Social media marketing has become a ubiquitous part of modern business and Facebook is the dominant channel across industries.

With over 1.4 billion active daily users, there’s a great opportunity to reach current and potential customers. However, recent updates to Facebook’s algorithm necessitate a strategic approach more than ever before.

These tips will help you to find success.

1. Create “Good” Content

This may seem obvious, but Facebook rewards content that its users find interesting and helpful.

This wasn’t always the case. For several years, Facebook had been aggressively distributing brand and news content. However, earlier this year Mark Zuckerberg announced that Facebook would be implementing some significant algorithm changes in an effort to make the social network a place that better fosters community between people.

Now, Facebook’s algorithm will favor posts that are highly engaging and promote interaction. It measures this by the number of comments, shares, and likes a post gets, in that order. The higher the engagement, the more Facebook will display that post across the platform.

Many businesses initially assumed that this meant the end of their ability to reach people on Facebook, but we disagree. The key is to focus on creating content that your community will care about. If you cater to your customers, you’ll get the engagement you need.

2. Advertise

We believe that advertising is an essential aspect of a good Facebook strategy. It provides a more targeted approach that guarantees reach beyond what is possible by relying solely on organic reach.

Combined with thoughtful content, even a small advertising budget can yield significant results. In fact, Facebook provides the best ROI out of any social media network. This is primarily because of Facebook’s audience targeting capabilities. Because so many people use Facebook and indicate their interests, hobbies, shopping habits, demographics, and so on, reaching the right audience is quite easy.

You can also use highly effective tools like Facebook’s Pixel, which is an easy-to-install piece of code that tracks who comes to your website and what actions they take while there, enabling you to advertise specifically to your website visitors on Facebook.

3. Be Interactive

Facebook requires two-way engagement. You can’t expect your customers to be loyal if you don’t interact with them by responding to questions and comments.

This type of two-way communication will help to build a loyal customer base who will not only use your product or service, but who will also share it with their Facebook friends.

4. Hire a Professional

Don’t be intimidated by Facebook and its changes. We can help you craft and execute a Facebook strategy that supports your greater marketing strategy and the goals of your business. If you’d like to discuss how we can help, contact us today.

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