The Ultimate Guide to Facebook Marketing in 2017
By Afia Ahmad
Facebook has been the social media leader for a long time. However, with the advent of Twitter, Instagram, and even Snapchat, marketers are finding improved and effective ways of promoting their products on these channels. This has brought in some changes in the Facebook’s marketing for businesses.
If you have promoted your business on Facebook before the company changed some of its marketing policies for businesses, you will notice that the organic reach of your business posts has reduced drastically. The social media giant is relying on the ‘Pay to Play’ policy so businesses have to spend some money on their posts now to reach a greater audience.
In Manipal ProLearn’s latest webinar Rethinking Social Media: Facebook Marketing 2017 And Beyond, Social Media Marketing Guru, Tuhin Ghosh focussed on the changing Facebook advertising space. He also shared tips to adopt this change and not let it act as a marketing hurdle, but use it to the best advantage instead.
Tuhin stated that while Facebook will not kill organic reach, the modifications in its policies have certainly reduced the organic reach of businesses. While the advertisement space is coming down, the performance of your organic posts depends heavily on factors like:
- Your custom audience and whether the message is targeted to them.
- Type of content – is it educational, newsworthy or entertaining?
- Do you have quality followers?
- Don’t boost your posts as soon as you post them, allow them to gain some organic reach before promoting.
Tuhin advised that it is better to wait around 24-48 hours before promoting FB posts. To understand how and where your posts appear on your target audience’s timeline, you also need to stay updated about the constant changes in FB’s algorithm. You may want to reach 15,000 people and may have received the attention of 1500, but chances are that you may receive a response from only 300 of them. So try to keep your posts relevant to your target audience, because that’s what matters to FB algorithm.
Also remember that your job does not end with just boosting a post. The biggest form of appreciation on social media is ‘sharing’. So create posts that will prompt your audience to share them ahead, that’s the best form of caring!
Tip: Focus on sharing videos as they have a greater chance of going viral.
Did you know videos enjoy about 9% of organic reach, while text-based status updates, links, and photos get 5.8%, 5.3% and 3.7% of the share? However, the drawback is that videos are expensive to make and can be time-consuming. That does not take away from the fact that videos can offer you the most rewards, if done right.
Emerging areas to bank upon
Facebook is simultaneously working on several other products/services like:
- Facebook TV
- Facebook Messenger Bots
- Facebook’s AI Assistant
- Shopping on Facebook
- Facebook and Virtual Reality Gaming
- Facebook Workplace
So keep an eye on these updates to make the most of them as they are all set to revolutionize the advertising space on FB!
Visual content is the way ahead. Try to create visually-stimulating posts, they could be pictures, videos or GIFs. Ensure that your post description is crisp and engaging, it is not a blog so keep the length in check! Don’t be hesitant about repurposing your content. Take the liberty to turn your blogs into short videos and see how well they work for you! Engage with your audience through contests, quizzes and surveys.
Lastly, here are some more strategies to try:
Invest some time and effort in building your product/service around these strategies and you are sure to hit the bull’s eye!
Want to know more about social media marketing? Check out Manipal ProLearn’s extensive social media marketing course to plan and implement marketing strategies that work for your brand!