Want to harness your company’s Facebook page for more than just sharing company news? Do you know how to turn your followers into actual customers?

In this article, you’ll learn five tips to optimize your Facebook strategy to drive revenue across both organic and paid campaigns. 

1. Ensure Each and Every Post (Organic OR Paid) has One Goal

Once your business’ Facebook page is set up, you can immediately create and publish content in order to leverage the platform and reach your goals.

But what if you are unsure what to publish on your Facebook page?

As you draft your content calendar, make sure every post has a clear purpose that aligns with your marketing goals. Say you want to generate buzz for a new restaurant while capturing leads. Your Facebook posts might focus on:

• • Encouraging prospects to sign up for an early tour inside the facility so they get a sneak peek before the restaurant opens and you capture their emails
  • Getting prospects to watch a video about your restaurant or recipes so you can add them to your remarketing audience

2. Ensure Each and Every Post (Organic OR Paid) has One Call to Action

Don’t forget – always add a meaningful call to action (CTA) prompting your audience to take the next step. If you don’t map out a clear course of action for your followers, you may not get the results you desire—no matter how stunning your visuals are or how catchy your copy reads.

Effective CTAs can be as simple as saying “Click here to sign up,” “Book now,” “Learn more” or “Watch here.” Test both simple and complex CTAs with various action verbs to see what resonates best with your audience. Ultimately, you need to point your audience in the right direction.

3. Honest Video Still Works

When it comes to increasing reach and user engagement, the video format captures attention far more efficiently than photos or text posts.

Video today accounts for almost half the time users spend on Facebook, which range from basic slideshows to more robust, commercial-style advertisements. When combining effective targeting, a call-to-action and your marketing objective, this wide-reaching format results in a considerable return on investment.

No wonder video is a pivotal foundation to any modern marketing strategy.

Important Note: Facebook now sets each video in a feed as soundless by default. Make sure you add captions to play along with the visuals. Little details like this set apart pros from amateurs on the platform.

4. Your Audience Is On Mobile, Tailor Your Content Accordingly

How do you tailor your social media content for mobile users? Now that mobile users have surpassed desktop (and has since November 2016), it’s time to think more strategically about the content you’re posting on social media. Many users only use apps to access their social media— does that make a difference how they see your media or social media posts? It might.

Social media use on mobile is a daily occurrence for most mobile users. 90 percent of those surveyed report using the Facebook app daily, with Instagram and YouTube right behind them. About a third open Snapchat and/or Twitter daily.

Apps have a big influence on how we access the internet. As a result, it’s important to consider mobile social media habits when publishing content on these platforms.

• • Optimize your photos: Ensure your photos are enhanced – no pixilation
  • Shorten your copy: Mobile attention span is also getting shorter and shorter, making it important to pay attention to post length.
  • Include a CTA: Don’t forget to point your audience in the right direction.

5. Identify and Promote Top-Converting Landing Pages

How do you determine what content is most effective on Facebook? Of course, a regular Facebook publishing schedule is crucial to see organic conversions…but if you post a variety of lead magnets, eCommerce links, and other high-value content, it’s hard to determine what’s driving leads and sales. You can use Facebook Insights to track clicks, but this data can’t tell you whether those clicks led to conversions.

Instead, you need a web analytics tool like Google Analytics. With Google Analytics, you can monitor user behavior from Facebook traffic and track conversions throughout your site.

You can start by setting up custom goals to track contact form submissions, webinar registrations, and lead magnet downloads in Google Analytics.

Use Google Analytics to determine your top-converting landing pages, and promote those on your social networks.