Facebook Page Optimization: 5 Underrated but Effective Tips
In a study with 4,700 small businesses, only 24% claimed to have seen a positive ROI on Facebook. That’s a rather small percentage for Facebook’s massive reach and diverse demographic.
One of the issues that marketers face is connecting the dots between their Facebook efforts and ROI. Usually, it takes years of grooming your social media presence with strong organic strategies before it begets real benefits.
But before you get to work to on a social media strategy, there’s a lot of ground work to be done in terms of building and optimizing your Facebook page. The following are five underrated tips that you can use to get it done quickly and effectively.
1. Maximize your Facebook real estate
Your Facebook page has several fields that need to be filled, and how you utilize them is entirely up to you. Every field offers an opportunity to make an impression for page visits and makes your profile more searchable. The following is a checklist to help you through the process.
Profile + cover images
Your profile image matters more than your cover image because it appears alongside all company updates.
Typically, businesses use this space to display their logo. Try and use the best version of your logo. ViralContentBee for instance uses a charming GIF version on their Twitter.
What’s the ROI of a digital marketing campaign? How to measure it? How to learn from your own or your competitors’ results? #vcbuzz
— Viral Content Bee (@vcbuzz) August 15, 2017
Your profile picture is best paired with a striking cover image.
Username or URL
This can affect how you rank, so choose wisely. Usually, it’s best to choose a username that’s easy to spell & remember and matches your Facebook page name.
Make sure to be original and use all 250 character spaces provided. Doing both will help your page perform better.
2. Stay updated & engaged
Even if your page is optimized, it won’t earn referrals unless you post regular updates and engage followers. The following tips will help grow your audience and keep them engaged.
Ask questions that give insights about your audience or engages them in current debates related to your industry. You can also ask experts or influencers in your field for advice or tips and turn that into an interview series on your blog.
Share curated news and tutorials
Using a content curation app such as DrumUp can save a lot of time. Alternatively, you can use Twitter lists, industry newsletters, or keyword alert tools.
Upload live and recorded videos
Videos are great for engagement and gives the audience means to see you and your team. You can also use videos for interviews, Ask Me Anything’s, or product launches.
3. Use page tabs for promotions
Tabs appear as separate sections under the page title. They are very prominent and can be great for promotions. Your existing tabs are home, posts, videos and more, but you can opt to add others in addition to these. For instance, you can add buttons that highlight current offers, services and items to shop.
To customize the tabs, head over to Sections>Edit and view options in list form at the bottom of that page.
You can also create your own tabs by logging into Facebook as a developer, but that requires you to have a https//: website for security. Once you login as a developer you simply need to:
- Click on the “Add a new app” button and choose “website”
- Skip the automatic quick start wizard and choose “Skip and create app ID”
- Enter a “Display name,” select “no” for the question about test versions and choose “Apps for pages” as your category
- Once you click on “Create App ID,” you’ll be redirected to your app dashboard from where you can create a custom tab.
HubSpot has a detailed version of this tutorial that can help.
4. Choose a page CTA
Your page’s CTA is displayed under your cover image. There are four possible CTAs that you can choose from, so pick the one that makes the most sense.
- Book services
- Get in touch
- Learn more
- Make a purchase or donation
You can also customize your CTA by clicking on it and choosing “edit.” Some examples of CTAs used by brands include “Book now,” “Start order,” “Call now” and “Email now.” It’s important to ensure that the CTA you choose corresponds to the landing page.
5. Leverage competition for idea research
There are tools to help gain insight into what is working for your competitors such as SerpStat and Buzzsumo.
- Serpstat lets you identify where your competitors are ranking and what content you need to publish to experience similar success. On the tool, you can identify which Facebook queries are driving them traffic.
- BuzzSumo helps you list the posts in your niche that performed best on Facebook.
You can even manually check your competition’s Facebook page for content marketing ideas. Look at the type of posts they share and observe which ones get the most engagement. Doing this can help you figure out a successful content strategy without the need for experimentation.
Facebook marketing can transform your business, but it all begins with optimizing your Facebook page. Ensure that you are visible and can be found easily on Facebook, and that your content is relevant and engaging.