Have you been wondering which format is the best to use for promoting your business news on Facebook? This article will briefly explain the difference between the main Facebook formats and what to use each of them for. You will find out how to create them, as well as, handy info to stay relevant and entertaining for your customers.
Profiles - A profile is a place on Facebook where you can share information about yourself, such as your hobbies, pictures, videos, current city, hometown and daily events. It is principally for personal usage.
Once you have a profile, you can create any other format by picking the suitable one from the dropdown menu, as shown in the screenshot. But which of them is the best for you?
Remember: Despite the fact that Facebook prefers communication between users and therefore, it oppresses business pages, groups and events, you should not use personal pages to promote your business. That might be confusing for your customers and it is not professional.
You need a profile to create a Page. Pages allow individuals or groups of them, entrepreneurs, public figures, businesses, brands or NGO's to connect with their friends, fans and customers. When someone likes or follows a Page on Facebook, they can then see updates from that Page in their News Feed. Bear in mind what kind of page you manage. A page that is not related to any business e.g. community page or a page that aggregates all family members can be filled up with everyday life pictures e.g. your honeymoon sunset collection, kids with chocolate (or glue) all over their body or some organizational information about the upcoming costume party in your neighborhood. The business page should always be about your business. You can post any promotion, funny story, new opening hours, or whatever you find relevant there.
That basically means the page is a profile of the company, and it needs to remain relevant. Your posts should be entertaining, educating, engaging and last, but not least, valuable.
Same as for pages - You must have a profile to create a group or help manage one and you can link the group to your business page. Why would you run a group? Because people love to chat about what they find interesting with other people. In Groups, people communicate about shared interests with other interested people. A group can be created for anything — for marketing tips for small business owners or real estate agents (those are groups I personally manage :), for husky puppy lovers, for people from a specific neighborhood (so they can all share their impressions about the new French bistro on the corner) — and customize the group's privacy settings depending on who you want to be able to join and see the group. The people will see the updates after joining the group in their News Feed. Groups can be public or closed - potential users need to send a request to join. Groups can also be private. You can close it with a feature that hides the group in searches.
Any person with a profile can create an event, but only a page can create recurring events. To share your business related event, you should add your Facebook event under your business Facebook page. Your event is strongly recommended to be visible and talked about on your Facebook page, because your audience is right THERE. From the page, you can help encourage the interested people to visit the event page. The specific information will be seen in the event itself, so only those who are interested will see it and your business page remains relevant for others. Remember, Facebook events have an event venue and an event date, and after that event date expires, the Facebook event expires, as well.
Having said this, it is not efficient to invest too much time into building up your Facebook event. What you want to do is grow an audience under your Facebook page because you can engage with them at any time.
Remember: Never use a personal profile for business. Don’t have a business page yet? Follow Facebook’s easy guide to setting up a business page. Having a business page requires it to be linked to a personal Facebook profile. Don't worry - the information, posts, comments, photos, updates, etc. will not appear on your business page and vice versa. No one will be able to detect what personal profile your Facebook business page is assigned to.
If you're wondering where you can get your articles published, so that it reaches a broader audience, we have great news for you: LinkedIn allows you to create and publish articles natively on their platform. Not only can you leverage the wide user base that LinkedIn has, but you can also use their analytics to see how your posts perform.
Like Facebook did with Instant articles, LinkedIn has switched from being a solely networking-based platform, focused on professionals, to a content-based platform that allows its user to educate themselves while spending time on their platform. That's also what both LinkedIn and Facebook (amongst other platforms) desire – to keep you, me and other users on their platform for as long as they can.
Does this feature represent the potential for you to share your knowledge among other people? You bet it does - if “done well”. Let's jump right into how you can publish articles natively on LinkedIn like a pro.
To get started, click the “Write an article” button. Can’t find it? It's right there, have a look:
Isn't this one of the features that has been in front of your eyes the whole time, but remained undiscovered?
Once you hit the button, magic happens. You are redirected to an interface where you can create your native LinkedIn article. Having said that, you can now configure the content: add a headline, background image, write the article, add engaging or educating infographics or other visuals and finally, publish!
We won't leave you without any tips and tricks to get started (just keep reading), but we recommend you play around with this feature to get a better idea of what all you can do.
Most people have been through the struggle and know how you feel or have felt when writing a piece of content for Facebook, “What text am I supposed to put here?”, “Is this gonna work?”, “Is this too informal?” Writing an engaging post on Facebook – for your business page, as this is what I will be talking about here (not your personal page where you know perfectly who you represent and what tone of voice to use) – can be challenging. You are trying to get the customer's attention, arouse a reaction and avoid ignorance...
How do you write posts that simply can't be ignored? This is what we will explore in the following 5 tips. Keep in mind, that before you write or produce ANY PIECE OF CONTENT, have your targeted audience in mind. What will be appealing to them? What tone of voice should you use? These are some of the questions that you need to answer.
So, let's dive into 5 tips, so that you know how to become your own best-in-class copywriter. Oh, or not yet… I probably did not stress enough how important it is to catch one's attention! So let's take one step back…
The 21st century offers almost unlimited ways to reach out to your desired audience, your potential or current customers. And that's the problem. There are many ways, many advertisers, businesses (like yours) targeting an audience that has its limits. Especially when it comes to attention span. The more stories we tell and the more frequently we are trying to tell them, the less time we have to draw our audience's attention.
8 seconds per one piece of content is on average the time span of a person spending time on social media (by the research conducted by Microsoft). In 2000, it was 12 seconds which only shows how rapidly the span decreases. For some of the placements, like Instastories, it is even less – around 3 seconds. That being said, you truly have to catch the eye or remain ignored…
Luckily, I am about to share some tips for you. If you follow them, your chances will increase!
The user's desire. That is your Holy Grail around which your activities should be tied. When you create a copy, make sure to address it. No one is interested in “just another product”. Need or desires to be addressed first, product/ offer comes afterwards…
Don't speak about yourself. With all due respect, no one is interested (unless you own a big and known brand). Bring your audience into your text, speak about them, use words like “you”, use questions to draw the attention, have a dialogue rather than a monologue...
Everyone has them. Values, beliefs and roles we play or want to play in our lives- we rarely speak about them, but have them in mind every time we make a choice when picking your best suit for a date or arriving at a business meeting in your luxury car. Apple is great at attracting our values and beliefs. Is it a piece of hardware, a PC or mobile phone, or rather something else that increases your status in other people's eyes? The answer is clear, I believe… Be Apple. Leverage on these values and beliefs when describing your offer or when designing a catchy headline.
Note: I do not encourage you to be manipulative. If you cannot help your customers with your product, if you truly cannot satisfy their needs and make their desires come true, stop reading this article, please. But if you and your product can help customers, feel free to show it…
When creating a FB post, there are certain platforms for which you create the copy. Mostly, it is the text above the picture or video, or a headline that occupies the largest place accompanied by a description. There are few models (continue reading) that – if used well – can help you draw the user's attention more effectively. Follow them and…
I know. This has been said thousands of times. But how many of you run AB testing every time you create an ad? Do you think thoroughly before creating the second version that is the copy or do you follow the kind of approach: “Oh, I should do a second version… Let me change one word here… and that's it! I will run the AB test now!”
Testing is the only right tactic to find out what resonates most within your audience. Who does not test, pretends to predict the future or relies on her thoughts…
I promised to present you some models, structures you can follow to create outstanding Facebook posts. Here you go…
But let us first showcase what a Facebook post usually looks like:
Ask a question in the text section, answer it (by offering your product, service), use call to action in the headline and add a proof that your solution works (testimonials, number of users, …) in the description section. This model works best if your audience already faces the issue you aim to fix or a desire you aim to satisfy.
Make the reader feel like you are reading her thoughts when reading the text. Make her feel completely identified with what you write there. Use a combination of short stories and metaphors. After she feels like she just read her life's story, make her complete the action in the headline – offer a way out, a way to improve, a way to get what she desires. In the description, use a sense of urgency. There is something called FOMO (Fear of Missing Out) that drives people crazy (make sure to read the article after completing this one).
Try to invent your method of approaching your audience in a way that simply cannot be ignored! There are many approaches that can be followed. Go out with your copy, test it and let me know on my LinkedIn profile what worked for you!
Note: The structure text, headline and description applies for posts that contain a link. If you share a picture, text is the only editable section. Similar rules apply in that case.
Here are some of the posts that were created in a really smart way:
After your post has been published, make sure to check the results! This may seem like a no-brainer, but not everyone is checking how well the content performs. Do not be one of them. Measure and build on what works. Facebook allows you to see the engagement rate (percentage of people who interacted with your posts divided by the number of people reached) in the Insights tab. The higher the engagement rate, the better your post has resonated within your fan base.
You have been given very concrete instructions on how to write an outstanding Facebook post. Keep in mind this is a lot about testing and finding what works for your business. There are, nonetheless, some rules that haven't been mentioned yet:
If you run a social media profile, you've probably thought of what to put on your content calendar. You want to create and publish something that truly brings value to your audience and resonates within them, right? User generated content can help you not just fill your content calendar, but truly bring something that gives a new perspective to your business.
User generated content, as the name suggests, is content that is voluntarily created by your best customers – brand advocates – and shared so that their audience can see it. It is basically the best thing your customers can do for you – refer their friends to you/ share your product(s) or speak about your service(s)!
Imagine you are an owner of a gym that is visited by dozens of customers daily. What if some of them posted a photo to their social profile, exercising in your gym and saying something nice about your place. Wouldn't that be great? Could that bring you new customers? Absolutely.
79% of users say user generated content has a high impact on their purchasing behaviour. That simply underlines what we've stated earlier.
In 2014, Starbucks came up with a White Cup Contest which, guess what, is focused on user generated content… You can read more about the contest here. The only thing we will say is that they collected over 4,000 pieces of content! That just goes to show the true power of brand advocates. Your business can do that too – probably on a smaller scale, but you can. Remember that every one of your best customers can bring you another one. Your brand advocates grow as your business grows…
If you say your product is the best, some people might believe you straightaway. But isn't that statement much stronger when made by someone who is already a loyal customer and has no other interest in regards to promoting your brand? User generated content brings true authenticity into your content and, thus, gives others another perspective of your business.
People love seeing the product they aim to buy has great reviews! It gives them proof that their purchase won't be a mistake. Social proof – proof by someone other than the business itself – is a strong weapon and we encourage you to use it in your content calendar. Look at Amazon. Their products have thousands of reviews, which makes it far more valuable and far more worth it to buy for new customers.
Let us look at some other examples of great user generated content shared mainly on Instagram:
Get your audience on board. Talk to your best customers and motivate them to create a good product review, unboxing video or simply a happy picture while using your product or being at your cosy place (café, gym, etc…). Those who love your product will happily help you get it in front of other customers, trust me.
The use of influencers is a trend that has been here for some period of time. Brands work with people who gather an audience that fits their plan. Simple as that. They often collaborate with celebrities who are followed and trusted by millions of people, experts in a given industry, or gamers that record their gaming sessions. If you can find someone who has your target audience, team up!
The fact is that you don't have to work with widely known influencers, pop stars or famous athletes. Find so-called micro influencers who help you reach a smaller audience, but with higher precision. The cooperation won't cost you a fortune and results will follow, as well!
Micro influencers, in most cases, generate higher engagement with their audience and are more passionate about increasing their audience. If you start cooperating with them at the beginning of their journey, your business relationship can grow into something that constantly helps you achieve your business goals and to build a wider (and more relevant) audience.
The best collaborations, nonetheless, are the ones that are natural and not “too obvious”. Give some micro influencers in your surroundings your product, let them play with it and tell you whether they like it or not. Those who do are your best fit. They will happily (and naturally) promote your product within their audience.
In this post we've stressed the strength of your customer base and your audience – motivate them to tell the world about your stuff and let them bring you new business. Find new alliances with micro influencers, let them fall in love with your product and enjoy the fruits of your (hard) work!
Do you want to squeeze more out of online marketing? That's always a good idea. Bear in mind these faults so your effort will not come in vain.
Books have been a main source of information for a long time and although we can’t exactly say that today, they’re still very important. Lots of people still read books to educate themselves. Even though the internet is now overshining our good old books, it doesn't mean that there aren't great works of literature anymore. If you keep on walking around the marketing section in your favorite bookstore and you just can't decide which one you should read, here's your new TO READ list.
Maybe one of them is exactly what you're searching for.
If you are running your own small business, it is only right to have a website. With everyone being on the internet it is almost impossible not to take advantage of it. Unless you do not want your business to grow and succeed it is essential to build up your online presence and having a website is one of the ways to do it. Thanks to the evolution of technology and free website builders like Webflow, building your own personal website has never been easier. You do not need to be a computer engineer or know computer programing. Free website builders enable you to build a personal website to your liking. There are so many positives to having your own business website.
So, here are the benefits and advantages of having your own website: