We all know engagement is key when running a social media account, but how do we increase engagement while running a Facebook page? Follow our top tips to make sure your Facebook page is all about quality.
Find your target market
Audiences vary from platform to platform, so understand who your audience is on Facebook, or who you want to target on Facebook.
- Are they older?
- Are they parents?
- Sports fans?
- Active people?
It might take a while target market (you can have multiple target markets), one easy way to find your current target market is to look at your ‘Top Fans’, give them a stalk to put together your ideal Facebook user(s). The more you know about them, the better you can target your message.
Think like a customer
If you saw your post pop up on your timeline, thinking like your target user, what would you think? Would you stop and engage, share with friends or keep scrolling?
Remember the 80/20 rule. Publish around 80% original and curated content that provides value to your followers and no more than 20% promotional content.
Consider your goals
Keep in mind what your top goals are for your Facebook page and use these to adapt your content and CTA. Creating goals also helps to report on your KPI for your page by reporting on your reach, following, engagement levels etc and how they correlate to your goals.
Some of your goals may be:
- Brand/product awareness
- Build a community
- Show your expertise
- Increase your reach
- Generate traffic to your website
- Build new partnerships
- Increase sales, Etc.
Take a step back and take a look at your page as a new visitor’s first impression. Make sure your brand is clear, including your logo and message and use the correct dimensions for your cover image and profile image.
- Cover image size: 851 pixels by 315 pixels and can’t include more than 20% text.
- Profile image size: Upload images 180 pixels by 180 pixels (shows at 160 pixels by 160 pixels)
- The about section under your profile image allows to write around 155 characters which will be visible on your profile. This is a great place to leave your website link.
Schedule/plan your posts in advance so you know you have content ready to go. Posting at random or not regularly enough can leave a negative impression on your page visitors and affect your reach.
It might take a bit of trial and error to find your ideal posting schedule, however, you can do this by testing your frequency and watching your numbers to optimize engagement.
Take advantage of what Facebook gives you
Facebook has some really helpful features to help you create your perfect page, you want to make scrolling through your page as easy as possible for the user.
Here are some of Facebook’s best features:
- Vanity URL
- Post Targeting
- Pinned Posts
- Featured Likes
- Post scheduler
- Promoted Posts
Response to all your comments and messages, within ideal time. Around 30% of companies actually respond to comments, if you have a large following and high interaction rate, schedule 30 minutes after your post goes live to reply to comments. Always schedule time in your day to reply to messages and comments, whether it’s the first thing you do when you start the day or your post-lunch activity.
Facebook’s algorithms are constantly changing, you can keep up to date on them by reading countless articles weekly (yawn), or, you can understand your target audience. By understanding your target audience in depth you can know exactly what to post about and when to post.
Keep an eye on your ‘Publishing Tools’ and ‘Insights’ on your page to see absolutely everything you need/want to know.
Publishing tools will help you learn more about each individual post, including the reach and engagement, and be able to compare how well your posts worked or didn’t work, remember, your posts will not reach your full audience.
Your insights will give you a high-level understanding of your Facebook page on a whole, I find this extra helpful if you are running paid ads as you can understand how your paid ads work in comparison to your organic ads.