Now that you know how to create written, video, and audio content, you will learn how to use Facebook to distribute your content to reach new buyers.
But why do companies big and small fail at Facebook marketing? Kit Kat, for example, has a Facebook following of 26 million fans but averaged just 5 shares per post in the first four months of 2018.
How can you and global brands like Kit Kat use Facebook for marketing in a way that drives engagement and increases brand awareness? That’s the focus of today’s lesson.
After reading this lesson, you will:
Understand why people use Facebook
Shift your focus to content shareability
Create a beginning Facebook marketing strategy
Facebook Consumption Behavior
Facebook is the biggest and most established social platform today. It’s used across all demographics in every country that allows it. It is a global platform, and businesses that neglect Facebook miss an opportunity to scale their business.
In order to understand how to use Facebook for marketing, you’ll need to understand why your buyers use Facebook in the first place.
Why do people use Facebook?
Your buyers use Facebook for a variety of reasons. These include:
View updates from friends and family
View family photos (especially baby photos)
Glimpse important news stories (many read headlines without reading the articles)
Discover entertaining content
Catch up with old friends
For the purposes of this lesson, realize that Facebook is a place for entertainment and leisure. If you happen to be reading this at work, you can understand what entertainment value Facebook offers you.
To have your business noticed in this type of environment, you must become the entertainment that your buyers consume.
Why your Facebook content must be entertaining
The definition of entertainment varies from individual to individual. Your buyers may view educational content as entertainment, while others may view motivational and inspirational content as entertaining.
Breaking this down even further, buyers have different consumption preferences. Some may prefer to read an article, others may prefer to watch a video, and still others may prefer to listen to a podcast.
Your marketing strategy on Facebook will revolve around providing value to your buyers in the form that is most comfortable to them. The power of Facebook lies in the ability to cater to various consumption preferences by supporting video, photo, written, and audio content.
You’ve likely seen successful Facebook pages that share various forms of media: a video in the morning, a photo in the afternoon, and an article in the evening. Companies behind successful Facebook pages cater to their buyers, making it is as easy as possible to consume their content in the crowded Facebook world. Let’s examine how your company can use Facebook for your marketing campaigns.
How to Use Facebook for Marketing
It is in Facebook’s best interest to show their users only the content they would find most interesting and engaging. Facebook doesn’t want passive communities that don’t share, comment, and like content. The more engaged Facebook’s users are, the more interesting (entertaining) Facebook becomes to its other users; the more attractive it becomes to businesses and brands advertising on the platform; and the better it is for Facebook’s bottom line.
Facebook’s algorithm favors great content
Facebook’s algorithm favors posts that create engagement on its platform. If a post receives little engagement, few comments, shares, and likes, Facebook will cease delivering that post to its users. That post will slowly fade into the ethers. This is one reason why Facebook’s News Feed favors content from family and friends ahead of businesses and brands.
According to Facebook’s data, your buyer is far more likely to engage with something a close friend posts as opposed to what your business shares.
To successfully market your product or service on Facebook, you must focus on getting your potential buyers to share, comment, and like your content. This tells the Facebook algorithm your content is interesting. The result? Your content is delivered to more people who are likely to engage with it.
Create content that generates shares
As a company, how can you create great content that your buyers would find entertaining? One of the most important questions your marketing department must continually ask is: what can I talk about that would make my buyers share this content with their friends and loved ones?
Kit Kat has 26 million fans on Facebook, but their recent content averaged just 5 shares per post. That’s an engagement rate of .0000002 percent. What went wrong?
*INSERT IMAGE OF KIT KAT POST*
What Kit Kat did is share content that ignored its customers, and made a post only about their product. The result was disastrous, and a disservice to its brand. More importantly, it didn’t take advantage of the power of Facebook. The right type of content could have been delivered to hundreds of thousands of Kit Kat fans.
Remember, before you create your next company post on Facebook, answer the question: why would my buyer share this post? You can view examples of effective Facebook marketing campaigns here.
A Beginning Facebook Marketing Strategy
1. Optimize Facebook page
As you start inviting potential buyers to visit your Facebook page, optimize the following elements:
Facebook cover video (or cover image)
Including a cover video allows you to share your main message in a consumable way. Your cover video should have an aspect ratio of 800 x 312, and range between 20 and 90 seconds. Remember that most Facebook users access the platform on mobile devices. Ensure any text in your cover video or photo renders properly on a mobile device.
Optimize call to action button
The type of call-to-action button will depend on the kind of product or service you offer. For example, the “Send Message” button will result in Facebook messages your team will need to answer promptly. A “Learn More” button will drive traffic to a landing page, which your marketing team will need to create. Put sufficient thought into what kind of action you want your buyer to take.
Add verification badge
Although you may not qualify to receive a blue Verified Page emblem, you can still verify your Facebook page. Potential buyers will appreciate knowing you are investing effort into making your page credible and useful. With these three elements organized, the next and most important step is your content creation.
2. Shift mindset to content marketing
Content marketing is the practice of creating free content in order to provide some type of value to your buyers. To succeed in Facebook marketing, you and your marketing team will need to adopt the content marketing mindset: provide value to your buyers for free.
Facebook is the ideal platform for content marketing because it allows for the posting of photos, videos, written posts, and audio links. When deciding which content to create, the answer is probably all of them. You will need to have a combination of these media formats:
Create video content
Video consumption on Facebook is quickly growing to rival video consumption on YouTube. Creating valuable video content will provide you with the highest organic reach and give buyers who prefer to watch video an easy way to engage with your content. Examples of video content include: vlogging, videos speaking directly into the camera, interview-style videos, and video recordings of your podcast.
Create written content
Unlike other platforms, Facebook does not limit the amount of characters in its text posts. If you have written content sitting in your blog, consider repurposing it directly inside of Facebook: copy and paste your long-form article or guide as a text post. You may attach an image to the post, or let the written content stand on its own. This will give buyers who prefer reading an easy way to engage with your content. Examples of written content include: blogging, long-form articles, and solution guides (step 1, step 2, etc.) to buyer problems.
Create visual content
Visual content on Facebook also includes photos and GIFs. Photos can be horizontal, square, or vertical. Share relevant quotes and announcements as graphics, and photos of your team to humanize your company Facebook page. Examples of visual content include: quote pics, event announcements, product photos, animated GIFs, and team photos.
3. Engage with your community (and beyond)
As your content attracts new buyers, engage and acknowledge any interactions that occur on your Facebook page. This may mean liking and commenting on your shared posts, welcoming new followers with a welcome video, photo, or written post, and engaging with existing followers by regularly creating valuable content.
Facebook Groups also provides opportunities for members of your team (company pages cannot join Facebook groups) to share your content within communities who may benefit from it. Your marketing team members can join and share pieces of video content from your company Facebook page in relevant groups to be helpful, create awareness, and reach new buyers.
You can also create your own Facebook group, which will allow you to build your own community around a topic relevant to your buyers.
4. Incorporate Facebook advertising campaigns
Facebook’s popularity has allowed it to create the most effective and most targeted advertising product available today. Use it to place relevant content in front of highly targeted audiences. To learn more about creating a Facebook advertising campaign, view our guide to Facebook marketing here (LINK TO Mobile Video Advertising - Facebook, Instagram, YouTube).