So you’ve taken the plunge and you’ve created a Facebook page or Instagram account for your business (what took you so long?). You’ve been posting a few times a week and the result; about 100 Likes or followers, mostly friends and family and the odd comment…if you’re lucky.
And now you’re asking yourself…How do I get more Likes on my Facebook business page?
Well you’re not alone. This question pops up daily for us at raraPR HQ – hence the inspo to write this blog post.
The short answer is; they don’t matter. Likes, followers and comments are not important. They’re like having a bunch of unused cars parked in a garage. What really matters is lead conversion, as well as your content representing you in a way that is aligned with your best brand self. Additionally; did your content give back by way of value to your audience, did your content provide a positive brand experience and might your audience like to potentially do business with you in the future because you can say yes to these way more important measures of success.
Just like real friends, it’s not about the quantity you have but about the quality, as well as the authenticity of the conversations you have with them. Since every man, woman and influencer next door can buy followers from Fiverr for just $5; no one believes or puts value on the number of Likes you or a business has anyway; or they shouldn’t. What you should be looking for is the level of engagement (which can also be faked) – and how many people are following through with a call to action (i.e. increase in website visits).
Facebook and Instagram have a Fort Knox algorithm that allows the visibility of your posts via the newsfeed to be seen based on how relevant they are to your audience. So if you buy 1000 followers and only 50 of them are real; then only a small percentage of your Fans are likely to comment on your posts. These social platforms will therefore deem your content irrelevant to your authentic audience based on the percentage of Fan engagement and limit the visibility of your posts in the newsfeed. Bottom line; if you buy likes, followers and engagement, you’re going to have to work a gazillion times harder to get cut-through. However perception plays a huge part in the concept of ‘contagious content catching on’ so it’s worth knowing that bought numbers is a dark side of the game that you play when you execute on social media (another topic for another day).
Here are some quick tips re all things social media optimisation and what really matters by way of content strategy;
Build it and they will come: Yep, quite simple really. Start posting! Gotta be in it to win it. And then execute a paid digital ad strategy (important).
It’s not about quantity it’s about quality: You want a community who is actually listening. It shouldn’t be a popularity contest by numbers.
Create awesome content your audience will want to share: That way you can achieve reach and visibility beyond your own Fans.
Be consistent: Allow your readers to become loyal Fans, because they know what to expect from you. Just like the editor of a magazine.
Run a competition to increase authentic engagement: Offer awesome user experiences and value-ads people will want to win. But make sure it’s in-line with your brand personality.
Ask questions: Don’t freak out if no one is responding. If at first you don’t succeed try and try again. Ask relevant questions.
Know when your audience is reading: No point posting in the morning if your audience is most likely to check their newsfeed when they’re lying in bed at night.
A picture is worth a thousand words: Eye-catching images and engaging videos are a lot more compelling than just word posts. But mix it up.
Keep it short: Posts between 100 and 150 characters see 60% more Likes, comments and shares than longer posts. If you can limit your posts to 80 characters, do it.
Keep it real: The minute you sound like a boring CEO, the minute your Fans will unsubscribe. Boring! Be true to your authentic brand-voice and keep it entertaining.
Share what you know: You have a business, you must know something right? Share what you know. Be educational.
Tag ‘em in: Tag followers in your posts when it’s relevant to send them a holler.
Include a call to action: Like and interact with other companies
Make a list: Infographic list images go off by way of shares on Facebook.
Join social network sites and be active: This helps to drive traffic back to your Facebook page, and ultimately your website.
Did you know:
Posts with 80 characters or less get 66% more engagement
Question posts get 100% more comments
Posting 1 – 2 times a day get 40% more engagement
Posting 1 – 4 times a week gets 70% more engagement
Words by Jade Roberts, Founder/Director raraPR