It seems as though Facebook rolls out changes to its platform on an almost weekly basis, and many of these changes have a direct impact on how small businesses are able to leverage the social network for their marketing needs. It’s especially challenging for those companies that are on a limited budget. To make things a little easier, let’s take a look at some of the recent Facebook modifications and how you can use them to your advantage on just about any budget.
Create content of value. Similar to the changes Google recently implemented, Facebook has modified its algorithm to feature content that is considered to be authoritative or of value to other users. In other words, content that is engaging, entertaining and useful to your audience. Make sure you’re developing and sharing this type of quality content to maximize your chances of reaching your target audience.
Avoid click-baiting. We’ve all seen them…those tempting headline teasers that end with something along the lines of “and you’ll never guess what happened…” This is done deliberately in an attempt to get more people to click on the link, hence the term “baiting,” and it’s sort of frowned upon by Facebook. Instead, focus on writing captivating, informative headlines that allow people to choose what they want to click on to read more.
Harness the power of pictures. The term “a picture is worth a thousand words” is powerful, particularly when it comes to social media. In fact, research has shown that Facebook posts with images generate an average of 53% more likes than those with text alone. Take advantage of this fact to get more engagement on your posts.
Use the scheduling feature. There’s actually been a lot of research conducted to determine the best time of day/week to post on various social media platforms for optimum results. (Here’s an article with some more info on this.) Once you’ve determined what times would be best for your particular target audience, take advantage of Facebook’s scheduling feature so you can time your updates accordingly without having to be at your computer at every given interval.
Leverage built-in analytics. Facebook now offers enhanced analytics through their internal page “insights” feature. You can find out a lot of valuable information here, including which posts are generating the most engagement so you can hone your approach to achieve the best possible results.
There are certainly benefits to using Facebook’s paid advertising option, but it’s not necessary. Provided you take the time to understand how the platform works, what recent changes have been rolled out and how they may affect your business, you can develop a strategy that will be successful without having to break the bank in the process. If you need more guidance, give us a call. We’d be happy to point you in the right direction!