5 reasons Facebook stories are a great client communication tool
We all know that there are certain elements to good online marketing that are just mandatory these days. We also know that a large number of those elements deal directly with social media. What you might not know is that Facebook, as a platform, integrates an overwhelming majority of those elements into its platform and Facebook stories have proven to be an effective customer communication tool .
That integration scheme is very deliberate and it makes Facebook an effective proving ground for your marketing strategy. Everything that proves successful on Facebook can be integrated into other platforms like Instagram, Twitter, Pinterest, and more, giving marketers the necessary edge for reaching more people and nurturing those leads.
With that in mind, let’s take a closer look at five key reasons why responsible marketers are trending toward Facebook stories to lend a unique voice to their brand messages.
#1: Keeping Up With Current Trends
Make no mistake about it: current marketing initiatives are trending toward story formatting and Facebook is leading the pack. Responsible brands are those that keep current with content marketing trends that prove favorable in increasing engagement on social platforms. If your company or brand hasn’t tapped this feature yet, now is the time to start developing content for that purpose.
The story concept first gained popularity on Instagram and has since been implemented in a slightly different format on Facebook. The differences are also very deliberate in that variety in content delivery is key for keeping your audience engaged. Facebook stories provide a unique opportunity to showcase content that might be accessible on other platforms and deliver it in a way that flows well with Facebook’s unique content delivery model.
What that means is that your brand now has the opportunity to use the storyboard structure in a way that jibes with how people use Facebook. Every platform is unique in its content delivery and, subsequently, attracts a slightly different audience. Getting good at using Facebook stories will help with brand engagement and provide a user experience that compliments similar platforms without seeming overly repetitious.
The way Facebook markets its story platform is optimal for digital marketing, particularly on mobile devices. It is now the first thing that people see when they tap to view their news feeds is their friends’ and subscribed pages’ stories. This presents an opportunity to get in front of your audience faster than much of your competition.
Use of good visuals here is critical. Selecting an image that will get people to stop swiping and engage with your story can really help your content stand out. Keep visual content congruent with your brand messaging within the story. Whenever possible, also opt to use unique, branded visual content. Doing so will help increase both engagement and brand recognition, both of which are primary objectives of using Facebook stories for marketing purposes.
The thing about Facebook stories is that they are time-specific, making them relevant down to the minute. They also provide a more candid, unscripted look at your brand and what it’s up to at that moment. The fresher your story content, the more engagement it will receive.
The more often you update the Facebook story on your page, the more engagement it will get. This is true for two reasons. First, people will tap stories with greater frequency if those stories have a history of serving fresh content regularly. They are also more prone to want to engage with content that has a demonstrated short shelf-life.
Creating engaging blog content, social media posts or other types of content that integrate well with Facebook stories and staying consistent with publishing is a must for effective relationship-building. In order to maintain high levels of consistency, it would be better to cooperate with a trustworthy copywriting agency or, for some subjects, a company providing essay writing help and a broad spectrum of editing services concerning educational types of content. Doing so will ensure consistency in both the quality and delivery of your content.
#4: Easy-To-Track Metrics
Whenever someone reads your Facebook story, a distinct icon appears in the lower left an example appears below). Tap it and it reveals who has viewed the story. This provides insights about your audience and also opens up more opportunities to reach out to and engage with specific followers.
There are also a number of tracking applications that can be used to get a more visual assessment of all Facebook metrics, including key information about how people engage with stories. Sprout is just one example and you can see how it breaks down the data here:
Keep in mind that different applications track different metrics, so choose tools that provide the types of data needed to gauge your specific brand’s performance.
While it might be one of the staples of good marketing, many marketers – even seasoned, experienced marketers – have a hard time integrating urgency into their strategies. Facebook stories make it simple. The content is good for 24 hours by default. That’s it. Once it expires, it’s gone. This is why both the visuals and messaging in Facebook stories must be direct, memorable, and on-point with your brand messaging. Use the visuals to attract attention and use the meat of the content to keep people engaged and coming back for more day after day.
Remember how we mentioned the shelf life of story content? Well, that, right there, is the true beauty of Facebook stories. The urgency comes in the form of not missing out on great content. There is no worrying about being too sales-oriented because the content just needs to engage.
Remember, content that is interesting and engaging but also temporary is a great motivator for regular engagement. Use Facebook stories wisely and conversions will happen based solely on the visibility of the content and the content’s ability to hold an audience’s interest.