You're probably like 73% of companies and individuals on Facebook-you've used your page as an outlet. You publish content from your website and tell everyone to like it. You might have even tried purchasing a few ads to see what the fuss is all about-only to feel like you've wasted your money & time.
I've helped companies build communities around their Facebook page, and I can tell you: you're using Facebook with the wrong viewpoint. The companies that succeed on Facebook have 3 critical principles that turn their Page into a lead-generation (and revenue-producing) machine.
After seeing the patterns present in these pages, here are the 3 techniques that I see over and over again on Successful Pages:
1: They Understand How Engagement Works
Facebook seems like a complicated system when it comes to Pages, but at its core, it's simple-Facebook cares about four things:
- Likes This is the most common metric; it's also the easiest to get. (It doesn't take much to click a button.) These signal to Facebook that the content may be valuable, information-worthy content.
- Comments These are the most valuable metric for your Pages. It takes time to write a comment, especially on mobile, so Facebook considers this a strong signal that you have great content.
- Clicks These are useful for eCommerce companies, or anyone that's selling a product/service. Getting traffic to your website is always a good thing-as long as you've optimized it for users.
- Shares These are simple: they put your content in the newsfeed of others. You get more eyeballs on your content.
These four metrics determine how much Organic Reach your post has, and how many people see it. Facebook can figure out how good your content is based on these alone, and they'll determine how much reach you can get without paying.
2: Successful Pages Know How To Target Their Audience
Your ideal customers have needs, wants, and pain points. You probably already know them for your industry. Maybe it's finding an easily-understood service, or the best price-value. Perhaps you're a Flower company: customers don't know you're there, and they want a reliable flower service that delivers on-time. Or perhaps you're a small business: customers are looking for the best value-what makes your product different from your competitor down the street? This is what your posts should be about.
Only you can figure out what all these points are, but these facts are critical to creating a successful post.
Use this knowledge to craft posts that speak directly to one of these facts: your ideal customer's needs, wants, or paint points.
Do this, and you will experience a higher organic reach, and a more successful Facebook Page.
3: Successful Pages Use Effective Post Types
Everyone learns differently. Personally, I'm a kinesthetic learner-I learn by doing. Others are audio or visual learners.
In the same way, different post types appeal to different people. For your audience, Quote Images may be an extremely effective way to gather Engagement, and increase your exposure to your audience. Other types of audience may engage with video content-that means your customers are open to viewing product reviews, comparisons, and more. Which is a good thing, since your product will definitely crush the competitor's, right? :)
Here are a few common post types:
- Quotes
- Questions
- Tips & Tricks (short technique explanations)
- Asking for Opinions
Bonus: Successful Pages Educate Themselves
These pages didn't magically know these things-they learned. It's important to invest time into figuring out what's best for your audience, and how your industry works online. Everybody has a different obstacle to overcome-it's all about having the willpower to put in the effort.
There are a few resources to make it easier, though. I create free articles & resources just like this one for small business owners & entrepreneurs to master the art of Social Media at www.TaylorDaughtry.com. Join over 3,000 readers and start building a better Facebook Page. Click here to learn more.