If you are using Facebook as part of your social media marketing, you will be aware that Facebook is making it harder and harder for small business to grow their fan base numbers and engagement organically.
With algorithm changes and an increased emphasis on paid promotion of posts, Facebook has also recently announced that they are no longer going to market apps that enable ‘like-gating’. These are the apps that require a person who is not yet a member of a business page community to like the page prior to engaging in a promotion, offer, give-away etc. Whilst there is some logic to this move, as it will result in creating communities of real fans instead of ‘prize pigs’, it does impact heavily on a businesses ability to grow a reasonable size fan base quickly.
This is important, as a larger volume of fans will naturally drive larger engagement rates and larger engagement rates equates to Facebook pushing your content out to more of your fans, organically. It is a complex and frustrating cycle of dependence. There’s always a positive outcome however, and I believe this move will encourage small businesses, who can’t afford to ‘pay to play’, to develop better content that will attract fans and engagement organically, albeit a bit slower.
Top 10 tips to improve your Facebook business page performance?
Make your content native to the Facebook platform:
It’s ok to send the same content to multiple platforms, in fact it’s an efficient use of content, but do take the time to amend it to suit your Facebook audience.
Make engagement your key performance indicator:
Ask yourself before you post, ‘would I respond to this?’
Encourage action, by thinking of a clever hook as part of your headline:
Look at how newspapers craft their headlines – see how they tease you and reel you in to find out more? There is no reason you can’t develop and use these same tactics to generate action, just make sure you deliver on the promise the headline makes.
Understand your target audience and know when they are active – post then:
Knowing when your audience is already using Facebook will improve how Facebook ranks your content and the initial engagement level of your post, which again positively impacts the posts performance. There’s no point posting at 7am every day when you’re audience aren’t jumping onto Facebook until 9pm.
Generate original content, shared content ranks lower:
Curating other people’s content is ok, but don’t make it the only thing you do. Continuously sharing other people’s content is lazy and it gives your fans a good reason to ask, ‘why am I following your page?’
Use images and video, text ranks lower:
With everyone walking around with a camera disguised as a mobile phone, this is no longer a difficult thing to do. A simple picture and caption will work much better than just the caption.
Build relationships, not just commercial opportunities:
There is a great book out there that every business using social media should read – Jab, Jab, Jab Right Hook By Gary Vaynerchuk.
Invest by sponsoring/promoting/advertising your page and posts, particularly if they are revenue generating posts:
There will be times when investing in Facebook advertising is crucial but always remember – you control what you spend, not Facebook.
Test, test, test, revise & use the in-built insights:
The one area Facebook absolutely surpasses other social media platforms is its in-built insights. Familiarise yourself with the information you can gather and put it to good use. If you are not familiar with the information generated, here is a good resource. (link)
Think before you post and take time to develop the right content:
Craft a post and before you launch it to the world, look away from the screen for a second, then re-read it. And never post to your business page when you are angry or drunk – or both.
Do you have any other tips to boost your Facebook post performance?