There is no doubt you’ve heard all the reasons why having Facebook is important for your business. With more than 2 billion monthly active users, Facebook remains the most popular social media platform. It is the ultimate tool for brand awareness and interacting with current and potential customers, but also to establish trust with search engines. This is why rankingCoach allows you to integrate your Facebook account in your rankingCoach account.
Facebook and rankingCoach
Do you not have a Facebook account yet? Do not worry, rankingCoach has a task that will teach you how to create a facebook account.
In case you have an existing Facebook account that you would like to connect to rankingCoach, you can simply go to your rankingCoach dashboard. In the left menu, click on “General” and then on “Social Connect”.
Here you can connect your Facebook account to rankingCoach by clicking on “Connect Account”. Based on the data that you inserted in rankingCoach, the application will suggest a Facebook account with matching data. In case this is not the correct Facebook page, you can still connect your correct Facebook page. Please make sure the log-in details you are using are the Admin email and password for your business page.
Once your Facebook is connected to rankingCoach, you will be able to have an overview of all your Facebook activities in the general feed of rankingCoach. Moreover, you will be able to compare your Facebook activities with those of your competitors, which will also be displayed in your feed. Keeping an eye on the Facebook activities of your competitors is very important for your own Facebook strategy as this is a great way to see what works for businesses like yours to get the best out of your Facebook page.
Having a Facebook page for your company is a good start, but it’s not enough. You need a proper strategy if you want your Facebook presence to pay off! As for most projects, you cannot start working on your strategy without doing a bit of research to start with. Who is your target group? What do they need? What do they want? What exactly do you want to achieve with your Facebook page? What message do you want to get out there? Only once you have a clear picture of these elements you can start focusing on the rest.
Let’s now take a look at the four steps of creating an efficient Facebook strategy
- Plan your posts: As it is the case for SEO, regularity is a key factor of a winning social media strategy. There is no point in posting new content every day for two weeks and then leave your account inactive for three months. The few followers you might have gained at the beginning are very likely to stop following you if you don’t offer them interesting content on a regular basis. You have to post regularly to show your audience that you are active and that you are always on top of things. The best way to make sure you don’t forget is to plan your posts. Program at least one or two posts a week. But what is the best day to post something? According to the research of Unmetric based on brand activity, Thursdays show the highest volume of posts and interactions. Interactions and post volumes were lower during the weekend. So why not make Thursday one of your fixed days to do a post? For example, your weekly blog post! There are even certain hours of the day when brand posts receive the highest amount of interactions. The research shows that this is between 10-11AM. Facebook even has a feature that allows you to schedule your posts in advance, so you have no excuse! Could there also differences between the hours of interactions and the types of content you post? According to Unmetric, there is. Posts that contain photos receive the highest amount of comments between 10-11 AM and 1-2 PM, while video posts receive most comments in the morning are between 9-11 AM. However, planning your posts should not prevent you from spontaneously sharing content when you think it is appropriate. Did you just receive big news or did something funny happen in the office and you want to share it with your community? Don’t hesitate, even if it was not in your calendar or if it’s your second post of the day, let your followers know!
- Pick your content carefully: The content that you are sharing on social media is obviously a determining factor of your success on Facebook. It is what makes your profile stand out amongst thousands of others and what makes people want to follow you, so be creative! Try to use catchy phrases and different types of posts like texts, pictures or videos. You can even use Facebook’s live video feature. Post content that is relevant and interesting for your target audience and that your followers will want to interact with. Don’t only try to sell your products or services. Your Facebook page should not be a second version of your website, it has to bring some added value to your customers. You can for example offer advice or invite people to share their experience on a topic. Also, try to use hashtags when it’s relevant and don’t forget to optimise your posts by integrating your main keywords into your content to make sure your posts will appear when users make a search using your keywords. Always remember that quality should have priority over quantity!
- Don’t forget that interactions are essentials: A Facebook strategy can only be effective if you manage to get reactions from your audience. That’s why you have to try to get your customers to interact with your content through comments, likes and shares. To do so, don’t be afraid of asking them questions directly. You can also integrate calls to action, promotions or competitions in your posts but try not to over do it, as it is good to give a boost to your page but it doesn’t bring real added value for your followers, which means that they probably won’t keep following you or interacting with you in the long run. Don’t forget to keep one eye on your notifications and try to answer quickly to comments or reviews left by users, even if these are negative. Also, always take the time to personalise your reply and not repeat the same answer, good or bad. Your followers are not the only ones you should seek interactions with, try to follow other companies or organisations relevant in your field and don’t hesitate to comment, like or share their posts if you judge them relevant. However, always bear in mind that some things are better not resharing if you don’t want to lose some customers. According to your target audience, you might want to avoid controversial posts related to politics or religion for example. Last but not least, don’t forget to put a Facebook share button on your website to give your visitors the possibility to proactively share your content if they want to!
- Monitor and adjust your strategy: People’s habits, likes and behaviour change over time and every strategy needs to be adjusted at some point and your Facebook strategy is no exception! You have to monitor what works and what doesn’t in order to revise your approach to meet more precisely your audience’s needs and expectations. But how to do so? Your Facebook business page has an insight feature that gives you interesting statistics about your profile and your posts performance. You have access to overall information about the number of impressions, the number of interactions and the reach of your posts. You can also get more detailed data about each of your publications. You have a hard time finding new ideas? Don’t hesitate to have a look at what the competition is doing. There is no harm in searching for some inspiration!
Now that you know how to build an effective Facebook strategy, it’s time to get to work! You can also apply the same basic strategy to other social media platforms like Twitter, Instagram or LinkedIn. However, remember that each platform has its own specificities, so try to make the most out of it and think about posting different contents on different channels. The customers following you on more than one platform might get tired of seeing the same post three or four times.
If you have any questions, please contact our support team, we are happy to help you.
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