5 Tips for Effective Facebook Marketing and Content

As I continue to study and immerse myself into social media, I’ve picked up several very good recommendations on making social media marketing work for you. The landscape is constantly changing and marketing solutions change with them. I am concentrating on techniques that are broad in their application and should (hopefully) continue to work amidst the changes. With a shout-out to Hootsuite University, here are five great techniques for creating effective Facebook marketing and content.

Your Content Must Tell a Story

If someone comes to your page, they are obviously displaying a base-level interest. The root of our social media experience, perceived or not, is driven by our own self interests. Consequently, your content must tell the story of how your products and services interact with your customer’s lives. To catch someones attention and keep it, you must offer more than personal blurbs about your lack of sleep, or how much you dislike the current team that made the playoffs. Your posts must appeal to your readers, even if minimally, in a way that demonstrates a connection to what you have and what they want (or might wish for).

In doing this, keep in mind that images and videos are always a good choice. Did someone try on some clothing in your boutique? Take some pictures. Did someone order that special menu item that sizzles all the way to the table? Shoot some video of their reaction as it arrives.

Along with this, quotes and testimonials make great (and believable) reading. Hearing a current customer rave about your products will help others consider your services. They see someone like themselves (someone other than you) recommending your product.

Case studies often work well. They don’t need to be long and drawn out – as most professional case studies are. Tell someone’s story of how your product effected their lives in a positive way, but tell it in 240 words or less. Twitter only allows 140 words, and people have learned to speak volumes in their brevity.

Strive For User-Created Content

You need a good mix of your original content and user-created content. A page of nothing but you speaking about you will certainly drive people away. Do you have a newsletter? Why not create some kind of contest or conversation that drives people to your Facebook page? Does your restaurant offer a discount on certain days? Make it password driven and have the password messaged only to those who post on your Facebook page. Get creative!

Simple prompts will get people responding, and it doesn’t always have to do exactly with your product. An example… “We’re putting together a new playlist for our in-house music system. What’s your favorite Beatles song?” Sit back and watch the replies.

One note… take the time to go through and “like” the responses you get. It lets people know you’ve read it and they are more likely to return. Respond to some as well.

What’s Happening Behind the Scenes?

If someone has an interest in what your are offering, chances are very good that they will be fascinated at what goes on behind the scenes. What is your process? Take some pictures now and then. Post them on your page as an “insider’s view.” Win any awards for your service? Post it. How about your office, your over-stuffed warehouse, your mail room fiasco where the postage stamp machine went crazy? Make your business personal. Let them see the humanity behind the front wall. This kind of thing is always appreciated and it will draw people in.

Backlink Your Content

Recent statistics show that companies who blog regularly get 55% more web traffic and 77% more leads than companies who don’t. When you blog (and you certainly need to) or change your web site, make sure that it is posted and linked from your social media page.

Make a habit of recycling old content. Your customer base is always growing and most of them will not dig too far into your blogging past. Old posts can always be refreshed and used again.

Maintain A Regular Frequency of Posting

So, what’s regular? There are as many opinions about the frequency of posting as there are articles. Generally, most people agree that the smallest suggested interval of posting is the 3-hour mark, while the longest acceptable interval is 3 days. I suppose you could call that the 3/3 rule. It seems like a good target may be 3 to 4 times per week, minimum.

A common practice, at least among those who have dedicated people for social media integration, is to schedule your post a week in advance. There are several services that allow this, e.g. Hootsuite and Buffer. Prepare your post and schedule them throughout the week. This will allow you time throughout the week to go back and respond to comments that were made and to interact with friends.

Your goal is to end up with your content appearing on their wall. When they go to their home page on Facebook, you want to show up in their stream. The more interaction you have with someone, the greater the chance that the Facebook formulas will slip you into their stream of consciousness.

Facebook can be a lot of fun as a relaxed social medium. With a little work, it can also return a nice investment on your time.


  1. Reblogged this on Clay2010's Blog.

  2. Great information. Church Facebook pages should reflect people centered activity and not church focused information.

  3. Gary Moyers says

    Thanks Joe… I completely agree. Church is community and Facebook is a wonderful way to share community. Church event info can be found on their website. 🙂

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