Mastering Facebook for Business is no easy task. Facebook appears to be a relatively simple tool for business, but in fact it is one of the most complex and involved social platforms around.
There are no tricks or shortcuts to success with Facebook, it takes time, planning, understanding who your target audience is and working out what it is they want to see from you.
To master Facebook you need to understand that it all comes down to your Reach and Engagement. The two go hand in hand as because if your posts don’t reach people you will not get engagement and if your posts aren’t getting engagement, Facebook won’t show them to your fans. This can be quite tricky to find what works and what doesn’t, so I have put together some of the most important things you can look at to help boost your engagement on Facebook.
- Post content that your fans actually want to read/watch. When you plan out your Facebook posts (yes…I said plan – 2-4 weeks in advance to be specific) think about what would make them stop scrolling through their newsfeed feed and take the few seconds to read or watch what you have posted.
- Every post you do should have a picture or video. No more text only posts – they’re boring and people scroll past them. The only exception here is when you’re commenting or replying to a post.
- Get some GREAT photos and videos. The imagery and videos you use on Facebook are what is going to capture people’s attention and encourage them to engage. The more compelling you can make your posts, the more likely you are to get engagement.
- Use Organic Targeting. Organic Targeting ensures your post is seen by the people most likely to engage with it. When posting, you have the option to select who it is shown to based on the interests, gender, age, location and language of the people who like your page. For example, if you were posting about a product only available for women, you would get higher engagement on that post by selecting it to only show to the women who like your page. *Note: you need to enable organic targeting in your page settings.
- Run a promotion. Competitions are a great way to stimulate engagement on your page as they capture people’s attention. More often than not, its because it usually gives your fans something fun and interesting to get involved with that is different to your usual posts.
- Use Insights to see when your Fans are online. Don’t post at random times of the day and don’t post for the sake of posting. You will hinder your chances of your post being shown to your fans and this in turn affects your engagement. Go into Insights and then the Post section and check out when your fans are online and test various times of the day to see what works best for engagement. If you’re posting at the same time every day and not getting engagement, you may find that your fans are not online during that time, or it’s a very competitive time slot and it would be more beneficial for you to post at off peak times so your chances of your post getting noticed are higher.
- Humanise your Brand. Give your fans a reason to actually engage with you by letting them into your world. People don’t want to feel like they’re being sold too and since social media is about creating connections and building relationships; it will reinforce your credibility and boost your engagement.
At the end of the day, Facebook is a social platform and if you wouldn’t stand in front of someone each day and tell them what services or products you offer then you shouldn’t post about it on Facebook. Mix it up, be fun but relevant and give your fans the content that encouraged them to like your page in the first place.