Creating Content on Facebook That Truly Drives Results

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Creating a Facebook account, collecting a few followers and broadcasting information is simple. It’s a great way to connect with the outside world and – as most professionals are aware – the network can be an excellent tool for building brand recognition and exposure.

However, creating content that is directly linked to measureable results can be a different matter. Far too often, business owners and social media professionals rely on the “throw it out and hope it works” method, instead of creating a social media strategy that revolves around results. When this is the methodology, success can be difficult to come by, if not impossible.

It doesn’t have to be a guessing game. Facebook can be a tool that helps your business connect with the world—up to 1.11 billion active users, to be exact. How can you take your Facebook activities to the next level? Follow the successes of others. Look at a few of the strategies below to get started.

Post at the Right Time

Just like many other activities, something great can go terribly wrong if shared at the wrong time. With the way social media updates happen, and the fact that newsfeeds change on a second-by-second basis, if you’re not posting to your Facebook page when your users are accessing their accounts, you could be missing out. There are two remedies:

Post Regularly

If you’re posting regularly, you’re more likely to catch the attention of a variety of users. Post multiple times a day – with different information each time, not the same post over and over again. Don’t ignore weekends and evenings; have information ready that can be shared at any time. Pay attention to when you receive the highest number of “likes,” “shares” and responses.

Post When Your Followers Are Most Active

Facebook’s “Happiness Index” illustrates when users are most active, positive and, therefore, happy. The index spikes on Fridays. This—coupled with the fact that a recent Buddy Media study found that user engagement begins to rise on Wednesdays, spiking on Saturdays—means that if you are limited on how frequently you can post on a weekly basis, focusing on the end of the week may be most effective for driving engagement and real results.

Fortunately, you don’t need to be logging onto Facebook every evening outside of work hours to post – schedule your messages right on Facebook by clicking the clock symbol.

Offer Incentives

It’s no secret that many people are inundated with brand content on Facebook, and some have started to tune out advertisements entirely, especially when brands are overzealous about self-promotion. To drive results from a Facebook page, you need to have your content spread across the network, not just in advertisements but also via social shares.

Many successful brands take advantage of incentivizing people to share their brand. One of them doing a particularly good job is Havahart Animal Traps. The company brings fans to their page by offering incentives and hosting contests based on liking their Facebook page, sharing specific content and commenting on their posts. After users begin to follow their page, they have access to other posts of cute animals, amusing memes and information that’s relevant to their fans. This is an excellent way to alert potential consumers to what your company has to offer while driving future sales.

Be Helpful

If your posts are entertaining, great job. But, you don’t want to rely on customers seeing your posts in their newsfeeds, which are bombarded with status updates, photos of friends and news articles. Instead, you want to give them a reason to come back to your site on their own.

One of the best ways to make this happen is to offer helpful information that they’re searching for. Use Google’s Keyword Planner to find commonly searched for phrases. Better yet, start a poll. Ask your fans what information they’re looking for by starting a Q&A thread. Take the time to develop content around the questions your users ask most frequently.

Becoming a trusted source of information in an otherwise cluttered, confusing online world is a way to ensure potential customers come to your company first when looking for products you carry or for information relating to your industry where you’ve already established expert-status.

Besides sharing memes and congratulating their visitors on their “great catches,” Victor Mouse Traps uses their Facebook page to answer their customers’ questions about their traps. They also advise customers on the best traps to use depending on their situation and the pests involved. For this reason, their page has very high engagement, and customers feel secure knowing they can get in touch with customer service quickly and conveniently.

Support a Greater Cause

While many Facebook users wonder what’s in it for them, overall, they want to be a part of something bigger and better than themselves. It’s the true purpose of any community and is a reason people join social networks in the first place, to connect.

An example of one company making this happen is 12 Keys Rehab. The drug and alcohol rehabilitation center serves a specific purpose: helping individuals struggling with addiction overcome obstacles to lead productive, healthy lives. Many of their Facebook posts reflect this. However, their page also serves a larger purpose. They raise awareness and funds through their posts for organizations like the Wounded Warrior Project and The Independence Fund once certain milestones are reached.

Your Facebook efforts do not have to be shots in the dark. Facebook marketing can be a strategy-based initiative that leads to measureable results and real engagement, which should be the purpose of any brand.

About Adrienne Erin

Adrienne Erin is a blogger and online PR specialist for WebpageFX who has written for Content Marketing Institute, Search Engine People, Muck Rack, and other publications. See more of her work on her personal blog, Pongra.
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