In a recent blog post, I mentioned how important it is to create and develop your blog content strategy. In this article, I want to talk about expanding your content marketing with Facebook posts.
You can use your content strategy to maximize your social media marketing efforts. With all of the social media platforms available, don’t try to sign up for all of them at once. Just start with only one or two platforms to avoid getting overwhelmed. I recommend that you start with Facebook and one other platform of your choice. Once you have those mastered, you can expand to the other platforms that are a good fit for your business.
Using Facebook posts as part of your content strategy allows you to reach more of your audience. Every time you publish a post, your reach is automatically magnified. This will drive traffic to your site while you develop a stronger relationship with your audience.
Facebook provides you with many features to help you build your brand. You can also use these features to create a level of trust with your audience.
Your Facebook Personal Page
Most people will see this feature and instantly dismiss it, but I encourage you not to. Like them, you’re probably thinking that you don’t want to mix your personal life with your professional life. The good news is Facebook provides you with tools to separate them.
When you connect with a prospective client at an event or in person, you’re probably not going to tell them to like your fan page. As a coach or online professional, you’re going to connect with them on a personal level. So how do you announce business content without including all of your friends and family?
Facebook allows you to create groups on your personal page. You can use these groups to segment your family and friends as well as your business contacts. When you want to post something personal, you can make it only visible to your friends and family group. When you post something business-related, just post that content to your business group.
You will want to pay attention to comments and posts that appear on your personal page. After all, some business contacts will show up here. It will be a great way for you to connect with those prospects. Once you see that a prospect has reached out to you on your Facebook personal page, keep track of the ones that engage with you. You can use a spreadsheet or your CRM program.
You can use either method to track when you should reach out to those individuals. You’ll want to follow up to see if they’re interested in developing a relationship with you. Use Facebook Messenger to send them a quick note or invite them to join you on a call. You can also use it to personalize invites to your events or next webinar.
Always remember that your business-related content should be focused on value. Your should not focus on asking your audience for something. You should aim to post business-related content at least twice a week.
Business or Fan Page
Unlike your personal Facebook page, your business or fan page will exclusively be about your business. On this page, you can post valuable content related to your audience. You can also announce upcoming launches and events.
Another difference with this page is that Facebook provides you with many tools to help you engage, track, and analyze your audience. These tools give you the ability to track engagement on each of your posts. This will help you to optimize your reach with your audience.
Like your personal page, don’t focus your posts on selling products or services. The content you deliver should be valuable, relevant, and informational to your audience. This concept is similar to the main topic in the book, Jab, Jab, Jab, Right Hook: How to Tell Your Story in a Noisy Social World by Gary Vaynerchuk.
While you’re in business to make a profit, your first priority should be to help your customers. If you’re always asking them to make a purchase, you’ll quickly get the reputation of being “sales-y.” Your customers will then be less likely to interact with you. The more they see that you want to help them, the more they will want to do business with you.
With Facebook’s analytics features, you can test the types of content you post on your page. You should mix up what you post in the form of images, inspirational quotes, audio, video, or written content. After about two weeks, you will start to see what types of posts and content resonate with your audience. You can incorporate this information into your overall content strategy. This will help you to maximize the reach you have with your audience.
Facebook Groups are similar to the groups you can set up on your personal page, but here you want to structure them for business purposes only. This feature allows you to segment your audience so you can deliver specific content to them.
One way that I use Groups to connect with my audience is to develop a theme for each day of the week. For example, my theme for Monday is “Motivational Monday.” You don’t have to do this every day when you’re just starting out. Just do it one or two days a week and then build up from there once you’ve mastered those first few.
This strategy serves two purposes. One is so that you can use those themes to help you further develop your content. You’ll have a heads up on what type of content you need to deliver on those specific days.
The other purpose for having a theme is so that your audience knows what they can expect on those days as well. For my audience, if they’re looking for an additional spark of inspiration, they know that content is there and waiting for them on Monday. This strategy will further assist you in connecting with your audience.
For example, you can designate one or two days out of the week and make yourself available through Facebook Live. It may seem a bit intimidating to go live with your audience, but it’s the best possible way to connect with them. You don’t have to be online with them for an extensive amount of time. You can do a quick 30-minute session, depending on what you plan on discussing.
Choose a topic for the event so you can use it to promote participation. The topic should further your strategy of offering valuable, relevant content to your audience. Leave time at the end of the session to allow for a Q & A session. That level of direct interaction will provide additional value to you and the attendees.
You can use these strategies alone or combine all three to create maximum results with your Facebook posts. As you develop these strategies, you’ll improve the reach and interaction you have with your clients.
Do you use social media to promote your business? If so, what strategies have you found to be most successful? Share them with me in the comment section below.