No online marketing mix works anymore without social media. And no other network can be used as effectively for brand building, customer loyalty, and reputation management as Facebook. In addition to the very large reach, the reason for this is the many advertising opportunities offered by the social network. But only if you make the most of these opportunities will you benefit from Facebook as a marketing tool. We have collected eight Facebook marketing tips with which you can optimize your presence and get the most out of the online channel:
1. The Basics For Facebook Marketing
The basics for success on Facebook is a professional Facebook fan page. Therefore, you should take your time to prepare the company website in the best possible way. This primarily includes the provision of all important information. In addition to the location and opening times, details such as the product range or the founding history are also of interest to users. A fully completed profile with relevant background information also makes a serious impression. The pictures should also be professional and of high quality. For profile and cover pictures, you should pay particular attention to the ideal resolution and suitable dimensions.
2. Network All Channels
If you want to use Facebook as part of an online marketing mix, you should create synergy effects and coordinate the individual channels with one another. This includes linking the channels - especially references to the company website. Because these are used to generate social signals (user signals), which are important for Google and thus also a factor for search engine optimization. Lively comment columns and active share counters suggest relevance - both for Google and for website visitors. As a social media manager, you should ensure that all content can be shared quickly and easily, and communicate directly to users which social networks you are using. Classic measures are:
Share buttons (social plug-ins)
Linking of the individual channels via buttons
Facebook page plugin
RSS feeds and bookmarking services
3. Don't Forget Your Mobile
According to current figures, Facebook has around 1.88 billion active users (as of March 2021). Over half of these users only use Facebook on their mobile devices. These numbers speak for themselves and also for mobile optimization in the area of social media - starting with layout and images. Facebook specifies the exact dimensions for the profile and cover picture. If the images are optimally displayed on all end devices, the length of the text and the contribution images matter. Mobile Facebook users have a small attention span and a so-called "quick thumb" - anything that is not noticed or interested in the first second is scrolled away. All contributions should therefore be concise and offer meaningful images.
4. Increase Fan Base Engagement
How successful a fan page is is measured by the number of Facebook likes? Not really. Because a “like” is only beneficial for a company if the fan is also active. Unorthodox Facebook marketing practices such as bought Facebook likes are therefore not an option, because a large number of “fans” alone does not provide any reach. The aim must be to win fans and at the same time motivate them to interact. The engagement of your fans is increased through relevant content. If you keep an eye on current trends and the tendencies of the community and react to them, you will quickly gain new fans - and with them also in reach. Because individual fans quickly become multipliers (if they share your posts) or influencers (if fans themselves reach a large target group via their private page).
5. Communication and Interaction
Your own Facebook page is ideal for disseminating information and news. You should not only use the platform for the mere announcement of information but also react to inquiries and create a dialogue. By responding to inquiries and offering precise solutions with clear added value for Facebook users, you strengthen customer loyalty as a company. Interaction can be achieved, for example, through competitions or surveys. The latter has another interesting effect: if you include Facebook fans in decision-making processes, you not only create customer trust, but you also gain valuable information about what customers are hoping for from the company.
6. The Right Timing
Basically, Facebook Marketing is a 24/7 project. But thanks to practical social media management tools that post time-controlled posts, no employee has to sit in front of the PC around the clock. Nevertheless, the time aspect plays an important role on Facebook. On the one hand, it's about regularity: Orphaned pages, on which no new articles have been published for a long time, appear unprofessional and dubious. On the other hand, it's about the right timing: In order to achieve maximum visibility, you should ideally post when most of the fans are also online. Experience and studies often help. If you want to be on the safe side, use tools like Fanpage Karma.
7. The Video is The New Selfie
Not least thanks to the introduction of the new video player from Facebook (including with autoplay function), the use of videos on the social media platform is worthwhile. This way, companies quickly gain the attention of the target group. Moving images also create an emotional level of communication and enable a professional presentation of products or services. In addition, Facebook offers the ideal breeding ground for viral video hits: the best examples of recent years are the so-called Ice Bucket Challenge or the Harlem Shake.
8. Advertise with Facebook
If you don't manage to gain the desired number of fans with organic measures, there are still paid advertising options on Facebook. With the help of Facebook ads, companies specifically address the target group and focus on individual content. Popular advertising media are page-like ads or page post ads. You can find detailed information about Facebook ads in our guide.
Rely on a Web Marketing Mix
Facebook is an influential platform and might give companies great reach - especially after you take our Facebook marketing tips under consideration. Nevertheless, one should see the social network and social media marketing normally as a part of the marketing mix and not as its center. like other social networks, the reach is merely "borrowed". As an externally controlled system, Facebook is in a very certain way unpredictable. Companies should definitely use Facebook, but see it joined of the many sources of traffic.
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