Who This Post Is For: Small businesses struggling with low engagement on Facebook.
Facebook marketing can be really hard! Unlike Twitter where you can literally jump into a conversation with anyone, you have to work hard to raise awareness for your small business on Facebook. It can be really disheartening to put all that work in and end up with nothing to show for it. Without the likes or the engagement, who’s going to see your content? How will they know you exist? How will they know you have the solution to their problem? It can be really tough especially if you are working with little or no budget and trying to target a very specific audience. That's why I've put together 3 simple steps to help you increase your engagement on Facebook.
Step 1: Optimise your Facebook Page
The first step to encouraging any sort of engagement on your fan page is ensuring that your Facebook Page is inviting to your target prospects and customers.
If you’re page is empty and boring, there’s no purpose for being there. You need to provide a good enough reason for visitors to stay and chat.
This means having your about section filled in with keywords, adding a branding cover photo with a description / call to action and adding at least one custom tab to encourage email sign ups for lead nurturing.
If you don’t know how to do this, you can use Canva to create a cover photo, buy one from Graphic River to customise or have a custom one made for you.
Custom tabs can be created through a variety of third party applications such as Woobox, Tabsite or Shortstack. You’re also going to need to add some content so that when visitors land on your page, they actually have something to engage with.
Step 2: Create a Killer Content Strategy
Step two is all about creating a killer content strategy.
I don’t just mean posting out a ton of information from the web based on what you do. Curate and create content that starts a conversation. Share content that’s worth engaging with.
Your goal is to ensure every individual visiting your page feels as though your posts are designed specifically with them in mind. Talk to your fans. Make it clear who you are and how you can help. Always put your customer hat on and think ‘what’s in it for me?’
People will engage on topics that are of interest to them. Take the time to understand the geographic, demographic and psychographic nature of your target audience and utilise that information into every Facebook activity on your Page.
Keep it relevant!
Creating a content strategy with days, times and the different type of content you would like to share will really serve you well.
If you need help with this, here are three great content strategy templates you can use:
1. How to build an content strategy [with template] via @JayBaer
3. How To: Plan Your Content Calendar Like a Pro [with Free Template] via @likeablemedia
Step 3: Crank Up The Customer Communication
One of the most effective ways you can increase engagement on your page is to break down the barrier between “corporation” and customer. You are a small business run by people - so be people.
Nothing beats one-on-one human interaction. Position your business with this in mind. People trust other people they can see and connect too a lot more than they trust formal brands or businesses.
Show your personality and don’t be afraid to chat and have a conversation. Relationships are built on the trust that comes from getting to know one another.
If you have a team, an easy workaround is to show pictures and sign off your Facebook posts with each team member’s initials. This will bring diversity and show that you are a truly social business.
Be sure that you are replying to all comments and contributing to the discussions going on.
If you receive feedback, regardless of whether it is good or ‘bad’, take that on board and use it to your advantage.
Remember to engage on other pages ‘as your page’ too. You’ve got to give a little to get a little and this is a great way to gain brand exposure amongst an already built audience.
Step Four: Be Consistent!
In a busy world, it’s really easy for your business to get forgotten in the craziness of Facebook’s news feed.
Customers are no longer making the effort to come to you and engage with you. Instead, they like your page then wait for relevant, interesting conversations to come to them.
This may be a shocking statistic but it’s also a very real one.
As a business on Facebook, it’s up to you to keep the relationship with your fans active. You do this by posting consistently. Aim to post 1-3 times every single day.
It's a good idea to space your posts out so that you catch more people online throughout the day and so you don’t come across as spam.
Recap and Action Steps
- Go through your Facebook Page and make sure it is optimised and ready for visitors.
- Create a content strategy using one of templates provided and start to implement it.
- Engage with those who are on your page. If you don’t have many fans, try to engage on non-competitors pages that share a similar audience to you.
- Be consistent! It will be tough in the beginning but these consistent efforts will pay off if done correctly.
Before I go…
It’s easy to get caught up in ‘likes’, ‘engagement’ or ‘reach’ numbers but it’s important to remember that these numbers are irrelevant; it’s the people that count.
Regardless of your business or industry, you will have one objective. That objective is your bottom line.
The reason we have a Facebook Page is to communicate with our prospects and customers. To educate, inform, inspire and entertain. B
y building relationships and showing that we genuinely care about providing our customers. This is how we can earn trust. People buy from those they trust to deliver. That’s what it’s all about.
Keep that in mind and implement these four tactics and you will start to see a positive increase in engagement.
Once people start to engage with you, you can keep the conversation going. Over time and when appropriate, you can ask for the sale that is far more likely to convert.
Our goal on social media is educate, inform, inspire and entertain our community so THEY want to build a relationship with us.
As always, I hope you found this post valuable. If you did, it would mean a lot to me if you shared some love on social. Buttons below! Oh and don’t forget to share your experiences with Facebook engagement below. Is this something you struggle with or have in the past? What is the one thing you need help with? Let’s chat about it in the comments below.