How to Improve Your Facebook and Instagram Marketing Results

We know that what matters most when it comes to marketing is delivering real results.

But if you’re like most small businesses, you’ve struggled during the pandemic. Perhaps you’ve watched your ad costs rise and the algorithms hinder your results.

Here are some tips to ensure that you’re engaging with users, posting great content, and generally killing it on Facebook and Instagram.


1. Follow the “70-20-10” rule

You don’t want to stick to just one type of content. This is your chance to test out different formats that your audience will love. Think about what types of posts will get the most engagement.

A great way to ensure you’re sharing a variety of information is to follow the 70-20-10 rule:

  • Post original content 70% of the time.
  • Post content relevant to your followers’ interests 20% of the time.
  • Post self-promotional content 10% of the time.

Remember, keep it varied.


2. Share great content

It should go without saying that to build a good Facebook audience, you need to give them good content. Nobody’s going to engage with boring, clichéd Facebook posts.

But you also need to keep a steady stream of great content coming. You want followers to come back to your page daily, find exciting new posts in their feed, and share them as often as possible.

To do this, you have to consistently write excellent content – and lots of it! Don’t have the time to create great content?  Then you should see what we can do for you. Pick a time to connect with one of our team members (free consultation) about your goals and our Ready To Go Social Programs.

3. Choose your CTA button

There’s a call to action button on every Facebook business page right underneath your Cover photo.

There are options on what you can use, so you need to decide what action you want your audience to take. Do you want to grow your email list?  Do you want them to call you?

The list of options you can choose from include:

  • Follow
  • View Gift Card
  • Start Order
  • Book Now
  • Call Now
  • Contact Us
  • Send Message
  • Send WhatsApp Message
  • Send Email
  • Learn More
  • Sign Up
  • Use App
  • Play Game
  • Visit Group
  • Watch Video
  • Shop Now


You can link these to any number of things like a landing page on your website, a contact form, a video, or an opt-in page. It all depends on your ultimate conversion goals.

A good starting point is to focus on what you think your Facebook visitors will be most likely to click.


4. Join the right groups

Facebook groups can be a powerful tool in your marketing kit. They’re an easy way to find an already-established audience in a certain niche.

To begin, track down a few interesting Facebook groups in your industry. You’re looking for active, responsive groups that ideally haven’t grown too large. Sure, it’d be nice to reach 1.5 million social media marketers with your latest checklist, but it’s more likely you’ll go completely unnoticed.

Try groups limited to your city, or ones that focus on a very specific area of interest. 

Be active in the group by being a resource. The best way to endear yourself to social media users is to help them solve their problems. Prove that you know what you’re talking about, and people will start to take you seriously.



We all know how great Instagram is for sharing photos and videos with our friends and family, but it’s also an incredible channel for marketing.


1. Use a business account

A business account gives you access to features you can’t use with a personal account, including:

  • Instagram Insights 
  • Instagram ads
  • Instagram Shopping
  • Primary and secondary messaging inboxes
  • Contact information and a call-to-action button on your profile


2. Optimize your profile

Your Instagram bio needs to make a great first impression, and you’ve only got 150 characters to convey your brand personality and tell people why they should bother following your Instagram account. That is a lot to ask from a small space.

Fortunately, you also get a few other fields on your Instagram profile to showcase what your brand is all about and make it easier for people to find you. These include:

  • Your name: 30 characters, included in search.
  • Your username: Up to 30 characters, included in search.
  • Your website: A clickable URL you can change as often as you like.
  • Category: A business feature that tells people what you’re all about without using up bio characters.
  • Contact info: Tell people where to find you.
  • Call-to-action buttons: Give Instagrammers a way to interact with you directly from your profile page.


3. Create visually compelling content

Instagram is a visual medium, so your posts have got to look great. Your photos and videos need to be sharp, well-lit, well-composed, and in focus.

If you’re using images other than photos, like infographics or animations, make sure they’re crisp, clear, easy-to read, and eye-catching.

Even more important, your visual content needs to be compelling. Great photos are nice, but if they don’t tell a story, or get viewers excited, they’re not going to engage followers.


4. Use hashtags wisely

Hashtags are a key way to increase your visibility and discoverability on Instagram.

You can use up to 30 hashtags in an Instagram post, but realistically, you probably don’t want to do that.

It’s recommended to use between five and nine hashtags per post. More than that can look like hashtag stuffing, a spammy tactic that turns followers off. 

To get the most benefit out of your hashtags, choose ones that:

  • Are relevant
  • Are specific to your niche
  • Do not encourage follow- or like-swapping (think #like4like or #followme)


What tweaks can you make to your social media marketing that will improve your Facebook and Instagram results?