Facebook plays a huge, integral role in driving website traffic. So it makes sense that publishers and brands spend significant amounts of money to pay for the distribution of their content within Facebook, particularly since organic traffic has been throttled back substantially. From these campaigns, they primarily seek to build awareness, drive recurring website traffic and spur social engagement.
Yet as they map these key objectives to results, savvy marketers are realizing they can expand far beyond top-of-the-funnel metrics. With the proliferation of data available today, there are new and innovative ways for marketers to laser-focus their approach and strategically target users to drive results further down the funnel — from digital subscription sign-ups to e-commerce sales. Here are five tested ways to distribute content on Facebook to maximize impact and outcomes:
Develop high-quality, targeted content:
To achieve specific business goals, it is important to develop tailored content that will resonate with target audiences. Generic content with broad appeal is effective for achieving top-of-the-funnel results, but it will not engage social audiences further down the funnel. And remember that on Facebook, you spend when someone views or clicks on your content. So if it is not relevant to your custom audience, you are likely wasting your time — and budget.
Think mobile first:
While desktop isn’t going away, the amount of content being consumed via mobile apps is massive and continues to surge at rapid-fire speed. That is why it is essential for marketers to optimize mobile content based on key consumer habits — most notably, consumers’ shortened attention spans on mobile. If your content is not brief, punchy and highly visual, it likely will not make a memorable mobile impression.
Make calls-to-action an integral part of the user experience:
To optimize the consumer’s mobile experience, content structure must be reimagined. For example, calls-to-actions should not be framed around content as sidebars. Instead, they must appear in-line with the flow of content to be easily seen and digested.
Understand Facebook’s audience targeting taxonomy:
Marketers must do their homework to get smart on Facebook’s robust audience targeting capabilities. This is the only way to truly gauge content efficacy and relevance. With the introduction of Facebook’s “Relevance Score” feature, which rates ads based on relevance of image(s), copy and destination page for targeted audiences, targeting audiences with relevant content has become even more critical. The higher an ad’s relevance score, the less it costs to be delivered.
Test and then test some more:
It is absolutely essential that every piece of content, from videos to articles, be tested on narrowly defined audiences. The good news is that you don’t have to break the bank during this experimentation phase — even a small budget can go a long way on Facebook. Armed with this knowledge gained from early testing, marketers can scale content creation and distribution more strategically and cost-effectively.
Facebook is a highly effective platform for content marketing campaigns, but content campaigns cannot all be created equal. By following these five, data-driven best practices, marketers will be poised for social content success across both desktop and mobile Facebook campaigns.
Yaniv Makover is the CEO of New York-based Keywee, a tool that develops qualified audiences so that content finds the right person at the right time.