Facebook has proven that it is a place that is so much more than sharing silly memes or your delicious brunch. In fact, Facebook has HUGE marketing potential. However, don’t just take it from us.
According to CNBC Facebook has 1.35 billion monthly users, which is the same as the world’s most populous country, China, in terms of people.
In addition, it’s reported that there are more than one trillion posts on Facebook to date, and that number is steadily growing.
Although naysayers believed that Facebook was just a phase, it looks like it is here to stay, at least for the present time being. Meaning, it’s crucial for businesses to begin investing in Facebook marketing. However, it’s not enough to just simply post on Facebook and call it a day.
Many people quickly become discouraged with this platform when they don’t experience immediate results. While Facebook is a long-term strategy, there are some things that you can do in the present to realign your approach to increase engagement.
Discover 3 ways to start increasing engagement on your page.
Stick to a Schedule
People like consistency, even when it comes to social media marketing. In order to drive engagement, you will need to be active on your social media accounts. Which means what? Aim to post at least a few times a week. If possible, aim for 4-6 posts a week on Facebook. Keep in mind there are scheduling tools available such as Hootsuite, which can help tremendously with this. No need to worry about posting every single update in “real-time”. Feel free to schedule out posts here and there to make things a bit more manageable. However, avoid sticking to strictly scheduled posts. Show your fans that you are a part of the community, so be sure to post live updates as well when appropriate.
Post Unique & Shared Content
If you’re like a lot of business owners you’re probably thinking, how in the world am I going to have time to do this all? While hiring a social media specialist might be the answer, this isn’t always possible for everyone. So, what are you to do? First, aim to start small and concentrate your efforts. It will be extremely difficult to manage multiple social media outlets while also properly managing your business on top of it, so, stick to Facebook for now.
Now, when it comes to posting, there are 2 things that you will want to keep in mind if you’re seeking to maximize engagement. First, work on posting unique content. What is unique content? A blog post, branded graphic, inforgraphic, ebook, etc. These are original content consumption pieces that you or your team can create. The more unique and targeted it is for your specific demographic, the better. Remember, it’s not about reaching everyone; it’s about reaching the right people. Here’s an example from Next Glass. Notice how they capitalize on a trending topic that relates to their specific demographic? Simple, but yet highly effective.
In addition to unique content, you will also want to be sure to share content as well. Many people make the mistake of treating Facebook as a one-way sales channel. Sure, providing people original and helpful information is great, but you don’t want to stop there. Sharing content not only fosters a sense of community on your page (aka driving actual engagement) but it also shows that you’re “native” to the platform. Check out another example from Next Glass. Again, this post is reflective of their brand and their audience, but it is a shared piece of content. Great job on sharing the love guys.
Aim to be Responsive
Driving engagement does not just stop at your posts; aim to be responsive as well. Meaning, actually engage with others. Like people posts, comment on posts and respond back to users. People want to feel valued and important, they want the personal interaction from your brand. While posting and sharing stellar content is a great place to start, you cannot forget to actually be part of the community on Facebook. Fishing for likes or “reach” is not going to drive the long-term results you’re hoping for. Instead, focus on building meaningful relationships with your users. One meaningful conversation with a truly engaged user is more powerful than a post that reaches thousands of uninterested users. Remember, it’s not about the numbers; it’s about the attention, interest, and ultimately the conversion.