Facebook Marketing How Your Small Business Can Thrive - Meet Edgar
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Facebook Marketing How Your Small Business Can Thrive
Introduction
Over 2 billion people use Facebook every month,
making it the most popular social media platform
in the world.
The average Facebook user spends one hour a day on the site.
Which seems like a ton of time to grab someone’s attention.
Not so!
If you have any friends or fans, you’re automatically fighting to stand
out from the thousands of posts an average Facebook user could
see.
On top of that, Facebook assigns mysterious “ranks” to every single
post, so Facebook users see only a few specific posts at a time in
their News Feed.
On top of even THAT, Facebook continues to nudge business Pages
towards paid content and paid advertising as the primary means to
get seen.
Yikes!
As an entrepreneur, you may be asking yourself: Can I still use Facebook
to bring in leads, opportunities, and sales for my small business?
MeetEdgar’s Facebook Marketing Guide | 2
Yes!
While Facebook’s focus on targeted, paid advertising and paid
content is the real deal, thankfully it’s not the only way to get your
posts seen by your audience!
For a start, Facebook continues to offer free tools to help you
accomplish your marketing goals without resorting to ad spending
– like access to your detailed analytics and straight-from-the-horse’s-
mouth marketing tactics from their small business blog. But the best
way to make the most of your marketing time on Facebook is the
same as it’s always been: through fresh, relevant, helpful content.
(And resharing it to boost your organic reach!)
This guide will address the following most common questions Edgar’s
social media experts get about Facebook content marketing:
• What should I post and when?
• How can I optimize my content?
• What can I do to grab the attention of the average Facebook
user?
• Should I ever use paid ads?
Keep reading for answers to these and other beyond-the-basics
Facebook marketing questions and tactics to optimize your Facebook
reach!
MeetEdgar’s Facebook Marketing Guide | 3
CHAPTER ONE
The old quantity over
quality question...
This is the question that brings out all the strong opinions – and with
good reason! Facebook users have been trying to crack the code of
the News Feed for years.
But it turns out there’s a foundational Facebook content mantra that
successful marketers use every single day:
Facebook posts should be interesting, helpful, real, and – most
importantly – shareable.
If that seems a little too obvious, you’re right – this is only the
beginning! This basic mantra doesn’t address what your posts should
be, or how to make them unique, or how to give them that special
sauce that makes your fans click, comment, and share.
Thankfully for you, dear reader, our Facebook experts have put
together answers to the most common questions they get about all
things related to creating amazing Facebook content. Read on!
MeetEdgar’s Facebook Marketing Guide | 4
What the heck should I post on Facebook?
Long story short: you should be sharing links to your website on
Facebook. Naturally, the easiest way to do this is by blogging. If
you’re a small business owner, chances are you’ve been blogging for
a long time and have a ton of content built up.
(If not, it’s okay to add some of your favorite articles and links with
your own “editorializing” – adding your thoughts or opinions about
the link when you post.)
Producing consistently useful and sharable articles takes some
planning ahead. We use Edgar, naturally, to schedule our posts for
Facebook and across social media, but once you get a good backlog
of evergreen articles you can post them again and again – mixed
with more timely, interactive posts to keep your Facebook business
Page fresh and relevant to your fans.
MeetEdgar’s Secret Need more blogging tips?
Our social media experts can help:
Blogging Formula
Not sure what to write? What to Say on Social Media:
Have we got an eBook 10 Talk-Worthy Topics
for you!
Our Social Media Planning Routine
How often should a Facebook post go out?
You should be actively sharing links to content from your website via
Facebook status updates, as often as you post them.
(And it wouldn’t hurt to re-share your best evergreen posts with a
social media automation tool to reach even more people!)
Facebook does impose limits on how often you can post, but
Facebook doesn’t specify post frequency thresholds. In general,
however, it’s a good idea not to “spam” your followers by posting the
same thing over and over again, or posting in very short intervals of
time (say, every few minutes).
All that said, we mentioned up top that the average Facebook user
MeetEdgar’s Facebook Marketing Guide | 5
spends just an hour on the site every week. And every post is pitted
against the posts of every other page or account a single fan or
customer follows – making the odds of any one person seeing any
one of your posts decrease exponentially.
Everything from the times of day when you post to the types of
content you share can make an enormous impact. To determine the
best time or how often a post should go out, then, check in on your
Facebook Insights to see how content you’re sharing is performing –
and use that data to determine the ideal mix of time and frequency for
your fans.
Facebook Facebook treats timely content differently from evergreen stuff.
Tip Resharing evergreen content frees up your time so you can take
advantage of trends as they pop up and extend your reach!
Is there an ideal mix of promotional vs. other
types of content?
The most important thing is to have a mix. Most marketers will tell
you an 80/20 mix of informative/promotional content is ideal.
So for every four informational posts, one blatant promo post is
fine – especially if you’re posting something that encourages fan
participation – like a giveaway or opinion poll.
Sharing your accomplishments, too, is a type of promotional content
that can work really well with fans and doesn’t get stale as quickly as
“SAVE 20% TODAY ONLY!” type posts. When done sparingly, sharing
your accomplishments shows your customers that you’re a rock star
and it shows your fans how to rock!
When it comes to promo offers, specials, sales, or similar content,
however, think about what things have gotten you to click. Chances
are what you responded to goes back to the Facebook post formula
that works best for every type of post: Make it interesting, helpful,
real, and shareable.
Facebook To make it easiest for people to share your posts themselves, don’t
Tip forget to put a Facebook share button on your blog and your website!
MeetEdgar’s Facebook Marketing Guide | 6
CHAPTER TWO
Why aren’t people seeing
my posts?
Why are Facebook algorithms such a big deal?
Nobody’s 100% sure how Facebook’s algorithms work – they’re a
very, very closely guarded secret.
But that doesn’t mean Facebook hasn’t given us lots of clues.
Basically, whenever you “like” or share a “reaction” to a post or a
page, Facebook takes that into account whenever it loads up for you.
Every “like” and “reaction” tells Facebook’s algorithm what you like or
don’t like, and its algorithm springs into action.
There are likely thousands of what are called “weight factors” to
consider, tailored for each one of Facebook’s 2 billion members.
(More on what these terms mean in a sec.)
Every time you open Facebook, the algorithms take into consideration
everything that you share, what your friends and people/pages you
follow share, how you react to those things, how your friends react,
and so on – and it serves up a bespoke News Feed, just for you,
and for each of your fans.
In short: The better you understand how Facebook decides who
sees your updates, the more strategic you can be.
Facebook People prefer clicking updates that share links using a link preview,
Tip so don’t just slip a URL into the captions of image posts – use a link
preview to get better reach!
MeetEdgar’s Facebook Marketing Guide | 7
The components of Facebook algorithms
“Affinity,” “weight,” and “time decay” are aspects of an algorithm that
work together to determine which users will see your post on their
timeline.
Let’s break it down a bit more:
Affinity
A Facebook user’s “affinity” with your page depends on how often
and in what ways they interact with you. The more a user likes,
shares, clicks, and comments on your posts, the more of you and your
business they’ll see in their Facebook timeline.
Weight
Weight refers to the value of a post based on what kind of post it is.
For example, posts that include photos, links, and videos may have a
higher weight than those that don’t. And if that weren’t hard enough
to keep track of on its own, weight increases the more users interact
with a post. So, a post without a photo that got a bunch of likes or
comments might be weighted more heavily than a photo post with no
engagement at all.
Time Decay
Facebook posts lose value with age. The longer your post has been
active, the less frequently it’ll show up in the Feeds of people who’ve
liked your business’ page. (That’s why resharing content can be such
a powerful tool in your Facebook marketing toolbox!)
Facebook Avoid posting “like-bait” – that is, repeated posts blatantly soliciting
Tip “likes” from fans. A Page that posts this sort of content may see its
overall reach drop over time.
MeetEdgar’s Facebook Marketing Guide | 8
How to be strategic with your content when
faced with an algorithm
Facebook serves up not only the content you like best, but what its
algorithms think you will like. That goes for your fans, too.
While the basic components of the algorithms remain the same, the
algorithms themselves will change and readjust over time. That’s a
big reason why businesses don’t feel like Facebook is a reliable way
to drive organic traffic!
But there is one thing that’s been consistent for years: Facebook has
always loved “high quality” content. (And they’re totally cool with
you resharing high quality content, any ol’ time!)
Understanding your fans and what content they like – and what
content they interact with most – and then serving up that content is
the genesis of the “high quality” content bar.
So it’s incredibly important to become familiar with your Page
Insights, and ask yourself these important questions before you post:
• Are there trends in when your status updates get the most
engagement or reach?
• Do certain types of updates, or updates about certain subjects,
perform better than others?
• Is what you’re posting affecting how many people see what you’re
sharing, both now and in the future?
• Would people want to share your update with their friends or
recommend it to others?
Facebook Facebook’s definition of “high quality” content can be extremely strict
Tip – especially as they combat hoax news stories. Learn more here:
“Facebook’s Clickbait Filter Means Your Headlines Are More
Important Than Ever.”
MeetEdgar’s Facebook Marketing Guide | 9
CHAPTER THREE
How can I get more views on
my business’ Facebook posts?
Experimenting with promoted posts can have big benefits, but most
Page posts in a person’s Feed are organic. (Curated by Facebook’s
algorithms, natch – not organic from Whole Foods!)
In fact, the more Pages a person likes overall, the likelier it is that the
Page posts they see are organic ones.
So before you shell out cash for ads or spend money to promote your
posts, here are some things you can do to optimize the way you use
your Facebook Page to get more eyeballs on your content for free.
Share irresistible content with your fans
Easier said than done, of course, but people can tell when you’ve
put thought into a post and when you haven’t. Posts with engaging
and relevant content hold more “weight,” so share stuff that grabs
attention and triggers people to share and comment.
Add images to every. single. post.
Choosing an eye-catching featured image to go with your update can
have a huge impact on shareability.
Encourage fans to interact with your posts!
Because your “affinity” depends on creating a relationship with fans,
encouraging them to like, comment, and share your posts increases
the odds that they’ll do just that! The more likes you have, the more
chances you have to increase “affinity” with each individual user.
MeetEdgar’s Facebook Marketing Guide | 10Respond to Facebook Messenger inquiries faster
You may notice that your favorite business Pages show visitors how
quickly the company responds to inquiries via Messenger. It turns
out that responding to Facebook messages in a timely manner can
increase your affinity with users – plus it’s just a nice thing to do!
Post questions to get fans talking!
Questions can be related to your general industry or to popular
topics. An example of an industry-focused question might be, “If you
could only ask a life coach one question for free, what would it be?”
or “What’s an app most people haven’t heard of that you love?” These
questions spark creativity and personal opinions, which usually help
get conversations started.
Add a call to action to your posts
Need to light a (virtual) fire under your audience? A simple prompt at
the end of a post can be the spark you need! Don’t hesitate to tell
your fans to like, share, and comment on your posts.
Most of all… post and post often!
There’s no way of keeping your posts from dying off, but by posting
several times a day you stay in your fans’ Feeds without having to
worry too much about that pesky “time decay” eating up all your good
Facebook karma.
Facebook Want to learn more about the anatomy of a great Facebook post?
Tip Check out our proven strategies on how to drive more traffic from
your Facebook Page.
MeetEdgar’s Facebook Marketing Guide | 11CHAPTER FOUR
How do I build a more
engaged fanbase on Facebook?
We’ve spent a lot of time analyzing Facebook marketing tactics.
And while there are many ways to get likes for your business Page
– including creating and paying for ads – before you shell out your
hard-earned cash, our experts came up with a three-step Facebook
Content Marketing Overview to help you get people interested in
your Page for free.
HERE’S HOW TO BUILD FACEBOOK POSTS THAT PEOPLE
WILL CLICK ON:
Make your Facebook page a destination
Facebook wants you to remember that there’s more to life than the
News Feed. So make your page a fun place to visit by encouraging
your fans to interact on your Page. That means YOU have to jump in
and engage with them, too!
Regularly ask questions, share photos, and tell stories. Like and
comment on other Pages as your Page. And don’t forget to customize
your Page, too! There are tons of layout options that you can pick and
choose from to add a little flair to your business’ Facebook presence!
Facebook Facebook Reactions are now more valuable than likes. You can
Tip increase engagement just by encouraging people to react a certain
way by dropping hints in your posts!
MeetEdgar’s Facebook Marketing Guide | 12Customize your link previews for more clickable
updates
Do your links look like this?
We wouldn’t want to click on that, and we bet you wouldn’t either!
Good custom link previews are critical to gaining your audience’s
trust. If your links are sensationalist, clickbait-y, or boring (like the
example above) people are just going to stop clicking. Take the time
to create better, more thoughtful posts with a personal touch:
MeetEdgar’s Facebook Marketing Guide | 13Customizing your link previews and writing stronger updates makes
it a lot easier to grab someone’s attention – here’s how to write one
that’s downright irresistible:
1. Write a headline that tells the story, but not the WHOLE story.
Give enough details for the reader to understand what to expect,
but don’t be a deliberate tease – Facebook can actually detect
clickbait-style headlines automatically, and you could be
penalized for writing them. (If you get stuck, check out our guide
on how to write awesome headlines.)
2. Write a link description that contextualizes the headline. (They
don’t call this a “link preview” for nothing!) You have a limited
amount of room to work with, so keep it snappy. If you don’t
want to edit your link description using your blogging platform,
a social media scheduling tool like Edgar will allow you to do it
right in the app.
3. Choose an eye-catching featured image to go with your update.
Images can have a huge impact on shareability, so you should
have plenty to choose from right there in the blog post you wrote!
(And again, a tool like Edgar will allow you to upload images when
you’re scheduling your status update, if you prefer.)
4. Write a status update to go with your link! This text appears
before your link preview, so it’s the perfect place to introduce or
react to the information you’re sharing. Facebook judges your
“authenticity” by many metrics, but this is a big one.
Automate your Facebook posting
Finally, we recommend using automated social media tools like Edgar
to schedule status updates. Automating your posting is a “hack” that
larger companies use so that any time somebody reaches their Page,
they’ll be greeted with new content – automatically.
This doesn’t mean you never have to post again, or that you
don’t have to interact with people on your Page! All social media
automation does is make it so you don’t have to constantly check on
your Facebook Page. Just be sure to post different types of content,
and don’t always post the same link or update over and over with
nothing else in between!
We designed Edgar so that you can specify which types of updates
get posted at which times, and so that you can shuffle the updates in
any given category. This is how big brands recycle their content, and
Edgar does it for you!
MeetEdgar’s Facebook Marketing Guide | 14CHAPTER FIVE
How do I make the most
out of Facebook Insights?
Facebook makes it incredibly easy for people to see their Page’s
marketing analytics. The instant you log in (if you ever log out), you’re
treated to an “at-a-glance” snapshot of your Page’s basic metrics:
post reach, website clicks, and signups.
Chances are you’re also very familiar with the in-depth user data,
called Page Insights, that gives you information on the gender, age,
and location of who is looking at your Page – as well as which types
of status updates are the most popular.
You probably already used Page Insights and Audience Insights
information to create better content. Here are three more ways you
can take your content marketing to the next level by leveraging the
different types of Insights data available.
Download and take a deep dive into your Page,
post, or video data
Facebook lets you download entire Excel files of Page Insights data
and analytics for your Page, every post, and every video you’ve
shared – for free.
MeetEdgar’s Facebook Marketing Guide | 15You can select a date range, which data you want to look at, and you
can adjust the layout of the spreadsheet so you can see exactly the
information that’s most important, first.
From your desktop, simply click on “Insights.” On the “Overview” tab,
click “Export Data”, select the data type you want to see (plus the date
range), and then click on the “Export Data” button.
For step-by-step instructions on how to analyze your stats, our friends
at Social Media Examiner have all the deets!
Keep an eye on macro and micro trends using
Facebook IQ
There are many websites that claim to monitor consumer trends, but
only Facebook has nearly 2 billion monthly active users – the most
of any social media platform. There’s no bigger sample size across
almost every conceivable demographic.
Facebook analyzes their aggregated and anonymized user data –
from both Facebook and Instagram – to produce these trends, which
are part of what they call Facebook IQ.
MeetEdgar’s Facebook Marketing Guide | 16At the Facebook IQ site, you’re offered free access to research by
industry, holiday and event trends, and demographic research from
People Insights that includes global and hyper-local trends.
On Facebook IQ, you can also get a look at Vertical Insights
(consumer trends sorted by industry), or you can peep Conversations
– which is a deeper dive into what people are talking about on
Facebook, aimed to help marketers uncover “the next big thing.”
Write hyper-targeted content by digging into
Audience Insights
Audience Insights is a feature of Facebook IQ that allows you to get
hyper-specific audience queries. Audience Insights data is pulled
from a combination of public information posted on Facebook and
predictive analytics that suggests data about people based on posts
they like, share, and interact with. Facebook then lets you create
custom audiences from this data.
MeetEdgar’s Facebook Marketing Guide | 17Custom audience lists allow you to write and post content that’s
tailored to a specific group. For example, say you want to offer a life
coaching special to new moms who are also mid-level executives.
You can pick their location (your city), their age (28-45), their interests
and hobbies (yoga, women in leadership seminars, data science,
etc.), education level, job title, household income, purchasing
behavior, and so much more.
You could also take your list of current fans and customers and tell
Facebook to find everyone else on Facebook that are just like them,
right down to their purchasing behavior and how likely they are to
click on a Facebook ad – BEFORE you spend money on them!
Facebook You can build custom audiences from people connected to your
Tip Page OR from all of Facebook.
While Facebook encourages you to use Audience Insights to better
target paid ads, you can also simply explore your demographic
data to learn more about your fans and customers and create
better audience personas, which in turn will help you develop more
accurate marketing plans for your business – on or off Facebook.
MeetEdgar’s Facebook Marketing Guide | 18CHAPTER SIX
What are the ideal image
sizes for Facebook?
Choosing a compelling and relevant image for your posts or shared
links has never been more important to extending the reach of your
Facebook Page. In fact, Facebook actually measures how much
engagement an image post is generating – and that may determine
how long that post remains in your Timeline (and in front of your fans).
One of the biggest reasons why posts with images aren’t engaged
with has a lot to do with image quality, but choosing the right
resolution and dimensions for an image isn’t exactly intuitive.
Have Camera Will Travel has an excellent (and very detailed!)
roundup of the multitude of aspect ratios to watch for, but here are
some basic guidelines to make sure your photos, infographics, and
logos look their best on your fans’ News Feeds.
Cover photo: 820 x 312 pixels
Displays on smartphones at 640 x 360 px
MeetEdgar’s Facebook Marketing Guide | 19Profile pic: 170 x 170 pixels
Displays on smartphones at 128 x 128 px
Shared links: 476 x 249 pixels
300 x 300 px if you’re using the multi-image carousel feature
MeetEdgar’s Facebook Marketing Guide | 20Timeline photos
Vertical: 476 x (up to) 714 px
Horizontal: 476 x 316 px
Facebook Ads: 600 x 600 pixels
(# of images x 600) x 600 px if you want to use carousel cards to
showcase several images as one long imageCHAPTER SEVEN
Facebook Live? Facebook
Videos? How do I choose?
Internet video will account for 79% of global Internet traffic by
2020. 79%!
The social media platform with the biggest investment in the space?
You guessed it: Facebook.
Mark Zuckerberg even went on record saying that video, particularly
live video, will rank higher than other formats in the News Feed. And
while Facebook Live grabs all the headlines for better or worse, it’s
not the only way Facebook does video. Read on to learn more about
the different Facebook video formats and how to make the most of them!
Facebook Live
Facebook’s ginormous audience of 1.23 billion daily active users
is reason enough to experiment with real-time video. While it may
seem odd to think of people spending enough time on Facebook
to watch live video, remember that people spend nearly an hour
on Facebook every day! That’s an eternity in internet time – and a very
captive audience.
MeetEdgar’s Facebook Marketing Guide | 22Whether you are a Realtor taking your fans on a tour of their dream
home or a yogi leading a class from your private group broadcast,
Facebook Live is a huge opportunity to engage your fans with truly
unique content. And Facebook found that people tend to like live
video broadcasts more than pre-recorded ones – that means live
video takes precedence in the News Feed.
Whether you start a Facebook Live broadcast spontaneously or
schedule one for your fans, here are some examples of ideas for
Facebook Live streams that can get tons of engagement and interest:
• Invite influencers or guests to take over your broadcast
• Go “behind-the-scenes” of your business or industry
• Nurture existing clientele with an educational series
• Host a Q&A about your latest book release
• Give “insider” updates on an event or conference you’re
attending
• Show off your amazing snowboarding moves
Facebook Want step-by-step instructions on how to have an awesome
Tip Facebook Live experience? Check out our guide: “Nail Your Next (or
First!) Facebook Live Video Broadcast: Must-Know Tips”
Facebook Live doesn’t stop being valuable once you’re done
streaming, either. At the close of your stream, your video saves
and posts automatically to a specified audience: public, friends, or
whatever subset of your audience you choose.
In other words, this is a BIG opportunity to drive even MORE
views and engagement on your page! (Plus, Facebook’s real-
time commenting feature is a fantastic way to interact directly and
authentically with your viewers and fans.)
Facebook Video
AKA: just upload videos to Facebook.
There are over four billion video views on Facebook, every single day.
Facebook encourages users to add videos directly to Facebook (as
MeetEdgar’s Facebook Marketing Guide | 23opposed to linking out to a video site like YouTube) for two major
reasons:
• Native videos will play automatically in your fans’ News Feeds
• Facebook offers free analytics (via Video Insights) so you can
track views on videos you post
Facebook is so bullish on video right now that they even offer up their
video APIs to make the whole thing as simple as possible for you!
Facebook 85% of all Facebook users watch videos on mute. Add captions to
Tip your videos to make sure your viewers don’t just scroll past!
Facebook 360
Facebook 360 is an immersive 3-D-like video format that adds an
extra “WOW!” factor to videos – it’s like adding virtual reality to your
Facebook posts!
360 video allows viewers to rotate the camera and change their
MeetEdgar’s Facebook Marketing Guide | 24point of view – meaning they can explore a video environment in
every direction. This is a cool, interactive, and immersive way to share
videos with your fans – like showcasing a beautiful new home or
showing off the breathtaking vistas from your latest retreat.
While making the most of Facebook 360 requires that you have a
360-degree camera (a special camera addition that simulates a multi-
camera setup), you can use a panorama photo from your phone to
create your own 360 Photo! Either way, if you’re looking to capture
the increased engagement that comes from the “newness” of a
format, 360 is one to check out.
MeetEdgar’s Facebook Marketing Guide | 25CHAPTER EIGHT
“Boosting” posts vs.
Facebook Ads - which is right
for my business?
Facebook marketing isn’t terribly complex when it comes to promoted
content. There are two primary ways you can amplify your brand:
through boosted posts and Facebook ads – and Facebook makes it
super easy to track how effective each of these methods are, so you
know instantly which gives you more bang for your buck.
In fact, Facebook pages generally pay for as much as a third of
their total reach – and when you take the time to custom tailor the
audience that sees your ads, you can really stretch your budget.
Boosted posts are a simpler, quicker alternative to creating a Facebook
ad that lets you “boost” the visibility of a regular post and specify a target
audience. You can pay to “boost” your posts, moving them higher in
the newsfeed of both Facebook and Instagram, thereby increasing the
MeetEdgar’s Facebook Marketing Guide | 26chances of your fans, and other targeted users, seeing them.
Facebook ads are like “supercharged” boosted posts. These targeted
advertisements look like regular Facebook posts in almost every way, but
have sophisticated marketing segmentation and analytics on the backend
that you can use to tailor your Facebook and Instagram ads to target
specific groups of customers by gender, age, location, and lots more.
For a gargantuan company with an incredibly complex platform,
Facebook’s advertising tools are surprisingly user friendly. Their
support documents are even filled with tips on strategy, not just
execution. That means that you can find out what you should be
doing as well as how to do it. They’re a great place to learn, even (or
especially) if you’ve never run a Facebook campaign before. And take
a few minutes to get to know the Facebook ad manager and set
aside a few bucks here and there for boosting posts you’re especially
proud of.
Facebook Looking for more expert info on Facebook advertising? Our blog
Tip has you covered: “Actual Ways to Drive More Traffic from Your
Facebook Page”
MeetEdgar’s Facebook Marketing Guide | 27CHAPTER NINE
How smart brands are
“hacking” Facebook marketing
Facebook’s algorithm is what determines who sees your posts and
when, and it only gets more complicated as time goes on.
But you still want to expand your organic reach and be seen by more
of your Facebook fans, right? While it’s not as simple as making one
or two changes – there are some overlooked ways to make the most
of your marketing time and money on Facebook.
Use Facebook Messenger to better serve (and
sell to) your customers
Facebook Messenger has 1.2 billion monthly active users – many of
whom are using messenger to communicate with business Pages that
they follow.
But the best part about Messenger? It allows businesses to communicate
directly with their customers in a way that is, as the parlance goes,
“relatively frictionless” – and that can pay off in customer satisfaction AND
increased conversions.
Messenger for customer service
Who hasn’t been stuck on the phone listening
to pre-recorded music instead of talking to
an actual customer service representative?
No surprise that a majority of us would rather
message a business than call them.
Facebook Messenger is a boon for many
businesses that have struggled with effective
ways to manage customer service. Realizing
the potential of Messenger to positively affect
customer service – and get people to stay on
MeetEdgar’s Facebook Marketing Guide | 28Facebook longer, naturally – Facebook rewards business Pages with
the coveted “Very responsive to messages” badge if they have great
Messenger response rates and response times.
This creates a positive feedback loop that both edifies businesses and
boosts customer confidence. You can even add a Messenger box to your
website to keep all your customer conversations in one place, no matter
where your customers find you!
Want to increase conversions? Try a Messenger bot!
If you think the mere idea of “bots” is the least likely way to generate sales,
think again. Messenger bots are used every day to provide customized
content, alert customers of sales or deals, streamline transactions in an
interactive way, and even provide personalized customer service. To date,
there are over 100,000 of them!
And bots aren’t just for companies with a big developer team! Facebook
claims a single developer can create a Facebook bot in just 10 minutes,
giving your business yet another way to reach your fans and get them
engaging with your Page!
Before you get started, check out “How Facebook Messenger Bots
Work (And If They’re Right For You)” to quash those feelings of
overwhelm (we’ll walk you through all the bot pros and cons).
Facebook Still not sure where or how to begin with Facebook Messenger? Our
Tip friends at Social Media Examiner have an easy-to-follow guide!
The Facebook pixel
Facebook offers so many different amazing analytics options that
many people don’t realize that they, too, offer a conversion tracking
pixel!
The Facebook pixel is a simple way to determine how well your
Facebook Ads convert into sales. It also helps make sure you’re
targeting the right people – and gives you data to use to optimize
your campaigns.
You don’t need to use the pixel, but without one you may not be
MeetEdgar’s Facebook Marketing Guide | 29making the most of your Facebook Ad campaigns.
But, you might be thinking right now, doesn’t Facebook already track
user behavior in tons of different, useful ways? The answer is yes –
but only within Facebook. As soon as a person clicks off Facebook
and onto your site (or onto a landing page), Facebook no longer
tracks their actions – unless you add the Facebook pixel!
The Facebook pixel tracks user behavior from Facebook ads so you
can better understand user behavior and actions – like when a user
views content on your blog, or adds an item to their shopping cart, or
completes registration on your site.
Facebook recommends that you put the pixel code in the header tags
of your website to track behaviors across your entire site, but how
you use the pixel is entirely up to you – their Implementation Guide
offers step-by-step instructions to help you get started.
Facebook Want to learn more about the factors that get your posts seen by
Tip more of your fans? Check out our aptly titled blog post: “What
Factors Actually Influence Your Facebook Reach”
MeetEdgar’s Facebook Marketing Guide | 30Looking for more help?
MeetEdgar’s
Social Media Guides
The Beginner’s
The LinkedIn
Guide to Social
Marketing Guide
Media Marketing
The Twitter The Social Media
Marketing Guide Optimization Guide
MeetEdgar’s Facebook Marketing Guide | 31Get started now!
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