5000 characters, it’s a post not an essay! That’s how much room you have to get your message across on a Facebook post. This doesn’t mean you should use them all up. If I had to read a 5000-character post on Facebook, I don’t think I would ever get to the bottom and read the ending of your story or point… would you? If you need 5000 characters, I would suggest you write it in a blog post.
You have on average a lifetime value of 2 and half hours for your post to be in your fans’ newsfeed, according to Facebook Edgerank. So, how do you get the right type of message out at the best times? What type of posts should I share? How do I drive engagement on my page?
Think message first!
Your message is key when writing effective posts. You need your message to target your fans. Everyone hates a selly-sell post – it’s just not cool. You need to think of a message that doesn’t sell your products but will drive traffic to your website or get people interested in your product.
For instance, I’m writing this blog to help you learn to write more effective posts on Facebook. Some will take this info and use it to their benefit, others won’t and may call me to help them with it, or they’ll appreciate that I’ve helped them with this useful info, and then go and find out more about me and see I offer other services that benefit them too. You need to think like this with your posts too. Don’t sell direct, but create a path for them to buy.
You need to test different types of posts at different times to see what drives the most engagement. Facebook insights is your friend, and they even tell you what types of posts are doing well and not so well, when’s the best time to post, what type of posts you should posting and so much more.
Here’s another tip, don’t think that because you shared a text only post at 8am and it didn’t do well that the result would be the same at 5pm. Use your insights to determine what type of action you want your readers to take. As you see in the image below, both messages are the same but the ways they have been shared are different. The image may drive more engagement but the link block might drive more traffic. You’ll need to use a link shortener tool to analyse the amount of clicks your links get or use Google Analytics to look at the traffic sent to your website. Once you share different types of posts you will see which is best for the type of action you want your fans to take.
Use Google Analytics
If your strategy is to drive traffic to your website, you’ll want to look at previous campaigns and see what types of content drove the most traffic to your website. Even look at what drove the most traffic in the previous month, last year, or even over the whole year before. Some types of content are seasonal, but they can also have a lasting affect over a longer period. Analyse the types of content that did well and this will help you determine what your next post will be on Facebook.
Spark a Reaction
I read this somewhere and I can’t remember where. “It’s not what people read or hear, it’s how you made them feel.” WOW! It’s so true. So much value is being offered on the web and so many people are shouting their message, but what gets your attention is feelings. If I see a great video like the ones Heineken do that made me laugh or read one of those rare posts that sparks a reaction within you, it makes you feel something inside that other posts don’t. Do more of this and you’ll be a sure winner.
Ask them to do something
Some marketers think you shouldn’t ask for a like, a share or comment below as it may look too needy. I don’t. Here’s why. Think about it for a second – since we were born, we have been taught to do what we are told from a young age; our parents asking to tidy our room and teachers telling us to be quiet in class. Human beings have it ingrained in them to do what they are told, as sometimes we wouldn’t do it off our own backs. On websites, we ask people to ‘click here’ or ‘buy now’ and test them to see if we can increase conversions, because human behaviour tells us we’ll do it as long as we are asked. If I’m not asked though, I won’t. It’s the same as asking for a like, share or comment – the user might find your post one of the best he has read all day, but he might not show his love unless we ask. Just ask and see what happens.
Invite audience participation
This is something I love with one of my pages I look after. Here at Welcome to Scotland, we don’t have a professional photographer taking pictures all over Scotland, as it’s too vast. The best images come from our audience. I ask them to share their favourite images whilst taking adventures and holidays all over Scotland, and they send in amazing images. I’ll use these within our posts and credit them with the image, they get celebrity status and show all their friends and family, and we get lots of new likes and fans. You can find a way to bring your audience to life too.
Facebook isn’t as easy as it used to be to market your business on, especially as they’re looking to find more ways to make money and it’s only companies who are going to be handing over their advertising budgets to Facebook in return for success that they’re interested in. Trying different types of posts at different times will help you to get the best message out at a time when most fans are online. Facebook is a long game, but if you can follow these tips and methods then you too can gain benefits from Facebook Marketing by posting the most effective posts.
Do you have any other tips to add to this list? Are you struggling with Facebook Marketing? Are you having success on Facebook? Please share your comments below.