Although there are certainly better and more efficient ROI methods for raising online brand awareness around your business, Facebook is an absolute must. Developing a Facebook content strategy is important in order to reach consumers with the right message. Content should be directly related to your business but not so much that it creates an overwhelming professional tone.
First, let’s look at establishing effective content.
Visual Based Posts vs. Text Based Posts: When it comes down to the most basic form of content, two types are typically discussed. Text based posts are easy to produce, share, and don’t require an employee with aesthetic expertise. Visual based posts such as photos and videos are more difficult as they strongly impact the tone and environment of your Facebook page.
Posting Frequency: A study conducted by Socialbakers, a provider of social media analytics, revealed that top brands will post on Facebook once a day. While it may seem logical that posting large amounts of content would lead to increases in engagement, it isn’t always the case. Bombarding users with posts may annoy your fans and prompt them to unfollow your page. Although following this general rule can help, post frequency is also highly influenced by the nature of your business.
Posting Schedule: Posting should take place when the majority of your customers are online. With so many pages on Facebook, the newsfeed has transformed into a competitive battlefield. Who your customers are will influence the time at which posts are published. For example, the 18-24 year old demographic is most active on Facebook between 9:00pm and 10:00pm. In order to achieve the best chance of exposing customers to your content, make sure you post at the most appropriate time.
Next, let’s look at how to be clear and relevant.
Identifying your Target Market: The most crucial marketing step is understanding who you’re selling and communicating to. Content that is developed with the interests and preferences of your target market will naturally increase its effectiveness because it is something users will want to engage with. Simply put, give people what they want.
Be Current: Showing your fans that you are keeping up with trends in the industry will not go unnoticed. It is important to have consistency between posts and the external marketing environment. For example, Walmart updates their Facebook page on a near daily basis with content that reflects holidays, economic trends, and other current events. By having content that is not purely promotive, you show that you aren’t only interested in making a sale. Instead, you are helping your customers with legitimate needs.
Selecting a Content Tone: Choosing a voice on social media increases the effectiveness of communication with your fans. Depending on the type of business you run, your tone should differ. Most Facebook pages will select a tone that is reflective of their own business and their target market. Sephora, uses a tone that is generally informative and educational. The Sephora Facebook page updates fans on current products and offers tutorials involving makeup and skincare products. Note: Consistency in tone is key, but that doesn’t mean you are forced to always offer the same content. Occasionally posting something atypical can spark interest.
Finally, be convincing.
Delivering Value: One of the best ways to deliver valuable content on Facebook is through exclusivity. Whether it be promotions, sweepstakes, or giveaways, the published content should be worth your customers time. Content that doesn’t deliver any sort of value will have little to no impact on your customers. It isn’t expected that every post you make delivers a monetary or product compensation, but once in while it can be a great way to entice customers.
Unique Content: With over 42 million pages on Facebook as of April 2012, content is being produced and shared on Facebook at incredible rates. Designing and developing content that is unique in some way will give you a competitive advantage. Just make sure that the content is relevant to your business in some way.
Developing a Facebook content strategy requires ample time, research, and coordination. It is important to deliver effective, clear, and convincing content. Following these tips should prove as a useful guide in understanding how to make your business prosper by publishing the right content on Facebook. However, developing a long-term social media strategy that creates synergies with the rest of your online/offline presence can be a daunting task – this is why agencies like us exist. To learn how we can help you grow your business today, contact us!