OK so this was a question in my Facebook Group 'Get to Grips with Social Media'. Its a fairly common question because we are all suffering from dropping engagement on our Facebook Fan pages and its really disappointing. We've all experienced that excitement of sharing a new post only to find that a dribble of folk have liked it or even less have commented. So what can we do?
Well ultimately the culture these days in Facebook is the 'pay to play' action which to be honest these days we should be including a figure in our marketing budget to do Facebook adverts to share our posts, contests or important information. It really is a must BUT... there are few things we can do to generate organic growth which could help create more engagement.
Facebook users do not use Facebook to Buy.
When you jump on Facebook what is your mindset? Do you intend to socialise or to buy things? I reckon the most of you will say 'to check out what my family and friends are up to and see what else is going on'. You see your mindset isn't in a buying mood like you have when you go to Amazon or Ebay. When you go to those sites you have 'intent to buy'. So think about this when you are thinking about your Facebook strategy and what you will post. Your customers go to Facebook to be nosy, see what's going on and engage in stuff that interests them. So don't sell to them, create authentic content that will engage them.
Think about what engaged you on Facebook?
When you are next on Facebook, try and observe how you use it. Think about the actions you take and what encouraged you to take that action. What caught your eye and how (if you did) you commented or why you liked something. If you start to observe your behaviours you can then take a birds eye view of what the marketer did to attract your attention. Recognising the patterns will help you start to build a better strategy for your own fan page. Ultimately we humans are curious by nature and so if you can map out that curiosity and align it with your target market you are on your way to creating some great authentic non-sales content.
We don't want to hear about your products (or service) all the time.... give it up!
Yep. Its true. All of us are not interested in being sold too 100% of the time. If you see posts in Facebook selling something you will probably skim over it thinking 'not right now'.... so if you have that thinking about your social media content think about the paretho principle or the 80/20 rule. Share authentic, relevant content 80% of the time and sell only 20% of the time. On Facebook some suggest even less when it comes to selling but I'll stick with that for now. So 80% of the time you need to sharing great content that helps you generate organic growth (likes, comments & shares).
So now we've established a couple of key principles in the Facebook organic growth thinking here are some ideas that might be useful to you.
a) Share photos and videos. This is still a BIG organic growth builder on Facebook. Share photos or videos of relevant content. Photos and videos stand out. They make a BIG statement. You can encourage engagement by asking fans what they think of the picture. You could even post multiple pictures and ask them to choose their favourite. Or ask them to caption a photo. The images are relevant to what you are but doesn't have to a direct product or service. May be something that compliments the product or puts it in a setting. You have a camera on your phone, use it.
b) Ask questions. I do love answering short questions or 'fill in the blank' type questions. I've done this a number of times and I love the different answers you get. Particularly if they are humorous. People want to be entertained too so be fun with this. Facebook is social after all.
c) Ask questions that customers have asked and build a community. I believe in the spirit of community. I believe that being helpful makes us better people and people do like to help. It makes them feel empowered and energised. So if your customers are looking for tips, advise or have a concerns put them out there. Ask the community what they think, how would they solve it? You don't have to name the person nor define the situation in detail just ask your fans what they think. People love a discussion particularly when it creates positive energy and great outcome. This has happened a number of times in my communities and I always want to reach out an hug the person that has helped solve someone situation when they are at the finish line of their issue.
d) Calls to actions. This might seem counter intuitive to what I have been saying, but they do help create action. You can put them against a picture and ask them to 'like it' or 'comment' what they think. In addition there is a call to action tool on our Fan page which you should be using.
e) Tell a story about one of your customers. Everyone loves a good story and if you have customers that tell you something relevant to your business, ask if you can share it. Its such a valuable opportunity to show off what you do and how someone has validated the product or service you provide. Do a video interview if you want. Help spread the words of the customers. Create a testimonial page or cut and paste testimonials you get in your email box so you can share them.
f) Be educational Show your customers how your product or service works in a setting and teach them. Take your product or service from different angles and share its diversity. Ask fans what they think and encourage them to share their opinion.
g) Do more contest This always creates engagement. People love a game where they have the potential to win or get something for free. Think out of the box of how you can do more contests to generate more engagement.
h) Collaborate with a complimenting brand Find brand that compliments what you do and check out their page activity and what they do. See if they would be keen to cross promote and ultimately have a win/win with working with you. Collaboration in 2015 is a strong activity to do and I think will be a powerful contributor to your organic growth.
I hope you have found these tips useful and will take action from them. I know its hard, I too struggle with fan growth and do turn to Facebook Adverts to push things along but now and again its nice to do something less sales focused and more about relationship building.
Good luck..................let me know what has worked for you or if you have done something different. I always a learner first. :)
have an awesome day....
- If you want me to look directly at your situation then check out my coaching packages - I can sit with you a help you brain storm new ideas based on your own products or services.
- If you are interested in social media service then let me know. I'm just finalising some details so that I provide such social media management packages to solopreneurs or small businesses owners.
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Share interviews with Arab and Expat women entrepreneurs, sharing their entrepreneurial journey with their top business advise. We blog about knowledge, articles, FAQ on social media and share tools and resources to help us get going in our niche.