like them to take.
TRY OUT FACEBOOK DARK POSTS
Want to try out different posts to see which types resonate most with your target audience? Then try dark posts. These posts allow you to create a post that does not appear on your page’s timeline but instead only goes to a select audience of your choosing. With dark posts you can create three or four difference versions of your posts to see which performs best without flooding your timeline with each and every variation.
To use this tool, click on Power Editor in the left column of your Facebook ads manager (this is only available in Chrome). Then click “Download” to Power Editor at the top of the page to download the accounts you want to manage. From here use the detailed instructions by Strata Blue to finalize your dark posts.
FOCUS ON YOUR KEY TOPICS
Learn what Facebook posts are currently working for your Facebook brand page. BuzzSumo is a great tool to learn which keywords and pieces of content over the past six months to a year to see which ones have performed best across your social media networks. Then filter by Facebook and you can see what has worked for you in the past and what can work for you in the future.
INCREASE YOUR POSTING FREQUENCY
Counter your lowered Facebook reach by increasing the frequency of your Facebook posts. Dennis Yu on Social Fresh observed that total interactions per day on Facebook increase linearly with posts by day. Additionally negative feedback doesn’t seem correlated to posting more frequently which means that posting more shouldn’t increase negative feedback.
STAY CURRENT WITH TRENDING TOPICS
Facebook is getting better when it comes to real-time trending topics so make sure to capitalize on this by staying up-to-date with what is trending. Like Twitter and Instagram, you can boost awareness and engagement by capitalizing on current trending topics like the post below by Jeff Goins. As you see new trending topics, get creative with posts for your page that incorporate these trending topics.
There is no doubt that Facebook marketing is getting to be a more difficult place for brands than in the past but brands can still have success. One surefire way is to keep testing different strategies. Facebook offers the following as a guiding strategy:
Organic content still has value on Facebook, and Pages that publish great content — content that teaches people something, entertains them, makes them think, or in some other way adds value to their lives — can still reach people in News Feed. However, anticipating organic reach can be unpredictable, and having a piece of content “go viral” rarely corresponds to a business’s core goals. Your business will see much greater value if you use Facebook to achieve specific business objectives, like driving in-store sales or boosting app downloads.
Most importantly, it’s important to continue trying new Facebook marketing tactics and stay up to date on the ever-evolving changes at Facebook for brands.
About Alan Moore: Alan started his career in 1999 as an Marketing Consultant and is the owner of www.ExtraPatients.com. Over the years, he has migrated his focus of expertise to everything digital. His mission is to help you increase your revenues and decrease unproductive advertising expenses through proven, online marketing strategies. He manages over $3,600,000 in yearly marketing budgets and has worked with local businesses, agencies and the US government. Give him a call to schedule a Free Online Marketing Consultation for your practice.
To read more of the article that inspired this blog, please visit:http://www.searchenginejournal.com/post-facebook-12-facebook-tactics-working-right-now/130537/