If you're a business who's looking to better leverage digital & inbound marketing, you're very likely using Facebook. I don’t need to tell you that Facebook is an essential part of your social media marketing strategy, boasting over 1 billion active monthly users, but Facebook’s potential for organic reach has come into question lately. However, if you follow some basic best practices you'll be able to improve your reach.
Creating Facebook posts that are targetted at a wider Facebook audience is possible, but it does take some effort.
Creating engaging, targeted, compelling posts is integral to your business’s success on Facebook. Here are some tips you can follow that will help you create better posts and content on Facebook that increases your brand awareness, web traffic, engagement, and yes, leads!
1. Have a complete profile
This seems obvious, but it’s amazing how many companies miss the mark on this. This includes a recognizable profile picture (your logo, plain and simple), an engaging cover photo with a call-to-action, a filled out ‘about’ section, and other relevant info that your followers will want to have access to. Link back to your website, and use keywords in your about section so your audience knows exactly what you are all about.
2. Post consistently
This doesn’t just mean posting regularly, it means posting content that is consistently top quality, so your followers know what to expect. According to Hubspot data, posts made between 1-4pm show the most clickthrough rates.
You can make use of a content calendar, and scheduling tools to make sure you stay on top of your posts. At the same time, you don’t want to flood your followers’ feeds with posts - that is the surest way for someone to unfollow you.
3. Use multimedia
Videos and photos have been shown to have a far better organic reach and engagement. Especially quality videos that are uploaded directly to Facebook, as these will auto-play in a user’s feed, giving you the opportunity to grab their attention immediately and increase their engagement. Make sure if you are posting visual media, that you post a variety - infographics, high-quality images, videos, gifs etc.
4. Review your performance
Test out different types of posts, images, and content. Then, go back to your insights and see which type of posts give you the most engagement and reach. Use these tactics to carefully craft compelling content for your Facebook page.
5. Be human
This is so important. Facebook is a place where people come to chat with friends, engage in conversation, and follow things they are interested in. Rather than continually posting promotions for your products and service, in a neutral robotic voice, try giving a human voice to your posts.
The companies with the most success on social media connect with their followers by being conversational & empathetic. Don’t go for the ‘hard-sell’ tactics all the time. Be a part of the community sincerely.
6. Post compelling content
Easier said than done, am I right? Think about your audience. Who are they? What do they like? What has worked the best in terms of reaching them and engaging them? Using the tips from above, having a human voice, posting multimedia content, etc, you can create compelling posts that reach more people.
Your posts should be timely; they should correspond with current events, holidays, and trends. Your posts should be unique; don’t go posting the same old- same old. Your posts should also be relatable; try to reach your audience’s emotions! People want to relate to what you’re saying, so create familiar posts that people can like and share.
You should also always try to include a clear call-to-action on each post. Ask people to comment, like, or share your posts. Ask them to follow the link to read or learn more. One effective way at increasing engagement is by running contests. Everyone loves free stuff!
7. Join the conversation
Don’t just be a posting robot! Answer questions, respond to messages, and insert yourself into the conversation with sincerity. Don’t forget to use that human voice we talked about! Be careful to avoid the use of canned responses, your followers want to feel heard & appreciated.
If you’ve done all of the above and found a few of your posts have done quite well organically, you can improve their reach using Facebook’s boost feature. And if you have special promotions or announcements, using Facebook’s targeted ads can help you get the word out to a bigger and fresher audience.
We hope you find these tips useful, and that they help you to get your organic posts to more people!
The Brit Agency is a B2B Inbound Marketing Agency providing SEO, Website, Social Media and marketing automation conversion services to small and medium sized businesses. We're focused on generating traffic, leads and sales and we're experts in the B2B Inbound Marketing, lead generation process and how to increase website traffic, leads and website conversion rates. The Brit Agency is a Gold level Hubspot Partner, a certified HootSuite Ambassador agency, and a certified Google Badged Agency Partner.