Though Facebook is frequently under fire by brands and marketing professionals for its ever-changing algorithms that determine the visibility of posts, it remains to be a popular platform for marketing to customers and fans. Don’t give up on Facebook yet! Chances are you have spent a lot of time and money building a highly targeted, high quality fan base.
While paid advertising is a new and important requirement to increasing your reach on Facebook, creating awesome Facebook content is a surefire way to keep visitors interested and engaged.
Here are six tips to keeping customers and fans engaged on Facebook through thick and thin:
Post content that is relevant to your audience
If you are selling a baby product, you’ll want to share not only information about your own product, but also informative and educational information relevant to your category, such as articles about pregnancy, prenatal nutrition and newborn care.
Post a wide variety of content
When you post a variety of content, you’ll keep readers interested and glued to your page. They’ll want to come back to see what’s next. Link to your company blog, post behind the scenes photos to show your fans what a day is like at your company, and share important news and announcements, information and updates with your community.
Ask good questions
People, by nature, enjoy the art of conversation. If people have the opportunity to weigh in with an opinion or thought, they are more likely to engage with your brand. Pairing your posts with questions is a great way to get more engagement and comments on your posts. Including a call to action whenever possible will get people talking and sharing (i.e. “Tell me what you think of this new color,?” or “Give this post a thumbs up if you agree,” etc.)
Post consistently but not too frequently
It’s important that people see your updates in their newsfeed, but by posting too frequently, you risk alienating users who will “unfollow’ or hide your posts. Develop a cadence that you can stick to and post on a reliable schedule to keep readers invested, but not overwhelmed. Make sure everything you post is meaningful and you’re not just posting for the sake of posting.
Develop an editorial calendar
It might sound like a lot of work to develop an editorial calendar surrounding your Facebook posts, but investing a few hours per month in researching relevant topics, timely events and subject matter that will be interesting to your community will help enhance the quality of your page and keep fans returning. Plotting out your posts in a calendar will keep you organized even when your schedule gets busy and will save you time in the long run. For example, before June starts, brainstorm what topics might be interesting to talk about in June, such as road trips, sun safety, Father’s Day and/or other unique “holidays,” such as National Iced Tea month (which is “celebrated” in June!).
Monitor other industry resources for content
To stay timely and relevant, it’s important to show your customers and fans that you know what is going on in your industry. For example, if you run a skincare line for expectant moms and babies, you should be reading magazines like Fit Pregnancy and Pregnancy & Newborn for inspiration and ideas. Follow other “movers and shakers” (bloggers, prolific social media enthusiasts, etc.) in the industry on their social networks so you can share/re-post other content (with proper approvals and credit), and also align your brand with credible and established industry leaders.
Remember, even with Facebook’s algorithm changes, keeping the fans you’ve worked hard to acquire engaged requires remarkable and fun content. While you should consider investing a little money to boost posts or advertise your specials to your fans so you achieve broader reach, don’t throw in the Facebook towel just yet and hold steadfast on following these six tips to keeping fans engaged through thick and thin.