Bad content, boring filler, polls, contests and coupons – Facebook audiences are suffering content fatigue as businesses seek new ways to increase audiences without thinking about customer needs. Over these two sessions we’ll look at examples of what rocks and what sucks about Facebook marketing, and how organisations can stand out from the crowd, maximising engagement through great content and innovative ideas, rather than resorting to undercover tactics.
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3. Mix up the content types
Status updates
Links (to your website and to other relevant sites)
Photos
Videos
Offers
Funny
Informative
Relational
Organisational
Questions
Quotes
Quizzes
Competitions
4. Re-post content from the past
Many of your fans are unlikely to have seen all your content (only
half your fans are likely to be on Facebook in any given day), and
people have short memories or are busy the first time round.
Re-posting old content (especially from several months/years ago)
saves you the time of creating something new, and gets more value
from your digital assets
Be careful not to flood though
6. Do make it personal
Respond to comments by tagging the person you are
talking to.
Sign off with your name
7. Use images
Images occupy lots more real estate
Photos consistently result in more engagement
The eye is drawn to images
BUT they have far less organic reach so only use them if they are good
8. Make the most of your photo albums
Highlight key images
Select your album cover image
Go to Photos>Album>Edit>Hover
over photo>Select
dropdown>Make Album cover
Create a custom album cover to
introduce the content
9. Upload video directly to Facebook
You get more real estate in the newsfeed
They will surface in your Apps
10 minute max
Video uploaded
directly to
Facebook
Video link from
YouTube
10. Don’t blow your reach by posting two things together
This isn’t Twitter!
The Edgerank juice on the later posts gets
dissolved by the most first
Flooding the newsfeed is going to get you
Hides and Unlikes
Use the scheduling tool instead
This is also an example of why it’ good to
vary content – 4 links in succession?
11. Jump on memes and make relevant to your industry
Be aware that FB
now penalises
spammy memes
12. • Funny posts enjoy higher reach and engagement
• Try to make them relevant to your market
Use humour
Reach %
Amplifica
tion %
Engagem
ent %
Not Funny 30.61% 3.73% 2.97%
Funny 51.66% 19.33% 21.33%
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
Effectiveness
Musicademy Funny
13. Behind the scenes content
Such insights humanise a brand and help fans to feel more on
the inside
24. Involve fans in your work
This drives engagement
This makes fans feel
involved
You benefit from their
collective wisdom
25. Share useful posts by fans
When your fans post questions or discussion topics on the page, they
only show up in the sidebar under "Recent Posts by Others.”
Hit “Share” to have them surface in the timeline as well
26. Offer to answer questions
Answer fan questions in an “Ask the Expert”
feature or video blog
28. Do ask your fans to answer each others’ questions (part 2)
In a Group fans can post their
questions and (depending on their
settings) it surfaces in members’
newsfeeds
On a Page it’s unlikely to get much
visibility but the Page Admin can
“Share” it to bump it into newsfeed
29. Encourage fan engagement
Selectively Like good comments
Respond to comments and questions
Beware of asking to Like/Share
all the time
31. Be creative when you sell
No one likes hard-core
selling in their newsfeed
Try to make sales
messages creative
Don’t flood the newsfeed
with sales messages
36. Do take every opportunity to find fans
Email signature
Header/Footer
on website
E-Newsletter
Blog post
Webstore
Physical store
37. Ask your mailing list to sign up
Send a message to your email list
Reference Facebook in your regular newsletter
Tweet about your Facebook Page and ask people to
like you there (offer a Like-gated incentive)
Ask your fans and staff to invite their friends to Like
the Page
Incentivise referrals with
refer-a-friend apps
38. Use the Build Audience tool
Pages of less than 5,000 fans can have Facebook invite people on
your email list but not yet a fan to Like you
https://www.facebook.com/help/212291088790957/
39. Give people a reason to Like you
“Like” us for Fan-only coupons and contests
“Like” us for Facebook-exclusive behind-the-scenes
photos and videos
We announce all new stock shipments on our
Facebook Page first. “Like” us to stay in the loop
Use social proof
40. Use advertising
This will increase your fan
numbers
It will cut through Edgerank and
enable more of your existing
fans to see your content
But, do use Power Editor to give
you more control of targeting
and bidding.
Before and after
advertising
41. Lots of different ad options available
Promote Page tool
Sponsored Stories
Page Post ads
Ad placement
Power Editor
Domain ads
Search results
Dark posts
42. Set up redirect Pages for misspellings
Clearly message where the correct Page is
44. Target your ads
Use targeting to increase relevancy and
conversion
Even Boost Post can be targeted now
45. Use #hashtags
Hashtags are clickable and doing so will bring together all
public mentions (leading to more reach for your content)
Use them to find people interesting in niche topics
They help to categorise your posts and make them more
findable
It enables consistent messaging across platforms (Facebook
finally having caught up with Twitter’s use of hashtags)
Use hashtags to add value
They are also helpful to research what
people are saying about your brand on
FB (privacy settings an issue though)
46. #Hashtags guidance
They must be all one word (only the #H is clickable
in Lewis Hamilton’s update)
Special characters (apart from _) don’t work
Capitalisation doesn’t matter
Make up whatever you want but make it
memorable
Research your hashtag before you use it e.g.
https://www.facebook.com/hashtag/FacebookMarketing
Keep them short
47. Unique hashtags
For differentiation and fun do create a unique hashtag
relevant to your brand eg #strawsome
Choose a hashtag for a special event eg
#slurpeedance
48. Hashtags
Use hashtags to support a cause #FEEDUSA
Choose to either integrate in the text content
or as a list underneath
(Note some content and examples on the hashtag section here have
been collated from posts by Jon Loomer, Social Media Examiner and
Inside Facebook)
49. Do not overdo the #hashtags
https://www.facebook.com/TheGoodLordAbove
51. Learn from Facebook Insights
Learn what gets the best reach and engagement
Monitor where likes come from
See what drives negative feedback
Benchmark performance over time
Check how your apps are working
Get a profile of your fans
52. Do recognise which ad types outperform others
26X higher ROI and 20X
greater CTR for newsfeed ads
according to:
http://allfacebook.com/nanigans-study-
news-feed-page-post-ads_b120085
TEST which work for you
53. Split test and track your ad effectiveness
Embed a tracking pixel into your website (use Power Editor)