Tag: Guides & Courses

Buffer in 2022: 51 Features To Help You Grow Your Audience

Buffer in 2022: 51 Features To Help You Grow Your Audience

Buffer, the product, has come a long way since I joined the company in 2015. In the past twelve months alone we’ve added integrations with TikTok, Canva, and Google. Buffer is so much more than a social media scheduling tool!

In this post, I’m going to cover all the ways you can use Buffer to grow your audience on social media and beyond in 2022; every feature, every integration, and all the hidden gems.

Grab a cold drink and let’s dive in!

Which channels does Buffer support in 2022?

Buffer currently enables you to plan, create, and schedule content to the following channels:

  • Instagram.
  • Facebook.
  • Twitter.
  • LinkedIn.
  • TikTok.
  • Google Business Profiles.
  • Pinterest.

You can also connect your Shopify account to Buffer to analyze your store data alongside your social data.

Buffer in 2022: 51 Features To Help You Grow Your Audience

The beauty of Buffer is that you can manage and share content to multiple channels in one place – whether it’s tweets, stories, pins, or TikTok videos.
Here’s a bit more detail about the types of content you can schedule to each platform.


You can schedule posts (including carousels), reels and stories to Instagram business accounts.


Scheduling is available for Facebook Pages and Groups.


Schedule tweets, retweets (RTs) and quote tweets (QTs) to Twitter profiles.


Schedule content to LinkedIn Pages (company pages) or to personal profiles.


Schedule videos to TikTok business accounts.


Schedule updates, offers, and events to Google Business Profiles.


Schedule pins to your pinboards.

Buffer offers auto-publishing for all of the above channels, except for Instagram Stories. If you have the Buffer mobile app, you can also schedule stories and Buffer will send you a push notification when it’s time to add to your story, so that you can finish the post in Instagram.

Content planning

Marketing without a plan is like cooking without a recipe. You might whip up some content on the spot and it’ll work out fine but for most people, knowing exactly what to post and when is the secret to success.

Buffer in 2022: 51 Features To Help You Grow Your Audience

Here are all the planning features you can use in Buffer to feed your audience a steady diet of quality content.

Queue view

The queue is a simple way to visualize all the content you have scheduled for a particular channel. Think of it as a conveyor belt for your posts. This is a great option for scheduling evergreen content that doesn’t need to be shared at a specific date or time. You can pause your queue, shuffle your queue, and move content in and out of your queue.

Calendar view

With the calendar, you can see all of your content in a weekly or monthly view. This is great for spotting any gaps in your schedule and managing time-sensitive content. You can filter your calendar to show drafts, scheduled posts, sent posts, and posts that are awaiting approval.


You can group content together by adding campaign tags to content. For example, if you have a holiday promotion that involves multiple pieces of content, you can keep track of it by creating a campaign in Buffer and adding that tag to each piece of content.

Posting schedules

You can set up pre-determined posting schedules for every channel you connect to Buffer. For example, you might want to share to TikTok once a week, but to Twitter at specific times each day.

Content creation

What’s the hardest part of social media? Nine out of ten people will tell you that it is coming up with content. Buffer can make this easier for you in a ton of different ways.

Buffer in 2022: 51 Features To Help You Grow Your Audience

Got an idea that isn’t quite ready for the spotlight just yet? Save it as a draft and come back to it later.

Content integrations

Buffer can easily import your existing content from a variety of places, including:

  • Canva.
  • Giphy.
  • Google Drive.
  • Dropbox.
  • OneDrive.
  • Unsplash.

Some other quick ways to add content to Buffer:

  • Drag and drop files from your computer.
  • Use the Buffer mobile app to add content from your phone.
  • Use the Buffer browser extension to add images and text from anywhere around the web.
  • Use one of Buffer’s free image creation tools – Remix or Pablo.
  • Use an automation tool like Zapier or IFTTT to import content from spreadsheets or any other app you use to save content.
  • Use the WordPress plugin to add content from your blog to Buffer.
Image editing

Even if you create images outside of Buffer using Canva or another integration, you can edit them in Buffer using the simple editing tool in the Buffer composer. You can crop, rotate, blur, and enhance, among other things.

Hashtag Manager

When you’re posting to Instagram, you can use Buffer’s hashtag manager to save and insert groups of your favorite hashtags. You can add these to the first comment of your post.


As the saying goes; if you can’t measure it, you can’t manage it. Buffer’s suite of analytics is included in all paid plans.

Buffer in 2022: 51 Features To Help You Grow Your Audience

You can get in-depth insights on the following channels you’ve connected to Buffer:

  • Facebook.
  • Instagram.
  • Twitter.
  • LinkedIn.

You can also connect your Shopify store and Buffer will give you insights into customers and sales from social media.


On the analytics home screen, you’ll see the high-level metrics for all of your channels. This includes a quick glance at your total audience, total impressions, and total engagement combined. You’ll also see:

  • Your recent posts across, along with the reach and engagement rate for each post.
  • Followers, impressions, and engagement rate for each of your channels.
  • Links to your recent reports
Overview analytics

Each channel has its own set of analytics for you to explore. This includes overview analytics, which charts the performance of your channel based on a timeframe of your choosing. You can compare performance week on week, month on month, or a custom date range. You can also break down performance by various metrics; followers, reach, impressions, comments, etc.

Post analytics

Post analytics dive deeper into the performance of individual posts. It’s a great way to gauge how effective specific pieces of content are. This area also includes analysis of your hashtag performance.

Boosted posts

If you’re boosting your Facebook or Instagram posts with ad spend, Buffer will help you monitor your results.

Audience insights

Buffer will give you demographic data for your Facebook and Instagram audience, including gender, age, and location. This can help you tailor your messaging and strategy to these groups.


Wondering when is your best time to post? Or how often? Buffer provides quick, actionable, insights for each channel in the Answers section.


You can add any chart into an exportable report, which is ideal if you have clients or interested colleagues and you need to share your results with them. You can also add a logo and summary to your reports if you wish, and export them as PDFs.


If you connect your Shopify account to Buffer, you can see key stats like your top social referrals, customer lifetime value, and your top selling products alongside your social metrics.


Social media is called “social” media for a reason and when it comes to growing your brand, engaging in conversations is just as important as publishing content. With Buffer, you can view all of your unanswered Facebook and Instagram comments in a single dashboard on your desktop, with the most important comments highlighted so that you can answer them first.

Buffer in 2022: 51 Features To Help You Grow Your Audience
Toggle between channels

Any Facebook or Instagram account that you have connected to Buffer will show up in a dropdown menu. You can easily switch between accounts.

Grid view

Your posts will be displayed as image thumbnails in a grid view, which makes it easy to see all your post history at a glance.

Unanswered comments summary

Above the post grid, you’ll see the total number of unanswered comments for that account, including a breakdown by sentiment – negativity, order, or question.

Sentiment labels

Buffer uses machine learning to identify specific types of comments that might need your attention; negative comments, comments about order/sale, and questions. If there is a comment on a post that matches any of these sentiments, you’ll see an alert on that post in the grid view.


Buffer has a set of hotkeys specifically for managing comments – which is especially handy if you have a big backlog of replies to get through.

  • ‘Control + D’ to mark comments as Dismissed.
  • Up key to go to the previous comment.
  • Down key to go to the next comment.
Smart emojis

When replying to a comment, Buffer will automatically offer you a set of emojis to use in your reply. These are based on your history of replies. For example, if you use the 💜 emoji a lot, this will become a default emoji option for you. This is just another way that Buffer can help you reply to comments with speed.

Start Page

You’re probably familiar with the term “link in bio”. Having a landing page with all of your most important links and latest content makes it easy for your audience to connect with you beyond your social accounts. With Start Page, you can quickly build a beautiful page to add to your bio.

Buffer in 2022: 51 Features To Help You Grow Your Audience

Not sure where to begin with your page design? Buffer has a series of page templates that you can use as the base of your Start Page.

Choose a URL for your page

One of the things that makes Start Page different from other link-in-bio tools is the structure of the URL. Start Page puts your brand first. For example, if your company is called Betty’s Burgers, your URL could be bettysburgers.start.page. Other tools typically relegate your brand to a page path; something like “manylinks.com/bettysburgers”.


Choose your preferred theme, colors, and font packs to make your page stand out from the crowd.


You can adjust the layout of your page using the simple drag-and-drop interface.


Building a Start Page involves adding “blocks” of content. There are a bunch of different types of blocks at your disposal, from a simple block of text to an embedded Spotify track. Block types include:

  • Text.
  • Link.
  • Button.
  • Image.
  • Subheading.
  • Social links.
  • Youtube video.
  • Spotify track.
  • Image gallery.

In terms of page analytics, Buffer tracks page views and link clicks for you and these can be found in the Statistics section on the right-hand side of the page builder. Statistics include daily, weekly, and all-time page views, links with the most clicks, and social link clicks.

Multiple pages

You can create multiple Start Page in Buffer, which is handy if you manage multiple brands or have side projects. Each one will count as channel in your subscription.

Mobile Apps

Buffer has an iOS and an Android app to help you publish and analyze content on the go. These apps have all the core publishing features and some options that are exclusive to mobile. Examples include Siri shortcuts, queue count widgets, and a direct integration with Unsplash.

Buffer for iOS.

Buffer for Android.

More to come! What’s on the roadmap

There’s more to come in 2022, and you can view everything that is currently being explored on our transparent roadmap.

Buffer in 2022: 51 Features To Help You Grow Your Audience

Here are a few new features that are coming soon:


A new place to save and collaborate on content ideas.

Twitter Threads

Schedule Twitter threads and watch your engagement soar.

Start Page scheduling

Keep your page up-to-date with the latest campaigns and content.

Get started for free

If it has been a while since you last used Buffer, now is a great time to give it another spin.

Learn more about the different subscriptions options here.


IFundWomen’s Guide to Cultivating an Inclusive and Engaged Digital Community

IFundWomen's Guide to Cultivating an Inclusive and Engaged Digital Community

How does IFundWomen empower and support women entrepreneurs? Their strength is in their community. IFundWomen, the go-to funding marketplace for women-owned businesses, aims to empower and support women entrepreneurs as they navigate building their businesses. They’ve identified a powerful marketing channel to help these women bring their visions to life: digital community.

Read on for a behind-the-scenes look at how IFundWomen integrates their marketing and community building to foster inclusive digital spaces. You’ll hear directly from Shakivla Todd, Marketing Associate at IFundWomen, and you’ll learn:

  • Community tactics to build closer, longer-lasting relationships with your customers
  • How to learn from your community to inform your marketing strategy
  • Where Shakivla finds inspiration for creating social media content for a small business audience⠀
  • How to avoid tone-deaf marketing in uncertain times
IFundWomen's Guide to Cultivating an Inclusive and Engaged Digital Community

This post is part of the #BufferBrandSpotlight, a Buffer social media series that shines a spotlight on the people that are helping build remarkable brands through social media, community building, content creation, and brand storytelling.

This series was born on Instagram stories, which means you can watch the original interview in our Highlights found on our @buffer Instagram profile.

Who are you?

My name is Shakivla Todd and I am the Marketing Associate for IFundWomen. More importantly, I’m a stellar older sister, a dope friend, and a budding plant mom. IFundWomen is the go-to funding marketplace for women-owned businesses and the people who want to support them with capital, coaching, and connections. We offer immediate access to capital through a premium online fundraising experience, access to small business grants from corporate partners, expert business coaching on all the topics entrepreneurs need to know about, and a network of women business owners that sparks confidence, accelerates knowledge, and ignites action.

I manage our digital communities through social media strategy, Slack engagement, and e-mail marketing. I also am a startup coach and I get to coach women entrepreneurs on how to level up their social media game—this is one of my favorite parts of my role!

IFundWomen's Guide to Cultivating an Inclusive and Engaged Digital Community

Where do you find inspiration for IFundWomen’s social media content?

I spend a lot of time scrolling through Instagram to get inspo for social content. I am always stalking Ellevest, R29 Unbothered, Freelancing Females, Girlboss, the list goes on. Additionally, our community is #TeamMemes so pop culture inspires a good amount of my content. I am also looking for the next thing to be memeified! For example, millennials collectively are re-watching the early 2000s sitcom Girlfriends on Netflix. Everyone is talking about it, so I made a meme from a picture of the cast to promote one of our grant programs.

IFundWomen's Guide to Cultivating an Inclusive and Engaged Digital Community

Lastly, I would be lying if I didn’t say that we get inspired by checking out our competitors. It’s a great tactic!

How does managing IFundWomen’s social media account and community look like on a day-to-day basis?

First thing I do in the morning is check all DMs across platforms. I can do this from laying in my bed, so it’s a good slow start to the day and I don’t have to worry about it during the workday. I like to respond to any messages and comments within 24 hours, but if it’s a launch day or something important I check in with Instagram much more frequently.

On an amazing day, I have already scheduled my posts into Buffer. So, I’ll go check on them to make sure everything is still good to go. After that, my day is clear to be creative and strategize for future content. I collaborate with our sales, coaching, and creative teams to ensure that we are consistently marketing our products, services, events, and partnership. I have to make sure everything is reflected in our marketing content calendar.

What advice do you have for brands that are trying to foster a supportive, inclusive online community?

Don’t be tone-deaf. A lot of STUFF is going on in this land of 2020. You can’t ignore it. You have to find some way to address it that aligns with your brand’s mission, values, and voice. That being said, don’t just say something to say something. Be authentic and make it work for you. For example, during the aftermath of George Floyd’s death instead of going silent or posting a black square, our response was amplifying and supporting Black women-owned businesses recognizing that one of the most important actions to combat racial injustice is to redistribute money to Black-owned businesses. ⁠

Don’t be tone-deaf. A lot of STUFF is going on in this land of 2020. You can’t ignore it. You have to find some way to address it that aligns with your brand’s mission, values, and voice.

How do you learn from your community to help guide your marketing strategy?

Our community is loud and clear about what they need, want, and love. I like to try out different tactics and just watch to see where our community takes it. If something goes “viral” I continue to create content similar to that. Our followers are also often in our DMs asking for help to get their businesses funded. Their specific questions fuel my marketing strategy.

Our followers are also often in our DMs asking for help to get their businesses funded. Their specific questions fuel my marketing strategy.

For example, IFundWomen partners with companies to build grant programs for businesses. Over the summer, during the application window for one of our grants people were consistently sliding in our DMs asking very specific questions about their grant application. We decided to host a workshop specifically on grant writing. To promote this free workshop I seriously just took a screenshot of the first slide of the presentation that was going to be used for the workshop. The post blew up with nearly 1000 likes and over 400 people registered for the workshop. I think it succeeded because the Instagram post was very simple, straight to the point, and directly addressed a concern our community was having.

IFundWomen's Guide to Cultivating an Inclusive and Engaged Digital Community

What’s your number one tip for engaging with IFundWomen’s community?

Perform like everyone’s best friend on the gram. What does that mean? That means most comments and DMs get very personalized responses. I interact with our followers not only on our posts but on their posts as well if it comes across our feed. I often engage as if our business account is a personal account. It’s a great tactic to beat the algorithm, but also to build community and brand trust.

Perform like everyone’s best friend on the gram.

I love reading Buffer’s, Later’s, Hootsuite’s blogs, and Social Media Today. A good scroll through TikTok and Twitter is also good for the brain. I think most trends start in those two apps. Shameless plug, I take what I learn all over the internet and put it into a roundup of “trends to keep up with” in my newsletter, Trending with Shak.

What’s your favorite IFundWomen partnership to date and why?

The Funding Journey is an IGTV series where we interview successful founders on the long, sometimes complicated, journey to getting their businesses funded. It’s my favorite because:

  1. I get to put on my true producer hat and build something out start to finish.
  2. Most of the founders we interview are from HUGE brands. It means amazing reach for us as a brand plus our community LOVES hearing from brands they love like Black Girl Sunscreen, Lively, and The Helm.
IFundWomen's Guide to Cultivating an Inclusive and Engaged Digital Community
Link to Instagram post found here.
IFundWomen's Guide to Cultivating an Inclusive and Engaged Digital Community
Link to Instagram post found here.

We hope this interview with Shakivla helps you get started with or double down on your social media efforts. You can follow her journey on Instagram here!

Have any questions for Shakivla? Feel free to reply with your questions to the Twitter post below and Shakivla or someone from the Buffer team will get to them as soon as possible.


7 Invaluable Marketing Skills That Help Teams Produce Consistently Great Content

In speaking with thousands of marketers and businesses over the past several years, we’ve learned that marketing has an incredible potential to impact people’s lives.

In fact, the American Marketing Association defines marketing as:

“The activity, set of institutions, skills, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.”

I love that. We as marketers are benefiting society at large!

But marketing skills and career growth don’t come easy in a field that moves at the speed of light. It seems like every week companies are demanding an evolved skill set out of their employees – giving rise to a new era of marketing roles such as the Full-Stack and T-Shaped Marketer.

Brands that can successfully bring a variety of people, marketing skills, and unique perspectives together have a huge advantage when it comes to providing value.

That’s why we’ve partnered with the incredible marketing team at Asana, a leading work management software, to break down the top 7 invaluable marketing skills that help some of the greatest brand teams on the planet produce consistently great content.

Let’s dive in!

7 Invaluable Marketing Skills for Team

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7 invaluable marketing skills for teams

As Sujan Patel writes on his blog, “the modern marketer has to be familiar with a lot, good at many, and master of a few.”

Having a variety of skills and tools not only provides ultimate flexibility as a team to create a variety of successful marketing campaigns, but it also allows each marketer to shine as an individual.

These 7 high-level marketing skills will help to ensure your team has ultimate flexibility and individuality.

1. Storytelling

There seems to be a general belief that marketing has always been about storytelling – and that marketers have always identified as natural storytellers.

But that may not be the case.

LinkedIn found that just seven years ago the number of marketers listing “storytelling” on their profile as a skill was obsolete. It didn’t exist at all as a respected marketing discipline.

Today, however, between 7 and 8 percent of all marketers on LinkedIn worldwide identify themselves as storytellers based on their profile descriptions and list of skills.

Storytelling Marketing Skills

As a marketer, storytelling doesn’t just mean telling your audience what your product or service does or what it has done. Effective storytelling involves a deep understanding of human emotions, motivations, and psychology in order to effectively communicate with them in an authentic and engaging way.

During the writing of this article, Asana CMO Dave King told me: “The best marketers are problem solvers and storytellers. Content creators should ask ‘what problem is this piece solving for my audience.’”

As marketers, there are endless ways to tell a story.

One of my favorite ways to develop a compelling story is to use “The Story Spine” formula created by professional playwright and improvisor Kenn Adams. Over the years, Pixar has won countless awards by using this formula, including 13 Academy Awards, 9 Golden Globes, and 11 Grammys.

The Story Spine - Pixar Marketing Skills

Once upon a time there was ___. Every day, ___. One day ___. Because of that, ___. Because of that, ___. Until finally ___.

I encourage you to practice this formula for your own own brand, products, or services.

Let’s give it a shot with a brand we might all know of: Nike.

  • Once upon a time there was a passionate shoemaker that wanted to get his shoes into the hands of runners around the world.
  • Every day, he worked on perfecting his shoes so that these runners could perform at an optimum level.
  • But one day, this shoemaker realized that supplying shoes to thousands of runners around the world was no easy task.
  • Because of that, he worked harder and harder to ensure that he had the supply of products needed to be successful despite what critics said.
  • Because of that, his shoes continued to improve and more and more athletes started to wear them in prestigious competitions.
  • Until finally, it wasn’t just about running anymore. It became about something bigger – finding your inner champion doing what you love in gear that makes you feel great.

As Ken describes, “The Story Spine is not the story, it’s the spine. It’s nothing but the bare-boned structure upon which the story is built. And, that’s what makes it such a powerful tool.”

It’s up to us as marketers to fill in all the little nuances of the story.

2. Prioritizing

As many marketers know all too well – there is always something to be done.

Being an effective prioritizer is one of those marketing skills that doesn’t get talked about enough, but plays a huge role in the success of your team and content.

Producing consistently great content means saying yes to a handful of awesome content ideas/opportunities and saying no to others.

The Asana marketing team uses a project labeled “Content Opportunities” to which anyone in the company is highly encouraged to contribute ideas. Then, when their marketing team is ready to take action on a piece of content or campaign, they add it to their Editorial Calendar project.

Asana Dashboard - 7 Invaluable Marketing Skills

This management of ideas, projects, and initiatives is what allows them to be super focused and productive on a consistent basis.

So how can you develop prioritization as a marketing skill? And how can you prioritize content and campaigns that will perform at a high level?

That’s where the importance of goal-setting comes into play!

At Buffer, we’ve experimented with a variety of goal-setting frameworks such as OKRs, Locke and Latham’s 5 Principles of Goal-Setting, BHAGs, and lots more.

Today, our marketing team is using two types of goal-setting methods depending on the scope. For long-term planning and strategizing, we use a modified Warren Buffett Framework, and for short-term (experimental content), we use a framework called ICE.

The Modified Warren Buffett Framework

My colleague Hailley has long admired the original framework for setting goals from Warren Buffett – a method where you write down 25 things you want to accomplish in your career, and from that, pick the top five as the focus and put the other 20 on an “avoid at all costs” list.

We’ve since adopted a modified version of this goal-setting framework. Here’s a quick overview of how it works (with a real-life example goals from one of our 6-week cycles):

Step 1: Choose 10 goals

Brainstorm a list of 10 goals related to your work on the team that can be accomplished in a certain, predesignated timeframe.

Remember to focus on goals and not tasks. A good way to remember this is that tasks describe how you spend your time, whereas goals are your results.


Warren Buffett Framework Step One

Step 2: Assign a “tag” to each goal

Next, go through and add a tag to each goal with the category that it falls into. The tagging system should be unique for each person.

Come up with your tags, and assign them to each of your 10 goals.


Warren Buffett Framework Step Two

Step 3: Pick three goals to focus on (P1s)

This is the most difficult portion of the exercise! Refining the list from 10 to the three that you will focus on during the specified time period.

Pick one goal for each tag that you have on your list.


Warren Buffett Framework Step Three

Then, add a P2 and a P3 to prioritize the rest of your goals within the list.

That doesn’t mean you have 10 goals all competing with each other at the same time.

It means that as soon as you complete a P1 in any one of the categories, you then (and only then) move onto your P2 and P3.

ICE Score Framework

“ICE” stands for Impact, Confidence, and Ease.

Below is a description of each element directly from the creators of the ICE Score Framework at GrowthHackers:

  • Impact: The possible impact the idea could have on the business if considered a “win
  • Confidence: This relates to how confident you are in whether it’ll result in a wi
  • Ease: This relates to how many resources, and what kind, are needed to implement the idea

For each idea, give each factor a score from one to ten. The overall score is determined by taking the average of the three scores. You should start with the idea that has the highest score.

ICE Score Framework - Marketing Skills

For example, let’s say you wanted to run a content partnership experiment with a peer or influencer within your industry (similar to this one!) Your ICE score might look like this:

  • Impact: 8
  • Confidence: 7
  • Ease: 7
  • Total: 22

Comparing that to other ICE scores, you can quickly determine which ideas to tackle next and which ones to table for the time being. Over time, you’ll be able to score ideas quickly and efficiently.

3. Collaborating

Why is team collaboration necessary?

Part of the answer, according to research from strategy professor Benjamin Jones at the Kellogg School, is that our individual knowledge base is becoming more and more specialized.

Jones gives a great example of the Wright Brothers and building an airplane:

“In 1903, two people designed and flew an airplane. Today, a Boeing 787 has dozens of specialists working on the engines alone. Then there are the controls, the hydraulics, the airframe itself. There is an incredible range of specialized skills needed.”

Generalist vs. Specialist Employee

There is an ever-growing need for collaboration among specialists (teams) within companies to get a product or service off of the ground.

In our experiences at Buffer and Asana, the most successful marketing teams coordinate on two important levels:

  1. Messaging: Ensuring there’s consistency in what is being said across channels (blog, website, social, etc.
  2. Distribution: Planning and sequencing content rollout for maximum impact across channels

By combining the right set of marketing skills in both messaging and distribution you are setting your campaigns up for a much higher rate of success.


Whether you’re launching a full-on marketing campaign or simply posting a video to Facebook, creating a consistent message across channels is an important part of building your brand.

We’ve found that having effective collaboration tools in place makes all of the difference.

Here’s a quick example of some of the tools and workflows we use in order to help our teams create consistent messaging:

  • Kick off a conversation in messaging app, Slack, about the proposed idea or campaign:

Slack Screenshot

  • Start a doc in Dropbox Paper with additional details, comments, copy, etc:

Dropbox Paper Flow

  • Create a project within Asana and assign tasks to team members across the organization:

Asana Project

These three tools are invaluable for transparent and cross-functional collaboration and communication among teams within your organization. They’re especially important for us at Buffer as a fully remote company!


Without a solid distribution plan in place, your messages may never reach their intended audiences. Having the skills to not only create the assets, but efficiently deliver those assets across multiple channels, is an important quality for any marketer.

Here’s a quick look at some of the tools and workflows we use to distribute consistent content:

  • WordPress for hosting and creating blog content:

Buffer Blog

  • Discourse for internal distribution, information, and announcements:

Discourse Overview

  • Buffer for social media planning, scheduling, and analytics:

Buffer - Social Media Tool Dashboard

At the core of any great team collaboration is trust. Trust is the willingness and openness to intentionally communicate with teammates on your direct team and across the company.

It’s up to you to make space (physically or virtually) for people to meet and share ideas. Pixar is a perfect example of this in action – they designed their offices so that artists, designers, programmers, and marketers would purposely bump into each other.

4. Visualizing

Humans are, by nature, very visual beings.

In the brain itself, there are hundreds of millions of neurons devoted to visual processing, nearly 30 percent of the entire cortex, as compared with 8 percent for touch and just 3 percent for hearing.

In other words, the most successful marketing teams are not only able to communicate messages in written form, they’re also able to create stunning designs that aid in telling a compelling visual story.

Social Media Design Principles

We wrote an article in 2017 titled, “Why Every Marketer Needs to Be a (Part-Time) Designer” and the general theory still remains true, even more so, today in 2018.

The best part is there are tons of free resources our there to get started! Here are some of our favorites:

Visual storytelling is one of those marketing skills that often goes overlooked, but plays a massive role in the success of every single piece of content.

5. Experimenting

Have you ever wondered how some marketing teams come up with so many great ideas?

Their secret…

Behind every one successful marketing idea or campaign, there were dozens (if not hundreds) of little failures along the way.

It reminds me a lot of what is known as a Minimum Viable Product (MVP) in product development. A MVP is a product that has the minimum amount of features required to validate if people want it or not.

Minimum Viable Product (MVP)

The same theory holds true for marketing experimentation and testing.

A marketing team that is unafraid of failure and willing to run hundreds of different tests in order to quickly validate ideas will often succeed over a marketing team that puts their eggs (ideas) into one basket (channel/campaign).

The Information, for example, might have hundreds of potential story ideas in Asana at any one time — prioritizing experiments and ideas based on competition, importance, opportunity costs, and lots more.

Although there isn’t a true scientific way of running marketing experiments, this is the formula we’ve come up with at Buffer to systematically test ideas:

How to Run Marketing Experiments

We start with setting clear goals and then work backwards from there.

Let’s say we wanted to increase Buffer blog traffic by 10% in one year (goal).

Our marketing team would start by getting together and brainstorming all of the different ways we could accomplish that – SEO, social media, affiliates, etc.

We’d then prioritize ideas based on impact (Warren Buffett Framework / ICE Scores) and begin testing.

Then, we’d constantly measure and analyze results along the way while making incremental improvements.

Approaching experimentation and testing with a growth mindset, similar to developing a product, is a marketing skill that will help take your team to the next level.

6. Analyzing

As marketers, we’re all somewhere on the analytics expertise scale (whether we know it or not!) From the analytics wizards to those of us just starting to dip our toes in data analysis, we all have a base layer to work from.

Our Director of Marketing at Buffer, Kevan Lee, puts it perfectly:

“The great thing about deepening your skills in analytics is that we all have a base layer to work from. We all know how to build intuition. And intuition is just an absorbed history of data. Add to that the ability to ask good questions, and you’re well on your way. (The tools themselves matter far less than you’d think.)”

Asking good questions, when it comes to data and marketing analytics, is an invaluable marketing skill to have on any team.

This graphic from Moz shows just how many BIG questions there are to ask:

Moz - Asking Great Data Questions

At first, asking all of these questions can be a bit intimidating.

What if I don’t know the answers?

That’s okay!

One way we like to think about approaching analytics is this idea of “Crawl, Walk, Run” – It might look something like this if you’re just starting out:

  • Crawling: Which channels get the most engagement?
  • Walking: Which tactics and/or strategies are contributing to this engagement?
  • Running: Which channels, tactics, and strategies should we implement to increase engagement?

Data Analysis - Crawl Walk Run

Another great way of thinking of analytics is the “Hierarchy of Analytics” model made popular by data wizard Christopher S. Penn:

Hierarchy of Analytics - Christopher Penn copy

In the beginning, you might experiment with various analytics platforms and tools in order to get a feel for the basics of marketing analytics. Understanding what data is available, its limitations, and what you can report is a great start.

Then, as you become more skilled and confident with data, you might dive into things like understanding why something happened or what might happen in the future based on your findings.

There are some incredible data analysis tools out there from companies like Google, IBM, Facebook, Amazon, and Microsoft that can help you do just that!

7. Learning

I like to think that the path to becoming a great marketer is a lifelong journey and never truly complete.

Knowledge, passion, and expertise are intangible qualities that we usually don’t acquire overnight. These are often developed as result of years (even decades) of hard work, mistakes, self-reflection, and personal growth.

Even a virtuoso like Michelangelo was quoted as saying, “I am still learning” late into his career.

Michelangelo quote on Learning

At Buffer and Asana, we aim to build our marketing teams around folks who are naturally curious, hungry to learn, passionate, and open to new ideas.

“A love of learning is one of primary skills we look for in marketers because it tells us a couple things: do they love what they do, and are they curious about the world?” explains Kevan Lee. “Those two factors alone can take you quite far!”

Just like food nourishes our bodies, information and continuous learning nourishes our minds.

But where do you start on your learning journey as a marketer?

We’ve found that having a framework in place allows us to identify opportunities for growth. We call it the T-Shaped Marketer Framework:

Buffer T-Shaped Marketer Framework

T-Shaped Marketing at Buffer. Feel free to grab a download of the Sketch file or Canva template we used to build this, if you’d like to customize it for your company.

I encourage you to create one of these templates for yourself. It’s an incredible, eye-opening activity that will provide you with a clear path forward.

Then, we suggest forming habits around the marketing disciplines you’re most excited about:

  • If you want to get better at data analysis, try taking a course on Udemy or Skillshare to expand your skills
  • If you want to dive into video marketing, experiment with creating a video in Animoto or take a free Adobe Premiere tutorial on YouTube.
  • If social media is your passion, we’ve got a ton of great learning resources on our Social Blog, Skillshare, and the Buffer Podcast.
  • If you want to improve your organization, workflow, or project management skills, Asana has created a ton of great resources and best practices for work management on their blog.

If you’re curious, inquisitive, genuine, and if your intent is sincere, there will always be people who will support you in your journey.

Experiment and try out new things – some of them might even scare you! Once you gain some momentum, keep it going. That will set you up for a lifetime of success in marketing.

Over to you

Thank you so much for checking out this post!

If you’re interested in learning more about career and marketing skills from some uber-talented professionals in the industry, feel free to check out the Asana blog. It’s packed with some incredible insights.

We’d also love to continue the conversation with you below!

What skills are we missing from this list? What has helped your team create consistently great content? What would you suggest to those looking to hire marketers?


How to Use Facebook to Market Your Business

If you want your business to have a presence on social media, Facebook is probably one of the first or the first social media platform you think of.

More than 1.4 billion people use Facebook every single day, and many multiple times a day. It’s almost certain that your potential customers are on Facebook and using it actively to connect with their family, their friends, and their favorite brands.

Whether you’re running a brick and mortar store, an ecommerce site, an agency, or a software company, you can use Facebook for marketing your business. In this guide, I hope to cover everything you should know to put your business on Facebook, to market your business, and to measure your results.

If there’s anything you wish to know that isn’t covered here, please feel free to tweet me @alfred_lua. I’m keen to keep this guide as comprehensive and helpful as it can be. Thanks!

Facebook Marketing: How to Use Facebook to Market Your Business

Table of contents

Facebook Page: How to create a Facebook Page for your business

Facebook Page example

Having a Page on Facebook is similar to having a website on the Internet. Your Facebook Page is a place where people can find your business online, learn more about your business, and connect with you.

Creating a Facebook Page for your business is quite straightforward. Facebook has streamlined the process to make it super easy for businesses to set up their Facebook Page.

To get started, on any page on Facebook, click on the drop-down icon in the upper-right corner and select “Create Page”.

Here are the things to do to ensure you have a Facebook Page ready to share with your customers:

  1. Fill out basic information about your business
  2. Add a profile photo and cover photo
  3. Add more information (e.g. description, contact info, location, etc.)
  4. Customize the sections you want on your Page
  5. Add collaborators if you work in a team
  6. Publish a few posts (more below)

If you prefer to follow a step-by-step guide, we have a detailed Facebook Page set up guide for you. The guide covers things such as how to create your cover photo, what key information to add to your Page, how to customize your Page, and more.


  • Facebook has several little-known features you can use to market your business.
  • Besides using a photo for your cover photo, you can also use a video or a slideshow. Our Facebook cover photo guide has the ideal dimensions for the cover photo and several cool examples from various businesses.

Facebook algorithm: How the Facebook algorithm works

Before we look at what to post, there’s a very important aspect of Facebook that you should know first.

The Facebook algorithm.

Long ago, Facebook used to show posts in the News Feed in a reverse-chronological order. The most recent post will always appear at the top of the News Feed. But as more and more people and businesses join and post on Facebook, there were so many posts on everyone’s News Feed that it became difficult to go through every post on our News Feed.

So Facebook introduced a system to help organize the posts we see on our News Feed. The system is often known as the Facebook algorithm.

The Facebook algorithm uses many different factors to determine how relevant a post might be to each one of us and shows us the most relevant posts at the top of our News Feed. The algorithm is always changing but here’s the core of how it works:

This means that not all the people who Like your Facebook Page will see all of your posts. On average, Facebook Pages are reaching about five percent (or lower) of your fans.

To reach more people with your Facebook Page, you have to post content that they care about and would interact with. We’ll cover that next.


Facebook post types: What to post on Facebook

Now that you’ve understood the Facebook algorithm, let’s go through what you can post on your Facebook Page.

Here are the five main post types:

  1. Text
  2. Link
  3. Image
  4. Video
  5. Stories

Facebook text post example

Text updates are the most basic post type. It’s the easiest to create, though possibly the least visible on the News Feed. Generally, it’s better to attach a multimedia to make the post stand out. (Or you could go wild with emojis! 🎉🌮🚀)

Facebook link post example

Link posts (posts with a link) show a preview of the link attached, usually with an image, a headline, and a description. You can add text to go with the link (as seen in the example above).

Facebook image post example

Image posts can have one or multiple images. For single-image posts, the image will be resized to 500 pixels wide and the height will be scaled accordingly. (Learn more about the ideal image sizes for Facebook posts here.)

Facebook video post example

Video posts seem to be the most popular and most engaging format at the moment. Buzzsumo’s study of 880 million Facebook posts found that videos get twice the amount of engagement than other post types. But experiment with the different post types to discover what works best for your brand.

Facebook Stories example

Stories is the latest post format on Facebook, which is also available (and popular) on Instagram, WhatsApp, and Messenger. It is a vertical image or video that makes use of the entire screen of mobile phones, and it disappears after 24 hours. (You can now advertise with Facebook Stories, too.)


  • The best time to post on Facebook is not what you find in “best time to post” studies because your business has its own best time to post. Post when your data tells you and when it’s relevant to your audience. Here’s how.
  • How often to post on your Page is mostly dependent on the amount of time and resources you have. Our study with Buzzsumo found that five posts a day seem optimal for engagement. But you can definitely post more or less. Start with one per a day, increase the frequency, and monitor how your reach and engagement change.
  • Scheduling your Facebook posts with social media scheduling tools like Buffer lets you focus on the important aspects of your business — engaging your fans, creating a great product, etc.

Facebook Insights: How to measure your results

To help you understand how your Facebook Page is performing, Facebook provides a helpful, comprehensive analytics dashboard — Facebook Insights.

Facebook Page Insights

With Facebook Insights, you can get the following data:

  1. Promotions (your Facebook ads)
  4. Reach
  5. Page views
  6. Page previews
  7. Actions on Page
  8. Posts
  9. Branded content
  10. Events
  11. Videos
  12. Stories
  13. People
  14. Messages

In summary, Facebook Insights tells you how your Page is growing and how many people are engaging with your content (posts, videos, or Stories). You can also use it to see when your fans are most active on Facebook and what your top performing posts are.

For a more detailed walkthrough of Facebook Insights, we have written a beginner’s guide to Facebook Insights, which covers most of the key data.

If you use Buffer to manage your Facebook Page, you’ll get three additional analytics reports:

  1. Posts Report
  2. Overview Report
  3. Analysis Report

My favorite is the Overview Report, where you can get a summary of your Facebook Page’s performance, see how your key metrics have changed over time, and find your top posts.

Buffer Analytics Facebook Overview Report

You can learn more about the Overview Report here.

Facebook ads: How to advertise on Facebook

Once you have mastered the basics of managing a Facebook Page (i.e. posting and checking your results), you might want to consider using Facebook ads to reach a wider audience.

With more businesses joining Facebook and sharing their content, it has been becoming harder to reach an audience on Facebook for free (though not impossible). A solution that many businesses have turned to is Facebook ads.

Facebook ads

More than six million businesses advertise on Facebook to promote their products and services. Facebook advertising provides the most comprehensive targeting to help you reach the specific audience you have in mind. You can specify your target audience based on their location, their demographics, their interests, their behavior, and more.

That’s not all. Through the Facebook Ad Manager, you can create ads that’ll also show on Instagram, Messenger, and Audience Network (Facebook’s network of publisher-owned apps and sites).

Running a Facebook ad is very straightforward. Here are the steps:

  1. Choose an objective
  2. Select the audience you want to reach
  3. Decide where you want to run your ads
  4. Set your budget (daily or lifetime)
  5. Pick a format (Photo, carousel, video, slideshow, or collection)

The first time spending money on advertising can feel daunting. I know I was intimidated. I read countless articles even before I visited the Facebook Ad Manager. I would love to help reduce the anxiety with creating your first Facebook ads. Here are some resources you might find helpful:


  • The best way to learn Facebook ads is to dive right in and get started. Through experimentation, you can gradually learn what images and copy resonate the most with your audience, how to pick the right audience, how to budget your spending, and more.

Facebook Messenger: How to connect and serve your customers

Social media marketing used to be businesses simply broadcasting their marketing messages at their followers all day. It worked well back in the days when few businesses were on social media and people were still very receptive to marketing messages.

That has changed.

Nowadays, customers message businesses to find out more information, ask questions about their purchases, and request customer support. A study by Facebook found that the majority of messaging app users surveyed had messaged a business in the past three months — Brazil (85 percent), India (74 percent), UK (61 percent), and US (61 percent).

Facebook Messenger study

The easiest way to serve your customers through Messenger is to download the Messenger app (iOS and Android) or use http://messenger.com. With the app, you could receive and reply to your customers’ messages, just like you would with your friend’s messages.

If you manage multiple social media accounts besides your Facebook Page, we hope the best tool for you is Buffer Reply, our social media engagement and customer support tool. With a single tool, you respond to messages, mentions, and comments on Facebook, Instagram, and Twitter.

Buffer Reply


  • Besides serving your customers, you can also use Facebook Messenger for marketing. Here are seven ideas for your inspiration.

Facebook Group: How to build a community

The final thing you might want to experiment with is Facebook Group.

It is one of the easiest ways to start an online community for your brand advocates. Most of your customers are likely already on Facebook, and Facebook offers a ton of features for Facebook Groups to help connect people better. It is also great for increasing your organic reach on Facebook.

For example, Ahrefs, one of the best SEO tools, has a Facebook Group for its customers to discuss Ahrefs, SEO, and marketing. It has almost 8,000 members (one has to be a customer to join), and multiple valuable conversations happen in the group every day.

Ahref's Facebook Group

Starting a Facebook Group is as simple as clicking “Create Group” on Facebook and filling out some basic information. The challenge is growing the group while keeping members engaged. Here are four tips for you.

More Facebook marketing resources

I hope you found this Facebook marketing overview useful. If you would like to learn more about using Facebook to market your business, check out the following resources:

How Facebook Marketing is Changing (And How to Be Prepared)

The Simple Facebook Posting Strategy That Helped us 3x Our Reach and Engagement

How the Miami Dolphins Generated $4 Million in Sales Using Facebook Video

We Analyzed 43 Million Facebook Posts From the Top 20,000 Brands (New Research)


5 Tried and True LinkedIn Tips to Grow your Company Page Followers 600% Faster

While much of the focus over the last few years on social media has been on Facebook and Instagram, LinkedIn has been steadily growing its user base to more than 500 million users.

And we’ve seen first-hand that businesses are working hard on perfecting their LinkedIn marketing strategy so that they can tap into the world’s largest professional network.

A few months ago, we asked you (our readers) to let us know which social media networks you would like to learn more about – LinkedIn (53%) came in a close second, just after Instagram (62%).

To get started, we teamed up with LinkedIn to share with you tried and true tips on how to leverage one of the most valuable online resources for your business: your LinkedIn Company Page.

With this simple 5-step strategy your business can accelerate the growth of your Company Page by up to 600 percent.

Let’s get started!

5 LinkedIn Marketing Tips to Grow Your Company Page 600X Faster Cover Images5 LinkedIn marketing tips to grow your Company Page 600% faster

LinkedIn is only just getting started!

CEO Jeff Weiner plans to “develop the world’s first economic graph” with the hopes of “digitally mapping out the global economy.” A goal not far from reach seeing how LinkedIn has an in-depth dataset of company, industry, and individual contact information for more than 500 million members.

In the long-term, LinkedIn marketing will be a game-changer for businesses and brands in the B2B space. Here are 5 tips to put your business of the forefront of this trend.

1. Complete your LinkedIn company profile (fully)

Did you know that Company Pages with complete profiles receive up to 2X more visitors than those with incomplete page profiles?

Make sure your page has the following seven items completely filled out:

– Logo
– Company description
– Website URL
– Company size
– Industry
– Company type
– Location

In order to fully complete your profile, head to your Company Page on LinkedIn and select “Overview”: LinkedIn Marketing Strategy - Company Page Overview

From there, you’ll be directed to your company’s information page where you can update all of the most important details about your business, including:

LinkedIn Marketing Strategy - Company Page Information

Make sure to upload a high-resolution company logo and a cover image that captures your brand as well as fill out the “About us” section to provide visitors with more information.

Below the “About us” section you’ll find even more important fields to complete:

LinkedIn Marketing Strategy - Company Page Details

Having a complete company profile (website URL, company size, industry, type, and location) are all important components in helping to make your Company Page look more legitimate and professional.

Legitimacy and professionalism are critical for brand image, and provides visitors with all the information they need to connect with your company when they’re ready.

2. Create a consistent posting schedule

According to LinkedIn, businesses that post at least once per month have been shown to gain followers 6X faster than those that don’t.

In addition, Company Pages with at least 150 followers typically get 5X more Company Page views than those with fewer followers!

You should aim to post at least once per week to your Company Page to keep your followers engaged (we post twice per week). To help you post consistently to your Company Page, set up a posting schedule so that you can easily schedule posts for your Page:

LinkedIn Posting Schedule

We’ve found that our LinkedIn content performs really well if we include the following:

  • Descriptive caption: Helps to provide people with extra context around your content
  • Eye-catching images: Clean, simple aesthetic helps your content to stand out
  • Hashtags: A great way to increase the visibility of your content to new audiences
  • Bonus: Add emojis, questions, and bullet points to switch up the look and feel of your content

Example of LinkedIn Marketing Strategy

Pro tip: Use RSS feeds

If you’re unsure what to post to LinkedIn, or if you’d like a steady stream of quality content, we suggest taking some time to add a few RSS feeds to your content inbox.

Buffer RSS Feed Preview

(Quick note: RSS feeds are only available in our paid plans).

We’ve been using RSS feeds in tandem with our LinkedIn marketing strategy for years and we’ve found that it provides us with a solid supply of content to share all the time. The key with RSS feeds is to customize the content  using some of the tips we shared above.

Try to avoid simply posting the headline and image provided with the article in the RSS feed. The same best-practices that you implement when posting your own quality content also apply to curated content shared on LinkedIn.

3. Re-Buffer your top content

If you find that your business is running out of content ideas, we recommend to (sparingly) re-share, or Re-Buffer, your top posts from the past. Due to sophisticated social media algorithms, it’s likely that only a very small percentage (2-6%) of your followers have seen your posts in the LinkedIn Feed.

If you have a backlog of successful social media content, it’s likely that the content will perform well again in the future.

You can find your top posts under the analytics section on your Buffer dashboard. Select your Posts Report and click “Most Popular”.

Top Posts in Buffer Analytics

(Quick note: The Re-Buffer feature is only available in our paid plans).

LinkedIn Pulse – or the LinkedIn Feed – no longer operates as a separate application within LinkedIn. It’s seamlessly integrated into members’ feeds as articles to help enhance the content-first experience.

It’s working, too! More than 100,000 organic articles are published weekly on LinkedIn, many of which are written by top-level executives at brands around the world. However, more content means less space in the News Feed, which means your business needs a rock-solid LinkedIn marketing strategy.

Set yourself up for success by re-sharing your top-performing content on a consistent basis – a crucial piece in growing your Company Page.

4. Engage your colleagues and employees

One of the most influential groups of people that can help you with your LinkedIn marketing is your colleagues and employees. When activated, they can boost your Linkedin content while simultaneously increasing the visibility of your Company Page on LinkedIn.

Help them help you! Here’s how to get your colleagues and employees involved:

Encourage colleagues to engage with your content

According to LinkedIn, encouraging your colleagues and employees to engage with your posts will help to spread to the content their networks, therefore increasing your company’s reach on LinkedIn. As it turns out, the people closest to you could be the biggest asset in amplifying your LinkedIn marketing strategy and growth.

At Buffer, we use Slack to get employees engaged in real-time. Recently, I was looking for some upvotes on GrowthHackers for a recent Facebook study that we conducted with BuzzSumo:

Ask for Content Upvotes on GrowthHackers

We also use group brainstorming to help decide headlines for upcoming articles (with emoji!):

Slack Headlines Emoji Vote

Statista found that 42% of LinkedIn users have between 300-999 connections. Multiply that by the number of employees at your company and that’s a lot of potential reach!

At Buffer, we also send out a weekly internal newsletter with relevant links and stories for Buffer employees to share as well as “internal report” in Dropbox Paper for the latest new in social media.

If employees and colleagues understand the importance of sharing and what to share, they’re much more likely to do so.

Encourage employees to fill out their LinkedIn profiles

LinkedIn offers a perfect explanation of how your individual profiles influence your brand and LinkedIn marketing strategy:

Your LinkedIn profile – and the profiles of everyone else at the company – are the peaks that come together to form the mountain range that is your brand.

Linkedin Marketing Profile Page Details

We’re all a mountain peak!

Ensuring that all members of your team’s profiles are filled out completely is a wonderfully simple way to spread awareness of your brand. If you are in a company of 50 people, that’s 50 profiles with your company’s name with a quick link to your Company Page. And according to LinkedIn, it makes your company more visible in search results both on and off LinkedIn.

Encourage your colleagues to add your company in their current work experience on their personal profiles and engage with your Company Page posts.

5. Promote your Company Page beyond LinkedIn

No great marketing channel lives in a silo. It takes a coordinated effort across all of your digital platforms in order to see consistent growth over time.

LinkedIn recommends a few cross-promotion strategies in order to experience the maximum growth rate:

Link to your Company Page in your marketing communications, email signatures, and blogs

Email is one of the few remaining marketing channels that businesses truly own (i.e., you’re not subjected to changing algorithms and news feed updates).

One great example of this in action is when we were able to grow the Buffer Podcast by 109% in just two months by cross-promoting it on social media and email:

Buffer Podcast Email Example

We also encourage all of our employees to add the LinkedIn button to their email signatures and often link to our Company Page in blog posts (see what I just did there?).

Add social media buttons or a LinkedIn “Follow” button to your website

Another great way to cross-promote your LinkedIn Company Page is to make it easy for your readers to share content at any point throughout the reading experience or while browsing your website.

By adding the LinkedIn “Follow” button to your landing pages or using sticky social media sharing buttons within your blog posts, you’re setting yourself up for long-term success and reach.

What’s your LinkedIn marketing strategy?

We’d love to hear from you in the comments below?

Did we miss any LinkedIn marketing strategies that have worked particularly well for your Company Page?

If you’re interested in reading more, check out these awesome resources:

Image credits: Unsplash