How are you getting leads to your site? Are you spending hundreds on Google and PPC ads? Or maybe you’re relying on SEO? If you’re not taking advantage of Facebook, you’re missing out on a lot of potential clients and sales. As the largest social platform, with over a billion users, Facebook is hard to ignore.
Looking at your competitor’s Facebook pages can be daunting. They get hundreds of likes per post, have thousands of people follow them and most importantly, it’s become their leading source of sales. Now it will take some time and tenure to get to this level but there are a few steps you can take to get there as quickly as possible.
This might seem intuitive, but consistency means different things to different people when it comes to Facebook . Some suggest posting up to four times a day, but for my clients I typically suggest posting up to twice a day. Here’s why:
It’s likely that your main priorities do not include Facebook, and gathering content for four posts a day is often too time consuming for what you’ll get in return when your page is new.
You will annoy your followers - you want to be on the tip of their tongue, but not so obvious that they unfollow you.
You can dilute your brand if the frequent postings are not consisting of quality content, which often happens if you’re posting too much.
You can absolutely grow to posting four times a day, but as you’re starting out, just get into the habit of posting regular, quality content. This is the easiest and most effective way to get Facebook followers and leads to your site.
If you don’t have the time, or don’t want to dedicate the time to post to Facebook several times a day, look into utilizing a social media scheduler. They will save you major time, and get you on your way to brand recognition and followers.
Hootsuite and Buffer
You can schedule out a whole week’s worth of articles, photos and videos in under an hour - for all of your social networks. Facebook, Twitter and LinkedIn can all be scheduled to with a click of a button. All you have to do is sign up for a free Hootsuite or Buffer account and add your social networks. You can easily monitor all of your channels through one of these accounts, making it a huge time saver. Bonus, you can just as easily monitor what people are saying about you and respond in real time.
Facebook has their own scheduling tool that is just as user-friendly as Hootsuite and Buffer. Unfortunately, if you choose to go this route, you will have to go through and publish content to your other social networks manually as opposed to using a multi-channel scheduler. However, many people choose to take this extra step; there is a lot of speculation in the digital marketing world that the Facebook algorithm prefers posts made through their systems, therefore showing them to more people.
Where to Find Content
Whether you decide to post twice a day or four times a day, finding content can be difficult. Even if you’re writing and producing your own content, you shouldn’t only post your material. With Facebook you should follow the 80/20 rule: 80% of your posts should be other people’s content and useful information and only 20% should be promotional posts, of course this is just a guideline. Facebook’s algorithm wants to show people what they want to see, and people want to see fun, inspirational and shareable content. You can find this content several ways:
Join Facebook groups
There are Facebook groups out there for every industry. Do a little research and join a few of them. Chances are people will be promoting their content, and you can go on and share their articles and photos. This method works double fold, not only do you get great content, but people will start to notice that you’re sharing their content. When it comes time for you to share a piece of your content to the group, people will be a lot more likely to share your posts on their page and return the favor, meaning more site traffic for you and more potential followers.
Content produced by you
Although you shouldn’t use A TON of self-promotional posts, this is your business’s Facebook and you need to represent yourself. A great way to do this is by posting blog posts from your site. You will be giving your followers valuable information, showing them why you’re the best in the industry and also get more website visitors. It’s a win, win, win.
Use Your Analytics
Facebook has their own set of analytic tools, Facebook Insights, that are great for optimizing your content based on who’s following your page. Some of the things Facebook Insights can tell you are:
What time your followers are most active on Facebook
Follower demographics (ex. married or unmarried, income level and occupation)
What area of the world they live in
You can use all of this information to cater your page to your followers, and the above examples are only a portion of the information that Insights has to offer, although all of it is extremely useable. You’ll want to post when they’re most likely to be on Facebook; this will immensely improve your engagement levels. You can choose content that fits into your followers’ lifestyles by researching what demographics they are part of. Additionally, you can target your posts to followers living in certain areas of the world. For example, if you just wrote a blog post on how to start your car in cold weather and want to post it to your Facebook page, you can target those followers living in cold areas, or just a particularly chilly city.
Using Facebook Insights is going to ensure your followers are getting the most out of your content and that you’re getting the most out of the time invested in your postings.
Utilizing Paid Facebook Ads
Facebook has a really effective and affordable advertising platform that can be optimized for post engagement, page likes and and page reach, among other options.
Do you want more likes or comments on a post? Then post engagement is the way to optimize. This is a great option if you posted about a special or promotion and are wanting more eyes on it.
Try out this optimization if you’ve tried the above, organic tips, but still want a follower boost. You can optimize your page towards specific audiences, such as people who are interested in cars, or a lookalike audience (an audience that is similar to the one that’s already liking your page).
The best choice for getting your brand name out there, this optimization choice focuses on brand recognition and the number of times Facebook will show your page to your selected audience (impressions). This is not the best choice if you’re purely looking for an increase in follower numbers; if you’re looking for that, optimize for page likes.
This information touches on just a fraction of Facebook’s capabilities - there are many other ways to get more Facebook followers. The above tips are going to be the least time consuming, the most attainable and the most easily tracked. If you need more guidance or are looking to grow your Facebook page on a larger scale, contact Monarchy Management today for our social media services.