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13 Facebook Tools Marketers Use to Boost Engagement

Facebook’s status as the go-to social platform for marketers isn’t changing anytime soon. Despite its most recent update, Facebook usage among the everyday public and brands alike stand at an all-time high.

With one-third of customers reaching out to brands via Facebook on a regular basis, there’s no denying the need for marketers to master the ever-evolving social giant.

And given Facebook’s newfound emphasis on organic engagement for brands, having the right resources on hand is arguably more important than ever.

Whether you’re looking to grow your following or fine-tune your Facebook marketing campaigns, there are tons of tools out there to make it happen. Below we’ve broken down 13 Facebook tools that marketers should look into regardless of their long-term goals.

Facebook Tools for Engagement

Wrangling your Facebook metrics is a must-do for marketers looking to optimize their presence. From timing your posts to perfection to ensuring your brand profile is complete, these tools can help you fill in the gaps.

1. Sprout Social

Where are your followers coming from?

Which posts are getting the most love from your followers?

What’s the best time for your brand to push their content, anyway?

When you have a Facebook dashboard on deck, the answers to these questions don’t have to feel like a guessing game.

Sprout’s Facebook analytics platform provides a comprehensive overview of your Facebook presence that’s easy to digest. Rather than sift through endless spreadsheets and tabs, you can get a pulse on your Facebook followers at a glance via robust reporting.

Sprout provides an easy to understand overview of your Facebook growth

Broken down and much more user-friendly versus the likes of Facebook’s own analytics platform, Sprout provides marketers with a keen understanding of how your content stacks up against the competition.

Sprout's Facebook dashboard allows you to analyze the performance of your compeitors

2. Facebook Insights

Of course, Facebook’s own analytics suite is nothing to scoff at.

Facebook Insights provides a laundry list of information relevant to marketers such as average engagement, reach and the types of content that receives the most engagement. While Insights requires a bit of digging, Facebook’s native analytics get the job done when it comes to understanding what’s working and what isn’t.

Facebook Insights lets you know which pieces of Facebook content perform the best

Perhaps one of the most notable features of Insights is the ability to see the specifics of how people treat your video content. Assessing average view duration and whether or not people are dropping off can directly influence your video marketing strategy, a crucial point of emphasis for Facebook in 2018.

Facebook Insights lets you know how long your Facebook videos have been viewed

3. Likealyzer

Likealyzer presents itself as your “personal Facebook advisor,” providing a bird’s eye view of your page’s performance.

No downloads required, this Facebook tool simply requires you to plug in your URL and provides a free report outlining where you could improve.

The report provides a sort of grade to your page and offers suggestions such as switching up your content strategy or filling out your profile completely. While you shouldn’t put too much stock into such a report, Likealyzer can certainly point out pieces of your page that might be missing.

Likealyzer essentially grades your Facebook page for "completion"

The tool also looks at the aesthetic components of your page such as your profile and cover photos to ensure you’re sending the right message to followers. Additionally, Likealyzer pushes the point that your “About” section needs to be 100% filled out.

These pieces of your Facebook are easy to overlook but matter from both an engagement and SEO perspective. The more complete your profile is, the easier it is for potential followers to find you and navigate your page.

Additionally, Likealyzer assesses the diversity of your content strategy including your most common posts and average post length.

Likealyzer determines whether or not your posting frequency is optimal

Facebook Tools for Video

Facebook’s recent update and pushing of their Live platform should send a crystal clear message to marketers: produce video content. The good news? The traditionally complex nature of video content is being simplified thanks to these Facebook tools specifically tailored for video.

4. Animoto

Animoto’s sort of “plug and play” solution to video marketing is a breath of fresh air for marketers who’ve seen video marketing as being out of their reach.

Marketers have the option to either upload their own clips and images or use Animoto’s repository of licensed images and music tracks. These sorts of simple, text-and-slideshow videos are all the rage right now and require absolutely no investment in editing equipment or in-depth software.

Create Marketing Videos for Facebook. Easily.

Stand out on Facebook with Animoto videos. Get started: http://anim.to/2qWHD2f

Posted by Animoto on Wednesday, May 24, 2017

Simply put, Animoto’s accessible storyboarding tool allows marketers to create marketing videos in a matter of minutes.

5. Lumen5

The most notable feature of Lumen5 is the ability to plug in blog posts and convert them into videos. A brilliant strategy to repurpose content, marketers can get more mileage out of their written pieces to maximize engagement from Facebook.

Lumen5 is an awesome Facebook tool for converting written content into video

Similar to Animoto, Lumen5 provides marketers with access to a massive library of high-res videos to couple with custom marketing messages.

6. Facebook Creator

Facebook notes that their native Live video scores six times the engagement of regular video content. As a result, Facebook has rolled out a creator kit for brands laser-focused on live video.

Including in-depth analytics and features such as custom frames, marketers can spice up their live broadcasts and better understand who’s tuning in and why.

Facebook's Creator Studio is tailor made for marketers focused on live video

Facebook Tools for Design

Beyond scoring brownie points for creativity, eye-popping imagery makes all the difference for brands on Facebook. Between image-based posts receiving double engagement and the fact that Facebook is looking to deemphasize links, stepping up your game design-wise should be a top priority.

7. Canva

If your Facebook is in need of a graphics overhaul, look no further than Canva. Proving that you don’t need to be a designer to create awesome imagery, Canva’s user-friendly platform allows you to customize any of the following in an instant, all pre-sized before you start editing:

  • Facebook logos
  • Facebook cover photos
  • Facebook event covers
  • Facebook images
Canva is an awesome Facebook tool for creating custom Facebook covers

Canva’s 50,000 templates provide a solid starting point whether you’re looking for an image to accompany your Facebook posts or want to create an image-based Facebook ad from scratch.

8. Adobe Spark

Another powerful tool for visual content, Adobe Spark adds some serious creative flair to your social media graphics.

Spark’s bold styles and typography offer something different for those looking to tack on imagery to their Facebook posts. Whether you’re creating inspirational posts, quote graphics or just want to make your posts pop, Spark can most definitely make it happen.

Adobe Sparks allows brands to create eye-popping graphics for Facebook content

Facebook Tools for Ads

Facebook ads are noted for their high ROI and will become even more important for brands in the wake of the most recent algorithm update. Marketers should consider the following Facebook tools to test the waters of paid promotion and ensure they’re squeezing the most out of their ad budgets.

9. WordStream Ad Grader

If you’ve spent five minutes working with Facebook’s ad platform, you know just how complicated it can be. With so many variables involved, there’s a lot that can go wrong when drafting an ad. Having a second set of eyes can make a huge difference in terms of performance and saving money, and that’s where WordStream comes in.

WordStream's Ad Grader assigns a score to your Facebook ads

WordStream assigns a grade to your ads and outlines tips for optimization. Since the price tag of Facebook ads can quickly spiral out of control, this tool offers some checks and balances to help you stay within your budget. Offering suggestions for better timing and ad spend, WordStream can provide you with better peace of mind if nothing else next time you roll out a new ad.

10. Qwaya

As noted, marketers need to thoroughly test their Facebook ads before spending a time. Qwaya provides marketers an avenue to A/B test their audiences and ads to drill down to the best messages possible. As an added bonus, the platform helps users optimize the timing of their future campaigns as well.

Split testing is one of the most important aspects of running a Facebook ad

Miscellaneous Facebook Tools for Marketers

Last but not least, the following tools are tailored for marketers looking to spruce up their pages and generate leads at the same time.

11. MailChimp

Facebook is a prime place to drive email opt-in’s, and MailChimp’s forever-free platform is a smart solution for marketers to do just. MailChimp integration essentially allows you to include a customizable email opt-in form on Facebook, perfect for lead magnets and drip campaigns alike.

MailChimp integration allows brands to encourage email opt-in's from Facebook

12. Woobox

For marketers running multiple social platforms, Woobox allows you to double-dip content beyond Facebook via custom tabs. For example, marketers with an extensive Pinterest presence can push that same content on Facebook as displayed by Starbucks.

WooBox allows brands to add custom tabs to their Facebook pages

13. Wishpond

There’s certainly a time and place for social media contests in 2018. Wishpond’s platform is perfect for marketers consistently rolling out sweepstakes or giveaways, providing a customizable tab for opt-ns and sign-ups. Removing the legwork from chasing contestants and collecting their information, Wishpond takes care of everything from aggregating contact info to picking a winner.

Hosting sweepstakes and contests on Facebook are a smart way to drive engagement

Which Facebook Tools Are You Using to Dominate 2018?

Although Facebook might seem like a hassle to keep up with these days, marketers shouldn’t treat the platform as the great unknown. With so many tools out there to engage new follower and break down the behaviors of your current ones, thriving on Facebook is possible for marketers of all shapes and sizes.

What tools do you consider essential to your Facebook arsenal? Is there a specific Facebook tool you’d love to see developed down the line? Let us know in the comments below!

This post 13 Facebook Tools Marketers Use to Boost Engagement originally appeared on Sprout Social.

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About Daniel Rodgers

A lot of news that you will not see in the paper. A lot of technology that is coming out that will not see in the paper.

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Social Media Secrets: 5 Under-the-Radar LinkedIn Features for Marketers

Under-the-Radar LinkedIn Features for Marketers

Under-the-Radar LinkedIn Features for Marketers

It's plain to see that B2B marketers, at large, see the value in social media. The latest B2B benchmarking research from CMI and MarketingProfs found that nearly two out of three respondents (61%) increased their usage of social media for content marketing purposes in the previous year. Another new report shows that social content is atop the list of focal areas for B2B marketers in the coming year.

It’s also fair to say, based on various data points and conversations with folks in the biz, that most of us feel we could be doing better with social. The size of the audiences on these platforms make them essential to any digital strategy, but breaking through suppressive algorithms and showing clear ROI is a perpetual challenge for brands.

One pivotal key to excelling with social media marketing is understanding all the tools you have at your disposal. Each platform offers a number of capabilities that seem to be underutilized by marketers who either don’t know they exist, or don’t fully recognize their potential impact.

With this in mind, we’re setting out to highlight some of the most useful yet overlooked features for driving results on social media platforms. Today we're focusing on the channel most pertinent to B2B marketers: LinkedIn*, with its member base of more than half a billion professionals.

Take Notice of These 5 Marketing Tools & Features on LinkedIn

Whether your goal is building brand awareness, generating leads, or boosting conversions, these five fundamental functionalities can provide a big assist if you aren't taking advantage of them already.

#1: Robust (and Now Simplified) Audience Targeting

LinkedIn recently overhauled its Campaign Manager tool (the interface through which marketers build, manage, and measure ads) around an objective-based advertising framework. The basic purpose of this initiative was to make it easier for users to align every element of their campaigns with the overarching objective. One of the slickest improvements to come out of this is the audience setup experience, which is now simpler and more intuitive.

From a B2B marketing perspective, the depth of available professional targeting parameters is by far LinkedIn’s biggest relative advantage compared to other social platforms. Nowhere else can you accurately filter audiences based on facets such as Job Title and Job Seniority. This provides unparalleled ability to reach decision makers and purchase influencers directly.

The revamped interface makes it quicker and more straightforward to select a qualified audience in line with your campaign goals.


#2: Revamped LinkedIn Analytics

The latest Social Media Marketing Industry Report via Social Media Examiner found more than half of respondents (54%) either uncertain or disagreeing that they are “able to measure the return on investment (ROI) for my organic social media activities.”

This is another area of Campaign Manager that LinkedIn recently spruced up. Given that advertising on this platform tends to be more expensive than other social networks, it’s especially important to ensure you’re getting return on that spend. The new reporting experience makes it easier to see results at a glance, and make optimization tweaks on the fly.

The underlying appeal of LinkedIn’s targeting facets also applies to its reporting mechanism; you can get an aggregated look at who is viewing and engaging with your content (i.e., which companies, which job titles, which experience levels). These insights can help you align your LinkedIn strategy and even your content marketing strategy more generally.

#3: Content Suggestions

Can’t figure out what to share on social media? That’s a common enough challenge. The Content Suggestions tab, found on the top nav bar within LinkedIn Page admin center, offers ample inspiration. It serves up a list of third-party articles your defined audience is engaging with — essentially a readily available stream of targeted, trending content.

Not only does this make it easy for marketers and social media managers to find share-worthy content that’s more likely to resonate with their followings, but it can also fuel employee advocacy efforts.

#4: Website Retargeting

Retargeting is a popular digital marketing tactic, which involves serving ads to people who’ve already encountered your brand. The element of familiarity, plus a concrete demonstration of past interest, tends to drive considerably higher clicks and conversions than standard ads.  

Through its Matched Audiences feature, LinkedIn allows you to place a pixel on your company’s website, then serve ads to people who’ve visited it before, while they’re on LinkedIn. It’s a great way to follow up with someone in a different context. One especially savvy approach is to create customized retargeting creative based on the specific section of your site a person visited (i.e., upper-funnel messaging for someone who went to your “About” page, and lower-funnel for someone who checked out a solution page.)


#5: Lead Gen Forms

This might be my favorite marketing tool on LinkedIn, and it definitely seems like one that more B2B brands could be utilizing. Lead Gen Forms are leveraged in combination with various types of ads, enabling your company to collect valuable contact info (and additional data about a prospect) from an individual who downloads something of value with minimal friction.

Unlike most gated-asset forms, which require a user to tediously fill out multiple fields, Lead Gen Forms automatically populate based on the member’s LinkedIn profile data. As such, it takes only a couple of seconds to get through the process. Because you’re attaining a more comprehensive snapshot of people who download, you can better qualify them as leads in comparison with other form-fills that often procure only a name, phone number, and email.


Step Up Your LinkedIn Marketing Game

LinkedIn can be one of the most valuable components of a holistic B2B marketing strategy. As mentioned earlier, there’s no denying it’s a pricier place to play than most other social networks, but you’re also paying for access to a higher-quality audience. Using the five features above can help you understand, segment, reach, and engage this audience efficiently while closely tracking the impact of your efforts.

Another underutilized tool on LinkedIn is video, which has been a key focus for the platform recently. Learn about all the metrics and specs for video on LinkedIn, as well as every other major social network!

*Disclosure: LinkedIn is a TopRank Marketing client.

The post Social Media Secrets: 5 Under-the-Radar LinkedIn Features for Marketers appeared first on Online Marketing Blog - TopRank®.

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