So you’ve created a Facebook page for your business, but you’re not sure where to start with posting. Reading article after article about the best ways to run your page is exhausting and intimidating! We’re here to make it easy for you. We’ve compiled our top 10 list of things to take note of when creating Facebook posts for your business.
- Know Your Target
When creating new content, you need to have a good idea of who you want to reach. The more you know about your target audience, and the type of content they want to receive, the more you can tailor your posts for their requirements. The more relevant you make your content, the more likely you are to receive a higher engagement/link click rate. It sounds simple enough, but many people don’t consider who they are speaking to.
Create a Road Map
When thinking about your Facebook strategy, it is important to formulate a plan. Think about your audience, and the topics they might like to see posts about. E.g. if your business is a gym, your users may like to see a mixture of fitness tips, healthy recipes, funny workout memes, and fitness events. After choosing what topics you want to cover, create a calendar. Map out what you want to post each week (we recommend creating posts up to a month in advance). Things of course pop up, so allow yourself to be flexible, but having a strong idea of what you are posting ensures your content doesn’t become repetitive. We also like to schedule in one “on trend” post per week, which stimulates engagement from other businesses.
In line with what we just spoke about, posting sporadically or irregularly can leave users with a negative impression of your page. It can also affect your engagement and reach rates. Posting too frequently can become tiresome for users, and can cause Facebook to group your posts together, which can actually hide some of your posts. You might also find that people un-like or un-follow your page as a result. Start with 3-4 posts per week track your results to find your optimum posting frequency.
We like to follow the 80/20 rule. That is, have 80% of your content be original content or content that provides value to your users, and 20% of your content be promotional. While it’s important to provide content that is valuable to your customers, ensure that you are also posting content that is relevant to your business. It’s very easy to develop content that is important to you, but has nothing to do with your business, which can be confusing and turn people away from your page. Remember that they have liked your page because they are generally interested in topics relevant to your business.
Photos are the most engaging type of content you can post on Facebook. They typically have the highest engagement rate, and often gain more attention from your fans, because they are easier to consume than a text post. When sharing photos, make sure they are high quality, and relevant to your audience. Only post images that you have created, or have the right to publish. And while it’s fun to take pictures around your business, avoid posting too many selfies!
Leverage Facebook’s Publishing Tools
The simplest way to leverage Facebook’s publishing tools is to use their “Schedule Post” tool – it’s as simple as creating a post, and rather than hitting send – click on the calendar so that you can schedule the post to go out at a more appropriate time! There are also a number of tools you can use that allow you to save time on scheduling and tracking posts, like Hootsuite, Sprout Social, and Hubspot’s Social Inbox. Scheduling is really smart, as it allows you to dedicate a period of time to curating content, and then schedule it to post out when your users are most likely to engage with it.
Experiment with Publishing Times
It’s very easy to create posts and publish them as soon as they are ready or at a time that will activate the most engagement. It is important to dig into analytics to discover the best times to publish your posts. Within Facebook’s analytics tool, you can determine what day and time is likely to generate the highest engagement levels. It is important to check this on a weekly basis and schedule your posts accordingly, as the statistics can change each week. If you are looking to really dig into your social analytics, you can use a more sophisticated tool like Fanpage Karma to give you stats on each type of content.
Monitor and Respond to Comments on Your Page
Great posts do not guarantee fan engagement. Responding to comments made on your page or your posts is incredibly important. It shows that you value the thoughts of your customers, and that you are taking the time to personally interact with them. It also helps to create the voice of your business. Many people try to hide or delete negative comments or reviews, but it has actually been shown to be more effective to publically address any issues your customers may be having. It is okay to take the problem offline to sort it out, but we recommend publicly posting a resolution or a “glad we could fix your problem” type of comment, so that the community can see that you take issues seriously, and prioritize the happiness of your customers.
Measure Your Success
This step is particularly important if you are posting content that leads your Facebook users to your website, because you will want to be able to track if they have turned into leads or customers. If you are posting website content, use tracking URLs so you can attribute leads/customers to your Facebook efforts and determine which marketing efforts are working for you. Aside from tracking URLs, it is also important to dive into Facebook Insights, so that you can track Facebook-specific engagement levels. If you are using one of the previously mentioned 3rd party integrated software solutions, they often provide a deeper dive into the statistics. These tools are great to help you analyze the demographics of your fans, and also of the people that are actually engaging with your posts. You can also find out what types of posts work best for you, so that you can create similar content in the future. You might be surprised to find out that although the majority of your are in the age group 18-24, the 25-34-year-old age group interacts most with your posts!
Now that you have created great Facebook posts and collected a bunch of data – it’s time to optimize your strategy! Keep track of your results on a regular basis so that you can tweak slowly as you go on. It’s difficult to assess which change may have led to an uplift in leads so we recommend optimizing slowly, one idea at a time.
Now that you have read our top ten tips – it’s time to start creating content!