Using social media to build an active and engaged audience is an essential part of every digital marketing strategy. Facebook is the most important one to focus on, since it’s by far the largest. Here we will show you the Top 7 Facebook tools for WordPress, helping you to boost your reach while driving targeted traffic to your site.
1. Create a Facebook Profile and Business Page
This may seem like an obvious one but less than half of all small businesses use Facebook to market their products and services, and considering that 7 out of every 10 internet users also use social media, it is a marketing opportunity that should not be ignored.
So what are the benefits of having a Facebook business page? Well, how about access to 1.8 billion monthly active users for a start? Using the available tools and plugins (explained in detail below) you’ll be able to reach a targeted audience, gather more leads, lower your ad budget and drive more traffic to your site as a result. And you can get started for free.
If you don’t already have a Facebook business page you really need to click here to get started.
2. Add Social Like, Share and Follow Buttons to your WordPress site
To increase your organic (not paid-for) reach you need to engage with your visitors, and encourage them to share your content or ‘like’ your business page via buttons. The ideal place to position them is at the bottom of each post or on a floating side bar. There are lots of plugins out there which will enable you to add social share buttons. Two of the best free ones are: Shareaholic and the SumoMe Share app (included with the SumoMe suite of apps).
An effective way to let you users know that they can find you on Facebook (other than the FB button) is to use the Facebook Page plugin to add a Like box where visitors can like your Facebook page without leaving your website.
3. Add Facebook Instant Articles for WordPress
Facebook’s Instant Articles feature loads your published content up to 10x faster on mobile devices. The articles are hosted on Facebook’s severs and create a greatly improved experienced compared to the usual 8 second wait for an article to load on mobiles.
Instant Articles are identified by a lightning bolt symbol positioned in the top right hand corner, encouraging more users to click on your content in the Facebook news feed.
4. Add Facebook Comments in WordPress
There are many reasons why Facebook Comments is the best commenting option for your blog articles. Firstly, it encourages more engagement from your audience considering the fact that at least 99% of them will already have a Facebook account. Not only are more readers leaving comments but they are also interacting with each other and sharing their comments with other friends, thereby creating a buzz about your content.
Anyone who’s setup a simple comments section on their blog will immediately encounter a particular nuisance: spammers. Facebook will close down any account that they suspect is abusive, which means the spammer will have to setup a new account each time, making this particular avenue of spam marketing unfeasible.
Having the commenter’s real identity at the top of their comment will significantly reduce the amount of online trolling. Most trolls typically like to hide behind anonymity.
For clear instructions on how to install Facebook comments on your website, check out this video tutorial from WP Beginner.
5. Add Facebook Remarketing/Retargeting Pixel in WordPress
If you’ve ever seen adverts appear in Facebook for products and services you recently browsed for on the web, and thought how the heck do they do that? It’s a type of marketing called retargeting which you can enable by using a feature called Facebook Pixel.
The regular Facebook Ads go out to a general audience but Pixels retargeting allows you to narrow your audience and achieve better conversions while spending less.
Installation of Facebook Pixel is fairly straightforward and involves adding some code to the header section of your WordPress website. Checkout Facebook’s full Pixel Implementation guide here.
It won’t add anything visible to your site and works by sending a browser cookie to your visitors.
This tool is used most effectively with ecommerce sites since it allows you to track if a Facebook user has clicked on a product, added it to their cart or made a purchase. Consequently, you can efficiently gauge the return on investment from your Facebook ads.
The next step is to create Custom Audiences for your retargeting campaign. These audiences can be previous visitors to your site, mailing list subscribers, users who liked your page, or paying customers. Being able to sort your audience into custom groups according their behaviour means that you can deliver them specific ads. One such example is a discount for users who browsed your site but did not quite go through the checkout process. Undoubtedly one of the most useful Facebook tools for WordPress.
6. Set Up Your WordPress Site to Post to Facebook Automatically
When it comes to successful blog articles it’s all about exposure – getting it out there via your social media accounts. The more channels you use means more time manually uploading your content to each of your accounts. Luckily there are some great apps and plugins that will automate the process for you. Here are the best 2:
Jetpack ‘Publicize’ is part of of the multi-functional Jetpack plugin, developed by WordPress.com’s parent company Automattic. It allows you to auto-share your blog content on multiple social networking sites such as Facebook, Twitter and LinkedIn. It’s easy to setup and once you’ve approved connections to your social media channels, you’ll see a Publicize section in the Publish box on the blog post writing screen. All you need to do is click the Publish button and Jetpack does the rest.
For the serious bloggers who publish their content beyond the standard channels of Facebook and Twitter there’s NextScripts. It supports about 30 social networks, including other blogging platforms such as Tumblr, Blogger and Livejournal. Boasting features such as conversion of tags to hash tags for Twitter posts and importing Facebook comments as WordPress comments. Furthermore, it allows you to post to multiple accounts on the same network.
7. Add Open Graph Meta Tags to Your Site
When you share content on Facebook, you’ll see the title, description and image, but sometimes things go a bit wrong. Consequently, you may end up with the incorrect description or a random image other than the main one.
To take control of how your content appears in Facebook you need to add Open Graph Meta Tags. This is easy to do via the free Yoast SEO plugin. Once you’ve downloaded and installed the plugin, select Social from the side bar menu followed by the Facebook tab. Make sure you tick the ‘Add Open Graph Meta Data’ box, then fill out the URL, image, title and description.
Bonus Tip: Join and Create Facebook Groups
Facebook groups are great place to develop and nurture your social media presence, providing you follow the rules. It goes beyond simply joining a group relevant to your business and then posting links to your site. The group admin will consider this to be spamming and will probably ban you. Offering valuable tips and advice without self-promotion will give you credibility and establish you as a specialist in your field.
You could also go one step further and create your own group which will further enhance your brand reputation. But always remember – it’s not about you, it’s about the members and the value they get out of the group.
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