Facebook

If you're not creating a Facebook Page with a comprehensive strategy behind it to get your brand out there, Liked, followed and engaged with, the chances of actually generating clients, leads and customers are very small.

Much like a website your Facebook page is your reception, a welcome to your clients, guests and buyers. You want to ensure that the overall appearance is clear on key messaging, brand values and what the point of the page is. Once you have them won over on this front, they'll then explore your content that you've worked so hard on producing.

Use the Logo and FB Cover as Content Marketing Realestate

That's right, we refer to the FB cover as content marketing realestate - why, simply because it is top space to welcome your guests, showcase your branding and state your key messages.

Additionally the FB cover is located at the top of the page/screen and is the largest visual element on FB you would be mad not to utilise this space to push your agenda.

Page cover photos display at 820x312 pixels on computers, and 640x360 pixels on smartphones.

Pin important posts to the top of your page.

When you post new content to your Facebook Page, older posts get pushed farther down your Timeline. But sometimes, you might want a specific post to stay at the top of your page for longer -- especially if it is for an upcoming event, but you're posing three times a week.

To solve for this, Facebook offers the ability to "pin" one post at a time to the top of your page. You can use pinned posts as a way to promote things like new offers, upcoming events, or important announcements.

Make Use of the About Section

This space is there to really sell who you are and why someone should follow and engage with you. Also use this space to provide links to your other content channels OR product downloads.

See example below, Net a Porter utilises this space to tell a story and provide additional links.

Use the 60-40 Content Rule

Social media is a great tool for selling products and services, but that's not its sole purpose. Regardless of how badly you want to meet your KPI's or get people to contact you - - make sure that you're following a 60-40 rule (or similar). 60% of your content should be unrelated to what you're selling/offering.

The other 40% can be sales nature. This balance will show viewers/followers that you're genuine and looking for engagement over purchases.

Nike's Facebook page is very good example of this in practice. It's a balance of new products, science, charitable initiatives, and encouragement. One way they differentiate themselves from their major competitors is by emphasising the research and development that goes into every design. Their products are seen as the result of extensive engineering or science experiments, which evoke the idea that these items are both cutting-edge and high-quality.

Make a Facebook Group

The way people are using and interacting with Facebook is shifting. In the past, businesses looking to market using Facebook had one major tool at their disposal — their Facebook Page. In fact, for a long time, Pages were the reason many businesses joined Facebook in the first place.

Facebook is a very different place compared to when it first entered the marketing scene. Organic reach is harder to gain, advertising is required not an option, the amount of competition is so noisy, and the more traditional tactics — like posting frequently or asking users to like or share your content — don't seem to work anymore.

Enter...Facebook Groups.

What exactly is the difference between a Facebook Group Community and a Facebook Business Page?

Think of a Business Page as your store front with window shopping inviting people to come inside and a Facebook Group is like coming into your store (or digital living room) where you to cozy up and have a conversation.

A Facebook group has increased connection with the ability to set privacy settings that only members can see posts, making it a safe environment to share and support.

HOT TIP: A great way to get a FB Group started is to give your desired audience a reason to join by inviting them to rally for a cause, participate in a mini training series or join in on the conversation on trending topics.

The point of a FB Group is really to embody a sense of community and not just 'post content out there' Give your audience what they want. They don’t want more information they want connection and clarity.

Connection comes when you seek to understand your audience versus seeking to be understood. Make it about them and allow space for them to share.