A common complaint I hear when talking to other entrepreneurs is a lack of results from Facebook Page posts, especially when advertising dollars have been spent. Do take notice that I didn’t just say "results from Facebook Marketing” - I said “results from Facebook Posts” - which is a crucial distinction.
Time and again, when I start reviewing the Facebook Pages for potential clients I see the same few mistakes being repeated by small business owners. These mistakes are what separate Facebook Posts from Facebook Marketing.
Not posting frequently enough...
Don’t be shy, post DAILY…not weekly or monthly. It’s incredibly difficult to get your posts seen by the right people even when you post multiple times a day. Facebook isn’t stupid...they realize their primary monetization method is the Promoted or Boosted Post. Therefore, their algorithms prevent the majority of your followers from ever seeing your post unless you pay for it to happen. Facebook isn’t into giving away free traffic for your business like Twitter is.
One way to combat this is posting frequently. The more chances you have to resonate with your followers, the higher likelihood that one of them will “engage” (like, share, comment) with your post. Engagement with your post updates the algorithm and starts showing more of your UNPAID posts to your followers in their Newsfeed.
Also, the more posts you have on your page, the more valuable that page is to the reader. You’re much more likely to get new Page Likes and Follows when you have plentiful content, because readers can see the value in maintaining contact with your Page. Think of it this way, if you saw an interesting title of a magazine at the bookstore, and opened it up only to find 3 articles, how likely are you going to be to tear out that subscription card to keep getting more issues? Make your Page visitors want to tear out that metaphorical subscription card…give them something to come back for!
How much should you post? As long as you have something valuable to say…post it. No one is going to see every single post you make in their Newsfeed on Facebook, so more content is always better in my opinion…for the above reasons.
How long will it take to see results? This question will only lead to frustration. Social media marketing isn't a race with a defined finish line. Instead, think of it as building a skyscraper that will never be completed. The more floors, the more value the structure has, and there's no limit to how many floors you can have. In this analogy, the floors are your Facebook Posts and the skyscraper itself is your brand image and/or authority in your field. The goal is to always be building...NOT to have an end result.
Posting about irrelevant topics and polarizing personal views...
I’m often surprised how many entrepreneurs mistake their business Facebook Page for their personal Facebook profile. I see highly polarizing political posts, rants about latest news headlines, sharing of car accident news stories…it’s baffling to me what the marketing strategy is here. Get a lot of views because “everyone watches the news” or “everyone looks at car accidents??"
While some social media “experts” may argue that sharing mass-appeal content can and does get page views, I counter that argument with a big, fat, WHO CARES?! Who cares if you get traffic or page views…what matters is WHY you’re getting those page views. Traffic to your Facebook Page doesn’t pay the bills, PAYING CUSTOMERS is what pays the bills. How do you get them to your Facebook Page? By talking about information that’s RELEVANT to them in relation to the products and services you offer. Talk about the life they’ll have as a result of owning your product or using your service…NOT about how our country is going down the toilet because of some political event.
Failing to leverage a major benefit of digital marketing - the ability to Copy/Paste content...
"What kind of posts should I be putting out there?” I hear this all the time…and it’s the wrong question.
Instead, ask yourself, “What information would my potential customers find the most value in reading?” - and then write an article instead of a Facebook post.
“But writing a whole article takes SO MUCH TIME!” Yes, it does take time to write an article. But this is time that can be very easily leveraged by parlaying that article into chunks of information that can then be distributed across various marketing channels. The article is the CORE CONTENT that feeds the pipeline for your Facebook Posts, Tweets, Email newsletters, and LinkedIn Articles.
For example…when I finish this article, here’s the steps I’ll take to get the information out there:
1) Publish as a Blog Post on my main website
2) Publish as an Article on my LinkedIn Profile, with a link to my Twitter Profile and Facebook Page
3) Paraphrase the 3 Main Points of the article and make a Facebook Post from it, along with a link to my Blog Post on my website
4) Create an enticing headline using hashtags and Tweet it with a link to my Blog Post on my website
5) Copy the last Tweet, change the link to my LinkedIn article, and schedule it to be Tweeted later in the day using the Twitter Dashboard app on my phone.
6) Use the IFTTT app to automate the above Tweets and Facebook Posts to repeat themselves 2x daily until I generate my next piece of Core Content.
7) Generate my next piece of Core Content and repeat the process.
8) IF a particular Facebook Post receives a higher than normal amount of engagement, THEN I'll have a post worth paying to promote by Boosting it to a highly defined audience with a Call to Action that matches the Buying Stage that the content targets.
For instance, if a lot of people Like my post about this article, then I can promote it with a Learn More button in my Facebook Ad. Why use a Learn More call to action? Because when the reader clicks on it they will be taken to my Blog Post on my website, which will then have a newsletter Sign Up form at the bottom of the page.
The point here is to build a readership that gains value from the information I share. Now, if at some point that reader moves from the Awareness Stage to the Consideration Stage, they’ll know at least one place to look first for a solution to their marketing needs. The same goes for moving from the Consideration Stage to the Decision Stage.
Hopefully this gives you a little deeper understanding of how a solid digital marketing strategy operates. Keep an eye out for more information on how to choose what articles to write, how to create a highly defined audience for your Facebook Ads, and how to get free traffic with Twitter. Sign Up for The Orange Bull, my weekly Bullet Point newsletter with quick marketing tips and updates on my latest articles!
Author - Justin Smith
I owned a small service business from 2006-2016, and you could say I'm totally obsessed with automation and business systems. I believe the need to be physically present is the single biggest challenge small business owners like myself face.