As a community manager at SocialNicole, I spend a lot of time building clients’ Facebook pages. Every page I work on has a unique strategy that we integrate in all social channels to ensure that clients see results. But the one factor that is the same for each Facebook page is increasing Facebook fan engagement. Why is engagement so important? Here are the facts:
- Organic Facebook fan engagement (non-paid) is more likely to convert to leads.
- The more often fans interact with your Facebook page, the more likely they will see your posts organically.
- The more your fans engage, the more “stories” are created in their friend’s timelines. This equates to more views and more traffic to your page.
- When your fans engage, they send a signal to Facebook’s algorithm that you are sharing quality content. This means your Facebook page gets a higher ranking, so more content gets through to your fans.
At the end of the day, social media is about engagement and it takes work to be successful. The fact is, 92% of people trust earned media (such as word-of-mouth recommendations from family and friends) above all other forms of advertising. As a small business owner, if you want to get noticed and gain more customers, you need to invest in engaging your online communities. But all of this is easier said than done, right? Engaging people and getting them to talk on your Facebook page can be downright difficult and challenging. The necessary knowledge and strategy can seem overwhelming, but it doesn’t have to be. I recommend that you take baby steps towards making your page more engaging. I have put together a list of 6 Facebook marketing tips to help you get started. Have a tip that you find works well? Please share it in the comments and let’s help each other grow our pages!
1. Use the Right Content
Share a variety of content, including articles, photos, videos, and questions. The more fans interact with your posts, the greater overall audience will see the same posts in their newsfeed. Use Facebook Insights to track engagement and use the analytics as a guide for future posts. Post high-quality photos and videos that will play on your fans’ emotions. When you share articles, make sure they are written by reputable sources and that they are relevant to your brand. Track links from shared articles to see which topics engage your audience.
2. Add Facebook Tabs
Facebook apps and tabs are easy to install on your business page. They grab fans’ attention and help drive traffic to specific links. To keep your branding consistent, use customized tab images like SocialNicole’s Facebook page. Facebook tabs are most powerful when created and used as part of your ad strategy. Our free download tab is an example of this. We use this to drive people to this tab and to increase “Likes” on our page. But we do this through ads, not simply letting the tabs sit static on our page. This is the question you need to ask yourself is: What great giveaway or offer can you create as a tab to drive your ads to success?
3. Use Holidays to Your Advantage
Leveraging social media marketing during holidays is an excellent way to boost engagement. Create product-themed posts like Starbucks did for Valentine’s Day, or overlay a promotional quote for the holidays onto your selected image. Remember that you want the majority of your posts to be natural and part of your users newsfeed, not to be promotional and cause them to say “yuck!” Craft these posts with care and when you promote, make sure it is a promotion that fits and will have your fans wanting more. We think Starbucks did a pretty good job with this one…what do you think?
4. Update Your About Page
Out-of-date information signals that a page isn’t updated often, which can hurt engagement. Be sure that your business’s location, hours of operation, website, mission and general brand information are kept up-to-date. Write succinctly and use keywords relevant to your business to optimize your profile for search engines. This is probably one of the number one biggest things that businesses miss with their Facebook presence. They don’t keep their information updated and it’s not optimized. If you need help with optimization of your Facebook page click here.
5. Use Specific Calls to Action
Don’t be afraid to ask for engagement. Sephora simply tells fans to visit a gallery online where they have the chance to be featured if they upload photos to the page. This drives traffic to Sephora’s website while boosting social engagement and customer excitement. You should have a goal for each post and a call to action should be part of most posts. If you post multiple times per day you may occasionally leave out that call to action, as you want to balance things out. Ask yourself what you want fans to do: Like, Share, Comment, or go somewhere on your website? Decide and tell them what you want them to do. It’s that simple, but so often it is left out. Remember, people are busy and scan their Facebook feed quickly. If you want them to take action you need to tell them what you want them to do!
6. Know When Your Fans are Online
When it comes to engagement, timing is everything. Why bother posting if your target audience isn’t online? If your fans are online in the evening but your content is posted each morning, your engagement will suffer. To improve the timing of your posts, use Facebook Insights to see when your fans are online and post accordingly.
Check out your competitors on social media. What are they doing that’s working well? Are there changes you would make that could improve their performance? If they have more engagement than your brand, consider posting on days and times that your competitors are posting. Always keep an eye on competitors’ online presence to stay a step ahead and learn from their strategy. These are some of our favorite basic Facebook marketing tips for boosting fan interaction. Without engagement, Facebook fans will see your posts less and less often, until they are rarely seen. Improving your Facebook presence will boost your brand image and help connect with customers. You can find all the #FacebookFriday posts here: 1. How to Use Facebook as Your Business 2. How to Like Another Facebook Page 3. How to Tag Another Facebook Page 4. How to Post a Photo with a Link 5. How to Use Facebook Hashtags 6. Facebook Marketing Tips: How to get your fans talking 7. How to Like and Share a Business Page’s Posts
Looking for more help with your Facebook strategy? Contact SocialNicole today!