- Use Facebook Open Graph
Facebook Open Graph is a series of meta tags that help the platform understand how to display your content. This helps prevent any quality issues when sharing links, which, in turn, helps encourage users to share your content.
facebook marketing strategy – screenshot from facebook sharing debugger of open graph
You can use the Facebook sharing debugger to see what it will look like when someone shares your content on Facebook and whether or not you have Facebook Open Graph on your website.
But Matt Weidle, business development manager at reviews site Buyer’s Guide, noted Facebook Open Graph also allows brands to build third-party apps that connect to users’ Facebook accounts. Then the app notifies them when the user takes a specific action, like listening or reading.
He pointed to streaming platform Spotify as “an excellent illustration of how Facebook Open Graph can be used as a marketing tool on Facebook.”
In addition,https://anjaanworld.com, marketing director of digital marketing agency Incrementors Web Solutions, said Open Graph actions are “distinctive enough to stand out in a user’s congested News Feed.”
- Make profile modificationsfacebook.com
To help make it easier for users to find content, Ryan Jeffords, founder of car-buying site Buy Here Pay Here, recommends improving the user experience on your profile page by streamlining tabs, rearranging hierarchy, and including or deleting key tabs.
“Ensure that your review tab is set on if you are a service-based firm,” he said. “Keep in mind that any tabs that link to your other social pages should be grouped.”
facebook marketing strategy – screenshot of facebook page tabs on cleaning business page
In addition, Dror amit , director of digital marketing at loan site iCash, said the sidebar tabs are customizable and helpful in driving traffic to your website by adding a call to action.
Related: Use these tips to promote your Facebook business page for free.
- Try Facebook Live
As live streaming starts to gain popularity among retailers and e-commerce platforms, it’s wise for businesses to experiment with live content on platforms like Facebook. After all, it’s free.
Jeff Moriarty, marketing manager of jewelry site Moriarty’s Gem Art, noted this is especially important during the holidays.
“We have found the engagement is very high and we see a boost in sales through our website and our retail location during these live videos and the days [following] it,” he added.
facebook marketing strategy – screenshot of facebook live videos from gem business
Brandon Hopkins, founder of reputation management site DiamondLinks, agreed, pointing to Q&As as a possible content format by collaborating with related brands. By hosting a series of live events, you can increase traction on your Facebook page and potentially reach new audiences.
Related: Get more tips for your Facebook video marketing strategy.
- Pin your posts
The concept of pinning a post to the top of your profile is nothing new, but Tristan Harris, demand generation marketing manager at digital marketing agency Thrive Agency, considers this marketing tactic a “gem.”
That’s in part because it allows brands to highlight a post with high engagement for first-time visitors.
“When users visit your page, the first post they see should be compelling enough for them to want to get to know your brand more,” he said. “A pinned post is a customer’s first impression of you, so make sure the graphic is appealing, the content is on point and the topic is interesting.”
facebook marketing strategy – screenshot of pinned post on facebook
Eric Thomas, CEO of solar panel site Simple Solar Living, agreed brands shouldn’t underestimate the power of a pinned post.
“Use the pinned post to get across necessary basic information that you want to highlight—your company’s values, calls to action, sustainability practices, or current locations,” he added. “No matter what, it’s the first post people will see when they visit your page—it has power.”
- Get into Facebook Reels
Facebook began testing short-form video feature Reels in August 2021 to better compete with social media https://google.com
Jennifer Leavens, digital producer and social media strategist at digital marketing agency Coalition Technologies, pointed to an opportunity for brands to capitalize with Reels as Facebook wants the feature to succeed and is therefore “pushing them to users.”
facebook marketing strategy – screenshots of facebook reels in the app
By paying attention to new features like this and becoming early adopters, brands can benefit further, she added.
Related: Get our tips for using Facebook Reels here.
- Test and learn what works for your audience
It’s also worth noting any Facebook marketing strategy is always a work in progress. By testing, learning, and optimizing, you can continue to improve.
Zaifman recommends A/B split tests to investigate how well your strategy is working.
“These tests can indicate what time of the day your viewers are the highest or which content attracts the most readers,” he said. “Through the use of heatmaps and clickmaps, an A/B test can effectively indicate which areas of your Facebook page need improvements.”
Facebook now offers a way to A/B test your organic posts directly through Creator Studio to help with this:
facebook marketing strategy – screenshot of post tester in facebook creator studio
Spencer Smith, VP of marketing at digital marketing firm Evocalize, agreed this “test, measure, iterate approach” helps marketers improve. He pointed to one large client, which saw CPC decline 95% after testing lookalike percentages and sources and initially switching optimization to a higher-level event.
“Patience and the willingness to learn is key for success,” he added.
Related: Having trouble with Facebook? Find out how to contact Facebook support.
- Conduct a sentiment analysis
Social media sentiment analysis helps brands analyze how consumers really feel about them online.
Scott Keever, founder of SEO firm Scott Keever SEO, advocates for an approach beyond “just looking at the number of mentions or comments on your company’s Facebook page.”
By using a sentiment analysis tool, brands can better tailor their marketing strategies and tweak their messaging and/or product development to better meet consumer needs.
facebook marketing strategy – screenshot of sentiment analysis from sendible
An example of a social media sentiment overview from Sendible.
“Marketers do best when they understand their audience,” he said. “Therefore, it is essential marketers understand how the target audience feels about the brand, your campaigns, social posts and not how they just mention you.”
- Optimize your Facebook profile SEO
It’s perhaps another one that is so simple it’s easy to overlook but Leavens recommended applying SEO best practices to your Facebook page, too. That includes optimizing your page name and all sections within Page Info, like your Facebook bio.