Did you know that there are 1.09 billion daily active users on Facebook? Now consider the fact that 62% of those people consult Facebook before making a purchasing decision. It’s pretty clear: Facebook is one of the most powerful and effective tools to reach more prospects online.
Unfortunately, it’s not enough to just set up a profile and wait for all those likes to come rolling in. To make your Facebook connections count, you have to put some effort into optimizing your page and engaging your audience.
If you’re not sure where to begin, here are a few pointers to guide you in the right direction.
Make your Facebook page as easy to find as possible.
Before you can reel in those prospects and turn them into paying customers, you have to get them to your Facebook page. There are many techniques for getting more social exposure for your brand. The most important is making sure that your profile is properly optimized for A search. Make sure your contact information (including geographical keywords) is complete and up to date.
Identify your audience.
Who are you trying to reach? What does your ideal client like? What are his or her desires, needs, or pain points? Understand exactly who you’re targeting. Develop content that will most likely engage, educate and entertain prospective clients. You’ll gain a better understanding of how to position your services in a way that is most compelling. Let’s say your ideal customer is a bowhunter dying to harvest a Boone & Crockett whitetail. Post videos and game camera pictures that will draw them in and make them want to book with you.
Share quality content.
When Facebook users “like” or connect with a brand, they typically do it to learn more about that business or they want to stay in touch. In either case, the best way to deliver what your audience wants is to provide them with quality content. This can come in many forms: a link to your recent blog post, a still-shot of last weekend’s rainbow trout on fly, or a video clip showing your last helicopter hunt. The key is to make whatever you share something that your prospects actually want to see.
Sharing quality content is only half of the equation. When it comes to social media sites – Facebook in particular – the goal is to create 2-way interaction between you and your followers. This is important for nurturing leads. It’s also an integral part of Facebook’s algorithm. Posts that are engaging (i.e. get the most likes, comments and shares) help increase your reach and improve performance. Ask questions, answer inquiries and join in the conversation.
Know when to post.
There is no magical formula to posting on Facebook. But research has been conducted to determine approximately the best days and times for the most engagement. Here’s what a few different sources have found:
- Quick Sprout: Thursdays and Fridays, at 1pm for the most shares, or 3pm for the most clicks.
- Optimizely: Mondays through Thursdays between 6pm and 8pm
- Microsoft: Thursdays and Fridays from 1pm to 3 pm
- Hubspot: Thursdays and Fridays from 1pm to 3pm
Takeaway: the one consistent time slot seems to be Thursdays and Fridays between 1 and 3pm.
Focus your efforts on these key times for optimum results. And don’t worry if you can’t be at your computer then. Facebook offers a convenient scheduling option that you can take advantage of.
Figure out what works and duplicate it.
Good news: when it comes to Facebook, there’s really no need to reinvent the wheel. Figure out what kind of content tends to perform better than others. If you notice that posts at a certain day or time receive more engagement (regardless of the recommended times listed above), use this information to adjust and hone your strategy.
Not sure how to determine what is (or isn’t) working? Start by taking a look at the Insights section of your page. It’s completely free, very informative and super easy to use.
The important thing to remember is that you don’t have to be a social media expert to master Facebook. Focus on applying the 6 tips listed above, you can turn your Facebook profile into a valuable and highly effective marketing tool for your business.