THE FULL BOOK: 500 SOCIAL MEDIA TIPS. -YOU NEED
About Facebook, Twitter, G+, YouTube, LinkedIn
And most of Social Media.
Explained: The Best Types of Content to Post on Social Media With the foundations of social media marketing covered, let's get down to the nitty-gritty: social media content.
In this chapter, we'll look at a variety of proven posting strategies to help your social media strategy thrive. The following content strategies are generalized in a way that applies to the majority of social networks covered in this book.
You'll find more specific advice about how to maximize its impact for each platform within each network's individual chapter.
Note: What follows are some of the most popular content strategies for social media.
If you'd like tons more ideas demonstrated alongside real life examples, check out my list of 101 Social Media Content Ideas for Business at http://www.socialmediacontentideas.com.
Ask questions and start discussions Get to know your fans and give them a chance to get to know you by posing questions and starting discussions.
These questions can be about a product or event related to your business, a quick trivia quiz, or just about the wider world.
The types of questions that work best include those about preference
("Do you prefer product A or product B?");
Yes or No (Are you a fan of X?");
those that ask for opinions ("What's your favorite flavor of ice-cream we offer?");
or ones that politely challenge
("Opening our second Canadian store this month - guess where?").
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Even just ending a status update with “do you agree?”
or “what do you think?”
is enough to encourage people to get involved.
The simplest question can be useful in achieving impressive levels of engagement
(and consumer insight!), provided that the subject captures the attention of your audience, particularly if it takes little or no effort to respond.
As with a simple text post, this strategy can be combined with (or implemented within) a powerful image - keep reading for more information. Interestingly, where you ask the question in a status update also affects engagement rates.
Posing a question at the end of a post - compared to somewhere in the middle where it can easily get ignored - can increase engagement by up to 15%, according to a study by Buddy Media.
Note: Similar to the above – and also commonly used – are 'fill in the blank' posts as a way to encourage engagement.
They're successful because fans will only have to type one or two words at the most to respond, e.g., "If you could live anywhere in the world, it would be _______."
Tell your story and feature the stories of your customers Every brand and individual has a story to tell, whether through text or (often better) through visuals; we’re hard-wired to react and respond to a compelling tale.
Use social media as a destination where fans can get to know you and your brand much better than they can through simply viewing the products or services that you sell; make it a place where your voice, personality, and authenticity can shine through.
Interesting and engaging topics of conversation to cover include why you launched your company, your achievements and failures and what you learned from them, what motivates you, and the people and events that inspire you.
In essence, show customers that you share their thoughts and ideals, and become a brand that they want to emotionally invest in,
which will eventually lead to loyalty and sales.
In addition to your own stories, your customers or clients will always have fun and interesting stories about how you and your product or service fit into their lives (and often it's going to be more interesting than content you could come up with yourself), so encourage them to share their tales with you (through text, photos, and videos), so that you can feature them as part of your content strategy.
Doing so will excite and please the customers in question, encourage them to spread the love about your brand, help to build a stronger community around your product or service, and also act as strong social proof to others about how your brand positively impacts people's lives.
Dig into problems you solve, share your expertise, and be valuable
One of the most effective ways to influence social media users into connecting with you on a social and emotional level is to position your brand as an authority - a source that they can trust and respect, and whom they can rely on for the information or experience they desire.
One of the best ways to do this is to dig into the problems you solve
and demonstrate your expertise.
By this, I don't mean you should start boasting about how good your product is at solving "Problem X" at every opportunity; instead, be a valuable beacon of information within your field or industry.
For instance, if your company sells antique furniture polish, you might publish posts to explain why it is so important to keep aged items in good condition, share recent examples and statistics about antiques that have sold for high prices due to their pristine preservation, and provide hints and tips about how best to treat different kinds of wood. Great content – whether single posts or links to a blog article – will also be shared, further increasing brand awareness.
Use breaking news, holidays, and special events to inspire content ideas
If you are able to weave hot, newsworthy topics into your social media posts (not just for the sake of getting likes and views, but adding something to the discussion),
it can add a relevance and credibility to your output that will endear you to fans by showing you as a brand that is at the forefront of new trends within your industry (and in the case of Facebook,
its algorithm works to show timely, trending stories near to the top of the News Feed, possibly leading to higher engagement). Use tools like Google Alerts (http://www.google.com/alerts)
and Feedly (http://feedly.com/) to be notified of breaking stories when they happen,
or sites like BuzzSumo (http://www.buzzsumo.com)
to hunt down trending tweets and topics related to almost any subject.
The cookie company Oreo is an expert at using this tactic. For example, at the end of 2013, it posted a short video clip accompanied by the text "We’re officially counting down to the last dunk of the year," and to celebrate the USA's Mars Rover robot successfully landing on the Red Planet, it posted a photo of an Oreo cookie with a red-cream center imprinted with robot tracks, and paired it with the caption "Now, to perfectly land an Oreo cookie in milk."Amazon beautiful Young Ladies Store
In addition, some of the most viral posts on social media are linked to one-off dates or celebrations throughout the year. Holidays like Christmas, Thanksgiving, Easter, Mother's Day, Father's Day, Halloween, or special days like St. Patrick's Day, the night of the Oscars, etc. are feel-good occasions and easy to create content for, e.g., wishing your fans a happy time, sharing a fun fact, asking a holiday-related question, e.g.,
"How many Easter bunnies can you see in this photo ?",
or suggesting how your product or service can best be utilized at the particular time of year. Beyond that, there are even more "niche" occasions that might resonate with your fans and will display your brand's relevance: things like the release day of a big movie, International Talk Like A Pirate Day, Movember, or International Coffee Day. Mark all of the most relevant dates in your calendar, and prepare content ahead of time in order to "celebrate" them with your audience.
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Note: When you do use the above strategies, it is important to do so in the right manner, and with appropriate tact. Avoid hijacking popular cultural events for the sake of it (especially if you cannot make the associated content relevant to your business), and try to do it in a way that doesn't come across as blatantly opportunistic.
Spagettio's learned this lesson the hard way (via a tirade of negative feedback) after it commemorated the anniversary Pearl Harbor with an image of a spaghetti hoop holding the flag of the United States.
Promote products and services (adopt the 80 / 20 rule) Way too many brands are either all business or none when it comes to social media, but you have to find a balance that works for your audience, and encourages them to share your content with their friends.
Although the majority of your social media marketing content should not be overtly promotional, selling your product or service is ultimately what you're there for, and customers do realize that.
Assuming that your brand-to-customer relationship is good and the rest of the social media content you post is valuable, they will tolerate the odd post to tell them about a new product or service, or a sale or offer that you are starting - heck, they might even appreciate you letting them know !
An easy way to balance out your social media output in a way that will keep you on the good side of your customers, and one a lot of brands already use, is the 80/20 rule.
It states that you should post non-promotional content 80% of the time
(your own valuable, helpful, or personable stuff, or related content linking to another source, with the sole aim of driving engagement) and reserve the other 20% for being more promotional. Even within this 20%, there is a broad spectrum of approaches, from subtle to more overt selling, depending on how you believe your audience will react.
Note: Where sales and offers are concerned, one approach to keep customers engaged is to make certain promotions exclusive to people loyal enough to follow you on social media; e.g. extra 5% off for quoting a code posted on your Facebook Page, or a surprise flash sale for people who spot a tweet from you.
Another involves giving fans early access to new products or services, preceded by a campaign of posts that build awareness and make people feel a sense that they are getting something special and exclusive.
These messages can either be hosted exclusively on a social media channel, or can be used to push people to your website where you have more freedom to present your brand and offerings, collect e-mail addresses and visitor data, give away coupons, etc. in any way that you like.
Make effective use of visuals – both images and videos - to drive engagement Images are the most popular type of content shared by social media users, so it stands to reason that you should give them a lot of attention in your own content strategy.
Additionally, where brands are concerned, there are real benefits in creating unique visual posts. Research shows that social media images are much more likely to be associated with positive emotions than text posts, and brand promotion via images is much more accepted than if by text (done right, they don't really look like ads, slotting seamlessly into people's news feeds).
Online tools (mentions of which are dotted throughout this book) now make the creation of beautiful visual content easier than ever.If you wanted to, you could crank out dozens of visuals per day.
With this in mind, try not to fall into the trap of creating snazzy visuals for the sake of it, or to the detriment of your central marketing message. Study the performance of your images to spot which ones trigger a response in your fans and which ones do not. When you find what works, replicate and scale it.
Remember, too, that good written content that spells out your value proposition, compels fans to act, and builds a dialogue between you and your customers,
(when accompanying an image, on its own, or in reply to comments)
remains crucially important.
Make sure your marketing and sales strategy defines how and when visuals will be used, and that they complement your brand while upholding the quality of your product or service. Where to find images to post on social media Physically shooting photos or building your own original graphic images is always the best option for visual content on social media, but time and budget constraints make this impossible for most brands to execute one hundred percent of the time.
Luckily, there are a ton of online tools to find and edit photos and graphics, either completely free or for a small fee. Where free photos are concerned, some of my favorite sources for free images include Comp Fight (http://www.compfight.com) and freeimages (http://www.freeimages.com).
For reasonably priced stock images,
Yay Micro (http://www.yaymicro.com)
Yay Micro (http://www.yaymicro.com)
is my go-to destination. Be careful when choosing stock images – avoid cheesiness and cliché at all costs; go for natural, visceral shots. As for graphics, freepik (http://www.freepik.com) is my first port of call to look for free stuff.
If I can't find what I like,
is my preferred site. With all of the above - whether an image is free or paid for - always read and understand the terms of using an image, e.g., whether accreditation is required, if it can be used for commercial purposes, etc.
Note: Each social network has its own specific best practices for image sizes,
but the general rule of thumb for any visual content is bigger is always better.
The social networks will automatically resize your images as needed:
there is no quality loss when the image is scaled down, but there will most certainly be if an image needs to be blown up.
For simplicity’s sake, sticking to the following measurements should cover you for nearly all of your visual needs: 1280 x 720 pixels for landscape images, 735 x 1102 pixels for portrait images, and 900 × 900 pixels for square images. In addition, it’s useful to name your image files thoughtfully for SEO (search engine optimization):
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include keywords separated by hyphens or underscores, and alt tags to sit in place of your image when an error prevents it from loading, or it is being interpreted by someone who is visually impaired.
Brand your images (but sometimes choose not to) One of the fundamental building blocks of brand is consistency.
In order to help your fans learn to instinctively recognize your visual content when it appears in their news feeds or is "stolen" from the social network you originally posted to, it is critical to brand your content effectively.
This can be achieved in one or more ways combined, such as adding a logo
(create guidelines addressing size and placement for neatness), website URL
or Twitter handle, and using a consistent color palette, photo filter, and fonts to reflect your brand personality.
The colors, filters and fonts used in your images will strongly affect how people perceive your brand on social media, so choose them with care, considering what kinds of feelings you want each piece of content to evoke, e.g., bright and cheery, serious, nostalgic, etc.
For efficiency's sake (and to compound a sense of familiarity over time) you may even want to create a uniform template for certain types of visual content, e.g., promotions, industry insights, milestones.
Research has shown that it takes people between 5-7 impressions for people to begin to recognize your brand, so the repetition of key brand ingredients like logo, colors and typeface is extremely important. So, if your social media post graphics look and feel cohesive, then users can form a clearer understanding of your brand in their minds.
Note: In most cases, a subtle approach to branding works best; your image - not your brand - should take center stage, and sometimes no text overlay or filter is needed.
This is particularly pertinent for content created to mark occasions with emotional or historical significance, e.g. Mother's Day, Martin Luther King Day, Memorial Day, etc.,
where foregoing all branding might actually work in your favor for two reasons: slapping your logo on such content just doesn't seem right, and people may be encouraged to share high quality, original, "brandless" images because they feel more ownership over them - the visual content is suddenly much more selfless, or more about the fan and their connections than it is your brand.
Although there is a higher chance that the images in question might be stolen and used without attribution, if those images do get more shares on the social profile you originally published them to as a result of having no branding, some sort of built-in attribution should remain each time they are passed along, e.g. a Facebook link to your business' Page or a "retweeted by" link on Twitter. Make images powerful and self-explanatory The best images to use on social media are ones that catch the eye, inspire curiosity, entertain, spur emotion, or broadcast a gripping message.
It doesn't really matter if the image shows an experience related to your brand or not; the important thing is to help reinforce the kinds of emotions you want customers to associate with your company. Research by Buffer found that self-explanatory, stand-alone images perform better than those that need explanation and clarification in the accompanying description. In essence, if your image needs a caption to make any sense at all (rather than to elaborate and provide more value), it might not be as effective as you want it to be.
Share a special offer, discount code, or upcoming event People love special offers, and images are a great way to highlight them in a bold and imaginative way - whether it's the launch of a season-long promotion, a one-off event, or a week where each day brings a new deal (a great way to encourage people to visit your social profiles multiple times). Compound an image's impact with accompanying text that includes a link for fans to access the offer/get more information, a time limit that will add a sense of urgency, and a call to action that will drive click-throughs.
Where upcoming events, products and services are concerned, make a point of regularly highlighting these moments on social channels, and to continually differentiate yourself from the competition. Where relevant, make a point of accompanying such images with words like "new" and "limited time only" to convey your brand as fresh and forward-thinking and to pique the curiosity of your customers.
Note: As an extra way to drive engagement, design an image that tells fans that they'll gain access to a secret sale, discount code, etc. if said image receives a certain amount shares. Set a realistic target based on your existing audience and predicted reach, because you do really want to hit it and reward those who were interested. Show customers enjoying your products and services There is no greater form of social proof than customers showing others how much they are enjoying your product or service.
Doing so with an image is extremely powerful way of converting people into customers because it helps people associate positive emotions with your brand, whether the photo is snapped by you or - even better - user-submitted. Smartphones make it extremely easy for people to capture and share experiences with your brand as they happen, so encourage your customers and fans to do just that when they are at your premises (with signs or purpose-made "group photo/selfie spots" with an interesting background, for example.), out and about, or at home (e.g., "Post a photo in the comments to show us the view you see while listening to our podcast").
Actively encourage customers to tag or mention your profile in updates containing photos, so that when you are notified you can easily save and share the user-generated image on your brand's profile page (giving credit, of course, but also making the person feel special and eager to show their moment in the spotlight to their friends).
Unify these types of posts with a hashtag that you can track across all platforms to hunt down more customer-generated content, and even add a subtle link to the product or service in question, if you think your audience won't mind.
For an additional layer of persuasion, you could experiment with adding a short customer testimonial in the form of a text overlay on top of an image of a happy customer, both to spread cheer about your brand and help convert others into willing buyers. Note: As a quick and powerful aside to your social media efforts, include customer images on the product pages of your website for top notch social proof.
Include instructions with your product (on the packaging, confirmation email, etc.) to let customers know how to tag you on Facebook, Instagram, etc., then use a website plugin to have the images automatically appear on your site.
Show off product features in images or infographics People viewing and buying products online don't have the ability to examine them as they would in real life, so high quality product images with added details (or a link to where they can be found) are extremely important to social media marketing.
Add annotations to an image of a product or service to show off features that might not be immediately obvious, e.g. the special type of fabric used in a garment, how efficient your delivery times are, or the wondrous technology hidden inside a gadget. Infographics also work well to display lots of information - especially numbers and other data related to your brand, often based on a seasonal theme - in an eye-catching, engaging and shareable way.
If graphic design isn't your bag, sites like Pictochart
and Easel.ly (http://www.easel.ly)
will help you to create great-looking infographics in a simple, drag-and-drop manner.
Note: While infographics render well in Twitter and Pinterest feeds, do not upload and post
a full infographic image to Facebook because it will be shrunk, squashed and be almost impossible to read.
a full infographic image to Facebook because it will be shrunk, squashed and be almost impossible to read.
Instead, select a square portion of the infographic (either the top section where the title is or from its most interesting point), cut it out, and post this to Facebook along with a link and a call to action to encourage people to click through to your website, Pinterest profile, etc. to view the infographic in full.
Share inspirational, motivational and nostalgic images, and blog post quotes
Two types of image posts that often perform well on all social media are inspirational
and motivational quotes.
Two types of image posts that often perform well on all social media are inspirational
and motivational quotes.
In addition to their tendency to stir a deep emotional response, they are also highly shareable, so target your quotes to relate to the mindset of your customer. Nostalgic photos with a text overlay work similarly in the way that they strike a chord of a shared experience within us, often from our childhood.
Subjects for these might include historic images of your target audience's city or neighborhood, or dusty old snapshots that relay the heritage of your brand. And of course, everyone on social media loves a funny image - uplifting and shareable.
The following are some very broad guidelines for creating strong examples of each type of image. With repetition and consistency, your fans will learn to tie the emotions they feel when viewing these images to your brand, product or service: Motivational images: items or landscapes that inspire optimism and positivity; strong sans serif fonts that capture attention and reinforce authority (capitalize words to create emphasis); bright and vivid filters to compound impact of your words.
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Often, the best kind of inspirational content arrives in the form of case studies, customer testimonials and stories of your own failures and challenges. Nostalgic images: Choose a retro, relatable, interesting photo of your company, your community, etc., ideally several years old; hand-written, narrow fonts are wistful and memory-laden; match your filter to the occasion or season, e.g. bright and over-exposed for summer.
Tie nostalgic images to a popular hashtag like #tbt (Throwback Thursday) to add some extra clout and shareability. Funny images: Images that are created to entertain don’t have to be directly related to your products or services, but should appeal to your target audience in order to be successful.
Match the font type to the tone of the humor, e.g. serif for playful, sans serif for dry; use warm tones and filters. Highly shareable, they can work by transforming your company into a relatable, more personable entity. Note: A similar strategy to the above involves lifting a choice statistic or quote from a blog post and converting it into a powerful image that will motivate your readers to click over to read the article in full.
Graphics and text overlays can be quickly and easily created in programs like Photoshop, PowerPoint or Keynote, or through online tools like Canva
or apps like A Beautiful Mess and Phonto (both available for iOS and Android devices). Share hints, tips, and tutorials Offering hints and tips to your customers is a great way to be consistently valuable, increase the potential virality of your posts, and to grow brand loyalty.
One of the easiest ways to do this is to show simple, step-by-step instructions
by composing a single photo split into several frames
(the Instagram-built Layout app, websites like Fotor
(http://www.fotor.com) and Canva both offer free collage-making tools, while mobile apps like PicFrame and Diptic will help you to achieve a similar effect on iOS and Android devices).
To take one example, Petsmart uses a single Instagram image split into multiple
images to give simple pet training advice, like teaching a dog to sit and lay.
The photo's visual instructions are complemented by further explanation
in the text caption.
Show behind the scenes To increase intimacy with your brand, show your human side, and make customers feel that they are getting a special sneak peek at the inner workings of your company, use photos to snap photos of behind-the-scenes
goings-on – either vague, but exciting teasers or documenting each stage of a project as you go along, showing fans your work in progress.
For example, Tiffany & Co. once snapped a photo of an artist they had employed, right in the middle of him painting a new backdrop for its new Fifth Avenue store.
Other examples might be as simple as showing off the treats bought for the office to celebrate the end of the working week, taking a snapshot of a special visitor, or posting a photo to welcome the newest member of your staff.
Highlight your charitable side To help enhance your brand image, stand out as a brand that cares; use images to highlight your charitable side. Levis regularly promotes the good its company does, such as posting a photo of a t-shirt printed for the free day it gives all employees so that they can help projects in their local communities.
Get your fans involved in the process, too. For example, you could create a poll ("Poll" or "Offerpop" are two handy Facebook apps for this purpose) and ask your audience to vote on the charity or cause that they want to see you support.
Share popular memes; adapt them to your audience Memes (most often humorously-captioned images grouped into categories such "Bad Luck Brian," "First World Problems" and many, many others) are hugely shareable and extremely popular on Facebook and all social media.
If you're unfamiliar with memes (I'm sure you'll have seen one even if you didn't recognize the image as one), the best thing is to visit a site like http://www.memegenerator.net to discover examples for use on your Page,
or to create your own - you'll pick up the idea in no time.
Humorous and cute memes and images also do well on social media - anything that will evoke an emotional reaction, particularly if it is a positive one.
The "Funny", "Aww" and "Pics" subreddits of Reddit.com
respectively are an almost infinite source of such content, but if you have your own original funny, cute, or interesting images, all the better.
The unstoppable spread of many memes and funny images means that crediting the original source can be an almost impossible task, but it's always good to do so if you can. Despite the widespread popularity of memes and other viral images, do not rely on them heavily as a way to bulk out your social marketing strategy.
Regardless of the high engagement rates they might get, this type of content can be regarded as not "high quality" (especially in the eyes of Facebook, as often the engagement it does get is not the most highbrow).
So too much of it could hinder your reputation and reach more than it helps. But used once in a while, memes shouldn't do any harm.
Jump on fads in popular culture Just as the popularity of a meme comes and goes, so do real-life photo trends. Photobombing and selfies are trends that look like they are here to stay, but others like whaling and owling burned out as quickly as they arrived.
Nevertheless, all of these trends can be taken advantage of in order to boost engagement in your own content strategy, whether you take the photos yourself or encourage your fans to so that you can share their efforts on your social profiles.
For example, Currumbin Wildlife Sanctuary in Australia encourages visitors to take selfies with some of the animals within the park, which it then features on its Facebook and Instagram profiles. Build Presentations for Slideshare With over 60 million visitors a month, Slideshare (http://www.slideshare.net)
is the web's biggest hub for hosting and sharing presentations on almost any topic. Some of the most popular slideshows are business-related, which makes the site doubly important for B2B companies.
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The site's visual nature makes it one of the most efficient platforms from which to create or re-purpose work in order to generate high quality leads (paid membership even allows you to place contact forms within the presentation itself).
The most successful Slideshare presentations are laser-focused in their subject, turning individual aspects of written content (blogs, e-books, speeches, and even infographics) into highly visual content, using strong and emotive photos or graphics, a consistent color scheme and fonts, and keeping text to an absolute minimum - often just a single sentence
(or even half of one!) per slide.
(or even half of one!) per slide.
Check out the Explore and Popular pages on Slideshare for examples of featured content, and mirror this style in your own uploads. Slideshare decks can be created, saved, and uploaded via software like PowerPoint and Keynote, online tools like Canva or apps like SlideIdea (http://slideidea.com/).
Once published, Slideshare presentations can be shared onto Facebook, Twitter, Pinterest, LinkedIn, and more, and embedded into websites.
Other image types: word clouds, screenshots, and snack size data Word clouds are a fun and inventive way to represent a piece of content when sharing it to social media, whether using the words from a blog post, the transcript of a video, or the opinions of people commenting on a particular status update.
Sites like Wordle (http://www.wordle.net/)
ask you to paste in a body of text, which it will then use to generate a word
cloud - customizable by font, layout, and color scheme.
The more times a word appears, the more prominence it is given in the cloud.
If you want to direct people to a specific part of your website or show them a quick step-by-step process, then screenshot images are one effective way to go about
it - show people, don't tell.
Creating them is as simple as using a snipping tool like Skitch (https://evernote.com/skitch/) or even the Print Screen key) to grab a snapshot, then adding text and arrow annotations before sharing.
Or if you want to add a bit of visual flair, check out a service like PlaceIt (http://www.placeit.net)
which allows you to insert a screenshot onto professional stock photos of devices captured in real-life settings.
Screenshots are also useful if you simply cannot find a suitable image: grabbing block quotes, ordered lists, or short paragraphs
(stuff that can be easily digested) is the best option here. Infographic-style images needn't be big, full pieces of work.
Sharing a snippet of fascinating or impressive data in the form of a graphic with a text overlay or a chart can be just as powerful.
Examples might include the number of hours it takes to manufacture a single pair of bespoke shoes, how the amount you've given to charity has increased over the years, or how many cups of coffee your team goes through during a busy week!
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it takes to manufacture a single pair of bespoke shoes, how the amount you've given to charity has increased over the years, or how many cups of coffee your team goes through during a busy week !
A note on perspective and comparisons
Customers viewing your products online are doing so on flat (often small) pixilated screens - way different to the experience they'd have inspecting them in real life.
With this in mind, consider posting images from multiple angles
(perhaps as a collage) to give the best look that you can.
And if size is an important part of your product, think about juxtaposing it next to
a common household item (or your competitor's product!) so that customers can easily judge the scale.
Experiment with animated GIFs While the popularity of animated GIFs has prevailed for many years, their usage has boomed thanks to more accessible creation tools and faster Internet connections.
Animated GIFs are currently supported on Twitter, Facebook and Pinterest
(and, of course, make create additions to blog posts) and they are an easy way
for brands to add a fun, engaging element to content.
A few methods for their use include: demonstrating a tricky step in a how-to guide; replaying a hilarious moment from a recent event, ad campaign, or behind the scenes at your business;
flashing up the benefits of a product or service; making an announcement, thanking a customer, relaying a reaction or emotion like happiness, surprise, or fear; or simply creating a cool effect like an seamless loop, in a much more dynamic way than text or static emoticons.
Check out Giphy (http://www.giphy.com)
to search for and discover a massive archive of animated GIFs,
create your own using software like Photoshop or simple web tools like
Make A GIF (http://www.makeagif.com), and use Loop Findr
(http://loopfindr.tumblr.com/), to build animated GIFs that contain seamless loops.
Video content strategies
Video content (pre-recorded or live streaming)
is now a huge part of the social media mix too, and many of the strategies above can very easily be adapted to work in video form for multiple channels including Facebook, Twitter, Instagram, and of course, YouTube.
Where applicable, the following chapters will include specific advice on maximizing the impact of video for the social network in question. In the past, the focus on social video was mostly about achieving viral success.
However, virality doesn’t always do much for your brand in the long term.
Short, authentic, raw, entertaining, and valuable videos go much further than forcing an idea in the hope that it will become a one-hit wonder.
While digesting the following information, I would strongly recommend that you consider the possibility of how it might fit into the "motion picture" side of your marketing.
Develop compelling video content for social media Make sure that your videos reward people's attention and tells its story, even if only the first few seconds are watched.
Use mobile native tools, and techniques and styles that mirror the organic content your fans like to see.Beautiful Young Ladies Store
Even though people's attention spans are now sporadic and short, consumers
are more focused on their phones than ever.
As a result, your job is to build new ways to tell meaningful,
emotional stories in short form.
Make your video more visually engaging by using a format unique to mobile, such as a vertical or square video.
It’s easiest to just build for mobile right from the start, as you’ll avoid the time
and cost of editing for mobile.
Otherwise, check out Animoto (www.animoto.com)
Animatron Wave (www.animatron.com) for an easy way to create three versions
of the same video: landscape, square, and portrait, all at once.
My recommendation is when you broadcast solo, is to use portrait mode.
And when you go Live with a guest or show a view, use landscape.
Square videos work well for almost any content - so stick with that if you want
to keep things simple! Experiment with live broadcasting tools
Tools like the Periscope app and Facebook
Live have brought the ability to easily live stream video to the
web well into mainstream consciousness, and for brands and businesses,
instant web video - complimenting some of the content strategies listed above,
e.g., product demonstrations, a look behind the scenes, Q&As, etc.,
can be used as a highly engaging way to connect with, and expand your audience.
I'll get into the particulars of different live broadcast tools later on in the book, but if it's an avenue you are interested in, the following basics will ensure that your live streams leave audiences wanting more.
Just because live video is raw and unedited, doesn’t mean the need
to prepare falls completely by the wayside.
You still need structure, consistent brand voice, and smooth production
Decent connectivity: Nothing will annoy your audience more than a stream that constantly pauses, drops, or stutters.
So wherever possible, ensure that you maintain a good Wi-fi or 4G connection.
If you think there might be issues, make your audience aware so that their expectations are managed effectively.
Appropriate setting: If you are broadcasting from your home or office, record a test clip to ensure that what your audience sees will be a light, well-composed cast without a distracting or unprofessional
(i.e. dirty dishes, messy storage cupboard)
background - think about the image that you want to portray !
Obviously, your power to control this out on location might be different,
but always try to do so.
Steady camera: Okay, this isn't going to be possible at all times, especially
if you're outside filming a dynamic scene, but if you're filming yourself or something static, then a tripod or selfie stick can work wonders.
Good sound: Poor quality audio or distracting background noises can be the bane of audiences tuning into live broadcasts.
So, if streaming in a quiet spot isn't an option and you don't want to rely on your phone's built-in mic, look into buying a cheap, clip-on mic. If it has a fluffy cover to block wind noises, all the better !
Live broadcast structure: keeping fans engaged
One of the most important things to consider about live video is that people
who watch the very beginning of your stream are most likely watching a replay
(the logic here is that the chances of everyone that watches tuning in right on time as the broadcast goes live, is slim).
Keep these viewers in mind and plan to start talking immediately - the first 60 seconds can make or break your stream. Welcome live viewers and those watching the replay, introduce yourself and then talk about what viewers can expect from the broadcast.
Keeps viewers’ attention early on by asking an easy-to-answer question like,
“Where are you from?”
This approach is especially useful on Facebook or Instagram because when more
people comment and like, Facebook will show your engaging broadcasts to more people in the News Feed.
people comment and like, Facebook will show your engaging broadcasts to more people in the News Feed.
Go on to share valuable insight and ideas with viewers, then ask if they are enjoying what you're sharing. If they are, encourage them to ask questions and invite their friends to join the live broadcast.
As your broadcast is coming to an end, recap the most important points and share a little about what viewers can expect in your next broadcast.
Tell them when it's going to happen and ask fans to follow so that they can tune in live. Host contests on social media Contests (promotions, sweepstakes and drawings) are a staple strategy for many brands on social media,
and they're a great way to increase awareness of your comcompany, generate buzz for a new product, encourage engagement, and build communities on your profiles.
The goal of a social media contest should be to attract highly engaged fans
who will stick with you after the promotion ends, slowly converting them into
loyal regular customers.
To this end, offer a prize that targets your audience's wants and needs (e.g. free coffee for a week if you own a coffee shop, a free pampering session if you own a spa, a store-specific voucher, etc.).
Contests with generic prizes (Amazon gift cards, iPads, etc.) will attract low-value fans who aren't necessarily interested in your brand offering, and unlikely to convert to loyal fans and customers in the future.
To further prevent unwanted entrants, make your contest last for a long time to discourage those people only looking for the chance of a quick win (perhaps weeks or even months depending on the prize), and also make the barrier to entry something that only true fans would take the time to do.
Other simple ideas for contest success include making it easy for people to share news of the contest with their friends, hosting a joint contest with a related business to share audiences, and considering paid promotion to encourage entries in the campaign's infancy.Beautiful Young Ladies Store
Work with influencers One of the biggest new trends to emerge in social media is influencer marketing. Essentially, it involves building relationships with individuals that already have a large social media following who would be interested in what you have to offer.
Crucially, that individual should also already love what you do (or be open to trying
it out), and be willing to share it with their audience – ideally, a crowd who match your target demographic.
Having an influencer mention your brand or your products can provide your brand with oodles of exposure and credibility, and it is a relationship that can nurture and grow over time.
It is now common for popular influencers to receive many requests from brands to mention their products, and for those with a huge following (hundreds of thousands, millions even), a not-unsubstantial fee is usually involved.
However, for smaller influencers, building a budding relationship needn’t cost a fortune. You could start simply by commenting on their photos, sending a tweet,
or tagging them in your posts.
They’ll receive a notification, and after a few mentions, they might be open to connect. Alternatively, an inexpensive way to tempt influencers to work with you is to offer free samples of your product or services.
If your offering matches the influencer’s style of content, they’ll often be more than happy to write a blog post, share a photo, give you a shout out,
etc., in return for a freebie.
Note: To improve your chances of success, be selective about who you send
offers to. Do your research and select influencers who have a history of getting their followers to take action.
If you’re just starting out, aim for influencers with smaller follower counts who might be more receptive to your offer,
e.g., someone with a couple of thousand followers who lives locally vs. a worldwide social media megastar with millions of fans.
Facebook Tips: Marketing Strategy
You'll Like and Share Facebook is the most visited social network in the world,
with well over one billion users on desktop and mobile.
As the king of social networks, your target audience is almost guaranteed to be there. Years ago, Facebook was a veritable goldmine for brands looking for a big captive audience and lots of web traffic, but that has slowly declined over the years as competition has increased, paid promotion has been introduced, and Facebook tries to re-balance the site’s stream of personal vs branded content.
In its latest big News Feed updates in 2018, Facebook has made clear more than ever that the News Feed will favor showing updates posted or shared by friends and family over that of Pages and that content that encourages communities to gather and interact in meaningful ways, is what the site favors.
After all, Facebook users primarily visit the site to interact with their friends and family and they want to see their posts, but they also visit Facebook to be informed and entertained, which is where you come in.
So, while Facebook marketing isn’t as straightforward as it used to be, the site is still a must-use resource for nearly every brand interested in social media marketing.
If you’re smart about your approach, there is still ample opportunity to reach your target audience and deliver your business goals.
Use the tips in this chapter to build, brand and market your business on Facebook, as well as amass a following of highly engaged customers.
Facebook Business Page Setup Strategy
Before you dive in and start posting on Facebook, it pays to take some time to lay solid foundations to help get your brand presence set up properly and in a position
to impress fans when they find you.
Let's get started on the road to making your little corner of Facebook a destination that people will visit regularly.
Create a Facebook Page, not a personal profile
When you sign up to Facebook, you are assigned a Personal Timeline by default. Personal Timelines, sometimes referred to as profiles, are designed for individual, non-commercial use. For your business to take advantage of everything Facebook marketing has to offer, you must create a separate Facebook Page.
Facebook Pages look similar to personal Timelines, but provide unique tools for brands like analytics, custom tabs to host business-related information, and advertising tools.
Pages do not require separate Facebook accounts and do not have separate login information from Timelines.
You can create a Facebook Page in one of three ways: by searching
'Create A Page' in the search bar at the top of the site, by clicking the
'Create A Page' button at the top of any existing Facebook Page, or by visiting
Note: If you are currently using a personal Timeline for business purposes, there is a possibility that Facebook will find and shut your account down without notice.
To give you a chance to correct this error, Facebook provides a tool that will convert your personal Timeline to a business Page, available at
migrate. When you convert your personal account to a Facebook Page, your current profile picture will be transferred and all the profile's friends will be switched
to fans who "like" your Page.
In addition, your account's username will become the username for your Page, and the name associated with your personal account will become your Page's name
(you may be able to change this if you wish - I explain how in the next tip).
No other content, including your wall posts, photos, videos, etc. will be carried over to your new Page, so be sure to download an archive of this data (via your profile settings) if you want to preserve it.
If you are currently utilizing your personal profile for a mix of things - for its originally intended purpose
(i.e. to interact with friends and family) but also (and wrongly) for commercial
use - the best thing to do to avoid getting into trouble is to halt all business activity
on your personal Timeline, create a separate business Page, then encourage your audience to de-friend your personal account and head over to "like" your new
Page where they can stay up to date.
While building a Facebook
Page is essential for businesses on Facebook, there are also several ways to utilize an individual Timeline - in a non-commercial way - to engage with customers and clients on a more personal level.
For now, we're going to concentrate on Pages,
but look out for Timeline-based tips in the Using Your
Personal Facebook Profile to Boost Business section at the end of this chapter.
Keep your Facebook Page name short; get it right the first time! If at all possible,
try to keep your Facebook Page name short, as this will help if you go on to create Facebook ads, where the headline space in the advert (often the name of your Page) is limited to just 25 characters.
If you are not happy with your Page name at any time, go to the "About" section of your Page, click “Edit Page Info” and type the amendment into the Name section. Changing your Page's name does not affect its username or Page web address (explained below).
Get a custom Facebook username and URL for your Facebook Page Set up a vanity username and URL for your Facebook Page (available when you gain 25 likes),
ideally named after your brand,
e.g. @yourcompanyname / www.facebook.com/yourcompanyname
To reach the 25-fan threshold quickly, invite your e-mail contacts and current Facebook friends - a community of people who already care about you and your brand - to visit and "Like" your Page.
To create a username for your Page, click Create Page @username on the left side of your Page. Enter your desired username, and the username is available, click Create.
Your Page's username will appear below your Page's name, in search results and in your Page's URL to help people find and remember your Page.
Fill in business info accurately and in detail Fill in as much of your business'
details as possible in the About section of your Facebook Page, including address, contact details, product information, website (add multiple URLs by separating them with commas
in the website box), and links to other social profiles.
Putting the effort into populating these sections makes your Page helpful to customers who can see all of your essential information in one place, and the keyword-rich blurb is also good for search engine optimization (SEO), as the text in your About section is indexed by Google.
Restaurant owner and selected
Restaurant/Cafe as your Page's category ?
Make sure you include the types of foods you serve, and also upload your menu as a PDF for customers to browse, or if you're in the U.S. or Canada, you can also add a menu through SinglePlatform.
Note: In November 2016, Facebook rolled out an easy to optimize your Page based on type, by offering pre-made templates.
They include quick setups for Shopping, Venues, Professional Services, Restaurants, and more. Each option gives different defaults for the tabs along the side of your Facebook Page and for the buttons under your cover photo.
So, if you want to update your Page's look and feel instantly to match your business type, do so via the Templates section under Settings > Edit Page.
One more benefit of a full and thorough Facebook Page setup is related to Facebook
Professional Services (https://www.facebook.com/services/), the social network's answer to Yelp - a directory for customers to find, research, and contact local businesses.
Search results return a link to your Page (with "Like" button), contact details, opening hours, star rating, and customer reviews - so it's in your best interest to make sure everything in the About section of your Page is populated and up-to-date !
Verify your Page and get an official check mark on your cover photo If your Page's category is Local Business, Company or Organization, Facebook may make it eligible for a gray verification check mark - similar to the blue one given to celebrities and other public figures.
Verified Pages appear higher in search results and show people at a glance that you are the official brand Page for your company on Facebook, so it’s well worth doing if you have the option to. To verify your Page, visit your Page Settings and choose Page Verification
under the General menu.
You’ll need to confirm your business-representative status via a telephone call to a publicly listed number for your business, or otherwise upload an official document,
e.g. business phone or utility bill, business license, business tax file, etc.
Create an awesome cover photo and add a call-to-action button Facebook Page cover photos are viewable by anyone on Facebook, so use the space to effectively communicate your brand or message in one simple, high quality, image.
Facebook’s guidelines say that the ideal size for a cover photo image is 820 × 312 pixels - any smaller and Facebook will automatically stretch the image, making it appear blurry.
However, Facebook displays Page cover photos at 640 x 360 pixels on smartphones. This means, rather confusingly, that cover photos can appear differently on desktop and mobile.
To ensure any text on your cover photo also displays on mobile (i.e. is not obscured or cropped), create an invisible buffer of 134 pixels either side, and feature the text in the middle - the remaining 560 pixels.
Ideas for cover photos include one powerful image that communicates who you are and what you do, a collage of your products, highlighting an ongoing offer, or featuring a photo or testimonial submitted by one of your own fans - the latter will really "wow" your customer and hopefully they'll spread the word to their friends.
Keep users engaged by periodically updating your cover photo and profile
pic - once per month is a good target to aim for, but a seasonal change is popular among brands, too.
Add a call to action, offers and links in the cover design and description In December 2014, Facebook announced the roll out of solid, clickable call-to-action buttons that can be added to cover photos, including
"Book Now", "Contact Us," and "Use App.”
Designed as a way to bring your business’ most important objective to the forefront of your Facebook presence, call-to-action buttons can be linked to any destination on or off Facebook.Beautiful Young Ladies Store
Dollar Shave Club used a "Sign Up" call-to-action cover photo button and saw
a 2.5x higher conversion rate over three weeks compared to other comparable efforts.
In late 2016, Facebook’s CTA buttons were enhanced - with the "Get Quote" and "Request Time" call-to-action buttons, when a person takes an action on your Page, such as asking when they can schedule an appointment, a Messenger (Facebook’s chat service) conversation is automatically created between your business and that person.
In addition, the Shop Now button will showcase your products and let people make purchases from your Page's Shop section. When you upload a cover photo, click on it and you will be able to edit it to add a text description.
Here, type a short, relevant blurb, then add in a call to action and related links
to your website, a product, an offer, a Page tab, or feature a discount code
as a reward for clicking.
Many Facebook Page visitors click on cover photos for a closer look, so use the description as a way to anchor the photo and encourage them to take action
action. To encourage more clicks on your cover photo, you can try experimenting
with a "button" as part of your cover design with its own call to action,
e.g., "Get 10% off your next purchase with us - Click Here!"
Alternatively, (and to tempt the people who won't click on your Page's cover
photo - call to action or not), you might want to use it to let non-fans know what value there is to them in "liking" your Page,
e.g., Free DIY tips, daily dessert recipes, regular parenting advice, etc.
Every time a Facebook user "likes" your Page, a large part of your cover image
(along with your profile photo) will show in the News Feed of that person's friends,
inviting them to "like" the Page too, so do your best to make the design as compelling and visually representative of your brand as possible, even at a smaller size.
Facebook most recently amended its rules about cover photos in July 2016.
They read: “Covers can't be deceptive,
misleading or infringe on anyone else's copyright.
You may not encourage people to upload your cover to their personal timelines.” Facebook has been known to remove the cover photos of Pages that don't follow along, so stick to their rules in order to avoid any nasty surprises.
Once upon a time, Facebook also told Page owners that their cover photo could not feature text that covered more than 20% of its entire area.
This restriction no longer applies, which means that you can include contact details and pricing and purchasing information about a product in your cover image to whatever extent you like. While this is mostly good news for marketers, I would still advise caution.
Too much text can make a cover photo look spammy and unprofessional, so I would recommend at least some restraint, as the importance of the instant visual impact
of a great cover photo cannot be overstated.
Upload a Facebook profile photo recognizable at a small size While the cover photo dominates your Facebook Page, arguably, it's the profile photo you choose that can have the most influence overall, as it is seen all over the site:
in the News Feed of followers, in posts on your Page's timeline, in all comment replies, and of course, next to your Page’s cover photo.
The recommended upload size for a profile photo is 180 x 180 pixels, but it is displayed at 170 x 170 on your main profile on desktop, 128 x 128 on smartphones, and as small as 43 x 43 pixels next to comments. Ideally, the image you choose should be recognizable (or at least distinct) at this smallest size.
While your profile photo will display as a square on your Page, it will be cropped to a circular shape next to posts and ads. Think about how your profile photo will look when cropped into a circle, and upload a design that will look great whether a square or circle.
With design in mind, upload a profile photo that complements your cover image designs, and vice versa. Don't be afraid to tweak the colors of your profile photo to help the hues match,
but do ensure that your brand logo is still recognizable.
Note: As with the cover photo, edit the description of your profile photo to add some relevant blurb and a link to your website or an offer, as a way to reward those curious enough to click it. Create Facebook Page custom tabs to promote your services
Custom tabs – one-page sub-menus of your Facebook Page - display in a column on the left-hand side of your Facebook Page.
They’re great little hubs for things like promoting your products and services, showcasing most popular blog posts and videos, for hosting contests, sharing customer testimonials,
inviting people that “Like” your Page to be notified of exclusive news and offers in their News Feeds, or encouraging people to sign up to your e-mail list (I use MailChimp).
Just search for a particular kind of app in Facebook's search bar, e.g., "contest app" and chances are it will be automatically suggested to you and can be installed in just a few clicks.
Apps can also be use to cross-promote your other social profiles like Pinterest, Instagram, YouTube, Twitter, etc.
One of the best ways to populate custom tabs to appear exactly as you desire (with branded design, links, etc.) is with the free
Static HTML iframe app.
As an example, I used the Static HTML app to build a 'Welcome' tab, which encourages users to "Like" my page for free social media video tutorial updates,
and gives information about my book, with a clickable link to purchase it at Amazon.
To get started, simply find and install the Static HTML iframe app via the
Facebook search bar.
Facebook search bar.
If the relatively basic coding required by the Static HTML iframe app is beyond your knowledge (and you don't have a developer to help you),
check out "freemium" services like Pagemodo (http://www.pagemodo.com)
and Woobox (http://www.woobox.com) that, through a simple step-by-step process, will allow you to build customized custom tabs.
Note: Depending on your location and how your business is categorized, you might see a dedicated Services or Shop tab already visible on your Facebook Page.
Click either tab to start customizing - the former allows you to showcase your offerings
with images and descriptions, while the latter will enable fans to buy products directly
from your Page.
with images and descriptions, while the latter will enable fans to buy products directly
from your Page.
Cater to mobile customers by encouraging check-ins and using Place Tips When
a user views your Page and business information on the Facebook mobile app,
they’ll also be shown information like which of their friends have visited and checked in and whether they or the wider Facebook community have recommended you with photos, star ratings and reviews on show.
Knowing this, it pays to encourage people to “check-in” if you have a real-life location.
Display notices in prominent areas of your establishment, such as the entrance, receipts and point of sale, to prompt customers to get out their smartphones,
check-in and inform their friends of where they are, encouraging them to visit too. When a review is left for a business,
a status update is created that goes out to the News Feed of that customers' friends, along with the business' cover and profile photo and its star rating.
If a customer is already at your location and opens the Facebook app,
Place Tips come into play.
Place Tips uses Wi-Fi, GPS, and Bluetooth (for the latter, you can apply for a Bluetooth “beacon” to beam your information via http://bit.ly/facebookbeacon)
to automatically show visitors more information about your business, including the aforementioned reviews, photos, check-ins, etc.
In addition, it will encourage people to check-in and like your Page and, via the
About section of your profile, you can specify a custom Welcome Message to greet customers to your establishment - perhaps give them a heads-up on
offers and discounts too !
Add a Facebook Page Plugin and share buttons to your website To promote your Facebook Page on your website, grab the code for a Facebook Page Plugin (formerly the “Like Box” at
and embed it into a suitable spot on your website – the top of a sidebar
is a popular choice.
When you set up the plugin, make sure to check the options to “Show Friends’ Faces” and “Show Page Posts, as this will ensure that the plugin shows viewers the profile photos of any of their friends who already like your Page, as well as a scrollable, clickable preview of your most recent status updates.
Although most Facebook Page Plugins are placed in website sidebars, some people have had success by inserting the widget underneath blog posts. In this position, the plugin works as part of a call to action,
e.g. "Did you enjoy reading my blog post ?
Then, click "Like" to stay updated on Facebook..."
Why not experiment with the position of your Page Plugin to see which works best for you ?
Why not experiment with the position of your Page Plugin to see which works best for you ?
In addition to the Facebook Page Plugin, embed the Facebook "Like" and "Share”
but buttons on top of, beside,
or underneath the blog posts and products on your website.
Doing this encourages people to broadcast their love for your work to their friends
and also lets them choose how they want to do it:
"Like" posts links to Facebook with one click, while "Share" allows them to add a personalized message before posting.
Grab the code for these buttons by searching the web for 'Facebook Like button' (Google 'Facebook Like button') or by visiting the Facebook Developers' page at
https://developers.facebook.com/docs/plugins/like-button/, or automatically via
a service like AddThis (http://www.addthis.com).
Note: For access to all kinds of official Facebook brand assets for you to use online and offline (including Facebook logos and "Find Us on Facebook" badges) simply visit https://www.facebookbrand.com/ Get set up for customer service via Facebook Page and Messenger As explained in a previous chapter,Facebook BEAUTIFUL YOUNG LADIES STORE
the role of social networks as a customer service portal is growing all the time, and if you’re active on your Page, then Facebook fans will expect you to respond to their queries, either direct on the Page, via private message or via the Facebook Messenger app.
Depending on how many messages you think you'll receive, assign a person or
a team of people to take the lead with monitoring and responding to messages. Customer service includes simply replying to comments and questions, as regularly and as quickly as you can.
A quick few words is enough to satisfy most fans.
To save time when replying to the most commonly-asked questions, prepare a set of text answers to copy and paste, and a folder of some of your favorite reaction GIFs is a good idea, too (thank you, you're welcome, etc.).
As well as customer support within posts, Facebook's built-in Messenger service is now a huge destination for answering customer queries.
People prefer messaging and it resolves issues easier and faster. First, enable people to message you directly in the Messages section of your Facebook Page settings. Visitors to your Page will see a “Message” button, which they can use to start a conversation with you on Messenger.
The other huge benefit of conducting customer support via Messenger is that it can vastly expand your reach to target Messenger-based ads - the more people interested in your products who chat with you, the more you can target in the future - more on this below.
Facebook’s unified inbox, accessed via the Inbox link on your Facebook Page,
will help you seamlessly manage all of your conversations across Facebook and Instagram. How customers can connect via the Messenger app To make it easier
for people to identify and contact you, your Page has a unique username
(e.g. @500socialmediatips) that can be set and edited.
Your username will appear directly on your Page, underneath your Page title with an @ symbol before it, and in the search of the Messenger app.
Pages that already have a vanity URL already have a username, because a Page’s username and vanity URL are the same.
Messenger Links and Messenger
Codes prompt direct communication with your business.
Messenger Links use a Page’s username to create a short and memorable link
(m.me/500socialmediatips) that, when clicked, opens a conversation with the business in Messenger.
Messenger Codes work in the same way. They’re unique codes that people can scan in Messenger using the camera in their phones to open a thread with your business.
You can use Messenger Links and Messenger Codes in ads, on their website or in any other marketing channel to prompt people to reach out to you directly.
Messenger Code images are available to download from your Page’s inbox.
Manage customer service introductions and expectations with Greetings, Response Times and Instant Replies; set up Saved Replies for quick response times Messenger Greetings are customizable notes from your business that appear in a new message thread before messages are sent.
You can use this text to greet people and set a friendly tone while letting people know what types of messages are expected. Set and edit your greeting in your Page’s Message Settings.
Under the Messaging section of your Page Settings, adjust Response
Time options to manage your customers' expectations.
You will need to respond to at least 75% of messages within a day or less to have your response time show up on your Page.
A public response time shows customers that you are available to help them and how long they can expect to wait.
You can either choose the option you think best represents how quickly
you are able reply to messages (typically replies within minutes, within an hour,
within a few hours, within a day) or have your response time updated automatically.
If you want to manage initial customer messages, you can setup Instant Replies here, too.
Instant Replies send a one-time, automatic response to the first message
a customer sends to your Page,
e.g. Thanking them for their message, reassuring them that you will respond soon, pointing them to an online FAQ to help answer their query, etc.
Instant Replies will not be sent if your status for responding messages is set
to “Away” – which can be toggled on (for a maximum of 12 hours) or off via the Messages (inbox) of your Page.
If your Page receives the same query often, set up Saved Replies in order to be able to fire back a quick response.
To create or select a new Saved Reply, click the speech bubble icon in the message reply box and choose "Create New Reply".
Enter a title (for selecting it later), add the message body and images, then add personalization’s that will be pre-populated when the message is sent, such as the person's first and last name.
Saved Replies won’t only save you time, but will impress customers
(especially those eager and impatiently waiting for your reply!)
and help to maintain your Page’s response rate.
Note: Another way to manage and serve your customers more efficiently
is by providing an easy way to see basic information about them, and tag
them with custom labels “frequent customer,” “high priority,” etc.
Within the Messenger app, tap the person's name to see their publicly available profile, as well as their previous interactions with your business.
Use this information to help personalize your communications.
Facebook also makes it easy for businesses to view people’s feedback so you can and improve upon their Messenger experience, simply clicking
on Page Settings > Messenger; a feature that aggregates all feedback in one place. Explore using chatbots in Facebook Messenger In addition to manual Messenger work, chatbots are fast-becoming a gamechanger.
Chatbots allow you to scale the number of people you can communicate with and give you the ability to reach more people, help them purchase more products.
Best of all, tools like ManyChat (https://manychat.com/) and ChatFuel
(https://chatfuel.com/) mean that anybody can quickly and easily create powerful chatbots for business.
Here are several ways chatbots can be used to boost your Messenger game:
Deliver your content:
Rather than sharing your content via email, use a Chatbot to share it directly with users in Messenger.
They can ignore an email much more easily than they can a chat notification. Help fans find the most relevant content: you can also use Facebook Messenger to help your followers “pull” content to themselves.
This turns things around for content marketing.
You now have a non-intrusive way to deliver personalized content to your target audience.
Engage event attendees:
Provide attendees information before (reminder of the event schedule), during
(key information, video replays), and after (follow-up asking for feedback) an event to keep them in the know.
(key information, video replays), and after (follow-up asking for feedback) an event to keep them in the know.
Re-engage your potential customers with ads:
Facebook ads are an effective way to get people chatting with you.
There are two types of Facebook Messenger ads:
click-to-Messenger ads allows you to direct people from the Facebook News Feed
to a Messenger conversation with you.
Meanwhile, Sponsored Messages allows you to initiate a Messenger conversation with anyone who has messaged your Facebook Page in the past.
A great way to use these Facebook Messenger ads is to re-engage potential customers, like people who have visited your product page but didn’t purchase,
or people who have asked you questions via Facebook Messenger before.
For example, you can use click-to-Messenger ads to offer to encourage them to ask questions or Sponsored Messages to send relevant content and offers to them.
Generate sales leads: Run click-to-Messenger ads to target your audience
When a person clicks on the ad to learn more, they will be taken to a Messenger conversation with a chatbot that would ask a series of questions.
Reach your target audience one-to-one:
The Facebook News Feed is saturated with ads; messenger allows you to divert
away from all of that noise.
Customers will see your ad in the home tab of their Messenger mobile app,
which is hard to miss compared to News Feed ads.
When they tap on the ad, they will be brought to your website or a Messenger conversation.
Facebook Marketing Strategy
Now that your Facebook Page is looking great and you’re encouraging people
to visit it, let's explore some ways that you can make the most effective use of the platform, in conjunction with the content strategy ideas described
in the previous chapter.
But first, some very important considerations:
Pin important posts Facebook allows you to pin a single post to the top of your
Page's timeline for up to a week.
Use this to feature important content and make it more visible to fans who
visit your Page.
All new status updates will appear below the pinned post until it is unpinned
(or a week elapses), whereupon it will fal into its original chronological position.
After creating a post, hover over it until the pencil icon appears, click it and choose 'Pin to Top'. In particular, posts to consider pinning include special announcements, contents, promotions, etc.
Boost interaction with Facebook-embedded posts In August 2013,
Facebook rolled out the ability to embed personal profile or Page posts
into an external website.
Use embedded posts to lift conversations from your
Facebook Page to help encourage and boost interaction with your statuses
in places away from the site, such as part of a blog post, or even in an e-mail newsletter as a way to drive readers to your Page.
As long as the status update you post is public, anybody can embed it from your Facebook Page or re-embed it from wherever else it appears, whic - if your status is really shareable - could give your Page and content a lot of exposure.
Embedded posts even include buttons for viewers to "Like", comment, and Share the post, and a button to "Like" your page. How to embed a Facebook post
1. Hover over the post you want to embed, left-click on the arrow that appears, and choose "Embed Post".
2. Copy the code that appears and paste it as HTML on your website or blog.
Re-post top notch content, but don't be spammy about it Since not everyone checks their Facebook News Feed all day every day, and only a small proportion of your fans will see your content first time around,
if you have a killer article or link to share, post it several times as a way for as many of your fans to see it as possible. However, make a concerted effort to share the information under different guises,
e.g., different wording in the text, an image with a link, a link share post, etc. Facebook will penalize your reach if you publish the exact same status over and over, as it has found people react negatively to "copy and paste" posts.
Increase organic engagement with Facebook Audience Optimization Facebook Audience Optimization is a tool that lets you target or restrict organic
(i.e. non-paid) Page posts to specific fans, based on information such as their age, gender, location and interests.
Depending on your business and content strategy goals, not ALL of your fans will be interested in ALL of your posts, so the ability to focus certain posts towards a subset of your audience (rather than a random percentage of them as a whole)
could increase your engagement rates.
What's more, if these people engage with your posts because they match their interests, your posts should start to appear in their News Feeds more often as a result, giving your content a boost in organic reach over time.
If you haven’t already enabled this feature, click on the Settings tab of your Page. From here, click on General and switch on the ‘News Feed Audience
and Visibility for Posts’ option.
To use Audience Optimization, click on the crosshairs symbol within the Facebook status update box. Choose between Preferred Audience (targeting people based on up to 16 interests), along with the potential reach based on your audience).
Vary the interests you choose:
try some broad, some narrow, and remember to keep them tailored to your post.
The Audience Restrictions (limiting who can see the post, based on age, gender, location, and languages) is optional, but well worth considering.
When you're done, click Save.
Analytics data for Audience Optimization posts can be identified by the crosshairs symbol within the Targeting column of Facebook Insights.
It is well worth running tests to see how non-targeted posts perform
against those that are.
Encourage clicks through calls-to-action but avoid "click-baiting"
To encourage higher click-through rates from Facebook and other social media
to your website and blog, being specific about what you want your customers
to do using a clear call to action is often a good bet,
e.g., "Click here for more information [your link]".
Sometimes that little push can make all the difference between a successful status and one that sinks without a trace.
Note: In relation to the above, it is worth pointing out that Facebook periodically updates its News Feed algorithm to crack down on so-called "click-bait" article-sharing.
These are typically articles with vague and over-promising headlines like "You'll never believe who puked on the red carpet last night...
CLICK to see our exclusive pic !" that do not make it plainly clear what the post will entail. Facebook wants you to share valuable content that people will read and share with their friends, so if it spots that your fans are clicking on these types of links and returning straight
to Facebook (bebecause the content is poor) and not sharing,
similar posts will receive less visibility – appearing lower down in the News Feed.
Conversely, high quality links that get shared many times over will
benefit from higher reach.
Guarantee views with "Get All Notifications" and “See First” strategy
One tactic that can be used to all-but guarantee that fans see all of your Page's content is to train them to select the "Get Notifications" and
“See First” options, found in a drop-down menu when hovering their cursor over the "Liked" and “Following” button underneath your Page's cover photo.
With this selected, every time you post a new status update, the fans in question will be informed with a notification under the blue "globe" icon in the status bar of their Facebook account and your new content will appear at the top of that users’
These requests are best communicated through a status update with a screen
grab of the menu to demonstrate the exact action that you wish them to take.
Whether or not you are comfortable with asking at the risk of appearing pushy
is up to you; you should make this judgment based on the strength of the
relationship you have with your audience.
If you do decide to do it, I wouldn't force it upon fans very often, particularly as they are unlikely to be right on your Page when they see your instructions appear, and even more unlikely to click through and carry out the instructions.
Optimize blog images to make an impact on Facebook In September 2013, Facebook introduced a significant increase to the size that thumbnail images from linked articles appear in the News Feed.
When you post a status update including a link, Facebook will automatically pull an image from the article, and as long as it is of sufficient size, that image will display at full width on your Page and in News Feeds with the blog title and blurb below it.
In exact terms, for a linked article's image to display at full width on Facebook, the width of the image needs to be 1.91 times its height.
Facebook recommends an image that is at least 1200 × 630 pixels, which, truthfully, isn't realistic for most bloggers.
Instead, aim to produce blog posts that include at least one image
that is 600 × 315 pixels (even if it is an image that is uploaded large,
but shrunk to fit your blog's formatting style),
as this is the minimum size that Facebook requires for any linked article's image to display at full width in any position on all devices - desktop, mobile, or tablet.
If your linked article's chosen image is below 600 × 315 pixels, Facebook will automatically shrink it much smaller.
Note: Somewhat related to the previous tip regarding the popularity of images and quotes in particular, why not try the following:
Pick out a blog post's most quotable, shareable snippet and turn that into an image either as a quote on its own or coupled with an appealing photo.
Then, link back to the blog post from the text box in a status update and monitor how well the post is received.
Alternate between YouTube-linked and Facebook-uploaded video
The emergence of video content on Facebook has changed the landscape of the social network, and it's only going to get bigger.
In many cases it pays to upload engaging video content directly to the site, rather than, for example, sharing a YouTube link.
This is because native Facebook video is given a more favorable treatment in terms of reach (but keep an eye on your analytics to see how things go). If the video is "evergreen" in nature
(i.e., it's still as relevant in the future as it is now), why not post the video twice - once by uploading directly to Facebook and at a later date via a shared YouTube link ?
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9 Strategies to maximize the impact of videos uploaded to Facebook Videos uploaded to Facebook play automatically and with audio on
(unless a user’s phone is on silent) - when a user pauses on it while scrolling through their News Feed.
With that in mind, consider how you will hook your fans into watching your clip
(and turn the sound on if it is off) from the very first frame – catching someone’s eye with movement in the first 2-3 seconds is one way to do this, or if a person is seen talking in front of the camera, fans who are interested will click to hear
what’s being said.
Alternatively, publishing videos (with captions if necessary) that do not require sound to be understood, is another popular strategy – especially for mobile viewers for who playing audio (in a public setting, for example) is not an option.
As well as creating captions within the video file yourself, another option is to
upload an SRT file, which adds captions to your videos.
There’s an added benefit to SRT files:
Facebook favors videos that include them because it can analyze the content, which helps the site show it to the right people, which can in turn benefit you.
Organize videos into playlists via the Video tab on your page (to encourage increased watch time) and choose one video to Feature.
The Featured video will appear in prime position below the "About" section in the sidebar of your Page - a great opportunity for an introductory video to your business, or to highlight a current promotion.
Add descriptive tags to make your video more discoverable, tag people featured in your videos, and select the best thumbnail available in the menu that appears after the file has been uploaded (or upload your own custom image – 1920 x 1200 pixels will fit fine).
Choose a high-quality image containing less than 20% text.
If text on the thumbnail features more than 20% text – and you later choose
to boost the video’s reach with ads – Facebook may not favor as much as videos with cleaner thumbnail images.
Don't forget to grab the video embed code to include in a blog post on your website to encourage more exposure and interaction – choose between embedding the whole status update, or just the video player itself for a cleaner look.
Note: If you're looking for free music and sound effects for videos you share to Facebook or Instagram, check out the Facebook Sound Collection
Browse sounds by genre, mood, length, and vocals to find just the right tracks.
The video content you choose to post should reflect the same types
of stuff referred to in the “Explained:
The Best Type of Content to Post on Social Media” chapter of this book.
Utilizing Live Video on Facebook In February 2016, Facebook rolled out its "Live" feature worldwide. Facebook Live is a function that allows people to record and post live video streams to Facebook via its mobile app or via your desktop webcam.
To record live video (for up to 30 minutes at a time), tap on Update Status
and choose the Live Video icon. You can write a quick description and choose the audience that you want to
share with (your Page, Event, or group) before going live.
During your broadcast, you’ll see the number of live viewers, the names of friends who are tuning in and a real-time stream of comments and reactions.
When your live video session ends, you’ll get immediate insights into how many people watched your broadcast (including the number of concurrent watchers, repeat viewers, and how many stayed until the end).
Your live video can then be published onto your Timeline, where it can be watched again by anyone who missed it (use a description to tell people why they should click play), or paid-promoted for added exposure.
Strategies to improve your Facebook Live strategy With the spontaneity of live video, many viewers will miss your stream without proper notice.
Pre-schedule your live stream video within
Video Manager to build anticipation and allow viewers the option to mark their calendars so that they can be reminded to tune in. With the spontaneity of Facebook Live, some people found it hard to participate without proper notice.
Scheduling not only creates a post on your Facebook page that alerts your fans,
but if you click the timestamp on the post, you’ll also get a unique URL you can
share anywhere to help spread the word.
If your Facebook Page has a Product Shop, think about combining the two to broadcast your own infomercial-style broadcast.
When you mention your products in a live broadcast, you can tag them in your video, allowing viewers to watch your livestream and access a link directly from the stream, where they can purchase your product right within Facebook.
After your video has uploaded, click the Tag Products icon, enter the names of the products featured in your video, and click Publish when you're done.
Bringing in a contributor to chat with live ?
Two-person split-screen broadcasts are available to all on all Pages, via the Facebook mobile app.
Called "Live With", if you start your Live video in landscape, you and your guests will be side-by-side. When you start your live video in portrait,
guests are picture-in-picture.
Add a descriptive title.
Facebook recommends crafting a descriptive title that will make
the video easily searchable. With Facebook seeing billions of searches every day, it's worth the little extra effort. Use the copy to provide a preview.
Briefly describe your video using your post's copy.
Taking out the time to watch a video can be a stretch for some, so it helps to
provide a little information about your video so that people can quickly decide
if it’s worth their time.
Facebook recommends “pulling out a key quote or moment from the video as the text component of your post” in order to set up the expectations of what the viewer will see.
Another method by which you can spread the reach of your Facebook video is by tagging other Pages that either contributed to it, or that you would like to make aware of the video.
Include a call-to-action.
While Facebook has removed the call-to-action functionality for videos, there are still several free ways to add a CTA to your Facebook video.
In your post copy, you could include a link to your blog post or website and invite viewers to find out more information by clicking on the link. You could also simply ask your audience to share their thoughts as comments.
During the video, you could mention a CTA if you are talking in the video or use
a text overlay (e.g. Learn more social media tips at blog.buffer.com).
Wistia found that such mid-roll CTAs have the highest conversion rates.
At the end of the video, you could have a text overlay or a static image with a CTA and let the video play for a few seconds after the actual content ends.
You may not have time to respond to every comment and question from viewers during a broadcast (and some people may join as you’re about to finish) so make sure to respond to comments just after the show has gone off the air.
Also check in regularly to address comments made on the replay, especially if you asked your audience to share the link with their friends while you were live.
If you regularly live-stream from a business Page, organize your replays into video playlists to make it easy for people to find episodes on specific themes after the event. Navigate to the Videos tab and you to create a playlist from there.
For more ideas and insights into the benefits of using live video on Facebook and other platforms, check out the “Explained: The Best Types of Content to Post on Social Media” chapter of this book.
Use hashtags to encourage engagement and conversation In June 2013, Facebook joined sites like Twitter, Pinterest, and Google+ by rolling out the use of hashtags, which appear as clickable links in Page and personal profile updates and in posts on the news feed.
Hashtags are a way of grouping similar types of content together,
and can be created by typing a hash or pound symbol directly before a word while composing a status update or comment on your
Page or personal profile, like this:
"What do you love about your local #walmart ?
Tell us using the hashtag
#lovewalmart and we'll choose the best to feature on our website" or "It's Gap's summer sale, with up to 50% off! Come take a look...
#gapsale." where "#walmart" and "#gapsale" are clickable.
Clicking on a hashtag will open up a feed where you’ll see stories from the Pages and people who have posted with the same hashtag. People can use hashtags in Facebook search to discover posts related to specific topics or interests.
Billions of pieces of content are shared on
Facebook every day - peaking in the 8-11pm primetime slot - so hashtags provide
a huge opportunity for brands and marketers to participate in conversations in a meaningful, relevant and timely way.
While the use of hashtags hasn't blown up in the way Facebook imagined it might,
used sparingly they still can be of benefit.
Several ways to use hashtags effectively on Facebook Use one or two strategic hashtags related to your brand or industry in your Facebook posts, particularly if they will be used for cross-platform promotion),
You can also use hashtags as a way to express an emotion or sentiment relating to your post, e.g., #shoptilyoudrop,#excited, or #itstheweekend.
Every Facebook Page has its own unique URL with a status update box at the top; the format of the URL is www.facebook.com/hashtag/yourhashtag.
Drive traffic to that URL from other locations,
e.g., your blog, other social networks, business cards, in-store marketing materials, etc., to encourage conversation.
Use a URL shortener like bit.ly to make the link even more memorable.
Discover new Pages and partners by scouring for specific hashtags in Facebook search and track your own hashtags to monitor what people are saying about
you and your brand, then join the conversation.
Note: For much more advice about making the most of hashtags on social media, check out the section on hashtags in the Twitter Tips chapter of this book.
Ask for Likes and Shares – and invite Likes to Like your Page Ask users to 'Like'
and Share your content when you post, so that it will be shared on their walls and in their News Feeds, therefore increasing exposure for your Page.
Don't appear desperate by doing it too often (Facebook will limit the reach on these types of posts if you do, especially if the content associated with the post is poor)
and word your request in a way that endears you to your fans.
Buddy Media found that action keywords like “post,” “comment,” “take,” “submit,” “like” or “tell us” are the most effective.
Be direct in your request and fans will listen and take action.
Enhance the experience by creating a community that encourages your fans to discuss topics and interact with each other within the comments.
Did you know, too, that you can invite people who liked a post but haven’t liked your Page, to do so? When a post has had more than a handful of likes, the message below it will read “[name], [name], [name], and [number] of others liked this.
”Click on the “others liked this” bit for a list of everyone who liked that post
and a notice of whether they have liked your Page or not (chances are that many
people will only see your post as a result of someone else engaging with it
and their being notified).
If they haven’t liked your Page, you can click “Invite” next to their name to send them a notification asking them if they’d like to. If they’ve enjoyed your content once, there’s a greater chance they’ll be open to seeing it again.
Note: On a somewhat related point - and here's an opportunity to create common bonds and emotional ties between your brand and fans - did you know you can humanize your Facebook Page updates by sharing what your business is feeling, watching, reading, listening to, drinking, eating, playing, traveling to, looking for or exercising ?
Just click on the smiley face in the status update box and select one of the options. Encourage your fans to react to posts to boost reach Facebook offers five reactions on every published post - Love, Haha, Wow, Sad, and Angry.
In the spring of 2017, a Facebook spokesperson revealed that the site's News Feed algorithm judges reactions to be more valuable than just likes.
A reaction, they say, is an even stronger signal that a person wants to see more of that type of post.
For businesses, that means getting people to use them is more important than ever. So, how do you make people express an emotion stronger than a like ?
Make them feel it !
If you're already regularly share content that makes people feel
a strong emotion, then keep it up !
Otherwise, encourage people to react by dropping hints in what you post,
e.g. placing a "wow" or "angry" face on top of an image that you post.
Use this strategy when sharing links, too.
A lot of people share, comment on, and react to Facebook links without actually clicking on them first. In addition, asking fans to respond to an informal poll is an effective way to solicit reactions.
Ask them to match their reaction to a particular answer choice.
Note: Facebook has laid out two of important of rules regarding the use of reactions.
First, the reaction you ask for should match the emotional intent of the post,
e.g. "Choose "love" if you think this puppy is cute!".
Second, don't use reactions to conduct polls via a video, where the whole thing consists of static or looping graphics or images.
Fail to follow them and you could see your post reach negatively impacted.
Keep your engagement timely If someone comments on a status update you
make or posts a public message on your wall, be sure to reply to it as soon
as possible. Any chance to further the conversation, answer a query, or give thanks for a customer's support is all but lost if there is no reply – and it's something a lot of businesses on Facebook fail to do, to their detriment.
If your Page is really busy and you simply don't have the time to respond to
every fan comment (or if it doesn’t necessarily warrant a response), giving a "like" (rather than ignoring them) will at least show that you are listening
to what they have to say.
Use @mentions to be personable and increase engagement When replying to individual fans' comments on your Page, use the @username function to address each person individually.
It'll add a personal touch to your service and make the customer in question feel special, especially as they'll receive a notification to let them know you replied.
Type @ and begin typing the name of the person you want to reply to immediately afterwards. When their name appears, select it with a mouse c
lick or the tap of a finger.
If you want to be more informal and address a customer only by their first name, place your cursor at the end of their surname (after it appears in the comment box) and hit backspace a few times until their surname disappears.
To that end, add a personal touch to any status updates or comments you make by 'signing' with your first name. This is especially useful if multiple admins are addressing fans on the same page. Using @mentions can also be beneficial toward the number of people that see your Page's content.
In February 2014, Facebook announced that when one Page tags another
in a status update,
e.g., "Thanks to @Perfect Pizza for supplying our prize giveaway this week - you guys rock!," or "Here's an awesome insight into how @Perfect Pizza makes
its delicious food [link]",
it may - depending on the levels of engagement - show the post to some of the people who like or follow the tagged Page - Perfect Pizza, in this case.
Knowing this, always @mention other Pages when giving them a shout out in one of your posts and also select top-performing posts from Pages that your fans will enjoy, and share these (with @mentions) on your own Page.
The Pages you mention will receive notification that you included them in a post,
and this kind of cross-promotion is good for relationship building, increasing the chances of traffic being sent to your Page as a result - either through reciprocal treatment in the future or if Facebook re-shares your status
to fans of the Page in question.
Add Timeline milestones;
use as marketing opportunities Facebook allows you to add Milestones in the history of your business (past and present) on your Page by scrolling through and marking dates on your timeline
(e.g. when the business was established, your 1000th sale, etc.).
These help flesh out your company history and can give customers a fascinating insight into your growth over the months and years (particularly if you were in business way before Facebook came on the scene).
You can even use upcoming milestones as a way to connect with customers and provide them with an incentive to remain engaged,
e.g., "Here's to each and every one of you for helping us reach 20,000 fans !
Check back tomorrow at 6pm for a special promotion to say thanks!"
As a twist on this strategy, and as a way to really make your customers feel a sense of ownership over your Page, why not highlight them and their stories as milestones on your Timeline ?
Ask fans to submit stories that explain how your product or service has affected their lives for the better, then add them - with images - as milestones that show just how much a part of your brand your customers are, and as encouragement for other people to invest in you just as much.
Thank your newest fans and have a fan of the month Post a special 'Thank You' message about once a week to welcome new fans, even listing them by name if there aren't too many - find them via the "See Likes" link in your Page's Admin Panel.
Doing so adds a personal touch to your communication and reflects well on your image as a brand that cares about its audience. To encourage further engagement on your Page, launch a "Fan of the Month" initiative.
By highlighting one of your most loyal fans in this way, you indirectly encourage other fans to engage more, so that they can win the coveted title the next month.
For an added incentive, offer a little prize to the winner.
There are several free "Fan of the Month" apps available via the Facebook search bar and paid versions with additional options if you're interested in delving deeper.
Create Facebook Offers If at least 50 people have liked your Page, you can create an offer on your Facebook Page.
When a fan claims an offer, they'll receive an email that they can show at your business' physical location or a code to enter online so that they can get the discount.
Offers aren't free to run (there is a minimum spend of around $5 - $10), but they are useful in promoting special deals, rewarding loyal fans, and encouraging them to spread the word about your business to their friends.
To create an offer from your Page, click Offer, Event + and click Offer from
the top of the status update box. Fill out the details to make your offer shine, including Headline, Image, redemption link, start date, and expiration date. Preview your offer in the top left and make any changes, then click Post Offer.
Some pointers to help run a successful offer include: Make offer discounts substantial (at least 20% off a product or service, or the opportunity to get something else free when purchasing is recommended for the best results) and ensure that they are exclusive to Facebook fans.
Keep your offer and its terms and conditions simple and give people a reasonable amount of time in which to claim it (this also allows them time to spread the word about your great deal to their friends).
Use simple and direct language in your headline to reduce any confusion, and showcase the value of the deal your fans will get, rather than just using a slogan.
Use a clear and engaging image to represent your offer, but not your profile photo,
as that will often be displayed next to the promotion around the site.
Pin the offer to the top of your Page for added visibility and train your staff so that they are prepared when a customer wants to redeem their offer.
Facebook contest strategy for success
As of August 2013, Facebook re-allowed contests to be administered on Page Timelines, not just through third-party apps like Woobox, Shortstack, and Heyo.
Businesses can: Collect entries by having users post on the Page or comment/like a Page post (e.g., "Like this post for a chance to win one of our new sandwich toasters - releasing March 21 !" or "Comment with a funny caption for this photo - the one that makes us laugh the most / gets the most likes wins X prize.
" or "Post a photo in the comments of you using our product - our favorite will win X prize." or "Suggest a new menu item in the comments below - our favorite will go into production and the inventor will win X prize!" Another spin on this entry method is to ask viewers to comment and tag a friend to enter.
Your fans will tag friends who would be interested in winning the prize and this will drive interest in your Page and product or service. This route works best if you can reward the winning commenter and their tagged friend with a prize,
e.g., dinner for two at your restaurant, or two free gifts of your product. Collect entries by having users message the Page
(e.g., "For your chance to win this fantastic sweatband, message us using the button above and tell us why you deserve to win!") Utilize 'Likes' as a voting mechanism,
e.g., "Help us choose our next smoothie flavor.
Click 'like' to vote on your favorite pic and we'll choose one lucky person to win a $20 gift card with us !
Note: Free tools like Agorapulse Timeline Contest page
(http://contest.agorapulse.com/) give an easy way to host and select winners from Timeline sweepstakes, quizzes, or photo contests.
While creating a promotion on a Page
Timeline is faster, easier and cheaper (great for a spontaneous giveaway
for example, but more likely to attract poor quality entrants), third-party apps - while requiring a small fee - still do have many advantages.
I would certainly recommend them over Timeline-only contests for bigger and more serious campaigns. Advantages of apps include: A more professional and customizable campaign, more in line with your branding strategy.
More space and flexibility for content than a Page post alone,
as they are hosted on a Page tab.
The ability to collect data (such as e-mail addresses) in a secure and structured manner. Easy to add "share" buttons to increase virality of contest once someone
has submitted their entry.
Whichever type of contest you run on Facebook, there are still important legal guidelines to follow, including offering terms of eligibility and releasing Facebook of any association.
I urge you to read the Promotions section of Facebook's Page Guidelines for a full rundown: https://www.facebook.com/page_guidelines.php
Promote Events on Facebook – Ask fans to subscribe
Click on the Events tab in the status update box to create your events,
whether they will happen offline (like a store's grand opening) or online
(like a live webinar or the start of a sale).
Be sure to upload a photo of the event - a step that is often overlooked - and also build excitement with countdown statuses reminding people to confirm their attendance as the event gets closer.
When you create an event, you can also add targeting so only the most relevant people will see your Page's event in their News Feeds.
You're even able to target your event’s invitees based on criteria such as gender, location and age at the bottom of the Create New Event window. Events help promote your Page organically because when someone RSVPs to one, it will create a story in their friends' News Feed.
To get more fans on board, post the event well in advance and periodically remind (via Page posts) that it's all happening soon !
Note: Page admins can easily repeat a Facebook event with the Create Repeat Event option in the drop-down box on your Event page. In addition, to prevent the need to invite fans to events within their area, you can invite them to subscribe.
When a fan subscribes they will automatically be notified when your event is in their locality – ask them to subscribe by clicking on “Events” below your Page’s cover photo and hitting Subscribe.
Cross-promote with (and on) other Facebook Pages One of the most powerful ways to increase the number of genuinely interested eyes that come across your Facebook Page is to work with other Page managers within your niche or businesses
in your same locale.
Get in touch to discuss ways in which you can occasionally cross-promote each other’s Pages, share posts, conjure up offers and increase exposure
for your businesses.
For example, a kids' clothes store owner might get in touch with a local ice-cream parlor - places that share the same clientele - to work a cross-promotion
arrangement on Facebook.
Additionally, you might want to communicate with other businesses to encourage them to add your Page to the Featured "Likes" section of their Page and agree to do the same in return.
This works great with complementary products and services and helps spread the word of your business, as Featured Pages sit prominently on your Page and display on rotation depending how many are set up.
To add a featured Like on your Facebook Page:
1. Visit and "Like" a complementary business while using Facebook as your Page
(or by clicking the three dots underneath its cover photo, choosing "Like as Your Page..." and selecting your company's Page if you're browsing under a personal account).
2. Return to your Page and click "Settings" and then "Featured" on the next page.
Under the "Likes" section, click "Add Featured Likes" and choose the Pages that you would like to showcase on your Page.
A more covert way of making your brand known (especially to the audience of rivals in your business niche) is to engage and post relevant, friendly, and useful
(not spammy or self-promotional!) comments on statuses of their Facebook Pages,
posting under your Page's username (make sure you are posting as your Page by clicking on the flag icon beneath the post you want to comment on, and choosing “Liking and commenting as [your page]”.).
Your profile photo and link to your Page will be visible with every comment you make, hopefully encouraging people to visit and check you out.
Again, make your comments interesting, helpful, insightful, funny, witty,
charming, etc., to increase the chances of a click-through !
The last thing you want to do is come across as shady or desperate, especially like those "It's Andrew from Andrew's Aardvark Farm - just dropping in to give
you a Like ! Check us out !" kind of posts that commonly occur.
If I ever see any type of blatant self-promotion on my Page, it gets instantly deleted ! Use private messaging for customer service Facebook Page owners have the option to allow customers to contact the page administrator directly
("Settings" > "Messages" option).
If you have the resources to cope, you should definitely leave this option on so that customers can get in touch, particularly if they don't want to share their message on the public wall (and this may also prevent unfavorable comments being broadcast to all of your fans).
Track your progress Use Facebook Insights (click "Insights" at the top of your Page) to track how your Facebook Page is performing day by day and over
a longer period of time.
The Likes tab displays your overall Page growth and where your audience is finding you, while the Reach, Visits, and Post tabs will show you which types
of updates - text, links, video, etc.
- are preferred by your audience (click on individual posts for more detailed stats about engagement) and at what times they are most likely to be on Facebook to digest your activity.
On the People tab, you'll be able to learn about the demographics of your audience, including gender, age, language, and location.
All of this data is extremely useful in helping you to tweak and tailor your ongoing content strategy and to deliver the kind of stuff that you know your fans will love.
Note: In February 2016, Facebook introduced Reactions - an extension of the Like button, that allows people to choose one of five additional emoticons to communicate their feelings about a post (ordinary or a sponsored ad)
– Love, Haha, Wow, Sad, or Angry.
You’ll find a breakdown of reactions to each post in Insights; this extra sentiment-focused data will allow you to better tell, in a quantitative manner, whether your audience is responding to your content in the way you hope, especially those who in the past – without Reactions – would not choose comment
or found “Like” inappropriate.
Another notable section of Facebook Insights is Pages to Watch, a feature that allows you to track a variety of metrics relating to your rivals' Facebook activity, including the number of posts, engagement rates, and new Page likes.
Adding the competition to this list will enable you to keep an eye on their performance to see what is (and what isn't) working for them, and you can use this knowledge
to influence and improve your own strategy.
FROM AMAZON BEAUTY BEST-SELLING STUFF
In addition to direct competitors, it is often useful to pay attention to other companies in a similar, but not identical, field,
e.g., another retail or B2B venture in your vicinity, as well brands that are unrelated
to yours but which your audience like and engage with.
When researching others’
Page content to build upon within your watch list, look for stuff that gets high engagement (likes, comments, and shares), low engagement but potential
to improve (that you can improve on for your Page), and specific trends within
your industry to capitalize upon.
Utilizing Facebook Groups to build your business Facebook Groups are a convenient way to network with peers, strengthen relationships with current customers, or attract new ones - whether you create your own or join one of the millions that already
exist – and can act as a powerful partner to an existing Facebook Page.
Your own custom-made group can exist as a place to provide customer support, promote upcoming events, get feedback on upcoming products, and for customers to connect, collaborate, and share (valuable consumer insight for you!).
To get the most benefit from groups which focus on discussions concerning your chosen industry, your aim should be to position yourself as an authority figure:
be active, give help, and be genuine,
i.e., no focus on selling.
Over time, your knowledge and influence will be recognized and this will help
to pique people's interest, perhaps enough to make them want to consider
your product or service.
As brands battle for precious organic reach, Groups provide a fresh avenue to cultivate a loyal community who can interact with you and each other, to boost engagement, and could help to fill the gap lost in organic reach over the years.
To start, click on “Group” under the ‘Create’ section at the bottom of the left-hand sidebar on Facebook. Optimize your Group in 10 simple steps:
Give your group a name and select a group type to help people understand
what the group is about.
Add a cover photo (the ideal photo size is 820 x 462 pixels); check how it looks on desktop and mobile. Write a description to tell people what the group is all about and what it can be used for. It is not uncommon for group admins to use this space to share information that they want the entire group, especially new mem.
members, to know such as rules and community guidelines.
Add five tags to help people find your group; a mix of generic and specific
Add five tags to help people find your group; a mix of generic and specific
tags will work best. If you are a local group, add your location so that people who are looking for Facebook Groups in your area can find it more easily.
Customize your group URL
An easy-to-remember group URL makes it simple for you to share a link to your Facebook group in online communication and real-life marketing material.
Link your Group to your Facebook Page to make it existence more visible and encourage fans to take a look, and hopefully join. To link your Facebook Group to your Facebook Page, choose the option within the Groups section of your Page settings.
Promote your new group and encourage people to join. Hit the Share button below your cover photo for you to share your Facebook Group to different parts of Facebook: timeline, Messenger, and Page.
You can also create a handy short link for your Facebook group and include it where people will see it, like in your email signature, in blog posts, marketing material,
or product receipts.
Building an effective group: essential strategy Fostering an engaged Group community will strengthen your customers’ relationship with your brand, and this equity can then influence their future purchasing decisions.
Here are three strategies to help build a strong and loyal group audience:
Setup Membership Requests to ask up to three questions of group members upon joining. You'll find the option on your group under More > Edit Group Settings > Setup Membership Requests.
For example, you could ask questions including how they found the group, what their biggest struggles are in relation to your brand's mission, etc.
This is a fantastic way to instantly see what your future group members desire,
and an opportunity for you to create and publish posts that serve their
needs - which they'll love !
Engage with your group members regularly: When your group is new, there might only be a few members and not a lot of posts from them.
To help kickstart discussion, take it upon yourself to introduce conversations
on a consistent basis, a couple of times per week.
For example, you could welcome new members every Monday, initiate a topical discussion on every Wednesday, and invite members to share their
weekend plans on a Friday.
At least in the initial few months, I would recommend that you comment on
every post and answer every question in your Facebook group to ensure your members feel heard and that they feel like they are getting value from being
an active member of the community.
Feature popular and/or active group members outside of the group, on your
Facebook Page and in other locations.
You can find out who these people are from the More Member Details section of your Group Analytics. Compliment the individual, explaining what they bring to the group as a way to encourage new members to join.
At least once per week, thank your most engaged members as a way to keep them motivated to post regularly. Like Facebook Pages, Groups include analytics for you to monitor your group’s performance (those with 250 members, at least) and you can use these to develop your group-building strategy.
You can find monitor insights like your Facebook Group is growing, when your members are most engaged, and who your most engaged members are.
With this data, you can learn to post on days and at times when engagement is high, track active membership growth, and thank your most active group members.
Note: If you trust someone enough and want to bestow more prestige upon them (thus increasing their brand loyalty), promote them to become an admin
or moderator of the group.
The latter will, as well, give you some extra eyes on helping to police any spam
or other unwanted posts that might appear and free your time up to focus
on building your business in other ways.
A lot of group content can reflect what you might post on your Page, but with a little tweak or a twist to make it exclusive and worthwhile the group members' time.
Tried and tested content like running a poll, starting a debate, quizzing members or asking them to join a discussion in a live video, or sharing an actionable, “quick win” tip will always go down well.
Host regular events. Hosting events is a great way to get community members involved (and maybe even attract inactive members back to the community).
Examples of events that you can old include Q&As with an expert from your company, panel discussions about a particular topic, and where possible, real life get-togethers to re-enforce relationships made online.
When you have planned an event, create an event in your Facebook Group and invite members to attend. Asking people to show their interest will help generate buzz and they'll receive a notification closer to the time as well.
Crowdsource from your group: Use your group as a place to gather information that you can use as content and marketing elsewhere, like testimonials, product reviews,
or a personal story connected to your brand that you can use as the basis for a blog post or video.
Utilize similar groups for exposure: If a search on Facebook (or LinkedIn) shows that there are other groups in your business niche, full of people who you think would like what you do, here's a way to bring them to your attention.
It's simple: reach out to the group administrator and ask them nicely if you can feature them and their group in an interview for your blog, podcast, etc.
Once the (very flattering!) interview is live, provide the link to the group admin
and ask if they'd share it with their group. In the likely event that they do, you've just earned your brand some priceless promotion in front of an untapped audience.
Get fans to turn on notifications: Like Pages, not all group posts will necessarily
show in a member's News Feed, but they can be notified when they appear.
If they want to do so, ask them to turn on notifications (in a video or image post showing them where to go) - specifically the All Posts option - from the Notifications drop-down at the top of the group (blue checkmark > Edit Notification Settings on mobile).
Remain open, honest and authentic with your group members. Refrain from talking down to group members, talk to them on their level and it will go a long way to making you stand out as a leader.
Paid Advertising Strategy on Facebook Facebook marketing success is as much about distribution as it is content - getting your content in front of not just any old people, but the right people.
A budget for Facebook advertising is an extremely important consideration as part of your marketing strategy, particularly because the competition for eyeballs on the site’s content is ever-increasing and the continued throttling of organic (non-paid) reach.
In fact, Facebook now deliberately limits the appearance in the
News Feed of Page Post content that features only promotional messages - asking people to buy something, encouraging them to enter a sweepstakes, etc.,
which makes paid promotion even more crucial.
You wouldn’t launch a real-world business and expect people to just turn up
and continue to maintain their interest without promotion, and a Facebook Page
is really no different.
Luckily, you don’t need to spend a fortune:
Facebook ads can be a cheap and effective way to gain new fans, keep existing fans engaged, direct people to your website, or get them to do whatever you please on the way to reaching your marketing goals.
Consider this: if you allocate just $1 of marketing spend per day on Facebook ads, your content will be exposed to several thousand people per month that would not otherwise have seen it. If you are doing this and your competitors aren’t, you'll be way ahead in the awareness game for your business niche.
Before you start with any type of advertising on Facebook, having a clear measurement of success in mind before you start will help you to understand the performance of your ads and make any adjustments to ensure you’re delivering maximum value for your business.
The most basic Facebook advertising: boosting posts
To increase the ordinary reach of your most important posts - like special offers, big events, or a company milestone, Facebook encourages you to use its "Boost Post" tool, located via a button underneath each and every status update.
Boosted posts last for three days and will increase the reach of your content beyond the people who see it organically. In basic terms, boosted posts create a set of instant Facebook ads without any of the detailed customization options available through the main Facebook ads tool.
Boosted posts do the following:
1. Promote your post within mobile and desktop News Feeds of Fans,
and on Instagram.
2. Promote your post within mobile and desktop News Feeds of Fans, their friends, and via a limited set of variants like age, gender, interests, and location.
3. Generate a Sponsored Story ad within mobile and desktop News Feeds.
The eventual cost of a boosted post depends on the number of people you want Facebook to try to expose to that specific piece of content.
Costs range from a maximum budget of just a dollar or two for a few thousand people, to hundreds of dollars if your aim is to reach many thousands of users.
Once Facebook approves your boosted post, which doesn't normally take very long, the promotion will begin.
The amount you are charged rises as your boosted post reaches more people, but if you don't feel like you are getting value for money, you can stop the promotion
at any time.
On a similar note, you can add to your initial maximum budget if the promotion is going better than expected. If your boosted post does not reach the number of people Facebook estimated it would reach, based on your budget over the three-day window, you will only be charged according to the number that it did reach.
To get the most out of boosted posts, remember the following: Wait at least 5-6 hours before boosting a post - let its organic reach take hold and settle first.
Once a post is boosted, it may take some time until it reaches the full breadth of your target audience. Will it still be relevant as much as a few days away from when it was first promoted ? Don't boost every post.
Money on increasing exposure to content that will drive meaningful engagement or make an impact on your bottom line,
e.g., eyes on a new product or service, or clicks through to a valuable blog post.
Pin your boosted post to create additional visibility for the promotion.
Measure the success of your boosted post through Facebook Insights and other analytics tools.
Note: If you're a small business owner that wants a quick and easy way to increase the visibility of standout posts a couple of times a week, then boosting posts should be a very strong consideration.
If you are want a bit more control and customization or aim to build complex advertising campaigns on Facebook, utilizing the main ads tool and Power Editor respectively make more sense - see below for more information on these.
Beyond the Boost: Facebook Ads Strategy If you decide that boosting posts
is too simplistic for your needs, the Facebook Ads tool at
https://www.facebook.com/advertising is a significant advancement over boosting posts, with many more customization options and, crucially, it's pretty user-friendly.
Some of the options available in the Facebook Ads tool include:
Choosing what the ad promotes depending on your goal (your Facebook Page,
a particular post, a Facebook event, a custom tab with a newsletter
sign-up form, an external website, etc.).
Choosing where on Facebook the ad appears
(e.g., desktop and mobile News Feeds, Ad Network, Instagram, right-hand column). Adding a call to action button to ads to increase click-through rates,
(e.g., Shop Now, Read More, for web-based targets, or Call Now, Get Directions for local, mobile customers).
Choosing who the ad targets (based on location, age, gender, interests, and connections). Before targeting non-fans, I would suggest honing in on existing fans (many of whom won't have already seen your content or promotion organically, as well as your email list - both of which Facebook enables you to do).
Facebook’s Audience Insights tool will break down all sorts of information about your current audience on Facebook to help you target your ads to people with similar attributes including age, gender, relationship status, job, education, and more.
All this can be used as a way to help tailor your ad design and reach an even more targeted audience. To see the Audience Insights for your Page, go to www.facebook.com/ads/audience-insights/ and choose the “People connected to your Page” option. Use the options on the left-hand side to filter the results.
Tracking conversions like registrations, checkouts, and views of key
pages on your website.
While Facebook's main advertising tool (www.facebook.com/ads) will be suitable for the vast majority of businesses, those with large and complex advertising needs may prefer to use a tool called Power Editor (www.facebook.com/powereditor) to create, manage, and track their ads on Facebook.
If Boost Post is for beginners and Facebook's main ads tool is for the masses, then Power Editor is for "pros". It's the least user-friendly of the bunch, but includes experimental options that may be useful to those who like to micromanage their ads, and perhaps who are running lots of campaigns at once.
The Power Editor tool is much more accessible to use than it has been in the past, so don't be afraid to take a look. Tips for Facebook ad creation Successful Facebook Ads all have three things in common: they are specific, targeted and compelling.
The ad has one job: to get the customer to click on it, and you’ll need to marry every element of the ad just right to generate optimum results. Whether you stick to Facebook’s main ad-creation tool or bravely dive into Power Editor, the following pointers will help maximize the success of your promotional campaigns.
When writing ad copy, speak to your ideal prospect in a tone that will resonate with them. Tell your customers what makes you unique and why investing time in (and clicking) your ad is worth their time.
Your message should be to the point; no long or confusing sentences. Always end your ads with a call to action, either in text or with a built-in button. Don’t assume that the audience knows what to do.
Tell them outright what action they should take. It’s obvious, but make sure the CTA matches the ad and the intent of the customer. Craft a headline that addresses the "you" to make the person reading feel like you're speaking directly to them.
The image is just as important, if not more so than your copy as it’s what gets people to stop scrolling and engage with your ad. In general, you should avoid generic stock photos, even though Facebook has millions available for you for free - people are desensitized to them.
Choose an image that’s bright, colorful and grabs people’s attention in contrast
to the dominant blue and white of Facebook’s News Feed.
Show people what life looks like as a result of using your product (like happy or relieved faces) or demonstrate its benefits.
Create at least four versions of each ad per campaign so you can experiment with different images (both promotional and more natural/lifestyle in focus), calls to action and copy so that you can clearly understand which ones are performing the best.
Test a variety of ad types (lead ads, slideshows, a product ads carousel, canvas, video, etc.) in a variety of placements (News Feed, mobile, and sidebar)
to see how the results vary.
News Feed and mobile ads should (as much as possible) blend naturally into the ordinary stream of Facebook content, while for the smaller sidebar ads in particular, subtle calls to action and images with human faces or simple color combinations, seem to work best.
Facebook's own research found that when mobile video ads play loudly when people aren’t expecting it, 80% of people react negatively, both toward the platform and the advertiser.
You might take this as a notice to create video ads that do not require any sound at all to be understood. However, in cases where this isn't possible, you can add captions manually, or let Facebook create them automatically.
Automated captions are currently only available through Power Editor.
When creating video ads in Power Editor, your video captions will be generated after uploading your video (it may take several minutes for them to appear).
After your video ad has finished uploading, click Select.
Below Video Captions, use the dropdown that says "Generate Automatically".
Test a variety of target groups, based on criteria such as age, gender, Pages liked, interests, location, etc.
If your advertising budget is small, hyper-target your audience - around 100,000 people is a decent sample.
To target specific individuals and those most likely to be interested in your
offering, get savvy with advanced targeting options such as lookalike audiences, custom audiences, partner audiences, retargeting, website custom audiences, and conversion pixels, in order to get the most bang for your buck
(look out for these terms during the ad setup process and use the "?"
button next to each for a fuller explanation).
In fact, if there is one Facebook ads-related task all businesses should do, it is to install the Facebook tracking pixel on their website.
A small piece of code placed in the header of your website, the Facebook tracking pixel has two major functions:
tracking users who took action outside of Facebook because of your Facebook Ad (signing up for your newsletter, purchasing a product from your website, etc.),
and tracking activity on your website for retargeting purposes. Utilize Facebook's Custom Audiences tool to reach new and existing customers through Facebook and make the most of those relationships.
For example, Retargeting is a powerful way of winning new customers and tempting people who’ve shown an interest in your product back to your website, by reminding them of products they have shown an interest in.
Meanwhile, Lookalike Audiences targets people similar to those who already know and like your brand, and this can be especially useful when you’re aiming to use your ads to boost growth.
Use a structured naming convention for your ad campaigns, ad names, and ad sets
to make identifying and tracking them easy.
With campaigns, for example, I like the format "[Business/Client Name]
- [Page Name] - [Item Promoted] - [Objective]."
The Business/Client Name qualifier may or may not be necessary, depending
on your circumstances. When budgeting and bidding, don't sweat too much over terms like cost CPC, CTR, CPM, etc.
Instead, focus on your business' cost per desired action,
e.g., clicking a link and signing up to your email newsletter.
This method will allow you to calculate your return on investment,
i.e., how many conversions you drove per dollar spent, much more easily.
Checking that your ad image adheres to the 20% text rule In the past, Facebook rejected any ad where text made up more than 20% of the ad image.
As of Spring 2016, this rule has been abolished, and Facebook now categorizes
the amount of text in an ad by density:
OK (little to no text), Low (around 20%), Medium, and High
(text covering a considerable portion of the image).
Sounds okay, but there’s a catch: “…ads with text overlay around or above the 20% [Low] limit will receive reduced to no delivery instead of being disapproved.”
Basically, the more text in your image, the less distribution you will
receive – ad images with medium and high-density text will see their reach severely limited, and therefore you will incur higher costs for reaching your target audience.
There are exceptions, including book covers, album covers, full product images,
text-based businesses, app screenshots, infographics, and more.
My advice ?
To prevent your ad performance from being affected, pretend that the 20% text rule still exists and, if possible, reduce the amount of text in ad images as much as possible.
If you want to check that your photos meet the text rule guidelines, there are a number of handy tools to help you do just that, including Facebook's own Text in Images compliance tool at https://www.facebook.com/ads/tools/text_overlay.
Simply upload a file and click the boxes to highlight the areas where text appears. The tool will count up the percentage and let you know
if your image is Facebook-ready.
Monitoring Facebook ad performance strategy
One of the biggest mistakes people new to Facebook Ads make is to set ad campaigns to go live and then come back to check performance once
the campaign is completed.
But by doing this, you’re missing out on huge opportunities to enhance
the performance of each of your ads.
Frequently monitoring your Facebook Ads campaigns enables you to know whether or not your ads are resonating well with your audience and allows you to make adjustments as you go along.
For example, If your engagement isn't great you can create a new ad set with
a fresh design.
Or if your clicks are low, perhaps you need to tweak your call to action.
Or if you aren't reaching as many people as you thought, maybe your audience parameters or ad placements need tweaking.
Keep in mind that it can take a few days until you have enough data to start really measuring ad performance, so I'd recommend waiting until your ad has reached at least a few thousand people before making changes.
The strategy outlined here is best used if a set of ads in a campaign are at least performing moderately well.
all ads in a campaign are performing poorly, Facebook's algorithm might decide none of your ads (tweaked or not) are worth giving a second chance, so it might be best to scrap them and start again.
Note: If you want to gauge early on if your ad is hitting the nail on the head, look for its Relevance Score in your ad reporting - a rating of 1-10 based on how your audience is responding to your ad through likes, clicks, comments, etc.
It appears after the ad has received at least 500 impressions.
One simple strategy is to keep your budget low, tweaking your ad until you achieve
a relevance score of 8/10 or higher.
At this point, you can think about promoting the ad more heavily, but always keep an eye on the ad in case the score (which updates in real time) starts dipping.
Unless you're very lucky, you won’t create the perfect ad first time around.
Expect to experiment and learn a lot in order to produce Facebook ads that will deliver the results you are looking for.
As a simple example, you might start with 3 ad variants, one of which is clearly outperforming the others.
You can then stop running the underperforming ads, giving more of your budget
over to the one that is driving results.
You might even want to create a new ad variant, based on this ad,
to see if that helps deliver even better results.
Ideally, you want to create several ad sets and ads before you start your campaign and then eliminate under-performing ads as your campaign progresses.
Note: When you are testing with Facebook ads, it’s important to change only one element each time, keeping everything else the same.
If you don’t, you won’t be able to tell what actually changed the result! I recommend that for each element you test, you start with wildly different changes to get a better overall sense of what’s resonating with your audience.
Check your ad report at least once per 24 hours so that you can get a good overview of how it’s performing I could write a whole other book on Facebook ads - much more than I have the space to include here, unfortunately.
Until I do, a quick web search will return plenty of detailed step-by-step guides for making the most of Facebook ads, and I definitely recommend you do this before jumping in, getting bogged down and lost in the options available, and simply wasting your money !
Be smart, start small, and remember that there is no one guaranteed formula for Facebook ad success; experimentation is the key, as too is playing the long game.
For example, after one successful campaign, you could use the Facebook Pixel to create a new ad to re-target those who engaged positively with a that promotion,
or to have another shot at persuading people who might have visited your
website but left without making a purchase.
Advertising aside, your main focus should always be on producing top-quality content that gains maximum traction organically. Typically, I only spend "big" on any ad campaign (whether it be a Boosted post or properly-planned ads) if I have a product or contest to launch, a coupon code or offer to give away, or if an organic (non-paid) post does surprisingly well and I think it has strong potential to go viral. The rest of the time, I rely on a small, but regular ad budget solely used to help new fans find my Page.
Using Your Personal Facebook Profile for Business As explained at the beginning of this chapter, using your personal Facebook Timeline specifically for commercial purposes is against the site's rules.
However, there are a number of useful little strategies that you can implement via your individual profile that can help support your overall business marketing.
Add a Follow button to your personal profile If you are the figurehead of your company and happy to share your personal profile updates with customers as a way to help them feel more closely connected to you,
but don't want them all to be added as friends, consider adding a Follow button to your profile via https://www.facebook.com/about/follow.
Anyone who chooses to become a follower will see posts you mark as Public (toggle this option via the drop-down menu underneath the status update box) in their News Feeds.
Use this ability to filter updates about your family to Friends and updates pertinent to your business or things that you’re comfortable sharing with a wider audience
to the public.
Note: Visit your Timeline settings ("..." button on your profile > Timeline Settings),
then click on the "Followers" link in the left-hand menu.
From here, you can adjust your Follower settings and also grab code that you can use to embed a "Follow" button on your website, too.
Create custom lists to target business-y posts to friends Related to the tactic above, Facebook's custom lists feature allows you to target status updates to customized groups of people who are also connected to you as friends.
Again, these shouldn't be promotional or commercial in nature, but perhaps stuff like news and events occurring within your industry that only a specific portion of your friend list would be interested in:
To create a new custom list:
1. From your home page, hover over the Friends section in the menu
on the left and click "More."
2. Click Create List.
3. Write in the list's name,
e.g., "Current Customers".
Enter the names of the people you want to add to this list in the Members section.
4. Click Create.
By clicking on the links that now appear in the sidebar of your Facebook account, you can easily see, comment, like, and interact with activity from people in your lists. Remember to peruse your custom lists often for opportunities to more deeply connect with your peers, building relationships that will eventually pay off as part of your business strategy.
Change your personal profile 'Work' to your business page If people search for your business on Facebook and come across your personal profile, you'll want to make it as easy as possible for them to find your business Page too.
Click on the 'Update Info' button at the top of your profile and search for your Facebook Page in the 'Where have you worked ?'
box and choose it when it appears in the drop-down menu. If you don't see your Page appear when you type its name into the box, try typing its username instead,
i.e., the bit that comes after the 'www.facebook.com/' of the Page's address.
If you're still having no luck, insert your exact Page name, click the drop-down that appears and enter the additional details (Position, City/Town, etc).
When you click 'Add job', it should populate correctly.
Note: Here are two more soft-sell Facebook Page promotion opportunities: add the URL to your Facebook Page under the 'Website' area of the Contact Info section of your personal Facebook profile.
In addition, add your personal profile as a Featured Page owner on your Facebook Page.
When you add a featured page owner, your personal information will be displayed
in the About section of the Page and the Page will be shown on your personal profile. Learn about (and capitalize on) the ad strategies of your competition If you’re your company’s ideal customer, then you’re going to be your competitor’s
ideal customer, too.
As such, chances are that you are going to be exposed to ads from your competitors in your personal News Feed.
Keep an eye out for them.
You may discover that your main rival seems to advertise mostly on Wednesday evenings, that they appear on mobile and not desktops, and that certain types of images seem to get more attention than others.
It's far from scientific, of course, but by grabbing screenshots and making notes, you'll have some broad information that you can use quite effectively when it comes to running your own paid ads.
Twitter Tips: Tweet Your Way
to the Top Twitter is used by millions of businesses and individuals as a way to monitor conversations about their brand,
interact with customers, manage customer service issues, promote offers, share rich and engaging content like images and videos - all within 280 characters per tweet
(originally and famously 140 characters, but doubled in 2017).
A 2013 study by analytics company KISSmetric even found that Twitter users
were more likely to buy from brands they follow on the site by a margin of 64 percent,
and that’s just one statistic about a site that has the power,
arguably greater than any other social network, to connect with customers and to create loyal brand advocates. In this chapter, we'll explore some of the ways to make this a reality for you.
Twitter Profile Setup Strategy No stellar Twitter strategy is complete without a profile built to knock the socks off your customers, so let's get started with some indispensable setup and optimization tips.
Top Twitter username and a tip for the "Name" box Your Twitter username is extremely important, as it will make up part of your Twitter profile URL - the address you'll put on all of your marketing material to direct people to follow you on the social network.
Try to keep your username short, simple and memorable.
Most companies use their brand name as their username, so that their address reads www.twitter.com/yourbusinessname.
Unlike most other sites, Twitter will allow you to change your username as many times as you like via its Settings menu, but it's worth remembering that if you've publicized one username for a while, unexpectedly switching to a new one would not make good business sense.
Note: Although Twitter says 'Enter your real name, so that people can recognize you', this is not best practice for businesses.
Here, enter your brand or business name, as it will appear right at the top of your Twitter profile in big, bold letters. Write an engaging Twitter Bio, use real names.
Your Twitter profile is likely to appear high up in web search results for your individual or business name, so it's crucial that you use its 160-character bio right
(the bio text is used as the search link's description and, of course, appears on your
Twitter profile itself).
Use the small space to accurately and succinctly tell people who you are,
what you do, and why they should follow you; use an upbeat tone to reflect
Twitter's fun and conversational nature, and if you're an individual, single
"descriptor" words separated by commas, lines, or hyphens
(e.g. globetrotter | entrepreneur | wine lover..." are commonly used space-savers.
If you're a company, it's a good idea to include the real name of the person handling your Twitter account so that customers feel more like they're talking to a person rather than a faceless brand.
If you have room, you might also want to throw in a URL, or @mentions to link to other accounts you are associated with, and even brand or industry-related hashtag, too - but be careful that the latter doesn't mess up the readability and balance
of the bio as a whole.Upload an effective
Twitter profile image Ditch the default
Twitter avatar and use a headshot photo of yourself or your brand logo – text works too, if the name is short enough.BEAUTIFUL LADY BEAUTY STUFF
You could even combine the two, but make sure that a face is clearly visible - Twitter's one-to-one interactions mean that people will identify much more closely with a profile that displays a person's smiling face rather than the dreaded default 'egg' image or something similarly anonymous.
Twitter recommends that your profile image be uploaded at 400 x 400 pixels.
To edit your profile image, click the "Edit profile" button on your page and then "Change your profile photo."
Create a custom Twitter header image In April 2014, Twitter rolled out a new version of its desktop profiles, complete with a big 1500 x 500 pixel Facebook-esque header image - a large banner that spans the whole width of the profile, ripe for customizing with your own design.
How you choose to fill the header image is up to you, but tactics similar
to Facebook - simple branding, highlighting promotions, featuring customers, spelling out your mission statement, etc.,
are a few of the most common strategies.
To edit your header image, click the "Edit profile" button on your page and then "Change your header image."
Note: Download a Twitter header template optimized for desktop and mobile screens (and lots of other great stuff) via the Premium Content Bundle chapter of this book. Should you post your Tweets to Facebook ?
The Apps menu within Twitter’s Settings include the option to send your tweets automatically to your Facebook Page. Whether you decide to use this is personal preference - but my advice would be to avoid it, for several reasons.
Chances are that you are going to be posting on Twitter much more regularly than Facebook, so you risk the chance of spamming (and upsetting) your Facebook fans. Additionally, you want people to be fans of you on Twitter AND Facebook and to be able to offer both audiences a unique, valuable experience.
They won't come to Twitter if they can get it all on Facebook.
And finally, but perhaps most importantly, automated posts (whether written by hand or produced by a bot) are never received as well as a post that is individually crafted for its intended audience.
The ways you communicate with your Twitter and Facebook audiences are different, so it's best to keep them separate.
Consider applying to be verified on Twitter Getting verified on Twitter - earning a blue check mark next atop your profile - is highly sought after, and often tricky to earn. Once reserved for celebrities and other high-ranking users in specific fields like journalism or government, anyone (or business) can now apply.
Although not at all essential to make a success of yourself on Twitter, verification is a sign of high authority and authenticity, so it might well be worth applying if you feel like your brand would significantly benefit - but it might be worth biding your time, especially if you're new to Twitter.
Twitter only rewards consistently active accounts with a verified check mark, so if you aren’t tweeting often, you aren’t helping Twitter reach its goal of directing people to accounts that people will want to follow and engage with, and they’re unlikely to approve your request.
If you're ready to go ahead, here's what you need to do:
1. Visit Twitter's verification request form page to start the process https://verification.twitter.com/welcome.
In order for your account to be considered, you’ll need to have the following elements present and correct within your profile:
a verified phone number, confirmed email address (@yourcompany.com, not a free web account like Gmail), an accurate bio (the bio should specify an area of expertise or a company mission, a professional profile photo and header image, your website, and all tweets set to Public.
2. Twitter will ask you to enter up to five websites that can be used to identify you,
and associate you with your Twitter account.
As your bio lists your official website, there's no need to add this again.
Instead, link to other websites that showcase your influence, such as appearances in the news or other high-traffic sites.
3. Lastly, you'll see a section where you can freely state our case; a space to tell Twitter
why you think your account should be verified.
If you’re applying as an individual, explain your public reach and specific instances where you’ve made headlines within your field.
For brands, highlight your vision, what steps you have taken to achieve it, and the successes along the way.
Twitter will email you when a decision has been made, and you’ll know that you’ve been verified once the @verified Twitter account follows you.
Twitter Marketing and Content Strategy How's that Twitter profile looking ?
Pretty good ?
Great! Now let's look at some content strategies to help your brand presence
on Twitter shine...
Concoct the perfect tweet, add a sign off Spelling, punctuation and grammar all count, especially when you only have 140 characters to communicate your point in a single tweet.
Practice writing the perfect tweet, and always double-check for errors.
While it might be tempting to use text speak to cram as much as you can into Twitter's 280-character limit, doing so is at best unprofessional, and at worst makes your tweets unreadable.
If you have multiple tweeters on the same account, be sure to allow space to add a 'sign off' at the end of each tweet,
e.g., initials like "^AM", so customers are clear who they are corresponding with.
And as consumers want to know who they’re interacting with,
why not include a photo of the people responding to users’ inquiries in your Twitter cover design too ?
Don't exceed the tweet limit Wherever possible,
do not allow your Twitter statuses to spill over into multiple tweets, as this makes
it confusing for your followers to keep track of what you are trying to say,
especially if they have a really busy Twitter feed (likely), where your updates may appear sandwiched between tweets appearing from other people that they follow.
If there is no way that you can keep a Twitter update to 280 characters or fewer, consider using a service like TwitLonger (http://www.twitlonger.com/) as a workaround.
This site allows you to type as long a message as you like.
When you submit the message, it will be sent out to your followers using your
Twitter account. The first portion will be visible, then a URL will be displayed to allow followers to click through to read the full message at the TwitLonger website.
Alternatively, write your long message in the Notes on your phone or in Word, then screengrab the message and upload it as an image.
Tweets: aim for quality and consistency;
don’t spam Don't post tweets every minute of the day, spamming your followers' feeds and annoying them enough to unfollow you - be sparing.
Independent research has shown that posting more than two or three tweets
an hour can result in a decrease in engagement, while Twitter's own research found that brands that tweet two to three times a day can usually reach an audience that is equal to 30% of their follower base during any given week.
Of course, a lot of factors can affect this estimation
(e.g., if one particular tweet goes viral and the rest do not) and you can measure this with the site's analytics tool, but the principal stands - quality always trumps quantity.
Tweet your top content several times;
schedule for ease Given the comparatively high number of people an average
Twitter user follows and the amount of tweets people post, the main news feed of a user (without segmentation – see Twitter Lists info a bit later on) can become unfathomably busy.
Twitter’s algorithm does periodically show users a small selection of tweets they may be interested in (and might otherwise has missed) towards the top of their timeline (ranked by relevancy – the tweet’s popularity, connection to the user, etc.) but otherwise, in theory, it then will show all of the tweets from all accounts that they follow thereafter in chronological order.
With this in mind, you realize how fleeting, without Twitter’s algorithm favoring your content for a user or opting for paid promotion, the appearance (and disappearance) of one single tweet could be.
To give your tweets the best chance of being seen, don't be afraid to post the same content under different guises, several times a day
(i.e., experiment with unique wording and different headlines for the same article one or two hours apart, then note which wording performed best).
If you produce a lot of valuable "evergreen" blog content,
i.e., that which will remain useful no matter its age, use a service like Buffer
(www.bufferapp.com) to schedule and automatically post tweets linking to this cache of content periodically.
Here's a free tutorial which shows how you can upload and schedule tweets in bulk: http://bit.ly/scheduleoldblogtweets
Note: On Twitter, many people simply share the title of a blog post followed by the link. There's nothing wrong with this approach, but you might also want to experiment with other methods to lead into the content and to see if they garner more clicks and engagement.
These include sharing a short quote from the article, giving a brief opinion,
or asking a question about it – particularly through Twitter’s simple two-question Poll function (click the poll icon in the tweet box to set one up). Share engaging content, use past success to shape future content
One of the best things about Twitter is that it is an open platform, meaning that even people who don’t follow you can still stumble across one of your tweets if one of your followers favorites or retweets it.
So, with the right content, you can potentially reach many more people than just the group that actively follow you.
To help attract new attention and build relationships with customers, share the types of selfless, newsworthy, and engaging content we talked about in the
"The Best Types of Content to Post on Social Media" chapter of this book,
including links to useful and interesting content (whether your own or that of others).
Use Google Alerts to be notified of fun, fresh, and relevant content for your Twitter feed and followers – a single tweet with an interesting take on a current event could garner you lots of extra attention.
If you will be including a link to your own content within a tweet, consider shortening
it beforehand using a site like bit.ly. Twitter will shorten links automatically, but using bit.ly also allows you to customize them for neatness and analyze the click-through rate, which is great for seeing what kind of content resonates best with your followers.
To compound the impact of a tweet containing a link, upload an image with it to help
it stand out within people's news feeds.
Use hashtags to group tweets, drive engagement, and research
Use #hashtags to group tweets of the same kind and to highlight your message.
Top-trending hashtags appear on Twitter's home page, and can easily be found via Twitter search. Tweets that include hashtags have been proven to receive twice as much engagement as those without, so their usage is vital.
Don't include more than one or two hashtags per tweet, as it can get confusing for followers; engagement with tweets that include more than two hashtags tails off considerably, research shows.
Short hashtags work best. #ilovechocolatecakeandeatiteveryday - a hashtag like this is difficult to read and eats up precious characters within your tweet.
In addition, use legible formatting.
Symbols don't work too well, and capitalizing words helps make hashtags
a bit more readable, e.g., #BigSale rather than #bigsale.
Here are some more important benefits of using hashtags on
Twitter and other social networks:
To strengthen your brand identity Use custom-made hashtags to bolster your brand identity and location, e.g., #billysburgers and #BerwynIL, respectively, especially useful when new customers click to learn more about you.
Fans also love to show off what they're up to with friends via text, image,
and video updates. If you are holding an event or launching a new promotion, make sure these fan updates are tied together strongly by publicizing and encouraging the use of a representative hashtag before, during, and after.
To gather feedback and measure ROI More than ever, users of Twitter and other social networks are tagging their updates with "emotion" hashtags,
e.g., "Had an awesome meal at Betty's Grill today! #stuffed #bestburgersever." Whether the sentiments are good or bad, they can often give you a deeper insight into your brand image than you imagined.
Hashtag search tools like Hashtagify (http://hashtagify.me) and Tagboard
(https://www.tagboard.com) provide a way to find top recent tweets related
to any given hashtag, conduct competitive hashtag analysis, and track hashtag use across different platforms.
To join in on conversations In relation to the last point (and in the same way as you would use keywords in Twitter search to find ongoing conversations
related to your business), use the hashtags and comments that you find associated with them to reach out to people: be helpful, offer suggestions and recommendations, etc., as a way to build trust and authority.
Don't be pushy or self-promotional.
Be tactful with this approach, using your discretion to decide when it looks like someone wants to receive a reply, and when they might not.
In summary, people who see a hashtag tend to click on it, explore it,
use it in their own posts or even check out the person or brand that tweeted it,
so I would definitely recommend including them in your updates where relevant,
and if there is room.
Pin important Twitter posts, use as marketing opportunity If you want to spotlight
a particular tweet, you can pin it to the top of your feed for extra visibility,
especially to reach those who visit your profile directly - all subsequent posts will appear below it.
On the desktop version of Twitter, click on the three little dots underneath a tweet and choose "pin to your profile page."
Use a pinned tweet to highlight one of your most engaged-with tweets, an important announcement, an upcoming event,
a tweet that summarizes your brand and its mission,
to sell, or broadcast a message that spurs emotion and encourages people to share and spread brand awareness through retweeting,
e.g., something funny or inspirational.
A pinned tweet performs best when it includes an eye-catching image
(to help it stand out), a strong call-to-action (with trackable link), and a relevant hashtag (your own, or existing popular one).
Promote and sell with the Twitter widget and Tweet button Twitter has its own equivalent of the Facebook "Like" box, which shows a live preview of your Twitter stream's latest activity, along with a "Follow" button and a box
for users to tweet to you.
Create yours at https://twitter.com/settings/widgets and embed it prominently on your website to attract new followers.
To increase website page views and to drive sales, you can also grab an official Twitter "Tweet" button to place above or below each of your blog posts,
or next to products on your website (when someone tweets from the button, it will be seen by many of their followers who will be encouraged to take a look).
Set one up at this link: https://about.twitter.com/resources/buttons
When you set up your "
Tweet" button make sure to check the box to show the tweet count (the more times a post or product link has been tweeted, the more likely someone else is to share it too) and include a hashtag relevant to your brand that will automatically be added to the auto-generated tweet.
However, you'll want to switch up the "Share URL" and "Tweet text" options depending whether the button will sit on a blog post or product page.
For blog posts: Set the Share URL option to use the page URL, use the title of the page for the tweet text, then enter your username into the via box.
An example might read:
"How to Use Snapchat Stories to Captivate Fans
The long URL will automatically be shortened by Twitter.
For product pages:
Set the Share URL option to use the page URL, but customize the tweet
text to read like the sharer is tweeting about the item personally and not in
e.g., "I love these stripy Craesa sneakers from Aldo #aldoshoes
Again, the long URL will be automatically shortened upon tweeting.
Encourage retweets and social sharing using Tweet This Short, helpful, and inspirational quotes are a brilliant way to market you and your business on Twitter.
One of the coolest ways to implement this strategy is via the free Tweet This website at https://clicktotweet.com/ Here's how it works:
1. Enter a quote from your blog or website that you want others to tweet.
2. Click the "Generate Tweet Link" button to create a custom link
URL and embed code.
3. Share the link and/or get the embed code.
If you imagine the following quote is a part of one of my blog posts or a page
on my website, the final result from
Click to Tweet might look something like:
"Consistency is one of the key strategies to rocking your social media strategy via
@500socialmedia [Tweet This]", where ["Tweet This"] is a clickable link that opens up the user's Twitter account, pre-populates the status update box with my chosen quote, and is ready for them to share with all of their followers instantly.
Notice how I included my @username to add an element of attribution, which might also gain me some interest.
Another strategy for Click to Tweet involves using it on the "Confirmation"
page that loads after a purchase on your website has taken place, as an opportunity to encourage someone who has just purchased to share their excitement about the transaction,
e.g.,I just bought a copy of 500 Social Media Marketing Tips - I'll be a pro in no time! #socialmediamarketing [product link]."
Respond to @mentions and DMs in a timely manner, and with personality
Whenever you receive notification of an @mention of your brand, be sure to respond as soon as possible.
Replying to a customer or fan with a mention is a quick, easy, and hugely powerful way to make someone feel like you’re really paying attention; it makes them feel happy and appreciated and, in turn, promotes positive connotations
towards your business.
Just think how good (and sometimes unexpected!) it feels to receive a quick thanks or comment from a brand or personality that you admire and you’ll begin to realize the value in this approach.
A lot of the bigger businesses don't reply to a large proportion of brand mentions, and it hits their credibility hard.
As I’ve harped on plenty already in this book, people on social media like to connect with other people.
So, try to fit in some brand personality to your replies where you can, using your tone of voice and mentioning the person by name.
It's a great way to bring business accounts to life and truly connect with the customer. To go that extra mile where the situation calls for it, a follow-up tweet like a simple “Everything still good?” is a fantastic way to ensure that a customer’s issue is truly resolved.
As well as mentions, keep a close eye on any direct messages (DMs) you receive and use them to respond to customers quickly and efficiently, too.
As of April 2015, you can opt-in to receive Direct Messages (DMs) on Twitter from anyone, whether you follow them or not.
In the past, Twitter users could only send a DM to someone if they followed them first, and both would need to follow each other for a two-way chat to occur.
By opting in to receive DMs from anyone, you make it easier for customers to initiate a private conversation with you - great for customer service issues that demand it and stopping some negative interactions from being broadcast in the public Twitter feed, where everyone can see them.
To opt-in, check the "Receive Direct Messages from anyone" box in the Privacy and Safety portion of your Twitter Settings.
Use Twitter Search to discover and connect with customers Aside from direct @mentions of your brand (those which you’ll receive a notification about), use Twitter Search to find people who have indirectly mentioned your business name,
website address, area of interest or expertise, etc.,
and interact with them to begin building a meaningful connection – in many cases, they’ll be even more surprised and delighted that you have made
the extra effort to reach out to them.
Don’t jump in all sales-y (even if it looks like the opportunity is there).
Start a conversation, get to know your customer a little, and then, maybe a few
tweets down the line, start to move the conversation towards your end goal.
Target your search by location and date in the Advanced Twitter search
for more localized and time-specific results and use keywords within quotation marks and the minus symbol (-) to omit results with unwanted keywords,
e.g., '"Paula's Prom Dresses -tiara"' - any other Boolean search technique
will also work.
One cool strategy is to use keywords associated with your business to find the problems which people are tweeting about and target the issues that
your business can solve.
Pair your company's name or related ideas with words like "bad" or "sucks" to find people spouting negative feedback, and do the same using common misspellings of your brand name,
@mentions, and a search for your domain name,
e.g., "andrewmacarthy.com" to catch instances of people tweeting about your content. In addition, search using the question mark symbol ("?") to look for questions related to your brand or industry.
On a similar note, make sure to filter search results to "Show All",
not just the "Top Tweets."
You never know, one single helpful tweet could lead to customer loyalty that
lasts for years.
Warble Alerts (http://warble.co) is a nifty tool that checks Twitter for the keywords
and phrases you select.
Twitter search won't display every tweet mentioning your keywords or hashtag that has ever existed, but it will look at a variety of types of engagement, such as favorites, retweets and clicks, to determine which Tweets to show.
Although some mentions might be weeks or months old, it is still worth retweeting or engaging with them, as you never know where a dormant mention may lead.
Note: Upon searching and finding a Twitter user that you think your service
can help, do not be overly aggressive in your attempts to connect or constantly
tout your product or service as a solution - you risk doing more harm than
good with this approach.
Instead, your first few interactions should be sincere and helpful.
Play the slow game; add value and your expertise to the conversation by passing along a helpful blog post or simply asking questions and showing sympathy for the person's predicament.
Make it the beginning of your sales funnel, not the last step.
This strategy has been shown to be much more successful in building trust with potential customers, especially as your approach is essentially "cold calling."
Save Twitter searches
Use the ‘Save search’ feature on Twitter to quickly access regular searches
that you make, such as those searching for mentions of your brand name and keywords related to it.
To save a Twitter search on desktop:
1. Type your search query into the search box at the top of the page and hit return.
2. Click on the “three-vertical-dots” icon that appears at the top of the page and select ‘Save search’ from the drop-down menu.
To revisit a saved search:
1. Click anywhere in the search box at the top of the page.
A list of your saved searches will appear below the search box.
2. Click on the saved search to revisit results for that query.
Search and 'steal' customers from the competition If you have a local competitor, search for tweets mentioning their business name as well as your own.
I wouldn't wholeheartedly recommend replying to the tweets you find, because it could come across as too being too desperate or forward.
But just knowing what is being said about your competition can be enough to give you ideas to help you up your own game and give you a competitive edge.
If you do decide to respond to tweets mentioning your competitors (if the rival firm doesn't ever reply, for example), be helpful and conversational with no put-downs and no hard selling.
Hopefully your good grace will get the customer in question to switch allegiances.
Show appreciation with favorites For a subtler way to thank your followers for their kind words about your business, “Like” a tweet by clicking the heart icon next to it.
Not only is “Liking” tweets an easy way to collate customer testimonials - or ‘save’ a tweet that you want to think about or investigate before replying to
(they appear in the Likes menu of your Twitter profile for easy reference) - but a user is also notified when one of their tweets is Liked.
Different to retweeting, however, is that this notification is not shared publicly – only with the individual to whom it applies – so it looks a little less like you are tooting your own horn… not that that’s a bad thing to do occasionally !
Some Twitter users Like any tweet that happens to mention them, but as your Favorites are publicly visible via a link at the top of your profile,
you may want to use it to collate messages in a more strategic way,
such as a way to "wow!" anyone who happens to take a peek at the slew of amazing feedback you have received.
Thank your newest followers When someone follows you,
be sure to @reply to thank them if you have the time, or retweet something interesting from their feed - it's a good icebreaker at the start of what, hopefully, will be a long relationship.
Don't be tempted to use a tool to auto-thank users who follow or send them promotional material.
As a first impression, it doesn't go down well at all.
I usually say something like this to initiate conversation:
"Hey, @newfollower, thanks for following !
How are you doing today ?
Use images to drive engagement, as a text replacement, and to tease offers Research shows that tweets that include photos are significantly more likely to be retweeted than those without.
Twitter also supports animated GIFs, which loop continuously within the news feed. While images uploaded to Twitter appear within the feed,
they do not always display in their entirety.
In December 2015, Twitter announced a change in the way that single images uploaded within a tweet display on its desktop website.
Rather than cropping all images to be the same horizontally formatted size (as in the past, thus forcing viewers to click a button to see the full image while scrolling
through the news feed),
it has increased the height limit (before cropping occurs) to be the same as the width of the main news feed column – 550 pixels.
Handily, this now ensures that you can upload “widescreen” and square format images to Twitter and know that they will display without cropping.
If you upload a portrait-like pic to Twitter and you want the full image to be visible with cropping, make sure the image is no taller than 505 pixels.
It won’t fill the width of the column but at least viewers won’t need to click it
to see the full image.
Video marketing on Twitter – short clips and live streaming with Periscope
The Twitter mobile app provides an easy way to film (or import),
edit, and share clips direct to your profile.
The maximum length of a Twitter video is 140 seconds and (like on Facebook), videos posted to Twitter play automatically within users’ feeds.
While text is going to be your predominant method of communication
on Twitter, occasionally replying to tweets via video - such as answering
a question in a Twitter chat - is a fun and engaging way to let your fans get to know the people behind your brand.
Video replies is one specific way to use Twitter video for business, but please
refer to the “
Explained: The Best Types of Content to Post on Social Media”
chapter of this book for plenty of ideas for making the most of video marketing, whatever the platform.
If you want an even more dynamic way to interact with your Twitter followers
(and beyond), download Periscope, Twitter’s live streaming app.
With one tap, you’ll be able to broadcast instantly with your fans – to show them behind the scenes, to answer questions, to support the launch of a product,
or whatever you like!
As of early 2016, live Periscope feeds can be viewed within the Twitter news feed
(not just restricted to the Periscope app),
potentially offering up much more exposure. Here are a few quick tips to ensure that your Periscope live stream is a hit:
Promote your stream in advance – through Twitter and other avenues,
to encourage as many viewers as possible.
Maybe make the stream’s content a one-off so it becomes
a “not-to-be-missed” occasion.
To automatically notify Twitter followers each time you go live,
hit Edit profile on desktop and check the
"Show when I'm LIVE" box beneath your bio.
Host it at the right time: use Twitter analytics to see when your audience is most often online and host your stream at a time when they are going to be around to watch !
Use a clear and compelling title to help people identify your live stream – people who follow you on the app will be notified when you go live (for the current broadcast and those in the future) and the title will make up part of an automated tweet and push notification used to promote your broadcast.
Depending on your goals for the live stream, choose between a public stream (broadcasting to everybody, whether they follow you on Twitter or not) or private (where you select the attendees from your followers).
Periscope broadcasts can be filmed in portrait or landscape mode (simply rotate your device to switch orientation).
If you know you want to upload part or all of your broadcast to another platform afterwards (like YouTube), make sure you start your broadcast in the mode you want it to be and keep it that way throughout.
When you're done, save the broadcast to your Camera Roll ready
for sharing it onwards.
Join in with the live conversation - acknowledge viewers and their questions and ask for likes and shares as a way to help build your audience for the next stream.
For additional exposure, embed your live stream anywhere on the web by simply using the embed code from the tweet that your broadcast genergenerates.
Analyze your performance within the app – number of likes, views, and replays, to see how you can improve your live streaming for next time.
For ideas and insights into the benefits of using live video on Twitter and other platforms, check out the “Explained:
The Best Types of Content to Post on Social Media” chapter of this book.
Upload multiple images and tag them to boost engagement In April 2014, Twitter rolled out the ability to attach up to four images to a tweet
(previously limited to just one).
Multiple images display as a collage: one main image and three smaller ones.
Brands take advantage of these collages in many ways: to spell out a single message across the four separate images, provide simple step-by-step tutorials,
or using multiple photos to tell the story of an event in the life of their company.
Along with this feature, you can tag up to 10 people,
e.g., customers, contest winners, business associates, etc. in each image.
The people who are tagged will receive a notification to let them know, so do take advantage of this as a way to encourage engagement and start conversations centered on your posts.
To top it all off, the characters used to tag usernames in Twitter images will
not deplete any of the original 280-character space for the accompanying text.
To tag people in a photo, select it once uploaded and type their name or username into the "Who's in this photo ?"
box. When the tweet is published, the usernames of the tagged people will appear next to it as live, clickable links.
Experiment with Twitter Moments
Twitter Moments is a tool that allows you to curate slideshows using tweets from different users - you or others - which anyone viewing that Moment can
quickly scroll through.
To start building a Moment, choose Create A Moment from the Moments tab of your Twitter profile page and search by account, tweets you've liked, tweet link, or search. Here are some tips to make the most of your Moments: Write a short headline to spark curiosity and choose an eye-catching cover image.
Both the description and cover photo of your Moment will be what people see of
your Moment in their feed, so they're important to get right.
Give people a taste of what to expect by summing up the content of your
Moment in its description.
Think of the description as a summary, whereas the tweets in the Moment
itself give a more detailed explanation with links,
reactions, and insights from different sources.
Twitter describes the cover photo of a Moment like the cover of a book.
You can either choose an image from one of the tweets in your Moment
or upload one of your own.
You can even use a GIF, so find something that represents the tone and message
of your Moment.
Keep it short and sweet with plenty of variety Twitter Moments are designed to be consumed quickly, so try to keep the number of tweets to a sensible number - around 10 is a good target.
To keep viewers engaged, incorporate different types of tweets throughout a single Moment - text, images, GIFs, and videos, to best engage your readers.
Twitter contest strategy
Twitter is a great platform to hold a competition on, to encourage views and interaction with your profile, or link to an external source.
Entry requirements can be as simple as asking your followers to retweet something that you have written or @replying to answer a question.
If you run a competition, don't ask users to DM you the answer to a question: it shuts off promotion of the competition to vast numbers of users who won't see others tweeting to you in Twitter's search.
Real-time offers and Twitter-specific codes Many people follow brands
on Twitter specifically to hear about promotions and discounts,
so give them what they want !
Offer your Twitter followers special coupons, exclusive discounts,
and free samples, to help build your brand's reputation.
Create a striking image to help the offer stand out, and post it several times
to make sure it is seen by as many of your followers as possible.
If you want to measure sales and conversions made specifically through Twitter,
tweet a tracking code only to your followers and be sure to ask for it
during the transaction.
It is good practice to place a time limit on your Twitter coupons
as a way to drive short-term sales by increasing the sense of urgency;
between 1 and 2 weeks is a decent time for people to both see and redeem
For businesses looking to engage and strengthen relationships with their customers, asking people to @message or DM you to receive an offer is one powerful
strategy - just make sure you have the means to handle all of the messages you expect to receive !
Take orders over Twitter
Why not try taking orders or bookings over Twitter ?
If you want to give it a go but are worried it will clutter up your main profile,
you can just as easily create a separate Twitter account and dedicate
that one for taking orders.
Host Twitter chats for engagement and authority building Twitter chats - live, structured conversations between users on Twitter - are an effective way to engage with and build stronger relationships with your audience, and also encourage new people to follow you.
The reason why Twitter chats are so effective is because the people who participate in them are the ones that enjoy actively engaging on the social network.
Many brands host weekly Twitter chats as a way to build authority within their niche, promote their products and services, and to grow their professional network by interacting with peers.
Before you jump in and start your own,
I'd recommend searching for and observing a couple of existing Twitter chats within your industry to familiarize yourself with how they work and to get a feel for whether they might be suitable for your own business objectives.
Sites like Twubs (http://twubs.com/twitter-chats) feature tons of examples for you to choose from (or you could simply search the web for "[your keyword] + twitter chat), while http://www.tchat.io/
allows you to easily follow and reply in real-time to tweets that include
a specific hashtag,
i.e., the one used for your chat! If you want to host your own chat, set a date and time, a unique hashtag (so that others can follow along and join in more easily),
and encourage interaction by promoting the event well in advance.
Whether you host or join a Twitter chat, remember to contribute valuable tweets to the conversation using the relevant hashtag and retweet others’ great responses
to praise their input.
Use Embeddable tweets Use embeddable tweets to take a tweet or a conversation and post it on your website or in a blog post.
You can use this feature to share your Twitter content with a larger audience,
e.g., re-capping Twitter chats, or adding positive product reviews or testimonials.
1. Locate a tweet on Twitter.com that you want to embed.
2. Hover your mouse over the tweet and click the “down” arrow next to it.
3. Click ‘Embed Tweet.’
4. Click inside the HTML code box to highlight the code.
Copy the HTML code and paste it as an HTML element into your website or blog. Creative uses for Embedded tweets Tweets can be a great source of customer testimonials for your business,
particularly if you embed them onto your website or blog.
Do you host business events ?
Embed the invitation tweet in a list of upcoming events on your website.
Embed tweets from other people into your blog posts.
Embedded tweets allow your readers to connect with new people and jump into the Twitter conversation right from your blog.
Embed part of a Twitter conversation (one that has inspired a blog post) into your blog and reach more people than the original
Embed a tweet of a glowing customer comment or add a tweet about an upcoming event in your email signature, to help seal deals and promote your activity.
Utilize Twitter Cards Twitter
Cards allow you to automatically attach rich information (photos, video, sign-up forms, additional product details, and more) to tweets that are created when someone shares something to Twitter from your website.
As they stand out from ordinary text-only tweets within the site's feed,
i.e., the feeds of the tweeter and their followers, they can be a powerful way to boost the number of click-throughs to your original content.
Twitter Cards come in a number of different varieties, including:
The default option, featuring a title, description, thumbnail, and your Twitter handle.
There is also a similar option, but with a larger image.
Photo Card: A Twitter Card that features only a photo.
A Gallery Card option also exists; these highlight a collection of four photos.
App Card: A Card to promote mobile apps.
On mobile views, it will provide a direct download button,
e.g., "Download in the App Store."
Player Card: If your brand uses video or audio for promotion, a player card will allow you to embed a piece of media within your tweet.
Product Card: Allows you to include a title, description, thumbnail image
and Twitter username attributed to the product, along with details like as price, location, availability, and more.
Lead Generation Card and Website Card: Cards used to collect email addresses or drive website traffic (see section on Paid Twitter Advertising for more info).
Offer Card: A way for users to add an offer to their credit or debit card and redeem
in store instantly, without a coupon (US testing only at present).
Implementing Twitter Cards is as easy as inserting a few lines of code onto your website (the code you use will depend on the type of card).
To get started, visit the following page and scroll down to the "Get started in 4 simple steps" section.
From here, click a link to the Twitter Card of your choice, and track the success of them via your Twitter Analytics account (more info on this later):
Create Twitter Lists to segment tweets and organize prospects Twitter Lists are perhaps one of the most underutilized functions of the site;
they allow you to easily organize and view the content most worth reading from the people you follow and can also be used as a networking tool,
i.e., to interact and engage with the people who you choose to add to lists.
Tweets from people in your Twitter lists appear in a separate feed, which can allow you to filter out a lot of the 'noise' on the platform.
Examples of groups of people you can sort into Twitter lists include customers, potential customers, your most passionate fans, people with whom you interact most, professional contacts and people who inspire you.
By checking in on the activity in your lists, you can more easily pick and choose the most opportune time to reach out with a conversational message and begin to foster potential relationships.
How to create and add people to a Twitter List:
1. Click on your profile icon at the top of your Twitter profile, choose 'Lists' and click the 'Create list' button.
2. Give your list a name and description,
e.g., Business Influencers, and choose whether you want to make it public or private. 3. Search for people to add to your list by username,
real name, or business or brand name, and insert them via the cog menu in search results or at the top of their profile. You can also use the same method to add people to a list from your own or anyone else's list of followers.
Note: Joining public lists is a useful way to discover interesting, themed content to share; these lists also act as ready-made group of people you might want to connect with.
To follow a public list, go to a profile, click "lists" and choose the list you'd like to subscribe to.
You don't have to follow a person's profile to follow one of their public lists.
Explore the business potential of Twitter Group DMs Twitter’s group direct
messages – setup via the normal DM option,
then adding names or usernames via a search - enable you to you to invite up to 20 users who follow you to join you in a group conversation.
When someone joins the chat, they can invite people who follow them, even if those users don’t follow you or others within the group - a fantastic opportunity to introduce yourself or be introduced to others.
Some other notable benefits of group DMs on Twitter include making private,
one-to-one introductions and connections with influencers and brand advocates, holding group discussions with fellow team members, and resolving a pressing customer service issue involving multiple parties.
Meet up with followers and promote your Twitter feed Find ways to take a step beyond Twitter relationships by meeting your followers and followees
in real life - great for taking networking to that next step.
At business events, display tweets with the event #hashtag on a big screen using services such as twitterfall.com or visibletweets.com, and tweet to your followers about the experience while you're there.
Using Twitter for Customer Service: Essential Strategy In addition to providing
an effective platform for pushing your business
and its products or service, Twitter also provides a great way to handle customer service issues.
Here is a selection of tips to help you optimize your approach to handling customer queries via the medium of tweets:
Consider a profile dedicated to customer service Depending on your company's resources and levels of Twitter interaction, you may want to consider opening a Twitter account dedicated only to responding to negative queries from customers.
The idea here is that you can use your brand's main Twitter handle to focus on positive engagement, sharing valuable content, and posting the odd marketing message - leaving your secondary account available to host conversations with unhappy customers.
If this is something you intend to do, be sure to make clear which account customers should tweet to with complaints by placing the @username and an explanation on your website, pamphlets, and in your main Twitter account's Bio or background design.
Handle acute problems with direct messages If lots of people are asking the same question on Twitter in a short amount of time, due to an acute problem,
use direct messaging (DMs) to reply to them and prevent clogging your news feed with @replies.
To prevent further negative tweets flying in your direction, post one public tweet to explain the situation, so that it can be seen prominently on your news feed.
Switch to a personal Twitter account for pressing matters
For the very most pressing matters, switch to your personal
Twitter account to deal with customers who require special treatment to keep
It will show the customer that you really care about them and, perhaps more importantly, it will protect your brand image from a storm of controversy away from your company's Twitter account.
Measuring Twitter customer service success Measuring the success of customer service on Twitter requires a different approach to ordinary Twitter activity (covered later in this chapter).
Some of the metrics that you might want to consider analyzing include the number
of @mentions requiring customer service, the response time
(how long it takes you to reply to customer queries) and response rate
(the number of tweets actually replied to).
Enable Twitter’s Essential Customer Service Tools In November 2016 Twitter introduced three great new tools to help business' handle customer service queries more smoothly.
o setup these new features, you need to enable them from the Customer Support menu of your Twitter Dashboard:
Show people your account provides support
When you check this box, the phrase "Provides support" will appear next to your Twitter name in search, and a message button will also be added to your profile.
This option is particularly useful if your brand has multiple
accounts, e.g. one for marketing and another specifically for support; a way to direct customers where to get help quickest.
Add your support hours In the past, brands would usually add their available hours
of support within the text of their bio.
That space is now freed up, as you can let people know the best time to tweet
or DM you with a dedicated line at the top of your profile.
Tap the "Support hours" button in Settings and enter the hours and days that best suit your business.
Don't forget to select your time zone from the drop-down box!
Add a Welcome message for DMs When you add a welcome message, it will appear automatically when people select to DM you from your profile.
A welcome message can be used as a quick way to greet customers and let them know how you can help.
Paid Advertising on Twitter While Twitter advertising doesn't have the same extraordinary depth as Facebook's tools, it can still be a very powerful strategy in helping you reach an expanded audience through your tweets.
To begin setting up a Twitter ad campaign, click Twitter Ads from the drop-down menu on your profile or visit https://ads.twitter.com/ and click the "Create new campaign" button. There are a number of Twitter ad products to choose from, depending on what goal you want to achieve.
Some of the most popular are as follows:
Followers (Promoted Account): Use simple copy that clearly tells people what you want them to do (follow you!) and spells out the benefits - receiving deals and discounts, exclusive news, etc.
Refrain from adding links or images that will detract from that all-important
With promoted accounts, your Twitter username, profile photo and
a Follow button will also appear as a suggestion in strategic spots across
Twitter on desktop and mobile, such as the Who to Follow box and Home timelines.
If using this option, ensure that your profile picture, name, and bio are in tip-top shape, as this, in addition to your copy, is what people will be acting upon.
Website clicks or conversions:
Combine this option with a Website Card for greater impact.
Unlike an ordinary tweet that may just display a plain link, Website Cards show a preview photo and additional information about your site.
The idea is that the eye-catching format of these tweets (complete with image, text caption, story headline and call to action button,
e.g., "Read more...") will allow you to easily display website content within a tweet and drive relevant traffic to your home page, product page,
or an important blog post.
Use this option to drive higher levels of engagement on your Twitter posts;
particularly relevant to generating buzz around something like a product launch, upcoming event, or seasonal occasion.
Twitter Ads targeting advice Use the knowledge you have of your audience to help Twitter define how best to target them with your ads.
The targeting options may differ depending on your goal, but include:
Interests: As a way to broadly target an audience, picking out interests from hundreds of categories and sub-categories is a good way to go about it.
Followers: This option – more niche than the last - allows you to reach people with specific interests or who are similar to followers of accounts other than your own – like competitors, influencers in your industry, and businesses that aren’t competitors, but do target a similar audience.
Use Twitter’s search to find usernames to add, and then use the ‘expand your reach’ link to find more. Adding around 10-25 usernames per campaign will ensure that you’re reaching a large enough audience.
Tailored Audiences: If you already have a CRM (customer relationship management) list, Twitter can use this to target this audience on the social network based on data like email addresses,
Twitter IDs, web browsing behavior. Keywords: A way to reach people that engage with or search Twitter using specific keywords.
Device: Reach an audience based on what device they use to access
Twitter. Geography, Language, and Gender: Target an audience by country,
state, zip, language, or their gender in order to increase relevance.
Once your targeting option is chosen, you'll be able to manually select the tweets you want to promote or let Twitter automatically select your five most engaging recent tweets for further exposure.
Twitter ad budgeting and campaign measurement advice How much is one
Twitter follower, website conversion, app install, email subscriber, etc.
worth to you ?
Consider this and then set a daily and total budget for your campaign accordingly,
either CPC (cost-per-click), CPF (cost-per-follow), CPL (cost-per-lead) or CPE
All campaigns end once the budget has been used, so you’ll never be overcharged. Use an A/B testing approach[S1] to Twitter advertising to see 3qcombination of text and images is driving the most engagement at the cheapest price, and use this knowledge to optimize future campaigns.
To help you figure all this out, the Campaigns Dashboard will show you a number of metrics related to your paid marketing on Twitter. You may also choose to setup Conversion Tracking within the Twitter advertising dashboard as a way to measure return on investment.
Monitor all activity via Twitter's Activity dashboard Twitter's Activity Dashboard - available via http://analytics.twitter.com - gives detailed insight into
how your tweets – both paid and organic - are performing.
The dashboard will tell you how many times any individual tweet has been viewed on mobile and desktops, how many link clicks it has received, the favorites and retweets it has attracted, and a month-to-month overview of your activity to show if your progress is on an upward trend.
You'll also find data about your followers (the amount, location, gender, and their top interests), which can be used to work on content more tailored to them.
Finally, you'll find the option to measure your return on investment by tracking the actions people take after interacting with your ads on Twitter,
i.e., visiting your website and purchasing a product.
Use the combined power of Twitter's analytics to track the progress of your Twitter strategy, to see what works and what doesn't, and to tweak your approach accordingly.
Note: On the move?
In the Twitter mobile app, check out the Engagement feature for a quick glance at the performance of any tweet you send.
From the tweet's detail page, tap "View Tweet activity" to see statistics for its views, engagement, and interactions.