Trust me when I say this, Facebook posting is an enigma for many of your customers.
Some customers don’t use Facebook on their own, so they don’t care. This is a mistake as their customers are already on the platform, regardless the age.
Facebook has over 2.5Billion users. They can’t dismiss it.
Some customers are disinterested because they don’t use Facebook. Some are believers, and only believers in traditional marketing.
Some are afraid to use it, and they will often talk about regulations.
Then you have those who try to use Facebook. They try all kinds of things and rarely have any success.
Some will try to use trendy things like memes, which often fall flat because, by the time a business uses the meme, it has been passed around for a week. It simply loses its impact.
There are other mistakes they make using social media. Using social media for business can be tricky. You have to remain professional while navigating the world of fun, entertainment, and casual.
It can be challenging to navigate.
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You can risk being too professional and not getting any kind of engagement at all.
Today I am going to give you five tips to help your customers use Facebook to increase organic engagement. Once they have increased organic engagement, they can then begin to test boosts.
Boosting posts that get little organic engagement just means more people will see a post that doesn’t get engagement. Save your money for when you know you are getting engagement.
Use copywriting formulas
The age of marketing has shifted to digital marketing or, as Seth Godin calls it, permission marketing. In this age, the market is in control. Customers can research companies and solutions, especially in industries where they didn’t have that information before (i.e., real estate).
In the digital marketing place, like Facebook, some customers are even already talking about your company. In the age of digital marketing, it is much more a conversation.
More competition and a crowded marketplace have created a huge need for better copywriting. Customers have lots of options, and yours is just one of them. Copywriting helps you persuade them to consider yours.
One of the best copywriting formulas to start with is the PAS formula. P stands for problem, A stands for agitate, and S stands for solution. It is ideal for short copywriting pieces like social media.
Combing this with a call to action that leads them to your website, and you can help guide them to your company to solve a problem.
Most people have figured out that images and videos get more engagement. So they set out to use images.
What happens when they use an image that isn’t relevant to their business or product? It confuses the reader, and they move on.
While most brands think they share captivating images, unfortunately most are missing the mark. You not only need to use pictures that are high-quality and unique, you need to make sure those pictures relate to your brand and stimulate engagement. Social Media Examiner
What does a lady in a bikini have to do with selling domains? It might work in a TV commercial (that’s debatable), but on social media, it can be quite confusing.
If you are doing a post about a customer, have a picture of the customer. If you are talking about a team member, have a picture of the team member.
Sure, cat GIFs are entertaining. You might get someone to stop, but will they buy jewelry from your store or a house from your realtor company?
As with anything, test. Your audience may be different.
Your customers may need to take some pictures around their business.
There is a time and place to talk about your business (see next point), but most of the time, we should be very customer-centric. Hence the PAS formula.
Write your content like you are talking to your customers.
Even though you are using images and or videos, you still have to add written content. Take advantage of that and utilize copywriting principles.
And the best copywriting principle to remember is to be relevant to your audience. Talk about things they are interested in hearing about. Talk about things that help them.
Smart marketers take advantage of storytelling skills. People love to hear and read about how someone overcome adversity.
In other words, we’re hooked. For the duration of the story, our fates become intertwined with those of imaginary people. If the story has a happy ending, it triggers the limbic system, the brain’s reward center, to release dopamine. We might be overcome by a feeling of optimism—the same one characters are experiencing on the page or screen. Source: The Science of Story, Berkely News
You can tell a story about how one of your customers overcome a problem. You can tell a story about how one of your employees overcome an obstacle.
You also may want to take advantage of Stories on Facebook. The interactivity, combined with storytelling, is a double dose of engagement.
Drive traffic to your website
You need to use a call to action (CTA) in your content. You may not use it every single time, but engagement for the sake of engagement doesn’t equal revenue.
It’s the same as the businessman offering you an opportunity to build a website for exposure.
You need engagement to make sure you have an audience willing to act.
I’m not aware of any foolproof rule about how many times to offer a CTA on your posts, but I know if you are doing a paid post, you have a place to utilize a call to action.
The most important call to action is to drive them to your website, preferably a landing page.
I don’t think it is quite enough to drive them to your website, but you need to drive them to a page that persuades them to sign up for your email list or contact you for a quote.
So, drive your traffic back to your home base, your website. And, ultimately, lead them to your email list.
You see, when you spend time interacting without any interest in sending them to your own property, you camp out in a digital sharecropping model. Sonia Simone talked about this in 2015, and it is still true.
But what happens when Facebook thinks you’ve done something that violates their terms of service and deletes your account? Or changes the way you’re allowed to talk with your customers? Sonia Simone, Copyblogger
She’s right. Facebook is fickle.
They change something every day. Trust me, I’ve seen this, and you have too. Next thing you know, your client is beside themselves because the bulk of their business is spent on Facebook. It’s time to change the direction.
Wrapping it up
These are just tips based on what I see on my own Facebook timeline. As the website developer, we are often the first place our customers go to learn more about using Facebook.
We are, after all, a digital marketer that builds websites. We are the expert in this area for your customer. And Facebook is always changing, but these core principles are pretty steadfast.
What are some of the tips you have for your customers? Drop them in the comments in the Facebook Users Group.