There is no one-size-fits-all strategy for social media, you simply have to learn what works, when it works, who it works with, and all the other messy details of online marketing. Thankfully, there are plenty of resources which showcase the most effective strategies, along with those that don’t work so well. In order to make you a better marketer, we’ve gathered together six valuable insights to keep you going.
1. Make more of your posts “link posts”
Instead of sharing an image and posting a link in the caption, make sure to you’re sharing link posts. For anyone unsure, those are the posts where you add a link and Facebook pulls all the relevant details for you. It’s still possible to add your own description, and more importantly, Facebook gives link posts more weight in the news feed than an image and accompanying caption.
As proven by some test results on Buffer, this is an extremely effective strategy. Sharing only link posts over the course of a week, their median reach grew almost 70 percent, while average reach grew nearly 20 percent. Clicks also increased on both measures by nearly 10 percent – which is a number any marketer would be happy to have.
2. Post at strange times of the day
In the same way that it’s much harder to get anywhere during rush hour, it’s especially hard to get noticed on Facebook when you’re fighting for attention with hundreds, if not thousands, of other posts. The way around this is to post at unusual times of the day. 3am might be excessive, but if you aim for quiet periods in the morning, or the lull after work, chances are people will notice.
Once again, Buffer tested this theory with two times: 7am and 11pm. While 7am showed a slight increase, it was 11pm that turned out to be the shining star. There were 25 percent more clicks on content, and every measure of clicks and reach increased. You might not get it right the first time, but experiment with unusual times until you find something that works for you.
3. Create your own graphics
Stock photos have their place in online marketing, but if you’re not careful, it’s easy to end up using an image that has already been used somewhere else on the web. If the image is fairly generic, then this makes it even harder to get the attention of your customers on social media.
Apart from encouraging your customers to click, stock photos can often present problems when it comes to licensing. Even when an image has a creative commons or non-commercial license, the owner can sometimes decide they aren’t happy with how their image is being used.
Creating your own graphics solves both of these problems. If you don’t have someone with the skills to create custom images and graphics, then this guide on how to create great images by Coschedule should help.
4. Make sure every action has an intended outcome
Not every post you put on Facebook with have a call-to-action, especially if you’re still building trust with your audience. That being said, if you’re posting something because you want customers to buy your product, or sign up to a newsletter, or make use of a new discount, make sure you’re clear, and then ask for some action.
It doesn’t have to be aggressive or pushy, but make sure you’re concise. Examples include:
- Get 15% off this season’s hottest shoes right now
- Pre-order our fancy new gadget before they’re all gone
- Enter the competition to win some amazing free stuff
5. Use Facebook insights
It’s impossible to appeal to everyone, so don’t even bother.
What you can do instead is use Facebook Audience Insights. This particular tool helps you get to know your customers in a little more detail, and figure out the best way to reach potential new customers already on Facebook.
You can target people based on their lifestyle, education level, job title and behaviour. If you don’t have that many customers yet, you can even target entire demographics, which makes it easier to figure out who your ideal customer.
6. DON’T try and hashtag every post
Hashtags can help make you part of a conversation on Facebook, but they can also make it look like you have no idea what you’re doing if you overuse them. If the topic you’re posting about is fairly obvious, then hashtags may not be that useful. If however, you want to be part of a trending conversation, or attract customers who are interested in a very niche subject, then hashtags could be the perfect way to reach them.
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