Amidst all the changes and evolving platform with Facebook, we should never lose focus on the fuel that keeps marketing alive: Traffic. A brand has nowhere to go but down without traffic, reach and engagement.
It’s important that we are best utilizing social media to keep our followers engaged and to reach new audiences and build more engagement. Facebook is the dominant platform and almost every case it is the main social media platform for various brands. Here are a few ways to make sure your brand is competing and gaining more traffic driven from engagement and reach on your Facebook page.
1. Building Brand Presence
Most consumers will visit your Facebook page these days after finding themselves on your website. Presenting a brand image that is going to leave a lasting impression in someone’s minds and hearts is extremely important. We are in an age where people want to connect with the brands they are buying from. This is also why it is important to really know who your customer avatar is when Facebook marketing. This way you can really speak to them anytime they visit your Facebook page or your website. Make sure your published material is relevant to your industry and your brand.
2. To Boost Posts Or Not To Boost Posts
Many businesses have gotten into the habit of boosting straight from their page. It’s hard not to, especially when Facebook keeps telling you to, all day. Although it is a good way to increase brand awareness by putting a little bit of budget behind your efforts, boosting straight from your page is not going to give you the proper traffic you want. When you boost a post it’s the equivalent of throwing a bunch of flyers up in the air on the street and hoping that the right person at the right time will come by and pick it up. Rather than boosting straight off your page, running a “page post engagement” campaign out of your ad’s manager is going to give you much bigger bang for your buck. Although you can target straight from your page, the targeting is not as robust, and neither is the optimization. Ad campaigns can optimize for anything you want, page views, clicks, traffic, conversions, app installs, video views… the list goes on, you name it and you can optimize for people that are most likely going to take an action that you desire.
3. Customizing Your Facebook Page
Out of the box your Facebook business page is pretty robust. There are a lot of features that you can customize to help your audience navigate quite well. Your brand can stand out by breaking away from the default settings that Facebook gives you. This way your page is specific to your industry, your products and your customer audience. Make sure you look at your tab settings for example. If you don’t need a shop tab, then remove it. If you do need a shop tab, make sure your products are linked in there where people can buy directly off Facebook.
4. Influencer Collaboration
Everyone is talking about Influencer marketing. It really is nothing new if you think about it. Since the beginning of time celebs and big names have been pushing products. But it is newer to the social scene. Collaborating with influencers that are specific to your niche, could bring some qualified and authentic traffic to your Facebook page or website. Recent studies show that 92% of consumers are more likely to trust a social media influencer over an ad or even a big-name celebrity. Never put all your eggs into this basket though. It is hard to find consistent influencers and affordable. You may want to look into getting multiple smaller to medium size influencers rather than one large one.
Ultimately content is king now on social media. The days of “buy my stuff, buy my stuff, buy my stuff” are gone and less effective. The wild west is over and as we mentioned before, people have moved into an age of rather than buy by proximity or convenience, they are buying based on identity. Who and what brands do they identify and connect with? Making sure you are constantly speaking to your audience and connecting with them is imperative to the health of a brand. The more creative you can get with your content, the better your marketing plan will be.
Brandon Fargo is the CEO of Brahvia Consulting