You run a Facebook Page and your research told you to ‘engage’ your fans.
How do you engage them? Post content that would interest them and get them to share, comment and like.
Now while that makes sense, some of you are taking it a little too far.
Do you think all the engagement in the world is going to get you business when you are a bank posting the latest memes or jokes just for the heck of it? Or a bookstores talking about partying and giving away tickets. Is that gonna get your fans to come in on Monday morning?
DON”T GET CAUGHT UP IN THE HYPE!
Organic growth can be very slow, especially if you are in a ‘boring’ industry. But the way to get fans who really care about your business and who are more likely to become your customers is to post content that is relevant to your brand and industry.
Now, I’m not saying you should go wild posting ads and promoting your business all the time. That will get you nowhere. No one wants a billboard in their news feed. Instead, try to understand your potential customers’ lifestyle and then post pics, video, questions, links, etc that are related to their lifestyle and the need your brand fulfills.
Let’s look at those examples above again. Banks – what’s your target audience – are your products directed to young professionals who are just earning and trying to save? If so, their aims are probably getting out of student loan/early credit card debt and buying that new car and house. That’s the need you’re fulfilling – financial security. Share stories about people who’ve made it, your other customers and how satisfied they are with your products and services, jokes about money, videos on ways to save and things to avoid. Ask them to share what they would do with money – vacations, new gadgets, repairs, etc.
And a bookstore? This is actually one of the businesses that benefits from showcasing their wares, which can happen with leisure and lifestyle products. Tell customers about the new books you have in stock – better yet, show them pictures. Explore little known facts about their favourite authors and show off stationery art (don’t look at me like that, it EXISTS!). Take the process of buying a book or pen to read and turn it into an experience.
Be diverse, newsworthy and fun but BE RELEVANT.
That’s the only type of content that will get you the engagement that will transfer into results.
Oh and another thing, don’t just set it and forget it. You need to be communicating with your customers, not broadcasting. Communication is a two way street. But that’s a story for another day.
Do you have a ‘boring’ business and want me to help you come up with some spicy, relevant content? I happen to have some free time on hand – just contact me. And if you’ve ever seen a business go wild on Facebook, I wanna know about it so share it in the comments!
By the way, you should definitely Like my Facebook Page so I can share some wildly relevant marketing content of my own