Facebook Likes, Followers and Shares, Oh My!
Okay, so the business strategy has been mapped out, the Facebook Business Page is up, and it is being populated with a collection of valuable content in a variety of post types. All finished, right? Not even close.
Now it is time to amp up those Likes and Shares with massive engagement. It’s time to increase the page’s visibility and gain more followers. It’s time to incorporate multiple digital platforms for the benefit of the business. This is the fun part.
Start With People Close By
As far as expanding the visibility of a Facebook Business Page, it is always best to start with people already interacting with the business. Ask them to Like and to Share. It doesn’t hurt to ask them to engage for a while as well. Synergism is a powerful tool. When people see activity on a page, they are automatically drawn to it. Friends and family are not immune; include them too. Link the Facebook Business Page to the email signature and any branded communications, such as newsletters. Use the business website and blog to further the organic reach by incorporating Like and Share buttons on them as well. It needs to be easy for people to find the Page and simple for them to Share or Follow with just one click.
Since Facebook is a social network, it is highly beneficial to create content that is highly shareable. If the content is valuable and entertaining, visitors will be happy to share it with their friends and further the reach of the business even more. Consumers want content that enhances their relationships with one another, so that is what marketers and business owners should concentrate on.
Analyze The Competition
It is always best to see what the competition is up to. See how many Likes they have and monitor them for a while. If they are doing something that isn’t working, don’t do it. On the other hand, if they are doing something that is working, then do something similar. Set a goal for the number of Likes and aim for it. Just don’t forget what Facebook is all about and what the marketing strategy is. Additionally, don’t forget to practice social listening. It is a very important part of the business strategy.
Build A Great Page
This may seem obvious, but many people overlook key elements in this section. For instance, fully utilize the About section. It allows people to scan for important key elements relating to the business. It also helps build credibility with visitors who may want to get to know the business. All the information in the About section also helps the page appear in searches outside of Facebook. Visitors who are utilizing the search engines to find something may be directed to the Facebook Business Page. Pages with a complete profile are also more credible in the Facebook algorithm.
Choose Photos Carefully
Obviously, a logo is the best choice for a profile picture, but the cover photo can be quite creative. Find a picture that really shows the essence of the brand and conveys what the business is all about. This gives readers a reason to dive into the content. The technical terms are pretty simple, but it’s still best to have a professional profile and cover photo if at all possible. The profile picture displays on the Page as 170 x 170 pixels on computer screens and the cover photo displays 820 x 312 pixels. Facebook recommends using a cover photo that is 851 x 315 pixels and less than 100KB for best quality.
A modern, dynamic option for the Business cover photo is a short video. It can be up to 20 seconds long and have the same dimensions as a photo. It will automatically play for visitors and is a great way to grab attention. There is only one chance to make a first impression.
Promote The Business Page On All Digital Channels
Marketing across multiple platforms is the fastest way to get attention and expand the organic reach. If the business has a following or gets traffic on other channels, like a blog, use them to promote the Facebook Page. Don’t just use a text link; use something compelling like an infographic or short video. Don’t forget to pin posts that are garnering a particularly high number of likes to increase its lifespan but keep it fresh.
A share means that someone felt strongly enough about a specific post that they were compelled to share it with someone else. This is great for business and it provides credibility to people who may be just finding out about the brand. Ask friends and current employees to Like and Share the content on the Business Page but do this with care. Sending out mass invites to Like and Share is an easy way to get unfriended. Instead, make it about them. Carefully craft a personal message explaining the value they stand to gain from Liking and Sharing the Business Page. For example, for employees, it’s a great way to stay current with brand promotions and be a part of employee advocacy for the business.
Learn To Write Great Headlines
Writing fantastic headlines that grab attention is the key to getting people to read the post. Be careful not to be melodramatic. Headlines should set appropriate expectations about the post and they should be informative. Be careful not to be too promotional since Facebook limits organic reach for Pages that are too promotional. Give visitors what they want. If most of the posts point in a specific direction, then go with it.
Monthly Page Audit
Part of maintaining a high-quality Facebook Business Page that encourages Shares and Likes is keeping it up to date.
The best way to do this is to schedule a monthly audit. This gives administrators a chance to remove inaccurate or outdated information and keep things fresh. Make sure the About section is part of this audit; it will help with the algorithms and the reach on search engines.
Finally, don’t be afraid to promote the Facebook Business Page verbally. Using digital outlets and stationary is great most of the time but a verbal expression lets people know it’s something to be proud of. It may also help expand the reach and the audience. Also, make sure that someone oversees engagement on the Facebook Business Page. People will quickly lose interest if they feel they are talking to a void. The key to engagement and conversion is replying consistently and positively.