June 12, 2019 ByCheryl Dykstra
More than 20% of the world’s population is active on
Facebook every month.
With all of those active users, you would probably assume there are many, many
Facebook business pages – and you’d be correct. In fact, as of May 2018 there
were more than 80 million Facebook business pages.
As a business owner, that is a lot of noise to compete with
on Facebook in addition to the photos and updates from friends and family that
dominates the organic newsfeed of your audience.
Here are five tips to
help your business stand out and to make the most of your Facebook business
1. Follow the 4-1-1
When posting to your Facebook business page, it is important
to include content that educates, inspires, and entertains your audience. A
content strategy that is only focused on pushy sales messaging can cause a drop
in post engagement and/or page likes. By creating a compelling content strategy
you can establish loyalty and trust with your audience, which puts you on a
path for lifelong, loyal customers.
Unfortunately there is no magic solution for creating a
content strategy. Each industry can benefit from different post types and
frequency. A good rule of thumb is to use the 4-1-1 rule. Originally coined by
Andrew Davis, author of Brandscaping, social media 4-1-1 is a
sharing system that enables a company to get greater visibility with social influencers.
Here’s how it works…
For every six pieces of content shared via social media:
should be pieces of content from your influencer target that are also
relevant to your audience. This means that 67 percent of the time you are
sharing content that is not yours, and calling attention to content from
your influencer group.
piece should be original, educational content that you have created.
piece should be sales-related — like a coupon, product notice, press
release, or some other piece of content that no one will likely pay
2. Provide Value With
Webinars or Facebook Live Chats
Webinars are a great tool for businesses to promote their
expertise, provide valuable information to their audience, make important
announcements, and gather new potential customers.
Webinars are typically live online events that guests
pre-register for and join at a specific time. This helps to build your list
with the guest registrations as well as gives you an opportunity to close some
sales as you present your webinar.
If you’ve never conducted a webinar before, here are some
topics that can be used across many different industries:
Invite experts in your industry and conduct QA
sessions with them
Do a QA session by yourself during which the
viewers can ask questions
Announce new product updates and introduce why
you made it and how it can help your customers
Pick interesting news in your industry and go
deep with it
The same type of idea can be implemented within the Facebook
platform with Facebook Live. The difference with this is that guests don’t need
to pre-register and can hop on as you’re filming.
Using Facebook Live allows for your recordings to be saved
to your Facebook page afterwards for continued views. This is a great option
for when you have quick updates or want to share breaking news.
3. Use Polls to Get
Conducting polls is a very interesting way of engaging your
audience. Not only do polls typically get higher engagement, they can also
provide you with valuable feedback.
People like participating in polls on Facebook because they
are easy, quick, and fun. They feel like their opinion is being heard and in an
entertainment aspect, polls can even feel like a game when positioned
Facebook gives you the opportunity to create polls with
texts, photos or GIFs. You can publish them in your story or news feed. They’re
a really cool way to increase your page engagement rate.
You can see just how much engagement the poll had even in
the comments section.
In addition to that, Social Media Examiner now knows that
their audience favors Instagram Stories and can tailor more future content
towards that topic.
4. Analyze Your
Insights and Watch Competitors
Make the most of the data that Facebook Insights provides
about your audience for targeting and marketing. Here is a short list:
Page views, reviews, likes, reach,
recommendations, post engagements, and followers.
Audience behavior, buying patterns, demographic,
and geographic locations.
Posts reach for both organic and paid strategy.
Traffic source like Google or your website.
Activity details such as “get direction clicks”,
“website clicks”, and “action button clicks”.
Post engagements and shares.
If you hold events, it will show “people
reached”, “event page views” and more.
Videos’ performance and engagements.
There are also other statistics that you can
find when going through Facebook Insights in order to make better marketing
In addition to your own page insights, Facebook also offers
the ability to analyze your competitors. You can use the Facebook “Pages to
Watch” report and add your competitors there. From there you can click through
to see the type of content they’re offering as well as what ads they’re running
in their Ad Library.
5. Build a Facebook
Group Around Your Business
From car enthusiast groups like Miata Club (28k members)
to entrepreneurial support groups like Women Helping Women Entrepreneurs (23k
members) to buy and sell groups like Orlando Online Yard Sale (70k
members), Facebook groups are used for many different purposes, but they
all have the ability to create a community around their topics.
These groups are a great opportunity for business owners
looking to build and manage a community around their brand. They can help you
position yourself as an industry expert, find new customers, and more.
Also, when your community becomes large enough, you can do
other cool things, including:
Conducting meetups with your community and
sharing information with them.
Gathering them and discussing how your product
or service could be better.
Holding an event to promote active members.
There are obviously only a few things you can do to stretch
the effectiveness of your Facebook business page. If you continue to bring
value and enjoyment to your audience, you’ll continue to see success from your
If you’re interested in learning more about how a Facebook marketing
strategy would benefit your business, call
us today at (407) 682-2222 for a free strategy session.