We all know how useful Facebook is in growing our businesses because of its immense customer database. Signing up for an account should be easy but using it appropriately for marketing is an entirely different story.
I launched my first Facebook ad in 2012. Over the years, I have learned a lot from the program. Today, I will share with you several ways to improve Facebook marketing—these tips will help you increase your conversion rate and achieve your advertising goals.
These tips are:
- The Facebook 80/20 Rule
- Respond to Facebook Comments
- Less is Better in Facebook
- Be Organic on Facebook
- Join Facebook Groups
- Post Regularly on your Facebook Page
By the end of this tutorial, you should be able to improve your Facebook posts and ads—both of which will result to better engagement and conversion rates.
1. The Facebook 80/20 Rule
Based on the Pareto concept, this rule suggests that 80% of your content and posts should be social in nature and the remaining 20% are relevant to your products and services.
Because people hate marketers. It is as simple as that.
Do you like salespeople knocking at your door? No.
Do you like ads wen watching a movie or something in YouTube? No.
You must avoid putting too much advertisement because constant bombardment of your services, promotions, and sales pitches will drive your followers away. What you are trying to do here is to connect emotionally with your followers and view them as people, not just potential sales.
Here are some ways on how you can split your posts between “social” posts and product posts.
- Blog – this is not a product post; blogs are helpful written content that best serve readers
- Comparisons – this is not strictly a marketing post; it is a helpful piece of content that allows people to make decisions based on what you demonstrate. You can do product comparisons, software comparisons, and even have fun showing experiments.
- Tutorial – this is a type of post where you offer step by step processes to help your target market learn something. This can be a vide or a blog post—use what’s appropriate according to your target.
- Lifestyle – show images or videos of people who use your product; you can encourage your viewers to provide user-generated content.
- Achievements and stats – this one is leaning towards infographics. If you can show statistics about things that matter to your consumers, you will get their attention.
On Facebook, your goal is to build your credibility, and then later on build a group. In this community, people of the same interest are going to come together to impact each other’s lives.
A salesy Facebook account is not going to improve your marketing. Many dropshippers think that marketing is only about making offers.
Marketing is covers a wide gamut of things—from touching lives to making offers to establishing loyalty and building a brand.
On Facebook, be a human being.
Ask yourself, what do people post on Facebook that other people like?
They post about their day. They post about their food. They post about humanity.
As a dropshipper, you need to do the same.
2. Respond to Facebook Comments
Whenever someone posts on your page and the post requires a response, make sure you reply within an hour. If this is not possible, see to it that you respond in no more than 24 hours.
In all my social media channels, I never ignore likes and comments. I like them back or respond to their inquiries or comments.
Facebook is a social media channel—you have to be social.
Never ignore customers no matter how mundane or obvious their questions are. Even negative statements about your business should be addressed.
Now, let us take this is into perspective. Read some of the tips below so you can act accordingly based on the nature of the comment.
- If the source is a person who is a troll—someone who always degrades others, you should not respond. Monitor the person’s activity and block the user as you deem fit.
- If the comment is a rant, or if it is nothing more than someone just trying to have some fun, do not respond. The last thing you want is to get into a word war with somebody—you will be judged, and you may be sorry for what you did later. Just ignore it.
- Now, if the comment is negative because of what you did, say—if you shipped a bad product, you should respond. You must apologize—this is not negotiable.
Facebook is Facebook—its users have a mix of every kind of person out there—from trolls to activists to passive people—everybody is in here.
Read the comments and understand how people perceive your business. Respond as a professional, and never engage hostile behavior.
3. Less is Better in Facebook
Studies have shown that posts lesser than 80 characters, not including spaces, generate 66% more engagement actions than longer posts. People are likely to act quickly on short posts because it is easier to assimilate.
Long posts are a drag and many fans hide theses posts from their timelines. To do this, post pictures and put a short caption to go with it.
I am not saying that you should treat Facebook like Twitter. Should you decide to post long texts, make sure they are worth reading.
What you can do is to add images and videos to your post. People are more likely to respond to posts that have visual content.
Gone are the days when people only used to post their status on Facebook. Today, anybody can post photos and videos, and this has changed how the world behaves on social media. In fact, one effective Facebook marketing strategy is to use visuals.
Studies even show that photo-only posts outperformed other ad formats. Whether you are posting a regular post or creating an ad, you have to use images.
Here is an example of good combination of video and text.
The screenshot above is a video to one of my successful products, the BlogFilliate Tracker—a tracker that solves a problem for bloggers and affiliate marketers.
As you can see, there is a decent balance between the text volume and the ad. I used a video for this ad, and not image.
For regular posts, I use mostly images. Below is an example of what I post for my cousin’s busines.
Within 24 hours, that post has received 58 engagements—many people clicked on the link and also commented.
4. Be Organic on Facebook
Next up, try to be organic. If you spend so much on ads, you may lose money faster than you earn it.
Organic growth refers to an increase of your followers’ headcount through word of mouth. It means that you grow your followers naturally, without the intervention of promotions.
Buying Likes will only give you fake fans. These fans who are paid will not be as engaged compared to those who voluntarily liked your page.
Facebook marketing for small business is tough, and I know that. But you should never buy likes and followers. Ads are great, but they can become too costly.
What I do is I publish an ad only once a month. The purpose of this ad is to either promote a product or to get page likes. Once I have enough likes on Facebook, I know that my succeeding posts will be seen by a majority of the people who liked my page.
5. Join Facebook Groups
Whether you are a dropshipper or a service provider, you need to join groups where you can find customers. On one hand, you can join groups that do the same things as you do. One of the most popular Facebook marketing ideas out there is to lurk and spy on your competitors.
This work great. If you join groups of the same niche, you will see what your competitors are doing, and you can get ideas about how you can create your Facebook ads and Facebook marketing materials.
Here are some tips when joining groups:
- Read the polices of the creator
- Do not market your products
- Aim to help people and solve their problems
- Respect the rules of the group moderator and creator
This may sound contrary to your goal. If you want to make a sale, how come you should not attempt to offer your products? Isn’t that the best way on how to market on Facebook?
No, it isn’t.
If you join groups that do the same thing as you, or groups where you can advertise your business, everybody is an advertiser and nobody is a buyer. Most advertising groups are made of spammers. Your own ads or posts in groups like these will never work.
Instead, try to see how they position their products—learn from them and apply their tactics where appropriate.
Now, for a group where you have potential customers, you need to provide help—you need to support people who need answers to their questions.
If you do this, and if you sound sincere in helping, people will take a look at your profile. And if they do, they may even visit your Facebook busines page.
6. Post Regularly on your Facebook Page
Facebook marketing is tough. While it is easy to launch ads, it is challenging to make those ads produce great returns.
You need to strike a balance between the free posts you do and your paid ads. Facebook growth also takes time. If you do not post regularly, you will not get your products and posts on people’s eyeballs.
And the biggest problem?
You have to re-upload your posts so you can recycle them. This is tiring.
What I use, and what I strongly recommend, is that you use a tool like SEMRush. That is what I use. Although SEMRush is primarily an SEO tool, it allows you to post on your social media channels regularly.
Here is a screenshot of the scheduler:
On SEMRush, you only upload once, and the tool will publish the upload on all your social media channels as per the schedule you selected.
And the best part?
You can schedule the posts to re-post automatically.
In the screenshot above, my choice was to re-publish the post every ten days. I only uploaded the content once—the tool will republish it on its own without my interference.
Facebook marketing is something that every busines must do—there is no going around it. The main issue that we have as marketers is how we can get people to like our page.
As I mentioned earlier, the trick here is to be human. If you are salesy, people will stay away from you because they know that you only want their money.
But if you become one of them, and if you help them, they will have more reasons to follow you and believe what you say.
WATCH: How to Optimize Your Facebook Page
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