1. Perform a page audit

Facebook business pages are robust. It’s important to have your account set up as a business page and have properly filled out all of the relevant sections. It might seem mundane, but some simple tweaks will go a long way towards improving your online brand perception.

Some of the most important sections for most B2B businesses include:

  • Completing your “about” tab so that users and prospects who discover you for the first time can quickly understand your business. Contact info is critical; about, company overview, story, products, and business categories are high priority. Information, such as the founding date and your mission statement, can help to round out the page.
  • Ensure you have a high-resolution logo/profile picture, and an eye-catching and creative wallpaper image that also serves to explain your offering.
  • If you haven’t been closely monitoring the reviews page, then this is a great place to go to better understand what customers are saying about you. If your review score is below a 4 out of 5, then it is something you need to work at so that you don’t risk deterring future traffic.
  • Photos provide a quick gauge as to whether or not your team has been successful in creating a branded experience across your recent posts. A quick scroll through all of the photos on your page will provide insight into things like color usage, vector usage vs image usage, and just the overall brand impression that your page is creating. Great pages should have a clearly defined brand experience that can be easily seen by scrolling through the page photos.
  1. Set growth goals

Depending on your industry, a lot of business happens on Facebook. Unfortunately, determining and measuring ROI can prove challenging with organic social media tactics. That’s why it’s imperative that you set clear and measurable goals for all of your efforts.

Here are some steps to help you set great goals on Facebook:

  1. Start with a broad objective.
    1. Increase local engagement and build a stronger brand community.
    2. Generate leads for a new product or service offering.
    3. Generate leads for the core product or service offering.
  2. Apply the SMART framework.
    1. Specific. Clearly stated and simplified.
    2. Measurable. One or more metrics can easily be applied.
    3. Achievable. Possible within your current resource scope.
    4. Realistic. Are you reaching for the stars or setting objectives that fall within your core competencies.
    5. Timely. Define your timeframe, be it weeks, months, or a year.
  3. Apply metrics to your SMART goal. Once you’ve beefed up your objective with the SMART principle, you need to identify specific Key Performance Indicators (KPIs) and metrics that will measure your success. Each objective will have unique KPIs that are worth reporting, and these should be rather easy to determine. Here are a couple of examples:
    1. Increase brand awareness on Facebook by generating a 30 percent increase in website clicks over a one month span.
      1. KPIs: post reach, total page impressions, profile page link clicks
    2. Generate 10 leads for “x” new products over the next 30 days by posting on Facebook once per day.
      1. KPIs: post link clicks, post engagement, post reach

 

Some broader (Facebook-specific) goals that could be applied to the SMART framework include:

  • Increase engagement through shares specifically (since Facebook posts tend to earn more shares than those on other platforms)
  • Build feedback loops by creating and maintaining a Facebook group
  • Uphold great customer service by interacting and engaging with customers and prospects
  1. Construct a content calendar

Frequency is a major consideration in the Facebook algorithm. That’s why businesses need to be active in order to optimize their organic reach. The best way to do so is by building a content calendar. Content calendars can also ensure that you stay on track with your objectives.

In order to avoid duplicate work, you’re likely going to want to include all of your organic social platforms in this calendar.

  1. Perform a post audit

One of the greatest benefits of organic social marketing with Facebook is the breadth of information that’s available to business users. You should take advantage of this data by performing an audit on your top-performing posts to benchmark your successes, as well as identify winning content, tactics, and techniques.

Here’s how to perform a quick post audit:

  1. Analyze your recent posts based on desired metrics (reach, clicks, engagements, etc).
  2. Identify top performers.
  3. Do some research on the average social performance metrics of others in your industry and compare them against yours.
  4. Begin to look for trends and similarities that might separate your top performers from the rest of the pack.
  5. Try to replicate these successes in future posts.
  6. Compare performance and continue to benchmark against previous post performance.
  1. Get posting

Now it’s time to leverage that content calendar you’ve created, take the lessons you’ve learned from assessing your top posts, and put those into action with new social content.

Here are a few posting tips:

  • Mix up your post formats. Over the years, Facebook has expanded the posting options available to users. Today, B2B companies can leverage text posts, video posts, embedded link posts, live posts, story posts (image or video), as well as the full suite of ad offerings.
  • Try upping the ante with your image and video content. For example, this might mean experimenting with new tricks on photoshop to add a little pizzazz.
  • Experiment with posting at different times of the day.
  • Experiment with your posting tempo. As long as you are posting at least five times a week, experiment with higher post volumes (some have reported effectiveness with up to four posts per day).
  • Never use engagement bait or other spam tactics.
  • Try and evoke an emotional appeal (unless it would be very off-brand). Think of the last Nike ad you saw and try to emulate some of the techniques that were used.
  • Try running a contest.
  • Try posting user-generated content.

Bonus: Try the dollar-a-day strategy

This strategy ventures somewhat beyond the bounds of typical organic Facebook marketing, but can be a great way to utilize a little bit of budget to increase your reach and more readily identify your best posts. Coined by Dennis Yu, CEO and Founder of BlitzMetrics, this strategy employs a technique of boosting your top social media posts with a one-dollar per-day bid and amplifying that spend on posts with viral potential.