If you’re new to Facebook marketing, you might be wondering where to start. While there are countless strategies and tactics to learn, focusing on a few key best practices can help you build a strong foundation for success.
In this article, we’ll explore three essential guidelines every beginner should follow: consistency in posting and branding, staying up-to-date with Facebook’s algorithm changes, and collaborating with influencers and other brands.
1. Consistency in Posting and Branding
Consistency is crucial in Facebook marketing, both in terms of your posting schedule and your overall branding. According to a study by Social Media Today, pages that post at least once a day receive higher engagement rates than those that post less frequently. However, it’s important not to overwhelm your followers with too much content. Aim to post between one and three times per day, depending on your audience and industry.
Coca-Cola, for example, posts on their Facebook page an average of once per day, maintaining a diverse content mix that includes product promotions, user-generated content, and interactive posts. This consistent posting strategy helps keep their brand top-of-mind for their followers.
In addition to posting consistently, your Facebook page should visually align with your other marketing materials, such as your website and print ads. Use the same color scheme, logo, and tone of voice across all platforms to create a cohesive brand experience for your audience.
2. Staying Up-to-Date with Algorithm Changes
Facebook’s algorithm, which determines what content appears in users’ News Feeds, is constantly evolving. To ensure your posts continue to reach your target audience, it’s essential to stay informed about these changes and adapt your strategy accordingly.
In recent years, Facebook has prioritized content that sparks meaningful interactions and conversations. Posts that generate comments, shares, and reactions are more likely to appear in News Feeds than those that don’t. Airbnb, for instance, regularly shares user-generated content, such as photos and stories from their hosts and guests, which often sparks conversations in the comments section. By fostering a sense of community on their page, Airbnb has maintained high engagement rates despite the ever-changing algorithm.
To stay informed about the latest algorithm updates, follow Facebook’s official business blog and industry publications like Social Media Examiner and Marketing Land. Adapting your content strategy based on these changes will help you maintain your reach and engagement on the platform.
3. Collaborating with Influencers and Other Brands
Partnering with influencers and other brands can help you reach new audiences and add credibility to your Facebook marketing efforts. Influencer marketing has become increasingly popular, with a survey by Mediakix revealing that 89% of marketers find influencer marketing ROI to be as good as or better than other marketing channels.
When choosing influencers to work with, look for those whose values and target audience align with your own. Subaru, for example, partnered with micro-influencers who shared photos and stories of their adventures in national parks, featuring Subaru vehicles. This campaign showcased Subaru’s commitment to outdoor exploration while helping the National Parks Foundation reach a wider audience.
In addition to influencer partnerships, consider collaborating with other brands that complement your own. Taco Bell and Doritos, for instance, collaborated on the Doritos Locos Taco, which they promoted heavily on both brands’ Facebook pages. By leveraging each other’s audiences, they created a social media sensation and drove sales for both companies.
