The social media marketing answers you’ve been waiting for

Digital360 on 24 August 2017

Social media platforms are ubiquitous. But do we know just how much social media impacts our lives? April statistics reveal that 17 million Australians are active on Facebook monthly. With a total population of 24 million, 70 per cent are active users of social media. In this way, social media marketing has become increasingly important for SMEs.

Despite this, marketing on Facebook is still new to many SMEs, and can be difficult to decipher and easy to misuse. To help business owners and managers navigate the social media marketing minefield, we’ve identified some frequently asked questions and come up with some helpful answers.

'How often must I post on Facebook?'

Social media marketing is a long-term commitment. Marketing on Facebook requires you and your business to deliver consistent and high quality posts that are relevant to your audience. The better your Facebook marketing, the more Facebook will push your content out into Newsfeeds.

So, the short answer is: it depends. Post often, but not at the expense of your audience. You want each post to be relevant and engaging to your audience. For some industries, that may mean posting daily. For others, it may mean a just few times a week. The key is to start experimenting, then assessing the data provided by Facebook's analytics tool, Facebook Insights.

'When should I be posting on Facebook?'

Time-of-day is another important factor when it comes to posting on Facebook. The trick is to monitor the performance of your posts and to see what works and when. This means anticipating what content will work at which time of day, then monitoring the performance of your posts.

Say, for instance, you are a coffee company that wants engage your audience. Of course, that ideal time would be when your audience is craving a cup of coffee. Posting during mornings and afternoons would be a good place to start increasing audience engagement. When they seek coffee tips or are ready to purchase coffee online, your brand is the first name they turn to.

'What should I be posting on Facebook?'

The cardinal rule is to post relevant and engaging content that’s specific to your audience. Today, content must be concise, in that it tells the user exactly what they need to know in the first couple sentences. Content should be accompanied by catchy headings that prompt users to click on them. Headings are most effective when they inspire a call to action or ask an open-ended question.

Imagery and video are an increasingly fundamental part of social media marketing. It's hard to imagine what Facebook would look like a rich feed of pictures, GIFs and video. Live video is also an important development for Facebook, which is now rivalling YouTube. Live video is also a key feature for Instagram – a platform that not long ago focussed on static imagery.

'Should I be paying for Facebook advertising?'

Content amplification, otherwise known as paid or sponsored posts, is the paid promotion of content on Facebook. For a small amount of money, businesses can ‘boost’ a post, putting it in front of a targeted group to increase brand awareness and, ultimately, drive sales. While content amplification is useful, with proper targeting and metric analysis, businesses won’t need to pay for Facebook marketing.

For instance, the Facebook Pixel (a piece of code generated by Facebook) acts as an audience retargeting tool. The Pixel connects your website with Facebook, allowing you to track, target and remarket your ad campaigns to Facebook users who have visited your website. The Facebook Pixel also has a more advanced Event Tracking feature. With an extra bit of code, you can track a further nine key metrics.

'Should I outsource my social media marketing?'

With enough time and dedication to learning, many SMEs can manage their own social media marketing. It's easy enough to measure your social media marketing performance through Facebook’s analytics data.

However, the tricky part for many business owners and managers, is finding the time. In addition, the platform is constantly changing and updating. There are many social media marketing experts out there that spend their days learning the platforms and refining their tactics. While amateur marketers can dive in and use these tools, they're often competing against experts in the field.

So, what’s next?

As you can see, there is a lot to consider when it comes to social media marketing on Facebook. Knowing the ins-and-outs and understanding the dos-and-don’ts of Facebook marketing takes time. If time is something you just don’t have, it might be time to consider the expertise of a social media marketing agency.

For further social media marketing help or advice, contact one of our digital specialists in Melbourne.