Congratulations! You’ve got an engaging Facebook page with growing visits and readership. Your target demographic is following you, so now the challenge is to keep them interested. Use 20% of your content to talk about your brand and the remaining 80% should be dedicated to content that your followers will find interesting. This communication strategy will get them to engage in conversation which leverages those efforts, in essence giving you a better return on your time investment.
Always keep in mind that it’s called Social Media for a reason. While Facebook should be a large part of your marketing mix, consumers don’t want to hear your on-line sales pitch all the time. You must first build a trusting relationship with fans of your page.
Talk about you, your products, drive consumers to your e-commerce website only 20% of the time. The 20% of your brands’ content could include persuasive calls to action such as a discounts or special offers targeting your existing Facebook fan base which garner useful database information about your fans and how they perceive your company that may lead to conversions… If not immediately, in the near future.
With the remaining 80% of your content, make it “shareable.” Talk about topics that your demographic will find interesting that relate to business but not directly about your company. There is a plethora of available content from influencers on just about any topic. Simply put, look for content that appeals to your audience. Doing this will educate you followers about your industry by offering insights, news, quotes etc. Asking questions is an easy way to encourage engagement. Getting followers to like or comment on a post allows you to build that trusting relationship mentioned earlier. Having your followers share your content exposes your business and content to potential new followers.
If a brand’s sole focus is on itself with the sole intention of increasing sales, Social Media followers will realize that and tune out. Only by opening a two way conversation by offering a forum for engagement can your brand maintain and sustain a successful, profitable Facebook presence.