Facebook has over 1.5 billion users every single day. That is 20% of the earth’s population.
To say that the world’s most popular social media platform offers incredible opportunities for local, regional, national and international businesses is an understatement.
But a problem exists.
How does a company reach the correct audience?
Then, How do they then win the attention of these audiences while fighting against millions of other brands?
Just like Google, Facebook runs off of a sophisticated algorithm, not a single person’s news feed looks the same. The posts people interact with, how long they linger on videos or posts, and even what they search for outside of Facebook all create a customized feed with content that Facebook believes they will value.
At GriffinWink we know how to work alongside this algorithm, how to get inside the minds of the audiences our clients need to reach. By understanding customer intent through analytics, our strategy comes from a place of research and not guesswork. Let’s take a look at the aspects of how we are working to change how digital advertising does Facebook.
Organic content refers to posts on social media where supplemental money is not spent to increase their visibility. Organic content can be videos, pictures, text or a combination of any of the three.
How Does Organic Content Work?
When your business page publishes a post, the Facebook algorithm makes it visible to a very small portion of your page’s overall audience. In some cases, only .5% of the people who have liked your business’ page will initially see the post displayed in their news feed.
It is crucial for that initial small audience to interact with the post by sharing it, commenting on it or reacting to it. If they ignore the post, then it is doomed to not appear on more Facebook user’s newsfeeds.
If people do interact with the post, then it begins to appear on more user’s newsfeeds, allowing for a wider audience of both people who have liked your page, and their Facebook friends to see your post.
The amount of people who see your post on their newsfeed is called organic reach. This measure, as described above, is entirely tied to interaction. The goal of organic content creation is to have your post seen by the most people possible. So what is the strategy behind making your organic content not only reach the most people, but also the right people?
Each year Facebook limits organic reach more and more in hopes of driving companies to choose to advertise on the platform instead of relying on interaction alone. We have had many businesses say that it feels hopeless when publishing content to Facebook as campaigns return results that are less than desirable. Seeing a seemingly well thought out post only reach a dozen people is disheartening. This is why at GriffinWink, we constantly work at understanding the specifics of what the ever-changing Facebook algorithm favors.
The first step in a successful organic social media strategy is understanding the audiences involved. We review the individuals who like your business’ page and then work with your company to understand the audience they wish to reach as well.
Taking these two audiences into consideration and what they value on social media, we begin creating content that is in line with what the audiences commonly interact with on Facebook.
We don’t rely on just one type of content. We continue strategy development through A/B testing to make sure that the content we publish is effectively drawing the audience you and your company need. We monitor published posts with real-time analytics, making changes throughout the campaign to assure that you are getting the best possible results.
We won’t simply settle for stock images, or throw together a lackluster graphic on free software. Each month, our graphic designers will use their varied skill set to create custom graphics or video content for your social media.
This is where our belief in tradigital advertising comes into play. Social media might seem to be an entirely digital mindset, but without traditional graphic design or video production, the strategies commonly fall short.
We take the extra steps for your business to make sure that your social media is vibrant and engaging for all who see your posts.
Creating engagement is crucial for the success of social media. Regardless if you want to increase the number of likes a page has, or drive traffic to your website through social posts, campaigns fall flat without user engagement.
So how do you get your public involved?
There are several different ways to make sure that your public is doing more than scrolling past your Facebook content. We already discussed the importance of including media assets in your post, but what else?
While we cannot reveal all the tricks we have up our sleeve, we work every single day to find the most effective methods of posting content which drives user engagement.
Some of the methods we use to create organic engagement include:
Dynamic calls to action
Running exclusive giveaways or discount offers
Featuring useful content links to your website
Tagging and partnering with influencers
Including rich media assets
Facebook marketing is very similar to general social media management. The main difference is with social marketing, an additional budget used for advertising spend is utilized to help increase the visibility of your company’s social media content.
While our organic management is structured in strategy, times exist where Facebook marketing is necessary. This is especially true for companies with a small number of page likes. It is also quite helpful for short, aggressive campaigns where A/B testing would take too long to complete.
Overall, an additional ad-spend budget is highly beneficial for all our social media clients. It can be the push posts need to get outside of your page’s existing audience and start to get picked up by the general public.
Facebook marketing also opens doors for options such as Facebook retargeting. Retargeting occurs when someone has visited your site, and they are then shown ads on Facebook for your company’s website or page.
This makes sure that visitors keep your name in the front of their minds, so when they are ready to take action, they know exactly who to turn to.
Facebook marketing offers a wide range of new possibilities in terms of targeting specific audiences. Instead of working to create content that will appeal to the audience your company is trying to reach, marketing allows you to specifically target individuals based on their interests, location, age and more.
Discovering what audiences that your company needs to reach and then targeting them directly while simultaneously retargeting those who have already visited your website builds your audience while creating conversions.
We want to make sure you understand all the data from our Facebook marketing efforts. For this reason, we utilize several different analytics dashboards both directly on social media platforms and third-party software as well.
From these sources of data, we can clearly paint a picture of how your money is being spent, and how users are interacting with your posts. For clients who desire an even deeper look into analytics, we offer some of the most powerful software ever created for social media analytics. We’ll cover that more in a few moments.
Instagram is an ever increasingly popular social media platform. In 2019, the platform sees nearly 100 million posts a day. Most notably the under 25 demographic spends an average of 32 minutes a day on Instagram. Overall Instagram has 1 billion active users and is continuing to take up more of the social market share each year.
Instagram is owned by Facebook, making the two quite similar in many ways. That being said, strategy between the two platforms is vastly different. As we explained in our section describing why we do not use HootSuite, it is important to understand the differences in social strategy from platform to platform.
DIFFERENCES IN STRATEGY
Just like Facebook, Instagram gives businesses the ability to pay for an increased reach. The key to a successful Instagram marketing campaign is content that is created to look natural within the users’ feeds.
The Instagram news feed operates in a long scroll format and is optimized for vertical view on mobile devices. Creating advertisements which are visually captivating with strong calls to action, that looks organic in nature can catch your audience’s attention and create conversions incredibly fast.
When Instagram marketing is paired with UX/UI web design and website content creation, leads can be generated at an impressive rate. At GriffinWink we never stop trying to innovate and find new strategies for you. That is why we have recently taken a deep dive into one of the newest trends on Facebook and Instagram, stories for businesses.
Social Media Stories For Businesses
Facebook and Instagram now allow for business accounts to utilize the story feature. This feature is less formal than a post and has demonstrated some incredibly effective results for businesses.
Stories are the future of social media, Instagram sees over half a billion stories posted every single day. That is over a 50% increase from last year. Stories also allow your company to show a more personable side to your audience.
Clients, customers and even employees can tag your business in stories which allows you to repost them to your business’ own page. This creates a relationship with your social audience that is fun, and interactive.
Stories also create amazing promotional opportunities and generate web traffic. If you want to learn more about why your business should start using social media stories, you can read our full blog post on the topic here.
Offering The Most Powerful Social Media Analytics Available
We understand that some of our clients need the absolute highest level of social media monitoring and analytics. For this reason, we offer access to some of the most powerful social media software in the world.
Going beyond what basic on platform dashboards offer, this software gives you access to audience profiles built specifically from monitoring individuals who interact with your company’s social content.
It also utilizes AI technology for sentiment analysis to see when your company is mentioned, whether it is a positive or negative post. This allows you to have updates anytime your company is mentioned – whether your page or account was tagged or not – so you can respond to all feedback immediately.
This technology allows for a new level of knowledge as well as powerful crisis management if the need ever arises. Feel free to contact us to learn more about how we can take your social media game into the stratosphere.