Although statistics indicate that the balance is tilting in favor of tools like Instagram and Snapchat among younger generations, Facebook still dominates the market. With 1090 million users who log in daily (a 16% year-on-year increase), Facebook continues to be the most popular social network. This figure is more pronounced on mobile devices, where Facebook tops the list with 77% of all logins on social networks.
If you want to make sure that the contents of your company reach the eyes and ears of consumers, having a strong presence on Facebook is essential. But to get the most out of your Facebook page (that is, attract and captivate visitors, drive them to your website and turn them into sales opportunities and, ultimately, customers), you have to optimize your presence on Facebook.
We know that learning all the functions of the various social networks can be a feat and can take a long time, especially if we take into account that every two by three features are added, deleted and modified.
To help you get ahead of these movements, we have compiled a sheet of practical tips that will help companies and marketing professionals get the most out of Facebook.
10 Tips and Tricks for Facebook Marketing
1) Create a Company Page; Not a Personal Profile.
First, you must create a company page (and not a personal profile) that represents your brand. The pages resemble personal profiles but have exclusive tools for companies, brands and organizations. Your followers can “like” the page to see updates in their news section, something that is not possible to do with personal profiles.
With this, you will not only be able to increase the potential of your company on Facebook, but it is even against Facebook’s Terms of Service to use a personal account representing something other than a person, as in the case of a company. If you have already created a profile for your company, you must convert it into a company page.
2) Claim a Custom URL for your Page.
Once you have created your company page, it will be assigned a random number and URL. For example, facebook.com/pages/yourbusiness/123456789. To make your page easier to share and find, you must create a recognizable custom URL, such as http://www.facebook.com/hubspot.
To create a custom URL, log in to Facebook, access https://www.facebook.com/username/ and follow the instructions.
3) Use a Stunning Cover Photo.
The design of the pages on Facebook allows you to place a cover photo of 851 x 315 pixels at the top of your company page. You should optimize the cover photo to capture the attention of new visitors, encourage them to explore your page and learn more about your brand, and optimize the page for the Facebook mobile app; and all this respecting the guidelines for Facebook pages.
4) Add a Recognizable Profile Picture.
Choose a profile picture that your visitors can easily recognize, such as your company logo or an image with your face if you are an advisor or your company is one-person. Being easily recognizable is extremely important for people to find you and “like” your page, especially when searching for Facebook. Your profile picture appears at the top of the Facebook page and is the thumbnail image that is displayed next to all updates on your page, so choose wisely.
When choosing a photo, keep in mind that the dimensions of the profile photos on Facebook are 180 x 180 pixels (although the photo will be 160 x 160 pixels on desktop computers).
5) Optimize the “Information” Section (Especially the Preview).
The “information” section is one of the first places people see when they visit your page. There is a preview on the left of the page, below the profile picture. People can also view the entire section by clicking on the “information” tab at the top of the page.
Be sure to optimize the preview section on the left of the page with brief but descriptive information to give visitors an idea of what your page and your company is about before deciding if they will like it. The text will be extracted from the “brief description” that you provide in the full “information” tab.
6) Add Milestones.
The “milestones” feature allows you to highlight some of your company’s main achievements, such as awards, product launches, important events and other awards. The most recent milestones will be published in your biography and users will be able to see them in the “information” tab.
To add milestones, click on the “biography” section of your page and then click on the “offer, event +” option in the page update composer near the top of the page.
7) Choose a Call to Action (CTA) Button.
In December 2014, Facebook added a highly practical feature: the option to place a simple call-to-action button at the top of your page.
You can choose between seven pre-designed button options (“sign up”, “buy”, “contact us”, “book”, “use application”, “watch video” and “play”) and link them to any website that aligns with objectives of your company. You could link it to your main page, your landing page, a contact sheet, a video or any other place.
Note: The CTA buttons do not appear in the Facebook mobile app, so avoid integrating the design of your cover photo with your CTA or you could confuse users of mobile devices.
8) Create Custom Tabs on Pages.
The default tabs you will see on your page are “home”, “information”, “photos”, “likes” and “more”, but Facebook allows you to create and use custom tabs. Basically, these resemble landing pages within your Facebook page or calls to action where you can present the information you want, from success stories to marketing offers and other current promotions.
They are located at the top of the page and allow you to guide your visitors to do what you have planned for them on your page. For example, if you are hiring staff, you could create a custom tab that is called “employment” and that links to the employment page of your website, as Zendesk has done on its page:
You can create custom tabs by logging in, visiting your page, clicking on the “more” tab and selecting “manage tabs” from the drop-down menu.
9) Publish the Best Content of your Blog.
For companies, social networks continue to be governed by content. In the case of B2B companies, especially social networks can be transformative due to the smaller size of the potential customer base and higher average prices.
The job of a marketing professional is to publish content on social networks that is interesting, entertaining, useful or relevant to the audience. Start filling the biography of your page with the most prominent and useful content of your blog posts, and choose this content yourself.
10) Prioritize Quality Over Quantity.
Two questions we frequently receive about posts on Facebook’s company pages are “how often should I post on Facebook?” And “Will publishing often help me reach more people?”
In a word: no. After all, the level of visibility of your posts in the user news section is closely related to the quality of those posts. Facebook algorithms are designed to filter irrelevant posts and allow only high quality content to be displayed for users.
So do not overwhelm your customers with content on Facebook and be more selective with what you publish. Spend more time creating better posts on Facebook instead of focusing on the amount. Remember: the job of a marketing professional is to publish content on social networks that is interesting, entertaining, useful or relevant to the audience. This means choosing relevant topics, writing texts that delight the audience and publishing persuasive images and videos.
The best time to post of Facebook?
Another frequent question is: what is the best time to post on Facebook? Unfortunately, there is no single correct answer. Depending on the companies, the days and times that are convenient to publish may vary. The most effective time to post depends on your audience’s use of Facebook, the region you are targeting, the content of your posts (e.g., fun or serious) and your goals (e.g., clicks in front sometimes shared), among other factors.
That said, there are some studies on the most appropriate times to post on Facebook.
The best time to post on Facebook is Wednesday at 15:00. Other effective schedules are Saturdays and Sundays between 12:00 and 13:00; and on Thursdays and Fridays, between 1:00 p.m. and 4:00 p.m.
The interaction rates are 18% higher on Thursdays and Fridays, while on weekdays, between 1pm and 4pm the highest click through rates are usually observed. On Fridays, the use of Facebook increases by 10%. Since people tend to feel happier on Fridays, Neil Patel suggests posting funny or optimistic content to get in tune with the mood of the audience.
According to other investigations, the worst times to post on Facebook are on weekends, before 8:00 and after 20:00.
Consider this data as a general guideline and use it in your favor to find the optimal publication times for your company.
Arsalan is the Founder of Agmus Media. He is the leading the team of Facebook and Google Ads. In his spare time he loves playing PC Games.