Free Guide: How to Improve Facebook Engagement
As a small business owner, you are most likely using a Facebook Business Page to attract leads and engage with your current clients. Here are YourOffice, we set up Facebook Business Pages for each one of our locations. Facebook rewards fan engagement by listing your page’s posts higher up in the newsfeed. The YourOffice team has created this free guide on how to improve your Facebook Business Page engagement.
First, we need to define Facebook Engagement. According to the folks at Facebook, engagement rate is the percentage of people who saw a post that liked, shared, clicked and/or commented on it. Now that that’s out of the way, here’s how to get your customers liking and sharing your content.
#1: Include Properly Sized Images
Think about why you share posts on your personal Facebook page. It’s most likely because the post included a properly sized image. The image was easy to view and you didn’t need to click on it to see the entire image. It’s important that you include properly sized images in each one of your Facebook status updates. Check out Sprout Social’s free social media picture size guide to ensure your pictures are always the right size.
#2: Share Links the Right Way
According to the Social Media Examiner, there are two ways to share links on Facebook. You can either upload a picture directly to Facebook and include the link in the caption, or you can paste a link into your Facebook post and let it populate with an image and description from the article (Facebook calls this the link-format).
According to the numbers, sharing a link by pasting it into your Facebook status update is more effective. This way, your readers get to see the article’s title, a short snippet of the article and the website URL.
#3: Use Facebook Targeting Options Correctly
The engineers at Facebook created two new ways to target page posts: Target Interests and Post End Date.
Target Interests: Small business owners should use Target Interests to target their updates to a very specific demographic, which will lead to greater engagement. This tactic works best when users are intimately familiar with their fans’ demographics.
Post End Date: When business owners use the Post End Date option, they predetermine their post’s lifespan. When the end date passes, the post will disappear from the newsfeed, even if it remains on the Facebook Business Page. This is an effective way to promote events and other time-specific posts. You should aim to promote every single event this way.
#4: Always Include Calls to Action
Facebook users move quickly through their news feed. Remember, you have exactly 2.5 seconds to grab their engagement. If you want them to stop and take action, you must request that they do something specific. Always include a call-to-action within your post. Social media is all about being authentic so drop the sales lingo. It’s a good idea to include calls-to-action in all your small business marketing materials.
#5: Post at the Right Time
One of the most important tips in this blog post is to post your status updates at the right time. There are a variety of tools you can use to cue up your status updates including Post Planner, Sprout Social and Hootsuite.
Don’t forget to check your Facebook Insights to find out when your fans are online. Facebook provides data for every day of the week so you can base your posting schedule on this information.
Plan on posting half an hour before the prescribed optimal time. If the majority of your fans log into Facebook at 8pm, your update should go live by 7:30pm. That way, when your fans come online your post will already be in their news feed.
Facebook updates can make a big difference in how your fans interact with your business page. We encourage you to keep up with Facebook changes as they happen and tweak your tactics as necessary.
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