The digital marketing landscape is vast and sprawling, and a single campaign needs to incorporate diverse marketing techniques and channels. It’s easy to get so caught up in website design you hardly engage in any SEO practices. Between website design, SEO, social media marketing across a variety of platforms, web directories, backlink strategies, and content marketing, it’s easy to forget to optimize every facet of your digital presence.
But failing to optimize every single pillar of your marketing campaign equates to failed marketing opportunities, lost leads, fewer conversions, and ultimately, less revenue. Today, I’m going to show you how you can follow best practices to enhance and fine-tune your Facebook presence to drive more traffic to your website and increase engagement. Let’s take a closer look, starting with official pages.
1. Official Pages
Anything your window treatment or awning business can do to communicate authority and credibility helps build the bridge of trust between your business and the audience. Fortunately, Facebook has such a mechanism that proves you are legitimately who you claim to be via the blue circle and gray check mark page-verification symbol.
Unfortunately, people like to duplicate other brands’ and social media stars’ accounts and imitate others for purposes such as trolling, practical jokes, and malicious intents like identity theft and social engineering. Furthermore, Facebook algorithms will give your page preference over fake pages to ensure the legitimate account appears when a user searches for it.
2. Tell a Story
I’m sure everyone has seen a friend or colleague experience a digital social media meltdown and post a Facebook story that was incredibly over the top and dramatic. Although personal accounts across a wide range of social media platforms include featured stories (Snapchat stories, Instagram Stories, etc.), Facebook business pages have a special “Our Story” pane which appears at the top of the right column of a business page that’s different from individual accounts’ stories.
Essentially, this area is the functional equivalent of the ubiquitous “About Us” page that appears on just about every business’s website. Try to use this feature to craft a narrative that communicates your business’s history, mission, and values. If your small business has been owned and operated for three generations and has an interesting history, your audience wants to know about it.
3. Use Pinned Posts Appropriately
All users start at the top of a page and see the latest posts, but as you move down a page, fewer and fewer visitors see the buried posts because of bounce rate. The Pinned Post feature allows you to shuffle through your content and place any post on the top of the deck, thus increasing the likelihood of driving more traffic to an individual page.
But Pinned Posts can be ineffective if not used properly. One of the main draws to social media, apart from real-time communication with other humans, is a topical news feed. Though it has been criticized as being an echo chamber, people love to use Facebook to be “in the know.” If your current Pinned Post is years old, it can make your business page look stagnate, so make sure to update it from time to time with contemporary, newsworthy content.
Naturally, the time you post content to social media platforms has a heavy bearing on how many people see your content, how many times it is shared, and how engaging it is. But counter-intuitively, note that the peak time of day when the most users are active may not be the most beneficial to your audience.
Take marketing data with a grain of salt and consider your audience. For instance, if a segment of your target audience tends to stay up later because they work an evening shift, you may get better results posting at a time more convenient towards and individual segment. If there aren’t any outliers or special circumstances, however, it’s safer to stick with peak posting times.
5. Engaging Links
Posts that link back to your website need to be attractive, enticing and engaging. Furthermore, you want to ensure that you link to pages that include calls to action to optimize engagement. For maximum efficacy, it’s beneficial to have extremely high quality images or streaming videos to stand out from other marketing entities.
I would advise refraining from abusing headlines that come off as click-bait to protect the integrity of your brand. Once in a while is acceptable, but if you dupe visitor after visitor into clicking on something that didn’t live up to the hype, you can damage a relationship with a trusting audience.
6. Profile Image
A business page’s profile image is an undeniably critical factor because it’s how your brand or business is identified, recognized, and remembered by the audience. The “less is more” mentality is applicable to the design of your profile image, because the thumbnail is so small it can be difficult to read crazy fonts, busy backgrounds, and large amounts of text.
Instead of creating a profile image with your business’s home page in mind, create one that’s purposefully designed for the news feed, since that’s where all of your new leads will materialize. Remember to use crisp, easily readable fonts and color schemes that make foreground text of your logo easily readable. If you opted to use an image of a person or a picture of your brick and mortar location, make sure it’s cropped appropriately to be easily identified in the news feed.
Take a look at how our page is set up (and LIKE us while you're there!)
Facebook is perhaps the most popular way to capitalize on free social media marketing via business pages. Sadly, too many small business owners don’t know how to set themselves apart from the herd of competition, and miss opportunities to optimize their digital presence.
If you lack social media marketing and SEO skills, it’s time to reach out to a competent digital marketer. Poor optimization means forsaken opportunities, missed conversions, fewer leads, and lower revenue, so use these best practices to polish your Facebook business page; after all, every detail matters.