With over 1.3 billion users, Facebook remains a daily destination for consumers, businesses, and brands.
Facebook fans are a loyal group that consistently like, comment, and share their favorite content. Here are 30 practical tips to optimize strategy and design on your Facebook business page and attract more followers.
When did you last update the About section on your Facebook page? If you answered, “not since I set up the page,” then it’s time to revisit. It isn’t simply a toss-away bio. Rather it’s an opportunity to connect with potential fans, users and customers.
Include a tagline, call-to-action, and don’t forget to add a hyperlink to a website. This allows anyone visiting your Facebook page to instantly click-through to your website without a prolonged search.
Your Facebook profile is one of the first locations potential fans, customers, and users will land so give all the juicy details that make your business unique and likable.
Visuals play a very important role in Facebook driving major brand engagement. In fact, an eye-popping graphic can take a post from good to great and engagement from so-so to superb. When including graphics with posts keep them relevant and aligned with the brand.
A landing page can be just as effective on Facebook as it is on a website or blog and apps such as Pagemodo and Wishpond make creating a landing page easy. Before you begin, outline the objective and goal of the landing page:
The Thunderpenny app allows you to add your own pre-created landing page. Simply add this static HTML app to your page and link to an existing landing page. Briefly, here are the steps:
Check out John Lee Dumas’ Podcasters’ Paradise as an example of a simple, effective way to share a message using this app.
Do you want users to be able to schedule a one-on-one coaching session? Or maybe share their thoughts or feedback about a product? Add a contact form that allows fans and users to instantly get in touch. Here’s how:
Videos are a great opportunity to boost engagement and even sales. Did you know that 64% of consumers say they’re more likely to buy after watching a video? And one minute of video is worth 1.8 million words? Add the YouTube video app directly to your Facebook by following this how-to video and create a mini strategy on how to share each video. That strategy may look like this:
Your Facebook cover photo design is the largest piece of real estate on Facebook and it’s what people see first when they visit your page. Try out some different cover options such as:
Posting on a regular basis is imperative on Facebook in order to stay in front of the audience and in their newsfeed. Check your Facebook page insights using tools such as Likealyzer to see what times and days are most popular for your page.
You should have a brand strategy and voice in place prior to publishing on social media. Determine the content of your topics that you’ll share and stick to them, and determine your brand voice. People should know what to expect when they visit your Facebook page.
Stay relevant in the eyes of Facebook users and create interesting posts about the seasons, sports events, or even holidays, while, of course, staying on brand. Don't voice politically charged or religious based content unless it fits your overall message. If you’re looking for a few ideas to get started, check out this month’s worth of Facebook Post ideas for small businesses. Simply adjust the content to your specific business. It’s a good jumping off point if you have content creation block.
Using the right size images on Facebook is important for visibility in newsfeeds and on mobile devices. Images 940 pixels by 788 pixels are centered and preview well on Facebook. Add branding to graphics in the form of a logo, website URL, phone number, or call-to-action to help people find you.
Templates can save a lot of time and are an easy way to make content fit together. If you regularly post quotes, sales or specific campaigns, create a strong base template for each style of visual post. And keep these general specs from Facebook in mind:
Change your Facebook cover regularly or for special events or announcement so as not to get stale and boring for users.
Keep the three Ps in mind:
The most successful brands on Facebook combine organic posts with paid posts. Simple translation: if you pay Facebook, you get rewarded. In addition, you can target ads based on the interests of your users.
Consider a Facebook ad or sponsored post for important events or announcements. From Hubspot: “On Facebook, users are there to check in on their social lives, which means that the element of disruption comes into play. Your ads now need to be louder and grab the attention of a user so they stop doing what they had initially set out to do on Facebook, and change their course of action to pay attention to your ad. And for Facebook advertisers, that’s a big challenge. That’s why it’s even more important to keep those best practices of relevance, calls-to-action, and value proposition in mind, in addition to the distraction factor, when creating Facebook ads.”
In order to stand out on Facebook, you have to know what your audience wants to see. How do you know what’s working if you’re not reviewing and tracking them? Experiment with your Facebook page to find out what works best and want gets the most engagement. Use analytics to see what content works well. Facebook Insights tell you how different posts are performing and who demographics and locations of fans. You can also find out when your fans are online the most, which is critical when crafting content.
Highlight important posts on your Facebook page when you have important news to share, have passed an important milestone, or even when you’re selling something. The highlighted post will be the first thing page visitors see after your cover. Just don’t make the mistake of highlighting every post, as it will only confuse users.
Boosting your posts increases your chance of reaching more people and getting more engagement. It can help to reach fans that have not connected with your page and temporarily boost your EdgeRank so that you are more visible on their newsfeeds. Instead of promoting all of your posts, what you should be doing is promoting posts that would get you closer to your KPIs or goals.
Facebook is a place users go to socialize with others and see what people and businesses are up to. So for most businesses the objective of Facebook is to set things up so when a customer is ready to buy, your brand is front of mind. This is achieved by being relevant, entertaining, and helpful with your Facebook post designs.
Mix up your content with photos, posts with links, and videos. A Facebook page should have a certain overall design but also provide variety in the types of content shared. Facebook allows four different types of posts:
Even consider adding your own spin or design to types of posts you see regularly. Check out Sandi Krakowski’s Facebook page and her own uniquely designed quotes.
Use your Facebook page to blend brand and professional posts with some more personal posts that perhaps reflect major life events, proud achievements or sentimental moments. Check out the Entrepreneuress Academy to see how it’s done well.
Highlighting employees can make a business feel more human. Post images and information about people in the company. This could include:
Take a look at Vaynermedia to see how it’s done.
Questions and fill-in-the-blanks posts are a great way to build engagement on Facebook because active users often like to share their thoughts. This Walmart post was one of the most viral photos from the top 50 US brands; the photo is a question. It had more than 20,000 comments.
Posting behind-the-scenes shots will give Facebook users greater insight into your company. Maybe show-off product development, a store renovation, employees at work, a team meeting… The possibilities are endless. Keep the mood positive and ‘likeable.’
Quotes get engagement—likes and shares—because people can relate to them. Just remember to make the quote visually appealing and give it context or relevance.
Show off your products from design to production, and from sale to use and where possible, include a link to the website for those who want to buy or find out more. Consider posting:
Add value to your Facebook page with short visual tips that users can learn without reading a full article. Make them very simple takeaways, like this one below.
Get your customers and clients to do the talking for you and share their testimonials. Honest and objective reviews can often be more effective than sales copy. Offer a prize, reward, or discount for those who share – it’s a win-win situation.
The key to providing your guests with engaging content is to seek inspiration consistently—whether it's Pinterest, Instagram or by doing competitor research.
Link to quality content: Include the URL of the content you want to share and insert this into your post because high-quality content gets increased Facebook reach. Facebook automatically grabs the metadata (photo, summary text) and display this.
Tag another page: Reach new audiences when you tag another page.
Spark a discussion: Facebook rewards comments more than likes and shares so increase Facebook reach by encouraging discussion.
Leverage current affairs and pop culture: Be relevant by keeping up with the news, trends, sports, entertainment, etc and leverage it to your brand.
Target emotions: Humor, anger, and awe-inspiring content are good for producing high arousing emotions. BuzzFeed and Upworthy have good examples of high arousing emotional content. Be careful of using memes and mix up humorous content with quality links and you’ll be fine.
Poll your fans: Not only does polling your fans increase engagement by way of comments, but it helps you understand your fans.
Photo captions: Asking fans to submit captions for a photo is a tactic used a lot by Bud Light – with success. This is a creative way to get people commenting.
How-to content: How-to content works because you’re offering practical value and getting value out of something is another key driver of why we share things. Videos work really well for this type of content. Tip – to encourage comments, tell fans you will answer any questions they have.
It's no secret that Facebook is a saturated medium. However, the easiest way to stand out is by tapping into your brand authenticity and making sure it aligns with your product or services.