Best Practices for Marketing on Facebook

Feb 24, 2014

Updated August 30, 2022

Creating a Facebook page for your brand is crucial. Not only is a Facebook page great for SEO purposes, but also it cements a positive image of a business that is unafraid to cultivate its online presence in an increasingly digital world.

However, once a Facebook page is created, many employees remain puzzled as to how they should utilize what could – with a little time and effort – become a tremendous asset. Just like with other content marketing, Facebook marketing is not about the hard sell. Considering that the language used for sales pitches is almost exactly the same language used in spam emails or posts, hard sells usually fail on social media. Instead, brands should subtly advertise their products or services by publishing engaging, interesting content.

So, how can a company market on Facebook without it looking like spam? Here are some great tips for brands when getting started:

  • Post frequently. Whether it’s a staff member, a CEO, an outside marketing/PR firm, or all of the above, someone should be posting to Facebook at least once a week.
  • Keep it short. With Twitter, there’s a 280-character limit, but Facebook lets users post much longer statuses. However, long is not always a good thing, especially considering that followers generally appreciate posts that are short and sweet.
  • Experiment with posting times: Ask Google for the best time of the day to post on Facebook and get ready to disappear down a rabbit hole of differing opinions. So, mix it up a bit. Post at varying times throughout the week and keep a close eye on your results. Then tailor your posts accordingly. You can also use Google Analytics to learn what time of day people most frequently visit your website.
  • Post videos and photos. Images catch the eye of your audience so much more than text ever will. Keep in mind: horizontal photos work best for Facebook ads with links. Facebook also recommends you use the highest-resolution images available. You can find their minimum pixel requirements here.
  • Pin a post: Pinning allows you to spotlight a post with high engagement that will hook first-time visitors. To that end, choose a post with an intriguing visual component and an engaging topic.
  • Leverage other Facebook tools: Facebook offers several different options to help you grow your marketing efforts. Facebook Groups, for example, allow people with similar interests to chat about common topics. Setting up a Group for your business gives you the chance to deliver engaging marketing content to an audience that has opted-in for the privilege. Meanwhile, Facebook Reels, the platform’s “fastest-growing content format,” helps users attract new audiences with attention-grabbing videos, and even make some money in the process.
  • Hold contests. Whether you are giving away free merchandise or another prize, contests are a perfect way to gain more followers.
  • Ask questions. The point of social media is to engage with potential customers online. Asking questions about upcoming plans or insights into new products is a great way to show that brands are willing to interact with their audience.
  • Post fill-in-the-blanks. A lot of social media followers would rather respond with a one or two-word comment than a paragraph, so this is a simple solution for connecting with consumers.
  • Don’t over- or under-sell. While over-selling is clearly a no-no in the world of social media, under-selling is just as bad. If your business’s Facebook page is too underutilized or too off-topic, fans will start to question its goals.
  • Incorporate holidays and special events. Planning special events, sales, or product launches around holidays is a great way to interact with fans. Businesses can even add fun, interactive aspects such as a countdown clock.
  • Promote causes. Facebook is community oriented. So, whether it’s a 10k race, a donation to the Red Cross, or even just a petition signature, businesses that raise awareness in the community through social media will succeed.
  • Educate. Posting tips, facts, and other information relevant to your industry is a good way of informing fans about the things you love.
  • Have fun. The most important rule of any social media platform is to have fun, and it’s certainly no different for businesses that are marketing their brands on Facebook. You can still “sell” your product or service on social media in a fun, interactive manner.

Social media marketing is an ever-moving target. There’s always something new on the horizon, new visitors to win over with quality posts, and new trends to embrace (and quickly before the next new thing comes along). It can be tough keeping up with Facebook, but it can also be game-changing for your brand and your business’s bottom line. So, get started today.

Questions? Give our team a call for more social media advice at 410-312-0081 or fill out our contact form.

IMPACT Marketing & Public Relations, LLC

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