An essential platform for capturing and flirting with an audience, Facebook has also become a true business facilitator. Here’s how to take advantage of it.
Nearly 1.9 billion users worldwide, an ever-growing inventory on mobile (where the group is present via Messenger, Instagram and Whatsapp) and more and more innovative advertising formats (video and rich media with Canvas)…. Facebook has become a real gold mine for brands that want to do business on the internet. Here are our tips for increasing your fan base and sales.
1. Customize your page URL
Each newly created Facebook page is randomly assigned a URL consisting of a string of numbers. You can’t be happy with this auto-generated URL and you can easily customize your address to match your brand name. Enough to enhance the recognition of your brand and facilitate its appearance in the results of the search engines of Facebook and Google.
2. Rank your page better on Google
Facebook may be a very popular social platform, but increasing your page’s position in the Google search engine will help you collect visits (and extra customers). To do this, you just need to replicate the good reflexes of each SEO specialist on your Facebook page. Place the targeted keywords in the most important parts of your page. Include them in the URL, in the page title and in the “about” section so that they are visible on the homepage and on search engines.
3. Earn the “Highly Responding to Posts” Badge
If you’ve replied to 90% of the messages you’ve received in the past 7 days in less than 15 minutes, you’re entitled to the precious green sesame “Highly Responding to Messages”. The guarantee for your page visitors that they will receive a response very quickly.
4. Fill in the “About” section carefully
This is probably one of the sections of your page that your Facebook visitors will visit most often. It is not without reason that they come to collect practical information: the location of your offices or your points of sale, their opening hours… This section is also an opportunity to highlight the values of your company, as well as the differentiation factors of your products and services. .
5. Don’t be afraid to change the call-to-action button often
Since December 2014, call-to-action buttons are available on Facebook that allow the choices “Book Now”, “Contact Us”, “Use the App”, “Play a Game”, “Buy”, “Watch the Video” . ” or “Register”. You can edit or delete your call-to-action at any time. To do this, go to your page and hover your cursor over “Create a call-to-action”. Choose “Edit call-to-action” or “Remove call to action”. If you change the call to action, choose the new one and update the destination URLs if necessary. Click “Save changes”.
6. Adopt Facebook Canvas
Canvas is the expanded format that is displayed in full screen when the user clicks on the post that appears in their news feed. It then gives access to interactive and immersive content that can combine video, carousel, text, and call-to-action… A formula that works: the average watch time of a Canvas format is 31 seconds, a much higher value for regular mobile phones formats on the platform. Extended to Instagram and the Facebook Audience Network, the format can be used organically or in advertising. It can be created directly from your page editor by clicking the photo/video drop-down menu and then choosing the “Create a canvas” option.
7. Target and schedule the best publishing windows for your posts
The best publishing window to get an optimized engagement rate depends on the nature of your audience, that of your company, and your location. So it’s up to you to identify and favor the periods when your publications work best. According to a recent study published by Hubspot, the ideal times are Wednesday between 3 and 4 pm, Thursday and Friday between 1 and 4 pm, and on weekends between noon and 1 pm.
8. Post videos, especially live
The advent of the autoplay format (the video starts automatically but without sound as soon as the user sees it) and live Facebook have made the realm of video. In fact, the platform streams more videos every day than YouTube. And it’s clearly in favor of the pages taking the fold. Suffice it to be convinced to look at these statistics communicated by Newswhip. Major US media outlets saw their engagement increase between January 2016 and October 2016. What do they have in common? The share of videos posted has doubled or even tripled.
9. Add Facebook Buttons to Your Site
Your own platforms probably already have a captive audience, customers or users interested in your products. Don’t hesitate to include calls to your Facebook page in your site’s pages to encourage visitors to like them. The Facebook page is a great way to engage with customers and prospects by offering them value-added content or promotional offers at a lower cost.
10. Develop your bot
Facebook opened its doors to bots in mid-April. Since then, Messenger has enabled developers to design chatbots, these conversational robots that rely on artificial intelligence to interact with users in a third-party space. By delegating a number of activities to these bots, such as order taking, product sales, or after-sales service, brands can hope for massive economies of scale. And without losing the interactivity and personalization of the service. This is the case with Voyages-Sncf.com, which allows customers to chat with the bot in natural language to find a train, view a ticket and book. Result: 50% more options on travel and a total of 60,000 confirmations via Messenger for a service available 24 hours a day.