Every business at this point should have a Facebook business page. If you don’t, it is crucial you get one up and running. As we enter 2019, it is time to revisit your Facebook marketing strategy and see where you can improve it. As you know by now, organic reach levels continue to decline. As a business, it makes it that much harder for your posts to appear in news feeds. In order to work in conjunction with the latest algorithm, it is crucial that the content you share is not only valuable but will also lead to more meaningful interactions among your audience.
If you are a novice when it comes to Facebook, engagement is considered your audience interacting with your content in the following ways:
- Clicking on your links
- Commenting on your posts
- Liking your content
- Sharing your content
- Looking at your posts and/or watching your videos
With that being said, the sweet spot for your business is to create content that will lead to real conversations as well as promote togetherness and community.
Here are 6 strategies that will help you create Facebook posts that will help drive engagement
1). Create video content
If you are not producing video content, you are way behind the curve. The number one trend in social media marketing right now is video. People are dedicating most of their online activity to watching videos across all social media platforms. To be exact, that numbers is around 500 million people watching videos on a daily basis. Facebook has already put out research that shows video produces much higher engagement levels than any other type of content. Videos will help increase your organic reach since it keeps attention for longer and promotes discussion.
Here are some video ideas to get your creative juices flowing:
- Company culture
- About us video
- Tutorial Videos
- Behind the scenes content
- Product demos
- Share announcements
- Question and answer videos
- Customer testimonials
- Live video
Whatever you decide to share, you want to make sure you use captions (most people view video on silent), and that you front load your content(make sure your most important message is delivered first).
2. Encourage employees to be brand advocates
Consumers want transparency and authenticity from the brands they show their loyalty to. They are not only wanting to connect with their favorite brands on social media but they want that connection to be more personal. For this reason, brands are looking to their employees as brand advocates.
With this strategy, employees are encouraged to share your branded content as well as any relevant third-party content. By doing this, your company not only boosts its visibility and reach but employees get the benefit of building up their own personal brand. Not to mention posts from brands are not read as much as posts that come from family and friends. 16x more to be exact.
Help facilitate this strategy by putting together a content calendar for your employees. You can boost encouragement to participate by offering something fun in return for sharing or commenting on your content. You can offer things like gift cards, treats, movie tickets etc. This makes it a win-win situation for both sides.
3. Post more multimedia and images
Facebook wants to keep its users on the site, so it is not a fan of external links. Keep your feed exciting by mixing up the content you post. You will benefit since Facebook’s algorithm favors this and your audience will enjoy your feed more.
Visual content, specifically, creates 87 percent more engagement, so every post you upload should include some sort of visual. Creating your own visuals is super easy nowadays with sites like Canva, which offers free templates and is very user-friendly. If appropriate, don’t forget to mention any pages that helped contribute to your post (statistics etc.). By doing this, you are extending your reach to their audience. Not to mention it is proper etiquette to mention any sources.
4. Use Facebook’s audience optimization feature
When putting together posts, you can’t just wing it. You really need to make sure your posts are set up to drive engagement among your followers. Facebook helps you do this by allowing you to narrow down your audience. By getting more specific with your targeting, you will help boost engagement since your post will be seen by people who will find value in it.
To set it up, head to the settings option on your Facebook business page. Select ‘General’ settings and head to the ‘Audience Optimization’ option and click edit. Click on “save changes” and moving forward you will be able to filter your audience for enhanced targeting.
You are able to create interest related tags that will help you drill further to reach those people that would most be interested in your post. You can get even more specific by targeting by age, language, audience, location, and gender. Anyone outside of the parameters you set will not see your post.
5. Create a Facebook group
Creating a Facebook group for your business is a great way for your brand to build a deeper connection with current and potential customers. These groups help create a community that is based around shared interests which leads to the creation of natural discussions. Customers are able to interact with one another and share questions and stories. The best part is you have a built in audience that already has an interest in your business. A well managed group will flourish into a community of highly engaged people who become not only brand advocates but also future customers.
Here are some ways you can use Facebook groups for your business:
- Boost engagement: Set your page to private and you have your own little enclave of like-minded individuals who are more apt to engage in genuine conversations.
- Use CTAs: Add a pinned post to specific content you want to get more eyes on. You can tack on a CTA, incentive or offer. This can be an invitation to join your mailing list or newsletter or to let your audience know you will be going live!
- Get valuable feedback: Raw feedback from your customers is gold and groups are a great source of immediate feedback. You can come up with a poll to get feedback on any subject matter or question you might have.
- Get organic testimonials: People trust the feedback they will get from a person than any claims made by a brand. As you are dealing with people, if it is working out to be a positive experience, ask them to post a testimonial to your page.
- Announce any upcoming Offers: As your group grows, you will be able to introduce offers.
- Build up credibility and trust: Provide value to your group and trust will follow. Answer questions openly and honestly, try and solve any problems your customers have. This helps build up brand loyalty.
All in all, Facebook Groups offer businesses the opportunity to educate, problem solve, get valuable feedback and generate leads all at the same time.
6. Use Facebook ads
Facebook does expect you to spend money on ads in order to be seen. This is why you see such low organic reach levels. With that being said, they have made it affordable for all businesses to partake. With as little as $20 dollars, you can get your post seen. If you can spend more, do it.
The goal of Facebook is to create meaningful interactions for its users. When it comes to businesses, Facebook will reward those that are creating this meaningful environment for it’s audience with increased visibility. As we enter 2019, take stock in your Facebook marketing strategy and if you are not employing the above tips, try them out. Here is to a successful 2019!