Everyone knows the Facebook story... If you don't pay
to play, then it's very difficult to get consistent eyeballs on your posts.
But Facebook is also still the number one social network and is
constantly improving their product in many different ways, which is why I
believe the challenge is worth it.
So how do you "beat the system?" Well, I don’t
know that you can. There is certainly no magic bullet. I believe that
successfully engaging your audience on Facebook is a combination of planning
and spontaneity. Many social media
experts will tell you that you should pick a schedule and post once or twice
per day. But I argue that less is more. The
quality of your posts is far more important than the quantity.
Here’s a recent post from the Governor’s Facebook page. I had been on vacation for a week, and had
posted a sponsored post that ran for half of that time. So I hadn’t posted anything on the page for 5
days. So I checked a couple things off on
this post 1) The post was relevant to the weather, 2) I used a picture, and 3)
I chose one of our top 3 products sold, so it appealed to a wide variety of
people.
The KISS (Keep it simple, stupid) principle applies
here. Now this post certainly didn’t go
viral, but it did reach 33% of our Facebook followers, instead of the 3-5% that
a post without paid promotion would reach. This is something that would drive
someone through the door, and honestly If I sell 6 bowls of Haddock Chowder
because of this post, I’ve probably paid for the effort.
Do you want to find success marketing on Facebook? You don’t need to hit it out of the park.
Make sure your post is relevant, use a picture or better yet a video if
applicable, and highlight something that your fans like. Keep plugging away at it and you’ll find what
your audience reacts to.
Got a Facebook marketing success story that I should know about? Post in the comments below, tweet it to me @jasonpclay, or email me at jasonpclay@gmail.com
