For businesses and marketers, there’s an entire branch of science behind crafting the perfect Facebook post. The social media giant has proven to be an invaluable part of the marketing toolbox, but it’s not remotely a fire-and-forget solution; it definitely requires some forethought and an attention to detail to get not only the content right, but also the timing of the posts.
Below is a crash course in perfecting your Facebook marketing strategy. It takes the form of a set of questions that every marketer should look at before clicking the Post button.
What Time of Day Is Best?
The first question you’ll need to ask yourself is what time of day is best for putting your post in front of as many eyes as possible. Time decay, which is simply another way of looking at the age of your post, used to be a much more important factor than it is today. Thanks to changes in Facebook’s feed algorithm, including story bumping, marketers can spend a little less time worrying about time decay and more time concentrating on the substance of their marketing content.
Story bumping ensures that Facebook users see the content that’s most relevant to them, regardless of its age. If it’s closely tied with a page they’ve viewed recently, they’re more likely to see the post at the top of their feed.
That said, post timing is not a technique that you want to toss out just yet. The research has shown, for example, that Sunday sees a lot less activity on Facebook as compared to weekdays after 3 p.m. It should also be noted that Wednesday seems to be one of the busiest days of the week.
How Often Should You Post?
The struggle between quality and quantity rages on in conversations about Facebook marketing. For the most part, the quality of your content is going to trump quantity; the research is in, and it’s found that brands who post once or twice per day tend to receive 32% more Likes and a 73% higher commenting rate than brands that posted more often.
What’s a Good Call to Action?
The call to action is arguably one of the most important features of a well-designed Facebook campaign. Choosing the right wording for your own call to action can mean the difference between having somebody scroll past your brand or becoming a customer.
Some of the most successful calls to action are worded as questions. You can field questions to your user base, asking them to chime in with their favorite ways to use your product, or simply engage them in conversational topics that will get them talking amongst themselves. You can ask them about their daily rituals and habits, you can ask them about their favorite restaurants, or ask them for feedback about your brand.
Apart from that, other common and effective calls to action will involve encouraging the user to “Learn More” or “Click Like.” That said, the calls to action that involve two-way communication are much more likely to encourage a spirit of engagement and camaraderie than something as transparent as posting a “Buy Now” button everywhere.
What Kind of Imagery Should You Post?
The type of post you’re creating will have a great deal to do with the nature of your business, product, or service. A great example of a Facebook campaign done right is Florida-based 12 Keys Rehab. 12 Keys’ raison d’être encourages struggling substance abusers to seek help. With that in mind, their single-word mission is “awareness.”
The imagery they post is designed to shed light on little-known facts about addiction, as well as the statistical and psychological data that goes along with it. Quite simply, 12 Keys’ business is centered on solving a problem.
For your own campaign your goal is probably similar, to convince prospective customers that your product or service is going to solve a problem or fill a need in their lives. To that end, infographics are a great way to go. They can communicate a great deal of information very quickly, and they’re extremely shareable across a variety of social platforms.
Whether you’re new to the world of social media marketing or you’re a seasoned veteran, it’s probably plenty obvious by now that there are a lot of factors in play. In addition to the above questions, one of the single most important things to ask yourself is “Would I click on this?” That’s probably the most important litmus test you can run. If the answer is yes, then you’re probably on the right track.