There are multiple factors that make up a great Facebook page and it’s important to consider all of them in the management of your own Facebook efforts. The best way to learn to master Facebook’s best practices is by following Facebook pages that already have!
Below are some of the best Facebook Pages and why they are so great!
1. Define Your Brand’s Voice and Use it in the Content of Your Posts
It is through your brand’s voice that its customers, and the entire world, will interpret it. And brand voices are communicated the clearest through social media, in a conversational setting. When people come in contact with your brand on Facebook, its voice should always be clear, consistent and positive.
The most crucial aspect of creating posts in the voice of your brand is having a thorough understanding of who your brand is. Is your brand hip, witty, and upbeat? Taco Bell is. And so is its brand voice.
With Taco Bell’s confident, humorous brand voice, along with their success in producing posts relevant to the season, holidays and recent trends, their Facebook page is always interesting, amusing and full of engagement.
The example below demonstrates how Taco Bell managed to integrate their simple, clever brand voice into a post about the Mother’s Day holiday and creatively include a product in the image of the post!
Your customers and potential customers will connect with, and get a better idea of, who your brand is through its voice on Facebook.
2. Design Facebook Cover Photos That Reflect Your Brand and Catch Attention
Your cover photo is the large image at the very top of your Facebook page. Considering the space it takes up, and the fact that it is most likely the very first thing that visitors will see after landing on your brand’s Facebook page, it is crucial that your cover photo is interesting and reflects your brand.
The Facebook cover photo provides a great opportunity to display a design that tells a bit about your brand, shows off a captivating, branded photo, or announces a new product.
A brand that always seems to have eye-catching, brilliant Facebook covers is Corona. Whether announcing a giveaway, or posting a design that features their product and signature beach background, Corona always does an excellent job of depicting its brand beautifully and consistently through its Facebook cover photos.
3. Develop the Content of Your Posts with Your Target Audience in Mind
The more that the content of your posts relates to your target audience, the greater your levels of engagement will be.
Who is your typical Facebook fan? Create a description of your brand’s typical Facebook fan. Then, develop a list of topics that relate to your product/service and are sure to interest them. Post regularly about each of these topics and see which generate the most engagement!
Wix, a website development platform, executes this strategy brilliantly by publishing posts about website design tips, web hosting, site examples, small business and more!
Your posts should include a combination of updates that will interest your target audience, along with posts about your company and its products/services.
It’s important to keep in mind that even though your posts should sometimes include company updates and product information, your fans don’t want to read about your brand every 15 minutes.
Below is an awesome example from Wix of how to casually and appealingly introduce product updates into the mix of your Facebook posts. With a bit of exciting, upbeat copy and a colorful visual that even includes product pricing, Wix announces its newest template designs to its Facebook fans.
In order to stay focused on the topics that interest your audience the most, develop a content strategy that outlines the subject matter of your posts, as well as a calendar for when you will be publishing. This will ensure that your posts maintain consistency and frequency, and will help organize and simplify your posting efforts.
4. Keep the Majority of Your Posts Visual
It’s no secret that visual posts generate higher rates of engagement. In newsfeeds full of text and distractions, your posts need to grab the attention of Facebook users – immediately.
In order to do so, it is key that most of your posts contain images, especially those that will interest your target audience. For example, Groupon promotes its most recent deals through the publication of high quality, quirky photos paired with some pretty funny text.
Who wouldn’t stop scrolling through their newsfeed to view a picture of a cat wearing beads? Groupon is, now more than ever, constantly using attention-grabbing images in posts announcing its offers, and its post engagement proves that the strategy is working.
In each post, Groupon also provides a link to the offer’s landing page, which drives traffic, and potential customers, to their website.
This practice will put smiles on the faces of your fans and leave them always wanting more. Once your fans can rely on your Facebook page to have fun, interesting, posts, they will return to it consistently and be much more like to engage.
To learn more about Facebook’s best practices and how to master them, follow pages that have large, engaged fan bases.
What tactics are they using that are leading to the most growth and engagement? Try them out on your page. Keep an eye on what the pros are doing and do it better for your own business.
Do you have any questions about anything in this post? If so, please leave a comment or tweet to us @AdEspresso and our team will do our best to answer your questions. If you’re ready to start optimizing your Facebook ads please sign up for our FREE beta.