5 SEO tips for maximizing Facebook traffic and visibility

Since 71% of online users have Facebook, a business Facebook page is likely a part of your branding. Just like your website, SEO is just as important as your Facebook is almost a second home page. While social media marketing can be expensive, Facebook SEO is completely free and can easily be improved to benefit yourself and your target audience with these steps:

  1. Effectively brand your name and URL

Choose a good name. This cannot be changed, so be careful and selective when creating your page. The first word is most important by Google’s standards. Keep it simple and concise and avoid stuffing it with keywords. If visitors get a vibe from it being “spammy,” they will either unfollow you or leave your page. Trust the rest of your page to attract your target audience. Additionally, customize your URL. Unlike your name, your URL can be changed to one of vanity once you have at least 100 “likes.” Again, be specific and concise to improve your likeliness to be found. It should be unique to your brand, but still easy to remember.

  1. Complete your entire profile

Ensure that your profile is filled out as much as possible, keeping all information, content, and pictures uniform to your other social media channels and similar to your website. This consistency looks professional and makes both your Facebook and website easier to use. The About Us section is particularly important because it is similar to a meta description. It needs to be short enough to be displayed in a search engine result, but also contain the most important keywords for your target audience to find you. Use keywords strategically, but try not to overuse them with more than six essential keywords.

  1. Include sufficient contact information

By displaying as much contact information as possible, whether it is phone number, address, email, and business hours, Google is able to display your information faster to those who need it. As Google prioritizes local information, your address and location is becoming more important to be available. Think about searching nearby businesses to visit: the ones with the highest accuracy will be more helpful to those searching.

  1. Utilize all new features

Facebook is constantly implementing new features, especially as advertisements continue to grow on this platform. The call-to-action tool allows visitors to easily interact with your page, whether it is signing up, booking, contacting, playing a game, downloading an app, shopping, or watching a video. Messenger, payments, and saved replies are other great features that truly allow your Facebook to be a second homepage for your target audience. Utilize them, and your customer interaction will be greater on top of an already solid SEO.

  1. Post and share strategically

Not only should you make sure the first 18 characters of posts are using specific keywords, also include plenty of links to your website. Google boosts pages with links to relevant websites, thus boosting your Facebook. You can include a raw link your post text, or you can use Facebook’s feature to attach a link. Either can be beneficial, especially depending on if you use images with your posts, which you always should! Search engines love images, especially if your content is unique and relevant.
The most important part of implementing good Facebook practice is not for SEO, but to maximize the user experience. By creating a cohesive brand between platforms, your target audience is more likely to engage with your business. As always, never try to manipulate your SEO. Be honest and get honest results.

Why having only one social media platform presence is soooo last season

I suppose the title of this article should be something like “why NOT having every social media platform for your brand is so last season”, because in this day and age that is the reality. It’s rare to find brands, especially ones that are mostly centered around physical goods, like the fashion and beauty industry, that are not utilizing all available forms of social media that are available.

Psssst *spoiler alert* below

Social media in general can be an intimidating thing, especially for marketers that did not grow up with exposure to it since their birth, like many millennials have. In general, however, once you get the hang of how these platforms function, they are very user friendly. But keep in mind these three tips when you begin creating your social media accounts.

1. Know your brand:

– Understand your brand voice and what language, tone, persona, and purpose you are portraying

– Learn your products or services and their details and features

– Interpret your company’s mission and incorporate that throughout

2. Know your audience:

– Recognize what demographic your target market represents and make posts appropriate and catered towards them

3. Know your platform:

– Realize when the best time to post is

– Utilizing platform specific features

– Distinguish what posts belong on which platform

Time to break down the top five platforms

In the rest of this article we will break down some key components of the top five social media platforms, give you insight on what they can provide for you, and of course some examples to follow.

1. Facebook

– Everyone is on this platform, no matter what the age group or demographic

– Creates an easy targets for many markets through advertising

– Provides a platform for customer service and consumer engagement

Lush does a good job on Facebook in terms of providing insight about their products through valuable descriptions and pictures. They even attach hyperlinks out to their websites straight to the shopping cart. Posts like these administer a place for consumers to comment and interact with the items they are featuring, as well as comment questions or opinions they may have.

https://www.facebook.com/plugins/post.php?href=https%3A%2F%2Fwww.facebook.com%2Flushcosmetics%2Fposts%2F10153143394094058&width=500

2. Twitter

– Provides constant updates with news/sales/promotions

– Can allow brand voice to be heard

– Customer service, but unique in that consumers can @ you (aka directly speak to you)

Vogue Mag is able to have their brand voice shine through in collage pictures like the following on Twitter. It’s somewhat of a witty and creative tweet for a well respective and established magazine in the industry. They may not be able to post elsewhere on their social media presences visuals like this, however Twitter allows them to do so.

3. Instagram

– Photos are worth 1000 words

– High visual content videos/images/series of three images (new feature called Carousel Ads)

– Sponsored ads to reach audiences

– Creative platform/ brand expression

Kiko Milano is an Italian brand of cosmetics, make up and skin care products that has created a very visually appealing presence on their Instagram account. Many images like the one below, give the viewer a chance to see promotions and advertisements in such a light that has lots of information, but also is creative and memorable.

4. Pinterest

– Many Fashion and Beauty brands offer seasonal or event specific boards

– Feature many products in different lights

– How to’s and DYI with products and services

Antropologie uses their Pinterest account to create boards that are relevant to certain looks and lines that they currently have in stores and online. Their most current blog focuses around the Spring seasonal items and is more of an inspirational and “Lookbook” type idea other than a print or online catalog.

Source: Pinterest/antropologie
Source: Pinterest/antropologie.com

5. YouTube

– Tutorials and how to’s for products or services

– Place to post advertisements

– Increase SEO (search engine optimization) because its owned my Google

Neutogena uses their Youtube account to interact with their consumers and create a better brand awareness. In the following video, they have used a big influencer, actor Kerry Washington, to explain the launch of their new liquid makeup shades for all skin colors. These are ads that are most likely not aired on typical television networks but allow the company to take their advertising a step further with longer video announcements.

Wrap up

If you do not have much experience with social media then you are probably feeling like an overload of information was just thrown at you. However, even the most experienced social media marketers can hopefully learn something new in regards to the Fashion and Beauty Industry. All in all, social media platforms are suppose to be a way for brands to express themselves creatively aside from the traditional ways they used to in the past. It will certainly be interesting to see what the future holds in terms of the online world of advertising and the impact that will have on print media.

As always, feel free to comment or leave feedback below with your thoughts on “the big five” platforms!

Advertising on Facebook

Small Businesses Advertise on Facebook

Now that you’ve established a Facebook page for your small business, you can start thinking about the next step for your business. You will definitely want to post content on your page but posting on your page may not be enough. In today’s world, paying to advertise with Facebook could be critical to a business’ success. Don’t believe me? Just check out the success stories of some small business on Facebook here.

How Do Ads Look to Customers?

First thing to understand is how these ads reach customers. If you create an ad with Facebook, you can choose the kind of people you want to see your ad. You can set a certain geographic range, age, gender, or you can even target people by what they like and dislike on Facebook. Now if these ads find there way into a persons feed there are different forms the ad may take (seen below).

ad types

As you can see in the middle example, the ad mentions the friends that like the page, this is because people may be more inclined to like something if their friends are already. The ad at left would be an ad likely seen on a mobile device and the ad on the right is a small ad that one may see on the side of their Facebook.

Starting a Facebook Ad

Now if you decide to create an ad, here are the eleven objectives you can choose for your ad:

  1. Boost your posts
  2. Promote your Page
  3. Send people to your website
  4. Increase conversions on your website
  5. Get installs of your app
  6. Increase engagement in your app
  7. Reach people near your business
  8. Raise attendance at your event
  9. Get people to claim your offer
  10. Get video views
  11. Collect leads for your business

So you’re probably wondering how this helps impact who sees your ads. Well if you choose “promote your page” as your objective Facebook will show the ad to people that are more likely to like your page. However, if you wanted to choose the objective, “send people to your website,” it would instead target people that are more likely to visit your website.

Choosing an Audience

Once you decide on your objective, you’ll then be prompted to start choosing the audience you target. As a small business you may want to restrict the ad to your location, or maybe you’re more ambitious and can handle some national or even international attention.

From there decide whether your targeting a particular gender or age group. These should likely align with your current customer base unless you’re trying to broaden out beyond that. You can even develop a list of interests that you may want to target. Say you’re a small sporting goods store, try soccer, basketball, baseball, etc. as some interests you want the ad to target.

You can go a step further by deciding what connections to include, as mentioned earlier some ads can show users which of their friends already like that particular page. It can also ignore those that already like your page. It could be highly recommended to take advantage of the connections option to spread the word to people who may not have heard of you but have a friend that has. It can start a dialogue about your business between the two and lead to even more future customers.

Keep in mind you’re not just limited to this one ad, Facebook will always allow you to create more that can target different people in different ways. So while you may want one ad to target friends of people that like your page, you can also make another that targets the people who already do.

Budgeting for Ads

Next in Facebook ad creation is setting a budget for your ad. Facebook gives you the option of choosing an amount to pay per day for your ad or a lifetime amount that will cover your ad throughout the duration of your campaign. This means that while a pay per day budget will always spend the same amount every day, a lifetime budget may spend more one day and less the next day. To get an idea of how many people you will reach a day Facebook gives an estimate on the right side of the page that should look like the image below.

Screen Shot 2016-03-15 at 6.50.55 PMThere are more advanced options that depending on your objective may be slightly different. But in the advanced options you can decide whether to use the automatic or manual bid process and whether to pay based on impressions or clicks.

The automatic bid process means Facebook decides what ad will perform your objective with the most attention at best price. Manual you can decide what to bid on and when, this would be recommended for experts that know exactly what they’re looking for. Depending on the objective and what you decide there may be different things your paying for.

The two most common are CPC (cost per click) and CPM (cost per mille). CPC means you would be charged for overtime there is a click on your link for example. CPM would charge you based on how many people the ad was shown to. Facebook though will already have what they believe is the best option selected for you based on all the information you’ve given them.

So once you decide on a budget, based on understanding that there are a variety of different options for how ads work and how you pay for them, you will then be ready to create your ad.

Creating the Ad

First you should have an image in mind to use for the ad unless you have a video you would rather use. If you’d rather opt for an image, Facebook even offers design tips that you can find here. After you decide on an image or a video, you can then decide on the text you wish to include. From there you will see a preview of your ad and what it looks like for users.

Once you’ve created this ad you get to choose ad placement, which is fairly straightforward. There are only three options, the news feed for a desktop user, news feed for a mobile user, and the right column for a desktop user.

After all that you have created an ad on Facebook, this process can be as simple or as complicated as you want it to be. If you need more help navigating the complex world or Facebook ads and in particular understanding what you’re paying for here is an excellent offering from Wishpond.

 

Face-to-Face with Facebook

Market Share

Why you should care

Facebook is the preeminent social media site. It dominates the the social media world like no other, the graph above illustrates the lead Facebook has over the rest of the industry by comparing the market share of various social networks. Considering how large Facebook is, having a basic understanding of it is critical in today’s ever connected world. On Facebook you have the ability to reach millions of people, of course as a small business owner you shouldn’t expect a million likes any time soon, but the fact that its even possible proves how important Facebook is for a business of any size.

Facebook is a place where you can post important messages about your business along with photos, videos, and assorted other links to spread your business’ presence on the web. Users can like your page and share the things you post, thus spreading the word of your business to their friends!

The users of Facebook

According to Facebook there are some 1.4 billion users registered with the social media site, and the company estimates that more than 900 million visit it each day. As you can see in the graph below, the largest demographic on Facebook is the 20-29 years old age group. But that doesn’t mean the other age groups aren’t active in high volumes on Facebook.

Age

If you look at the next graph below you can see how many more adults in each age group use Facebook, compared to Instagram, Twitter, and Linkedin. While this may not include other important social networks, it illustrates the point that Facebook is the most used social network for all these different age groups. It also highlights that many adults 50+ years old favour Facebook significantly over other social networks.

Infographic: Social Seniors Flock to Facebook | Statista

When examined by gender, you will find Facebook is composed of more females than males. Females actually make up 54% of users while males make up 46% according to Statista. But don’t worry, as you can see below both women and men still use Facebook more than any other social media site.
Women More Likely to Use Pinterest, Facebook and Instagram; Online Forums Popular Among Men

Small Business on Facebook

A survey taken back in 2012 among small business owners revealed that most considered Facebook the most effective of social media sites. This was especially true for small businesses focused on the business to consumer side of things. Facebook was even considered the best for business to business marketing. But, the simple fact is no matter what business you have, chances are that Facebook will be the most effective social media for your business.

statistic_id208971_social-media-platforms-found-to-be-most-effective-by-us-small-businesses-in-2012

First thing to know as a small business looking to get on social media, is getting on Facebook is easy. Some businesses may already have a following they don’t even know about, as seen below. This is because Facebook automatically generates pages for certain businesses based on people mentioning them on Facebook. As a small business owner you can claim this page as yours to help get you started, the page may already have content and likes from your current customers. If you by chance stumble upon one of these auto-generated pages after already creating a page of your own, you may claim and merge the auto-generated page with your own. Below are examples of a small business that is on Facebook versus one that is not.

Sidebyside

As you can see in the examples of pages above, whether or not you have a page yet, customers can easily rate and review your business. Now of course a benefit of having a presence on Facebook is the ability to respond to customers’ feedback and concerns. If you’re a business with an auto-generated page, and not on Facebook, these customers go unnoticed.

In future post we will go into more detail for how to interact with customers on Facebook and choosing what to post.

If there are a few things to take away from this first post it should be.

  1. Facebook has a broad appeal to all age groups
  2. There is a larger female than male audience on Facebook
  3. Seniors particularly favor Facebook over other social networks
  4. A business may already have an auto-generated page
  5. A business may always claim an auto-generated page