The digital landscape of Facebook is constantly evolving. Amidst all the changes that marketers face and the trends they have to keep up with, they should never lose their focus on the fuel that keeps alive online marketing: traffic. Without traffic, engagement or reach, a brand has no way ahead in the digital world.
With search traffic becoming increasingly competitive, it’s important that social media platforms are used in the best way to reach audiences and build engagement. Facebook dominates in almost every case of brands relying on social media to access their website. Here are a few ways that a brand can move above competing traffic and garner more engagement and reach on their Facebook pages:
1. Build A Strong Brand Presence
When audiences come to your brand’s Facebook page after visiting the website, they need to be presented with an image of your brand that will be printed in their hearts and minds. Your published material and your message should be consistent with your brand and industry. That way, there’ll be an instant connection with your audience. Another positive result that a strong Facebook page has is bringing in relevant traffic.
2. Boosting Posts or Facebook Ads?
Every business has unique advertising goals. The decision regarding whether to boost posts (a post to your Page's timeline that you can boost to an audience of your choosing) or create Facebook ads through Ads Manager depends on the brand’s marketing goals.
Boosting posts is a good way to go to increase brand awareness, visibility and maximize audience engagement on your Page. There is a high likelihood of your audience liking, reacting, commenting, clicking on or sharing a post when it’s boosted. With Facebook ads, creating ad types and campaigns is the main focus in order to expand your reach and, in turn, achieve your current business goals. Ads can optimise for App Installs, website conversions, video views, shop orders and more.
3. Customize Your Facebook Page
The Social Network gives Pages a way to customize the look and feel of your Page depending on the type of industry or business. This way, a brand can break away from the default settings of the Page and do what works best for their audience. Business templates offer a tailored suite of available tabs to help your page visitors navigate through your Page. Look at the Tab settings, for example. Do you need a Shop tab? If not, remove it. Or you can place it on the top if it’s a priority.
4. Collaborating with Influencers
Depending on the nature of your brand, you could focus on collaborating with social media influencers to bring in some authentic traffic. Statistics show that 92% of consumers are more likely to trust a social media influencer over an ad or celebrity endorsement. Even though this might not be the first step in garnering traffic and increasing engagement, it’s still a way to attract potential customers.
Ultimately, engaging content should be the overall goal for your Facebook Page’s digital marketing strategy. The more creative you get with your content and your brand’s social media marketing plan, the more unique users you will be able to engage with and reach.