Facebook has 1.13 billion daily active users, and in the past few years, content consumption has increased by 57%. Having a Facebook business page is a great way to connect with your audience and promote your content.
However, you can’t just post on Facebook and expect that to be enough to drive traffic and leads. Follow these tips to boost your engagement and create a successful social media strategy.
When people come to your Facebook business page, you want them to easily recognize your business. Choose a profile picture that reflects your brand, such as your logo. Your cover photo should also be branded and engaging. You can now even use video in your cover photo instead of an image, so this could be a great option for showing off your products or business. Also, be sure to use the correct image sizes so they display clearly.
Remember, it’s not all about you. People aren’t going to be interested in only seeing promotional posts about your business on your Facebook page. Just like with the rest of your content strategy, you need to focus on what will interest and educate your audience. Those kinds of posts will help boost engagement.
Because of the sheer amount of content being shared on Facebook, not everyone in your audience will see everything you post the first time. It’s acceptable, and a good idea, to re-post content multiple times to try to reach other people in your audience. Create a few different posts for the same link, image, or video and then use them in rotation as part of your posting schedule.
You’ll want to test what time of day and which days of the week your audience is most engaged with your posts. One way to find out is through Facebook Insights, which will show you what time of day the most people in your audience are online. You can also try using a scheduling tool like Buffer, which will suggest optimum posting times based on your audience.
Video is taking over the internet, and visual content has high engagement rates on Facebook. In fact, it’s 40x more likely to be shared than other types of content, so this is an important way to connect with your audience. If you’re just getting started with video, try experimenting with Facebook Live for a simple, low-cost way to use video and still get results.
As you post more often on your Facebook business page, older content will move further down your timeline and may get lost to someone visiting your page for the first time. If you have important and valuable content posted, you can make sure that visitors see it by “pinning” it to the top of your timeline. This feature is available in the extended options for the post. You can only have one post pinned at a time, but it’s easy to switch out if you have something new to feature.
At the top of your page, you have the ability to add a CTA, which can link to a landing page or other website page. Some of the options include sign up, book now, call now, and watch video, so you can choose the one that is the best fit for your business and drive visits to that page.
Sometimes your posts need a little push. You can use targeted promotion ads to reach a greater audience. Choose content that has already done well organically to promote, then use Facebook to target a specific audience based on demographics, location, etc. You should base these decisions off of what you know about your buyer personas and their interests.
By using analytics to help you learn more about your audience and see what types of posts receive the most engagement, you’ll be able to focus your efforts on what works for you. Don’t be afraid to experiment until you find what works best for your company. Facebook Insights show you page views and likes, the reach and engagement of posts, demographics of your fans and other helpful metrics.
Posting 5 times a day is not realistic for many businesses, and it’s not even necessary to boost engagement. In fact, posting too often can actually lower engagement. Instead, shoot for posting on a consistent schedule, whether that’s once a day, or several times a week. Being active and sharing quality content on your Facebook business page will help you to build an audience that looks forward to your posts.
Social media is social for a reason. Participate in the conversation that is happening on your page and show your audience that you are responsive and care about answering their questions or addressing concerns.