Facebook is a influential tool. With around 2 million monthly active users, we need to address this social network like a place that’s giving away free coffees – somewhere you have to be. Whether your business offers manufacturing services, financial consulting, handmade jewelry, customized items for pets or even figurines made out of lettuce, there’s no argument over the significance of solidification your business’s online presence and promoting your brand through Facebook.

First things first, you’ll have create a stunning website for presenting the fabulous potentials of your business. The second one is setting up a Facebook page. Now, all you need to do is fill both of them with great content – enthusing and charismatic (imagine them as a cyber burrito). Usually your Facebook page sometimes serves similar purposes to your website’s mission, it’s important to optimize social media content and create unique and original ideas for your followers.

The world has changed. Soon, we will be telling our grandchildren about the times when we were restricted to posting status updates in the form of “John Wick is ____.” Facebook’s current platform offers a diverse and interactive experience, one that enables you to reach your target audience in various ways. Recent studies shows that your followers will get bored if you’ll only publish written posts. On the other hand, sticking to photos or videos exclusively won’t crown you emperor of social media.

The content you’re providing is supposed to hook your readers. No one’s expecting captions with Stephen King-like qualities, but at least try to make each visit to your page an unwrapping of a humble present. That’s why when you’re thinking about a new post, design it in an attention-grabbing and amazing way. Look at your profile from a weekly and monthly perspective and make sure you’re using any type of media at your disposal.

Ask yourself the following questions:

• Have you posted too many photos lately?
• When was to last time you published a cool video?
• Is it time to improve your GIF game?
• Are you making the best of the amazing Facebook Live tool?
• Do you use the background color option?
• Did you make your followers’ head spin with a 360 video or an image?

If you survived this intense question bombing, then its time to go through them again, and ensure you’re using the full scale of content types for your Facebook page.

Choose your voice

When you fill in your personal profile, you usually develop a unique voice. We understand the general style of content we can expect from our aunt, the bully from high school who’s now really into cars or that weird guy from work that has a thing with tools. It gets a bit more complicated when you’re dealing with a business page because one of your main goals is to reach new audiences and get more people to know and Like your page. Meanwhile, it’s important to maintain a unique style that will characterize your content – a voice that followers will recognize in every campaign, caption or video.

The first step first – decide on a “tone” for your writing – you can be funny and playful, sarcastic and witty or just informative. No matter which option you’ll choose, consistency is the name of the game – don’t pull a Jeky. Additionally, your distinguished style should apply to all types of media that are on your page. Crossing between artistic black and white images to low-tech photos of your office shenanigans won’t do any good for your channel in most cases. Remember, these rules apply to every kind of content you publish.

Know your goals

After you’ve defined your business’s nature, it’s time to guarantee that your content will serve your brand’s intentions. Decide if you want to build up your name, endorse a new product, reach new audiences or maybe give your customers a new way to engage and contact your company. Additionally, don’t forget about the small things – change your Facebook page’s URL so it will include your brand’s name and not random numbers, consider watermarking original photos and videos you think might go viral, fill in all the details of your profile and Like pages of business partners or other branches of your company.

With your social media voice and brand’s objectives in mind, you’re ready to create content that fits your goals. Getting tons of Likes (or other reactions) is like drumming on your tummy – it can be fun and rewarding, but sometimes you ask yourself, “what’s the point?” It’s all about the elusive balance between “hardcore” brand-related posts and fluffy content which will probably attract more engagement and attention.

Keep your posts on a tight schedule – timing is the key

Posting on Facebook can sometimes be like stand-up comedy – timing is everything. Don’t write a post once a month and don’t attack your followers with six posts an hour. Moreover, think in advance about important dates you would like to celebrate or mention on your Facebook page. It can be an image in honor of a national holiday or a goofy video celebrating pizza milkshake day. There’s always a strange day happening out there in the online world, allowing you to create fun and relevant content. Just compose a social calendar to ensure you’ll never miss a thing.

However, planning your posts isn’t just about those special dates. Scheduling posts is a vital part of running a steady stream of content that will boost the number of clicks, impressions or comments – whatever your brand is trying to achieve. It might sound trivial to most social media managers, but if you’re not using the Facebook scheduling tool (or any other external alternative), you’re just making your life harder for no reason. There’s no need to set an alarm clock for 3:00 AM in order to engage with followers from across the globe. Create your content in advance and clear your schedule for focusing on live events.

Analyze and optimize

Another vital part of social media optimization involves around the wonderful Facebook Insights tool, which permits you to inspect and analyze user interaction on your page. When it comes to scheduling decisions, like the ones mentioned in the previous paragraph, Insights provides clear data that will help you decide the best time of day and the best day of the week to post. Besides scheduling, Insights is a must-use tool for refining page performance. Every bit of information that is given is there for a motive, chosen to sharpen your understanding of the activity on your page:

• When are your followers engaging?
• Where are your followers from?
• Who are they? (age, gender)
• What type of content are they’re engaging with?
• How are they engaging with your content?

Once you start using Insights, all the above questions will be answered. This helps you to optimize your content by cherry-picking the types of posts that work best for your page, fine tuning your publishing schedule and customizing your content to your followers’ characteristics. With this extra information in your back pocket, you’re guaranteed to boost your pace towards achieving your goals.