Posting on social media is now a regular part of running a business but sometimes as business owners we struggle to think of what to post day after day. Then there are some posts which fail to get any feedback or engagement from followers which can be demoralising.
In this blog I will take you through the rules that I follow with my pages and my clients’ pages to ensure good reach and engagement.
This blog refers to current Facebook algorithm rules but is largely relevant to whichever platform you are using.
There are key rules which I think help to ensure good reach and engagement time after time and result in successful business pages and feeds. But I won’t pretend it’s easy. You do need to work at it, and you won’t see results straightaway, but if your numbers are building steadily then you’re going in the right direction – I’ll talk more about analysing your posts in a future blog.
- Post consistently
- Post relevant content
- Use a relevant image
- Use a question to prompt engagement
- Mix up the style/type of post you use
- Only sell 20% of the time
Posting once then not posting again for a week means that your posts will not be shown to your followers. The Facebook algorithm thrives off regular content, regular engagement and an active community.
If someone doesn’t interact with a page for even just a short time the page will be penalised and not show up in their feed even when new content is posted. By posting daily or regularly, at least three times a week, your posts will have a better chance of being seen.
Post Relevant Content
To do this, you need to know who your customer is. You need to understand their lives, what influences them, what difficulties they have and how your product or service solves a problem for them. Once you have all of this you can post content that is more than just your product – which has to be more exciting for them, right?
Do you see? Now you have much more to talk about on your page, it’s going to be so much easier to come up with new content (which makes the Consistency thing much easier!).
Use a Relevant Image
Adding a photo to your post immediately gives it more impact. It starts to tell the story before your follower reads the content, and a good strong image can stop someone scrolling on by. I prefer to use my own photography where I can, although I’ll hold my hands up and admit I’m no photographer. Using your own pictures ensures more of your personality and your brand personality are included in your posts, but it’s not always possible to capture exactly what you want when you’re taking it yourself. There are some great sites where you can download free images from such as Unsplash, Pixabay and Pexels.
Use a Question to Prompt Engagement
You’ve seen them. Those posts where someone puts up a photograph and types a one line statement to go with it. You might like the post, but do you add a comment? Probably not. Why would you?
Compare that to a post that includes a mini story. “I saw this at the weekend and it got me thinking about xyz, what do you think?” Whether you have time or not, your mind is already processing that question and wondering just what your response will be. Okay so you might not type a reply every time, but you’re more inclined to than when you read that first post, aren’t you?
As human beings we’re funny creatures. Once one person has responded to a question, we’re more likely to add our response. So if you can ask a friend or family member to comment on your post, you’re likely to see comments from others come rolling in.
Remember how I said earlier that the algorithm likes active communities? Well, it loves posts with lots of responses, sees that they’re popular and so makes sure that more people see it.
Only Sell 20% of the Time
I’ve touched on the need to post about more than just your product. You know yourself, if you follow a business and all your seeing is “buy my cushions”, “look at my new cushion design”, “money off if you order my cushion now”, it is frankly, quite dull. And before you think it, no I don’t have an aversion to cushions, I actually really like them and am constantly looking at new ones to add to my house.
But just using those Sell posts won’t engage people with your page. So as a rule of thumb only sell in 20% of your posts. Or once a week if that’s an easier way to remember it.
Mix Up the Style/Type of Post You Use
If they’re not selling the cushion in all of their posts, if instead the Cushion page starts to talk about how I could style my house differently, short cuts to making my house festive for Christmas, what colours are trending for lounge rooms just now, how to create a photo wall etc., suddenly they’re a more interesting page and I’m more likely to go back and visit again and again to look for inspiration. Then, if sprinkled amongst those posts are images and discussions about their cushion range, then I’ll see them while I’m there and will probably buy.
In the meantime, those other posts have sparked debate and conversation. This means that Mr or Mrs Cushion Seller has learnt more about their customer, more about questions they might have, and more about what else they want to go with their cushions. So they can further build those relationships through developing their business to fit the needs of their customers. It’s a great research tool!
The four types are;
- Demonstrate your Expertise
- Show the Personality behind the Brand
- Make your Customer Number 1
- Your Product/Service.
Plus I have a fifth bucket with a couple of types that sit on their own. I’ll be expanding on these post types in my next few blogs so keep an eye out for them being published, to find out more.
Some of you might recognise the themes from my recent #WildRootsSocial October Challenge, if you missed it pop over to my Facebook page or Instagram feed and scroll through the October posts to get a feel for them.
Post consistently, and post relevant content. Use questions to encourage engagement, mix up your themes to maintain interest and don’t sell all of the time.
My next blog will talk about Showing the Personality behind your Brand – why you need to do it, and how you can do it. I’ll even give you ten examples of posts you can use on Facebook.
What do you think? Do you have any other rules to add to my list? Let me know in the comments box, I’d love to hear your thoughts on it.