When it comes to promoting your business on social media, Facebook is probably the first thing that comes to mind.
It’s free, it’s familiar and easy to use, and it allows you to reach a large audience.
However, the popularity of Facebook has become a double-edged sword.
With the new Facebook algorithm, there’s more competition to be seen and liked.
To add to the challenge, you don’t have that many chances to post in a day, which means that you must make every post as valuable as possible.
While it’s true that posting shareable, memorable content is important, there is more you can do to get the most out of Facebook and stay ahead of the competition.
Here are six tips and tricks that will work like magic to help you get the most out of your company’s Facebook presence.
The best part is, you can use them all without spending a dime.
Our Favorite Tricks
1. Create Secret Groups
Facebook pages are great for broadcasting information and sharing news with your fans.
But when it comes to personal interaction and community, groups are the way to go.
Shopify has multiple Facebook groups targeted to different sections of their audience.
Here’s an example of a post from their Shopify Store Pros group:
Thanks to this one question, the members of this group are learning more about Shopify features and getting to know each other.
In addition to posts, members of Facebook groups have the added benefit of being able to share documents and participate in chats.
There are so many ways to use groups for your business, but creating a secret group for selected clients and customers is one of your most powerful options.
Why a secret group?
According to Keri Jaehnig of Idea Girl Media:
“Businesses can use secret Facebook Groups for:
- Testing ideas for future products/services
- Gathering brand ambassadors
- As a support group for educational products
- A launching pad for marketing campaigns
- As the companion to membership sites
The social interaction can be quite powerful!
With the release of Facebook LIVE, bringing international groups together is unmatched. Further, secret groups promote an exclusive feeling of close interaction that people value.”
(Take a look at one of Keri’s Facebook groups for more ideas.)
Secret groups give you the opportunity to make clients feel special by listening to them and showing them that their opinions count, providing perks, quoting them, and giving them a “behind the scenes” peek into your business.
Building a relationship with clients and a community within the group gives members a safe, secure place to share their thoughts.
As a result, the members of the group will be more likely to like and share your business’s Facebook updates and invite friends to like your page.
Learn more about setting up a secret Facebook group.
2. Learn About Your Target Audience
The Facebook features and tools that allow you to learn more about your target audience should not be overlooked.
Armed with data about your audience, you can create content that will be of more interest to your fans.
Lucky for you, Facebook has more interest-based data than any other website in the world.
The California Academy of Sciences has certainly taken advantage of that data.
By using Facebook’s Core Targeting Features, they were able to figure out that they needed to reach local, college-educated adults between the ages 18-65 who have an interest in science.
After they began promoting their organization and events to the “right” people, they saw a 23% increase in their website referral traffic.
In addition to their main Facebook page, The California Academy of Sciences has a page to promote their “nightlife” events to a very specific target audience:
Once you’re aware of the details of your target audience, you can take things a step further by creating a “lookalike” audience, meaning a group of people who share characteristics (such as gender, age, and location) with your current Facebook fans, clients and customers.
OPAP, a Greek gaming company, had tremendous success with lookalike audiences and other targeting tools:
The right data will help your company succeed, too.
Start learning about your target audience here.
3. Create Calls to Action
You may have the greatest product or service available online, which people may already know about through your Facebook page.
You may even be using contests, sales, humor to draw people in.
GiftRocket is a great example, and they make marketing look easy.
They want people to buy and send their gift cards.
So, their Facebook page has a direct an obvious link to their website:
And their website makes it easy to order and use their product:
All of this may seem simple and instinctive, but creating a call to action takes time and work.
Dollar Shave Club was one of the first companies to use Facebook’s “call to action” feature.
Their “Sign-Up” button has brought great success ever since:
“Over the course of a three-week test, the Sign Up call-to-action button delivered a 2.5x higher conversion rate versus other comparable social placements aimed to drive new user acquisition.”
~ Brian Kim, Director of Acquisition, Dollar Shave Club
If “Shop Now” and “Sign Up” aren’t helpful to you, you can consider one of Facebook’s other options:
Start creating your new call to action here.
4. Treat Your Facebook Fans Like Royalty
It never hurts to give people who take the time to not only “Like” your page, but to comment and share as well, some well-deserved appreciation and recognition.
Yes, you can send swag and personalized gifts (who doesn’t love coffee mugs?).
But, the best thing about gratitude is that it’s free.
You’ll be amazed at what can happen if you build solid relationships with your loyal fans.
This happy guest very likely shared this on her own timeline, increasing the hotel’s Facebook reach:
These enthusiastic coffee drinkers provided content and free advertising for this coffee company:
This thank you video is another approach:
To go above and beyond, you can create exclusive content, like coupons and special offers, for your fans. In fact, it’s likely that your fans expect you to do so.
This may mean you’ll need to learn a little code, but that shouldn’t stop you.
Building strong relationships with your Facebook audience takes time and effort, but the payback more than makes up for it.
Here are more tips that will help you start treating your fans like royalty.
5. Add Badges and Social Plugins to Your Website and Blog
Social plugins allow your clients to interact with you and your company in a variety of meaningful ways.
With social plugins, visitors to your website can share, like and quote content without having to leave your site.
Adding a “like” box or widget to your website and / or blog makes it easy for people to find their way to your Facebook page.
One of the most effective plugins is the “Page plugin:”
If you use WordPress, you have a variety of plugins to choose from.
Start here to create your social plugins.
6. Use Your Email Signature to Gain Followers and Connections
Make it easy for your email recipients to connect with you by having a Facebook icon in your email signature.
You can even display your latest status, which people can like and share right from your signature.
The best part is, creating and updating your signature is easy.
Get Proof that These Tricks Work – Use Insights
You can use all of these tricks, and use them well, but if you don’t understand how they’re helping your company, they won’t work their magic as powerfully as you’d like them to.
Insights will help you figure out what is working and what you may need to adjust, such as the (best time of day to post).
When it comes to Facebook, Toy Market, a toy store in New Jersey, is doing everything right. They have “Shop Now” button, they post wonderful content, they know that their audience is made primarily of mothers, and they’ve created lookalike audiences.
But, one tiny detail provided by their Facebook insights led to a decision that made their business even more successful.
Now that the owners know that a large percentage of mothers visit Facebook after 9 p.m. when their children are asleep, they post their most important content at night.
Toy Market, one little neighborhood toy store, is now a force that can compete with larger chains.
“Facebook has transformed our business, allowing us to reach new customers and speak directly to people in our area. Customers come in and tell us that they saw us on Facebook – no other form of advertising has had this effect. It helps level the playing field to allow us to compete with national chains.
~ Jim Donio, Chief Strategist, Toy Market”
They already have a new store in the works:
Learn more about using insights with these tutorials.
A Few Bonus Tips for Driving Traffic to Your Facebook Page
With all of these tricks in your pocket, you’ll surely take Facebook by storm.
Here are a few more tips:
- Cross promotion on Twitter and Facebook is important, but try not to post the exact same content on different social media platforms. If you do need to share the same content, try using different images and wording.
- When you’re creating content, don’t forget that videos and links bring more interaction than images.
- Facebook is a community. Do your part by liking, commenting and sharing on other pages.
With so many social media platforms, businesses are becoming less dependent on Facebook.
But with over a billion people (and growing) regularly using facebook, there’s still a benefit, so companies should continue to use Facebook as a promotional tool.
Take a look at these tricks and figure out how they can work for you.
For some extra help planning, take a look at the blueprint Facebook provides.
It won’t be long before Facebook is working its promotional magic for you.
How does your company use Facebook? Please share your tips and tricks in the comments.