It’s hard to find a blogger or business owner who doesn’t use Facebook in some capacity.
Whether they only have a personal account or are trying to grow a dedicated Facebook Business account, most of us are aware of the basics behind the platform.
Facebook is an attractive choice simply because it has the most daily active users of any social media platform in existence. Not only that, but most users check their Facebook feeds 14 times a day on average.
With so many people and businesses already on Facebook, is it too saturated of platform? There are still plenty of opportunities to make an impact and build your influence, but it may take a more advanced Facebook marketing strategy.
Before we dig into that, let’s talk about why a Facebook might be worth using beyond keeping up with your friends and family.
Why use Facebook for your online business
Since Facebook has the largest user base of any social media platform, many businesses flock to Facebook and put a heavy emphasis on this platform when making a social media strategic plan. Chances are your audience can be found on Facebook, but is it the right fit for your business goals? Let’s find out.
Unlike social media platforms like Snapchat that skew toward a younger demographic, Facebook has an almost even split between users that are 18-29 years old (82% of internet users) and 30-49 years old users (79% of internet users in this age bracket).
Twelve percent of Facebook users are from the United States, closely followed by India and Brazil. Surprisingly, the percentage of users coming from rural and urban areas is equal with 81% of its internet users being on Facebook.
Facebook has 1.65 billion users accessing Facebook every month, making it the most popular social media platform by far. Facebook users are highly active since 1.09 billion people use the platform daily. It has more users than most of the social media platforms combined. So what makes Facebook so unique and attractive to various age groups?
Key benefits of Facebook for business
With so much of the general population being on Facebook, it often makes it a no brainer for businesses who are interested in interacting with their audience. Instead of spending your energy trying to convince your audience to use a new platform, you can go to the place where they already hang out.
Since there are so many users on Facebook already, the platform allows you to target users with specific interests and characteristics so your posts are being seen by the right people. This makes the big crowd on Facebook feel more intimate, which helps you create more successful Facebook ad strategies.
If you love creating video content for your audience, you’ll especially love Facebook since videos perform the best on their platform. Videos continually get the most engagement and are prioritized in their home feed algorithm.
We can’t share the benefits without sharing a few of the downsides, too. Facebook algorithms have changed greatly over the years. With organic post engagement at an all-time low, you’ll need to use Facebook ads or boost your posts in order for them to reach your audience.
In the last few years, Facebook has shifted their attention to creating better Facebook Group and Facebook Live functionalities. All of these new features have helped Facebook evolve since its inception in 2004 in order to stay relevant.
Facebook marketing strategies for your business
After you create a Facebook Business page, you may be wondering what else you can do within the platform to boost your engagement rates. Only 2-6% of people who like your Business page will see your native content, so it’s more important than ever to make sure you are utilizing all of Facebook’s built-in features to reach more of your audience.
Start a Facebook group
If you want to use Facebook as a place for community, starting a Facebook group may be a great place to start. Instead of having your Facebook posts feel like a monologue on your Business page, you can create a dialogue within the Facebook group.
Virtually every niche is represented through Facebook groups. Before you feel like there is too much saturation in your field already, think about what Facebook groups already exist in your industry and what’s missing from them. After you find your differentiator, you’ll have an easier time creating interest in your group and attracting members.
Here are a few Facebook groups to join for inspiration:
- The Smart Passive Income Community: for bloggers and entrepreneurs interested in building their own products, using affiliate marketing, etc.
- Boho Berry Tribe: for creatives who are interested in bullet journaling and planning their days with intention
- Humans of Online Business: for bloggers and entrepreneurs who want to create a meaningful business through infopreneurship
- The Rising Tide Society: for creative entrepreneurs and small businesses who are in service-based industries
- Money & Happy: for creatives and bloggers who are interested in making their money work for them
In addition to free Facebook groups, you can also create private groups that are dedicated to building a community for your online course, an upcoming book launch, or an in-person event. You can add incredible value to your next offering through an invite-only Facebook group.
Record a Facebook Live video
Another great way to deeply connect with your audience is to record yourself through a Facebook Live video. This feature was launched publicly in 2016 after being tested by some celebrities with high follower counts in 2015. Since then, everyone from stay-at-home mom bloggers to top CEOs can jump on live video and share their advice or surroundings from anywhere in the world.
You can record a Facebook Live video from your phone or desktop, and it can be accessed through your Business page or in your Facebook Group. Live videos are especially attractive to marketers because they are viewed three times as long as normal video posts. Now one in every five videos posted on Facebook is a live video.
What should you use the Facebook Live video feature for? We have a few ideas to help you with brainstorming your next live video topic:
- Give a behind-the-scenes look at a typical day in your life
- Show off your creative environment or what your studio/home office looks like
- Share a lesson you learned from a podcast episode, book, or recent blog post you read
- Pull back the curtain and share what you are currently working on
Run a Facebook ad campaign
All of the features we’ve highlighted on Facebook so far have been free to use with your Business page account, but if you want to increase your post reach, you’ll want to start using Facebook ads.
Even if you are a small company or a solo entrepreneur, you can run a Facebook ad campaign with virtually any budget. You can also set a max budget for your ads so you never exceed that amount.
Simply decide who you want to target with the ad, and select the specific action you want users to take. It helps to understand the metrics behind each ad:
- Engagement: This refers to any like, comment, or share from your audience.
- Reach: Reach is how many people have seen any content from your Business page show up in their feed or on their screen.
- Impressions: This is how many times your content has been viewed (which means that one person can count for multiple times when looking at impressions).
- Conversions: When someone converts, it means they take the intended action (which could be signing up for an email list, buying a product directly from Facebook, or simply clicking a link).
Some online businesses rely heavily on Facebook ads because of how effective the ad marketing platform is. This is because business owners can target potential customers who have already visited their site through what’s called the Facebook Pixel, or target people who are interested in their competitors or a similar interest group.
We recommend creating a low-cost Facebook ad campaign around your next product launch rather than simply boosting posts so they get more views. Visibility and impressions are important, but it’s even better to see how your Facebook ads can lead to real sales. Continue experimenting until you find the right targeting characteristics.
To learn more about how to create a Facebook ad campaign, take a look into their How Facebook Ads Work landing page.
Utilize Facebook Messenger
You may already be using Facebook Messenger through your personal account to interact with your family and friends, but you also will have the opportunity to connect with customers or audience members through Facebook Messenger within your Business page.
Facebook Messenger for Business was created to help customer service teams better serve their buyer’s needs. With over 2 billion messages sent between customers and businesses every day, Facebook Messenger has been adopted into the social media strategy of businesses all around the world.
Messenger also gives you the opportunity to take conversations with customers off of your Business page so you can keep the conversation private. That way it doesn’t clog up the feeds of other customers who have liked your Business page. If there is a negative comment on a Facebook post, you can also shift the conversation with the commenter to Messenger so you can solve the problem promptly and privately.
If you want to get started with Messenger, you don’t have to worry about installing a new app extension because it can already be accessed within your Business page. Before you use Messenger, we recommend sitting down with your team to create a customer service workflow and strategy behind each conversation type.
Facebook marketing strategy best practices
With so many different opportunities to connect with your audience, you might be chomping at the bit to start posting content on Facebook. We love your energy! Before you create a full-blown Facebook marketing strategy and implement each of your content ideas, we want to close by sharing a few best practices to keep in mind when using Facebook for your blog and business.
With so many users on Facebook, your content will get lost in the crowd if you aren’t posting regular updates on your Business page and within your Facebook Group. It’s recommended to post at least once a day around 1-4 p.m., so right after your lunch break but before most people are wrapping up their work projects for the day. This will ensure that you can get in front of your most engaged customers a few times a month, even with their algorithm.
Facebook posts with images get 39% more engagement than text posts, making good photography and high-quality video content more important than ever. This is not surprising since our brains process images 60,000 times faster than text. The next time you come up with a really insightful text post, think about what kind of image could be included with it.
Keep it short
Facebook posts below 250 characters are said to raise your engagement by a whopping 60%. People have short attention spans, so keeping your content concise yet educational is ideal.
The ability to write short-form copy has never been more important. Rather than creating a long, detailed text post, break it up into a few posts and use it to create a series on Facebook. You’ll have more content created from the same amount of work. It’s a win-win!
Engage with your audience
Your customers and audience members want to connect with a real person, not a logo. As you scale your company, it’s important to make room in your social media marketing plan to engage with your audience. They want to feel like you know them on a first-name basis rather than viewing them as a number. You can engage with them through Facebook Groups, Facebook Live, and privately through Facebook Messenger.
Interact in other Facebook groups
Instead of only running your own Facebook group, why not participate in other Facebook groups? This will not only give you inspiration for your own group but will introduce you to people who may be interested in what you have to offer. You’ll start to build a small, tight-knit community, which will help you greatly as you start to grow your own group and audience on Facebook.
Keep up with metrics
You won’t know how well your Facebook posts are performing if you don’t keep an eye on your analytics. When you create a Facebook Business page, you’ll have access to all kinds of statistics to help you understand what’s working well and what needs improvement. You can learn more about their analytics platform here.
Leverage Facebook ads
One of the most powerful features on Facebook is their ad platform. It may feel a little nerve-wracking at first to put money toward Facebook advertising, but you’ll quickly be able to track how well your ads are performing and what tweaks you need to make by experimenting.
If you want to learn more about Facebook ad strategy before you start your first campaign, here are a few blogs that provide great educational information on the subject.
What Facebook marketing strategy will you be testing this month?
I challenge you to either join a Facebook group that already exists, start a group of your own, or record a Facebook Live video. Which challenge will you take on?