There are many different ways to gain traction and get new fans on Facebook, the most successful campaigns have always been the ones that have been the most creative. The best advice to be given when looking to create a marketing strategy is to create a campaign that is unique and stands out from the rest but at the same time being concise and to the point of your brand identity.
Following are the different ideas that can be implemented to grow your Facebook page.
Offer a special deal just to Facebook fans
This is most effective if you have an ecommerce website. You can create a coupon code that can be used on their next purchase. This coupon code would be exclusive to people on your Facebook page. This is great, because the people who like your page are interested in your product, it may entice those who have not made the purchase to do so. It also has the benefit of being shared by people from your page to other people’s page. These people who may not know about you, as the person sharing, believe the discount would interest one of their friends, family, colleagues or themselves.
Ask your users a question
By asking your users a question, you can start a discussion on the post. People may also attach a friend of theirs to the conversation to get them involved.
Add multiple images to your Facebook Ads
When you post an ad with multiple images, it creates a carousel for users to go through. You can really be creative here and tell a story in your ads through images. This will engage the person looking at the ad to scroll through all the images to get the complete story. The final image can contain a call-to-action button to drive users to the page or your website.
Keep text under 20% on ad images
Facebook guidelines will not accept a boosted post if the image include more than 20% text. Ensure when you or your designer is creating the image is aware of this, if you plan to boost the post as a paid advertisement.
Create a contest
In the past, it was cumbersome to create a contest and the users going on it. The recent changes have made it easier now. Creating a contest or giveaway is a great way to grow your audience as you can tell people to share and comment on the giveaway post for a chance to win. This increases engagement and the shared post will give the opportunity for organic advertising on other people’s page.
Facebook has the option to add hashtags to each post. This helps people to filter and find related and relevant content. This gives you an edge to get recognized organically. Although hashtags have not become as popular on Facebook as they are on Instagram, they still do provide an opportunity to gain more reach. When using hashtags on Facebook it would be wise to limit them to one or two well-defined hashtags rather than spraying the post with many hashtags that people won’t usually search.
Share fan created/suggested content
Sometimes a fan will send you something interesting. Rather than dismissing it, maybe have a look at incorporating it into one of your posts and giving credit to that fan. This shows that your brand is a community that your fans are so passionate about. You collaborate and work with your fans, rather than just publishing or releasing information.
DO THE TEST
A/B testing, also known as split testing, is a method of working out which part of your post works the best with your audience. It splits the post from its −
- Body copy
- A combination of the above
When starting out a campaign, it is important to experiment with what will be most likely for the audience to engage with your posts, on which devices the posts work best for the audience that will eventually use your product/service.
Apart from testing post content you can also run tests on the following −
- Precise interests
- Mobile OS
- Age ranges
- Relationship status
- Landing page
- Interested in
Creating a test
The best way to implement a test is to create two similar ads in your ads manager. Don’t post these ads to your wall but run a small paid campaign. In these ads, you may decide that ad A will have a short one-line sentence with an image and a caption. Ad B could have more content in the post but no writing on the image. You can run these ads with the same demographic type to see how people will react to the posts.
You also may want to try split testing the image itself. Think about what colors you are using, the psychology behind the colors and the way it makes the post feel. Keep the colors in an image to around three predominant ones as you don’t want the image to look too busy.
Although this type of testing can take time, it will eventually ensure that you know exactly who to target your advertisements to and how they should be designed.
Facebook Marketing – Analytics
Facebook analytics, also known as insights, provide you with very important statistical analysis of how your campaigns are going and what sort of engagement your posts are receiving.
Following is an image of the front page of the analytics section. It gives you an insight if your audience is large enough. In addition, it also helps you know the types of devices your audience uses and you can also have a track of the page/video views.
On the right hand side, there is a toolbar with the different sections that you can go through to find various insights. We will go through each area on what information you can get from them.
In this section, you will be able to see the total likes for your page. It will give you a graph with a 30-day overview and you can see how to track your progress. You will also be able to view your net likes, which shows how many likes you get for each day as well as how many unlikes your page is getting each day.
Finally, you can see where your likes are coming from — from people coming on your page and clicking like, finding you through ads and through the API.
This indicates how many people see your post. As seen in the following graph, it is separated with organic reach and paid reach. In this section, you can also find the graph for reactions and shares for all posts.
This gives you an insight into how many people are viewing your page on a day-to-day basis. This is great because, especially in the early days when you are testing different post types, you can see the analytics over a period of time and see which days are working better to get click through on to your page.
The following first graph shows you total views for each day, while the second graph gives you the ability to break it down by total page views, by section, age and gender, country, city and by device.
Actions on page
Page actions tell you what people are clicking on whilst they are looking at your page. Here you can see which people are clicking −
- Phone numbers
- Website clicks
- Page call-to-action button
This is also broken down by the same insights as the page views (age and gender, country, city and by device).
This insight is great because it shows some important information. This brings you clear data sets and shows when your fans were online over the last 7-day period.
Underneath the graph of when your fans are online, you will see a list of all the posts you have made for your page. This breaks down all your posts and tells you how much engagement each post has had. It also gives you data on how much reach each post has received. There is a button to boost posts and to see the results of previously boosted posts.
The events insight gives you statistical data on how much awareness your event has received. It also gives you information on the audience/demographic that are attending the event, how much engagement the event has received and if you have a buy tickets button, it will tell you how many people have clicked the link.
This insight is very similar to the posts insight. It breaks down how your video reach has gone for each video and a breakdown of the demographics.
This is a very important insight as you get a complete breakdown on the age and gender of your Facebook fans. You also get a breakdown of which countries your fans are from, the cities within the countries and the language your fans speak.
This helps with future campaigns as by now you have an idea of who is using your page.