From unpublished page posts to custom audiences, 2013 has been a year of dramatic changes for Facebook Marketers. In 2014, concentrate on these 5 things and you’ll be off to a great start!
1. Provide Value
Fill-In-The-Blanks: Like us on Facebook because __________. Like us on Facebook for ________.
If you struggle to fill in these blanks for your brand, you will have trouble growing and engaging your audience. Although this seems obvious, many times failure on Facebook comes from a content strategy that does not deliver value. The Facebook newsfeed is a competitive place to operate and if your content does not stack up, all the ad dollars in the world cannot save you.
2. Only Target Qualified Fans
Some brands define their success by the almighty “Like”. While page likes are important, the quality of those page likes are even more important. For some brands, interest targeting is a great prospecting tool. However, for many brands targeting the best fans is not so obvious. Here are a few ideas to try in this case:
- Target Your Current Customers Through Custom Audience Targeting.
- Target prospects that look like your best customers (e.g. top 10% of lifetime spenders) through Facebook’s Look-Alike Audience Targeting.
- Target other pages liked by your Facebook fans and your primary competitor’s fans using graph search.
3. Hone in on the Right Metrics
I loved the article from one of my favorite bloggers Jon Loomer wrote on our misguided obsession with Post Reach. Jon's article brought to light a bigger issue: we need to stop diluting our optimization and reporting strategy by focusing in on the metrics that really do matter. Things like CTR, CPM, post reach, and engagement rate should take a back seat to things like positive engagement, total leads driven, qualified page likes, web traffic, conversions/sales, and video views. Start optimizing your content to drive the right results and stop worrying about Facebook’s fluff metrics that don’t matter.
4. Optimize creative for the newsfeed
This seems obvious but I still see link posts on Facebook with the old-school miniature thumbnail image. In my humble opinion, Facebook’s new link posts are the biggest game changer in driving web-traffic this year. Not taking advantage of this new highly visual unit is inexcusable for any brand serious about driving web traffic and/or conversions. Facebook recommends uploading an image 1200 X 627, but all you really need is 400 X 209.
5. Take Advantage of Unpublished Page Posts
There are several strategic uses for this tool. Have you ever wanted (or needed) to reach a specific part of your Facebook audience without bothering everyone else? This tool allows you to do just that. You can also split test content before it’s published to smaller test segments. Wonder which post types are driving the most link clicks without leaving a trail on your timeline? Now you can. Get creative and start testing people!
What’s your Facebook Marketing New Year’s Resolution? Let me know in the comments!