Harness Extra Facebook Engagement

Harness extra Facebook engagement with these 5 tools that every social media manager or small business owner should be using. They’re simple to use, don’t require complex setup between your Facebook, Google Analytics or website accounts, and they deliver some of the best engagement / effort ratios available with built-in Facebook tools.

This list is by no means exhaustive; there’s plenty of new proprietary tools and Facebook features being developed all the time to engage more people and make your life easier. This is just the list of things we think ALL social media managers and small business owners should be trying. They apply to just about every business and chances are, your competitors are already using them.

Click-to-Messenger Ads:

One way of increasing engagement with potential customers is to use click-to-messenger ads. For many of us, it’s much easier to convert a customer with direct communication, rather than a one-size-fits-all ad campaign approach. In addition to getting a higher percentage of conversions from your leads, the cost of click-to-messenger ads is usually significantly lower than a standard ad.

Follow these steps to set up click-to-messenger ads:

  1. Create a new campaign on your Facebook Ad account, with marketing objective set to messages
  2. Set message destination to ‘Click to Messenger’
  3. Setup audience, placements and budget as normal
  4. Select formatting and media; we suggest a single image rather than a carousel for click-to-messenger ads

Your CTA should make the audience feel more personally involved – that’s the point of click-to-messenger ads

Messenger ads aren’t for everyone. They tend to be better suited for service-based businesses and bespoke product offerings. If for example, you run a mortgage business or some other service that relies heavily on quoting and personalisation, a messenger ad is a fantastic way to drive leads in a more engaging way. Your customers respond faster, and as it’s in a casual environment, you might feel more at ease doing sales or support than you would through email or phone.

To get the most out of your messenger ads, you should be pairing them up with our next tool, auto replies.

Auto Reply

For most small and medium businesses, we simply recommend using Facebook’s built-in auto-reply feature. To access it:

  1. Make sure messaging is enabled for your Facebook page
  2. Click “Settings” while managing your Facebook page
  3. Click “Messaging” in the left column
  4. Switch “Send Instant Replies to anyone who messages your Page” on
  5. Click change to update the message, then save it

Ideally, a good auto-reply should simply thank your customer for getting in touch, let them know that you’ll be in touch shortly, and sign off.

There are some chat bots out there that you can set up for yourself, but unless you’re seasoned with that sort of thing (and thus probably don’t need to read this advice), we don’t recommend it. There’s been quite a few times where I’ve seen small and sometimes even large businesses that clearly have not set up their chat bot correctly. Plus, it can be hard to account for the variety of messages you’ll receive from customers.
In addition to looking unprofessional (if not hilarious), having a bad chatbot can really disengage a customer before you even get the time to manually respond. Most customers will understand if you’ve got a simple auto-reply that tells them when you’re back in the office.

Facebook Competitor Research

You might have already conducted research on competitor sites before through tools like SEMrush or Rank Signals (if not, definitely try them out!), but they don’t tell you the full story. To see what your competitors are doing with Facebook ads:

  1. Go to their page
  2. Select “Info and Ads”
  3. See all the ads they’re actively running across all demographics.

There are other proprietary tools available like AdEspresso, which searches for the original ad itself to find the engagement metrics that the Facebook ‘Info and Ads’ tool doesn’t provide.

Another thing that you should most definitely do is use the ‘Pages to Watch’ feature, which lets you spy on competitor’s engagements over time. Simply click on the “Insights” tab when managing your page and scroll down to “Pages to watch” in overview.

Here you can look at suggested pages, add some of your competitors, and explore their engagement metrics over time. To get the most out of this, we recommend looking at this section every week to see how their improvements compare to yours. For this feature, you will need to have at least 100 likes on your Facebook Page.

Audience Research

You’ve probably already used the Insight tab before when managing your Facebook page, but it’s easily one of, if not the most useful tools of Facebook page management, and you should make the time to explore all of its features to get the most out of Ad spend.

If you’re conducting your first paid ad campaign and don’t really have any idea of your demographics, go back into the Insights Tab discussed above, and click “People.” Here you’ll be able to see not just the ages and genders of your followers, but even their hobbies, education level, job title, relationship status and more.

Invite to Like

This one should be self-explanatory but it’s surprising how few pages do it. When someone likes your content, you can invite them to like your page. Just click on the number of reactions to your post, and a list will appear, allowing you to manually invite them all. Some businesses opt to only invite those who have liked and commented, while others invite everyone (if they weren’t going to like you anyway, it’s no loss), but this is up to you.