If you’re using Facebook to build a following for your business, you’re probably already aware that it’s a very busy platform.
Facebook users see so many posts and status updates in even a short visit to the social network, it can be hard for a business to break through the noise and get noticed. Even if your posts and ads get seen, it’s not so easy to make sure they get clicked.
Next time you add a post to Facebook to promote your business, try using these 7 simple tips to attract attention and convince users to click through to your landing page.
1: Include an engaging image
Facebook posts with images have higher click-through rates than text-only posts. In fact, they make up 93% of the most engaging posts on Facebook. When you’re planning images to use on Facebook, bear the following points in mind:
- Include a clear call to action in the image itself.
- Don’t use too much blue in the image, or it’ll fade into the background of Facebook’s blue-heavy brand colour palette.
- Choose an image that stands out at first glance, as your post will appear on users’ busy News Feeds where it has to compete with many other images.
The image below is a great example of an engaging picture by Bath and Body Works. It utilises a good combination of bright colours that shows their products in a fun way.
2: Tailor-make your post
Don’t simply post a link or a short statement without elaboration. You can modify the post image, title and description when you post a Facebook update, so take this opportunity to add your own branding and message designed specifically for the Facebook audience segment you want to reach.
- Add an engaging picture (see Tip 1, above).
- Make the title short and compelling.
- Write a brief description that incorporates a call to action. For example, if you’re posting a link to your latest list article, tell your followers that #2 is your favorite point on that list and ask them to name theirs. See image below:
3: Be smart about timing
The time of day you post will affect your click-through rate and engagement. The day of the week makes a difference the response you get, too.
Use Facebook’s built-in Page insights to find out what times of day and week your updates get the highest click-through rate, and then post mostly at those times in future. You can preschedule posts on Facebook Pages, so it’s easy to prepare a whole week, month or even a year’s worth of carefully timed posts in advance
It’s also to make your posts relative to the current news, events and holidays. Starbuck’s holiday themed posts are a great example of this:
4: Give your audience a reason to click through
Not just any reason. The reason you highlight must be compelling to your target audience, so to achieve this you’ll need to understand your target and what they want from you. Pay close attention to your market research insights and Facebook Page insights to determine what makes your followers most likely to click.
To win an even higher click-through rate, use urgency or scarcity in your call to action, for example “Get this now because the offer ends at midnight,” or “We’re only releasing 50 of this product so order fast before it sells out.”
In this example taken from BuzzFeed’s Facebook page, we are being enticed to click on through because we are curious to test our visual ability to see the colour green.
5: Keep your message clear and cohesive
Don’t confuse your followers. If they can’t work out what your Facebook update means for them, then they won’t click through.
- The tone of your post title should fit with the tone of the image
- Your call to action should fit with your marketing goal
- When users do click through, your landing page should reflect what they expected to find.
6: Keep testing and researching
Try out a variety of titles, image types, posting times and target audience segments. When you look back at the different click-through rates, you’ll be able to see what works well and what doesn’t.
For extra data to support your Facebook marketing, look at what your competitors and relevant influencers are doing on the social network. You can create a personal Facebook account and Like your competitors’ Pages to see what they’re up to. Analyse their Facebook marketing tactics and take note of how successful each tactic appears to be.
7: Have a well-designed landing page
Finally, if you do get the click-through rate you’ve been hoping for, make sure those Facebook users don’t click straight back to Facebook when they see your landing page. If the landing is clear, well designed and provides the information your audience expected to find, they’ll be more likely to stick around.
Author: Paul Liascos is Managing Director of ReachLocal. Visit the website today to find out more about ReachLocal services and the latest updates to what’s happening on the digital marketing landscape.