So Many Options, Which do You Choose?
Are you struggling with deciding what type of content to post on Facebook, how often to post and when are the best times to post? This guide will assist you in creating the ultimate content for your audience, in deciding how frequently to post, and when the best times to post for the most engagement.
Quality over Quantity
The key to compelling and engaging content is quality. Your Facebook fans look to your page for information and insights that are interesting to them. Whatever your Facebook page is about, ensure the content is relevant to your brand and your brand messaging. There are many different types of cf content to post – videos (Facebook and its user love videos!), photos (again, a crowd pleaser that gets high engagement), articles, blog posts, and the list goes on. Whatever your page is about, keep your audience in mind when creating posts. Think about why they follow your page and create posts that you know your audience will appreciate.
TIP: Use your Facebook Insights to gauge your fans’ reactions and engagement to better shape and customize your content around their preferences.
If your business page is about digital advertising, provide your audience with well-written articles, tips, blogs, and case studies related to your field. You can make your agency more personal to the users by posting images of your team at work, or videos of presentations. These posts give your audience an inside look into your agency, create an intimacy between your brand and your audience, and also increase brand loyalty. Become your fans’ go-to source for readily available, high-quality content that they learn from, can implement themselves, and if it’s engaging enough, share with others. HINT: Make it appealing enough to share.
On the flip side, let’s say your business is a garden center. Featuring images of your most beautiful plants is very compelling content gardeners will enjoy. Post how-to guides like “How to use companion planting to your benefit”. Create a video of a walk-through of your garden center, giving your audience a look at your selection of plants and how to navigate your garden center. Keep the posts friendly and always aimed at your target customer.
The primary goal is to provide your fans with the type of information they’re seeking and to get them to act on it. As each business is in itself unique, focus on the strengths of your business and highlight them in your posts. Be friendly and keep brand consistency at the forefront when posting to Facebook. It’s always important to put your best foot forward.
Motivate Your Audience to Action
Always include CTAs (Call To Actions) in your posts, to get your audience to act. Post engagement is crucial in Facebook marketing. As you know, the more engagement your post receives, the more people will see it.
Use CTAs such as “Like our page now and get 20% off your first purchase!”. Urgency in your CTA increases engagement and action.
Let’s Look at the Different Types of Content on Facebook
I’m starting with videos because both Facebook and its users love them. They tend to get the most views on Facebook and are the most affordable to promote on Facebook in ads and boosted posts. Great videos get high engagement rates, with plenty of shares, likes, and comments. Create videos that represent your brand and address your audience preferences for best engagement. It’s imperative to engage with your audience, so be sure to reply to comments on your videos, as well as comments on any content you post. Your audience wants to hear from you and developing personal connections on Facebook is essential in creating a Facebook community for your page.
You should be aware that Facebook users do not listen to sound when watching video on Facebook, so including text at the bottom of the video (like a sub-titled film) will eliminate that snag and get your messaging across. I also recommend creating a video with signs of the text for the viewer to read. I’m sure you’ve all seen them – someone flipping through hand-written or printed signs of the copy they want to deliver. I find these videos some of my favorites on Facebook, and a lot of users agree.
TIP: If you have a YouTube channel for your business, embedding your videos into your Facebook post is a snap. For more on YouTube videos, see our previous post – How YouTube Videos Can Improve Local SEO.
Images are another fantastic way to engage your fans. Images invoke emotions, and people respond to images well. Users tend to favor photos of people, so keep that in mind when choosing images to post. With that in mind, consider posting a picture of your team working on a project if you’re promoting your digital agency or an image of a patron eating at your establishment if you’re promoting a restaurant. Images are also very useful for showing off your products if you’re a merchant. As in the garden center example, use photos of your most beautiful plants. Each company is unique so post images that reflect your brand and address the needs of your target market.
BONUS: Create carousel posts on Facebook. These are easy to create, and carousels display as videos, like a photo montage. Carousel posts are a good alternative if you don’t have the budget or capabilities to produce quality videos.
We all know everyone loves a good meme! And when memes are good, they’re often shared again and again. For those of you unfamiliar with memes, here’s an example:
This form of post is easy to create on a website like makeameme.org. They have hundred of images to choose from, and you can upload your images, as well. I favor uploading your own images for the meme, but if you don’t have a vast photo library at your disposal, there are plenty of excellent images to choose. Write the meme for your specific audience and brand. Obviously, the sample above would work well for a digital marketing agency that offers emails campaigns as an offering. To sum it up, create a meme that not only reflects your business but also will resonate with your audience. As always, create a CTA to encourage users to like, comment, and share!
If you have a blog on your website, either program the page to automatically post new blog posts to your Facebook page or copy and paste the link to the blog post. When users click to read the blog post, they are redirected to your website. Getting users to your site is beneficial in many ways; users can see your full branding and messaging, peruse your offerings, and get more familiar with your company. Again, ensure the blog posts are high-quality and relevant to your target audience.
Deals and Specials
Everyone loves a good bargain, so why not provide your fans a deal? Offer a coupon code for 10% off, a free consultation, or any other offering that would attract your target. If you’re a merchant who ships items to customers, FREE SHIPPING is the best deal going. For some reason, people are seemingly obsessed with shipping costs. I know friends who buy things they don’t even need just because the shipping is free. It’s astonishing but true, so take advantage of it.
Hosting an event? Let your local Facebook community know about it. Send out invites to your fans and also publish posts inviting the local community. Events are an effective way to meet business leaders, potential clients, and others in your community. Personal connections are a powerful marketing tool, and events can bring you all together in one place to meet, socialize, and network.
Create A Content Calendar
Content Calendars are one of the most useful tools in social media marketing. It can be overwhelming to constantly think of new things to post and when to post them. Do yourself a favor and make a plan and put it in a content calendar. You can create your weekly posts all in one day and schedule them to publish when you want the post to go live. Facebook gives you the option to post by day and time in Publishing Tools, so this efficient tool can save you tons of time and headaches.
When to Post
When you publish a post on Facebook, you want to publish at the optimal time and day to reach as many users as possible. As HubSpot reports, there is no perfect time to publish a post, and there are variables to consider when posting. That said, HubSpot recommends these general guidelines for Facebook publishing:
12:00 -1:00 pm on Saturdays and Sundays
3:00 – 4:00 pm on Wednesdays
1:00 – 4:00 pm on Thursdays and Fridays
These are other times I recommend publishing your Facebook posts:
- Before an Event – When you’ve set up a Facebook event, be sure to post reminders leading up to the event. These posts will remind the fans of the events and increase buzz and attendance. Publishing posts during and after an event is important, as well. Tag people in published photos (ask permission first!) and show the Facebook world how many attended and what a successful event you had.
- Holidays – It’s always nice to wish your fans a happy holiday whether it be Earth Day, Christmas, Hanukkah, National Turtle Day, or any other holiday that resonates with your audience. You know your audience best, so pick the holidays that your fans will respond to and appreciate.
Again, there is no “magic” time to post on Facebook, so refer to your page Insights and take note when most of your fans are online. This information gives you a keen idea when you will reach most of your target audience and others with similar interests.
This easy to follow guide gives you the basics on optimizing your Facebook posts for best reachability and engagement. Remember that quality is more important than quantity, and to always post for your target audience. Your audience should always be in the forefront when creating posts on Facebook. Be friendly, be humorous, and be interesting; your fans will appreciate it! And remember – always include a CTA in your posts to encourage engagement and increase visibility.
Happy Posting! 🙂
What is your experience with posting on Facebook? Feel free to leave a comment or join our closed Facebook group for further discussions. Looking forward to hearing from you!