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How Retail Businesses Can Effectively Market On Facebook

by | Dec 2, 2011 | Social Media Marketing

Today, Facebook is one of the very best ways for retail businesses to connect with consumers. However, as with all marketing techniques, there are best practices that will increase the effectiveness. A recent study conducted provides data that can help you develop these best practices and greatly increase your engagement rate. And, a higher engagement rate means higher revenue.

How To Judge Success

In the social networking arena, the yardstick for measuring success is the rate of feedback you receive from consumers, or “engagement rate.” For this study, the engagement rate was determined by combining the number of “Likes” and the number of “comments” as a percentage of fan base. The following findings were determined based on actions that caused the highest engagement rate.

What Day Of The Week Should I Post On Facebook?

Most retailers tend to post on Facebook during the business week and less frequently on the weekend. However, research shows that Wednesday is the best day for retail brands to post on Facebook, with Sunday being the second best day. It turns out that Friday is the worst day to post.

What Time of Day Should I Post On Facebook?

Consumers tend to be busy and unable to access Facebook between the hours of 8am and 7pm. This is also the time when most retail brands post on Facebook. However, posts made between the hours between 8pm and 7am result in a 20% higher engagement rate.

How Many Times Per Day Should I Post?

Retailers often wonder how often they should post on Facebook. The research shows that engagement rates are 40% higher when there are less than 3 posts per day. If you post more than 3 posts per day you will find your engagement rate fall.

How Many Posts Should I Post Per Week?

When it comes to posts, focus on quality, not quantity. The study showed that posting 1 to 4 times per week produces 71% higher user engagement than posting 5 or more times.

How Long Should A Post Be?

Even the length of a post impacts engagement rate. The research showed that posts that are 80 characters or less receive 66% higher engagement rate than longer posts. Posts that are less than 40 characters generate the highest engagement rate.

What Is the Best Method For Generating Comments?

Asking questions is an excellent way to generate consumer feedback. Engagement rate increases when consumers are given the opportunity to participate in a two-way conversation. But an even better way to increase engagement is to provide consumers an offer. Coupons offering “$ off” and “% off” work well, but the research shows that “$ off” receive twice the engagement of “% off.”

What You Can Do With These Findings?

Using the data above, you can easily add techniques into your social media marketing campaign that will increase your engagement rate. By making simple tweaks to your Facebook marketing plan, you will see more activity from consumers which will result in greater consumer loyalty to your brand.


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