Managing a Facebook page for your business or brand seems like a Catch-22. You need more people to engage your page in order for its posts to appear on more feeds, yet you also need more people to see your posts to begin with in order for them to engage with the page. However, it’s worthwhile for virtually any marketer to build and maintain a Facebook page, as Facebook is popular with all demographics. The Pew Research Center reports that 74 percent of urban and 67 percent of rural Americans are on Facebook. Whether you’re promoting a local mom-and-pop business or a trendy metropolitan bistro, take the time to master your Facebook page’s engagement levels.
Start with Good Content
Even after someone “likes” you page and becomes your page’s follower, Facebook doesn’t automatically show them every post you make in their feed. Facebook page algorithms make posts viewable to more people the more people engage with them. They’re especially likely to appear on the feeds of your most frequent supporters, but even just the fact that several dozen or hundreds of your followers “like” a page also improves the post’s chances to appear on more feeds.
To entice more followers to “like,” “share” and comment on your posts, you have to start with good content. Link to riveting content relevant to your industry on your website and lead the post with a question that will get more people to respond. For example, if you write about tips for finding a new condo on your website, your Facebook page link could include the question, “What do you love about living in a condo?”
According to BufferSocial, Facebook page posts with images get an average of 39 percent more interaction than posts without. Images catch Facebook browsers’ eyes when they’re looking at their feeds. Never make a post without an image. Often, if you’re linking to a page with images on it, Facebook will do a preview of the website that includes an image. However, if no images come up, include a relevant one of your own. Take quality photos of your products or scour through stock image websites to find effective images with professional models. For instance, if you’re a real estate company that specializes in condos, the images might include a family packing their belongings or a couple receiving keys to their new condo.
Pay to Boost
Set aside some of your social media budget to use on paid promotion on Facebook. For a small fee, Facebook will boost your page’s individual posts to more followers. When first starting out, you’ll need to boost more often, but eventually, you can cut back on the paid promotion as more of your followers begin engaging with your account. Don’t bother to pay to boost pages until you have a sizable number of followers in place first, though. Get more followers by cross-promoting your page on other social media sites and on your website. You might even offer exclusive coupon codes and news on the page to entice more people to follow.
Once you crack the Facebook page engagement code, your followers will do most of the work for you. Keep posting new and engaging content, but worry less about paid advertisements and trying to get your page seen. The more engaged your audience is, the more likely they are to see your posts.