Facebook Marketing: 9 Ways to Increase Facebook Engagement

Engagement is the key metric you should be watching as you market your business on Facebook. The higher your engagement the more people are listening to what you have to say. I’d rather have 100 people listening to me than 10,000 ignoring me. Here are 9 ways to get your engagement higher. 

Post at the Right Time 

Post when your followers are most active. Post consistently, your followers should know when to expect new content. Every industry has a different time when their posts do best, it all depends on the audience. You can look up the most popular times to post on Facebook and start there, adjusting as you see the times your audience is online.  

Don’t Just Post Ads 

How often do you log on to Facebook hoping to see some ads? Everyone else is the same way, even ads we interact with are interruptions to the reason we are on Facebook in the first place. If all you post are ads people will have no reason to follow you or engage with your content. Post content related to your brand. News, stories, events, funny content, anything that you think your audience would like to hear and keeps within your brand personality. So, what are your followers looking to see while they are on Facebook? 

Get Visual 

Visual content rules on Facebook so make sure yours pops. Don’t post the same pictures over and over, keep your content fresh and visual. Use different looks that are consistent with your brand image. If you aren’t as skilled in graphic arts use a program like Canva to give your page a professional look. Image is everything, make sure yours says the right things. 

Analyze What You Did Right 

Look over your most popular posts and figure out why they did well. Improve on that and you keep improving your engagement. You can test content to find out what makes it better, was it a color, a certain call to action, a specific subject. Always be looking at the insights tab on your page, it gives you all the clues you need to grow your audience and get them engaging with your page. 

Tailor Your Content to Facebook 

What’s trending? What are people looking for? How-to guides, heartwarming stories, quizzes, surprising stats, and bold opinion pieces tend to dominate the Facebook landscape. Every brand is different and not every type of content will work for you. Keep your brand personality consistent, if it’s a serious reserved brand it could look bad to post jokes. Watch other brands and see what works for them, they might have the market research resources you don’t. 

Reply Back 

This is Social Media, with emphasis on social. If someone takes the time to comment, respond. Engaging with followers creates more engagement on your page. Many brands just fire and forget, never chatting with their audience, don’t be like them. People like interacting on social media, the ones that don’t like interacting would have never commented. It’s ok to delete inappropriate comments but the rest deserve your attention. 

Call to Action 

Consistently use calls to action. Like my page. Follow us for more content like this. Share this with friends. It encourages them to engage and interact and to bring others onto your page to interact. Likely people interested in your page know people like themselves who would also like your content so encourage it as much as you can, just don’t get carried away. 

Keep it Short 

You can post longer articles on your Facebook page just don’t expect as much engagement. A lot of people want quick, bite-sized content or they are on mobile, so they skip the wall of text. If you decide to post longer form content make sure there is plenty of quick, visual content as well to keep the mobile users happy. If your audience is predominantly on the phone you may want to save the long post for your blog. 

Post Video 

Put your video directly on Facebook. You shouldn’t be surprised that Facebook prioritizes its own content over sending someone to another page to see a video. You can post links to your video channel in the description or comments if you are trying to drive traffic that way. Video links are ok but if it’s your own content post it direct for a boost in visibility and engagement. 

Facebook Marketing: 7 Things to Make Your Facebook Marketing Strategy Effective.

Facebook is still the largest social media platform so if you are doing your marketing without a strategy it is very easy for your message to get lost in all the noise. So how do you create a strategy that will help you get your message into the hands of those you need to hear it? Here are seven things to get you started and rise above the clutter. 

Set your goals for Facebook. 

Don’t leave Facebook to chance Know what and why you are posting Have measurable goals to accomplish what you want to happen. This is the first step in creating an effective strategy. If you don’t know where you are going you could end up anywhere and waste both time and money. In 2018 Sprout Social Index found that marketers on Facebook had these top goals in mind: 

-34% wanted to increase brand awareness. 

-21% wanted to increase community engagement. 

-11% wanted to increase sales and lead generation. 

If you don’t already know where you want to focus these are a few good places to start. You may also want to consider increasing sales, recruiting, providing better customer service, and adding value for your customers. 

Know Your Audience 

Do your research and make sure you know who you are talking to. Different demographics communicate in different ways. Taking a look at the Pew Research Center’s research on Facebook demographics is a good start, but more importantly is looking at your customer base and finding out more about them. Questionnaires, one to one conversations and other market research can teach you a lot about who you need to talk to. 

Engage Your Audience 

Social Media is about communication. Get your audience talking, bring up subjects that interest them, ask and answer questions. Better engagement should always be your goal because then your audience is listening to you and not just skipping you page or promotions. Facebook suppresses organic content from businesses but if you build an engaged community you can turn that algorithm in your favor. 

Schedule Your Content 

Consistency is key. Make sure your audience knows when to expect posts. Make sure it comes out in intervals when your audience is most active. Every audience is different, but you can get a good start by looking at Facebooks own research. These may not be the best times for your audience but it’s likely they are close. Here are the best (and worst) times to post on Facebook for most industries. 

-Wednesday is the best single day to post. 

-11 a.m. and 1 p.m. on Wednesday gets the most engagement. 

-The best general time to post is on weekdays between 9 a.m. to 3 p.m. 

-Sunday gets the least engagement. 

-The least recommended times include early mornings and late at night. 

Create an Ad Strategy 

Your ads on Facebook should have a strategy as well. Use it to further your overall goals. Don’t spend a lot until you find an ad that performs well. Never use the boost button, it wastes your money. You can get good responses with it but if you set it up as an ad you can target the content better and get higher engagement for the same price. Always do small sample tests, see what works for getting your audience’s attention before you spend a lot of money on an ad. In general, several smaller ads give you more bang for your buck, but it takes more time to make them. Of course, make sure your ad goes along with your Facebook strategy you decided previously. How does it help your goal? When making your ad consider: 

-Does it relate to your company and effectively showcase your product or service? 

-What do the viewers get out of it? It could be a deal, discount, promotion, whitepaper or an industry guide? 

-Does your content maintain the same tone and feel across your entire Facebook page? 

-Your content must create action. This goes back to your goals. A clear and specific call to action is best. 

Encourage Employee Advocacy 

With good company culture, your employees should be your biggest supporters. Get them involved with your Facebook presence and make it fun. According to a Sprout report, 72% of people said they felt more connected with a brand when its employees shared information about it on social media. Also make sure the management is engaged. In that same report, 70% of consumers feelt more connected  when the CEO was active on social media. 

Track and Analyze Your Results 

If it’s not measured, it’s not managed. Keep track of your Facebook stats as you learn and progress so you can tell what is working and what needs to be improved. This is one way of making sure your efforts on social media are a good return on your investment (ROI). Impressions, followers, engagement, are all good numbers to follow to see if your brand is trending up or down on Facebook. 

Using the New Facebook: Part 7

 

Facebook Post Idea #7

You don’t have to do it all yourself. Use industry resources to fill your social media and blogs with more relevant content for your followers. Provide links and your own commentary on the content when you share it. They are following you so they want to know what you think about what you share. Make sure the sources of your content is clear when you share it and keep the content on topic.

Using the New Facebook: Part 6

Facebook Post Idea #6

People like feeling special by getting a deal others don’t. They like being rewarded for loyalty and seeing companies reward them for sticking around. Giving out special deals to a targeted audience is a great way to encourage a following. If they feel they are one of the few involved it brings them closer to your brand. If they feel the deal is available to anyone the special feeling is gone and you lose some support from them. Just remember to make your loyal customers feel like they are part of an elite club to increase engagement.

Using the New Facebook: Part 4

Facebook Post Idea #4

Posting random information and quotes relevant to your industry can create customer engagement. Trivia is a big motivator for people to follow your social media if you keep it relevant to their interests. It keeps the content fresh and interesting to your followers. Some social media followers don’t care as much if the information is specific to your industry but it is up to you to figure out what your customers want.

Using the New Facebook: Part 3

Facebook Post Idea #3_

The only one you can count on talking about what you do well is yourself. Luckily, if you have a loyal customer base it isn’t hard to get them to say nice things about you but who is going to tell others about such praises? You! Let others know you are doing well and have happy customers. Keep the messages light, make sure you have permission to use the statements, and make sure your potential customers hear all about it.

Using the New Facebook: Part 2

Facebook Post Idea #2_

People like an inside look at companies they follow. Getting a behind the scenes glimpse gives them insight into the companies they deal with. This helps give a company a more human face and makes the customer feel like they are part of the company culture. Highlight the interesting parts of your company culture and the people that make things happen. This has the added benefit of promoting your employee satisfaction when their accomplishments are presented to others. Keep it relevant and fun and make they customers part of the experience.

Using the New Facebook: Part 1

Facebook Post Idea #1_Provide specific tips or info that prospective customers would find interesting

With the new Facebook algorithms, some companies are scrambling to figure out what to do. This week we will be posting a new Facebook friendly tip to help make engaging and interesting posts as part of your social media campaign. It is the basics of Content Marketing.

The first tip is to provide specific tips or info that your target customers would find interesting. This is the base of a good content marketing campaign. It makes you useful to your customer and shows your knowledge in the given subject. There is almost no industry where content marketing wouldn’t be useful. It’s a great way to engage current clients and a way to find new followers. Make sure there is a call to action somewhere on your info.

If you need help developing your content strategy give me a call (435) 554-8209

 

Use Trending Topics

With the new algorithms on Facebook, you need to curate your content even more carefully. One way to increase the reach of your posts is to talk about trending topics. Look on Facebooks news feed to see what topics are trending. Don’t force it but if you see a topic that is relevant to your business or you can make a connection to, use it. Once in a while you can go off topic about a trending article but I don’t recommend it. Make it a habit of studying the trending topics and grabbing the ones that make a connection.

Use Trending Topics to increase your reach on Facebook (2).png

Facebook Changes Algorithm…..Again!

It’s that time again to watch everyone panic as Facebook changes their algorithm again. Should you be worried? Not if you have been following me and putting the practices I teach into place. Good solid content marketing is going to benefit from these changes and shouldn’t see much if any drop in engagement. If you have been practicing spam tactics and click bait you are going to see the floor fall out from under you, but not all is lost. It is never too late to practice good marketing. Here is the lowdown on the new Facebook changes.

The new algorithm is based on the new set of Facebook Values. If your content matches those values it will be seen more. If it does not you will be hidden from most peoples view. Here are the values they are promoting

  • Family and Friends come first: The main objective of the News Feed is to connect people with their friends and family. So posts from friends and family are prioritized. After those posts, Facebook found that people want their feed to inform and entertain them.
  • A platform for all ideas: Facebook welcomes all ideas while making sure that everyone feels and is safe. They aim to deliver stories that each individual wants to see the most, based on their actions and feedback.
  • Authentic communications: Facebook prioritizes genuine stories over misleading, sensational, and spammy ones.
  • You control your experience: Individuals know themselves best. So Facebook creates features (such as unfollow and see first) to let people customize their Facebook experience.

Here is a handy guide to get you through the strangeness of the new feed. Feel free to share it and keep it close as you plan out your Facebook strategy.

Quick Guide to Facebook Algorithm