REVIEWED & UPDATED January 8th, 2018:
This post was originally written in June 2015. And some of these tips have been true since I started teaching Facebook marketing in 2011. I wrote this list a few months back for a keynote talk and have kept them up to date.
The tips are divided into 3 groups
- Overall Facebook Marketing
- Facebook Posting
- Facebook Advertising
Note that Facebook marketing is a stepwise, funneled process- so, though not every tip is focused on the last step of the funnel, each tip is trying to increase your results down the funnel.
16 Tips That Apply to All of Facebook Marketing
1. Check out Facebook Audience Insights for your type of customer. This tool is located in the Ad Manager. Learn who your fans, prospects and customers really are. I’ll bet at least one thing surprises you. If you don’t have enough fans to see other likes, choose your biggest competitor, or an interest in your niche instead.
2. Don’t bring up a bad thing unless your offering fixes THAT problem. Or unless your specific audience likes warnings (e.g. bad weather) or being negative. In which case, your bad posts will get a LOT of likes. If they don’t, you don’t have that kind of audience. However, empathizing with your customer can be really powerful. Some of our most powerful case studies come from this.
3. Use happy positive faces that are close-up enough for us to read their expressions. 🙂
4. Avoid bland stock photography. Even if you have to take your own photos, find something authentic. If you do use shutterstock, find something exceptional.
5. Animals work. Even people who hate kids love animals. Yes, you can definitely make an animal relevant to your brand and yes people will love it. Yes, even in B2B. They’re still human beings. Open your mind and try it.
6. Cute works. Kids, pandas, Ann Handley, etc.
7. Dogs always win. Pugs and labs are some of people’s favorites. This is the cutest dog on the planet.
9. Write content about mistakes people make in your niche- if you want to boost conversions.
10. Be brief, simple and clear. Try Hemingwayapp.
11. Test everything. Test posts, ads, images, cover photos and landing pages. I even split-test my blog post titles.
12. Capitalize on the big winner. Do more of what works and less of what doesn’t. Learn from what did and didn’t work, and come up with new ideas that are more like what worked and less like what didn’t.
13. Learn from what your customers like. What they like is in Audience Insights and how they respond to your posts and ads.
14. Keep testing new ideas. Don’t give up. Don’t settle for what’s the best right now. Watch this video: The More You Test The More Likely You Win
15. Shorten your funnel. Try to take out a step or two. Make it easier for your customers. It’ll boost your conversions and profits.
16. Think about whether your customers public and private faces are different. Serve the public one with public posts. Try segmented ads, private videos and segmented email lists for the private ones.
8 Facebook Posting Tips
17. Test multiple ways to say the same thing. Try more than one way to express it. Use science to test diverse language.
18. Include links in posts to get website traffic. (But when it comes to ads, this is not the most affordable way to get website traffic- read this).
19. Include a call to action to get them to do something. Like, “Hey, subscribe to my podcast, it’ll make you a better marketer, better business person, and you’ll smell better too!”
20. Track which Facebook posts work and don’t work. Figure out why you think they work or don’t. Develop your theories and test them with your next set of posts. This is one reason not to create a whole month of FB posts at one time. First, it doesn’t give you time to learn from the current month before scheduling new posts, and second you’ll get smarter every week, but your posts will be up to 4 weeks dumber than you are now.
21. Create coaching and cheerleading posts. Motivate people, and echo their values, beliefs and likes.
22. Find famous and motivational quotes.
23. Use universally revered people for images and quotes. Einstein and Maya Angelou are good. Thomas Edison is not- he’s actually controversial!
24. Follow the 6 do’s and 4 dont’s from my Contagious Content ebook.
9 Facebook Advertising Tips
25. Always choose website conversion ads if you can (rather than just clicks to website), and use a conversion pixel. Even if you aren’t going for leads or sales, try putting the conversion code on a deeper valuable page your best visitors would check out.
26. Modify your targeting with behaviors like people who use Facebook payments (tells you with more certainty they have money to spend and/or might be a good ecommerce prospect) or lines of credit or other financial info.
27. Test granular creative to granular targets. Did you find 3-4 main demographic personas from Audience Insights? Are you testing personalized advertising to these personas?
28. Try widening your targeting and making your copy more specific. You can “target” by using the ad text to tell them who should click and who shouldn’t.
29. Test retargeting, custom audiences and lookalike audiences. Sometimes they work. Sometimes they don’t. But they must be tested.
30. Test using the brand name in headlines vs. not. You could also call them out by job title or interest.
31. Test superlatives. Are you or your product the most/best/cheapest/biggest/etc?
32. Test images featuring the product vs. not. You could also show a representation of their dream aspiration, or their current nightmare.
33. Show a preview of a lead magnet- or use an image in the ad that’s also on the landing page. Then they’ll know they’re in the right place when they land.
34. You can do lead gen ads now in two ways- via website conversion ads, or the new “lead ads.” The latter have a few weaknesses right now. #1, they have been more expensive in our tests. #2 You have to remember to log in and download the emails regularly from Facebook, then manually email people. It’s easier to use LeadPages or ClickFunnels tied to Aweber or MailChimp set up with automatic welcome messages or an autoresponder series. I suppose you could weekly download them, upload those to a system like GetResponse that lets you upload emails, have an autoresponder there, but after a week they’re cold. You’d need to download and upload the emails daily. Some companies are working on a solution to this, but right now it’s a mess. We still recommend website conversion ads combined with a landing page split-testing solution like LeadPages, ClickFunnels, Unbounce, etc.
35. One of the biggest problems we see with clients are when they create their own landing page or lead gen process. Custom programming can create problems, inflexibility, or interfere with tracking. If your website can’t split-test, you should use an industry-standard landing page solution like LeadPages, ClickFunnels or Unbounce. They can be customized to fit your brand and often can be made to look like they’re hosted on your main website or a similar one. Branding can be fixed. A lack of split-testing or the inability to track conversions cannot be fixed as easily.