How’s ya Marketing?

Here’s a repost from our social media and Marketing guru Kim Hollis from Grow Social. It’s all about how to master your timing on Facebook to have the greatest impact

‘What’s the best time to post on Facebook?’ Asks EVERY page admin and marketing manager.  As if there is a perfect fifteen minute window when all billion+ users login and eagerly wait for posts to come at them! The good news is that choosing the perfect time to post doesn’t need an engineering degree. It can be solved with basic planning.

So how important is timing?

The reason why this question of timing has become so important, is that much of our social media marketing efforts rely on organic reach. This is the number of people that Facebook’s algorithm chooses to show your content to for free. However, as Facebook becomes more commercial, timing is no longer the primary driver to get this organic reach, engagement is.  Engagement is the number of likes, comments, shares and so forth that your current and previous posts have gained.

It’s worth understanding the marketing algorithm and Facebook have recently published information that describes all the competing content that daily vies for our attention.  Check out Brian Boland, Head of the Ads Product Team at Facebook comments here. He talks about the 1,500+ pieces of content daily that is eligible, and which Facebook’s algorithm sorts through and chooses from.

Get planning

With these changes we can no longer hope for people to see our posts, we need to plan better for it.  Here are some planning steps to go through:

1. Decide who your audience is – for many businesses they know their overall purchasing customer, but sometimes there are others that influence that decision.  So it’s worth thinking about who is involved in the purchase and repurchase of your products and services. Also, don’t discount an audience that may not need your offering now.  Some brands know that a particular generation don’t need them when their young, but will want to be front of mind when they do come to make that decision.  For example: prescription glasses, home loans and cars.
2. Map out the key traits of your audience, such as their demographics and interests – Social media is about people, and Facebook technology allows you to target those traits.  Facebook holds demographic data on each users profile, as well as all the rich data that comes when people like other pages, be it movies, books, restaurants and the list goes on. Think about what your target audience are doing – do they work in offices, do they get up early and grab their mobiles, do they pick the kids up at certain times.  This behaviour will influence your timing on posts – is Saturday morning during kid sport matches the best time to ask people to visit your website, when they are on their mobiles?
3. Determine the messages you wish to promote – What does your audience want to hear from you? What are their problems that you can solve? Often as businesses we know what information we want to get out, but we must learn to tailor that for our audience.  The more interesting it is to them, the more likely they will engage or simple look at your pictures – the Facebook algorithm takes note of this and this affects the organic reach of your posts.

What’s your budget?

For those on a small budget selecting the “boost post” feature under the Facebook post can cost you as little as $6 to reach selected audiences.  I boosted a post with one of my blog pieces to New Zealanders 25 years+ the other week and for $17 reached over 4,500 people. In the past we used newspaper ads or flyers to get these messages out, but now we can build brand awareness a lot more cost-efficiently.  Of course a larger budget will give you a larger audience pool and allow you to gain learnings – so give it a go.

You’re unique

A key element to always remember is that each business has a unique competitive advantage and therefore wishes to attract a customer in a unique way. You don’t need to do what all your competitors, find your passion and deliver that at the right time for your audience.

Confused? That’s what Kim’s here for! Contact Kim through Grow Social to provide you with professional advice to help you grow your business with social media. Alternatively just email her via: kim.hollis@growsocial.co.nz

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