Is your business utilising Facebook efficiently?

By Lukasz Gziut on 23rd April 2018

Facebook can waste a lot of your time and we’ve all been there, spending endless hours on our news feed! However, as a business tool, it can promote your product and attract new people to your site. Below are some of our tips on how to  profile your business on Facebook.

1). Overly promotional content

Creating content can be the most laborious of tasks for many businesses! This doesn’t mean you should be cutting corners. With Facebook’s ever improving algorithm, it favours content that is less promotional but rather more shareable. So, if you do see a large dip in your organic reach, this may be one of the reasons to consider a different approach to your content!

2). Not formatting content

Images and content that may have worked well on Instagram may not work on Facebook. Making sure both channels are formatted properly (dimensions and copy writing) will improve organic reach exponentially.

You may also think that you’re saving time by reposting your Instagram image to Facebook, in reality, that image will not only look poor in terms of formatting, but it will also have a knock-on effect on your engagement. Remember that everything gets pulled, this includes the copy, hashtags and even the person tagged.

3). Not starting fights with your customers or competition

Sometimes situations arise where a disgruntled customer may comment on your Facebook wall or post. In this case it’s always good to quickly reach out to them and never evade or delete their comments (unless you’re dealing with internet trolls).

It also goes without saying, it’s never a really good idea to write negative comments on your competitors brands or products. It’s important to be aware of what your competition is up to on social media, but getting involved negatively in discussions can only cause harm to your brand’s reputation.

4). Taking advantage of automated rules

If you create and use Facebook ads proactively, you may not have known about Facebook’s automated rules. With this you can create rules within the Ads Manager that can automatically update and notify you if there are any changes to your ads or campaigns.

You can create some of the following rules:

  • Turn your ad off if it’s not performing well
  • Send an update to your email if a number of people who view your ad drops over a certain time frame
  • Automatically increase the budget size when more people interact with it

5). Not A/B testing for your Facebook ads

Facebook has the option to provide split A/B testing on ads which lets you see if one performs better than the other. Some of areas you may consider when testing:

– Call to action: Trying out different ways of getting the audience to engage with your content. Maybe “buy this” works better than “click here to buy”.

– Text: The text length is a big part of A/B testing. Why not try something new like the use of emojis, punctuation or tone of voice.

– Visuals: Try testing different types of content, for example: images or videos, graphs or infographics, and even varied video lengths.

– Format: Test the different formats with Facebook ads that are available to you. You can test between carousel ads, canvas ads, app install ads, video ads, slideshow ads or regular photo ads.

– Hashtags: On some social platforms, hashtags do not perform so well unless they are part of a larger campaign. Hashtags perform the best on Instagram compared to other platforms.

– Target audience: Try testing your ads on different audience segments and see what works best for your goals and objectives.

6). Don’t take forever creating an update

Taking your time is important when creating quality content, however, if inspiration doesn’t strike you, you’re better off searching for something to become inspired. Even running past a few ideas with your co-worker wouldn’t hurt! Another idea is to even take a post that worked very well in the past and repurpose it to strike a new angle.

 7). The About section

It can be confusing to your potential clients by not filling out crucial information about your business on the About section of Facebook.

If you’re tired of answering the same question of ‘when are you open’, it would be an advantage to provide this information, including the products you sell, a brief bio about what you want to achieve as a business and link to your official website.