Facebook Marketing is much more than posting a status update once per day. Here are some of my top Advanced Facebook Marketing Strategies.
Know When Fans are Online
If you’re going to post a status update, make sure it’s during a time when as many of your Fans are online as possible. Especially if you don’t post many times per day.
This may seem obvious, but you may be doing more to hurt your Facebook Reach than you know, simply by posting at the wrong times. Good news is, Facebook helps you correct this.
The new version of Facebook Insights, there’s a graph called When Your Fans Are Online. This charts when your Fans saw content and you can use this tool to learn when to post.
This is found within the Posts section. For more details on how to find it, make sure you check out your Facebook Insights. What’s great about this is that it tells you when your Fans are online by hour, in general or on specific days of the week.
My best times are between 8-10am and between 5pm-7pm San Diego time. So while I do post multiple times per day, I do my best to publish my latest content at the most important time of the day.
Want to reach the most people with your most Facebook Status Updates? Then know when your Fans are online!
Opinions on this have varied overtime. It was once believed that you should limit your publishing to avoid annoying your Fans. Some people suggested once per day or only a handful of times per week.
Want to know what I think?? I suggest 2-4 Posts Per Day
More than half of your Fans will be on Facebook every day. Of that number, they’ll be on for an average of 30-60 minutes.
If you don’t post several times per day, then you can’t reach everyone. If you post once, you can only reasonably expect to reach Fans who were on within about a one to two hour window.
Improve your odds of reaching more people by posting when they are online, you need to post multiple times per day. How many times that is will be dependent on the content you have as well as the preferences of your audience.
Don’t repost the same thing multiple times in the same day. And don’t post for the sake of posting, have a plan or strategy behind each post. If quality goes down, your Fans will tune out.
If you can maintain a high level of content, then publish as frequently as you want. I recommend keeping at least a buffer of one hour between posts.
On average, I try to keep posts separated by at least four hours. I then shoot for four to five posts per day. I’ll even schedule a post for the middle of the night when I’m sleeping (more on that in the next step).
If you don’t post today, you can expect to reach a grand total of 0 people. Okay, you may get lucky and reach a few people with old content, but it’s going to be minimal.
If you post once, you’re going to reach as many people as saw that one post. Obvious, right?
But if you post 10 times in a day, how many people will you reach? You’ll reach some of the same people across a few of those. But overall, the unique number of people you’ll reach will skyrocket.
Repost Old Content
One way I post multiple times per day is by scheduling old, evergreen content, this is the post I set aside late at night, often when I’m sleeping.
Every couple of months, I’ll update my list of old content that is popular and still has value. I’ll then create a spreadsheet with a fresh new spin on that post for publishing to Facebook. I pick a different time each night from 10pm to 2am. This way I can reach other people with my posts.
I pick this time at night because it’s unlikely to be a time when I would otherwise be posting. Once again, I’m trying to avoid posting back-to-back without at least a couple of hours in between.
I also publish late at night because I’ll reach a new audience. The first time I would have shared that post, it would have been between 8am and 10am. Not only will my Fan base evolve in between, but I should reach a completely different audience based on the time zones that are awake during that time.
I’ve found this to be extremely effective in terms of reviving my old content. Consistently, I’ll get a couple hundred link clicks from one of these late night shares. That type of traffic adds up!
Want to reach more people? Schedule older, evergreen content during times when you’d normally be sleeping to reach a totally different audience!
Produce Quality Content
Facebook is not a billboard. It’s a social network. And as such, Facebook wants to encourage social activity. If you aren’t being social with a person or brand, they are less likely to share their content with you. Of course they won’t click on every single post. That’s ridiculous. Stop worrying about it on such a micro level.
Produce quality content on a consistent basis that begs to be clicked or engaged with. All you need is a click here and there, and you can expect to be in a user’s News Feed.
Of course, you can’t use old, played out calls to action. Be creative. But no “click like if…” or “comment if…” or “share if…” types of calls to action. Facebook has hinted that this type of stuff will be punished and you can get you negative feedback.
Want to reach more people? Produce quality content that people actually want to see and engage with!
Bump Successful Stories
This is cheating a little bit since it’s related to the last one. But Story Bumping can be very helpful when it comes to reaching more people.
Not sure what Story Bumping is? It was announced back in August as a way to resurface slightly older content that is getting a lot of engagement.
I know that I see a ton of this from my friends these days. They comment on an old photo and it’s at the top of my News Feed. Now imagine that my friend is commenting on an old post from a brand Page?
Now, it’s not clear exactly when this happens. But it’s likely that it needs to be a friend commenting on a post by a Page that you like. So it may not happen frequently and there are benefits for you if you can create content that people will comment on.
This is a big deal because I know there are a ton of brands in the business of creating memes to get likes. That won’t help you. You’re going to need comments.
Want to reach more people? Craft quality content that inspires a comment so that you can benefit from Story Bumping!
Build an Audience the Right Way
Want to mess up your Reach? Buy Fans. Or build your audience with poorly targeted ads. Or run contests to build your audience that give away prizes that aren’t related at all to your brand.
This will kill your News Feed and Reach
Build your audience organically by doing all of the things previously mentioned. If you create a lot of high quality content, consistently and frequently, it will end up reaching non-Fans. And you’ll get a ton of Likes that way.
Next, you have to be careful about your ad targeting. Don’t focus on the cheapest price possible. Focus on the relevant countries, and avoid those countries that you see result in spam on your posts. This may mean spending more. It will mean that. But it’s worth it.
Use Custom Audiences to target people on your email list who aren’t current Fans. Get them on board!
Use Graph Search and Lookalike Audiences to find people who are similar to your email list who like specific pages and interests relevant to your niche.
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