3 Top Ways To Generate Engagement On Your Facebook Page
Australia is obsessed with Facebook, with 75% of users checking their accounts daily (the global average is 55%). It’s no wonder every business, large or small, wants to have a social presence.
And it’s not just about how active users are.
Three other main characteristics make Facebook the best social media channel to communicate with your audience:
• It has a large number of users,
• It has the tools you need to target audiences, and
• It gives you the opportunity to play with so many types of content
However, a business Facebook page alone won’t increase your sales overnight. Three status updates a day, funny photos, and links to your website won’t help you improve brand awareness or increase sales.
You must build a clear social media strategy to get the most of your online presence. You need custom content to meet your customer’s expectations, in order to obtain engagement and to increase conversion rates.
Why Is Social Media Engagement So Important?
Most businesses focus their efforts to grow the number of followers and fans. Yet, the number of Likes has no value if you can’t get a reaction from your audience.
Engagement refers to the way in which your customer interacts with your content. If you have 3,000 Facebook fans, but you can’t make them comment or share your content, these fans bring little or no value to your brand.
Because if they don’t react to your messages, you can’t guide them towards your sales funnel. Fans who don’t engage don’t influence your return on investment (ROI).
So, while you’re wasting your time with counting page likes and reach, you lose out in important areas. Because engagement is the element that makes a difference in social media marketing – it makes your content visible online, has a good ROI and indicates you whether your strategy is working or not.
Plus, with the new “meaningful social interactions” Facebook has been promoting lately, more engagement means a higher chance to make it to your fans’ newsfeed. In simple terms, you need to start creating waves online to remain visible.
3 Top Ways To Generate Engagement On Your Facebook Page
There’s no secret recipe to make things work, but there is one important ingredient – content. You need to focus your efforts to deliver high-quality content built around your customer.
Talking about your products and special offers isn’t content for you customer though. You must stop putting ‘I’ in the middle of your messages. And replace it with ‘You’.
Any strategy for building engagement works only when you put your audience first. People are tired of commercial messages that ask them to buy. If they want something like that, they turn on the TV.
So, before implementing any of the strategies below, make sure you know your customer well. This is the only way you can tailor your messages to your target audience. Use the Audience Insights button to learn more about the people who liked your page – who they are, where they work, and what they’re interested in.
With your audience in mind, you can craft interesting content to get engagement and connect at deeper levels with your Facebook fans.
1. Use Video Content
As said before, Facebook has the advantage that it allows you to mix up content types. Among them, video content is the most effective marketing tool. Heavily used around the globe, video content hasn’t reached its full potential yet.
In Australia, marketers are still testing video advertising. It’s something you can turn into a huge advantage if you learn to adapt your message to your customer’s interests.
When it comes to Facebook pages, we talk about two different types of video:
Great for entrepreneurs who aren’t afraid to interact with their customers in real time. You can use it to show insights: videos in which you present your team or you demonstrate how you make your products, for example. You can also use Facebook Live to announce your events, new products, promotions, or special offers.
You have more time to prepare this type of videos, so focus on providing valuable information and accurate answers to your fans’ questions, all wrapped in high-quality images and sound.
When planning your video content, keep in mind that many internet users tend to watch videos without sound, right from their smartphones. So, make sure you use subtitles to underline the essential information. Plus, all text should be visible from small screens, for mobile optimisation.
Another important element when shooting videos for Facebook is time. There’s no winning video length on Facebook, as it all depends on the topic and the customer. Testing is the only way to learn what works best for your audience. Two minutes or less can be a good starting point, especially if you’re still experimenting with this type of content.
Spy on what your competitors are doing. Watch how leaders in your industry use this tool to increase engagement among their followers. Adapt what you like, improve what you think isn’t good enough for your audience, and start uploading.
Choose topics that have value for your customer. Something people like to watch and generates emotional reactions. Generally, themes that evoke happiness, admiration, or surprise are more likely to be shared online.
2. Include a Call to Action
What most successful Facebook videos and posts have in common? They all end with ‘Comment below’, ‘Hit subscribe’, or ‘Like this if you…’.
It’s easier for your customer to engage when they know what you expect them to do. So, if you want your Facebook fans to share, tell them!
A Call to Action (CTA) helps people make a decision. When you use words like ‘Share’ or ‘Please’ in your status updates, you can get as much as twice more engagement than what you register when not adding a CTA.
You can also use punctuation to emphasise your messages. Exclamation points and question marks generate more reactions than a simple full-stop in most cases.
CTA Best Practices
• Include active verbs – Share, Comment, Use, Join, Add, Click. Your call to action must tell people what you want them to do.
• Don’t promote products, because too promotional messages are less likely to generate engagement. Focus on sharing interesting content that can help people, instead.
• Ask questions and encourage people to answer.
• Keep things short. If your post update is too long, most of your fans will never get to read the call to action.
• Make things easy for your audience. Clicking the Like button, sharing, adding a funny comment, or uploading a photo takes a couple of seconds. But, if you want them to write down a poem, you’ll lose them.
Give a meaning to every Facebook update. Don’t publish content on social media just for the sake of it. Sharing content without a clear goal isn’t going to grow engagement.
3. When Is The Best Time To Post On Your Facebook Page?
Posting time can have a significant influence on how people engage with your Facebook posts. Even the most engaging content will pass unnoticed if all your target audience is working at the moment you publish on Facebook.
This social network is so dynamic, the newsfeed is updated every time you connect. Which means that a status update you’ve uploaded early in the morning is less likely to reach an audience after lunch.
Some marketers have noticed that updates published on Thursday and Friday have better engagement rates. Others have registered better results publishing over the weekend when people aren’t working and check their smartphones more often.
But, best posting times vary with each audience. To know when is the best time to update your Facebook status, you need to learn when your customer is online.
Go to your page settings, click the ‘View Insights’ button. Then, click the ‘Posts’ tab on the left menu. At ‘When your Fans are Online’ tab, you’ll find all the information about the hours when your customer is active on Facebook.
Another element to consider is the frequency of your posts. Too much is boring, just like posting once a week isn’t enough.
Depending on your niche and the amount of original content you’re able to come up with, you should post somewhere between three times a week and twice a day.
Again, there’s no such thing as an ideal Facebook posts frequency. You need to test and measure your results to learn what makes your audience engage with your content.
Generating Engagement On Your Facebook Page (Summary)
You need engagement on your business Facebook page to monetise your social media marketing efforts. Thousands of Facebook fans are a valuable resource for your business just as long as they interact with your content. Otherwise, you won’t have any return on investment.
To generate engagement, you need to focus on your audience and their interests. Every Facebook status update – text, photo, or video – must add value to your customer. This is the only way you’ll get them to comment, like and share your content with their friends and followers.
Include videos in your content strategy, always add a call to action in your posts and publish when your audience is online. Use these three rules to communicate with your Facebook fans and you’ll grow your engagement rates.