Social media marketing is an incredible opportunity to connect with your audience in an intimate, immediate way – but at the same time, it’s equally true that not all social networks are created equally.
Someone who signs up for Twitter is looking for a very different experience than they are on Instagram, LinkedIn or even Facebook. As one of the oldest social networks in existence, Facebook is also perhaps the most versatile. It’s business model has pivoted in a number of interesting ways over the years, meaning that its focus is more broad in scope than many alternatives.
But so long as you put yourself in a position to play to the strengths that make the Facebook platform unique, you won’t have to worry about running an effective marketing campaign on the site. At a certain point, that campaign will more or less take care of itself.
Variety is Your Best Friend
When it comes to the type of marketing collateral you’re generating for your website, it’s always important to vary things up whenever possible. Don’t exclusively write blog posts – post videos, use a graph maker to create visual collateral, and more. This prevents your content from getting stale, thus guaranteeing that your users will always be willing to come back for more.
Marketing on Facebook is certainly no exception, so you need to resist the urge to just post text-based content and call it a day. Yes, Facebook users are willing to spend time reading those longer missives. But you need to explore other opportunities to get people to subscribe to your business page, too.
Say you’re working with a poster maker like Visme (which I founded) on two different poster designs, for example. You’ve worked hard on both and aren’t sure which one is more effective. Why not post both on Facebook and include a poll, allowing your customers to provide their input on which one they think is better?
Not only do you get to let your audience inform the collateral you’re creating, but you also take advantage of an opportunity to pull back the curtain and bring people into your own creative process. Suddenly, one compelling piece of collateral becomes two unique, engrossing experiences – all thanks to the immediacy that Facebook offers.
Video, and Lots Of It
One of the biggest mistakes you can make when it comes to Facebook marketing has to do with the assumption that video marketing is something you should only be using on other platforms. Yes, social networking services like Snapchat are heavily based and no, Facebook certainly didn’t start out that way.
But times have changed. Not only does Facebook include a native video player these days, but Facebook Live is extraordinarily popular. People are more likely to watch at least a few minutes of a video marked “live” than they are to watch something previously recorded. One study revealed that native video on Facebook also receives significantly more comments and shares than other types of content.
The beauty of it is that these live video sessions don’t have to be expensive productions that you’ve been thinking about for weeks. If you’ve got 20 minutes to kill in between meetings, you can start up a live video and take questions from your audience members. They’ll get an immediate notification that you’ve started recording and will likely flock to you in droves. Or, if you’re getting ready to host a big industry event in your area, set up a Facebook Live video to let people see all the hard work you’re engaged in.
You could even use a service like Respona to identify influencers that your audience members care about and set up video interview sessions with these people. It’s the perfect chance to not only give your existing audience valuable content that they’ll enjoy, but to also expand it by fully leveraging someone else’s.
Video in general is only going to get more popular over the next few years (if you can believe it), so it’s important to start making use of the tools available to you today before you find yourself left behind tomorrow. Facebook is a perfect chance to lay the groundwork so that you’re prepared for the onslaught of video that we’re all about to experience across the web over the next decade. It’s hard to believe that something that once existed exclusively on college campuses would evolve into one of the dominant marketing channels on the planet… and yet, here we are.
Author’s Bio: Payman Taei is the founder of Visme, an easy-to-use online tool to create engaging presentations, infographics, and other forms of visual content. He is also the founder of HindSite Interactive, an award-winning Maryland digital agency specializing in website design, user experience and web app development.