Facebook changed its algorithm in January 2018, transforming the ways B2B marketers originally used to reach, engage with & grow their audiences. In a State of Social Media 2019 Report (published by buffer.com), it was found that about 93.7% of the businesses used Facebook.
The change in the algorithms on Facebook led to a dramatic increase in the pieces of content being consumed in the form of stories. Traditional posts displayed on Facebook News Feed helped the brands in generating engagement & as well as driving traffic on their website.
According to BuzzSumo, out of approximately 777 million posts on Facebook, over the past one year, the 500 most popular ones led to more than one billion engagements across Facebook.
Facebook has only expanded its dominion & is here to stay. The users from the Facebook niche have now migrated to other Facebook-owned platforms such as Whatsapp & Instagram.
At a time when Facebook can be leveraged as a vibrant marketing channel like never before, it is imperative for the marketers to understand that the value of Facebook can’t be downplayed, just because conventionally the Key Performance Indicators (KPIs) designed to measure the success rates of business endeavors weren’t integrated with those designed to measure the success rates of social media advertising campaigns.
According to a study by Sproutsocial, 71% of the social media marketers agreed that they can provide useful insights to teams outside of their department, while only 12% of them stated that their primary function is to provide business insights for their entire organization. This is a dismal picture & reiterates that marketing & sales teams need to understand how to effectively design the content strategies for social media platforms (including Facebook), to bring in more traffic, nurture them, engage them across multiples channels & finally convert the leads to sales.
According to a report published by buffer.com, approximately 94% of the marketers use Facebook to distribute important pieces of content about their products or services, which is considerably higher than other platforms such as Twitter & Instagram. While Twitter is used by approximately 84% of the marketers, Instagram is used by nearly 81% of them.
(Source: buffer.com/state-of-social-2019, State Of Social Report, 2019)
The marketers can architect impactful Facebook advertising campaigns keeping the following trends in mind:
1. Videos Outperform all other Types of Facebook Posts:
87% of online marketers use video content. (Source: outbrain.com). Views on branded video content increased by 258% for Facebook as of June 2017 (Source: tubular insights); moreover, native videos on Facebook have 10 times higher reach as compared to YouTube links (source: socialbakers.com).
On average, video posts on Facebook get at least 59% more engagement than other types of posts (Source: buffer.com). Inspecting the top 500 Facebook posts of 2018 unveils that more than 81% of them were videos (Source: buffer.com).
The above statistics help deduce that marketers should give special impetus to develop an impactful strategy for designing & promoting video-based pieces of content on Facebook.
2. Repurposing the Content in the form of Stories:
According to an article published by Medikix, stories are growing 15 times faster than news feeds. Facebook stories can be used by marketers to increase their reach to potential buyers. Telling their brand stories in a compelling way, marketers can increase the brand awareness of potential buyers, as well as can captivate their attention to convert them to sales leads.
On 8 March 2017, Facebook launched “Stories” within its app of nearly 2.2 billion monthly active users (MAUs).
Facebook capitalized on Snapchat’s proven way of storytelling & incorporated it into the content strategy of all the platforms owned by it, including Instagram, Whatapp, Messenger & Facebook itself.
Stories on Facebook are an evolving feature & can be integrated with the content strategies of marketers, as is substantiated by the following instances:
a. Facebook stories reached 150 million active users in 14 months:
Facebook is still experimenting with how it wants to convey user stories via its app. So far the story adoption on Facebook itself has been about 3 times slower than the story adoption on its Instagram platform (Source: mediakix.com).
At Facebook’s 2018 F8 conference, chief product officer Chris Cox unveiled exactly how pieces of content based on stories will surpass News Feed distribution in 2019:
“Stories have grown up by over 800% over the year, since Facebook’s successful implementation of stories medium. This indeed has set the stage up for the marketers to tell their brand & product stories using Facebook.”
b. Integrating Popular third-party apps with Facebook Stories:
Facebook has incorporated popular third-party apps like Spotify, SoundCloud, & GoPro to enhance its story-telling functionality. Facebook also integrated music features within Facebook Lip Sync Live & Instagram stories.
All these features not only ensure that Facebook increases its in-built storytelling functionality but also encompasses all the essential ingredients required to captivate users’ attention & improve their experiences (UX).
Furthermore, these features can be leveraged by marketers to improve the way they want to tell their brand stories & improve the experiences of their potential buyers on Facebook. Once the stories are told, they can engross the attention of potential buyers & this helps the marketers in achieving the bottom-line goal of Conversion Rate Optimization (CRO).
c. Facebook has country-specific filters for stories:
Facebook has used the geographical & technographical limitations to appeal to the audiences of 10 different countries (including Ireland & Canada). This ensures that the marketers now are allowed to use Facebook to tell their brand stories to potential buyers in a slang that they prefer the most.
3. Reacting to the Content to optimize the engagement of the Prospects:
Apart from likes, Facebook now allows users to react to a post.
According to a study published by Buffer, Love & HAHA constituted 81% of total Facebook interactions in 2018 (Love comprised 46.9% while HAHA 34.1%).
The data reflects that the users on Facebook like to interact more with stories being told in an inspirational, funny or inspiring manner.
Thus, marketers on Facebook should focus on creating pieces of content that are appealing to the potential buyers & stimulate quicker actions employing humor or by inspiring the prospects.
The more potential buyers will engage with marketing content on Facebook, the better the strategy is for improving the organic reach of the marketers.
4. Creating Content for 20-100 different Customer Segments:
For the marketers on Facebook, it’s always better to create contextual content based on the preferences of 20 to 100 different customer segments.
Creating innumerable pieces of content that are nowhere in alignment with the business goals of the organization not only takes more time & effort but also serves as a source of distraction for potential buyers on Facebook.
5. Ignore the Cost per thousand (CPM) & focus on creating impactful advertising strategies first:
Creating content for a specific segment of potential buyers increases CPM, but this, in turn, also generates greater conversions & helps in CRO. In fact, according to HubSpot, marketers should create impactful & personalized content for their potential buyers first, & should later consider the cost involved in the content strategy.
6. Running Facebook Retargeting Ads for the most engaged users boosts the Content Strategy:
Running retargeting ads for the potential buyers on Facebook that aren’t sales-ready instantly but may require some time before they consider buying as an option, helps the purpose of delivering personalized pieces of content to them & guides them through the sales funnel to expedite their buying journeys.
7. Introspect how much money should be invested in promotion:
The marketers should introspect & trace out the pieces of content published on social media that help their potential buyers & how they convert prospects at different stages of their buying cycles.
With an appropriate idea about the preferable form of content being consumed by the potential buyers, the marketers can consider how much currency they want to invest in promoting the personalized pieces of content among specific customer segments.
8. Focus on Creating an Iconic Video:
Creating an iconic video in alignment with the brand proposition of the businesses is an effective way to promote the business as well as the products & services being offered.
Furthermore, an iconic video serves as the bedrock around which other content strategies can be weaved & promoted.
The iconic videos can be made viral on different social media platforms first, & then the end of the video can have additional links for promoting pieces of content related to several products or services being offered by the businesses, or even links to the other videos educating users on how to use specific products or services.
Mastering content strategy, its creation & distribution on Facebook, is something that needs constant experimentation. Along with having a strategy in place for content, it is also imperative for the marketers to measure the KPIs aligned with the performance of their pieces of content on Facebook, to qualitatively & quantitatively measure the success rates of their content strategies.
Measuring content-driven conversions on the website can further give insights to split-test alternative pieces of content on Facebook. This gives the marketers scope to improve their content strategies by experimenting with diverse forms of a piece of content. Along with the split-testing, it is also important for marketers to competitively & otherwise benchmark the best relevant practices from the industry constantly, to keep themselves abreast with the latest developments in the industry, as well as to understand the types of pieces of content that their audiences prefer to indulge with during each stage of their buyers’ cycle, & how the trends fluctuate over a period of time.
The importance of Facebook Content Strategies as a complementary content marketing endeavors to aid the omnichannel marketing of content for Conversion Rate Optimization (CRO), can be realized with the following quote from Mark Zuckerberg, Founder of Facebook:
“People influence people. Nothing influences people more than a recommendation from a trusted friend. A trusted friend referral influences people more than the best broadcast message. A trusted referral is the Holy Grail of advertising.”
The best content strategies for any marketer on Facebook will be the ones that drive quality traffic comprised of well-engaged potential buyers & help them to achieve their universal bottom-line goals such as Conversion Rate Optimization (CRO), an optimized Return on Investment (ROI) & increased revenue from omnichannel marketing endeavors.
We, at Valasys Media, leverage our wealth of knowledge to run hyper-targeted campaigns for our clients to help them optimize their businesses’ revenue. Our specifically tailored services include: lead generation, lead nurturing, account-based marketing, appointment setting services, content syndication services & list building services.
For the furtherance of a perennially healthy sales pipeline, through our custom-made B2B services, we encourage you to get in touch with our team of experts.