Facebook is the largest social media platform in the world. There is no other place anywhere on earth where more people gather live, every single minute of the day. It is a part of our world. To a marketer, this is a dream come true. While I still believe in multi-channel marketing and continue to use many channels to build our fast-growing brand, my 18 years in direct response marketing has taught me to pay attention to two very critical things: Where are the most people at and what is driving them. Television used to be the answer. While I still believe that TV ads are very effective and it's obvious that radio, magazines and more are still very profitable for business, for the small business owner who doesn't have deep pockets, Facebook is the answer.
What do we need to know about the people on Facebook to help us create a community that surrounds our brand? Doing ads is only the beginning. Regular content that people engage with, like, comment and share is where things take off. The important thing is this: knowing what the people on Facebook want. The data can tell us this. It's not a mystery.
Two key factors that will drive your content and accelerate conversion are engagement and culture. A highly engaged, targeted audience that regularly consumes your content is the pathway to success for any business. I do mean ANY business. There is not one business model today that can't benefit from using the Facebook platform.
Let's talk about what Facebook users are looking for so you can build a Facebook Business Page that your ideal clients love to visit daily, preferably, multiple times per day.
What users on Facebook are looking for:
1- Is it something I can relate to? Facebook users are driven by things they can relate to. Study your target audience on as many platforms as you can, online and offline, and bring that over to your Facebook page. We "like" things for a reason. We "follow" conversations for a reason. Find out why and you'll hit a home run every single day, with every single post!
2- Is it something that inspires me? Studies show that the users on Facebook are driven by the positive, more than the negative. They want inspiration, motivation and things that help them to enjoy their day. Logging in multiple times per day, the average Facebook user will at some time in any given week visit a page that makes them feel good. The data reveals across the board that inspirational quotes, motivational articles, funny photos and happiness drives traffic! Bring this into your brand and marketing.
3- Is it something that causes me to take an action. Facebook users have opinions, ideas and they like to interact on current life issues. It's plain to see, and don't miss this one, they WANT to talk. Give your users an opportunity to give their opinions. Ask for their ideas. Pay attention to what they respond to and are passionate about. Make your business page a place they trust and enjoy interacting with.
4- I want to belong to something. Every human being has a need to belong. This is the number factor that drives people to culture. The internal drive to be a part of something, to belong and to fit in is one of the greatest needs God wired us with. When you build a culture around your brand, you will create a community that not only gives you an opportunity to serve large groups of people for a long time, but it also gives you leverage to add any product or service to your business that you want. There is NOTHING greater that you can do for your brand than to build a very large, highly engaged community!
5- Can this help me? Facebook users look for things that can help. They ask their friends, follow referrals, take advice from people they follow before anyone else. They'll even listen to a stranger who is connected to a friend! Today's culture is completely driven by what is happening on Facebook. It is clear to see that what happens on Facebook does NOT stay on Facebook- it infects the entire world. Be helpful and serve well.
6- What is THAT?! Interest driven content is what every direct response marketer strives for. How can we catch the attention of our ideal client, create curiosity and tie that to our brand is the goal. Don't hesitate to throw a wild card every week on your page. Add content that has nothing to do with your brand, product or service but has everything to do with the lifestyle and culture of your targeted client.
7- I want happiness! The data doesn't lie. Facebook users are driven more by what makes them happy, feels good and is positive. They want hope, encouragement, motivation and more. But pay attention- they're savvy and wise. They can spot a fake faster than you can say, "Oh gosh we shouldn't have done that." This will demand total authenticity on your end. It's worth the work!
8- I believe in this! Facebook users like take a stand every single day on things they believe in! It's good for your brand as well to take a stand. We are an openly Christian company. I share my faith, beliefs and even given prophetic words on my Facebook page, which by the way also brings in millions of dollars in sales. Just don't be a weirdo. Taking a stand on every little thing, making sure everyone knows how your company feels about every issue under the sun will create negative emotion and will come back to haunt you.
As you build your marketing plan on Facebook, remember to be consistent in content and creative in expression.
Do things that identify YOU and your brand on a regular basis. We've done this by asking people how we can pray for them. Every single time we do this, we receive THOUSANDS of comments. We have a team of prayer warriors that really do pray for these requests. It's not a marketing scheme, it's a true expression of our love for our customers. We see answered prayer reports coming back every single day. Find something that reflects your brand well and then do it consistently. Get creative in how you express your culture. People will be loyal to you and YOU will earn the honor of serving them for many years.
If you want to learn HOW to increase engagement on your Facebook page in under 7 days WITHOUT ads, download my FREE "Social Media Content Map." http://www.arealchange.com/blog/how-to-increase-engagement-on-your-facebook-page-a-social-media-content-map