A must-have platform to capture and flirt with an audience, Facebook has also become a real business facilitator. Here's how to enjoy it.
Nearly 1.9 billion users worldwide, an ever-growing inventory on mobile (where the group is present via Messenger, Instagram and Whatsapp) and ever more innovative advertising formats (video and rich media with Canvas) …. Facebook has become a gold mine for brands wishing to do business on the Internet. Here are our tips for increasing your fan base and turnover.
1. Customize the URL of your page
Any newly created Facebook page is randomly assigned a URL consisting of a series of numbers. You can not rely on this automatically generated URL and can easily customize your address to match your brand name. Enough to strengthen the recognition of your brand and facilitate its appearance in the search engine results of Facebook and Google.
2. Reference your page at best on Google
Facebook may be an ultra-popular social platform, booster referencing your page in the Google search engine will allow you to glean visits (and additional customers). To do so, simply replicate within your Facebook page the good reflexes of any SEO specialist. Namely 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 the search engines.
3. Earn the "Very responsive to messages" badge
If you answered in less than 15 minutes to 90% of the messages you received during the last 7 days, you will be entitled to the precious green sesame "Very responsive to the messages". The guarantee for the visitors of your page that they will get an answer very quickly.
4. Complete the "About" section carefully
This is probably one of the sections of your page that your Facebook visitors will consult most often. For good reason, they will come to pick some 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 factors differentiation of your products and services.
5. Feel free to often change the call to action button
Since December 2014, call-to-action buttons are available on Facebook and allow choices of "Book Now", "Contact Us", "Use the App", "Play a Game", "Buy", "Watch the video" or "Register". You can change or delete your call to action at any time. To do so, go to your page and hover over "Create a call to action". Choose "Change Call to Action" or "Delete Call to Action". If you change the call to action, choose the new one and update the destination URLs, if necessary. Click on "Save Changes".
6. Adopt Facebook Canvas
Canvas is the enriched format broadcast in full screen when the user clicks on the post that appears in his newsfeed. It gives access to interactive and immersive content that can mix video, carousel, text and call-to-action … A formula that works: the average viewing time of a Canvas format is 31 seconds, a much higher value in common mobile formats on the platform. Extended to Instagram and the Facebook network Audience Network, the format can be used in an organic way or advertising. It can be created directly from the editor of your page, by clicking on the photo / video drop-down menu and then by choosing the option "Create a Canvas".
7. Target the best publishing windows for your posts and plan them
The best window for publishing, to get an optimized engagement rate, will depend on the nature of your audience, that of your business and your location. It is up to you to identify the periods when your publications work best and to favor them. According to a study recently published by Hubspot, the ideal times are Wednesday between 15:00 and 16:00, Thursday and Friday between 13:00 and 16:00, and the weekend between 12 and 13:00.
8. Post videos, especially live ones
The arrival of the autoplay format (the video is launched automatically but without sound as soon as the user has visual) and live have made Facebook the realm of video. The platform broadcasts even more videos than Youtube every day. And it clearly favors the pages that take the fold. It is enough to be convinced to look at these statistics communicated by Newswhip. The major US media have all seen their engagement rate boosted between January 2016 and October 2016. What do they have in common? Have doubled or tripled the share of the number of videos posted.
9. Add Facebook buttons to your site
Your proprietary platforms may already have a captive audience, customers or users interested in your products. Feel free to include calls to your Facebook page, encouraging visitors to like it, within the pages of your site. The Facebook page is a good way to maintain contact with customers and prospects by providing them, at lower cost, value-added content or promotional offers.
10. Expand your bot
Facebook opened in mid-April at the bots. Messenger has since enabled developers to design chatbots, these conversational robots that rely on artificial intelligence to interact with users in a third-party space. By delegating to these bots of activities such as order taking, product sales or after-sales service, brands can expect huge economies of scale. And without losing interactivity and personalization of the service. This is the case of Voyages-Sncf.com which allows its customers to chat with the bot in natural language to find a train, post a ticket and book it. The result: a 50% increase in the number of options placed on journeys and a total of 60,000 confirmations via Messenger for a service available 24 hours a day.