Social media has changed our world forever.
It’s put us in contact with people faster than ever before, regardless of their location. It has also given people and businesses a way to connect that was previously unimaginable.
Direct feedback, customer communication, praise, complaints, reviews – social media offers a way to obtain it all. And all of it pretty easily.
But using the features of social media correctly and effectively is much different than simply using social media.
We know it’s no longer a mystery whether or not brands should be on Facebook (and other social media platforms deemed useful to them). The value the social media heavyweight brings, along with other platforms like it, is something you cannot ignore.
The benefits will surely work in a business’ favor when done the right way.
But, with all of Facebook’s features – and new ones constantly emerging–it can be a challenge to decide exactly which tools to adopt for your brand.
Differences Between Facebook Groups & Brand Pages
Facebook offers a variety of features and tools that are helpful to marketers, as well as everyday humans simply looking for information.
Messenger, Videos, Live, Marketplace… Facebook has come to offer a myriad of tools to simplify and/or entertain the lives of all who use it.
But it’s one of its first features – Groups – and what it perhaps indirectly helped spawn – Pages – that have really helped the growth and success of the platform. These features also helped build the success of many of the brands who have used them to their advantage.
The difference between Groups and Pages is more connected to whom brand stakeholders are trying to communicate with through them.
A team leader for a company trying to communicate with his or her coworkers is going to have a much more success communicating via a Facebook Group than he or she would on a brand Page.
On the other hand, if those stakeholders wanted to communicate with current, past, and potential customers of the brand, it would get the most value from doing so through a Page.
The biggest reason for this — and the biggest difference between the two options — is built within the intended audience of the messaging, as well as the goals the brand is trying to achieve.
Reasons to Use a Facebook Brand Page
Facebook Pages, unlike Groups, didn’t launch until 2007. Pages offer brands and celebrities a more far-reaching version of the social media application that once was only meant for individuals to connect with.
Pages have evolved like much of the platform has (i.e., first called “Facebook Pages for Business”) and have been the lifeblood behind the advertising climate throughout the social network.
When they launched in November 2007, Pages represented “a completely new way of advertising online,” according to Facebook founder Mark Zuckerberg.
And he was not wrong.
The bigger story within the creation of the Pages feature being created was the launching of Facebook Ads. Facebook Ads became a reality – then success – since so many businesses adopted the idea of the brand page and leveraging it and its content with ads.
But the entire movement created an advertising platform unlike anything else on the web, most closely resembling that of Google paid search ads, but with more-defined audience targeting and a lower price.
Even without using the ad platform, a brand page gives businesses the ability to talk directly to their following – and hopefully to some of those individuals intended to become a part of it.
Brands have the chance to send specific messaging to the people that matter most to them: their customers.
Add the power (and affordability, at least in its current state for most markets) of paid advertising to drive engagement and raise brand awareness, and it’s easy to see that boosting Page content is helpful for businesses of all sizes.
And today, more and more brands are utilizing that combined approach of paid and organic social media marketing to create far-reaching Facebook success.
The key for a Facebook Page’s success with its messaging is, again, the intended audience.
A brand won’t have nearly as much success communicating with “the outside world” using a Facebook Group as it would a Page.
So, then, why would a business need a Facebook Group, and how does it differ from a Page?
Reasons to Use a Facebook Group
Groups, which have been around since as early as 2006, were created as a means to communicate and collaborate in an environment that was only to the public when it was intended to be.
This is why different types of Groups have existed since their inception.
For more than a decade, Facebook has offered open, closed, and secret groups.
Open Groups let anyone join and invite, and the content posted and discussed is public.
Closed Groups need approval for new people to be added, and the content is not public.
And Secret Groups are completely hidden from Facebook search (and traditional search), and people need to be invited to be added.
Facebook recently announced its updating its Groups, though.
It will be dropping the Secret, Closed, and Public group privacy setting to simply be:
- Public and visible in search (formerly Public)
- Private and visible in search (formerly Closed)
- Private and hidden in search (formerly Secret)
Despite the naming changes, the utilization of Groups isn’t changing, nor is the intended goal of the group(s).
Each of those group privacy settings offers something unique with the same goal: collaboration with easy communication.
Groups were a lot popular (and useful) before cell phones allowed us to group text as easily as we do today.
But that doesn’t mean Groups aren’t still useful.
They offer the chance for brands to communicate directly with their team members, staff, partners, and, yes, even customers – but the messaging is always going to be much different (at least when it’s done correctly).
Again, keeping in mind the intended goal(s) and target audience, Groups are a great way to not just communicate internally, but they also allow businesses to illustrate expertise and to further support a brand.
For instance, starting and administering a Facebook Group for brand loyalists where they can communicate information about products and services is a great way to beef up brand loyalty and general education.
With the same regard, starting or joining a non-branded community group where people can share ideas and insight is a great way to support the brand as well as build authority and visibility while illustrating expertise.
Groups definitely have their place in the overall social media strategy for brands. It’s just important to use them correctly and avoid being an annoying human billboard that floods out (and ruins) groups and the power of messaging within them.
Deciding Which Facebook Tool Is Right for Your Brand
Most often, a business is going to want to have a Facebook Page that represents its brand.
It’s become an impressionable part of a company’s identity – sort of a 1A of its website – and often the first place a customer or potential customer turns for answers, advice, guidance, and even sales.
But there is certainly a place for Groups, too. It’s just critical to use them both correctly and not to dilute either of their messaging by being too salesy.
Remember, throughout the web, brands’ No. 1 priority should be to educate their customers and potential customers.
And brands can, and should, do that with both Facebook Pages and Groups. Just keep the messaging clear and consistent with the vehicle being used, and never forget target audience and intended goal.
How to increase organic traffic: 14 Practical tips
- Organic traffic is the best shareware way to attract visitors who already want to make a deal. You should conduct a good SEO analysis and take care of the quality of your site to increase it.
- You can get more organic visits if you develop a strategy, eliminate technical errors of your site, use its good mobile version, make correct external and internal optimization, optimize URLs, update the site content regularly, develop a blog with unique content, analyze competitors, and promote your site through social networks, press releases, newsjacking, emails, and messengers.
- The correct implementation of the above-mentioned tasks will provide a long-lasting result for you.
Ordinary users trust SERP more than advertising and links marked as “ads”. Correctly performed optimization, troubleshooting and the use of promising channels will quickly bring a good result.
14 Practical tips to increase organic traffic
You can get organic visits using a set of working methods, tools, and recommendations. The best 14 ways are summarized in the review below.
1. Developing a strategy to increase organic traffic
The solution to any problem begins with the development of a strategy to leave room for financial and time planning. Strategy development is carried out in stages:
- You should set goals and objectives at first
- Then, identify weaknesses using a comprehensive site audit and analyze the competitive environment
- As the next step, you can eliminate identified errors and problems
- Also, you need to select priority methods to attract organic traffic and increase the position of the site in SERP
- Then, map the work and budget, prepare a content plan (golden rule for a content plan – 60/30/10 – third-party content 60%, unique content 30%, advertising 10%)
- If you need, you should select specialists and form technical tasks
- As the last step, perform tasks, analyze results using Google Analytics
Attracting organic traffic is a rather lengthy process that distinguishes it from contextual advertising. Ads start working immediately after launch. However, organic traffic will work for a long time without any additional investments.
2. Elimination of technical errors of the site
You can identify and eliminate technical errors of the site using the following methods:
- Surface self-check
- Comprehensive site audit with the help of professionals
- Usage of paid and free services. It’s an optimal solution for those who want to get a quick result with minimal financial investments. Services allow you to identify SEO errors and ones in other key positions. The best of them are Semrush, Ahrefs, and SEOptimizer
You should eliminate identified errors by yourself or with the help of professionals. It’ll make your website more attractive to users and search engines. After the site audit, you can get rid of duplicates, speed up the download of the site, identify affiliates, and solve other problems.
3. Mobile version of the site
More than 65% of internet users prefer to select and order products from mobile devices. You can’t lose such a huge audience and should take care of your site mobile version. It allows you to increase target audience coverage several times, increase sales and subscriptions. You can create a separate mobile version or use an adaptive design of your main site. In the last case, there will be an automatic adjustment to the screens of different devices.
4. Correct external and internal website optimization
It’s aimed to obtain links from third-party sites. External links that aren’t protected from indexing transfer a part of a donor weight to the acceptor site. When working on building an external link mass, you should consider:
- Donor site trust, spam level of backlinks. The first index should be high, the second one – low
- Rules of posting links. It’s recommended to surround them with content
- Donor site topics (should be related)
- Frequency of placement. You should increase the link juice gradually. It’s especially important for young sites that have a low level of trust in search engines. A sharp increase can lead to the pessimization of the acceptor site
It helps to make the site relevant to those queries you carry out the promotion. It consists of:
- Keyword list collection
- Keywords grouping
- Preparing and publishing content optimized with LSI and SEO
- Formation and optimization of meta tags: title and description, headings and subheadings, image tags
- Creation of robots.txt files and sitemap.xml (if it’s not generated automatically)
- Interlinking and other related work
It’s important to ensure that meta tags and content are supplemented with relevant keywords but are not spammed. Otherwise, you can fall under search engine filters.
5. URLs optimization
You can complement URLs with keywords. It makes them more understandable for website visitors. When optimizing URLs, it’s recommended:
- Use from three to five relevant words, longer links will be cut off in the SERP
- Use hyphens rather than underscores
- Take into account spam indicators. Keywords from URLs are added to the overall frequency on the page
Optimized URLs look more attractive so visitors click on them more likely.
6. Regular content updates
Content updates are a rather important factor which influences on ranking. We speak about updating previously posted materials as well as publishing new ones. It helps to keep pace, increase credibility, have a positive effect on indexing.
You should carry out updates regularly following the content plan. It allows you to work with new keywords and attract organic traffic from search engines.
A blog is a valuable resource necessary for attracting organic traffic not only for commercial but also for information requests. We used to carefully choose the goods before the deal. A blog with interesting and relevant content increases chances that after reading the review, the visitor will perform the target action.
On the blog, you can publish news, information materials, as well as infographics, video reviews – everything that can attract attention and encourage visitors to make a deal. When writing articles for a blog, you can use the links to the catalog. So that the client can immediately buy the product they like without spending time searching the site.
8. Expertise and uniqueness of the content
Usage of non-unique content is a deliberately losing thing. As a result of it, you can get a claim from the copyright holder. Therefore, it’s necessary to create and optimize your content that will provide organic visits. This rule applies not only to texts but also to photos, pictures, videos. In the case of publishing someone else’s content, you must obtain the permission of the copyright holder and give a link to the source.
There is one more caveat – expertise, which plays an important role in ranking issues. Search engines don’t focus on quality optimization but on the semantic uniqueness and benefit that the content of the site can bring to the visitor. The content should answer the question that the user enters in the search bar. If the materials contain outdated, uninteresting, or knowingly untruthful data, the visitor will leave the site. An increasing number of failures will hurt ranking.
9. Promotion in social networks
Social networks are an effective tool with which you can manage opinions and drive traffic to your website. You can create a group for communication with potential customers and publish their announcements, information about promotions, discounts, updates of the assortment, and other content that encourages them to click on the link. Before starting the campaign on social networks, you need to analyze groups of your competitors, look at the situation with ordinary user’s eyes. If the posts are interesting, the subscribers will start to like and share them. This will provide additional free advertising and reach.
10. Competitive analysis
To be the first, you should know what is happening in the competition. To solve this problem, you need to use an audit which will help:
- Define a keywords cluster
- Keep abreast of all events, updates and new products introduced by competitors
- Form advertising budgets and solve other strategic tasks
For audit, you can use online services, questionnaires, secret shoppers, newsletter subscription, analysis of social networks groups, and other tools. You can use the information you’ve got to improve and optimize your website.
11. Press releases on third party resources
Regular publication of press releases on popular sites will help to solve several problems. The first one is traffic attraction, the second – external optimization. News sites visitors click the links willingly. The only negative aspect is that it’s difficult to place such publications. You should make the most of your efforts to get a positive result in outreach and lead generating.
12. Using newsjacking
Newsjacking is one of the varieties of guerrilla marketing that provides unobtrusive advertising. The latter is served against the background of an important event not being a priority. The plus is that users will often visit the site using both search queries and aggregators or news portals. The main rule is to link the offer with a really interesting and important event. Otherwise, the tool will not work.
13. Email marketing setup
From year to year, newsletters demonstrate their effectiveness. They allow you not only to communicate with customers but also to receive visits to the site. To configure the newsletter, you must have your contact base. To collect the latter, you need to place a simple registration or subscription form on the site consisting of a minimum number of lines. After that, you can establish communication with customers, notifying them of promotions, catalog updates, and other important events.
14. Mailing in messengers
Mailing in messengers is similar to emails. However, messages in Facebook Messenger, Snapchat, or WhatsApp have a higher percentage of opening. A smartphone is always near the person, such messages are more familiar and convenient. Therefore, you should not ignore the potential of this channel. Before starting such mailing, it’s necessary to ask the client whether he/she doesn’t mind receiving advertising materials. Otherwise, the sender (you) may be blocked.
To round up
Correct external and internal optimization, work in social networks and messengers, competitive analysis, technical errors eliminating, and usability improving is priority tasks to increase organic traffic. You can perform some tasks on your own. Other ones will have to be entrusted to professionals. The correct implementation of these tasks will provide a long-lasting result, an increase in organic traffic, sales, and an influx of hot customers.
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