Before I get to the point of this post, which is how to use Facebook mobile for marketing, I’d like you to consider these facts:
- More than 50 percent of Facebook users access the social network solely via their mobile device, according to Venture Beat.
- Facebook has 1.65 billion monthly active users and 1.51 billion mobile users, also according to Venture Beat.
- A 2012 survey of 1,100 U.S. adult smartphone users conducted by market research firms Sterling Research and SmithGeiger, as reported by Forbes, found that two-thirds of smartphone users said that a mobile-friendly site made them more likely to buy a company’s product or service. Half of the respondents went on to say that even if they like a business, they’ll use its site less often if it doesn’t work well on their smartphone.
- Facebook’s mobile app is still number one (with Facebook Messenger following as a close second) says comScore.
With all those digital fingers pointing in the same direction, doesn’t it make sense to maximize the value of your Facebook Page via mobile devices? Here are six ways to go about it:
1. See What Your Page Looks Like on Mobile
According to a blog post on the content distribution site dlvr.it, “Facebook Mobile: 1.5 Billion Reasons It’s Important to Get Right,” you need to see what your Facebook Page looks like on a mobile device. It will be different than on a desktop computer. Use the Public view instead of Admin to get a clearer picture.
Facebook creates a summary of your page and only shows a portion of the Timeline, the blog post says. As such, it’s important that you put your best foot forward and pin a favorite post to the top. (Pinning a post keeps it at the top of the Timeline until you change it.)
Facebook displays content underneath the pinned post in the following order: Recommendations and Check-ins, Photos, and your most recent post.
2. Encourage Recommendations and Check-ins
Recommendations and Check-ins are so prominent on your Facebook page that it’s important to encourage both. They serve as endorsements for your business.
People trust the influence of friends (including Facebook friends), so recommendations and check-ins from customers are one way to get their attention.
Use signage in-store; train your staff to ask customers to both recommend your business and check-in; include mentions in marketing materials, and where check-ins are concerned, offer incentives such as a coupon, discount, or free item to encourage the activity.
3. Tag Photos with Your Location
The photos Facebook displays are not those you take but those that customers shoot at your location. As such, tag them with your business location. Also, encourage customers to snap a photo when they check in.
4. Keep Your Timeline Updated
Timelines that are not “updated” look “dated.”
People expect to see new content when they visit social networks; that’s one of the reasons they go there after all. So oblige visitors to your page by keeping your Timeline fresh — three new posts per week is a minimum, but daily updates are preferred.
Mix up the content with various forms of media (photos, gifs, videos, text), prioritizing information that your customers would appreciate for its educational, entertainment, inspirational, or practical value (along with good old special offers and discounts, when appropriate). When you make it about them, they will reward you with attention, time, and, possibly, their business.
5. Make Sure ‘NAP’ Data Is Correct, to Be More Search-friendly
Another tip, for local brick and mortar businesses, is to ensure your “NAP” data (Name, Address, Phone) is correct so that people can find you more easily via search.
That’s particularly important with mobile because, according to data from Balihoo, a local business marketing firm, 91 percent of local searches happen on Facebook. It’s a safe bet that people searching for that information are often on the go and doing so via their mobile device.
6. Buy Facebook Ads
Why buy ads? Because Facebook wants you to and, likely, because you won’t see your page or page content without them. It’s a Catch-22, but that’s the hard truth.
Another truth is that 79 percent of the revenue that Facebook derives from advertising comes from mobile. So Facebook REALLY wants you to place your ads there.
The good news is that buying ads on Facebook is still cheaper in many cases than through other networks. Plus, there’s better audience targeting, more call-to-action options, and you can use photos and video, to add visual interest.
If you want your business to be seen by Facebook users, go mobile. These six suggestions can help.